Sing Li Mingshun: 07 is a community marketing "implementation of the exploration year"

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Sing (Comsenz) Vice President Li Mingshun

Iris: Web 2.0 era, the emerging network community gradually show a strong marketing function, you think 07 Community marketing will show what kind of development trend?

Li Mingshun: In my opinion, 2007 is a year of implementation exploration for community marketing. On the one hand the implementation, on the other hand also need to continue to explore. First of all, I think that enterprises (especially brand companies) in this year will be implemented more and more based on the Internet community Marketing, with the upcoming 08 Olympic Games, we will seek to display the brand space, at this time, the marketing potential of the network community (BBS, Blog) undoubtedly has the widest play space.

Secondly, the reason why I speak also to explore, is because of community marketing in the value of recognition, business operation mode, tracking measurement methods, market price system, professional marketing personnel, there is a need for development of space, the situation is still imperfect. However, one thing is to be sure, everyone will go to action, "stones", not because of some aspects of the imperfect and give up the attempt to community marketing. This is why I say that the 07 is the "Year of implementation", not "exploration of the implementation of the year," The reason, the implementation of the first, exploration is accompanied by the implementation of the launch.

To add that, I think in China, in addition to the emerging network community (such as friends, SNS, video community), the more important and universal community is a large number of hundreds of thousands of professional forums (BBS), as well as the launch of a number of Web site blog (blog) community Services. In particular, Forum BBS, in China for more than 10 years, according to CNNIC statistics, 43.2% of Chinese netizens often use the Forum/bbs/discussion group, the application of popularity more than instant communication, after email.

Some time ago, a Wall Street Journal report pointed out that BBS still dominates the Chinese Internet community applications, the number is very large, distribution is very dispersed. This is not the same as the United States and other countries in the development of the Internet community. Therefore, in the Community BBS marketing, I look forward to also believe that the 2007 market will have more performance.

Iris: What are the current domestic marketing tools based on the community? What new strategies will community marketing bring to marketers in the 07?

Li Mingshun: As far as I understand, the current domestic marketing activities within the network community, mainly including creative interactive event marketing, ordinary brand advertising, search engine advertising (Google Adsense, Baidu theme ads, etc.), the effect of the Alliance promotion, post marketing. However, most of these marketing activities only treat the community as a common medium, many of the marketing behavior and community characteristics between the adhesion is not high enough. In this, the temporary combination of community characteristics is better marketing type is creative interactive events and post marketing.

As for the new strategies that community marketing can bring to marketers in the 2007, I think an inevitable direction of implementation is to explore the overall characteristics of the community in a large scale and then implement the marketing with precision. For example, in the Community BBS in the implementation of targeted Word-of-mouth marketing, to seize the specific tone of the Internet users to engage in interaction, is the interactive marketing staff can try.

It is also important for interactive marketers to have more contact with their communities and try to understand consumers in a common community. Community marketing emphasizes participation, its implementation methods and traditional marketing promotion "top-down" is not the same, the formation of Community marketing effect is bottom-up, so need to grasp the interactive marketing in every detail.

Eric Network: Some people say that the current advertising as the core of the community marketing profit model, will encounter the fundamental problem of insufficient trust. What do you think of the importance of trust to Community marketing?

Li Mingshun: Trust is one of the most important foundations to create effective community marketing. Before talking about the relationship between trust and community marketing, I'd like to briefly talk about my definition of community. In my opinion, community refers to a group of people with common interests or goals in a certain time and space, and a certain relatively stable social relationship is formed. As for the network community, it only shows that the media space of the community is the Internet, and other essential connotations have not changed. Whether it is BBS, blog space, or a new type of SNS, friends, video and other communities, is called the community, it must represent some of them in which some people have established a certain relatively stable community relations.

At this time, everyone's judgment of one thing is no longer a person's judgment, but the judgment of the wisdom of the group. So, if you want to start a community marketing, I think the enterprise must first of all sincerely face the members of the community, the introduction of their own, the description of goods or services, can not have any exaggerated or false description of the ingredients. Otherwise, it is easy to be exposed to the wisdom of the group, but also easy to form a confrontation with the community of the atmosphere of tension. At this time, originally expected in the Community marketing to obtain the "spread, wildfire, hundred chuan thousands" good word-of-mouth effect, but will backfire.

Because community marketing is a positive feedback cycle and snowball effect, so, community marketing from the beginning of planning, enterprises and marketers must maintain a sincere spirit, so as to establish a real and network community members (consumers and potential consumers) between the trust, and ultimately achieve a successful community marketing.

Iris: It is understood that the interests of the sharing of advertising is the profit of MySpace, the domestic model can make sense? According to a few days ago from Business Weekly news: MySpace Profit and user stickiness committed rush and into trouble. How do you think domestic community marketing deals with the contradictions between profitability and user stickiness?

Li Mingshun: Similar to Google AdSense Benefit-sharing advertising model, has been in many large and medium-sized community website implemented. So, proving this pattern still has its reason and value. But at the same time, I think the majority of the existing interest-sharing advertising providers can not fully reflect the value of the community, can not become the best commercial profit of the community website.

First of all, Google AdSense is Google's identity with its own search engine attributes extended to the marketing services, is the most consistent with Google's own standardized business model, rather than for the Community business model customized marketing platform, so it has a congenital bias, Can not fully excavate the characteristics of the community.

Second, to step back, Google's most powerful search capabilities are reflected in the web search, not the community search, Google AdSense in the community matching degree and the matching degree of the Web page, relatively weak, so it can not most effectively reflect the value of the community.

The above two views may be very harsh for Google AdSense, in fact, similar to Google AdSense mode of other interest-sharing advertising providers, most in the context of the advertising match is not as good as Google, In the distribution of interest in advertising to give the community site has less revenue.

Therefore, the network Community marketing industry in the attempt to share the interests of advertising model, there is a chance to implement a better than the existing model of Community marketing platform, so that fully tap the characteristics of Community marketing, reflect the value of community sites. Accordingly, this also for the enterprise advertisers in the development of Community marketing, to provide greater implementation space, to give more effective marketing returns.

You mentioned the report that the Community Web site MySpace in the selection of Google AdSense mode to implement the profit process, with the user viscous commit rush into trouble. This may be the reason why I just said that Google AdSense mode is for Google Web search, but not for the characteristics of the MySpace community customized.

For domestic community marketing how to deal with the contradictions between profitability and user stickiness, I think there are at least the following three points to emphasize:

First, the community marketing must achieve the maximization of precision and orientation, to recommend to netizens its urgent needs (or potential needs) of goods or services, so as to make users feel that the recommended goods or services are not completely redundant, has a certain value;

Second, the Community marketing is not equal to the promotion of advertising, community marketing content on the basis of high precision matching, but also pay attention to the real and interesting, so as to mobilize the attention of community netizens and goodwill, actively discuss related goods or services, and communicate to more people. On the contrary, the content of the community marketing can not be coerced, to avoid hindering the original reading habits and communication feelings of the community members. A simple approach is that in the implementation of marketing to give members some tangible benefits and prizes, often can play a larger income;

Third, community marketing must fully do well with the community "opinion leader" relationship. Community opinion leaders generally refer to Community administrators, forum moderators, forum Star members, bloggers, and community group sponsors. Generally speaking, these people have the strong influence and the appeal to the other netizen in the community, strengthens with these opinion leaders the communication, strives for them to the marketing goods or the service approval and the goodwill, can play the multiplier effect, can also guarantee the community member's stickiness.

Iris: Sing has a very successful experience in community operation, please also share with the general webmaster How to manage the community and some of the profit patterns can be excavated.

Li Mingshun: From December 2005 Comsenz (sing) to implement discuz! Forum software Open Source free program since the new positioning of the company, from a community software provider to a community software and services provider. In terms of services, in addition to the traditional technical services, the new range of services, including how to help the Community webmaster Management, profitability, to achieve profitability and money-making services.

From 2005 to now, we through the implementation of the first, the second "China Internet Community Development Status survey", with advertisers, marketing industry, third-party analysis agencies, Community forum test marketing activities, in the Community marketing has also accumulated a certain number of front-line data and practical experience.

Statistics for 2006 show that of the hundreds of thousands of community sites, 27.7% of the community sites have never launched any form of community marketing, with the highest percentage of total samples. And most of the community site, the choice of Community marketing form is also very single, almost all are search engine and Effect Alliance promotion.

In fact, for community marketing, most people in the industry are aware that Word-of-mouth marketing is the most effective and imaginative way of marketing communication. A survey by Jupiter Research, a market-study firm, shows that 77% of netizens refer to product evaluations written by other people on the internet before they buy goods online, and more than 90% of large companies believe that user referrals and Internet users ' opinions are important in determining the determinants of a user's purchase.

This gives us more space to try, we hope to be able to in 2007, with the vast number of community operators, choose including "Word-of-mouth marketing" and a variety of new marketing methods and service models to reflect the value of the community, the value of the cash.

Related information

Sing (Comsenz) is China's largest internet community software and service provider. Business community forum Software discuz! , community personal space system (i.e. blog system) x-space and Community Portal aggregation system Supesite, nearly 400,000 independent community websites use Comsenz provided community software and technology to build network community platform.