Editing the introduction: Want to do marketing, you must grab the user’s heart, insight into the user’s needs, then how to circulate users and do not let users lose? The author of this article starts from the essence of the circle and analyzes the connection reasons formed by the circle layer, pointing out the key factors of the osmotic circle layer, let’s take a look!
The current business has been \”selling products\” to \”business users\”. In mentioned that \”operating users\”, companies generally experience three wave pain:
When you start using users, you will take out costs to subsidize users. When the user really turns into your community fans, I found: I want to play private domain traffic, I need a lot of operator’s hand, so I start building an operation team.
When the operation team made a large size of the user, it was found that this thing did not only need manpower, but also technical support, in order to achieve a group-controlled, user-grade, cross-platform CRM and other refined users.
After all cash subsidies, operational teams, technology infrastructure is all done, and it is painful that this group of users who live hard is a group of wool party with fans, no discounts, no 9.9 Free shipping, you can’t Care.
This is the current status of most brands: just circulating the user without letting the user form a circle.
First, the infectivity and onlookers of the circle
Let’s first look at the difference between \”circling users\” and \”let the user form a circle\”.
The picture of the left symbolizes \”circling users\”. This atmosphere is as if you pull 20 people from the street, put them into a room, do new tests;
This picture is symbolizes \”Let the user form a circle\”. This atmosphere is a bit like you pulled 20 people from the basketball court, put them in a room to discuss the quality of a basketball shoes, they will give advice in discussing, quarrel, and joking.
Look at a brand community is not high quality, and it is good to talk to each other between the members of this community. If a community is intended to communicate between group owners and members, then this community is just \”circling the user\” without \”letting the user form a circle.\”
This is the first characteristic of the circle, called \”infectivity\”. Since members of the circle are closely communicated, and the information related to this circle will spread quickly in the circle.
For example, if the voiced god Afrojack wants to participate in Beijing Youlo Electronic Festival, we may have no feeling, but this news is released, and most of China’s motor enthusiasts will know.
This year is still the top flow of fresh fresh meat in the entertainment industry, that is, the bubble mart mega collections series Space Molly and EDG Knights.
early December, bubble mart megaCollective Series Space Molly and EDG Knights jointly sold, 8.24 million users in one night participate in the extraction. It is expected to be sold for 3 days, because of the hot, even inventory is playing fans, yellow cattle and EDG fans grab. .
Buy bubble mart, in addition to the yellow cattle, playing, hand of lovers. The snapped tide is originally a small group of people, and it is a small circle. But now, the EDG knight jointly has become a national net red because of snapped up.
This is the \”onlooker\” of the circle, because a circle culture is often a niche, not to be understood by the public. Once this circle has some things that are not understood by the mainstream public opinion, this matter will be hot. Just like a car accident on the street, passers-by always went on.
For marketing, the \”onlooting effect\” of the circle can be displayed with two graphs.
Because the circle layer can trigger the \”onlooker\”, the same marketing budget can trigger more self-propagation, bringing a greater topic effect, saving more marketing costs for enterprises.
The infectivity and onlookers of the circles are actually because the circle members have formed a good relationship. This close relationship allows the circle members to communicate, so that the members outside the circle are amazed, so that the circles have a greater communication potential energy.
Therefore, the key to the circle marketing is actually a business relationship. This relationship, not only refers to the relationship between the brand and the user, but also the relationship between users and users.
In the 22-year variety show box released in Tencent video, I saw two phenomena:
One is a variety of research and development, will start from a cultural circle to conduct a variety The incubation of the content.
For example, the reasoning \”Reasoning Plan, No. 11 Apartment\”, watching the \”now playing music\”. In particular, the circle of detachment shows that Tencent video launched four programs: \”Dragons 5\”, \”Dragon Expand Schedule\”, \”Draging New Year 2021\” and \”Graduation Extreme Show\”.
The other is that the production logic of variety content, from the original \”task setting\”, evolved into \”relationship productization\”.
The past variety logic, mostly use the game task to drive the program to go. For example, Anhui Satellite TV’s \”boy girl forward\”, the audience is what player can pass the complex level, which player will lose water.
But like a \”detached show\”, it seems to be the art PK between the detachment show, in fact, the artistic thoughts between review and players, players and players, these subtle The relationship has formed a social topic to let the show look at it.
I want to say is that the platform like Tencent video has complied with the circle logic hatch.Rong, enterprises have marketing staring at platform trends, media pulse, can we do half a power.
To do a well marketing, let’s take back the nature of the circle, that is, how is the circle formed?
Second, from the nearby disappearance, the birth of the cultural ID
\”Thirteen invitations\” have a program, and Xu Zhiyuan interviewed the anthropologist. Xiang Yu mentioned a phenomenon of contemporary society, called \”there are disappears nearby.\” We pay close attention to the wage system of the Internet big factory, and we don’t know the people living in the door. who is it? Where is the nearest vegetable market nearby?
The community we live, is becoming something we have to abandon. We often complain that there is no human feelings in the big city. If we return to the hometown, we will repeat the model before you will repeat: the home is at home, contacting the virtual Internet and the world.
I think, \”nearby disappearance\” can completely explain how the ring layer is formed, how to change.
The circle is essentially a person’s connection. When a group of people is connected with some reason, a circle is formed.
At the beginning, people gathered, forming a circle, mainly natural factors playing. For example, Henan people, French, Chinese, yellow people, black, seedlings, Han people …
These are the most primitive, largest circle layers, and these circle layers can be formed mainly to domain and Blood.
After the city gradually rises, people have social factors in the division of the circles. For example, in ancient Chinese society, \”Workers and Commercial Soldiers\” is five largest professional circles.
China Professional Writers Alliance, Producer Association, Goose Factory … These are all occupational identities, dividing different circles.
After the Internet appears, the word \”circle\” begins repeatedly. Although \”nearby\” is disappearing, the circle of circle is much more than ever in any time.
The emergence of the Internet has greatly reduced the connection costs between people and makes different people easier.
In the past, if you are a dog, you may easily find Wang Xingren’s parent group in the community. But if you like to raise lizards, pythons, chameleons? You are afraid you don’t dare to mention this. Now, it is very easy to find a large group on the Internet like \”raising\”.
Moreover, now the circle is more cultural spontaneous gatherings, rather than passive gathering in society.
A person, he may be a member of the China Photographic Association, this is his social identity, even if he doesn’t like it, it can’t change the fact. But he may also be the deputy head of the Yueyun of the Chaoyang Park. This is his culture ID. He will not publicize, but it is active.Selected identity.
From the nearby disappearance, I want to tell you a truth:
Any circle, circle formation, has a \”connection reason\”. In the past, this reason may be the natural and social factors of geographies, blood, occupation; this reason is more interest in hobbies such a cultural factor.
All communities are essentially a circle. What is your brand circle? 50% discount coupon? Is it still hobbies? If your circle does not let users find their own cultural identity, this circle is just a fence that can’t stop people, and the user raises his legs.
When the user, the user is only supplemented. Let the user form a circle, is the heart of the user. The reason why the brand is not allowed to let the user form a circle, not because there is no money, no technology, no team, but because \”no culture\”.
The brand only allows users to find their own \”cultural identity\” to let users form a circle.
Let’s first look at some common error demonstrations.
Third, three mistakes that are frequent when they do circle marketing 1. Just put the circle as a \”precision medium\”
Assume that the Xiaomi market wants to put \”be fever\” The concept, conveyed to the technology hair burning layer.
The first practice: I made a set of beautifully textured posters, choose to put the technology media open;
second practice: initiated \”being a fever\” content to create activities , And fermentation in Xiaomi community.
Both covers mobile phone enthusiast users, and the covered circle users are the same, but they have a large phase in the delivery effect. The former is a typical exposure thinking, the latter is typical content thinking.
Exposure Thinking: Just use the advertising to touch technology enthusiasts, users receive the concept of \”Being Breaking\” Tasting 1000 users;
Content thinking: put the content in the live water of the community, the user receives the content and produces content, but advertisements have not only passed 1000 users, but also affect their minds.
As a green source electric vehicle, it is communicated with content thinking and circle user. In the \”Show Show General 4\”, they integrate the brand name into the segment of the player Zhao Xiaolong, with the consciousness of Party A sponsorship, so that the audience easily remembers the brand.
Many brands have used different circles, but they are in front of the thinking – just treat the circles as \”precision media\”, and they have passed the circle user.
2. Just sponsoring the circle, did not enter the user’s mind
When I got home, I occasionally went to the sports event as a volunteer. There are a lot of brands on the event to sponsorship.The station will print the brand Logo in the team, the Lara team, the light is the flag to put it for 3 hours to harvest the biggest concern in a short time.
But afterwards, our volunteers rarely discuss these brands.
Summary, a liquor brand has worked as a ski cycle and became a sponsor of the China Ice Conference. They invited the ski champion to become a brand image ambassador, and the Customized Ice Conference designated wine and made a lot of declaration.
Although this form can bring a lot of brand exposure, I guess that ski enthusiasts should rarely share this brand after the game. Most of the marketing is a seemingly lively, but it is not deep into the circle. The brand will spend more money for them is just a \”outsider\”.
3. Just a wool, there is no long-term perspective
Last year, Pepsi was named Tencent video \”Tomorrow’s Orchestra\”. Pepsi-made advertising song \”Escape\”, and open the programming system, transport the original musicians for the \”Battle Campus\”, invite the players to stay in the concept store.
Obviously, Pepsi did not only end when a crown company is over, but a series of osmotic circles marketing actions. Moreover, you will know that you will know that this is not the first time to hold the music circle:
In 1984, Pepsi spent 5 million, inviting Michael Jackson to become a brand spokesperson; 2018, Pepsi once jointly Tencent video Film Variety \”Chao Yin War\”, the original music; for 9 consecutive years, \”100 things the strongest sound\”.
Holding a wool and walking, it will never win a circle of people. Only long-term cultivation is a circle to lap the user.
Only exposed, just paying, just briefly playing, because the brand only as a group of people, rather than seeing that circle as a cultural tribe.
There is no feeling between the circles, brands and users formed by interest, and the relationship is naturally unresolved. The two sides are just useful to use each other. Who can’t be opened by the other party.
Only the cultural custom of this circle is respected, finding the cultural role of ourselves in this circle, the brand can truly integrate into the circle.
Pepsi found himself in the \”tomorrow\” identity, that is, the original musicians’ dream sponsors, former original musicians, all provided in addition to money, and stage and opportunities.
When the brand wants to go deep into a circle, not only let the user find \”cultural identity\”, but also find the identity and role in the circle, so that it can form a firm cultural relationship.
Four key elements of the osmotic circle
If you want to join a high-end cocktail association, how can you kill this circle?
First, do you want to know which privilege will be held in the cocktail? Only find the place first,Into the circle; you better understand an acquaintance, get the invitation letter of a seater; what clothes go to the wine, do you understand the knowledge of cocktails, directly determine if you accept you; you drink cocktail is taken To show your price, used to drink alcohol, or treat it as a style with a style? Directly determined that all the wine friends are not approved, will not invite you to meet.
This is the four elements constructed of circle layer: aggregate venue, power organization, language system, value creed.
The gathering venue refers to where people communicate; power organization refers to KOL in the circle, is a person who can help brands to enlarge sound; language system is uniquely cultural symbols and \”Black\”; What is the value of the value letter refers to the value of the circle?
For example, Li Ning launched a badfive in order to make a street cultural business.
Badfive originated from the street basketball, Bad represents the rebellion, Five represents the five people in the basketball, representing confrontationism, \”anti-standing\” is to get rid of the natural fit with the street culture.
The product combines graffiti, hip hop elements, is the language of circle communication.
Li Ning directly put Badfive into the factory event founded – \”3 + 1 Basketball League\”, providing a stage for street cultural exchanges; in the name of League, attracting Zhao Qiang, helmet, Zhong Xuechao and other street players Participate in, becoming a brand microphone, which is to find a gathering site and establish relationship with power organizations.
Badfive is a brand-born brand, which is born in hand, and the relationship with the circle is more native, but not all brands have the ability to do.
How do you do a circle relationship with a brand without a circle gene? The best solution is to build a cultural relationship with a variety IP and a circle.
It is like the comedy presented method of the outsourcing show. After entertainment and penetration through the \”Offshore Show Conference\”, it will enter the public vision.
Tencent video layout laclined variety track, like the reasoning, musical, etc. mentioned above, providing a larger space for brand link cultural circles.
Master Kong launched a sugar-free ice black tea, which is to say that Tencent video sang a variety \”black fear girl\” as the entrance, and entered the cultural circle.
\”Black fear girl\” is a real attitude of a female feat. Around the narrative of singing culture, Master Kong launches program custom product, communicating the \”sugar\” concept with black gold visual language.
\”Sugar\” is a product selling point, and it is also a personality appeal of female Rapper. Master Kong grabbed the personality characteristics of the female Rapper, and the joint program player created the advertising songs that \”don’t give sugar, strength\”.
Still starting on social platform # 要 强 不 #Topics try to provoke users discussions on female gender labels.
After the end of the game, the three female Rapper invited the champion factory card to promote ambassador, push the circle user to take the initiative to be a brand station.
Follow the steps of the relationship between Master Kong and the singing layer:
Gathering venue: \”Black afraid of girl\” variety is to tell the singular user natural exchange field; power organization: excavation champion factory girl Bring the brand to complete the circle approval; language system: product is conveyed with the black gold visual wind of the street; value creed: combined with sugar-free selling point of the Rapper.
Five, the conclusion
Most brands are just circulating the user without letting the user form a circle. The main reason is that the brand has no cultural relationship between users, and does not find cultural identity for themselves.
# 专 作 作家 #
Liang General, Public Number: Id-elengjiangjunisme, everyone is a product manager column writer, intention to consult CEO, brand strategy consultant.
The original release of this article is product manager, and reprint it without permission.
The question map is from PEXELS, based on the CC0 protocol.