博客大巴的品牌之道:跨界。倾城

此文为博客大巴的市场副总裁陈涓玲小姐所撰写,经由她同意,并做了少许修改,全文转帖如下:

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11月14日起,博客大巴《大同。视界》都市印象画题TOP30摄影展将在一号美术馆展出;12月13日,BlogBus六周年庆典即将开幕;12月23日至2009年1月7日,年度巨献《我爱阿尔法女郎》系列之都市时尚情感话剧将在兰馨大戏院上演;1月中旬,《炫亮成功路》办公室达人秀在京沪两地PK。后奥运经济时代,博客大巴开始发动以“跨界。倾城”为主题的社会化运动。

Who is BlogBus & BlogBuser?

营销专家马蒂纽梅尔(Marty Neumeier)曾说:“品牌不是你自己鼓吹,而是消费者的评价”。我习惯性经常会问周围的朋友对BlogBus的印象。“思维的乐趣方军说,Bus上主要是具有消费能力的都市人群;Web2.0营销专家陈格雷则认为Bus十分小资;而最新后台开发的投票系统显示,在一项题为“你眼中的BUS气质”调查中,选择“简约时尚”、“人文气质”、“独立精神”“小资情调”的用户占49.5%。

六年来,BlogBus一直默默地为500多万用户提供中文最专业的博客服务。而这500万高端人群们,则用文字和图片在传递着各自的理念、主张、态度和声音。它意味着大多数年轻态都市人群的生活方式,简洁自然的风格,以及,独立自主的个性。

想象这么一群人,年龄主要介于22岁到38岁之间,他们是从事和创作性相关的专业人士,比如媒体人、广告人、音乐人、摄影师、设计师、导演、白领一族,以及渴望和向往这类生活方式的更年轻人群,群体共性是热爱生活,感受生活并自得其乐的人。他们积极向上、追求美好、善于思考。他们对外部的世界有广泛的兴趣,能够多元并蓄,包容万端。在浮华烦躁的现代都市里,这群人渴望一个安静的空间可以和志同道合的朋友一起分享自己的人生旅程,甚至只是独享一个人的精彩。

We blog because we care。我们相信视界是大同的,世界也是美好的。生活在每一个城市的Blogger每一天都在上演着自己与众不同的故事。引用客舟听雨的话,“在BlogBus我们看见了人。这里很美好,很生活。

那么,如何把这么一群热爱生活、乐于分享的Blogger在大家认同的平台上发挥更多的价值,当然需要Bus的自我营销。撇开传统概念的4P(Product, Price, Place, Promotion)和4C(Consumer, Cost, Convenience, Communication)营销组合策略,我个人偏向喜好唐.舒尔茨(Don Schultz)的整合营销传播理论(Intergrated Marketing Communication)。同时,对于一个互动新媒体公司,由艾略特.艾登伯格(Elliott Ettenberg)提出的4R理论,同样值得借鉴,那就是关联(Relativity)、反应(Reaction)、关系(Relation)和回报(Retribution)。围绕以用户为核心的整合营销传播,实现可持续发展的目标,这是博客大巴的品牌之道。

博客大巴的跨界营销传播

任何商业公司的目标就是盈利,而现实的新媒体公司在前进中摸索着所谓的商业模式。无论是传统媒体的1.0单向传递,还是新媒体的2.0互动传播,营销的本质都是让客户和用户实现共赢。尤其是当全球经济开始衰退的今天,对于大部分的新媒体,生存才是王道。 如何深入了解品牌精神和市场诉求,选择精准的目标受众,高效地跨界整合传统媒体和新媒体资源,通过线上口碑传播和线下事件营销的组合推广,BlogBus营销策略是与500多万用户建立合作共赢的伙伴关系,从而为客户创造更多的价值。

以世界知名护鞋专家奇伟鞋油“炫亮成功路”博客大赛为例阐述博客大巴正在进行中的跨界整合营销。

品牌故事:

1906年,澳大利亚人William Ramsay发明了一种特别出色的护理长靴的鞋油。他把它命名为“KIWI”作为送给妻子的礼物。Ramsay太太是新西兰人,而“KIWI”(奇异鸟),是新西兰的象征,于是闻名全球的护鞋品牌奇伟(KIWI)诞生了。这个曾经参加过第一次世界大战,已经有101年历史的护鞋品牌一直以创新和关爱打动追求细节完美的人士。

营销策略:

奇伟鞋油的目标消费者是都市的白领一族,针对这个族群的定位和特点,博客大巴策划了“炫亮成功路”跨界整合营销传播计划。线上通过BlogBus的平台进行话题讨论、博客征文、四格漫画、互动游戏,借助意见领袖和草根Blogger口口相传“细节决定成功”,继而评选出“关键时刻,炫亮成功”的办公室达人。在线则通过口碑营销平台YohoCity派发产品小样,通过网友自发在BBS论坛推广产品体验和试用报告,让更多的网友了解和认同。线下活动更为丰富,在京沪两地的高级写字楼里,每天有护鞋专家为白领擦鞋及提供秋季护鞋指南;邀请人力资源专家走进大学校园,为即将进入社会的毕业生答疑解惑,传授“炫亮每一步,成功加速度”的职场秘诀;引领都市白领休闲新风尚,白领们不仅看话剧,还可在舞台上演绎自我新主张;最后由网友投票推举出来的“办公室达人”将走到线下参与拼图大赛,和同道中人一起分享自己的职场故事。在传播上,它不仅依靠的是网络口碑,还与电视、广播、报纸、杂志等传统媒体合作,和触动传媒、Bus-Online、地铁LED一起推广“炫亮成功路”办公室达人系列故事。

对于现在拥有三个高质量用户媒介平台的博识传播,已逐步搭建起完整的跨界传播营销模式。BlogBus利用博客营销推广品牌形象,形成口碑传播;Yohocity提供免费产品试用,让品牌接触目标消费者,让目标消费者体验品牌;而12月初即将上市的《城客》杂志则用传统专题报道的方式全方位呈现品牌的精神和价值。

与用户的倾城之恋

我从来都认为BlogBus不只是一个新媒体平台,它是一个品牌,传递着都市人群的生活态度和理念。我们尊重用户。因为是他们直接产生了颇有BUS气质的内容,才造就了BlogBus这个中文最专业最人文的博客服务提供商。

因为用户中有很多的设计创意天才,于是我们跨界联合触动传媒(Touch Media)推出环保袋设计作品征集,来自78个国家,1800多组参赛作品参与;因为用户生活和游走在不同的城市之间,于是我们联合巴士传媒(Bus-Online)推出《大同。视界》城市印象画题摄影展,收到来自51个国家,403个城市的4457组作品;因为用户热爱音乐,我们与上海世博会(Shanghai EXPO)合作推广“世界音乐节”;还是因为用户崇尚环保,我们支持瑞典领事馆及瑞典对外交流中心主办了“视觉电压”创意展。Bus所做的市场活动只是希望让更多用户可以广泛参与互动,哪怕是一个小小的细节都可以触动他/她的某种灵感或者记忆。

我以《阿尔法女郎》为例来说明如何卷入网民的社会运动。

我爱阿尔法女郎》是由BlogBus在2008年初独自开发创作的一个文化产品。“阿尔法女郎”代表着单身的精英女性,她是大都市特有的文化现象,因为美丽、能干、骄傲和自我,她们成为了这个社会非常与众不同的群体。作为反映都市人群生活方式的平台,BlogBus酝酿了所谓中国版的“欲望都市”(Sex and the City)。5月开始,由《周末画报》的专栏作家庄雅婷(网名:北京女病人)撰写的长篇博客小说《我爱阿尔法女郎》从周一到周五在线连载,每周抛出一个麻辣话题供网友讨论,共12期。全部完成12期文章的作者,最终TOP10可以每人获得笔记本电脑一台。同步推出的线上活动还有故事接龙和四格漫画。线上小说并没有安排结局,BlogBus和中信出版社合作推出线下小说版,为此剧增添了欧亨利式的结尾。在网络小说不断推动的过程中,BUS已经在和上海话剧艺术中心雷国华工作室洽谈合作推出同名话剧。同时结合品牌,整合传统媒体和联盟新媒体,策划了线上网友PK选角,以及线下白领话剧沙龙互动。2008年12月23日至2009年1月9日,都市情感时尚话剧《我爱阿尔法女郎》将在兰馨大戏院隆重上演。明年音乐剧和电视剧正在筹备中。

我爱阿尔法女郎》作为博客大巴的年度文化系列,整合了六个女性品牌。每个品牌根据其特点和要素,分别植入角色的工作和生活中,充分体现其商业和人文价值。比如美国第一女性护理品牌夏依,不仅是作为第三女主角的同名,而且把品牌定位和人物个性融合在一体,让读者在阅读小说的同时,潜移默化地接受和认同品牌所传递的信息。而Blogger们在参与线上或线下活动时,能主动地去参与虚拟世界和现实生活的体验。博客大巴通过热点文化事件的策划和营销,实现媒体、客户和用户的共赢。

全员营销和企业社会责任感

最近一段时间,我的BLOG主要在推广站内很多市场活动和品牌项目。记得有位相当知名的品牌缔造者曾说过,如果连你自己都不谈论自己的品牌,谁还会在意它的存在呢?的确,全员营销是一个企业建立品牌不可忽视的关键。让全体员工分享对品牌精神的感知和认同,并内外一致地传播,是塑造品牌的重要环节。BlogBus品牌传播不仅是数位管理者们的责任,更需要全体员工的共同努力。

最近和瑞典商务处在探讨企业社会责任(Corporate Social Responsibility)。自从三鹿事件及众多的信任危机之后,中国国家形象和企业社会责任被高调谈论。我的看法是,社会责任的表现首先在于企业能够赢利并实现可持续发展;其二企业员工能够和谐创造自我价值和商业价值;其三,达成以上两点,企业才有能力和信心实现对社会的责任,并提升竞争力。企业的社会责任感不是一句口号,而是真正的行动。BlogBus的平台上拥有相当多民间公益组织的官方BLOG。BUS一直致力于帮助这些NGO组织去创造更多的价值,并且推动500万用户一起奉献爱心。未来,我们将继续一如既往地支持教育和环保的公益事业。

正如BlogBus的宣传片中所说:

Yesterday 昨天, 

BlogBus和你们一起走过……

Today 今天,

唯一不变的,是我们一直在改变……

Tomorrow 明天

博识传播——精准创见未来。

Barack Obama’s Victory Speech: Change Has Come To America(转帖)

我想,这样一篇演讲稿应该是放弃所有copyright的,所以,转转问题不大吧。

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If there is anyone out there who still doubts that America is a place where all things are possible, who still wonders if the dream of our founders is alive in our time, who still questions the power of our democracy tonight is your answer.

It’s the answer told by lines that stretched around schools and churches in numbers this nation has never seen, by people who waited three hours and four hours, many for the first time in their lives, because they believed that this time must be different, that their voices could be that difference.

It’s the answer spoken by young and old, rich and poor, Democrat and Republican, black, white, Hispanic, Asian, Native American, gay, straight, disabled and not disabled. Americans who sent a message to the world that we have never been just a collection of individuals or a collection of red states and blue states.

We are, and always will be, the United States of America.

It’s the answer that led those who’ve been told for so long by so many to be cynical and fearful and doubtful about what we can achieve to put their hands on the arc of history and bend it once more toward the hope of a better day.

It’s been a long time coming, but tonight, because of what we did on this date in this election at this defining moment change has come to America.

A little bit earlier this evening, I received an extraordinarily gracious call from Sen. McCain.

Sen. McCain fought long and hard in this campaign. And he’s fought even longer and harder for the country that he loves. He has endured sacrifices for America that most of us cannot begin to imagine. We are better off for the service rendered by this brave and selfless leader.

I congratulate him; I congratulate Gov. Palin for all that they’ve achieved. And I look forward to working with them to renew this nation’s promise in the months ahead.

I want to thank my partner in this journey, a man who campaigned from his heart, and spoke for the men and women he grew up with on the streets of Scranton and rode with on the train home to Delaware, the vice president-elect of the United States, Joe Biden.

And I would not be standing here tonight without the unyielding support of my best friend for the last 16 years the rock of our family, the love of my life, the nation’s next first lady Michelle Obama.

Sasha and Malia I love you both more than you can imagine. And you have earned the new puppy that’s coming with us to the new White House.

And while she’s no longer with us, I know my grandmother’s watching, along with the family that made me who I am. I miss them tonight. I know that my debt to them is beyond measure.

To my sister Maya, my sister Alma, all my other brothers and sisters, thank you so much for all the support that you’ve given me. I am grateful to them.

And to my campaign manager, David Plouffe, the unsung hero of this campaign, who built the best — the best political campaign, I think, in the history of the United States of America.

To my chief strategist David Axelrod who’s been a partner with me every step of the way.

To the best campaign team ever assembled in the history of politics you made this happen, and I am forever grateful for what you’ve sacrificed to get it done.

But above all, I will never forget who this victory truly belongs to. It belongs to you. It belongs to you.

I was never the likeliest candidate for this office. We didn’t start with much money or many endorsements. Our campaign was not hatched in the halls of Washington. It began in the backyards of Des Moines and the living rooms of Concord and the front porches of Charleston. It was built by working men and women who dug into what little savings they had to give $5 and $10 and $20 to the cause.

It grew strength from the young people who rejected the myth of their generation’s apathy who left their homes and their families for jobs that offered little pay and less sleep.

It drew strength from the not-so-young people who braved the bitter cold and scorching heat to knock on doors of perfect strangers, and from the millions of Americans who volunteered and organized and proved that more than two centuries later a government of the people, by the people, and for the people has not perished from the Earth.

This is your victory.

And I know you didn’t do this just to win an election. And I know you didn’t do it for me.

You did it because you understand the enormity of the task that lies ahead. For even as we celebrate tonight, we know the challenges that tomorrow will bring are the greatest of our lifetime — two wars, a planet in peril, the worst financial crisis in a century.

Even as we stand here tonight, we know there are brave Americans waking up in the deserts of Iraq and the mountains of Afghanistan to risk their lives for us.

There are mothers and fathers who will lie awake after the children fall asleep and wonder how they’ll make the mortgage or pay their doctors’ bills or save enough for their child’s college education.

There’s new energy to harness, new jobs to be created, new schools to build, and threats to meet, alliances to repair.

The road ahead will be long. Our climb will be steep. We may not get there in one year or even in one term. But, America, I have never been more hopeful than I am tonight that we will get there.

I promise you, we as a people will get there.

There will be setbacks and false starts. There are many who won’t agree with every decision or policy I make as president. And we know the government can’t solve every problem.

But I will always be honest with you about the challenges we face. I will listen to you, especially when we disagree. And, above all, I will ask you to join in the work of remaking this nation, the only way it’s been done in America for 221 years — block by block, brick by brick, calloused hand by calloused hand.

What began 21 months ago in the depths of winter cannot end on this autumn night.

This victory alone is not the change we seek. It is only the chance for us to make that change. And that cannot happen if we go back to the way things were.

It can’t happen without you, without a new spirit of service, a new spirit of sacrifice.

So let us summon a new spirit of patriotism, of responsibility, where each of us resolves to pitch in and work harder and look after not only ourselves but each other.

Let us remember that, if this financial crisis taught us anything, it’s that we cannot have a thriving Wall Street while Main Street suffers.

In this country, we rise or fall as one nation, as one people.

Let’s resist the temptation to fall back on the same partisanship and pettiness and immaturity that has poisoned our politics for so long.

Let’s remember that it was a man from this state who first carried the banner of the Republican Party to the White House, a party founded on the values of self-reliance and individual liberty and national unity.

Those are values that we all share. And while the Democratic Party has won a great victory tonight, we do so with a measure of humility and determination to heal the divides that have held back our progress.

As Lincoln said to a nation far more divided than ours, we are not enemies but friends. Though passion may have strained, it must not break our bonds of affection.

And to those Americans whose support I have yet to earn, I may not have won your vote tonight, but I hear your voices. I need your help. And I will be your president, too.

And to all those watching tonight from beyond our shores, from parliaments and palaces, to those who are huddled around radios in the forgotten corners of the world, our stories are singular, but our destiny is shared, and a new dawn of American leadership is at hand.

To those — to those who would tear the world down: We will defeat you. To those who seek peace and security: We support you. And to all those who have wondered if America’s beacon still burns as bright: Tonight we proved once more that the true strength of our nation comes not from the might of our arms or the scale of our wealth, but from the enduring power of our ideals: democracy, liberty,opportunity and unyielding hope.

That’s the true genius of America: that America can change. Our union can be perfected. What we’ve already achieved gives us hope for what we can and must achieve tomorrow.

This election had many firsts and many stories that will be told for generations. But one that’s on my mind tonight’s about a woman who cast her ballot in Atlanta. She’s a lot like the millions of others who stood in line to make their voice heard in this election except for one thing: Ann Nixon Cooper is 106 years old.

She was born just a generation past slavery; a time when there were no cars on the road or planes in the sky; when someone like her couldn’t vote for two reasons — because she was a woman and because of the color of her skin.

And tonight, I think about all that she’s seen throughout her century in America — the heartache and the hope; the struggle and the progress; the times we were told that we can’t, and the people who pressed on with that American creed: Yes we can.

At a time when women’s voices were silenced and their hopes dismissed, she lived to see them stand up and speak out and reach for the ballot. Yes we can.

When there was despair in the dust bowl and depression across the land, she saw a nation conquer fear itself with a New Deal, new jobs, a new sense of common purpose. Yes we can.

When the bombs fell on our harbor and tyranny threatened the world, she was there to witness a generation rise to greatness and a democracy was saved. Yes we can.

She was there for the buses in Montgomery, the hoses in Birmingham, a bridge in Selma, and a preacher from Atlanta who told a people that “We Shall Overcome.” Yes we can.

A man touched down on the moon, a wall came down in Berlin, a world was connected by our own science and imagination.

And this year, in this election, she touched her finger to a screen, and cast her vote, because after 106 years in America, through the best of times and the darkest of hours, she knows how America can change.

Yes we can.

America, we have come so far. We have seen so much. But there is so much more to do. So tonight, let us ask ourselves — if our children should live to see the next century; if my daughters should be so lucky to live as long as Ann Nixon Cooper, what change will they see? What progress will we have made?

This is our chance to answer that call. This is our moment.

This is our time, to put our people back to work and open doors of opportunity for our kids; to restore prosperity and promote the cause of peace; to reclaim the American dream and reaffirm that fundamental truth, that, out of many, we are one; that while we breathe, we hope. And where we are met with cynicism and doubts and those who tell us that we can’t, we will respond with that timeless creed that sums up the spirit of a people:

Yes, we can.

Thank you.

God bless you. And may God bless the United States of America.