杜蕾斯运营模式好在哪 如何发挥二次性的传播

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“有点绅士,有点小坏,懂生活又会懂玩的乐趣的人,就像夜店里的翩翩公子”,这就是我们运营者对杜蕾斯运营团队的最高评价。

杜蕾斯运营是文案策划和新媒体运营的领头羊,最能刺激人情商和挑逗人神经的东西,是备受年轻消费者的关注。

杜蕾斯的运营,不管它是新媒体运营还是品牌运营,都很好的解释出一个“平近易人”的品牌概念。

这听上去很容易很简单实际是最复杂和触发消费者的神经。在大量数据调查和整合数据资源的融合,将文案发挥到极致,玩的很坏和有趣,挑逗人的视觉感,这就是杜蕾斯运营的成功之处。

站在运营的角度来说,提起杜蕾斯不想而然会想到江小白,因为目前这两个团队运营的品牌是最具有消费者效应。

简单来说,就是:

杜蕾斯是主动式吸引,也就是读者自身能迅速发挥二次性的传播;

而江小白是被动式的吸引,也就是通过自身的文案营销效果去吸引读者,难产生二次性的传播。




杜蕾斯广告


江小白广告

1、为什么说杜蕾斯是主动式的吸引?

1、快消品的运营六大要素:

产品力、渠道力、形象力、传播力、促销力和视觉力。

杜蕾斯之所以最吸引和调侃人的文案,归根于运营团队对这六大要素的深耕。

对于消费者的角度来说,“大众追求的品牌“和“用户感情使用的忠诚度”,是运营者所要达到的目的。

打造这一目的最核心,就是维持消费者对品牌的新鲜感和形象,其次杜蕾斯是两性用品,能很好挑逗人神经的自带效果。

2、视觉力的优化+文案的深耕

任何产品的群体消费拥护者最核心的是:

我接受这样东西

这是我需要的东西

这个东西具有新鲜感和乐趣

杜蕾斯团队习惯性往两种方向做视觉效果,从而去吸引消费者:

对于运营的方向更注重是热点文案的蹭,对于实时热点新闻的研究,再结合产品自身的卖点去打造热点热度。

用动图gif和图片文案去阐述和深耕文字的内涵,营造舆论的兴趣,打造消费者的神经挑逗和调侃的内容。


杜蕾斯一般习惯性的是用漫画+动图方式去制造热点和舆论,这是它习以为常的运营手法。

所以很多广告运营者、设计师都喜欢往这种思维去蹭热度,其实就是与苏大强漫画火起来的道理一样。


3、陪聊式的自媒体运营模式

现在公众号、微博的感情一类运营号所采用聊天形式的互动,就是杜蕾斯团队首创的陪聊式的运营。

与用户已真实的回复,对话不仅幽默有趣,还保持用户的活跃度,让用户感到“性趣盎然”。

这种模式需要消耗大量时间维护和听众的基础,对于运营者的文学挑战性大,同时到达一定基础后需要的改良这种模式也是更进一步的探索。




杜蕾斯的品牌运营之所以能深入人心,大部分是依靠自媒体运营产生文案来获得关注。

杜蕾斯运营微信号最有趣的就是搞福利活动,对于每新品上架,在杜蕾斯的微信后台就会选取十位幸运的回复者,或许神秘的魔法大奖,至于大奖是什么一般都能让回复者得到满意的东西。

也就是看似乎平常的微信福利活动,却在杜蕾斯公众号推文了之后,可以超过上万的阅读量和后台回复量?

因为杜蕾斯喜欢玩得的运营方式还是“社交媒体”,也就是于用户互动,达到一种情感的默契,建立起属于自己的社区粉丝,然后利用这样的基础去传播产品品牌的效应,也就企业的社会化媒体互动消费者。

2、杜蕾斯和江小白的共同点

杜蕾斯和江小白习惯性做的事情就是内容营销,这也是运营者的核心思想,以及自媒体运营者的最终目的。

所谓的内容营销,是以多样形式的内容分享传达有关,或者是品牌相关信息给到用户。

内容营销适用于所有媒介渠道和平台。

内容能创造二次传播是需要一定的基础和能力,将文字、图片、视频运营机制等载体,充分的将视觉效果传播给用户,使用户产生兴趣。

3、为什么江小白被动式的运营?

我们再回到江小白品牌运营上,之前在前面提及到江小白是属于被动式的运营,为什么这么说呢?

因为江小白产品属性部分属于快消品的特性,而且最重要的是江小白的运营是通过文案情感,与消费者沟通搭建的桥梁。

也就是利用消费者的情绪去推动产品,所以消费者一般都会很被动的去选择接受。

因为需要好的文案和消费者内心情感“共同话题”。

而江小白最典型的地方就在于瓶身的文案设计和个性定制图案的运营销售。

江小白是传统的行业,却将运营作为一家创意语录的营销,这就是它为什么被大众迅速接受的主要原因之一。

将企业创新运营融入社会化媒介,打破传统单一的运营思路,让江小白在酒行业成为新旗帜,更愿意与用户产生品牌逻辑的情感。

4、做内容营销运营注意事项

1、从品牌定位去运营

物质决定意识,消费者最终回归的是你产品的实用性,不能用所谓IOD的模型去模仿和复制。

要想用户体验价值的商品和内容,应当从商品的属性出发,而不是一味依赖运营的手段达到营销的效果,因为这样的效果是不持续,甚至造成商品属性的形象损失。

江小白刚开始的时候火起来了,很多人都去尝试了这款酒,结果被吐槽的漫天遍地,而最后的解决方式却是用户自己尝试用“江小白加雪碧”、“江小白加红牛”这样的饮酒方式,成功的是江小白渡过了危机。

2、合理的运营UGC内容

UGC指用户原创内容,是伴随着以提倡个性化为主要特点的Web2.0概念而兴起的。

它并不是某一种具体的业务,而是一种用户使用互联网的新方式,即由原来的以下载为主变成下载和上传并重。

从运营的策略上来看,是通过日常内容推广去增加互动性,而不是单向内容的灌输传播。

因为达不到二次传播的作用,通过互动使品牌更加了解用户需求,而用户为品牌提供更多的UGC内容,也能帮助品牌完善自身内容,这也是杜蕾斯足够表现出微信营销在品牌运营上的优势。

UGC有点类似社区运营,但它区分于社区运营,社区运营是已经规定好属性的群体,而UGC是在群体中确定属性,两者是刚好相反的。

总结来说:

运营是一步步去探索和实践出来的,面对核心的目标都是要满足于用户。

想要在复杂多元的竞争环境下,做到脱颖而出新效应,需要不断地整合资源、优化数据、活动执行的合力。

只有这样才能做出服务于用户的运营,有效果的运营。


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