Thoughts on Haier Network Marketing
We can almost get into the network marketing and see the case of network public relations every day, but "how to market, how to public relations" has never seen a detailed and feasible network marketing program until you see Haier's inadvertently leaked internal documents. I have different opinions from those editors. Although it may be "unfair", I think that this document is part of the online marketing plan of Haier, an international company. It is worthy of reference and reference. The following are the documents. Especially worth learning:
1 focus on a wide coverage
The original text in the document requires "When searching for each keyword, just browse the front page of the search results." "After searching with 12 keywords, find 3 sites with a large local pageview based on the search results. ",. Search only on the previous page, indicating that Haier understands the high frequency of users browsing the previous page. The 12 keywords can have a certain coverage rate while ensuring the focus, and check the three websites with large page views, and also indicate the big website. Value.
2 special person responsible, reward and punishment prominent
Almost all the people responsible for the network are important roles such as the store manager or the designer, and there are awards and penalties for the results of the execution. Responsibility to people, it is not easy to push the phenomenon; rewards and punishments clearly, the work can be valued by the responsible person, there are positive incentives (estimated to be bonuses) and negative incentives (fines, deductions).
3 pay attention to continuous and stable methods
In this document, a lot of details are described in detail, and even how to reply, the frequency of posting is clearly written: "Guaranteed to use the registered unified ID to update the front posts provided by the headquarters every day and reply, and try to top the posts For the popular stickers, the essence of stickers." The document also emphasizes "flexibility and change", "to ensure that local network information is smooth, timely and effective."
At the same time, the document also stipulates daily and weekly specific work, assessment methods, incentive policies, etc., so that the documents can be executed continuously and steadily. This inadvertently leaked Haier network marketing document can be a useful reference for many large enterprises, especially multinational companies.
Of course, from this document, there are still many loopholes and shortcomings in Haier's online marketing. For example, in terms of marketing methods, Haier has neglected new types of blog marketing, video website marketing, etc. The documents are mainly forums and information, and new media methods. There is a clear lack of coverage; from the perspective of coverage, relying on Baidu alone can grasp 60% of users, but goolge, Yahoo Sogou should also search irregularly, on the one hand can verify Baidu results, but also improve accuracy and coverage.
In short, Haier opened my eyes and let me see the beauty of the details of a global Chinese company in online marketing.
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