What should word-of-mouth marketing do?

Even popular online dramas will encounter these four marketing problems.

In the past two years, there have been many very popular TV dramas, such as nirvana in fire and Ode to Joy. These popular TV dramas are inseparable from two points, one is marketing activities, and the other is viral spread on social media.

For example, when "China Qian Gu" is particularly popular, it basically rushes to the topic list in Weibo once a week, then brews it on social media and feeds back its ratings, so every program will directly enter social media to guide users to discuss topics.

However, in the promotion of online dramas, we also find that different dramas will encounter different problems.

First, the popularity of the whole drama, including the director and actors. Because if the creative team has a high reputation, the marketing pressure will be reduced.

Secondly, it is the promotion cost. This will directly affect the marketing effect and reach the crowd.

Third, it is the attraction of the IP of the script itself. Like Tomb Raider Notes, it belongs to a relatively strong IP. Its marketing is also easier, because IP is more concerned and it is easier to form topic increments.

Finally, the theme, if the theme is innovative, it will be very easy to do. There were many TV dramas like Time Travel and Gong Dou before, and there are many such themes in the past two years, such as Walking on Thin Ice and Empresses in the Palace, all of which are excellent. Therefore, it is really too difficult to surpass the previous achievements.

Enterprises that play word-of-mouth marketing have done these four things well.

It is necessary for enterprises to do word-of-mouth marketing well. Whether it is film and television dramas or other brands, there are four key steps.

First, we must do a good job of insight and consumer insight. Explore target groups and find their pain points.

Second, choose the right social platform. This should be based on our insight into consumers.

Third, for brands, we should sort out what our own resources, internal resources and external resources are, and then build a word-of-mouth marketing system.

Fourthly, we need different strategies, methods and mechanisms to motivate these people and help us spread word of mouth.

7? 4? How to gain insight?

1. Conduct consumer insight before marketing activities.

Let's start with insight. Consumer insight is a very important step before every marketing activity. We must make a lot of preparations. For example, we must read the original works and comments on social media. The conclusion will be more objective, macroscopic and representative.

2. Find the user's G point and determine the propagation point.

Where is the user's G-spot, so that we can determine what our communication point is. Not all popular IP adaptations can sell well, because if we can't firmly grasp the psychology of young audiences, even if you have a good hand, you may be beaten into a bad one.

So we need to know what our brand wants to say, including what our people want to hear and what our potential customers want to hear.

Before each promotion, our friends will use data tools for analysis. After analysis, it is found that these plays may have some distinctive features, or their audiences are very interested. For example, points like fresh meat, palace fights and costume props are all trough points. When these ideas are put on social media, it will lead to a lot of discussion and dissemination.

At the same time, we should do some in-depth research on the audience of the play. We found that 80% of the audience here are post-90s. As can be seen from the age group, the main target group is mainly students. It can be seen that the post-90s generation is still a very core group.

Now the consumer groups are changing very fast. Consumer research used to be conducted every five years, but now it may be conducted every two to three years or even less. Because only in this way can we remain sensitive to consumers and ensure the vitality of enterprises.

In the survey, we found that 60% of the post-90s generation pay more attention to entertainment topics. In the post-90s world, entertainment is something they think is really serious. They don't have to read books every day, but they must watch entertainment programs. So video takes up a lot of leisure time throughout the post-90s generation. Including online dramas, user-made content, and live broadcast of anchors, they follow this real-time hotspot very quickly. At this time, they will produce a lot of spit.

Therefore, this is a place that these people are particularly interested in. Especially after we spread online dramas, we found that they really have very strong communication ability. They can give themselves to Amway first and then give their friends to Amway. Therefore, the post-90s generation is very capable of word-of-mouth communication. If marketers don't understand the world of young people now, any of your marketing skills may fail.

In the process of marketing, we should analyze which points netizens are more likely to participate in. Before marketing and communication, enterprises should sort out these characteristics and combine them with users. What points might users be interested in? Favorite? We need to find it.

Take Ode to Joy as an example. This drama is watched by young people, and the preferences and characteristics of this group of people must be taken into account when marketing.

Of course, if we want to circle everyone, we can't. I have read such a passage before, which is particularly reasonable. The more people you target, the smaller the market you actually occupy. Sometimes the narrower and clearer the positioning, the clearer the target audience, and perhaps the wider the audience you finally get. At that time, when we helped the online drama to do marketing communication, we found that we were targeting the post-90 s people, but in the end we brought in the post-00 s, post-80 s and even some post-70 s.

Before, we probably did the following things when marketing Chu orange.

20 13 We helped him do some data analysis. We found all the users who mentioned Chu Orange on social networks and Weibo, and made an in-depth analysis. We found that these people have three common characteristics. First of all, they are all people who like to eat fruit. Second, they all pursue organic and healthy food and high-quality life; Third, influenced by Chu's inspirational stories.

Therefore, our follow-up communication strategies are all around these types of people, and they may be interested. For example, our copywriting can be divided into these categories. The first is that Chu orange products are safe and delicious, and the second is that Chu orange products are related to the high-quality life of users. What are its characteristics? The third part tells the influence of Chu's inspirational story on these people.

7? 4? Choose the right social platform to spread.

After insight, we need to choose the right social platform. We have to make a lot of layouts on different platforms according to the habits of the post-90 s. Generally speaking, if you do word-of-mouth marketing for online dramas, which platforms will you lay out?

1. How does online drama complete screen-level word-of-mouth marketing?

Now, if enterprises do marketing, Weibo and WeChat basically need layout. The daily activities of these two social software are billion-level, with WeChat daily activities exceeding 600 million and Weibo daily activities exceeding 200 million.

(1) Weibo

Topic is one of Weibo's greatest values. Now, almost all media people watch Weibo's hot list in front of their computers every day. See which topic is popular in Weibo, and he will write corresponding articles to spread it. Other platforms will be slower than Weibo hotspots. So Weibo's topic is very valuable. If enterprises can make their own topics on the list, this value will be even greater.

Let's talk about KQL again. There are many influential people on Weibo and WeChat. Our company needs to find KOL that is consistent with its own tonality and potential customers, and let them help us spread it.

Basically all plays will have posters. Like the previous Return of the Great Sage, it is particularly popular, and one of the most important reasons is that its posters are very attractive. Triggered a lot of discussion and viral spread.

② wechat

During the spread of some dramas, we will see a lot of self-media, and many users will produce a lot of related content, such as digging up some unknown inside stories behind online dramas. These UGC contents will promote the spread of the whole drama and enhance its influence.

⑶ Live broadcast

Live broadcast is now a slogan, and doing it well will also produce very good results. There are many live broadcast platforms, such as fighting fish and beeping. Recently, when we spread online dramas, we found that there will be a large number of people watching the live broadcast, and these users will become an important force in our communication in Weibo and WeChat.

(4) Other social platforms

2. Core fan base management

We also did a very important thing, that is, the management of the core fan base.

They will also have a lot of discussions in the group. In this process, as long as we guide them a little, they will tell us what the next communication point should be. This is the real voice from users, not the prediction from our company, and it is necessary to shoot the forehead. Sometimes we think our fans are more creative than us.

7? 4? Constructing word-of-mouth marketing system

The third very important thing is to establish a word-of-mouth marketing system. There are two very important points, one is the word-of-mouth marketing model of enterprises, and the other is the word-of-mouth marketing driving model.

Now we are doing word-of-mouth marketing, and we need to build a model according to the social influence of users, including their close relationship with brands.

(1) enterprise employees and channels

Who is closest to the brand? It is the employee and channel of the enterprise. He is the person who knows the products of the enterprise best, and he is also the person who knows the products of the enterprise best, and he is also the person who can easily explain Amway to consumers. And the value of these people is often ignored by enterprises. ?

② loyal users and community members

The next level is the loyal users of the enterprise, including community members, which is closely related to the enterprise. At present, there are many product-oriented communities. They may build a group first and then add some seed users. The number of these seed users is not particularly large, 65,438+0,000 or hundreds of people 65,438+0,000. Then they will constantly interact with these people to improve their products. There is an emotional connection between them and enterprises, which is very close, and it is easier to help enterprises carry out word-of-mouth marketing communication.

(3) opinion leader /KOL

(4) Potential consumers

In the model of word-of-mouth marketing, we find that companies that do well generally pay attention to the tip of the iceberg, that is, the level of potential consumers. Xiaomi, for example, is a very good company in word-of-mouth marketing. Lei Jun often said outside that Xiaomi's fans are everything to Xiaomi. Xiaomi is very powerful in word-of-mouth marketing because his word-of-mouth marketing system is established from the bottom up. That is, from employee channels to middle-level users to opinion leaders.

If a company wants to do word-of-mouth marketing and only do top-notch marketing, then your expenses are definitely the highest. Because let's think about it, which is higher, 1000 loyal users or 1000 employees or 1000 fans? Perhaps it is easier for you to communicate with your 65438+ million loyal users and then let them spread word of mouth than to influence 65438+ million potential consumers.

7? 4? How to stimulate word-of-mouth communication?

When word-of-mouth marketing is driven, we find it very difficult to make content. Especially for an enterprise like Durex, if it wants to keep a leading position in creativity, its team size, including input cost, is very high. Therefore, no master of marketing planning can guarantee that every content he does can cause a lot of communication.

On the basis that enterprises say that they should try their best to make their own content better, how can they try their best to promote communication? One thing that has been neglected by many enterprises is the incentive mechanism. Because of the incentive mechanism, different people will spread more actively and this kind of communication will be more sustainable.

Do a good job in social marketing

Creativity is as important as technology.

One-to-one communication with users and advertising are data-driven. The content is very luxurious and it is difficult to promise. Incentive mechanism is ignored by most enterprises. Today, with the disappearance of social dividend, data and technical ability are more important.

I remember Steve Jobs once said that we are now at the crossroads of science and technology and humanities. In fact, we are at the crossroads of enterprise marketing, innovation and technology of every marketer and enterprise CMO. Creativity is very important, so is technical layout.

For example, the concept of big data has been said for several years, but which companies really use it? Which companies can do well? Very few.

Most of the successful marketing cases we have done have applied data and technical analysis, which can help me know which users are our target users and which users are willing to help us spread and share.