Three main portals: the marketing of the Southwest drought Love theme activities

In the spring of 2010, the drought in five provinces of southwest China continued to develop. In the face of a once-in-a-century drought, the major Internet companies use their own actions to express love, initiative donation. The author through to Sina, Sohu, netease three big portal love activity comb, summed up their activity organization and http://www.aliyun.com/zixun/aggregation/8118.html "" "" "" "" "" "" > marketing style and different characteristics, and we discuss together:

Sina

Flag-Waving index: 8 points; contribution effect index: 10 points netizen Participation index: 5 points

Sina through the Joint Siyuan Foundation, Alibaba and other units to launch to the disaster areas donated to build cellar activities, activities have been some 1782.html "" "Brand enterprise support and response, up to now has raised 3.6 million of love money.

Activities of the Netizen participation in general, SINA through activities to obtain brand awareness and user stickiness is not very significant.

Sohu

Flag-waving index: 5 cent contribution effect index: 5 cent netizen Participation index: 3 points

Sohu Joint UNICEF, the Women's Fund public welfare organizations, through the Network initiative public participation in donations and online donations, mainly in the form of public welfare organizations of the form of love account, the user interaction is scarce. The number of donations is unknown.

NetEase

Flag-waving index: 2 cent contribution effect index: 8 cent netizen Participation index: 10 points

NetEase through the dry zone of the local government, selected 13 relief points, their own contributions 300,000, set up 1 million netizens to donate the form of the Fund, the initiative netizens make donations, as long as the activation of a NetEase mailbox, NetEase took a donation of 1 yuan. Total donation 1.3 million, drive 1 million netizen to interact, develop 1 million mobile mailbox user at the same time.

The activities of the three major portals are of different forms and characteristics, summed up, with three index can roughly comb a skeleton, the actual Sina and Sohu oneself whether donate, can't determine, and NetEase's routines do more practical, they gave love, at the same time led to the interaction of netizens, website users have been expanded.

Author: Wilson Beijing Network Technology Co., Ltd. (http://www.rulin.net) senior marketing Consultant

MSN ywxchina@hotmail.com

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