Analysis of the secret of the time circle of Weibo

Nowadays, Weibo is undoubtedly the hottest information exchange discussion platform, what value can Weibo marketing bring to the enterprise? Before answering this question, may we consider the most important thing about Weibo marketing? The pursuit of the number of fans or quality? Is it the pursuit of interaction or the forwarding of information? How to tap to increase effective fans? How to mobilize effective fans? How to tap the value of effective fans? Only by figuring out these issues can we really understand Weibo marketing.

A few days ago, a trader of the company's micro-bo marketing case, let's call it a enterprise, at the end of April, a Weibo fan growth to 20,000, the month increased by more than 4,000, through product recommendations, micro-blogging activity month produced nearly 300,000 sales, this number is accurate statistics by tracking code. Temporarily does not calculate the enterprise on the Micro-blog The dissemination value of the brand.

Basic information

Before we read the case, we first looked at some basic information of enterprise a Weibo:

The screenshot is an analysis of the number of fans with the micro-blogging analysis tool. At the same time attached to the interpretation of indicators.

Let's take a look at the survey data on the microblog. The survey lasted for one week, with 200 participants, 1 on behalf of the buyer, 2 for 1 times, 3 for 2 and 4 for 3. Ratio as shown

Month 300,000, how to do

Although only 20,000 fans, but are the brand's real users, through the micro-Bo marketing of the 18-weapon combination, bringing 300,000 of sales, is not nonsense, its source, divided into the following three parts.

1. The product information recommended for microblogging content is about 10%. These product recommendations are definitely not a stark advertising pitch. In order to make 140 words attractive, and can resonate with the target fan, so the text is very important. There are generally two ideas:

First, the use of language products to image, personification, storytelling, to do this three points, fans will generally lose immunity. such as @ Fun Network recommend a bottle of information, micro-blog case is this: Every woman has a little girl in mind. If you don't want to grow up, get yourself a baby bottle! The back is the link, there are exquisite map, to attract everyone to see.

Second, using consumer comments to recommend products, a business enterprise often searches users ' comments on their products, forwards and attaches links to the product and comments from the company, a user-based evaluation that is more likely to gain recognition from potential fans, and also to increase interaction with fans.

2. Fans exclusive promotional activities, such as special, discount, limited, award-winning recommendations, this category can account for 50% of the sales ratio, or even more.

I have launched a # award-winning microblogging campaign, the company recommended a new product every day, encourage fans like it to recommend it to their friends, and eventually a lucky fan to get it for free. This activity is very good for the enterprise, both the promotion of new products, increased brand awareness, accompanied by the purchase of links, like people can go directly to buy, resulting in sales.

The highlight of the campaign is to lock in effective target populations, recommended by their Word-of-mouth campaigns, and later found that the conversion rate is high. Because participating fans usually leave comments and then forward them to share with someone they know.

Remember Dangdang did a fan exclusive activities, when a new product listing, on Weibo opened the exclusive purchase channel, the provision of time to buy, the final deal hundreds of orders. And then someone changed it, and by issuing the discount code, let the fans in the time to forward + comments Weibo can get consumption discount code, this discount code is no minimum consumption limit but limited use, get hands must be used on time, the result is very hot, the highest record 1 hours issued 1200, the use rate of more than 80%, The event turned out to be a fan-exclusive benefit.

3. The use of micro-blogging tools to carry out marketing, accounting for about 40% of sales. At present, the application of Sina Weibo in electronic commerce mainly includes: 1, the payment of micro-customer platform, 2 micro-blog coupons, 3 easy to buy micro-coupons, 4 micro-Amoy nets, 5, micro booking, 6, Alipay guarantee transactions; The General Electric companies to do in the Sina Weibo effect promotion, enterprises should make full use of these free tools.

For details of the event, see Tips1.

A enterprise is only effective use of the above part of the way to generate 40% direct sales, and this model continues and innovation. I believe that through the continuous summary of innovation in micro-blogging activities to "tap the value of fans" as the core marketing concept, enterprises can produce beyond direct sales of greater value.

The key point of Weibo marketing

The key is high-quality fans, this quality is mainly reflected in the effective fans and fan activity. From the active fans, a as high as 49%, and this proportion is only 27%, Dell China is 40%, Merchants Bank is only about 20%; In terms of average forwarding and commenting, the average forwarding number of those companies 10 times times its fans is only 40-60 times/bar.

It is said that fans in the 10-500 of the larger, up to 45%, a lot of enterprises to pursue certification fans, high fans number of fans, but these fans are really your core powder it? Not necessarily, the direct users of most of our businesses are ordinary people, a common people on the microblogging network, The good, the general, the lighter ones add up to 100-500, those with more than 500 or even thousands of certified users who have influence but they are not necessarily our most effective users. Therefore, the quality of enterprise Real fans is mainly in the middle of more than two small situation.

Secondly, it is important to interact with fans, which is the core of social marketing. Let fans feel that this microblog is not an account, but a living person. So every morning and evening greeting, to the user's comments, forwarding, letters reply is an exchange, participate in the user, and they make friends, first make friends after business, this is China's ancient rules.

Again, the content is nutritious enough. Weibo can retain users or rely on content, in line with the user needs of content to retain users, convert users, brand awareness of enterprises. Therefore, their daily content planning in both enterprise product information, and the public information, imperceptibly promote their own.

Meanwhile, to have regular feedback, whether it is a prize-forwarding or promotion, especially those who only have the right to participate in the activities, they are more of a sense of being valued, this is the VIP feeling, so the development of fan-specific activities is a good way to improve the loyalty and viscosity of fans.

Many of the company's fans hundreds of thousands of, but still can not find the value they deserve. Weibo marketing to bring value and benefits for the enterprise, if the fans can not be converted into enterprise productivity, then Weibo marketing is still no value.

At present, many companies blindly pursue the number of fans, forwarding comments, there is no sense to think about how to tap the value of fans. From the beginning of the first day, the enterprise should understand, how to explore the value of micro-bo, fans are floating clouds, dug out is the enterprise want.

In fact, microblogging marketing is not an overnight, its value itself exists in this, whether the company as a sales tool or brand communication platform, you must use the right way to explore its value. But more enterprises can not sink the heart to do seriously, or the pursuit of fan number, forwarding number, order number, or the naked propaganda enterprises and products, can only be done to smash. Micro-Bo marketing needs intentions, in the enterprise recognition of the premise, understand the user, familiar with the platform, and then adhere to do a good job, then it will bring you great value, marketing, play is the strategy, Micro Bo is the same.

TIPS1: Several skills in the planning of microblog activities

Sina platform microblogging activities, can be used to expand the external brand awareness, to attract fresh fans, self-construction activities focused on improving internal fan activity and loyalty. Sina Platform is now for the activities of a few tips:

1. Sina platform smashed golden eggs, large turntable and the award-winning forwarding three forms for the enterprise effect is the best.

2. The theme of the event to be clear, attractive, can use the holiday, anniversary celebrations, a new product listing, feedback fans, and so on, the purpose is to attract fans to participate in the reason.

3. The activities of the title of the specific prizes in kind, such as necklaces, watches, u disk, iphone, and so on, plus free, Wan Yuan and other words, the general user participation is better, more attractive.

4. The activity description may at the beginning plus tells the fan to increase the lottery opportunity the several methods, such as sharing, the invitation, the reply and so on, the author has tried, the hint and does not have the hint effect difference many. You can also invite your fans to participate in the event.

5. The activities of the prizes as far as possible enterprises own products or enterprises related products, so as to increase the brand publicity, but also to avoid the non-enterprise effective users to participate in the iphone, the ipad and so on as bait to attract fans of the practice is not very desirable. Prizes are set more, the lowest award can be low value products, but the amount of more, so as to increase the winning rate, but also to increase the effect of activities.

6. The activity initiation time avoids the weekend as far as possible, because the activity generally lasts 5 days, the first 3 days the fan participation trend is rising, then drops, the author unifies oneself to propose as far as possible between Monday and Thursday to launch is better. Early stage such as activity participation is very high, then it is possible to row to the classification activity homepage, so the activity effect will also increase violently.

7. Three major attention, one is the title to give force, such as free, thousand yuan, million, Hao Li, big delivery, such words can be used more, but do not do the title party; the second is: prizes to give force, universal, practical, more people use, or fit your target crowd; Third, the winning rate to force, the price of the prize does not need a lot, but the winning rate is high , the award to fine, small prizes to many, can meet everyone, the grand prize does not expect, small prizes should be no problem psychology, so participation will be higher.