"Super New Initiative": IMPACT Influence Marketing

Relying on a powerful network platform, actively developing network marketing activities has become the blue ocean strategy for many enterprises to spread their brand voices nowadays.

However, when advertising methods such as naming rights, windows and banners can not meet the requirements of media ROI, it is a new topic that many Internet media have to face with how to use brand media to imperceptibly impress their brand information into the minds of consumers.

In December 2009, Sina planned a new online marketing campaign - "super new move."

Sina is not only a platform builders, but also a participant in interaction with netizens and enterprises, and has achieved the win-win results of three sides: for many netizens, they have the opportunity to win the generous prizes provided by sponsoring enterprises through the design and release of creative games by Sina. By offering prizes, the enterprises sponsor the brand names and activities of the enterprises, and enhance the brand exposure and reputation of the enterprises. At the same time, we take this opportunity to understand the characteristics of Internet users and the skills of network marketing. Sina has collected a large number of user data through this activity, enhanced the popularity of sina brands in young audiences, and established a good customer relationship with large customers while promoting the sales of Q1 advertising, which is a stone three birds. In this activity, Sina, enterprises and netizens interact with each other on three occasions.

Sina's "super new action" campaign lasted for 3 months, and IMPACT influence marketing enabled the enterprises involved in the event to deeply intervene in network marketing.

From the perspective of IMPACT's influence marketing, the "super new movement" meets the users' material and emotional needs with its simple activities, stimulates the enthusiasm of the users, and achieves good customer brand and product deep implantation effect.

I of IMPACT

Interactive (interactivity)

It is the "foothold" of network marketing.

In the Web2.0 era, the 1 one-way information informing to N in the Web1.0 era is that the network media respect the audience's personality and encourage the audience to participate. At the same time, it provides a more diversified method for the interaction between the enterprise and the consumer, and strengthens the consumer's right to select information, respond to the enterprise and talk about the brand, and its communication mode is N to N.

"It's just a small prize for the awards, but I'm happy.

I will write my blessing on it and send it to my friend who is far away from home.

Netizens "milk tea" in the "postal ceremony new activities" to get China Post Postcard greeting card exchange certificate said.

The "super new movement" attracts netizens' eyes and attracts them through the three main themes of "attracting new sensation", "new movement of ceremony" and "new movement of love".

Users can deliver messages through various ways. Sina provides a highly open and interactive platform for users.

Relevant data show that during the activity, micro-blog's "super new mobile" topics were as high as 28 thousand, and 60 thousand subscribers received their award-winning speeches.

These channel messages not only enhance interaction among users, customers, and Sina, but also satisfy users' emotional appeal to Sina.

In fact, Sina has obtained huge hidden benefits through this activity: mining a group of users who are willing to participate in interactive activities, improving the image of sina in the hearts of users.

Mining and using "activities to reach people" is a popular support for improving the participation degree of sina's interactive activities. The interactive image will make users more willing to participate in Sina's interactive activities subjectively and form a virtuous circle.

M of IMPACT

Magnetism (user sticky)

It's a "magnifying glass" of media value.

Brand stickiness is a kind of loyalty based on customers' interest in products, which has always been the top priority of brand concerns, because maintaining a loyal customer's marketing expenses is much lower than attracting a new consumer, and customer loyalty is the main source of profits.

The website with high user stickiness will play a positive role in promoting the brand stickiness of enterprises.

For a large number of Internet users, knowing a marketing activity information may not be involved. One attempt may not cultivate the habit of participating in activities.

Therefore, to some extent, the key issue of Internet marketing is how to attract the audience to try and pform it into frequent participation behavior.

In two months, the average residence time of the "super new activity" page is 92 seconds, while the total residence time of the whole station is 70 seconds at the same time period. The peak value of the activity access page reaches 4, and the average value is 2.3.

Taking the one or two phase activities of Yinhua Fund as an example, the topic attracted 600 thousand independent visitors, of whom 12% accounted for 12% of the respondents.

While 12% of the respondents paid 63% of the number of visits, the loyalty of the visitors was high.

The sticky index of China Post main promotion channel was compared with the half month, the activity period and the half month after the activity. The overall performance of the main sticky index was obviously better than that before the activity.

Statistics show that Sina's "super new move" really makes many netizens heartbeat.

P of IMPACT

Popularity (polymerization)

It is the cornerstone of media value.

A website that can not converge mainstream sentiment and value netizens is not enough to carry out large-scale marketing activities, and any media with marketing value must pform its aggregability into the business value of an enterprise.

In fact, the "super new movement" has created a wet marketing environment and access for enterprises, which has changed the way the company used to communicate with consumers through activities naming or banner advertising.

In view of the netizens' psychology, Sina set up enough prizes to attract netizens to participate in the event, stimulated netizens through massive prizes, and infiltrated the brand image and product information of users into the hearts of netizens.

For a large part of Internet users, attractive real interests are the driving force for them to take action and participate in interaction.

The "super new movement" issued 567 thousand prizes, and the total number of prizes was 428 thousand.

Among the users who won the prize package, the raffle rate was 81.2%, the prize rate was as high as 93.6%, and the prizes of the event were fully recognized by the users.

The netizen "Liu Ren" got the message after winning the lucky ball of Yinhua Fund. He said, "I hope to assemble 18. I also want to buy Yinhua Fund. I hope this year's stock market will be good."

The sponsorship provided by the enterprises not only inspires the enthusiasm of netizens to participate in the activities, but also enhances the brand image of the enterprises in an invisible way, and expands the popularity and reputation of the brand. Both the enterprise and the Internet users are both winners.

A of IMPACT

Authoritative (

It is the "appraisal book" of media value.

The credibility of the media is the location of the media's internal quality and external image in the minds of the audience. It is the core factor for the media to win the trust of the audience.

Sina's credibility is also reflected in improving the ability to solve customer problems and improve customer satisfaction.

Scientific internal management, sound service system, pparent price policy and objective third party monitoring report have enhanced Sina's credibility in the hearts of enterprises.

With good credibility and concern, the related reports and comments on Baidu and Google reached tens of thousands of articles and maintained a high growth rate during the event.

The "super dynamic" cooperative enterprise has gained great popularity and reputation among netizens through this network marketing activity.

Taking Yinhua Fund as an example, the users of "super new mobile" have improved the awareness of Yinhua Fund 1 times after the promotion of silver Hua Zi activities, and achieved very good promotional results.

According to the user survey of the brand enhancement effect brought by the "super new movement" for Yinhua Fund, 72% of users who purchase Yinhua Fund products are concerned about the sponsorship of the Yinhua Fund to the "super new initiative". 67% of the users who know the Yinhua Fund have noticed their performance in the "super new move".

C of IMPACT

Creative (creativity)

It's the soul of Internet marketing.

The novelty and creativity of network marketing activities is an important index for achieving the expected promotional effect.

Creativity should ensure that consumers become the center of all kinds of communication activities they create.

The network media must have the ability to creatively combine and use various marketing tools.

Unique and innovative activity ideas should not only attract users' participation as much as possible, but also fully display the product information of enterprises in activities.

In mobilizing the enthusiasm of netizens, in addition to the temptation to stimulate prizes, "super new activity" has set up many new, lively and interesting games, such as gorilla diving platform, super pair collision, children standing up, happy plumbers, lucky lucky balls, and gold coins in the sky.

The game is highly interesting and difficult to set reasonably, which obviously improves the participation of netizens.

For the enterprise level, the "super new move" adopts the customized display mode.

In the topic, apart from the brand and products of the cooperative enterprises, a special area has been set up to release the latest developments of the enterprises, providing a brand new information display platform for enterprises.

Sina's "super new mobile" uses cross media communication mode, invites popular stars to record VCR and catch up with people's eyes, and integrates various forms such as TVC and plane to disseminate information. Its funny cartoon characters and theme videos are also pmitted on MSN.

In view of the different nature and characteristics of cooperative customers, Sina has planned personalized activities.

The cooperation with China Post coincided with the arrival of the new year. Sina launched an online DIY greeting card event, which conveyed China Post's concern for netizens while meeting the needs of netizens for new and personalized greeting cards. So it was sought after by many netizens, sending more than 90 thousand greeting cards during the event.

T of IMPACT

Target (precision)

It's "Internet marketing."

Accuracy means saving time, saving money and improving efficiency for advertisers, so the overall benefit will be greatly improved.

The target audience is accurate, tracking the individual behavior of each audience, the enterprise can be used as the basis for future advertising and marketing strategy.

The portal website provides accurate content, marketing and advertising to the audience, which can separate the audience from each other.

"Super new mobile" attracts users through the form of gift packages and awards. It also aims to collect information on activities and attract them to target users from various channels covering different fields.

Take the "super new initiative" sub activity Yinhua Fund as an example, the "super new move" has precisely targeted the financial channel resources matching the target customers of the customers as a support.

The users of sina financial channel are predominantly male, and 77% of them are college degrees or above. The main body is composed of 20~35 year old high consumption groups, and the characteristics of users are in line with the target group attributes of Yinhua Fund.

In fact, it can be seen from the 20 day data of the activity - Yinhua Fund that the number of users entering the "super new move" link from the financial channel is ranked third in the various channel rankings, and the number of users collecting "super new active" page is also very high.

Yinhua Fund has enhanced its popularity in the financial channel users through the "super new move", and has established a good brand image.