Ten models of Weibo marketing

With the second era, the advent of micro-economy, micro-bo really fire. According to relevant data, as of January 2010, the earliest and most famous microblogging of the United States Twitter in the world already has 75 million registered users. Domestic, light Sina Weibo family, opened less than a year registered users on the number of more than 20 million, almost daily use of super active users more than million.

The sigh is that more than 40% users have access to mobile phones. Sina Weibo's fiery herald "mobile internet SNS era" has come, the latest transformation of the mode of transmission has arrived! Many enterprises, stars began to pay attention to, explore micro-bo marketing, how to effectively use this hot network tools to become the core issue of concern. Weibo marketing is a systematic project, here a brief introduction of micro-BO marketing 10 kinds of operating mode for your reference.

Model one: brand and product exposure

Some of the larger companies, such as Starbucks, the goal of operating micro-blogging is to make the brand through micro-blogging. It publishes a number of brand information through micro-blog, through the establishment of relationships with customers to serve the brand. @ Starbucks China Weibo is an important part of the recent activities of Starbucks and new products such as brand information, such as # Starbucks in the autumn coffee season # #10月18日 Asian Games look forward to the Starbucks award-winning award-winning question # #沉醉咖啡体验 @ Beijing Station Recruitment #. Starbucks is very good at customer relationships, such as interacting with fans: @ Zhang Weibo: 7 of the aroma of coffee, the taste of different coffee, there are always several aroma will be strong. @ Starbucks China: Seven flavors of coffee, how many can you say? Such clever interactions abound, prompting a large number of fans to forward comments. At present, the number of Chinese fans has reached 11334, almost every micro-blog has more than 20 comments, the Guangzhou Café experience forwarding micro-blog up to more than 800.

Mode two: Interactive marketing activities

Interaction is the essence of the Internet. In micro-blog, human nature, interest, interests, personalization is to trigger the main points of interaction between netizens. Into the Starbucks Sina Weibo, we see the main neck is a very creative coffee people, Bowen and coffee life related to the form of warm condolences "#星巴克迎来金秋咖啡季 # Good morning, Starbucks breakfast integrated coffee open a fresh day. What does your morning begin with? "like the condolences of a friend around you." Everyone's comments, forwarding enthusiasm is also very high.

In advertising and communication, human touch scores =3.365x the number of personal words in each hundred words, +0.314x the number of personal words in each hundred sentences, the higher the human-being scores, the wider and faster the advertising or news spread. Therefore, in micro-blogging, companies must be like individuals, companies or organizations with users "friend-type communication" the most important. September 28, 2010, the domestic well-known decoration company Yuan Chau decoration on Sina Weibo published a title called "Yuan Chau to find national day, netizens Rob Sofa, Guevibo first high-rise." "Weibo. Chau decoration in the design of microblogging content, will micro-bo into the tone of people, not rigidly serious, just personalized communication, "I like to crawl on your body, like to touch your every inch of skin, like lying in your arms, I can not live without you, I love you ——— SOFA, sofa!" Oh, #元洲寻找国庆 # It's the right man to rob a couch! " Such language style let netizens like Mu Spring breeze. As of October 7, the microblog had been forwarded 10,119 times and a total of 10211 people had commented on it, creating the myth of the first high-rise in China's micro-blogging history.

Mode three: Micro-counter, E-commerce and after-sale management

The emergence of Weibo to the Enterprise product sales brought a new channel. On Weibo, traditional value chains are drastically shortened or replaced. The content that the company sends is sometimes the advertisement, even the information itself can direct the consumption. On Twitter, Dell's @delloutlet, an account that specializes in clearing inventories at a discounted price, has nearly 1.5 million followers, and sales of PCs, computer accessories and software sold through this channel have already cost Dell 6.5 million dollars.

When the sunset, Los Angeles Kogi fans are crazy, they desperately to refresh their Twitter, tracking the whereabouts of Kogi. Even at 9 o'clock in the evening, there are nearly 200 Los Angeles people who are hard to resist the temptation to fry corn rolls to form the so-called "fast-flash party", patiently waiting in the "golden Hamster" outside, wait for the arrival of Kogi. Kogi is a Korean barbecue restaurant truck--like a gourmet version of an Old English hot dog or a California taco car. It travels in Los Angeles at night, selling a miniature taco roll of four Korean barbecue combinations, which is less common, but perfectly priced. Kogi the Kogi position through Twitter, and when the police took Kogi from the corner, Roy would use Twitter to report to the user about the next station, and when the truck was late, he would send the message, "Wait for us for 10 minutes, all right?" Forever fried tacos. -Let the patrons who are wavering continue to queue up for food. A modified Western fast food Kogi, with the power of networks such as Twitter and viral Word-of-mouth marketing, in just three months, the stomach of countless Los Angeles was quickly conquered, becoming one of the most famous mobile restaurants in the United States, and even the BBC, The New York Times and Newsweek reported it as a target. Founder Roy said: "I can prepare food for 100 people a night, but Twitter can bring 5000 people together every second, raising the propaganda effect of oral referrals by 1 million times times." "The rapid rise of Kogi has become a kind of cultural phenomenon, people image of its social impact called" Kogi culture.

Mode four: Online customer service

Weibo has a 24-hour, face-to-face, real-time, one-to-many service characteristics, so, Weibo for business customer service opened a fresh window. Service-oriented enterprises need to establish a "customer service account" in the first time they enter the microblog. This level of service is a proof of enterprise existence. The use of "customer service Account" Enterprises can: 1 pre-sale consulting, 2 pre-sales consulting, 3 product survey. Customer service account is a quick response to the account number, the enterprise's 400 phone number, where the account should appear.

December 30, 2009, China Telecom Customer Service micro-blog opened on Sina Weibo, to provide telephone, broadband, PHS, E6, E8 package, value-added services, integrated information applications and other business consulting, reception, fee inquiries, obstacles Shen, complaints and recommendations services. Micro-blogging is a person who has meat, he will look for some relevant information according to user needs. China Telecom's customer service will organize a number of China telecom activities, feedback customer comments, to solicit everyone on new products, points redemption gifts and activities of the view. For example, "What kind of Spring Festival gift do you want?" Gifts to greet the Spring Festival "and other activities have caused a lot of netizens to participate in interaction."

Mode five: CRM customer/user Relationship Management

Weibo compared to traditional SNS, BBS and blog, its spread speed, scope and influence are much greater. One of the most successful marketing campaigns on Twitter is the Obama campaign, the AOI teacher who is the most familiar to Chinese netizens. And for the Business-to-consumer side, Zappos Weibo as the web2.0 era of CRM (Customer Relationship Management system), from the CEO Hsieh to each customer service has its own microblog, Zappos regulation of all employees (more than 400 people, I do not know whether the world's only request all employees have Weibo company, Often listen to some company bosses saying that employees are required to start a blog, but the real reality is very rare to participate in Twitter, not to stay on the simple slogan, the company offers specialized training courses to staff to teach how to use Twitter. The benefits of this are manifold, training courses and content include building contacts with customers, enhancing communication, raising concerns, serving customers, and enhancing user experience. Customer service will share their feelings and customers every day, customers will follow their favorite customer service, through micro-blog, business and customer (or a living person rather than a machine) to maintain a more intimate relationship. Zappos official microblog now has 1.7 million fans, put on Sina can row four, put to Tencent ranked first, Zappos even developed a special tool to monitor the staff dialogue, it can scan the entire Twitter site to find all the information mentioned company name. It can be said that Zappos from the interactive marketing perspective to achieve the ultimate.

Mode VI: Hard and wide form

Twitter allows individual users to make a profit by inserting ads into their personal pages, and users can invite advertisers to buy ads for personal pages, negotiating time and charging fees. Twitter only collects 5% as a service charge, a pattern that is a bit like Google AdWords. In order to ensure the interests of advertisers, every hour of advertising broadcast, users can be proportional to the Twitter advertising department set up the amount of virtual accounts, after the advertisement is completed, the money can be transferred to the user's real account. If the user clears the advertisement before the expiration of the advertisement, only part of the fee will be paid. This open mentality, willing to get the most of the cost of marketing benefits to the user, indeed can let the user cheer, and more aroused the enthusiasm of the user's participation. At the same time, to the licensing, autonomous advertising, marketing more effective.

Mode seven: Search engine optimization

Now Baidu has put the content of Sina Weibo on the search results page, indicating that Weibo's influence is expanding. For small sites under 10000 daily visits, the cost of attracting the same number of unfamiliar visitors, Weibo marketing is much lower than search engine optimization and search engine advertising. The use of micro-blog Search Engine Optimization method is: The customer industry a noteworthy news, reprinted to the customer needs marketing site, refining news points, made micro-blog. A link to the news on the target marketing website is attached to the microblog, issued using a popular microblog ID. In an experienced flow optimizer operation, such a micro-blog can be brought to the customer site after a day of two thousand or three thousand, accumulated over million of visitors to the stranger, a daily visit is usually less than 10000 of small sites, this is a very considerable number.

How to marketing Weibo? In just 140 words to have the focus of highlighting micro-blog site search, article reading, outside the site search engine factors. Enterprise Micro-Blog in the search engine optimization, name must take the name of the enterprise or products, so that micro-blog links, micro-blog title will be added points, content optimization is basically the same as ordinary Web page optimization methods.

Mode VIII: Implantable marketing

First look at a BMW's implantable ads: "I have not been able to go through the BMW, can only see it in the sunset dust away, not my engine is not good, but my car chain off." Weibo will be one of the best carriers of implantable advertising. LV launched a new fashion bag, a new cosmetics, a BMW new car, through a photo, a topic, a story, coupled with the popularity of spokesmen, can immediately arouse the attention of thousands of fans and discussions.

A few days ago, I saw a funny Mimi on the internet wildly broadcast, content is all kinds of funny, Mimi what kind of you? To look closely, it turned out to be a medical device company GE Healthcare is using the Weibo celebrity pp Pig comics fame and popularity to do implantable marketing. Content funny practical, really attracted a lot of people's comments forwarded, in a turn 10, 10 to hundred broadcast, the effect of marketing reached.

There is also an implantable advertising approach is to do some funny creative pictures, to play their own company logo, such as Cai win investment company-the United States Mito. The United States Mito Marketing Way is very simple, specialized in the Internet to find those classic interesting and by the broad masses of the picture to beautify PS, and then hit the United States Mito logo, as long as there is the impact of the spread.

Mode IX: Public opinion monitoring

Network Marketing expert Liu Dongming that the advent of social media, making the spread from the "church-style" evolution to "market-style", each grassroots users have their own "mouth", Twitter is naturally "brand public opinion" important position. More and more companies are tracking their brands and monitoring public opinion on Twitter. Twitter these real voices, can help enterprises quickly touch the consumer psychology, product feelings, as well as the latest demand, access to market dynamics and even the precursor of the public relations crisis.

Weibo is most likely to be the source of public opinion, providing a new and timely interactive model for reporting; Weibo provides another channel for official and public communication, and is an important platform for the government to monitor its public opinion. Weibo has great value in the enterprise's Word-of-mouth monitoring and crisis pr. Since 2010, public security has opened public Security micro-blog, micro-blog has become a new government on the Internet an important way. Similarly, enterprises need real-time monitoring of the audience for the brand or product comments and questions, such as the encounter enterprise crisis, through micro-blog to negative word-of-mouth timely positive guidance, so that the search engine on negative news as soon as possible, so that the loss of enterprises to minimize.

Mode ten: Crisis PR

Do not underestimate the power of 140 words! Weibo is the equivalent of a small private media that can have an audience and a voice. More than 100 fans, like this magazine, more than 100,000, is an urban newspaper, more than 1 million, is a national newspaper, more than 10 million, is the television station, more than 100 million, is CCTV. Weibo has become an important public relations channel, it is like a double-edged sword, used well happy, with the improper is the scandal spread thousands of miles.

GE's research shows that for good news, one person knows the average 6 people around him, and bad news is spread to around 23 people on average. The absurd thing on Weibo not only forwards easily, its comment function has stimulated the user's imagination and sense of humour. KFC seconds to kill the door midway is a typical case, netizens questioned, "KFC can not play on the" "no longer go to KFC" "KFC also my family bucket" and so on in the forum and Weibo! For most companies, "Seconds to kill the door is enough to take a warning, such an event to test the credibility of a corporate crisis can withstand , also warned the enterprise for any promotions, preferential activities should be strict and responsible, otherwise hurt not only consumption, more will be the enterprise itself.

Overlord in response to the cause of shampoo full start crisis PR program, 12 hours in Sina opened the company Weibo, issued three consecutive statements to emphasize product safety, and through the official micro-blog published 29 information to make the relevant instructions. The response was quick and efficient, demonstrating the importance that overlord attaches to this burgeoning social media. Overlord by virtue of micro-Bo published information, the media focused on micro-blog, reducing the related speculation, improve the efficiency of the crisis PR, the industry has reference meaning.

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The author of this article: Liudongmingru