Network marketing: Social networking sites to force gunmen post fear of Altman

February 14 just after the social networking site Facebook came the "Good news": The breakup of the 7-Year-old doll World "couple" Barbie and Kenny in the Valentine's Day High-profile compound.　　Not only did they show their love photos on Facebook, but Kenny also told Barbie in the website, "This is the best Valentine gift I've ever received!" The love comedy is one of a series of marketing practices that Barbie maker Mattel has launched to boost sales.　　The series proved to be effective: according to UBS Securities, Barbie's sales rose by 6.8% last year to $1.25 billion trillion and are expected to grow at least 4% per cent this year. If who does not know the social networking site, can be said to be behind the network era of "Altman" (Out-man), because there are huge fans of Renren, net, such as well-known social networking sites.　　However, compared with Western social networking sites, "three-dimensional marketing", many domestic enterprises, especially small and medium-sized enterprises, still remain in the "Cyber shooter" marketing era. Facebook's Valentine marketing Case Doll Barbie was born in 1959 and started dating Kenny in 1961 because Kenny didn't want to get married and two people broke up on Valentine's Day in 2004.　　Last year, the movie "Toy Story 3" in which Kenny and Barbie separation's play was praised by viewers and Barbie fans. Borrow Valentine's Day machine, Mattel with the help of Facebook platform, in the name of Barbie and Kenny, let netizens vote to decide whether two people are compound, netizens one-sided vote finally let this pair of former lovers separation. On Valentine's Day, Barbie's Facebook page also became a virtual shop selling Barbie and Kenny's products.　　Mattel, who is in charge of the Barbie market, said in an interview with the US media that it was the first time Mattel had sold its products on Facebook, says Lauren Brooksh. U.S. Retail Federation figures show that the total cost of the 2011 Valentine's Day for Americans is estimated at $15.7 billion trillion.　　Among them, the main battlefield of the sales promotion this year is social networking sites, have launched a special promotional campaign for websites such as Facebook. In addition, Disney is also dedicated to its film "Toy Story 3" in the development of new applications on Facebook--disneyticketstogether: When a netizen buys a movie ticket, his Facebook friend will receive notice, And this app will also remind users to invite friends to buy tickets to watch together.　　This is the first time a film company has tried to sell tickets to SNS (social networking). Social networking researcher Han that "the relational data in the SNS system is the core, and by collating and excavating the data, it can form a vast network of relationships."　　"By using this map as a data base, businesses can easily attach multiple business applications." Network well-known analyst Lu Bowang also thinks, along with the Internet enterprise to the advertisement resources competition is more intense, the deep level marketing is obviously the future decision SNS website growth closeKey。 Foreign companies taste social networking cakes It is clear that companies have seen the importance of social networking sites in the Chinese market. Reporter learned that the current domestic relatively large social networking site People network, happy net and so on.　　According to Renren, general manager of the National Marketing Planning Center Li Puqing introduced, Renren nearly two or three years of advertising revenue showed a significant upward trend, of which only the third quarter of 2010 pure brand advertising revenue has been over billion. However, unlike Facebook's targeting of SME ads, Renren is more of a brand advertiser. "Paid media, free media, own media will be SNS of the troika, the Web2.0 and Web3.0 closer."　　"Li Puqing said.　　Li Puqing's pay media refers to the customer's initial investment in brand advertising, and free media is because of advertising and aggregation of the fan group between the autonomous transmission, in possession of exposure and potential consumer groups, enterprises can also be set up in SNS website corporate own public homepage, so that users become friends, to achieve in-depth marketing purposes.　　As Li Puqing foresaw, Mercedes-Benz's brand smart, after listing in China in April 2009, topped 2000 sales in just 8 months, and its sales in China ranked 9th in the world. "Online marketing is a major platform for us to inform all of our important information through the Internet, and we can accurately capture target users on the Internet," Maokingpo, marketing director of Mercedes-Benz (China) Automotive Sales Co., said in an interview with the Daily economic news. "Coincidentally, Cofco Group's Yue Live brand in the promotion, also will be marketing activities in the domestic another large-scale social networking site on happy." It is understood that in a few short months, the number of participants in the event reached 22.8 million, fans accounted for 580,000.　　A survey of the company's research report showed that the popularity of the live brand rose from zero to 50%, showing the power of online marketing.　　However, while more and more brand advertisers value the marketing platform of domestic social networking sites, the interactive mode of "three-dimensional" marketing, like Facebook, is still largely "in the lead" of some foreign companies. "Foreign-funded enterprises for the network more mature understanding of the network carrier, the high degree of awareness, so the first application of social media, large brand advertisers occupy a majority." Although a large part of the income of Facebook from small and medium-sized enterprises, but at home, because the small and medium-sized enterprises on the SNS site is not deep understanding, so this part of the income is not very high. Senior marketing personage Chen Liang explained to the reporter.　　[Page] Narrow "network marketing concept" although some enterprises have tasted the sweetness of the social networking site, but many domestic enterprises still hold "to pay the money post" narrow network marketing concept.　　A 4 advertising company customer service manager George told reporters that most small and medium-sized enterprises to advertise the way is not "guerrilla", is relying on a third party, the essence is to hire people post. Reporters also observed that in today's several big domestic well-known social networking sites, in addition to major brands of the formalAdvertising and promotional activities, through the "reprint" and the Forum to carry out "guerrilla-style" advertising is indeed a minority.　　Last September, just opened a food sales website Feng Jun (alias) also told reporters, in order to promote projects, attract customers, and he, many small bosses are now more willing to open a free blog, and ask someone to write and management, and this is not nothing new. Feng Jun said that the site generally have to have a certain amount of traffic to attract customers, open a blog not only the cost is low, but also to promote the site significantly ahead of time and save a lot of money, "Why do you have to pass those social networking sites?" According to professional blog writer Hanni introduced, business owners please write blog, you can according to the actual needs, the choice of monthly, package week, or even each billing. Some professional, original blog, high fees. Nowadays, the general monthly fee is about 2000 yuan. Writers to ensure that the blog clicks, the higher the click Rate, the higher the bonus.　　To ensure a high rate of blog clicks, writers often promote blogs in relevant industry forums. The reporter found on the internet, on behalf of the blog ads countless, many of which have been advertised as a professional enterprise owners to provide the writing service.　　To improve the company, product visibility, and customers, staff exchanges, low publicity costs have become the selling point of blogging.　　The double-sided nature of social media marketing However, the three-dimensional marketing of social networking sites is not absolutely perfect, the "close" interaction between enterprises and consumers can promote a company's brand, but also may play the opposite role. In an interview with foreign media, Robinburton, managing director of I-wave, a British electronic media marketing agency, said publicly that social media help companies quickly promote brand awareness. However, in similar media, JWT, a global media agency JWT Paris office Ceofredericwinckler, said: "The public's impact on brand value is not necessarily positive, the public now has a strong power, but many companies do not have this response." "If bad news happens, it's going to be dangerous." "Jonah Berg, an assistant professor at the Wharton School, also agrees that social media are more difficult to control than traditional forms of media such as newspapers and television. "If consumer discussions are conducted in a way that is not conducive to branding, it can be dangerous to allow consumers to shape their brand image," he said. In 2007, CCTV host Rui in his blog, openly opposed to Starbucks in the Forbidden City to open stores. Subsequently, the post in two days of clicks more than 500,000 times, netizens expressed the support of Rui, the voice of fierce criticism by the major traditional and online news media reprint.　　Subsequently, Starbucks was forced to withdraw from the Forbidden City. "In fact, the most successful social media campaigns should be able to provide real value to consumers while being well executed, as bogus social media campaigns are quickly exposed by picky netizens," he said. Therefore, it has a higher demand for branding and promotional content.　　Chen Liang said. Since savingAt a certain risk, then will the social media boom soon recede? Many experts in the country think not, citing the low permeability and high growth rate of China's broadband technology. China's 25% per cent internet penetration shows that online social media is just beginning in China, according to JPMorgan's network boom report.　　The report also predicts that social networks will start to boom with the development of mobile technology such as 3G. In this regard, Chen Liang believes that "all the activities, including consumer interaction, as a comprehensive body." Every new media brand campaign should be a network, micro-blog, video and other social networking sites, including the ' Hundred Regiment War '. Only in this way can effective use of SNS this new media for their own brand to create a perfect image. The difficulties in foreign markets today may be met tomorrow. "said Chen Liang.