Gao Shenning: Skills and methods of network event marketing

Wen/Gao Shenning

With the development of network interactive technology and more and more social hot spots breaking out from the network, enterprises are trying or have made use of the Internet and consumers to carry out various forms of interaction, and to carry out network event marketing, that is, to organize and utilize people or events with celebrity, news value and social influence, which causes Interests and concerns of social groups and consumers. Simply put, event marketing is to make the news value event by grasping the law of news, and through the concrete operation, let this news event be spread, thus achieves the advertisement effect.

Basic Skills

A wealth of knowledge reserves

Event marketing, planners or organizers need to be in the economic, cultural, historical, legal and other aspects of the dabble. The ability to judge Web topics in design is equivalent to that of a journalist, and to maintain political sensitivity at all times, the design of the Web topic can not violate the bottom line, both bold attack and can grasp the overall situation, from the enterprise, products, needs and users and other aspects of the transformation of job functions, and even from the thread of the user to find inspiration and ideas, To break through the topic direction.

Accurate screening Capabilities

At present, with the growth of Internet users, the complexity of user components, interests tend to diversify. With the emergence of new communication tools such as SNS and Weibo, the network atmosphere and discourse power have shifted from elite to grassroots, from entertainment demand to pluralistic interests. A humble little people, a humble small post, can also cause uproar. According to CNNIC report, China's network users have reached 384 million, the composition of network users is complex, can be divided into political interests, emotional interests and economic interests appeal and many other mentality.

High occupational sensitivity

The subject of concern is becoming more homogeneous. "Internet news is an extremely perishable object," said Chen, the editor-in-chief of Sina. Clock, grasping content quality is the best way to keep the topic fresh. But information dissemination by means of technology, product replacement speed is rapid, covering the depth of the development of the site, fierce competition. The way of news communication has changed, and the one-way transmission path has changed. Everyone has a microphone in front of each person, everyone is uncrowned. Therefore, we need to maintain a high degree of professional sensitivity, in the earliest possible time to find the most explosive news events, the rapid implantation of customer products and brand information. Wang Lao JI billion donation, is at an appropriate moment to seize the chance of a lifetime.

Cultivate a sense of network

Many planners are still behind closed doors, only to shoot the forehead of the program writing, but never bubble forum, also do not write blog. Tianya president Sentence: No net love without network sense. Network feeling needs to be nurtured anytime and anywhere. This feeling is to a certain extent like the evaluation of a common news to the user subconscious impact, and users face the first feeling of this news. Network Sense and journalism literacy is a means for a network PR practitioner to earn a living. A journalist must have the quality of an essay, be able to pick out the bones from behind the news, be able to see the topic behind the news, and do a good job of continuing the news report and in-depth report. For the topic of hype, throw the topic is just the beginning, the subsequent pruning is very important, if there is no good network sense of quality, the continuity of the topic and brand information will be very difficult to connect.

Delving into the internet world

Baidu Search Cloud list, Baidu News keyword, must represent the day of the hottest events on the Internet. Not only do we need frequent visits to the Earth and mop, but also frequent watering, to express their views, be sure to become a senior user of these sites; go to Sina, Sohu, NetEase and Tencent blogs to see what everyone is writing, and try to write two or three articles a week; subscribe to the Wall Street Journal, Lianhe Zaobao, FT and "Caijing" news, see what these new sharp media are talking about, their professional article is how to write out. For any network hotspot events, to be followed up in time, "layman watching lively, knowledgeable to see the doorway", carefully study the ins and outs of each event.

Important method

The method of emotional infection

At present, the society is in the phase of contradiction, the consumer's growing material and cultural needs and backward productivity and information asymmetry and the topic, it is easy to arouse the great attention of the network crowd. People's livelihood, emotional category, motivational category and other topics are most likely to cause netizens to resonate. The advantage of the network platform is to spread the topic of diversity, a video, a micro-blog, or even a few words, can cause uproar on the Internet.

Using the US-Iraq war to make a return to the unified lubricants not only into the public vision, but also in the minds of many consumers have a clear positioning: to reduce friction and efforts! How does it do that? The original unified lubricants in the report on the U.S.-Iraq war program played a "little more lubrication, less friction" propaganda language, And in the Internet on the topic of a large number of dissemination, there is no redundant commentary and picture, and the CCTV anti-war propaganda intonation is highly consistent, make full use of the anti-war mood of netizens, attract netizens to participate in topic discussion, make its image quickly popular.

Marketing law for Super Girls

Stereotyped online activities lack the depth of participation of netizens, organizers have to put a large number of ads or even registered false account to perfunctory employers demand. Organizers pay too much attention to the design of the page and the theme of the planning, and did not carry out the packaging and dissemination of activities, that is, only the beginning of the process, think as long as the activity page on the line can be, and finally only need to make a beautiful report.

Super Girl Marketing law refers to the online activities in the process of transmission, to participate in the activities of the netizens to carry out the active packaging or in advance to bury the participants, targeted to the topic of speculation, so as to enhance the overall effect of the activity method. In the early Super Girls competition, the pre-burial contestants, the activities of the topic hype, making super (happy) girl to become everyone's dream of the big stage.

At the end of 2007, Taobao launched a mammoth "Amoy card" creative competition, Taobao users based on the theme of their own creation of various forms of text, pictures, videos and other works uploaded to the forum, and then after the competition, and finally get rich prizes. Taobao, with its powerful user base, attracts tens of thousands of entries. In this event, a netizen called "Taobao first beauty" Taobao sellers "boiled fish Queen" stand out. And boiled fish Queen is to become a network or even print media competing coverage of the object. Originally, the contestants in the beginning to bury the competition, and its entries, topic spread carried out a careful design, and ultimately not only to promote the purpose of the tournament, while Taobao sellers positive healthy personality is also widely known, Taobao through this activity is stone.

The method of borrowing arrows from grass ships

The method of using the grass ship to borrow arrows means that in the course of the event spreading, we should be good at learning the effect of the product spread through other hot events in the appropriate time. Many classic cases, are the use of other people's strength, to achieve good communication effect. such as the use of current hot events, with the participation of celebrities, with expert comments, through the use of traditional media guidance and so on.

During the Beijing Olympic Games, the global sports stars and gold medalist became the network hot words, a name "Chibi University to pick up" on the internet quickly popular, and occupy the third place Baidu search. The video clips are embedded in the social networking site "Love Apartment", attract a large number of netizens attention and reprint, and become the second only to the Olympic network hotspot events, because the video annotation is the first, so many netizens began to look forward to the next episode, perhaps the planning side did not think can cause so much sensational effect and in view of the production of incident problems, The late release of the second, and in the video released on the third day, another named "Chibi of the popular version" published on the Internet, the effect is no less than the reproduction rate and transmission rate, which was implanted in the "popular movie." Originally, the popular website of the marketing department in see the popular version of the Internet, the use of the release of The Gap, produced a popular version of the video clips. This is precisely the use of the network focus on vocabulary, using the power of others to easily carry out their own product dissemination.

Concept Driven method

Enterprises in the dissemination of a product, all want to overnight, but the unpredictability of the network makes many business organizers of the event marketing look and stop. But a new way of communication is being tried by more and more enterprises, they start to create a "new concept" and "new trend" for their products or services. As the whole world knows, the first one to build a plane is the Wright brothers. Theory market and product market start at the same time, first promote a concept, with the idea, the market will be done slowly. The Internet undoubtedly provides a good platform, from the early farmers Spring natural water, to Lenovo, such as the small Y, such as Ant clan, Ben Ben clan, when Color clan, are first concept, after the product or concept of product synchronization to promote the classic case.

"Time Color clan" refers to a group of users with the same hobby, through the network to contact them to engage in a variety of work, most of them white-collar workers, they use the work of leisure time to do the same thing, talk about the same topic, but also through the network to buy lottery tickets can always lottery, in addition to regulating the state of work, It's also a good way to earn extra money. But because this lottery plays a lot, the probability of winning is high, the game is very strong, let some white-collar workers put on the side of the work, seriously affect office efficiency. When the color clan often gathers in the first video, the game net appears, the network is their communication communication main channel, has left the social networking website plug-in game, they no longer take the vegetable as own task, but has opened up another new world, through the network carries on the small investment. In fact, the color clan is the first video in order to promote their own lottery website and the concept of speculation, the success of the case is full of the concept of early rendering, not only to create a new concept, but also the need to spread the products have an effective combination.

Event Marketing methods are many, the key is the integration of various materials and effective communication control, as if to take care of their own children to spread a public event, not only to achieve the customer's communication expectations, but also improve their own sense of achievement. (the original published in the "International PR" 2010 Phase II, reproduced please specify the source and author, communication please add msn:gaosn@msn.cn)