Respiratory Rule for Content 1.0 Ver Telling you How to Do a Successful Social Ad (2)

6. What to output

There’s no doubt that daily content, H5 and others are always something that need to combine with creative ideas, but what we want to mention here is the activity mechanism. A good social activity always features good ideas and these ideas don’t come up from planners but from creative positions. A good idea is not necessarily a big one, but should be an idea that can make your activity more appealing.  

For instance, red envelope game of Same APP. In this game, each player of the 5 sponsor 1 RMB to a same red envelope to participate, and then the 5 yuan red envelope will be redistributed to 5 different-amount shares randomly for 5 players to draw. Some lucky guys may draw a large sum, yet some may get even less than what they have invested.

Another example is about how to give out discount coupons in a more interesting way. You can encourage your customers to upload their pics and print out a coupon with their face image on it. Customers can enjoy a 15% off in the shop by presenting this special coupon. Although a coupon with face image is still a coupon, customers will find it more customized and unique.

7. Ways to output specific content

It’s really a challenge for a copy writer to keep writing a same topic every day, and he will probably exhaust fresh ideas very soon. For example, I’ve written about an InterContinental Hotel, from its domestic conditions to foreign conditions, from materials of chairs and tables in the room to amusements and cuisines in the surroundings of the hotel. After I have used out all the topics, I started to get confused about what to write next time.

Later, by sorting all the relevant content, I suddenly find that there are still a lot to write. The key is to dig in the message and discover the hidden information to further extract highlights, then associate them with other related knowledge to create an original article. Therefore, my writing range is largely broadened and I can write from product features to product origins, from hair quality to daily dosage, from environmentally friendly materials to bottle design, I can even keep writing about personal care products for one year if needed.

8. Different writing ways to deliver a same message

We can extend a message and write about it from different perspectives. For example, “Zhao Yuanyuan’s Social Opinions Released in the Morning of Today”——News article; “36 Tips from Zhao Yuanyuan to Do a Content Operation”——technical article; “Zhao Yuanyuan, with No Sex Life, Create an Impressive Piece of Works”——gossip article; “This Is Zhao Yuanyuan’s New idea. What Do You Think? ”——interaction article.

9. Daily time management for new generation advertisers

Since I don’t have any particular preference, I won’t reject or avoid any kind of communities or new things. On the other hand, I’m a bit crazy about absorbing new emerging things. If there’s a buzz that 90s are discussing and I don't know about it, or I’ve never heard about that hot topic，I will absolutely get into panic.

The chart shows how I distribute my time. Generally, time management may differ from person to person, the schedule I’m using is a relatively feasible one.

10. How to trace hot spot

You usually have no idea when a hot spot will occur, so you need to equip yourself with experience and skills. Yet quite a few hot spots can actually be predicted, so preparing in advance will help you ease the burden.

For example, as the annual spring festival gala is coming, we can expect a number of comments on this gala; for lantern festival, it’s always a discussion about whether sweet ball dumplings or salty ball dumplings taste better. Other hot topics like constellations and solar terms are the common popular buzz.

11. New generation advertiser——multiple personality disorder

You need to get used to changing from one role to another, and understand the interests of a particular group. For instance, as an underwear seller, you should know about Victoria Secret at least. Learn about circuit-breaker mechanism by buying some securities if your job is to serve financial clients. To be an excellent writer of food, you need to try some fine-cooked delicacy instead of Malatang (a common street food in China).