Wu Xiaobo’s live broadcast of goods was pointed out that the transaction was bleak and overturned. He wrote a self-explanatory article. I think it is good. Of course, old readers should understand what I mean. Usually, I say that the writing is good, but it does not mean I agree. His content, but from the perspective of a third party, as a crisis public relations, this article is still of very high quality -> Wu Xiaobo: 15 cans .
First, in this article, he did not refute the words about his overturning, and did not quibble, but frankly said that it did not meet expectations and failed the trust of advertisers. This is very important. The posture is low enough to accept the ridicule and accusations on the Internet.
Second, there is no complaint about advertisers. To tell the truth, the original source of negative articles must be based on advertisers' complaints. After all, anyone who spends so much pit fee for conversion so low will have complaints, so if ordinary people, they may sneer. If someone else’s product sells well, it’s just your rollover. If your product doesn’t work, it’s over. After all, the product selection is your own responsibility. He has taken over this responsibility. The team knows that this product is not easy to sell and does not support it. , But he is determined to go, turning the rollover into his trust and support for the brand , you said that the advertiser was moved but not moved.
Third, of course, it is still revealing your energy, publicity and brand influence between the lines. The subtext is, in fact, you are not at a loss, don't just look at the live transactions.
Well, it’s not convenient for me to say it directly, so a third-party big V expresses the meaning straightforwardly and interprets it for Teacher Wu. That article is also very exciting, find it yourself if you are interested.
Of course, there is a fourth, that is, the second promotion of the brand involved in the reflection article is also a kind of supplement. This is also a very good compensation for advertisers, so advertisers will naturally not For this reason, I really tear my face, and I will say some good things in the future. Commercial behavior, tearing my face is a lose-lose, the worst outcome.
In fact, the above are all introductions. This article does not intend to comment on Wu Xiaobo or Luo Yonghao, but why is he marked out? Because it is related to today's topic, the so-called secondary spread .
Someone in Knowledge Planet asked how to buy Master Luo's pits, so guess what I would say, I will say, remember to add a clause to make the fancy mistakes in Teacher Luo's live broadcast.
Mistakes slapped the face, causing secondary transmission. The more Mr. Luo slaps his face, the happier the advertisers will be. Of course, the more you use this stuff may not be effective, and the user will get tired. Mr. Luo will slap his face again, oh, Normal operation. But at least for now, there are still some effects.
In fact, secondary communication is also a communication technique often used in the industry.
Looking back, Luo Zhenyu’s auction of papi sauce's advertisement was itself a secondary communication event. In fact, the advertising value of papi sauce was not so high, but the sensation caused by the auction far exceeded the value of papi sauce. .
There is also the case of various companies going to the streets of New York to buy large-screen advertisements, which is also an example of secondary communication. The advertisement flashed by. Who cares about the locals, but it doesn’t matter. Take this incident back to China and buy New York. Street advertising is more communicative than the advertising itself. Later, if you buy too much, it is worthless.
Every year in Chinajoy, the major game companies on the Huangpu River will review the building light show and put out their own brand and product names. In fact, the main purpose is to spread the second time. Only a small part of the audience sees the light show on the Huangpu River. This is the real purpose of advertising.
In the early years, the routines of various health care products were actually very good at secondary spreading. Buying some popular channels from the central media, sponsoring programs and soft broadcasts at popular times. This kind of advertising is not seen by people and will not be very expensive, but after all Is the central media correct? Then various propaganda materials and other media will use this as a secondary dissemination. We were reported positively by the central media. Look, this is the video/screenshot of the time. For them, secondary communication is the real purpose of investing in central media advertising.
At the end of last year, a giant bought some adverts from central media’s self-media. Many people don’t know that central media’s self-media can also buy adverts. The price is not cheap and the direct effect is quite ordinary, but in fact, if it is used for secondary dissemination of value Very big, after all, this is the central media. After the purchase, I kept silent. Later I said that they were wasting resources. After that, I should follow up to promote a batch of big V articles, cooperate with this story, and write the central media propaganda as material in order to maximize this value. .
Well, what is secondary transmission? After a piece of information is transmitted through a certain medium; after a certain transformation, another type of information continues to be transmitted, which is the so-called secondary transmission.
Some secondary transmissions are passive, such as Wu Xiaobo overturning a car. This is a passive negative, but crisis public relations are done well and there is still a chance to reverse it.
Some secondary dissemination is active. For example, in many previous cases, many behaviors of buying high-credit and low-conversion ads are for secondary dissemination.
I don't know whether some secondary transmissions are passive or active. For example, Mr. Luo Yonghao, who is always in trouble and causes topics, I dare not guess randomly.
Some skills to achieve secondary propagation
First, credit transfer
Some people provide traffic, and some people provide credit. You get credit by spreading once, and you get traffic by spreading twice.
High-credit media can obtain a credit premium because of its secondary communication value.
When buying high-credit media ads, you can’t just look at conversions.
Marketing plans sometimes need to establish a communication matrix. The top credit matches the bottom flow, and the combined effect will maximize the communication effect.
Second, topic making
Similar bidding behaviors are prone to secondary communication, such as the so-called CCTV bidding bidding. There are some early adopters in the field.
Apple is the company that has the most opportunities for secondary communication exposure, which is also a bonus for innovators.
Rollovers and face slaps are, of course, topics that are easy to spread, but they can't be controlled by ordinary traders.
Third, certain elements of luck
In many cases, dissemination will also enter metaphysics. Some hot spots are really not foreseeable by the trader. Who would have thought that the snow fluttering and the whistling of the north wind have become a new phenomenon of cultural output.
The phenomenon of secondary transmission is actually very common in daily hot events, and there may even be three transmissions and four transmissions.
For example, a certain self-media broadcast on a certain platform is watched by hundreds of thousands of people. This is a spread.
Hundreds of thousands of people watched the live broadcast of XX from the media. The in-depth analysis of various commentary media is a secondary broadcast.
There were reversal articles, some self-media did not know how to pretend to understand, deep analysis of so-and-so self-media comments all kinds of shit, this is three transmissions.
Reversal appeared again, followed the trend and became a fan-increasing secret. Seeing how the so-called criticism of certain self-media articles that do not know how to pretend to be bullshit exploded. This is four transmissions.
The dissemination of information among the crowd is very interesting. If you master the rules, then promotion and marketing may get twice the result with half the effort. I am just trying to make a comment. If you have a better opinion, please comment.