Six strategies for successful marketing Weibo

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Weibo marketing is a system process. All enterprises must first establish marketing goals, and then know how to operate, how to monitor, how to fine-tune the strategy, how to measure the effect.

I. Preparatory work

The main face of corporate Weibo is the same as its façade on Weibo. The façade must be carefully decorated to let people know what the business is selling, what the core values and ideas, the characteristics of enterprises, and so on.

1. Template: To design a template that can disseminate enterprise characteristics, think about the template should not write on the relevant departments of the telephone, the company's current promotional slogan?

2. Big head: is the company's trademark or the company's products or services?

3. Description of the company's business: it must be simple and clear, so that fans can see it.

4. Micro-Blog Label Management: Tags In addition to tell others the company's characteristics, business, but also let users rescue disaster relief to you a way. Therefore, label management should not be overlooked. The labels on Weibo can be changed frequently, and many companies will be able to reset their labels with the popular topic of the day so that other users may search for them. In fact, this can be said to be a search optimization.

5. Application for certification: is a lot of people say "plus V". V is the meaning of verified account. If it is a personal account plus V, it represents "celebrity", or a respected person in a particular field, or writer, star, top management, entrepreneur, etc. In addition, there are enterprise certification, appropriate for the business license holders, government official certification, applicable to government agencies, public security agencies, as well as media certification, institution certification, application certification, campus certification, these are mainly representative of the official voice, representing this is the real, serious, reputable account, is not casually "play" Weibo account.

Second, the Fan tribe

Any account, want to have a lot of fans pay attention to their own, corporate micro-blog, it would like to build a focus on their own community, so that the dissemination of power will be more powerful. And to build a strong fan base, we have to build a strong focus group, and then through sharing, interaction, mention, topic, and other means to each other powder, there is a concept on Twitter, called Tweet Tribe (Twitter tribe), I extend this concept, called "Fan Tribe", is the composition of fans.

In the company's fans, many are "onlookers", they like the enterprise or brand, but not necessarily every day with the enterprise interaction. Other components include "opinion leaders", "interested people", "enthusiastic people", "media", "colleagues", "Friends", "brand fans", and so on. You focus on them, forward their tweets, and share their tweets when they mention them and let them know, then you may slowly build a healthy fan tribe.

Iii. content Strategy

Content must be human, and no one will like to focus on a robot-like enterprise. Therefore, it is very important to set the personality of an enterprise. With personality, you know what to send, setting up an enterprise's personality is very important. With personality, you know what to send. A friendly and consistent tone is also important so that your fans or other people will be your loyal friends, willing to share and interact with you, and share your tweets for others to see. On Weibo, it's important to keep interacting quickly with fans because it's like "people". They call you, you have to pay attention to AH! People appreciate you, to say "thank you", people criticize you, to say "sorry", "we will improve", "we will give the relevant colleagues to follow up", and so on. These are all strategies.

In general, content policy has three dimensions; the information that the enterprise wants to propagate, the information that the fans are interested in, and the time of the release. These three dimensions constitute the so-called "business relevance" (Business relevance), which is the most necessary skill for community managers and community personnel. They are not just publishing content, they are running content and making content part of their marketing strategy.

As a result, many companies, the official microblog marketing companies, will set up weekly "content release schedule" to co-ordinate the daily content of the original issue (with two "#" to display), release time, interactive time.

Iv. Interactive Strategies

A microblog marketing team routinely works every day, in addition to the original content, is to listen to the voice of the market, give appropriate response, and then worth sharing content forwarded out. Mainly includes two aspects:

1. Interact with people who comment on the original content of the enterprise: Chat, thanks, apologies, suggestions, explanations, clarifications. Do this in order to be close to them, live in their side, let them like, let them breathe with you.

2. Proactively use search tools to search for references to business names, industry, products, services, spokesmen and competitors, companies or brands, and other related keywords, see if you can find any information, give appropriate response, and even do marketing activities, the users outside the fan group also pull in, so that he becomes your potential customers. For example, if it is a travel agency, it will search for hotels, air tickets, shopping, places of interest, sightseeing and other key words, trying to find potential customers, dissemination of marketing information.

Many companies believe that the most important job in micro-blogging is to publish original content, at most, and to respond to comments, in fact, this idea is wrong. Publishing the marketing information of the enterprise on Weibo is tantamount to doing traditional media marketing in the society, which is a wrong thinking. The real work on Weibo is interaction, and many professional teams spend more than 80% of their time interacting with their fans to become their loyal friends.

V. Creative Marketing

Completes the content release, completes the interaction with the fan, then basically one enterprise has already done the foundation work. However, without the creative marketing activities on Weibo, there is a lack of input from the fans, a lack of input from the fans, and a lack of rewards for loyal fans. Do not, many times, for the new account of the enterprise, through creative activities, often quickly increase the focus on the success of the brand to enhance the reputation of Weibo. Unfortunately, because the domestic micro-blog generally can not provide a platform for enterprises to play freely, therefore, the domestic enterprises in micro-blog creative generally need to work with another platform or offline activities to match, in the country, we rarely see this kind of integrated marketing ideas, because there are many enterprises will entrust different marketing companies, Dealing with different marketing channels to promote the strategy and operation, it is not easy to integrate.

My personal opinion is that a good basis for the release of an interactive work should be, as long as willing to invest in resources, time, energy and money, every enterprise can do. However, can often do in micro-blogging successful creative marketing, it is equal to pay attention to your fans constantly have surprises, increase their goodwill and support for the business. As long as they participate in activities, the nature of the spread of enterprise brand, become the enterprise's microblog Word-of-mouth communicators.

Therefore, creative marketing planning and operational capacity is actually the key.

Vi. Intelligence Surveillance

Traditional monitoring tools include TV ratings, after years of development, these monitoring tools have become a system, and a large number of Third-party agencies have provided independent market research reports on radio program reception, print media sales, readership reading and outdoor media browsing, and user analysis of all traditional media. Marketing personnel will be based on the data analysis of these reports, production media, production media promotion plan, and then negotiate with the media, negotiate the purchase price.

Before making a marketing plan, most professional marketers will attach great importance to the real data, and then carefully recommend to decision-makers.

Many people think that the Internet is the most difficult to grasp the data, and to further hold the micro-BO data is even more difficult, and even many tripartite institutions of the independence of the suspicion, and most seriously, many companies do not know that micro-bo marketing can be used as his path.

1. Convert fans into potential customers;

2. Listen to the market, know the market demand, social trends, market evaluation of enterprises;

3. Monitor the behavior of customers and competitors and react accordingly.

For the above points, at present, there are countless companies and websites abroad to provide intelligence tools, monitoring tools, tailored Analysis Services---Analyze the most influential people (account numbers) in some areas (some keywords), analyze the most influential people (account numbers) in some areas (some keywords), Analyze the tone of each tweet (positive, neutral and negative) and keyword-locked search. These companies are mainly HootSuite, Crimson Hexagon, TweetDeck, Radian6, Klout, etc.

At home, in the recent year there have been a lot of special marketing for micro-bo market intelligence tools, but still face a lot of problems.

1. Monitoring companies do not know what to monitor, imagination is not enough;

2. Marketers do not know what to monitor or even know they can get valuable customer information and competitor intelligence;

3. Microblogging media is not open interface, it is not convenient for everyone to analyze data. Don't forget that Facebook and Twitter interfaces are open to all authorized research institutions and businesses.

The author believes that the application of intelligence monitoring tools will become more and more popular. When Weibo marketing is becoming more and more important to companies or brands, their budget for micro-blogging marketing will certainly increase. Intelligence monitoring tools can be used to measure any KPI, as well as marketing input and output. Therefore, the emergence of a large number of intelligence tools, will certainly be the future trend.

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Source: Li Qingtao Marketing Blog

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