Marketing analysis of social media (microblogging) of "fun Playing network"

This article: from the flower room/flower between the small build delivery

I have not written a related blog for half a year, the small building has been overgrown with weeds, too lazy to even see their own past, so decided to start writing an article, and just on the micro-blog to see, some people say "fun play net" social media marketing to do very well, is the first to the company, and according to Yang Weiqing said fun play net traffic up to 7% Came from Weibo, so there was an interest in the study.

The whole idea of this article is as follows: (click to enlarge)

, social media marketing channel

In the Fun Play Net official website, there is "here to see fun play voice" area, save the author to find their marketing channels of Kungfu, but this block near the bottom of the page, is the heat is very low area, why so after subsequent analysis and then give the conclusion.

The 8 channels here can be roughly divided into three categories:

1, Micro-blog categories: Sina Weibo, Tencent micro-blog, NetEase Weibo

2, SNS Category: Baidu I bar, Renren, happy net

3, other categories: Fun blog, watercress Group

From the sorting and actual data of this region, we can see that the main channels of the social media marketing of the fun Play network are the following three:

1, Sina Weibo:

Fun to play the first operating microblogging channels, the absolute value of fans is not the highest but forwarding and comments most active. (the author Sina Weibo)

2, Tencent Weibo:

Start later, but because of fun and QQ users of light entertainment features more fit, the number of fans. (I Tencent Weibo)

3, Baidu I bar:

Operate properly, combine fun to play it, form sns+ Forum form, interaction is stronger.

Other channels, in contrast, regardless of the intensity of input or the response, are to be a chip:

1, NetEase Weibo:

NetEase's users and fun play their own low, coupled with no power to the activities of investment, dwarfed by the humble.

2, Renren:

Not to become a public homepage, but the existence of personal form, plus privacy protection, the effect can be imagined.

3, Happy net:

The same problem with Renren: not a public homepage; business slightly better, but run into the downhill happy net ...

4, Fun blog:

Obviously did not have the true meaning of the blog marketing, three days fishing fishing, can say better than nothing ...

5, watercress Group:

A total of 25 topics, this is to dine?

From the above can be seen, fun play in the social media marketing, the most successful is the micro-Bo marketing, followed by the most familiar with the week of Baidu I bar, other aspects to be strengthened, the next point to see how they operate micro-blog.

second, microblogging marketing content

From the earliest content of the most abundant Sina Weibo can be seen, fun play network as early as September 1, 2009, launched a microblog account, after 15 months of operation and improvement, now the content of the release of all aspects have been very normative. Microblogging content is the best thing I think fun to do, so will focus on analysis.

After sorting out the fun content tags, through the search for the tag, get the following statistics:

Excluding a small number of irregular labels, we can divide its main contents into three categories, seven kinds of tags:

It can be seen that the fun share of the microblogging account for 79% of the majority. The dissemination activity and the product promotion quantity is similar, all is about 10%.

1, fun sharing categories: including tags # fun creative #, #囧图趣解 # and # fun to share #

#趣创意 # This label collects a variety of interesting, creative products, not only in line with the majority of fans like fresh business preferences, but also fit the theme of fun playing network and characteristics, and no advertising, can trigger the active dissemination of fans, can be said to be fun to play the network the best micro-blog content form, so the number of up to 43% is very reasonable.

#囧图趣解 # This tag collects all kinds of interesting pictures on the network, and then with the network colloquial text, people can not help but smile. This category is also in line with fan preferences, and can cause dissemination and comment, but with the site less relevant, once more, will make people mistakenly think you are a joke class site.

If you say, "The funny Way to go" is to walk the comedy line, then # Fun to share # is the warmth of the route, in addition to this outside the pros and cons are very close, but relatively to achieve a slightly more difficult.

2, product promotion Category: Including tags # fun product Express # and # fun Group Courier #

#趣品速递 # is a new product promotion, can be said to be red fruit ads. Therefore, additional attention should be paid to the number, through observation can be found that such a micro-blog every day (occasionally vacant), will not cause too much interruption to fans, but the focus on the 21:00--22:00 time period, is the Twitter users of the Internet peak. At the same time, the new product recommendation and communication activities # Fun Interactive # Combined, and listen to the decomposition below.

#趣团速递 # is a fun net of group buying products, with a certain preferential nature, especially for fans, so there is no need to do anything more to get better results, this micro-Bo and group purchase synchronization, is also a day, the point of time in the 10:00-11:00 between, is also the first peak of micro-bo daily.

3, the dissemination of activities Category: including tags # fun interactive # and # fun game #

Activities only Sina Weibo (the author Sina Weibo) and Tencent Weibo (I Tencent micro-blog), no NetEase Weibo, I think may be with NetEase micro-blog traffic is relatively small at the same time the user group slightly more serious.

#趣互动 # is part of and # Fun Goods Express # linkage activities, the form of simple routine, that is, forwarding, comments and @ friends, at the same time announce the winners of the last period, bring incentives. The average daily gift of this activity is less than hundred yuan, but many advantages:
First of all, can reduce the # fun goods Courier # Advertising of disgust;
Secondly, each can bring a large number of advertising forwarding, the dissemination of higher efficiency;
Then, by collecting the reasons fans want to understand the user needs, you can further improve the product promotion selling point;
Finally, according to the psychological principle, wrote the "Want the reason for this product" fans, then the possibility of purchase will be greatly increased.
It is a four-to-one, cost-effective.

In addition to the award-winning activities, there are some of the questions in the form of an interactive microblogging with fans. But relatively speaking, unless the subject or picture is very topical, the broadcast and the commentary are two to three orders of magnitude lower.

#趣玩大战 # is also the dissemination of class activities, but and # fun interactive # is obvious, mainly reflected in:
1, #趣玩大战 # is only to attract microblogging attention and forwarding, #趣互动 # more likely to new sales.
2, #趣玩大战 # Activities to reward more generous, without advertising, so more popular fans, forwarding a large number of 4 digits.
3, #趣玩大战 # The form of diversification is also more formal, 3 for an event, an introduction, a recommendation, a prize.

Content Analysis Summary:

1, all micro-blog content including activities, are not separated from the website theme (Fun creative products), features clear, attractive are potential buyers.
2, the micro-blog is not a temporary writing, but prepared in advance, and arrange the subsequent release order and time.
3, all micro-blog content is carefully collected and arranged, in order to show the exquisite graphics and text, and properly add labels sorted.
4, the vast majority of micro-bo (79%) for fans loved content, and the site and product recommendations have nothing to do.
5, the number of product Referral category Limited (10%) and with incentive activities or preferential nature, reduce fan aversion and increase the active forwarding.
6, forwarding others microblogging and interaction is relatively small, micro-blog overall style tends to media communications rather than customer service.

three, Weibo release frequency and time

According to statistics, Fun Play network microblogging release frequency of 13-17/day. The most recent one months of the main classification of micro-blog release frequency is as follows:

In addition to the # Fun game # The new activities in recent months accounted for a relatively high number of other basic and aggregate statistics.

Estimated Release index:

Fun Sharing class: #趣创意 # 5 per day, #囧图趣解 # 3 per day and # fun to share # 1 per day

Product Promotion Category: #趣品速递 # 1 per day, #趣团速递 # 1 per day (if no new or group purchase is skipped)

Dissemination Activity class: #趣互动 # Two days 1, #趣玩大战 # 1 activities per day, 3 micro Blogs

Other propagation classes: #趣晒单 #, #趣新闻 #, #趣玩原创先锋队 #, #国外创意趣玩送 # etc not published regularly

And then look at the fun Play network microblogging release time, a rough collection of days of micro-blog publishing time, according to the tree chart statistics are listed as follows:

Compared to Sina's statistics, you can see that fun play net microblogging release time basic and several peaks correspond, especially already belongs to work time 21:00-22:00 is also a microblog staff important publishing point.

10:00-12:00 Peak: Regular release # fun Group Express # and # fun game #

14:00-16:00 Peak: #趣玩大战 # activity begins

21:00-22:00 Peak: Regular release # fun products # and # fun Interactive #

Release Time Analysis Summary:

1, Fun Play network micro-blog release time is very regular, according to the micro-Bo Peak and set the release volume and release content;
2, the most important product promotion class and the dissemination activity class content quantity is not many, but certainly in the peak period releases, obtains the biggest browsing and the dissemination quantity;
3, #趣团速递 # for today, so the first peak in the morning release, so # fun product Courier # deliberately staggered point in time, in the 21:00 peak period released;
4, by arranging the release of time and frequency, other fun-sharing classes are interspersed with various points of time, frequency of 30 minutes-1 hours, not too frequent and annoying, but also to ensure that fans any time to see the micro-Bo Fun Play network appears in the first screen.

Four, other analysis experience 1, the captive-style marketing model

Through the analysis of the network microblogging marketing, the most profound feeling is that the marketing model from the advertising of the hunting-style, evolved to the microblogging of the captive-Bo is a ranch, the company through activities and content to attract and their users familiar with similar fans, timed to release their information, further assimilation they become potential users, Finally, through referral information to turn it into their own paid users. If Weibo has been a product advertising this hunting pattern to operate, presumably the results will be very bleak.

From hunting to captivity, which coincides with the evolution of human society, we can all expect the next step in evolution-planting deep.

2, Media communication type microblogging

Through the analysis of the content, you can see that fun Play network micro Bo Basic for the release, very little forwarding information, interactivity is also low, the acquisition of foreign information is not linked to the source, as far as possible to ensure that they are the source of information, to avoid the flow of traffic to others, with obvious characteristics of media dissemination.

By understanding its position on microblogs, it is not difficult to explain the problem of "playing voice here" in the lowest heat of the chapter, because there is no need to bring existing users to the microblog to interact. This is not right or wrong, just a matter of positioning.

3, first bitter after the sweet marketing

Look at the early microblogging of the fun net can be found at that time forwarding and comments are very low, a lot of 0, it is rare to have one or two comments, with less than dozens of, more than thousands of can not be compared to the number of fans are also less pathetic, if the early to assess the KPI must be a mess. But they have not given up, has been insisting that 1.1 points of increased content and fans, up to the end of the outbreak of growth, the daily addition of thousands of fans, so that micro-blog marketing to become a very cost-effective way.

But the content construction and the release law aspect, is also gradually grows up, after many explorations, only then forms the present pattern, becomes the consumer class micro-blogging leading representative.

4, adhere to the theme of the product

This has been mentioned in the context of the analysis, but this is repeated here, because I think this is very important. Gossip, jokes content is also very popular with the popular users, fans, forwarding, commenting on these data will also have good results. But such users are not your potential users, but also affect your existing users of your position and perception, so the fun play network gradually abandoned this aspect of the content, and the use of more laborious editing mode.

The same is true in the event, Weibo and other sites are popular to send the ipad or iPhone4 activities, undeniable effect is excellent, but as above, these users on the site is too low gold content, so fun to play the net early stage activities to send the site new products, one at a time four do not repeat again. The latter is to send foreign creative products, in addition to better results, there is the role of market research, through the response to decide whether to introduce.

Five, Weibo marketing improvement and thinking

After understanding, I quite admire the fun play network microblogging marketing, but also learn a lot of experience. But the fun net is not already to achieve the peak, or there is room for improvement, the personal point of view listed as follows:

1, enhanced interaction and customer service

Weibo is a very good customer service tool, but also a great concentration and user interaction is a good platform, Twitter has been a lot of companies have made a successful case, no longer need to prove this, and this may be fun to play the net of the missing.

Undeniably, interaction, customer service will be the spread of media positioning confusion, how to effectively go to the user groups, and can effectively operate and serve the user, into the "planting deep" advanced stage, this will be fun to play the next stage of the biggest challenge.

2, expand the application surface

At present, fun play net Micro Bo is basically the content of the text form, compared with the single, as Sina Weibo applications and Tencent Weibo open, how to use and master new applications, even based on micro-blog to develop app applications, increase the interest and diversity of Weibo, is also a direction of improvement.

3, How should other enterprises conduct Weibo marketing?

Fun Play Network microblogging marketing success, and their product characteristics (creative life products) are inseparable: interesting, fresh and creative products, itself can attract the majority of the crowd, a large base of fans, and domestic and foreign products such as endless, with exquisite pictures, for the content of the editing is also relatively low. Therefore, it is impossible to copy all the experience to operate, such as a shoe sales company, it is difficult to publish every day to attract users eyeball micro-blog content, will pay attention to the fans are necessarily less.

The author believes that enterprises should learn to play the network to operate their own microblog, should be deep, step-by-step:
1, to find their own micro-bo positioning, interactive, communication and even customer service type are feasible, the most important thing is to adapt to enterprise characteristics and genes.
2, to learn their core, adhere to the idea that should be adhered to, such as the theme of adherence, not prematurely expected to receive goods, continuous learning and improvement.
3, learning can be applied to their own details, such as publishing the content of the typesetting, classification, publishing time and frequency.

Accidentally wrote more than 4,000 words, habitual and smelly and long. Thanks to the friends who can stick to it, I also hope that we will communicate with each other in the "flower building" or through the author's microblog.

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