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Xiaomi tells you what is the soul of social marketing! Xiaomi tells you what is the soul of social marketing! This article was recommended by Tiger Sniff "dimon20 1 1":1kloc-0/At noon on October 24th, the Wetech Mobile Internet Forum, sponsored by 2 1 Century Business Herald and specially supported by Building 12 B, ended successfully. The ostentation and extravagance of the conference is very scary. Careful observation shows that there are as many as three rows of photosynthetic media. Thankfully, since the media (about six) ranked above the established authoritative media such as Southern Weekend and Phoenix, it is very popular. There are more than 300 people in the high-end international conference room. Of course, only floor B 12 contributed one-fifth of the places. Get down to business. The conference is large in scale, mainly for heavyweight guests. After listening to the whole conference, outsiders found that on the surface, the organizers came all the way, but in fact the groups they faced should be traditional industry leaders with transformation intentions. These people must have not been influenced by Building B 12 for a long time, so Internet thinking is still unintelligible. Some of the topics we discussed need all speakers to start from scratch. Moreover, it is obvious that the theme is about subversion and innovation of "marketing", but it is an "advertisement". It goes without saying that the input-output ratio data of all kinds of old and new advertisements are really wonderful. Li Wanqiang (vice president of Xiaomi) Li Wanqiang, vice president of Xiaomi, is not surprising. Everyone in the building knows this. The following sentence should be, but this guy, that is, tm language, is not surprisingly endless. Heroes from all walks of life are coolly displaying superb PPT technology and exquisite graphics and texts. There is a clean line on people's PPT, and it is estimated that even the font has not been adjusted: participation is the soul of new marketing. Data comes first. "Xiaomi has two sales channels, one is Xiaomi. The second channel is the operator's channel. Among these two channels, Xiaomi accounts for 70% of the sales channel and the operator channel accounts for 30%. This is the opposite of many traditional manufacturers. " This year, the number of Xiaomi mobile phones is about 6.5438+0.8 million, which is about 30 billion. For the mobile phone industry, 654.38+08 million is still a small number. As we all know, the annual shipment of mobile phones in China is about 300-400 million units, and even the scale of 20 million units is less than 5%. But one data that we are proud of is the latest report in September. Among the most active Android machines in China 10, there are only two brands, one is Samsung and the other is Xiaomi. Samsung has 6 models and Xiaomi has 4 models. "Last September 5th was our product launch. On that day, Baidu index was nearly 1.5 million. Later, when 300,000 mobile phones were opened at the price of 12 on the same day, 3.77 million people flocked to snap up-a series of social media such as forums, Weibo, WeChat and qq space brought strong brand potential. " Therefore, it is inevitable that some colleagues will ask questions: What are the secrets of Xiaomi's main marketing battlefield and the social media that Xiaomi has been doing with his life? He began to say with a wry smile: three. First, the sense of participation. The second is the sense of participation. Third, it is still a sense of participation. This guy really knows how to interest everyone. "On the basis of social media, you must first have a community-forum, Weibo, WeChat or qq space-what you have to do is to choose from these channels, choose a channel that matches the characteristics of your product, or choose all channels." Xiaomi's first community brand operation is not Weibo, but a forum. Why? Because the forum is most suitable for its product characteristics. Xiaomi's first product is the super system of mobile phone, which needs to be swiped to crack rom permissions. There is a big threshold for using it-it is difficult to complete it through Weibo, so at the beginning, the first batch of 500,000 users of Xiaomi completed the communication in the forum. Later, after a series of explorations, Li Wanqiang classified the functions of various channels, and thought that the forum was a convenient place to display brands, Weibo was suitable for promotion, QQ space was suitable for activities, and WeChat used it as a customer platform. Xiaomi tells you what is the soul of social marketing! At this point, there are several amazing sets of data in PPT, which have always been concise and eye-catching. "Our forum has nearly100000 registered users and100000 daily posts, and100000 users participate in the discussion every day. 1 10,000 users is an amazing number for many vertical websites such as IT websites, and we are not a media, but a manufacturer's product forum. The second is that the mobile phone number of Xiaomi in Weibo represents the scale of more than 2 million users. Our final data on WeChat is 2.56 million, and there are more than 30,000 messages that users interact with us on WeChat every day. In addition, QQ Space is a great brand, and now it has100000 fans. When we often do some activities in space, sometimes it is easy to forward through tens of thousands of times, and there is no product drive. " As expected, the audience began to be shocked. Li Pride began to deploy: So, what should we do specifically? As a result, two huge color blocks covered the whole screen. Hehe on the left is a "topic", and Hehe on the right is an "activity"-it is worthy of Xiaomi's simplicity and amazing! In topic marketing, Mr. Li summed it up as: oppose it and make it an entertaining expression. In fact, from the author's point of view, it is to tease yourself and others with the diaosi mentality. As for the next example, it is the high point of the audience. The first is the youth version of Xiaomi mobile phone. When Weibo went online, she made a warm-up topic called # My 150g Youth #. Legend has it that the human soul is 2 1 g, so why is it 150 g? Just don't tell you. Next is a series of youth illustrations, the content of which is roughly the classic scenes of college days. A series of posters have various youth symbols in boys' and girls' editions (for example, boys have video games and cameras, girls have weighing scale and pink underwear), and even Lei Jun and six other partners collectively pay tribute to "those years". After going back to the dormitory to shoot a spoof youth micro-movie, it triggered a wave of youth discussion-the answer was announced, and there was this 65438. The weight of Xiaomi mobile phone youth edition. Seven founders spoke for the products as diaosi and released the products. On that day, the forwarding volume in Weibo was the highest in Weibo last year, with the forwarding volume exceeding 2 million and the forwarding volume being 6,543.8+0,000. Next is the story of # Box Brothers. The first generation of Xiaomi packaging box was a fat man standing on it, and the second generation of packaging box was looking for two fat men-actually two Xiaomi engineers, who had no chance to stand in front of the stage. Later, everyone made a series of spoofs on them and found that they were all in harmony. "This is the characteristic of Xiaomi's work: there are no stars and beautiful women, no journalists and press conferences, only products, users and their own diaosi. How can I dial four or two kilograms? In the past, marketing was compulsory education marketing, and all of them were one-way channels. I want to change your mind and brainwash you. But times have changed today. You should tell your products in a more interesting way and conduct experiential marketing. Users should have a very friendly image to walk into you and let him feel that you are the quality of this product and the attitude of doing things. There are also Olympic terminals, recruiting girlfriends on Singles Day, etc., and spread your products through the hottest topics. In terms of marketing methods, today we can see that many outstanding peers in Weibo are doing better than Xiaomi. Durex's series of marketing can be called a textbook model. "Xiaomi tells you what is the soul of social marketing! The second is activity. Give examples of each of several channels. Weibo. Xiaomi's first activity on Weibo was "I am a mobile phone controller". Everyone came to show off which mobile phones I played. In an instant, 1 10,000 users participated, and they didn't spend a penny. Why? Because the essence of activity satisfies the basic psychology of showing off in human nature. Xiaomi's activities are nothing more than polarization, either with great interest temptation or great entertainment. This is also a reference for other well-done online activities, such as Baidu Magic Map's product "Which star is the most similar", which is very successful and satisfies people's show-off psychology. Forum. The number of people who participated in the "Zhiyong Dachongguan" activity was180,000, to see who knew more about some parameters of Xiaomi mobile phone in the form of competition. In the atmosphere of the forum, everyone attaches great importance to honor and achievement, that is, to show off. Wechat. Xiaomi did an activity called "Let's watch the live broadcast conference together" to answer questions. The form is simple, but to the point. In two hours, its sales volume reached 2.8 million, an increase of 6.5438+800,000 fans. QQ space. We exclusively released Redmi in qq space, but turned the release into an interactive activity-starting to make an appointment. 7.5 million users made reservations, and it took 90 seconds for 6.5438+10,000 units to be sold out. The above are short-term activities for 3-5 days, and another innovation of Xiaomi lies in long-term activities. Xiaomi has really turned the annual mobile phone release into a continuous activity of the entire operation layer, which has lasted for three or four years. Every Friday at 5 pm is defined as orange Friday by us, which is our weekly release day. There are corresponding registration downloads and instructions at the press conference that day. Let's discuss it. It's simple, but every click is hundreds of thousands of millions. One week to two weeks before the weekly release, users will discuss with Xiaomi's product manager and Xiaomi's team about specific issues about adding and modifying functions in the forum. Generally, the version will be put into use after voting and user approval. Next Tuesday after Orange Friday, Xiaomi will judge the most popular and worst functions of last week according to the experience report data submitted by users, so as to decide the "popcorn award" within Xiaomi (the winner will of course get popcorn "flowers"). This complete system directly links the rewards and punishments of employees with the user experience and feedback, replacing many so-called internal evaluations and attendance-in this way, it ensures that all employees are driven not by the personal hobbies of the bosses of large project teams, but by them. Xiaomi encourages all employees to participate in public relations, and all employees use Weibo and WeChat to directly contact users through their social media. Therefore, users of Xiaomi can clearly know who made the phone function and who made the short message function. Tell him he's awesome when he's done. When it is not done well, it will say fuck off, and they will get this close degree. Compared with the public relations crisis and offending the media that many peers are worried about, Xiaomi found that the advantages of public relations in the whole hospital far outweigh the disadvantages after three years of exploration. There is a public relations crisis, which is nothing more than spending money to solve it. However, Xiaomi always believes that what is more difficult than spending money is how to make employees have the greatest enthusiasm to face this company and face users to face their products. In addition to the above-mentioned online activities, Xiaomi will also organize offline activities, such as the "popcorn" (rice flour) city conference very similar to Che Huiyou, so that people who have also bought Xiaomi mobile phones can communicate with each other, play together and do public welfare activities. Every year, there will be three or four hundred games organized by users themselves, and the official will organize more than a dozen games to play games with users. We hardly talk about products, and the scene is very lively. To sum up, the so-called sense of participation supported by topic marketing and event marketing is definitely not just the establishment of an "interactive marketing department". We should strive to create a loving interaction, so that your users and your employees can also like your products from the heart and recommend your products from the heart. Finally, Li gave us many rice noodles as gifts with a happy face. Some of them made mobile phones with millet one after another, which really envied others. "Internet mobile phone brands Fundamentally, we believe that mobile phones do not rely on hardware to make money. Just like Internet applications, they should be driven by value-added services. " The innovation of Xiaomi's internet marketing channel and the exploration and innovation of business model have brought a lot of inspiration to this industry. Tan Yuying Xiaomi tells you what is the soul of social marketing! Let's talk about LeTV's vice president of beauty marketing. Letv is a company that pays great attention to packaging. The PPT is exquisite and the speaker is skilled. Hehe, it is delicious. On the other hand, the biggest highlight of LeTV is "five-screen linkage", that is, LeTV's joint marketing strategy has penetrated from phone, pad, PC, super tv and movie screens. Multi-screen or multi-screen can cover more users and their integration needs, and the brand story can be told more vividly, so LeTV has realized the complete integration from content to terminal and from offline to online in the product chain. 20 13 has several key words. One is that everyone is building their own ecology and life circle, and the other is cross-border and cross-screen. Before 20 12, everyone labeled letv as a copyright promoter. Today, with the industry's first per capita tour duration, LeTV has carried out a series of strategic layouts, integrating the complete ecological chain of platform+content+terminal+application, which is divided into two parts-one is the integration of entertainment vertical industrial chain, and the other is the integration of hardware industrial chain. After listing the joint four-screen marketing with BMW mini and the five-screen marketing in Xiao Dai, LeTV is still very proud to sign Zhang Yimou, who has recently become his own signing director and artistic director, and is ready to fight a big battle of five-screen linkage when he returns in May next year. Letv hopes to establish a new consumption habit or new media relationship for users and make this relationship more intimate. Tang Hongbiao (General Manager of Google's China Key Account Business Department) Then, we tried to find the dry goods that Google shared with these two interesting guys, and summarized the following points. Let's start with Google. Since we quit Chinese mainland, I will give you a face: Google thinks that the future advertising trend should be these five Cs: choice, control, charm, charm, connection, calibration and correction. Xiaomi tells you what is the soul of social marketing! First, choose. The power of choice should be our users. Google believes that advertising is based on resource viewing. The largest search engine in the world is Google. What is the second largest search engine? It's YouTube. Google has advertisements on YouTube, and non-VIP users can choose to close the advertisements immediately. Too many advertisements, one is a waste of advertising resources, and the other is a great harm to users. After this change, the proportion of closed video ads after seeing them decreased by 40%. More users have finished watching your advertisement, and you are only paying those users who are interested in your advertisement to let them see your advertisement. Second, control. One thing that Google is doing now is that users can choose the advertisements that I am interested in, and I accept them. This is only the latest test. If you want to provide your basic information, we will send you the information you are interested in. Third, charm. The Kiss of Burberry, an advertising product that won an award at this year's Cannes Advertising Festival. With the development of technology, we can combine the creativity of technology and advertising with those beautiful innovations and integrate this emotional factor into them. Fourth, connect. Now is the multi-screen era, but in the multi-screen era, how can we combine these multi-screens more effectively? Google itself has experienced these things. Fifth, evaluation. The benefits brought by the internet to everyone, every penny we invest, whether it is the transformation effect or the brand effect, can be calculated by numbers. Luo Zheng (General Manager of Tencent Guangdiantong) Tencent Guangdiantong shared with you some development of Tencent advertising on the mobile platform. Here are all Tencent users. In fact, Tencent's brand coverage in cmnet is definitely the highest at present, with several hundred million figures. At present, the biggest is qq space. Tencent Broadcom's project is developed from qq space. Why is the transfer of Tencent easier in China Internet? What is the reason? One of the biggest reasons is that the social demand on the pc is very strong, while the demand on the mobile side is even stronger. The social demand in the mobile era has actually been amplified. From another perspective, this year's advertising platform has basically moved to the mobile side. It is very dependent on the user's usage scenario and how to use it when searching. In fact, searching on pc is not the same as searching on mobile phones and mobile devices. Due to the limitation of the screen, it is difficult to study the mobile phone in depth or view a lot of information. It is still very difficult for users to use it, because Guangdiantong is a direct audience advertisement. What are the characteristics of Broadcom in terms of data capability? Based on LBS social marketing, a new characteristic gameplay can judge where a mobile phone user is more active according to his usage habits, and basically know which users have only one place to work, where the weekend activities are, and how many users can be found by setting up a business circle, which is around 5 10 km. It is very valuable for some traditional phenomena. There is a form of advertising on mobile phones, which is not available in China at present. This is a very good example. In fact, this kind of feed advertisement has been proved to be very good abroad. If we scan it, it won't cause great dissatisfaction among users. Guangdiantong will try this kind of feeds advertisement. When social media is promoted, it will be integrated on PCs and mobile devices. Basically, this advertisement has two aspects, pc and mobile can see the same advertisement. You can let each product or brand establish user relationships on social products. In addition, there is a special function that can actually help customers move from pc to mobile devices. Watch this advertisement on pc, and download the feeds advertisement on mobile phone with one click. Xiaomi tells you what is the soul of social marketing! Aring Zhang (General Manager of Time Fun Interactive) What is social marketing? Weibo forwarded a lot? Content marketing? Hot marketing? Consumers interact one-on-one? Social advertising? Both, neither. Concepts are constantly changing, and new concepts are constantly emerging. In the future, the concept of social marketing will be replaced by the concept of social business, and we all rebuild our new business model on social platforms. How to build this system? First of all, you should understand your work content from the perspective of data, technology and process, and manage this platform well. Second, there must be relevant organizational structure, and social marketing needs to be carried out internally and externally. Third, there must be a reasonable strategic planning and KPI system. Xiaomi tells you what is the soul of social marketing!