How to spread SNS community marketing anytime and anywhere?

SNS, the full name of Social Networking Services, namely social networking services, refers to the internet application services aimed at helping people build social networking sites. Another common explanation of SNS: the full name of social networking site, namely "social networking site" or "social network". Domestic SNS is represented by Renren.com, Kaixin.com and Baishui.com. SNS marketing is a marketing network marketing method based on SNS platform.

Comprehensive SNS

Renren. com: from campus to society.

Xin Kai. Com: the driver of domestic SNS, the favorite of white-collar office workers and the dominant position in China.

White society: a new social platform for white-collar workers.

Help Network: A comprehensive community website.

Three-person network: SaaS platform of SNS, which is oriented to self-built personalized SNS.

Mai Lexing: The perfect combination of SNS and geographical location information is also the mutual integration of network and mobile phone.

Vertical social networking site

Public relations circle: SNS home of public relations industry.

Record of Lu You: SNS community of Lv You and outdoor sports enthusiasts.

Five Seasons Network: For IT practitioners and writers.

Nanjing ethnic group: the localized SNS in Nanjing.

business social networking service

Linruo. com

Renhe company

SNS platform, with business relationship as the link, is represented by Ruo Neighborhood Network, Renhe Network in China, and a social network platform is established through business relationship. Not long ago, the "World Zheshang Network" sponsored by Zheshang magazine? It develops rapidly, and as a member of SNS platform, it integrates on the basis of Zhejiang merchants' resources.

From the overall pattern, the traditional comprehensive theme SNS platform is still in the dominant position of SNS, followed by vertically subdivided SNS websites, such as business, hometown, emotion, parenting, art, outdoor and other categories. The establishment of SNS social network can be "blood relationship", "region", "study experience", "colleague", "true friend" and "business relationship". The difference between SNS platform and other forums is that it mostly belongs to the real-name registration system, which is closer to real life, and it makes the social interaction of virtual network a powerful supplement to real social interaction.

Analyze SNS marketing, first analyze the revenue scale of SNS. At present, the income scale of SNS website is still in a relatively stable growth. In 2008, the market revenue of SNS platform reached 760 million yuan, with a growth rate of 38.2%. It is worth noting that nearly 80% of them are online advertising revenue. According to Tencent. com, an industry customer survey report shows that SNS community network has become one of the five most valuable platforms in China. Comparing the profit growth of SNS, we can see that SNS platform has great potential in network marketing.

The characteristics of Figure 2- 12- 1 SNS correspond to the network marketing mode.

SNS network marketing model

Analyze the network marketing mode of SNS, firstly analyze the characteristics of SNS.

The characteristics of SNS correspond to services according to their characteristics.

Participatory product placement advertising

Interactive activity advertisement

Precise marketing advertisements on specific topics

Virus spread word-of-mouth spread

Self-expression sharing recommendation award/competition

Emotional exchange Taobao sharing

Sharing/recommendation of acquaintances' online life consumption

Attribution and other online and offline consumption interactions

According to the characteristics of SNS, the corresponding application services can implant advertisements based on the participation and interactivity of SNS, implant accurate advertisements by using the specific characteristics of the theme, hold marketing activities with self-expression characteristics, set rankings and rewards, and establish consumption and sharing marketing methods by using acquaintance networks.

Instant sharing communication

In the current economic downturn, people will be more cautious about the consumption choice of products or services, and people will gain some immunity to the traditional advertising model and rely more on the word-of-mouth and recommendation of relatives, friends and colleagues. As a supplement to real social interaction, SNS platform is expected to bring better input-output marketing effect to advertisers through rational use of word-of-mouth marketing advertising methods. The data shows that when investigating consumer behavior patterns, it is found that the Internet is the first source of consumer information, followed by word-of-mouth and recommendation information from relatives, friends and colleagues. The mode for consumers to obtain information from the Internet until they buy and finally share it is:

A (attention) -I (interest) -D (discovery) -A (action) -S (sharing)

Specifically, the consumer sees and notices the advertising information on the portal website, gains the knowledge at the first time, then becomes interested in the product on the vertical media website, then finds the detailed information of the product on the search engine website, then implements the purchase action on e-commerce websites such as Taobao, and finally shares his purchase information and experience on the SNS platform community website. At the same time, this order is not fixed, and it can also be reversed, that is, consumers find others to share on the SNS platform, and then they are interested in buying.

Figure 2- 12-2 Important Contact Points of Consumer Behavior in Vertical Community Websites

Hotel SNS community marketing case

Hotel industry has always been a labor-intensive traditional industry, and advertisements are often placed in traditional media. With the popularity of the Internet and the rise of online marketing, many far-sighted hotels have taken a fancy to this excellent promotion opportunity. SNS community website has the characteristics of true and effective member information and a large number of members. The communication on SNS is an open snowball communication. As a result, many hotels began to use SNS community websites for online marketing, which enhanced user stickiness, improved brand awareness and attracted more people to become members.

7 days hotel is the representative of IT frontier in hotel industry. In the use of SNS community marketing, 7 days launched its own "Happy 7 Days" trial version in August 2009, and later the brand was renamed "7 Days Community". The launch of 7-day SNS community has increased the brand stickiness of 6 million members. At the same time, 7-day SNS community is still relying on the word-of-mouth energy of existing members and virtual games in the community to attract more members. In order to attract gamers, an online game "Happy Hotel" was established in the "7-Day Community". But also provide convenience services, such as travel-related help tools, such as weather query, map query, urban life mutual assistance, as well as car rental, air tickets, insurance and other supporting online services related to specific travel. At present, most SNS websites focus on entertainment, and the actual service function is not strong, while 7-day SNS provides users with a powerful travel service solution, which greatly attracts network users. For example, 7 Days Hotel+Xingyue Alliance Hotel. Using the 7-day community and 7-day website account * * *, both adopt the real-name registration system and valid ID number registration, which effectively ensures the authenticity and validity of registered members. In addition to establishing SNS community and user interaction, 7 Days Hotel also chooses other SNS communities for marketing activities. For example, in Douban.com, there is a group of "staying in a hotel for 7 days and getting a lot of rewards" who use the platform of Douban.com to carry out their own marketing activities. In this group, members can freely discuss hotel-related issues, consultations and so on. For 7 days, and release promotional information. So far, 783 people have participated in the group since its establishment in June 2008.

In particular, word-of-mouth communication in vertical communities can not be ignored, and its influence is very great. DCCI's monitoring data in the first quarter shows that among many websites, Saipan has made the greatest contribution to mobile phone brand activity, reaching 1 1.27%, accounting for the highest proportion. These data show that in professional vertical websites, the more subdivided and accurate the website is, the higher the user's involvement in the brand. In other words, the user will browse more relevant information or activities or evaluations about the brand. So far, China's SNS community marketing has a good user feedback and market foundation, and there is still a lot of room for development. After the financial crisis in 2009, the mentality of merchants began to change. They began to seize the power of consumption and carefully choose advertising platforms. With the development of SNS community in China, SNS marketing will have greater potential and value.