Social Networking: Building A Brand Moat Different From Traditional Brands

The Internet has made countless computers connect all over the world, forming the most complex network so far, and social networks turn each node from a cold machine into a living person.

Therefore, studying the characteristics of social networking will contribute to the development and application of social electronic business.

From the traffic distribution center to the change of service and tools, it can be seen that there will be no big and small players in the future social e-commerce field. How to play social traffic assets is not the core factor. Who can help small and medium businesses gain social traffic and help them improve the quality of service and

That's the point.

StanleyMilgram, a professor of psychology at Harvard University, founded the six degree segmentation theory: there are no more than 6 people between you and any stranger, and you can know any stranger by 6 people at most.

According to this theory, the social circle of each individual is constantly enlarged and finally becomes a large network.

Based on this theory, it is possible to develop social networking through acquaintances.

In the category of e-commerce applications, everyone electric business puts forward the importance of "breadth" and "depth" of social networks to brand competition barriers.

The depth is user stickiness, and the rate and conversion rate of social e-commerce are much higher than that of traditional electricity providers.

According to the latest data report of everyone electricity supplier, the overall purchase rate of social electronic business buyers is higher than that of traditional electricity suppliers, and the turnover rate of new customers is more than 50%. 30%

The width is mainly manifested as "de centralization". It develops into a small network node with different sizes by the fast fission of the propagation speed and scope, and finally forms an infinite "central reengineering" social sharing network.

Ma Huateng once called social interaction.

The possibilities are unlimited. For small and medium-sized businesses, they can build their own brand fans network according to the characteristics and rules of social networking information, and achieve many functions, such as word of mouth pmission, independent sales, precision promotion and so on.

In traditional electricity providers, it is impossible to achieve this function.

Traditional electricity providers seem to have broken the boundaries of space and reduced communication costs. In fact, in turn, the electricity providers are precisely the distance and barriers between brands and consumers.

In the US, BabyAndMeGifts.com sells maternal and infant products, and Jacqueline Myers, owner (Jacquelyn Myers), emphasizes the most popular products on her Facebook store and offers concessions on Facebook Page.

And reward scheme, which has achieved very good results.

Meyers said: "it's very simple to attract customers to BabyAndMeGifts.com with this method.

They can quickly learn what kinds of things they can buy on BabyAndMeGifts.com.

Customers can also click on products to learn more information.

In the traditional e-commerce era, every brand, no matter what your category is, no matter how big your scale is, no matter what your reputation is, consumers enjoy the most information in the shortest time. But for the brand, they lose the opportunity to communicate with consumers in depth.

"Loss" is not only the contact point, but also the brand's so-called soul -- the personality and proposition conveyed by the brand, the tonality and connotation of the brand presentation, and the social interaction, stickiness and width based on the above search in the social electronic business field can form contact with consumers without face to face.