Wu Jingxian: The innovative marketing model of Chinese community

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July 26--The new marketing conference is held in Beijing. The theme of the conference is Network marketing, E-commerce, network advertising, and emerging network services. The Love apartment Wu Jingxian the development of foreign community websites and the innovation marketing of Chinese community.

Full text of the speech:

Moderator Hou Tao: Thanks to Cao for giving us a wonderful speech, from his speech to learn about the entertainment community or the concept of community entertainment is very attractive. Below we invite the Love apartment advertising marketing director Mr. Wu Jingxian. Love apartment as the largest domestic Web2.0 website, they are in the entertainment community or community Entertainment has its own very unique program, we welcome Wu to share with you.

Wu Jingxian: Hello! Actually I am the Network Advertisement Marketing director of the Love apartment, my surname Wu. In fact, I should not have come here today, I came to the love apartment has a small story, I was the market planning, at that time because of the interview late, the boss hated people late, so I made up a reason to cheat him, then the boss found very angry. He told me, do you know how the boss treats such employees? I said, boss, you're not going to ask me to sell? It doesn't look funny, I was a little nervous on the first stage.

Today brings you 4 questions, there is always about the community website. In fact, the community site from 05 to now is a very big rise. Let's move the third one forward, what are the advantages of a community site compared to a portal? And what is the development of foreign websites? Finally, we discuss some of the more innovative marketing models in our community websites in China.

In fact, you can see that 05 years later, the blog community like this, to MySpace, until ivillage until YouTube, now Facebook, it is still not sold, its own evaluation is worth 10 billion dollars. In fact, like Nokia from 06 to now has acquired three SNS sites, the three sites are doing map browsing, music, photo sharing website. Nokia has spent 2, 300 million dollars to acquire such a company, which shows his potential for the community is very optimistic.

In fact, the community site in the global hundreds of websites accounted for is very high, if we today put the top 4 categories into search, portal, community, blog. Loose a little rule should be the community and photo blog in the same category, in fact, it is in its own classification blog, podcasts, albums are belong to the same category, are belong to the Community class, it's accounted for 26%, almost the same as the search, more than the portal. So in fact, the world's top hundred sites, nearly 1/10 are community-type sites.

Next, I'll tell you about the advantages of the community website. In fact, the advantage of the community site is called the Web1.0 concept compared to it is mainly positioned in the portal. In fact, the portal in the traditional traffic is particularly large, such as Sina, Sohu, NetEase and so on brands are quite good, advertisers think they are not the media, it's the audience of the age level or level are relatively high. Relatively speaking, the disadvantage of the portal is that the message is too much, is very complex, in fact, it is often the content of the text. The user's attention is decentralized, especially the interactive mode generated by the site, in fact its model is not good, and users stay time is relatively short. In fact, the Portal 6, 7 years down, the structure is very large, it is not easy for an advertiser needs to change some services. In fact, the value of the portal is not very good.

Then the Web2.0 of our website, like the advantages of the community site is actually very high rate of interaction, perhaps the flow is not particularly large, but with the user's degree of adhesion and interaction is relatively higher than the portal a lot. And our small and medium-sized website, for the customer personalized things quite high. And in Web2.0 's website to do some marketing activities, the cost is relatively low. And the community's Web site is built on the relationship between people, Word-of-mouth marketing and experience-type marketing can be done in particular in place. In fact, the community site for a very long time, users will generally stay half an hour to about 1 hours.

This way, I quote some of the pictures above, to explain to you the different marketing methods of Web1.0 and Web2.0, 2.0 is the interaction of communication, is to pay attention to the spread between people, not in the above discipline. The path of propagation is from the bottom up, and it is the user who tells you what he needs, not what you tell the user, what you sell to the user. And the idea of gradual transmission is regional centrality. And the more important process is actually experience, this experience is particularly easy to achieve on the site of the community, including interaction and proliferation, which are called 1.0 sites can not do.

Before the media are newspapers, television, magazines, radio and the like, in fact, such as virtual community, and so much of the media has been a human nature, which is to rely on personal space to spread. If you have a good event, netizens will spontaneously help you spread, or you are an interesting marketing way, people will play the way to participate. This is particularly different from the 1.0 marketing approach. Based on this interaction on the basis of the marketing strategy is different, so many people say in the domestic network companies, they do marketing special rules can be put in place, gathered some large advertisers, They operate in a 1.0 way, they are not familiar with the new 2.0 way, so they set up an interactive company, separate departments out of the 2.0 independent marketing.

Then there are some types of marketing comparisons, such as regular advertising hard advertising, text chain, video ads, pop-up ads, rich media ads. Like a community site can have some sticky stickers and so on, then relatively new marketing methods such as function placement, virtual tool placement, brand replacement, online interactive activities. Wait a minute, I'll tell you about some foreign examples to share with you.

In fact, we all know that 2:1 good, but not all sites can achieve very good results. It is the same in the United States, for example, MySpace sells very well, but his marketing style is quite traditional, it is a traditional advertisement. In fact, such ads are not creative, but also take up their own space. It page also has a common advertising, many sites are used, there is nothing new, although he claims to be Web2.0 's website, but there is no innovation. Although he has to do some activities, but its main way of advertising is still in the traditional conventional advertising.

So relative to YouTube, its marketing style is more special, it is an activity, this is actually for Pepsi-Cola, this is the brand of lemon water. It is a collection of netizens, shooting the funniest short film. We can go up and see, really very funny, Americans very free, a lot of video on the above, the impact of this activity is very large, this is the so-called 2.0 of innovative marketing methods, it is worth our reference.
As well as YouTube's big presidential candidate for CNN, the netizens themselves recorded a statement questioning some of the candidates ' sharp questions, including a lot of hard times. As you can imagine, if this activity has a brand to operate, it actually creates more power than traditional advertising.

The next is to quote a news about Facebook, it is actually the highest acquisition, in fact, in foreign countries these advertisers are not optimistic about the media, some foreign people even said that the media show that the exposure is quite high, but the number of clicks produced is quite low. With an average of only 0.04%, 400 clicks are broadcast 1 million times, which is a very unacceptable data for advertisers. But this is a very good 2.0 website, is it not suitable for such data assessment in the way? Or is it suitable for such a marketing model? This is worth discussing.

But Facebook is actually doing pretty poorly here, and I've just given a bad example and a good example, and it's a bad example. Its regular advertising is also quite bad, this advertisement is placed on the member page a long advertisement, in fact, there is interference.

The form of advertising is the form of such a questionnaire, then this form is very clear, in fact, this is to earn the click of the advertising way, you click on the page after the jump, which means that Facebook clicks may be really bad, so it is done in this way. I think in fact they are in the advertising marketing way this is not very successful, and did not take care of the feelings of users in mind.

And then we can talk to you about life, the news is an excerpt from a foreign unit, 60% of consumers are increasingly disgusted with the online advertising campaign, and they feel that these actions are being bombed in a sustained manner. Even said that these are in life users are also more and more disgusted with advertising, why such a son? In fact, users want to be able to interact with the brand more, this aspect of the embodiment of life inside, in fact it is a very strong personal site. Often said it is like a game, like Warcraft games, but their management said that they are a management community, in fact, Americans can go up to open their own shop, can buy land, can do a lot of things. In their experience, in the virtual world of open shop users, a lot of big brands do marketing methods to attract these netizens to participate.

So life's advertising ranking is the world's 1000 to 2000 of the rankings, but its income is quite high, he can list the past 24 hours in the first dollar income is how much money. It is the virtual currency exchange is quite large, the number of members are also above, it is not afraid of others know. So, it is not in fact the advertising of the main interest of the media, which ads are users contribute.

This is for everyone to see, in fact, this data is the Ikea out of a material, he received the German report in Europe, he considered is not in the life, he said the U.S. Sears department store, he opened a shop in life, specializing in the sale of virtual furniture, Users can buy his virtual furniture over there and decorate his own home. And, like IBM, it has an island on top of the life, people still buy land on it, and so on, including a lot of famous brands doing their own work. In fact, speaking of independence, China's independence is also very powerful, life is also very strong, this is the Chinese female teacher, he 1 years to 2 years ago Contact the site, she was on the land to do business, he found it interesting, and make money, these Lin Yu coins can be converted into dollars, so she set up this company, She recruited more than 10 employees, dedicated to selling land on the life, heard that a year can sell 1 million dollars.

In fact, this is life above the bar of the picture, we can go shopping in the above, in fact, we still optimistic about the marketing potential of this area, so they have to enter a community like this, and is not a ranking of the community before the test. So although 2.0 of the marketing concept is quite good, but the U.S. website advertisers, advertising agencies operate in a different way. The web site has a different approach to this, so there's a big difference in the way marketing is done.

Finally tell us about our love apartment. In fact, the love apartment in China only two years, our friends in China's classification, in fact, a recent survey is the first place. We have 1.2 million members around the world. We are more than the life ranking before the test.

A community like ours is actually promoting advertising to clients in a Web2.0 way rather than a regular ad. We have a function above is a friend can visit his friends have a gift, in fact, this can be replaced as the brand advertisers want to replace things, such as candy bags, or clothing site products placed, then this function is a daily user to use. For example, we sent 500,000 gifts, perhaps the brand exposure 500,000 times, users of the brand's impression is particularly deep.

We also made the brand props, we made some lovely forms of furniture, including made a Lauder dresser, also ebay shopping cart and so on.

Just now I mentioned Ikea, but it has a lot of misgivings about life's advertising, and we guarantee that they won't have problems like life. Users can stroll in their Ikea area, can buy Ikea style props in his room, which is actually quite interesting way.

Then in this way, in fact, our home page, this aspect has done quite a lot. We will replace the style of home page to advertisers brand, in fact such a form is quite difficult, we have done in the past one months about 8 games with users of the symposium. Quite a lot of users remember all of the chameleon ads we've done, such as Lancome, Sony, including Dior. We are in the form of a comparative feature, such as Oral B, as well as the China Merchants Bank Pepsi Card Chameleon ads and so on. We also had Valentine's Day activities with Nokia N70 's mobile phone, which was rated as one of the most effective online marketing. We also do some marketing activities with Coca-Cola, S.H.E they have a new album released every year, doing activities on our side. Including the Alpen, Die Candy Halloween event, you can get his ghost mask, people think it may be naïve, but it is a very interesting marketing tool. This is to embark on a more innovative 2.0 marketing approach. Then there are the activities of the Valentine's Tanabata emotional people, to help users decorate the room, but also to users very big impact.

So here's my speech today, thank you!