Network Community Is A New Trend Of Brand Marketing.

"Network community not only has a common interest of visitors, but also can be

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 October this year, after the recommendation of the China Brand Managers Association, the author directly entered the second round of "2010 China's ten major brand managers" selection. The event was sponsored by the brand China industry alliance. Tianjin TV, China entrepreneur and Finance magazine hosted the media. Sina is the only designated network platform for activities.

At the end of the selection, the results of the online voting showed that the votes of the author were at the top of the list.

In fact, the author is a lonely, depressed, rigid person who has been engaged in financial reporting, making the author a manager's unit only a traditional manufacturing shoemaking enterprise, and its brand effect and influence are far less than those of other judges.

However, the author often gets mixed up in some literary communities and gradually forms a brand in the literary community. When the news of the author's participation in the "2010 China's ten brand managers" was spread in the literary community, he immediately got the support of the community members.

Those friends who do not know their real names, do not know where they are, nor do they know how to laugh and laugh, lend a helping hand to the author's comments.

Some Internet friends, such as glasses, winter's snow, quiet LAN, leisurely rain, peppermint flavour and so on, specially wrote the posts for the author's selection in the community. Those friends who were in love with the author in the literary community on weekdays participated in the voting (just like brand marketing).

Some community netizens regard it as a responsibility to vote for the author.

Community friends placed the last third men in the last row to the top of the first prize of the network. At the same time, they also showed the power of emotional marketing in the network community. At the same time, it verified the conclusion of the netizens Hanlin exploration as the author's vote: the power of the network community has the real meaning of dropping the sea.

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 pactions and promotion.

At the same time, Fortune 100 companies also have a large number of attentions.

When SNS is on the Internet, there is a new revolution in traditional Internet marketing.

A series of figures show that enterprise marketing is moving from the traditional mode of B2C to the marketing mode of C2C.

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.

In the summer of 2010, the news that Wenzhou Jill Da shoes company developed the concept of "new health concept" and successfully developed the "upgraded A+" nano function air conditioning shoes was published in the online forum, which resonated and was reprinted in nearly 100 Web community. The author wrote articles related to the infiltration of "new health theory" in the brand of jera brand, and was recognized by many netizens in the network community.

In the eyes of many readers, "new health" is the brand of J.

At present, any search website such as Baidu, Google, Sohu, YAHOO, Youdao, Zhong Shu, sosu, search and so on search for "new healthism". Most of the information obtained on the front page is related to Wenzhou shoe brand Jill Da, if the word "shoe industry" is added after "new health principle", the first few pages of search are almost news related to Jill.

In the absence of a single cent, the author made use of the Internet community to make "new healthism" a unique concept of Wenzhou's Jill's brand. It also deeply touched consumers and indirectly promoted the sales revenue of the third quarter, which increased by 39% over the same period last year.

Not only that, the author has set up Gilda blog, President Gilda's blog, and many expert columns on many websites. I launched the topic of "new health theory" on the Internet. It was reported by traditional media, which enlarged the popularity of Gilda and marked the upgrading of Gil's brand image.

At the same time, it verified the charm of the "corrugated marketing" of the network community: when you throw a stone towards the calm lake, it immediately ripples on the lake surface, and the ripples of a circle fluctuate outward and expand in circles.

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 the emotional marketing, but also saves the marketing cost. Moreover, under the Internet environment, through the network community marketing, the brand will fall like a stone on the lake, and its brand influence will expand to the market in a circle.