Li thought: Weibo leads marketing into a new era

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"If you have more than 100 fans, you are a magazine; more than 1000, you're a bulletin board; Over 10,000, you're like a magazine; over 100,000, you're like an urban newspaper; over 1 million, you're like a national newspaper; over 10 million, you're like a TV station. "This remark describes the media influence of Weibo.

In the attention economy era, who can attract consumers to pay more attention to understand consumers more hidden needs, who can be in an invincible position in the market. The rise of social media, represented by Weibo, has increased the ability of consumers to interact with each other, and marketing and brand information transfer is shifting from traditional channels to content-focused microblogs and media. With the increasing popularity of public attention and popularity, Weibo and its marketing value have received unprecedented attention.

June 25, held in Guangzhou, "micro-era, Bo world-2011 Sina Weibo Summit Forum, Sina announced that currently has more than 30,000 enterprises in Sina official microblogging, covering automobiles, finance, FMCG and other industries, these enterprises will be Weibo as another form of official website, the enterprise information to consumers. Some enterprises try to integrate daily operation and administration through micro-blogging, and then plan their own marketing system to form their own micro-blogging management team. Sina National Sales general manager Li in accepting "new marketing" reporter interview, said: "Sina Weibo will be the main battlefield of the enterprise socialization marketing." ”

2011 is Li wants to join Sina's seventh year, she behaves elegantly, works ably, led Sina sales team to form a huge and highly effective marketing system. "The social media, represented by Weibo, creates a new marketing model, creating value in terms of consumer insights, hot spots, ongoing marketing, brand care, and so on, which will have a far-reaching impact on the marketing landscape." ”

She stressed that Weibo will lead marketing into a new era.

Microblogging Platform for marketing dimensions

The explosive growth of Weibo has made it the most influential Internet portal and platform, which has brought about great marketing effect. Micro-blogging on a small idea, as long as the spread properly, can lead to new consumer trends. In fact, social media can bring huge social-business "traffic". 80% of advertisers in the United States now use Facebook and Twitter to do marketing, and mainstream American advertisers have incorporated social media into the regular marketing system, according to the FT's Chinese web report. It is expected that in 2012 the United States will have 88% of enterprises in social media marketing. Li wants to say: "In China, Weibo is undoubtedly the main battlefield carrying social marketing function." ”

With the increasing number of users, Weibo is gradually becoming a new gateway to the Internet and an enterprise marketing platform in China. Sina Weibo launched 20 months later, the number of users more than 140 million, the amount of information published up to 60 million, on average, published 50,000 per minute. Market research data show that, according to the user's use of the length of the calculation, Sina Weibo to 87% of the market share ahead of other micro-blogging platform. Relative to other microblogging platform, Sina Weibo in-depth understanding of Chinese users of communication habits and cultural differences, targeted to set the "comment + forwarding + letters" interactive function, using the inclusion of pictures, videos, short links and other forms of multimedia support, to facilitate the use of multiple channels from the media. More importantly, the Sina Super Media platform's resource tilt and content transfer services, so that Sina Weibo has a very rich operating experience and information resources.

"Weibo is the pulse of the Earth," Time magazine said in a commentary on Weibo's powerful message-spreading influence. "So, does Weibo's powerful information dissemination influence have a strong marketing value? In this regard, Li wanted to analyze the characteristics of the microblogging platform from the marketing dimension.

First, direct communication. Micro Bo let enterprises close contact with consumers, marketing channels are greatly shortened, marketing efficiency can be improved. Consumers communicate with each other directly, have a common interest in the user in the micro-blog Exchange, published on the brand and product feelings, enterprises can learn from this, grasp the direction and channels of marketing, mobilize, use the corresponding marketing resources.

Secondly, social relations. Weibo is a social media, and each account has a relationship with other users, "I am concerned about others, others are looking at me." On Weibo, social relationships mean the distance between companies, brands and consumers, and the fans of companies and brands are loyal consumers. The proper use of consumer resources by enterprises can affect more consumers through their fans.

Third, the new mode of communication. "Behind every Weibo account is a living consumer. "On Weibo, each person is not only the recipient of information, but also the source of the next transmission, each user has their own fans, the layer passed on the real-time increase in the coverage of users, and this spread can bring lasting effects, which leads to the enterprise marketing concept and model changes." The traditional marketing process is finished after the consumer buys, but the social media marketing, but can be orderly, unceasingly expands, extends. So whether it's a fan of brand loyalty, or a consumer who is trying to buy a product, enterprises should make them constantly precipitation and accumulation, on the micro-blog on a continuous communication with them, so that they accept their own brand information, experience their products and services, through effective guidance, let them actively spread, to help their viral marketing. More importantly, from the fan precipitation began to go down the marketing link brought by the user initiative to spread, is completely free, is "earned the media."

Weibo marketing Four Parts

In understanding the microblogging platform based on the characteristics of marketing, how to carry out micro-blog marketing? Li wants to generalize this as "Micro Bo marketing Four", that is, set up from the media, "build" a dual platform to integrate a variety of media, integration of various marketing tools.

1, established from the media

Microblogging marketing premise, the first is to establish an account, with an account to be able to release information, and consumer communication. Now many enterprises have opened their own accounts, to try a variety of marketing.

Because enterprises have different product lines, there are different spokesmen, there are different functional departments, different product lines, different brands have their own brand positioning and market goals, have their own needs to disseminate content, which needs to be targeted through different accounts to promote, The same enterprise's different micro-blog accounts constitute a micro-blog matrix. This matrix is also called Dandelion-type communication, can play a synergistic role, through the forwarding of different accounts, through the target consumer groups to cover many times, improve marketing efficiency, forming a lasting influence.

Based on the microblogging matrix, there is now a new phenomenon called "official website transfer." Originally, each enterprise has its own official website, the website has the enterprise and its product, the service detailed information, but usually the consumer does not take the initiative to go to the Enterprise official website to browse the information. But now consumers have at least one hours a day in micro-blog, so the marketing content of Weibo will be closer to them, the enterprise's information to the micro-Bo transfer, but the content of micro-blog is not as boring as the official website, but to the micro-blog matrix, the information effectively passed to consumers. In this process, enterprises should understand their consumers in the micro-Bo platform to participate in what activities, discuss what issues, how many fans, these are the enterprises to make the important basis for marketing decisions.

The latest data released by Dcci, an Internet data agency, shows 72% of Weibo users focus on micro-blog commercial ads, nearly 25% of users in micro-blog focus on more than 10 corporate official accounts, 34.3% of users use micro-blog to obtain brand discount information, 33% users click on the microblog posts in the pictures, links, Video and other information. The data also shows that Twitter has a higher degree of loyalty and stickiness, and many users tend to use micro-blogs on multiple occasions and in multiple applications every day. Because Weibo not only means that everyone is "from the media", but also between the brand and consumers to establish a direct channel of communication. Enterprises through the traditional channels is difficult to visit the terminal, from the client to obtain the real, the first time feedback, and Weibo has a large number of real, real-time consumer feelings and evaluation, if they can analyze these comments and use, brand owners or advertising agents will benefit.

2. Build two platforms

Sina now has two platforms, one is Sina portal This Super media platform, one is the microblogging interactive platform. In the process of marketing, these two platforms have a good division of labor, Mutual has a very good complementary. "For the Sina portal and Sina Weibo two marketing platform relationship, Li pointed out that the two platforms have different marketing goals and focus." More media properties, more users, more impact on the form of advertising portal platform will be more bearing the endorsement of the brand and coverage to reach the function, and micro-blog is more to help enterprises and users to interact and share, creating marketing long tail. The enterprise can combine the two organically, produce synergy effect, let the marketing value maximization.

Sina Weibo, for example, could lead to consumer interaction, bring deep experience to consumers and produce long-term marketing benefits, she said. "At this stage, Sina Portal and Sina Weibo dual platform strategy, we think is very effective media and marketing strategy, according to Sina's previous rich experience plus Sina Weibo platform features, can produce very good marketing results." Li wants to emphasize that the enterprise combines two platforms organically, as a very effective communication channel, can stimulate the consumer to carry on the subsequent brand dissemination.

3, the integration of various media

Li that the value integration of Weibo with the traditional Internet portal has brought four new phenomena: integration with search, prompting the rise of real-time search or social search; integration with portals, bringing new traffic to portals; integration with mobile terminals to promote mobile internet to Solomo (social + localization + mobile) A powerful driver of trend development; integration with e-commerce to promote social business maturity and landing. Because of its natural integration capabilities, micro-blogging platform can successfully complete a large marketing cycle, including information transmission, interaction, purchase, and then the value of information is transferred, shared, interactive and so on. In the process of recycling, can also integrate a lot of traditional marketing tools, such as the traditional TVC can be implanted with advertising-related micro-blog, causing users to share and interact on Weibo, but also from the side to monitor the TVC effect.

4. Integrated marketing Tools

Weibo can integrate media resources including all kinds of traditional media, internet media and social media, and also can integrate a variety of marketing tools, which lays the foundation for the construction of new marketing model. This new marketing model, the core of the enterprise is the use of SNS2.0 platform to attract fans attention, so that the brand and consumer communication costs to a minimum, and then through the fan precipitation to enhance brand value. It can be expected that the future brand competition, the number of high-quality fans will be an extremely important indicator.

Four key factors in Weibo marketing

"With the Micro Bo Marketing four step, is equal to the direction, but for the enterprise is still far from enough." "Li wants to remind companies that there are four key elements to be aware of when marketing a microblogging platform."

One is precision. Traditional directional advertising is targeted at user attributes, and in social media platforms such as Weibo, user behavior and user relationships will become an important tool for discerning consumers and targeting consumers. Only understand the user's consumption habits and relationships, it is possible to accurately launch. "On such platforms, companies can understand the attributes of consumers, understand their behavior on the platform, understand their fans ' concerns and the brands they care about, and based on these analyses, they can find the target consumers more accurately and plan their content more accurately." Embodied in the content dissemination, the nature should be "content is king" as the principle.

Coca-Cola CMO Joe Tripodi has written that: "Through the media to buy cover potential consumers marketing practices will not be enough, whether the creation of user expression and the spread of the brand content will become the key to new marketing." "The use of social media such as micro-blogging for marketing can be free to" make the media, just to prove that.

Second, real-time. Micro-Blog Marketing from the traditional strengthening of space, indifferent time of 360 degrees of marketing, into 365 days of daily marketing, so that marketing real-time existence, real-time and sustainable. Micro-Blog Marketing is not a one-time planning after the implementation of the can, it requires companies to pay attention every moment to consumers and fans talk about what the brand is concerned about how to spread, and to quickly respond. The characteristics of microblogging platform sharing anytime and anywhere make real time marketing and continuous marketing become two key elements of social marketing. Li pointed out that after the emergence of social media such as Weibo, consumers need to communicate at any time, enterprises must prepare for this.

Third, continuity. In addition to real-time feedback and marketing, companies have to continue to do. Persistence and persistence will bring a burst of marketing results to the enterprise, so continuing is a key element of Weibo marketing.

Four is extensive. Microblogging needs to be widely used in the enterprise management and promotion of all aspects, play a meticulous effect. Whether it is product research, the launch stage to promote new products, or always get consumer feedback information, or through the micro-blogging platform to generate sales directly into the shopping chain, in business management, marketing in many aspects, micro-blog can play a role.

Now Weibo has infiltrated all aspects of business management and marketing, Li Frankly, this is a challenge to the existing operating process and even the organizational structure of the enterprise. The challenge comes from the corporate control of micro-blogging marketing and social media content, the control of fan relationships, and the integration of offline and online marketing resources. In order to meet the challenge, enterprises must adjust their marketing process and organizational structure to change. Those who pioneered micro-blogging marketing have long been aware of the new trend is irreversible, try to use a variety of ways to micro-blog marketing into all aspects of the business, so that the system, institutionalized, in order to occupy the strategic commanding heights of marketing in the future.

Case

Styrofoam Net microblogging affection marketing

"Every festival times Sze", the festival for relatives, is a reunion and relive the family day. Every year in May, June Mother's Day, Father's day ensued, how to give parents the festival? How to express the love of parents? Many people come up with ways to give their parents a holiday. Advocates of health, to give parents a family spa, avantgarde, with their parents "role swaps", to do one day "Mom and Dad." In view of this, Styrofoam decided to participate in, through micro-blog marketing, promote their own brand.

Styrofoam is a professional brand designed for denture care in China and the United States, and in 1935 it is sold in 76 countries and regions in the US. 2011 Mother's Day, the advent of Father's Day, Styrofoam net with Sina Weibo platform launched a "micro-letter" theme activities, encourage netizens to use the most "have the heart" letter-Micro letter, write down to the parents want to say.

Sina Weibo in the "micro-Home" page on the Styrofoam net theme activities recommended, free to open the message function, so that the micro-mail sent to the parents of the phone. and netizens to participate in Sina micro-blog "micro-letter" theme activities, there will be the opportunity to obtain Styrofoam net offer prizes, such as Styrofoam clean denture cleaning tablets trial installed, the elderly use of mobile phones, filial piety Travel fund with Cheng Ka and so on. At the same time, held a micro-letter home selection activities, the regular selection of excellent authors, to stimulate the enthusiasm of the fans involved.

In addition to micro-letters, celebrity micro-interviews, original video sharing, lbs test family distance and other series of activities are related to family. For example, "Explore Mother's Day gift" and other topics, netizens and fans responded positively, two or three days later the topic turned to Father's Day. Each activity is very real, in different ways to the ' micro-letter ' theme activities added a bright spot, integrated more influential. "Styrofoam net China area Zhanglei (Maggie) said.

"For example, celebrity micro-interview is mainly to stimulate children's guilt through video." Let celebrities show their attitude towards parents, the use of celebrity, arouse the emotional resonance of netizens. For example, interviews with newly married star couples Hu, sand overflow, on the discussion of family affection, causing fans to think about the family. With the star hundreds of thousands of or even millions of fans, to promote the brand of Paula. ”

Pauli also through the original affection video clips, will be to the parents of the thoughts and guilt, in an image of the way to convey to the user, prompting netizens to reflect on the family, and then participate in caring for parental action. The Netizen participates in the activity, may apply for to the parents a Bao Li net trial attire. In order to facilitate users concerned about their parents, Styrofoam net free of charge to provide a large number of trials to help the participants ' parents cherish their oral health. Received Styrofoam net trial installed, many users sigh on Weibo said: "Did not expect to really receive a trial outfit." ”

Zhanglei said: "Pauli from the emotional communication point of view to promote the event, through the application of the trial installed promotional product information." If users apply for a trial install, you can see the Styrofoam net Brand logo, product profile, use information, care for parents and health tips. In the warm theme of the integration of some brand factors, but not brand-oriented. ”

In addition, the LBS family distance test is also one of the highlights of the event. Users through a very small lbs tool can be intuitive to see their distance with their parents, lbs tools and micro-blog linkage application, to attract attention, retain fans played a great role. Interesting, flexible way of participation, so that users have a strong sense of interaction and experience, carefully measuring their physical distance and emotional distance between parents, attach importance to family.

To participate in the LBS family distance test, each netizen can get a filial piety medal, according to test results show affection distance, and then share to their microblog. Material and emotional double reward, mobilize the enthusiasm of the fans, and then form the influence and Word-of-mouth, attract more people to participate in the theme of Paula Net activities.

Because the target consumer group of Styrofoam net dentures is older people, does it not coincide with young microblog users? Zhanglei that: "Styrofoam net set of audience is very wide, to consider different age groups, balance different users." Young people can buy Bao Li net filial piety parents, this in young consumer groups played a role in brand promotion. Brand awareness is not necessarily immediately converted into sales, but the brand goodwill is rooted in the hearts of consumers, which is styrofoam net the biggest gains. ”

"We through the micro-letter, micro-interview, micro-video, family distance of four activities, so that Styrofoam net users and buyers will emotional appeal ' affection ' to play to the maximum. Through our activities to the bottom of the net friend of the heart of the love of parents, and the feelings into action, Styrofoam net brand of deep implant products and this feeling tightly together, this is what we want to see results. "Styrofoam, a net agency," said Mary, the media.

"Activities beyond our expectations, through the Sina Network, Sina Video, Sina Weibo, such as entry into the active page of the number of independent people more than 2 million, Styrofoam net brand exposure more than 150 million times." The number of fans of the Styrofoam net official microblog grew to 65,000, and the quality and activity of the fans was high. A total of more than 180,000 micro-mail, celebrity micro-interview 1-hour question and answer times as many as 4,000 times. ”

"The placement of advertising and other hard indicators are over completed, brand awareness, product preferences have been greatly improved." "Zhanglei said, Styrofoam net not only lets own brand biggest exposure, more important is lets the brand and the affection love produce the profound correlation, enhances the Styrofoam net brand reputation and the brand image.

When asked how to look at Weibo marketing, and whether to continue to work with Sina Weibo, Zhanglei told the new marketing Reporter: "microblogging marketing is in the initial stage, there is no mature business model." How to accurately assess the impact of Weibo is still under exploration. Styrofoam NET will be at any time according to the needs of brand promotion, choose the right brand promotion methods, and then do not rule out again with the Sina microblogging cooperation. ”

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