Constructing new flow entrance system with the advantage of microblogging platform

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

One side is that jingdong at the cost of gets, Tmall and the value of the value of the value of a new record. One side is tragic to undead also remnants of the Thousand Regiment war, Taobao was hundreds of thousands of merchant siege. 2011 of the electric business industry is really staged a dual-day ice fire scene.

However, in a booming scene behind, repeatedly pushed high advertising costs, high operating costs, endless profit-making yell, Happy Rodeo listing, all people can not help but began to question the current popular electric business model. This year, the investment environment of the electric business is worse, the overall valuation is lower, Amoy's Bi Sheng is a scam.

2011 Jing Dong, when, Amoy and other large electric dealers have cut the advertising budget to varying degrees. As one of the largest traffic portals of the independent electric power, the search engine has an obvious importance in acquiring new customers. But for the money has been lost, has not made money. Under the hand cuts the flesh, the face jokes the electricity merchant, really is the pain. Can be seen significantly reduced advertising budget behind the frustration.

A few of the current sources of traffic, no need to pay a large amount of advertising costs. The so-called envy, rather retreat and networking. After thinking for a long time, I can't help but wonder why not get new users at relatively low cost through a new media platform. Yes, I'm talking about Sina and Tencent Weibo, which covers 300 million of users.

As a new and developing potential media, Weibo's marketing value should never be neglected. Take Sina, for example, 300 million registered users, more than 50 million active users, the coverage should be said than Baidu is not much inferior. As a social network and as a media, Weibo has the inherent advantages of communication and interaction. Its speed of transmission and frequency of interaction can be said to make other media than the other.

2011 Major enterprises saw Durex and seabed fishing in the event marketing and Word-of-mouth marketing success, have happy horse enclosure opened the official micro. But according to the author observes, its operation effect mostly is not satisfactory. A large number of enterprises just follow the opening of the official micro, temporary accumulation of fans, send a perfunctory advertising, waiting for the mature mode appears. In the face of opportunity, everyone is unwilling to give up. But in fact, the enterprise itself does not have a professional micro-blog operators and complete micro-blogging operations strategy, its tens of thousands of or even hundreds of thousands of of fans of the official micro-account number in the operating indicators is even far less than the author less than 10,000 fans of the grassroots. The reason is still not the combination of micro-blogging features to targeted operations.

In addition to the success of Durex and undersea fishing in the event marketing, there are actually too many successful companies themselves to "Weibo marketing" have too much unrealistic expectations, as they once expected through the spam link to bring users. A few times before the discussion on Weibo, there was a "micro-blogging marketing being amplified?" Feeling.

As I see it, Weibo should be a strategic marketing channel. As mentioned above, microblogging as a social network and as a media, its advantages in communication and interaction is irreplaceable by other media. Many officials only micro Bo as a platform for the release of information, and completely do not pay attention to fan interaction, is tantamount to the pearl cast dark. In the official micro-operation should not because of Weibo's media attributes and ignore its social attributes, "I and You" is the microblogging relative to other media "I give you" advantage. The use of this deep fan interaction, the transformation of weak relations for strong relations, and then promote brand loyalty or the completion of customer transformation is Weibo marketing kingly.

The advantages of Weibo marketing:

1. Quick reaction speed, strong immediacy: This is the most persuasive of the Beijing heavy rain "Durex shoe sleeve". Its perfect grasp of Beijing, the opportunity of heavy rain, rapid response, and eventually created hundreds of thousands of of forwarding, to almost all micro-blogging users have a brand implant.

2. Strong interaction is conducive to the development of strong relations: I think this applies to a little bit of interpersonal theory, interpersonal relationships are not in the walk with each other you come to me to promote relations. The center of microblogging operations is here. It is human nature to gain a sense of self-respect in being cared for. is also the fundamental to the promotion of relations.

3. Accurate target: Once in the micro-blog discussion to see a micro-blog described as a net of the sea, the goal is broad and imprecise. This point of view makes me laugh. As a search engine, the output is always the result of our search, for micro-blog marketing, is the same. Users like our content, will pay attention to. Therefore, it can be said that for deep in the vertical domain account, most of the fans are precision users. As for the hiring jokes and cold jokes grassroots forwarding microblogging, the author does not think that is Weibo marketing.

4. Communication is strong: According to the six-degree theory, we are at most 6 people apart from anyone, and Facebook data shows that there are at most 4.5 people between people. This is why Durex shoe sets and red will "million Pooh" forwarding has been forwarded hundreds of thousands of times, but on the micro-blog to make 300 million users no one knows no one.

Relying on up to hundreds of millions of users and the above four-point advantage, Weibo is no surprise in the future as the search engine is even more of a traffic gateway than the search engine. That's why Facebook gets a huge amount of valuations and even makes Google, the search boss, so nervous.

I am convinced that in the next 5 years, the proportion of social media in the source of major web sites will become more and more high. And now it's all just a tail of an elephant. Already in the active operation of the official micro-Jingdong and 360 will have a huge advantage in the future. Sina micro-bonnet measured to now but only two years point. Tencent is still late. The road is still long, quick success is the most undesirable.