most brands only circle users, but do not let users form a circle.
Now the business has changed from “selling products” to “operating users”. When it comes to “operating users”, enterprises generally experience three waves of pain:
At the beginning, when users pull new, they bite their teeth and take out the cost to subsidize users. When users really become your community fans, they find that they need a lot of operators to play well in private domain traffic, so they start to set up an operation team.
After the operation team has expanded the user scale, it is found that this thing requires not only manpower, but also technical support to realize refined user operations such as group control, user classification and cross platform CRM.
But when the cash subsidy, operation team and technical infrastructure are all completed, it is painful to find that the group of users who work hard are a group of wool parties dressed in the coat of fans. There are no coupons and 9.9 package mail, and the users don’t care about you at all.
This is the current situation of most brands: they just circle users, but don’t let users form a circle.
Difference between circled and non circled
Contagion and onlooking effect of the circle
Let’s first look at the difference between “surround users” and “let users form a circle”.
The image on the left indicates “circle the user”. It’s like you pull 20 people from the street and put them in a room to try new products;
The image on the right indicates “let users form a circle”. This atmosphere is a bit like you pull 20 people from the basketball court, put them in a room to discuss the quality of a basketball shoe, and they will give their opinions in discussion, quarrel and joke.
Whether a brand community is of high quality depends on whether members of the community are communicating with each other. If a community is just a communication between group leaders and members, then the community just “circles users”, rather than “let users form a circle”.
This is the first feature of the circle, called “infectivity”. Because the members of the circle have been communicating closely, the information related to the circle will be quickly spread out in the circle.
For example, if the great God of electronic sound afrojack wants to participate in the Beijing youlo electronic syllable, we passers-by may not feel much, but once the news is released, most of China’s electronic sound lovers will know it in a few days.
This year, the top stream that is more popular than the small fresh meat in the entertainment industry is the joint brand of bubble Mart Mega Collection Series space Molly and EDG knight.
At the beginning of December, the space Molly and EDG Knight co branded models of bubble Mart Mega Collection series were put on sale. 8.24 million users participated in the extraction overnight. The co branded models originally expected to be put on sale for three days were so popular that even the inventory was robbed by trendy fans, scalpers and EDG fans.
In addition to scalpers, the people who buy bubble marts are trendy and hand-made enthusiasts. Rush buying is originally a minority behavior of a small group of people. It is a matter in a small circle. But now, the EDG Knight co branded money has become a national online popularity because it has been robbed.
This is the “crowd effect” of the circle, because the culture of a circle is often small and not understood by the public. Once something happens in this circle that is not understood by the mainstream public opinion, it will be hotly discussed by everyone. Like a car accident on the street, passers-by always go to watch because of curiosity.
For marketing, the “crowd effect” of the circle can be shown in two pictures.
Because the circle can trigger a “crowd effect”, the same marketing budget can trigger more autobiographies, bring greater topic effect and save more marketing costs for enterprises.
The contagion and onlooking effect of the circle are actually due to the unbreakable relationship between the members of the circle. This close relationship makes the members of the circle keep communicating and the members outside the circle marvel, so that the circle has greater communication potential.
Therefore, the key of circle marketing is actually the business relationship. This relationship not only refers to the relationship between brands and users, but also includes the relationship between users and users.
In the 22 year variety show released by Tencent video a few days ago, I saw two phenomena: one is variety research and development, which will start from a cultural circle to incubate variety content.
For example, the inferential “inferential plan · apartment 11” and the musical “now play a musical”. Especially in the circle of talk show, Tencent video launched four programs at one go: talk show conference 5, talk show expansion plan, talk show 2021 and graduation season talk show.
The other is that the production logic of variety content has evolved from the original “task setting” to “relationship productization”.
In the past, the logic of variety shows mostly used game tasks to drive the trend of programs. For example, in Anhui Satellite TV’s “boys and girls rush forward”, the audience sees which player can break through complex hurdles and which player falls into the water again.
However, variety shows like “talk show conference” seem to be the artistic PK between talk show players. In fact, the focus is on the judges and the artistic speculation between players, players and players. These subtle relationships form a social topic, which makes the program interesting.
What I want to say is that platforms like Tencent video have followed the circle logic to incubate content. Enterprises have to focus on the platform trend and media pulse in order to get twice the result with half the effort.
To do a good job in circle marketing, let’s first trace back to the essence of the circle, that is, how did the circle form?
How is the circle formed?
From the disappearance of nearby to the birth of cultural ID
In a program of the thirteen invitations, Xu Zhiyuan interviewed anthropologist Xiang Biao. Xiang Biao mentioned a phenomenon in contemporary society, called “the disappearance of nearby.”
We pay close attention to the salary system of Internet companies and know the ranking of world universities, but we don’t know who lives opposite? Where is the nearest vegetable market near here?
The community we live in is becoming something we want to abandon. We often complain that big cities are impersonal and homeless, but when we return to our hometown, we will repeat the previous model: stay at home and connect with the world through the virtual Internet.
I think the “disappearance nearby” can fully explain how the circle is formed and changed.
Circle is essentially the connection of people. When a group of people are connected for some reason, a circle is formed.
At first, the reason why people gather and form a circle is mainly due to natural factors. For example, Henan, French, Chinese, yellow, black, Miao, Han
These are the most primitive and largest circles, and these circles can be formed mainly because of region and blood relationship.
When the city gradually rose, people began to have social factors in the division of circles. For example, in ancient Chinese society, “workers, peasants, businessmen and soldiers” were the five largest professional circles.
China professional writers’ Union, producers’ Association, goose factory… These are all used to divide different circles with professional identity.
When the Internet appeared, the word “circle” began to be mentioned repeatedly. Although “nearby” is disappearing, there are more circles than ever before.
The emergence of the Internet has greatly reduced the connection cost between people and made it easier for different people to connect.
In the past, if you were a dog owner, you might easily find Wang Xingren’s parents in the community. But what if you like raising lizards, pythons and chameleons? I’m afraid you dare not mention it to your neighbors. Now, a small hobby like “Climbing” can easily find a large group of friends on the Internet.
Moreover, the current circle is more a spontaneous gathering in culture than a passive gathering in society.
A person may obviously be a member of the China Photography Association. This is his social identity, which can’t be changed even if he doesn’t like it. But he may also be the deputy head of the yuepao regiment in Chaoyang Park. This is his cultural ID, an identity he will not publicize publicly, but he has taken the initiative to choose.
From the disappearance of nearby to the birth of cultural ID, I want to tell you a truth:
The formation of any circle and circle should have a “connection reason”. In the past, this reason may be natural and social factors such as region, blood relationship and occupation; At present, this reason is more cultural factors such as interests and hobbies.
All communities are essentially a circle. What does your brand circle depend on? 50% discount coupon? Or hobbies? If your circle doesn’t let users find their cultural identity, it’s just a fence that can’t stop people. Users lift their legs and step out.
Encircle the user, but tie the user’s hands and feet. And let the user form a circle, is to tie the user’s heart. The reason why brand owners can’t let users form a circle is not because they have no money, technology and team, but because they have “no culture”.
Only by allowing users to find their own “cultural identity” can brands allow users to form a circle. Let’s start with some common error demonstrations.
Why can’t you circle users?
Three mistakes that enterprises often make in circle marketing
Generally speaking, enterprises will make three mistakes in circle marketing:
1) Just regard the circle as “accurate media”;
2) Only sponsored the circle, but did not enter the user’s mind;
3) It’s just a wool collection. There’s no perspective of long-term management.
1) Just regard the circle as “precision media”
Suppose that Xiaomi marketing department wants to convey the concept of “living for fever” to the technology fever circle.
The first method: made a group of posters with exquisite texture, and chose to put the technology media on the screen;
The second approach: launch the content co creation activity of “living for fever” and ferment in Xiaomi community;
Both cover mobile phone enthusiast users. The circle users covered are the same, but the delivery effect is very different. The former is a typical exposure thinking, while the latter is a typical content thinking.
Exposure thinking: just use advertising to reach technology enthusiasts. Users’ acceptance of the concept of “living for fever” only stays at the text level, and their perception of the brand is cold. Advertising covering 1000 users means reaching 1000 users;
Content thinking: put the content in the living water of the community. Users in the community receive and produce content. Advertising not only reaches 1000 users, but also affects their minds.
For example, Lvyuan electric vehicle is communicating with circle users with content thinking. In talk show conference 4, they incorporated the brand name into the paragraph of contestant Zhao Xiaohui, and made it easier for the audience to remember the brand by shouting the content-based interaction sponsored by Party A.
Although many brands use different ways to circle people, they are all the former in terms of delivery thinking – they just regard the circle as “accurate media” and reach the circle users.
2) Just sponsored the circle, did not enter the user’s mind
When I was in college, I occasionally volunteered at sports events. At the event, many brands provide sponsorship. The organizers will print the brand logo on the team uniform and Cheerleader flag. The road flag alone should be placed for 3 hours to gain the greatest attention in a short time.
But afterwards, we volunteers rarely discussed these brands.
Some time ago, a Baijiu brand made a ski circle and became a sponsor of China ice and snow conference. They invited the skiing champion to become the brand image ambassador, customized the designated wine for the ice and snow conference, and made a lot of publicity.
Although this form can bring a lot of brand exposure, I guess ski lovers should rarely share this brand after the game. Most marketing seems lively, but they don’t go deep into the circle. No matter how much money the brand spends for them, it’s just an “outsider”.
3) It’s just a wool collection. There’s no perspective of long-term management
Last year, PepsiCo named “tomorrow’s son Orchestra season” of Tencent video. PepsiCo customized the advertising song “escape”, opened up the program competition system, delivered original musicians for “PepsiCo campus strongest voice”, and invited players to sing in the offline concept store.
Obviously, PepsiCo didn’t just end up as a naming agent, but did a series of marketing actions that penetrated the circle. Moreover, if you dig deep, you will know that this is not the first time PepsiCo has held hands with the music circle:
With the mentality of picking up wool once and leaving, you can never win the hearts of a circle. Only by intensive cultivation for a long time can you circle users.
Just exposure, just paying, just playing for a short time, all because the brand only regards the circle as a group of people, not a cultural tribe.
In a circle formed by interests, there is no real feelings between brands and users, and the relationship is naturally unstable. The two sides are just using each other. Anyone who fails will be kicked away by the other side.
Only by respecting the cultural customs of the circle and finding their own cultural role in the circle can the brand really integrate into the circle.
PepsiCo has found its identity in the son of tomorrow, that is, the dream sponsor of the original musician. For the original musician, PepsiCo provides not only money, but also stage and opportunity.
When a brand wants to go deep into a circle, it should not only let users find “cultural identity”, but also find their identity and role in the circle, so as to form a solid cultural relationship.
- In 1984, PepsiCo spent 5 million to invite Michael Jackson to become the brand spokesman;
- In 2018, PepsiCo cooperated with another variety of Tencent video, Chaoyin Zhanji, to sound the original music;
- For 9 consecutive years, Pepsi campus’s strongest voice was held.
How to make a circle relationship?
Four key elements of infiltration circle
If you want to join a high-end cocktail Association, how can you enter this circle?
These are the four elements of the construction of circle relationship: gathering place, power organization, language system and value creed.
Gathering place refers to where people in the circle communicate; Power organization refers to KOL in the circle, who can help the brand amplify its voice; Language system refers to the unique cultural symbols and “slang” in the circle; What are the values that the circle believes in?
For example, in order to do street culture business, Li Ning launched the sub brand badlife.
Badlife originated from street basketball. Bad stands for rebellion, five stands for five people in basketball and confrontationalism. “Anti Wu” is a value creed that naturally fits with street culture.
The visual design of products combined with graffiti and hip-hop elements is the language of circle communication.
Li Ning directly included badlife in his own brand event – “3 + 1 Basketball League” to provide a stage for street cultural exchange; In the name of the league, attract Street players such as Zhao Qiang, helmet and Zhong Xianchao to participate and become a brand microphone, which is to find a gathering place and establish a relationship with power organizations.
Badlife is a brand born with the gene of street culture. It holds the street ball culture together at birth, and its relationship with the circle is more original, but not all brands are able to do so.
How does a brand without circle gene make a circle relationship? The best solution is to build a cultural relationship with a circle with the help of variety IP.
Just like the talk show was originally a niche comedy presentation, it came into the public view after the entertainment penetration of the talk show conference.
Tencent’s video layout circle of variety tracks, such as the reasoning and musical mentioned above, provide a greater space for the brand to link the cultural circle.
Master Kang launched sugar free iced black tea to enter the rap culture circle with Tencent video rap variety “black afraid of girls” as the entrance.
“Black afraid girl” is a reality show of women’s true attitude rap. Focusing on the narrative of rap culture, Master Kang launched customized products to convey the concept of “sugar free” with black gold visual language.
“Sugar free” is not only the selling point of the product, but also the anti hypocritical personality appeal of female rappers. Master Kang grasped the personality traits of female rappers, and the joint program players created an advertising song of “don’t give sugar, stronger strength”.
It also launched # the topic of “better than sugar # on social platforms” to try to arouse users’ discussion on women’s gender labels.
After the competition, three female rappers of the champion brand were invited as promotion ambassadors to promote circle users to take the initiative to stand in line for the brand.
Repeat the steps of building the relationship between Master Kang and the rap circle:
- First of all, you need to know which private club holds the cocktail party? Only by finding the right place first can we integrate into the circle;
- You’d better know an acquaintance inside and get an invitation to the reception;
- What clothes to wear into the cocktail party and whether you understand cocktail knowledge in the conversation directly determine whether the people inside accept you;
- Do you drink cocktails to show your worth, to drink, or as a style hobby? It directly determines whether all wine friends recognize you and invite you to join the club.
In retrospect, we have digested four knowledge points:
- Gathering place: the variety of “black afraid of girls” is a natural exchange place for rap circle users;
- Power organization: tap the voice of the girl of the champion brand and drive the brand to complete circle recognition;
- Language system: the products are conveyed by the black gold visual style on the street;
- Value creed: combine the sugar free spirit of rappers with the sugar free selling points of products.
Most brands only circle users, but do not let users form a circle. The main reason is that the brand has not established a cultural relationship with users and has not found a cultural identity for users and themselves.
Original title: [General Liang] can’t circle users? It’s not that you don’t have traffic, but that you have “no culture”
Author: General Liang; Source: General Liang (ID: liangjiangjunisme), reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
- The difference between the circle and the non circle: the infectivity of the circle and the onlooker effect;
- How the circle is formed: from the disappearance of nearby to the birth of cultural ID;
- Why can’t your circle circle circle users: three mistakes that enterprises often make in circle marketing;
- How to make a circle relationship: the four key elements of penetrating the circle.
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