Community viral marketing case analysis: Vanke Songshan Lake Meeting Internal information

First, from the policy, environment, industry analysis of virus sources:

1, the economy is depressed, the housing market is depressed, waiting for a long time. Vanke suddenly first announced a price cut in the industry last week.

2, Shanghai, Nanjing, Hangzhou Vanke Price gate events in full swing, forming a news focus.

3, Vanke has long been shaping the brand, become the industry vane, mixed, is the industry's absolute star Enterprise.

Ii. Objective:

Whether the promoter is Vanke or someone else, this event conveys a message to the world:

Vanke's price reduction is "premeditated planning has organized" to suppress opponents ready to dominate the real estate strategy.

Third, the modus operandi:

I analyzed the Google, Baidu, as well as the portal, industry portal news release or reprint time, record as follows:

1, September 7 19:30, News appeared in the Tianya, search room and other front-line community, vertical portal;

2, 20:30 News appeared in Sina blog, Overseas Chinese Road teahouse and other professional or regional portals.

3, 20:35, I am in overseas Chinese road teahouse see news, immediately search a bit, then only Google Sohu blog 1 messages.

4 September 8th, Vanke spokesman Xiao The initiative to clarify the news extremely briefly.

Iv. Analysis:

1, the choice of community publishing information, the definition of information as "informal", the impact of text content to improve, has a shocking effect.

2, choose the night of the weekend delivery message, but also Sunday. Weekend, avoid the news to see the light of death, Vanke had to come out to explain such a passive situation, conducive to further spread of information; The choice of Sunday is beneficial to the further spread of the message in the next day.

Original, reproduced please specify the author: Dream Qinhuai (http://blog.sina.com.cn/mlqh365)