What does Brazil's World Cup report under the impact of new media mean for traditional internet media? In addition to the use of platform resources to attract advertisers to invest heavily, the network media can do something for themselves, is a topic worthy of discussion. For Tencent, which publishes more than 200 posters during the World Cup and uses multiple channels to push real time marketing, this is a new attempt and a change. Other network media may also be able to harvest some of the real-time marketing methods and experience. Content output focus on different demands different from the Olympic Games, the World Cup competition period longer, up to one months time, some brands choose to focus on the content of the game, some focus on "spoof" and "spit", no matter which way to take, how to maintain the content of heat and freshness, is the World Cup real-time marketing key. As the game progresses, fans ' concerns tend to change. At the start of the season, focus on the team and the stars themselves, after a variety of topics, slot point of the emergence of a great impact on the audience's attention, and when the favorite team and players gradually leave, emotional content began to occupy a hot spot. In view of this situation, Tencent in real-time poster design, divided into different themes and hotspots: Competition hot Category:
surrounding topics class:
emotions into class:
Competition Review Class:
How to truly "instant"
In the real time marketing of Tencent, there is the so-called "30 seconds" legend, that is, from creative ideas, brainstorming, content generation, screen design, to the decision Review, the official release of the entire process, the average of each step in 30 seconds, counted up, the fastest 3 minutes, an average of 10 minutes to produce a content. How does this work? In a project command center called "War-room", two monitors roll the World Cup live and TV shows at any time, and three monitors roll around day and night to help the team with data analysis and instant hotspot capture. And the same as the monitor, there are four project teams: Data Analysis Group: Responsible for data monitoring and analysis; Design Group: Responsible for poster design and production; Project Master: Responsible for the control and audit of content; Content Dissemination Group: Responsible for the content distribution and creation of derivative content two times spread. In order to ensure the 24-hour operation of the command center, the members of the group will perform two shifts. In the complex shift process, it is necessary to ensure a daily summary of the meeting, sharing the day of transmission effects, hot spots, work arrangements. It is this set of mechanisms that ensures the quality and speed of content output. From content marketing to interactive marketing with good content to impress users is just the first step in the whole link, how to drive users, and even bring other brands into the marketing process is to test the key to marketing results. Starting 15 days, real-time posters and derivative content to form a response, the accumulation of a large number of users concerned, Tencent timely response to the "2014 Tencent Olá World Cup" online H5 page officially from the release platform into an interactive platform, the platform allows users to live in real-time poster format to create their own World Cup poster, From the content marketing to the interactive marketing stage transition formally unfolds.
users to make "World Cup Baby series" poster example with the increase of activity heat, not only can attract the participation of users, but also to promote the addition of other brands, and the cooperation between brands, also for the activities of the two heating provides a catalyst.
Tencent and cartoon brand
@ Transformers 4 Movie official Bo forward "Transformers World Cup Edition" Poster integration platform resources to accelerate the spread for Tencent, which has many platform resources, continue to spread to consolidate the prophase marketing results of the problem lies in two aspects: first, how to make a variety of platforms in accordance with their respective attributes of effective cooperation, secondly, How to let the marketing content and its own product content interact, let the marketing content feed back the product content, the product content also provides the bigger space for the marketing content diffusion. In the implementation of the specific, Tencent used to include Tencent network, Tencent News client, Tencent Video, micro-vision, Tencent microblogging and other platform resources, which, through the real-time series of posters for two applications and transformation, and then feed to the PC Tencent Network theme, mobile end Tencent News Client World Cup page card, Tencent Sports micro-letter, Tencent Weibo and so on, Effectively led to the spread and extension of the effect of activities.
in addition to internal resources, Tencent also used the network media, social media, from the media, forum bar, print media, outdoor media (including building media) and other media, improve the overall cognitive effect.
Outdoor big screen launch Hot topic is not limited to football real-time marketing can not be separated from the hot topic, and what is the real topic, the brand has its own forecasts, the audience has their own preferences, who listens to, which only has the value of dissemination, this time the role of the data appear.
in the last 1000 hours of the cycle, three screens at any time scrolling data, prompting the most immediate events, outside and related topics hot. In addition, Tencent team did not ignore an important fact, watching the World Cup most of them are false fans, they watch the goal of the ball mostly stay in the "side of the game to see the Groove" stage, to find and friends with the topic of the slot, not to become the World Cup during the heterogeneous is their important purpose. As a result, similar to "MJ Day", "Father", "Transformers 4" has become the team's attention. June 26, the MJ poster series received 30,000 of the forwarding and comments in a day, the single poster content of the topic is 5.5 times times the average number of daily posters, H5 per user visits to the World Cup after the highest.
effect evaluation based on feedback data through comments, forwarding number, micro-letter reading rate, print media subscription rate and so easy to obtain data, explore the three-dimensional evaluation: the use of quantitative analysis of data to understand the effect of real-time transmission and development trends; using qualitative research of data to carry on user's participation degree, user comment semantics, Marketing activities to all kinds of Kol natural drive analysis, in order to eventually achieve the overall marketing effect evaluation. As a cluster of network media, Tencent's many products because it is the Internet products, so the user may not be like the entity product has so clear product shape, and it is a platform, many products may also be a lot of content integration. With the help of the World Cup's real time marketing attempt, in addition to exploring suitable brand marketing model for network media and strengthening communication with users, it is more important to show advertisers the network media platform such as Tencent can also produce representative creativity. Data show that before the end of the World Cup, Tencent World Cup report has attracted 62 advertisers, including Wanglaoji, IBM, China Merchants Bank, Nike, etc., and the total amount of investment is more than 2012 years of the London Olympic Games figures. However, I believe that with the Tencent Real Time marketing project experience, the future advertisers can not only in the network media advertising, but also rely on the platform for Deep cooperation.
