xiaoyaoek 发表于 2010-7-7 13:36:08

[原创]eknow关于SNS营销策略应用的实效分析

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<p style="MARGIN-TOP: 0pt; TEXT-INDENT: 18pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">最近一两年,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">开心</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">网、</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">人人</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">网的流行热度持续上升,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">新浪</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">微博也大有做</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">中国</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">版twitter的势头</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">,……</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">&nbsp;</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">eknow发现</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">越来越多的品牌开始进行</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">SNS营销策略</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">活动,可以说,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">SNS营销策略活动</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">让整个的市场营销格局改变了。</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></span></p>
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<p style="MARGIN-TOP: 0pt; TEXT-INDENT: 18pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"></span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">是什么原因,让各大公司纷纷选择SNS网站进行广告投放和品牌营销?</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="MARGIN-TOP: 0pt; MARGIN-BOTTOM: 0pt; MARGIN-LEFT: 18.06pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">SNS网站之所以被众多品牌看中,和其自身的独特属性大有关联。SNS网站以实名制为主,有真实的用户和真实</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="MARGIN-TOP: 0pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">的好友关系网,用户之间、好友之间的沟通交流因为SNS网站的开放和包容日趋多样化,企业进行SNS营销将会收获更多实际价值。</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="MARGIN-TOP: 0pt; TEXT-INDENT: 18pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; FONT-WEIGHT: bold; mso-spacerun: 'yes'">一.互动式营销吸引更多消费者</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; FONT-WEIGHT: bold; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="TEXT-ALIGN: left; MARGIN-TOP: 0pt; TEXT-INDENT: -27pt; MARGIN-BOTTOM: 0pt; MARGIN-LEFT: 18.06pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">SNS网站支持日志、视频、照片、转帖、投票等多种信息发布形式,并有各类应用组件供用户选择,当用户关注</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="TEXT-ALIGN: left; MARGIN-TOP: 0pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">某个话题或参与某个活动时,可以同时与多个好友进行分享。在SNS网站里,用户希望获得对自己有用的品牌信息(产品介绍,使用感受,促销活动,实体店信息等),并会主动传播,品牌信息将作为朋友之间的聊天话题在用户的关系网中迅速散布。SNS营销,就是借助SNS网站的</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">各种应用</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">和互动</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">方式,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">让</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">品牌与个人</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">成</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">为好友,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">以更亲近的方式进行交流,通过举办</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">线下线上的</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">推广</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">活动</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">、将品牌信息植入游戏等诸如此类的趣味性互动营销手段,吸引更多用户前来参与。最终的目的,还是要打破传统媒体的硬性传播,通过互动去“感染”消费者,潜移默化间让用户接受产品和品牌的概念。</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="MARGIN-TOP: 0pt; TEXT-INDENT: 18pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; FONT-WEIGHT: bold; mso-spacerun: 'yes'">二.体验式营销带来更多利润</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; FONT-WEIGHT: bold; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="TEXT-ALIGN: left; MARGIN-TOP: 0pt; TEXT-INDENT: 18pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">虚拟礼物、游戏植入都是SNS体验营销的常用手段。热门的</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">SNS网站</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">大都有</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">1000万以上的用户,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">如开心网就在近期宣布注册用户数量突破4000万,如果将产品放在开心网的虚拟礼物中</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">假设</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">只有1%的人用它来送礼,也</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">有</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">至少超过</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">4</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">0万人主动送礼,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">加上收取礼物</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">的人,至少</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">会</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">有</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">8</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">0万人参与进来,当</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">收礼物的人进行</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">回赠时,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">虚拟</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">礼物本身的印象</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">将</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">再次得到加深</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">;</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">即使没有参与送礼的人,每天浏览礼物页面的人也</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">不在少数</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">如此大范围的浏览传播,必定</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">能引起人们的好奇心,起到</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">免费的</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">广告</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">宣传</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">作用。</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="TEXT-ALIGN: left; MARGIN-TOP: 0pt; TEXT-INDENT: 18pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">另外,企业在SNS网站可以专门针对品牌或产品建立群组,通过日志和照片发布最新动态,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">通过视频</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">让用户感受</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">产品</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">的</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">特色,解答</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">用户提出的疑问</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">等等。</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">用户通过在网上的虚拟体验将加深对企业的了解,实现品牌的网络推广,进而推动销售的增长。</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="MARGIN-TOP: 0pt; TEXT-INDENT: 18pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; FONT-WEIGHT: bold; mso-spacerun: 'yes'">三.定向、细分目标人群,营销更精准</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; FONT-WEIGHT: bold; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="TEXT-ALIGN: left; MARGIN-TOP: 0pt; TEXT-INDENT: 18pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">借助SNS网站定向细分人群,用户的注册信息是一方面,用户加入的群组、参加过的网络活动也能影响划分结果。通过细致的人群分类,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">企业</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">可以</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">针对</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">特定群体</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">进行营销,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">学校、公司、爱好、地理位置</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">、</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">品牌</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">都能成为营销单位</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">这样的营销效果自然更加</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">精准。</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="MARGIN-TOP: 0pt; TEXT-INDENT: 18pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; FONT-WEIGHT: bold; mso-spacerun: 'yes'">四.免费的用户数据库</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; FONT-WEIGHT: bold; mso-spacerun: 'yes'"><o:p></o:p></span></p>
<p style="MARGIN-TOP: 0pt; TEXT-INDENT: 18pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">SNS群组里</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">用户的年龄、性别、学历、收入、</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">兴趣、爱好</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">等</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">都能分类划分</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">,用户参与</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">过的</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">投票</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">、</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">游戏</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">、</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">测试等</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">也能作为企业辨别用户行为的分析依据</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">,这些</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">都是很</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">好的用户数据库,</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">能</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">为企业</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">以后</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">的</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">市场</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">营销</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">、</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">产品</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">开发</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">提供</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">大量有用</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'">的参考。</span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p>
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<p style="MARGIN-TOP: 0pt; TEXT-INDENT: 18pt; MARGIN-BOTTOM: 0pt" class="p0"><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"></span><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p><span style="FONT-FAMILY: '宋体'; FONT-SIZE: 9pt; mso-spacerun: 'yes'"><o:p></o:p></span></p></div><!--EndFragment-->

嗨继续微笑 发表于 2010-7-9 19:30:30

品牌好像离我有点远哦唯一近的是衣服?

栤剱轌影 发表于 2010-7-11 00:11:19

这个没试过,俺的已经激活了,那个板油如果有空试下看。
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查看完整版本: [原创]eknow关于SNS营销策略应用的实效分析