How to use internet celebrities to do marketing? The correct way to open Internet celebrity marketing!

　　Li Wei, a partner in the e-commerce circle of Laogao, and one of the top ten Internet figures in Zhejiang. He worked for Microsoft, Taobao, and Tmall, and later founded Shangzhuang.com. Since 2016, he has served as an entrepreneurial tutor at Zhejiang University and served as an expert tutor at Jiangsu Satellite TV's famous recruitment program "Jobs and Jobs".

　　At the regular meeting of Laogao E-commerce Club, Li Wei shared in detail how to use internet celebrities to do marketing , some pitfalls encountered in cooperation with internet celebrities, big Vs, and artists, as well as how to establish close cooperation with internet celebrities, and how to empower the value of internet celebrities during cooperation.

　　The following is a selection of full texts:

　　We started selling in 2014, and sold less than 20 million a year. In 2015, we are considered a year when our entire supply chain and various sales ports exploded relatively well. This year, we sold 470 million, which is a node with relatively fast growth.

　　Influence economy

　　What is an influence economy? We hope to see the essence through phenomena. The popular words now include live broadcast, internet celebrity, and fan effects. These are all things that emphasize media and models. In fact, what are the root causes of influence through these media?

　　I think it is influence. The influence of internet celebrities is his professional knowledge. Celebrities have their star aura. They use the hottest channels of the moment to spread. The core of communication is still influence. Therefore, we should reach a new stage - e-commerce has grown from brutal growth to cultivating internal strength. Now if we don’t practice internal strength and do the original ecology well, we will have no chance. Gone are the free traffic in the past. We can only use our own influence to allow users to actively participate and spread, so that we will have a glimmer of hope. How to create such content is the topic I want to share today.

　　Let’s take a look at the industry background. Any new marketing method is forced by the environment. We are all making some optimizations and plans to survive. First of all, the cost of regular traffic is getting higher and higher, and it is difficult to make profits in single communication. Another thing is that users are becoming more and more mature. Previous users are basically popular users. They are curious about the fact that they just arrived in a new environment. Another thing is that the profit model of the entertainment industry is changing. In the past, singers rarely appeared in reality shows and other activities, and only held concerts once a few years. Now, selling records is no longer profitable. Nowadays, some people in the circle of friends will forward songs they think are good. Although the record is not profitable, it still has traffic, so the artist will do commercial endorsements.

　　E-commerce makes money but traffic is very expensive, music makes money, but traffic is very cheap. We have an efficient operation method, which is to do entertainment marketing.

　　Targeting the user's mindset

　　Let’s talk about the mentality of users. We believe that the herd effect in communication is the most effective way of communication in China, so when we choose a spokesperson, we must judge whether it can bring the herd effect. The attention of the content will increase, and it tends to be current affairs comments, spoofs, humor and idol dynamics. This is what we summarized from the more popular dynamics on Weibo.

　　What kind of big V will receive more attention? The first one is very good-looking, the second one is very funny, and the third one is very rich. Basically, the most popular big Vs do not show these three points. Then there is the title party. Although the title party is strictly enforced now, the title still has its influence. You must do topics. I have been in the record Microsoft and the Internet industry. We will find that these circles are playing more and more like the entertainment industry. Therefore, we need to do some differentiated marketing methods, such as high-level operations, packaging ourselves to make topics, selling goods requires traffic, and if there is traffic but no differentiation, who will buy your goods? You can only sell yourself as a product and have a low-cost result. What we have been doing is brand personalization and executives humanization. In this way, you can gain some innate attention from users.

　　Celebrity Partners

　　There are several partners here that have helped us a lot. The first is Han Geng. Our well-known competitor is Jumei Youpin. His well-known feature is that the CEO is quite handsome. I endorsed myself, and I did it with this title quite successfully. The well-known shortcomings are that the quality control is not very good, and our finished products have a good reputation. We have always been self-produced and operated.

　　There was no problem with fakes. We couldn't afford to hire a spokesperson in the early days, but our authentic products had a good reputation, so I set a slogan that there was no need for an endorsement for authentic products. Later, we raised 200 million yuan and we were rich. We wanted to hire a spokesperson, but we couldn't slap ourselves in the face. So we found the core figure of Jumei to say this, so we found Han Geng, joined us as a partner, and gave him stocks as compensation. If a celebrity is just your spokesperson, he will also forward it, but he will not discuss these things with his fans in depth. If he becomes a shareholder, the perspective and enthusiasm of this kind of investment are different.

　　There are many young and handsome guys we have also talked about, but most of his fans are elementary and middle school students, and they have no purchasing power at all. Although some fans will book all bus stops for idol promotion, that is just an isolated case. It may even be a matter of agency. Only in this way can there be a topic. Han Geng’s fans are in the age group of 85 to 95, their purchasing power has begun to take shape. Celebrities will be wary at first because they have never been exposed to business, but when you talk to him in depth, they will feel your sincerity.

　　This is an advertisement. The background of the advertisement has been explained just now. Han Geng is the spokesperson of Jumei's first generation. The first group of fans were brought in by Han Geng. Such a provocative sentence must be Han Geng stood up and said it was the most appropriate. He filmed an advertisement that abandoned the dark and turned to the light. Let's take a look first. We invested this advertisement in major theaters, Beijing, and we invested in the Spring Festival. Before each cinema broadcasts the movie, we invested twice. Why do we invest like this? Because from the perspective of advertising, the audience will not have that deep impression. We only invested in three cases. National Day and May Day and Spring Festival are both long holidays. So after people see your advertisement twice, they can remember your advertisement. Why is it posted in Beijing? Because Jumei Youpin is in Beijing, and major fashion and entertainment media are in Beijing, so we invested in Beijing and get a second fermentation. We invested this advertisement in Jumei Youpin's office building, so their PR counterattacked, and posted articles on Weibo and public accounts saying that Han Geng was ungrateful and said that Shang Zhuang was malicious in competition.

　　How to cooperate with celebrities?

　　Celebrities are the voice of another world for us, and we are also for them. Celebrities are very busy. They don’t have time to understand our lives, the situation around us, what are the psychology of celebrities? Newcomers have emerged to maintain sustainable development. Starting from the Korean dramas of the heirs, Lee Min Ho became popular. At the speed of changing a husband every 45 days, everyone posted on their circle of friends. Later, you, from the stars, Lee Min Ho entered the cold palace. Also, they do not understand legal affairs and have weak legal knowledge. Another one is to cherish the feathers. We have also signed some internet celebrities, but I will not let Han Geng appear in the same frame as the Internet celebrities, because we must maintain idol-like things as the commanding heights. So when we cooperate with celebrities, we must consider whether activities such as celebrities forwarding will appear low-end. They are very concerned about this. When we pay more attention, they will feel at ease. We have also talked about some artists who have just become famous. It is unknown whether they can become famous after a long time, and they will want to get the money as soon as possible.

　　CEO Marketing

　　CEO marketing, the first thing is to have a clear purpose of exposure to avoid invalid exposure. You have to know that when you conduct activities, you need to promote your brand's traffic, and only then will people gradually accept the abstract things. The programs I participated in are called jobs and jobs. It is a recruitment program. Many college students apply for jobs. We will give him some opinions, but I am very purposeful. I just go to advertise. Once there was a female student in the program with 180s. I wanted to apply for a job combining wearable products and fashion, which was exactly what I wanted. I must win this person. All the bosses in the program questioned why he could publish papers in major American magazines so young. When the girl was about to collapse, I appeared. I said I could give you a position but I was afraid that you would not accept it. Then I introduced our technical products. The host took my words and introduced Han Geng as our partner, which made a secondary exposure for us. These are some things I think CEO marketing needs to do.

　　Another thing is to create communication opportunities. I often post advertising jokes on Shangzhuang’s Weibo. Regarding Internet celebrities, I think any overheated topic is a bubble, there are many pitfalls from Internet celebrities. Many Internet celebrities are sent by agency companies, and many of their comments are posted by zombie fans. One advantage is that they are more down-to-earth. They are not particularly concerned about their feathers like celebrities. As long as they make money, they have a high degree of cooperation, and the effect is not so good. We must distinguish Internet celebrities. As long as they are not too over-the-top marketing Internet celebrities, they can post them. Only win-win cooperation can last long.

　　The most essential thing is that everyone must light the model, light channels, consider content more, and use authentic content to make customers recognize it. This is truly effective. We need to improve efficiency at a low cost.

　　Q&A session:

　　Member 1: We are an offline brand. We have been working in 15 years. There are 23 provinces across the country that are our agents. Because it is the era of internet celebrities, there are few celebrities who endorse the cinema products of beauty salons, so I want to try this.

　　Li Wei: I don’t know much about beauty salons and theaters, but everything needs to be considered from customer needs and characteristics. You can do this, but I suggest you not to look for young and handsome guys. First, the cost is high, and second, it will give people a sense of distance. You can find some celebrities who are older but still young. These people are people in their era but are still popular. Such celebrities are much lower in cost.

　　Member 2: I am a brand of Internet sanitary napkins. Everyone in the industry knows about Jumei. I would like to ask you at what stage you decided to compete with Jumei in the form of PR. Although we have good quality, the transaction volume is very small. What should we do in PR to improve transactions?

　　Li Wei: First of all, I pay less attention to this category, so I can't give too much advice. We will use it first and then buy it. The first thing we invest in is theaters, but there is no local station. The quality of our design high-end products can be seen. We have sufficient funds to compete with them in this way.

　　Member 3: I am a self-media person. What do you think about the future combination of new media and e-commerce?

　　Li Wei: I don’t think that pure social nature can produce benefits. I will use the lowest cost traffic to improve transactions. People have herd benefits, and people will want to see what everyone pays attention to.

　　Member 4: We are making pet supplies. Everyone is talking about internet celebrities. Is it too late to do content now?

　　Li Wei: Of course it is too late. For Internet celebrities, we need to distinguish between true and false, and we mainly look at your content. Content marketing is never too late.

　　Thank you for your attention and support to Laogao E-commerce Club . Please indicate the source of the reprinting website www.shxuanming.net