Success story: Master Kong iced black tea, happy not to go offline.
It must be admitted that consumers nowadays are increasingly reluctant to click on advertisements. When the network has entered the 2.0 era, how to solve the new problems with innovative methods?
Ogilvy has been promoting it? 360-degree brand housekeeper? Management thought, emphasis? Every contact point between brands and consumers? Shangshi
Line communication management. Because consumers can't be forced to accept or participate in marketing activities in a free space like the Internet, they must be able to bring them happiness or other practical benefits in order to attract them to participate, promote active communication, and enhance brand stickiness and consumer loyalty. Therefore, we believe that we should study the network behavior habits of target consumer groups; Make full use of the characteristics of the 2.0 network, combine the network behaviors and interests of the target consumers, and establish direct communication at the contact points of the websites they visit most often.
For example, Ogilvy made iced black tea for Master Kong in the summer of 2008? Happy everywhere, happy or not? Theme promotion activities. The target consumers of the brand are the young and energetic generation, and music, sports, videos, chatting, making friends and games are their important habits of surfing the Internet. So we choose Maopu, Campus, Tencent, Taobao and important video websites for in-depth cooperation. Combine the characteristics of each website and the habits of netizens, and tailor the activities.
Like in the cat net? Comic reality show? Activities, let netizens upload photo stories or narrate scripts, use them to entertain young people with high viscosity in the interactive community, and use their innovative consciousness and funny hobbies to encourage participation. Received 6.5438+0.5 million works within two months.
And the school intranet, launched? Fun to take pictures? Activities. Through implementation? One key? The participation mode simplifies the operation to the greatest extent, stimulates users to participate in the fun, and cooperates with the virus of SNS in the school network as a communication mechanism to promote the secondary communication. The number of participants also exceeded 4,000, and 6,543,800+6,000 valid works have been received. The image of iced black tea products is more deeply rooted in people's hearts.
And launch it on Ku6? Talent show? Choose four influential internet celebrities to gather cross-industry, cross-age and transnational netizens? Video solitaire? Use simple and novel ideas to convey joy and let more netizens contact iced black tea.
And the combination of iced black tea products with Tencent and QQ penguin image? Magic expression theme pack? The download volume reached 3.6 million times, and a large number of users actively forwarded it.
Besides,? Summer cool war? Activities use search engines to communicate with netizens; Taobao is online? Summer cool shoot? Increase the exposure of activities. In cooperation with various websites, we have also implanted an innovative static code analysis program for bottles, which can pull each other online and offline. At the same time, it provides Widget download, integrates event information, and has continuous communication channels with consumers after the event.
A series of online activities have received positive responses from target consumers, and the total number of clicks on advertisements during the two-month activity period exceeded 8.4 million. Although the information distributed on the contact points of different websites is fragmented, due to the ubiquity of the contact points, these fragments gradually synthesize a complete concept in the minds of consumers, shaping the young and energetic brand image of Master Kong Iced Tea on the Internet. Are you happy? This concept is deeply rooted in the hearts of the people.
Failure case: an engine won an award abroad.
The reasons for the failure of Internet marketing are different, but what is certain is that marketing based on false and fraudulent information is doomed to failure. What happened in the car circle? A car engine was selected as the best engine by the authoritative British media? Fake news hype is a negative textbook.
At the beginning of 2008, dozens of domestic mainstream car networking communities are now called? XXXX engine won an award abroad? Post, say? This engine was selected as the best engine of a certain class in Britain in 2008 by Carnews, a British car website? , with a screenshot of the website. According to the URL provided in this post, you can really access the relevant content. Because there are awards? Engine Oscar? For a time, the vast number of domestic netizens expressed their congratulations.
But a reporter soon revealed that this was just a well-planned scam: it was originally registered by a marketing company employee (engine brand agent) privately? carnews？ Fake websites under their names, create fake news, and then post them on various car forums as netizens.
It is said that this farce only took half a day to arouse the suspicion of the media and was found out. The network can make false information flood, and it can also make the truth have nowhere to hide. The internet is bringing people around the world closer together, hoping to fool them? International card? To fool netizens? Planning? Doomed to failure.
Although the community has become one of the important positions of Internet word-of-mouth marketing, any operation and marketing must not be at the expense of integrity. The Sanlu incident made everyone understand this axiom, hoping that rational marketers would stop challenging this axiom.
Director of PCEM Network Integrated Marketing Research Center of China Electronic Commerce Association
Liu Dongming, general manager of DM network integrated marketing agency
Success story: Taobao's first beauty? Boiled fish queen?
? Boiled fish queen? Taobao is one of the ten million sellers. Her shop mainly deals in clothing and fashion products. But the shopkeeper is young, earning 20 thousand a month, which can be described as beauty, wisdom and wealth. Her network popularity is very high, and she was named by netizens? The first beauty in Taobao? . ? Monthly income of 20 thousand, Taobao's first beauty? The positioning of "all-in-one machine" has aroused the reputation of "all-in-one machine". Alibaba, Cool Six, Global Shopping Information Network and many other media have invited the Queen of Boiled Fish for an exclusive interview. Tudou and Sina podcast invited the boiled fish queen to participate in the 2008 Spring Festival program. Netizens are discussing her deeds enthusiastically. There are many photos and videos of beautiful pictures in the forum, and even a group of die-hard fans have compiled and maintained personal stickers for her. Taobao's first beauty can even be called the brand image symbol of Taobao, attracting more buyers and sellers to rush into Taobao transactions.
On the internet, scandals spread thousands of miles, and good things never go out. It is much more difficult to create a positive brand image than to hype a negative image. But when? Beauty card? When the internet is flooding, the boiled fish queen won't be funny, make a fool of herself, undress or grandstanding, but she can still stand out with a positive image. Fame, brand and popularity are very few cases. The reason is because of the boiled fish queen? Earn 20 thousand a month . Anyone who opens a shop online is most concerned about income. A propaganda point with a monthly income of 20 thousand can naturally attract people's attention. The appearance of any red man is bound to meet the psychological expectations of network users. Word-of-mouth marketing with beauty brands often makes a mistake. What is the final result? Fired the beauty and lost the brand? . The reason why this happens is that when planning, the link button between the beauty itself and the brand appeal point has not been effectively excavated, so it is often difficult to return to the brand when making a wedding dress for beauty. Due to the addition? The concept and orientation of a monthly income of 20,000, a vivid, emotional and powerful explanation? Can Taobao make shopkeepers rich? Propaganda point. ? The first beauty? Positioning is flank, A monthly income of 20 thousand is the real stormtrooper, the queen of boiled fish, so that beauty can be obtained and owned.
Finally, should word-of-mouth marketing? A fresh move, eat all over the sky? It should be a combination of blog, forum, video and post bar. The signboard of Taobao's first beauty is also laid for all-round promotion.
Failure case: iPhone girl word-of-mouth marketing? Is there a flaw in Meiyu?
On August 20, 2008, a netizen in Britain just bought a new iPhone, and found that there were three photos of Asian girls in it, which were pure and lovely, and uploaded them to an Apple product enthusiast forum abroad (net name markm49uk). The whole incident was revealed and aroused strong repercussions. The brilliant smiling face of the Shenzhen female worker swept the global forum for six days. In Google ranking, iPhone girl has ranked seventh, becoming the fastest rising hot word. From abroad to China, from the Internet to the paper media, the most beautiful iPhone girl in China? Become popular quickly!
Enthusiastic netizens launched a massive human flesh search, but after careful argumentation, they found that iPhone girl was a hype. Moreover, the initiator is the stationmaster of Apple Forum, the first forum of Post Bar, and the net name markm49uk is just his vest. After learning that Iphone girl was specially planned, some netizens wrote:? I really don't want to believe that iPhone girl is a public relations event. I often feel that the world is still beautiful, not all man-made. If Foxconn or iPhone have to do something to discredit? It can be seen that netizens know the truth, quite? Hurt? . As a word-of-mouth marketing event, we have to say that Iphone girl is an artificial online fairy tale, but the ending of this fairy tale is too unexpected. ? Artificial? Like a bug in a beautiful apple, here? Perfect word of mouth marketing? Made a big question mark.
Like this? The most beautiful girl? I have seen a lot. Like fairy elder sister, for villa girls and so on are all different versions. Only this time, the starting point is that a foreigner posted photos online, which is more convincing. This is its success. But in the 2.0 network environment, every netizen has his own? Ears? 、? Eyes? And then what? Mouth? . They are no longer a group of easily incited thugs. The netizens that marketers face are not one person, but thousands of long tails, and their wisdom is enough to sweep everything away. Something irregular? Word of mouth marketing? The integrity of our website has been increasingly doubted by netizens, so don't try to deceive the world and challenge the collective wisdom of netizens. The positioning of word-of-mouth marketing should be transparent and honest. Sincerity is the foundation, and the true face of marketing is revealed.