Lu Xiaodong: A brief talk on SNS community marketing in China

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The first time I heard of 5G, if I remember correctly, should be last year in Beijing Yi Ma Network Marketing College to participate in Network marketing engineer training. At that time, because the network Marketing College a teacher's introduction and recommendation, in order to know more Internet marketing elite, it elite, media PR circle of friends, a class of most students, including me, without hesitation registered 5G, joined the SNS community family.

2008 is China SNS community development Most crazy year, SNS community website in China everywhere. Although, has been using the QQ space, but I do not recognize like Tencent QQ Product Center General manager Zheng Zhihao in Tencent Wisdom Online Marketing summit repeatedly stressed that the QQ room has been walking the SNS community road. According to my understanding, QQ space before last year has been just a blog platform, and not feel it belongs to SNS community, 5G is the first contact SNS community platform. For those students in the first phase of network marketing, 5G is no doubt the SNS community site is again familiar with, because at that time we share a group of topics through the form, PA screen The 5G Community home page about 1 hours.

I still vaguely remember, at that time often in the 5G activities are some old faces, several estimates can be used in the "old media" evaluation, but the most impressive number of Uncle Bing, talk do not know, the most I know him, he may not know your kind of relationship, inducing the main reason for this relationship, should be 5G then hundreds of people, When you see a stranger, you are a friend. Because, the more friends in the 5G, you share things will be seen by the more people, of course, this is my personal understanding, at that time out of the need to do projects, in the 5G crazy add friends, crazy share the same content, purpose and reasons such as above.

If not an editor friend in front of the 5G through the contact method plus my QQ friends, I guess I do not remember 5 g. Before writing an article, I just log in 5G again, see the 5G on the crowded, a lively scene, really some accidents. Previously, I always thought: 5G is a small circle of people in the activities, and will not have any breakthroughs. At least, when I was playing at 5G last year, I thought so, when I used to share and often commented on a group of people. And today, I see, I just landed on a lot of "add as Friends" system messages, a share of the article, the photos will be immediately someone to give you evaluation.

As far as I know two times 2009 Internet event: 2009 Internet Webmaster Conference and the second Tencent Wisdom 2009 Online Marketing Summit, the theme of China's SNS community development as the main topic of discussion. Due to the work of the weekend, I was not to participate in the 2009 Internet Webmaster Conference, for the subject of the meeting I was through to the participants to retell and read the participants manual. and Tencent Wisdom held the second online Marketing summit I went to attend in person, at the meeting I also did shorthand, but has not been sorted out, finished and then sent up again.

A few days ago, because of the need for work, I do a Chinese SNS community web site development trend of the network research, according to the Internet laboratory data display (pictured below): Top three is happy, school, line network (5G ranked 18, currently ranked 13) happy, Kaixin001.com that, last year before the rise of the SNS community, a few days ago on the internet and fake happy kaixin.com official FEI News, I am not too concerned about, and did not register, because the company's female colleagues have recently been stealing vegetables above, so modest have understanding; For college students should be more familiar with the target orientation should be campus college students; for the network, I was the first to hear, according to research found: this from foreign SNS community website, domain name as early as 92 registered, has 16 years of domain age, special shock! And the positioning of the crowd for business people.

China's SNS community predecessor should be a blog, forum integration body, as mentioned above, if said, QQ space to the SNS community close to a point is not too, then QQ alumni is the standard sense of SNS community, this is not their own mouth to fight it? Does Tencent need two SNS communities to divert a large group of QQ users I really do not agree, at least I have been the QQ space as a blog. China's SNS community can quickly crazy development, one of the key factors: China's Internet population has surpassed the United States, the world's first; key factor two: the community interpersonal relationship is complex, the 6-degree space theory should be able to well explain the Chinese SNS community interpersonal relationship. (6-degree space theory means that you don't have more than six people between you and any stranger, that is to say, you can know any stranger by up to six people.) )

China's SNS community to develop, to grow, to scale, to obtain financing, VCs, is nothing more than the registration of members, the SNS community is the lifeline, the supply of oxygen, lack of quantity, there is no way to raise quality, and other other. The development of SNS community in China is tending to the development of interpersonal relationship, perhaps it is related to the habit of Chinese liking "watching lively". For example, there are 70% of people abroad online, and China only nearly 20% of netizens, this gap shows that China's penetration is still relatively backward, which is relatively unfavorable to the development of SNS community.

China's SNS community form in some sense is the cloning of foreign Facebook, China's most SNS community platform is Kang created to provide uccent home, but the development model is entirely localized in China, mutual imitation, mutual cloning, Looking for a way out of differentiation is all SNS operation team must need to consider. Although the current SNS community has a clear target groups, through such a division, can produce a lot of different groups of people gathered SNS community sites, it seems that all of this is fully in line with birds of a feather flock together. For example: We million Mary Network Marketing Institute of several female colleagues on a long break time will be happy farm play games; 5G gathered most of them are it people.

And in fact, how long can it last between so many SNS communities? I believe that the entertainment of the SNS community will not be lasting, the nature of SNS is certainly not entertainment, the Internet can entertain a lot of sites, such as: Some video, jokes, online games and so on, in the SNS rise of this 2 years, although the registered high can reach tens, But the penetration rate is far from foreign SNS strong, only based on SNS above the application more, its value will be bigger. Therefore, open platform, standardized interface, the development of more third-party applications, can be conducive to the formation of industrial chain, to solve the SNS profit problem.

From a lot of Chinese SNS community profit model can be seen, most of the use of embedded game scene brand advertising, such a good effect? We do not know, because we do not have the data to support, it is impossible to talk about. Create SNS user loyalty is what? Of course is the relationship, relationships, because China's internet is tending to "Community relationship network Development", that is to say, you do not add a friend in the SNS community, no friends, then your game, your network community can not talk about, everything will become very difficult, Interaction is the long-term sustainable development of SNS rations.

For China SNS community marketing Way lies in, how will the user stay in the SNS community, thus promotes the user the viscosity, the trust degree, the loyalty, and maintains the user active participation this aspect superiority is vital, to the user always the foundation, the application and the entertainment is the auxiliary marketing method, then, The value of SNS community marketing should be worth looking forward to. According to the Tencent Network, a November 2008 survey of Industry customers, SNS Community Network has become one of the top 5 in China to put the highest value platform.

China's SNS community marketing has a good user feedback, market base. Coupled with the impact of the 2009 financial crisis, advertisers began to grasp the mentality of spending power, cautious choice of advertising platform, mentality changes. China's SNS community development trend suggests that China SNS community marketing is about to produce greater and higher user value.

And believe SNS Community marketing way, is based on the user relationship, only the continuous expansion of user relations, expansion and expansion, can drive the development of SNS community, improve the influence of SNS community groups, expand the impact of SNS community coverage, from point to face preemption, is kingly, through the user to bring users, Through the user to bring fast to the user, create value, this is to feel meaningful, but also absolutely in line with the marketing concept, is the so-called "take from the user, feed to the user."

Author: Lu Xiaodong

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