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Jingdong book

很毒很毒的病毒营销:互联网+时代的营销新玩法

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很毒很毒的病毒营销:互联网+时代的营销新玩法

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别人只需动动手指,就能赢得万人关注;你的营销费用越来越多,产品却无人问津。互联网+时代,如何突破传统营销方式?本书聚焦“互联网+”和“病毒营销”,搞清楚三大核心难题:**,如何抓准传播要素?即保证营销内容能被移动社交媒体广泛分享和传播的因素究竟是什么?第二,如何撰写杀伤力十足的爆文?即如何针对各具特点的移动社交媒体,定制化地创建出嵌入品牌和产品信息的营销内容,使之成为“爆文”?第三,如何实施病毒传播?即如何使营销内容像病毒一样无限繁殖,实现以巨小的成本实现极大化的品牌和销量的双提升,成就一夜成名的“很毒很毒的病毒营销”?

Content Description

本书作者利用自己在品牌定位和病毒营销领域10年的实践历练,结合移动社交媒体、病毒营销和社会心理学,精心筛选出100个病毒营销案例,告诉你如何用移动社交媒体来颠覆传统营销模式,如何用互联网思维来玩转营销,实现低成本、高销量、大传播!

Author Description

陈轩,现任燕小唛联合创始人&总经理。经济学学士,北师大MBA,精通英法双语。10年专业营销和管理经验,专注快消品的品牌定位、产品策划和病毒营销。拥有100多家快消品新品上市历练经验,曾服务过加多宝、E人E本、云南白药等著名品牌。2010年,创作30篇文章获得3.45亿的谷歌搜索结果量;2014年,撰写了一篇667字的文章,两天获得110万的浏览量和3万的收藏量。2015年关于病毒营销的总结,被微信40多个大号主动转发,零成本获得近900万的传播量。

Catalogue

自序 1 :营销十年
自序 2 :大病毒时代来临
Part1世道真变了:不懂病毒,死路一条
一切皆移动,时时皆社交
01世界破碎了
02边界模糊了
03消费者造反了
04族群出现了

Part2被颠覆的时代:老模式命不久矣
一夜之间被革命,黄金变黄沙
05营销信息和传播模式被颠覆
06商业组织和消费者地位关系被颠覆
07对企业的竞争态势和竞争方式的颠覆
08对企业产品设计和运营策略的颠覆
09传统营销的三大致命缺陷

Part3人性永不变:“低头族”为啥会上瘾
人人都是节点的大病毒时代来临
10互联网 + 时代的终极营销策略
11病毒营销的前世今生
12营销理论的四个阶段
13什么才是真正的病毒
14碎片化、病毒化、生态化统一指向“内容”
15内容病毒化的核心是社会心理学
16“黏死客户”的 5 个社会心理学理论

Part4传染:新媒体时代病毒营销的“6 大支柱”
Web2.0 时代的失脑狂欢
17一篇 667 字的文章,2 天实现 110 万浏览量和 3 万收藏量
18知识、阶层和情感
19支柱一:炫耀,标榜阶层和独特,让自我感觉更好
20支柱二:强调,强调价值与归属,以专业形象示人
21支柱三:猎奇,寻找有趣与刺激,独乐乐不如同乐
22支柱四:学习,获取有用新知识,大家一起来学习
23支柱五:宣泄,发泄内心的汹涌,一起笑来一起哭
24支柱六:探索,激发互动与参与,亮出你的态度来

part V黏死:很毒很毒的“病毒 10 型”
人类是如何被观念而非事实控制的
25项目选择的病毒化:能赚钱的暴利行业究竟在哪里
26组织和流程的病毒化:至少得是个 CMO 或者副总裁
27品牌名称的病毒化:向好记星学品牌命名
28形象个性的病毒化:苹果是怎么给你洗脑的
29营销定位的病毒化:三分钟给李宁做个定位诊断
30销售概念的病毒化:没有流量,哪有销量
31内容文案的病毒化:不是中国好声音,而是中国好歌词
32产品设计的病毒化:1% 的功能和 99% 的病毒
33社交媒介的病毒化:究竟是黄衣服还是蓝衣服
34粉丝运营的病毒化:卖的不是产品,而是粉丝
附录100 个最毒最毒的病毒营销案例


Book Abstract

一切皆移动,时时皆社交
2015年8月底,我与好几位创业公司的老总聊天,大家都感觉到一个趋势,那就是“花大钱没用,做广告没用,真正有用的营销和推广反而不需要怎么花钱”。上海一位创业者在某省报投了38万元的广告,来电量才19个,其中一半还是拉广告的;另一位老板在某微信大号投了一条广告,早上9点发的,结果从上午11点一直到晚上7点,浏览量一动不动地保持在110,到了晚上8点,“奇迹”出现了,浏览量陡然涨到了8300,这很明显是刷出来的。前一个例子证明,传统营销已经穷途末路;后一个例子证明,在互联网+的新时代,不懂病毒营销,只能被骗被宰,营销不给力,企业只有死路一条。
2015年3月,李克强总理在《政府工作报告》中提出“互联网+”行动计划,指出,推动移动互联网、云计算、大数据、物联网等与现代制造业相结合,促进电子商务、工业互联网和互联网金融健康发展,引导互联网企业拓展国际市场。
笔者认为:对于营销而言,互联网+其实分为三个段位。
第一个段位是:将移动互联网的营销工具融入传统行业,实现营销效率和效果的大幅提升。
第二个段位是:在传统企业内部,建立起“去中心化”的营销架构、“自下而上”的内容价值链和彻底的分布式管理,实现专属移动互联时代的营销模式。
第三个段位是:从营销逻辑跨越到生物逻辑。实现凯文?凯利所
说的“自我复制、自我管理、有限的自我修复、适度进化和局部学习”,
成为一个聚合文化、方向、协同和进化的生态系统。
说这话的时候,丢了商标、丢了红罐包装的加多宝,将“互联网+
饮料”开展得如火如荼:与滴滴打车达成合作,拿出手机对着罐身扫一
扫,优惠券就到手了;边喝边上京东购物,扫一扫罐身,代金券即领即用。
说这话的时候,曾经没事就玩拒载、让人无计可施的出租车行业,
正在被“互联网+打车”的优步(Uber)和滴滴快的逼得连拒载的机
会都没有了;北上广白领上下班打开手机叫专车,已经成为一种见惯不
惯的标准动作。
说这话的时候,2015年第一季度,陌陌净营收达到2630万美元,
同比大幅增长了383%,净利润为670万美元,2014年同期净亏损为
120万美元,四年以来首次实现盈利。会员订阅、游戏收入和移动营销
三大核心业务中,移动营销比2014年第四季度增幅超过60%;这又是
一个“APP+营销”模式。
笔者经过10年在营销一线的实践,也与众多同行达成了共识,那
就是:把推广的费用砸在微信大号上,比上央视管用。“越
对于营销而言,
软越有用”的趋势越来越明显,也就是说,软文广告、植入广告、原
生广告这些病毒力十足的形式和策略,对于达成销售的效果越来越突
出,而硬广告猛洗脑的打扰式营销,已遭消费者唾弃甚至痛恨。
传统行业的互联网化是长期的、系统的、深入而迅猛的过程。企
业的天然使命只有两个:营销和创新。互联网+时代的传统行业营销上要解决的根本问题仍然是如何吸引顾客。笔者认为:传统行业面临着四大趋势:第一,世界破碎了;第二,边界模糊了;第三,消费者造反了;第四,族群出现了。如果在营销策略上没有嵌入社交,在产品设计上无法实现互动,那么结局只有一个——“死翘翘”!
“哪里有注意力,哪里就有金钱”,顾客现在大都在移动社交媒体上,这个媒体上的受众组建成了一个虚拟的社会,在这个分享、互动、流动的生态圈层中,“去中心化”是最庄严的逻辑。
在能洞穿未来的人面前,你没办法反击他!同样,当你知道未来时,未来就会改变。
世界破碎了
2006年,经济学家托马斯?弗里德曼(ThomasL.Friedman)分析21世纪初期全球化的过程,认为“世界被抹平了”;不到10年,看看四周你会发现:其实世界不仅仅被抹平了,而且被撕碎了,而这双撕碎一切的大手,就是手机和移动社交媒体。
手机和平板设备代表的移动端如今已经在信息获取、沟通交流和休闲娱乐方面全面超越PC互联网,成为精准辐射个人的第一媒体。InMobi①出品的《2014中国移动互联网用户行为洞察报告》调研结论指出:中国移动互联网用户平均每天接触媒体的有效时间是5.8小时;而使用手机(不包含短信和电话)的时间是1.73小时,使用平板电脑0.7小时,两者共2.43小时,占总接触时间的41%。
显著的便携、易用和高隐私性,使手机很自然地成为每个人“须臾不可分离”的生活和工作伴侣,见缝插针的使用情境直接导致了注意力的碎片化。InMobi统计:100个人里面有53个人在社交活动时玩手机,有60个人在上下班时间玩手机,有92个人喜欢躺在床上玩手机,有57个人陪同家人时玩手机,有51个人在购物时玩手机,有17个人在卫生间玩手机,有64个人在看电视时玩手机,有40个人在开会或上课时玩手机,有93个人在等待的时候玩手机。
破碎的时间、破碎的媒体,创造和消费着破碎的内容:等地铁时,Coco在微博上用足了140个字痛骂前男友;晚上睡觉前Lily瞪着大眼珠子,在微信上刷着狐朋狗友的朋友圈;出差时Jack在陌陌上体验一把好奇害死猫的小兴奋;肌肉发达的Gary在豆瓣上约一群无聊的同城陌生人掰手腕……这是一个何其破碎的时代啊!
每个人都表达出自己破碎的需求和偏好,驱动着企业的破碎化运营。上个月笔者因为某企业的服务差而在微博上抱怨,不到20分钟,该公司的客服就在微博上询问和安抚;不出3天,该企业的客服经理就登门道歉和服务。科技的发展和生产效率的提升,带来物质的极大丰富和个性需求的极大解放,有人调侃:20岁的男人需要Burton滑雪板、Beats耳机;20岁的女孩需要一只MiuMiu的褶皱包和NathanJenden的墨镜;30岁的男人需要宝马5系、入门级的IWC手表;30岁的女人需要西门子嵌入式烤箱,每年一次的玻尿酸注射……
当你去KTV时会发现:唱《同桌的你》和《吻别》的大部分是“70后”,唱《单身情歌》和《十年》的基本是“80后”,而嘶吼着《背叛》《王妃》和《我的滑板鞋》的大多数是“90后”。其实很多人不知道的是,在专业营销领域,以年龄为标准的人群细分其实已经缩小到3年为一个群体了。
破碎的群体注意力、破碎的媒体、破碎的内容、破碎的偏好……怪不得传统企业会抓狂。这还是小破碎,大破碎的其实是这个时代。20年前美国陆军战争学院对未来世界作出展望,认为未来的世界是起伏的、复杂难以预测的。他们用VUCA四个字母来描述,即动荡(Volatility)、无常(Uncertainty)、复杂(Complexity)和模糊(Ambiguity)。从蒸汽时代,进入互联互通时代,整个世界产生的数据的规模已经达到了宇宙的规模量级,经济越来越由实转虚,工业时代的线性增长日渐转变为互联网+时代不可思议的指数级增长。如今的世界被一分为二,新旧两个世界截然不同、混杂在一起。一个是实实在在的旧世界,充斥着能解决问题的实物产品,如帮助我们移动的汽车飞机、帮助我们运算复杂程序的电脑、帮助我们传递信息的手机电话;社会精英的代表是西装革履的华尔街人和笑容满面的销售。另一个世界则是完全虚拟,为满足自我展示和社交需求而诞生,如陌陌、人人网、QQ空间、Instagram、Line、Facebook、Twitter等;
这时社会的主角开始变为头发蓬乱如鸡窝的程序员、年轻富有的互联
网创业者、目光深邃的未来学家等。新旧世界交织重叠,此消彼长。
大小都破碎了,怎么办?《德国工业4.0实施建议》指出,在当
今全球的网络化和智能化进程中,在互联网+时代催生出的粉丝经济、
社区组织、O2O经济的时代,互联网尤其是移动互联网,绝不仅仅是广
告渠道和销售渠道,更是企业与用户交换的平台。以此平台重新聚合
碎片化的群体注意力、碎片化的媒体、碎片化的内容和碎片化的偏好,
在交互中完成产品设计、品牌推广和粉丝聚集,实现B2C到C2B模式
的转变。
以交互的方式将线上的破碎拼接起来,但线下呢?中国企业苦心经营20多年的终端门店、传统渠道呢?那些餐食生产企业多年的KA(KeyAccount,重要客户)、商超、特殊渠道怎么办?“解药”除了大家耳熟能详的电子商务、人人趋之若鹜的O2O,还有一种新型的渠道模式风头正劲——点对点交通。
LBS①及相关技术催生催熟了点对点交通方式,笔者认为:未来标准产品(如电器)的门店都将会被绕开、被革命、被砍掉。外行以为优步厉害在于模式,其实真正厉害的是它的算法。划区而治,随机调配,以个人对个人、点对点的方式实现价值的传送,从而赢在最后一公里。此时,以外卖平台、微信为代表的社会化媒体和ERP是零售渠道真正的大救星。传统的玩法是以门店撬动规模,以流程保障品质,这种工业化思维模式必将被以口碑和利益激活需求,以算法和激励保障品质的新型的点对点的渠道玩法取代。
市场碎了、需求碎了、生产碎了、组织也得碎,这就是去中心化(分布式)的精髓。小米去KPI化的“0考核方式”、韩都衣舍的“阿米巴组织”②、海尔的“自组织”,未来企业和组织将会碎裂成为更细小的部分,没有一个人能比所有的人聪明,集体的力量会有更强大的适应性,组织会更智能更可靠,同时去中心化的系统很难被摧毁。
①LBS,基于位置的服务,是指通过电信移动运营商的无线电通信网络或外部定位方式,获取移动终端用户的位置信息,在GIS平台的支持下,为用户提供相应服务的一种增值业务。
②阿米巴,原指单细胞动物的一类,后企业经营管理模式中使用这一词,称作“阿米巴经营管理模式”,由稻盛和夫提出。“阿米巴经营”基于牢固的经营哲学和精细的部门独立核算管理,将企业划分为“小集体”,像自由自在地重复进行细胞分裂的“阿米巴”——以各个“阿米巴”为核心,自行制订计划,独立核算,持续自主成长,让每一位员工成为主角,“全员参与经营”,打造激情四射的集体,依靠全体智慧和努力完成企业经营目标。
……
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Brand Jingdong book
Brand Origin China

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Yami Gift Card

Get this exclusive deal when paying with gift card

Terms and Conditions

Gift card deals are special offers for selected products;

The gift card deals will automatically be activated if a customer uses gift card balance at check out and the balance is sufficient to pay for the total price of the shopping cart products with gift card deals;

You will not be able to activate the gift card deals if you choose other payment methods besides gift card. The products will be purchased at their normal prices;

If your account balance is not enough to pay for the products with gift card deals, you can choose to reload your gift card balance by clicking on the Reload button at either shopping cart page or check out page;

Products that have gift card deals can be recognized by a special symbol showing 'GC Deal';

For any additional questions or concerns, please contact our customer service;

Yamibuy reserves the right of final interpretation.

Sold by Yami

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

Yami is committed to provide our customers with a peace of mind when purchasing from us. Most items shipped from Yamibuy.com can be returned within 30 days of receipt of shipment (For Food, Beverages, Snacks, Dry Goods, Health supplements, Fresh Grocery and Perishables Goods, within 7 days of receipt of shipment due to damages or quality issues; To ensure that every customer receives safe and high-quality products, we do not provide refunds or returns for beauty products once they have been opened or used, except in the case of quality issues; Some products may have different policies or requirements associated with them, please see below for products under special categories, or contact Yami Customer Service for further assistance).
Thank you for your understanding and support.

Learn More

Sold by Yami

Terms and Conditions of Yami E-Gift Card

If you choose “Redeem automatically” as your delivery method, your gift card balance will be reload automatically after your order has been processed successfully;

If you choose “Send to Email”as your delivery method, the card number and CVV will be sent to the email address automatically;

Any user can use the card number and CVV to redeem the gift card, please keep your gift card information safely. If you have any trouble receiving email, please contact Yami customer service;

Yami gift card can be used to purchase both Yami owned or Marketplace products;

Yami gift card will never expire;

Yami gift card balance does not have to be used up at once;

All rights reserved by Yami.

Return Policy

Gift card that has already been consumed is non-refundable.

Sold by JD@CHINA

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Sold by JD@CHINA

Service Guarantee

Yami Cross-store Free Shipping over $69
Yami 30-days Return

Yami-China FC

Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

Return Policy

You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by JD@CHINA

Service Guarantee

Free shipping over 69
Genuine guarantee

Shipping

Yami Consolidated Shipping $9.99(Free shipping over $69)


Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

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Jingdong book

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Jingdong book