How do traditional industries operate new media?

In marketing promotion, I personally think it is very important to regard promotion as a game, regardless of whether a perfect account system is established or not. In particular, the practice process of perfecting the account can make the promotion specialist have fun and do interesting things, rather than a job that has to be completed. In this way, promoters can respond with a relaxed attitude, which will naturally have a multiplier effect.

On this basis, a perfect account system can be initially established.

The so-called perfect account system is to register an account in various network promotion channels, such as Tencent and Sina in Weibo, Tianya and Maopu in the forum, video stations covering Youku and Ku 6 ... Its core is to have a fire support point in each promotion channel. Once an attack is launched, it can form a comprehensive oppression situation for all network channels.

This seems to have nothing to do with the regular promotion tutorial. Many online marketing companies advocate a large number of registered vest accounts, a large number of posts, and posting in the major promotion channels of the network, forming an overwhelming trend of online marketing. This trend of posting in forums has also spread to Weibo. We can often see in the media that well-known online marketers show off how many accounts their companies have established on Sina and Tencent Weibo. Many accounts have become popular Weibo and WeChat by paying attention to each other and posting paragraphs, covering from 1000 million to 1 000 million, thus occupying the communication market of Weibo and WeChat.

This promotion mode is strongly embodied in Weibo, namely Duan Zi Weibo. It can be said that many powerful marketing and promotion teams claim to cover social network communication channels extensively, mostly by so-called paragraphs. So, is the paragraph account system so magical?

Why did Haidilao joke only last for a few days? Take Weibo's Haidilao as an example. As a hot pot chain enterprise famous for its service, Haidilao's good service is well-known and well received by netizens, but its overall popularity is not high. With all kinds of Weibo jokes about "people can't stop fishing in the sea" going viral, most of the tricks of "fishing in the sea" are as follows: One day, I was eating hot pot in a sea fishing shop, and I accidentally said ... during dinner, when I checked out ... The main content was to make a wish during dinner, which was actually realized when I checked out. As a result, Haidilao became a household name overnight. While the popularity of Haidilao is increasing day by day, all kinds of Weibo jokes that "people can't stop Haidilao" have attracted complaints. Some celebrities bluntly said that the excessive marketing of Haidilao will inevitably have a negative impact. All kinds of voices questioning Haidilao came out, which made the good image of Haidilao plummet before.

Compared with those jokes Weibo, which are popular in Weibo, the module update of Haidilao is actually not a complete joke, but a little biased towards the once popular ordinary objects. But after a year, netizens became less interested. The most serious thing is that the over-marketing of Haidilao has become the focus of the media, but the problems of its own products have been exposed, so that its own problems have been expanded because of the viral spread of Haidilao. In addition, netizens are a little nervous about sea fishing, plus aesthetic fatigue. What is the result? Haidilao's joke: stealing chickens and not eating rice. ...

This is not my pursuit of Weibo marketing realm. Although the key to the failure of Haidilao's popularity lies in its own product strength, which can't withstand exaggeration, more importantly, Haidilao's marketing in Weibo is an empty shell made up of money and five-Mao Party. In fact, few netizens really want to write their own stories about Haidilao, and more are just public relations jokes released by Weibo and Weibo. In other words, it's not Weibo that really set off the underwater fishing craze, but the online media. In the world of underwater fishing, Weibo just plays a puppet at the front desk, and doesn't exert real interactive influence.

The requirements I gave to the Commissioner of the Promotion Department to improve the account system are completely different. Take Weibo Marketing as an example. I just ask them to register the same account with the same name on Sina and Tencent Weibo, and ask them to publish at least five articles about Weibo and Weibo every day. The content is mainly based on my own promotion experience or as a promotion specialist, registered with real information, with the purpose of recording my growth process and sharing it with all netizens who are interested in online marketing.

Of course, this is only the beginning of a perfect account system.

The whole picture of a perfect account system should be like this, that is, a social network communication node connects all online marketing channels such as video publishing, blog views, forum promotion, encyclopedia maintenance, question and answer guidance, news qualitative and so on into an organic whole. The biggest advantage of doing this is not to bet on Weibo, WeChat or even any other communication channels, but to make every promotion channel become the explosion point of marketing effect.

On the one hand, a long-term series promotion may be difficult to have influence at first, but as long as it breaks out in the subsequent promotion, people can pay attention to it, review the earlier content and look forward to the future content, thus gradually forming a strong influence.

On the other hand, the outbreak of any promotion channel can affect the whole body, so that the content on all promotion channels can be concerned by netizens and form a golden chain of promotion. This is far safer than putting eggs in one basket.

Thirdly, we should not let the promotion commissioner just stare at Weibo, realize that network marketing is not a way for Weibo, and master all the promotion methods of network marketing more skillfully.

Fourthly, this kind of in-line promotion can effectively cover netizens with different web browsing preferences, and can effectively break through the communication bottleneck that only users in Weibo can be covered.

Fifth, the problem of information content of social media such as Weibo and WeChat has been solved. After the popularization of Weibo, the old communication channels such as forums, blogs and encyclopedias can be continued.

Sixth, once the influence is formed through several such creative fun spreads, all the perfect accounts in the chain will pass this1+1>; The way of "2" is growing stronger and stronger, which will gather a certain number of long-term followers and form their own influence, which is stronger than the pure Weibo fans.

Seventh, and most importantly, through this omni-channel perfect account training plan, any kind of promotion in the future, no matter what form, whether it is video, text or pictures, or even hard advertisements, can be integrated into the perfect account, exert its strength in other channels, and aggregate through social networks such as Weibo and WeChat to form a real six-degree communication. This way of cultivating no more than 20 accounts in total is far more effective than registering thousands of vests in various channels.