Zheng Zhihao Web2.0 Three-dimensional marketing solution

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October 25 News, sponsored by iresearch, China, the 2007 Eric Web2.0 and Internet Investment Conference, which was jointly supported by the Chinese capital, was opened today at the three-storey Asia auditorium of the Beijing Asia Hotel. Tencent QQ Space Products Center General Manager Zheng Zhihao shared his experience on Web2.0 stereo marketing.

The following is the full text of his speech:

Zheng Zhihao: Today's speech to now I feel very 1.0, so I very much hate this rostrum, 2.0 times in the stage! We are in the definition of 1.0, 2.0 when we are too rigidly adhere to a point of origin of the industry, in the industry, we are too concerned about the success of the case, today we change a thought, to tell you what may be a misunderstanding. I am the QQ space of the Zheng Zhihao, very happy to have this opportunity to communicate with you, I have this industry and Web2.0 the field of some experience, even setbacks.

Today, I want to talk about the Internet, including Web2.0 marketing misunderstanding; and how to do the Internet Web2.0 stereo marketing; Since it is Web2.0 I will finally ask you a few questions, I mentioned in the final case of two brands, if the last one can answer the right, I have small gifts here.

First of the three misunderstandings, we may wish to look back at the Web2.0 way, a way to think of three-dimensional way is overwhelming text information, the first time you see may have a fresh feeling, the second see may be used to, the third, the fourth time is likely to have a sense of disgust. Think about how they affect the product when they reach a sense of disgust. This is the first mistake.

The second myth, refers to grasping the eyeball is to seize the demand. We went to every intersection and everyone saw the sign that caught the eye. To give you an example, there is a host to do a campaign, the audience rating is very high, after the program, there is a person you know do not know which brand sponsorship of the event, what is the brand? 80% of the people could not answer, the result of this activity is counterproductive.

The third, very good is that Web2.0 has an opportunity to produce is not a marketing, promotional activities, but is not the virus must be spread? Everyone said that it should be the user voluntarily, the user initiative, if not the case of this activity is beneficial. 1th I think is 1.0 and 2.0 combined marketing, 1.0 is undoubtedly the first spark, fire as many points as possible, but not every channel of communication, every 2.0 can be burned along the spark. Everyone think about it, if I have a 1.0 of the fire, there is a 2.0 way to spread, in the process of marketing, with less effort.

I do not say here, there will be some cases, so the combination of the two is more effective than single exerting force. In addition Web2.0 more fastidious people, there's got to be a way to spread it, in fact not every channel is effective, and the one who plays the dominant role in the key place will be effective in spreading or influencing, like a boy chasing a girl, maybe the boy buys the brand's product for the girl to show his love. The other is to choose the best point of marketing, including the best time point, best location, best individual. Microsoft has done this kind of research in the early years, for instance, at the beginning of this year, QQ space to do a case, we use the point of time before the Spring Festival is a day, it is busy to write the blessings of time and Environment point, people na, we find a few in the QQ space very active people, we gave him some numbers, These numbers can also be spread among netizens. We picked some time points, picked some very active users, pick some good environment, in a more than a week of time, 15 million of users hang up this pinned, this is a very effective means, we do not carefully talk about each link, so the environment, the choice of individuals is very important.

Again, marketing is based on very effective communication, like everyone here, when you want to sell a product to each other, you should listen to each other's needs first. Today, I went to my registered website and I could see a product that was selling me nothing. In other words, this is completely not targeted marketing, we think the user's habits and the information they need to find the depth and breadth of the problem is not the same, then how we should provide a good service to them. Experiential marketing I do not say more, in fact, experience marketing talk too much, just want to talk about if a brand, a product after everyone has heard it is easy to forget, after watching also not necessarily will remember, may have to go through the repeated thinking will be remembered. But you use your own language to explain the meaning of the brand, in your own way to understand the brand, you will remember it for a lifetime. I will also cite the following examples.

Another, if set a measurable marketing results, I think everyone is now too focused on TV, UV, participants, what are they doing? What kind of influence can be left after the noise? How to establish and weigh people's marketing? First, we need to have real growth in performance, second, to improve the brand awareness, the third is the brand identity marketing. Can really let advertisers see real value, this is every one of our internet people in the advertising marketing I think is the key.

In the following example, this is the farmer tea and in the QQ inside the marketing, we through the Love blog and the Emotion interaction way, in the QQ space for the farmer tea to do the interactive plan, many QQ space users will go to the shop to buy a farmer tea, take photos down, convey their feeling to the farmer tea, In this event, 2 million users participated and 2 million users became direct consumers. Of these, 50,000 of consumer users can find out where he buys the farmer's tea. Here to introduce a few users themselves to upload their own understanding of the farmer tea, he made some pictures of the picture, and then we look at users to find the sale of farmers Tea store to share these content. After the user saw the farmer tea, his life experience into the farmer tea inside. Such a short activity, gave the farmer tea young, fashionable, winning the image of young people taste, direct sales results are very obvious. It's not very good to talk about data, you can directly use mobile phone to find each consumer node, directly help our advertisers to understand the pull of sales. In the country is also, we explain this understanding, back to the problem, we are responsible for advertisers and only our traffic and user clicks, and real is to let users perceive the brand, given to the brand new content to users.

Another case, do not know how many people with Dior cosmetics, but we found directly in the 4,000 models, 10,000 white-collar workers, did this activity after the effect is very very surprising, to our customers have brought gratifying results. The details include the participation of models, the sharing of some good articles, the customization of new methods for each product using the user, and even the comparison of brand competitors, which makes the user very satisfied.

So I'm repeating what I said before, our goal is not to do the overwhelming marketing, nor to pull those flows, to really put those values, gold and silver to our customers, this is our real internet and Web2.0 practitioners should be in the field of advertising to make new innovations, new breakthroughs in the place.

I speak very short, no Web1.0, no Web2.0, there are only Chinese internet people, I hope you open up a new opportunity and new market, thank you.

Does anyone remember what brand I said?

The audience replied: Farmer and Dior.