This article comes from the WeChat public account: Yang is not bad (ID: yangbuhuai01) , author: Yang is not bad, head Figure from: vision China
I have been thinking about a question throughout the spring. What long-term changes will the experience of this epidemic bring?
Which changes in user habits, communication styles, consumer behaviors, and even consumer perceptions are long-term irreversible? At the beginning of the year, I threw it out to think together. Recently, I also communicated with many people, and I have never got a satisfactory answer.
Until recently, some thoughts were drawn from the subtleties, and all changes started from the subtleties.
Looking back at the historical node many years later, this spring must be a time when many changes occur. Just like the historical view of “Fifteen Years of Wanli”, there may be a history book called “AD 2020”.
As the title says, my thinking direction is consumer relations, and consumer relations are changing.
From fans to friends, this trend is spreading in a grass-roots, rough way. Roughness is not important, the technology will be more mature, but once the trend is formed, it is irreversible, just like using a smartphone to not return to the functional machine era.
Next talk about this in detail, from the historical trends in the past to the current consumption habits and technical support, to see the changes in consumer relations. The following:
First, social media is just media
First of all, I am not pessimistic about social media. Social platforms such as Weibo, public account, and Douyin still have a strong vitality, and they have the ability to create topics and influence public opinion. But I am pessimistic about the brand’s official micro.
20Weibo was launched in 2009, and there was no concept of “fan” before this. At that time in the Tianya community and Sina blog, often read more than 100,000 million, but never had fans. Until Weibo went online, a “Follow” button appeared, and there were fans.
Fans, on behalf of the brand can continue to communicate with consumers, this is a beautiful vision.
Probably around 2011, Durex rainy night shoe cover, Xiaomi’s fan economy, brought the official micro operation. The agency’s expensive agency operating expenses are paid, hoping to become a million fans, can do marketing with a small blog.
Over the past ten years or so, there have been many official microblogs of millions of fans, but is the marketing cost low? Last year I wrote ” Stop and Double Sway “ At the beginning, there are almost no brands that pay monthly fees for official micro operations Half-stop change state.
After seeing ADWEEK’s article statistics this year, social media including Twitter, Facebook, and Instagram, brand fan reach rate is only a pitiful 1% ~ 2%.
The situation in China is basically the same. If you are a digital marketing practitioner, you must have heard of a series of professional terms such as current limiting, blocking, fan headlines, micro-tasks, and jitter.
So, a basic fact is that even if the brand official micro can accumulate millions of fans, these fans are still not part of the brand. When a brand wants to communicate with its own fans, it needs to pay an extra fee to the platform.
The current state of social media is that a centralized traffic platform under the guise of decentralization, the brand has never had fans. In addition to platform intervention, we look at the WeChat public account where the platform hardly intervenes, the opening rate continues to decline, and the relationship between brands and fans is getting weaker.
Based on the above facts, a rough conclusion can be drawn: free brand social traffic is basically dead. The economy of fans who want low-cost marketing is basically dead.
Consumer communication needs to go one step further and build a new consumer relationship.This epidemic is helping to promote the formation of new consumer relations.
Second, turn fans into friends
In the consumption in recent months, the most frequent words that merchants say is-add a WeChat.
I wrote about it earlier this year, and the epidemic is accelerating the digital transformation of physical brands. In the digital transformation, the simplest operation is to add a WeChat to keep in touch.
Recently, I added five or six brands of WeChat, and at the same time rejected some. It can be seen that the physical brands have been launched by all members to try to promote the formation of friend relationships.
But personal WeChat plus friends is rough, limited number of people can not be scaled, brand resources are not easy to manage, there is no official endorsement of brands, it is more difficult for large brands with millions of consumers to operate. I also talked about this at the beginning of the year, talking about the combination of brand service number and applet, providing online digital service tools.
WeChat actively explored with the brand during the epidemic, and gave the official answer-corporate WeChat.
The actual enterprise WeChat has been online for several years, and has been used as an internal communication tool before. At the end of last year, personal WeChat was opened, which means that corporate WeChat can be integrated externally into the 1.2 billion monthly WeChat ecosystem, which brings great potential to corporate WeChat.
This spring’s epidemic has pushed corporate WeChat to the front desk for consumer communication, which seems to have explored another way. Officials are also actively responding to consumer communication needs. At present, they have opened up a circle of friends, customer groups, live broadcasts and other tools.
Three, consumer reach rate is 100%
The brand has 1 million followers and the reach rate is 1% ~ 2%, but if the brand has 1 million friends, the reach rate is 100%. From fans to friends is not an upgrade but an iteration.
At present, many companies, including Watsons, have established friendships with millions of consumers. Current official data shows that the total number of WeChat users served by corporate WeChat is 250 million. Excluding internal communication users and inactive users, it is still huge data in the field of consumer relationship management.
Physical service industry and large consumer field, after establishing friend relationship with consumers, follow-up service and management, both