Want to play the 'Moments' well? Do you have a persona? More and more friends from brand owners, distributors, and retailers are increasingly seeing the marketing functions that Moments can generate. Many forward-thinking friends have begun to consciously carry out marketing promotions on Moments, and some companies have started to plan and organize marketing innovations based on Moments. -01- The rapid development of the mobile internet has changed the way the Chinese public obtains information. It has gradually shifted from an information acquisition method based on 'large screens' (TV, radio, newspapers) to one based on 'small screens'. A very important key factor here is the change in the medium that occupies users' time. In the past, large screens occupied more user time; now, small screens occupy more and more user time. Communication is one of the three core elements of marketing. Traditional marketing talks about the three forces of marketing: product power, sales power, and communication power. Communication is a very important component of marketing. Look at all brands, whether it's P&G, Wahaha, or Coca-Cola, they all became 'brands' through communication incubation. From a certain perspective, without communication, there is no marketing. I quite agree with an expert's viewpoint: 20 years ago, brand competition was about the ability to occupy loudspeakers and important channels. Now, the competition needs to be about new communication and the ability to quickly build new channels. Broadly speaking, traditional marketing communication relied on loudspeakers + entering important channels (national KA, regional KA) to occupy shelf space. In the past 20 years, brands were incubated through these two communication channels. Although today many brand owners are 'cursing' how hypermarkets squeeze suppliers. But no one can deny the important value that the KA system has played in brand incubation. Because the original hypermarkets and modern channels had two major values from a marketing perspective: sales value and communication value. But today, the environment has changed: with the development of the mobile internet, the 'loudspeaker' has become quieter; with the diversification of terminal channels, hypermarkets are no longer as powerful as before. So since these two factors have changed, many brands' markets have started to have problems. My viewpoint: The most urgent aspect of current marketing transformation is the transformation of the communication system. The transformation of the communication system still needs to find direction from two aspects: First, find the direction of transformation from new communication channels. Currently, it is to build a new communication power system around the small screen. Second, find new directions from the new channel side. Wherever the target users are, marketing must go there to find users. The current three-dimensional market structure changes, and the diversification of channels in the three-dimensional space, the entire channel system has become fragmented. Whether it is offline channels, online channels, or community channels, they all present a fragmented state. Offline: More and more new stores are appearing, and more and more new retail formats are emerging. Different stores attract different target users. Online: Overall, it is also diversified, but currently relatively speaking, the monopoly concentration of giants is relatively high. However, in the future, there will be new platforms that break the monopoly of giants. Just like Pinduoduo broke out from the gap between the two giants' monopoly. Community: I think that in the future, community channels may become a very important channel. Because communities have better solved a key problem that has not been well solved in traditional offline and e-commerce marketing: the issue of user trust. If communities can effectively solve this key problem, this new community channel model is promising in the future. But currently, community channels are even more fragmented. It may be more fragmented than offline space and online space. -02- The current marketing transformation, the most urgent task is the transformation of communication. To do a good job in marketing transformation, you must first complete the transformation of the communication system. We see that in recent years, under the condition of shrinking traditional brand markets, batches of internet-famous brands have been continuously emerging. Overall observation of these new internet-famous brands mostly has the following characteristics: —New communication characteristics: It can be said that today's internet-famous brands are all incubated by new communication. They all have new communication characteristics based on the mobile phone, such as 'seeing is seeing, searching is finding', and also have new communication logic based on mobile reading. For example, the ability to dialogue with target users. A typical example is Jiang Xiaobai; it can be said that new communication made Jiang Xiaobai. —New channel characteristics: New channels have become the incubation ground for internet-famous brands, creating a batch of new internet-famous brands. For example, offline, with the rapid development of shopping centers, shopping centers have replaced department stores and hypermarkets, becoming the incubation center for internet-famous brands. Most internet-famous brands can be found in shopping centers. It can be said that currently, shopping centers have incubated batch after batch of internet-famous brands, and internet-famous brands have also promoted the development of shopping centers. Online, typical are Taobao brands: Three Squirrels, Inman, and Bestore. Recently, JD.com initiated the establishment of a community group buying alliance. At the founding conference, its main person in charge, Liu Lianhui, put forward a viewpoint: one of the future priorities of the JD Community Group Buying Alliance is to incubate a batch of 'community brands'. This viewpoint deserves attention. —New platform characteristics: In order to study new communication well, in the past two years, I have focused on researching and trying various mobile-based communication platforms. Originally, people talked more about 'two micro and one shake' (WeChat, Weibo, and Douyin), but in fact, there are many platforms that can produce important value for brand communication. Far more than 'two micro and one shake'. Moreover, the gameplay logic of each platform is quite different. And changes are also fast. The target users of platforms overlap, but there are also obvious distinctions. Many internet-famous brands have seized the new gameplay of some new platforms and achieved explosive popularity among target users. New gameplay includes Toutiao's gameplay, Douyin's gameplay, Weibo's gameplay, Xiaohongshu's gameplay, and WeChat's gameplay. For example, Durex's Weibo gameplay. -03- Currently, there is a big logical difference between new communication and traditional advertising communication. Traditional advertising communication uses a simple language system and repeated methods to make users remember. A typical example is 'Gift giving only for Brain Platinum'. New communication is not just about making users remember, but more importantly, it can form a new relationship with target users. Traditional advertising communication is the brand 'talking to itself and boasting', while new communication is communication that can generate user participation. The essential difference is: traditional advertising communication is product-centered communication; new communication is user-centered communication, which can build new user relationships and create sustained user value. Currently, the basic characteristics of new communication are: carried by mobile phones, people as the main body, and diverse forms. In the overall new communication system, people are very important. The main body of communication is people. This is something that enterprises need to think clearly about when transforming to new communication. Currently, many enterprises are using the traditional advertising communication model to do new communication. Of course, if this model does not change, the transformation of the communication channel system will definitely have effects, but from the overall communication logic, it is inaccurate. New communication needs to seek new breakthroughs from the side of building new user relationships and creating greater user value. Transforming to new communication cannot just change channels while people remain unchanged. That is, transforming to new communication is only the brand department and market department busy there, just changing from investing in large screens to investing in small screens, but the enterprise's sales team and other personnel remain as they were, neither watching, nor forwarding, nor posting. This is definitely wrong. The people-oriented nature of new communication first requires turning people into the main body of communication, not just changing communication channels. Recently, experts have proposed new viewpoints such as marketing integration and the unity of brand and effect, which deserve attention. Marketing integration is to turn the separation between the 'marketing' of brand building in the market department and the 'sales' of the sales team into an integrated relationship. Simply put, it is to achieve sales in marketing (communication) and achieve marketing in sales. This is a new brand communication building logic. The unity of brand and effect is basically also centered on people-oriented new communication, integrating communication and sales. Transforming to new communication and achieving marketing integration requires realizing the transformation of the enterprise team's functions. Communication must become one of the core functions of the enterprise team. The key point is: new communication is not just communication; it is a new user connection and user operation logic. The important value it can generate is: finding users, establishing links, retaining users, creating influence, generating conversion, and creating lifetime value. Therefore, new communication will become the main line of future new marketing, including the main line of the entire future sales operation. Therefore, when enterprises transform to new communication, they not only need to change communication channels, but also need to build a new marketing system with new communication logic as the main line. On this basis, they must quickly complete the functional transformation of the team, especially the sales team, from mainly 'relying on legs and mouth' to mainly relying on new communication. Rely on new communication to find target users, rely on new communication to complete the influence on target users and effectively promote terminal sales, rely on new communication to make the market bigger. Facing new communication, we can no longer remain indifferent. Chinese society has become a new communication society. To adapt to this change, all personnel, especially marketing personnel, must possess new communication capabilities. In the future, without new communication capabilities to protect you, it will be difficult to do sales work well. Similarly, it can be said that marketing personnel who do not possess new communication capabilities are hardly qualified marketing personnel. In the traditional social environment, traditional methods of doing sales and maintaining customer relationships are very important. In the traditional era, doing customer relationships well mainly relied on your mouth to build your circle of friends. In the new mobile internet social environment, you must use new mobile social methods to build your mobile circle of friends. This new circle of friends based on mobile phones will magnify your social scope several times, and the efficiency of achieving your social goals will be significantly improved. -04- The famous marketing master Philip Kotler said: "In this era, the most important thing is F-factors — Family, Fans, Follows, that is, family, friends, and people you follow, who can most influence your views and choices." A marketing professional: Stop not paying attention to new communication, stop not valuing your Moments, and even more, stop not knowing how to play your Moments! ! ! From a marketing perspective, the so-called Moments currently basically refers to the circle of friends built on the mobile phone in the mobile internet environment. In the current multi-social platform, diversified mobile social environment, Moments is not just WeChat Moments; you need to build more valuable social platform circles of friends. Including Weibo's Moments, Xiaohongshu's Moments, Toutiao's Moments, Bilibili's Moments, Douyin's Moments, Zhihu's Moments, and so on. Currently, I see more and more bosses, regional managers, store managers, etc., posting on Moments, and more and more trying to post on different social platforms. This is a very good change. But many people have not played their Moments well, have not posted well, and after posting, they have not achieved the expected goals. My observation is mainly: they forgot the original intention of social interaction—friends; they did not carefully manage their Moments. Social interaction is about building relationships between people, and the original intention is to build closer friendships. Many people, when they enter the mobile social environment, forget the original intention of social interaction. As some people say: I treat you as a friend, but you treat me as someone watching ads; I treat you as a friend, but you treat me as private domain traffic. Remember: friends are not obligated to watch your ads every day. Recently, I have also been saying a sentence: Models that don't cost money must cost thought. What does it mean? Currently, various social platforms can be played without spending money, unlike the past when advertising required money. But to play well with models that don't cost money, you must invest thought. To play the mobile internet-based Moments well, you must carefully study the communication logic of each platform, find the rules, make a good plan, and carefully manage your Moments. The most core thing is to build a good persona for your Moments. Persona is your label. It is the sign that makes your friends know you, pay attention to you, and like you faster and more clearly. Without a persona, it is impossible to effectively generate friend recognition. Especially under the current communication logic of machine algorithm recommendation on many platforms, without clear persona labels, effective machine recommendation cannot be generated. So in the new mobile internet social environment, you must build clear persona labels: Who are you? What do you do? What is your professionalism? What are your life characteristics? And so on. There are several brand social personas worth paying attention to: Inman: On Douyin, they built a post-90s mom—Tata: a post-90s mom with characteristics, rich emotions, and a full life. Perfect Diary: On WeChat Moments, they built a post-00s Xiao Wanzi. Also has a relatively rich life. All-Cotton Era: On WeChat Moments, they built the general store manager. Both a store manager and has a life. How to post Moments well, here are a few suggestions for everyone: 1. Design content: ** **Targeting the persona you set for your Moments, design your Moments output content, and organically integrate the communication you want to do. The goal is to effectively influence your target users. 2. Combine long and short: ** **Make it easier for your friends to read, reduce their reading pressure. Make them like you more. 3. Persist in planting grass (seeding): ** **Communication in the mobile internet environment requires a continuous action. It needs both the density of communication and the depth of communication. To play your Moments well, you must have a continuous action. 'If you want to successfully pull grass, you must first plant the grass well.' 4. Fixed time, type, and quantity: ** **Mainly to form friends' reading habits. You can't just think about posting; mainly you need to make your friends remember to read. 5. Create topics: ** **Frequently create interesting topics to make friends interested and cultivate attention. You can't just post ads and promotions. 6. Enrich fun: ** **Let friends know that you are a person who understands life. 7. Beautiful and attractive: ** **Moments are for friends to see; only beautiful and attractive can make friends like to see. And not only let friends see, but preferably they like it and can help you forward it. Some people analyze: the communication energy generated by the current new mobile social environment can already surpass the traditional advertising era. If a person enters 10 social platforms, with an average of 1000 friends, and posts 5 items per day, with an average of 10% reading reach, they can achieve 5000 pushes. If it is 100 people, 1000 people, or can trigger topic explosion, the effect energy still has a lot of imagination space. Of course, there are many new ways to play new communication, including local explosion, niche communication explosion, etc. In short, **in the new mobile social environment, enterprises must transform to a new communication system, and marketing personnel must possess new communication capabilities. Playing the Moments well is a basic skill that current marketing personnel need to possess. If you provide a tip, you will be paid 400-2000 yuan after it is adopted.