Kun: Please understand and carry out Weibo marketing correctly

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Weibo is getting more and more hot, after Sina successfully ignited the microblogging market, Tencent, NetEase and other giants have joined. Weibo's popularity has also pushed forward a new way of marketing: "Weibo marketing." As early as Sina Weibo in full swing, QQ and push a forum often have friends asked me how to look at micro-blog marketing, microblogging marketing how to do and so on. Today I put my ideas, ideas are written, I hope to help.

Marketing is not a copycat

Now a lot of people open Weibo, in fact, is to follow the crowd, see others are in the scarf, feel that they can not be outdated. As a common user and follow the crowd, but as a marketing staff to follow the words, the Lord is a shame. Because as a marketing person, in the planning of a marketing project, we must understand why marketing, how marketing, what to get, to do plainly marketing. If marketers themselves are also confused, just follow others, the end is a lot of waste of time, energy, manpower, material resources, but finally empty-handed.

Like today's microblogging marketing is so, push a forum, many people are doing the so-called microblogging marketing, but they do not know why to do, how to do, do not know what role can play. Just listen to people say micro bo Good, listen to media reports that micro-bo marketing Good, blindly follow the trend.

In fact, Weibo marketing is deeply rooted in the media hype. But the media hype microblogging, one is the microblogging platform in marketing their own, because the microblog itself needs to be promoted. Second, Weibo is a new thing and has news value. For the news media, as long as there is news value of things, they will report. Third, some enterprises or individuals in the microblogging of the wind marketing their own. VANCL, for example, registered Weibo as the first time Weibo was launched, and announced a high-profile announcement of its success in Weibo marketing. But in fact its microblog marketing itself, and did not achieve how successful results, its success lies in the media through their own to create a typical case of microblog marketing, and then widely disseminated.

That is not to say Weibo itself has no marketing value, the answer is definitely negative. Before we get to the point, let's look at the success stories at home and abroad to see how people do it.

Weibo marketing success Stories

Mr Obama's example: the example of the successful running of the US president by the microblog, is the most classic case of success, and is also widely praised. Its success lies in narrowing the gap with the electorate through Weibo. During the campaign, the younger brother's team will interact with their constituents on Weibo every day, and imagine that a big man on weekdays is often chatting with us on a small microblog, can we not vote for him? In fact, the PLB rivals have also launched Weibo, But the guy just used Twitter as a one-way messaging platform. As a result, he did not value voters, and voters did not value him. It should be said that micro-blog here only played a role in the bridge, because the pony has been very well-known, but the lack of communication with fans platform, Micro Bo here is not the only tool, if there is no micro-blog, there are SNS, blog to choose from.

Public Security Micro Bo: In a few months ago, Guangdong Zhaoqing opened the first public Security micro-blog, in the community caused a huge response. This greatly changed the public security department in the minds of the people's image, greatly narrowing the relationship between the police. In fact, this safety and the safety of pony, there is a similar.

Harem Elegance: Harem Elegance is only half a success story. Because the early days he did successfully fried himself, but the speculation is too false, too obvious. Have not started to advertise their products, has been let people see through. And the harem elegant also can not calculate the pure Micro Bo marketing, because she plays or the old routine, walk or other network Reds walk rotten disgusting route, but with the help of Micro Bo this new platform, did an event marketing.

VANCL: As I said, VANCL's success is not that he really succeeded through Weibo marketing. But is that he through the media to hype himself into a typical case of Weibo marketing.

Through these cases can be seen, want to successfully through micro-blog marketing, only through Weibo itself is not up to, need a lot of other conditions to cooperate. In fact, Kun has always been the view that any marketing means are not independent existence, must be complementary to other methods. Successful network marketing, must be integrated marketing. Here is a brief summary of the advantages and disadvantages of Weibo and its role.

The advantages of Weibo marketing

1. Simple operation and convenient information release. A micro-blog, up to 140 words, only a simple idea, you can complete a message release. This is much more convenient than blogging. After all, it takes a lot of time and effort to conceive a good blog post.

2, interactive and strong, can communicate with fans instant, timely access to user feedback.

3. Low cost. The cost of doing Weibo marketing can be much lower than blogging or marketing.

The disadvantage of Weibo marketing

1, need to have enough fans to reach the effect of transmission, popularity is the basis of Weibo marketing. It should be said that in the absence of any popularity and popularity of the situation through Weibo marketing, it is difficult.

2, because the new content of micro-blog generated too fast, so if the information released by the fans did not pay attention to timely, it is likely to be buried in the vast amount of information.

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3, the communication force is limited. Because a micro-blog article only dozens of words, so its information is limited to the information on the platform to spread, it is difficult to like blog posts, is a large number of reprint. At the same time because of the lack of enough fun and entertainment, so a piece of information is difficult like the net in the paste, is a lot of paste (unless it is a very influential celebrity or organization).

The role of microblogging marketing

It says so much, what can we bring through Weibo? In fact, through a series of analysis and summary, the answer is very clear.

1, enhance affinity, or make the company image personified. For some companies that want to change their public image, they are well suited to operate on microblogs. For example, the Public Security micro-blog is a typical example.

2, closer to the distance between users, get feedback and suggestions. Brother Pony is the most successful example, through the micro-BO this platform, the success of the pony brother for himself to pull 150,000 of the vote.

3, the product and brand monitoring. For example, if a lot of users on Weibo are criticizing our product or company, we should pay attention to it.

4, to trigger or assist other marketing tools (such as event marketing). Harem Elegance is a typical case. To correct a cognitive error here, many people think that Weibo has the function of viral marketing, which I do not agree with. Because micro Bo in this aspect of the transmission effect, far less than the reprint effect of happy net. In Happy net, an ordinary person's paste, also can reach tens of thousands of, hundreds of thousands of. It was even reproduced outside the station and spread across the Internet. However, in micro-blogging, even the remarks of celebrities, it is not easy to reach tens of thousands of reprint volume. And because the micro-blog content at most only a few words, so it is difficult to like the article, in the Internet is a large number of reprint and dissemination.

The skills and Operation Essentials of Weibo marketing

See here, I believe that you have a new understanding of micro-blog marketing. In fact, do network marketing, difficult is difficult in the concept and strategy. As long as the concept is right, the strategy is no problem, the implementation phase will be much smoother. Here are some tips and key points for implementing micro-blogging marketing.

1, microblogging marketing is the key to popularity. For no one gas, no visibility and influence of companies, do microblogging marketing is not suitable, at least to the first to accumulate the full of popularity. Here also welcome everyone to add my Sina scarf, my name is called Kun.

2. Weibo is not an advertisement publisher. The author in the Push a forum, found this phenomenon, many people do microblogging marketing, is to pull a lot of fans, and then go up to send ads. This is a very wrong perception. Don't just think of Twitter as an ad publisher, it's a total waste of time and energy.

3, do not only write water accounts. Weibo itself is through language, text and user interaction, so as to achieve marketing purposes. So the text must not just remember the bill. Content to be emotional, to have passion. Provide valuable and interesting information. For example, with the second kill activities, discount information. And this information must be real and transparent.

4, respect the user, do not argue with the user. It is unwise to argue and quarrel with people on Weibo. Unless you don't want your brand image.

5, the Institute of Products and Brands for the provisional control. emphasized above, it should be said that through micro-blog to do brand monitoring, is very convenient and ideal platform.

6. Do not publish unilaterally. In the microblogging of this WEB2.0 platform to do marketing, must not just unilaterally release information, we must learn to interact with users. In order to obtain the user's trust and goodwill, and only in this way can really let users participate in the company's activities, and provide valuable feedback and suggestions. In the case of pony, for example, his competitors have actually launched Weibo, but the failure is never to interact with the user. Don't put the user in the eye, the user naturally does not put him in the eye.

7, the initiative to find users. For certain products, Weibo can also help to achieve precision marketing. For example, a foreign drug company known as Pfizer, is active in micro-blog search "depressed", "depression" and other keywords, to find potential depression patients. They are then constantly provided with information about depression and are marketing their own antidepressants while helping them. But notice here, after finding the user, not after the end of the blindly advertising, but first with their interaction, free to provide them with valuable information and free guidance. The so-called willing to give up, have to get. The title is just blindly to earn the user's money, but do not want to bring benefits to users, to help users solve problems, it will also be discarded by users. Because the user is not stupid.

8. Full battle. If your team or company a lot of people, then encourage them to open micro-blog, more in the micro-blog to discuss the company's life, work, corporate culture. To the public to show a true, warm, vibrant corporate image. The famous E-commerce website Zappos is a pioneer in this respect, and its President Hsieh not only insists on using Weibo to record his and her company's dribs and drabs, but also encourages all employees in the company to open Weibo, and even the company offers specialized training courses to teach employees how to use Weibo.

9, the initiation of other people in micro-blog discussion. This is more difficult, only through micro-blog itself is difficult to achieve, the general need to cooperate with event marketing and other ways to do.

10. Study foreign applications. After all, micro-bo is an exotic, foreign applications in this regard, than we have several years earlier. So a lot of attention and study of foreign applications, there will be many new discoveries and gains.

Talk about microblogging marketing today. Weibo is a brand-new network platform, so its marketing potential has yet to be excavated. If you have any good experiences or experience in this field, we look forward to exchanging with you. In addition, and we report to push a network Marketing Institute of the latest developments, this period of face-to-face class only five left, there are want to learn friends, seize the time to register. My contact method is as follows:

Author information: Kun, www.tui18.com founder, Blue Beacon member. To see the author more articles please search push or kun, or login kun (pinyin) point card mother. New operation/Promotion Communication 34 group 14769381, Welcome to join.

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