Moderator: Hello everybody, today we go to the network marketing agency Chen Mo, founder, president and Chen Mo told us teachers to network public relations bidding.
Chen also witnessed the interactive marketing network in the industry gradually from its inception glorious history. Today, Chen will be to share with him in these classic stories. everyone in this process have any questions at any time to question Chen, Chen will definitely give you a satisfactory answer, and now there please Chen to give us a wonderful lecture!
Chen Mo
a network public relations how to classify
Chen Mo: In our industry there are all sorts of things, such as network industries, popular architecture, management, There are planning, there are cases concerned, this time I mainly refer to aspects of public relations into the bidding. I say this topic first reason is because people are concerned about this topic has never been, and no one said that. everyone in the online search , this information rarely, basically no one to explore, and no one to do it, but it our entire industry, any of the employees often have to face.
how to make money from the Internet, how to lie to customers ? I think it told us about the topic of today is not very fitting, I talk about in the network, from the Party point of view how to judge a case, from the perspective of how to get a case of B, from this point of view I said.
PPT today I do, quite simply this is an outline, we can ignore, mainly in terms of the scene. I mainly of two parts:
First, a general introduction to network public relations industry.
Second, the network of public relations practice bidding.
talking about before we talk about the history of the Internet for public relations. The PPT we can ignore, because I say things and PPT is not entirely consistent. network of public relations history of the early days, any industry all from scratch. as we like to wear clothes, we wear clothes is their own home woven first, their own production. I'm 41, I bought a child is not wearing shoes, is my mother Naxie Di. Now we Few had shoes to their homes, go shopping choose shoes. network of public relations is the same, and it is through a process to do when I first network of public relations, in fact, no company, no tender, no tender, or even not at that time need to plan, by the mouth spray. you moved your mouth to people, people on the money, give you live. Party how to judge it? very deep impression on me when I take the time Xilinmen mattress, was rely on? to rely on an A4 sheet of paper, wrote a paper about less than a thousand words. I remember very clearly, but I think probably about the creative things that may have three lines, on the price line, and seven or eight lines on the payment method, so signing, but this model is certainly not today. Today this model is definitely behind the times.
network classification of public relations, in my opinion, we need to do a thing To learn more, I need to know to buy clothes clothing sub-coat, clothes, hats, shoes, socks, underwear, outerwear. network of public relations can be divided into many types:
first, customers are now looking at the earliest, including event marketing, event marketing we What is one thing to do to everyone's attention, and have done good, good reputation, Wong Lo Kat relief. doing a good job, East Building kappa women, scolded the.
second is word of mouth marketing application. I think word of mouth marketing is old wine in new bottle. word of mouth marketing will play in the network to maximize, we hired a group of people post, hope the post to reprint, in fact, hired a group of people you post, made no later users to switch. This is the word of mouth marketing.
third is conventional PR network communication. network of public relations, first, event marketing, as he must have. Second, word of mouth marketing, I think I do not see particularly well word of mouth marketing examples. But the contrary, the conventional role of public relations communication network is the largest. What is a network of PR spread it? dispatch routine public relations is the newspaper, looking for television journalists, press conferences, I sent you a red envelope, to report. these things are useless? is useful, in my opinion. In a press release on the network, so special, a series of things, a typical example of Microsoft VISTA listed, do not see ads, he cast the whole only topics, vote in a Sina, Sohu and cast one vote in an Netease, I remember VISTA listed, only Microsoft's investment in the network of public relations month fee is four million. this thing, at least let all users know the market, he is the traditional The network of public relations services. IT services appliance to do when we found out a new product, a notebook Ye Hao, a TV Ye Hao, relevant evaluation, a car, the site evaluation, there is no simple one or two articles , when he mass communication, you turn to the final investigation, his effect is very obvious. we investigated how the audience know that Changhong plasma TV, they are not from the communication channel is transmitted from the conventional network of public relations.
Fourth, the application of network activity. blog essay Ye Hao, Ye Hao experience a test drive cars, or cosmetics, distribution, experience the network activities. network activity present application, I think that before the advent of the Internet PR , online advertising has many activities. Today, I saw there Tencent Expo relay. Before this, MSN been engaged in a charitable activity, QQ been engaged in the Olympic Torch Relay, which are more successful network activity. Network neither is the network of public relations activities, nor is online advertising. he is essentially a public relations plan, but in the delivery process is often accompanied by another great ads. he should be advertising and public relations as a heterozygote.
Fifth, the crisis PR. the application of public relations crisis, the most bitter of the whole society, a topic. This is a public relations crisis, CCTV reported in December last year, the network triad, also reported a 3.15 this year, the network relations from white to black is because the application of public relations crisis. But In fact, he is constantly faced with a business matter. is our public relations people to do the most important network services and applications.
Second, traditional public relations public relations firm involved in the network is now time to late
about bidding network of public relations are some basic knowledge. Let us talk about the network of public relations and Internet PR effect evaluation, and cost, for approval. Today, the network is more than public relations firm, I see that the latest story, there are thousands of this type company. I went to several groups, one group are hundreds of people, I'm more than a dozen groups, and I have contacted the company three to five hundred. the country has a thousand, I think it should be there. light I know there are hundreds.
what these PR companies are sub-categories it? The first category is also very important, is the largest market share, is the traditional public relations firms, such as the blue cursor interactive marketing, in the beginning and the end of this year, the interactive marketing canceled. He wants a comprehensive network of public relations and digital marketing to the transition. There Ogilvy & Mather, and he is not a network of public relations firm, but he has his own department. his department is very large. Ogilvy & Mather Interactive two years ago is a very large department. His advantage is that his customer base, his disadvantage is that they enter the relatively late, most of these companies are public relations value these networks to do the last two years, and some even nearly and a half years to do. our company's history, the network has done better public relations company is generally established in the previous three years. The companies involved in relatively late, they are now relatively small network of public relations experience, and accumulated much talent. But one thing, their relatively strong financial resources, and I know they are paid to dig around, we have some of the company they will be poached. to the peer who is lured away handy.
Second, the network company the conversion process, many new companies up and promote the type known companies, these companies are actually public relations company, the predecessor of the network, the first is the network pushed the hand of these people. Gradually, more and more corporate employees work, to those from the individual become a team, from the team evolved into a company. At present the company is also relatively high profile in the industry. Relatively speaking, the market share second only to the first category of companies. the relative merits of these companies more of his experience, do a long time. drawback is that he came from relatively grassroots, familiar with the Internet of people who experience more real, and emphasis on marketing, accumulation, accumulate, with a wealth of marketing theory, public relations and communication were relatively few long-term experience. In these companies, we companies fall into this category, we have been improving, has been kept in the study to include traditional advertising and marketing talent to continuously improve yourself to become more professional.
third category, other types of network public relations firm . this type of companies have done very good, typical, such as word of mouth interaction, 1024, before they are neither the transformation of the traditional companies, not belong to the network of this type promoter, but the fancy of the market opportunities, I entered the field, specializing in this. These companies currently account for the number of companies on the vast majority of our industry is .90% of the companies of this type. have mushroomed as established. These companies are a small number of outstanding inside. These outstanding formed a company and the strength of the first two companies to compete.
fourth category and more media companies are also posting companies, naval network of public relations. For example, we bidding process, these companies, I called a scalar, is the trick water Army is not the one two three four companies can be subject, not the fourth class of the company which is somewhat similar to the construction industry construction companies, construction teams, office head. posting the equivalent of the construction team and contractors to the company. We do not first Employment navy, and we think they recruit part-time, or even full-time, I sent your company, your postings on the Internet to help me. but gradually evolved to be a little lost. because the market is the emergence of a myriad of water on the military team, the team hired navy direct employment of people far more than their cost of management and operation much simpler. Like IT, the early Apple computer is their own production, their sale, and today he let other people give him for. posting companies and construction industry, contracting team, He belongs to the operational level, they lack the planning and project management skills. Their advantage is that execution in the low-level release, delete posts, and their numerical superiority and implementation of cost advantage. They are on the front of three types of companies downstream relationships. If a company has its own planners, the media have their own staff, who have their own copy, you can directly employ naval team. you do not have them, you water the military. I can assemble a brick and mortar, But you let him build a big pants (the new CCTV), he can not be non-covered down.
Third, how effective network of public relations evaluation?
my clients are most concerned about is the three options, first, the creativity Do you have a very bright idea, a look eye-catching ideas impress me, this is actually a creative level, before the court have said a lot of marketing, I also talked about last time some of today is not the main things. Second, I vote for these things to what kind of effect, give me what kind of effect, how do I measure the effect of your good or bad communication. this time facing party, what shall I standards. B, how do I convince the party to be convinced this thing. I think this is a public relations project for each network client must have a second topic of concern. Third, the price, how much money. basically talk about the case, as a network of public relations project, regardless of Party B are three issues facing the.
we talk about the evaluation of network public relations effect, from a logical analysis, we have to classify it, it is divided into four categories, the first Party assessment model, I Party, I say hello to you like, you say you bad bad. This is an assessment approach, but also the assessment approach, our customers have access to. We do Taobao beauty services when they were signing such a contract, part of the cost of his contract there, I signed the United States when I was 42 million a month, of which 40 million of expense is calculated based on our assessment of the cost, there are twenty thousand of his assessment when received. originally a high proportion, then we do not agree, is his assessment of twenty thousand dollars, the evaluation is good, twenty thousand dollars to us, feel bad, do not give us .07 for the first time Taobao services , 18 million 5 million is the basic cost of .18 million, 5 million are Taobao your grade. I can give you 10,000, you can also give you 5 million. But this model a bit like King terms, you can not. you wish to take this customer, such as Sohu cattle, he have to add you the terms of the King, I would like to accept not accept, if the small customer, I certainly would not accept it. This is the Party's comments model. Comparison of the Party brand strong, he will use this model.
the other is B assessment model. I have to report what my results, I do reach the number of click-through rate spread, the number of responses, the number of spontaneously reproduced, and finally I tell you what the outcome, I achieve this result. The result is, I'll give you performance reports. We also provide third-party reports, some third party out, some out of their own. This is the comment mode B, B I think the relative side comment mode there are also problems, the problem of false reviews, a false reply to the question. But I think better than the model Party. but often comment on pattern B, the customer can not accept. What made you What is, what you say is what kind, but the market is often encountered in the general brand and the company is relatively strong when the transmission is stronger when the model is frequently used in their assessment. For example, Sohu you sign, how to evaluate me, and how assessment of how Sohu count, your customers have the final say, no way. This involves the Party A Party B who is the boss of the problem.
in our online advertising, third-party assessment model, neither party assessment, or evaluation of Party B, I'm looking for third-party assessment. Ye Hao Sina, Sohu Ye Hao, good Lord assessment report issued by a third party. in the network which was also done public relations, engage in a half-yearly Alibaba survey company, agency investigation, I reached a few points, he said, sign a contract with you, you have to make money, you must sign, you reach this target, how much money I give you, reach to much money. This is the first Tripartite assessment model. third-party assessment of the world's hundred customers to choose only one customer. Because assessment of the high cost, and sometimes even higher than the transmission cost of evaluation costs. Please Nelson, you give him two or three million, he will not do. To Is not thousands, two hundred and three thousand million, I want to spread these costs more than good. third-party assessment is a blank, if each person for each company are interested in this, specifically this one is a big market . there is no specific third party to provide appropriate, affordable, real solutions to the assessment.
there is a comprehensive evaluation model. Party party party is not completely covered, there is a comprehensive evaluation, he did not use Party, Party B is not used. In our service to customers, you have to provide your party the report, while supporting the party's data investigation. Changhong our services, we provide communication to report to Changhong. We do . Second, we go to the store, we were responsible for Beijing, the customer and in Chengdu, Chongqing, Shanghai, Suning, Gome, Dazhong, questionnaires, in the end you heard Changhong not, where did you heard. This line survey. He is a partial survey party. Party A combination of assessment and evaluation Party, and ultimately to determine your success or failure of communication is the.
to assess the model points in the network communication is divided into several species, one is a network evaluation model, only the Internet transmission. Most Internet companies are on-line evaluation, I made, how many people read, how many links, how many push. The second is the evaluation of line , line evaluation, I went to the store in Zhongguancun sent questionnaires. This is the line. You can now evaluate the effect of the line quality, the amount of my telephone from the customer, everything is offline evaluation. the other is online and offline Under the integrated assessment model. in which emphasis on online public relations firm assessment. online is more cost assessment, the amount of communication to report the number of customers is more emphasis on the results of the assessment, you really give me what result to reach. I think that is more comprehensive integrated model of online and offline, online to what looks like a summary, I'm online survey is under what kind of results. The following survey is how, this is how, here is how of. This is even more comprehensive number of comments. We in countless cases, the decision to dig a customer does not pay a very important one is to make customers believe that the spread of results. He did not spread before, if you do, customers pay, As a party, I can evaluate, I also assured to spend the money.
Fourth, how to determine the cost of the network of public relations?
Next we talk about how the network of public relations costs are determined.
first species is released billing. usually in small companies inside the vast majority of companies in the market have adopted, I returned to a post, San Mao, five cents, this billing model, it is entirely in accordance with the amount of charges released , in the market, accounting for a very large number. This is the billing model release.
The second model is the service charge. typically Party is the brand companies. I am a one year tender strokes more often than not a simple of a release, but how much money the budget year, I estimate the cost of how much money each month, how much money I give you every month, how much do you give me the facts of this matter inside the unit price is not the superposition of each month, and the main emphasis is more services. I met, basically we use in contact with customers throughout the year which, 30%, 40% service charge by the way. account service charges, a month sixty thousand, six hundred thousand or a million, that is, service charges, including monitoring, planning, travel, help you release something, anything to help you to manage. these things are services billing model.
third is the release added services include billing fee is a combination of type, I have received a certain service fees, including part of, but do not contain all, I was part of communication costs into account. service fee plus transmission charges. disadvantages and advantages of this mode, equivalent to the combination of the first two . The first one, just contact the project, so the network of public relations clients, I did not do anything, you let me dig hundreds of thousands of dollars in service fees, I can not dig. you receive a high standard of service charges, I just received a thirty thousand dollar service fee, not the whole dig, dig the spread of transmission charges when you have to. This model is relatively speaking, a little higher customer acceptance. Party when it encountered an additional temporary emergency budget. I had expected to spread when the spread of my own service charges, I have a price spread, I then encountered a temporary thing, and now the earthquake in Qinghai, and I want to do with this earthquake, spread. This is When planning the end did not expect, my temporary increase in communication, increase communication in accordance with the transmission cost of the contract re-added. this model, there are now more and more enterprises to adopt more. most of our company to the current service and ninety percent of the projects belong to the third type. published with billing and service billing model.
second step, from the Party point of view, offer a number of ways. from the customer point of view how to determine the budget.
First, determine the proportion of law. my communication costs ten million, there is, how many television, newspaper, how many, how much the network. According to scale the tender. This model, especially in large companies which have implemented very common. I put the total annual budget determined, then the budget determined for each step. in the end than the number of suitable, in fact, I think that there is no suitable than the number of a reasonable concept. the company's distribution, usually large companies in network marketing costs account for a relatively low, because he is more emphasis on brand advertising, I hit CCTV, one day a Audi. so he is relatively speaking, the network communication costs and the costs of occupying a public relations network is relatively low. we saw, there are accounts 5%, 8%, 10%, 20%. We are in contact with more emphasis on the network of public relations companies are generally not more than 20%, generally higher than 10% .10% to 20%. Some small companies he cast outdoor can not afford to vote, he voted newspapers and networks, this time the network will be 30% to 50%. IT network launch more products, more general Internet population. If my business is to do the traditional sales channels. For example, Haha wow, he must be invested in the cost of the supermarket channel the most. But if the bird is the diamond, I put in the proportion of online pricey. They put the proportion of most of the network. This is a ratio of delivery method.
The second, fixed cost method. This is rare, often large corporations are doing network marketing for the first time trial, will adopt it. I have never done network marketing companies before, but I will try to do something I took out a sum of money, I did not eat this ice cream, took out ten dollars to taste. my business income of several hundred million a year, out of hundreds of thousands, a million try. This fixed cost With the network of public relations, web marketing to enhance the heat gradually, fewer and fewer companies will be used. but there is still considerable in terms of a considerable number of customers that I am now going to spend three hundred thousand, it would take thousands of , it would take one million, two million. I follow the fee to spend.
third, the approved tender cost method. I do not say how much money, you casually reported that after completing my re-election reports. remove the highest price , remove the lowest price, which elected a central parity. Fortunately, this method, the client does not know the current market price, the price of public relations do not know how much the network, I have nothing wrong with this approach, I find a few more challenges. network of public relations and not the same as the construction industry, construction industry is that you have drawings, nest, I determined how much steel, how much cement, the price must register not very different. planning vastly different circumstances, different ideas, the price is completely different . Some two million people to apply for, and some five million people to apply. but you still do not know how to pick the end.
Fourth, temporary additional measures. Now more and more companies are mainly public relations crisis, I to the way some people today call a crisis public relations. It was an occasion, Wong Lo Kat contributions, must be of a temporary supplementary budget.
five, enterprise network public relations service providers to find ways
Next we look for network public relations company service providers in several ways. At present hundreds of times I went through all the tender, I put classified into four modes:
first is tender. In our current situation, this is not good way, because our company was too young, three years, we can see the CCTV and the underworld, there is a situation in this industry there is a lot of companies, I voted for the standard, you do not give me the bid, I will send the article criticized you. In the present case, the Internet companies public tender, resulting in a move fifty if you talk about the last ten may be law-abiding, there are forty non-compliance, you will more than forty enemy to Forty companies will send you the possibility of a negative. I do not name, but I know there are many in the industry, at least we will not do that. But I know that many similar companies have done so. I went to bid, to get standard, there is no problem, can not get marked, I sent the article to attack you. In this case, the open tender will be our future in this industry may be a good choice, at present it is not the best option.
second is the invitation to bid. invitation to bid is a tender variety, equivalent to a reduction, which is similar to open tender, but tender and different, we are limited to a few, I am directed to invite the three, five, seven or eight home to talk about. and these homes have done relatively large size, relatively good reputation, to invite him to bid. And I think the advantages of this model to be better than the previous one. In today's terms, many network public relations, because the Internet is very transparent, as transparent as crystal. You tender today, tomorrow those bids, whether you choose not select him, he would quickly spread. this time less family involvement will confidentiality of the future when the spread of better security. Do not use in public relations crisis when the subject was invited, as long as the subject of the crisis PR mode by invitation, will inevitably lead to crisis, the price for soaring public relations. We recruit a standard, are business public relations crisis came to find this company, this company are to websites, newspapers inquiry, newspapers do not mean to correct the problem, but directly reported a high price, many times higher than the normal price. the crisis is not suitable to invite the subject of public relations mode.
third proposed standard. the most appropriate network of public relations in the first attempt, was more pleasant in the cooperation under the premise of the continuity of the service, many customers use the subject of proposed model, proposed standard confidentiality of the biggest advantage is strong . creativity and price negotiations, may not be related to the other are not familiar with the team's understanding of the way the pros and cons of the biggest contrast with the previous, first, it's price comparison no. is confidential, but a good strong . confidentiality requirements, or higher than traditional advertising. Pepsi Cola voted that the CCTV advertising, no nothing. But Pepsi Cola know if you know what today's networks to engage in the online hype, that trouble. our big brand communication When the market who is the best, who the best known, and who the best word of mouth, I simply talk directly to this.
addition to the above three models, as well as a fourth mode, special: nominated qualifying examination big brands, he is a civil service exam, as qualified for the examination of tenders, Tencent they done so, I bid, but my file is not what made me do things. I said I do this a pat on the promotion Tencent activities to the promotion you give me a network communications program, than the case, for both the offer, but also look at communication programs. you done well, done after you down, he wanted to spread things with you this eight-pole could not beat. including ZTE doing so. This model, taking into account the prospects of companies, when I open tender may be afraid of me facing the direction of propagation of the leak. but I directed proposed standard, a family meeting, there is no comparison no choice , not necessarily the most appropriate. this time I used this approach to the selection examination and cooperation. this model has considerable advantages, considerable advantage is that I consider both the strength of your company, or disclosure of corporate communications products and strategic direction. Dongfeng Motor tender also use this mode, you come to answer. and there was a problem that many public relations firms to face this problem, he has a way to lead to examination by the way they are invalid. I should be standard test of When tender, I sent the company the best, most people do. so I nominated, and I sent a gang to do. you do not do the exam's implementation of the team.
Sixth, how do to the best of the network is the best public relations
how to do it? I think that public relations communication network among the clearest you know that you as a customer, when his own budget, if I 50 million budget, Do not look for this company, such as Ogilvy & Mather, 50 million in Ogilvy & Mather, he did disdain. But you find a small company, he will find the best team for you to do. any time we are doing the bidding , we have to consider products of the project's size and the bid matching. you invested in this company to moderate income, he will send a team to give you the best service, to provide you with the best quality of service. I think I am very interested in this thing, I think is very important. is because I am doing this company, I made nearly a decade Party, originally I was bidding party advertising and public relations. I used to spend money. From the Party do B, from B back to the owner. Tendering and Bidding in our industry which is a very important business. and I believe the bidding of public relations, like the construction industry, specifically with price division, specifically with economists, one day Tender is to do things. and in our public relations industry, thinking about this in the current situation has basically close to zero.
today I will stop here, we can then ask what is the problem.
guests interactive sessions
Moderator: that there is no problem, we take a question from our guests will receive the The thing is that we in this industry a lot of people did not expect. Chen Mo can also be called today about the spread of entrepreneurship Collection interaction. I have to mention a more strategic topics, in our system, the system did Sohu is more interactive communication, actually refers to the spread of the Internet advertising part of the interaction, or are not part of the monthly fee. You talked today about the different things this matter. This in itself I feel inside In the middle of the system, post and delete posts at the level of interaction is not part of the sun. You see how this thing is? we see advertisers, we talk every day, every day I meet different people, public relations firms to do something to me, I said wrong, or someone else to PR me, I can use my communication, to control, I face my own user or users a window to do this things. I think it is wrong. This is my doubts.
Chen Mo: This question is also my problems. I have been in the customer posts before the posts deleted. and delete posts we feel that the model, we may be the initiator. Then we transition out. We are also faced with the question of how the sun. sunshine of public relations, how to do even the sun of public relations. I think that posting, I think is not quite related to the sun of. because Since it is spread, how the key is released. For example, Google out of China, I think he made very light, through his official website, I publish a paper. There is another, I went to buy some bloggers to write something, I Call for some people to write better things. I could use more sunshine of the operation. I want an IT product, I engage in a number of trial experience and experience of the people should write the kind of feeling, this context can be fully Sunshine of his. is the direction we want to. I think the biggest problem is the deleted posts charge delete posts, and not delete posts themselves. I One is the post should not be deleted, one of the deleted posts. in line to see how much he put your wife, your home bank account numbers, passwords are made up, this should not delete these messages? the deletion. We companies have encountered in the company libel, defamation of individuals. There are some posts telling the truth, the fact to find for people to deal with. I deal with the company last week, when things my clients have a negative, I said two ways to delete, first, you go to pay, a thousand thousand, and you spend an hour to get rid of us, but I do not recommend it. the best you said I'll give you a few relevant documents ready to come out, I'm looking for people to delete. left the normal flow of the Internet on it. We have deleted this post. This is similar to the concept of legal services. Now I think the transformation of our company, in the deleted posts issues, how to help customers do not spend money to remove content. We do not spend money here is not a futile trip? I can charge a service fee. I charge you fifty thousand dollars in this project, or a hundred dollars, two hundred dollars. does not mean that you give me a thousand dollars I put to you delete this post. but the point of this post that should not be deleted, if the delete, do not delete posts charges, I can help you contact the site, to contact the newspaper. I feel in crisis public relations, we do not do smack, do not do bodyguard. bodyguards do not protect the bad guys do, you want to protect good people. this time the crisis is just a public relations becomes.
guests question: Because development of the Internet is changing, not a thing to stay, and now may be a tool the Internet has gradually become hidden from the dominant things, such as QQ, ...
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