The story is simple. The rainstorm in Beijing on June 23, this topic is undoubtedly a hot topic all day. Especially after work in the afternoon, it rains harder and harder. News reports that subway stations are flooded and traffic jams are closed in Beijing mean that many people can't go home, and it also means that many people are killing time in Weibo. The members in charge of content in the operation team are also trying to cut into this hot spot and implant the Durex brand into it. The idea of putting durex on your shoes to prevent them from being soaked in water came into being in your gag. After communicating with Pengyuan Jin (a familiar pain), the creative director of Bosheng Yunfeng, he thought it was feasible and implemented it immediately.
In fact, this idea involves Durex's brand image, and this concept must not be used for advertising. So when it was finally implemented, a trumpet was chosen, that is, Weibo @ Monkey King of the shoe owner released this picture at 5: 58 pm. At that time @ Monkey King had nearly 6,000 fans. Two minutes later, the post has been actively forwarded by some large posts and spread rapidly. About five minutes later, @ Durex official Weibo commented, "Fans raped! Everybody learn quickly! ! And Durex's wet shoes ~ "and forward them. Only 20 minutes later, Durex has become the first in Sina Weibo's one-hour popularity list, leaving the previous Jishuitan and subway stations behind. And at 24 o'clock that night, nearly 6000 articles were forwarded, becoming the first forwarding of the whole station on June 23.
According to the statistics of communication chain, Durex's communication in Weibo covers at least 50 million Sina users. At the same time, the release of Tencent Weibo and Sohu Weibo has affected tens of millions of people. The following week, the marketing circles in China, Weibo praised this event greatly, and China Daily even rated this event as one of the most representative social network marketing cases.
It is generally believed in the industry that this is the operation team's keen grasp of hot information and very witty action on hot spots. But through the interview with Bosheng Yunfeng, the author thinks it is far from "wit". After the release of Weibo, the operation team made a bet on its forwarding volume. It is generally believed that it is around 20,000, and a few brave members think that it can reach 40,000, while the most experienced Pengyuan Jin conservatively estimates that it is around 1 1,000.
The author believes that no one can tell how hot a post can be until it gets hot. Only after the fire, can we go back and summarize the reasons for its heat. Just like the overshooting event, the topic of rainstorm has never been so hot as June 23rd, and the creative points of the operation team are fresh and interesting enough. Moreover, when the rainstorm happened when people were stuck on the way to work, there were a large number of people online in Weibo, which further enhanced the communication effect. All kinds of weather, places and people are coupled together, creating a miracle of overshoes.
In addition, when Pengyuan Jin leads the team to do homework, he is not keen on "catching hot spots". Instead, he will discuss the hot spots of the day with the whole team every morning like a regular meeting, screen keywords that may fit the brand, and the content team will be creative around keywords and finally choose feasible solutions. It can be said that catching hot spots is a daily routine, not a whim when the topic is hot. It also means that in fact, in many unsuccessful attempts, a precious success was born. This is what many other similar companies lack.
In addition, in Pengyuan Jin's view, the spread of miracles that combine the right place with the right time is still not successful enough. Although everyone later saw that Vanke confirmed that the shoes with sleeves were its products and participated in the spread, at first Vanke also cautiously denied it. Therefore, if Ke Fan can respond quickly, the next day, she will cooperate with Durex to launch this shoe+Durex suit, and buy it through another customer of Bosheng Yunfeng, "Taobao Juhua", and use another customer, "Alipay Express Payment", so that several parties can unite to truly communicate and sell products.
@ Homebook pregnancy event
In fact, the official Weibo in Durex rarely plans events on his own initiative like the radical events mentioned above. More is to expand the influence through interesting interaction with netizens. This has to mention the @ Exercise Book pregnancy event earlier than the overshoot event, which is also one of the classic cases that Weibo marketing salons, large and small, must talk about.
Things are simple, too. Like listing hot spots every morning, another routine of the operation team is called "staring at the size". It can even be said that this is a routine work every 10 minutes. Weibo, the official of Durex, and his operation team pay attention to many "large sizes" and grab preset keywords from these large contents. At that time, @ Homebook had more than 300,000 fans, and "pregnancy" was the key word that Durex brand must capture. As soon as the two conditions are met, @ Homebook's article "Everyone who sleeps before one o'clock tonight is pregnant" will naturally enter the vision of the operation team.
Of course, this is also inseparable from the chance of opportunity. The Weibo release of @ Homebook was already after 10 in the afternoon, and the editors of the operation really just caught up. This is actually limited by technology, because "staring at the big font" to grab keywords is now done by manpower, and Laojin hopes that in the future, he can quickly grab the preset content and prompt it through software system operation, so that there will be no "coincidence" and no "omission".
In addition to interacting with @ Homebook, Durex has also interacted with many brands. The above-mentioned overshoe incident interacted with Vanke Eslite, and earlier interacted with Weibo, the official brand of Lingshi Effect and Mini China. One feature of all these interactions is fun.
The discourse environment of the Internet is a rapid change of topics. "Because of Da Vinci, Guo Meimei only burned for two weeks, because of Lai Changxing, Da Vinci only burned for one week, and because of the bullet train, Lai Changxing only burned for half a day." The more sharp irony is that this joke a few weeks ago, because of what happened in the next few weeks, has made people feel a little far-fetched.
Because of this, Xu Zhiyuan pointedly pointed out the discourse environment of the domestic Internet and even the whole society in the article "Victory of the Common People". Most people just want to be relaxed and happy. This is especially true for the Internet, and even more so for social networks.
Back to social media marketing, only one core is interesting interaction. This is why Durex official Weibo interacts with other accounts.
The real secret of durex.
Speaking of "the real secret" is like taking out a secret book of Wulin without words, baking it in front of candlelight, and slowly revealing the words.
So far, the marketing circle's interpretation of the success of Durex's official Weibo has remained at two skill levels: a keen grasp of hot spots and an instant capture of key words. However, through an interview with Bosheng Yunfeng, the author found that although it operates the hottest and most cutting-edge marketing field in the world, the tools it uses are the most traditional advertising theory.
Next, the first thing for customers to discuss is strategy. Whether in Weibo or other social media, the strategy is to describe the brand as a plump person. This determines the future image of social media. Whether it is an individual, an organization or a brand, the traditional media can be "I say who I am" and the social media can be "who others think you are". On the contrary, it requires me to have a clearer understanding of who I am.
Durex also took a detour on this issue. For a long time, Weibo, the official of Durex, defined himself as an otaku, but in the end he was adjusted to be a man who is a little gentleman, a little bad, knows life well and plays well, just like a handsome guy in a nightclub. The adjustment of Weibo's image has also changed Durex's brand image, separating from pure "sex" and returning to an interesting and plain life.
The question of "who am I" in social networks is as important as the question of "where am I" in traditional advertising theory.
The second question facing the strategy is "What do I want to achieve?" Perhaps it is to expand the popularity, perhaps to correct the brand image, perhaps to interact with consumers, perhaps to increase sales. Different purposes also mean different marketing effects. Maybe there are few fans but high loyalty, maybe the interaction is dull but the purchasing power is strong. It all depends on what the brand wants to achieve through social media.
It also means dividing responsibilities. In Pengyuan Jin's view, there are some services that the Weibo operation team can't complete. For example, content related to product use and performance parameters, such as after-sales service.
We must find the right person before we begin to act.
Lao Jin has a strange way of finding someone. He will wander in places like Douban, Weibo, Tianya, Maopu and Crouching Tiger, Hidden Dragon. Look for strangers hidden behind an ID, because in the future, this person will also be presented as an online identity, so what he is on the Internet is the most valuable consideration. He thinks it's very important to find the right person, because no matter what strategies are finally implemented or specific people are implemented, all kinds of fresh and interesting people excavated from all corners of the network are also the key to the success of Durex's official Weibo.
After everything is ready, it involves specific operations. The work that is refined to every day is the sorting and screening of hot spots every day, a keen sense of smell, "staring at the size", the capture of preset keywords, and interesting creativity and communication. The content team collects information extensively, filters suitable content and reorganizes the language. Like advertising creativity, the old elements are combined with appropriate plane, video and text in a new way, and finally become a blog post for dissemination. And reply to the reply of netizens in time to show respect. And all this is based on a complete and correct strategy.
In the process of concrete implementation, fun is still the most important core. It is an irrefutable truth of social media that it can only be spread if it makes users feel interesting.
It is still undeniable that the success of Durex's official Weibo depends on this specific point in time. The industry's familiarity with the name Weibo is mostly through the introduction, narration and analysis of marketing experts. When everyone was groping for Weibo marketing, an open and bold brand took a brave step and immediately occupied the absolute commanding height of the marketing topic in Weibo. In word of mouth, it has become the most successful case in the industry, and its hot spot has also become a classic worthy of going down in history.
In Lao Jin's words, maybe next year's content will be better than this year's, but I'm afraid it's hard to surpass this year in terms of topicality.
How to learn from Durex?
The emergence of this problem has a preset premise: can all brands learn from Durex? Or are all brands suitable for social media marketing? Or more specifically, are they all suitable for marketing in Weibo?
In the early days of Weibo, the platform itself naturally encouraged all influential people, institutions and brands to enter the platform for its own promotion. But with the passage of time, we have begun to reflect on whether all brands are suitable for such a platform. The answer given by Pengyuan Jin is no, although there is no clear boundary division, we can still try to summarize some laws through a series of descriptive expressions.
On Twitter, the official accounts of the top 50 brands are traditional brands with decades or even hundreds of years of history, and only one or two are emerging brands. So is China. It is difficult for new brands to enter Weibo because of the lack of user base.
Service industries, especially pure service industries, such as airlines, are not suitable for Weibo. These brands always receive complaints in Weibo. Based on the bad aviation environment in China, people will complain in Weibo when they are wronged. When the service industry opened in Weibo, it became another customer service hotline. Lao Jin thinks that Weibo should be a place to talk to people. The client is a real person who is talking to you. Of course, the author thinks that if the purpose is to make Weibo a customer service hotline, it will be of great benefit.
Brands involving large transactions are also not suitable, such as real estate. On the one hand, there are many negatives, and on the other hand, consumers may not communicate on Weibo. This is different from cars. Cars can have fans, while real estate seems to have few fans. Plastic surgery hospitals are also not suitable, because no one will share it with friends after plastic surgery, but dental hospitals are an exception. It is not appropriate to find a Weibo operator with a heavy truck. The user is not in Weibo at all. Banks can do it, but think about how to do it. China Merchants Bank has not successfully established such a huge system, the so-called "microblogging matrix", but it has not figured out what to do, and it will get twice the result with half the effort.
Internet-related brands, such as mobile phones, online games and group buying. However, this practice is also worth discussing. It is also a failure to send only group purchase information every day. Taobao Juhua once organized a banana group purchase in Hainan when bananas were unsalable, which was very distinctive. Its strategy is to be close to life.
There are also daily necessities, brands that people often mention, which will definitely shine through social media. Pengyuan Jin's original words were: "Don't worry, P&G will do well after realizing its importance one day." The day after the interview, shannan Stevenson Stevenson, President of P&G Greater China, opened his Sina Weibo, perhaps listening to our conversation.
In fact, the author thinks that as long as you think clearly about the brands of "Who am I" and "What do I want to do", you can open Weibo. But I also believe that most brands have not thought clearly about these two issues and rushed to launch them under the temptation and urging of operators.
Future? Technical marketing era supported by traditional theory
Durex's success is far from over, and all social media marketing is still in its infancy. You can clearly feel this when chatting with Pengyuan Jin. In his view, the future will focus on effect marketing and technical marketing based on technical ability, and all social network media are doing it.
People often see the glamorous appearance of Durex official Weibo, but they don't pay attention to the massive data analysis carried out by the operation team behind it. Many Weibo accounts, the content will be sent as soon as it is sent. As for where it goes and who is involved, it doesn't matter anymore. Bosheng Yunfeng is not like this.
Every content published by Durex official Weibo and other Weibo accounts of Bosheng Yunfeng will be classified into the database of the operation team. After five days, the number of comments and reposts of each content will be counted, and at the end of each month, we can know which content is attractive and which content is not attractive. The significance of classification lies in knowing what kind of content is attractive. In the future, through the analysis of user comments, we can even find out what role a certain type of blog post has played, brand building or promoting purchase. This is more timely and true than the consumer feedback of traditional advertisements, and the guidance for subsequent adjustment is more accurate.
As mentioned above, it needs manpower to grab preset keywords and judge whether they can be associated with brands. The system will be used to realize this function in the future.
According to Lao Jin, the existing software screens users' responses and selects valuable content to forward to the official Weibo. Many of them are self-advertisements of netizens. A netizen celebrated his birthday and took a piggy bank with a lot of condoms and a lot of candy as a birthday present. Another netizen posted Durex's screensaver, and so on. If Durex's overshooting event is not planned, but spontaneous, it is a wonderful self-advertisement. The appearance of these self-advertisements is obvious to brands.
What technology can also achieve is to judge the propagation path of a blog post. Based on the six-dimensional space theory, we can think that six-layer forwarding has the best communication effect. Technology allows us to analyze how these six-layer forwarding or even more layers are realized. Through a large number of sample analysis, the forwarding path can be reproduced to some extent. This means that for a specific person, even if he is not my fan, I can get the information to my desired location through the reproduction of the forwarding path.
In the ultimate communication, we can even judge his consumption level, hobbies and many other personal information by analyzing the object's originality, reprinting and comments. This is not difficult. I believe many people have read articles about Wang Weibo and simple search to locate home address.
These clues mean more accurate consumer insights, more consistent communication strategies, and more creative expressions. An old metaphor, knowing a girl, chasing her, it is easy to hit her, this is the real charm of social networks. The conversion rate of traditional Internet advertising is only 0.02%, and with accurate marketing assisted by personal information, the conversion rate may reach 5% or even higher.
Although the operating companies of social media marketing are still in the state of small workshops, there will be one or two successful cases, but they will be large-scale and collectivized in the future. In the further future, the power of creativity will definitely take a back seat. Future operators will use the system to complete 60% of the work, observe consumers, understand consumers and lock consumers. Creativity is included in the remaining 40%.
Durex's secret is at best a wave of social media marketing in its infancy. It is an example for us to learn, but it is by no means the ceiling. What is more worthy of our attention is who can occupy the absolute commanding height of the next marketing topic.