Micro Bo Speed Bureau: Shimeibo Active card position and passive transcendence

Sina Weibo this action represents the meaning of the need not to ignore, is constantly proactively advance the card position, the active layout of the business sense. From the earliest "exclusive agreement" for celebrity resources, and then to gather manpower and resources to the rapid grinding of products, as well as to now in the promotion of ongoing attempts and grab position. This series of movements, the rapid and half step forward, the rhythm of the very good control.

Micro Bo Fast, not because the pattern has been set, although the form is urgent but there are considerable distances and variables, Micro Bo is slow, is constantly chasing, but it is possible that the gap is constantly magnified, drifting away.

Weibo has thousands of elements, in the end, but only one core, is the user, the ultimate direction is to form the user scale.

Based on the user's attraction, mainly can examine the micro-blogging business from three dimensions: the celebrity resources, the product, the promotion.

The barrier between celebrity resources and users

Users, user relations, information flow in these three aspects of the portal site is the most vulnerable to the formation of barriers to the user relationship. But this kind of barrier is the stage, the reason has two: 1, Sina Weibo's celebrity resources on the coverage to say still is in the relatively small scope, 2, to the higher level celebrity has the breakthrough space and the opportunity.

The opportunity is to devote more resources to tapping a handful of more charismatic opinion leaders and expanding coverage.

Product and user Experience

Your product is good and bad, decline and not decline is very easy to identify, find your users know.

Product characteristics and celebrity resources are equally important factors for user groups, and the same type of user group (e.g., different sex, different occupations, different age groups) has different preferences for product characteristics.

How long does it take to languish?

The breakthrough of celebrity resources and the polishing of products will take time. In six months to one year, the micro-bo market competition is mainly focused on the competition for celebrity resources, in this time period, several portal sites according to their respective celebrity resources, the formation of the river seat will continue. But in the gradual transition to the user-scale competition stage, because of the celebrity resources and product characteristics of the user group formed a double partition, the pattern will be very likely to be broken, thus forming a new sphere of influence.

promotion, channel priority or brand priority?

From the current point of view, Sina Weibo's new users are quite a part of the brand factors affected by the spontaneous registration, Tencent Weibo users mostly rely on their own product channels to obtain.

One of the problems involved is the source of effective user creation and the cost of conversion. News product Transformation? Collaborative product transformation? or other sources of channel. It is important to note that these transformations have much to do with the previous stock advantages, too many objective factors. And what about brands? In addition to celebrity resources and product characteristics generated by the appeal, but also pay attention to the promotion of resources to advance the continuous preemption and card position. This is particularly evident in the acquisition of media promotion resources and is of the greatest value.

Look again, how much is the value of the push? Now in the individual Costa Coffee online, you can choose Sina Weibo account landing, do not ask merchants Internet password, relatively fresh. After the search found that at the end of last year, Sina Weibo with the Beijing Western Association, Haagen-Dazs, fairy traces of what all have, but as if currently only in Costa see. For Sina Weibo users, the mandatory focus on the "micro-territory."

Meng A look, it seems a little scary, can not but think of the Shi Yuzhu to push the fierce and strong advance. But calmly thinking about the current stage, the cost of the push is very high, and the interest chain of microblogging, from input to output is very long, this decided to push under the established cost effect is very small, in a considerable period of time the mainland can only be targeted at a small group of people to do brand promotion and can not be very effective to bring new user flow.

But, Sina Weibo's this action representative's meaning does not have to neglect, is the active advance card position, the active layout business consciousness. From the earliest "exclusive agreement" for celebrity resources, and then to gather manpower and resources to the rapid grinding of products, as well as to now in the promotion of ongoing attempts and grab position. This series of movements, the rapid and half step forward, the rhythm of the very good control.

Do today, feel the progress of micro-blogging business and what difficulties and obstacles are not the biggest relationship. The most important factor is the determination and patience of your big boss. How much resources will be mobilized to do this, how long will it take.

Text, Ma Xiaoyu, original link.

(Note: The author is netease financial micro-blog Commissioner, this article only represents its personal opinion, and its own unit.) ）