By happy net zebra person, say interactive marketing how to "interact"?

Often have friends to read my blog after e-mail to me, to exchange some information about Network Marketing Network PR situation.

The first two years of communication problems are focused on how quickly to get big, do fire, that is, "hype"; so the last year or two, better focus on the "fire" after the "How to do?" Or simply do not hype, can only grasp the "interaction" to carry out marketing?

I often in the blog to introduce some cases of network PR, for many very "hot" network marketing cases are also comments, but basically for the "hype" out of the case, I will ask a "fire and then how to"?

Is there a follow-up, is it possible to seize the opportunity to interact with consumers, so as to carry out a deeper marketing?

As if the previous years, "hype" network reds, when the red is relatively simple, but after the speculation how to do?

Are we going to continue looking for the "next topic" or are we looking for an opportunity to "change"? It should be said that most of the internet celebrities are hype, basically are mediocre, because they do not have enough to support long-term development.

Or, in a case, how interactive marketing actually "interacts" and how to break the fate of being a "short-term hotspot".

Said a legend of the zebra case, this case is typical, from the initial hype "zebra" concept, to the "interactive" in happy net, the whole case sit down thinking clearly, and the effect is good.

From platform selection, to "zebra" image design, has been to the case implementation, are commendable.

Omit to some minutiae and start talking about the interactive marketing case with the zebra.

The first stage, gathers the eyeball, the speculation concept.

A zebra swept the network in July 2009 with his city's roaming diary. He used fairy tales to record his dream in Beijing and tried to find a different touch in the most familiar places. Diary, the Internet has emerged a set of zebra-themed cartoons, quickly attracted white-collar people. Many netizens evaluate this set of cartoons "is a few years after the network launched a few meters cyclone." The beautiful tonal and the dream scene, the few pictures have already brought the person to fall citywalker The walking world.

Second stage: Settled in happy, crazy interaction.

At the end of November 2009, many people found that the happy Net Ranch shop can adopt a lovely zebra, the first day on the line there are more than 1 million net users adopted zebra, online three weeks after the adoption of the number is beyond the tens of millions.

Even with a lot of celebrities also feel curious and fresh for the zebra, well-known singer Jie on his home page, "The eight of the zebra really let a person on the street ah"-

After one months, the zebra's Happy Net personal home page was visited millions of times, the number of fans more than 20 million, forming a large number of "zebra clan."

Two stages, forming the legend of the Zebra Interactive marketing of the general chain, then said the case of "interaction" where.

1, the necessity of speculation first.

My good friend, Senior interactive marketing expert Gao Shenning in "New media spread in the end," where? mentioned similar ideas, that is, "hype" should not be a derogatory term, but a neutral word-for interactive marketing, want to achieve interaction, must first "hype" A, at least let people know want to promote the product or concept-then only then may attract netizens and consumer interaction.

2, the choice of platform.

For network marketing, the choice of the platform is very important, the zebra concept thrown after the choice of Sohu and the Tianya community for the concept of speculation-

Then settled SNS, then chose the urban white-collar crowd of happy net-then this, and Lenovo product target coverage groups coincide.

3, "Interaction" should be simple and fun!

We have also seen a lot of interactive marketing cases, but also seen a lot of experts in the industry's point of view, although the Internet is very important, but always lack of some enforceability, on the one hand overestimated the ability of the Internet users, and often some of the outdated

In the case of the zebra, users just need to adopt a zebra, you can participate in the initial interaction, the zebra is not static, but will say a lot of impress the heart of the city, and can send to a friend of the pasture guest-

A closer interaction is to become a net Zebra ID fans, can focus on the zebra log, mood and with the zebra interaction-

The zebra is popular in the happy Net is the direct, the novel, the effective interaction with the netizen as well as the consumer, participates the way to participate the way simple

I have mentioned that the enterprise level of "interactive marketing", not only "hype", but in the overall marketing strategy part of the enterprise, should be in line with the "four" standard: "Moral, fun, technology, there is interaction."

From the Zebra case, we can see that these four standards run through:

1, moral. The Zebra case does not have a little vulgar speculation means, contrast what dazzle rich female, what sister, what sister and so on, the zebra person is grasps the city person's emotion to carry on a successful marketing promotion, unifies the cartoon image, very has the cultural meaning, very high.

2, interesting. From the zebra image design, to the later happy net zebra mood and log, and happy net pasture adopted zebra, are very interesting things, very funny, especially by women's welcome.

3, there is technology. From the image, to the settled happy pasture and so on, are not only "post", it should be said that the zebra started with a strong technical color, which is the zebra segregation of competitors important reasons.

4, there is interaction. The number of fans, and the number of adoptions, is enough to illustrate the success of the interaction.

5, through the series of steps to promote, the zebra has avoided becoming a "short-term hot spot", but there is continued vitality, is expected to be fresh in the future zebra creative baked.

Through this association Zebra's interactive marketing case, should be able to give many to the Internet marketing dares to interest the friend to bring many enlightenment.

According to Cnnic's report, the scale of Internet users and broadband netizens in China are growing rapidly, and the scale of web is the first in the world. By the end of June 2009, China's internet users had reached 338 million--so to speak, if any company does not embrace the Internet, unless it is the Ministry of Railways, it will be abandoned by the Internet (even the airlines are trying to do a network of direct marketing).

For PR people, marketers, not to mention the Internet--it doesn't have to be argued, it's already a fact--and internet-based marketing is not about interaction--because interaction is the biggest difference between the internet and traditional media--because it has the ability to interact, so every netizen is no longer just an audience, They will make their voices heard through the Internet, they can set up hot topic discussion, and then affect the corporate brand reputation

For our network marketers, according to the specific circumstances of enterprises and products, the development of innovative internet-based marketing strategy is the cornerstone of our ability to meet the challenges of success in the changing internet age.