Interactive Network To Create Different Brand Marketing

Xu Zhong: as a representative of traditional TV station, I stand. Internet There is a little guilty and happy about the summit. The integration of traditional media and new media is also an important means for Hunan satellite TV to maintain its brand competitiveness, innovation and vitality through the network interaction.

We can see that in the Golden Eagle Festival just past this year, we held the Internet Festival, and directly merged into the Golden Eagle Festival. On the second day, I went to see Baidu news and some mobile news clients. Many Internet companies released some manuscripts through their own platforms, and some APP directly set up their welcome page to be the information of Golden Eagle Festival. Our product experience is also an attempt to make interactive network interaction, making live broadcast of barrage. On this year's Golden Eagle Festival Internet Festival, we made cross screen barrage interaction. When users watched live television, they entered the TV interactive page of mango and entered the barrage content that they wanted to input. These contents will be transmitted to Hunan satellite TV live broadcast simultaneously.

At that time, we went to the fans' post bar to learn about it. The fans responded to this reaction very much. I think Hunan satellite TV attaches great importance to themselves and will feel that they have a place to play. The Golden Eagle Festival has renewed a new vitality and reached a new height of dissemination. This is our attempt this year.

This method has gone through a long process of exploration. The first attempt to link up the network was a happy boy for 07 years. At that time, the number of enrolment was not large, and an influential player named Guo Biao was born. This is the first time that we have launched a network interaction in the draft area.

In 09 years, we optimized the network area and made use of the third party. channel A number of portals open the network registration area together, and use the third party channel to let the number of "happy girls" participate to a height.

In 2011, it was an era of relatively active social interaction, especially micro-blog. When micro-blog was set up, micro-blog's popularity list was listed. At the same time, the "quick robbery" interaction is similar to the marketing of millet hunger. Every season there will be a certain number of tickets, so that users can rush to grab Golden Eagle nets. This is a good way to make use of the psychological needs of fans to achieve a better dissemination of "happy girls".

In 2012, I tried to screen live programs, and I would like to share with you a project later.

In 2013, we further optimized the online registration application, representing the case of "I am a singer". I believe that if we are concerned about "I am a singer" here, I should have a vivid memory of the audience. At that time, every day someone called to say that I was going to see "I am a singer". Is there any way? I want to be a public judge. For the first time, the public appraisal was pushed to a very high level, and every scene brought them a lot of pictures.

In 2014, I did two important things, the mango TV online, and the Golden Eagle Festival Internet Festival.

On the whole, our network Interaction The trend is from single screen to multi screen, from channel to platform. On the construction of multi screen platform, Hunan satellite TV has a series of Internet platforms such as mango TV video website besides Hunan TV station.

Now let me introduce our case to you. In 2011, the "happy girl" ushered in the era of micro-blog blowout. Most of the fans were young users, and they were also the backbone of Internet communication and social platform applications. We draw the concept of micro-blog popularity list, Sina, Sohu, NetEase, Tencent four micro-blog launched a popularity list. This popularity list is not just an ordinary popularity, but a competition system that is included in the finals. The last person will automatically enter a dangerous area or undetermined area, which has greatly stimulated the spread of the four major portals to the fast women through the micro-blog platform. On the other hand, this interaction has greatly stimulated fans, who are canvassing for their stars. At that time, it was very exaggerated that fans would create very powerful Excle forms every day and share them in the post bar. Today, the number of rankings and numbers has increased to a percentage percentage. At that time, we were very surprised. Using the third party platform to spread such channels is a very good way for my content itself.

At the same time, we made a general comment list in the Golden Eagle network. Jin Ying net carries out statistics on these data in time, so as to keep Jin Ying net as an authoritative media.

We have just said that the use of channels to achieve better brand marketing results, at the same time, we have done a lot of attempts in content development. As you know, the content of the TV station is very limited. We also try some ways to expand the capacity of TV content through the Internet. In 2012, the "born first team" program is a charity program. A webcast studio is set up next to the studio. The hosts and guests will be in the studio, before they come to the stage, and after the performance. They may rest, they may be interviewed by the host, and fans may go directly to the studio to interact with these guests. At that time, we also created an account to live with, and interact with the user through this account. At the end of the session, micro-blog reached about 11700000 of the topics, and the successful implementation helped our program become the top of the hot topic list at every time of the live broadcast. This is a typical example of using the interaction of the network to achieve the continuous extension and expansion of the brand content.

When you have the channel of content and good, operation has become a topic we all like to talk about. When our APP products are launched, what do the time nodes choose? What is the choice of online gimmicks? We made an attempt here. In 2012, we launched two applications, mango circles and Hula. Mango circle is a timely and interactive application for fans of Hunan satellite TV. The main function is to let you know the daily programming, forecast information, interaction and so on. Of course, the choice of on-line time is in the Golden Eagle Festival, with the most popular fans' attention on Golden Eagle Festival. Vote for favorite actors and actresses, sending mobile phones, SMS voting and Internet voting, can easily download my APP vote, so fans will spontaneously say that APP can vote at any time and anywhere. This can be very convenient for them to carry out the so-called brush tickets, and vote at the time node every time.

The online time of Hula was chosen in the inter year concert. The Hunan satellite TV show and the Hunan TV's variety shows and TV shows have become the three trump cards of Hunan satellite TV. Hunan satellite TV has great reputation in the industry as a whole. The inter year concert is the three biggest trump Gala, the annual concert, the Lantern Festival, the Mid Autumn Festival Gala. We chose the hula line on the night, the host said that you can download Hula to participate in online interaction, which also achieved the effect of communication. On the line, those days rushed directly into the top ten of APP download list. This is the impact of operation ideas on product on-line.

I just talked about mobile client.

When the mango TV was launched in April, the platform, technology and user base all belong to a very small scale. How can we get the brand attention quickly and let users accept it on the line? We choose a brand new program called flower and youth. Before we participated in the trial, we had more confidence in the program, and we could see the future market prospect. We bundled immediately. With this concept on-line, there are two aspects of the impact: the first influence, all users who like flowers and juveniles, have to go to the mango TV on demand. Hunan satellite TV has launched its own program on its own website. It has attracted the attention of media and industry. In April 20th, a week later, the number of independent users per day exceeded 14 million. It played a very good role in the rapid fermentation of the whole brand.

In September, we made a live broadcast of the Huachen Yu Mars concert. This leaves us a very short time to spread. In September 1st, we only have four days for us to promote. How to create a fever in the field of micro-blog, we also had a lot of thoughts. On the product side, the design of the booking page emphasizes the convenience of micro-blog's forwarding. After booking and buying tickets, there is a hint of micro-blog's sharing button on the page of the attention activity. The sharing tips automatically bring the topic of mango TV to Mars. When the topic was drawn up, the interior was divided into two waves. Later, we communicated with Hua Chenyu fans, and finally decided "Mango TV to take me to Mars". So there are three core elements: Mango TV, topic sharing has a presentation for my brand, second is "me", increase user proximity; third is Mars, everyone knows Hua Chenyu, which is almost synonymous with him and fans. This is a topic of self proposition shared by activities. In another direction, the whole ticket has been packaged as a form of Mars pass, and a new application has been made. This way has brought closer the distance between us and fans. After four or five days of operation, the reading volume of two topics added up to nearly fifty million.

In fact, with so many cases, I would like to talk with you again about how cross screen marketing should make good use of the media.

We have two identities. On the one hand, we are brand names, and on the other hand, we are media. From this point of view, we can share more with you. First of all, we are good at making use of the relationship between traditional media and new media. Now we pay attention to the hype of the topic, especially the new media such as social platform. But when we follow up some special entertainment content hype, we will find that its authority, discourse power and influence still have an unshakable position among the audience. For example, "Zhou Yi saw", at the beginning, we kept a doubtful state, was it hype, and my little friend asked me whether it was true or false. Later, when the official official said in Nandu, everyone said that it was really the same thing. In fact, users' acceptance of information on some networks has a great influence on the influence and authority of traditional media.

The second is to differentiate and satisfy the preferences of different media audiences, and recommend a failed case to everyone. Understand, miss, this is a series of episodes that we launched this year, which are composed of fragments of small stories. After the TV broadcast, the results are not very satisfactory, and the content is recombed. It is found that this fast-paced clip is more suitable for Internet communication. After being put on the mango TV alone, the network performance is definitely greater than that in TV transmission. Therefore, it is particularly important to satisfy different media preferences and invest in different contents. Later, when daddy went to the second season, he left some episodes that were not broadcast for each episode, and put them on the mango TV for a minute.

The third is to mobilize the enthusiasm of the media in the light of the needs of the media. The needs of the media are working with you to help you publicize your brand. The simplest thing is brand presentation. Including the establishment of media review meetings when we make draft shows, we try to share content this year. Sharing a case, when we do content propaganda, mango TV as a single broadcast mode has mastered a large number of independent broadcast resources and classes, etc. for editors, this is a magic weapon, which is the basis of content marketing. At that time, I worked with sina side to give them two minutes of video every week. Sina can use it. How about this title?