Editor's Note: author wing code business support department director Zhang in Shanghai. In the real world (line o below), ask Chinese people love to read classical Chinese fiction is what? A lot of people will say that the dream of me too, because the book China's real-world depiction of human nature and the people of the head. If someone asks me now, in the forthcoming virtual world (line o) and the real world (line o) interaction of era, which will be the most popular of Chinese classical novels, I think it is the journey, because this book meets O2O era of three characteristics
1: not need notes and interpretation (without interpretation, description debris of capacity most strong, and O2O times of based is information debris of); 2: no borders limit (line Xia of o is reality world has borders limit, that O2O of line Shang o is no borders limit of, any wants to through technology means, limit Internet information democratic of national are is contrarian and for); 3, imagination most rich (only imagination rich to creative no limit, if we of education every day test we answer, Under this education system our O2O in the future will still lag behind the times).
Journey to the West is about Tang monk learn, the monk Tang learn why? What to get? Take to do? Few people concerned with this issue when reading this book, read the book carefully, you will know that the monk to learn, is the Emperor Taizong of Tang to the Scriptures. And Li Shimin why to learn, is because he to has once hell tourism, met has was Li Shimin killed of waste dead (so-called died, is didn't to Yama provides died of time was died of), and died of people (Ghost) is cannot Super of, so these people (Ghost) on in road keep with, Li Shimin died go to hell road Shi wrapped around with you, let Li Shimin also cannot reborn. This is the Emperor arranged for Tang Sengxi to learn the truth!! Because someone told him after his trip to hell back, Western leiyin Temple of the Mahayana can be wasted ghosts of salvation. So who told him? Is the goddess of compassion! When we understand this, the truth came out, why the jinghe River Dragon King was killed, why he died, Li Shimin was because Li Shimin to travel to hell. Who designed this underworld journey, is to tell him the value of Mahayana bodhisattva.
In at of Datang despite culture enlightened, but on like Han Yu recalled welcome Buddha bone table in the wrote to "husband Buddha this Yi di of people, and China speech not pass, clothes is business, mouth not statements first King method statements, body refuses to first King method clothing, not know monarch of meaning, and parent-child of love", Datang people on Dharma of market actually is unlikely to, and Dharma of products has how many, altogether sanzo, each hid 5,048 Department, method a hid, talk; on the a hid, said to; by a hid, degrees ghost. 3 hidden 15,144 total Department of classics, Buddhism has developed so many products (some of the applications we have the Internet, applications on Apple's APP Store, it is very similar, so much! ), But market acceptance is too small, how do marketing expert Li Shimin goddess designed a hell tour stories directly convince Li Shimin that Mahayana Buddhism will directly over transplants of ghosts, in the society, when Li Shimin believe Buddhism and subject line, said Datang people can surprise you?!
This is not required to validate truth, ancient and modern, is true, "the King who, while the light died. Good King zulling waist, and how hungry people in the country "(the hanfeizi handles the second chapter) in 1662, the United Kingdom, because the United Kingdom Queen Catherine has a passion for Chinese tea, tea for the first time in the United Kingdom debut and began to enter the European vision, become Queen in real tea.
Traditional marketing is so, this "points to surface" of spread way, from right, and mind (culture), and religious influence of leader (Emperor, Saint, officials, and religious leader,) began, through "mainstream media" of a home statements, let people passive or active of accept "unified of voice" of told of, jobs of new released is this "points to surface" spread of classic way, unfortunately Lei learn he released millet of when, spread way of main form occurred has changes, led to somewhat parody.
We today talked about of virtual world and real world interactive of O2O times, is due to based on economic globalization of commercial social in real world of innovation, structure out a virtual of world (Internet and mobile Internet), while after virtual world so years of development, real world of many activities (like social, and business, and information share, and marketing activities) are in virtual world simulation out and more fast development. Therefore, the speed, in turn, influence and infiltration of the virtual world into the real world. But in China, due to the business community in the real world has not yet been established (see my O2O shared 2: first question? Because China's current Government, enterprises and individual spirit of contract did not really penetrate people's bone marrow), and Chinese commercial society in the virtual world than the real world much earlier. Here really of to thanks Ma, despite I personal is not like he, in real world in the a full moral but business means extremely weird of guy, he of Taobao and paid treasure in advance China virtual world of commercial social contract spirit contribution great, but he of virtual world currently subject Yu China real world traditional non-integrity way of effect, like Taobao Shang fakes prevailed, actually line Xia real world fakes more, like food security; like Taobao bartender corruption, actually line Xia real world corruption more terrible and no restricted. Taobao to solve a bartender corruption is actually very simple, offline (in other countries) is how to tackle, moved to the line, but he is afraid to try, so he decided he was a businessman rather than a social responsibility undertaker!!
With the contrary influence of virtual world to the real world, has entered the era of media in today's society, the so-called media (We Media), the strict definition: "We Media is the general public through digital technology, strengthening, and after connecting the global body of knowledge, begin to understand the general public how to provide and share their own facts, ways of their own news. "The huge number of network media and its owners are mostly the" grassroots "civilians, the occult network gives users" free "space. United States well-known Silicon Valley IT columnist Dan Gillmor's book from the media: grassroots journalism, from the public, public, fully embodies the characteristics of media. Media including, but not limited to personal micro-blog, personal diary, personal home page, which is the most representative platform United States of Facebook and Twitter, the Q space and micro-blogging services in China. In the media age, a variety of different voices from all sides, "mainstream media" sound becomes weak, people no longer accept to be a "unified voice" telling right or wrong, everyone is attempting to obtain information from independent, to make judgments. Since the media is different from information dissemination, designed by professional media organizations, it is dominated by the general public of information dissemination activities, from the traditional "point to" spread into a "point-to-point" a reciprocal communication concept.
Since the arrival of the media age, marketing "you say I believe in" era of traditional marketing "you say I" age of social marketing, O2O era of to make this social marketing "you say I" become very convenient. So, if now returned to West tour, Goddess without again make "points opposite" on tangdazonglishimin of Mahayana dharma can degrees died ghost of marketing mode has, as long as make since media marketing, through social network, and micro-Bo and video way for points on points of socialization marketing can, certainly then Datang make technology blockade variable Internet on matter has, estimated Datang not such make, because then of Datang is to outside output civilization of when, were it not for derives its Ross (Talas) battle of failed, Tang and Han culture is estimated to enter the Arab forces now (the battle of Talas was a most powerful collision between the Eastern and Western Empires in history).
Social media marketing is the core of "participation is marketing", refer to this, think of the recent Lei and Zhou hongyi 360 handsets and phone Twitter war, said Zhou hongyi, mad dog is also stronger than Rob and counterfeit drug dealers. Lei learn jobs of "points opposite" marketing way, using himself personal influence (Lei of personal influence should is enthusiasts, so week said millet is fever machine is has must truth of) marketing millet phone, and Zhou hongyi using micro-Bo saliva war, first not said both of "moral advantage", from marketing means,, week does than mine to high, because he used has since media of "points on points" of "participation that is marketing" socialization marketing means. Some say Samsung and Apple is in the debate on the Court, our mobile merchants are a personal attack war on Twitter, in order to explain the poor quality of our merchants. Actually said this words of people, just see of is appearances, Samsung and Apple can in court Shang controversy, is because family of reality world (line Xia o) of commercial social has formed, reality world of contract spirit strong Yu actual world (line Shang o); and in China, reality world itself contract spirit than actual world, so, China phone businessman into line Shang controversy, instead has open of features.
Let us through 8 below normal market behavior, combined with 6 years experience we have tens of thousands of activities, to resolve the O2O interactive social media case study:
1, research VR Box Virtual Reality headsets
I is responsible for of sector for business support sector, the sector main is responsible for company foreign of business activities building, and business generation dimension operation, and business monitoring, and business shipped dimension, and site machines service, and customer service center, and data statistics service, operation support service work, sector of site service technicians oriented merchant for electronic voucher machines site service Hou, through company OA workers single will site service of work content bills of lading to customer service center, customer service center will according to workers single on service merchant for phone visit, to research site service of satisfaction degrees.
This way, actually cost pretty big, now using wing code himself of electronic label O2O mode, simple more has, first himself electronic voucher machines out library Qian printing Shang II dimension code electronic label, then, in the businesses of salesperson received we of machines service, with she of phone took II dimension code electronic label, then into we of machines service page, select "satisfaction degrees survey" completed survey, can enjoy wing code draw pool enjoy draw opportunities.
In traditional marketing, research links are too specialized, leading to complex operation, with the popularity smartphones and mobile O2O interaction in the era of popularization of the Internet, individuals entering and quickly become a simple, embodied by the fragmentation characteristics of marketing research will dramatically change.
2, r
In products development in the, common of marketing is trial, in O2O interactive of way Xia, many products of development can used this way, like we do has a electronic label of case, using electronic label posted in enterprise of products Shang, using who in through phone took code reported barrier, and took code reviews, took code see a function of video description, we on can clear of understand to using who in using products in the, which parts easy bad, which function user reviews up, which function user most like understand, this close to user participation mode Nature is characteristic of social marketing: participation is marketing.
3, monitoring
Had for a company of new do had based on O2O electronic voucher of marketing of monitoring behavior, in different media Shang printing Shang sent different instruction (like instruction a, is a, newspaper, instruction b is b newspaper, instruction c is c television and so on) to a gateway, get a new of II dimension code electronic voucher, then get new of phone user to the company of dot mention led, through can statistics of II dimension code electronic voucher of validation, on can monitoring to different media on the new of by all crowd, For the next ad to provide reference data.
4, customer service
Customer service is operation type enterprise service of window, O2O interactive in the of customer service we do had a case, face appeared problem, user complaints of when, in solution he of actual problem Hou, customer service competent additional to he a O2O electronic voucher (may is movie votes, and may is fast food coupons, also may is refueling card), let he feel we on he of attention degrees in strengthening, we of service capacity in upgrade, while through he in enjoy we other of electronic voucher commodity of when, let he know we of other business and service.
5、CRM
On November 25 last year, wing code and gather cost-effective gathered in Wuhan in cooperation with cauliflower buy food, Internet users can buy cauliflower way, help farmers ride out the storm together. Meet good friends paid 2 Yuan, you can pre-order a cauliflower, 1 in Hong Kong, each weigh about 4 kg, 1, 3, and each ID purchase 20, users can use QR codes to buy food vouchers voucher, on November 2 August-December 2nd to a designated City of Wuhan zhongbai storage, supermarkets in a total of 20 supermarkets to take delivery. This marketing model, appears to be buying, and are together worth usually meet up in the marketing mode of CRM to Union influence at work, these friends are modern social marketing the new CRM model.
6, advertising
Yiqian advertising business through outdoor of dozens of a advertising brand while push advertising of when, first advertising brand of hosted of content limited, second hard know that advertising brand on crowd of influence most strong, if using O2O electronic label of II dimension code interactive mode to understand advertising effect words, that many situation occurred has changes, like wing code had for dozens of a advertising brand are series Shang different of II dimension code electronic label, personal user after a advertising as long as took electronic label Internet see the advertising of specific video and introduced, And lucky for him, so that both can expand the ad content that is hosted, and that individual users through that billboard advertising, O2O interactive advertising and marketing model, advertisers would like to see.
7, activities
Marketing activities wing since the start of code from 06 the most mature business, wing code called physical marketing business, real marketing annually produces more than 50 million electronic documents flow. Involved of commodity are is people loved of commodity, currently real marketing activities common of is operators and financial institutions, they annual in real marketing of spent Shang reached billions of of scale, 09 we and a bank make XX bank credit card weekly see movie of marketing activities, customer participation conditions: a years brush the bank credit card full 30,000 of user, weekly can get once purchase 2 Zhang 10 Yuan movie votes of power. Proof of purchase: user participation conditions are met, namely access to the wings of a film week code QR e-voucher. Use for 8 studios in Shanghai and Shenzhen, the activity effect: the banks in Shanghai and Shenzhen b 74,423 credit card users get involved in conditions, receive a weekly movie-wing code voucher. And 4214 passengers 10 Yuan to buy a movie ticket. Activity increases credit card activity, generating income for the Bank. Such marketing activities generally involve different industry, to the operators belonging to group purchase for operators and banks belonging to the marketing campaign, O2O interactive age, this model in the future from the marketing activities of the enterprises engage in marketing activities to small and medium enterprises, and finally achieve the ubiquitous phenomenon of different cross-marketing activities. VR Box Virtual Reality Headset
8, public relations
This case, I didn't want to lift wing code of example, reminds Qian paragraph time Luo Yonghao and Ark child of war, we usually see several celebrity (actually is a names, because they fans more has, is celebrity has) in micro-Bo of saliva war is lively, but basic are is online Shang play saliva, let I most interested in of is Luo Yonghao child shoes, actually to public Security Bureau, and Bureau, and Civil Affairs Bureau, reported Ark child and agent lawyer Peng suspected with "technology fake funds" and the "technology fake people security funds" fraud money, and tax evasion evasion, Then in March 28 a television door took with camera intercept Ark child and Peng Dang face quality, this on directly from line Shang to line Xia has, this is standard of O2O mode, last year Lee told O2O how how badly, buy just is small a, but except pudding offers coupons, mass reviews network, hotel Butler these line Shang trading line Xia enjoy service of single O2O mode outside, other O2O mode belongs to basic not understand, again told down on told mobile Internet has, told finished mobile Internet on told innovation workshop has. In O2O interactive mode of three a basic business behavior: marketing, and trading and consumption experience in the, actually most mature most boring of is trading, most has emotional of is consumption experience, but most reflected Eight Immortals crossing the each of is marketing, Lee in this three points business behavior understanding capacity Shang apparently insufficient, Lee is a good of managers and teachers, but not a entrepreneurs, itself also no venture of success experience. Entrepreneurial, innovative judgment, paranoia, hard, starting from scratch, is not his strong point, you let him talk about the three basic business behavior online and offline interactions, which belong to the basic mark. In turn you Luo Yonghao, line called, line blocking, this is called, I'm telling you, O2O marketing mode, is starting from him Siemens fridge, this is PR in the media age, I think if Luo Yonghao O2O, certainly much better than Lee.
Through above of case told we, information debris of times, thousand people side to treats consumers of method has doesn't work has, human into has line Shang and line Xia interactive of "wet" of marketing times, due to line Shang spontaneous aggregate of groups prosperity development up of power, has from line Shang across to line Xia of reality world, everyone can called views leader, can launched one public movement or fashion trend, this participation of, emotional of and circle of of groups in O2O times, need through O2O of socialization of "points on points" New marketing tools to replace the traditional "opposite" marketing. The next few years, such marketing techniques common in online e-commerce Giants Giants and offline retailers, their more thrilling by O2O PK Interactive mode, they use the O2O social media interaction and confrontation will finally delineated in a new line of 38, the 38 is? Please read my "O2O share 6:O2O social marketing (part two)".
O2O this interaction is representative of a new era, I do not know and cannot predict, I know one thing: the road, always step by step. I believe O2O step by step walk out!!
