The New Era Of Internet: The Pride Of The Story Will Not Be Very Good.

Let's imagine several "So What?" scenarios.

One

Get 20 million praise on social media - So What? A brand's tweets "red on the Internet" - So What? What do these brands get, besides being nominated at the Cannes Advertising Festival?

What we need is the pfer of patterns, from the "conversation" to the "narrative".

Yes, the changes brought about by technology are wonderful.

Time and space are no longer a problem because of the earth shaking revolution. The marketing methods have changed beyond recognition. From people to audience, people are taken as participants, content creators, and people.

But the success of marketing also depends on another new reform.

Marketers should pform their ideas from products to brands to "people as brands".

Nowadays, everyone wants to become their own brand - everyone wants to show, to be appreciated, to be noticed, to be followed and trusted.

Under the premise of "I am brand", the secret of success in social media marketing is not only to enter into conversations with people, but to enter people's stories.

What is a story? There are plots in the story. There are typical personas who hold different views. There are stage arrangements, meaningful conflicts, accidents (nonlinearities), and some kind of ending (which implies a new start).

In contrast, the current marketers' cognition of social media and the marketing they do on it are basically the delivery of the product or the product.

I hope to attract many eyeballs to interpret their marketing display.

Get people's approval, not interest.

The difference between dialogue and story is the difference between people's interests and identification.

When people identify with something and think that something is part of themselves, the medial prefrontal cortex related to self definition is activated.

As far as product marketing is concerned, products will be integrated into the concept of self definition.

People will conceive their own illusions, and products will appear in this fantasy story.

On the contrary, when a person is interested in the description of the product, the brain area known as the dura will be enlightened.

This is also a good experience, but it can not go deep into personal identification.

Product is still a kind of external existence.

What we all want is the satisfaction of personal identity.

Under such circumstances, social media marketing including content development, influence strategy and real-time tweets editing will continue to maintain unpredictable and inefficient situations.

To change this situation, marketing should shift its focus from "dialogue with consumers" to "entering people's own stories".

The task at present is not to change the way a brand or product tells a story, but to enter into a story woven by people.

The task is complex and contradictory: marketers must be surprised and have to be familiar with each other. They must be easy to understand and must lead the way as commanders.

It is not enough to be rich in information and entertaining.

The key to success in social media is to create empathy.

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Create connection

People are not just "consumers" set by brands, but also "people".

The goal of a brand is to create connections, not interest; the mechanism is to create trust, not to lead thinking; the means is to trigger metaphors, rather than to convey information.

Marketing should arouse the process of the formation of the subjectivity of the brain, that is, how a person can change his role model into "my example" through subjective process.

Objectivity and rationality are negligible in front of people's associations based on emotion.

People are not entirely rational and objective linear machines.

People are creators and meaningful collectors.

Brands are often mistaken as marketing inventions, but in fact, brands are much more than that.

Brand is like a historical engine that guides people how and why they relate to certain ideas, people or things.

As far as marketing is concerned, the best description of relationship is a metaphorical combination of consumers' own story and product and brand story.

Finding the power of contact

The relationship between people and brands is realized through feeling, not knowledge.

Connections are generated by simultaneous activation of the following three senses:

Familiarity: people must

It perceives something that resonates instantly.

So we build a sense of personal recognition, consumers also relieved: "no need to spend too much to understand."

Understood: people must feel that you can understand them, and that their views must be taken into consideration, understood and appreciated.

This raises people's sense of trust.

Familiarity and sense of understanding are the ways to confirm and affirm the audience.

This is very important, but to create a deep and solid emotional connection, marketers must do one thing, that is, challenge the audience's own story.

Strength: people must feel that your product or brand is different from yourself, and you can help them get better through this difference.

That is to say, people here feel that you can help them to develop their inherent potential.

In this way, your product or brand becomes a tool to help people get a sense of self extension, and their familiarity is reset.

This is the basic structure of self story development and social media marketing success.

For example, a iPhone user said, "like Apple is a circle, the operation of iPhone is very smooth.

It is both simple and beautiful.

Other mobile phones are all boxes, with various edges and corners; they are too structural, too many rules, too technical.

All in all, other phones are too entrepreneurial.

Instead of being different, iPhone is fun and natural, allowing me to do my own things, create new things and make myself stronger.

Listen to the famous motto of Nobu Matsuhisa, the chef and restaurant owner: "for me, cooking is to surprise guests and lead them to tap their potential desires." Matsuku Nobuko

No matter what the product is, dinner appetizers, smart phones or clothes, the secret of marketing success is that products or brand stories must satisfy people's self expanding needs.

Self extension is not only a commercial driving force, but also a driving force of life.

The next time people disdain to say "So What?", the brand can reply That s What!

Self extension will promote the development of everything.