2013, impressive 10 social marketing cases

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The 2013 has come to an end, looking back on this year's social media, Sina Weibo gradually to decline, watercress, everyone, QQ space, etc. began to stride in the marketing, as an up-and-comer, micro-letter performance is the biggest surprise this year, its performance in the mobile end of the traditional PC-side of the social media. Social media now forms a multipolar pattern.

2013 (if from the 2010 micro-blog Marketing fermentation), is a social marketing into the fourth year. Few companies today dare to ignore social marketing, although social marketing has said goodbye to the initial gross development phase, which is simply a measure of scale, but the industry is still in the exploratory stage. Here are 10 of the most impressive social marketing cases of the 2013.

1. Add more treasure Sorry: The Tragedy of marketing mountains

In 2012, Gado in the battle for the trademark fight with the Canton Medicine, the Canton Pharmaceutical Group withdrew the Red Tin (Group) Co., Ltd. and red bottle Wang Old Kat Herbal tea production right to operate, since then the war between the two enterprises intensified. February 4, 2013, Gado a group of visual and communication "Sorry" series of images on Weibo, this group of pictures selected four crying baby, and with a word to tell their own weakness, the picture surface sadness, but in fact, but like a sword general, sword Thorn in the competitor's sore spot, give opponents fatal blow. If you use a martial arts to describe the words, it is yang sadly in the tragic release of the power of the palm.

Gado's sad card once played, immediately win the sympathy of a large number of netizens, its official microblog four pictures received more than 40,000 of the forwarding volume, Gado also will lose the lawsuit negative news to turn into a successful PR marketing event. Kwong Wang Yao in this incident is like a mute eat Coptis-agonies, was Gado beaten to a crushing defeat.

From the Gado strategy, the "tragic marketing" of the specific performance is in the publicity through the continuous strengthening contrast with the Canton drug status difference (private enterprises and state-owned enterprises) to win the public's sympathy for the private enterprise, the state-owned enterprises hate. This move in this country really is stable, quasi, ruthless.

2. Domestic film Marketing: The year of the outbreak of the movie socialization marketing

If the end of 2012, "Ted" in the film's social marketing is a preliminary discussion, the 2013 domestic film social marketing is ushered in the outbreak. "To youth" at the end of April 2103, the release of the official micro-long ago, and the rapid accumulation of more than 180,000 fans, and after the release, Zhao Wei and light media as the core of the entertainment media circles began to widely spread on the micro-blog on the topic of the film, Black Ma Liang in the "Youth: a set up a social network of careful planning" wrote: "Zhao Wei's circle of friends came to help not surprisingly, let everyone unexpected is even the Shi Yuzhu of the Business circle, grass-roots talent small Panda, cultural Xiaoxian, the religion of the extension of the master are involved in Weibo marketing. I do not fully count a few to participate in the forwarding of micro-broad V, a mere 24 accounts, the total number of fans have been close to 370 million, in the absence of heavy in the case has accounted for the micro-bo total user 80%. "In addition to the direct participation of stars, netizens actively spread the topic also for the movie marketing played a role, like # There is a kind of friendship called Zhao Wei and xiaoming #, #长的好看的人才有青春 # Such a crowdsourcing topic caused a very high degree of participation.

In addition to "youth", another movie that makes the social network boil is the "small time" of Guo's director. and "to youth" different, "small time" is a bad reputation of the film, its in the watercress score is even less than 5 points, but Guo, Yang and other entertainment celebrity effect or attract a large number of young fans, a number of dystopia (Datatopia) analysis found to watch "small times" The average audience age is 20.3 years, far less than the "youth" of the 22.5-year-old, this batch of classic became the "small time" the biggest contributor to the box office, but also became the "small time" in the social network to spread the biggest contributor.

Bad reputation seems to "small time" box office influence is not big, on the first day of the movie's release, the War of words on it has not stopped, the black "small time" faction and very "small" faction in the social network of a long time to scold war but let "small time" aroused greater attention. More than 20 million of the investment, nearly 500 million of the box office income, Guo let us see the power of the fan economy.

3. Coca-Cola nickname bottle: The Power of integrated marketing

In the summer of 2013, modelled on the marketing moves in Australia, Coca-Cola introduced Coca-Cola nickname bottles in China, and the nickname bottles on each bottle of Coca-Cola bottle said "share this bottle of Coca-Cola with your _________." "These nicknames have white rich beauty, natural stay, Gaofu, next door girl, Big ka, pure man, promising youth, literary youth, little Lori and so on." This nickname bottle caters to China's network culture, so that the vast number of netizens loved, so almost all people like Coca-Cola began to look for their own cola.

The success of Coca-Cola's nickname bottle shows the success of the online integrated marketing, the brand in social media, Internet users participate in the purchase of their nickname of Cola, and then to the social media discussion, this continuous process of the brand to achieve a stereo communication. Of course, as an idea that won the 2013 Effie Award, the Coca-Cola nickname bottle is more important-it proves that in brand communication, social media is not just campaign, it can also be the core of campaign.

4. Crazy guess: Sharing victory

May or June 2013, if you are in the micro-credit circle, then your circle of friends is likely to be a game fall, the game is crazy guess. Crazy guess in front of the cost of less than 100,000 yuan in the case, do the online Giange increase the number of users 300,000 people, online 1-month download more than million of the results. For such a game, it creates a growth rate is a miracle.

Crazy guess is actually a very simple game, into the game, the system will provide a picture, and then give 24 of the selected characters or letters, users need to enter the correct answer box. If you can't guess the answer, users can choose to use gold coins to get tips, you can also share the micro-trust friends Circle to friends for help. As it turns out, the last act of sharing a friend's circle plays an irreplaceable role in the outbreak of crazy guesses. To share the game to the circle of friends for help, Friends Circle friend opened to download as a new user, new users encounter difficulties again to share the circle of friends to attract new users, the spread of the chain. Since the majority of the micro-trust relationship between the more trusted acquaintances, so crazy guessing with micro-letter to achieve a burst of growth.

Crazy guess marketing success in fact and 2012 another game-to find your sister marketing success has the same thing, only in 2012 to find your sister with the use of QQ space and Tencent Weibo, and crazy guess with the help of the micro-letter friends Circle, in fact, to some extent you can be a micro-trust friends Circle as a mobile version of QQ space.

The success of the crazy Guess chart proves that word-of-mouth communication among friends is still the most important power of brand communication.

5. Baidu Magic Map, Magic Diffuse camera: Friend Circle Marketing successor

Crazy guess the success of drawing people's attention to the circle of friends, after the circle of Friends of the marketing Army began to flood, from the individual to the enterprise no one does not want to in a friend circle this fertile soil on a piece.

Similar to the sudden popularity of crazy guessing, Baidu Magic map and the magic Diffuse camera in the second half of 2013 has aroused great concern, their success and crazy guessing the success of the map also rely on micro-trust Friends Circle, the former rely on PK star face in the circle of friends to form a virus spread, the latter relies on their own comic humor in the circle of friends to form a virus spread. Two of photos taken by the camera in the circle of friends can arouse the interests of friends, and then attract friends to download and use.

Baidu Magic Map and the success of the camera in marketing for them in a short period of time accumulated a lot of users, but the application of the problem is how to make success lasting. Upload a photo interest, upload Two, three photos may also be interested, but when you took more than 10 photos, you will still be interested? An example is a girlfriend in a circle of friends to see others with Baidu Magic Figure PK Star face, he also downloaded a, She unloaded it in 10 minutes after she took a picture of herself as a star.

Of course, compared to a lifetime of unknown products, perhaps the outbreak is a good enough result.

6. Southern Micro-letter: Service is marketing

August 5, 2013, micro-letter 5.0 at the Apple Store online, this version may be the development of micro-credit one of the most important version. In order to prevent the public account of the harassment of ordinary users, the micro-letter to the public accounts into the number of subscriptions and service number two categories, at the same time, micro-letter officials began to vigorously promote the enterprise micro-credit public accounts to do services rather than marketing. South Airlines stands out as a service number representative.

At the end of January 2013, the southern Micro-letter released the first version, with the continuous development and improvement of the function, air tickets booking, handling boarding passes, flight dynamic inquiries, mileage inquiries and exchange, travel guide, City weather inquiries, ticket inspection, and so on these through other channels can enjoy the services, Users can be achieved by using the South Airlines Micro-trust public platform. By April 25, the Southern Airlines Micro-trust users reached 200,000 people. There are 2~3 million people through the micro-letter binding membership card-binding, users can also directly through the micro-letter to obtain mileage inquiries, mileage accumulation and other member services. Southern Airlines did not use marketing but services to achieve the savage growth of fans, which may not have been expected before.

Over a period of time when the microblogging public platform has just been released, micro-credit marketing is rampant, and micro-letter 5.0 release is to let a large number of blood boiling the marketing people calm down, Southern Airlines, China Merchants Bank, Yue City, such as a group of service micro-letter account success, showing the different ways of marketing--with the new media to do a good service---

South Airlines General Information Division Hu Sen Jay in the media interview said: "For today's South Airlines, micro-letter of importance, equivalent to 15 before the South Airlines to do the site!" Hu Sen Jay's words may reflect the changes from the traditional media age to the new media age.

7. Ye and Feng: When the star goes to the Netizen

Klesheki the relationship between audience size and conversational patterns in the "future is wet". Klesheki that the more audiences a blogger has, the less he interacts with his audience.

This conclusion is also true for the microblogging era. "Fire China Club president" Ye Rob Sofa event is a star in the unintentional marketing success events, ye because Rob a few ordinary netizen sofa and make more netizens are encouraged to beg ye rob sofa, and ye grab sofa hot also let many other stars also follow, make the star Rob sofa event became a national micro-Bo Carnival.

Why can the interaction between ye and netizens make such a big impact? In fact, the answer is very simple, the star has a large number of fans, but they rarely interact with fans, so always give people a cold feeling. And once a star and fans interact, fans will find that their distance from the star is not so far, they can talk to the stars, interaction. Inspired fans will be swarmed, have @ Star. One of the most important attributes of social media is interaction, and the reason why Ye's microblog has such a great influence is the interaction with netizens. He uses his actions to show that he is not a cold machine, but a person who has feelings and can communicate with his fans. The ye of the sofa is actually the star Weibo by "broadcast mode" efforts to "close talk" close to the inevitable result.

In 2013, in addition to the star ye on Weibo to rob the sofa to detonate the network, another draw the national carnival is the singer Feng, he because every time after the announcement of major events in the same day by the more significant events submerged and get the sympathy and ridicule of netizens, in Feng release the new song of the days, netizens are actively running, Working together to put Feng on the headlines, the topic of #帮汪峰上头条 # has more than 2 million discussions on Weibo by the beginning of December. In this case, Feng, though not personally involved, has become the biggest beneficiary.

Ye, Feng These fans of the numerous stars on the microblogging of the outbreak is not accidental, in the social media era, powerful stars can do a lot.

8. Jing Dong Double 11: The victory of the card position

The double of 2013 was the most intense double 11 in history, the major electrical network from the line to the line under all the cost of struggling to fight, most of the site for the days of the day cat only 50 percent of this feature made a targeted dissemination, such as suning easy to buy offline advertising "How enough a day?" One shop's "not a day to rob, 50 percent is enough to cool" and so on. As the two of the electricity business website, Jing Dong in this marketing show different ideas.

Double one is the base of the cat, from the influence, Jingdong is unlikely to exceed the sky cat. For the days of the cat in the past few years in the double 11 period for many users criticized the slow logistics problem, Jing Dong has targeted to do a series of "not only low-cost, fast just happy" spread, Jing Dong Online A few ads creative full, with the late razor lead to customers become primitive people, Late sunscreen causes customers to become black this funny form to the cat's sore spot, in Beijing subway line Line 1 and Line Line 5 transfer channel, Jingdong is its own ads in the Sky cat advertising opposite, to their own advantages to highlight each other's disadvantage. In addition to online, Jing Dong also online to do # not only low price fast just happy # The topic of dissemination, in addition to the line of two ads, created more suitable for the network spread of the poster, so that its line under the spread of the day to achieve the stereo-cat sniper.

Jing Dong in the Double 11 battle three days turnover more than 2.5 billion yuan, although the day with the cat 35 billion of the turnover compared to the gap, but the goal has been achieved. Jing Dong in the Double 11 marketing is impressive, the biggest reason lies in their own long, tapping the short strategy of the card.

9. Where's daddy going: Word of mouth is still king.

When it comes to the hottest entertainment in the 2013 years, there's no better sound than the second season, where the father went. "Where is Daddy?" is a star-and-child reality show, after the "Happy Boys" on the "good voice of China" in the second quarter of the fiasco, Mango Taiwan's promotion of this program can be called low-key, and then no one would have thought "where Dad" once the launch of the audience ratings but soared, and became the first time TV ratings.

Unlike many of the previous entertainment programs that were advertised before the premiere, "Where Did dad go" was barely known before the premiere, but on October 11--The day the first episode started, the amount of talk on the social network was suddenly soaring, Many viewers who watched the show began to go to the social network to give it a high praise, others to see the praise after the active search, and then watch the online version, until become "where dad" loyal audience-this is the most typical performance of Word-of-mouth spread. Of course, in the process of transmission, Lin, Tian and other stars in social networking discussions also led to the rise in ratings. "Where does Daddy go?" The ratings since the beginning of the broadcast can be said to be a straight rise, from October 11 1.1 has soared to December 6 2.9, will soon break 3.

The success of "Where is Daddy" proves that in this social media age, the idea of content as king is not outdated, and good content-driven word-of-mouth communication is still the best marketing.

10. Evergrande Ice Spring: The Triumph of Occasion marketing

November 9, 2013, in the battle with the Seoul FC before the beginning of the showdown, Guangzhou Evergrande players put on the chest of the big ice spring jersey, after Evergrande refused to Samsung to the annual 40 million-year title shirt cooperation. That night, Guangzhou Evergrande won the Asian Crown Trophy, Evergrande Ice Spring is almost overnight fame.

Evergrande Ice Spring turned out to be closely linked to the performance of Guangzhou Evergrande in the football field, the victory of the 2013 Guangzhou Evergrande in the Asia Crown Arena shocked the Asian football, Evergrande won the competition is the biggest advertisement for its own brand. As Jiayin calculates: Advertise on CCTV, about 150,000 yuan for 1 seconds. Evergrande a ball there are 25 TV stations live broadcast, more than 300 media reports, 11 athletes wearing a ' Evergrande ' two-word vest, 1.5 hours of live time, if advertising how much money?

In addition to the brand's display on the pitch, Evergrande's performance on micro-blogging is also excellent, every important game, the official micro will be synchronized text live, before the important game, Evergrande will also publish the official poster on Weibo, November 9 night Evergrande "This Night we conquer Asia!" Next we move to the world! A microblog with a poster has been forwarded for more than 7,000 times.

Evergrande's line of the line under the integrated marketing strategy for its access to a great amount of exposure and brand value, and when the November 9 night Evergrande launched Evergrande Ice Spring, all these advantages and values are attached to the eternal ice spring body.

Although the constant ice spring in television, building advertising seems to let us back in the 90 's era of the brutal advertising, but there is no doubt more and more people because of the Guangzhou Evergrande football team and remember the Evergrande Ice spring.

Summing up 2013 years of social marketing, we can see that Weibo is still a social marketing platform for Public Information broadcasting. The rapid rise of the micro-letter, by virtue of the close relationship between friends and trust, can realize the high quality of information flow between people-of course, micro-letter as a marketing platform, at least from the slogan is a micro-letter official not pleased. Regardless of platform, content quality becomes a leading factor. As previously Shoming's article said, "Advertising and PR boundaries will become more and more blurred in the digital era, advertising public relations, public relations content is the inevitable trend, the output of the content of the brand, will be the decisive victory of a brand has sufficient connotation." "And what kind of content is good content?"

The above cases ranked in the same order, the author Micro-trust public account: xunkong2005