Network marketing case
Dell attempts to 12,000 followers of the Twitter marketing the new model enjoy
30% discount
Recent Dell @ the DellOutlet the Twitter followers sent exclusive discount offer
nearly 12,000 Twitter subscribers to purchase the Dell XPS M1210 notebook
computer products are to enjoy Qizhe the discount. Proprietary click on Twitter
links will let the user go to a get discount coupon code website, so users can
enjoy the preferential site ordering products with this discount code. It is
regrettable that this event is limited to the United States.
Dell is apparently the copy previously used Twitter to offer discounts during the
holidays consumer success the fact that Twitter's unique information to remind
According to reports, Dell has received $ 1 million in sales. On the Direct2Dell
blog, a Dell spokesman said the push for Twitter followers will be a week in
order to discount activities.
Twitter co-founder and CEO Evan Williams Evan Williams has hinted in
November, its profit is a business account, rather than advertising. Williams
said Twitter as a communication tool, it will charge users to use the
communication platform. Twitter chairman Jack Dorsey Jack Dorsey also said
that Twitter has a variety of potential business models, and will soon be put
into practice, but has not yet been determined. For the Dell Twitter Marketing
instance,. Some analysts said that Twitter is changing the online marketing
club similar to the membership.
The Twitter marketing instance marks Dell's new ways to use social networks
open up potential new users of social networking. $ 1,000,000 is negligible in
terms of billions of dollars in sales, Dell this giant multinational corporations,
but the meaning is really huge. Dell has set foot on a solid first step in an
emerging and has tremendous growth potential marketing channels.
Kogi is selling Korean fried taco vans, so a high degree of mobility. Can quickly
become the new darling of the Los Angeles catering, Kogi imitate the
successful experience of the Mexican fried tacos must have a lot of people
learn. What are the achievements of Kogi miracle? Said Roy, the creator of the
most important secret to success With the power of the network.
First, they report Kogi position in real time on Twitter, which is obviously a very
useful strategy. Under normal circumstances, the tortillas meat volume vans
do not have any publicity on the next leg of the sales. The help of Twitter, Roy,
who soon received an unexpected effect. When the police will Kogi scaring
away from the corner, Roy will be using Twitter to report the location of the
next leg of the user; when the truck is late, he would send a message - "to wait
another 10 minutes, please? Fried forever tacos. "- began to shake diners
continue to line up in long lines, waiting for the meal.
The question now is, Twitter, boosting the Los Angeles Korean fried tacos just
a fad of fanaticism, or, as Kogi fans want to become a model for the future
fast-food industry?
Kogi is a typical Web2.0, or Restaurant2.0 marketing success stories. The
Kogi let what you think? Thought Obama did not?
Mobile fast-food restaurants as a Korean fried tacos, using the improved taste
of tacos and Web 2.0, Twitter, word of mouth marketing and customer
real-time communication, popular in Los Angeles. Similarly, during the
campaign, Obama take full advantage of the power of the network, to defeat
McCain - that you marketing gurus relish. The success of both is to grasp the
spirit of Web 2.0: interactive communication, real-time feedback; allow the
audience to become content providers; from ordinary consumers into a new
culture.
To accomplish these, the Web 2.0 tool for a fall: Obama's team to penetrate
the major SNS network to play the "Change" brand; the Kogi is using Twitter
released, updating the activities of vans to gather customer.
Grade-defined activities to attract potential audience: the dining car information
on Twitter aroused the inspiration of the activities of the flash fans gathered
Wednesday night vans come and go places - a number of free advertising;
Obama decentralization publicity rights, so that voluntary those who have
spontaneous publicity - cost-efficiency.
Grass-roots culture: the Kogi and the Obama team are ingenious promotional
T-shirts printed, the Kogi name to Internet users consult the dining car. At the
same time, the activities under a variety of network line video, picture board
official web surface, YouTube, Flickr, The higher the reliability of word of
mouth, the audience to become content providers, and become a walking
advertisement for the quality of the zero-cost
Video site network marketing case
Google News last Thursday was off the letter, but returned to normal after a
new YouTube newsreel.
Some of the headlines now marked with the YouTube logo, click after opening
the embedded YouTube player, play a news video. The spokesman
JennieJohnson, in fact, the video before, but last Thursday revised to add the
YouTube logo is to attract attention. Johnson pointed out that the Google
website to retrieve news video from YouTube news channel.
Another change is that Google News has the exclusive forum for science and
technology, international and business news, photos and pictures.
A week ago, GoogleNews just a wave of change to strengthen the cluster
(cluster) layout. The user clicks on relevant under the heading "all 1,000 news
articles are 'link will be displayed. Earlier this wave of change into the picture,
excerpt quoted sentence, geographical finishing the title block, as well as
showing the area of the blog title.
Highlights the YouTube is not just increase the exposure of the the
GoogleNews video news, it may strengthen the motivation of the news media
and YouTube. Moreover, doing so GoogleNews more become the center of
reading the news, not just to guide the media of the readers and viewers to
other sites.
Some media executives have criticized Google benefit from professional news
content, but did not make a contribution. Google argued that by GoogleNews
guide billions of readers to the major news sites.
The GoogleNews influence may be great, but it is not unassailable. The site
last Thursday morning off the letter, affecting the users of the Boston, New
York, San Francisco Bay Area, Austin, Texas and Florida, Sarasota, etc..
Google confirmed that the services have been interrupted
Nokia to test the water network marketing, Youku engage concert
April 19, 2009, a network led by Nokia video concert on the video sharing site
Youku "sing".
In order to ensure the concert video is sufficiently smooth, Youku the evening
canceled all video on demand, the only option for up to three hours of time
users log on Youku is this full interactive video live concert.
Online access to number 1.1 million. "Concert will only start 15 minutes, Tang,
vice president of Nokia's global report text messages received from the
marketing department colleagues, watching constantly updated numbers:
2330000, 3840000, 4870000, 5650000 . Tang, still uneasy, after three hours of
end of the concert, he finally long sigh: access to the 6.48 million over 5000
Sessions.
In fact, from the beginning of 2006, Nokia has for four consecutive years by
organizing the "New Year's Eve Concert" marketing methods to promote and
strengthen their brand of music phones, but online video concert is the first
time, has also been called a "Tang adventure "try: put so great, exactly what
will happen? Tang, inevitably in advance heart drums.
To this end, such as Tang, Nokia China sales team has prepared a full four
month's time. "Right now, network marketing in our entire marketing and
promotion expenses in the proportion of small, but it is certain that this
proportion is increasing, but increasing rapidly." Tang said.
Who will listen to the Nokia concert
Concerts of the way through the publicity of Nokia mobile phones music
features and music brand was the Nokia market marketing of important ways,
with great effect According to Tang, the music phone is a Nokia proportion of
the largest product category, the flagship of the 5800 music phone has been
become one of the best-selling handset in Nokia history.
April 19, the name "Nokia fun party" concert in Youku the full live concert
lineup is no less in any session of the New Year's Eve concert, users can
choose their own viewing position from the four viewing angle, also can send
flowers, send applause, send kiss online interaction with the singer, the
singer's list of appearances and repertoire is determined by internet voting,
after the end of the concert, the fans of the singer through video interaction
with the singer.
Although the entire network concert attracted a total of more than 6 million the
number of visits, but compared to the size of the New Year's Eve concert, still
pale into insignificance "New Year's Eve, according to Nokia, via live television
viewers generally about 200 million, and network concert cost "of not less
than" TV concert.
However, Tang believes that more accurate network concert audience, mainly
young people, which is exactly the target group of the Nokia music phone. 200
million television viewers, including a lot of passive viewers and random
viewers, 600 million Internet users at least are informed that this concert, take
the initiative to the Internet to look at. "
This does not include the secondary related videos on the Internet, three
dissemination and follow-up influence of the Internet will be immeasurable.
"Tang Yuan Lam said before the concert, Nokia try to create a Bruce Lee
theme of a more minutes of video clips, and play in the video after the Nokia
N96 mobile phone, the results of the number of plays of the video more than
20 million times.
Online video broadcast is to eat the first crab style "test. Television and video
clips, live concert through the network because the first time in history, the size
of television viewers in advance can be estimated to, but Internet users exactly
how much there is no basis for the number of Internet users and broadcast
bandwidth and server ready to direct.
"From the results, the number of visitors exceeded our goal, but the effect still
continues." Tang said, Internet marketing in Nokia's marketing more and more
use.
Walking in the Internet on the road, the Nokia
Nokia has just announced 2009 first quarter results hit the worst record since
2001: Net sales fell 27%, net profit fell 96 percent, mobile phone sales fell 19
percent. But the good news is that sales in China rose by 39%.
In the context of the financial crisis, even if the leader of the mobile phone
industry, must also find a new way, "When the phone pixel upgrade from 5
million to 8 million, is not going to give consumers substantive changes in
feelings." Tang think so.
"Before, we also Nokia what is what kind of business dispute, our president
has made it clear this year, Nokia is an Internet company." Tang said, we will
focus on solution selling, rather than the sales of the phone itself.
In his view, the pixels of the phone from 5 million to 8 million, or function, there
has been some upgrading and improving, in fact, does not give users the
substantial changes in feeling, only possible to change the user experience the
service.
In 2007, Nokia announced the transition to the Internet, and launched the OVI
"as an Internet portal and brand in its Internet strategy, mobile music is a very
important product.
Can "the OVI" brand or mobile music platforms and products as the webcast
concert, then the concept of the Internet and Internet positioning in Nokia will
get full interpretation.
However, until today, limited by China's relevant policies, the OVI "service,
Nokia's delay in landing in the Chinese market, on the other hand, Nokia
handsets with built more Internet service plans, but also because China
operators to increase the intensity of mobile phone customization has been
slow.
"The network concert, but also allows the user to the Nokia brand and Internet
service with Nokia Internet positioning will be more in-depth consumer." Tang
said, in the context of the financial crisis, the strategy of Nokia's transformation
of the Internet not only not because the economic situation changes, it will
further strengthen the value will be more obvious.
Just do not know whether consumers can be read out from the concert, the
subtext of Nokia: Nokia's future will be closely linked with the Internet. Nokia
should still an urgent need to resolve the problem.
Social network marketing case
Case Study: Pepsi's Social Media Marketing attempts to
25 of the most well-known Social Media bloggers have found, next to their
computer desk more thing: Pepsi three boxes of personal equipment (per
carton of 5 cans), the difference is this one box of jars on the LOGO and
packaging design is brand new. The bloggers of these was called "PEPSI 25"
is the new cans of Pepsi-Cola Project in Social Marketing in the "experimental
field".
Objectively speaking, this test instigated by Edelman's digital marketing group,
is still quite bother: they gave the bloggers not only have new packaging
products, as well as the contrast of the old packaging, and even includes a
plate introduced PEPSI-for-cans of the history of DVD, to ensure that the
bloggers who have sufficient understanding of the background and
significance of the event.
Pepsi's intentions, however, is not in order to sell Coke to bloggers, or only to a
few Bowen reported. In fact, this is a very strategic thinking of a trial behavior,
the blog is just a small part of this program. Edelman and PEPSI want to truly
understand how the dialogue in the world of Social Media, what will the spread
of trajectory for such a dialogue, there will be what kind of response.
The core part of the experiment, Edelman and PEPSI on FriendFeed true
identity to open a file named "PEPSI COOLER, separate rooms for the
aggregation of all the comments on the PEPSI topic of discussion and blog.
The outset, the "PEPSI COOLER," defined as the effectiveness of the netizens
to explore and shape the future of the PEPSI brand in the world of Social
Media. Through the ROOM, users can the FEED come from different Social
media comments and content. These FEEDS PEPSI observation and analysis
of in Socail World, arising from the discussion and dialogue, in what type of
media, the expanded form of what type, what kind of angle and tone, and their
release The incentives will be spread through what kind of trajectory.
PEPSI 25 projects immediately PEPSI COOLER, the reaction FEED update,
mostly associated with it. As for the 25 blogs reaction is also quite interesting,
it is worth to analyze. First, almost all the bloggers who have published a
picture of the relevant facts and articles. PEPSI statement after repeated
selection and serious consideration only to selected 25 well-known blog,
virtually it becomes a scarce resource, and can be selected to receive canned,
the Mets take the initiative to stand up and say: Well, I was the one of the 25
most influential blog. PEPSI sample it, and have to pull people in. "Hey, this
psychological motivations, it is difficult to not take the initiative to discuss the
matter. PEPSI 25 list soon inadvertently "spread" on the Internet, those who
ranked the single has not issued a document's name Bo, estimated it is difficult
to sit. Secondly, most of the blogger who want to say shame to praise about
PEPSI, say so try to be encouraged, if not to a superior, good, or no problem.
Of course, as opinion leaders in Social Media, it is difficult not to a hundred
years are pleased that the courteous treatment of the well-known brand.
Attention and explore the Soical Media, the position is the same. Since it is a
fellow who is unlikely to acrimony and faultfinding. Finally, these 25 people,
including many of the blog are the topic of discussion focused on such a focus
on: PEPSI 25 elected based on what criteria? Was chosen to do without things
like shrugged his shoulders (in fact, I go again); not been selected, Actually,
I'm jealous, but inevitably some sigh and confusion. . Nevertheless, topic, or
rather led to a lot of replies and comments to a considerable extent, to
motivate the PEPSI brand and Social Media stars of the dialogue.
Conversation is not a dry term, it is actually happening every day fresh and
lively process. If the business or brand really want to join this process, the first
thing to do is not a bite and a stomping eyes closed, then jumping, so the
estimate is likely to provoke boos. Smart business, especially the traditional
lack of enterprise of the innate sense of intimacy on Social Media, the correct
approach in a controlled test to get a clear idea of the Social World of the value
of the environment as much as possible quantitative analysis, and then
gradually determine its own strategy and action.
"Do not worry, carefully listen to the feelings of the brain to analyze to judge,
you will be able to in the Social Media jungle to find their own well-being of the
earth." This is a Pepsi inspiration to us.
HP Social Media Marketing Strategy
For small and medium enterprises of China's traditional industries, the Internet
and other new technologies do not understand, is the main reason hindering
their information technology. On the other hand, continues to mature along
with the rapid development and social media, marketing and thinking are also
subtle changes. HP clearly see the market situation and marketing
environment, HP's strategy is the use of new media technologies and the
power of community by helping the majority of the SMEs a better
understanding of the knowledge of IT equipment to solve encountered in IT
procurement and management kinds of problems to improve their brand
awareness, shift from the unilateral push marketing, interactive marketing and
customers and grow together. Community interaction with the natural
marketing advantage.
Recently, Hewlett-Packard launched the HP marketing "is a very good attempt
to interact and SME managers. Hewlett-Packard joint Intel, invited a number of
professionals to explain the process of information, some of the problems that
SMEs are most concerned about. In addition, HP also provides SME
managers set up an exchange platform: HP Total growth of the business
school, the problems encountered in the process of SME managers in the
exchange of enterprise information and a variety of views and experiences.
Through the effective use of social media, you can compensate for the
deficiencies of the traditional marketing methods. HP marketing "between HP
and SMEs can set up a bridge of communication, the added marketing value
by the community and interactive lectures will also be highlighted. In the United
States, HP has done a lot of work in social media marketing can refer to
Hewlett-Packard, and social media. "Hewlett-Packard in the domestic United
Feedsky done a lot of blog marketing case, also achieved good results from
personal observation, Hewlett-Packard in the social media practice, there are
a lot.
IBM's efforts in social media
The following is the practice of IBM uses a variety of social media tools:
IBM employees blog, they are open to the public;
2 for developers, IBM has a very sound DeveloperWorks forum;
Wiki for developers, is still a very useful resource tool, IBM's development
community DeveloperWorks that Wikis in;
4 most popular on Twitter, we can find a cool IBM Team: Smart SOA
SocialNetwork, but personally think that Twitter usage is questionable;
(5) because there is no use of IBM software, so trapped in the space? Connect
Mr.Fong on Youtube This video will tell you the ins and outs;
. Podcast in the country has not been a good promotion, but in the inside of
IBM's developer community, we can hear a lot of content;
7 virtual world of IBM extra attention, SecondLife there Business Center, HiPiH
which also opened a collaboration to create competition;
The Rational Heroes, which is IBM's use of virtual characters + a variety of
social media tools to create a relatively independent communities, to use the
various tools of virtual technology, video, Twitter, Facebook;
In addition, for all social media activities, IBM, there are a dedicated Social
Computing, Guidelines to a unified strategy, very professional.
Certainly not complete, first citing these examples.
Cisco on how to implement social media marketing
The ASR 1000 is a router, Cisco announced in March it released all the
activities is the use of social media, and ultimately become a Cisco
company-wide the most successful five product releases one of the activities.
Its success is also the achievements of Cisco's new marketing strategy: the
real, the virus, visualization (virtually, virally, and visually).
Then, the Cisco ASR 1000 release, what made what kind of work?
ReadWriteWeb also has a summary below is from my personal point of
commentary on the event:
Create a Minisite for digital enthusiasts and fans through this website to
stimulate discussion and the initial word of mouth. Creativity is very important
here, but as a basic condition to generate good ideas is to get out of the
confines of the product itself the Uniqlock 10ways and Adidas are two good
examples.
Post Minisite and SecondLife video to YouTube and Facebook to get better
promotion. In addition to their own established website / community, to
promote open, popular community is also indispensable.
The countdown 3. Of Second Life as well as introduce products through virtual
activities (studies have shown that their audience in Second Life more).
Second Life virtual environment, I personally do not optimistic about the value
of commercial promotion. However, we can learn is this: find a suitable
community through research, promotion and community characteristics.
Create a FaceBook group to face the more users outside of SecondLife.
Mostly very easy to use social media tools, covering a variety of community
does not need too much investment, you will not miss your potential users.
5 launch of an online 3D game - Edge Quest, to attract the majority of the
game user. We do not want to develop a game for each product, However,
efforts to make your audience in your activities, harvest happiness is a very
important point.
Create a widget to allow people to share activities, videos, documents and
pictures. Widget is still the most likely to be social media tool for the
dissemination of the contents of carrier, Social Media Marketing activities, the
widget also has increasingly become the standard configuration.
7 posted on Cisco Official Blog. Blog is the corporate foundation and core of
the SMM, it Minisite than temporary created more texture, more personification
than the game of human-computer interaction.
Trick Press Release to increase the discussion of the product. These little trick
if arrangements can sometimes bring about unexpected results.
Formal social media release. Extended form itself as part of the promotion,
and no taboo. At least for now to do so, there should be some effect.
10 to establish the Ask the Expert Forum allows users to engineer dialogue
and design of this product. The Forum is the oldest social media tools, but it is
still valid (this is more obvious); to establish a dialogue is one of the core
content of the social media marketing.
Valuable in this example is that the router itself is not a product to attract the
eye. And Cisco take full advantage of the power of social media so many
people understand the concern and talk about this product.
The core of social media marketing - dialogue. Way to establish a dialogue,
basically not to create an event, but to create an interactive experience. Cisco
ASR 1000 release activities made these things basically are relatively easy to
learn, but a different attitude will lead to the final results to differ materially.