Corporate information is how to spread through Sina microblogging?

Sina microblogging research series of articles designed to help businesses have a better understanding of Sina Weibo, as well as some of the microblogging marketing interested Internet practitioners. Workers want good things, we must first sharpener, I believe your business when using the microblogging a little inspiration.

There is a phenomenon in the official Weibo opened by many enterprises in Sina. While owning the official Weibo, enterprises will set up separate official Weibos for their sub-brands, local branches and various organizational departments and certify them as independent The function of such enterprises microblogging strategy is called the group's official microblogging.

Enterprises using the group's official microblogging strategy often have their own particularities. We conducted a series of analysis and research on the path of information dissemination in the official microblogging of the group and concluded the corresponding modes.

Dandelion type:

What is dandelion-style communication:

Information dissemination is disseminated from an official account post and forwarded by several other official accounts within the group. Another official account as the center again spread the model. The dandelion pattern known as the spread of group account information.

Type of business for this model:

This type of mode of communication is more common in organizations that have a large number of sub-brands or lines of business, both target and sub-brand or line-of-business users. For example: adidas series group account.

Adidas is the typical path of group account information dissemination

Adidas Group Weibo Strategy

Open a number of sub-brand official account: Adidas in Sina Weibo has many official accounts, characterized by sub-brand line basically divided.

adidas group account matrix

Collaboration relationship between sub-brand accounts: Adidas Department of enterprises microblogging attaches great importance to the dissemination of information between sub-brand accounts, the proliferation of information strategy. The mode of collaboration between Adidas Group accounts is clearer. @adidas_neo_label and @ Adidas running, @ Adidas basketball, @ Adidas football interaction between the many, in addition to operating point of view, running, basketball, football, several types of products like the needs of users closer is also a reason.

adidas group account collaboration mode

summary:

The advantage of having dandelion-type messages among group accounts lies in:

① use of forwarding, the effective use of the overall advantages of expanding the coverage of information;

② information can reach the user several times, forming a lasting impact, to enhance the user's impression;

have to be aware of is:

① the clarity and consistency of the positioning of the accounts, the unique content, to avoid the same account content caused by the user's objectionable.

② According to the target audience choose to forward the account, select the account that can cover the corresponding target user, rather than blind forwarding.

③ The content to be forwarded must have certain universality. If it is too vertical, it will affect the scope of communication

④ forwarding frequency needs too often, so as not to cause the user offensive.

HUB type:

What is HUB-type communication: A core account from the subordinate accounts, subordinates between the accounts is an equal relationship, the information from the core account to the sub-sub-account number, sub-sub-account information does not interact, such enterprises Group account build mode called HUB mode.

The type of business that fits this model: This type of model is most often found in segregated local and central group accounts. For example: Wanda related group account

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

Wanda Group account information transmission typical path

Wanda Group microblogging strategy

Wanda Group's microblogging has opened a representative of the official microblogging headquarters @ Wanda cinema life, Wanda branches in various places are also actively open official accounts, such as: @ Wuhan Wanda Cinema, etc.

Wanda-related group microblogging collaboration model

Wanda Wanda Group's collaboration model is very clear: the brand account @ Wanda cinema life as the core, the regional account of the organization transmitted. In March alone, the regional account for forwarding and commenting on @ Wanda's movie life was as high as 1735; in theory, it directly covered 90,000 second-level fans.

Wanda-related group account collaboration model

Wanda Localization Account Strategy Analysis

In order to verify the regional Wanda Group account, select the size of the three regional fans account. As can be seen from the figure below, the localization of these three accounts are relatively high, accurate coverage of the target audience.

summary:

The advantages of BUB-based communication of information among group accounts are:

① information dissemination from the central place to the user, to expand the scope of information coverage;

② information transmission line is short, rapid coverage of local users.

have to be aware of is:

① the positioning of the geographical differences between the accounts, from the content selection, coverage of users should be different.

② The content to be forwarded shall have a universal role throughout the country, such as nationwide promotion activities.

③ local accounts can carry out local services to attract more local users, and the national class account content and function of complementarity.

Gemini

What is Gemini Spread: Business has an official account, but at the same time business leaders account also played a strong communicative power and influence. The information will be the same as the official account of the enterprise after it is forwarded by the enterprise leader account, and even the stronger communication effect. This mode of transmission can be called Gemini transmission.

The type of business that fits this model: This type of situation occurs mainly in areas where business executives have a strong social or industry impact, such as: @ Analysys is the representative for such accounts.

Typical path

We chose @ a large amount of Analysys forwarding a micro-Bo, found that the WeChat executives microblogging has played a significant role in promoting communication. And the audience of executives microblogging and official audience there is a certain gap.

Analysys Group microblogging strategy:

Analysys is in accordance with the business line to start the business microblogging, while a lot of easy to see executives, experts, etc. have opened in the micro-Bo personal account.

Analysys Group microblogging matrix

Analysys Group microblogging collaboration model

Although Analysys brand accounts, but the accounts are more vertical, there are certain professional threshold, so the choice between the account for the forwarding of content, there are more rigorous considerations. When the group needs to promote large-scale activities, but also rapid polymerization.

This form can better coordinate the diversity of research areas, as well as in each area of ​​expertise. However, due to the relatively high degree of verticality among the accounts, the fans concerned are not interested in other vertical information and have some influence on the dissemination and spread of information

summary:

The advantage of the information being gemini spread between group accounts lies in:

① solve the vertical business between the embarrassment can not be coordinated;

② The influence of corporate executives to a certain extent, more than the official microblogging companies more credible.

have to be aware of is:

① business executives need to have a strong influence in the industry and attention, before leveraging.

② business executives need to have a certain choice in forwarding content, and to join their own views and attitudes, rather than simply forwarding.

From the internal management of the enterprise dimension analysis:

Jeremiah Owyang, marketing expert, summed up the corporate socialization strategy in his article "The Business Five: Keynote: Social Business Forecast: 2011 The Year of Integration"

①. Centralized, top-down command and assignment tasks;

②. Distributed, no uniform organization, in a self-growth state;

③ .hub type, a department has unified rules and coordination, the respective functional departments work hard;

④. Dandelion-style, a department coordinating multiple brands or subsidiaries;

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

Can be seen as another class of official microblogging information dissemination of the class analysis, companies only from determining their own account set up mode at the same time, with the internal management model, these platforms co-ordination, interaction, in order to get the appropriate effect .