"Case Study" analysis on the information dissemination mode of the official microblog of Sina Micro-blog Group

Sina Weibo research series of articles by the Ministry of Commerce and Http://www.aliyun.com/zixun/aggregation/13666.html Sina Weibo ">socialbeta jointly launched to help the broad masses of Sina Weibo have a better understanding, 工欲善其事, prerequisite, believes it is a bit of a revelation to your business when it comes to using microblogs.

There is a phenomenon in the official microblog run by many companies in Sina, companies with corporate micro-blog, but also for its children's brands, local branches, organizations and other departments to open a separate official micro-blog and certification, as an independent function, such corporate micro-blogging strategy is called the group's official microblog.

Companies that use the group's official microblogging strategy often have their own particularity, and we have conducted a series of analysis and research on the information propagation path of the group's official microblog, and summed up the corresponding pattern.

What is dandelion-style spread:
Information dissemination from an official account issued by the dissemination of the group by a number of other official accounts forwarded. The model of spreading again in the center of other official accounts. Known as the group account information dissemination of dandelion mode.

Enterprise types for this mode:
This type of communication pattern is found in many enterprises with many sub brands or lines of business, and the target users of the Sub brand or line of business have characteristics and similarities. For example: Adidas series group account number.

We found from March 22, a microblog issued by the @ Adidas training, in the process of transmission, @ Adidas Basketball and other product line account to the role of the key nodes such a typical path of information dissemination and Adidas group account strategy has a great relationship.

Adidas group account information dissemination of the typical path

Adidas's group microblogging strategy

Open a number of sub-brand official account: Adidas in Sina Weibo has many official accounts, the characteristics of the basic according to the Sub-brand line division.

Adidas Group account Matrix

Sub-brand accounts of the collaboration between: Adidas the company's micro-blog attaches great importance to information in the sub-brand account spread between the information has a strategic diffusion. Adidas group account of the collaboration between the mode is more clear. @adidas_neo_label with the @ Adidas running, @ Adidas Basketball, @ Adidas football interaction between very many, except the operational operation of the point of view, running, basketball, football, the number of products of the user's preferences are close to the demand is also a reason.

Adidas Group account Cooperation mode

Summary：

Information in the group account between the dandelion-style spread of the advantage is that,

① use of forwarding, the effective use of the overall advantages to expand the coverage of information;
The ② information can reach the user many times, form the lasting influence, strengthen the user's impression;

It is to be noted that:

① Each account positioning between the clear and consistent, the uniqueness of the content, to avoid the account content of the same as the user's disgust.
② according to the target audience to select the forwarding account, choose to be able to overwrite the corresponding target user's account, rather than blindly forwarding.
③ forwarded content must have a certain universality, too vertical will affect the scope of the spread
④ forwarding frequency needs to be too frequent, so as not to cause user aversion.

What is the hub-type communication: From a core account to dominate the account, the account is an equal relationship between the number of information from the core account to the branch account, the information between the accounts does not interact, such enterprise groups account number of the construction model called hub mode.

The type of enterprise suitable for this mode: This type of pattern appears in the local and central separate obvious group account number. For example: Wanda related group account number

From the @ Wanda movie Life released a piece of information analysis, you can see that the propagation path is divergent, each branch is relatively short, but a lot of clues. Many of them point to local official accounts.

Wanda Group account information dissemination of the typical path

Wanda's group microblogging strategy

Wanda's group Weibo has a representative headquarters of the official micro-blog @ Wanda movie Life, various places Wanda Branch also actively open official account, such as: @ Wuhan Wanda Film City, etc.

Wanda Group account Matrix

(all local accounts are not shown above)

Wanda-related group microblogging collaboration model

Wanda Wanda Group's collaboration model is very clear: to Brand account @ Wanda movie life as the core, the regional account has organized the forwarding of transmission. In March alone, the area account for the @ Wanda Movie Life Forward and commented on the amount of up to 1735, theoretically direct coverage of 90,002-level fans.

Wanda Related group account cooperation mode

Strategy analysis of Wanda localized account

In order to verify the Wanda group account number of the regional, selected a different fan size of three regional accounts. As can be seen from the figure below, these three accounts have a relatively high degree of localization, accurate coverage of the target audience.

Summary: Information in the group account between the bub spread of the advantages of

① information spread from the central to the local users, expand the scope of information coverage
② Information transmission line short, directly and quickly cover local Users

It is to be noted that:

① the location of each account has a geographical difference, from the choice of content, covering users should be differentiated.
② forwarding of content must have a nationwide role, such as nationwide promotional activities.
③ local account can carry out local services, attract more local users, and the national category of account content and function to form a complementary.

What is Gemini transmission: The company has an official account, but at the same time the Enterprise leader account also plays a strong communication power and influence. The information will be forwarded to the enterprise's official account, or even stronger, by the company leader. This mode of transmission can be called Gemini transmission.

The type of enterprise suitable for this mode: This kind of situation is mainly in the area where the executives have strong social influence or industry influence, for example: @ Easy to view as the representative of such account.

Typical path

We choose a micro-blog with a large number of tweets, and found that the micro-blog of easy-viewing executives has played a significant role in promoting the spread. And the audience of the high Minos and the Gumbo have certain partition.

The group Weibo strategy:

The easy concept is to start the Enterprise Micro-blog According to the line of business, at the same time, many easy to view executives, experts and so on in micro-blog opened a personal account.

Analysys Group micro-blog Matrix

The cooperative mode of the micro-blog of Analysys Group

Although there are brand account, but each account is relatively vertical, there is a certain professional threshold, so the account between the choice of the content, there are more rigorous consideration. And when the group needs to carry out large-scale activities to promote, but also rapid aggregation.

This form can better coordinate the diversity of research fields and the professionalism in each field. However, due to the high degree of business verticality between the accounts, the fans concerned are not interested in other vertical information, which will affect the spread and diffusion of information.

Summary: Information in the group account between the twin star spread of the advantages of

① solves the embarrassment of the inability to cooperate between the vertical business
The influence of ② executives is greater and more believable to some extent than the official microblog of the company.

It is to be noted that:

① Enterprise executives need to have a strong influence and attention in the industry, can borrow.
② executives in the forwarding of content need to have a certain choice, and add their own views and attitudes, rather than simply forwarding.

From the Enterprise internal Management Dimension analysis:

Marketing expert Jeremiah Owyang in the 5 forms of Corporate social media strategy (Keynote:social Business forecast:2011 the year of Integration) article will summarize the enterprise socialization strategy in 5 mode:

①. Centralized, Top-down command and distribution of tasks;

②. Distributed, no unified organization, in the self-growth state;

③.hub, there is a department of unified rules and coordination, the relevant functional departments of their respective efforts;

④. Dandelion Style, a department to coordinate multiple brands or subsidiaries;

⑤. Honeycomb, every employee is authorized, everyone is responsible.

Can be seen as a group of official microblogging information dissemination of another dimension analysis, enterprises only from the establishment of their own account set up the model at the same time, with the enterprise internal management mode, the platform to co-ordinate the interaction, to get the corresponding effect.

This article is provided by the Ministry of Commerce of Sina Weibo, if there are related problems, please contact @ Enterprise Micro Blog Assistant or @baiyi

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