China Economic Weekly: Small Weibo, big marketing!

Li Guangdou Weibo fans more than 100, you are like this magazine; more than 1000, you are a bulletin board; More than 10,000, you are like a magazine; more than 100,000, you are an urban newspaper; more than million, you are a national newspaper; over tens of millions, you are a TV station; more than 100 million, you are CCTV. "Did you tweet today?" "Weibo brings a change in the way it spreads." The previous mode of transmission was pyramid-shaped, from top to bottom. Now, the spread into the stadium-type, the society entered a "national journalist" era, everyone is the source of information, micro-blog to promote the advent of the media era. There is no Weibo, no micro bo. Taiwan host Tsai said: "Blog is the living room, Micro Bo is a nightclub."　　"In the living room" can only sit, in the "nightclub" but can play. China 513 million netizens, among them, Weibo users more than 300 million, every 5 netizens have 3 are playing Weibo!　　What a staggering number, and what great business opportunities lie behind the numbers.　　Before the micro-Bo hot, viral marketing has been known to the public, because the largest function of micro-blog In addition to the dissemination of information can also broadcast information, and is ultra-low cost, which for viral marketing and even network Marketing provides an excellent platform, is icing on the cake. Dell has a vision of targeting Twitter. It registers several accounts on Twitter, each account corresponds to the specialized content, for example, product information account only sends the product information, the promotion information account only sends the promotion information, thus pays attention to some aspect information the fan to be possible to obtain the information in the corresponding account, convenient and quick. Dell now has millions of fans after registering for Twitter in March 2007. Every year during the holidays, Dell sends exclusive discounts to all the fans on Twitter, discounts coupons for customers, links to specialized web pages, and discounts for ordering products.　　Through Twitter, Dell has created a direct turnover of more than 7 million dollars globally.　　March 7, 2010, Dell China on Sina Weibo online, its followers quickly rose to hundreds of thousands of. The main functions of Weibo are: To publish a topic, to focus on others, to push others, to comment on others. That is to say, Weibo provides users with a good display of image, views, "blatant" to create a platform for advertising. Enterprises through search to lock the target consumer groups, direct transmission, business is so "unknowingly" made, and then through the "forwarding" to let more consumers know this information, enterprises and products so sell out.　　For enterprises, this is undoubtedly a high viscosity, low degree of rejection of marketing means, can be self-promotion, can also occasion. July 2010, COFCO launched the World Expo marketing the most successful one-the four-month-long "Cofco Good life" activities. The campaign to Sina Weibo as a platform to share a "better life" theme, to encourage netizens to send micro-blog, upload the expo photos, forwarding, commenting on a variety of forms to share their good life. Share the same, let them participate in the "chain of Cofco," the interactive link, not only with the expo slogan "Better city Life" echoes, more successfully the COFCO and "better life" binding together.　　More than 6 million users were involved in the event, generating more than 10 million tweets, with more than 420,000 users hanging on to the "Cofco Fine" medal, and on Sina Weibo's hot Topic list, where the official microblog of the Good life of Cofco won more than 230,000 fans. On the impact of Weibo, netizens summed up such a few words: you have more than 100 fans, you are like this magazine; more than 1000, you are a bulletin board; Over 10,000, you are a magazine; more than 100,000, you are an urban newspaper; more than million, you are a national newspaper; you're a TV station. More than 100 million, you are CCTV.　　Advertising in the CCTV and in the micro-blog advertising costs are self-evident, enterprises just right to use micro-blog, you can achieve a multiplier effect, can be said to be "small Weibo, big marketing." More Li Guangdou columns for more details see economic net Www.ceweekly.cn/special/liguangdou