Network Community Marketing Enterprise Winter "small cotton-padded jacket"

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A lot of websites: what is the network community? What are the characteristics of the network community?

Liu Dongming: First, network community refers to including bbs/forum, discussion group, chat room and other forms of online communication space, the same theme of the network community has a common interest in the audience. The community provides the platform, gathers the Netizen production content, is the web2.0 important form. Because of its huge user size and viscosity, also become the traditional 1.0 site after the important marketing position.

From the marketing point of view, there is a public network community and brand network community. Public-type community, refers to as a third-party gravity media platform for the emergence of the community, such as Tianya, Sina Forum, etc. brand network community specifically for a brand-building community, such as the Beijing-East 360buy Forum, gathered jingdong buyers to discuss the purchase and sale experience of Jingdong.

Second, "工欲善其事, prerequisite", so understand the characteristics of the network community is the primary issue of marketing. In my opinion, sharing, trust, and the spread of nuclear fission should be the three cornerstone of the network community.

1. The first position of "sharing"

The important characteristic of the network community is that netizens can make a sound actively. In traditional media era, information dissemination is "Church-style", and information is transmitted from top to bottom. and 2.0 digital Media ERA information dissemination is "market-style". Grassroots consumers have a strong sense of "awakening" and their own "ears", "mouth": they can actively collect information, even production and dissemination of content. These consumers are forming a huge long tail, powerful influence even about others.

Because of the intervention of the network community, the consumer purchase path has also undergone a great change. The traditional AIDMA marketing law, proposed by the United States Lewis in 1898: arousing consumer attention (Attention), generating interest (acquires) and nurturing desire (desire) to form memory (Memory) to facilitate action. However, the group proposed AISAS (attention attention, acquires interest, search, action, share sharing) model. In the new marketing law, two "s"--search (search) with network characteristics, the emergence of share (sharing), fully embodies the Internet for people's lifestyles and consumer behavior impact and change. The Network forum community is undoubtedly the most important position for consumers to carry out share. Modern marketing concept advocated by the classic-"channel for the King, Terminal Win", and the forum community is the brand close to consumers "last kilometer" of the land.

2, trusting yeast

Network community through a net cable across the geographical barrier, infinite interconnection of the Ends of the earth "congenial" netizens, to do "Birds of a feather flock together." People in the community have common interests or goals in a certain time and space, and form a relatively stable social relationship, so the spread between the community in the credibility and influence is much better than the traditional way of advertising.

In today's society, consumers are bombarded by countless advertisements every day, the body has already produced a rich "advertising immune antigen", and in the face of the people close to their relationship with the message, their vigilance and resistance will be greatly reduced. The real decision to buy decisions may be the words of a buddy and a comment on a product in the community, not the overwhelming advertising language. Because the trust of "yeast" in the same information content of the "credibility" is greatly fermented, information dissemination efficiency and speed can also be improved.

3. Nuclear fission transmission

The community forum is a kind of atomic bomb "nuclear fission mode" from the media information dissemination: Atomic bomb power is powerful, because the nucleus in the absorption of neutrons will split into two or more nuclei, while releasing 2-3 of the sub, continue to bombard other nuclear nuclei ... Continuous "chain reaction", constantly magnified, thus creating the world of the explosion of horror.

Forum Community Marketing has a huge dissemination of the effectiveness of the secret is that the participation of each person is not only the recipient of information, but also a further message of the node, that is the so-called "spread, wildfire." Compared with the traditional media era of "mouth", the forum community as a platform for intervention to reduce the cost of information dissemination, information dissemination speed, informative, convenient and greatly enhanced, so that "sister Furong" overnight red across north and south become possible.

A lot of websites: what are the benefits of online communities in promoting their brands?

Liu Dongming: 1, marketing soft power, happy "fishing" consumers

Traditional network advertising like hunting, through hard media to buy, very direct "advertising information bullets" fierce "hit, hunt" consumers, consumers of brand advertising information is passive and painful. and network community marketing like "fishing", first of all the information consumers like to make "incense bait" lure, and brand information as a "hook" wrapped in it, unknowingly swallowed the belly. It can be said that hard advertising is a high point-type blasting, and soft network community marketing is smooth and silent. In the case of sufficient marketing costs, both "carrot and stick" can reach the network marketing 360 degrees of impact.

2, interactive advantage, discuss deepen brand impression

The information track of traditional advertisement is "You say I listen" individual degree, and network Community marketing is to cause the interactive discussion of Netizen, information spreads is bidirectional of latitude. Clearly, the discussion that consumers pay attention to and participate in, it is easy to leave a brand mark on the brain's back ditch.

3, the price advantage, the enterprise winter "intimate small cotton-padded jacket"

During the economic winter, the reduction of marketing expenses is a necessary winter strategy. But simply reducing marketing costs does not guarantee a safe ride through the recession. Need to adjust the marketing investment strategy, choose a new low-cost marketing model, maintain low-cost marketing costs, to ensure high-quality marketing results, is the "Winter King." Network Community Marketing price relative to the traditional way of promotion is very low, about 1/10, called the Enterprise Winter "intimate small cotton-padded jacket."

A lot of websites: how should small and medium-sized enterprises use the network community to promote their brand? What should the small and medium-sized enterprises pay attention to when using the network community to promote their brand? What problems should be avoided?

Liu Dongming: I think there are several ways to do this.

Make "Virus"

At present, the domestic marketing activities in the network community, mainly including creative interactive event marketing, common brand advertising, effect Alliance promotion and other types. As a popular community, the emergence of common brand advertising, effect alliance to promote such advertising mode is also inevitable. However, these models are only the community as a common media, and portal "push-type" ads do not have the essential difference, are a kind of hard to buy ads. To do this, more is the community choice, the media procurement level issues. The author is more advocating the full use of the characteristics of Community media to carry out creative interactive event-oriented marketing. The core of this approach is to throw away the traditional idea of "push" to the audience after grabbing the media. Clever use of brand information packaged into a topic and spontaneous transmission of the "virus", so that users voluntarily become a nuclear fission transmission node, which can truly release the original forum Community marketing power.

A netizen in the forum released a picture drama, told himself and the dog is too fat, are difficult to find "objects"; and they through exercise and dog eat Nestle dog food finally successfully lose weight, and both resolved the marriage. Nonsense of the text and funny pictures, by the enthusiastic pursuit of netizens, forming a "viral" spread. More importantly, netizens in the cheerful laughter unknowingly accepted Nestle Kang Multi-Lok dog food brand information.

Issues to be noted

Now there are countless companies claiming to do community marketing, they provide customers with the service is in the forum of artificial or software mass advertising "psoriasis". Because the nature of the post content advertising is particularly obvious, it is easy to let the owner "Kill", at the same time, also caused by netizens disgust, its effect can be imagined. And creativity as the tipping point, the creation of "virus" is the right way out of the mire.

Gather for the mob

Community marketing to the extreme is able to fully mobilize the power of netizens to participate in the construction of the brand together. A more successful example is a collection of examples of advertising work. The power of a grassroots netizen may be insignificant, but the long tail of thousands of grassroots wisdom is enough to sweep everything away. In fact, it is not the advertising work itself, but the user wholeheartedly involved in the process of brand building, has been in their hearts to play a deep brand imprinted.

2006 Hundred Things to create a "Pepsi I create-Jay Chou Advertising creative solicitation activities." PepsiCo uses the Internet and other methods to accept people's advertising plans, and then put all the submissions online via netizens ' votes, and finally the "Origin of trade" ad script wins 335447 of the highest number. Not only that, the two supporting characters in the advertisement are recommended by all netizens and voted to produce. Finally, the most votes of the female netizens "fruit" and male netizens "Schell" got the same opportunity with Jay Chou, participate in the performance of advertising films. Although it's a Pepsi PR campaign, however, in this process, from the advertising script creation, to the filter script, to the supporting role of the choice of advertising is completed and decided by netizens, not only to a certain extent to achieve the return of advertising autonomy, but also to enable consumers to fully participate in the production of advertising products.

Issues to be noted

"The water can carry the boat, but also the overturn", the community masses of the power aggregation is a full double-edged sword. When the brand has some flaws to anger netizens, the grassroots can also subvert the brand. "This ad is too much!" "" All day idle eat KFC can be admitted to university, hard to learn not to eat KFC but failed? "In a community forum, netizens heated up at the time of CCTV and local TV station hit the KFC ads, unanimously questioned its suspicion of misleading consumers, and asked the television station to air the advertisement." Since then, because of the speed of transmission, coverage, only a post in this community, there are more than 50,000 people click to browse, and widely reprint, causing the KFC's public relations crisis, KFC has to be stopped in the television station the advertisement.

"Amnesty" opinion leader

The community presents a chaotic picture of the crowd, the daily contact of netizens difficult to count, but the real purchase of information on their access and decision-making has a small number of people. This situation seems somewhat similar to the law of gravity in physics: Each object is always interacting with an infinitely many other objects, but it is usually the result of its interaction with a few objects that has a key effect on its movement. So who are these minorities? In the community there are always some grassroots opnion leader opinion leaders. They are community activists and spiritual fathers, with strong credibility and influence.

Therefore, it is not with the consumer all marketing communication is equally important, the first to catch the Thief, "amnesty" the few leaders of the public opinion, with their strength in order to "incorporation of the long tail", is the efficient way of transmission. For example, a car brand for the new car Forum marketing, is to invite the car forum owner and forum core characters, to test a new car, and then write the evaluation Diary of the new car. The formation of a good reputation on the network to attract the attention of ordinary netizens and recognition.

Issues to be noted

To the opinion leader, we can only flexible amnesty, if the enterprise follows the traditional "medium buys" the thought pattern, "buys" the opinion leader's reputation, the influence will be greatly reduced. A couple of car-traveling couples have repeatedly mentioned Wal-Mart's wonderful shopping experience on the internet, which has attracted a lot of people's attention and established a good image for Wal-Mart in shoppers ' hearts. But the news that Wal-Mart was sponsoring the couple with huge amounts of money was immediately blamed by shoppers and caused huge damage to the Wal-Mart brand.

Brand Tribe

Another is based on a single brand of community, but also an effective way of community marketing. I call it "brand Tribe". Consumers have a special preference for a brand, they feel that the value of the brand and the kind of personality they preach are aligned with their own values and personalities, so that the consumers have a psychological resonance and feel that they belong to a group with such shared values, once they are organized, Then there is a collective religion-like piety.

Based on this, shared values, a common "ritual" and a sense of responsibility become the three major characteristics of the brand tribe. And the network community is the most convenient way to realize the brand tribe. Super Girls Baidu Bar is a good example. "Corn" and "sesame seeds" gathered in the castle of Idols, the flag for their own idols. The impact of the new generation of idols even surpassed the old king in one night, an important reason is that post bar as a community platform, organized, interactive and atmosphere, fans have produced a strong "gas field" effect, will be a spark, polymerization into a Horalia.

There are two lifeline of the brand tribe, one is the interaction between the product brand and the Netizen, the other is the interaction between the netizen. In the brand tribe, the brand is not by advertising "loud cow" to the one-way transmission, but rely on two-way interactive communication. To build a good brand is backward, what needs to be done is to constantly use various means to stimulate and inspire two kinds of interaction. Nourish two lifelines to create positive value for the brand. Based on the successful experience of the Community soccer website joga.com, Sina and Nike have teamed up to build the "Nike Sina Athletics Storm" sports network community. "I for the Shoe mania", "the City Covenant War" and "the star fan meeting" and so on three topic plates whether form or the content, all from the audience's interest and the demand consideration, lets them create freely in the community, maximizes their participation enthusiasm to ascend. At the same time through the placement of products and brand information, Nike products, Nike brand transmission of the competitive spirit, perfect integration into the community, to achieve the maximum marketing value.

Issues to be noted

The brand tribe, can provide the aggregation platform, the Exchange place, is a enterprise brand effective weapon. But if the general small brand, but also eager to make like super girls as hot, it will be very difficult. The brand itself has a good reputation and hardcore fans, as well as a strong advertising budget are essential conditions. Therefore, the attitude of small enterprises to the brand tribe, should be actively established, actively promote, the effect of the level of natural.

Sincerity-oriented

To carry out community marketing, enterprises must first of all in good faith to face the members of the community, the introduction of their own, the description of goods or services, can not have any exaggerated or false description of the ingredients. At the same time, there are problems, put down their posture, sincere and active communication is the Victory Road. The essence of Community marketing is more inclined to PR, the flexible communication way can arouse the sympathy of consumers.

In the Tianya forum, faced with a grass-min "owt" to the question of the Chinese car, as the company's boss, Xugang did not make Chen Kaige Director "People can not be shameless to this point" type of rage, but personally calm, sincere solution, and the expression of the Hua Pu brand treasure. This "Hua Pu dispute" unexpectedly to the Netizen to the Hua Pu brand's cognition and the Prestige enhancement, "owt" joins the Hua Pu to end.

Issues to be noted

In the community, people's judgment of things is no longer a personal judgment, but a judgment of the wisdom of the group. Deception, it is easy to be exposed to the wisdom of the group, but also easy to form a confrontation with the community atmosphere of tension. At this time, originally expected in the Community marketing to obtain the "spread, wildfire, hundred chuan thousands" good word-of-mouth effect, but will backfire. Before the network, the most bull of the history of advertisers, "Hou Total" eight heart eight swords may also be able to catch a few suckers, but in the network, the wisdom of the Netizen together, find out the real price of a few pieces of diamond, opened the history of the total Taiwan Hou, let Boffin spend money to create a TV shopping program into netizens comedy sketch.