As a cross-border e-commerce seller, you usually consciously manage and utilize SNS marketing in the target market. If you break down the entire cross-border e-commerce SNS marketing process, one of the links is to shape the account personality.
Position yourself. Only by positioning yourself as an individual character and performance that can be integrated with the community in some way can you integrate into the community as soon as possible.
For example, it is generally believed that people in Northeast China are more generous and informal. If you want to integrate into the local community as soon as possible in Northeast China, you need to show your generous side as much as possible.
For another example, it is generally believed that people in Shanghai are very professional. If college graduates come to Shanghai to work, they need to establish their professional side as soon as possible in order to quickly integrate into the local community.
In SNS operations, after understanding the overall appearance of the community, you need to shape a virtual personality for your SNS account as soon as possible.
Generally speaking, there are many ways to shape the personality of an account in the industry, but considering that the target audience of cross-border e-commerce is European and American countries where Christian culture is most concentrated, the account personality can be set according to the understanding of personality by people in these countries.
After consulting relevant materials and books in these countries, I found a very good five-dimensional shaping structure – BLESS, among which:
·B is the abbreviation of Body, which is related to the body of the virtual personality, such as sports, health, appearance, etc.
·L is the abbreviation of Labor, which is related to the work and career of the virtual personality, such as professional knowledge, workplace views, professional spirit, etc.
·E is the abbreviation of Emotion, which is related to the emotions of the virtual personality, including the emotional expression of one’s own emotions and personality towards things, and the emotional communication with others in the community, etc.
·The first S is the abbreviation of Social, which is related to the social situation of the virtual personality, such as the expression of one’s own social relationship, the position and attitude reflected in social interaction, etc.
·The second S is the abbreviation of Spiritual. In European and American communities, people attach great importance to a person’s spirit and soul. The ultimate standard for judging a person is his soul character. This information is relatively unfamiliar to Chinese cross-border e-commerce sellers, but it must be taken into account because of the audience.
With the BLESS five-dimensional personality shaping structure, some practical references are still needed, which will be introduced in the following Internet celebrity section.
Here, it is necessary to remind you that in the personality shaping of SNS accounts, sensitive factors such as politics and race should be avoided as much as possible, especially in the context of multi-national cultural conflicts.