Weibo marketing: Five kinds of status quo of brand microblog operation

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

According to the current situation of the research, the current brand microblogging operations can be divided into five kinds of status, respectively, "Blind type", "traditional", "content", "interactive" and "content-interaction-strategy integration". In terms of status quo, "blind", "traditional" and "content" occupy the majority, "interactive" and "strategic" is able to obtain the majority of Bo friends, like and long-term attention.

1, "Blind type" of the brand Weibo operating conditions are mostly "open regardless" and "zombie powder" phenomenon. Look at this type of brand Weibo, it is clear that the number of fans and the number of individual forwards is disproportionate, with a hundred thousand of followers, only 3 or 4 of the single forwarding number, which can be two reasons: the number of fans is false or the content is too bad. Some companies pay a large price to "network consulting company" to "brush powder" "irrigation" operation, looks very good, let some do not understand the truth of the enterprise decision-makers are affirmed, in fact, not only waste money, more will be a great damage to the brand.

2, "traditional" micro-blog account is used in the traditional communication mode of public relations in operation, simply to simplify the press release into 140 words, the use of official intonation, such results are often forwarded and commented on the number of single-digit, basically no interaction. At present it seems to be a very common phenomenon, in our experience, most of the companies that appear in this situation because of relatively conservative, new social media communication does not understand, also dare not too much micro-blog interactive marketing.

3, "interactive" micro-blog in the day-to-day content of communication, the regular introduction of interactive activities, or interactive discussions, and fans form a very active close relationship. For example @annasui Sui, the more intelligent brand microblogging is very good at using Bo friends to create content (User generated content, UGC) to form a virtuous network Word-of-mouth (IWOM), such as @bananataipei, and @ Poor travel network. To be able to do interactive micro-blog account shows that micro-blog operators have a certain operating experience of micro-blogging operations.

4, "Content-type" micro-bo often occurs in the fast-extinction category, it category, and lifestyle brands, the brand itself has more stories to tell, and the general consumer relationship is relatively close. This type of Weibo account is generally planned for daily content writing and publishing, rich in content, illustrated, use of network language, style changeable, easy tone, such as Louis Vuitton. From the "Content-type" micro-Bo began to present a more thinking of the brand micro-blog operating conditions.

5, "Content-interaction-strategic integration" refers to the micro-blog marketing in the brand attributes as the benchmark for micro-blog marketing micro-brand positioning, start with the overall brand business and marketing goals, conduct a long and holistic marketing strategy, and be able to develop daily content, interactive programs, from a long-term (at least semi-annual) perspective, Integrate with other communication channels of brand and product. Be able to achieve strategy-integrated microblogging account, must have a very clear microblogging marketing goals, strategies, brand micro-bo positioning, content and interactive detailed planning, professional day-to-day operation experience, and can interact with other social media platforms, as well as offline interaction, traditional PR integration. This is a step in the content-and interactive-type high. For example, @mini China, @ Durex, @ Singapore Tourism Bureau official microblogging, @ IKEA Ikea.

Now most of the brand Weibo has not been "content-interactive-strategic", why? The reason is simple, because not Cheboyu like what content, do not know how to interact, naturally without the formation of micro-blog content and interactive planning, not to mention the strategy. So, as with any marketing plan, let's take a look at Bo's microblog behavior first.

Bo Friends pay attention to the reasons for the brand Weibo may have the following: Like the brand itself, the brand Weibo has interesting or practical content, participate in award-winning activities, and Bo friends to cancel the concern about the brand Weibo reasons: Advertising traces are too heavy, the content is stiff without nutrition or boring, not practical, or is the brand Weibo frequently brush screen, Lack of sincerity, and those who can let Bo friends continue to pay attention to the brand Weibo will make Bo friends have a sense of participation, have a sense of identity so will take the initiative to comment, or hope that friends see their own mentality, preferences, want to share the time will be active forwarding; In addition, the picture or text arrests are important reasons for forwarding.

Bo friends from the specific behavior of research can be seen, "content is boring", "content is baffling", "with the brand-independent", "frequent brush screen" is Bo friends not long-term attention, the main reason for the cancellation of concern. This coincides with our usual experience. In short, there is a need to work on strategy, content and interaction.