"Case" Converse Converse Research on the popularization of new noise activity in Weibo

Converse Brand:

's own brand connotation is the pursuit of freedom and advocating individuality. Label for its brand is also fashionable, trendy, personalized, original. The November 2011 Noise event was also its collaboration with independent musicians, consistent with the brand philosophy. August 20, 2012, Converse together with Renren launched # to find new noise # activity. To support the independent musician, its brand connotation is consistent.

Data analysis of Converse music official Weibo

Through the analysis of the official microblogging of Converse Music: The search for new noises has not been widely recognised in the meager sense. Only a small amount of attention, a lack of mass and subsequent attention.

Converse's micro-blog with high forwarding volume and high critical volume is focused on forwarding products.

The ratio of the new noise to the forward donation activity is very large, the average forwarding amount of the new noise is 1%, and the comment quantity is even less than 1%.

In my humble opinion, excessive gift activities will affect the value of the brand, a brand can really go down, or rely on its own ideas on the impact of people's lives.

In addition to the August 20 event opening day with Renren Amorites and October 19 of the national five born, looking for new noise activities completely did not engage in forwarding volume and comment volume. On August 28, Weibo, a New York studio for http://www.aliyun.com/zixun/aggregation/32971.html "> Original music to provide rubber for the New York Brooklyn converse# Rubber Manufacturing, has a fairly low level of interest." In addition, the mysterious guest Park tree appearance has not set off the upsurge. The online activities of October 23, the number of respondents to find new noise is also very little response.

Specific analysis on the search for new noise activities

Relatively high comment volume and forwarding volume Weibo analysis:

#1 August 20 on the launch day of the microblogging campaign analysis

Its participants mainly focus on the north-canton-first-tier cities. The national touring shows are Beijing, Shanghai, Guangzhou, Wuhan, Chengdu, Shenyang, or some targeted.

Opinion leaders rely mainly on Converse China, which has 40 forwarding volumes, accounting for 10% of the total forwarding volume. Its last year's champions band and some of this year's studio first-test "right to reshape the statue" were not forwarded much.

But it's good information that participants are focused on positive energy and are less concerned with negative comments.

#2 The five birth of the October 19 and the opening of the national tour of the microblog analysis

Activities are concentrated in Beijing, Guangdong, followed by the closer to Beijing, such as Tianjin, Shanghai is also in it. The location of the tour or the choice of more targeted.

Participants are still more supportive of the activity, but slightly less than before.

Here the key account in the Houhai Shark Station forwarded 32.2%, this is a good signal, showing the account in the independent music and converse activities of the key role.

Expected to get a high degree of attention in the actual but not achieved Weibo

On the evening of October 12, the microblog announced the mysterious Guest Park, as well as the participation of the guest judges, the forwarding volume is only 34, the comment volume is only 8. On this microblog, there is no sign of these guests, or the forwarding of these guests, has not been a wider audience. Second, the reason is that these guests are too small to focus on their own areas, and can not cause a wide range of attention.

October 23 Two of the activities of the offline stores, the purchase of new noise products to send cloth bags and free ticket activities, relying only on the great shark on the Houhai Weibo, Beijing station has 27 forwarding. The total number of Shenyang station only 8 forwarding, the corresponding amount is too low.

My 3 tips.

According to Gladwell in the "tipping point" of the three major factors: the principle of individual characters, adhesion factors, as well as environmental power principles. I think that finding new noise activities can make some minor improvements at the following points.

individual characters principle of the law of few

They are professionals, contacts and salespeople. The event invited Hackberry, 付菡, Shen Lihui, Kelly, Xie and the sea sharks, the new pants band, these people can be called as an expert, but among them, as a contact person, only the big sea sharks in Houhai acted, and not enough strength. And there is little interaction with potential consumers. This activity is accepted only by innovators and early adopters and lacks the transfer of ideas to most people. This node is precisely the result of a relatively cold response to the search for new noise activities.

Proposal: Look for the microblogging on the more right to speak at the same time also take into account the independent music nature of the guests, while strengthening the interaction with consumers, build line online under the strong contact force.

adhesion factor stickness factor

Converse pursues individuality, and the independent brand connotation is closely related to the search for new noise activities. But in this search for new noise activities, only with the Amorites of Renren is not enough, people will not see independent music to think of Converse brand. Advice: Multi-channel to increase the connection between independent music and converse itself. such as domestic music festivals, online music sites. For example, in the music festival to put the corresponding ads, so that the value of converse itself better to be passed.

environment Power, context

In China, the environment of independent music is not very good, the overall acceptance is not high. Activity since August 20, before the noise of the activity is issued in November 2011, the lack of an overall link. In this year's London Olympics this big event, as well as good voice such popular events, is enough to consider a suitable link, so that people's acceptance will be higher. Suggestion: Consider some more market-accepted activities. Or, if the consumer who wants to fight for a certain object first, such as 18-25-year-old users who use Renren most, their perception of independent music, or consider campus selection, do a more specific activity. The campus independent music person's big environment to the latent consumer's guidance as well as the converse idea transmission.

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This article is from Mavis's submission.

This article links http://www.socialbeta.cn/articles/case-converse-event-weibo-2012.html