3 website Case Analysis website brand building where to go?

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"Editor's note" to find a job, on the Zhaopin, the book, on the outstanding, fast dating, find true love ... These familiar advertising words sounded in our ears from time to time, and they were "eroding" our brains in a "smooth, silent" way. When we form a fixed, good memory and understanding of these website carrier, the website has achieved the effect of brand propaganda.

Regarding the website brand construction question, some stationmaster thinks the brand construction earlier is better, but another part stationmaster also thought, must wait for own website development to a certain scale to do more suitably, the two viewpoints are very different. In view of this, "webmaster" magazine in particular from mother and child, photography, English learning industry selected 3 websites for case analysis, trying to draw from their actual combat experience to sum up some regularity of things, so that more owners benefit.

Small Footprint Network: Website brand is Word-of-mouth, good Word-of-mouth site can be word of mouth, the more do the bigger.

Site Description: Small footprint network with more than 7 years of time, the development of Fujian Fuzhou, the most influential brand of mother community. The "Happy Parenting life" it has been advocating has been recognized by many moms. Founded in 2009 under the line of "Mother Market", the aggregation of "Taobao Price, entity transactions" model for many years has been the pursuit of local mothers, loyalty is very high.

Wu Jifang, general manager of the website, said that the site brand is in the region has a wide range of visibility, but also have a good reputation, said the popular point is a good reputation. Good Word-of-mouth site can be word of mouth, the more do the bigger. "Word of mouth is the foundation of brand building, I set up the brand consciousness at the beginning of the construction station." ”

"The year I was going to build the station, I used to copy all my names and domain names, and then I took myself as a regular member and tried to experience it in a variety of environments to see if it would help spread." Finally I chose a relatively simple bb06.com, not only the domain name is short, and the international domain name is also easy to remember. Plus the Chinese name ' small footprint ' easy to understand, catchy, for the later Word-of-mouth spread laid a good foundation. ”

Wu Jifang also pointed out that, in fact, speaking of Word-of-mouth, more reflected in the provision of services can let members praise, only the site's services to achieve a bit, the brand effect can be formed. For example, the member's help Post is not the first time to be answered? How does the solution work? This information is related to the user's feelings, need to be handled carefully, so as to cultivate a part of the good reputation. The process is particularly lengthy and requires sufficient enthusiasm, love and interest to complete.

Summary: A website gained a good reputation, will reach the effect of word of mouth, influence will be more and more big, its brand awareness will also improve. Whether it is the website name, logo and the details of the theme of the persistent, or service users of the fine attitude, no doubt the site's brand building a great advantage, the webmaster should have this long-term vision in the early stage of construction.

Beijing intranet: Website brand is a symbol, he represents a culture, deeply imprinted in the hearts of members.

Beijing Intranet is a dedicated service in Beijing photography enthusiasts, to provide video friends online exchange dating platform website. Currently registered users only 30,000, but the quality of the member is very high, SLR has reached more than 90%, is the most popular photography social networking site in Beijing. Beijing Intranet In the past few 3 years, rely on what in Beijing photographic circle to harvest such influence? We listened to the webmaster Nie Hengfeng how to say.

"I think the website brand is a symbol, it represents a culture, deeply imprinted in the hearts of members." Nie Hengfeng said that the Beijing intranet is the vertical site of photography, members are basically photography enthusiasts, so they organize outdoor photography activities and competitions to gather members, expand the impact of the site. "Previously often for activity notice not in place to worry about the problem, and then after the site upgrade to resolve this annoyance." ”

It is understood that the Beijing intranet in June this year to upgrade the site's forum program to discuz! X2 version, and opened the Community QQ group function. "Community QQ Group can realize the forum of the latest posts and information pushed to the QQ group." On the one hand, so that the majority of users do not enter the forum can also see the forum information; On the other hand, also let the information of the merchants to realize the Forum and QQ Group of two channels of publicity, expanded the activities and information of the publicity, but also promote the website brand. ”

In addition, Nie Hengfeng that through offline activities to do brand promotion should pay attention to some details and tips, you can achieve a multiplier effect. For example, every time the organization activities, ask everyone to do "self-introduction" of the small game, and the form is: "I am a member of the Beijing intranet xx." There are two advantages to this, on the one hand, so that people can become familiar with more quickly, on the other hand, "Beijing intranet" efforts to create a sense of cultural identity is easy to accept, conducive to the expansion of Web site influence. For a long time, we are accustomed to this argument, invisible in the promotion of the brand awareness of the site. There are, for example, each activity at the end of the banner with a logo on the site, to the car users and so on, these "small gestures" seemingly simple, in fact, contains the site culture, do a good job will be deeply imprinted in each member's heart.

Summary: For personal webmaster, because of limited funds, energy and other factors, may not be able to take into account the site brand building. However, there are some details, most of the webmaster can still do. For example, many organizations participate in strong offline activities, and the site's name, logo, etc. through a number of small gifts out, time will also form an unexpected brand effect. Once the website brand form, will become the website sustainable Development intangible capital and the fundamental impetus.

English bus: Website brand, similar to other merchandise trademarks, such as Apple mobile phone, gree air-conditioning, is a site for survival, development and expansion of the necessary conditions.

"English Bus" was founded in March 2009, focusing on English translation, translation of Chinese classics, translating competitions and prose translation and other fields, the current domestic most professional, most comprehensive, most of the reference value of one of the translation sites, after a short period of development, has now become Chongqing's local English learning site leader.

English Bus founder Wang Haiyuan said, at present, "English bus" is the first site in the field of "translation competition", which has become the focus of many translators, famous translators and scholars. In addition, many large English learning sites are often reproduced, plagiarism site content "Goal" ... It was their brand influence that they spent two years insisting on doing one thing and forming the website.

"Personally think, site brand building should not be too late." "As early as 2009, Wang Haiyuan and his team were thinking about a question: Why do English buses stand out in many English learning sites?" With such a problem, they were more popular at the time of similar sites do analysis and comparison: "Hu Net" to the original content; The network is known for its learning methods. "Take the overseas test exchange as the characteristic;" NET "to the hearing information ... What about the English bus?

After some observation and thinking, we realize that the English bus has to find a place in hundreds of foreign language learning sites, must take the differentiated route, must establish its own unique image. After clearing up the idea, we establish the main focus on: the English translation of classics, translation competitions, literary translation and so on, and in the source of the site material, release format, content authority, accuracy and so on to make strict provisions, through a series of efforts, ' English bus ' brand Trust has improved, and more and more visitors are collecting our website. "Wang Haiyuan said.

In addition, the website also through technical means to attract members to join, improve the rate of visitor conversion. It is reported that the "English bus" is the first batch of applications to join the QQ discuz! Site, for this Wang Haiyuan very proud. He said that now the QQ interconnection is completely open, but before the request for the site's qualification requirements are very high, so can become the first to join the QQ Web site or have a certain strength. "Now just confirms the original choice is right, open is the trend, I felt the first time." We joined the QQ Internet, visitors can directly through the QQ account login site, enhance the user experience, improve the rate of conversion of visitors to the site. "English Bus" by more and more users of the favor and praise, has become a domestic translation learning site group Unique banner. ”

Conclusion: From the statement of three webmaster, we feel the importance and urgency of website brand building. Whether it's a "little footprint" of a baby's platform that has already been commercially operational, or the establishment of only two or three years has been the industry influence of the "Beijing Intranet" and "English bus", they have established their own core competitiveness in various ways, so that in their respective fields of industry has a certain brand awareness. In addition, the three community sites have invariably chosen discuz! As a forum program, to a certain extent also for the site's brand promotion has done a good technical support.

Website Brand building is a long-term process, webmaster should have brand awareness in the early stage of construction, once formed, will bring huge intangible assets to the site. (Text/Wei Xia)

Attached "webmaster" Magazine Introduction: "Webmaster" magazine is the Chinese Webmaster Club journal. It is produced by the Sing Company (Comsenz) for the webmaster Group of Spiritual Reading, March 2008 to the Stragglers Forum webmaster "refused to swim fish" for the cover of the successful release of the first issue, the core idea is "focus on the site, help webmaster."

So far, "webmaster" magazine has issued 30 Yu Yin, after more than three years of development, by the national Webmaster, Internet practitioners, VC and other people to accept and recognize, and become a webmaster and small and medium-sized entrepreneurs of the spirit of reading and spiritual home.