Highlights of the 2016 Social Media Marketing Summit In the Mobile Internet Age
Dean Yu Yunhong:
Good morning, guests and friends!
First of all, on behalf of the organizers of this forum, I welcome experts, some from far away, and rain to attend our mobile Internet era of social media marketing summit forum, and second, we also thank experts, friends, for many years for our Business Administration Institute disciplines, professional construction, especially our business management, marketing, sustained attention and a variety of support. To be recognized by everyone is our happiest and proudest thing, and third, our Business Administration College seems to have a good name, in fact, we are a small business, mainly enterprise management, in addition to the discipline of the technical economy and management. There are five majors, business administration, marketing, human resources management, international business and a relatively special project management. The temple is not big, but the structure is relatively complete. As President Chen introduced, we are also from undergraduate to doctoral students at all levels of training, key disciplines, key professional, key research bases also have some. However, we do not have national key disciplines, the national character of major achievements, major projects are also relatively lacking. Therefore, if you experts, friends are interested, willing to condescend to our school our college, to participate in our cause, then we very much welcome, thank you very much.
Finally, I wish this summit a complete success, friends can have a happy and productive weekend, thank you!
In the age of mobile connectivity, Kotler's Marketing Management No15The edition answers two questions: First, what has changed in marketing management in the age of mobile connectivity? Second, how our teaching, subject framework and system answer real-world questions.
In establishing the development marketing system, Kotler adopted two kinds of logic: expansionary logic and subversive logic.
The logic of expansion. Marketing Management No15The edition retains some classic concepts, guidelines, and examples, introducing new things such as "impressions and integration," "progress in the digital world," and "changes in digital channels" while retaining classics, but the entire architecture has not changed. In the digital world, the individual's possession is different, many are virtual things, so it is proposed in the digital world what kind of changes and extensions, which is an extended logic or expansion of the logic.
Disruptive logic. Reflected in: market research thinking (e.g., the dilution of causation), value analysis (from20/80To the long tail theory), value creation (from enterprise value creation to co-creation), marketing strategy (from market segmentation to customization, from precise positioning to rapid trial and error).
In the future, we look at the marketing discipline system, and there are two kinds of logic guiding marketing practice: first, the fusion logic (the fusion of expansion logic and subversive logic), and second, the dominant logic (the subversive logic completely obscures the expansion logic).
What exactly is marketing? Marketing is to discover value, create value, communication value.
Customer participation in service value creation. Customers not only consume, but also create value, but also play the role of innovators, producers, play the role of information creators.
Health care is an area of great global concern, although different countries have different specific circumstances. Globally, the lack of medical care and medicine is a more prominent problem. The problems facing China's health care industry are inadequate investment, unbalanced distribution and inefficient use. As a result, a great amount of domestic investment has been made in recent years to support research in this area.
One of the most striking changes in technology is connecting customers through the mobile Internet, so that everyone has a chance to speak. to be healthy2.0For example, it provides a platform for patients to communicate. The Internet brings together patients, through patients can answer the problem of troubleshooting, there is no need to queue to find a doctor.
The problem we're looking at is that in health forums,C2CIn the end, how to interact, how to create value, create some kind of value. One of our main research subjects is a forum for patients with hepatitis B.
What factors affect the motivation of Forum members to participate and continue to participate? Our initial research revolved around a sense of trust and social responsibility, and later focused on patient psychoanalyties, through content analysis of forum patient posts, in-depth interviews and questionnaires with patients, and finally, on online medical forumsC2CValue creation, we found some clues and evidence.
Fan operations are social media-based scenarios, customer-managed models that are more propagational, but have low turnover rates.DigitalCRMIt is in the e-commerce scene that visitors can be effectively identified.
Mobile, the biggest challenge screen becomes smaller, the information displayed is limited, and the picture of the product becomes smaller. In addition, the time for user browsing becomes fragmented, which determines the customer's operations in the mobile age, to accurately capture the customer's timely interests and current intentions.
Mobile also brought opportunities, mobile Taobao users are mostly long login status, that is, set the user name and user password, users open the mobile phone Taobao we all know this user's information. Better identify our consumers, including collecting a wide variety of information, namely shopping habits, geographic location, preferences, membership-related information and so on. There are a variety of marketing effect statistics, marketing effect tracking and so on.
Juxing station is based on big data to drive our customer operations, the core is the customer center, customer center is based on Ali accumulated big data to do a full range of customer portrayation. Typical is a thousand people, that is, a thousand people he sees a thousand different content. Thousands of people from the artery level, including the first focus, the main venue. To the vein level of thousands of people, including flow distribution, guess you like, there are good goods. Finally, there are thousands of capillaries, including shops, micro-tao, shopping carts, Wangwang and so on.
The strategy engine of systematic algorithm can customize different algorithm strategies for different industries and different scenarios, so as to realize the personalized operation of merchants.
Data-driven marketing, the first step is the choice of marketing goods, the second step is the activity crowd, such as shopping cart marketing, the third step is marketing rules, the fourth step is the evaluation of effectiveness.
Re-view the changes in the world pattern from different latitudes, especially in the economic sphere. According to internet maps done by The Oxford University Internet Research Institute, Russia has become very small and China has become very large. In this sense, China and the United States have become gem constellations in the Internet economy.
Mobility has become the mainstream of the present. From China or the world, whether from the number of smartphones, the number of Internet users, or the number of people in the world and China, the corresponding mobile part, the Internet part is getting bigger and bigger, we want to see the power of this trend.
Now that this society has developed from the big enterprises in the past to small and medium-sized enterprises and even self-employed enterprises, then small enterprises are actually the driving force and innovation of the future economic development.
We should also consider what important role the platform plays. So-called open structural innovations among producers, consumers and even service providers that communicate on a platform can also be of great value.
The study of theory is actually to build an observational scaffolding for the future. With this scaffolding, we can have a better look at practice, and if we don't, we dismantle him, and we can build new scaffolding to see the development of empirical evidence again.
Information has come to the fore of energy, and it is enough to promote the energy revolution through the Internet information revolution and subvert the traditional monopoly of electric tigers.
In the past, the energy consumption of minerals was mainly characterized by the occurrence of pollution, and the revolutionary direction of energy was low carbon.
Source brand low-carbon energy technology route: reduce building energy demand, make full use of renewable energy and reasonable energy storage, build a smart low-carbon energy network.
The current problem is that the Internet can not achieve electricity sales, and the future direction of development is through the Internet to achieve electricity sales.
1The United States proposed the industrial Internet, Germany proposed the industrial4.0China proposed made in China2025。 China divides the entire industrial Internet into two parts, one is interconnected within industry and the second is interconnected outside industry.
2The entire industrial Internet is mainly composed of four major parts, the first is the intelligent terminal, the second is the network, the third is the data, the fourth is the cloud.
3, the future has come, the next business model from the market needs what kind of products, every link in the enterprise including the supply chain upstream and downstream to do such products, can be random.
4, new thinking: first, content and good products; second, the data interaction formed a strong information platform; third, the point is material as information; fourth, the organization within the enterprise resources; fifth point is the data; sixth, the future operation of the enterprise is based on the whole big data will be fully open; seventh, the whole enterprise competition situation will be more and more inclined to software competition and data competition; eighth, everyone may become a new subject, the future enterprise this pyramid way.
5, the future of industrial Internet, industry4.0Business or manufacturing, or industry+The overall behavior of the business should be to get the whole data through. The entire ecosystem of the future, including users, products, upstream and downstream supply chains, will form a large ecological body, and ultimately be supported by people and technology.
Today's so-called transformation is not a single aspect of the transformation, not to say a good business model is enough, it is from strategy, tactics to enterprise information, the most important thing is the upgrading and transformation of talent.
Today's marketing has three core issues, the first on sales process management, the second on customer management, and the third on sales staff management.
How to solve these three problems, we developed a set of software, we called China's first sales process management software, it solves these three problems.
All business management should speak with numbers, with results, no numbers of management is very empty, no effect, all emotional factors in management to do a lubricant, the correct management is to speak with numbers, with goals, with processes, with standards.
The so-called community-sharing economy means that we are not only customers, but also promoters, operators, propagandists and spreaders of our products,This means that our future identity is multiplicity. The sharing economy of the future is not a concept, it is likely to emerge on social media.
Mobile commerce is not really a very new concept, but the real leap in growth is also in these years, almost5within a year.
Mobile commerce followsPCWhat is the difference between the ends? Two of the most basic are that mobile commerce can eliminate space and time constraints to a large extent or completely eliminate them.
If today's technology can eliminate these two latitudes , space and time , it will actually bring great opportunities .
Big data now allows us to know the user's fine behavior habits, including that he might prefer to use some of these apps at different points in time. Which application to use, to some extent, shows what he might be more concerned about. We can push different messages based on these points of interest, and these are opportunities that we can take advantage of.
The next piece of mobile commerce can make a big difference, or there are plenty of opportunities waiting for us to explore, in conjunction with social media.
Collaborative consumption and sharing of value is the same, more use of resources together, through sharing, through the way to create value together.
1. Awe is one of the few emotions in the consumer world and is considered one of the most lacking in Chinese society today.
2. There are four dimensions to measuring a sense of awe, one is the infiniteness of time (timelessnee), the infiniteness of time (timelessnesscan give consumers a sense of awe in time;power); Three is the value of the face (beautyThe fourth is the reorganization of knowledge (i.e., the brain hole is open).
3. The definition of awe: A sense of awe is a complex but harmonious emotion that constantly attracts us but keeps us from approaching, limits our actions and extends our spiritual pursuits, an emotion that delights us and makes us afraid.
4. The physiological response to awe is goose bumps, and the higher the degree of awe, the more goose bumps there will be. Awe also has its special facial expression - look up.
5. Awe is an evolutionary emotion, so it is very important for the formation of faith, so in the marketing process, companies want to be able to induce this sense of awe, so that consumers become like believers, which is the ultimate goal of the enterprise.
6. Consumers will be in awe of commercial products. There is no clear classification of products that give consumers awe, and they can be applied to different products, neither hedonical nor practical.
7. The function of a sense of awe: (1More conducive to word-of-mouth dissemination (2A sense of awe can make the product more memorable (3Increased buying behavior and willingness to buy (4A sense of awe can reduce physical and social pain.
1．APPAds are divided into three types: First, focus map ads, it is a full-page presentation of advertising methods, belong to the mandatory click of the ads, high exposure, good pay effect, basically can be achieved100%coverage. Second, built-in advertising, the use of waterfall-style presentation, accurate delivery, can enable consumers to quickly browse advertising information, exposure is high, but because of the consumer's perennary habits of the Internet, will often ignore such ads, and this kind of advertising can not effectively manipulate the consumer's real browsing results. Three isAPPYour company's push ads can quickly push information about the latest brands or promotions.
2. One of the challenges of pushing ads is a low conversion rate. Our research problem isAPPWhether the text content of the push ad will affect the current consumption of the consumer,APPwhether the morality of advertising will change consumer behavior.
3. We did an experiment: in different types of books, we studied whether the relationship between moral persuasion and behavioral intent was influenced by intermediary variables such as subjective norms. Experiments have found that subjective norms are completely intermediary variables, and in fictional books, negative moral persuasion brings higher subjective norms, and in realistic books, positive moral persuasion brings higher subjective norms.
4. Mobile InternetAPPCompanies should form a formal setAPPTest method,APPBefore sending a push ad, the company should choose one hundred to two hundred people in advance, with two or three options to try first, and then see which effect is better, and then push, so that on the one hand can save money, on the other hand push effect can be better.
The future is big data-driven marketing. Everything that can be recorded is data, and because of advances in recording technology, the definition of data has strong antho-characteristic characteristics. Emerging data types often mean new scientific directions and new business opportunities that deserve our attention.
From visibility to buying and loyalty, integration is called integrated marketing. Information technology and the Internet make the boundaries between visibility, consideration, purchase, and loyalty increasingly blurred.
We can gather information today from the web platform on the process of "buying from consideration".O2OThe core data is to string this behavioral process together.
The future is big data-driven marketing, but the nature of marketing has not changed, only because of advances in technology and the external environment has produced a model shift.O2OThe real core value is to use data to truly build our own business model and improve our business ecosystem.
Exploring the relationship between the number of people and the number of shoppers, the surrounding brand stores and the number of shoppers, we can combine age, time, hobbies, and other factors to analyze the above issues and discover path clustering through the 'shopping path of retail stores'.
The Internet is turning our lives upside down across the scale, changing the way we communicate, shop, travel and manage our money. The creative industry is in the trend of counter-cyclical growth, it has great opportunities. The mobile Internet is changing segments such as film, television, media, games, and literature. The mobile Internet has also spawned new users and new areas, while subverting the ecology of the entire industry, the shape of creation and the way it operates.
90After95Then there are the natives of the Internet age, who are passionate about spreading sharing, have a high degree of stickiness and loyalty to approved content and brands, and have a high willingness to pay and pay.
The number of secondary users in China has reached2.6hundreds of millions of people, per capitaACGIt costs nearly1700Multiple, we move the phoneUPThe value is60%。 Such a group is well worth digging into the business community.
Good content, good subject matter, good word of mouth, good model can achieve a goodIP。
The video payment market has been pried; the threshold for film and television has been lowered; online education has become the next wind of venture capital, the era of creation has come, the use of our ability to carry forward the spirit of teamwork, to become partners in the era.
With the explosive development of mobile terminals, the original media caused a huge impact at the same time to update the interpretation and understanding of the concept of media.
For the development of new mobile media, it can be summarized into four stages, namely, the portal presentation stage of professional communication, the user participation stage of multi-dimensional interaction, the information aggregation stage of personality recommendation, and the scene social stage of associated services.
For scene-based socialization, it is based on time, space, including social scenes, community scenes, non-stop interaction, forming a very complex mobile media social environment.
For the time scene is to let users get different information at different times, the space scene is based on the time scene analysis and addition of geographical elements, for different landmark users to recommend and interact more rich.
Device scenarios are smart wearables that provide users with direct access to relevant first-view news and rich media content.
Community scenarios, which are also the future of mobile new media, will be a form of scenario-based socialization, with users increasingly gaining richer information content and forming strong social stickiness through the creation of "same geographic information communities" and "same interest information communities".
There is a difference between consumers and users in marketing, one is the buyer and the other is the user. This study is more about the user's use of the product brought about by some corresponding results, so that according to the user experience to form a more viscous products.
Focus on user research, research user demand points for newly developed products, based on this demand point to form a product design guidebook;
Questionnaire method, questionnaire can not measure the product design problems, to carry out the corresponding verification, first of all, according to the research-based construction of the association to determine the dimension, based on this design of threeDataset。 One.Datasetand the other oneDatasetThe speed of the questionnaire obtained, if very stable, then use another oneDatasetTo do the validation, if the difference between them is not large, then you can test accordingly, but this is not enough. Other objective physiological indicators are also needed to make the tool effective if there is a consistent trend.
Performance testing. Based on tasks in the product design process. First look for the cell phone20A typical task, what features this product might implement, based on which features are used by the top twenty tasks that everyone uses very frequently, to be added to the test. Based on the camera and tasks, record all the indicators, including the corresponding indicators of the time space of the operation, and put them into the system to carry out the corresponding analysis. Finally, the product to carry out the corresponding subjective evaluation.
Social media has greatly increased the voice of stars over the past. The number and quality of fans on social media, as well as the level of activity, are the main indicators of star appeal.
The specific impact of social media on fans is that fans become organized, fans become true love powder, and female fans have a voice.
Social media has made fans more powerful than in the past, one is that fans become direct buyers of celebrity endorsements, the other is that fans become pro bono promoters of celebrity endorsements, the third is that fans vote, retweet, like and other forms to build momentum for idols, and the fourth is that fans are directly involved in the operation.
Brands have changed the way they used to communicate information in one way, the era of advertising to shape their brands is gone, and they are beginning to focus on making emotional investments in consumers on social media.
The relationship between a star and a brand should be based on a customer match.
Stars and consumers have a strong attachment relationship, the attitude towards the brand and advertising attitude have a positive and positive impact.
Our country.P2PThe platform growth rate is very fast, at the same time, there are a large number of enterprises appear and die, then these enterprises are characterized by high risk, consumers are risk pursuers, enterprises should be through what kind of marketing strategy, improve platform performance?
P2PThere are two main types of advertising on the platform, one is preventive and promotional. Promotional or preventive advertising has a significant impact on the platform's operating performance.
In the retail process of the Internet, there are differences in the impact of displaying out-of-stock information on consumers, one that is similar to a product fair and is transferred to other unsold products. The other is to jump off the platform because you can't buy it here.
When the platform protection policy is relatively perfect, providing out-of-stock information will have a good impact on the effectiveness of the operation of this enterprise. On the other hand, it doesn't.
When the protection policy is provided by the platform itself, the promotional advertising effect will be very good, and when the protection policy is to cooperate with third parties, the preventive advertising effect will be very good.
The above information was compiled by the Social Media Marketing Summit Forum Group in the 2016 Mobile Internet Age.
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