Making Money With Your Phone: The Mobile Internet Marketing Revolution

Chapter 15 Follower Strategy: A Small Number of Followers Generates Maximum Value (3)
After graduating from university, Chen Jie entered a foreign company to work.At that time, she began to spend significantly more time on the vegetable field on Kaixin.com than on grabbing parking spaces on Renren.com.But now, she is used to posting all the interesting events she encounters on Weibo, not only in the office, but even when there is a big traffic jam on the way to and from get off work, she will take a picture of the endless traffic queue , using an iPhone to post on Weibo: "I'm so glad I went to take the subway today!" When she was on vacation, she looked for various performances and lectures she liked in Douban's "Same City Events", and clicked "I want to participate".After actually arriving at the scene, use the Jiepang website to "sign in"...

Chen Jie expressed her enjoyment of the community-based development trend of the mobile Internet. She said: "I don't have to actually see my friends, or call or send text messages to them over and over again, and I can know what they are doing. , what they like, what they want to do. And I also get to know more about them, and on these sites, they are more relaxed and more themselves.” These networks make her relationships “easier, casual and more direct.”

With the development of society and the advancement of Internet technology, the scope of people's pursuit of division of labor and collaboration has expanded to the entire network, and the socialization of the network has gradually begun, establishing social relationships on the network, and evolving such social relationships into real relationships. , and gradually developed into a social networking platform.In the era of mobile Internet, the development of social network platforms is also increasingly inclined to the mobile terminal. All major social networking sites have launched their own mobile clients, and the important position of the mobile Internet marketing revolution is here.

5.5.2 Use social platforms to increase fan dependence
Taking Tencent as an example, many people found that when studying Tencent's core competitiveness, the foundation for Tencent's real development is the strong user relationship knit together through the social network.This group of users communicates with each other continuously, forming an interdependent relationship.It is precisely because Ma Huateng saw the trend of online communities many years ago and made a fuss about the community platform that QQ became popular.

In Ma Huateng's mind, the future Tencent will become a symbol of Chinese people's online life. "As long as you mention QQ or Tencent, you will think of online life." He said.Just as people rely on water and electricity in daily life, what Tencent is going to do is water and electricity on the Internet.Inspired by the business model of water and electricity business, Ma Huateng put all the traditional life on the Internet and created an online life.Tencent aims to build the largest online community in China to meet the needs of Internet users for online communication, information, entertainment and e-commerce. This is Tencent's one-stop "online life" service.

Ma Huateng said: "It can be foreseen that the next 10 years of the Internet will be the 10 years of online life." Therefore, on the basis of deep integration, Tencent adopted a business model of "one horizontal and one vertical". Communication tools and portals, interactive entertainment services, and web content services and e-commerce including multimedia, music, e-magazines, etc.Such a layout can serve more users and be equipped with more cutting-edge technologies. More importantly, on this basis, it can expand a wider range of network value-added services to meet and realize more user needs.Ma Huateng hopes that through this platform, people can use the Internet to improve their quality of life and work efficiency, making the Internet an important part of people's daily life, work and study.

In foreign countries, the leader in this field of social networking is undoubtedly Facebook.It expanded from a social networking site inside Harvard University to an Ivy League alliance and eventually swept the world.Now, it has more than 10 billion users.Just the number of photos these users upload each day has made Facebook the largest photo-sharing site.As you read that sentence, Facebook generated over 1000 million more page views.

5.5.3 How much are fans worth?how to cash

Whether it is Tencent or Facebook, their complete online life platform brings a huge user base and huge traffic.And this is exactly what many companies dream of when doing marketing.In the era of mobile Internet, how much is a fan worth?On the Internet, you can buy 10 Weibo fans for 1000 yuan, but this does not mean that each fan is only worth 1 cent.

Nanjing university student Zhao Cheng's microblog "Encyclopedia of Embarrassing Things" has gained more than 60 followers in less than a year.He said in an interview: He only needs to post a few soft advertisements every month without affecting the style and quality of his Weibo, and he can easily earn more than 2 yuan.

This is just a small example of profiting from fans of social networking sites. Foreign statistics show that the average value of a social networking fan is as high as $136.The reason why fans are so valuable is that on social networks, they are not only audiences but also communicators.There are not a few companies in China that use social platforms such as Weibo to increase sales, and there are also many cases of using them to promote corporate brands.In short, the fans accumulated on the basis of the online life platform will be an inexhaustible marketing treasure house.

5.6 Responsibility brings trust: building positive brand associations
5.6.1 Public opinion determines the marketing environment
In order to achieve marketing goals, companies must accumulate a large number of fans.However, with the development of the mobile Internet, many companies have limited their strategies for developing and managing fans to short-term methods such as news hype and personality promotion.In fact, the identity of fans is essentially the public. Although they will pay attention to you because of some novel news or resonant slogans, it does not mean that they will always be your fans.Managing fans is a long-term project, and it is necessary to grasp the psychological demands of fans as the general public.

Kotler mentioned in the "Marketing Tutorial": "The company's marketing environment also includes all kinds of publics. The public refers to any group that has actual or potential interest or influence on the organization's ability to achieve its goals. Companies can be as Plan for its primary audiences as it does for its customer markets. If a company wants to elicit a specific response from a certain public, such as goodwill, word of mouth, or human and financial contributions, it must The public offers something attractive enough to achieve its goals."

For a business, there are not only competitors competing for the target market, but also various publics who are interested in the way it does business, and they either welcome it, oppose it, or ignore it.These attitudes of the public towards the company will have a huge impact on the marketing activities of the company. It may help to enhance the ability of the company to achieve its goals, or it may hinder the growth of this ability.

5.6.2 Establish positive brand associations

Far-sighted companies will take specific measures, work hard to handle the relationship with the public, and win the support and preference of the public, so as to create a harmonious and stable social environment for themselves.Of course, the maintenance of public relations is a "project" that requires long-term attention. If it is not careful, it will often lead to the consequence of "one mistake and eternal hatred".

As the saying goes, "Water can carry a boat, but it can also overturn it." In shopping malls, the public is like running water, and enterprises are like canoes sailing on water.If you want to sail smoothly, you must be familiar with "water quality", that is, bring benefits to the public in order to gain public support.In short, if you want to achieve success in marketing, you must maintain and handle all aspects of the relationship, and strive to ensure the company's reputation and image among the public.

Alibaba has always regarded helping small and medium-sized enterprises develop as its core values. Therefore, its Weibo pays a lot of attention to public welfare undertakings. Over time, its corporate image is linked to "responsibility" and "public welfare", which has attracted the attention of a large number of fans. and trust.

In order to achieve the purpose of maintaining word-of-mouth and image, far-sighted companies usually choose to do some socially responsible things.The so-called corporate social responsibility means that under the market economy system, in addition to pursuing profits for shareholders, companies should also consider relevant stakeholders, that is, the interests of all parties that affect and be affected by corporate behavior.In the 20s, with the continuous expansion of capital, a series of social contradictions appeared, such as the polarization of the rich and the poor, social poverty, especially the issues of labor treatment and labor-capital conflicts, etc., were paid more and more attention, so "corporate social responsibility" was put forward .

[-]. Ma Yun: Do not put making money first

Many entrepreneurs regard serving the public as the goal of their business when they first start their businesses.For example, Bill Gates, at the beginning of his business, he had already set the goal of "making computer software available to tens of millions of people"; for example, Sam Walton, he vowed to establish a business form that is both convenient and cheap, Wal-Mart helped him realize this ideal; another example is Jack Ma, whose mission at the beginning of his business was to "make the world easy to do business."Of course, it is not enough to have a mission alone. We must generate wealth, so that the value created by ourselves can be recognized by people.

Jack Ma thinks that a great company also needs to make money, but a company that only makes money is not a great enterprise.One of the most important principles of Alibaba is never to make money as the only goal.He believes that a great company can first create real wealth and value for the society, and can continuously change the society.This is the performance of a company with a sense of social responsibility.Ma Yun's entrepreneurial values ​​have established him as a responsible entrepreneur, which has made him respected by the public and brought him many fans.

Ma Yun’s Weibo did not add many titles such as “Chairman” and “CEO” to himself like ordinary entrepreneurs. Instead, he simply used the identity of a member of a public welfare organization such as “The Nature Conservancy” to position himself. His Weibo The content of the blog is also mostly related to inspiration and public welfare, so it has more than 1000 million fans without following a single person.

[-]. Ma Huateng: actively fulfilling social responsibilities

Ma Huateng is similar to Ma Yun. Ma Huateng believes that actively fulfilling corporate social responsibility is not only the obligatory social responsibility of Chinese Internet culture enterprises, but also the obligation of every corporate citizen, and it is also the guarantee for the harmonious and sustainable development of the entire Internet culture industry.

In 2006, Tencent invested 2000 million yuan to initiate the establishment of the Tencent Public Welfare Charity Foundation. This is Ma Huateng's first big investment, and its goal is to improve the living conditions of more teenagers.Since then, Ma Huateng has been focusing on youth funding and education. The Tencent Charity Foundation has successively established contacts with the China Children and Teenagers' Fund and the China Youth Development Foundation. Because of this, in June 2007, Ma Huateng Won the honorary title of "Chinese Children's Philanthropist".

Unlike many entrepreneurs who focus on donations for charity, Ma Huateng takes advantage of Tencent's media platform and bases himself on cultivating a charity culture.Tencent not only set up its own foundation and donated directly to external parties, but also cooperated with many professional charities such as China Children and Teenagers' Foundation, China Foundation for Poverty Alleviation, Jet Li One Foundation, etc., providing them with public welfare services such as information dissemination, online donation, and online charity sales.At the same time, Tencent also takes advantage of QQ's huge information group to carry out public welfare projects through Tencent Public Welfare Network, a volunteer participation platform and a public welfare organization operation platform, and provides a platform for netizens to fully participate in volunteer services, fund donations, and public welfare activities.Spread love through a huge platform, let the whole society care about public welfare, devote themselves to public welfare, and pay attention to the disadvantaged groups and the healthy growth of minors.After successfully creating an Internet kingdom, Ma Huateng is working hard to create a charity project of hope.

The choices of Bill Gates, Ma Yun, Ma Huateng and others are not accidental.In today's society, corporate social responsibility has become a symbol to test the strength of an enterprise's core competitiveness, and having a sense of social responsibility is a necessary condition for the survival and sustainable development of an enterprise.An excellent corporate citizen, or a pioneer of corporate social responsibility, should take social responsibility (CSR) strategy as the origin of its social responsibility.How to formulate a CSR strategy can be of great significance to the enterprise itself, to the society, and to the environment, which is often a matter of particular concern to corporate decision makers.

(End of this chapter)