Analysis on the three negative factors of "three mountain" before the microblog marketing

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Weibo, a new medium that spreads instantly and web2.0 in the environment. The media came to China, immediately attracted the attention of various businesses, followed by the birth of micro-bo marketing in all walks of life. Microblogging marketing activities in full swing, imitation has Liao "blog" potential, but marketing whether there is booming effect? Businessmen see the advantages of micro-blogging so the marketing attempt, but also see the lack of Weibo? I think in China's network environment, micro-bo marketing in front of "three Mountain", or the impact of micro-bo effect of the three major negative factors, the following discussion.

Microblogging marketing activities with instability, especially large-scale planning activities with high efficiency and high risk. Weibo gathers the product structure of the vermicelli and the fission mode of communication, there are operators in the content management of the imperfect, so that micro-Bo has a large impact and rapid dissemination of characteristics, and these characteristics caused no matter whether the micro-blogger, or operators, or even any one, a collective is difficult to control the propagation of micro-BO information, speed and the expression of the original meaning. Micro-Blog marketing, marketing information dissemination direction and speed is difficult to control, coupled with the original meaning of the transmission of instability, nature makes Weibo marketing activities is difficult to control. In large-scale activities, the characteristics of low control of micro-Bo marketing is particularly obvious. Activities, micro-bloggers gathered a large number of users in a short period of time, the impact of their release information has been the second-level reinforcement, such as information dissemination of the right (direction, speed, meaning), then this campaign will be very successful marketing, at the same time, information dissemination if inappropriate, the negative impact on the enterprise In recent days, Mr. Liang launched a massive "pencil-change" public event on Sina Weibo, after the event was launched, when Dell computers expressed their intention to donate, but eventually Dell chose to give up. As we all know, Dell has been very adept at microblogging marketing, but why the last option to exit the campaign? Liang analysis said, "in the face of very fragmented crowd and information, advertisers even if the intention to help, also dare not rashly intervene, we can not control the mouth of netizens, even the experts in the Dell is also inevitable." ”

How to carry out "safe" marketing through Weibo, a new medium with "adventurous spirit"? There are several suggestions: 1, pay attention to the cultivation of micro-blog fans of the core fans, the development of their friendly relations. The so-called core fans, is influential, the power of speech fans leader. Close the distance with the core fans, through its influence in the ordinary fans, two-level guidance (micro-Bo main → Core fans → fans), can effectively guide the public opinion of fans, enhance the stability of the Micro Bo main information dissemination. 2, the establishment of a sound micro-bo monitoring system. The monitoring system here emphasizes the need for the micro bloggers to have a sense of plan to monitor their fans as they develop relationships with their fans. "Supervisor", that is to understand what fans want to do; Control, you have to guide what fans want to do, pay attention to event control and activity control. 3, to carry out marketing activities, planning to perfect, especially the emergency mechanism part. Weibo in any case unstable, do a good job planning, do their own, this is the basis of successful marketing planning.

Micro-blogging profit model is not clear, enterprises difficult to formulate strategic marketing strategy. Tencent, Sina, Sohu, NetEase and other four major portals have set up a micro-Bo platform, but all in the test, its respective profit model industry guess constantly. This has a great impact on the company's marketing strategy. Enterprises to carry out marketing activities, must consider the cost of the core issue. Although it seems that micro-bo marketing has low-cost characteristics, but overall, the enterprise in the original media marketing based on the increase in micro-blog marketing, which significantly increased the cost of marketing. At the same time, the micro-blogging profit model is not clear, after the enterprise in micro-blog marketing to pay more money, who is not clear. Enterprise to the future in micro-blog marketing is difficult to clear, naturally difficult to develop a long-term, integrated micro-blog marketing strategy. Now many enterprises have started micro-bo marketing, but only in the tactical level, the lack of strategic direction and content on the integration. Making a strategic marketing plan is especially important to the enterprise.

Since the microblogging profit model is unpredictable, is it really difficult to make a Weibo marketing strategy? We can use static braking, quo. Suggested strategy: 1, conservative follow. The following refers to the operation of the major microblogging platforms. In the microblogging platform has not explicitly implemented a certain profit model, we are conservative action, do not carry out in-depth development. The conservative behavior includes: (1), manages the fan, establishes a certain number of fans, for the middle and late marketing completes the Personnel Foundation. (2), carry on the shallow attempt of the microblog marketing, explore the skill, form the marketing way with the enterprise characteristic. (3), pay attention to the development of micro-blogging, understanding and familiar with the relevant marketing aids, in order to carry out future activities. 2, two hands preparation. Each platform microblogging profit model changes in any case, eventually will only produce two results, enterprises use microblogging platform for marketing, need to pay less cost and more costs. In this respect, enterprises should choose their own marketing strategy according to their own situation. If the micro-blog marketing costs are less, most companies can be assured to try to use the new media for new marketing. such as micro-blog marketing costs More, large enterprises have strong financial support does not need to worry too much. And SMEs have two roads, such as in the capacity to pay the scope, can continue to carry out microblogging marketing. Otherwise, you can now consciously integrate micro-blogging marketing into the overall marketing strategy, and in the micro-blog marketing to reduce the proportion or even finally reduced to zero. Enterprises to choose that way, should be based on their own situation, especially the ability to pay and development needs.

Micro Bo platform to be improved, micro-bo users immature, marketing effect is not obvious. Four major portals of micro-blog in the test, the product appeared a lot of problems, especially in the microblogging user experience and platform open. This kind of new media characteristics, to a certain extent, the impact of micro-blog marketing activities. But the bigger impact is the factor that Weibo users are immature. Immature performance in two aspects, one is the number of users, the second is user behavior. Cnnic published the 25th China Internet Development Status Statistics report, as of December 2009, the blog application in the Netizen's user size reached 221 million. And Sina CEO Chao said Sina Weibo has 5 million users. NetEase, Sohu, Tencent Weibo are online soon, the number of users and Sina compared to less. In this way in front of the blog, Micro Bo appears very "weak." In other words, by the micro-BO user base less restrictions, each enterprise income from the fans are limited, marketing, the effect will not be obvious. In the reporter asked microblogging marketing effect how, VANCL President Assistant Xu Xiaohui answer is: "In China, use microblogging platform to do sales no sense." The reason is that your fans have not reached enough, now 100,000 are very few, so it is not a commercial platform to pull. In addition, the immaturity of Weibo users is also reflected in user behavior. Micro Bo platform Supervision is not perfect, microblogging users and 稂莠, some users are easy to "damage" behavior, which will directly affect the conduct of marketing activities. Also, Weibo users are first in the "culture" stage, the product identification and dependency is not high. The average per-day browsing time for micro-blogging services is only 224 seconds, less than a quarter of an hour. These all affect the marketing effect.