Li Li @ Weibo Yi, Vice President of FBEC2020: How can the game industry learn from new consumption?

The 2020 Future Business Eco-chain Conference and the 5th Golden Gyro Awards Ceremony (FBEC2020 for short) opened on June 5438+February 1 day in the ballroom on the 6th floor of Sheraton Shenzhen Greater China Hotel. The conference was guided by Virtual Reality Professional Committee of China Communication Industry Association, Guangdong Game Industry Association, Shenzhen Science and Technology Association, Shenzhen Information Service Industry Blockchain Association and Shenzhen Internet Culture Market Association, sponsored by Gyro Technology, co-sponsored by Shenzhen Science and Technology Development Exchange Center and Heng Yue Maker Rubik's Cube, and co-sponsored by industry head media games Gyro, VR Gyro, Gyro E-sports, Gyro Finance and Gyro Media. The theme of FBEC2020 is "foresight", and FBEC 2020 will, as always, pay attention to the frontier areas such as future trend development, industry innovation and upgrading, and new links of business ecology.

The FBEC2020 Global Game and Digital Creativity Summit invited Li Li, Vice President of Weibo Yi, to bring a wonderful sharing with the theme of "How the game industry learns from new consumption".

The following is a record of the speech:

It's an honor to share this with you here today. After listening to the previous leaders' sharing, I found that my sharing theme today doesn't match the whole theme, because Weibo is a digital-driven self-media service platform. In the past, we have served many mobile game manufacturers, and in recent years, we have been promoting new consumer brands and international brands in China. I hope today's sharing can bring you something useful.

First of all, I'd like to share with you some phenomenal cases that have recently appeared on social media in China. I believe all these cases have been screened, including "nailing this nail" and "after the wave". These screens will make people think that this is a promotion. We should create big ideas and social topics to let everyone know our brand and platform.

These ideas have played a good role in spreading potential energy and breaking the circle for new people, new scenes and new ways of playing, and also played a leading role in the form of creation. Big ideas are really what every brand wants to do, but in fact, in the new consumer marketing we have observed, in fact, small ideas are the marketing means that have long been popular. The first feature of the spread of the new fire brand on social media is the daily spread. In the past, a product was detonated with a big idea, but now these brands will spread a brand in a watertight way.

Judging from the daily data dissemination, the frequency of brand planting and promotion in society is getting higher and higher, and it is a continuous monitoring from 20 18 to 2020. The number of new consumer brands and international brands' monthly promotions is rising sharply, even though the epidemic situation was serious in the first half of this year, there was no decline.

Daily communication brings high demand for communication and creative content. How to meet the needs of daily communication content, so there is a new trend of content industrialization.

In the past, we thought creativity was a kind of carving. Now creativity can start with algorithms and routines, including hot spot combinations in KOL. Now consumers gradually like to watch some news that they are familiar with and are within the scope of recruitment. In addition, through the short video platform, the classification of different ideas is actually similar, and the proportion may be different according to different people on the platform.

The content of social marketing tends to be industrialized, that is, mainstream standard grass planting routines have gradually emerged, including big coffee, hot spots, plot implantation, experience, evaluation and list implantation. Different forms are suitable for different promotion scenarios to help customers have more suitable marketing.

Especially since the epidemic this year, everyone's business has been greatly affected, and the marketing of online social media has become everyone's first choice. There are also micro-original and big ideas. Nowadays, social media sometimes needs creativity, but many times it needs micro-originality to promote products and brands to target audiences.

We also mentioned the following characteristics of these cases. First, there is no absolute originality. Whether it is a big idea or a small idea, it often comes from the daily use of users or follows a certain content form. If you are creative in a particular form, it will have a greater impact than the innovation of specific content. "Broken circle" is the basis of explosion, but the premise of broken circle is deeply rooted in your circle. Finally, the topic determines the breadth of communication, and it is necessary to actively influence a batch of tap water to attract more public participation.

If marketing is the 4.0 era, it is to create momentum through big ideas and continue to plant grass through micro-ideas. For the promotion of new consumer brands, we need to choose a product through methodology, or analyze the dimensions of brands and products from multiple angles, combined with specific marketing scenarios. The content of this product is deeply analyzed in an expanded form. Pricing is very important through the combination of users' interest points or function points and needs. Pricing determines the use of people and the use of the first batch of people. After continuous promotion, judge the heat and conduct the product selection process again.

After selecting the products, we need to plant grass. We break down the method of planting grass. First of all, we must find the target audience and who to plant grass for. Secondly, choose where to plant grass, whether it's in Tik Tok or Aote Express, Little Red Book or Mile Mile. Who will plant this grass (KOL or from the media), the choice of the grass grower, and the routine of the grass grower.

After the new consumer brand comes out, the target consumers will do a lot of market research. After market research, they will have a more digital and quantitative understanding of the target consumers. In addition to digital and quantitative perception, they also need to analyze what kind of content these people are interested in. How to find sensitive feedback of content points? Is to find the pain point and turn it into an itchy point at the same time. Finding the pain point is my need, and turning the pain point into an itchy point is from "I need" to "I want".

The so-called where to plant grass is a comparison of listed domestic mainstream social platforms. Different platforms have different methods in planting grass, or have different effects on a brand in planting grass. Weibo is more suitable for hot events, Tik Tok is suitable for scene marketing, Aauto Quicker can sink the market and better the old iron economy, and Xiaohongshu likes the list of good things very much.

Different industries have different applicability to different sites, because there are more and more users of these platforms at present, and these platforms will be subdivided into more circles, and we can find better grass planting in these circles.

The object of planting grass was determined, and the place of planting grass was also chosen. Next, who will plant this grass? The layered KOL experts and stars, including the head, endorse the selling points of products and strengthen the selling points of brands. The second layer is KOL in the middle waist, which realizes the destruction of brand products through a large number of linkages and guides consumers to buy. Finally, let the so-called KOC real consumers do word-of-mouth, triggering the public's desire to buy. Compared with top stars and experts, they are often innovators. Innovators lead early adopters and the earliest public, and lead followers. Only by cascading can brands and products be promoted to more people.

We analyze the suitability of KOL through data screening, including content tags, crowd data covered by fans and evaluation of its influence. The evaluation of influence is divided into two layers, one is popularity influence. The other is that he can influence many influential people. We will select reference indicators from different channels for different products, and we can also evaluate the data conversion effect and cost performance. Through the data of these dimensions, we can screen who KOL should find to help us plant grass.

After choosing KOL and planting grass, let's talk about how to plant grass. As mentioned above, there are different routines for people to plant grass, and different routines will play different roles in different scenes. We will find a suitable routine according to the brand and product tonality. After planting grass, you need to pull out the grass, that is, you need to bring goods. At present, weeding is mainly based on direct seeding. Different live broadcast platforms bring different platform attributes and traffic sources, as well as different commodity and product attributes, so as to make rational and efficient use of the platform's traffic bonus.

Doing a good job of live broadcast requires some key capabilities. Live broadcast itself requires matching of people and goods, including store operation and private domain traffic operation. These are actually very tests to undertake the transformation ability of planting grass and pulling weeds in front.

Live broadcast is also related to the choice of products. Although I did the action of planting grass in front, I also chose many suitable fields and grass growers. After the live broadcast, I returned to the question of how to choose products at the beginning. There are many products in a live broadcast, which need to be divided and combined, including drainage, best-selling, profitability and characteristics. Different styles of products have different effects on different consumer experiences.

At the same time, it is necessary to make a perfect live script. The live broadcast is not random, it needs to interpret the basic information of the goods, and it also needs to prepare the core words and the words displayed on the spot in advance. The live broadcast introduction of more than 3 minutes is invalid.

After the live broadcast of mowing and carrying goods, the most important step is to dry the bill. Now every consumer on social media will know about products, and the traffic they bring is more real and meaningful. We have two ways to make prints. After the live broadcast of big coffee, we made a photo through KOC. After attracting users' attention through live broadcast, let consumers bask in the live broadcast of KOL. This blueprint needs to be obtained by key consumers who are actively implanted, and it is also necessary to guide some high-quality users to show their buyers. If some buyers' programs are too scary, it will affect the confidence of sellers.