Some thoughts and suggestions on micro-blog's award-winning activities from the perspective of Weibo marketing

I am a hobby to participate in micro-BO award-winning activities, self-labeling: award-winning activities obsessive-compulsive disorder. At the same time, network marketing, micro-blog marketing also has a hobby, microblogging began in Sina more than half a year, to participate in a variety of micro-blogging activities, large and small Chihu, experience and witnessed thousands of enterprises or individuals using micro-blogging activities to promote marketing, many enterprises micro-blog marketing has achieved very good results, But also have a lot of effect is not ideal even invite a lot of criticism and scold sound, participate in a long time, quite a bit of illness into medical feeling, some ideas and experience hope that can help more enterprises or individuals do micro Bo marketing, so that micro-bo marketing more than twice.

Again, I am not an expert, only a personal hobby, said only for reference, to provide a way of thinking, if there is a wrong place please criticize.

All right, get to the point.

Experts who emphasize the importance and advantages of micro-blogging in the publicity and promotion of the theoretical things will not say, everyone has already understood almost, the technical terminology also does not use, one is I cannot remember those specialized terminology, does not bother to check, two is in order to let the computer before everybody can understand this article.

From my participation in Chihu micro-blogging Activities Experience Summary, I personally held the holding of micro-blogging activities in general divided into three categories, one is purely entrepreneurial nature, business publicity for the main purpose of corporate micro-blog, such as @ Dell China @ l ' oreal China @ P & G 2010, and so on, the second is the official Sina Weibo joint venture to do publicity activities, such as @ Sina advertising @ Sina Parent-child base @ Sina reading culture, this type of activity is mainly based on the status of microblogging media as a promotional platform to help enterprises to do activities, the activities are uncertain, do not explore; third, to increase the number of fans to expand personal influence, and to help companies do publicity, and not regularly organized activities of celebrities, A personal microblog of a writer or entrepreneur (including Weibo, such as the @ xiaoming Fan group microblog), such as @ Suking, because this kind of microblogging activity has the very subjective randomness, the result announces the time uncertainty and the discontinuity, therefore this article also does not intend to discuss, only discusses the pure enterprise propaganda nature official micro-blogging activity.

Corporate microblogging can be divided into four small categories:

1 international and domestic well-known large-scale brand enterprises to promote micro-blog, such as @ Dell China @ Procter and Gamble 2010 @ China Everbright Bank @ Chinese flag information @ Patriot and so on;

2 E-commerce sites or rely mainly on e-commerce, and the introduction of micro-Bo to promote business and customer interaction, such as a variety of group buying sites, @ Jingdong Online Mall, where customers sincere products @ Taobao @ on the investment Morgan Fund and so on

3 Domestic direct face to the consumer of the first line of production and sales enterprises to promote micro-blog, such as @ Flower love jewelry @ Hengda warm baby @ Love still flowers @ Pearl baby

4 have their own sales platform (the vast majority of Taobao) in the early days of entrepreneurship, personal enterprise microblogging such as @barrylife and other friends

For the first and second types of corporate microblogs, because of its own brand value of the charm of the number of fans naturally is not a problem, and these enterprises have more than a strong funds to hold micro-blog activities, and may have a dedicated brand marketing department to take charge of the publicity and operation of micro-blogging activities, for the participants, Its micro-blogging activities also mostly have the continuity of time and the credibility of the regular on-time lottery. In this regard, I do not swim in the event to put forward any suggestions, only two points need to note the activities of the Local

The first is to prevent the internal responsible for the activities of the specific implementation personnel fraud, Rat Barn, destroying corporate reputation, once in the process of participating in micro-blogging activities, encountered several domestic large-scale games of the official propaganda Weibo with the ipad to do the publicity, but finally announced the internal trumpet as the winner, the process of the popularity of the fan number is up , but the result is also scold sound, since then notorious, corporate reputation is over. There has been a group buying site in the World Cup during the fake activities and was found to expose, directly caused the site closed. My personal opinion is: rather than engage in activities, through other channels to carry out micro-blog marketing propaganda, do not do false activities, otherwise, even if done seamlessly, the network will always have you can not imagine the master, will find loopholes. Like a netizen said, those who do the fake activities of the enterprise is not out of funds to send prizes, and in the heart of customers and fans as fools to play. I think there is no business owner in the planning of micro-blogging activities in the early days is intended to do false activities, the reason why there are so many false activities, the main or not in place. As I know, many companies engage in micro-blogging activities, from the beginning to set the rules of activity, to determine the winners to the award, all is one or a few people in charge (if that person on a business trip, will result in micro-blogging activities in the absence of timely lottery), the monopoly of rights will easily breed corruption, if the prize value is enough to lure, Inevitably there are no desperate people. Therefore, I think if enterprises invest a lot of money to do micro-blogging campaign publicity, the supervision of the responsible person is indispensable.

Do the best in this, I think is @ New Weekly's official micro, is by the new weekly magazine deputy Editor-in-Chief He Shuqing teacher personally, and, the new weekly total not less than five people in the professionalization of the management of micro-blog, and established in addition to the @ New weekly "Good Morning" and "Goodnight" account, their topic, Always walking at the forefront of the times.

The second is to stand in the enterprise activity side to discuss how to avoid the user of vest (this remark may invite many professional activity participants to scold, but in order to micro-BO marketing Fair and impartial environment, or say it, there have been activities to specifically register to participate in the activities of the vest users are not in the lottery to consider the scope, My attitude towards this is understanding and agreeing. After all, from the point of view of the enterprise, take out the time and energy and financial resources in micro Bo to do micro Bo marketing Campaign, the purpose is to use the least input for the largest marketing effect, maximize the expansion of the scope of publicity to activate the potential user group to buy cognitive desires. If you choose those who blindly mechanical forwarding, or the use of software forwarding software means to forward the users as winners, one of the other serious activities of the participants are unfair, and the second is from the dissemination of value, mechanical forwarding users do not have much dissemination of value and significance. But also can not beat all keen to participate in micro-blogging activities of netizens, a lot of enthusiastic to participate in micro-blogging activities of netizens have a positive thinking, enthusiastic about the original microblogging, can help business advice, has its own value.

Someone has asked me in private how to avoid and filter out pure vest users, at present, the most let the event organizers headache is the use of software screen individual participants, I personally think you can start from the following two points (for reference only, may not be correct) 1 avatar and self introduction as well as personal label complete, if a person is really operating in the micro-BO, Make it have the existence value and the significance, but is not as participates in the activity vest, these are the essential; 2 See microblogging content, whether it is the same activity with forwarders forwarding hundreds of times, to participate in all the activities of the language of pure mechanical forwarding, micro Bo without the slightest originality and value. The number of fans is not used as a guideline because the number of followers of any microblog is increasing from the beginning, and the number of fans is always increasing as long as the microblog is managed.

Avoid this kind of user opportunistic also very simple, clearly stipulates that the mechanical brush screen disqualified, such as continuous forwarding more than 5 times, etc., requires participants in the process must have original language. It is advisable to make these provisions clearly in the initial setting of the activity, once the rules of activity have been determined, it is best not to change easily so as not to give the participants a capricious feeling.

For the third and fourth categories, the need to increase the number of fans at an early stage relies on microblogging campaigns, the value of micro-blogging is intuitively the number of fans, but I think as a corporate microblogging, the number of fans is not the only purpose, the purpose is the spread of fans and influence, how through the participation of fans and forwarding to maximize the scope of effective transmission? Micro-blogging activities attract fans, and the next step should be to consider how to keep fans for a long time, to establish stickiness? How to control the cost of microblogging activities? How to improve customer conversion rate and stickiness?

Citing micro-blogging expert @ Du Zijian A few paragraphs to answer the top of the question, "the official micro-registration, the first thing is" pay attention to ", according to the Sina rules, you can add up to 200 people a day, the total concern is 2000 people. And the official micro, technically speaking, 10 days of total attention, can reach 2000, but, I suggest you do not saturation, the most attention to 1000 people. When you meet the bulls, you're totally ignoring you. You can cancel, in addition to attention, focus on grassroots, opinion leaders and a small number of celebrities matching. "Micro marketing. Official micro in the number of fans 1000 or so, can be appropriate to do some micro-marketing, but to the prize second kill or a strong intention of "increase the fan" nature of the micro-marketing is not suitable for large companies. Small companies can try to play one or two times, more on the abuse, will damage the company's image. Large companies to the atmosphere, simply according to the solar term gifts, do some offline activities more appropriate. such as small, selective gatherings. "Official microblogging, too few fans, too many fans may not be a good thing." I personally suggest that the official micro-within 500 fans, you should do a "basic skills", that is, "network is the answer" part of the "answer" to do enough. Otherwise, 100,000 fans, each half of the problem will be enough to burn you. Therefore, 500 fans within the time, do a good job introduction, Product introduction, Corporate culture introduction is very necessary.

In the microblogging campaign, in addition to the daily use of the second kill forwarding and other forms, I think that the organization and corporate culture or related product knowledge is currently the most popular is also a more effective way, you can better let participants and viewers understand the enterprise, especially the products of their own enterprises as prizes to winners, And the winner received the use of micro-bo on the process of drying the prize, is the dissemination process, you can let more fans recognize your microblog, your products, your business.

Household goods sales-oriented enterprise microblogging as an example, I think in addition to the award-winning questions and so on, but also can use the following methods to organize micro-blogging activities to increase the number of fans, effective publicity and marketing.

1 can publish a product picture on Weibo, then let the participant imagine the related use of this product, use environment, design plot fragment, finally official micro-blog The best participant Award this product, the participants according to their original idea to use this product, And on the micro-blog on the whole live (such as Valentine's Day to send a girlfriend a home small ornaments, wedding decorate a new house items magical magic, etc.);

2 Please many fans for corporate propaganda or product advice, for example, a product of micro-blog propaganda slogan, a new listed product advertising language solicitation (micro-blog activities suggested: Because of the existence of the vest, for the copywriting activities, it is recommended not to use the form of online voting, internal review, or expert review, In addition, the gap between different levels of prizes to be narrowed

3 say the joy of household items in life and the photo of the product, to infect other fans, so that they create the desire to buy.

4 motivate participants to interact, similar to the swap space, the event organizers to give their own product list, according to the product use price factors, such as the design of new house and so on, so that participants in the process of participation to further understand the enterprise and enterprise products.

5 The effective guidance of the fans, such as in the proposed and enterprise Taobao shop related issues, so that participants to the enterprise Taobao shop to find the answer, the process is also a understanding of the cognitive process.

In fact, the above mentioned methods are more or less already have a lot of micro-blog in use, here put forward a few ideas for reference only.

Weibo marketing, the holding of award-winning activities is only one way, but not the only way, the holding of award-winning micro-blogging activities can be a large number of short-term gathering of fans and popularity, like shopping malls to do discount promotions, but Long said to want to do business through micro-BO marketing propaganda, to achieve such as the traditional media advertising as good publicity effect, Still rely on the management of micro-blogging operators and interaction with the fan group.

My personal view of the unusual sounds in the event is:

Weibo is like society, and it is a network society with masks, there are a variety of people in the community, micro-blog also has a variety of people, many times, the individual is opposed to the opposition, and too much care about the gains and losses, if you think you do a clear conscience, really is to do the open fair and impartial, do not ignore these voices.

Finally, refer to the @ Du Zijian paragraphs as part of the end of this article.

"Official micro, to my personal fallacy, there are roughly four main functions." The first is the enterprise information release, the other is to establish emotion with the target consumers, the third is the forefront of customer service, and its four is crisis monitoring, early warning and rapid public relations. An official micro, at the same time to shoulder the four missions, it is not one or two people can bear, it needs a number of enterprises in the horizontal coordination of various departments, so, "operating" up quite difficult. "Enterprise official micro-blog, the biggest taboo is to make a quick buck to their own enterprises to do a wide range." In the current situation, as long as you are bold in the official micro-business to do a wide, your fans will be antagonistic, if you are too many times too much, it will be your fans and the quality of fans will have a huge impact. Official micro business is not easy, do not rush to the Generals Micro advertising function maximization, this is the first big taboo. "You to your own official micro-positioning, must be based on your enterprise product characteristics and your corporate culture, around these two core to build their own" micro-bo personality, and all the micro-blog personality Construction, must adhere to the "fresh, vivid, interesting" principle of the network. If your official micro-release 100 posts every day, and each post is copied, boring, no nutrition, then the official micro is failed. "" The general composition of the official micro-paste: 1, about the enterprise's important information release; 2, the company's internal activities or staff work and life dynamics (fun first, there is the vitality of the graphics and text better); 2, the company's peripheral life and leisure dynamic (fun and graphic graphics and text); 3, the scene of the sudden event to crawl; Equal sharing of effective knowledge; 5, appropriate business jokes; 6, the micro-blog of corporate news Live. ”

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