In recent years, with the combination of mobile communication technology and Internet technology, the mobile Internet has developed rapidly, and people's living habits and consumption methods have also undergone great changes - starting from the past demand to consuming products, to improving consumption content now; from choosing products mainly based on search channels in the past, to choosing products from various fresh, interesting and professional content integrated through Alibaba Taobao platform, such as pushing, precise marketing recommendations, and fragmented channels.
In 2016, words such as "content marketing", "fan economy", "online celebrities", "video live broadcast", "Taobao expert", "buyer show", and "wireless era" set off a wave in Taobao. The above hot words are nothing more than "people (also known as fans), that is, the essence of the Internet or business always focuses on "users are God" and "fans are king".
The so-called content marketing refers to the situational display of content in front of users through text, pictures, sounds, animations, videos and other content forms, and conveying information such as stores, brands or products to users, thereby affecting users' minds, promoting users' consumption decisions, and improving sales performance. When explaining content marketing, I used the following figure to illustrate. Of course, the specific details can be extended infinitely based on this picture.
Alibaba's keeping pace with the times and continuous innovation sometimes makes many small and medium-sized sellers who lack resources, funds, technology, planning personnel, etc. dizzy and don't know how to start. Because content marketing involves a lot of content, in order to better sort out the context of the article, I mainly want to combine the topic of this article to write for you the UGC part of the content production source, that is, the content generated by users. At present, the UGC model we use the most content production source on Taobao, mainly buyer shows.
This article mainly explains the previous life, present life and how to apply the content marketing era of buyer show, because if you sort it out carefully, you will find that "buyer show" can actually organize a book! Below I will use the following chapters to talk about the content of the buyer show.
1. Source of content production
Before talking about the buyer show, let’s first understand the source of content marketing production. Currently, there are three main models, namely “UGC”, “OGC” and “PGC”, and the three words are English abbreviations. UGC (User-generated Content) users produce content, and the ones that are widely used on Taobao are buyers' shows in Weitao; OGC (User-generated Content) professionally produce content, and typical on Taobao are some Taobao experts (also part-time jobs), store merchants arrange content operations, editing, and integrated recommendations by Taobao editors; PGC (User-generated Content) specializes in producing content, and currently representative on Taobao are professionally produced by professional institutions such as Ruili and Ogilvy, and self-media that have changed careers to traditional media.
UGC, OGC and PGC are both closely related and different. All three are user-generated content, and the difference lies in the specification and professionalism of the producer's content. In terms of the number of people who create content, UGC>PGC>OGC, the specific relationship diagram of the three is as follows:
2. Buyer show background
Speaking of the background of the buyer show, we first traced back to September 6, 2012, and Taobao will add the uploading function to the evaluation system. As a reference factor for online shopping, the evaluation system plays an important role. Now Taobao has enriched it and community, bringing user sharing from outside the site to inside the site, greatly enhancing Taobao's own influence.
Next, let’s take a look at the background of the launch of the new image function at that time.
Comments have always been valued and paid attention to by buyers and have become one of the important reference contents for users to purchase products. User comments can help subsequent buyers understand a lot of information related to the product more comprehensively and objectively, such as quality, usage experience, store services, delivery speed, logistics services, etc., and help buyers make shopping decisions. However, product reviews have always lacked a more direct, objective and vivid expression - pictures.
The opening of the comment uploading image function will make product reviews more intuitive and comment information more comprehensive, thereby enhancing the shopping reference value of the comment content. At the same time, comments and pictures are also a kind of sharing, which makes the shopping experience between buyers and sellers, and buyers interact, making sharing more convenient and vivid, thereby establishing a benign communication channel.
If you said that the function of uploading pictures by users was only enabled, most of the pictures and text information of a large number of users were immersed in the product details comment section, server and comments. The most common part of the seller was to intercept the text and pictures of good reviews in the details to show that other users have good reviews for this product. Then the official plug-in developed by Qianniu client can be said to lift it out of the tip of the iceberg.
"Official Buyer Show" is an official merchant-end Qianniu plug-in produced by Alibaba Group in March 2016. It aims to help merchants operate high-quality buyer picture evaluation (also known as "buyer show"), and also provides wireless interactive gameplay based on buyer show, as well as data query and other functions. The basic functions of this plug-in are completely free, and some marketing gameplay functions developed by independent third-party companies are subject to a certain fee.
Qianniu defines the official buyer show tool as a "new generation of content operation platform", and has sorted out some official tutorials, gameplay and functional point analysis in detail. Here, I will briefly explain it in combination with some cases. If you want to know more, you can open the Qianniu client "Official Buyer Show" with detailed guides.
3. Buyer show application channels
The channels for display of buyer show content mainly include mobile WeChat, mobile Taobao community, Tmall Style, store homepage, store details (Qianniu internal beta), Weibo WeChat and video editing (no main content is available outside the site for the time being), among which mobile Weibo and Tmall Style topics, store homepage and store details mainly push buyer show for sellers, mobile Taobao community and Tmall Style Youfan will show users their purchased treasures. Below I use a mind map to decompose it, the main channels are as follows:
Specific examples are as follows:
(1) Latest news for Weitao
The latest news is the original Weitao follower column, which mainly displays the store updates collected and followed by buyers. The content of the buyer show is recommended by the seller from Qianniu official buyer show. In the past, Weitao pushed buyer show only 5 pictures, and the sixth picture was vacant. Now the sixth picture can be directly connected to the product.
(2) Good things are posted in the Taobao community
The content of the Taobao community buyer show is mainly conducted by users through the method of "showing good things", selecting the treasures they have bought and sharing them with the circles that the public posts or joins, including the brand circle. The example is to select the products you have bought recently and then share the picture and text in the next step.
You can write a shopping experience, plus 6 pictures, up to 3 photos of the community homepage and product display, and then select the circle you need to share.
(3) Tmall style has its own style
Fan'er is on the Tmall mobile client, similar to the Taobao community, and can be a treasure that users can independently share and purchase. The seller can also initiate topics (the Vaner permission is required) activities, and users can participate in posting pictures to win prizes.
After the user chooses to take a photo or select the picture from the album. With text and select topics to participate, check Youfan (youfan section can be recommended).
(4) Tmall Style Topic
Tmall Fashion topic is initiated by sellers, and buyers can post pictures to participate. Tmall sellers need to apply for the opening of Fashion permissions, set event rules and winning gifts. After the review is approved, the buyer can participate in the posting of the picture according to the event prompts. The topic can be planned and formulated, it can be a hot topic or related to the store.
(5) Store homepage link
After extracting the link from Qianniu official buyer show, you can go to the wireless operation center store decoration and add links to the custom menu. Or add it to the store custom picture. Of course, you can also add the link to the details by adding hot spots through the Magic Pen Tool, which shows the pushed buyer show collection.
For push buyers, in order to motivate and thank her/them, we can also reward them with gold coins, no longer force requisitions for free, and strengthen the maintenance of relationships of high-quality customers. Let good buyers remember you, and more pictures are available to flock to you! A single consumer will be rewarded with up to 1,000 gold coins a day, and the seller will receive a maximum reward of 5,000 gold coins a day.
(6) User said in the store details page
In order to allow consumers to quickly find what they want in their mobile phone details, arouse consumers' willingness to purchase, and to make merchants more convenient for decorating details, Taobao Mobile has launched the "User Say" module, adding high-quality content generated by users into the baby details page with one click .
Currently in the test, you can apply to participate in the internal test. The first phase introduced the content source of the trial center, starting from the beauty category, and targeted recruitment of whitelist users within the internal testing. The second phase of the buyer show will enter the user talk section. As long as the show is released through the "Official Buyer Show", you can decorate the picture and text details with one click.
According to the wireless details of Alibaba Merchant Business Department, the Magic Pen R&D Department sorted out the characteristics of the front desk display of "user saying" and the main significance is as follows:
1. Richness: The first module of the picture and text details, add up to 5 contents, and consumers can slide left and right to view the thumbnail content.
2. Authenticity: The content details reveal the user's basic portrait, allowing consumers to truly perceive the authenticity.
3. Interactiveness: On the "User Say" details page, you can not only like the content, but also if consumers are happy to see it, they can place an order and purchase directly on the current page.
4. The significance of the buyer's show
In order to finish writing the background and promotion channels of the buyer show, I will summarize the role and significance of the buyer show. The significance can be extended more. I will give a brief explanation from the perspective of the store, the fan angle and the experience angle. In order to make a clearer display, I still draw a mind map, I hope everyone can refer to it.
5. Buyer Show Production Album
In addition to adding Qianniu official buyer show version link above, the Buyer Show can also customize the PC and wireless buyer show pages. In order to protect user privacy, some cartoon images can be used to block the buyer's avatar. Of course, users can also be rewarded by soliciting buyers' shows, so that when using it, there is no need to use mosaics or image occlusion.
Below, we take the PC and wireless terminals made by Xiaoxiangjia as examples. The store has collected 37 super buyer shows, and the model is becoming more and more mature. It has its own system in terms of event content, reward content, event gameplay, winning secrets, selection criteria, etc., which is of great significance to attracting and maintaining fans.
(1) Example of the PC terminal of the wool little elephant
(2) Example of the Wireless Terminal of the Mushroom Small Elephant
In addition to the forms of collecting super buyers such as the Little Elephant of the Mushroom and the Seven Gege, you can also make foodies like the Western Regions American farmers looking for "salt people" with foodies. The main form is to announce the list of salt people and the weekly tasting list every Friday, select the "XX people with salt people" every week, and give Xinjiang special gift packages.
6. Buyer Show Official Event
The official buyer show currently supports two ways of playing:
Game 1: It is divided into two stages: posting pictures with gifts and posting lists with gifts. In the early stage, consumers are guided to browse recommended products and are familiar with the rules and methods of posting pictures with gifts. Later, we will uniformly display the collected selection of the best evaluations and conduct voting and PK.
Gameplay 2: Buyer show PK. Taking a page that posts the order as the core, it can show the store’s preferred buyer show for voting and PK. During this period, consumers will be guided to interact and share, and corresponding rewards will be provided to the winners.
To sum up, in the era of content marketing, how to make good use of buyer shows in the UGC model will not only have a direct and indirect impact on store conversion and sales, but also from a long-term perspective, using the form of buyer shows can better connect users with stores, brands, and enterprises, enhance users' sense of participation and enthusiasm, form BC/CC interaction, jointly build interest communities, further establish trust relationships, turn audiences into users, and then member transformation, from primary fans to intermediate fans, and then to hard-working fans, etc., to enhance fan loyalty and stickiness.
There are many ways to play buyer show. In the future, we need to continue to research and explore, combine third-party plug-in tools to explore the value, so that the buyer show is richer, interesting, real, more lifelike and scenario-oriented, which can not only provide buyers with a better user experience, but also bring actual benefits to stores, brands and enterprises.
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