I love the discount Sina Weibo marketing case study

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I love discounts (le AH) Brief introduction

Sina Weibo account "I love Discounts" was opened on August 31, 2009, the predecessor of the 55BBS official Weibo account, in November 09 18 of the account into Le AH (www.looa.com) official micro-blog account. Since the date of the opening of the account, pay attention to 2000 fans 22105 Weibo 3142 so the account before and after the two stages, the first phase of 55BBS service, the second stage for the music Ah, 55BBS to their own gold signs to music ah, and in 55BBS found music ah one-way links, From these two points we can see that there is some kind of relationship between the two families, and the insider communication, learned that there is a 55BBS of former employees in the happy, but still do not understand, 55BBS why their own signs to hand, and the account in the main before the owner has three months of popularity and user accumulation, It is always unreasonable to give to others.

55BBS do not have to introduce, to say music ah. Le AH founder is the Tenkine editor-in-chief of the Lejiana margin, leaving Tenkine after the creation of music AH. Le ah mode belongs to "twitter+ E-commerce", is a project of Kai-Fu Lee Innovation Factory, the website was launched in September 09.

Two. 55BBS and music Sina Weibo marketing comparison

Both in the micro-blog marketing is a combination of their own and target users close to their own fans as the center, to provide users with the content required. 55BBS Marketing to "user posts + Real store discount Information + award-winning activities" launched, Le Ah Weibo marketing to "online discount information + Real store discount Information + award-winning activities" launched. One thing to mention is that. After taking over the account, in order to cater to the old users, has kept the real store discount information, the advantage is that the real store discount information to retain most of the old users to the online discount information to attract new users. From the current point of view, because the ultimate goal of music users are online shopping oh users, so the real store discount promotional information accounted for a very small proportion.

55BBS of microblogging marketing is not worth studying, I am the focus of today's research is happy AH. From now on, le Ah's microblogging marketing has been close to perfection, whether from the number of fans or in the interaction with the user performance. From the perspective of my observation, talk about the success of the marketing value of Le Ah Weibo and the place that we should study.

1. A gentleman's life is different, and good is also

Happy AH if not at the beginning of the use of "I love discounts" of the gold signs and 55bbs accumulated popularity and users, I think that le AH microblogging marketing can not progress so smoothly, especially for a no brand awareness, no original users of the music ah. Through their microblog attempts, for a new internet brand, the biggest obstacle to early work is the number of fans-attention. Music AH is not Taobao, is not a guest, not Chen Yao, no brand, no Word-of-mouth, no users, as a "three without" is difficult to carry out marketing work. Here to give a happy ah own example, in fact, le AH itself has a Sina Weibo account-Le AH shop home This account is September 2, 09 registered, than the 55bbs "I Love discount" slightly later than two days. But the final account doesn't run (I'm talking about now, does not mean that Le AH will not enable this account in the future, the account concerned about 1591 fans number 2538 microblog 116 the account in Le Ah take over "I love discounts" after a total of updates less than 10 microblogging, the latest update time is still March. According to the attention of the number of fans number of micro-Bo and other relevant data can be seen in the early music is mainly a lot of attention to others, hope to be concerned about their own attention, in fact, the problem is the number of fans, for a "three without" account, the biggest bottleneck in the early stage is the focus of attention, which is my own micro-bo the biggest feeling. No fans, no users without marketing goals, the next marketing can not be launched. Le AH at the same time feel this, adjust the train of thought in time, with "I love discount" gold signs and borrowed brands and users to launch Sina marketing, so le ah Bo marketing success is the first factor is good at using foreign things to help themselves achieve their goals.

2. When you do not have the resources, what you have to do is to use the limited resources well

Lok Ah online after the two major problems, the first is no buyers, the second is no sellers (sellers discount promotional information) from the practice of music ah, le AH first of all enrich their content-sellers discount promotional information, which is also a breakthrough in the content of the site, while constantly enriching the content, but also moved to the micro-blog , launched a meager marketing to achieve the purpose of attracting buyers. Although the resources can be used only "discount information", but they use very well, and the "discount" deeply branded on their body, branded in the hearts of users.

3. Concentration is a necessary condition for success

It's because there are so few resources available in the hands that they have to focus and focus! It is also true that they focus on providing users with the latest and most affordable discount promotional information, focus on the quality of services, focus on the needs and preferences of users. Le Ah to today, and his focus can be said to be inseparable.

4. Pay attention to user relationship and the cultivation of user's feelings

From the music of each of the micro-blog content to see, le ah very much focus on interaction with users, each micro-blog content is with a "dialogue" tone, so that users can not help to see the information to see, this Weibo is not addressed to me? The benefit is to attract the attention of the user, enhance the interaction between the music and the user, Finally, there is a tacit understanding, a feeling. In addition, every holiday, le AH will skillfully seize the opportunity to greatly marketing their own, expand their users in the eyes of the image and attention. such as the recent Mother's Day, Le AH captures most people's fragile and sensitive Thanksgiving, organized a mother's Day Thanksgiving event: Forwarding music Ah Mother's Day Thanksgiving blessing, ah will be in all the users to participate in the forwarding random lucky attention, before the mother's day to the winner of the user's mother to send a gift. The number of users who participated in the event was close to thousands, forwarding more than 600. The impact of the event was not spread entirely on Sina because of the large number of Mother's Day prizes on Sina Weibo.

In addition to Sina Weibo, the author is also concerned about "I love discounts" of Tencent, NetEase Weibo Renren Network and the account number, including microblogging this Tencent Weibo account number can be updated every day, but there are updates are not timely or less than the situation, the situation is even worse is the recent update of NetEase Weibo account or in this March, It can be seen that the hands are now stretched. Renren and happy net situation is not good, everyone network account friends less, content update is not timely, content less, and friends of the relationship is not close, happy net account can only initiate voting activities to maintain and friend relations. So, in addition to Sina Weibo, Le Ah has not played its influence on other social media. As a pioneer of social media marketing in China has demonstrated its strength, so I believe that in the near future, Le Ah will continue to show the influence of social media marketing, let us wait and see.