Use BBS to do marketing

The BBS original intention is the electronic bulletin board, namely bulletin Board systems abbreviation. Along with the development of network technology, now called BBS has far beyond the simple function of electronic bulletin board, each website also has different name for it, such as BBS, BBS community, Community, Forum, Technical Forum and so on, but there is undeniable that BBS has become an integral part of every website now. At the same time, because BBS is the main form of the current domestic network forum, so many times it is also regarded as the pronoun of the network forum. What does BBS represent, and what does it mean? Perhaps for most people, especially those who love the Internet, it is a place where they can transcend the boundaries of time and space and communicate and communicate with strangers who have the same hobbies or similar needs. That's it?

If your answer is yes, then you underestimate the value of BBS. "World manager Weekly," said Mr. Dinghaisen, the top 3 in China's BBS community value of more than 1 billion yuan, ranked in the top 10 BBS community value of more than 100 million yuan. After a long period of research, the world's it laboratory concluded that: a comprehensive web site in the news part of the value of the total value of 30% or so, the transaction part, including text messages, business and so on to provide the value of about 30%, and the rest is basically all by the BBS community to provide.

The great value of BBS can be seen from the above data. At present, the use of the value of the BBS is mainly embodied in attracting netizens, others are not fully played out, especially in the field of marketing.

One, why BBS can be used to do marketing

1, BBS gathered the crowd is a precise breakdown of the market. From the marketing point of view, BBS is a network platform for customer interaction, a group of goods, a brand, an event, a problem or a certain way of life have a common interest and hobbies or have some common characteristics of people together to communicate and exchange. Therefore, the BBS's participants are actually, a market with certain interests, hobbies or some characteristics as subdivision variables, is precisely subdivided. BBS as a network marketing tool The biggest advantage is the goal is clear and the scope is small, so that the enterprise's marketing activities will be more targeted, can really close to the target consumer group, nature can also achieve better results.

2, more netizens will be more inclined to professional websites and BBS. Visitors from the Web site, the general class portal visitors are mostly novice, as their online skills and experience accumulated, they gradually began to enter a number of professional websites. With the improvement of network technology and the gradual popularization of broadband, the increase in the number of integrated portal visits will be more and more slow, which has been proved in the United States, on the contrary, a number of specialized sites dedicated to a particular subject have been more and more popular, especially those in the industry's favorite. On these professional websites, they can easily find the information they need. At the same time, in some professional websites, BBS is a very important tool to attract and retain netizens. In BBS, netizens can easily find topics of interest to them, and discuss and communicate with others with their own interests in a wide and deep way. BBS This netizen interacts with the place, Netizen can learn from each other, exchange information, and then produce some kind of trust and dependence feeling. Sociologists ' research also proves that BBS is a very important aspect of Web site to attract and retain netizens. At the same time, for some of the views and information posted on BBS, the acceptance degree and trust degree of other netizens are generally higher. Therefore, the correct use of BBS to these netizens to marketing can play a multiplier effect.

3, from the Network marketing practice, search engines, Internet advertising, e-mail and Internet Yellow Pages as the most commonly used network marketing means of the effect is also more and more unsatisfactory. Data show that 65-70% users will only look at the first 10 results when using a search engine. Pop-up ads, spam is not only not the formation of marketing results, but also to arouse the resentment of consumers. The number of yellow pages used is very small. One of the most important reasons is that the target customers are not clear, which is exactly the advantage of BBS.

4, in fact, BBS has become a frequent use of internet services in China, which provides a realistic basis for the use of BBS marketing. According to the China Internet Network Information Center (CNNIC) issued the "14th China Internet Development Status Statistics Report", in the user most commonly used Web services, BBS Electronic bulletin board 8.4%.

Second, how to use BBS to do marketing

(i) Service to customers

For traditional enterprises, providing services to customers is one of the goals of its website. Through the fixed plate to provide some common problems and their answers in an orderly way online, for customers to refer to the query, is the traditional FAQ, the main disadvantage is the programming, are some of the most common problems, static, single, lack of interaction. In a growing emphasis on business and customer interaction today, the FAQ is difficult to meet the needs of customers. Excellent enterprise to do is beyond the FAQ, to provide customers with timely interactive way, which may be the site of many enterprises have BBS reasons it. In the BBS of Enterprise website, customers who encounter difficulties can post their own problems, some familiar with these issues, and very enthusiastic customers can respond to this or make suggestions, customers and customers to exchange interaction, and enterprises can also grasp the initiative to make an immediate response to these issues. In addition, the use of enterprise products between customers in the BBS on the use of experience, insights and experience and so on to carry out a wide range of in-depth discussion, while customers can also in the BBS to the enterprise to express their dissatisfaction, suggestions for improvement, as well as the idea of product improvement and so on. With BBS This exchange platform, enterprises can more timely and comprehensive understanding of the user's feelings and opinions, and targeted to take corresponding measures to solve. This interaction between customers and customers, customer and enterprise interaction between the way, can greatly improve the use of the enterprise products of customer satisfaction and reduce the cost of customer service enterprises. More importantly, the enterprise can collect more customer information through BBS, know more customers ' opinions, and develop the product of customer need and satisfaction better.

Data show that enterprises through BBS to provide services to customers can reduce the 20-25% around the service support problem, this part is mainly through mutual help to solve the user. Second, BBS provides the new channel for the customer to the enterprise feedback information, simultaneously also greatly enhances the enterprise to the customer reaction speed. Finally, a good return on investment (ROI), many successful enterprises in the formation of Web sites and BBS in the first year can achieve a 100% return.

(ii) Real-time monitoring and maintenance of corporate and brand image

The spread of information on the internet has been far beyond the limits of time and space, and it is feared that even some companies that are called High-tech are not fully aware of it. As early as 1994, Intel's Pentium chip floating-point error event was due to a lack of awareness of the spread of the network, with a hint of luck, Intel company to the latest findings of the professor's report ignored, and finally led to online Internet users comments, including a lot of sharp irony to Intel, This has had a huge global negative impact on Intel's corporate image. There is an old saying in China: "Good things do not go out, bad things spread thousands of miles," with the increasing number of netizens and the gradual popularization of the Internet, this point on the Internet on the performance is particularly obvious. Many netizens will put their own experience of the use of some products, products or services to the opinion or evaluation of the relevant BBS above, in order to express or vent their feelings, and some netizens will be the relevant posts in different BBS spread. Because BBS is a market segment, and gathered in the relevant industry professionals or related products use groups, they are more trust each other, on the BBS every post they will give a certain degree of attention and some recognition, so there is no thing on the internet the size of the points. A small negative evaluation of a business or brand may also have a significant impact on the corporate or brand image, such as Intel's Pentium chip floating-point error events. Some of the corporate or brand image of malicious attacks on the evaluation, the impact is even greater.