World car giant Hand poco web2.0 to carry out in-depth marketing

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recently, the world auto giant Shanghai General Motors Group Poco, Sohu held the "2006 Excelle HRV Privacy Strategy" activities, the activity is in the national fiery, Poco as the activity in the web2.0 field of the full partner, will provide it with network advertising, E-magazine and offline activities, including the various marketing support, including electronic magazine as the first interactive marketing business activities show the media appeared.

According to the introduction, HRV private travel is for the country's love for tourism, like self-driving tour, know how to enjoy life of young people, the purpose of the activity is to allow users to share their own travel strategy collection, so that people with the same hobby to share and experience high-quality leisure life, These people are dubbed an elegant and personalized title: Private home. After a round of auditions and PK, the end will be to select the top ten private homes and a chief privacy, the chief of the private house will be a HRV three years of access to use.

Sohu as China's largest network portal media, responsible for the activities of the theme page production, as well as the provision of relevant promotional resources, and Poco will be responsible for promoting user participation in the activities, through the form of electronic magazines, such as the most leading interactive entertainment media, Poco in the user's active degree, The implementation of offline activities, interactive marketing and other aspects of the development has a unique advantage.

Using Poco to carry out in-depth marketing

Marketing entering into the era of integration of communication, is no longer a simple medium-cramming media advertising, and a variety of media channels, a variety of communication methods as the main features, it has become the trend of communication and innovation; At the same time, the appearance of media forms characterized by the audience and mass gathering Also make the marketing activities of enterprises into the audience fine differentiation and precision of the stage.

Poco is a 48 million broadband network users of the community, has opened up a number of photography, food, film, entertainment, blogs and other channels, while Poco also has electronic magazines, multimedia Exchange software and other interactive platform, can achieve the linkage of advertising marketing activities, the use of multiple platforms and multiple forms of advantage, The advertising campaign information is fully delivered to the target audience.

Poco's photography, food, its users are the high-end white-collar consumer groups in China's cities, from the foreign companies department head, IT managers, agencies and other industries, they love tourism, photography, like driving tour, love tasting food, have their own independent way of life, this and HRV advocated the spirit of privacy is very consistent.

POCO has a wealth of offline activities every week, covering more than 60 cities across the country more than 130 offline activities Club, the official and netizens organized each kind of activities up to more than 3,000, in Guangzhou, for example, last year, organized more than 500, POCO almost became China's largest offline leisure activities to exchange and launch the platform. Rich Online entertainment to establish and cultivate a good user relationship, Poco users have a very high degree of activity and loyalty, for HRV private travel such activities from the beginning showed an upsurge of enthusiasm.

"HRV Private Introduction" activities, respectively, in the Sohu Auto channel, Poco photography, food channels and other related pages do the promotion, so far, the number of registered to publish 184. In the publication of the introduction of the works, there are from Guilin, Shanghai, Beijing, Wuhan, Guangzhou and other parts of the country active in the Poco users, they actively participate in it, asked a popular private home "Red wo", he said, "private home" a good summary of the Poco active netizens characteristics, I usually published in the Poco of the United States, with a detailed introduction to the text, can be in this activity to achieve good results, at the same time, Poco many friends, also become my fans group to participate in the competition.

It is reported that in the late activities, Poco will also be responsible for the production of a "HRV privacy strategy" Electronic magazine, through a variety of ways to promote the distribution, including: China's largest circulation of electronic magazine "Pocozine", "Impression" and "Taste" supplement, Poco Electronic magazine distribution platform, It is expected to reach at least 14 million of the published readings.

In the later stage, the winners will participate in the local tourism activities, Poco will also be responsible for organizing the process of recording activities, these photos sent to the Internet, through friends and family and other channels to disseminate, but also make the activities of HRV privacy more widely promoted. Poco has a photographic club covering more than 60 cities across the country, ready to mobilize the National film friends to participate in activities, this ability is the portal site and other media can not do.

Active community is the biggest advantage

As one researcher at Renmin University of China says, Poco's biggest advantage lies not so much in its original quality content, but in its highly viscous and highly loyal user relationships, as well as in an active community atmosphere.

There is a typical example, August just finished the fifth session of the South Silk Model competition, Poco is the only photo organizer, in the Poco online photo contest of the convening of the call, in a day to full name, more than 100 people, and this activity still needs to pay 150 yuan. In the Photography Competition website page, altogether uploads the work more than 3,000, all photographic works total clicks up to 5.88 million times.

Another example worth mentioning is that, just last month, in the Journal of Impressions, the "responsible China National Photographic Competition", which cooperated with the Southern Metropolis newspaper, was set up, and the event also featured in southern Metropolis, Southern Weekend, New weekly, City pictorial, Beijing News, News and other local heavyweight media on the continuous launch of the full version or half version of the ads, the cumulative 1 months, collected more than 1030 pieces from the country, but an unexpected result is that more than 80% of the works from the Poco website and electronic magazine users, Visible Poco users in the activities of the active degree of participation is difficult to reach the traditional media! New media, especially electronic magazines such as Web2.0 Media, in the mobilization of the role of the user energy is enormous and difficult to measure.

Poco is not only a photography, food field Web2.0 site, but also covers the entertainment, women, blogs, Mypoco personal space and other vertical areas, is the important position of marketing, including McDonald's, L ' oreal, unified, Samsung, The world's top 500 companies, such as Pizza Hut, have carried out different forms of marketing activities in Poco. (Responsible editor: ADMIN02)