Community Marketing Case: A post-generated fan explosion

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

August 14, 2009, Sina Weibo began beta. Since then, the concept of micro-blogging began to enter the life of netizens. A short 140 words, so that more and more net users can make full use of their own fragmentation time, to express feelings, confide troubles, share joy, record life. This a examples by the star of the micro-Bo feast, in the civil got a big popularity, became a grassroots carnival. "Did you have a little blog today?" became the first word that you and I met.

As of February 2012, Sina Weibo has more than 300 million users, with a market valuation of nearly 4 billion. Tencent with a huge user base, full development of space, micro-Bo and other community-based products, by virtue of the accumulation of QQ clients, Tencent quickly in China's social networking field, Tencent Qzone with Facebook, YouTube, Twitter ranks among the world's top four social networks. Some people gathered in the place, there will be the figure of businessmen, more and more enterprises and websites began to consider how to use QQ space, Sina Weibo and other social networks to carry out marketing.

So as a webmaster how to use the increasingly popular social network to carry out the promotion?

Here, I would like to talk about the use of social networks to promote the network of nurses case, hope to use this to explore community marketing. In the promotion of the Nurse Network, the author pays more attention to the application of social networking sites such as Weibo. Early in the site was established, the website opened the official Sina Weibo, Tencent Weibo and QQ space, and early to do their certification, so that they have a "birthright", became a distinctive brand characteristics of the "Regular Army." In the promotion process, we mainly followed the direction of attention, activities to promote, skillfully using hot spots, emphasis on the four principles of interaction.

Directed attention

Because the nurse network is a professional community website, so in Sina Weibo fan expansion process, we pay great attention to quality, did not take the crazy plus the powder group, Mad hair Information and other ways to quickly attract attention, in this process, pay more attention to directional attention.

The specific operation of directed attention consists of two main aspects: first, after registration microblogging, for micro-blog settings such as "Nurses", "care", "hospital", "White Angel" is equal to the nurse profession-related labels, set up, the system will automatically recommend to have the same label Weibo users, no doubt these users are the quality of a relatively high fan, And then go one by one and focus on them, interacting with them, turn them into their own fans; Secondly, through the function of microblogging search, input "nurses", "care", "hospital", "White Angel" and other related keywords to retrieve, the user is most of the search for nurses or nurses and related personnel, but also a relatively high-quality fans, Then the same one to pay attention to them, and gradually turn them into their own fans.

In the process of directing attention, do not be impatient, do not compare, think that their fans why less than others, to know the development of micro-BO marketing is to develop members, the ultimate goal is to attract micro-blog nurses and related personnel, so that they pay attention to, understand the site, these people are our users, is the main target of our marketing. Weibo marketing, expensive in precision.

Activities to promote

Weibo is known for its fragmentation of information and its chain of communication, with excellent interactive effects. As a result, Weibo has become an excellent platform for marketing activities. Probably October 09, the famous angel investor Cai the first time in Micro Bo launched as long as fans over million webmaster, send the relevant information to his mailbox within a specified period of time to receive the gift he sent out. That is, in the beginning, Cai's activities have attracted a number of companies ' attention, and Follow his practice is more and more, of course, the company is not a personal, individuals can also affect the company, along with the line, micro-bo gift-giving activities are more and more, the business atmosphere is also very strong, more users are stationed in Sina Weibo all the year round.

In fact, not only the big prize to ferment the activity of the power. As a personal webmaster may not have so much money to send a BMW, to send the ipad, if you can tap the user's preferences, the use of the user meaningful days to carry out meaningful activities, will also achieve good publicity results.

May 12 is the International Nurses Day, in 2011 May 12, the nurse network in their own unique way with the microblogging of the million fans to start interaction, a total of celebrating the nurse's own Grand festival. We learn from the previous Sina Weibo on an activity, sent such a micro-blog: "See how far it can go" This picture contains a nurse net to the world nurse's affectionate blessing: caring for others, but also cherish their own! Ladies and gentlemen, happy holidays! Everyone to the force forward it, forwarding the write on their own city, How many cities can this picture travel to today? Finally again send blessing: 5.12 Nurse Festival Happy!~ Happy!~ happy!~~~.

Only half a day, the microblog was forwarded hundreds of times, footprints in more than 40 cities across the country, but also to Taiwan. The day of the nurse network Sina Weibo fans exploded more than 1000.

Using hot spots skillfully

As a professional community website, we should be concerned about the "big things" that users pay attention to. Then, as a nurse or a prospective nurse, the annual Nurse Qualification examination should be a major concern for them. In the use of social networks to promote the process, for quite a long time, our main focus on the promotion of Sina Weibo, QQ space and Tencent Weibo has not been enough attention, so, QQ space and Tencent Weibo has been relying on natural growth, slowly accumulated thousands of of fans. However, it is in the nurses generally concerned about the "big things", because I inadvertently a post, but triggered a nurse network official QQ certification space fans exploded, which also let us see the QQ zone as China's largest social network of enormous energy.

January 30, 2012, is the date of registration on the online nurse certificate, the number of 100,000 of would-be nurses all over the country began the examination online registration. In order to nurse the attitude of service, we went to China Health Talent Network registered an account, landing test registration system personally feel the entire process of registration, and the registration process records down, edited a registration guide to the post, and posted this post to the network of QQ space. Unexpectedly it was this unintentional move, but triggered the enthusiastic attention of the expectant nurses. Space fans began to explode Zhang, a day or two, space fans from 5,000 to more than 150,000, but also high-quality, highly targeted high-quality fans.

At this point, we began to pay attention to the promotion of QQ space, every day in a timely manner to update the QQ space said or log, the daily growth of fans are stable around 2000.

Emphasis on Interaction

The essence of social network is interaction, without the interaction there is no tension and vitality. In the process of micro-blogging promotion, more through the initiation of activities, forwarding, comments and other ways to interact with fans. For example, in the microblogging promotion of the nurse network, fans are encouraged to interact with us by encouraging them to contribute to us through the @ Nurse network. Each week, we also synthesize a number of indicators such as forwarding volume and comments, from the submission of micro-Blog selected outstanding Micro-Bo made "Micro Weekly", in the Nurse Network website, the nurse network Sina Weibo, QQ space and other platforms at the same time, but also through the mailing list to the website of all members and QQ group directed release, This greatly increased the microblogging fans participate in the initiative, but also spread and publicize the site, for the site brought a lot of members.

The Community marketing under the open platform background makes the stationmaster have more chances than before. For example, as a small site, you can and the United States, excellent rice network, like these well-known websites have been officially certified, can be on the same platform to develop users and marketing promotion, which is a good thing for small and medium sites. As to how to find the target users in the deep social network, how to tap the needs of these users and meet their needs, and how to further attract their attention? This is related to the success of Community marketing, but also the key to community marketing, which will be our continuous exploration and continuous research. The world is flat, the future is wet, the development of social networks is far from the end, it is in the ascendant, community marketing, there are many mysteries need us to explore, community marketing will be promising!

Above content by www.zhaohushi.com in Admin5, reprint please keep the URL, thank you!