Viewing public opinion Marketing from Vanke's house-selecting device

After the evolution of the internet to Web2.0, "Word-of-mouth marketing" This argument has long been notoriously, and the recent emergence of "public opinion marketing" said, a great deal more prosperous trend. Through the search engine to turn out several relevant cases, the 08 Internet classic case "ban Wang Lao Ji" and http://www.aliyun.com/zixun/aggregation/8700.html "> Coca-Cola to buy Huiyuan did not fruit, have been knocked on the seal of public opinion marketing. It seems that the public opinion marketing has yet to be more in-depth research and scrutiny.

Here I also briefly introduce a case to share my views on public opinion marketing. Recently learned from friends that Shanghai Vanke and a real estate site jointly developed a choice of room software. From the interface (below) can be seen Vanke will buy the standard of 9 categories, users lock the target property, according to the order of the first round of the sorting, and then to each classification for fuzzy scoring, the final system to produce a total score. According to this method, users can compare different properties. Of course, this is based on a good understanding of the project in the net. And the software background will produce data, after finishing can draw some very valuable "public opinion", such as the developer brand influence, property management level, quality difference and so on. With the accumulation of data, these conclusions become more and more important, it can reflect the buyer's existing understanding and long-term vision. Based on these conclusions, developers can be targeted at their own brands, products to carry out a series of adjustment and reinforcement, and ultimately with the audience mentality.

According to friends, Shanghai Vanke's real estate, more than 60% of the first three selected by users for the brand, community, property, and this and Vanke in the real estate circle rankings, people word-of-mouth "Vanke property" is a great reality of the highly consistent. Believe that Shanghai in the later marketing promotion, these links must be the focus.

So what is public opinion marketing? We can understand the way of making decisions on the basis of mainstream public opinion in a certain period of time. Public opinion was usually held in the hands of the elite, which stems from the media's elitism and limitations. All big Company's brand if encounter any crisis, often can through "public relations operation" to "settle". But consumers have learned to be smart, and they can express their opinions through the Internet. The network of public opinion gradually rises to be able to confront with the mainstream media, because of its unlimited breadth and no limitation. These Non-mainstream collection formed the real mainstream public opinion, also decided a brand success or failure. To the big point, the success of Internet President Obama, there are traces of public opinion marketing.

Finally say a digression, the selection of the software from a strategic point of view is undoubtedly a very successful work, if you can pay more attention to user experience, such as the design of more reasonable, simplified user use steps, then I think it will produce a greater effect.