Subversion of traditional marketing: is the king? Or the enemy?

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In April 2006, KFC launched a 45-second television ad in China's major television stations the story of 3 of partners preparing for the college entrance Examination: Boys and girls work hard, and in KFC restaurant for another girl and a boy in red clothes, but he does not eat "KFC." And the final results of the college entrance exam to the audience unexpectedly: the red dress only to eat KFC and not seriously study boys, and the girl was admitted to Beijing University. The formation of a huge contrast is, serious preparation for learning and back to the partners of the small east but the college entrance examination.

"Three three students ready to test University, two ate KFC, a serious study did not eat, finally unexpectedly is not eat KFC not admitted, eat KFC every day to play male classmate admitted to Beijing's University!" April 6, 2006 morning, Tianya netizens "edge to be You haha" in the Tianya "Fashion Information" edition of a "KFC now put the old Beijing chicken roll ads too good" post, questioning KFC this advertisement. A post, Tianya many netizens have to express their opinions, posts form a hot post. Tianya Fashion edition Yingzi then will recommend this post fashion Channel home page and Tianya focus pages, within a few days immediately attracted more than tens of thousands of clicks.

April 11, as Tianya users of a newspaper reporter based on this post first reported this matter, subsequently attracted some sites reproduced at home and abroad, April 16 and 20th, Singapore, "Lianhe Zaobao" and its "Morning Post network" also follow up the disclosure of the incident; then the domestic Xinhua, Oriental Network, NetEase and other mainstream websites and Oriental Morning Post, Mainstream media, such as Nanfang Daily, have also tracked the incident. As of April 20, the post has reached 75,431 hits.

KFC was forced to turn off the "encouraging article" TV commercials on April 13 and set about revising the content of the ads. A week later, April 18, KFC began to broadcast its new ads on television. In the new version of the "encourage" ads in the boys small east of the plot was canceled, the modified plot is: small East Riding a bicycle received a phone call, the partner said: "We also admitted." All three were admitted to the ideal university. The new version of the results of advertising and the original completely different, delete and reversed the "hard to read but the college entrance exam" plot.

From an ordinary Netizen's post to a social event affecting the whole country, this is a subversion of the traditional marketing communication rules of the network community. Although this is only a special event, this kind of event makes countless people look forward to the commercial value of the online community. Big brands such as Procter and Gamble and Ikea are recently planning to set up their virtual concept store in a community called Love apartments. Love Apartment is a virtual community of online cohabitation, IKEA plans to open an IKEA network store in the community, through the Internet to showcase their space creativity and design.

Commercialization lost

"It's just the community that gives you a little hand, and the real power of the community is imperceptible," he said. "Zhou is one of the people who believe in the commercialization of the community.

But enthusiastic expectations do not eliminate the opposition between the community and the business. "The future community will not be linked by economic ties, nor will there be an important economic dimension." "In line with Drucker's point of view, the former Massachusetts Institute of Sloan Management School Dean Leicester Thoreau also believes that community and commercialization are contradictory opposites."

The question is, will the Internet community be the exception? Mop's dilemma has raised some questions about the commercialization of online communities.

In the April 2004, Chen, which was founded by the Great Oak, bought the mop and then began a large-scale commercialization. However, after more than two years of commercialization, the original mop is almost already in memory. "Mop has a history of more than 100 people who are the core pillars of the mop." But now these people are scattered, most of them are not mop. "One of the cat's got the talent," said sadly. Talent is a person who is active and experienced in the mop and can play a question-answering and solving problem.

In the view of the man, the biggest problem with the commercialization of MOP is that it hurts the original community spirit. "The seeds of the cat's life are the people who played the game first, and they came together based on a red-white machine game." In order to worry about the real quality of the mop culture was sunk, then gave some people a life buoy, the people will be enough to mop up the culture of things. Later, according to experience to achieve how much time, you can buy a life buoy, you think which posts good can throw it floating in the above, this rule can guarantee the real mop culture. But after the commercialization of the cat's life buoy, inexperienced people can buy a life buoy. This has completely undermined the core culture of MOP. "The man has left in the early days of the commercialization of MOP.

But the failure of MOP commercialization has not affected more commercial optimists in the online community. Qihoo Chairman Zhou and Discuz! 's young founder, Dai, are the most enthusiastic partners in the commercialization of the community.

Marketing "Nerve endings"

Dai, who was born in 1981, started a business when he was 20 years old, and developed a software discuz! for the automatic generation of communities to provide services to users in a "free and enterprise user fee" model. At the end of 2005 Dai will discuz! software all free, so far 400,000 network communities use discuz! software, accounting for the total number of domestic communities 70%.

June 2007, previously has been committed to community search Qihoo and discuz! to launch a community integrated marketing platform. The ultimate goal of this ambitious business plan is to commercialize 400,000 small and medium network communities. "Qihoo is more for advertisers to sell ads, do some marketing education and promotion of things." Our own main is to allow a variety of small and medium Web sites to connect with us, and then develop the corresponding advertising platform, so that Qihoo's sales staff can easily put ads into the community inside. "The 26-Year-old CEO's Dream is to be a media tycoon."

"The community is really to achieve a one-to-one communication between the enterprise and the user, truly reflect the interactive nature of Internet marketing, and truly can meet the needs of users of the product experience." There is no doubt that there is a very large commercial value can be excavated, this is a trend. "Qi Tiger Media Sales division general Manager Delin said. Since the beginning of the 1999 sales of Internet advertising, she is aware of Community marketing and traditional internet advertising effect of the huge difference.

As a community integrated marketing platform to try, Qihoo is currently providing advertisers with a community "sticky" service, will affect the consumer product topic posted on the top of the community forum, so that consumers in the community to the product has a better understanding and experience. "We can choose a product-related section from the 400,000 communities covered by discuz! and set up a path between the manufacturer and the real user." This pathway gives manufacturers the opportunity to do marketing within their communities, and these small communities have the opportunity to generate commercial value, since they are too small to be able to produce significant commercial value alone. According to Delin, the income from community marketing will be shared by Yuchihu, discuz! and related communities on an agreed scale.

Compared with traditional internet advertising, the community-based marketing services seem to get more user data. "How many people see this post, how many people click on the post, and how long the average user stays on this post, and the age, gender, and regional characteristics of this person, can provide detailed data." "Dai believes that these detailed marketing data will allow customers to reduce ineffective advertising, which was previously uncontrollable.

But the sticky sticker is only one of the simplest marketing products, for the potential of a huge community marketing Qihoo must have more daring to try. Compared with the bold attempt of Zhou and Dai, the founder of the Tianya is much more cautious, even before the decision to commercialize the Ming has worried that the expansion of the Forum will dilute the community culture. "Tianya was completely a humanistic community, but now the entertainment, fashion and sports section of the Tianya is also very hot." But the end of the earth is the core of the community is humanistic care, even if the same entertainment gossip Tianya users say it is not the same taste. "The reason why the end of the earth has such a strong vitality, with the possibility of becoming a comprehensive community, is to grasp the underlying needs of human emotions and very cohesive."

The Tianya has been in operation for more than 8 years, but the real commercialization of the exploration is nearly 2 years before the start, and commercial often for community culture concessions. In the July 2007, the cautious founder finally decided to carry out a more daring commercial experiment-the launch of the Tianya recommended topic services. Different from the above Tiger tried to the Community forum post top marketing, criminal Ming insisted that the contents of the forum is sacred, but in the section of the right side of another "topic list" area, to provide similar content with the topic of marketing services. This pattern is a bit like Google's approach to search marketing services, where search results and advertising are strictly separated.

The commercialization of the

    community cannot be hurried. said the sentence meaningfully.