Mode 1: above fans, community management

What is the difference between fans and consumers? Fans are a kind of emotional bond, and their behavior goes beyond the consumption behavior itself. So brands either turn fans into consumers or turn consumers into fans. Starting from Apple, Jobs' fruit powder is a typical fan link.

Xiaomi mobile phone is also a brand linked with fans' emotion and value recognition. The target users of Luo Yonghao Hammer mobile phone are essentially loyal fans of Lao Luo. Lao Luo's hammer logic is that even if the hammer mobile phone is priced at more than 3,000 yuan, fans with the same feelings and aesthetics will definitely agree with this value.

Without discussing the future of his mobile phone, he can at least be a mobile phone of a small Fan Luo group-in marketing, in fact, his cost of acquiring users can be reduced, and he needs to continue to tap the relevant needs and values of fans in the future. This is a new business rule in the community era-define users with communities and operating communities, and tap the extended demand based on core products, which is different from products in the industrial era-define products first, and then tap the value of fans.

Mode 2: the era of users participating in "smart products"

In the industrial age, enterprises emphasize "manufacturing" and it is a business model centered on enterprises. In the Internet era, consumers want to participate in "creation", so they have entered an era when new users intelligently "create" products.

The characteristic of this era is that enterprises should never feel that they know all the needs of users, but let users participate in the process of providing needs, and even invite users to participate in the work of solving consumer needs. Enterprises need to establish "tucao community" and "innovation community" for consumers, and know how to use the consumption content of these communities to innovate. "Tucao Community" and "Innovative Community" are places to tap the pain points of consumers.

For example, at the end of May 20 1 1 -20 13, the platform built by Volkswagen had140,000 user visits and contributed 250,000 car-making ideas, which was unexpected by R&D personnel, but many car demand can be obtained through this platform.

Mode 3: A brand-new ecosystem in the form of "crowdfunding"

The word "crowdfunding" has been very popular since last year. Crowdfunding digs out the originally scattered consumers and investors through the Internet and gathers them to find a brand-new ecosystem for those creative, innovative and personalized products. For example, Alibaba cooperated with Guohua Life Insurance to launch "Entertainment Treasure", which allows movie and game lovers to invest with little money. Essentially, it is a wealth management product, and the model is a crowdfunding entertainment fund product. "Crowdfunding" is the product of personalization, customization and decentralization, which has changed the role of consumers and made fans and communities become promoters and investors of innovative business. This is a new community business.

Mode 4: Situational marketing mode is in full swing.

Smart home, mobile terminal, wearable market, big data, real-time sensor, etc. All have links with users in various dimensions, which usually exist in the specific situation of consumers. Many times, in order to touch consumers, marketing must have matching scenes. With the development of new technologies, such scenes can be caught at any time, such as the wearable market, such as the mobile Internet, and the links between arbitrary advertising screens and terminals.

For example, in the office building scene, if you can quickly get coupons for brand stores or retail terminals through mobile phone WIFI, or if you spend some money carefully locally, maybe you will go to the surrounding business districts for a shopping activity during lunch time at work, or you may go shopping on the office building e-commerce platform because of the QR code link that appears on the office building screen. If marketing can't make consumers feel or feel, it will become a forced and rude advertising push, and the observation of user scenes and the creation of new scenes will bring new communication opportunities.

Mode 5: Real-time responsive customer service

Today, every enterprise should respond in real time to the demands expressed by consumers. With the development of mobile Internet technology, the real-time demand of consumers has exploded. At the same time, enterprises will also change the form of services, such as the emergence of WeChat customer service and the management of socialized customer relations.

For example, China Merchants Bank launched WeChat customer service in March 20 13. As long as the credit card is bound to the WeChat client of China Merchants Bank, it can complete credit line inquiry, bill details, mobile phone repayment and other services through the credit card "micro customer service". In July of 20 13, China Merchants Bank announced to upgrade the WeChat platform again, and launched the first "WeChat Bank" with a brand-new concept. The service scope expanded from a single credit card service to, for example, the WeChat account of China Southern Airlines can provide boarding pass service. This real-time corresponding service will bring users a brand-new experience.