Grassroots Marketing in your time

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First, your times-grassroots marketing background

American Times 2006 "You" as the Man of the year, which in a way marks the "your era" of the full arrival of the personal-centric Internet model--web2.0.

Web2.0 's thought was first raised by O´reilly Macromedia's Dale Dougherty and Medialive's Craig Cline at a joint brainstorming meeting, and soon became an important trend in the last two years that profoundly influenced the entire internet world, In short, the important changes brought by the Web2.0 are: User's own production content, common creation, the decentralization of network power, the construction of the open participation system using collective wisdom, the rise of the long tail market, the status of the permanent beta version of Internet service, etc., with the spread of information service to other fields, Web2.0 thought is gradually affecting other business and social fields, meanwhile, the generation and spread of cultural phenomena such as "Super Girl" and "Guo" also have an intrinsic fit with Web2.0 thought.

It can be said that the rapid rise of Web2.0 is the background of grassroots marketing.

Second, weak link--Grassroots marketing Foundation

The weak link (Weak Ties) theory was proposed by the American sociologist Mark Granovitte (Mark granovetter) in 1974. Granovetter pointed out: in the traditional society, everyone contact the most frequent is their own relatives, classmates, friends, colleagues ... This is a very stable social cognition with limited communication range, which is a kind of "strong connection" (fervent Ties) phenomenon, while there is another kind of more extensive, but superficial social cognition, relative to the former social relationship. For example, a person accidentally heard by someone who accidentally mentions or turns on the radio ... Granovetter the latter as a "weak connection" (Weak Ties). The study found that social relationships that are most closely related to one's work and career are not "strong connections" but often "weak connections". "Weak connections", though not as strong as the "strongly connected" (pyramid), have a very fast, potentially low-cost and highly efficient transmission efficiency.

The application of weak connection theory three typical websites are: 43things, Douban, action Global network. 43things is a Web2.0 Web site based on target sharing (currently being acquired by Amazon), Douban is based on books, music, Film and television sharing of the WEB2.0 website (currently has access to VC support), the action of the Global network is to play the weak link theory to the extreme point, it defines a total of 110 key points in your life area, which can be said to be 30 Douban, 110 43things, it will be your life every experience can become your QQ number of communication (as long as you want).

The popularity of weak connection theory, the explosive application of Web2.0 website, is the foundation of grass-roots marketing.

Third, community--grassroots marketing platform

YouTube did not exist when the United States held its presidential election in 2004, and today, with the 2008 presidential election looming, YouTube, the video-sharing site, has become an indispensable political platform for voters and candidates to interact with, and politicians are even awed by the site. According to foreign media reports, YouTube uploaded a wide range of election-related material, such as the candidates issued promotional brochures, and recently there are a large number of women singing their favorite candidates of the music video clips and so on. YouTube has aroused strong interest in politics.

At the same time, Web2.0 can allow companies and businesses to reach more consumers than through traditional marketing tools. In this regard, many companies have already taken advantage of Web2.0 to launch marketing campaigns. Like "American Idol" and Starbucks have their own profile page on social networking sites MySpace, Coca-Cola also designed an ad for YouTube in the summer of 2005. But Web2.0 is not just serving drinks and entertainment companies, but business-to-business marketers are also trying to show off, and they find the Internet to be an exciting and lucrative place to approach consumers.

The community has profoundly influenced the way young people live today. As a real-name network of countries, South Korea's community website race My network of users have been as high as 20 million, and the entire Korean population is only 48 million. This means that, in addition to the elderly and young children, more than 95% of Koreans are participating in the Internet community. In Europe, in 2006 alone, the number of people who found the other half through the serious dating community Meetic reached 1 million. In China, almost every young person will have a Tencent QQ number, and enjoy the various network community services Tencent.

So, it can be said that the interactive Web2.0 community is the platform of grassroots marketing. No matter who, if you do not understand the network community, then the next 20 years of life and business will bear a huge opportunity cost.

Four, one-on-one business-grass-roots marketing business Opportunities

Grassroots through weak connections to form a community, which also provides a greater degree of convenience for business one-on-one. The reason is very simple, since the grassroots can be linked through weak connections, enterprises can also use weak connections to contact the grassroots. At the beginning of the 90, Mr. Perry had just put forward a one-to-one thinking, although the business community had been enthusiastically praised, but it was difficult to achieve. With the acceleration of the Internet, a pair of strategies to achieve a perfect platform.

Take action global network for example, users want to take part in a training course (for example, New Oriental September TOEFL Training), he can choose his needs from the hundreds of thousands of training courses offered by the Action Global Network, the system can automatically match the students of the same class (weak connection), likewise, the new Oriental has established the whole year's timetable in the Action Global Network, New Oriental will also automatically find this classmate, and can directly contact the classmate (one-to-one business).

The key to grassroots marketing is to let the public move up, the key to the public to move is weak connection, weak connection will form a community full of interaction, the community will bring unlimited business opportunities for enterprises, but also may bring new business history of business revolution.