SNS website Marketing new strategy: Toupai of the same name TV program ratings fluttering red

This summer, the story of 7 young people living in "love Apartment" attracts a large audience. This is the Love Apartment website Toupai of the same name TV series, also makes the website brand power greatly increased.　　The combination of Web site and television, has quietly opened up the SNS website future marketing and profit veil.　　With Wong Kar-wai chat out of the idea of not a strong cast, not a wave high over a wave of propaganda offensive, TV drama "Love Apartment" with the language of the network characteristics, overwhelmed with funny lines quickly popular, become this year's TV drama Summer Stalls a "dark horse."　　In fact, the social networking site love apartment as early as two years ago began to brew a TV series, the decision-making process is also very bumpy. "The idea was first made by director Wong Kar-wai. Wu, Vice director of marketing at the Love Apartment website, said that in 2007 the Love Apartment had collaborated with Wong Kar-wai's film "Blueberry Night" to elect 10 blueberry girls across the country. When chatting with Wong Kar-wai, he proposed that the name of the Love Apartment website is suitable for making movies or TV dramas.　　At that time, everyone thought it was interesting to shoot the film and television works of the same name as the website, but felt that the idea was too big, because there was no experience at all, I don't know if it could be done. However, the idea of a television with the same name did not end with that conversation. "We took TV as a subject, put it in a formal meeting of the company, and after a lot of discussions, we had to do it." "Recalling the decision-making process at that time, Wu used" very painful "to describe, no one has contacted film and television filming, no one knows whether the success or failure. After all, millions of dollars in TV dramas is not a small number for a social networking site. In May 2008, when the love apartment decided to shoot the same-name TV series, it was not sure that the play would be red.　　Of course, it seems, the original decision of the love apartment is correct. After the decision to shoot the TV series, the writer, the director, the cast and so on a series of problems appeared. "Thanks to the director Wong Kar-wai. "Love Apartment CEO Zhang Jiaming said, through Wong Kar-wai, he met Shadow group vice President Wang Tianyun, also contributed to the Internet and TV innovation combined."　　Finally, the love apartment is determined by the company responsible for the production of TV dramas. The Chinese version of "Friends" "Love Apartment" tells the story of a "love apartment" in the apartment, 4 men and 3 women between the various funny, bizarre, romantic stories. and the characters of the TV series, narrative mode and so on people feel some "familiar", for example, Wan Yu to escape father appointed Blind date, stumbled into the love apartment, like "friends" in the Rachel, the high IQ of the exhibition Bo is the top, addicted to extraterrestrial life and primitive animals, but a little emotional, with "friends" In the same way, Joe the handsome Man, no professional expertise, no serious work, but quite a female popularity, like "Friends" in the copy of Joey. Even in the "Love Apartment" Genuine DVD, AlsoPlayed the "Chinese version of Friends" label. To this, the screenwriter Wang Yuan said "Indeed has the reference", he oneself is a American drama fan, "The Love Apartment" not only borrowed from "the Friend", to other American drama in the classic bridge paragraph all has the reference.　　Director Wesheng also said, "Love Apartment" in the creation by the impact of American opera style, integrated into a lot of American opera elements, but the story and "Friends" completely different, into a lot of people's lives in the plot. "KFC?" I want a rape of chicken rice, "I'll make it short, it's a long story" ... "Love Apartment", from beginning to end through the classic nonsense jokes, cold jokes, in recent years the popular language is almost sweep. And these from the network of material and story clever "grafting", creating an overwhelming smile, people feel warm and ridiculous.　　In addition to the flying Internet language, online shopping, online chatting, rental and other young people's lifestyle is also reflected in the play.　　Regardless of whether or not to draw on the American drama, anyway, the Chinese version of "Friends", but also let no star "Love Apartment" by more people. The first quarter of 6 million investment has been recovered in August, "Love Apartment" first broadcast in Jiangxi Satellite TV, the ratings fluttering red. Then, Sina, Youku, potatoes, thunder and so on bought the "Love Apartment" network copyright site also recommended its focus.　　For a time, "Love Apartment" got a good reputation, in Baidu search the list of the soaring, ranked third, in the famous scoring net watercress more 9.1 points on the very high points, one after the "struggle", "plot", "My Youth who Master", "My Head of My Regiment", "My brother called Shunliu" and many other large production.　　In the face of the current first success, Wu frankly initially and TV talk about selling the film process is not smooth, "TV series, we have to negotiate with a number of TV stations, but because our team and film are relatively new, many TV stations are not optimistic." Today, the real TV battle of the Love apartment is about to begin. At the end of September, Shanghai TV drama channel has begun to broadcast the second round of "Love Apartment", and November will also publish a novel of the same name. "At present, there are more than 10 local television stations to negotiate with us, the key places will be broadcast" Love Apartment ".　　"For commercial confidentiality, Wu has not disclosed which TV stations buy and purchase prices, only that the" love Apartment "in the first quarter of 6 million yuan in the cost of investment has basically been taken back. At present, the second quarter of the "Love Apartment" has been licensed for filming, is in the process of preparation, is expected to start filming at the end of this year, the broadcast time will be selected next summer stall. With the first quarter by the Love apartment site wholly-owned film different, the second quarter will have multiple investors to join. "Although we are still the biggest investor in the second quarter, there will be some television stations and other joint ventures."　　Wu says this means that the brand of love apartment has been punched out. In the broadcast way, "Love Apartment" in the second quarter is also different from the first quarter, the first round will take 4 satellite TV network Way,Two TVs have been identified.　　Wu said that in addition to television stations, the second quarter will certainly work with the network. Not only is the advertisement implanted in Zhang Jiaming view, "Love Apartment" good reputation, will greatly enhance the Love apartment website brand and influence, promote the growth of the site users.　　And that's why he decided to Toupai TV dramas. Wu said, "Love Apartment" actor blog, TV show website are located in the Love Apartment website.　　After the TV show, love Apartment website traffic increased by about 10%, the new registered users every day from 15,000-20,000 people to 20,000-25,000 people. But from a digital perspective, this growth is not very high. In this respect, Wu said, now the "Love Apartment" is still in the process of transmission, the local television stations have not been aired, some potential users have not affected.　　With the broadcast of more than 10 local stations, the flow of the site will be much higher. For the Love Apartment website, a more direct benefit of TV dramas is that advertisers have come to the door. In fact, in the first quarter, there have been hundreds of things, Acer, Taobao and many other customers implanted ads.　　"Because of the good response in the first quarter, there are already a lot of advertisers who want to put ads in the second quarter, and it's not a simple implant, it's an integrated marketing program that will be in the love apartment," said Zhang Jiaming. It is understood that the "love Apartment" plan to shoot a season every year, and has been filming, love Apartment website has the intention to enter the film industry? The purpose of our TV series is to promote the website and not plan to get involved in the film and television industry.　　"Wu's words represent the company's decision, only filming" Love Apartment "This drama, the main business is still the website operation.　　Love Apartment site is set up by 4 young Taiwanese, 2005 years ago to enter the mainland market, mainly white-collar women and college girls as the object of the dating community site, the current mainland members have more than 20 million people, the monthly web browsing times up to 300 million-400 million. In front of the Toupai TV show, love apartments have achieved a number of social networking site Marketing Classic, Starbucks in love apartment virtual shop placement marketing even became a Harvard University Professor Mouth case.　　It is reported that the love apartment this year's income growth is fast, to now has reached 300% growth rate, and according to Zhang Jiaming previously revealed that 2008, the site revenue over 3 million U.S. dollars to advertising and value-added services, the ratio of 82, this year to the 10 million dollar mark launched a shock.　　For the future SNS website main income source, Zhang Jiaming said will come from three aspects, namely the website own advertisement sale, the network game brings the indirect income as well as the electronic commerce and the SNS latent union. He further explained that, because SNS website advertisement puts the price relatively cheap, the recent SNS advertisement income has grown very well. For online games to bring indirect income, the current SNS site is still in the exploration stage, free online games mostly, but the future may become a new profit point. On this sideFace, Love apartment has been a bold attempt, such as love apartment users in the initial stage of playing games is completely free, but if you want to be promoted to a higher level, buy the virtual game currency. He is very optimistic about the community E-commerce, using the depth of implantation, and the community to share a wealth of high-quality member resources, and the use of Forum interaction and the virtual interpersonal relationship, to the cooperation of customers to bring incalculable value of Word-of-mouth. Commercial newspaper reporter Li