WEB 2.0 The spirit of new media is interpersonal communication

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Early online advertising, web site operators told ads mainly to buy 1.3 million times advertising exposure, and then, according to the number of ad clicks Billing Mode popular, the site operators told the ads mainly paid to buy 1.3 million times ads click.

Traditional advertising, look forward to let you see three times after the brand to create an impression, when you go to the shop head will remember to buy this product. This spirit was brought into the early web ads, so advertisers were told that even if the Internet users do not click on ads, the same brand effect.

This is a weak argument, but it's a great thing for a large brand advertiser with a huge budget. While the advertising pattern of Pay-per-click is increasingly prevalent and divided into small and medium sized advertising budgets, such ads can still be paid out of large advertising main pockets.

Now that the Internet has entered the Web 2.0 era, large brand advertisers and web operators are still using the old ideas of the past and 1.0 tactics for online marketing. In fact, internet marketing has entered the "Money to buy 1.3 million people in depth participation" era.

The key is "interpersonal communication", which is the strength and core spirit of Web 2.0. It's easy to say that the traditional ads are for me to show you, and the Web 2.0 ad is what I tell you, you tell him, the brand quickly expands in the interpersonal network.

The results of the Pepsi case

I am here to share a recent case in the Web 2.0 marketing Classic. The results of the one-month event in this case attracted 1.3 million participants, the total number of votes reached 120 million, and the number of user messages during the event reached 6.8 million.

This activity is Pepsi's annual large-scale online activity, the name is called "Pepsi I create, I want to go to the pot". To put it simply, submitting your own photos for the contest so that others can vote, the highest number of votes, will be able to print their own photos on Pepsi Cola cans.

Activities are divided into preliminary and final. Pepsi-Cola and five large Web sites in cooperation with the primary site, five division elected to participate in the total run-off election. Among them, the 51.com division of the preliminary competition, its contestants as high as 1.3 million people, compared to the other four in the total number of participants twice times more.

This result is mainly because 51.com is a complete Web 2.0 Web site, and fully play the Web 2.0 real-time interactive features. Therefore, first of all, we need to understand how this site is different from the traditional blog site.

First, 51.com is a social network similar to MySpace, blogs, albums, and communities (Social Networking Service). Users usually write diaries, and also see what others write, have their own friends list.

How brands spread through Web 2.0 Web sites

Unlike traditional blogs, 51.com does not value content. A lot of blog login after the first screen is the user to see their articles, and 51.com login after the first screen is to tell you who came to see you, your friends who are online, how many people wrote a new diary.

This makes 51.com interactions between users very frequent. As long as the release of the article, not how long the system will be informed, just write the article who has seen it, if you go to see the other side of the blog and leave comments, the other side immediately received the notice, the other side will soon return, the natural interpersonal communication formed.

This real-time interactive feature makes the 51.com users almost all "hanging" on the site, because there will be information about friends at any time. 51.com therefore lays a powerful platform for "interpersonal communication". Once any activity is launched, diffusion will be very fast.

In this Pepsi-Cola event, 51.com first informs users of the news in a variety of ways and attracts users to participate. Entrants, 51.com will automatically generate an article on the User's blog home page, which publishes a large picture, which says "support me, become a Pepsi star".

Because of this new article on the contestants ' blogs, so the people on his buddy list were told that when they picked it up, they found Pepsi, and some of them became contestants, and the new contestants had their friends notified again ... and so on.

Interpersonal Circle combined with longitudinal alliance to increase the effect of communication

Thus, this interpersonal communication spreads at a very frightening rate in the 51.com. Social networks are most often mentioned in six-degree space, and are always associated with "digging up business connections." However, for the first time, we see that six-degree space theory can be used in this way.

In the first round of the event, the rest of the division no lack of large blog service providers. However, they can not do this real-time interaction of the proliferation effect, but also rely on the traditional "I play, you see" marketing model to attract users to participate in the message spread the effect of a lot of difference!

The most interesting thing is not just that. In this event, observed that 51.com user groups have a lot of spontaneous behavior is beyond the imagination, such as: 1 no participants, in their own blog to help the participation of friends to canvass, and again enhance the exposure of activities.

2 because users can set up their own groups, and some users because of normal operation, the number of groups up to tens of thousands of people, as if to become one of the tyrants. When the user participates in this competition, he encourages the group members he runs to help him vote and canvass.

3 Many groups form alliances among themselves, such as the largest 51 first alliance, with a membership of up to 2 million members. The groups themselves first held a group of primary elections, pushing representatives to participate in the league, after 2 million of people in the Union to support their own representatives sent.

Web 2.0 marketing is spoken and interpersonal communication

A lot of people will say that this kind of voting is not just a handsome girl selection. However, below the glasses is, 51.com division of the vote first, incredibly is a nickname "confused hermit" Monk. In fact, his picture was printed on a cola jar in the publication of this article.

But it's not that surprising. First of all, 51.com, with 80 million registered users, is already a small society in which everyone has it. Second, to see the above-mentioned user spontaneous activities, through the Alliance, the winning strategy has too much to use.

The contestants, the canvassing, the voters, and their friends in the six-degree space will not forget the brand for a long time. Pepsi-Cola in this event to buy 1.3 million users to participate in depth, and this is not 1.3 million ad clicks can be compared.

Did you find it? The WEB 2.0 marketing model, is the most original oral communication, as well as interpersonal communication! Because in the physical world, rely on oral and interpersonal communication speed is too slow, so we need television and other large media to expand the spread of the area.

However, because of the birth of the Web 2.0, so that the cost of interpersonal communication significantly decline, the efficiency of a significant increase, so it is very paradoxical that the marketing communication model will be from the traditional media "broadcast media" go back to the original oral and interpersonal communication era!

Original address: Http://blog.sina.com.cn/u/4952659101000axa