Cao Yuping: Online Word-of-mouth marketing case sharing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

First of all, two issues interactive, the world's best online marketing case has two, have classmates or colleagues know?

My personal point of view, so far, is that one is Obama's campaign success, and the result is not his presidency. The U.S. campaign is in need of political money, Obama 70% of the money is an average of 20 dollars of donations, 20 of dollars of donations constitute his 70% funding.

It is the biggest politics to talk about money in Fujian. Today in the Institute of Journalism and Communication, I would say one more example of our country. Is our Secretary of Hu Jintao and Premier Wen Jiabao, our propaganda caliber is that this action, this behavior is called the pro-people. We recall that when Obama was competing with the president, he was using the Internet to complete his campaign; our president and prime Minister used the internet as a pro-citizen, so I think there is a big gap in this deflection.

Our slogan is to make sales of Word-of-mouth marketing, I want to talk about two parts today, part of the provisions of the content, the other is to talk about the role of the market, this is related to enterprises. I have a word-of-mouth marketing email, you can see, I will not say more. I have a message in the media report, a total of 2847 emails, including the press report, direct click Rate is 1.49 million, this number can only be less than magnified.

In addition, all of the print media part of the television media involved, this is like a Beijing Olympic plate of a real estate, then of course, we do such an event after the crazy success, which also to tell everyone, including him in all the owners forum, or similar forum how to put posts, How to put in the three major portal sites.

The second one is 350 million Mr. Beijing to buy a house was rejected, China October, there has been a most cattle SHUANGSE winners, is 350 million, we have analyzed that this is false. Then we are to the Hunan Real Estate bureau to do case, it is also a high-end property, is 30 million to 50 million such an aerial garden property, we are also using the horizon and so on to trigger comments, the click Rate is 1.25 million, Henan 3.5 trillion, this you to the online search, there is a lot of news, the last words we are successfully sold four sets, the value is in 30 million to 50 million of the house, of course, we do not emphasize that the topic is hot, sell thinking, this is the combination of PR and advertising, we call the spread.

So this man has now entered the mountain wood, is the strap male, I just analyze how this is how to operate, you will see the whole clear event spread process, in March 3 of happy NET, click Rate is more than 30,000, then increase to 500,000 speed, the second wave is the QQ directly reported the instant news, The third is about artificial operation, put this person, the company all found out, but also set the Spring Festival Gala most faithful Fanes, that a total of 237 media to participate in. This is the Spring Festival Gala male Most loyal fan, this is a part of us, we probably statistics the number is so, the transmission of more than 80 million people, is the key word is the mountain wood, then we are how to do, and repeatedly to do.

Our products company set up time is not very long, but the success rate in 90%, we are creative detonation spread, we are not saying that the topic is very good, we are not.

We are the first data, we evaluate it through the data, people at this time, on all the relevant topics of their views, here are implied a lot of factors of detonation, but we guarantee large-scale detonation, with a lot of ideas to do. Otherwise, a single post, two posts how to do large-scale detonation?

We have a concrete look at this information, we through the data through analysis, including creative strategies, communication strategies, the previous years of public attention to the Spring Festival Gala guests, we know that there are white sister, Robin Li, in the end this point fell in what place? How can this be found, not by our guesses, not by our experience, It depends on our data experience. Just said and began to have analysis of the evaluation, this is Word-of-mouth network form and Word-of-mouth form.

The idea is divided into three parts, this spring Festival Gala Male, before we have star Thong and Spring Festival evening Thong, after we have the phenomenon of Spring Festival Spring Festival, there is a phenomenon, this year is a SHANMU, is the public to the guests of the discussion to do a good judge, so now the formation is the image of the individual. So, we are doing interactivity, relevance and fun, this is to do the whole network marketing PR or community marketing three core points. Otherwise a post in happy net read 500,000 times this is impossible, if not interesting words, is no one wants to see.

So that's what he's willing to say, and he's willing to take part in, let's see how the process came about. Is the first before the Spring Festival is set up Taobao shop, Taobao shop is a creative explosion-type, is the Netizen spoof, that is 2010 years of selling tickets "not to disturb," Why not yuan, you know? At the beginning of the year Zhang Ziyi and Zhao Round is just a fight, Zhang Ziyi this thing came out, celebrities, celebrities, Zhang Ziyi is very hot , so we speak of the right and wrong. Then it was the new weekly microblog, the new weekly's argument, and the television and print media. Finally, the netizen for the migrant workers as legendary brother, is that we serve the enterprise is divided into three wave times, each wave has three topics, in fact, in the mountains around the brand in doing, the first is the creative spread. This is one of his goals, we do not say, divided into these three parts, spoof, this ticket sold on Taobao, someone did place an order, but after three days Taobao was sealed, because at that time in the fight against the Internet vulgar anything, and indeed someone sold fake. The second is the non-yuan not to disturb, the third is peasant-worker doctrine.

Our thinking is to reverse blasting, the spread of transmission, which has the information of Obama, there are mountain wood. After that is not bad money, then spread Zhao Benshan's program is on the money, so we did this. Then the Spring Festival evening's ten Big Face, Andrew, Zhao Benshan, we are independent follow-up, we said that the face of the actor is can endure, the face of the guests who cannot endure. This is the Beijing makes cosmetics a feather west, then is including the cottage version of the tickets, has been to SNS China, specifically to do a vote on the topic, this is SHANMU's trademark face, there is the face of small Shenyang, in the end is the old star face annoying, or the old guest face annoying people. The 47 network media released the information of the Spring Festival evening, that these Phoenix nothing to say, 87 network media are refined, the top of these news.

Data I do not say, are some small data, the actual dissemination of specific data are in transition, a total of 152 network news reports, this is Messi on the Spring Festival Gala, everyone to the gala guests and care. We made such an idea, two paths, the current number of clicks is 390,000, SNS is 160,000, this is a week of numbers, that specific number is March 4, 5th to 6th, this time is actually not in our operation, when triggered three SNS spread, this time is the whole media in the fuel, So some of the news behind is not ours, and from March 7 to March 10, the man was searched by the flesh, and there were 242 internet media reports. Every time we finish, there are Baidu, Google, there is a new keyword changes.

The last one is Shenhua Team Mountain Wood Enterprise to do a spread, is the most cattle of the establishment of peasant workers, I can save four undergraduate students, so this is the star students, this is the resume of migrant workers, but also triggered the Anhui satellite TV, social news, Guangxi TV and other concerns, netizens made video, the most mine migrant workers, this is interactive, This is the spread of our forum, this is a news dissemination of a situation, because why, we can see that in the middle of this we see a lot of Chinese education network, the Chinese People's network are doing dissemination, so we must inform the media, this is what we do after the dissemination of the results of data, Including its keywords to promote the situation before the promotion.

For us, we are a distance from data and practice analysis, and then to promote the spread to detonate, the above words are we do a case of the whole process of the resolution.

I am very quick to talk about the so-called E-commerce, because today in Xiamen, so there are some enterprises are doing clothing, and the following several points to share with you, not necessarily right. is to make a point, we in Quanzhou garment enterprises, in the electronic marketing business, I think the most fundamental job is what, I think is the channel, channel benefits, not general pain, how to build channels, one is to do their own business site, this may be a part of the business, and part of the business with the BTC site cooperation, Another is through Taobao open a channel.

What's the second point, if you're in the top five of Chinese clothing, you have to learn Li Ning you must die, you have to learn anta you must also die, basically in my own opinion is not the possibility of success, because they formed whether it is Li Ning's e-commerce, or like Anta E-commerce, are implemented in a particular environment and in the context of a particular Internet market, I personally feel that you can consider channel innovation, I may not go with a professional BTC website to do, such as Taobao, Taobao buyers, you know Taobao a buyer the largest clothing shop, his clothing is how many, the best buyers, Now I've opened my own shop, I have in the back of the organization of production, their own design, if we as a large business in Fujian, you now go to do their own vertical site, and then to do BTC website, I do not know what speed you are, is the internet speed or crawl speed. I give an example, Taobao shop inside 10 after the sale of clothing, if I have a way to put it into business integration, let him become my agent, this is what the state, the early 90, when the market in China, to find dealers how can not find, because that time is state-owned, Procter and Gamble has a brand, There is a whole marketing of things have, but can not fall, there is no channel, it is because the business of state-owned enterprises difficult to operate. In fact, we can say, what does Procter and Gamble use? is the use of the first batch of very good self-employed, now Taobao is also the lack of brand in the Taobao business system, lack of after-sales service, all a high-end brand of superstructure, in fact, now Taobao merchants, or big sellers he actually lack, What he lacks is precisely what you lack. He is not missing is how much of his online shop traffic, a year one months to do how many activities, you are too short. If you're going to do a business site of your own, your company has at least one team to do the Internet, that actually I feel in this, just like that year and the early 90, Procter and Gamble integrated the Chinese terminal channel, he said I to do the promotion, I will do the terminal, you do, you give me the standard finance, you have built the storehouse for me, You find me the relationship between the terminal stores, after-sales service I do, Procter and Gamble said I want you to have a financial system, you have all the data I can know, Procter and Gamble in this way to transform China, the first batch of self-employed budding companies. The Internet channel today, we talk about the Internet is the whole brand promotion, that all of these things are important, but not the main, because all things have to fall in the channel to play a benefit. Because you are not Li Ning, you are not anta, not Adidas and Nike, so my view is channel innovation. If you organize a real fastest way to organize channels to form the largest Internet resources, this may be our best way to win the E-commerce, thank you!