In the content creation of cross-border e-commerce SNS marketing, when we collect content, the problem of content storage and management will soon arise. So what methods and tools should be used?
From the perspective of content, this is actually a problem of “knowledge management”. First of all, make sure that the tool used is a knowledge management tool. At present, the more convenient to use in China are note-taking products such as NetEase Cloud Notes and Evermote, which can manage content materials in different categories. There are also special web page pre-editing tools that can easily collect content in the browser into the software quickly.
Secondly, if multi-person interaction is required, you can install an open source wiki system by yourself. If the company uses some cloud office automation software, it will also come with a wiki kit. The advantage of wiki is that it can store content in different categories, and the content can form a system through the built-in links and directory functions of wiki
Whether it is cloud notes or wiki, it can manage content materials through classification, indexing, links and other functions so that we can find and call them.
About Internet Celebrities
For Chinese cross-border e-commerce sellers, most of them have never been integrated into the social circles of residents in other countries. So when they are new to an SNS platform and face a brand new and unfamiliar social circle, how should they quickly integrate into the community and start the pseudo-original process?
The best way to start is to collect basic materials from the content that is most recognized by the community. As mentioned above, the content is created and published by community members, so first of all, we need to find the community members who publish these widely recognized contents.
Here, we have to mention one of the most popular concepts in SNS, which is Internet Celebrity.
In the Chinese context, Internet Celebrity is the abbreviation of Internet celebrities, that is, well-known members who are very popular, popular or recognized in the online community.
The biggest feature of an Internet celebrity is that they have a large number of “fans”, that is, followers. They are interested in the content posted by the Internet celebrity and click the “Follow” button to subscribe to the content posted by the Internet celebrity.
Because the motivation for following is to be interested in the content posted by the Internet celebrity, that is, it is valuable on the social level, which not only helps one’s work and life, but also can meet one’s psychological demands. The motivation behind this following action is value identification.
If an Internet celebrity has a large number of followers, it means that the content and opinions of the Internet celebrity itself are in line with the cognition and preferences of many people in the community.
Here, we must first return to the level of customer needs. For a product, when a customer uses its service, the purpose of the product is not the ultimate demand of the customer. For example, if a fruit knife is used to cut fruit, if it is understood from this perspective, it is impossible to have in-depth interaction with the customer.
When we examine the motivation and demands behind the customer’s purchase of a fruit knife, we will find that the customer who buys a fruit knife must eat fruit and have the patience to cut the fruit, rather than bite it directly. Then it can be preliminarily judged that the customer is likely to serve his family in family life. At this time, his demand is that his family eats happily and happily. Based on this, we can launch social activities about enjoying fruit with family.
The customer may also be a person who pays attention to healthy eating. It would be better if we can determine the gender and age of the customer. Sometimes we can also judge the attributes of the customer based on the product itself, because we have made a customer portrait when positioning the product. For example, if the customer buys a fruit knife with a cute cartoon graphic design, then the customer is likely to be a young woman who pays attention to healthy eating. At this time, we can launch social activities about healthy eating or weight loss.
When these two social themes are determined, we can use keywords in this area to search for Internet celebrities and find Internet celebrity accounts respectively, and then collect and organize content materials.