QQ marketing – reaching 340 million QQ users

According to Wikipedia, QQ, is the most popular free instant messaging computer program in Mainland China, and the world’s third most popular IM service. Since its entrance into Chinese households QQ quickly emerged as a modern cultural phenomenon, now being portrayed in popular culture. Aside from the chat program, QQ has also developed many subfeatures including groups, games, pets, ringtone downloads, etc.

QQ has 340 million active users in China(the second runner is MSN with close to 18 million users).

Introduction of QQ group

Every QQ user normally join more than 10 QQ group. QQ group is usually categorized by hobbies, regions, religions, etc. Just like group on Facebook. The difference is that on QQ group member can group chat on the same chat room or they can chat privately one to one. According the statistics on the QQ group homepage, there are more than 50 million active groups. Suppose averagely every group has 50 group members, then overall there are 2.5 billion QQ groups that have been categorized by regions, professions, hobbies etc and are waiting for the marketers to send their advertise over.

How QQ marketing works

We have developed a software that can allow us to add QQ members and join QQ group automatically. Tecent QQ allow one QQ account to add 50 QQ members and 20 QQ groups within one day. Suppose every QQ group has 50 members, so overall one QQ account can add 1050 accounts everyday, and we suppose 60% of QQ accounts and groups will refuse your proposal, so in the end, one QQ account can get about 400 contacts. These 400 contacts are the exact target groups, because when we add them, we search by keyword related title, profession, we also search by region, age to make sure the contact we add are related to our campaign.

For example, if we are doing a campaign for a cosmetics product, for QQ contact, we can limit the search to female between 18 to 40 years old. For QQ group, we can search the QQ group by keyword “beauty”, “makeup”, “cosmetics” or even go further to brand cosmetics product name.

The best advertise is to make people forget it is an advertise

After we add QQ contact and join related QQ group, we can choose a way to influence the target group. If the business is looking to build up long-term potential influence among the target group, they can choose to socialize with target group first, chat with them, post actively, take part in conversation, become a power user in group. Do advertise artistically without annoying people. If the advertiser is focusing more on short term turnout, then we can send out advertising message automatically and repeatedly.

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