Activity marketing and resource integration Jingning forum Matures

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Preface: Hello everyone, this period we interviewed is Jingning forum webmaster Old Park. This interview, the old park webmaster gave us a detailed sharing of activity marketing and resource integration, hoping to give other webmaster some suggestions.

Moderator: Jingning Forum Webmaster, Welcome to our KINGCMS Webmaster interview column, first of all, please introduce yourself and the story of the website.

Old Park: I'm Old Park, an Internet practitioner, is also an old webmaster, Jingning Forum was founded in March 2009, set up the purpose of this forum in fact from "can know more local netizens, to provide a friend chat, information release community platform" began, also did not think carefully how to run this station, Is purely a amateurs nature. The initial membership source is mainly through the QQ group and the introduction of members to enter, a year later began to organize the members of the line under the party and planning large-scale activities, achieved very good marketing results. There are two activities for the vast number of Jingning people are fresh memories, first, after the Yushu earthquake in 2010, the Jingning Forum management team, which was based on my core, launched a "donation to the Yushu earthquake area" after almost a network of reports about the earthquake, and joint Jingning County Charitable Association, Jingning Television held on-site fund-raising activities, 5 hours, raised to nearly 20,000 yuan of money, the event in the local press, television media and the government network has a large section of the report. The second is the 2011 Tanabata, we Jingning forum carefully planned a "tanabata dating party", there is a theme photography contest, the user's own program performance, she song and dance appreciation Links, the scene of more than 300 netizens, is Jingning local most successful netizen activities, at the same time, the party has been the strong support of local businessmen, is a very successful marketing campaign. At present, the Jingning forum operations tend to mature, there is a stable user base, the forum itself in the major search engine rankings are also very good, search local keywords are ranked in the top three, the forum into maturity, the focus will be transferred to commercial operations and content construction.

Moderator: How about the local network environment, in addition to Jingning forum whether there are other local portal nature of the site?

Old Park: Ask this question, in fact, I am very tangled, Jingning is a small county, the resident population is only a hundred thousand of, but there are no less than 5 forums, the forum member overlap rate in more than 60%, the network environment is not very good, but also greatly affect Jingning local Internet development, leading to so far, There is no truly representative local website.

Moderator: The competitiveness is quite large, local site if you want to base on the place what do you think is the most important thing? How to promote their own forum to the real place?

Old Park: In the final analysis, the Internet or content for the king, here is divided into two levels, the local comprehensive site is based on information, and the local forum is about interactivity and user viscosity. As far as the local comprehensive website is concerned, who can provide people with the most attention, the most needed information, who can provide people with the convenience of life, who will have the opportunity to be bigger. Only through the form of the forum to show the site, more attention to interaction, for example, a group of special love to write members registered in the forum, released a lot of quality posts, and these posts almost no reply, no resonance, not a week, this group of members lost.

So, first of all, each forum needs a group of very enthusiastic members and managers, the first time to eliminate 0 responses, so that to a large extent to encourage new postings; second, the management team should be appropriate to the good posts to add precision, top, grading and other operations, in order to encourage and retain a group of original ability of members; The other is the regular organization of some offline activities to enhance the exchange and interaction between members.

Moderator: Before a webmaster said "as a local site, the foundation of the site in the forum," You do not recognize this is the foundation, and how to treat this foundation?

Old Park: Identity, Forum is the best way to accumulate users. However, the role of the forum in the local website is changing with the development of the website. For example, the initial site, the need to use the forum to attract users to enter, this time, the forum is the most important, and as the continuous development of the forum, gradually evolved into a local integrated site, the forum will become the user exchange and entertainment channels. But the real decision of the website operation and income generation, or information, classified information, shopping with the city, marriage dating, recruitment of vertical channels such as job search.

Moderator: When it comes to the operation and revenue generation of the site, you mentioned the shift of focus to commercial operations and content building. How would you operate?

Old Park: At present, the Jingning forum is just my spare time to build a website, and not as a career to do, because of the reasons for the work, it is difficult to take care of this forum. But there have been some attempts to generate revenue for the site, such as the development of vertical channels (information, classified information, local mall, group purchase, friends and other vertical channels), attentively do content, and build line Operations team, and local businesses to cooperate, interact, make full use of activity marketing and resource integration, income generation is not difficult. 90% of free content to nurture 10% of the revenue-generating content, for example, the site has 10 channels, we are the same, all in the heart to operate, the information provided and the flow of traffic, are in the foundation for the income generation of one channel.

Moderator: This involves business cooperation, and business cooperation, this piece as a new station should be very difficult bar, business cooperation is to have the same resources complementary, if the site traffic is not high, not many members, businesses are not willing to cooperate with the site? What better experience would you share with us?

Old Park: I said before, to make full use of activity marketing and interaction, for example, want to let the merchant directly to you how much advertising fees, it is difficult. However, if you plan an activity, and according to the particularity of the activity, select a group of related to the event and the business to support and sponsorship of this activity, relatively speaking, it is much simpler. There are two kinds of business cooperation, one is the merchant to find their own door, such businesses on the online promotion of more attention, like sending leaflets, they want to be able to see their own information on each site, the other is that they are not familiar with the Internet media or do not pay attention to, by the staff actively find door-to-door for its services. In the final analysis, want the website to profit and charge merchant's expense, must establish the plump merchant information base, forms "The small market", can attract more merchant to enter, the gradual introduction charge. Here is a point to note that the information must be very serious to collect, including the introduction of business, contact information and business promotional photos, and so on, to ensure true and effective, in the process of data collection, in fact, there has been a very good promotion behavior, and businessmen to carry out a comprehensive introduction and interaction for the later charges to lay a good foundation.

Moderator: Where is the greatest pressure from the operation, what is the biggest difficulty?

Old Park: The biggest difficulty is the same as most personal webmaster, do not have their own management team, purely in the form of hobbies in the operation of the forum, singles, want to establish a formal operating team and suffer from lack of funds and revenue sources to maintain operating expenses, I have so far not very good to solve.

Moderator: The website sees "the VIP Center", "the game teahouse" These two are limited, please say this two column plan. and the "Integral auction" this Organization 4, how to carry out, the product is to find business sponsorship?

Old Park: VIP Center is only a forum system provider developed a plug-in, belong to the forum value-added services, members can be consumed by the forum points to become VIP members, similar to QQ members, become VIP members, post a new post automatically highlighted and the post content page to show the member account has a special mark, At the same time, VIP members also have some other privileges, such as automatic shielding the whole station ads and so on. The game teahouse is a new attempt we made last year, and game development company to operate the local chess game, Forum account number and game account to get through, can be a key login, one can enrich the entertainment of the Forum; the second is to generate income for the forum, members play the game in the process of consumption, half of the income to the forum. As for "Integral auction", the general forum must be to find business sponsorship, my forum has not been organized, the main commodity or I provide, is purely entertainment.

Moderator: Next talk about activities, there is no good business ideas and methods to share with you?

Old Park: Local website/forum operation can not be separated from offline activities, one is the forum organization of large-scale activities, the second is the forum members of the activities of the Organization. Large events organized by the Forum do not need too much, there are two or three times a year, but the scale must be large, the activities must be very rich, such as the Jingning Forum now every year there are two activities, one is the theme of Tanabata activities, the second is the year end of the forum, has made the brand, this time of year, Members of the Forum will naturally focus on the latest developments in these two activities and await their participation in the event. And the activities of the Forum member organizations, can be simple, such as a dinner, a K song, or an outdoor activities, and so on, each activity must have a very detailed picture and text recorded in the forum, can attract more members to participate in these activities, effectively accumulate forum users and popularity.

Moderator: What resources do offline organizations need to occupy? As a website, it is not easy to organize large-scale activities, especially in the early stage?

Old Park: At present, Jingning Forum Most of the forum organized offline activities, are in the form of AA system, occupy the forum resources or very few, mainly focus on activities planning. The forum under the name of the Organization's activities, or to highlight the interaction, activities to enrich the content, as far as possible to exclude pure eating and drinking activities, forum officials can arrange souvenirs and prizes as the interactive link of the prizes. For example, our 2010 Annual Forum meeting, the first time in the event of a farm music, from the city to the farmhouse to walk 15 minutes on foot, on the way, everyone through self-introduction has a good opportunity for interaction, after the event began, we for each member to participate in the issue of a printed forum logo of the Water Cup, At the same time in the interactive link designed 4 kinds of small group cooperation-oriented games, the distribution of prizes, I noticed that in all activities, interactive game link is the most jubilant, laugh the loudest, has reached the desired effect. There are 2011 years of the Tanabata party, we put the activities in the town from the county 30 minutes by car scenic spot, through the small game and the form of the lottery, sending out a value of 3000 yuan prizes, lottery links throughout the entire activity, almost no one left early, making this activity very successful.

Moderator: We are nearing the end of the interview, and finally talk about the future of the Web site development direction and what are the prospects? Have you ever thought of the transition of the forum to the local classification information site? and to the webmaster who is doing the local portal, say their own suggestions.

Old Park: The final goal of the local forum is definitely the local integrated portal, fund-raising, classified information, business alliances, friends, recruitment and other functions in one integrated platform, the real people to facilitate. At present, the local Internet environment is not too good, need to continue to accumulate users through the forum and enhance influence, the upgrade of the platform is expected to build a formal operations team will not proceed, at least after a year.

In doing the local station must be accurate positioning, combined with local actual situation to set up site columns, such as the development of local towns, small county of the local site, can not blindly open too many columns, light, so that CMS system and forum system effective integration, complementarity.

Moderator: Thank you very much for sharing, I learned a lot today, make full use of activity marketing and resource integration, to 90% of free content to cultivate 10% of income-generating content, if you are interested can go to Baidu Search Jingning forum http://www.323500.net/, and Jingning Forum Webmaster to discuss the operation of the Forum, in the local foothold, activity marketing, etc. (Welcome to add special qq:2500043843 interview.) No threshold, do grassroots webmaster practical interview.