360,000 community web outlets in Word-of-mouth marketing

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

"The community represents the future of the Internet. "After the second Internet Community Conference, Zhou in an interview with China Economic Times reporter," he asserted.

"Tencent and Baidu have become the hegemony of China's internet, but they can't be ' all over the world '", Zhou, chairman of Qihoo, said that after the portal and search, the community is becoming the new "gold Mine" of China's internet. He believes that the leadership of China's internet is actually not Sina, Sohu, NetEase and other traditional portals, but with Baidu, Tencent led the emerging leader, "These two can succeed, mainly they have a strong community." Zhou explains that this is not because their earnings or market capitalisation dictate their dominance, but because they do well in the community and are better at communicating with netizens than other websites.

"The most essential human need is to communicate and communicate." So the net swims is the community, the ebay is the community, Alibaba and Taobao is also the community. ”

"Tencent is actually the biggest community," Zhou said that the community makes Tencent more than Sina and other consumers have a stronger "viscosity", "Sina, although there is a lot of traffic, but this flow does not have too much viscosity, so Sina do search, UC (instant messaging) are not very successful." He also pointed out that if one day Baidu defeated Google, he is not surprised, because Baidu is currently fully develop their own bar and other Community model platform, "that is its competitive power." ”

The survey of IRIS data shows that internet users now stay on the three major portals of the effective browsing time only accounted for its total internet time of 19%, the rest of the time is spent on community-class sites.

Zhou also warned that in the future on the Internet, if the community is neglected, or can not use the community's ideas as a guide, to transform products, or just as an additional function of the community, it will be eliminated.

The characteristics of the community, Zhou summed up three: first, the community to meet the feelings of netizens, there is stickiness; second, promote the wisdom of the group, users create content; Third, the community is to center, it is not like the portal and television to meet the public, it is to meet the small audience.

Although the community can accumulate a lot of popularity, its commercial value has been difficult to be recognized. Domestic blogs, forums and video-sharing of community-type sites have been mired in a difficult position to profit.

According to the data, China currently has 790,000 independent websites and more than 80% have independent communities. However, about 50% of the network community income is still from advertising, a single profit model.

But to the community how to melt money, live, make money, Zhou said, the way out is not to do the flow of advertising, but in Word-of-mouth marketing. Because of the community, the flow of traffic compared with the portal, is still too small, and the content is scattered, to advertisers may not be attractive.

In fact, the Zhou 祎 investment and discuz are all related to the community.

As a result, Zhou's Qihoo network released a "Community Word-of-mouth marketing platform." He said that the platform can be scattered flow of the integration of the charges, of course, not by advertising, but by "Word-of-mouth marketing."

Zhou introduced, "Community Word-of-mouth marketing platform" through the largest forum technology provider Discuz cooperation, can cover 360,000 Chinese forum, the cumulative daily flow of 1.6 billion, daily active users 1. 300 million. The Community Word-of-mouth marketing platform can enable the community website to carry on the tracking and the directional exchange to this target crowd, helps the enterprise customer to carry on the sale behavior. Word-of-mouth marketing platform is divided into "discovery", "impact" and "precipitation" 3 platform, enterprises can monitor, master the evaluation of netizens, complete dialogue with users, and through search technology real-time discovery, guide more opinion leaders to the community, in order to ultimately affect the user's purchase behavior.

The data also confirm the business value of the community. It is reported that 60% of the community netizens through the community to find solutions to the problem, 33. 5% of Internet users ' consumption behavior is influenced by community forum experience, and forum Community application has surpassed instant messaging, and has become the basic application of Internet after sending and receiving e-mail.

To put it bluntly, there is a new advertising alliance after the forum that used Discuz to join the Qihoo Search Alliance. Qihoo to find large advertising companies, advertisers, other forums as long as the consent, you can get money from it. Penny mode is similar to Google AdSense, the content of the launch is very simple, may be a "post." Even if not, only need to give feedback to the customer a monitoring report.

For a certain popularity has no sales capacity of the forum, should be a good thing. For advertising agencies is also a good thing, a single forum is not able to negotiate with customers.

Of course, one of the outstanding problems is that advertising ads to enter the forum, will certainly destroy the forum's impartiality, popularity and so on.

This kind of marketing, not complete Word-of-mouth marketing, playing the banner of Word-of-mouth marketing, just to distinguish the traditional web site of the Internet marketing model.