China Weibo marketing Top ten classic cases

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According to the authority of the forecast, the end of 2010, China's Internet micro-blog Active registered account number will exceed 65 million, 2011 years will break 100 million, 2013 domestic microblogging market will enter a mature period. Undoubtedly, Weibo will become another important battlefield of future commercial war. The author of the current micro-blog marketing of the top ten classic cases, jointly explore the promotion of micro-BO marketing development.

One, Sina Weibo run fast: anywhere to share

August 28, 2010, Sina Weibo first anniversary. This day, a "micro Bo run" activities around the city held: 10 different models of mini micro-blog team, carrying a special gift and 8 online collection of micro-Bo users, from Zhongguancun, through the streets of Beijing, through the five crossings, the bird's Nest, Chaoyang Park, Temple of Heaven, Xidan, South Percussion Lane, such as Beijing landmark sites, will be Weibo " Anywhere to share "the spirit passed on to every passer-by.

"Microblogging run" is Sina's campaign to celebrate the first anniversary of Weibo's opening, is the first large-scale domestic micro-Bo extended from the line to the line, take full advantage of the characteristics of micro-bo innovation, boldly break through the normal mode of activity, to create events, so that Bo friends themselves creating content and help spread.

Starting from August 20, "Micro Bo Run" official microblogging ID set up, through the topic of discussion, suspense settings, voting PK, gift incentives, etc. for the activity preheating. The day of the event, the team every station will organize the car, the scene and online users to interact, a total of more than 30,000 micro-blog content, causing major media attention and reports. The third day after the event, Baidu Search "micro Bo Run" to obtain 710,000 related results. Through fission dissemination, "Micro bo Run Fast" information instantaneously passed to more netizens, the user brand goodwill, loyalty greatly improved. Therefore, in a sense, this is not only a successful birthday show, but also Sina Weibo development of a new starting point.

Looking back, it has been 4 years since Twitter appeared in the United States in the 2006, but in China, Weibo has really entered people's lives for only 1 years. Many of China's micro-blogging pioneers have made unremitting explorations, but mostly ended in the fall, until the August 2009 Sina Weibo officially opened. Sina Weibo has followed the success of the blog to promote the successful experience, a short period of time quickly set off the domestic micro-blog trend, "you Twitter (Weibo)?" Become the first words of many people greeting.

As the earliest launched by the web portal microblogging, Sina Weibo has become a leader in the field of micro-blogging. "China micro-Bo Yuanyang Market White paper" data show that, as the number of users growing, Sina Weibo on a daily basis to produce a huge amount of information. In July 2010, Sina Weibo generated more than 90 million of the total number of micro-blogs, more than 3 million per day, the average of more than 40 micro-blogs per second generation.

Second, Nokia N8 press conference Weibo live broadcast

Nokia N8, the first mobile phone to carry the SYMBIAN^3 system, was released online on the morning of August 25 with a new microblog broadcast. August 25 10:30 A.M., Nokia United Sina Weibo, Renren, happy Net and Youku's full social networking conference opened. On the same day, Sina Weibo homepage launched the Nokia N8 mobile phone "microblogging conference", within 7 hours that received micro-blog comments, forwarding 89,034, Nokia Sina Weibo home care number reached 49277, by the industry called Brand marketing another success story.

Weibo marketing is also a double-edged sword. Nokia N8 Weibo live on the Internet, the original is Sina Weibo live at the beginning of the page, a brief pause, one hours later, the Silicon Valley power issued a bad video broadcast. The tiny flaw in Nokia's launch show may be a black humor for the "God" for Nokia. "One side is the video broadcast of China's most authoritative news portal," said a news section one side is the world's top mobile phone business heavyweight press conference, in such an important event was inserted pornographic content, the instant detonation of the entire network, enet on his own web site published in the report, despite a "screenshot", But people do not fully trust, on Weibo, forums, and even MSN friends to verify each other. ”

The truth of the matter is different, a considerable number of experts and the interests of Nokia indignation, in fact, we do not need to enjoy the Internet to bring convenience at the same time, we must face the Internet to bring all kinds of troubles, in micro-blog's position is as follows: Verify not much meaning. It doesn't matter whether it really happened or not. Qiang in the three-person line is often said that what happened most of the truth, the entertainment era. If say 10,000 people saw that picture, then if want to tell these 10,000 people this picture is false, unnecessary, everybody actually also does not care about true and false, lively just. Choose New media, enjoy convenient and efficient interaction, but also accept its uncontrollable and promiscuous.

Of course, there are some onlookers questioned whether this is the Nokia aspect of the three-custom marketing, difficult to distinguish between the true and false; The network has always been the case, but we should not think about this thing, but Nokia such a mobile phone giant in the marketing and product focus of some of the paradoxes.

Third, the Chau decoration covers the first high-rise in the history of micro-bo

The sudden popularity of micro-blogs makes communication between companies and consumers truly "personalized", "7x24-hour", "fully transparent", which looks extremely close to the ultimate pursuit of service, but actually poses a challenge to the company's marketing capabilities. Compared to the traditional SNS, BBS and personal blog, the spread of micro-blogging speed and range are much greater. We know that social networking is the place to build relationships, and interaction and service are key words. So finding topics and targeting people on Weibo, locking up keywords, and finding potential fans to communicate proactively is something that companies can easily accomplish on Weibo. Chau Decoration Company cleverly used this strategy.

Golden Nine silver ten, National day long holiday is always the best time for business nuggets. September 28, 2010, Sina meager a theme for "The Yuan Chau to find national day, netizens grab sofa, Guevibo the first high-rise" blog is greatly sought after, the blog fans in less than a day to break through thousands of people. Originally, the blog is a 500 strong decoration company-yuan Chau decoration company. The company in the National Day holiday to launch a grab sofa activities, "" #元洲寻找国庆 #, netizens Rob Sofa, Guevibo first high-rise "Celebrate 61 birthday, the yuan Chau looking for 61 people called" National Day "to enjoy preferential home decoration. Where to forward and reply # Yuan Chau looking for the National Day #+ Review of the No. 5000, 8000, 10,000 netizens were given a "wave fit" sofa, another 6000 yuan sofa voucher. Chau with the first high-rise in the history of Weibo, the interpretation of the National day 7th legend. "One clever use of the double meaning of the sofa, and secondly, with the help of everyone's" National Day "plot, we hope that through this activity to participate in the Yuan Chau decoration sharing, happy corporate culture, and grow together.

The value chain of traditional media is roughly composed of several parts: information-content-advertising-commodity-consumption. In the value chain of micro-blogging, this chain is drastically shortened or replaced. The content that the company sends is sometimes the advertisement, even the information itself can direct the consumption. As of October 10, 2010, the Yuan Chau Beijing branch of the number of fans have reached more than 17,000 people, #元洲寻找国庆 # topic to participate in forwarding, comment, grab sofa Interactive integration times far more than 30,000 people, total impact of nearly 1 million users.

Iv. VANCL: Brand, activity information dissemination multi-pronged

Micro-blogging is a platform for netizens to freely choose and exchange information. Based on this feature, if advertisers are trying to publish a single brand of hard advertising microblogging marketing, not only for the deepening of brand connotation and propaganda has no effect, but also disturb the user's browsing experience, so that they from the brand's fan circle, obviously, This is a departure from the ultimate goal of microblogging marketing and the gathering of most brand consumers.

Then, how to innovate the release of products, brand information, where customer prudential experience may be used as a case for reference. As the first "home" Sina Weibo advertisers one of the vancl over the years to cultivate the sophisticated e-commerce practical skills to achieve its as the main advertising "scarf" star's natural advantage. On Vancl's microblog page, you can clearly see the rapid rise of the company to deal with internet marketing sophisticated: a combination of Sina-related users to give Vancl card, a moment to launch 1 yuan seconds to kill the original price of 888 yuan clothes to stimulate the fragile nerves of fans, and then through the gift of the way, Lalay Chen Yao and Xu Jing and other celebrities on VANCL products to interact. In addition, you can also see VANCL best-selling clothing designers tell the story behind the product design, see the March, the small staff to express the emotional feelings, for the attention of the topic of users to retrieve the question, Vancl behind the team will be the first time to answer. VANCL Brand management Director Li Jianxiong told reporters, although from the current point of view, micro-Bo marketing is difficult to assess, but the corresponding investment is very little, as long as careful management, micro-Bo to the corporate image of the construction, brand connotation of the propaganda of the meaning of self-evident.

V. Elegance of the Harem

Harem Elegance is a classic case of microblogging event marketing in a social network environment. Event marketing is through the production of news-value events, and let this news event to spread, to the roundabout advertising, to achieve the effect of advertising.

"Elegant female" is a typical case of micro-blog marketing, the planners began with the traditional forum, blog and other marketing strategies, like once popular in the blogosphere "video Dancer Wood Body Diary", write a story again send a photo, through Hyun Fu and Sun star two magic weapons, and create a "harem" writing method, Received widespread attention in Sina Weibo. "Harem Elegance" from December 1, 2009 registered account number, to February 1, 2010 marketing end, through two months of time, gained 50,000 Sina Weibo fans, each Weibo comments are thousands, become Sina Grassroots blog second and network reds, and obtained Huang, Pan Shiyi, Ning wealth and so many celebrities attention, can be counted quite a harvest.

In the marketing effect look, after two months of speculation, "elegant female" popularity soared, in Google search "Harem elegant" there are 210,000 records, search "elegant female" has 140,000 records, with more than 55,000 fans, the average number of messages per article 1000, from the number of messages to see, About hundreds of thousands of fans of Zhao Wei, weekly Pen Chang 1/3, also has enough visibility, visible its active fans. Attention to analysis of the data, the focus of the crowd is also mostly belong to the target area of the game group. But it should be noted that the comments on the fan's message show that most of the comments are more negative comments, and for the "Dragon Sword" keyword analysis, found that the attention of the online game is not because of "elegant female" hot and soaring, its concern has been more stable, the user's attention is even lower than "harem elegant" Attention, the marketing effect is not obvious.

Therefore, "Harem elegant" event marketing, although the fire "elegant female", in just two months time to create a "network Reds", but the promotion of the network game is still open to question. The Event marketing Choice platform is the social network Sina Weibo, although the update is more convenient, forwarding and commenting is also easy, but because the "elegant female" positioning and online games are difficult to find the point of contact, while Sina Weibo has a large number of high-end users and social celebrities, including Moonlight blog, such as the depth of micro-blogging users, Lead to the late-stage marketing incidents, affecting the spread of the effect, if the choice of more pure grass-roots community, such as QQ space or Tianya, it may not as early as the curtain call.

Six, "Network integrated marketing Weapon Spectrum" by my World press conference Weibo live

February 4, 2010 15:00, Liu Dongming will bring a new book (Title: Network integration Marketing weapon spectrum) in the "From My World" to meet you. The new book promotion will be sponsored by China Electronic Commerce Association network integration Marketing Research Center will join together "by my World" heavy promotion, in addition to the invitation to today's well-known industry experts, but also the realization of the country's more than 10 micro-bo, SNS Web site synchronization, and to 200,000 and the credit client for synchronous push report.

Sina Weibo, watercress, tick tock more than 10 micro-blog, "Network integration marketing weapons Spectrum" incarnation of a lovely martial arts master appearance. If the network marketing is unfathomable rivers and lakes, you are the network marketing heroes, and network marketing of various ways is the battlefield to kill the best weapon. "Then who are You", a deep question in the scarf? "" OK, everybody reader, the younger brother sings first fat well, I am you shu (tie, dare to dip the public scarf cheap?) Small mistake, I am your book, I called "Network Integrated Marketing Weapon Spectrum", a lost years of network marketing martial arts cheats ... "attract the attention of the audience." The entire virtual world release will last more than half an hour, during the expert speech, the author spoke, netizens interactive questions, cartoon star pp pig flowers. Everyone is so busy! Live People "Network integrated marketing Weapon Spectrum" is a humorous and witty language for everyone to carry out a wonderful live, push will be half an hour a total of 170 tweets for the audience, Sina Weibo audience from 0 to 600 people, and the audience is very accurate, 80% is engaged in network marketing, E-commerce professionals. More than 10 Weibo listeners amounted to more than 50,000 people.

The Conference of the protagonist by my World and the "Network Integrated marketing weapons spectrum" achievements in China's first virtual world, micro-bo, SNS Cross-platform synchronization broadcast the conference. Whether it is a book marketing session or a virtual world, this case will become a milestone, there will be countless two of word-of-mouth dissemination. This marketing Cross-border can be said to be "common hunt, eat meat together" mode, a number of cross-border resources have been fully utilized and feedback, so that the maximum efficiency of resources.

Seven, Houlin New Year's fairy tale: send wishing friends diamond ring

The six-degree segmentation theory is seen as the foundation of all social networking, but on Weibo you can simply "focus" on strangers. Users no longer seek to find their "potential people", but rather take the initiative to "focus on" the people they want to know. This means that in the past some of the profits from channel and distribution will be diverted to upstream companies.

Before the Spring Festival in 2010, Sina Weibo held activities, netizens can publish their dreams through micro-blog, conditional netizens can help to achieve. Activities are about to carry out the naked marriage of the North drift netizen "Dou small dou" in Sina Weibo wish, "North drift families can not afford to buy a car, only expect to have a diamond ring, don't be all naked married." Is there anyone who can satisfy me for this new Year's resolution ... "A simple text, hoping to get a diamond ring, so she will not be naked marriage." An unrealistic wish, but really in exchange for a diamond ring and diamonds pendant One, we think this is Arabian Nights. But this thing really happened, this miraculous story, by netizens as the new Year's microblog fairy tale. One of the main characters of this fairy tale is Li's ex-husband Houlin. The little girl's little Wish was seen by Houlin, chairman of the diamond agency, who really sent a diamond to the girl.

January 9, 2010, Houlin through micro Bo Small assistant confirmed the Netizen's confirmation. Netizens pay attention to the new Year's micro-blog fairy tale, also incidentally stroll around the Houlin microblogging, found that Houlin also played a "harem body." "Tonight and Yapeng together to give friends a sincere birthday, originally this time about to go to Phuket, Faye Wong want to go to Korea, so they split up, today is the New Year buddies first gather, estimated to be a drunk, the past Hyipeng often do charity, have time to gather together, emotions lift a cup to share with each other, You may as well get drunk today! "Houlin is very diligent in updating Weibo. Weibo male version of "Harem elegant" the name of the Netizen also sent him. Sina public Relations Guiling revealed: "This event for Houlin won a good reputation." It is said to have helped him attract a lot of business. ”

BA, Yili comfort "vitality Baby" World Cup Weibo marketing

With the change of the advertising main marketing demand, the conventional brand exposure is obviously unable to meet the expectation, which correspondingly enhances the ability of the network media deep marketing. Network media must analyze different industries and World Cup contact points, taking into account The advertiser's marketing appeal, product value and market demand, respectively, to find their best fit point with the World Cup.

Sina World Cup micro-Blog report spokesperson "Vitality Baby" to find this point of agreement: in consumer Association, milk is nutrition, health and "vitality" related not directly, so need an opportunity to let nutrition and vitality of milk and the body together, and the World Cup is a good opportunity, Because the World Cup is the most test of Chinese fans vitality of the World Cup, all the games are basically in the late, this time is the most need to have the vitality of the time, because the vitality to continue watching the game.

During the World Cup, yili nutrition and comfort milk and Sina Weibo deep cooperation, in the "My World Cup" module, netizens can put on their own support team flag, Sina Weibo for the team cheer, combined with yili comfort product features, and the World Cup football match elements of the combination of the popular, so that the brand awareness, so that fans produce memory. In the World Cup area of Sina Weibo, 2 million people have been put on the flag of the World Cup team, cheering for the team, and related posts have broken through 32.26 million. At the same time, through the comparison of micro-Bo fans, the number of fans to choose the most users, become fans leader.

Yili's "vitality Baby" as the Sina World Cup Weibo report of the image of the spokesperson, sports marketing to rise to a new height, for the audience to bring the spirit of excitement, so that watch ads become a kind of enjoyment. If the enterprise, brand and the audience can not have emotional resonance, even in the game venue of the lawn covered with corporate logo, also can not bring any effect. This micro-blog marketing Campaign to let the fans vigor and nutrition comfortable milk organically linked together, let the attention of the World Cup people are concerned about nutrition and ease of milk, nutrition and ease of milk for Chinese fans of the World Cup life injection of health and vitality of the information passed out.

Ix. The first case of microblog marketing

42 Weibo, a "clerical error door", 2 days to let Kingsoft Software (03888.HK) in Hong Kong stocks plunged to 13.88% (May 25 fell 2.24%, May 26 tumbled 11.9%), set a new low in 52 weeks, a day to evaporate more than 600 million Hong Kong dollar market value. As a result of the large network of crazy stir-fry and a hundred thousand of of netizens enthusiastic participation, 360 chairman Zhou Borrow Micro Bo shelling Jinshan action has also been netizens hailed as "China's microblog marketing first case."

May 25, 26th, 27th, 360 security Guardian Chairman Zhou Sina, Sohu, NetEase, Tencent and other four major portals on Weibo, a day of intensive release of dozens of blog posts, to the public to disclose 360 and Jinshan enmity and antivirus industry attack each other shady. Zhou with the words of ridicule, a large number of detailed data, pointed out that Jinshan Network Shield damage 360 of the details of products, resulting in 360 forced to abandon their compatibility. Soon, Jinshan Security responsible also joined the regiment, in response to the week, but also admitted Jinshan in the AVC evaluation of the existence of "publicity errors", but also said Jinshan has repaired on 25th, Jinshan Network Shield "technical loopholes."

And before, to 360 points out the existence of Jinshan network shield high-risk loopholes, Jinshan has a high-profile denial to respond. Because Jinshan poison PA will be the AVC "Countdown first" performance publicity into "The world's first", anti-counterfeiting celebrity Wang Hai has just Beijing Jinshan Software Co., Ltd. and distributors linked to the state company sued the court, and on suspicion of false publicity for the double claim. Subsequently, Jinshan company responded that the department staff clerical error. This matter quickly by Weibo Netizen hype as "history of the most cow clerical error", also called Jinshan "Clerical error door."

The dramatic development of Jinshan and 360 saliva events, together with the major micro-blog has focused on recommending the Zhou launched by the micro-broad war, attracted a hundred thousand of of netizens stop to "watch", so that some netizens said "class is not in mind, just like watching a play, early move a small bench waiting to live."

As of 27th 16 o'clock, Zhou has 52,186 fans on Sina Weibo, has 31,055 in Tencent Weibo, and has quadrupled in 48 hours.

Ten, China Oriental Aviation and netizen friend type of exchange

In advertising and communication, according to Frech (Rudolf Flesch) 's human formula, the human touch score =3.365x the number of person words in every hundred words +0.314x the number of person words in every hundred sentences, and the higher the personal score-the more simply, the more you and I he, The wider the spread of advertising or news. So, on Weibo, companies must be like individuals. As Miao Ying, the head of business development at Sina Weibo, described it as "the first financial weekly," the company or the organization and the user "friend-type communication" is the most important.

China Oriental Airlines Co., Inc. 's Micro-blog @ Eastern Ling currently has nearly 9,000 fans. East Airlines Ling called the most representative of the airline's image of the stewardess, each stewardess is the name of a conclusive, preceded by Ling two words. The main content of Weibo is the scenery photos taken by flight attendants all over the world, or the cockpit of the airplane that the passengers can't see at ordinary times, etc. The overall style is simple and approachable, which is in line with most people's taste for aviation services.

One of the many things that companies that successfully use Weibo for marketing has in common is that they use real people (with real) to make their own accounts. Comcast's Avatar looks sunny and friendly. Similarly, "Dell's growth in China is really quick, and the potential is huge," said Dell China on April 12, commenting on and forwarding a netizen's microblog. Thank you, Kiss! This "Taobao female seller's chamber" may not recruit all people like, but as a customer service this tone does make people feel very cordial.