Viewing the evolution of community marketing from "Xiao Y snatching sofa"

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The use of network hot words brand marketing, seems to have become a new model of China's network marketing, but the birth of this kind of embryonic type has caused some concern controversy.

Another "Jia."

If you are concerned about the Internet, but have not heard of "fierce Little y Rob Sofa", you--out. If say "Jia", "Lonely Party", "sports faction" become nowadays network extremely fashionable language and widespread word, "Little y Rob Sofa" also undoubtedly become this kind of classics of continuation.

Recently, a self-proclaimed "fierce, post non-sofa do not rob the post appeared in the Tianya forum, the post of the owner claiming to be small y, and said that will be in two weeks time to rob all the Tianya of the sofa, but Hao said" there is no sofa is small y can't get drop! " Nowhere to verify the end of the Tianya post is this "sturdy little y" rob, but from this post of up to millions of clicks and thousands of of responses plus "Little Y" himself posted the N more to grab the sofa map to see, indeed there is a tough place.

With the "Jia" similar to popular online popular word events successful commercial hype, the same view, the "Little y Rob Sofa" One night fiery also achieved another commercial case. Although the focus of our attention may not stay in the affiliated manufacturers, but more is in the witness of China's internet marketing quietly evolving, before the early young Horn of the Community marketing model-has been gradually enlarged.

The diversity of Community marketing

"Brand-led consumption" This once introduced the trend of the propaganda language seems to be no longer adapt to the Internet diversified marketing, with some more abstract Community marketing case, Shixing in 2006, the network Community marketing program has begun to show a diversified development trend. Relying on community marketing can be a two-way interactive advantage, advertisers for some products to promote the publicity can be more deeply rooted in a number of similar promotional cases, some well-known international brands such as HP, Dongfeng logo, Coca-Cola, Lenovo and other manufacturers have had similar interactive marketing activities. Baidu has even opened the use of search communities to carry out marketing interactive zone, specifically through a number of popular keyword search to establish manufacturers and consumers of interactive communication platform.

However, this still stay at the product level of the Community marketing model after three years of development, consumers to its hundred-percent change in the lottery, row building and other old ways began to show a weak tired of the trend. If so, a kind of use the network new noun carries on the brand and the product promotion way then came into being, and showed the rise tendency.

Recently, a only topic has no content and just "Jia your mother shout you go home to eat" a few words of posting, within two days of the reply number 300621, the number of clicks is reached 7607617.

Whether in the virtual world of cyberspace or in real life, "Jia" three words undoubtedly become the most fiery network keyword, its thunder absolutely covered the "Super Girl", "Fast Men" and a series of draft columns, a number of advertisers even began to disguise the relevant words to carry out their own product marketing.

The conjecture about "Jia" has also become another focus of attention of the network people, currently able to find a version of hundreds, of which the most true is the "Jia" I for Nanjing, a 23-year-old online game enthusiasts, and more netizens believe that the name is purely a fictional event planner.

Coincidentally, the recent Tianya on the night of the fiery "Little y Rob Sofa" also become a new network sensitive words, there is news that the self-proclaimed "little Y" is also a young man, in the not planning to go out for a living and boring time, And with their other two friends started in the community to rob the sofa action. In its Tianya issue of the theme of the post when said more Hao said "No oneself can't rob the sofa." ”

In fact, whether it is "Jia" or "Little Y", or whether in the network virtual world is really a person, this may be in the eyes of the case planner, not really. The important thing is that they can through this network Word-of-mouth marketing program to allow a large number of netizens to participate in and participation in the extension and evolution, which has been a great success.

The controversy over emotional marketing

The use of network hot words brand marketing, seems to have become a new model of China's network marketing, but the birth of this kind of embryonic type has caused some concern controversy.

The author has contacted the domestic one specialized in the network Community data consultation Research Organization's analysis personage to say, this use of network hot word for Community marketing model seems to be a new breakthrough, but if the use of bad words, will be the concept of community marketing distorted, or even the original is not too pure network space stirred more unreal.

The person believes that this model has no interest in itself, but if the event planners start to use human feelings as a marketing weapon, they will be more criticized at first level, in his view, the previous "Jia" incident is entirely in the use of human feelings as a marketing tool, The disclosure of the event for the real attention to this matter, and pinned on the memories of childhood memories of netizens, is undoubtedly a kind of injury, which makes netizens to the real extent of the internet questioned, which for the development from the entertainment to the application stage of the Chinese Internet, is very unfavorable.

But the person also said if out of human feelings is entirely in the level of entertainment marketing, this model is also desirable, but also common in foreign countries, but he personally still believe that this marketing should be based on real events as a basis for the conditions, "can be for the brand or product to carry out a certain extent of the expansion of publicity , but insists on refusing to use human feelings as a means of marketing. ”

Another analyst who also engages in Word-of-mouth marketing believes that and "Jia" difficult to distinguish behind the operator, "Little y Rob Sofa" network hot noun behind the scenes gradually become traceable, the Internet by virtue of this Community network marketing case has presented a new trend, "even if the two have nothing to do, It can also reach an ideal propaganda effect through the communication effect of the network. ”