Network social times: revealing SNS marketing Magic

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Not so long ago, Wharton's online partnership with American Public Radio, the evening Business Report on the Emmy Awards, created a list of the greatest 30 innovations of the past 30 years (February 16, 2009), and the choice is to see how far these innovations have greatly changed human life?

Among them, online dating ranked 20th, after the Internet, broadband, the World Wide Web (browsers and Hypertext Markup Language HTML, desktop computers/laptops, mobile phones, e-mail, etc.), with the SNS network represented by online dating more and more infiltration into people's lives, and become part of, The mystery of SNS advertising has also been uncovered. On the one hand, SNS nature of the site is urgent need to profit through advertising, and on the other hand, SNS advertising effectively become the focus of attention. Data show that Facebook, the world's largest SNS website, has reached $145 million trillion in advertising revenue for 07 and doubled by 08.

So why is Facebook still able to achieve such robust growth in the presence of many questionable voices? is SNS to make the marketing what has changed? The proposed or SNS marketing for the network advertising tradition put into the "bright spot"?

SNS Change marketing?

The popularity of mass marketing blurs the fact that consumers have been served as individuals.

--Armstrong and Kotler marketing: An Introduction

The popularity of

Social media such as Facebook and MySpace are likely to change the nature of advertising to make it more "socially", a Nielsen study has said. A typical example is the home of a well-known SNS website Love apartment (flyker.cn) launched the "30 Days Change reality show" PK activity, confirmed the "nature of advertising changes", creating a new approach to consumers.

In this network clothing brand "fashion uprising" to do marketing activities, consumers have their own network T, to meet the common people to participate in fashion aspirations, through each consumer personalized collocation and display, express their own fashion ideas, and with more users to achieve exchanges, sharing, This makes SNS marketing from the control of simple advertising forms of increasingly complex noise and the form of the same way out, very novel, every day has a fresh collocation, enough fresh, and netizens personally, close feelings, and 30 consecutive days, time is long enough.

In addition to voting, blogging and many other forms of interaction, when a user participates in or focuses on this activity, it informs his friends, so that more people see this ad-less advertising than the fashion uprising, and not just see that users can get the recommended information for their own dress match through an interesting little game like the Magic Closet. And can be directly placed orders, and then show up to share with friends. Here, see the person is active rather than passive recipient, because this kind of SNS advertisement design way lets the marketing start with the interest and the like-minded, creates the value for the user, then is the network numerous by the like-minded person unifies the microcosmic market.

It is reported that Lenovo, Nike, Alpen, Die, Pepsi, Starbucks, Nivea, Kanirdu participated in the love apartment such a marketing platform.

SNS website is fashionable, people not only want to meet with others, also share their life online, SNS website This kind of mechanism decided it is different from the characteristic of the past marketing way. In the past, companies have instilled information in consumers, and now consumers want information about their businesses, come in handy, and spread them out.

Entertainment is interactive.

Games are serious business.

--Locke's "Just left marketing: the business art of the internet age"

Although the market research firm Forrester Studies earlier said the ads on Facebook were less than 1% clicks and "messy". But this does not prevent Facebook from verifying the effectiveness of the interactive approach to SNS Online entertainment, because Facebook's magic does not depend on display ads.

On Facebook, 02 to promote favourite place feed-in (similar to Beijing Unicom's "affection province" service) to students, this is the first time in the UK to brand (group) activities in the Facebook (SNS) social platform. This led to the birth of a group of Britain's most popular universities (activities). In this group, students can invite friends to vote for their favorite universities, participate in discussions, upload videos and so on for their favorite university to gather popularity.

The strategy of the digital marketing campaign based on Facebook's existing behavioral model is to interact with one another in a way that does not forcibly advertise information, but rather forms a community where everyone talks, deepening the understanding and impressions of the brand. The sponsorship was a huge success, and the group grew fastest on Facebook: More than 109,000 students joined the group for more than 130,000 discussions in 8 weeks, 89,200 times wall posts (meaning of each step), and 56, 300 pictures were uploaded.

Therefore, we must not think of SNS ads as simple advertising Banner,sns advertising far more interesting and effective than we think, based on the interactive advertising mode of entertainment, so that SNS marketing getting better.

Recently Acer launched a "My Acer Life Proposition" (acerlife.ipart.cn) activities. The interesting thing about this activity is that it breaks down the traditional media's one-way way of informing, creating a new type of virus that helps Acer "infect" consumers.

Acer with the help of Love apartment special virtual environment to fully display the creativity of the user, the child-like childhood games and social network closely combined to create their own Acer life, through the virtual home decoration props, to meet the needs of dress, display, exchange, sharing, thus providing a kind of around the home, Life and fashion are fun and entertaining. The campaign is so creative that consumers need to start by answering 20 questions about Acer, because that's the only way to get the virtual props that pop up in a love apartment for a cabin--the furnishings--and when you're using them to dress up a cabin, you have to have a Acer furnishings. But this is attractive enough for users, because these virtual props are usually charged.

This, on the one hand, gives users the desire to answer questions related to Acer with free home furnishings, and on the other, allows them to understand the Acer brand and create a sense of closeness in the process of answering questions. And when users use these free home decorations to decorate a beautiful hut, and through the way such as qq\msn to canvass for the jackpot Aspire One netbook, not only participate in the user insight into the concept of Acer brand and with their own life claims to integrate, and Acer's brand image has been shown over and over again, spreading viruses and attracting more people, one of which has been voted up to 19,822 votes.

And it's just a line that spreads, and the spread of another line is in Acer opened in Love apartment virtual flagship store, you can see here as the Acer online brand interactive platform, users in addition to visit and give away a variety of virtual Acer notebook (note: In love apartment visit to send virtual gifts has become a custom), Users can also receive or give Acer elements of the virtual home decoration to their own or their friends, and once the use of these gifts to beautify the personal cabin, his cabin will appear "Acer Life", with the help of the frequent communication between the network, will Acer's brand, products, In order to meet the current communication environment for more in-depth and effective dissemination, and take care of the individual's subjective feelings, appear creative.

Entertainment is interactive. SNS network in the way of the game, SNS marketing only merges the idea of social networking site, can realize its dissemination of magic. Because the best entertainment is interactive, the best interaction is entertainment, and its ultimate is the mass carnival, you see the enduring Disney, Super Girls Magic magic is not always from? SNS Marketing is the same, but it extends from the offline form to the line, but is richer and more convenient, and this is like E-commerce.

The era of such a network, as the world becomes more and more digitized, new media and new ways of communication will create a new miracle, the Internet is a continuous miracle place, SNS marketing magic is just the beginning of it.

The author of the flight AH Lou