Tianya Senior Vice President Yulijuan: Doing community marketing with Chinese characteristics

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August 6, 2009, the "2009 Fourth annual IRIS Marketing Conference" hosted by Eric Consulting Group opened in Beijing Kerry Center. This annual meeting is one of the most heavyweight meetings of the year, the annual meeting will be from the network media marketing value, Network marketing innovation model and development trend, economic crisis can block the steady growth of network marketing, the current economic environment will bring those changes to network marketing, how to reflect the network marketing value, how to adjust the network advertising strategy, How to analyze and discuss the new demand of advertisers.

The following is an excellent speech by Tianya Senior Vice President Yulijuan, whose theme is "community marketing with Chinese characteristics".

Yuli Donation: Doing community marketing with Chinese characteristics, we came to pure Chinese enterprises, really for Chinese users need Chinese characteristics of marketing, this picture is very familiar with, there are two days is the anniversary of the event, the Olympic Games, the Beijing Olympic Games, left a very important historical significance to the world, When we look back at the Olympic Games, we have been reflecting, feel very valuable, first of all, to feel the Chinese culture, to understand what is called China's community, it is possible to do well in the community, the simplest example, in the United States everyone feel very much, in addition to work friends Circle is very small, very stressed not willing to communicate with others, So they probably need a real-name community, on the Internet can create more opportunities for communication, in China, we have more good friends off work we go to eat a meal, really to the network to communicate less than offline communication more closely, you just dressed the real identity of the clothes are sounding, this is a great difference between Chinese and American culture, Getting American products to China doesn't necessarily work well, this is a special feature, in Tianya we are happy platform, more important is to do the culture of the industry, through the community's culture to the user can be well linked together, within the scope of culture can achieve good Chinese-style marketing, sea memory bosom friend World if adjacent, It is a time of thousands of years to take this sentence seriously. In China, the Community infectious force and explosive power coexist, contagious power is SNS, whisper spread out the information, another in China has a very big feature, the media is still important explosive, a lot of information through the traditional media to do large-scale expression, The value of news is still very important, the whole market, the Internet we are very hard to do, a number of shares, the traditional share of a relatively large space exists in China's very special media environment, China's users are implicated in cultural education in these two forces on marketing is equal, we often say that the same cold infectious diseases, If like SARS, by a lot of media tracking the spread of the force is very large, the combination of these two forces is the value of the community.

The second one we want to talk about, Tianya. The propagation model was explored, BTOCTOC's model, the process of advertising 50% was wasted, wasted in the not knowing that this is informative communication, community Tianya more advocates we hope to find opinion leaders, effective human communication to maximize the efficiency of communication, If it's an ad that might seem to be a little less trustworthy, a good friend's tell, a worshipper who is more willing to buy such a product, Mrs. Obama's dress quickly becomes a popular costume, and this btoctoc is the fastest-spreading model.

Third, the relationship between Chinese friends is very close, information from the earliest release of information, as the relevance of the audience is becoming more and more close and less, there is indeed a part of the audience to buy their products, the expansion of information dissemination, information has been repeatedly rolling development, this is the ultimate realization of the value of information passed to a group of people, They are leaders, really like this product really willing to use this product really experience good, into a pyramid, this pyramid also has to cycle up the possibility of this product is constantly being applied, the replacement of the continuous occurrence of the model will be repeated, if we really understand this propagation model, In the community features, in fact, also want to share a point of view, how to balance, how to evaluate. In fact, taking Tianya as an example, we have been advocating the marketing concept of eco-marketing, we hope not to rob the community to make the environment as tidy as possible to meet our cultural needs to meet our communication, ecological community environment is to determine the success of the marketing of the basic elements of the second we want to advocate the quality of the user determines the value I used to work in an international long SNS website, everyone is very excited, found that the user a lot of growth is very happy, real analyst we found that the value of inflation is not very high, a topic a lot of people participate in the rapid expansion, we analyze this crowd, the quality of this population is really not high, They were having a little fun, this time to make choices and media evaluation is often described by the huge creative to attract, the real user ignores the original media basic attributes, in the end is what people active in the media, in the end is not the audience effective participants, to be particularly effective to analyze, Whether it's a search or a community or a different kind of platform that sounds beautiful, its audience is a very important point to decide your choice, we want to say that quality users determine the value of the community, value is closely related to the value of users, if the impact of the spread of the people is successful.

Now the market needs to integrate the program, our advertisers and advertising companies are very hard they use a variety of ways to integrate a whole value, gongs and drums is good, but also hope that if there are some community platform you provide two solutions, in the choice of time will be easy to do a lot of things.

Tianya we were working on an effective way to do this, one is part of the promotion of good Foundation is the core of the success of marketing, because in the community inside the user is indeed very high, in the Tianya quality of the population is relatively more, if it is relatively not correct to say or not very effective spread, or false communication is easily developed by Tianya users, we particularly encourage in the word of mouth, in the community time to have optimized planning, to have a good product experience to do the dissemination of the process can also be divided into four ways to refer to, one is the foundation of excellent products and excellent service, another is the gradual process, People who care about this product, Wang Ji, this is a functional drink, help you quhuo very good, there is a bad taste is more bitter, recommended to health, if recommended a petty girl, she will feel not too high, they are opinion leaders, petty girl must not just as the spread, or the pursuit of trust in Chinese medicine, Chinese medicine People's life will give you a good spread, opinion leaders to find the right, to find the right can achieve large-scale transmission.

Third, to build an effective fan group, these are all available through multimedia channels integrated integrated solutions, in the market more large-scale dissemination, this time to get the solution is good, we will have an effective control system will help you from the earliest planning to the final results as far as possible to maintain the same, We advocate three viewpoints, the availability of content, platform availability, in Tianya is also a feature, in our particularly hot plate of the best position of the transmission is very high, and indeed in Tianya some relatively cold plate volume is relatively effective, the platform can be controlled can also determine the size of things, The controllability of the platform also guarantees the effectiveness of the event, third, the emotional controllability, the user's participation to help the whole marketing event to achieve more, the user's emotional participation in the most easily touched others, when we control three effective links in the community will be the most effective communication.

This is a case for Chevrolet, this is a public service, this Chevrolet wants to deliver in China's overall social responsibility and social credibility, buy Chevrolet's owner for the poor mountain area for two weeks, and also express the Chevrolet for China's poverty education of a love, we in Tianya is with two parts of power, The first is to make good stories through Tianya to do a rapid promotion, a lot of people know to participate in, I through my tianya spread this information out, in our about two years we did 10 times such teaching activities, hundreds of contestants went to the scene to give lectures to students, from this dissemination effect should be very good, From the explosive point of view is also very valuable, the whole topic we are not spending money to do two times outside the spread, there are 21st century, CCTV to report this incident, with the traditional media explosion let everyone know the eruption of Chevrolet, in the automotive industry is very famous, many of our car manufacturers know that I talk to the manufacturers of it, We talk about what they say we know, they are doing PR, especially to do corporate image of public relations, we in the public welfare industry inside you this case, by more people care and participation, you have a good analysis of the value of the media, the operation to the sensor and explosive is easy to realize the value of an enterprise.

I make a particularly simple introduction to Tianya, Tianya today to provide you with the data analysis, is the largest community in China, is really good at present, quality is really good at present, from our own view of the Tianya has four characteristics, the wind vane, Vientiane's large community, but also the new fashion of life, We do a lot of effective work, Tianya Entertainment, Tianya car This is to provide a more perfect Tianya, is also the leader in marketing, especially in community marketing, if the community marketing does not do well we are the face of no light, this is the basic characteristics of the Tianya.

In the product line we also have four product line Tianya can do business? We are a product line for everyone to pack out, a class is the media value, the portal as we can do interactive activities, community participation is stronger, more interactive, the second we call opinion leaders based on Word-of-mouth spread, this point in the end of the industry are considered to be the boss of the , a lot of communication companies posted in the end of the earth to spread the final excellent chapter of an event, we hope to provide you with a more benign platform.

The third block is community business, and we want more business needs for companies to do more docking, help to achieve the maximum value of the community, we are in the field of technology innovation is also doing a variety of efforts, Google to help us do a lot of technology innovation, we are better than Baidu tracking from the technical level, in order to help our user behavior of advertising-oriented activities , there are more strong technology innovation Tianya platform for everyone to do introduction.

Tianya Service System, our administrative headquarters is still in Haikou, operating headquarters has been to Beijing, we in Shanghai, Beijing, Haikou has three head office, all over the country for our global netizens to provide a personal service, on this side including our channel project team and so are the core.

The last idea the whole community marketing environment needs to work with everyone to create, ecological new world, and build influence.

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