Tudou Marketing Secret &Nbsp; &Nbsp; Network Marketing 4 Principles

According to the twenty-sixth internet report released by CNNIC (China Internet Network Information Center) in July 15, 2010, as of June 2010, the number of Internet users in China has reached 420 million, and the penetration rate of Internet has increased further, reaching 31.8%.

Internet marketing has been widely applied by the media and enterprises in China.

In June 6, 2010, a young man from Sichuan, Qiang Qiang Xiao, took over 1000 grams of gold from Hongkong singer Eason Chan in the thunderous applause. He became the champion of "drinking sweet juice and laughing and winning gold".

This summer's hottest Internet reality entertainment show was launched in April 1, 2010. It aims to invite all Chinese netizens to "enjoy the fun of people" and share happiness everywhere.

The activities are divided into 4 network areas: potato network and Beijing, Shanghai, Shenyang and Shenzhen.

In June 6th, the top 2 teams in the cyber zone and each ground division champion gathered in Shanghai for the national finals.

Tudou conducted a live interactive broadcast of the finals, and designed a real-time network interaction for the live webcast.

The communication effect is directly related to the popular reality TV show of the same period.

In a short span of two months, the "fun drink" and "a smile win the gold medal" has made amazing achievements.

According to the Research Report of the third party data company, Erie, the fame of "drinking sweet source and winning a thousand gold" has reached 31.9% among netizens. Compared with the reality TV shows of the same period, it is second only to multi-channel publicity. In Hunan satellite TV and Qinghai TV, happy men's voice and flower flower are ahead of other reality TV shows broadcast over the same period.

Where is the secret of winning the "fun to drink the maid source and win the gold medal with smile"? Wang Xiangyun, chief marketing officer of Tudou network, unveiled the answer: "4I has the following principles: Interesting interest principle, Interests interest principle, Interaction interaction principle and Individuality personality principle.

The success of this "sweet drink source, a smile win the gold medal" has a good interpretation of the ability of Tudou to integrate network marketing.

Jia Jingrong, senior marketing director of Coca-Cola Greater China, said: "since the emergence of" maid "in the Chinese market, the spirit of innovation is the product DNA, whether it is new product development or marketing activities, innovation is our unchanging belief.

This year, the "machin fruit orange" has launched a series of marketing activities with the theme of "rich fruit is enough fun". It has launched a "fun drink" and "a smile to win the gold medal".

The activity decided by the netizen mouse to participate in the creative and interactive way of the race, which attracted more than 16 million people's attention, encouraged everyone to share the sunshine and happy life, and bring the joy from the "flesh juice orange".

In line with the innovative core of the maid source brand, Tudou has also broken many industry practices, creating many industries: first, in the form of activities, Tudou broke the traditional practice of organizing online activities on the Internet, combining the ground area and the network area, showing the efficient organizational ability. In the way of user participation, it changed the traditional way of netizens voting, but instead boldly innovates, and decides the whole process of competition by the mouse in the hands of netizens. In the 2 hours of webcast, Internet users can directly connect to the scene by landing the potato net. Not only can they decide the order of the players through voting, but also become the examiners of the players, so they can decide the final winner of the 1000 gram gold award through spike and support.

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Nowadays, society has entered the information age, especially on the Internet, people can get all kinds of information through various channels.

How to make your brand information not submerged in the boundless information flow? From the consumer's point of view, there are two topics that are always their concern: why should I take part in this marketing activity? What can I get from them? The principle of Interests interest is undoubtedly a golden rule.

The interests here are not only materials, but also the useful information about brands, the freshness of participation activities, and the sense of participation and achievement resulting from them.

2009 the Internet Millionaire cooperated with NOKIA N97 has launched a great stir on the Internet.

1 million RMB's bonus is like a blockbuster, arousing the enthusiasm of netizens to participate in network marketing activities.

Drawing on the successful experience of "Internet Millionaire", the "fun to drink maid source, smile win gold" campaign once again opened a prize: 1000 grams of gold, equivalent to 300 thousand yuan or so.

In addition to the exciting huge bonus, what is more praising is the affinity of this activity: 1. Simple and convenient way of participation.

Anyone who likes to tell jokes and share fun can pick up a camera, camera or even a cell phone, take a jokes video, upload it to potato net, and bring more laughter to more netizens.

You can also register directly for ground competitions in Beijing, Shanghai, Shenzhen and Shenyang. 2, interactive and interesting forms of activity.

It is not only the final ranking of players, but also the selection of competitors.

This unprecedented interaction experience enables netizens to have a sense of participation and freshness in my activities, and integrate them into the process of activities at any distance.

3, Mr. Eason Chan, the brand spokesman, appeared on the scene of the finals and made the audience screaming repeatedly. It also made the netizens in front of the computer hoarse, which greatly enhanced the audience's familiarity and recognition for the naming brand.

The innovative mode of activity, the stimulation of huge bonuses, ignited the enthusiasm of netizens.

In the live broadcast process, the interactive area has introduced 3 new links in the live broadcast process: the kill sequence, decided by the netizens the order of the contestants, and decided the final ranking of the players through the "spike" and "support" in the specified time; the subjects selected, according to the preference, 9 selected 2, the key words, the network interaction deduce "who is there to do anything", decided the final 3 players' performance content.

At the same time, all netizens who participate in live interaction can participate in the spot raffle and win the thousand yuan interactive award.

As a Shenyang netizen who watched the live broadcast said, "it's wonderful! I just need to move the mouse in my hand, so that the players in Shanghai can deduce my assigned keywords, answer my questions, and I can kill the players who I don't like.

Though not at the scene, it is more exciting than the scene. "

According to statistics, this activity attracted 1292446 people to participate personally, the total number of video uploads in the network area reached 11546, and the number of comments reached 295532.

In June 6th, the finals of the live webcast attracted more than 761802 people online at the same time. The total number of online visitors reached a record 6530160 passengers on that day.

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According to AI's statistical report, "drinking sweet jujube and winning a thousand gold with smile" significantly enhanced the audience's interest in naming brand name.

AI's report shows that the audience who watched the program correctly recognized the brand name of "smile win gold", leading to the correct recognition rate of all TV sponsors in the same period.

In the comments of netizens, more than 80% of the messages indicate that the impression of the whole activity and the maid source brand is fun, humor and creativity.

Not only has the brand benefited greatly, but also the users of Tudou have been surprised by the interest in "drinking sweet source and winning a thousand dollars". One of the netizens wrote, "for me, Tudou has become a part of my life.

The first thing I do when I get home from work every day is to open potatoes and see if there is any fresh video.

For example, the jokes just finished, I chase every day, and I can laugh all day after a busy day. There is no better way to relax.

In the case of intense competition in video sites, how to maintain users' freshness, improve user stickiness and loyalty, and optimize the effect of advertisers? Wang Xiangyun, chief marketing officer of Tudou network, answers: "now the media and house economy are increasingly recognized, especially in China, 60% of Internet users are below 30 years old.

How do we catch these people's eyeballs to achieve the best advertising budget and advertising effect? Advertisers are thinking, we are also thinking.

The great success of "Internet Millionaire" and "smile win gold" shows that we are right in the way of integrated marketing, and we will continue to explore with the advertisers.