The network community refers to the online communication space including BBS/ forum, post bar, bulletin board, group discussion, online chatting, making friends, personal space, wireless value-added service and so on. The network community with the same theme concentrates on visitors with common interests. Chen Xiao admitted that Baidu's "stick bar" and "know" are all kinds of network communities. At present, almost all famous brands have their own exclusive brand network communities. Consumers interested in the same brand may break into these brand network communities, discuss the value and life of the brand, understand the brand information, put forward suggestions on the brand, and realize the entertainment of the brand.
Network community is not only a visitor with common interests, but also a new direction of brand product marketing. Chen Xiao Lu, general manager of Baidu Shanghai key account department, said at the winning search engine marketing conference held by Wenzhou science and Technology Museum. Chen Xiao, who took the lead in his speech, gradually introduced the audience to the topic of "network community emotional interaction".
network Community, precision marketing platform
The network community refers to the online communication space including BBS/ forum, post bar, bulletin board, group discussion, online chatting, making friends, personal space, wireless value-added service and so on. The network community with the same theme concentrates on visitors with common interests. Chen Xiao admitted that Baidu's "stick bar" and "know" are all kinds of network communities.
Any famous brand has its own post bar. It has a certain degree of concern. In order to help the brand to better locate a brand consumer group, we can analyze the level of its followers, such as the occupation and age of the followers, and understand the potential consumers of the brand or the main group of the competitors. Based on these analysis, we can determine the brand marketing target and marketing strategy, so as to achieve precise marketing.
At present, almost all famous brands have their own exclusive brand network communities. Consumers interested in the same brand may break into these brand network communities, discuss the value and life of the brand, understand the brand information, put forward suggestions on the brand, and realize the entertainment of the brand. These netizens wandering in the brand community are undoubtedly fans of brands, and they are likely to develop into brand consumers.
Network community, the carrier of emotional marketing
Maslow divides human needs into five levels: physiological needs, security needs, social needs (friendship and belonging), esteem needs, and self actualization needs. In the post crisis era, consumers who meet the needs of physiology and safety will inevitably rise to the need for consumer brand sentiment. The network community is a regional life community, so the network community can easily become a carrier of emotional marketing.
In fact, the network community meets some of the needs of the people: first, the need for friendship, everyone wants to get love, and hope to love others; the two is the need to belong, and wants to become a member of the group, and care for and care for each other. Therefore, the network community is easy to realize emotional communication, emotional service and emotional communication, and it is also easy to become the carrier of brand emotional marketing.
Network community, marketing mode of "win the hearts and minds of the people"
It is reported that most of the fortune 100 companies are currently using the Internet community. In the fortune 100 companies that use the Internet community marketing, 95% of the enterprises use the network community to issue news and announcements, 80% of the enterprises use the network community to provide customer service, and 76% of the enterprises are used for transactions and promotion. At the same time, Fortune 100 companies also have a large number of attentions.
When Internet When SNS is on the rise, traditional Internet marketing is starting a new revolution. A series of figures shows that enterprise marketing is moving from B2C's traditional mode to C2C's. Marketing Pattern. Brand is no longer concerned only with how wide the advertising coverage is, but also focuses on whether the brand is really popular among people and causes interaction.
There is no doubt that the network community is becoming a new marketing carrier for consumers to accept. The "people and people" communication mode has contributed to the formation of SNS network, not only deepens emotional marketing, but also saves marketing costs. Moreover, under the environment of Internet, through brand marketing, the brand will fall like a stone on the lake, and its brand influence will expand to the market in a circle.
