web2.0 Interactive Marketing Guidelines--from the line up to the line

&http://www.aliyun.com/zixun/aggregation/37954.html ">NBSP; Web2.0 is not a toy, and do not say Tencent space success, and do not say Sina blog success, and do not say Tianya will board the gem. Today, the West Shrine Hutong, 19 floor, the Dragon Lane, such as the local living community has used business income let VC recognized, become the Star enterprise of the Internet.

The life cycle of a community should be summed up as three stages of creating traffic, establishing business models, and operating in a mature way. Throughout the life cycle of the community, there is an indispensable main inscription: activities. The spontaneous non-commercial activities of netizens are called activities, and the commercial activities organized by the station or commercial organizations through the community will be called interactive marketing.

We summarize the core of the community as two major elements: content, relationship. The development of community is driven by the interaction of content and relationship, and each process can be described as an event. Seizing every big and small event can commercialize the development of the community----This is why all business communities value activity.

With the development of the Community, activities from the "green shoots" into a conscious "planning", and finally become "interactive marketing products." Mature Business Team management community, activities are no longer blind. They mastered the web2.0 marketing of mature operation means! In the interactive marketing product this level, the activity's most key criterion is: From the line up, to the line up.

We all know the basic process of general group buying network activities: Recruit businesses-planning activities-online promotion-online cash. At the end of the campaign, few people returned to the line and the online traffic did not change. The operator market survives under the dilemma of "effect". Such marketing, is not web2.0! Gradually, some experienced operators will be the production of special patronage, the organization of "loss show" and other activities will be online to bond the popularity of the line----this is an improvement.

October 18, Hangzhou, in the Phpwind organization's local website Development Forum, Longmeiling on behalf of the West Temple Hutong speech, "The West Temple Flower married channel operation Experience", introduced such cases: the West Temple flower wedding organization's first marriage fair is net friend (including buyers and sellers) to promote, cooperate, participate in organization! This will subvert many marketing ideas! However, in-depth analysis, we should understand: this seemingly "passive" business activities, in fact, embodies the web2.0 marketing essence. That is: Online gathering popularity (in fact, demand) and desire, and then through the line to achieve the fulfillment of demand! After the cash, spontaneous or artificial online formation of a highly active sharing, and then magnified the impact of new needs and even new aspirations.

In fact, such a process, can be active, demand can be motivated by the planning and operation of online production and clustering, sharing can also be motivated by the planning and conscious guidance and drive to form. That's one of the big rules of Web2.0 's interactive marketing: from the line up to the line. In this state, the site's operators will give up the passive promotion, release pressure, flying to create a new experience of marketing. (Text/Dream Qinhuai)