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没有卖不出的产品,只有不走心的营销!
谁能真正满足来自情感的诉求,便是真正抓住了人心!

Content Description

本书从提升企业营销能力角度出发,分别从粉丝重要性、种子用户挖掘、粉丝平台建设、制造粉丝信仰、员工粉丝化、用产品连接粉丝、持续激发粉丝参与感、打造一流服务体验、构建粉丝及员工归属感、强化O2O实践等11个方面,多元化地阐述了粉丝经济的执行和实践,作者以小米的真是案例为基础,参照其他互联网企业粉丝运营和社会化营销的相关案例,结合马云、李彦宏等众多互联网企业家的先进理念,集百家之言,为企业营销提供了完整有效的实施方案。
Author Description

梁宁,网名肥鱼,草根圈知名资深大V。社会化营销实战经验丰富,掌控微博粉丝超7亿,微信粉丝超5000万。累积操作社会化媒体推广活动超5000次。现致力于粉丝经济、会员经济、微商经济的模式研究,项目落地的咨询培训服务。在一网天下团队的协同作战下,曾创造多项社会化营销奇迹。
Catalogue

第 1 章 走心时代,得粉丝者得天下
互联网草根创业,得屌丝者得市场 / 2
新媒体时代,粉丝是品牌宣传的主力军 / 8
米粉军团,让“米旋风”经久不息 / 13
依托粉丝,抢占移动互联的未来终端 / 17
不需要做广告,只需要做好自媒体 / 21
被逼出来的小米式营销三板斧 / 25
第 2 章 种子用户的挖掘与引爆
着眼于种子用户,而非早期用户 / 32
小米粉丝,从一个个人头拉起 / 36
以 MIUI 为爆点,黏住初始用户 / 40
用快速迭代点燃种子用户的激情 / 46
把用户当朋友,做出好产品 / 50
精准定位,让发烧挠到用户的痒处 / 54
构建与用户互动的集约化处理模式 / 59
第 3 章 构建多元化粉丝互动平台
小米论坛,给粉丝一个肆意分享的舞台 / 64
微博互动,以话题交流驱动口碑效应 / 68
微信朋友圈——企鹅的地盘,米粉做主 / 73
米聊,一款超越普通社交的 APP / 78
腾讯 QQ,现代化营销的新战场 / 82
小米贴吧,百度也能为米粉搭平台 / 86
小米商城,这里不仅仅卖商品 / 90
第 4 章 “雷布斯”是一场造神运动
我们的时代:性格和情怀至上 / 94
王者之道,小米为发烧而生 / 99
给粉丝信仰 = 给企业未来和方向 / 102
苹果模仿秀,秀出来的激情和神话 / 106
零距离,让粉丝感受到偶像的体温 / 111
不仅是雷神,还要爱他的神宠 / 116
第 5 章 让工作有爱,员工也是粉丝
互联网企业,团队和用户第一 / 120
米粉是小米员工的第二重身份 / 125
最好的员工要充满爱和激情 / 129
不搞雇佣制,大家投资做小米 / 134
扁平化,充分激发小团队积极性 / 138
利益落地,让员工“爽到家” / 142
一流的环境塑造一流的小米人 / 146
第 6 章 用产品去连接粉丝的心
互联时代,创新需要以用户为核心 / 152
给用户更多,用户才会更拥戴你 / 157
连接产品和用户,用户即产品经理 / 162
坚持爆品思维,让粉丝放声尖叫 / 167
极致,让每一款产品触顶天花板 / 172
让利粉丝,用不赚钱的方式去赚钱 / 177
除了手机 , 还要为用户串联互联网 / 181
第 7 章 药不能停,持续激发参与感
从体验到参与是小米的最大创举 / 186
即时沟通,加速迭代,迅速更正 / 190
刷微博,刷头条,刷新存在感 / 195
从饥饿营销到摘去期货的帽子 / 199
去用户的现场,与用户心连心 / 203
持续开放参与节点,科学互动 / 207
第 8 章 销售活动化,米粉的狂欢
销售活动化是社会化营销的创新点 / 214
互动方式产品化,降低用户参与成本 / 218
红色星期二,让抢购来得更猛烈一些 / 223
产品发布会,让激情与产品一起燃烧 / 227
销售 + 互动,雷军告诉你:小米还有货 / 231
第 9 章 打造标准之上的人性化服务
小米应用商店的宗旨:对用户负责 / 238
小米之家,坚持高标准的服务和体验 / 242
把产品变成用户喜爱的小玩具 / 246
用户的需求就是小米创新的方向 / 250
把握用户预期,缔造超体验感受 / 254
向前辈看齐,用古训显化小米内涵 / 258
第 10 章 给予身份认同,赢得归属感
从参与感到归属感,再到深度参与 / 264
经营粉丝就是经营一种家的感觉 / 268
小米营销关键词:真诚、专业、互动 / 272
喜新不厌旧,建设好老用户的精神家园 / 277
给用户以特权,让参与感落到实处 / 281
让每个粉丝都能成为小米的工程师 / 285
第 11 章 用心引导全方位的线下活动
社会化营销的终极路径:从线上到线下 / 292
从玩出来的品牌到与用户一起玩 / 296
携手友商,用联谊活动催化线下市场 / 300
官方活动“爆米花”,引爆线下参与 / 305
小米同城会,从网聊到见面交心 / 309
线上线下大轮转,米粉节叫板双十一 / 313
Book Abstract

新媒体时代,粉丝是品牌宣传的主力军
互联网对于人类的影响是方方面面的,它所改变的不仅仅是最基础的商业形态,更是全面覆盖于人类的衣食住行。在互联网,尤其是移动互联网时代的作用下,许多企业和个人原本赖以生存的资源都在发生大规模的洗牌和更新换代,其中,与互联网接触最为频繁和密切的传统媒体则首当其冲。
传统媒介生态是由媒介构建的人类生存环境,即人们所处的信息环境。在这一生态下,企业想宣传产品,最依赖的还是电视、广播、报纸、杂志等传统媒体。随着互联网技术的广泛传播,传统媒体的媒介功能逐渐被颠覆,新媒体时代随之来临。
向来喜欢接触前沿事物的雷军敏锐地注意到,新媒体为广大民众提供了广泛参与信息传受、舆论表达和舆论引导的空间及渠道,因此,消费者对于广告和品牌的接受效果势必会发生根本性的转变,人们将不再只是被动地接受广告,而将是主动地选择产品。新媒体时代,粉丝才是品牌宣传的主力军。
雷军一直强调,创业要选对风口,站在风口上,猪都能飞上天。事实上,小米的成功确实有很大一部分原因要归功于选对了风口。其中,做互联网手机是整个时代的大风口,而在新媒体时代充分利用粉丝的口碑传播,则是另外一个风口。
创建小米后,雷军曾与主要负责营销业务的合伙人黎万强就小米的品牌传播问题进行过多次探讨,黎万强的观点是:“现代技术催化了新媒体时代的到来,智能手机更是空前地拉近了人与人之间的距离,通过微信、微博等全新平台,社会化媒体时代的话语权已经重新交还到了个体手中。”
对此,雷军深表赞同,并且鼓励黎万强着手开发一种全新的营销方式,更准确地说,是借鉴已有的社群理念,构建小米的品牌社群,利用粉丝进行营销宣传。
鉴于小米的应用程序是基于Android的主程序操作系统而开发的,所以,黎万强先是精心筛选了100位符合条件的Android粉丝为小米测试MIUI系统。测试后,小米又参考体验者的感想,对MIUI进行改良,使之更高程度上地满足甚至超越用户需求,让这100个Android粉丝转变成MIUI粉丝。完成第一轮转化后,无须小米做工作,这些初始的“米粉”便会向身边的亲朋好友不断渗透和宣传MIUI系统,最终帮助小米实现品牌传播。
通过这一裂变式的扩散方式,黎万强很快便将MIUI的用户群体扩大到了50万人,MIUI的知名度也逐渐被打响,而在这一过程中,小米方面甚至没有付出任何媒体营销费用。
事实上,黎万强与雷军对于新媒体时代的市场和品牌传播的认知无疑是十分正确的,而小米的发展也证明,相比于江河日下的传统媒体宣传,粉丝路线也确实是当下互联网品牌宣传中最具成效的手段之一。
……

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