What points should be paid attention to in circle of friends marketing?

I believe that everyone deeply feels that great changes have taken place in our social ways. Social tools have become our necessities and social information has become the most important source of information, so social information has become valuable.

Many people told me that when the WeChat public platform was first opened, they started as circle marketing. What is the reason? You will find a very simple truth. In fact, the public platform is just like sending SMS or MMS in the past. What mass texting can do, so can public platforms.

The only difference is that you are unlikely to forward the previous SMS to everyone, but the information on the public platform will be forwarded in large quantities, forming a second spread, and the core lies in the circle of friends. Friends circle is indeed a marketing tool and the support of public platform. Because it is a private social interaction, the sharing mechanism is very different from that in Weibo.

The circle of friends is different from Taobao. The latter has a mature drainage method, but not in the circle of friends. You have to communicate one by one. Another advantage is that the turnover rate of friends circle is very low, only 3% to 5%. A customer bought bird's nest from you once, and it may be your customer within one year. This situation is almost impossible in Taobao, because users will keep comparing prices, and few people will buy things in a Taobao shop all the year round. In 20 13, the sales of people who do marketing through friends circle were only 30,000 to 50,000 at the beginning, and the number was still stuck at 300,000 to 500,000 by the end of the year, but by April of 20 14, a large number of people had already exceeded one million.

The role of friends circle is to show and share. The highlight is privacy, not that friends can't meet each other. This is the basis of marketing, and there is no price comparison of Taobao. Therefore, it has little redundant information. Everyone is original, and it will not turn the same thing all over the screen like Weibo. You have to catch some opinion leaders and share them with your friends. It may cost you money, but it really works.

I share a data with you. I once sent a photo of my marriage in a circle of friends. There are more than 9,000 friends in the circle of friends, of which 1.300 people like it, which means 15% activity. This doesn't include those who get angry and don't like it after reading it. This data is amazing. If you have 10000 users, it is very good to reach nearly 2000 activities. The point is that all these people know you, and that's the most terrible thing. The customers you drained from Taobao don't know where they came from, they don't know each other, and there is no intersection. The circle of friends is different. You can do many things with it.

There are two concepts in communication theory: strong relationship, middle relationship and weak relationship. The so-called strong relationship means that the relationship between people is very close and has strong emotional factors to maintain. For example, your relatives, young people with deep feelings and classmates, your greatest feature is that you have similar information, and strong relationships can provide you with resources. Weak relationship means that they are not close to each other, do not have too much emotional support, and have little overlap. This relationship is more reflected in information transmission.

In fact, you should pay attention to the relationship between China in marketing, and you will find that most transactions are ultimately the relationship between China. It is an intermediate state between strong relationship and weak relationship, with some overlap, such as friends of friends, alumni, organizations pushing each other and so on. You may be worried about what a stranger sells, but if I have a good relationship with both of you, you will trust him more based on my relationship, and we can make a deal.

In the past, the logic of the Internet was traffic and transformation. Any business model, whether it is e-commerce, games or advertising, the first priority is to find traffic. But on the mobile side, the logic has changed from WAP to APP, and the companies that do clients have risen, and the companies that do relationships have also risen. Because people's social interaction has changed, channels have become more and more fragmented, and people themselves have become an important link in information transmission.

This leads to the change of communication process: people will spread based on trust and emotion. The so-called emotion means that I sympathize with you, or that I have feelings for you. Please forward it for you. In other words, I was angry at the news. Please forward it. But the important thing is that the news is not necessarily true. Since Weibo's time, you will find that things that are not true have spread widely, because they are in line with people's emotions rather than facts. At this time, the role of self-media or social tools is highlighted.

But this does not mean ignoring traditional media. Many media said that I have 30,000 subscribers, and my influence may be more than that of a magazine, so your advertisement here is as meaningful as that in the magazine, and it is cheaper than the magazine. In fact, he was wrong. In terms of communication, the two may indeed have similarities, but in terms of credibility, they will be much worse than the media. Although many people on the Internet scold News Network, if your company can be on News Network and it is a positive report, it is estimated that you will want to frame TV. Therefore, enterprises should not neglect to let powerful traditional media endorse for you.

Also remind that the media you may ignore are Baidu Library and Encyclopedia. Everyone thinks this thing is very unreliable, but in fact, the effect is obvious. I have a friend who makes honey. He found that Baidu Post Bar and Baidu Know that there are always people asking questions about how to be beautiful, how to get rid of acne, how to lose weight and so on. He went to the following to reply, and then uploaded a lot of strategies similar to "Eight Beauty Methods", and attached his own website. That's how he sells honey, and 10 achieved a monthly net profit of 600,000 yuan. Some people can earn two or three million yuan a year by writing articles in QQ space.