On socialized marketing of electronic commerce

Purple Xuan (alias) is an ordinary employee, in micro-blog doing part-time: in micro-blog every day recommend a pair of shoes, through Lok Tao launched the "micro-rebate" measures, each month can earn around thousand yuan.

This is the way to go: Purple Xuan fan more than 3,000 people, she every day in micro-blog recommended a pair of shoes, about 3-5 single transactions, according to each transaction according to 150 yuan calculation (summer seasonal sandals, slippers, etc.), each pair of shoes can earn 15 yuan, a day about harvest to 45-75 yuan, One-month earnings are around 1500-2000.

This is an ordinary netizen part-time microblog marketing revenue.

Related Personage predicts, the community user will become each big electronic commerce website Battleground, the combination of electronic commerce and SNS--social electronic commerce or will become the next battlefield.

On the one hand, according to E-commerce industry sources, the Internet advertising prices in general Rose 30% this year, the portal site and other powerful media even rose 40%-50%, the cost of promoting the platform to promote 187%, a rigid marketing needs of E-commerce enterprises facing the dilemma of embarrassment.

On the other hand, the rapid development of social media such as Weibo, the recent public data show that Sina Weibo users 140 million, Tencent Weibo users 160 million. According to the latest data of China e-Commerce Research Center, the online retail market volume reached 513.1 billion yuan in 2010, and it is expected to exceed the 1 trillion yuan mark in the next two years.

Super 100 million user base + 1 trillion yuan e-commerce scale, the effect of superposition, does it mean that the social e-commerce war is imminent?

Can be seen, Amoy, Fank and other companies have dabbled in microblogging marketing, Taobao will be SNS positioning this year's first major event, at the same time, the market is active in the beautiful said social E-commerce media.

Micro-blogging boom promotes social marketing

The 2010 is a micro-Bo Yuanyang, changing the structure and mode of information dissemination. According to the latest published data, Sina Weibo users 140 million, Tencent Weibo users 160 million.

It is reported that Sina Weibo has more than 10,000 active enterprises certified official accounts. Magic Time Technology CEO Rui that this is a relatively conservative figure. "Weibo marketing is an investment behavior that creates value that may be unexpected." "he said.

"According to third party monitoring data, in Tencent Weibo to share more than 28 times times, that is, if you share a link to Tencent Weibo on your site, will probably bring 28 new users, on average, each user to the site will be 6 to 8 times to browse and click. "Tencent Micro-Bo Division general manager of the Department of Yu Hongyu in the annual meeting of the webmaster said."

According to the latest data from the Dcci Internet Data Center, the community has brought a large number of brand contacts, important users, and also guided the whereabouts of these users, "Community connect e-commerce" has become the norm.

Dcci statistics also found that 36 of every 100 microblogging users wanted to add new features/applications related to E-commerce, while 28 of every 100 SNS users often used E-commerce features. The rapid development of e-commerce market urgently needs a new mode of expansion, and socialized e-commerce ring will become a strong and effective catalyst for e-commerce market.

Compared with traditional advertising, social marketing is more authentic, and users believe in user and friend evaluation. More importantly, social marketing gives large companies and small and medium-sized enterprises a platform for fair competition, low input cost and high return on investment. Le Tao provides data shows that the general promotion of the search engine to promote ROI (return on investment) is 1:2, the promotion of the Alliance ROI is 1:3, the navigation station ROI is 1:5, and Le Amoy "micro rebate" measures ROI is 1:10.

Internet expert, "network leader" editor-in-chief Liu Xingliang revealed, a group buying navigation and group buying analysis of the website concluded that now group purchase site has 30% of sales by micro-blog marketing. Quick Schoolbag related officials said that the micro-blog traffic has accounted for One-third.

Liu Xingliang that micro-blogging is characterized by rapid transmission, a more focused micro-blog in the internet and mobile phone WAP platform on the issue, within a short period of time can reach every corner of the world of micro-bo, to reach the largest number of witnesses in a short time. Through the attention of fans, grassroots, celebrities broadcast, the formation of viral transmission, has a wide range of effects.

E-commerce, group purchase industry competition

and micro-Bo hot is corresponding to the potential of E-commerce enterprises to promote demand.

According to the latest data from China's E-commerce Research Center, as of December 2010, China's E-commerce market turnover has exceeded 4.5 trillion, of which the online retail market transactions reached 513.1 billion yuan, an increase of 97.3%. The center expects that in the next two years China's online retail market transactions will enter a new stage, the annual turnover is expected to break the first 1 trillion yuan mark.

"Although the current domestic e-commerce companies really profit only about three or four, but the amount of financing has more than 2 billion U.S. dollars, E-commerce has become the most crazy financing industry." "Sun Yu, vice president of Sequoia Capital, said.

At the same time, the group buying market is also staged burning money war, have invited obvious endorsement. Because of the high cost of investment, most are still in a loss or barely maintained position, only a very small number of profits.

Analysys International analyst Tang Yizhi that, on the one hand, enterprises need to vigorously promote the promotion of sales, improve competitiveness; On the other hand, the quality of media Resources Limited, advertising price is an inevitable trend, social marketing can also be a powerful combination of electric business marketing composition.

From the current combination of e-commerce and SNS, there are roughly three modes: E-commerce is based on the third party SNS marketing, E-commerce itself strengthens the socialization function, the third party's independent socialization E-commerce community.

Three modes of e-commerce +sns

1 e-commerce based on social Network marketing

Amoy launched in May today, "micro-rebate", involved in micro-blog marketing, users to share the Lok Tao link to micro-blog, if the production of transactions, will be able to get 10% of the split. "Do not underestimate the power of Weibo, we one months through the micro-win order about 5000 orders." Amoy Vice President Chen said.

Amoy's statistics show that the average per person orders for about 250 yuan to 300 yuan, through participation in the micro-rebate of user testing, fans breakthrough 3000 people, a day can produce about 3-5 single transactions, if the text is attractive, can even produce 10 transactions, monthly return of at least 2000 yuan.

Garment category of consumer goods are also in the early May to dabble in micro-blog marketing. Where the customer alliance ads on the online microblogging sharing function, the alliance site through the promotion of micro-blog links, the production of effective orders, can also be credited to the relevant performance.

2 e-commerce website to increase social function

This model is mainly to increase the user's stickiness, interactivity. Taobao is the first of three big things today is SNS. May 24, Taobao SNS Products "Amoy rivers and lakes" into "My Taobao", at the same time launched the "shopkeeper said" and "friends to share" two applications, strengthen its own SNS properties.

Taobao's SNS will be mainly oriented towards two: one is the interaction between consumers will be more improved; the second is to let Taobao overall more SNS, let SNS gene implanted in Taobao.

Where customer Prudential products in March 18, opened a social marketing platform "Every guest has the talent platform", so that people enjoy through their own pages generated by the sales of 10%. Where the customer prudential claims, through the platform, where customers are expected to bring up to 1 billion yuan for the owner of the income share.

Where the main model is: Tatsu people buy goods, on the platform to publish their own products with photos, through the "show" their own to achieve the recommendation of potential customers. For each successful customer to buy a product, Tatsu people can get the product 10% of the Commission.

3 third party social e-commerce community

Now the market is active in social e-commerce Beauty said, Mushroom Street and so on. Beauty said itself does not do E-commerce, is based on women's fashion shopping community, its website merchandise pictures, prices and other information from E-commerce platform. For example, netizens found in Taobao "Baby", will this single item of the website copy to the beautiful said release, Beautiful said will automatically grab the price of goods, pictures, style keywords and other information, its profit model is mainly for business return point.

Beautiful said CEO Xu Yijong said, E-commerce site is very recognized this model, the two sides is a cooperative relationship. "We do this, Taobao is particularly happy, because it is through health mode to bring traffic." ”

Beautiful said 15 months since the development of the current user has more than 1 million people. At present, beauty said that share content, Taobao market accounted for the ratio. Xu Yijong believes that with the rise of the business-to-consumer, the shopping sharing will become a big trend.

In the group buying market, the original head of Alibaba Chen resigned from the founder of the group to share the "most Amoy Nets", is a group buying sharing mode. Unlike group buying navigation, it emphasizes human existence and human behavior.

The internet will be transformed from a content network to a human network.

Social electronic commerce, emphasis is the role of people in the media. Beauty says CEO Xu Yijong that in the future, the subject of the Internet will be transferred from the content to people, this trend will continue for 10 years.

According to a new survey of more than 8,500 U.S. businesses by the American Merchants ' Circle, 70% of small and medium businesses in the US have been doing social marketing campaigns on Facebook and Twitter. But in China, these are just the beginning.

Insiders believe that social E-commerce is a lost war, will determine the success or failure of future e-commerce. What is the marketing of Weibo? It is the problem that the electronic commerce enterprise hangs in the head.

Around：

The birth of Weibo marketing management tools

The general trend of social marketing, many companies see the microblogging marketing management tools market. Sina Weibo earlier in the birth of the fan analysis, text transfer pictures and other tools, now, has been the birth of the public interest, brand microblogging and other more systematic micro-blog management platform, more rich and systematic functions.