Author: Zhang Shule
ISBN 978-7- 12 1- 10878-5
Publication date: June 2065 438+00
Pricing: 45.00 yuan
Format: 16
Page number: 392 pages
Press: Electronic Industry Press This is a small encyclopedia about network promotion, which is most suitable for reading on your desk at any time. Many seemingly simple but effective promotion methods are often ignored by us. This book can make network marketing novices quickly enter the actual combat state. —— Xu Xiaohui, Vice President of Vanke Eslite
Network marketing promotion is the only way to do business and sell products, and many people are interested in it. Unfortunately, too few people have pointed out the maze for a long time, and even fewer people can point out the maze and give satisfactory solutions. Zhang Shule's book gives many valuable marketing tips and promotion strategies from theory to operation, which is a good reference for those who want to expand sales channels through the Internet. —— Wang Hongliang, Internet marketing expert and general manager of Beijing Duote Company Consulting Co., Ltd.
This book makes up for the lack of online marketing teaching materials in emerging industries such as domestic online games, and also points out the direction for more manufacturers. —— Wang Zhiwei, Director of Operations of Shanghai Youqu Network Technology Co., Ltd.
In the era of so-called word-of-mouth marketing and virus marketing, how to use the latest means of communication to truly create communication value for brands and customers, rather than new bottles of old wine? The author analyzes the essence of network marketing through his own personal experience and a large number of cases. The marketing experience summed up in actual combat is far better than the theoretical interpretation like a textbook. —— Hu, a famous marketing expert and general manager of Beijing Cultural Communication Co., Ltd., introduced the main modes and promotion skills of online marketing promotion in a simple way with cases. The Book of * * * is divided into 10 chapters, covering the planning and creative process of network promotion, network news promotion, forum word-of-mouth marketing, rules for sharpening famous blogs, search engine optimization strategy (highlighting online stores), network advertising influence expansion, email magazine promotion, network video visual impact creation, and network crisis public relations counterattack strategy. The biggest feature of this book is that each chapter drives diffuse thinking with case analysis, guiding readers to think about network promotion, a new promotion channel that is not completely standardized.
This book is suitable for junior and middle-level personnel in network marketing and network promotion, and also helps self-employed network entrepreneurs and some featured network media lovers to improve their skills.
It moistens everything silently and gently.
The swordsmen of Zhao are dotted with tassels at will, and their swords are as bright as Shuang Shuang. The silver saddle and the white horse set each other off and galloped.
I like these four sentences in Li Bai's "Chivalrous Man" very much. The style of writing is unrestrained and flowing. What is rare is that in the gorgeous words and expressions of the immortals, the wisdom of life of "dynamic and static compatibility" is also reflected, which makes people think deeply and realize. ...
Are you influenced by other people's thoughts?
You may be a netizen, yes, that's right, you are a netizen. Who is not a netizen in today's society? Maybe you are browsing a blog and there is an opinion leader you admire very much. Every day you will visit his website to see what great articles he is publishing. You saw a discussion on his blog the other day that online shopping will replace physical stores. As a result, in the circle of friends, you put his views in the salon and won a lot of attention. Today, you stole from me again. ...
Today, as always, this opinion leader has brought surprises to everyone. In his blog post, he began to attack the popular behaviors of stealing vegetables and buying and selling slaves in the online world. Everything he said made you feel very inspired.
After being moved by the opinions of opinion leaders, you will find that everything you do seems so ridiculous. What shall we do? The opinion leader provided a compromise, an alternative SNS he recently played, and a game plug-in called Energy Saving Bao. Through this plug-in, you and your friends will no longer compare how many dishes you stole today, but whether you save energy when using the computer. He told you not to stay at home. Through this plug-in, you can invite more friends, so that everyone can compare who is more energy-efficient, who keeps the computer on for a long time every day, and even find out which guys forget to turn off the computer after work every day. Remember to remind each other ...
This blog post has about 5000 hits, and only 200 people use the invitation code of opinion leaders. That's enough. These 200 people will enter the energy-saving treasure to invite more friends, and friends will invite other friends. This will be a butterfly effect.
The following story
The story seems to end here, and it seems to be an old topic about energy saving and consumption reduction. However, behind the plug-in of small games, a well-known small household appliance enterprise began to snicker. They developed this little game, which cost about several thousand yuan. They invited some opinion leaders to promote this little game on their blogs, and gave everyone a pen running fee ranging from several hundred yuan to several thousand yuan.
What did they get? Hundreds of thousands of netizens have become users of their small online games, and with the increase of time, this number may soon become millions. That's enough. Every day, the Logo of their products will appear on the desktop of these users with the automatic pop-up of energy-saving treasure when the computer is turned on, and they rarely publicize how their products can save energy. Just put a specific mark on the head of the user who uses the computer. This sign will make everyone find that using their products is more energy-saving than other products, even if they leave their computers on all night. ...
Sometimes they will remind you in a friendly way that it's late at night and it's time to rest. Of course, sometimes they will send you an advertisement to tell you what new trends their products have recently. Even occasionally consider giving users some discounts. When you use Energy Saving Bao to make your energy saving reach a certain level within a period of time, you will get a certain purchase discount, or you can get the same discount every time you invite a good friend to join and he can become a user in the game for more than half a month.
Perhaps among thousands of users, only some people are considering buying small household appliances ... then both sides have the same purpose, not to mention the positive impact brought by such a small plug-in game, and a public image is more beneficial to manufacturers. Although tens of thousands of dollars have been spent on R&D and publicity, it is not as good as the cost of advertising in a local media for one day, which may seem to have no effect at all. But everything comes into your eyes quietly, and everything is so natural that there is nothing strange. ...
But this is much better than selling your products loudly on TV, and it is also much better than advertising in newspapers every day, promoting your products and promoting discount information. People are a little tired of those old-fashioned propaganda methods. Whenever they see these, they either choose to change the channel, or automatically press the skip button in their minds, or they just flip through the newspaper and turn a blind eye to these advertisements.
A new way of popularization
Network marketing promotion has become another starting point, allowing netizens to naturally accept product information instead of skipping it naturally. To do all this, we need a brand-new marketing method, and marketers need to re-learn and master the communication means with netizens. On this basis, everything is equal. Large companies have capital promotion, and small stores have ways to make themselves the focus of attention in the online world without spending a penny.
Everything should start from scratch, forget your tactics in traditional media promotion and marketing, it doesn't apply to netizens, don't let them play soy sauce in the whole process of your network promotion. Maybe you are poor today, but if you know how to use the Internet to promote it, you will be completely different tomorrow.
What will you learn through this book?
Maybe you will say that network promotion is easy. Isn't it just a post, a stunt and a video? Maybe five years ago, you will succeed in doing this. But now the online media has become more and more formal, and the past routines have been unable to achieve today's heroes. In the online world, you must effectively combine nine promotion methods (planning creativity, online news, forums, blogs, search engines, advertisements, emails, online videos, and negative news processing) to become a sword in the sky, in order to stab the hearts of netizens. Through this book, you will learn how to use forums, blogs, advertisements, videos and other means flexibly to make your products popular in the online world and finally enter people's real life. Spreading information is definitely not a simple matter. You should not only learn it, but also skillfully use it to make it the cornerstone of your success. This is what this book hopes to bring you.
This book is suitable for readers.
Junior and intermediate personnel of network promotion: This book will become an ammunition depot for your desk and bedside. Every promotion is the key to your success. Stand in front of the successful examples of predecessors, broaden your horizons and spread your thoughts.
Independent network entrepreneur: Your product is ignored and unknown on the Internet. How can we break through the predicament? This book will give you a solution.
Personal website enthusiasts: Now many people are writing blogs, making podcasts and playing forums, but they will never reach the top of the pyramid and are always entertaining themselves. Is it difficult to be a celebrity blogger? I believe you will succeed after reading this book.
Enterprise managers: mastering the sharp weapon of network promotion is more to let you know what kind of means will be useful, effective and deeply rooted in people's hearts on the network, which is also the core tip that this book hopes to bring to enterprise managers.
Zhang Shule, former reporter of Hunan Evening News. Reporter and director of Hunan Economic TV's film and television channel, and part-time reporter of Netease Game Channel. In 2004, he began to write online and started a blog, which was listed as a popular lT blog and game blog by more than ten blog platforms such as Sina, Tencent and Phoenix. This is the only industry review blog in the major portals that spans the IT and gaming industries. At the beginning of 2008, at the invitation of People's Daily Online, I opened a personal column on People's Daily Online. Over the years, he has devoted himself to in-depth comments on the IT industry and won high praise from traditional media. At the same time, according to my personal interest and expertise in online marketing, I have launched online celebrities and game beauties such as Little Dragon Girl and Child, Mo Sanfei, Princess Jun Jun and Zhang Ying.
He was invited to open a personal column in Internet Weekly. Hundreds of in-depth analysis articles on the Internet industry have been published in Korean editions of People's Pictorial, China Youth Daily, China Culture News, China Computer News, Media, IT Times Weekly and Global Magazine. In 2009, for three consecutive months, CCTV Economic Channel quoted three blog articles in Today Watch and First Time. Published "Model Warcraft", "Actual Network Marketing: Classic Cases of Network Promotion and Tactical Analysis" and other works. Chapter 1 Network promotion is not bad money 1
1. 1 Pay attention to selling things online 2
1. 1. 1 Long Tail Network Marketing 3
1. 1.2 Features are always the selling point of marketing.
1. 1.3 distinctive features of network marketing promotion 6
1.2 financial winter, shopping does not pay attention to 8
1.2. 1 lipstick effect open sesame 9
1.2.2 Lipstick is not cheap 1 1
1.2.3 Internet promotion has a rich future 13
1.3 wins in the network, starting with the promotion of 15.
1.3. 1 Network promotion is an ambush 15.
1.3.2 Little Dragon Girl Tong Tong and the game * * * won 18.
1.3.3 gradually promote ambush ring 20.
1.3.4 nine campaigns of network promotion from the perspective of Wang Lao Ji 2 1
Chapter 2 Planning Creative Wars 27
2. 1 Network promotion is touching porcelain works 28
2. 1. 1 Promotion is not simply shouting 29.
2. 1.2 Large enterprises also have small ideas 3 1
2. 1.3 "zero cost" network promotion planning 33
2. 1.4 individuals can also achieve their careers through planning.
2.2 Good planning is worth tens of millions of advertising expenses.
2.2. 1 Good ideas must find the right combination point 38
2.2.2 How to get ideas from the dynamic yellow ball 39
2.2.3 It's a good idea to play the family card skillfully.
2.2.4 Use hot events for creativity 43
2.2.5 Little games have great wisdom 45
2.3 Angry views on creative marketing standards 47
2.3. 1 Breaking the Yellow News 48
2.3.2 Reverse thinking is actually very effective 50
2.3.3 One trick can be reused 52
2.3.4 Don't fool 54
Don't ignore the details 55
2.3.6 Must do a good job of target analysis 58
2.3.7 Compound marketing is king 60
Chapter 3 Network News Warfare 63
3. 1 the influence of online news 64
3. 1. 1 Network news is the soul of brand 65.
3. 1.2 demand analysis of mainstream audience of online news 67
3. 1.3 Network news marketing is the only choice 69
3.2 Network News VS Traditional News 70
3.2. 1 Strong timeliness 7 1
3.2.2 Transmission of violence 7 1
3.2.3 Don't talk with a straight face 72
3.2.4 Interactive upgrade to * * * 73
3.3 Must have a good title 75
3.3. 1 No unified title 75
3.3.2 Title length must be appropriate 76
3.3.3 Real name is more than virtual 78
3.3.4 It is very important to compete for eyeballs.
3.3.5 Don't join the "Title Party" 82
3.4 The content must have an impact. 83
3. 4. 1 Nobody reads 84
3.4.2 Inverted Pyramid+Lead Writing 85
3.4.3 Text writing should have a priority of 89.
3.4.4 Keyword writing should highlight 9 1.
3.4.5 Expert's speech is very important 94
3.4.6 Good at using Hypertext 97
3.5 How fast, how fast and how good is the spread of online news 99
3.5. 1 Different news is delivered in different ways 99
3.5.2 The delivery time is 103.
3.5.3 The delivery quantity should be controlled at 105.
3.5.4 Qiao News 107
3.5.5 Network news should form a series of reports with 109 joint force.
Chapter 4 Word-of-mouth Battle of the Forum 1 13
4. 1 Forum promotion is very grassroots 1 15.
4. 1. 1 Interaction is the first vitality of the forum 1 15
4. 1.2 interactive posts can make users know more about the product 1 17.
4. 1.3 The more effective, the more effective.
4. 1.4 Trilogy of Forum Marketing 120
4.2 How is the network strong post made 12 1
4.2. 1 Don't be a godfather and be friends 122
4.2.2 Originality is always the most important 123
4.2.3 Advertising stickers should be both interesting and practical 124
4.2.4 It is most effective to combine current events 128
4.2.5 129 should not appear in a simple product introduction.
4.2.6 Long posts are made into TV series 130.
4.3 BBS marketing tips 132
4.3. 1 Registration is crucial 132
4.3.2 Choosing the right forum is a good start 135
4.3.3 Establish your own reputation 138
4.3.4 Management position is very important 139
4.3.5 There is a knack for cleverly replying to 140.
4.3.6 A good position is not necessarily the first floor 14 1.
The fifth chapter blog opinion war 145
5. 1 the value of blog marketing 146
5. 1. 1 blog classification 147
5. 1.2 Blog is the right to speak 149
5. 1.3 Promotion power of opinion leaders 15 1
5. 1.4 Blog has specificity 154.
5.2 How to Become an Elite Blogger 154
5.2. 1 Make a good positioning 155.
5.2.2 Setting up a blog 155
5.2.3 Take a maverick name 157.
5.2.4 Real Blog Popularity 158
5.2.5 Blog is a protracted war 159.
5.3 How to promote your blog 159
5.3. 1 think advertising is useless 160
5.3.2 Join a good circle 16 1
5.3.3 Self-recommendation mode is the cornerstone of success 162
5.3.4 Link Exchange and Blog Submission 163
5.3.5 "Gifts" for doctoral supervisors and administrators 165
5.3.6 Be kind to every comment and message 166
5.3.7 Invited guest blog 166
5.4 Bowen Denglong Operation 167
5.4. 1 absolutely original content 167.
5.4.2 Watch the news every day 168.
5.4.3 Find a good angle and write 169
5.4.4 The number of words must be controlled at 170.
5.4.5 There is no typo 17 1.
5.4.6 Don't patronize "Title Party" 17 1.
5.4.7 Do not update the article 172 after 10.
5.4.8 Update on Friday 173
5.4.9 Keep daily updates and persevere 174
5.4. 10 Check whether your blog conforms to the specifications 174.
5.4. 1 1 Don't be a blackboard newspaper 175.
5.4. 12 There are tricks to upload pictures: 176.
5.5 How to make your blog profitable 177
5.5. 1 Hard advertising revenue of foreign blogs is good 178
5.5.2 Blog advertising is unsustainable 178
5.5.3 Don't count on advertising alliance 179.
5.5.4 The word-of-mouth marketing style is distinct 18 1
5.5.5 Blog word-of-mouth marketing has become a trend 182.
5.5.6 Six-Point Legal System for Blog Word-of-mouth Writing 185
5.6 Overview of Enterprise Blog 187
5.6. 1 corporate blog is better than corporate website 188.
5.6.2 Small but complete enterprise blog 189
5.6.3 Enterprise blogs should highlight the idea of selling features 190.
5.6.4 Small and medium-sized enterprises should be creative 19 1.
5.6.5 Don't delete the negative message 19 1 at will.
5.6.6 Free public relations platform 192
5.7 Misunderstanding of Blog Word-of-mouth Marketing 192
5. 7. 1 blog selection is not targeted 193
5.7.2 Just look at the click rate to measure the blog 193.
5.7.3 Don't cheat readers 194
5.7.4 Avoid bad hype 195.
5.8 Case Analysis of Blog Word-of-mouth Marketing 195
5.8. 1 gimmick marketing 196
5.8.2 Incentive Marketing 196
5.8.3 Repeated hype 197
Chapter VI Search Ranking Wars 199
6. 1 Let others find you 200
6. 1. 1 How do search engines rank you 20 1?
6.1.2 Basic steps of SEO 203
6. 1.3 Cheating and punishment 204
6. 1.4 What should I do if I am fined 206
6.2 Online shop optimization starts from registration 207
6.2. 1 Complete information is a good start.
6.2.2 Be careful not to take the store name.
6.2.3 Writing a good introduction can open up sales.
6.3 How to shop Keywords 2 12
6.3. 1 keyword selection step 2 12
6.3.2 Misunderstanding of key words should avoid 2 13.
6.3.3 Grasp the key words of buyer's psychological optimization 2 16
6.3.4 Optimizing Shopping Mall Search Results 2 18
6.4 Promote your online shop and let search engines remember you.
6.4. 1 registered search engine 22 1
6.4.2 Registered professional online shop promotion station 222
6.4.3 Combination of various network promotion means 222
6.4.4 Clever Promotion of Friendship Links 223
Chapter VII Advertising positional warfare 225
7. 1 Network Advertising Value Geometry 226
7. 1. 1 Rapid growth of online advertising demand 227
7. 1.2 online advertisements can be published in this way.
7. 1.3 The most intuitive eyeball benefit 229
7.2 foster strengths and avoid weaknesses 23 1
7.2. 1 Advantages of online advertising
7.2.2 Disadvantages of online advertising 233
7.2.3 How to give full play to the advantages of advertising 234
7.2.4 How to choose a good website 236
7.2.5 Advertising also has skills 238
7.3 In-game advertising will be virgin land 239
7.3. 1 Obama elected in-game advertising lesson plan 239
7.3.2 Incorporate into the invisible communication mode 24 1
7.3.3 Extremely powerful communication advantages 242
7.3.4 Integrating scenic spots into the game 244
7.3.5 Drinks have become a necessity for the Olympic Games.
7.3.6 Games and movies and TV blockbusters 247
7.3.7 Digital products are also crazy 249
Chapter VIII E-mail Strike 25 1
Why not give up email marketing?
8. 1. 1 The cheapest way to promote cluster network 253
8. 1.2 How efficient and effective is mail promotion 255
8. 1.3 nearly perfect marketing chain 256
8.2 How to avoid mail risk 258
8.2. 1 Spam has become the cancer of 258 mail promotion.
8.2.2 Three Principles to Avoid Being Spam 259
8.2.3 Licensing e-mail marketing will be king. 26 1
8.3 Make People Willingly Order Mail 262
8. 3. 1 Why do users want to register your email magazine 263
8.3.2 Must have the visual impact of advertisement 264.
8.3.3 There should be a strategy to retain guests.
8.3.4 Confirmation mail must be standardized 270
8.3.5 Take the initiative to do more activities to attract users to subscribe 272
8.3.6 Why not try viral marketing272
8.3.7 Technical methods to prevent spam 274
8.4 How to make a successful e-mail magazine 277
8.4. 1 The email title must have the first cause effect 278.
8.4.2 The design of e-mail magazine has been measured.
8.4.3 Basic Principles of Mail Magazine 285
8.4.4 E-mail content design example teaching 287
8.4.5 Give users more preferential treatment 289
8.4.6 Why not do more home marketing 290
8.4.7 Characteristic Spam Marketing Example Teaching 292
8.4.8 E-magazines produced by enterprises have bottlenecks 294
8.5 How fast can I save my e-mail?
8.5. 1 Choose a good group software 296
8.5.2 Find an excellent e-mail address management software296
8.5.3 When is the best time to send an email?
Chapter 9 Visual Impact Warfare 299
9. 1 A storm caused by a video 300
9. 1. 1 Network video "Qian Jing" Vast 30 1.
9. 1.2 online video has a very high box office value.
9. 1.3 Network video effect can be monitored 304
9. 1.4 can achieve 305 that traditional TV can't.
9. 1.5 Precision marketing is the unique skill of network video 307.
9. 1.6 Lanhai 308 has no reasonable development.
9. 1.7 Five Advantages of Visual Warfare 3 10
9.2 Network video production is actually very simple 3 1 1
9. 2. 1 Don't take long shots when shooting 3 12.
9.2.2 Please take a deep breath when shooting 3 13.
9.2.3 Video capture must be AVI 3 15.
9.2.4 Choose the best editing software 3 15.
9.2.5 Imported materials 3 16
9.2.6 Editing Video 3 17
9.2.7 The output video should be 3 19.
9.2.8 Pay attention to 320 when intercepting video.
9.3 Creativity is king 32 1
9.3. 1 Basic principles of creativity 322
9.3.2 Curiosity and humor are the killer.
9.3.3 Interact with Your Video326
9.3.4 Stand upright and blend in naturally.
9.3.5 Interest is always the same theme 330
9.3.6 Why not do video variety show 332
9.3.7 Why not shoot 333 series?
9.4 Let Millions of People Enjoy Your Video336
9.4. 1 portal video website is not distinctive 336
9.4.2 How to get deus ex 337 from thousands of videos?
9.4.3 Compound marketing is very important.
Chapter 10 Jedi counterattack 34 1
10. 1 What if the crisis comes?
10. 1. 1 brand aircraft carrier was flashed by negative news.
10. 1.2 Bad news travels fast.
10.2 Jedi counterattack wind forest volcano 349
10.2. 1 Deleting posts will only aggravate the crisis.
10.2.2 has a quick reaction, and its disease is like the wind.
10.2.3 in an orderly way, its Xu Rulin 355.
10.2.4 hit the nail on the head, eating like fire 356
10.2.5 Stand firm and don't move like a mountain.
10.2.6 Using public opinion to reverse Gankun 36 1
10.3 establishing an early warning mechanism for network crisis 364
Determine the key words and sources of the crisis in advance 365
10.3.2 Analyze the past crisis and find the reasons 366
Establish a general crisis management mechanism 368
Establish a network public opinion monitoring chain 370.
Postscript 373