SNS Marketing Analysis: beautiful and dangerous

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Well-known it blogger Keso a trip to South Africa in mid-February this year. Half a month later, in his blog on his own "South Africa" as the title, posted 12 illustrated posts. The article soon attracted a large number of netizens click. On his blog in NetEase, the top 12 readings for 20,000 people are not his blog hits in Donews, Twitter, and his five-quarter blogs. 17000 people are said to have subscribed to his blog.

A South African boy who speaks fluent Chinese Jeremy Goldkorn (Golden Corn) is clearly satisfied with this set of data. The "fake foreigner", who has lived in Beijing for 14 years, has an English-language website called "unit", which introduces the story of China to the world every day. When the South African embassy in Beijing hoped to promote tourism in China, he pushed Keso to the ambassador, thus achieving this seemingly casual blog marketing.

"The influence of traditional media is weakening, and the influence of well-known blogs is clearly not underestimated." Goldkorn said, I suggest they use a new and most appropriate way to marketing, and finally think of celebrity blog. Before the Keso, the Entertainment circle "first blogger" Xu Lei was also under the arrangement of the South African Tourism Bureau for a tour, followed by the publication of the "Open!"

Goldkorn in the Internet industry is not a short time, more recently, more and more people began to find his consulting network marketing things. This is the current network advertising market portrayal. It seems that using the Internet for integrated marketing is a well-known truth, but what is the real picture of how these companies use the Internet for marketing? Does digital marketing have a complete industry code?

SNS Advertisement Development

Recent Internet Creative Marketing classic case, the most worth to say the last one of the number of the latest in the traditional media has played an interesting and impressive ads: a group of people in different places gaily jump to repeat waving the arm of the strange dance.

The idea is to come from a guy named Matt on the Internet.

Matt is an engineer at an IT company in California. He likes to dance his own invention when he eats and walks. Everywhere he travels, he dances in front of local buildings or landmarks, and uses his cell phone to shoot videos and put them on YouTube after a late soundtrack clip.

In real life, this behavior seems crazy, but on the internet Matt has been enthusiastically sought after. Soon an American chewing gum company sponsored Matt. The simple thing they did was to pay for Matt's travels, and all Matt had to do was make a thank you logo at the end of the short film. Finally, the idea was adopted by visa company and became the advertisement that people saw on TV.

The answer seems obvious to the question of why companies do ' digital marketing '.

CNNIC's statistical report has announced that China's Internet users are now over 300 million. According to research by Ogilvy, the "digital immigrant", who is under 25 years of age, is becoming the main force of Internet users – the basis of Visa's creative success.

Wang Xiangyin, vice president of marketing and planning at Tudou, a video site, said that while television still had an edge in the field of communication, new media marketing with computers as its carrier was becoming increasingly obvious. First, the network is highly interactive, second, through the existing technology platform, advertisers can easily track user behavior (such as how many times an ad has been clicked), and the third is that the network can provide flexible advertising and marketing to specific people, such as a certain region or age group.

For advertisers, the young people in front of the computer is indeed a can not ignore the market, this sentence seems to be a little cliché, but, how to use the Internet, in marketing and not form a complete and mature concept.

"The main expense for internet marketing is online advertising. "Based on his influence on young people, online advertising is increasingly being adopted by companies," said an insider at the company's media procurement department. And for SNS, a kind of interactive network media, customers are generally favored in the new product listing or for specific brand activities to use.

It is not to be overlooked that, in addition to online advertising, more companies are willing to do soft paper or pay for online writers. This kind of writer is called "5 Mao Party" on the net, "send a post to five cents". "This is a very low-level marketing approach, but it has been adopted by many companies because of the simple and cheap operation." "Goldkorn said.

The popularity of "five Maoist" is not good news for Thomascrampton, director of Asia Pacific, the digital influence of Ogilvy's PR. To help clients with online marketing, Ogilvy set up a dedicated "360-degree digital influence" group and hired Thomas Crampton, the famous blogger who has 18 journalists experience in the International Herald Leader and The New York Times.

"The internet is a creative place, and there is a lot of room for integrated marketing using digital media, but many companies still don't realize it." Thomas said in an interview.

Thomas's team helped to make a successful online marketing of the Singapore South China Morning Post's Chinese website. This is a video of Bush's meeting with President Hu Jintao, which has been a foil to political figures through ingenious dubbing clips, while the South China Morning Post's exclusive, fast-news-reporting image is impressive.

Internet marketing: Beautiful and dangerous

"Use the internet!" While this may seem obvious, it is still difficult for many companies to make creative integrated marketing decisions. One is because the idea is not readily available and requires a little bit of luck. In addition, because the network content and the particularity of the dissemination often means that the enterprise must bear the greater risk than before.

"It's a different thing to be aware of using the Internet and really using it effectively to do marketing. "The digital media marketing" water is deep, "said Thomas Crampton, director of Asia Pacific, the digital influence of the Austrian-American PR, will fall into the trap accidentally.

The Langham Hotel, one of Hong Kong's leading five-star hotels, is facing such embarrassment recently. Their carefully planned set of videos for online marketing has been counterproductive, with bad reviews.

This set of videos tells the story of a foreign tourist in Hong Kong. The effect is that foreign tourists come to Hong Kong because of the noisy market and cultural differences brought about by the discomfort and panic, when he walked through the sea of people to see the Ronghao Hotel, finally breathed a sigh of understanding smile.

The video uses a horror film-like shooting technique, music thriller, full of exaggerated distorted expression. Although because the theme of novelty to win a lot of clicks, but it has attracted netizens, especially in Hong, the unanimous denunciation. "It's a nice hotel, but he's been doing a good job of promoting himself by demonizing his city," he said. Thomas says Langham made a fatal mistake.

In the end, Langham's network marketing, the hotel's general manager had to stand up to the Hong Kong people to apologize to the scene and the failure ended. This case proves that the use of digital media for integrated marketing is not the more creative the better, there are some principles to follow.

"None of the solutions are perfect, you have to know exactly what you want." "In addition, a successful integrated marketing solution must include creative approaches," said Wang Xiangyin, vice president of Tudou.

Thomas believes that whatever the channel, must be clear about their strategic positioning, which means that the message to be conveyed must be consistent with the brand. The second is to make netizens feel valuable. This value has a higher degree of trust, or fun, or practical. The other point is that companies must learn to listen to the voice of netizens and to remain honest.

And that's what makes Goldkorn feel entangled. Want to make a career he once thought that helping companies with online marketing is the ultimate goal, but he later found himself unable to escape the more complex "moral torture" that the internet faces.

"Not all people, all enterprises or products are suitable to use internet marketing, if an enterprise itself is not good faith or product problems, I do not help it to ' deceive ' netizens?"

"Netizens are very intelligent, so no matter how clever marketing techniques, if the company's own products are not good enough, or service is not good enough, network marketing are risky." "Goldkorn said.

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