Online promotion plan
Part 1: Online promotion plan
In order to give full play to the advantages of online media propaganda in the pioneering competition, and strengthen the network publicity work, this program is specially formulated.
First, online media
Relying on the entrance website of the Provincial Party Committee Organization Department, the Provincial Party Committee Organization Department Distance Education Network, the Provincial Party Committee Organization Department Group Network, Yunnan Network, Yunnan Provincial People's Government Portal and other websites, also invited Xinhua Net Yunnan Channel, People's Network Yunnan Channel to participate, Vigorously promote the advanced models and experience in the pioneering activities.
Second, the theme of publicity
The provincial-level online media promotes the theme of "Yunling Pioneer, Creating First and Winning Excellence" with the title of "Promoting Scientific Development, Building a Harmonious Yunnan, Maintaining Frontier Peace, Serving the People, and Strengthening Grassroots Organizations". Open a publicity column.
Third, the promotion content
In the column of "Yunling Pioneer, Creating the First to Fight for Excellence", 11 sub-sections were opened.
"Important Quick View": It mainly publishes the most important instructions for the central and provincial party committees to create superiority and excellence; the spirit of the important speeches of the leaders of the central and provincial party committees; and the important instructions of the provincial party committee to carry out the non-confidential guidance of the leading group office Spirits and initiatives; important events that took place in various local competitions.
"Notice of Announcement": Mainly published by the Central Committee, the Provincial Party Committee and the Provincial Party Committee to carry out various types of notices, files and matters that need to be announced, etc., which are not classified by the Leading Group Office of the Pioneering Excellence Campaign.
"Typical Gathering": Based on the briefing contents compiled by the Provincial Committee and the Office of the Leading Group for the Pioneering and Outstanding Activities and the advanced models reported by local governments, the publicity reports on the implementation of the scientific development concept and striving for "five good" and " The advanced typical cases in the five-lead "and the practice of the three" requirements.
"Pioneer Action": The main propaganda reports include the creation of advanced counties and urban areas, and the creation of advanced demonstration sites.
"The Model of the Times": The main propaganda reports on the advanced typical figures and deeds that emerged in the pioneering competition.
"Video on Demand": Based on the video program broadcasted by Yunnan TV News Network, the video program of the first competition is supplemented by the related program content produced by each city, and the video program content is uploaded to the network platform for network. The video is on demand.
"Picture Report": In the form of pictures and texts, the texts and texts are used to publicize and report on the activities of creating first-class competitions throughout the province.
"Radio Broadcasting": Based on the contents of the program of the first-generation competition, broadcasted by the Yunnan People's Broadcasting Station, the audio program content is uploaded to the network platform for timely listening to the network audio.
"Learning and Communication": Based on the publication of various excellent theoretical articles, research articles, and experiences and experiences, we will build an online learning exchange platform, deepen learning and education, and promote the pioneering activities.
"The Stone of Other Hills": It mainly publishes the experience and practice of carrying out pioneering activities in the province.
"SMS platform" or "netizen voice": through the opening of "one sentence" to create a first-class competition campaign bulletin, compiling the content of the first-generation competition campaign mobile phone newsletter, twice a week, relying on mobile phone newsletter group call platform and network The road scrolls the propaganda bar, promotes the situation of the first-class competition and important announcements, as well as brief advanced typical deeds, etc., builds a network newsletter interactive communication platform, and enriches the network promotion content.
Fourth, the division of responsibilities
The Provincial Committee has carried out an in-depth network group of the Propaganda Group of the Leading Group Office of the Pioneering Excellence Campaign. It is responsible for providing the necessary online publicity and reporting content to the various online media, and is responsible for the safety supervision of the network publicity and reporting and the uploading of program content. Supervision of the situation, etc.
Yunnan TV Station is responsible for providing the necessary video program content to the network team of the Leading Group Office of the Leading Group Office of the Provincial Party Committee every 10 days, and clarifying the specific contact person.
The Yunnan People’s Broadcasting Station is responsible for providing the necessary audio program content to the network team of the Leading Group Office of the Leading Group Office of the Provincial Party Committee in 10 days, and clarifying the specific contact person.
The provincial party committee organization department entrance website, the provincial party committee organization department distance education network, the provincial party committee organization department group work network, the Yunnan network, the Yunnan Provincial People's Government portal network and other stations, in the self-produced program network publicity, in accordance with Requirement, cooperate with the provincial party committee to carry out the pioneering and excellent activities, lead the group office, the propaganda group, the network team to do the network publicity related work, and specify the specific contact person, timely network maintenance, management and program uploading work to ensure the network The propaganda work was implemented.
Please contact the Xinhua Net Yunnan Channel and the People's Network Yunnan Channel, and cooperate with the Provincial Party Committee to carry out the network team of the Propaganda Group of the Leading Group Office of the Pioneering Excellence Campaign, and do a good job in the network publicity and reporting of Yunnan's pioneering activities, and clarify the specific contact person. To ensure the support of the central online media for the network promotion work of Yunnan's pioneering competition.
All units and departments of the province directly cooperated with the network publicity and reporting, provided timely texts, pictures, audio and video content, etc., and clearly identified the specific contacts to ensure that the network publicity work has distinctive features, prominent themes, and content. Rich, vivid and effective.
V. Publicity requirements
All online media should adhere to the correct direction of public opinion, strengthen the correct publicity and guidance, and conscientiously do a good job in network publicity and security. Any content that is confidential or needs to be reported should not be used by itself. It is stipulated that the Internet should be strictly controlled.
Carrying out the initiative to compete for excellence is a major measure to thoroughly implement scientific development and comprehensively promote party building. It is the continuation and deepening of the study and practice of science and development activities. All online media retain the original study and practice of scientific development concept activities. While practicing the "three ones" request for publicity content, this part of the content will be included in the propaganda theme of the pioneering competition, as a child of the pioneering competition, continue to do a good job in learning and practicing scientific activities. Practice the propaganda and reporting work required by the "Three Ones", so that the activities of creating first-class competitions are more practical.
All online media and localities and departments should attach great importance to online propaganda work, and from the height of politics, strengthen the organization and leadership of the network promotion work for the first-generation competition, and ensure that the network publicity work is in the whole initiative. In the competition for excellence, we have played a positive, important, and influential role, and made efforts to create a strong publicity and public opinion atmosphere for the first-class competition.
In order to strengthen the network publicity work and ensure the implementation of the work, the contact information of the network team of the Leading Group Office of the Leading Group Office of the Provincial Party Committee is now announced as follows:
Network team leader: Wang Xingmin
Network team members: Yang Yicheng, Chen Dongdong, Wang Fang
Contact number: 0871-4603993
E-mail: XXX
QQ Email: XXX
Chapter 2: Internet Promotion Program
As the Internet deepens in people's lives, the Internet and computers are already a must for most consumers. How to use our effective way to present our products to target customers and potential consumers is an urgent issue. We can take a scientific approach to our use of low cost, wide radiation, and rich media display angles. The promotion of products and information can not only make up for the gaps in online promotion, but also play a key role in shaping the company's image.
The process of online promotion is: 1. Carefully make text, pictures, audio, video and other materials, put them on the server on the network, just like traditional sales, we must have a fixed "store" on the Internet; 2. Effectively use the paid, free publicity platform to post the link address of our website, such as Google, Baidu, Yahoo, 114 and other search engines, such as Alibaba, HC, Wine Information Network and other e-commerce websites and industry websites, Just like KFC's leaflet, the address and product are provided to provide quick navigation information to target customers and potential customers, so that they can quickly find the "store" on our network. The ultimate goal is to make them a good memory of our products and the company's overall image, and to guide the selection of similar products.
At present, the carriers of online publicity are mainly divided into the following four types:
1. text; 2. picture; 3. audio; 4. video;
Among them, the website with text and image mixed is the main method. The characteristic of this method is: the formalization of corporate image. The preferred way for people to verify the relevant information of a company is to check whether there is an official website, and then look at the official website to do the "formal" or not. This "regular" feeling is the formation of the visual sense of the large-scale website for long-term Internet users. One kind of experience, such as whether the website color is atmospheric, whether the photo processing is exquisite, whether the web browsing speed is fast, etc., so the company must make this website close to this point.
However, with the development of the Internet, especially the increasing bandwidth of the Internet, the demand for multimedia content such as audio and video is increasing. The video websites and audio websites on the Internet are surging, and several large scales have been formed. The video, the audio leader website such as Cool.com, Sina Podcast, etc., the daily traffic and the number of members are also quite large, and many companies such as Yili, Motorola have successfully promoted on Cool. Case, this has two major advantages with TV media: low publicity costs, almost only video planning and production costs; no time limit, the big advantage of the network is that there is no golden time limit, not a single task of flow homework Production line, after the video is uploaded, you can click to watch it anytime, anywhere.
In addition, the blog website that has already emerged is also an indispensable part of online promotion. Its role is between the first two modes. The blog has no impact like video, but it has more randomness than the official website. Blog promotion is mostly done in the form of corporate journals. The blog content is written in the personal capacity of the employees. It seems that there is no sense of community, but he reflects some contents that seem to be “third parties” and promotes the company to the government. The height of supervision, more subtly, is to integrate the enterprise into the consumer, as if the corporate blog is a place for the consumer to speak for the common people. And the blog has a fixed community, such as the Sina blog, the blog community has a home page, and the community home page contains some links to better blogs. Such a fixed community is like a tribe, and the internal members of the tribe have Understand the desires and the desire to be understood. Under the drive of this desire, there will be a large number of people in the blog community to "separate the door" and search for content that they are interested in. If they are interested in Yangmei and Yangmei wine, they will naturally Will visit our corporate blog. So doing a good corporate blog is also a must for online promotion.
In response to the above analysis of the current network form, I suggest to make some plans to provide an effective solution for the implementation of online promotion:
First, re-create our current official website: XXX, including layout design, text and image re-finalization, corporate product display design. If necessary, I feel that our domain name can be replaced with a name that is simpler and easier to remember. In fact, the choice of domain name also plays a vital role in the success of the enterprise. A good domain name can become a great success for a company. Moreover, the choice of the server to place the website is also important. A good server not only has a fast access speed, but also has high security, and the quality of service after sale is also high. Because the company's homepage uses functions such as message boards, online orders, and dynamic product information, it is necessary to select a programmable server that can execute the code. Wanwang is currently the best server supplier in the country, and the standard provided by Wanwang. The enterprise C-type virtual host is most suitable for the current needs of the company, and its cost is: 1,800 yuan / year.
Second, the purchase of Google, Baidu's promotion services, Google and Baidu use the precise delivery of advertising, when users search for "Yangmei, Yangmeijiu" and other keywords will display our ads on the right side of the page or below the search box, the display is No charge, only users click on our ads will generate a fee, the cost per point is about 0.3 yuan, Google and Baidu are using the form of pre-registered prepaid click fees, we can invest 3,000 yuan a total of 6000 yuan Try it for a while, then analyze whether to continue to promote it on the search engine.
Third, create a corporate blog on the Sina blog, the address of the blog is: XXX. Mainly record some of the company's major deeds, release products, but the most important thing to do Yangmei culture propaganda, such as the design company to make beautiful Yangmei wallpaper upload to the blog for people to download, the medicinal value of Yangmei, health care, Yangmei The production of soaking wine, the production of Yangmei food, etc. are posted on the blog to attract more popularity.
Fourth, hire professional business planners, carefully craft some video clips, upload to the cool slip network, this requires a large cost and a long planning time, and the difficulty is relatively large, the risk is also higher. This project can be used in the first three kinds of online publicity and stable operation for half a year to one year. This can make people's memories of the company re-impact their memories, like the ripples of the water, and sometimes the ripples. Sometimes, the waves are shot.
Fifth, the company must apply for its own mailbox, preferably the corporate mailbox, the price of 50 users' corporate mailbox is about 7,000 yuan. For the time being, you can use the free mail box for the time being. The free mail box is the best of Google's gmail. At present, you have applied for a public mail box: XXX. The mail box uses the letter paper with the corporate logo and profile, so that the corporate image can be unified.
Sixth, the company should apply for the special QQ number of each department, so that all departments and customers or suppliers can establish a fast communication channel. For example, the customer service department can use the special after-sales QQ to track the customers, and can also deal with the after-sales problems in time. In order to achieve the purpose of stabilizing customers.
Seven, Baidu Post Bar, Baidu Know, Baidu Encyclopedia, Wine Information Network, Yahoo Knowledge Hall, Wikipedia, and other public knowledge networks, there are a lot of questions about Yangmei, Yangmei Liquor, in each of these websites apply for an account, to answer Netizens' questions and answers contain our corporate logo, so that they can promote themselves under the premise of helping others. This kind of publicity effect is the most effective.
The above seven points, as long as they are effectively implemented, our online promotion will rise to a new high level, when the company's reputation on the Internet will be great. Our products will get a good reputation in the Internet before the sale, to increase the strength of the company's overall publicity, for the company's development.
Chapter 3: Internet Promotion Program
First, the purpose of promotion
Explain the current status and purpose of the online market. What is the current status of the online market? What is the purpose of this promotion? Is it to deal with inventory? Is it to increase sales? Is it against competitors? Is it a new product? Or is it to enhance brand recognition and reputation? Only when the purpose is clear can the activities be targeted.
Second, the crowd analysis
Is the promotion targeted at each individual in the target market or a specific group? How much is the promotion control? Who is the main target of the promotion? Who is the secondary goal of the promotion? The correctness of these choices will directly affect the promotion. The final result.
Third, the network public relations theme: in this part, mainly to solve two problems
1. Determine the theme of online public relations activities
2, the choice of online promotional tools
Price reductions? Price discounts? Giveaways? Lottery? Or other promotional tools? What kind of promotional tools and what kind of promotional theme to choose, taking into account the objectives of the event, the conditions of competition and the environment, and the cost budget and distribution of the promotion. After establishing the theme, we should minimize the commercial purpose of online promotion, make the online public relations activities closer to consumers, and more impress consumers. This part is the core part of the promotion plan, and should strive to innovate and make the online public relations activities shock and exclusivity.
Fourth, the mode of activity: This part of the soil should explain the specific way of the activity. There are two issues to focus on
1. Determine the partner: Is it a promotion through the online media platform or an online mall?
2, determine the degree of stimulation: In order to make the promotion a success, the network public relations activities must be stimulating, can stimulate the target participants. The higher the level of stimulation, the greater the response to sales. But this stimulus also has a marginal effect. Therefore, it is necessary to analyze and summarize according to the promotion practice, and determine the appropriate stimulus level and corresponding cost input in combination with the objective market environment.
5. Platform selection and time for online public relations activities
Determining when and where to conduct a network's public relations activities will do more with less. If you choose improperly, you will be uncomfortable. Try to let consumers have free participation in time, and also make consumers convenient and easy to operate in the choice of network platform. How long does it take for online promotions to be effective? Too short a duration will result in the inability to achieve repeat purchases during this time. Many of the benefits that should be obtained cannot be realized; if the duration is too long, the cost will be too high and the market will not be hot, and the value of the customer will be reduced.
Six, advertising cooperation
A successful promotion requires a full range of advertising. What kind of advertising ideas and expression techniques to choose? What kind of media hype is chosen? These all mean different customer arrival rates and cost inputs.
7. Preparation for the preliminary period: The preliminary preparation is divided into three parts.
1. The training of customer service personnel should actively strengthen the training for online sales customer service personnel after the program is determined.
2, logistics preparation to determine the logistics cooperation company, communication is good, so as not to affect the timely delivery of products due to logistics problems.
3, product reserves must have a certain inventory, which can save delivery time.
Eight, medium-term operation
Through large-scale intensive advertising and related promotion through the network platform, strictly implement the promotion rules, perform performance appraisal on the promotion team, and formulate promotion goals.
Nine, later continuation
The continuation of the latter is mainly the issue of online publicity. In what ways will the online public relations activities be followed up in which media, and timely adjustment and optimization of the promotion plan according to the effect?
X. Project budget
A promotion, not profitable, there is no meaning of operation. Budgets should be budgeted for the cost and output of online PR promotions. A good online promotion is not enough with a good idea.
XI, accident prevention
There may be some accidents in each activity. Such as the monitoring of Internet word of mouth, the maintenance of official websites and so on. It is necessary to prepare the necessary human, material and financial resources for each possible accident.
Twelve, the effect is estimated
Predict what effect this event will achieve, in order to facilitate the comparison of the actual situation after the end of the network public relations activities, summing up the success points and failure points from the aspects of stimulation level, promotion timing, and promotion media. Also pay attention to the accumulation of experience. Can accumulate experience as a future public relations activity
In fact, the development of IDC industry is rooted in the Internet. Therefore, it should be expanded to the Internet. The promotion under the network is important, but its focus should be placed on the overall idea of online publicity. From the personal analysis and comparison, the high cost performance and high profitability of online advertising is beyond the reach of print media, and IDC, which has just been developed, does not have much money to invest in print ads. It has naturally become the preferred way to quickly establish an IDC brand.
Online advertising is not random in the traffic of the site, I feel that as long as the effect of traffic clicks is natural, the coverage of the promotion is large and good. In fact, this method is relatively wrong. It is necessary to consider that the problem of placing object-oriented is the key point. Although the traffic is large, the number of clicks is high, and the traffic is naturally high. However, due to the inappropriateness of the access object, the delivery cost is too high. Causes a lot of invalid clicks, the effect will be twice the result with half the effort. I think everyone should understand this truth. For example, if you are advertising IDC ads on a large-volume movie site, the people who visit there are more to look for movies, but really come to find a space suitable for movie stations. It’s really rare and it’s completely unrealistic. So how should we grasp this object group? It is estimated that the webmasters of many source stations may thank me, not because I have been very good with these well-known source stationmasters, but they have very good results. Take it out and share with you. According to my statistical results, the effect of being placed in the source station is indeed the most ideal, especially those sites that are more famous, the sites that the personal webmasters go to most, such as our Chinese stationmaster station. Everyone here knows very well. It is true that these webmasters come to the source station to find a program suitable for their own website. At the same time, they naturally need a stable high-speed space to debug these scripts, and their eyes will naturally be visited. The source station site is full of striking advertisements, so it will naturally make the online advertising target clear, because the reasonable cost of delivery costs can achieve twice the result with half the effort. So how should I advertise on these source sites? According to the author's experience, all the best results are the banner and the banner BANNER at the top of the site. Of course, because the best results are also the highest quotation for these sites. Advertising space, followed by personal feelings should be better than the ads around the source download point of each site, such as BANNER below the download point or the image ads on the right side of the program, because the webmaster always wants to access these programs when downloading the program. Local, naturally, will inadvertently go in and see what is going on, followed by the more popular left-right floating and full-station floating and pop-up windows in the early stage, but because of the current popularity of various pop-up windows and floating advertising plug-ins, it is far from the beginning. Good results. Of course, I have heard that some JS production can break through the defense of many plug-ins, but I still have a lot of possibilities forbidden. In addition to these other advertising spots, such as a small left-side advertising, etc., are also considered in the lack of funds, you can use as a reference. In addition, there are some industry information sites or forums that are specifically developed for IDC. The clarity of the target can also be used as a site for your choice. The advertising space is of course important, and the visual effects brought by the above advertisements cannot be ignored. This requires that the companies have good art designers and effective planners.
The personal opinion advertisement should be simple and clear, so that the viewer can see what content is reflected at a glance, and the advertising planning language should have enough "killing power", so that the viewer can be attracted and can be attracted. It is enough to attract attention, but also pay attention to the advertising content of other competitors in other locations of the station, try to use different colors, and the products are also very different or more advantageous. These should be based on the specific circumstances of the site, arrange the company's art to produce according to your ideas, to implement your prominence. Believe this, as long as there is a professional planning staff can do it, the author does not offer ugly to provide common planning terminology:) In addition to the choice of advertising site, in order to better plan advertising, the company initiated various Promotional activities are also indispensable, and successful online companies will have special event planning teams that can design and plan various effective promotions according to market needs, such as discount packages, limited sales, etc. The special promotion means, for example, "Huaqi Data" planned to launch a limited-edition 1000 sets of activities, "cold in the end, host + domain name = 99 yuan", with a large number of banner ads in the various source stations, At a time when the price of virtual host products was relatively high, this price activity with a large “killing power” allowed it to quickly obtain a large number of orders, which achieved very good market and social effects, and also became a well-known IDC brand in China. Laid a solid foundation. As our newly developed IDC company, we need to rely on similar activities to establish our own brand and image, to be close to consumers, to communicate with consumers through activities, to feel the voice of consumers and to support and spur ourselves. Develop more customers with surprises to retain and attract more customers to join. On the basis of the smooth delivery of advertisements, it is necessary to cooperate with the activity to replace the advertisement pictures several times, so that the viewers can understand that the company is growing and developing, and is thinking more for the consumers, to get the resonance and support of the viewers.
Then, is it possible to quickly establish an IDC brand by relying on online advertising and event planning? These are just the purpose of quickly establishing a good brand. To truly create your own image and brand, you must still improve your service. For protection. Here is a simple comparison, not as an example of defaming a company, the investment in online advertising is large, and the authors who have a wide range of activities are concerned about "Haina data" and "digital engine", almost for a while As long as the source station must be placed on the site, but the same delivery of the former is indeed far from the consumer's heart because of the problem of post-service, the latter has gradually grown into a well-known brand in the industry, which reflects the importance of service. . To do IDC company to be clear about the concept, now is not the same as before to sell the product, but also need to provide more painful and thoughtful service than before the sale, is the company's rapid establishment of the IDC brand's top priority, The current competition is no longer a pure price war. The quality of the newly developed IDC company is not much different. The technical strength and experience are relatively weak, and the price is forced to change. Therefore, the service aspect is the focus of competition. It is impossible for any IDC product to have no problem at all. There is never any shortage, but how to solve the problem as soon as possible when the problem occurs, sum up the lessons. “The need of an eager consumer, what the consumer thinks” is what the newly developed company needs to do and think about. In addition to the need for a comprehensive after-sales service, able to positively answer customer questions, and actively cooperate with solving customer problems with a very friendly attitude, the enhancement of technical strength is also more important, so the newly developed company not only does its own service, but also It is necessary to strengthen the training of employees' technical expertise so that they can face all customer problems with professional and dedicated services, and provide quick and perfect solutions, which are recognized by customers and partners.
In summary, for IDC, which is rapidly establishing the new development of the IDC brand, promotion and service will become the key to the success of the brand strategy. Only one has a high standard of service and high technical support. Teams, network companies that are good at adopting various activities and cooperating with effective online advertising and planning, can quickly establish their own IDC brand image, or more people's recognition and good reputation. I hope that all newly developed companies can think more about consumers, despise and resolutely stop any behavior that deceives consumers, and truly implement enthusiasm and professionalism into their services to consumers. Only by doing so can we get the hearts of consumers and quickly improve their brand image.
Chapter 4: Internet Promotion Program
1. Website promotion plan
a, full login search engine:
Statistics show that 60% of the website's traffic comes from major search engines. Therefore, the “×××” website is a major step in the promotion of websites.
Method Description Effect Evaluation Remarks
Google search engine website based on search engine optimization, Google keyword ads
Portal search engine Sina, Sohu, Netease and other portals recommend login, keyword ads, etc.
Baidu bidding ranking Participate in Baidu keyword bidding ranking, which can rank top in popular keyword search
China Search Engine Alliance Participate in the China Search Engine Alliance keyword fixed ranking
Online real name, universal website Register 3721 industry real name and enterprise real name, log in to 3721 search engine; register universal website, can appear on all kinds of cooperation websites
Google search engine site based on search engine optimization, Google keyword ads
Portal search engine Sina, Sohu, NetEase and other portals recommend login, keyword ads, etc.
Baidu bidding ranking participates in Baidu keyword bidding ranking, which can be ranked in the top of popular keyword search
China Search Engine Alliance participates in China Search Engine Alliance keyword fixed ranking
The real name of the Internet, the general website registration 3721 industry real name and the real name of the enterprise, log in to the 3721 search engine; the registered universal website can appear on all kinds of cooperation websites.
b. Participate in licensing email marketing:
Email marketing is a fast and efficient marketing method, but it should be avoided as a spammer advertisement, participate in trusted license mail marketing, and regularly deliver mail advertisements to target customers, which is an effective way to promote websites;
In addition, build your own mailing list, regularly produce and update the “×××” website e-magazine, and send it to “×××” member club members and other sub-subscribers, which can effectively contact website visitors and improve user loyalty.
Method Description Effect Evaluation Remarks
License Mail Delivery Select a trusted license mail marketing affiliate to send email ads to target customers on a regular basis
Mailing list Create a website e-magazine, build a website mailing list, and send it regularly.
Method Description Effect Evaluation Remarks
License Mail Delivery Select a trusted license mail marketing affiliate to send mail advertisements to target customers on a regular basis
Mailing list production website e-magazine, building website mailing list, regular transmission
c. Advertising online:
Online advertising is a way to promote websites with greater investment and more obvious effects. The selection of the advertising target should conform to the characteristics of the website access group and be adjusted according to the needs of different promotion stages of the website. Online advertising is mainly divided into website advertisements and instant messaging advertisements.
Method Description Effect Evaluation Remarks
Website advertising, develop a website advertising plan, and place advertisements on major portals and related topic websites.
Instant messaging ads are mainly used for advertising on instant messaging tools such as MSN and QQ.
Method Description Effect Evaluation Remarks
Website advertising to develop a website advertising plan, advertising on major portals and related topic websites
Instant messaging ads are mainly used for advertising on instant messaging tools such as MSN and QQ.
d. Website interactive promotion:
Planning to conduct interactive website activities is an effective means of website promotion, and can enhance visitor loyalty and continue to spread the website and brand.
Method Description Effect Evaluation Remarks
User uploads User uploads the original landscape to depict text, music, audio and video, pictures and other information, and score each other, excellent awards
Netizens upload original smile pictures and rate and comment on each other
Other joint institutions, planning or spontaneous development of various outdoor sports by netizens, providing material support and rewards from the website.
Method Description Effect Evaluation Remarks
Netizens upload original landscapes to depict text, music, audio and video, pictures and other materials, and score each other, excellent and award-winning
Netizens upload original smile pictures and rate and comment on each other
Cooperate with other organizations, plan or spontaneously carry out various outdoor sports by netizens, and provide material support and rewards from the website.
Guide the netizens to create a variety of interesting gameplay, which is different and unexpected. Creativity can be used as a campaign theme, used by brands, rewarding authors, and encouraging the authors to attract more people and stimulate their enthusiasm.
e, membership marketing:
The member website places the XX website link or the activity content introduction and link, and comes to the XXX through the member website and registers as a member of the XX website member club, rewards the points for the member, and the points can be exchanged for the website commemorative gifts.
Method Description Effect Evaluation Remarks
Membership Marketing Through the member website, the “×××” website promotion, members can receive various forms of points rewards, can be exchanged for commemorative gifts.
Membership marketing promotes the “×××” brand website through the member website, and members can receive various forms of points rewards, which can be exchanged for commemorative gifts.
f. Information release:
Paid information release is an effective way to promote the website, mainly divided into two types: online media information release and professional information release platform information release.
Method Description Effect Evaluation Remarks
Industry News Release “×××” website activities and dynamics through the industry news information release platform for paid release
Information release platform released Participate in Baidu's targeted information release, Sina and other portals classified information release
Industry news information release "×××" website activities and dynamics through the industry news information release platform for paid release
The information release platform is released to participate in Baidu's targeted information release, and Sina and other portals are classified.
g, media cooperation:
The website should be promoted and the publicity report is indispensable. The “×××” brand website can fully cooperate with the online and offline media, write public relations documents, pay attention to the development of the website, and publish regularly in various media.
Method Description Effect Evaluation Remarks
Media cooperation Writing public relations documents, regularly published online and offline media
媒體合作撰寫公關文稿，定期在網上網下媒體發布
h、網站合作：
同其他網站進行各種合作是效果明顯的網站推廣方式，可以借合作夥伴的力量，促使“×××”品牌網站的系列活動有效開展；此外，廣泛徵求友情連結，擴大網站外部連結活力，能增加網站的搜尋引擎曝光率，獲得理想的排名效果。
方法 說明 效果評估 備註
尋求合作夥伴 就某個活動或某個階段同其他相關網站進行合作開展
Friendly link
廣泛徵求連結互換，擴大網站外部連結活力
方法說明效果評估備註
尋求合作夥伴就某個活動或某個階段同其他相關網站進行合作開展
友情連結廣泛徵求連結互換，擴大網站外部連結活力
2、品牌網路傳播計畫
品牌網站網路行銷策劃方案：
a、 ×××網站LOGO、BANNER有獎徵集
×××品牌網站新近推出，為使網站形象貼近民眾，深入人心，富有新意，現向社會公開徵集網站LOGO、BANNER設計方案，歡迎關心×××網站的廣大網路工作者、美術愛好者踴躍參加。徵集細則如下：
徵集內容
a) 徵集：網站BANNER一套。
b) 徵集：網站LOGO設計稿。
徵集要求
a) BANNER設計要求：最好加入網址
主題詞琅琅上口，體現×××網站品牌特色。
尺寸：468×60 88×31
檔案大小：一般小於15K
b) 網站LOGO設計要求：要加入網址
圖形設計方案要求既具有×××品牌的特點，又符合網站未來發展要求；鮮明、醒目，富於時代感。
尺寸：193×58左右
檔案大小：一般小於12K
投稿方式
所有參選作品均採用電子郵件方式傳輸，投稿內容含作品、文字說明、作者詳細聯繫方式。
Award setting
獎級 獎品
一等獎 現金3000元
二等獎 價值1000元的紀念禮品
紀念獎 價值300元的紀念禮品
b、 ×××網路護綠計畫
為宣傳綠化，培養網友維護生態平衡的觀念，×××品牌網站將以省市一級為單位，開展×××網路護綠計畫，計畫的主要思路如下：
可聯合地市學校、團委、政府機構、綠化委員會等單位，開展認養小樹活動，樹苗由“”提供，並製作銘牌，認養人定期給小樹拍照，上傳到網上進行評比。由×××網站定期選出護綠明星，給予獎勵。此活動可長期開展，並逐步由小範圍開展擴展到全國範圍內，主要針對對象是熱愛生態平衡和綠化的網友。
c、成為×××會員俱樂部成員，好處多多
走進“×××俱樂部”，能夠在這自然的環境裡自由的選擇、自由的翱翔、自由的選擇任何屬於您自己的空間！是您走進×××俱樂部的感受，在這裡可以釋放你的情緒，釋放你的想像、釋放你的心靈，釋放你的激情，釋放你的活力，釋放你的能量，釋放你的回憶……，你可以釋放所有需要釋放的東西，自然的呼吸、生活，自由的追求成功，自信的實現自我，共同享受成功與快樂。
×××會員俱樂部將成為一個網上與網下互動結合的組織，只要成為俱樂部成員，就可以參加俱樂部和“×××”網站定期推出的各種活動；會員有積分，參與各類活動均可增加會員積分，積分達到一定程度，可以進行星級評定，還可兌換由“×××”品牌網站提供的紀念禮品。
d、“×××的故事”全國網路小說有獎大賽
×××品牌網站組織開展以“×××的故事”為主題的全國網路小說有獎大賽，旨在推廣網路原創文學，為眾多愛好文學的朋友提供一展才華的"網路空間"，讓更多的網友汲取豐富的文學營養，友情相識，互幫互學，共同提高。同時能夠促進“×××”的品牌傳播，在網友中展開“×××”品牌聯想，擴大“×××”品牌的知名度和影響力。
In order to give full play to the advantages of online media propaganda in the pioneering competition, and strengthen the network publicity work, this program is specially formulated.
First, online media
Relying on the entrance website of the Provincial Party Committee Organization Department, the Provincial Party Committee Organization Department Distance Education Network, the Provincial Party Committee Organization Department Group Network, Yunnan Network, Yunnan Provincial People's Government Portal and other websites, also invited Xinhua Net Yunnan Channel, People's Network Yunnan Channel to participate, Vigorously promote the advanced models and experience in the pioneering activities.
Second, the theme of publicity
The provincial-level online media promotes the theme of "Yunling Pioneer, Creating First and Winning Excellence" with the title of "Promoting Scientific Development, Building a Harmonious Yunnan, Maintaining Frontier Peace, Serving the People, and Strengthening Grassroots Organizations". Open a publicity column.
Third, the promotion content
In the column of "Yunling Pioneer, Creating the First to Fight for Excellence", 11 sub-sections were opened.
"Important Quick View": It mainly publishes the most important instructions for the central and provincial party committees to create superiority and excellence; the spirit of the important speeches of the leaders of the central and provincial party committees; and the important instructions of the provincial party committee to carry out the non-confidential guidance of the leading group office Spirits and initiatives; important events that took place in various local competitions.
"Notice of Announcement": Mainly published by the Central Committee, the Provincial Party Committee and the Provincial Party Committee to carry out various types of notices, files and matters that need to be announced, etc., which are not classified by the Leading Group Office of the Pioneering Excellence Campaign.
"Typical Gathering": Based on the briefing contents compiled by the Provincial Committee and the Office of the Leading Group for the Pioneering and Outstanding Activities and the advanced models reported by local governments, the publicity reports on the implementation of the scientific development concept and striving for "five good" and " The advanced typical cases in the five-lead "and the practice of the three" requirements.
"Pioneer Action": The main propaganda reports include the creation of advanced counties and urban areas, and the creation of advanced demonstration sites.
"The Model of the Times": The main propaganda reports on the advanced typical figures and deeds that emerged in the pioneering competition.
"Video on Demand": Based on the video program broadcasted by Yunnan TV News Network, the video program of the first competition is supplemented by the related program content produced by each city, and the video program content is uploaded to the network platform for network. The video is on demand.
"Picture Report": In the form of pictures and texts, the texts and texts are used to publicize and report on the activities of creating first-class competitions throughout the province.
"Radio Broadcasting": Based on the contents of the program of the first-generation competition, broadcasted by the Yunnan People's Broadcasting Station, the audio program content is uploaded to the network platform for timely listening to the network audio.
"Learning and Communication": Based on the publication of various excellent theoretical articles, research articles, and experiences and experiences, we will build an online learning exchange platform, deepen learning and education, and promote the pioneering activities.
"The Stone of Other Hills": It mainly publishes the experience and practice of carrying out pioneering activities in the province.
"SMS platform" or "netizen voice": through the opening of "one sentence" to create a first-class competition campaign bulletin, compiling the content of the first-generation competition campaign mobile phone newsletter, twice a week, relying on mobile phone newsletter group call platform and network The road scrolls the propaganda bar, promotes the situation of the first-class competition and important announcements, as well as brief advanced typical deeds, etc., builds a network newsletter interactive communication platform, and enriches the network promotion content.
Fourth, the division of responsibilities
The Provincial Committee has carried out an in-depth network group of the Propaganda Group of the Leading Group Office of the Pioneering Excellence Campaign. It is responsible for providing the necessary online publicity and reporting content to the various online media, and is responsible for the safety supervision of the network publicity and reporting and the uploading of program content. Supervision of the situation, etc.
Yunnan TV Station is responsible for providing the necessary video program content to the network team of the Leading Group Office of the Leading Group Office of the Provincial Party Committee every 10 days, and clarifying the specific contact person.
The Yunnan People’s Broadcasting Station is responsible for providing the necessary audio program content to the network team of the Leading Group Office of the Leading Group Office of the Provincial Party Committee in 10 days, and clarifying the specific contact person.
The provincial party committee organization department entrance website, the provincial party committee organization department distance education network, the provincial party committee organization department group work network, the Yunnan network, the Yunnan Provincial People's Government portal network and other stations, in the self-produced program network publicity, in accordance with Requirement, cooperate with the provincial party committee to carry out the pioneering and excellent activities, lead the group office, the propaganda group, the network team to do the network publicity related work, and specify the specific contact person, timely network maintenance, management and program uploading work to ensure the network The propaganda work was implemented.
Please contact the Xinhua Net Yunnan Channel and the People's Network Yunnan Channel, and cooperate with the Provincial Party Committee to carry out the network team of the Propaganda Group of the Leading Group Office of the Pioneering Excellence Campaign, and do a good job in the network publicity and reporting of Yunnan's pioneering activities, and clarify the specific contact person. To ensure the support of the central online media for the network promotion work of Yunnan's pioneering competition.
All units and departments of the province directly cooperated with the network publicity and reporting, provided timely texts, pictures, audio and video content, etc., and clearly identified the specific contacts to ensure that the network publicity work has distinctive features, prominent themes, and content. Rich, vivid and effective.
V. Publicity requirements
All online media should adhere to the correct direction of public opinion, strengthen the correct publicity and guidance, and conscientiously do a good job in network publicity and security. Any content that is confidential or needs to be reported should not be used by itself. It is stipulated that the Internet should be strictly controlled.
Carrying out the initiative to compete for excellence is a major measure to thoroughly implement scientific development and comprehensively promote party building. It is the continuation and deepening of the study and practice of science and development activities. All online media retain the original study and practice of scientific development concept activities. While practicing the "three ones" request for publicity content, this part of the content will be included in the propaganda theme of the pioneering competition, as a child of the pioneering competition, continue to do a good job in learning and practicing scientific activities. Practice the propaganda and reporting work required by the "Three Ones", so that the activities of creating first-class competitions are more practical.
All online media and localities and departments should attach great importance to online propaganda work, and from the height of politics, strengthen the organization and leadership of the network promotion work for the first-generation competition, and ensure that the network publicity work is in the whole initiative. In the competition for excellence, we have played a positive, important, and influential role, and made efforts to create a strong publicity and public opinion atmosphere for the first-class competition.
In order to strengthen the network publicity work and ensure the implementation of the work, the contact information of the network team of the Leading Group Office of the Leading Group Office of the Provincial Party Committee is now announced as follows:
Network team leader: Wang Xingmin
Network team members: Yang Yicheng, Chen Dongdong, Wang Fang
Contact number: 0871-4603993
E-mail: XXX
QQ Email: XXX
Chapter 2: Internet Promotion Program
As the Internet deepens in people's lives, the Internet and computers are already a must for most consumers. How to use our effective way to present our products to target customers and potential consumers is an urgent issue. We can take a scientific approach to our use of low cost, wide radiation, and rich media display angles. The promotion of products and information can not only make up for the gaps in online promotion, but also play a key role in shaping the company's image.
The process of online promotion is: 1. Carefully make text, pictures, audio, video and other materials, put them on the server on the network, just like traditional sales, we must have a fixed "store" on the Internet; 2. Effectively use the paid, free publicity platform to post the link address of our website, such as Google, Baidu, Yahoo, 114 and other search engines, such as Alibaba, HC, Wine Information Network and other e-commerce websites and industry websites, Just like KFC's leaflet, the address and product are provided to provide quick navigation information to target customers and potential customers, so that they can quickly find the "store" on our network. The ultimate goal is to make them a good memory of our products and the company's overall image, and to guide the selection of similar products.
At present, the carriers of online publicity are mainly divided into the following four types:
1. text; 2. picture; 3. audio; 4. video;
Among them, the website with text and image mixed is the main method. The characteristic of this method is: the formalization of corporate image. The preferred way for people to verify the relevant information of a company is to check whether there is an official website, and then look at the official website to do the "formal" or not. This "regular" feeling is the formation of the visual sense of the large-scale website for long-term Internet users. One kind of experience, such as whether the website color is atmospheric, whether the photo processing is exquisite, whether the web browsing speed is fast, etc., so the company must make this website close to this point.
However, with the development of the Internet, especially the increasing bandwidth of the Internet, the demand for multimedia content such as audio and video is increasing. The video websites and audio websites on the Internet are surging, and several large scales have been formed. The video, the audio leader website such as Cool.com, Sina Podcast, etc., the daily traffic and the number of members are also quite large, and many companies such as Yili, Motorola have successfully promoted on Cool. Case, this has two major advantages with TV media: low publicity costs, almost only video planning and production costs; no time limit, the big advantage of the network is that there is no golden time limit, not a single task of flow homework Production line, after the video is uploaded, you can click to watch it anytime, anywhere.
In addition, the blog website that has already emerged is also an indispensable part of online promotion. Its role is between the first two modes. The blog has no impact like video, but it has more randomness than the official website. Blog promotion is mostly done in the form of corporate journals. The blog content is written in the personal capacity of the employees. It seems that there is no sense of community, but he reflects some contents that seem to be “third parties” and promotes the company to the government. The height of supervision, more subtly, is to integrate the enterprise into the consumer, as if the corporate blog is a place for the consumer to speak for the common people. And the blog has a fixed community, such as the Sina blog, the blog community has a home page, and the community home page contains some links to better blogs. Such a fixed community is like a tribe, and the internal members of the tribe have Understand the desires and the desire to be understood. Under the drive of this desire, there will be a large number of people in the blog community to "separate the door" and search for content that they are interested in. If they are interested in Yangmei and Yangmei wine, they will naturally Will visit our corporate blog. So doing a good corporate blog is also a must for online promotion.
In response to the above analysis of the current network form, I suggest to make some plans to provide an effective solution for the implementation of online promotion:
First, re-create our current official website: XXX, including layout design, text and image re-finalization, corporate product display design. If necessary, I feel that our domain name can be replaced with a name that is simpler and easier to remember. In fact, the choice of domain name also plays a vital role in the success of the enterprise. A good domain name can become a great success for a company. Moreover, the choice of the server to place the website is also important. A good server not only has a fast access speed, but also has high security, and the quality of service after sale is also high. Because the company's homepage uses functions such as message boards, online orders, and dynamic product information, it is necessary to select a programmable server that can execute the code. Wanwang is currently the best server supplier in the country, and the standard provided by Wanwang. The enterprise C-type virtual host is most suitable for the current needs of the company, and its cost is: 1,800 yuan / year.
Second, the purchase of Google, Baidu's promotion services, Google and Baidu use the precise delivery of advertising, when users search for "Yangmei, Yangmeijiu" and other keywords will display our ads on the right side of the page or below the search box, the display is No charge, only users click on our ads will generate a fee, the cost per point is about 0.3 yuan, Google and Baidu are using the form of pre-registered prepaid click fees, we can invest 3,000 yuan a total of 6000 yuan Try it for a while, then analyze whether to continue to promote it on the search engine.
Third, create a corporate blog on the Sina blog, the address of the blog is: XXX. Mainly record some of the company's major deeds, release products, but the most important thing to do Yangmei culture propaganda, such as the design company to make beautiful Yangmei wallpaper upload to the blog for people to download, the medicinal value of Yangmei, health care, Yangmei The production of soaking wine, the production of Yangmei food, etc. are posted on the blog to attract more popularity.
Fourth, hire professional business planners, carefully craft some video clips, upload to the cool slip network, this requires a large cost and a long planning time, and the difficulty is relatively large, the risk is also higher. This project can be used in the first three kinds of online publicity and stable operation for half a year to one year. This can make people's memories of the company re-impact their memories, like the ripples of the water, and sometimes the ripples. Sometimes, the waves are shot.
Fifth, the company must apply for its own mailbox, preferably the corporate mailbox, the price of 50 users' corporate mailbox is about 7,000 yuan. For the time being, you can use the free mail box for the time being. The free mail box is the best of Google's gmail. At present, you have applied for a public mail box: XXX. The mail box uses the letter paper with the corporate logo and profile, so that the corporate image can be unified.
Sixth, the company should apply for the special QQ number of each department, so that all departments and customers or suppliers can establish a fast communication channel. For example, the customer service department can use the special after-sales QQ to track the customers, and can also deal with the after-sales problems in time. In order to achieve the purpose of stabilizing customers.
Seven, Baidu Post Bar, Baidu Know, Baidu Encyclopedia, Wine Information Network, Yahoo Knowledge Hall, Wikipedia, and other public knowledge networks, there are a lot of questions about Yangmei, Yangmei Liquor, in each of these websites apply for an account, to answer Netizens' questions and answers contain our corporate logo, so that they can promote themselves under the premise of helping others. This kind of publicity effect is the most effective.
The above seven points, as long as they are effectively implemented, our online promotion will rise to a new high level, when the company's reputation on the Internet will be great. Our products will get a good reputation in the Internet before the sale, to increase the strength of the company's overall publicity, for the company's development.
Chapter 3: Internet Promotion Program
First, the purpose of promotion
Explain the current status and purpose of the online market. What is the current status of the online market? What is the purpose of this promotion? Is it to deal with inventory? Is it to increase sales? Is it against competitors? Is it a new product? Or is it to enhance brand recognition and reputation? Only when the purpose is clear can the activities be targeted.
Second, the crowd analysis
Is the promotion targeted at each individual in the target market or a specific group? How much is the promotion control? Who is the main target of the promotion? Who is the secondary goal of the promotion? The correctness of these choices will directly affect the promotion. The final result.
Third, the network public relations theme: in this part, mainly to solve two problems
1. Determine the theme of online public relations activities
2, the choice of online promotional tools
Price reductions? Price discounts? Giveaways? Lottery? Or other promotional tools? What kind of promotional tools and what kind of promotional theme to choose, taking into account the objectives of the event, the conditions of competition and the environment, and the cost budget and distribution of the promotion. After establishing the theme, we should minimize the commercial purpose of online promotion, make the online public relations activities closer to consumers, and more impress consumers. This part is the core part of the promotion plan, and should strive to innovate and make the online public relations activities shock and exclusivity.
Fourth, the mode of activity: This part of the soil should explain the specific way of the activity. There are two issues to focus on
1. Determine the partner: Is it a promotion through the online media platform or an online mall?
2, determine the degree of stimulation: In order to make the promotion a success, the network public relations activities must be stimulating, can stimulate the target participants. The higher the level of stimulation, the greater the response to sales. But this stimulus also has a marginal effect. Therefore, it is necessary to analyze and summarize according to the promotion practice, and determine the appropriate stimulus level and corresponding cost input in combination with the objective market environment.
5. Platform selection and time for online public relations activities
Determining when and where to conduct a network's public relations activities will do more with less. If you choose improperly, you will be uncomfortable. Try to let consumers have free participation in time, and also make consumers convenient and easy to operate in the choice of network platform. How long does it take for online promotions to be effective? Too short a duration will result in the inability to achieve repeat purchases during this time. Many of the benefits that should be obtained cannot be realized; if the duration is too long, the cost will be too high and the market will not be hot, and the value of the customer will be reduced.
Six, advertising cooperation
A successful promotion requires a full range of advertising. What kind of advertising ideas and expression techniques to choose? What kind of media hype is chosen? These all mean different customer arrival rates and cost inputs.
7. Preparation for the preliminary period: The preliminary preparation is divided into three parts.
1. The training of customer service personnel should actively strengthen the training for online sales customer service personnel after the program is determined.
2, logistics preparation to determine the logistics cooperation company, communication is good, so as not to affect the timely delivery of products due to logistics problems.
3, product reserves must have a certain inventory, which can save delivery time.
Eight, medium-term operation
Through large-scale intensive advertising and related promotion through the network platform, strictly implement the promotion rules, perform performance appraisal on the promotion team, and formulate promotion goals.
Nine, later continuation
The continuation of the latter is mainly the issue of online publicity. In what ways will the online public relations activities be followed up in which media, and timely adjustment and optimization of the promotion plan according to the effect?
X. Project budget
A promotion, not profitable, there is no meaning of operation. Budgets should be budgeted for the cost and output of online PR promotions. A good online promotion is not enough with a good idea.
XI, accident prevention
There may be some accidents in each activity. Such as the monitoring of Internet word of mouth, the maintenance of official websites and so on. It is necessary to prepare the necessary human, material and financial resources for each possible accident.
Twelve, the effect is estimated
Predict what effect this event will achieve, in order to facilitate the comparison of the actual situation after the end of the network public relations activities, summing up the success points and failure points from the aspects of stimulation level, promotion timing, and promotion media. Also pay attention to the accumulation of experience. Can accumulate experience as a future public relations activity
In fact, the development of IDC industry is rooted in the Internet. Therefore, it should be expanded to the Internet. The promotion under the network is important, but its focus should be placed on the overall idea of online publicity. From the personal analysis and comparison, the high cost performance and high profitability of online advertising is beyond the reach of print media, and IDC, which has just been developed, does not have much money to invest in print ads. It has naturally become the preferred way to quickly establish an IDC brand.
Online advertising is not random in the traffic of the site, I feel that as long as the effect of traffic clicks is natural, the coverage of the promotion is large and good. In fact, this method is relatively wrong. It is necessary to consider that the problem of placing object-oriented is the key point. Although the traffic is large, the number of clicks is high, and the traffic is naturally high. However, due to the inappropriateness of the access object, the delivery cost is too high. Causes a lot of invalid clicks, the effect will be twice the result with half the effort. I think everyone should understand this truth. For example, if you are advertising IDC ads on a large-volume movie site, the people who visit there are more to look for movies, but really come to find a space suitable for movie stations. It’s really rare and it’s completely unrealistic. So how should we grasp this object group? It is estimated that the webmasters of many source stations may thank me, not because I have been very good with these well-known source stationmasters, but they have very good results. Take it out and share with you. According to my statistical results, the effect of being placed in the source station is indeed the most ideal, especially those sites that are more famous, the sites that the personal webmasters go to most, such as our Chinese stationmaster station. Everyone here knows very well. It is true that these webmasters come to the source station to find a program suitable for their own website. At the same time, they naturally need a stable high-speed space to debug these scripts, and their eyes will naturally be visited. The source station site is full of striking advertisements, so it will naturally make the online advertising target clear, because the reasonable cost of delivery costs can achieve twice the result with half the effort. So how should I advertise on these source sites? According to the author's experience, all the best results are the banner and the banner BANNER at the top of the site. Of course, because the best results are also the highest quotation for these sites. Advertising space, followed by personal feelings should be better than the ads around the source download point of each site, such as BANNER below the download point or the image ads on the right side of the program, because the webmaster always wants to access these programs when downloading the program. Local, naturally, will inadvertently go in and see what is going on, followed by the more popular left-right floating and full-station floating and pop-up windows in the early stage, but because of the current popularity of various pop-up windows and floating advertising plug-ins, it is far from the beginning. Good results. Of course, I have heard that some JS production can break through the defense of many plug-ins, but I still have a lot of possibilities forbidden. In addition to these other advertising spots, such as a small left-side advertising, etc., are also considered in the lack of funds, you can use as a reference. In addition, there are some industry information sites or forums that are specifically developed for IDC. The clarity of the target can also be used as a site for your choice. The advertising space is of course important, and the visual effects brought by the above advertisements cannot be ignored. This requires that the companies have good art designers and effective planners.
The personal opinion advertisement should be simple and clear, so that the viewer can see what content is reflected at a glance, and the advertising planning language should have enough "killing power", so that the viewer can be attracted and can be attracted. It is enough to attract attention, but also pay attention to the advertising content of other competitors in other locations of the station, try to use different colors, and the products are also very different or more advantageous. These should be based on the specific circumstances of the site, arrange the company's art to produce according to your ideas, to implement your prominence. Believe this, as long as there is a professional planning staff can do it, the author does not offer ugly to provide common planning terminology:) In addition to the choice of advertising site, in order to better plan advertising, the company initiated various Promotional activities are also indispensable, and successful online companies will have special event planning teams that can design and plan various effective promotions according to market needs, such as discount packages, limited sales, etc. The special promotion means, for example, "Huaqi Data" planned to launch a limited-edition 1000 sets of activities, "cold in the end, host + domain name = 99 yuan", with a large number of banner ads in the various source stations, At a time when the price of virtual host products was relatively high, this price activity with a large “killing power” allowed it to quickly obtain a large number of orders, which achieved very good market and social effects, and also became a well-known IDC brand in China. Laid a solid foundation. As our newly developed IDC company, we need to rely on similar activities to establish our own brand and image, to be close to consumers, to communicate with consumers through activities, to feel the voice of consumers and to support and spur ourselves. Develop more customers with surprises to retain and attract more customers to join. On the basis of the smooth delivery of advertisements, it is necessary to cooperate with the activity to replace the advertisement pictures several times, so that the viewers can understand that the company is growing and developing, and is thinking more for the consumers, to get the resonance and support of the viewers.
Then, is it possible to quickly establish an IDC brand by relying on online advertising and event planning? These are just the purpose of quickly establishing a good brand. To truly create your own image and brand, you must still improve your service. For protection. Here is a simple comparison, not as an example of defaming a company, the investment in online advertising is large, and the authors who have a wide range of activities are concerned about "Haina data" and "digital engine", almost for a while As long as the source station must be placed on the site, but the same delivery of the former is indeed far from the consumer's heart because of the problem of post-service, the latter has gradually grown into a well-known brand in the industry, which reflects the importance of service. . To do IDC company to be clear about the concept, now is not the same as before to sell the product, but also need to provide more painful and thoughtful service than before the sale, is the company's rapid establishment of the IDC brand's top priority, The current competition is no longer a pure price war. The quality of the newly developed IDC company is not much different. The technical strength and experience are relatively weak, and the price is forced to change. Therefore, the service aspect is the focus of competition. It is impossible for any IDC product to have no problem at all. There is never any shortage, but how to solve the problem as soon as possible when the problem occurs, sum up the lessons. “The need of an eager consumer, what the consumer thinks” is what the newly developed company needs to do and think about. In addition to the need for a comprehensive after-sales service, able to positively answer customer questions, and actively cooperate with solving customer problems with a very friendly attitude, the enhancement of technical strength is also more important, so the newly developed company not only does its own service, but also It is necessary to strengthen the training of employees' technical expertise so that they can face all customer problems with professional and dedicated services, and provide quick and perfect solutions, which are recognized by customers and partners.
In summary, for IDC, which is rapidly establishing the new development of the IDC brand, promotion and service will become the key to the success of the brand strategy. Only one has a high standard of service and high technical support. Teams, network companies that are good at adopting various activities and cooperating with effective online advertising and planning, can quickly establish their own IDC brand image, or more people's recognition and good reputation. I hope that all newly developed companies can think more about consumers, despise and resolutely stop any behavior that deceives consumers, and truly implement enthusiasm and professionalism into their services to consumers. Only by doing so can we get the hearts of consumers and quickly improve their brand image.
Chapter 4: Internet Promotion Program
1. Website promotion plan
a, full login search engine:
Statistics show that 60% of the website's traffic comes from major search engines. Therefore, the “×××” website is a major step in the promotion of websites.
Method Description Effect Evaluation Remarks
Google search engine website based on search engine optimization, Google keyword ads
Portal search engine Sina, Sohu, Netease and other portals recommend login, keyword ads, etc.
Baidu bidding ranking Participate in Baidu keyword bidding ranking, which can rank top in popular keyword search
China Search Engine Alliance Participate in the China Search Engine Alliance keyword fixed ranking
Online real name, universal website Register 3721 industry real name and enterprise real name, log in to 3721 search engine; register universal website, can appear on all kinds of cooperation websites
Google search engine site based on search engine optimization, Google keyword ads
Portal search engine Sina, Sohu, NetEase and other portals recommend login, keyword ads, etc.
Baidu bidding ranking participates in Baidu keyword bidding ranking, which can be ranked in the top of popular keyword search
China Search Engine Alliance participates in China Search Engine Alliance keyword fixed ranking
The real name of the Internet, the general website registration 3721 industry real name and the real name of the enterprise, log in to the 3721 search engine; the registered universal website can appear on all kinds of cooperation websites.
b. Participate in licensing email marketing:
Email marketing is a fast and efficient marketing method, but it should be avoided as a spammer advertisement, participate in trusted license mail marketing, and regularly deliver mail advertisements to target customers, which is an effective way to promote websites;
In addition, build your own mailing list, regularly produce and update the “×××” website e-magazine, and send it to “×××” member club members and other sub-subscribers, which can effectively contact website visitors and improve user loyalty.
Method Description Effect Evaluation Remarks
License Mail Delivery Select a trusted license mail marketing affiliate to send email ads to target customers on a regular basis
Mailing list Create a website e-magazine, build a website mailing list, and send it regularly.
Method Description Effect Evaluation Remarks
License Mail Delivery Select a trusted license mail marketing affiliate to send mail advertisements to target customers on a regular basis
Mailing list production website e-magazine, building website mailing list, regular transmission
c. Advertising online:
Online advertising is a way to promote websites with greater investment and more obvious effects. The selection of the advertising target should conform to the characteristics of the website access group and be adjusted according to the needs of different promotion stages of the website. Online advertising is mainly divided into website advertisements and instant messaging advertisements.
Method Description Effect Evaluation Remarks
Website advertising, develop a website advertising plan, and place advertisements on major portals and related topic websites.
Instant messaging ads are mainly used for advertising on instant messaging tools such as MSN and QQ.
Method Description Effect Evaluation Remarks
Website advertising to develop a website advertising plan, advertising on major portals and related topic websites
Instant messaging ads are mainly used for advertising on instant messaging tools such as MSN and QQ.
d. Website interactive promotion:
Planning to conduct interactive website activities is an effective means of website promotion, and can enhance visitor loyalty and continue to spread the website and brand.
Method Description Effect Evaluation Remarks
User uploads User uploads the original landscape to depict text, music, audio and video, pictures and other information, and score each other, excellent awards
Netizens upload original smile pictures and rate and comment on each other
Other joint institutions, planning or spontaneous development of various outdoor sports by netizens, providing material support and rewards from the website.
Method Description Effect Evaluation Remarks
Netizens upload original landscapes to depict text, music, audio and video, pictures and other materials, and score each other, excellent and award-winning
Netizens upload original smile pictures and rate and comment on each other
Cooperate with other organizations, plan or spontaneously carry out various outdoor sports by netizens, and provide material support and rewards from the website.
Guide the netizens to create a variety of interesting gameplay, which is different and unexpected. Creativity can be used as a campaign theme, used by brands, rewarding authors, and encouraging the authors to attract more people and stimulate their enthusiasm.
e, membership marketing:
The member website places the XX website link or the activity content introduction and link, and comes to the XXX through the member website and registers as a member of the XX website member club, rewards the points for the member, and the points can be exchanged for the website commemorative gifts.
Method Description Effect Evaluation Remarks
Membership Marketing Through the member website, the “×××” website promotion, members can receive various forms of points rewards, can be exchanged for commemorative gifts.
Membership marketing promotes the “×××” brand website through the member website, and members can receive various forms of points rewards, which can be exchanged for commemorative gifts.
f. Information release:
Paid information release is an effective way to promote the website, mainly divided into two types: online media information release and professional information release platform information release.
Method Description Effect Evaluation Remarks
Industry News Release “×××” website activities and dynamics through the industry news information release platform for paid release
Information release platform released Participate in Baidu's targeted information release, Sina and other portals classified information release
Industry news information release "×××" website activities and dynamics through the industry news information release platform for paid release
The information release platform is released to participate in Baidu's targeted information release, and Sina and other portals are classified.
g, media cooperation:
The website should be promoted and the publicity report is indispensable. The “×××” brand website can fully cooperate with the online and offline media, write public relations documents, pay attention to the development of the website, and publish regularly in various media.
Method Description Effect Evaluation Remarks
Media cooperation Writing public relations documents, regularly published online and offline media
媒體合作撰寫公關文稿，定期在網上網下媒體發布
h、網站合作：
同其他網站進行各種合作是效果明顯的網站推廣方式，可以借合作夥伴的力量，促使“×××”品牌網站的系列活動有效開展；此外，廣泛徵求友情連結，擴大網站外部連結活力，能增加網站的搜尋引擎曝光率，獲得理想的排名效果。
方法 說明 效果評估 備註
尋求合作夥伴 就某個活動或某個階段同其他相關網站進行合作開展
Friendly link
廣泛徵求連結互換，擴大網站外部連結活力
方法說明效果評估備註
尋求合作夥伴就某個活動或某個階段同其他相關網站進行合作開展
友情連結廣泛徵求連結互換，擴大網站外部連結活力
2、品牌網路傳播計畫
品牌網站網路行銷策劃方案：
a、 ×××網站LOGO、BANNER有獎徵集
×××品牌網站新近推出，為使網站形象貼近民眾，深入人心，富有新意，現向社會公開徵集網站LOGO、BANNER設計方案，歡迎關心×××網站的廣大網路工作者、美術愛好者踴躍參加。徵集細則如下：
徵集內容
a) 徵集：網站BANNER一套。
b) 徵集：網站LOGO設計稿。
徵集要求
a) BANNER設計要求：最好加入網址
主題詞琅琅上口，體現×××網站品牌特色。
尺寸：468×60 88×31
檔案大小：一般小於15K
b) 網站LOGO設計要求：要加入網址
圖形設計方案要求既具有×××品牌的特點，又符合網站未來發展要求；鮮明、醒目，富於時代感。
尺寸：193×58左右
檔案大小：一般小於12K
投稿方式
所有參選作品均採用電子郵件方式傳輸，投稿內容含作品、文字說明、作者詳細聯繫方式。
Award setting
獎級 獎品
一等獎 現金3000元
二等獎 價值1000元的紀念禮品
紀念獎 價值300元的紀念禮品
b、 ×××網路護綠計畫
為宣傳綠化，培養網友維護生態平衡的觀念，×××品牌網站將以省市一級為單位，開展×××網路護綠計畫，計畫的主要思路如下：
可聯合地市學校、團委、政府機構、綠化委員會等單位，開展認養小樹活動，樹苗由“”提供，並製作銘牌，認養人定期給小樹拍照，上傳到網上進行評比。由×××網站定期選出護綠明星，給予獎勵。此活動可長期開展，並逐步由小範圍開展擴展到全國範圍內，主要針對對象是熱愛生態平衡和綠化的網友。
c、成為×××會員俱樂部成員，好處多多
走進“×××俱樂部”，能夠在這自然的環境裡自由的選擇、自由的翱翔、自由的選擇任何屬於您自己的空間！是您走進×××俱樂部的感受，在這裡可以釋放你的情緒，釋放你的想像、釋放你的心靈，釋放你的激情，釋放你的活力，釋放你的能量，釋放你的回憶……，你可以釋放所有需要釋放的東西，自然的呼吸、生活，自由的追求成功，自信的實現自我，共同享受成功與快樂。
×××會員俱樂部將成為一個網上與網下互動結合的組織，只要成為俱樂部成員，就可以參加俱樂部和“×××”網站定期推出的各種活動；會員有積分，參與各類活動均可增加會員積分，積分達到一定程度，可以進行星級評定，還可兌換由“×××”品牌網站提供的紀念禮品。
d、“×××的故事”全國網路小說有獎大賽
×××品牌網站組織開展以“×××的故事”為主題的全國網路小說有獎大賽，旨在推廣網路原創文學，為眾多愛好文學的朋友提供一展才華的"網路空間"，讓更多的網友汲取豐富的文學營養，友情相識，互幫互學，共同提高。同時能夠促進“×××”的品牌傳播，在網友中展開“×××”品牌聯想，擴大“×××”品牌的知名度和影響力。
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