On the marketing of SNS platform

Since 2006, SNS has become the world's most bright "star" for six consecutive years, SNS marketing is already familiar to everyone. With the SNS gradually infiltration people's life, a large number of stars, institutions, brands, businesses also open SNS Marketing tour.

December 25, 2009, Pepsi, the U.S. television advertising super Customer, in the 2010-year advertising program, the first time in the United States "Super Bowl" (BOWL) TV ads, ready to use social media to carry out publicity. 2009, Guangliang, Chen Yao, kai-Fu Lee, we have "landed" Renren and Sina Weibo, and opened the celebrity star personal brand SNS brand marketing. To now, more brands and businesses seem to self-taught Taobao SNS ("My Taobao" and the shopkeeper said), Sina Weibo, Tencent Micro Bo, QQ space, Beautiful said, Mushroom street, watercress and other SNS platform to open the whole network of SNS marketing. If the 2006-2011 is the "SNS platform year", 2012 and the following years must be "SNS marketing year." Whether it is a big brand large enterprises, or small enterprises small electric business, the new network era to give everyone the same opportunity, too many cases tell us that everyone can use it to succeed, even if it is a one-man battle of small sellers of electricity.

2011 Taobao's one for promotional products show real sales record of the "New Deal", promoting the countless large and medium-sized sellers to open up a fresh marketing means of positive thinking. And 2012 "After the spin-off of the Big Taobao" and the rapid development of the electrical business for the vast number of electrical business friends, marketing resources more obvious "fragmentation" and "shortage", and then the electricity business to expand new resources channels to do? The future of the new marketing of electric business How do we need to deal with Finally, everyone focused on how to rationally and effectively use the current popular SNS platform, and the similarities and differences between these platforms, play difference. Below let the author for the current popular SNS platform, for everyone to do analysis and suggestions:

The "salesman" in Taobao sns--Mall

Once asked a seller, think Taobao SNS shopkeeper said what. His answer, I think, is very appropriate-the "salesman" in the mall. Of course, he refers to the "salesman" including the seller of their own employees and word-of-mouth buyers, Taobao SNS can be very good bearer to "persuade" buyers to buy his home goods. Taobao shoppers stroll around the mall, the consumer is the only purpose is shopping, and at this time, a promotional staff of the publicity page, shop mouth pop posters, promotional booth, the attendant emotional exchange, brand activities and so will make consumers buy impulse. Taobao SNS in Taobao sales link, enhanced a number of reasons for consumers to buy, and even encourage the old customers to become its "sales staff."

Taobao Sellers Siminshan Honey shopkeeper said, carrying the shopkeeper and the old customers emotional exchange of important places, and whenever the shop to promote activities, the shopkeeper said it has become a quick call customers the most convenient tool; The shopkeeper of the store of the snow skin volume says, the owner of the shop is the first to buy, Fans special form to bring it a daily peak of more than 2000 single sales records; Royal Mud Square of the shopkeeper said that has become a brand and cultural propaganda positions, many fans through its shopkeeper said that the Royal Mud Square product brand history, corporate culture, staff life and so on; pig hum Little shopkeeper said to become the shopkeeper collect customer product feedback of the place, Cultivate a group of loyal fans to tell you what products are good.

My point of view: Taobao SNS Shopkeeper said operation, is the seller in the "New marketing War", the most important to go to the work. The reason is that almost all of the people who actively focus on collecting the shopkeeper said that the seller's old customers or potential customers. Rather than go to other SNS platform hard to do the fans, not as settle to their own dispensers said "a three acres of" good business. The cost of maintaining an old customer is one-sixth of the cost of developing a new customer, so why not "make a little time to catch up and raise fish?".

Sina Weibo--the power of brand communication in media

Sina Weibo as a very representative of the SNS media, in the electric business socialization, under the trend of integration with the electric business is inevitable. 2011 has launched a company for Enterprise Micro-blog certification and "micro-mall" function. Of course, Sina Weibo for the core value of the electricity business, not the two product features, but for the current many electric dealers are no longer simply the pursuit of product sales goals, but focus on the electric business marketing, brand promotion, customer management, such as more media brand marketing of the actual value.

Sina Weibo is to reshape the corporate brand, establish a good reputation of the effective media. It allows enterprises to penetrate the user line, understand users, listen to users, and participate in their interaction, and then spread themselves. On such a platform, the user is not only God, but also may become the devil. Weibo will be the tipping point for brand communication.

Someone has calculated that the cost of acquiring a new customer through online advertising and marketing is about 150 yuan/A, and that luxury brands are up to 800 yuan per person, and everyone knows that the cost of maintaining an old customer is about 1/6 of the development of a new user. But is the real customer relationship management all done, you have a few times a day to interact with users, the user's inquiries and questions, you are timely response. Do not think that discount, price reduction, return, etc. is good for the user, can be closer to the user, customer management needs of the enterprise really for the user to consider, pay true "feelings", the nuances can reflect whether an enterprise really do customer first.

For sellers, compared to Taobao SNS "away from the nearest sales", Sina Weibo more brand, Word-of-mouth, dissemination of value. Taobao pregnant woman pack sellers ban flagship store told the author, according to his previous activities and the return of the UV data show, several SNS platform, Sina Weibo has an absolute advantage. "The best time, 1 to share UV can bring back nearly 100 return UV." And the other several SNS platform basically maintains in 1:1, the best state is 1:10. Of course, from the return to purchase the highest conversion rate is the shopkeeper said, in fact, QQ space. According to this data, we also understand very well, Sina Weibo's user group maintains the long time on-line condition and the mature "The Universal Relations Network", causes its in the electric business marketing the value and the effect highlights.

My point of view: Sina Weibo marketing, not suitable for all electric sellers, after all, for small and medium sellers, "Energy is limited", small and medium-sized sellers more energy should be put to store operations, customer maintenance, such as "internal strength" on. And for the big sellers, has not only the pursuit of simple "Sales for the King", more external is the product reputation and corporate brand image molding. And I suggest big sellers Sina Weibo operation, content should focus on product reputation and corporate brand image, promotional advertising should not be too much.

Tencent Weibo, QQ space-the word of mouth between friends

Micro-bo dispute, Sina Weibo to seize the first advantage of the user, Tencent Weibo uses the advantages of QQ clients to import users, the current two micro-Bo platform for their respective user registration amount of more than 200 million of the level, the other competitors far away in the back. When the door of the battle, to the micro-Bo era, only two male-independent, like the Chu-Han hegemony.

In the combination of enterprises and electric business, Tencent Weibo and QQ space in Sina Weibo launched micro-blog and "Micro-mall" and Jingdong Mall after the marriage, but also has launched its own enterprise micro-blog and "Micro-Mart." November 15, 2011 Tencent joined hands to buy the "micro-store", a good buy by Tencent Micro-store launched the transmission of the price of the drop-type marketing, in the relay price reduction mechanism stimulation, Converse neutral Classic series vulcanized shoes 101001 CTAS OX Merchandise, Within a short period of time by thousands of Tencent Weibo netizens broadcast 1239 times, the cumulative price reduction of 90.00 yuan, the decline of up to 47.62%, 50 items only used 5 hours that all sold.

Many in Tencent Weibo and QQ space to do marketing sellers tell the author, we often say that micro-blog marketing often refers to the microblogging based on Sina Weibo marketing, in fact, Tencent Weibo and QQ space marketing effect can not be underestimated. As I said above the seller activities, from the return of UV than the purchase of UV purchase conversion rate, Tencent Weibo, QQ space purchase conversion rate after Taobao SNS shopkeeper said. The reason is also very good understanding, Tencent Weibo and QQ space has the strongest real friend relationship chain, imagine a good friend of the product recommendation is often more credibility than a stranger's recommendation.

From the network (the domestic authoritative social data sharing website) to provide the SNS site back to the percentage of traffic, from 2011 8 to October in the top 3 is the QQ space, Sina Weibo, Tencent Weibo, and the October Sina Weibo back point percentage as high as 22%, Tencent for 7%, these all explain the QQ space, Sina Weibo, Tencent Weibo's contribution to the marketing flow is enormous.

Author's point of view: Tencent Weibo and QQ space marketing, analogy Tencent Weibo, the same more suitable for larger sellers. Content can also focus on product Word-of-mouth and corporate brand image, but can also be appropriate to increase the number of fans for promotional, forward interactive activities. And the content of the packaging to consider these content is to be in the real friend relationship spread, the text more suitable for soft not perfect.

Beautiful say, Mushroom street--"boudoir honey" between the shopping desire

Speaking of beauty, Mushroom street, we still from two Taobao sellers real case. Not long ago, in Taobao opened shop has been two years of Shanghai sellers Mr. Yang told the author, last May, a chance to find a shop in a woman's coat sales well, better than the same kind of coat. Later found that there is a buyer of this dress in Mushroom Street to recommend and share, many netizens saw after the forwarding of this dress. He later added "Mushroom Street recommendation" to the baby's introduction, with sales growing by more than 10%. Now, he often go to Mushroom street, interact with netizens, understand the girl's preferences and the latest popular elements, for the purchase also has a great help.

Coincidentally, last October just in Taobao opened a small C shop Chen also found that every time a scarf suddenly increased sales of the situation, it is inevitable because there are buyers will her products in the beautiful said and Mushroom Street recommended and shared. Will not do marketing she told me that I just want to do good products and word-of-mouth, but ushered in an unexpected outbreak of Word-of-mouth. Now she herself became a loyal user of the beautiful and Mushroom street.

Beauty said, Mushroom Street such a female SNS website helps girls choose to shop at the same time, strongly stimulate their shopping desire. A Taobao clothing market is responsible for small two, said that at present all the stations outside the guide to the mall apparel transactions, the top five in addition to search engines, all other SNS sites. Mushroom Street, Beautiful said the effect is very good, growth is very fast, from the introduction of UV purchase conversion rate, they are the highest of all channels, see the degree of recognition of girls.

The author's point of view: Beauty, mushroom Street pinpoint female groups, and even more like the "Tide", "Meng" of young women. So decide whether to do beautiful said, Mushroom Street marketing, first look at their products whether and beautiful said, Mushroom Street group match. Beauty said, Mushroom Street for obvious ads are banned, so in terms of content, we should encourage buyers to actively share, rather than hiring "navy" to the ineffective brush beauty said, mushroom Street content and sorting.

Watercress--the "alone good" among the youth of literature and art

Taobao on the existence of N a seemingly bizarre shop, they have a strong literary atmosphere, they completely do not press the "routine card"-"empty" shop decoration, "Do not understand" the baby title, "poetic" baby description enough to let Taobao search responsible Ghost foot seven "messy." However, look at one of them called "Wood three" shop data, then let the author "messy"--2 4 crown, 100% praise, 18 baby, more than 200,000 collection, weekly thousands of sales records. How does it work?

The answer is a watercress home a group of watercress, sustaining tens of thousands of the same temperament with the shopkeeper "literary youth." And the owner of only a few women's clothing baby, not only do not need to sell, and even a little "tucked away" is difficult to find, but a shelf can be fans are crazy to go.

Some people say that "small" business online under the difficult to do, indeed the geographical area of the "minority" buyers throughout the country. And the internet gives them a place to meet. Like watercress such a vertical SNS community has become, a batch of "minority" paradise. And a group of temperament to match the brand or business will often choose them as fans gathered.

My point of view: watercress is not suitable for each seller to do marketing, products and shops and watercress temperament amenable is critical. In addition, it is not easy to do a good job, according to the author observed, can do a good job in watercress, about or whether in the operator itself is a big bean paste vermicelli, the young female boss in watercress marketing success of the probability is relatively large. At the same time avoid the interests of the heart, to do a good job, or need to accumulate a little bit slowly.