Controversy and creativity are the biggest selling points of community marketing

I have written about the Community marketing articles, artificial tough "word-of-mouth", there is no connotation and controversy, often will be forgotten, but also can not reach the spread of the effect.

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; There are a variety of reasons for the failure of community marketing, but there must be a reason for success. I am concerned about two marketing cases that are very representative:

"The latest version of the eight BT use of mobile phone" marketing case

A female netizen on the mop has sent an article entitled "The latest version of the eight BT use of mobile phones!" "The post, with quite alternative thinking playing with their new Motorola mobile phone. The Netizen made many strange V8, such as the V8 as a bookmark, the use of V8 as a fruit knife and so on, lively and creative, but at first glance and the definition and function of the phone has no relationship. The article was warmly sought after by mop and spread quickly in various forums. The post has attracted a lot of enthusiastic discussion from Motorola fans, as well as the latest listing of V8 phones. It can be said that this post from a side of the spread of the motorcycle V8 mobile phone, we can search through Baidu and Google the number of this post reprint.

"China Secret Aristocratic Life description" marketing case

Tianya website has such a post, the description of the life of Chinese new nobility and fraternity, the life of China's secret nobility is described as: they only drink tea, a bottle of tens of thousands of dollars worth of the Lafite is their New Year's Eve dinner with wine, they only open Chevrolet's car and refused to open any other car, they go to Africa hunting, to Alaska fishing salmon, They despise the nouveau riche like Bill Gates, but they respect the poor ... The living conditions unheard of by netizens are rapidly arousing hundreds of thousands of of netizens ' great attention. Such a post, starting from 2005 until today is still the most popular post in all Web posts, click More than millions of, threads and replies more than hundreds of thousands of, and the heat has continued to the present. The post in the constant debate about the aristocracy and the poor has sparked countless speculations. About the Chinese secret aristocratic drink of Lafite, the Phillips Watch and the driving of the Bay jet aircraft are also familiar with the internet and full of boundless fantasy and yearning. It can be said that for the brand of Lafite, Tamiflu, Chevrolet, this is a very successful online marketing behavior, and has not brought any negative impression on the brand.

These two marketing cases, there is not enough evidence to show that these brands behind the leadership. But they are really successful community marketing cases. is not intentional inserted Liu or deliberately planning I think not important, it is important that they realize the effective spread of the brand, we analyze their success:

1. Controversy is the biggest selling point of community marketing

None of these two cases, they are very strong topic controversy, the topic is filled with contradictions, especially the second case, a good grasp of the Chinese mentality, no matter whether some people envy or abuse, it is not important, controversial topic, is the best means of communication, can form hundreds of responses, It really has to work on thinking. The controversy over these two cases has nothing to do with branding, which is a subsidiary environment behind the controversy, which is a good way to protect the brand. If the brand is blended as a topic, once the topic is improper or improper guidance, it may cause damage to the brand.

2. Creativity determines marketing connotation

The first case can cause the attention of the Precision User group, because its originality is enough subversive, the second case gives the person with infinite reverie space. Creativity is likely to determine the network of Word-of-mouth communication, novel ideas are often easy to be reproduced in large communities.

3. imperceptibly, moisten the matter fine silent

"Crazy stone" from the World off Coca-Cola, the idea for everyone ironic, impressive, in fact, Coca-Cola is the biggest sponsor of the film, but no one thinks Coca-Cola in advertising. That's the effect. If the topic is seen as an advertisement, I think the effect will not be considered.

Of course, there are many details of community marketing, such as: topic Monitoring, guidance, communication, and so on more for the marketing topic itself to create and design, this is the first link of Community marketing, but also the most important link.

If you have paid attention to the popular topic of community communication, they will certainly have the common characteristics of successful communication, I believe more is unintentional creation. If we can be good at using the characteristics of Community communication, I believe that the network marketing of enterprises will have a very big role in promoting.