Talking about the micro-blog marketing coup of "the pheromone in the Wind"

As a new power in the network medium, Weibo has broken through everyone's anticipation in just two years, and has occupied the leisure time of most netizens. At present, in the micro-blog, the publishing industry is also carrying out a variety of books micro-blog marketing. Among them, the Shanda literature, the Chinese world in early this year published the famous singer Sheng Works "The Wind in the pheromone", its microblog marketing is a good success story.

This book early in the editorial production stage, the responsible editor bear uncle on his microblog on the "drying" production process, even he went to the print factory to stare at the print effect of live broadcast, all to the form of photos to the microblog, so that Sheng fans witness the whole process of the birth of the book, but also for the publication of the book to do a stunt.

Of course, a complete micro-BO marketing only These are not enough, Zebian Bear said, Weibo marketing has become a publishing tongren have a considerable emphasis on marketing receipts, but because of serious duplication, innovation has become the first factor to consider. Innovation does not mean unconventional, but also according to the temperament of the product to consider. "The pheromone in the Wind" is the works of Sheng in 2004, the introduction of the time is 2011, this is considered to be "congenitally deficient", and even some questions, why not to introduce his latest works. Instead of losing the editor's confidence, he saw the book's "advantage"-the traditional Taiwanese version of the book was hard to buy, and the whole book was written in Sheng (Pictures were shot by the man himself).

According to the characteristics of the text map, bear Uncle First please come to the microblog on Weibo is quite popular with the attention of Taiwan's famous designer Nie Yongjin for the overall design. This also for the microblogging on the micro-blog on the basis of marketing, many readers are on the Nie Yongjin Weibo to see Sheng new book cover production of the news, and this group of concerned netizens, happened to and the purchase of this book group has a certain degree of overlap. And so on, the book editor also found the Ma Shifang, photographer number 223, actor Huangminggao and other celebrities in the promotional period to send micro-blog recommendations, these people's joint recommendations in the time to achieve uniformity, but also to make marketing more powerful.

But it's not enough to rely on celebrity referrals. The question of how to attract more Sheng fans is a priority in editing your microblog. He uses the microblogging search function, searches "sheng" "the Pheromone in the wind" and so on key words, through these keywords has found "the effective readership". Then, use the @ function of Weibo to forward to all available readers that can be searched. This process, not one or two times, two or three days will be able to see the effect, after all, Bo friends for this unfamiliar ID issued a new book published news is still skeptical, so must persevere. Of course, this is also a tedious process, requiring a large number of manual operations. After the publication of the book, in order to attract more eyeballs, "the pheromone in the wind" and the famous Café carving time for brand cooperation and micro-blog interaction, in the When and the outstanding distribution of the limited time to add carving times coffee coupons. In this way, after the early microblogging marketing, continue to create topics for the second round of marketing after publication. This marketing operation is relatively successful, forwarding volume in the thousand or so.

This is only the book after the first round of marketing, and the second round of marketing is mainly "customer service line." Here is to mention a noun-the book of the Sun. The so-called drying book, refers to the reader after the book, the pictures of their own photos sent to the microblog, while the author of the book to forward, comment, and fan formation interaction. This approach was adopted by the Chinese world in manipulating the book Zhongyating "Those who are hurting young people". At that time, the sun-book activity on Sina Weibo has formed a great influence, was dubbed as "sunburn." When the reader spontaneously starts to "bask" in "the Pheromone of the Wind", the editor transmits, replies, and reviews on his microblog to form a benign interaction with the reader. This process is called "Word-of-mouth". A book of good or bad, marketing will play a certain role, but the content is kingly and key, so Word-of-mouth is a factor in success. Of course, there will be applause is not the case, but for the "pheromone in the Wind" this kind of petty bourgeois literature books, very much needs the "circle" of Word-of-mouth. Whether from the production, or from the content of the praise and belittle, the book's editors in the micro-blog as much as possible to reply and forward, including when the modification error on the Micro blog to inform everyone, so that the reader for the printed books have a deeper understanding.

Many people will ignore the book after the printing of marketing, think that since the book has been quickly printed, indicating marketing success, you can finish, but the book's editors feel that the printing is not an end, but a new beginning. How to continue to attract the attention of everyone? In addition to the modification of the text, a special set of cards was created. A total of six cards, a book with a set of people, will receive a signed version of the "Pheromone in the Wind." To know, for Sheng such a distinctive but unusually low-key singer, the difficulty of seeking its signature is very high.

The signature version of the "Pheromone in the Wind" is the last link in the book Marketing, the purpose of this link is to continue to rally, so that the publication of the book information, hot news is more people know. At the same time, the editor also from the Taiwan famous chat program "Kangxi came" in the interception of Kangyong reading "The Wind in the pheromones" video paragraph, on Weibo to promote and marketing. Of course, the more popular micro-Bo forwarding book activities, but also the "pheromone in the Wind" marketing has not forgotten a link and means.

Kung Fu not negative, in the editor under the careful management of the uncle, the book in a short period of two months to add to 50,000 volumes, and the current sales trend is good.

Weibo is just a marketing platform, and the marketing of books and blogs, websites, paper media, radio and so on more platforms. Between platform and platform, will form interaction and interaction. Once the understanding of a platform, in this platform to do a thorough and strong, will have a driving role, other media and media will be interested in this book, and then win more marketing resources. For the book industry, low cost is the most important marketing restrictions, because the low price of goods, low profits, it is not possible to invest a lot of money like other products, so "small cost, quick effect" is the effective marketing method.

This article source: www.papers8.cn, Chinese thesis Alliance, reprint please mark, thank you!