1. Talking about money:
Providing talking capital products or activities can provide users with talking capital, so it will produce a widely circulated social currency-talking capital currency.
The new eating method of Haidilao, the blending of Jiang cocktails, Oreo's spicy chicken wings and mustard-flavored sandwich biscuits have created "fresh and interesting" conversation materials for users;
Starlight Jewelry's "Thank you for your kindness, your husband loves you" scene experience activity-let her husband experience the pain of his wife giving birth to a child with a delivery experience instrument (men only know how painful it is to understand and love women), thus creating "grateful, moved and empathetic" conversation materials for the experiencers and onlookers.
2. Expression currency:
Take this opportunity to express thoughts, interests, friendship and feelings. When you see a WeChat tweet or an argument on Tik Tok that is good, and feel that these views are what you want to express, users will immediately forward them. Public comments, e-commerce, and the comment area behind the official WeChat account are all channels for modern people to express themselves.
Why do young people buy Coca-Cola nickname bottles and lyrics bottles? Why did you buy a ginger expression bottle? Because products have become props for users to express their interests, friendship or emotions.
Why do many people want to touch the jade in the jewelry store? Because it expresses the user's desire to "get rich immediately"; When users see the golden dragon chair in the shopping mall, they will sit on it and experience it, and even take photos to send friends.
Why? Because the scene props of the dragon chair provide users with "Do I look like an emperor?" Whether it is the scene copy on the product, the scene experience of the brand or the scene props, as long as it can be expressed for the target users, new emoticons can be continuously created.
3. Value currency:
Being needed by others is a value. Everyone wants to show their value in front of others, and that is to help others.
If I can help more people, it means that I am needed by more people, which is almost the best compliment. We hope to show our value in the circle of friends and help others. We will actively recommend products, brands and articles to others on social media, or praise and bargain at the request of friends.
Whether it is recommendation or help like voting, it is to help others meet their needs and reflect the value they need.
Double 1 1, your best friend sends you a page of team fighting or bargaining, and you will usually participate. This is a common embodiment of Pinduoduo and other e-commerce companies playing value-for-money games. Therefore, products should be good at scene matching, brands should be good at creating topics, actively create product usage scenarios, and issue scene consumption instructions (when to choose me) so that your products can be actively recommended.
4. Image currency:
Everyone who shows a good image needs to show his own image, hoping to show his good image through clever actions and make others feel wise, which is also a basic demand, thus contributing to the emergence of image coins.
When young people drink a cup of tea or experience a bowl of wine or online celebrity food, they should take photos and send friends to show their "fashionable, cool and fashionable" image.
Jiang's "Expression Copywriting" campaign, Youmian Village's "Moon Cake with Poetry" campaign and Pepsi's "I want to go to the jar" campaign are all efforts of the brand to create social image coins and meet the needs of users to display their talent image.
Brand products or brand activities should be good at making image coins. If we can help users show their good image and help them meet certain needs, they may madly forward related content and participate in related activities.
5. Show off your money:
Satisfy the psychology of showing off and comparing.
Why did the "showing off wealth and falling" of 20 18 trigger the follow-up? In just a few days, it has spread 65.438+0.5 billion times! This is that it meets the demand for showing off.
A jewelry store in Shandong set up a special ceremony for new customers who bought the "Golden Chopsticks Bowl": at the wedding, the groom gave it to the bride, which meant giving her a golden rice bowl and a happy life without worry. The bride presents gold chopsticks to the groom, which means to create and enjoy together with the groom and become lifelong partners.
This is a show-off coin! Onlookers' comments, photos and social media aroused people's interest: "When my children get married, they have to buy gold chopsticks bowls and have a good meaning", which inadvertently promoted the sales of gold chopsticks bowls.