Big companies abandon public relations firm, your new media

  socializing even changed the organizational structure of the company for new media …

  …

The text …

| 。.

Qin Xiao …

  …

Using social media tools, users not only can “Customize”, and even “custom” business, product details or marketing strategy. This traditional public relations marketing time virtually unimaginable..

  …

Jia Yue Ting brushed micro-would spend one or two hours a day; joy city executives in the micro-group discussion and should be based on what standards introduction food and beverage brand at the same time, they will not deny consumer choice. If you think these major companies from Manager to …

CEO。.

Various micro-user feedback and letter the Group companies argue all the time, you’d realize that new social media like micro-blogging and micro-remodeling on the extent of these enterprises.

Which is why they were so eager to get rid of public relations firms and advertising companies and own reasons for embracing new media …

  …

Frightened by the passion for traditional enterprises Zhang Xiaolong..

Harbour City, Hong Kong’s official Twitter gathered tens of thousands of fans in just one month, when landmark business centres, General Manager of COFCO dangerous Jianping realized he might be “lose one of the best opportunities.”.

That’s …

2009.

Early, fledgling Sina microblog invite COFCO Chaoyang big Yuecheng opened the official account. But at the time, which is also the Eastern Beijing occupies …

23.

Square meters of the building project. Dangerous read-Jianping told one reporter, though he may be one of the earliest contacts …

Twitter。.

One, but didn’t realize the trend at the time, it shelved the proposal …

Fortunately, it is not too late …

2010.

One year.

3.

Months from opening while it was still more than a month, Chaoyang big Yuecheng weibo formally launched, per day.

12.

16.

Well-designed content make it won in one year …

5.

Fan attention, Chaoyang big Yuecheng also through social media popularity, quickly became one of the most popular shopping malls in Beijing. At present, China has opened five big Yuecheng weibo has nearly …

130.

Dangerous Jianping “hit” on SINA weibo’s golden age, an endless stream of solicitation from other companies, hoping that he can share the microblogging marketing experience …

But this time, another wave of new atmosphere is captured by the nose of the company. China Merchants Bank (hereinafter referred to as “China”) credit card Center General Manager Liu Jialong is one of a …

2012.

One year.

3.

Month, micro-number of users just break through …

1.

Occasion of millions, he personally called “micro-” the father of Zhang Xiaolong to seek cooperation …

Subsequently, and Foundation jointly launched, micro-channels “caring for children with autism” charity event attracted …

2400.

User participation, but the significance of the milestone is, gave birth to micro-enterprises in the real sense of the history of the official public account …

Two days later, the Chaoyang big Yuecheng also announced that an entity membership cards with micro-platform “micro-life” free up, becoming the city’s first shopping centers to implement this functionality …

Traditional business to the Internet’s embrace is so committed and enthusiastic, but only minimally founder Zhang Xiaolong letters are not as “spirit of the Internet”–that when Liu Jialong is visiting, his first reaction was: “put …

T。.

Pension engineers and bankers had nothing to talk about wearing a suit? ”。.

  …

“Selling MOE” is not innovative, creative technology is …

Think of a creative language not astonishing, with large sums of money to the national channels all channels of print ads and TV commercials “hit” up again, and then wait for the customers – this “tuhao” marketing is already a thing of the last century. Even if the “suits” business people do is demean. Across the ocean, top luxury brands such as Louis Vuitton, Tiffany in the early …

Twitter。.

Loud cries on …

Brand communication in the mud …

16.

Years, worked …

4A。.

Peng Gang of advertising executives, witnessing a micro-blogging and micro-letters new media forms, such as the whole process of disintegrating authority of traditional media, the “first time user has the right to choice of information. “Right now, he has become a music video …

TV。.

Senior Vice President, that’s a completely abandoned the traditional distribution channels and advertising marketing Internet company …

“You don’t have to please all men in the world, as long as this group of existing users good service, let them be your Word of mouth communications, would succeed. “Peng Gang found in this area, such as micro-blogging and micro-social media has a natural advantage: most valuable customer experiences through the” attention “button to automatically gather,” sharing “mechanism makes it possible to Word – and it’s free …

This is an opportunity for the brand, but also challenges. “Creative” is still eye-catching magic, but “in good faith” to retain existing users is a top priority …

In this regard, a centuries-old Italy boutique doing very old …

Luisa Via Roma。.

Has never publicized its head office in Florence on SINA weibo, how splendid, because in addition to look unattainable without any other effect. In its Chinese-language Web site and has nearly …

12.

Thousands of fans on the official Twitter, it tries to comfort local marketing to impress the Chinese consumer, every so often comes out with information associated with a local designer or fashion figures, such as current upstart Korean fire fire …

China Merchants Bank’s success in micro-, or “cool Kung Fu”, but “attitude”. The reason is simple: complex website operation and flow of telephone calls in the past have been “second run” instead: simply enter in the micro “billing inquiries” four words, will be able to receive a response within a second, who else would bother to make phone calls? …

Really creative isn’t a pretty picture, or a piece of clever writing, expressed at a technical level. After credit card service numbers, China Merchants Bank credit card micro-service account of ongoing feature upgrades, will almost all credit card operations are included, even launched a voice-recognition feature. You can be boring looking electronics customer service, “little” chat, this intelligent robots every month to upgrade based on the analysis of user habits, current accuracy of replies had reached …

98%. the.

And every now and then and we get a cute …

To achieve these features requires full cooperation and mutual trust of traditional business to Internet business, because it often meant to be open to each other would have been regarded as “trade secrets” most central part of …

Result of the opening up to each other, there is no damage to the interests of any party. In the past year, China Merchants Bank credit card are millions of new customers, however, but no increase in the number of customer service staff. It is almost unimaginable in the past, this bonus is probably the Internet technology …

Large companies are no longer with the help of advertising agencies and public relations firms …

Why a new micro-blogging and micro-media allow large enterprises to become true? Because they not only have to say, but also “listen” …

As network …

CEO。.

Jia Yue Ting to spend one or two hours of time every day to brush micro letters carefully browse and reply to user’s views. “The Internet’s biggest feature is the equality, including user close dialogue with the big boss. “Peng Gang on one reading said …

In his view, was seen as a new media …

BBS。.

And blogs have set a high threshold for communication: “at least high school level of education, typing, writing articles, also have their own opinions, or embarrassed. Slowly, to keep playing the man became an island, while most people immersed under water. “And now, mobile forms of new media in the Internet era broke that threshold of fragmented information …

But the dialogue is only the first step. It is not just a political character “the man show.” Jia Yue Ting brushed the screen at any time during shots, sent to the head of the …

Similar stories are also performed in Chaoyang city of joy. Every year, the joy City store is about …

30%. the.

Brand will be replaced or relocated–if they are micro-blogging and micro-consumers survey scored in the bottom of the letter. Joy city promotions team at Chaoyang frequently launched micro-life platform “micro-survey”, the latest theme is “you want which restaurant based in Chaoyang city of joy”, winner is the Korea food chain, “fire fire”.

Using social media tools, users not only can “Customize”, and even “custom” business, product details or marketing strategy. Also, receive feedback from the implementation of decisions between cycles are becoming shorter and shorter …

This traditional public relations marketing time virtually unimaginable. Apart from public relations firms and corporate communication there is a divide within the enterprise, information process of escalation and orders handed down by the layers of procrastination, and that’s not even counting the “bad” industry rule …

Peng Gang insisted he form a marketing team, and not through the force of public relations firm or advertising agency important reasons. In his view, micro-micro-Bo is not simply a communication and a communication tool or a company organization catalyst for change, all sectors will be integrated into a social organism. It’s not just …

CEO。.

Is one of the important elements, engineers no longer nose down “code rural”, but must be in the company …

BBS。.

“Fan Forum” and the official micro-blog, micro-letter post, the answer in turn, collect feedback, which is listed as important part of their workload assessment …

It sound complicated, as long as you learn from managers of these companies …

CEO。.

And micro-group discussions in various active and dictate, you can imagine that your present company management are much different in the past …

  …

Why “double 11” store sales also soared the day? …

Most offline brands such as …

Only。.

、。.

H&M。.

, UNIQLO and fashion home store IKEA, all in an attempt to drive store sales through online marketing, but still difficult to resist the impact of e-commerce. TV plus …

TV。.

Had tried to develop online hardware sales channels, fail, just all go to line …

But in the case of city of joy, but could not find the so-called network effect of the impact. In the major electricity supplier riveting promotions “double 11” online shopping day, joy city young marketing team use homonyms, this day is known as “fitting day”, and allow peers to hear that weak spot of the slogan: “double …

11.

Is here! I’ll be your online fitting room! Copy number is no longer in hiding! ”。.

Joy city young marketing team uses the electric carnival festivals as rely on marketing gimmicks, the results showed, the received results rely on marketing …

2013.

One year.

11.

Moths.

11.

Days sales in five of the country’s joy city than in previous years, great changes have taken place: passenger traffic grew by …

26%. the.

, Number of transactions increased by …

29%. the.

While sales rose …

22%. the.

.

Store is on a shopping spree in the boom? “I believe our consumers try out directly after purchase. “Dangerous Jianping said that despite all the peers raved about the Internet” Wolf “. Member of Chaoyang big Yuecheng, a..

90%. the.

Online shopping experience, as a matter of fact. But this is not contradictory with their online spending …

Big data showing trends: standardized merchandise, such as …

3C。.

Products, sports shoes, credit cards will shift to online and personalized products will still retain online customers. Thus, joy sportswear brand in the city too little design strong apparel brands such as “sketch”, “Suran” sold better and better, “clothes design on both sides are asymmetrical, tried them on, how dare you buy? ”。.

Meanwhile, online shopping solution to material needs, and shopping to address emotional needs. Joy city is an online monthly online hosts a variety of events, including the duo …

A。.

Dreams, …

Hello Kitty。.

, A few metres from the exclusive world, mcdull, one way street bookshop, precisely in order to meet the emotional needs …

Said Ma and Wang Jianlin game against dealers and stores, dangerous goods, Jianping did not have any discussion of values. “Some people think this is the impact on traditional commercial forms, we feel that the Internet has brought to the industry opportunities. ”。.

Joy city not Ali Baba as an opponent, but cooperation and other “cell phone treasure …

3. section 8.

Life day “activities to joy of Chaoyang city, Grand Hyatt Shanghai City as a pilot, became the first open mobile payments means the Mall. Such attempts are indeed two big Yuecheng also attracted a certain amount of traffic …

  …

New media, in turn, shape the structure of the company …

Peng Gang ambition is even greater–social marketing with new media revolution, set off a revolution for smart devices. He was not satisfied with the interaction between man and man, and want to implant a socialization factor product, interaction between the human being and the machine …

In fact, letv Super TV has already begun such attempts.

Peng Gang next plan, be established in the near future, “Chief Networking Officer” position. Don’t get me wrong, in charge of the media marketing “Chief social media officer” is not the same thing. This is a technical position, which is equivalent to … … A product manager. Its responsibility is to participate in all of the product design process, see if they have social networking features, import social thinking, and final product, would decide to distribute …

“Does not need a great product in the Internet age. “Peng Gang claimed, because users will let them continue to grow …

End an ad, one reading micro-communities online, and is on the flat reading micro letters (yiduiread) Home below the custom menu at the far right of …

More exciting content, please see the 41st issue of the journal read one …

Attention one microblog access to news @ one readings …

  …

http://weibo。.com/yiduiread。.

* Belongs to the all read one magazine, without permission, may not be reproduced in any form, references, for reprint, please contact: yidu@ireadweekly.. com..

One reading micro letters …

With data, images, video, audio, and one reading your Wikipedia you do every day, one point of science of common sense. Not only the light humor, fun, as well as nutritional and insightful …

Weak signal: …

yiduiread。.

Taste your micro-letter …

Push interesting connotation per night and not cheesy funny content, allowing you to easily laugh at the same time, rise up posture …

Weak signal: …

ifunyou。.

  …

Big companies abandon public relations firm, your new media

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