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This article refers to the interactive activities of the network, generally refers to the essay contest, draft activities, photography contest, character selection and so on; The following will be through the activities of the essay to do a preliminary elaboration, through the flow of such activities and ideas of the collation, with the vast number of network marketing practitioners.
"The essay contest in the past and this Life"
Essay is a common marketing campaign for many years, the Internet is not fully popularized, the national scope of the essay is mostly the use of letters sent by mail, organizers of the majority of the authority of the media or publishing agencies, and more common is the internal enterprises and institutions of the essay activities, in order to promote everyone's enthusiasm, Similar to the essay contest have a certain degree of participation in the award, and some more in-depth will be published in some authoritative journals, to the academic, professional title ratings have a certain role in promoting.
And now the essay contest, because the application of the Internet, the basic is through the network platform for Collection, voting, publishing, etc., the Internet itself interactive, through the network collection, voting, comment participation, etc., so that the network essay as springing up, almost all major sites have similar essay-like activities, Just as now doing microblogging marketing, everywhere, like ipad, some short-lived, some after plowing, forming their own brand activities.
"The present situation and opportunity of the essay contest"
Below we through several recent cases of concern, through the activity itself simple analysis of this essay contest activities of the status quo and opportunities, through the case, summed up the network marketing how we combine their own advantages of resources for network marketing activities.
Case Analysis (1): 68 brand-Name School papers network activities of the "first national students" true composition "contest"
Case name: The first national pupil "true composition" contest, the organizer is 68 brand-name School examination paper Network and a publishing organization, through the official platform Www.68suo.com can understand is the activity time span is relatively long, nearly half a year of time, activities are million award, the group mainly for primary students.
Because of itself 68 of this platform's audience group is mainly primary school students, so the activity Participation Group and the audience of the website match completely; Through the contest's Main Committee, the event will be presented at the end of July, when a number of important awards will be issued through the scene, as the children of some of the friends who have been around before are involved in the event, The main platform of activity is also relying on 68 brand-name School test paper Network, and as the network practitioners of us, so the flow of such activities and the impact of the later attention of nature to more.
A preliminary summary of the characteristics of such activities is:
1, the authority of the activities is relatively high, the organizers are well-known institutions and related media;
2, the platform of strong pertinence, 68 platform mainly for pupils, the theme of this event is also mainly for this group;
3, the activities of the reward is quite seductive, because primary school students online education, indirect groups or parents, this to mobilize the enthusiasm of the participation group is still relatively large;
4, the activity cycle is long, pros and cons, because the pupil itself is not strong, span time can have a sufficient preparation time; The disadvantage is that parents and children's concern slowly weakened;
5, the positioning of such activities are non-profit activities, and strive to participate in the work of the "true" to eliminate the issue of the gunman;
Highlights of the event:
Fully integrated with the existing network interactive platform, will be micro-BO, QQ group and other effective combination of this activity, so that parents and students can always understand the dynamic of activities, using QQ group to solve the problem of participants in a timely manner, due to the broad participation of micro-BO platform.
Effective use of school resources, the winners of this event, the competition committee will give the winners of the school Zhongdi Way to inform the school, at the same time to students at the beginning of a small, in the name of the organizer to send the letter of recommendation, invited well-known experts to give and comments, for students in the later stage to play a practical role in promoting.
Case Analysis (2)
Case name: Tian Li composition ring, the platform essay covers a wide range, including the entire scope of the K12, characterized by the use of propositional composition collection, platform for the relevant composition theme, participants in accordance with the platform to provide the subject matter, composition submission, the participants asked to withhold the topic for submission;
Features are:
1, adopt Lei way, the participant's active call is easier
2, the use of propositional methods of composition collection, the participants can be targeted writing (of course, limited the author's free play)
3, the ranking mode of encouragement, due to the number of holding period, a higher degree of awareness
Next, let's talk about how to effectively promote platform branding through such interactions
Effective will be from the media platform applications, micro-blog, micro-letter, blog, official website platform, Industry Media Alliance, SNS, such as these applications are indispensable, broaden the distribution channels, platform function integration, the properties of various platforms perfect combination.
1, the credibility of the site to improve
A good activity, credibility is the user's first choice. For just start of the website, marketing full and advantageous resources, seek to have brand partners, through the partner occasion, this will be more authoritative. This can make the website popularity and popularity expands rapidly, thus obtains the better marketing effect.
2. Increase the attractiveness of the website
Whether to attract the attention of the user is the key to the success of the activities of marketing planning, when planning to improve the attractiveness of the activities, to be creative, the theme to be able to reflect the user's curiosity, which will greatly improve the user's attention and participation awareness.
3. Strong executive Power
A good network activity marketing results mainly from the early stage of careful planning work, the implementation of the main embodiment in the detailed job description, workflow steps, executive staff, execution time, the treatment of unexpected events and so on. In the event of the implementation of the process if there is a problem, causing the user's dissatisfaction, the activities of the marketing effect will be compromised, and even the site to play a counterproductive effect, so that the loss of the candle.
4. Point to point of the transmission force
The purpose of the website is to do activity marketing is to spread the brand culture of the website to more user groups, realize the maximization of the brand propaganda benefit, this is also the most crucial part of the whole activity marketing process, and it is also the embodiment of the activity marketing purpose, effective dissemination, and effective publicity for the active subject Do not completely position yourself as a network media, the advantages of traditional media to combine their own resources for effective integration, Internet Information flooding also makes many users difficult to quweicunzhen, for example, no matter how many billions of users you have on this site, how big the platform, the marketing of a large group of the audience or through the traditional media, such as CCTV, this system mode he will always be the boss position!
Finally, "fish" and "Bear's Paw" can be both?
There is no free lunch, no more than a few fine-plowing exercises, site does not carry out a series of marketing activities and overnight fame, do not blindly believe that those modified the myth of success, the Internet entered a large data era, the user is the most not missing is information, how to subdivide the needs of users of the process, the effective introduction of users, access to recognition, will be our Internet practitioners, platform operators of unremitting efforts and hard work.
This article original starting author: Ma Yuhua reprint Please keep, thank you!