The revelation of 100 million dollars in two marketing endings

Recently, Delin, general manager of the Queer Community Research Institute, delivered a wonderful speech on Community Word-of-mouth marketing at the new marketing Conference. It mentions two very representative cases-the wanglaoji of the fast-selling goods and the Wenchuan of the real estate giant Vanke during the earthquake relief period, the same donation of 100 million, and two distinct results.

The same is a billion, why do you get such a different contrast? It gives an answer to the study of community-spreading pathways.

First look at Vanke's performance: The day of the earthquake, Vanke Group Rapid response to donations 2 million. In fact, a few days after the Wenchuan earthquake, donations less than 2 million of the enterprises, in the network by netizens questioned the number of small donations of companies are not a few, why only Wang Shi led Vanke will encounter such a big PR crisis?

Lack of awareness of the community's strength, bucking the trend, leading to Wang Shi deep in the "donation door"

From the above we can see the third day after the earthquake, that is, May 15, Comrade Wang Shi contrarian and for, in their own blog with "2 million reasonable", "10 Yuan" blog Bowen response to netizens, immediately caused by the unanimous shelling of netizens.

May 17-18th integrity weekend, not many internet users. This round of shelling tends to flatten out, and if Vanke can start an effective crisis PR at this time, it is an opportunity to reverse or change the aftermath of a series of crises, but the two days of Vanke have not taken any action.

May 19-20th, the voice of netizens to upgrade, gradually out of control, Vanke group's public relations crisis has also reached its peak. The state of affairs is beyond control;

21st began, slow Vanke PR finally launched a series of initiatives. First announced 100 million yuan to participate in reconstruction, followed by the donation door to apologize for the incident, another pan Shiyi for Wang Shi to defend a series of combination PR means all thrown. But the participation in the reconstruction does not directly and effectively account for the fund path, that is to say, not to the netizens to convey the most authentic and simple voice, committed the community PR taboo. So netizens have been attacking the sound.

June 5, Vanke in the board of directors had to vote through 100 million donation plan, chairman Wang Dan again unconditional apology, but the negative impact of the incident has been difficult to eliminate, netizens are still constantly calling for Mr. Wang to resign. Vanke bought a piece of infamy with a donation of 100 million yuan.

This series of public relations crisis shows that Vanke group on the Internet, the strength of the community lack of understanding, no homeopathy, did not take effective community crisis PR measures, resulting in serious consequences.

Wang Lao Ji successful marketing key: Pay attention to the community, homeopathy and

May 18 Night, by a number of ministries and CCTV jointly organized by the Disaster Relief fund-raising party, plus many treasure group announced donations 100 million Yuan, their charity immediately become the focus of attention. At the same time, Wanglaoji's PR publicity launched, that night Baidu Bar is a large number of inquiries posted. Here needs to be noticed, Baidu Bar is able to become China's first big community platform, because its participation in the process is very simple, do not need to register, so is the fertile ground for community marketing, Wang Old Kat PR smart grasp this platform.

19th, the major forums for Wanglaoji discussion has been overwhelming.

May 20-22nd, Wang Ji used a series of combination boxing on the network to promote.

1, Wang Old Kat with a Ru method, hype "ban" Wanglaoji, in various major forums constantly hype such a name "blocked Wanglaoji" posts: "Wanglaoji, you are ruthless!" Donate 100 million, dare to be Wang Shi's 200 times times! In order to rectify this arrogant enterprise, buys the light supermarket the King old auspicious! One can buy one can! Do not buy the top of this post! "Then there is the news that Wang Ji is selling off in some places. Southern Herbal Tea "Wang Lao ji" Almost a night Red River North and south, some people in the signature file on MSN began to call to drink canned King old Kat.

2, borrow the hype, during the earthquake, the Chinese people mentioned a very high altitude. Then Wang old Ji to promote the point is to drink China's Coca-Cola, and again enhance Wanglaoji brand awareness and reputation.

3, occasion Vanke's negative events, hype Wanglaoji positive, enhance the user's identity.

Wanglaoji's success, first of all, is the enterprise attaches importance to the community, pay attention to netizens, pay attention to network marketing success. So at this critical juncture, its network marketing is so fast and accurate and comprehensive response, and can timely and accurate use of forums, blogs, websites and other traditional network marketing tools to match. Second homeopathy, choose a good entry point and marketing approach.

The new idea of cool network community marketing--The homeopathy cycle

The community has become the third voice in TV and print media. The community has gradually become the network marketing focus on the starting point, the community has been Chinese netizens stay the longest network platform. Community Marketing is the best carrier of the shift of attention economy to experience economy. The community has a significant impact on consumer buying decisions, and more and more manufacturers are starting to use the community to promote brand reputation.

As a technology-driven community search company, with its first peoplerank algorithm, and then through the original network Word-of-mouth analysis platform, can be accurate to help enterprises discover the potential of the brand, to help enterprises understand their own in the Community Word-of-mouth status. Through the "fragmented marketing" model, including viral marketing, brand activity marketing, Crisis PR processing, event marketing, such as the real show to netizens. True interaction is not a complete and perfect presentation of marketing forms, but should be the marketing segment presented to netizens, let netizens play their imaginations to the integrity of the fragmented, is the real community marketing "interactivity", such as a small box, small fat is a "fragment" caused by the spread of "community blockbuster"!

Cool in the Community marketing field, with the current most all-inclusive opinion leader library, can help enterprises to discover the Community brand or product opinion leader, for enterprises to precipitate active strength. Minority opinion leaders in the community can make the biggest voices in the community, and their professional views and sharing of experience can affect most netizens.

As a business, you can never say what you want to say, which may cause a bigger negative marketing to the brand. So a successful community marketing should be the homeopathy and the benign cycle of development.