Case study: Emotion is the creative point of viral marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

--Mango net and NetEase greeting card cooperation case dialysis

Guide: How to "refine" the brand of highly affinity? Some people think it's from a superior product or service. Both of these are important, but to build a good brand reputation, but also rely on successful marketing operations. How to obtain the consumer's emotion feedback in the marketing operation, find the best signal transmission brand, communicate with the consumer in the most suitable way, become the key point. The new E-commerce platform for online tourism-Mango Network, the use of products with netease characteristics of cooperation, successfully achieved this.

From the perspective of strengthening the main business and the development of Enterprise Innovation, 2005, the more than 80-year-old Hong Kong-China Travel Group invested heavily in the construction of online tourism E-commerce platform-Mango network, designed to be the Mango network for all its travel resources to use the only E-commerce platform, and fully promote the Mango network quickly become China's tourism e-commerce market important force.

April 2006, Mango Net made an important step of foreign promotion, announced the strategic cooperation with NetEase tourism channel. Both sides together to create a new mango NetEase tourism channel, through the full mobilization of NetEase's brand, user resources to promote the market expansion of Mango network. In the fierce competition in the tourism E-commerce market, as an up-and-comer mango nets, all the way in the forefront of network marketing, the frequency of a move to obtain rapid development.

Mining "Two-section" Marketing Opportunities

In the early stage of cooperation between Mango Net and NetEase, the brand informs and develops the user to become the first task of the marketing, in the marketing strategy by the general promotion as the main means.

And after more than half a year, mango net into the market growth period, at this time, with the user interaction, deep communication to develop core users, has become a new stage of mango Network marketing focus.

2006 "11" Golden Week is the traditional mid-autumn festival, two-day, is the tourism promotion is also the best time for friends and relatives to bless each other. During the two-day period, Mango Network for all new and old customers in particular launched the "Booking tickets to send coupons", "hotel coupons" and other promotional activities.

How to use the opportunity of these activities to seize the link between tourism and blessings, do a more interactive, touch the emotional depth of the user's marketing activities?

According to our present custom, the festival each other blessing is the telephone, the short note and the electronic Greeting card these several ways. and the electronic Greeting card is the ideal platform of holiday marketing, this is because the first Netizen will take the initiative to obtain, send the electronic Greeting card, form the spontaneous type, many to many spreads; the second is the Mid-Autumn Festival electronic Greeting card expresses the people to reunite the good emotion, uses this time to do with "the emotion Color" the marketing, For the promotion of brand affinity can often receive extraordinary results.

NetEase to the Mango network of National Day tourism products and promotional information produced into exquisite travel electronic greeting cards, through the lottery and other ways to encourage users to write blessings, will send cards to more relatives and friends.

A successful viral marketing

From the third party to provide advertising monitoring reports, mango nets and NetEase in the mid-Autumn greeting card cooperation has been a great success, promotional activities to "viral" spread in the way among users. Mango network to achieve more than 400 million impressions of the brand image and product information dissemination, more than 4 million users receive greeting cards, saw the "Mango net send Greeting Card Travel Awards" This contains the brand image of the activity information. In addition, during the event, the Mango net added more than 12,000 registered members, and more than 170,000 users browse the Mango net promotional details.

Within a few 20 days of activity, mango nets have so fruitful marketing communication effect, in the marketing promotion of the main grasp of four key elements: to find the most suitable for viral transmission of the marketing media electronic Greeting card is a viral transmission characteristics of the ideal medium, NetEase greeting card is currently the largest, best quality, The most used electronic greeting card platform. Every important holiday, NetEase card card issuance volume, user traffic are very large, and users also have a high degree of loyalty.

At the same time, in the user active, high viscosity network marketing platform to do the spread, but also can fully mobilize the enthusiasm of the user, reduce the conventional "push-type" marketing costs.

With the advantage of NetEase greeting cards, mango nets found the most suitable for viral transmission marketing platform.

Capturing and sending a greeting card with the user's emotional connection will give the user a pleasant feeling. Research has shown that consumers in a happy mood for some advertising information to accept the better. At this time in the NetEase card placed in the Mango network to promote information, but also become like a greeting card with the affinity, easy to be user attention and acceptance.

Mango network through greeting cards to delight users, in the brand and the user to establish a unique, direct access to the user's inner channels of communication, in an intangible enhance the brand affinity.

Realize value exchange with users the "Mango net send Greeting Card Travel Awards" event prepared a rich prize, while encouraging users to participate, but also give them value return. This is consistent with the principle of "value Exchange", which we usually use, to improve participation. The fact also proves that the user's enthusiasm for participation is much higher than expected.

Overall consideration of an optimized integrated communication strategy finding a good viral marketing approach does not mean that it can be taken lightly in the promotion of communication, a successful marketing program, also need to be based on promotional purposes and existing promotional resources for careful design.

Mango Network and NetEase greeting card cooperation, in the dissemination of implementation strategy quite a lot of thought. In the cooperation between the two sides, in addition to the Mango network activity information to place into the NetEase greeting card, but also took the "special title + campaign Ads", "Tourism Information + network Blessing", "Registration + Lottery" and other forms, and called the high exposure rate NetEase mailbox advertising resources. These ways, NetEase greeting cards and NetEase mailboxes, page ads and other advantages of reasonable collocation, optimize the communication strategy, effectively improve the marketing investment return.

Network is the ideal platform for viral marketing

For the general customer, how to effectively use the Internet for viral marketing?

US e-commerce advisor Ralph F. Dr Wilson has made a summary of the basic elements of effective viral communication on the Web, including the following principles: providing valuable products or services, and providing a way to communicate information to others without effort; the range of information transmission is very easy to spread from small to large Use of public initiative and behavior, use of existing communication networks, use of other people's resources for information dissemination.

Mango nets use NetEase greeting card spread, and these several principles coincide.

In addition, based on the above principles, we also need to consider the following issues: First, in the design of the strategy, the available external marketing resources to carry out effective evaluation, such as the same use of greeting cards for dissemination, to measure NetEase greeting card resources and other Web cards and other marketing resources of the influence, Brand fit and strategic integration capabilities.

Second, follow certain steps and rules, can not expect viral marketing is omnipotent, but also to account for the implementation of the way and implementation costs. Mango nets in the use of NetEase cards to carry out viral marketing, the full budget and scheduling, the marketing cost can be achieved to maximize the rate of return.

Third, try to make better ideas, enlarge the effect of information dissemination. Mango nets in the two-day period, the use of greeting cards to promote the "booking tickets to send coupons", "Booking hotel coupons" and other promotional activities, in fact, is a very good big idea. The original point of this activity and the exerting force point, all originated from a vigorous "11 Golden Week". In this period, the user's focus on the golden Week was shifted to the mango network of concern, this with occasion color of the creative, no doubt has been widely recognized by consumers.

Network for viral marketing provides a maximum creative space, more and more brands are looking through the network more suitable for their own needs of marketing methods.