大乐透历史5重号

@致力于文化传播给企业带来的价值

网络软文营销的关键:互动营销

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发表时间:2018-11-04 16:42作者:成名来源:鸟哥笔记网址:http://3g.nrnlf1.icu

网络软文营销的关键:互动营销



在如今的网络环境下,诞生了很多另样的趣味内容,企业通过利用这些趣味载体,以求达到这些营销目的的行为,屡见不鲜。

大乐透历史5重号HULIANWANGCHULEJIQIYEXINXICHUANBOTIGONGLEGENGJIABIANJIEDEFANGSHIZHIWAI,TONGYANGYEDAILAILEGENGDUOKENENGXING,DAPOLEHENDUOCHANGSHIXINGKUNJING。

BIRU,ZUIKAISHIQIYEXIANGYAOHUOQUQUNZHONGXIHAO,DADUOSHUDOUSHITONGGUOCHOUYANGDIAOCHA,JINXINGSHUJUDIAOYANERYAN,DANQIZHONGBULUNSHITOURUDESHIJIANCHENGBENHAISHIJINQIANCHENGBEN,DOUSHIJUDADE。GUANJIANZAIYUZHEIZHONGDIAOYANSUODEDESHUJU,SHIFOUZHENSHI,TONGYANGXUYAOQIYEKAOLIANG。

DANZAIDANGXIADEHUANJINGXIA,QIYEXIANGYAOZHIXIAOSHOUZHONGDEXIHAOWENTI,TONGGUOTAMENZAIWANGLUOSHANGSUOTANLUNDENEIRONGYIJITAMENSUOGUANZHUDENEIRONG,TONGGUOTAMENZAIWANGLUOSHANGLIUXIADEYIXIE“HENJI”,BIANKEYIZHUNQUEDETUIDAOCHUTAMENJUTIDEPIANHAO。LINGWAI,QIYEYEKEYITONGGUOTICHUYIXIEJUBEIYINDAOXINGDENEIRONG,TONGGUOYUQUNZHONGHUDONG,HUOQUZIJIXIANGYAODEXINXI。

大乐透历史5重号ZHEIXIEJICHUDEBIANHUA,BIANJIUSHIHUDONGYINGXIAODENEIHE。TONGGUOHUDONG,ZHUNQUEDEBAWOQUNZHONGDEXIAOFEIPIANHAO,CONGERSHIXIANYINGXIAOZHUANHUA。

HUDONGYINGXIAOZHIDESHIQIYEYUXIAOFEIZHEZAIHUDONGZHONG,SHIXIANPINPAICHUANBOHUOYINGXIAOZHUANHUADEGUOCHENG。HUDONGYINGXIAODEGUANJIANBIANSHIZAIYUGOUTONGXIAOFEIZHEYUQIYEZHIJIANDEMEIJIE:CHUANBONEIRONG。

大乐透历史5重号CHUANBONEIRONG,JUBEICHUANBONENGLI,BINGQIENENGGOUJIFAQUNZHONGDEQINGXUGONGMING。YINCI,QIYEXIANGYAOKAIZHANHUDONGYINGXIAO,CEHUAHAOCHUANBONEIRONG,ZHIGUANZHONGYAO。

一、什么样的内容更适合传播?更适合实现营销目的呢?

JIANGYINGXIAODEMUDEYINZANGZAIYIYUCHUANBODENEIRONGDANGZHONG,SHIDANGXIACHANGYONGDEYIZHONGYINGXIAOSHOUDUAN,YESHIFEICHANGYOUXIAODEFANGFA。

CONGQUNZHONGDUIYUSUOKANDAONEIRONGDEFANYINGLAIKAN,BINGFEISUOYOUDENEIRONGDOUSHIHECHUANBO,TONGYANG,YEBINGFEISUOYOUDENEIRONGHUOKEYIYUQUNZHONGCHANSHENGHUDONG。

1、共性趣味内容

大乐透历史5重号ZHIDESHIDAZHONGDOUGANXINGQUDENEIRONG,BINGQIEDOUBUHUICHANSHENGPAICHIXINLI。BIRUSHUANGSHIYIDECUXIAONEIRONG,ZHEKOUYOUHUI,HENRONGYIYINFADAZHONGDEQINGXUGONGMING。ZAIZHE,GUOQINGQIJIANDEHUDONGXIAOYOUXI,ZAITEDINGDESHIQI,QUNZHONGHUICHANSHENGGONGTONGDEXIANGFA,QIYEYINERJINXINGXIANGYINGDEQUWEIHUODONGCEHUA,WANGWANGNENGGOUQUDESHIBANGONGBEIDEXIAOGUO。

2、特性兴趣内容

ZHIDESHIJUBEIMINGQUEQUNZHONGTEXINGQUFENDENEIRONG,ZHEIXIENEIRONGZHIDUITEDINGRENQUNCHANSHENGZUOYONG。ZHEILEINEIRONGZAICHUANBOGUANGDUSHANGCUNZAIYIDINGDEXIANZHI,DANZAICHUANBOSHENDUYIJIQUNZHONGCANYUXINGJIQINGLAIKAN,DOUGENGZHANJUYOUSHI。BIRU,DUIYUSHIWURELIANGGUANLINEIRONG,HUOZHEXIAOYOUXI,DUIYUJIANSHEN、JIANFEIDENGAIMEIRENSHI,GENGJUYOUCHONGJILI。DANDUIYUNEIXIESHENCAIYIJINGHENWANMEIHUOZHEYIJINGFANGQIZIJISHENCAIDERENERYAN,CHUANBOXIAOGUOJIANGHUIDADAZHEKOU。

3、隐秘性解惑内容

ZHIDESHIJIELUYIXIEDAZHONGSUOBUZHIDAODENEIMUXINGNEIRONGHUOZHESHIBANGZHUYOUXUYAODERENJIEDAYIHUOXINGNEIRONG。ZHEIZHONGNEIRONGDECHUANBOTEXINGSHIYITUOYUQUNZHONGHAOQIXINYIJIQIUZHIYULIANGGEFANGMIAN。ZHEILEINEIRONGDESHOUZHONG,YIBANGUANDIANDOUHUIBIJIAOTONGYI,BINGQIEDADUODOUSHIBAOZHESHANYIHEGANJIDEXINTAIJIESHOUXINXIDE。YINCI,ZHEIBUFENSHOUZHONGLIULIANGZIZHIZUIJIA。

4、专业分享内容

ZHIDEJUBEIQIANGLIEZHUANYEXINGGANHUONEIRONG,ZHEIZHONGNEIRONGTONGYANGSHIDUIYURENQUNSHUXINGHUAFENBIJIAOJINGXI。ZAIZHEIXIENEIRONGGENGRONGYIZHIJIECHANSHENGJIAZHI,BIJINGDANGXIAZHISHANGSHOUFEIYIJINGYUELAIYUEBEIDAJIAJIESHOU。YINCI,RUGUOYOURENKEYIMIANFEIBINGQIESHENDUDEFENXIANGZHEIXIENEIRONG,ZUIQIMAKEYIBAOZHENGZAIYIDINGFANWEINEI,KEYICHANSHENGQIANGLIEDEFANKUIYUHUDONG。

FANGFAYUNYONGHELIDEHUA,HERONGYISHIXIANYINGXIAODEXIAOGUO。BIRUYIXIEXIANSHANGJIAOXUEKENENG,YIBANDOUSHITONGGUODOUYIXIEGANHUO,XIYINJINGQUESHOUZHONG,RANHOUSHIXIANKECHENGYINGXIAODEXINGWEI。ZHEIXIESUOWEIGONGKAIKEZHONGDEZHIBOHUDONG,QISHIJIUSHIHUDONGYINGXIAOZHONGDEYIZHONGCHANGYONGDEBIAOXIANXINGSHI。

SHANGSHUSIZHONGNEIRONG,DOUSHUYUBIJIAORONGYIZAIDANGXIAWANGLUOHUANJINGZHONGCHUANBODE,DANQIZHONGGONGXINGQUWEINEIRONGYIJITEXINGQUWEINEIRONG,YIBANCHUANBOXIAOGUOGENGJIA,ZAIYINGXIAOZHUANHUASHANG,SHAOWEIHUOXIANDEFALI。HOUZHEJIEMIXINGJIEHUONEIRONGYIJIZHUANYEFENXIANGNEIRONG,ZAICHUANBOFANWEISHANGHUOXUSHOUDAOXIANZHI,DANQUEJUBEIBUSUDEZHUANHUANENGLI。

ZHEILEILIYUCHUANBODENEIRONG,ZHENGSHILIANXIQIYEYUQUNZHONGDEGUANJIANSUOZAI。

二、互动营销的经典案例分析

大乐透历史5重号YUQUNZHONGHUDONGDEYINGXIAOFANGSHI,YIJINGZHUJIANCHENGWEIYIZHONGCHANGTAI。TONGGUOYIQUWEINEIRONGZUOWEIZAITI,XIYINQUNZHONGCANYUJINLAI,SUIHOUZHUJIANXINGCHENGCHUANBOLIEBIAN。ZAICI,BIZHEJIUWEIDAJIAZHENGLILEYIXIEJINGDIANDEHUDONGYINGXIAOANLI,XIWANGKEYIJIDAJIADAILAIYIDINGDESIWEIZHENGLIZUOYONG。

1、经典互动营销案例——刷爆朋友圈的“请给我一面国旗”

2019NIAN,GUOQINGJIEJIJIANGDAOLAIZHIJI,HENGUOPENGYOUTURANFAXIAN,ZIJIDEPENGYOUQUANBEIYITIAO“QINGJIWOYIMIANGUOQI”JISHUAPINGLE。SUIHOUXIXINDEWANGYOUFAXIAN,ZIJIHENDUOHAOYOUDETOUXIANGSHANGMIAN,DOUFENFENCHUXIANLEYIMIANXIAOGUOQIDEBIANKUANG。

JIANDANDEYIJUHUA,QUECHENGWEILEDANGSHIPENGYOUQUANJUEDUIDEZHUJIAO。XUDUOWANGYOUFENBIEZAIZHEIXIEYUANYOUDEJICHUSHANGJINXINGGAIBIAN,FENFENJIANGZIJIDEYUANWANG,TONGGUOZHEIYANGDEGESHI,FANGDAOZIJIDEPENGYOUQUANLI,YISHIJIANPENGYOUQUANNEIJINGCAIFENCHENG,QUWEIANGRAN。

案例解析:

SHOUXIAN,ZAIGUOQINGJIEZHEIYANGJUGUOHUANQINGDERIZILI,YIXIEDAIYOUAIGUOQINGHUAIDENEIRONG,ZAIZHEIGETESHUDERIZI,GENGJUYOUCHUANBOXING。WEIXINTONGGUOLIYONGJIANDANDEQUWEIXIAOHUODONG,JIDADEDIAODONGLEDAZHONGDECANYUXINGQU。ZAIWEIXINYUANYOUDEYONGHUJICHUSHANG,YOUMUDEXINGDEQUWEINEIRONGCHUANBO,XIAOGUODECHANSHENGSHIFEICHANGXUNSUDE。ZHEISHIZHENGGEHUODONGZUIKAISHIDEJIFAGUOCHENG。

QICI,ZAIYOUNEIRONGCHUANBODAOYIDINGCHENGDUDESHIHOU,XUDUOBUCENGLEJIEHUODONGNEIRONGDEREN,BIANHUICHANSHENGHAOQIXINLI,CONGERZIFADEQULEJIEBINGCANYUJINLAI,BIJINGCANYUJINLAIJIHUBUHUICHANSHENGCHENGBEN。CISHICHUANBOLIEBIANZHENGSHIKAISHI。

大乐透历史5重号ZUIHOU,TONGGUOZHONGFUXINGCHUANGZAO,SHUNLIYINFALEQUNZHONG“CANYUXING”KUANGHUAN。ZUIZHONGXIANGGUANNEIRONGSUOHUODEDEGUANZHUDUYIJIREDU,LINGRENCEMU。

2、经典互动营销案例——杜蕾斯“我不是没有感情的杀手”

大乐透历史5重号DULEISIDEWENANYIZHIDOUSHITAZUIDADEPINPAITESE。

DULEISIDEWOBUSHIMEIYOUGANQINGDESHASHOUQUNRISHIJIZHONG,YUNYONGJUYOUHANXU、ANSHIDENGNEIRONG,JIDADIAODONGLEDUZHEDEXIANGXIANGLI。

大乐透历史5重号SUIRANZIMIANYISIBINGMEIYOUYIJUMINGQUEDEZHICHUXINGAINEIRONG,DANZILIXINGJIANLIURUCHUMIANMIANROUQING,GENGSHIJIANGZHEILEINEIRONG,MIAOSHUDELINLIJINZHI。

“WOZHEIMEYIGEREN,WEILESHISHANGDENI,TONGHONGZHELIAN,XUELEJIGESHIXINGDEZISHI”

ZHENDESHILIUMANGBUKEPA,JIUPALIUMANGYOUWENHUA。

案例解析:

ZAIDULEISIYUANYOUDEPINPAIJICHUSHANG,TONGGUOJUBEIWENXUEQIXIDEWENZI,JIANGNEIXIEBENLAICUSUDENEIRONG,YONGQINGXINTUOSUDEFANGSHIBIAODACHULAI,ZHENLINGRENQINPEI。YEZHENGSHIZHEIYANGQIANHOULIANGZHONGJUDADEXINGXIANGFANCHA,JIDAJIAJUDEZHEILINEIRONGDECHUANBOXIAOGUO。

三、互动营销的效果“四重奏”

HUDONGYINGXIADEGUANJIANQISHIJIUSHIZAIYUQIYEYUQUNZHONGHUDONG,ZAIYUYOUZHICHUANBONEIRONGDECHUANGZUO。TONGGUOHUDONGYINGXIAOJIDAZHONGDAILAIDEGANSHOU,BIZHEZAIZHEILIZONGJIECHUHUDONGYINGXIAOXIADESIZHONGQUNZHONGQINGXUJIEZOU。

1、温养:沟通是所有人的需求

RENSHIQUNJUDONGWU,HUDONGYINGXIAOJUEDUIYOUXIAODEGUANJIANBIANSHIJIYUZHEILEITIANXING。

GOUTONGSHISUOYOURENDOUXUYAODENEIRONG,WEICIBIZHEJIANGQIYEYUSHOUZHONGJINXINGXINXIJIAOHUDEJIEDUAN,CHENGZHIWEI“RENQUNWENYANG”JIEDUAN。ZHEIYIJIEDUANZHUYAOSHIRANGQIYEJILEIZIJIDEMUBIAORENQUN。ZHEIYIBUYESHIWEIHOUXUDEYINGXIAOZHUANHUA,DAXIAJIANSHIDERENQUNJICHU。

大乐透历史5重号QIYETONGGUOYIXIEJIAOHUCHUANGKOU,RANGQUNZHONGLIUYANHUOPINGJIADENGXINGSHI,ZAIZHANNEILIUXIAHENJI。SUIHOUTONGGUOCHUANSHUYIXIEQIYEYOUSHIXINXI,ZHUJIANLAJINQIYEYUQUNZHONGJIANDEJULI。

2、裂变:优质内容是传播的本质

大乐透历史5重号WENYANGYULIEBIANQISHIKEYISHUOSHITONGYIXINGZHI,TONGYIJIEDUANDEBUZHOU,TAMENSHIPINGXINGZHANKAIDE。YOUZHINEIRONGSHIXIYINQUNZHONGLIUXIAHENJIDEZUIDAYIZHANG,FOUZHEJIURUWUGENFUPING,HEYIANDING。

QIYETONGGUOFABUYIXIEYOUZHIDENEIRONG,YIFANGMIANKEYIGONGGULAOYONGHUDEHUOYUEDU,LINGYIFANGMIANYESHISHIXIANQUNZHONGLIEBIANDEGUANJIANSUOZAI。BIJING,NEIRONGZAISHICHUANBODEBENZHI。

3、引爆:具象的活动实现群众参与性狂欢

大乐透历史5重号ZAIDADUOSHURENYANLI,HUDONGYINGXIAODENEIRONGQISHIJINBIAOXIANZAIZHEIYIBUZHOU。ZAIWOMENSUOKANDAOANLIZHONG“QINGJIWOYIMIANGUOQI”ZHONGSUOSHEJIDEQUNZHONG,YIZHIDOUSHIWEIXINYUANYOUDEYONGHU,HUODONGZHISHIYINBAOLIULIANGHUOYUEDUERYI。RUGUOMEIYOUYIDINGDEQIANQIJICHU,ZHEIGEYINGXIAOXINGWEI,GENBENJIUBUCUNZAICHENGGONGDEKENENGXING。BIRUWOMENZAIZIJIDEXIAOWANGZHANZHONG,KAIZHANZHEIYANGXIANGSIDEJIELONGHUODONG,QIJIEGUOKEYIYUJIAN。

4、习惯:将互动转化为群众的习惯

大乐透历史5重号HUDONGYINGXIAODEZUIZHONGMUDEQISHIJIUSHIRANGQUNZHONGYUQIYEZHIJIANDEHUDONG,XIANGXIGUANDEFANGXIANGZHUANBIAN,ZHEIYANGKEYIYOUXIAODEBIMIANYONGHULIUSHI。

大乐透历史5重号QISHIJIANGHUDONGZHUANHUACHENGXIGUANDEQIYEBINGBUSHIMEIYOU,SHENZHIKEYISHUOYOUHENDUO。

BIRU,ZHIHUZHONGDEWENDAXIGUAN,TONGGUOZHIHUDEPINPAIXINGXIANGSUZAO,QUNZHONGYIJINGXINGCHENGLE“YOUWENTI,SHANGZHIHU”DEJIEHUOXIGUAN。

大乐透历史5重号XINLANGWEIBOZHONGDEXINXILIULANXIGUAN,RENMENXIGUANZAIWEIBOSHANGFABUZIJIDERICHANGDONGTAIHELEJIEDANGXIAREDIANSHISHI,BINGQIEQUNZHONGYETONGYANGXIGUANLEZAIXIANGYINGHUATIZHONGFENXIANGZIJIDEKANFAHEJIANJIE。

WEIXINDESHEJIAOXIGUAN,QUNZHONGYUJIAREN、PENGYOULIAOTIAN,DIYISHIJIANSUOXUANDESHEJIAORUANJIAN,DANGSHUWEIXIN。WEIXINDESHISHIXINGYUBIANJIEXING,ZAIQUNZHONGWUFAGESHEDETIANXINGJICHUSHANG,YIJINGCHENGWEILEDANGXIASUOYOURENSHENGHUOZHONGBUKEGESHEDEXIGUAN。

HUDONGYINGXIAO,NEIRONGWEIWANG。ZHIYAOQIYENENGGOUWENDINGQIEGAOXIAODESHUCHUYOUZHIDENEIRONG,MUBIAORENQUNBIANHUIZIFADEJUJIQILAI,SUIHOUTONGGUOJUXIANGDEHUODONG,YINBAO“LIULIANG”,SHIQUNZHONGXINGCHENGCANYUXINGKUANGHUAN,ZUIZHONGYINGXIAOZHUANHUAYEJIUSHUIDAOQUCHENG。


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