New SNS marketing strategy: filming TV series of the same name is popular

the ironic life stories of seven young people living in & ldquo; Love apartment & rdquo; attracted a large audience this summer. This TV series of the same name, which was launched by the Love apartment website, has also greatly increased the brand power of the website. The combination of website and TV has quietly lifted the veil of future marketing and profit of SNS website.

< strong > ideas for chatting with Wong Kar-wai < / strong >

without a strong cast and a wave of propaganda, the TV series "Love apartment" quickly became popular with its language full of network characteristics and hilarious lines, becoming a ldquo; dark horse & rdquo; in this year's TV series summer season.

in fact, the social networking site Love Apartments started planning to shoot TV dramas as early as two years ago, and the decision-making process is also very bumpy.

& ldquo; was first put forward by director Wong Kar-wai. Wu Yan, deputy director of marketing of rdquo; Love apartment website, said that in 2007, Love apartment partnered with Wong Kar-wai's movie Blueberry Night to select 10 blueberry girls across the country through the website. During a chat with Wong Kar-wai, he proposed that the name of the love apartment website is suitable for making movies or TV dramas. At that time, everyone thought the idea of shooting a film and television production with the same name as the website was very interesting, but it felt that the idea was too big, because I had no experience before and didn't know if it was possible to do it.

however, the idea of making a TV of the same name did not end with the end of that chat. & ldquo; We took TV shooting as a topic, which was put forward at the company's formal meeting, and after many discussions about whether to do it or not. & rdquo; recalled the decision-making process at that time. Wu Yan described it as & ldquo; was very painful & rdquo;. No one had ever been in contact with film and television shooting, and no one knew whether it would succeed or fail. After all, the investment of millions of yuan in shooting TV dramas is not a small sum for a social networking site. In May 2008, when Love apartment decided to shoot a TV series of the same name, it was not sure that the show would be a hit. Of course, now it seems that Love apartment made the right decision.

decided to shoot a TV series, a series of problems appeared again, such as writing a screenplay, finding a director, choosing an actor, and so on. & ldquo; thanks to director Wong Kar-wai. & Zhang Jiaming, CEO of rdquo; Love apartment, said that through Wong Kar-wai, he met Wang Tianyun, vice president of Shanghai Film Group, and also contributed to the innovative combination of Internet and TV. In the end, the love apartment decided that Gog was responsible for the production of the TV series.

< strong > take advantage of the Chinese version of Friends < / strong >

Love apartment tells all kinds of funny, bizarre and romantic stories between four men and three women in an apartment called ldquo; Love apartment & rdquo;. On the other hand, the character setting and narrative mode of the TV series all make people feel somewhat familiar & rdquo;, for example, Wanyu accidentally lives in a love apartment to escape the blind date appointed by her father, just like Rachel in Friends; the extremely high IQ Zhanbo is a talented student who is addicted to alien creatures and primitive animals, but is emotionally dull, just like Ross in Friends. Ziqiao, a man who thinks he is very handsome, has no professional expertise and no real job, but he is quite popular with women, like a replica of Joey in Friends & hellip;… even on the genuine DVD of "Love apartment". It also has the label & ldquo; China version of Friends & rdquo;.

in this regard, screenwriter Wang Yuan said that ldquo; does have something to learn from & rdquo;, himself is a fan of American TV dramas. "Love apartment" draws lessons not only from Friends, but also from other classic American TV dramas. Director Wei Zheng also said that the creation of "Love apartment" is deeply influenced by the style of American TV series and incorporates many elements of American TV series, but the story is completely different from "Friends" and integrates many plots in people's lives.

& ldquo; KFC? I want a rape chicken rice flower & rdquo; & ldquo; I'll make a long story short & rdquo;…… 's "Love apartment" is full of classic nonsense jokes and cold jokes, and the buzzwords have been almost captured in recent years. And these materials from the network and the story line are ingenious & ldquo; grafting & rdquo;, creating an overwhelming number of jokes, which makes people feel cordial and ridiculous. In addition to the flying online language, online shopping, online chat, sharing and other young people's way of life is also reflected in the play.

regardless of whether it borrows from American TV series or not, in any case, the Chinese version of Friends also makes the "Love apartment" without stars recognized by more people.

< strong > 6 million of investment has been recovered in the first quarter < / strong >

in August, "Love apartment" was the first to broadcast alone on Jiangxi Satellite TV, and the ratings were very popular. Then, Youku, Tudou, Xunlei and other websites that bought the online copyright of "Love apartment" also recommended it. For a time, "Love apartment" got a good reputation, rose rapidly in Baidu search list, ranked third, and got a very high score of 9.1 on the famous scoring network Douban. it surpassed many major productions such as "struggle", "plotting", "who is in charge of my Youth", "my Leader my Group", "my Brother's name is Shunyou" and so on.

in the face of the victory in the first battle, Wu Yan admitted that the process of initially talking to TV stations about selling films was not smooth. After the ldquo; TV series was shot, we negotiated with many TV stations, but because our team and films were relatively new, many TV stations were not optimistic about rdquo;.

now, the real TV war of "Love apartment" is about to begin. At the end of September, the Shanghai TV Channel began to broadcast the second round of "Love apartment" and will publish a novel of the same name in November. & ldquo; at present, more than a dozen local TV stations have discussed with us, and the key places will broadcast "Love apartment" one after another. & rdquo; out of trade secrets, Wu Yan did not disclose which TV stations bought films and their prices, saying only that the investment cost of about 6 million yuan in the first season of "Love apartment" had basically been recovered.

at present, the filming license for the second season of "Love apartment" has been obtained, is in the process of preparation, and is expected to start filming at the end of this year, and the broadcast time will be next year's summer. Unlike the first season, which was filmed by the Love apartment website, a number of investors will join us in the second season. & ldquo; although we are still the largest investor in the second quarter, there will be some TV stations and other co-investors. & rdquo; Wu Yan said that this means that the brand of "Love apartment" has been sold out.

in terms of broadcasting mode, the second season of "Love apartment" is also different from the first season. The first round will be broadcast by four satellite TV stations, and two satellite TV stations have been identified. Wu Yan said that in addition to TV stations, there will certainly be cooperation with the Internet in the second season.

< strong > is not just about advertising < / strong >

in Zhang Jiaming's view, the good reputation of "love apartment" will greatly enhance the brand and influence of the love apartment website and promote the growth of website users. And that's why he decided to shoot a TV series.

Wu Yan said that the actor blog and TV series official website of "Love apartment" are all set up on the Love apartment website. After the TV series was broadcast, the traffic of the love apartment website increased by about 10%, and the number of newly registered users increased from 15000-20, 000 to 20, 000-25000 per day.

but in terms of numbers, the growth is not very high. In this regard, Wu Yan said that the current "love apartment" is still in the process of spreading, various local television stations have not yet broadcast, and some potential users have not yet been affected. With the broadcast of more than a dozen local TV stations, the traffic of the website will increase a lot.

for the Love apartment website, a more direct benefit of the TV series' popularity is that advertisers come to the door one after another. & ldquo; in fact, in the first season, there have been a lot of product placement ads from Pepsi, Acer, Taobao and other customers. & rdquo; Zhang Jiaming said that due to the good response in the first season, a large number of advertisers want to insert ads in the second season, and it is not a simple placement, but an integrated marketing program, which will be available in the TV series "Love apartment" and on the Love apartment website.

it is understood that the "Love apartment" project will be filmed once a year and will continue to be filmed. Does the Love apartment website have any plans to enter the film and television industry? & ldquo; our purpose of shooting TV series is to promote the website, and we have no plans to get involved in the film and television industry. & rdquo; Wu Yan's words represent the company's decision to shoot only the TV series "Love apartment" and the main business is still website operation.

the Love apartment website was set up by four young Taiwanese who entered the mainland market before 2005, mainly targeting white-collar women and college girls. at present, there are more than 2000 members in the mainland and 300 million to 400 million page views per month.

before the TV series, Love apartment has realized the classic marketing of many social networking sites, and Starbucks' implantable marketing in the virtual storefront of Love apartment has even become a case in the words of Harvard professors. It is reported that the income of Love apartment has increased rapidly this year, reaching a growth rate of 300% so far, while Zhang Jiaming previously revealed that in 2008, the revenue of the website exceeded 3 million US dollars, mainly advertising and value-added services, accounting for 82%. This year, it will hit the $10 million mark.

as for the main source of revenue for SNS websites in the future, Zhang Jiaming said that it will come from three aspects, namely, the site's own advertising sales, indirect revenue from online games, and the potential combination of e-commerce and SNS.

he further explained that SNS's advertising revenue has grown very well recently due to the relatively low price of advertising on SNS. For the indirect income brought by online games, the SNS website is still in the exploratory stage, with free online games in the majority, but it may become a new profit point in the future. In this respect, love apartments have made bold attempts. For example, users of love apartments are completely free to play games at the initial stage, but they have to buy virtual game currency if they want to be promoted to a higher level. He is very optimistic about community e-commerce, using in-depth implantation, sharing rich and high-quality member resources with the community, and making use of the interaction of the forum and the virtual interpersonal relationship of netizens to bring inestimable word-of-mouth value to cooperative customers.