In the user-led era, how to do circle marketing?

On May 2 1 day, Digital Story X Fat Whale invited five big coffees from brands, marketing circles, media and big data service providers to have a cross-border dialogue in the form of round-table video live broadcast, bringing you a deep dismantling of the digital story brand purchase guide around the circle and content. Sharing guests: General Manager of Luo Yashili International Group Market Management Center, founder and CEO of digital storytelling, Gouriau Gouriau data scientist, founder of marketing consulting, former CEO of Kaidu Media Greater China, director of Shanghai Hewei China Daily, reporter and senior media person Fan Youpang whale, founder and CEO, four guests from different fields brought us unique views on "circle marketing". The wonderful contents have been arranged as follows. Please enjoy Q 1 in the changing media and network environment. He Wei can look at this change from three angles. First, from the perspective of consumers. This is a process from centralization to decentralization. In the past, consumer portraits may be relatively rough, but now consumer groups are relatively transparent and atomized. Second, from the brand level. The speed at which the brand is responded will change from quantity to quality. In the initial stage, when a brand carries out activities such as product innovation or crisis response, the waiting time for feedback may be calculated in days or hours. However, due to the development of social media and the empowerment of technology and data, the speed of brand response has been compressed to a real-time and synchronous level, and some consumers will feedback your voice in real time. Third, from a more macro perspective. At present, the development of social media and social marketing in China is produced in the process of the whole social and economic development and the continuous improvement of global status. Therefore, at present, the innovation in the social field may be one of the best in the world. This is both an opportunity and a challenge for the brand. Brands need to grasp many unknown and unexplored fields, and combine the characteristics of China consumer market and China consumers to realize the so-called best practices. Q2 is a fast-moving consumer product. What do you think of the changes in social media and consumers in recent years? The first point is the development and transparency of information. In the past, mothers may choose products through the recommendation of friends or girlfriends, but now more and more post-90 s or post-95 s mothers like to be researchers, which we call extreme formula mothers. They are very familiar with the brand's online baby page, the goodwill of Weibo WeChat, and even the negative comments of some products. Consumers may know more than the brand itself, so the information transmitted by each brand must be very accurate in order to really impress consumers. Brands may be more professional than professors, so as to gain the trust of consumers. Second, with the development of various media, consumers have higher and higher requirements for content. Brands must communicate with consumers in the language they expect and understand in order to impress them. Third, consumers in this era are changing so fast that it is not enough to do brand marketing only by traditional methods. It is necessary to innovate traditional marketing methods, such as trying to use digital technology to drain and plant grass to keep pace with the times. Q3 As a veteran in the advertising industry, how does Gouriau view the challenges brought by the social media revolution? Gouriau 15 I am in Shanghai and have never left socialmedia. When I came back from abroad, my first job was planning on the campus network. At that time, I met many customers and told them that you wanted to use our campus network. There are parking spaces and vegetables in our campus network, and then customers feel incredible. Now that I think about it, when I first came into contact with this concept, I felt incredible. Why is it incredible? Ordinary consumers use a media in the hope of getting content and interacting with it, but social media has changed the role of the media. We associate with friends instead of interacting with the media, and the media is no longer a subject. Social media empowers users and gives them supreme rights, which is a very interesting subversion. Therefore, the marketing work has undergone a qualitative change, because in the past, brands had a high voice and could decide who they were, but now brands can't control consumers' comments and ideas. This is a user-led era. Marketing work should not only pay attention to itself, but also to users, not only to reduce the negative comments of consumers, but also to find ways to promote the praise of consumers and enhance brand awareness. Now users have formed various circles. For example, people who grabbed parking spaces together formed the earliest circle, and the concept of circle is becoming more and more important today. Q4 From a technical point of view, what are the new opportunities in the industry now, and how should the brand be adjusted, changed and upgraded? Arber Xu From a technical point of view, all individuals now have excellent infrastructure. We have WeChat, Weibo, Tik Tok, Little Red Book and live e-commerce, so individuals have the right to choose and express freely and the ability to form a closed-loop consumption. After consumers become more and more important, super individuals may be formed, such as KOL. To attract the attention of the brand, we must seize KOL. On the other hand, it also provides great opportunities for many new small and beautiful brands. If we can make full use of the infrastructure capacity, the ability to communicate with individuals, and even establish the ability to cooperate with super individuals, the brand can grow rapidly. We have the opportunity to achieve online and offline collaboration. Online directly affects consumers' purchase in advance, and we also have the opportunity to make the brand suddenly become something familiar to the public overnight. Each of us should embrace the changes of the times. How can Q5 brand better communicate with the circle and conduct marketing? Arber Xu, we have formed a very complete methodology. Every circle has its own language system, values and structure, and their scales are different. Because the network structure of different circles is different, its transmission mode is also different. So we dig deep in the data layer, which is equivalent to deconstructing the whole social network, including the relationship between individuals, the relationship between layers of small circles and so on. On the other hand, it has a strong guiding path to the brand. A brand must first have a clear target group. Through these target groups, the brand will find the most relevant small circles in reverse, and then step by step through these small circles and then spread to other circles to detonate. If the brand needs to use this marketing routine, it needs to have a deeper insight and control over consumers and circles. Has Q6 made some division of circle communication in the marketing process, and will it use some data technology to improve the communication efficiency with consumers? Luo _ For Ma Bao, our core communication group, within 1000 days from 0 to 3 years old, we will use CRM system to manage the life cycle of members, and the middle desk system is the platform connecting the whole CRM management terminal. Like the "Mayahui" we are doing now, it will divide all the guests into different levels, and then realize the push mode of thousands of people on the WeChat platform of "Mayahui". We will classify our guests, such as our HV(highvalueuser), MV(mediavalueuser), and of course there will be some new guests who only spend once, or LV(lowvalueuser). According to the classification of the crowd, make customized push according to his consumption behavior habits. For example, as a child grows older, the amount of milk powder he needs will also change. If you only push it synchronously, it will not attract consumers' attention, but if you push customized information, you can strengthen the connection between brands and consumers. Sticky interaction of brands is not a simple business relationship. We will treat consumers layer by layer like peeling onions, from filling in the simplest information to encouraging users' habits through integral activities, and then pushing corresponding content and online and offline activities according to user feedback. This life cycle management of members makes the marriage between brands and members more lasting, fresh and effective. Mother and baby groups are not like ordinary pan-groups, and milk powder is not like cola and yogurt. Milk powder brands need to communicate with consumers more effectively, and consumers in this circle are actually quite difficult to be influenced. It usually takes 6~8 times of education and content to reach the mother and baby before you can become your new guest. After starting the first step, the repurchase link and member management link will be more effective. Know your consumers, and then use some tools to manage the user behavior trajectory and user feedback. This is our membership management for the circle. Q7 In different brand life cycles, how can you help customers make overall circle strategies? In Gouriau, we have some routines when planning and thinking about communication strategies with consumers. For example, in Ogilvy & Mather, there is a saying that we use the truth of the most consumers. What is the real truth of consumers? What products can brands match? For example, consumers want to go on a diet to lose weight, but the fact is that they want to lose weight and don't want to go hungry. I will tell you that I can lose weight without being hungry. Traditional marketing is like this, and the challenge brought by circle culture is that this broad sense is gone, or it is hard to find. Because the circle culture of different circles is very different, there is no way to find a universal truth. Therefore, when I help customers with product planning or promotion planning, I will find that the previous work needs to spend a lot more energy than before. We should spend a lot of energy to study the consumers in the circle, including their organizational structure, language style, media behavior, as well as their sources of trust in the brand, and what their interaction with the brand is like. The circle is different, so is his thinking logic. For example, recently I was working on a project called Star Fan Group, and we spent a lot of energy on it. I want to do research on a group of young girls born after 95,000. Compared with the previous research, I have increased a lot of depth and labor. This is a great challenge brought by circle culture from the perspective of advertisers or marketing communication. We dare not say how well we know them, nor dare we easily conclude that they are easily influenced by something. Even we are not sure who is the opinion leader in this circle. Arber Xu, let me give you an example. I actually have deep feelings. For example, if you ask me a question now, it is difficult for me to give you an example right away, but I can find an example from the database as soon as I turn my head. The current situation is that we can't replace ourselves with consumers, because consumers have been divided into many different circles and we don't have that many personalities. But actually, I think I may be different from most people. I don't live in the marketing circle by this empathy. If you want to ask me anything, such as who is like Gouriau in the marketing circle, I can find it by analyzing the query in the database, because we have collected nearly100000 official WeChat accounts in the database. In a sense, this thing is simple. People who do data like us can provide some initial data or inside information; After entering the marketing circle. But it has also become very difficult, because every consumer is in such a different circle. Q8 How do you integrate big data products with the overall sales of the brand? In Arber Xu, we have a model-brand buying guide, which has three core elements: the first core element is circle; We must first master this crowd, understand it through data, and understand the value system and network structure of this crowd just mentioned. Second, after the circle layer is determined, based on the high-traffic carriers and common platforms that users in the circle layer pay attention to, choose the best KOL combination to launch; I can help you find the core KOL and media, such as people in variety shows and stars who can influence a certain circle; The third is the content. We should customize the content for different circles and different positions. In fact, everyone should know these truths. Our advantage is that we can use data to turn these three things into executable strategies. We have also formed a closed loop, which can measure the relationship between each strategy and sales volume and help brands make further decisions. In other words, after the brand is launched, you can directly see whether the sales volume has increased or decreased. We use data to make a thing that was originally full of uncertainty more certain.