Electronic marketing is transferring to microblogging platform

Weibo is becoming more and more integrated into people's social life. A lot of microblogging players in the list of concerns such as "XX cold Jokes", "xx Quotations", "xx anecdote", "xx comedy list" ... This reporter in the investigation interview found that these seemingly aimed at bo people a smile of the micro-blog account, behind it is mostly corporate operations.

Collecting "fans", raising multiple accounts, hosting enterprises microblogging, forwarding designated micro-blog income, this kind of grassroots micro-bloggers as the media marketing industry chain in the industry is not a secret.

You think you're playing Weibo, in fact Weibo is playing with you.

We'll talk about making money.

In Chongqing, does not add v Neweibo is not many, at present the high popularity has "The Happy Chongqing", "The Chongqing Beer and Skittles Chart", "I Love Chongqing", "the Chongqing Life" and so on several.

"Happy Chongqing" The current number of fans (as of March 30, 2012, Sina Weibo, the same below) has more than 350,000 people, a "micro-blog," The microblog ranking agency that the account value of more than 500,000 yuan.

See "Happy Chongqing" The actual operator Ling, the reporter's first feeling is cheerful, stubborn, diligent, desperately. Lin said that her life, in addition to micro Bo or Weibo, no other work.

Lin is keen on a variety of emerging internet social platforms, and has been in touch with foreign social platforms like Twitter a few years ago. She became the first group of users in China when she appeared on Weibo. "The early days of my microblog were just a sharing platform for my personal life, but playing around and finding out that Weibo made money, I wanted to make a comprehensive microblog last April." "said the Ling son.

In Lin Zi's view, Chongqing is a human place, she gave her microblog named "Happy Chongqing", the content of the release of Chongqing's food, drink, play, music, housing, line and other aspects of information.

"Although today's super large is almost all entertainment, but I only do in Chongqing Local consulting this small area, small domain account fans more focused, but also more sticky, as valuable." "Ling son told the reporter.

"Happy Chongqing" style is humorous, witty, practical, to help fans to collect the information on the Internet, and the experience of Lin Zi's own, making many fans to forward comments. "Chongqing people are very interested in eating, drinking, playing and music, and I will be standing in the fans ' perspective to help them analyze the value of these places and provide some strategies." Relying on these stunts, "happy Chongqing" in less than a year time, then accumulated more than 350,000 fans, growing rapidly.

The business dream of grassroots microblogging

Reporters in the survey found that grassroots people want to create a business path through micro-blog is very many people, but most people are not so lucky ling son.

Sichuan Academy of Fine Arts advertising senior students Peng Liyu is a micro-bo control, as early as the early 2010 he was thinking of the use of micro-blogging to achieve advertising operations. "At that time I registered more than 10 accounts, I would like to accumulate fans, raise a large, and then pick up the ad order." Peng Liyu told the reporter, but because the location is not allowed, the large size was not finally made.

Taobao on the opening of children's clothing shop in Jinjiang people Ke Yiheng, has had similar experience. "Last October, I applied for several accounts to promote their own Taobao shop through Weibo, but fans have not been done, now the largest account fans are only 2000, the marketing effect is almost no." He said to our correspondent.

And with the increasingly popular microblogging, the original many rely on Taobao, blog electronic marketing is also moving to this emerging social platform.

"This micro-blog background advertising rental, one months 30 yuan, two months 50 yuan." Please have the eye Business contact me. At the end of last year, Peng Liyu used the "Expired sugar" account to send out the rental information. Reporter in the investigation interview learned that the well-known micro-bloggers to rent micro-blog ads in the industry has been a common thing. Sina Grassroots name bo "Dye Incense" has been called the price of 120,000 yuan welcome businesses to auction their micro-blog background ads.

Talk about using micro-blogging to make money, ling son to reporters blunt: "Now to find my business is particularly much, I hope to use ' happy Chongqing ' forwarding their merchandise information, I will selectively forward a part of their own to earn a breakfast money." "Peng Liyu also said:" Sina Weibo you see the super grassroots large, are operating in a company, only forwarding ads, a day may earn 10,000 yuan. ”

This statement has been confirmed in the interview with reporters.

The company transports the nutrition number to make money

"Wine red ice Blue", one of the three big gangs of Weibo, Xiaojunli said her company operates a "global fashion", "Love" and so on more than 10 accounts each day's revenue is more than million yuan, most of the profit from a single project planning case, and other PR companies to provide micro-bo "forwarding" business.

"I write every word here, including punctuation, the lowest can make two dollars, if I save flowers, can almost rely on daily write Weibo support I travel in the United States." "Screenwriter Akashi has been on Weibo before, and his microblog is paid Weibo," says the majority of celebrity microblogs. In addition, Weibo celebrity "exercise book" also revealed: "Every day there are forty or fifty letters demand advertising, high to 10,000 yuan." ”

Reporters into the "Weibo classic Quotations" home page, looked at the March 27 ~ 30th of its microblog, found more than 10 forward marketing advertising microblogging, including the MO Social application software, Xin Xin Tourism network, 4399 games. In addition, the reporter also to the grassroots micro-blog "Global Creative Scouring" March 29 24 hours a total of 90 micro-blog statistics, found 25 marketing advertising micro-blog, accounting for nearly 30%; In these marketing microblogging, the electricity quotient accounted for 36.1%, book movie 27.8%, Home appliance 22.2%, business traveller 5.6%, Other 8.3%.

Internet marketing expert Yangkuang in an interview with our correspondent, said last year on Weibo on the very fiery "human has been unable to stop the seabed fishing" is not the user spontaneous Word-of-mouth, but a successful microblogging marketing. "As long as you use keyword search, you can find that the first hair is ' global fashion ', ' global hot injury ', ' global anecdotes ', ' gourmet Shanghai Station ' and other micro-blogs, and these micro-blogs are actually controlled by a company." He also told reporters that the recent network of Hot "Du Fu is busy" is also a company's marketing tools.

Money model

The three major ways to make money from grassroots microblogging

So what are these well-known grassroots micro-blogs used to make money for profit?

Reporter in the interview learned that the grassroots micro-bo to make money for the three major routes for the forwarding of advertising, the mission and the Contract Enterprise Micro-blog.

Reporters to the micro-blog to promote corporate products for the link to a "micro-bo Marketing Network," the boss Xiao Yuan. In small yuan to reporters "small Shimeibo resources" package, divided into cost-effective micro-BO, Sina certification microblogging, Sina grassroots million micro-blog, the mainstream account classification of several major categories.

In the "cost-effective microblogging" file, fans tens of thousands of account numbers, advertising forwarding price of 15 yuan per article, fans 100,000 ~20 million account number, forwarding price is 40 yuan per article; More than 200,000 fans, the price for each 60 yuan; "Cold joke moment", "Little Shellfish Love Quotes", "It Technology era" Fans around 500,000, forwarding price of 200 yuan per article.

In the "Sina certification microblogging" document, most are some network reds, each forward price in 80~700 yuan.

In the "Sina Grassroots million Micro-blog" document, account number of fans are in the million, forwarding prices naturally also rise. Each forwarding price is about 1000 yuan. "Celebrity certification micro Bo can also operate, but forwarding prices are higher, each in 20,000 ~5 million."

Ling son told our correspondent, in addition to forwarding ads, the second way is to make money for the mission.

Reporter found a "micro-bo Easy" trading platform, the platform known as 25,000 micro-bloggers and the total number of fans more than 3.2 billion. According to the tips on its home page, the promotion steps are divided into three steps: prepare to promote content, select accurate micro-bloggers, information passed to buyers. including Baidu (micro-bo), the market, to where, lily nets, the United States Network (micro-BO), Beautiful said, Poly-American Excellent products (micro-bo) and other 30 well-known enterprises are its customers.

"We have millions of dollars in our bloggers ' monthly income," he said. "The Platform customer service personnel Liu Ting to this newspaper reporter said, they have issued a microblogging task, micro-bloggers as long as the micro-Bo content forwarding once, can be based on the amount of fans to obtain different remuneration, each fan's remuneration is 0.0005 yuan, if 40,000 fans, can earn 20 yuan.

Grassroots name Bo's third way to make money, mainly outsourcing enterprises micro-blog and planning marketing. According to Xiaojunli introduction: "To maintain an enterprise official micro-blog For example, maintenance one months, update 500 with the company and product-related micro-blog, add 5,000 real fans, organize 2 times online activities, the industry charges around 20,000 yuan." ”

Market Analysis

Homogenization has not yet formed a mature business model

"I have a salary of less than 3000 yuan a month to become a monthly income of nearly 50,000 yuan ' gold collar ', all rely on micro-blog, but I think Weibo is not a long-term business." "In the reporter repeatedly tempted, micro Bo marketing Network" boss Xiao Yuan way out of the heart.

In the current situation, micro-blog marketing is still in the forwarding ads, escrow, such as micro-bo simple form. Including "Cold jokes selected", "Micro-blog Comedy list" and some specialized companies operating super large, has not yet explored the mature business model.

"The internet is changing too fast and there is too much uncertainty here." Xiaojunli said she did not want to bet all her assets on the microblogging platform.

Autobots, managing director Liang told reporters: "Compared with the same period last year, micro-blogging activity has begun to weaken, the commercial value of microblogs is likely to decline." "At the same time, in his view, many micro-bloggers are very dependent on Weibo accounts, but they are difficult to grasp the actual information of fans, difficult to in-depth analysis and segmentation of customers, this will become a micro-blog to carry out a barrier to E-commerce."

In addition, some grassroots Bo frequent forwarding ads has become a major hidden danger. "Twitter attracts fans, or content, and if you're sending a product that's a stark advertisement, fans will definitely be moving away from you, choosing what information to focus on, and who's right in the fan's own hands." "said the Ling son.

What makes grassroots bloggers feel anxious is the homogeneity of content. Sina Grassroots micro-blog only the top 10, funny information type microblogging has 3.

Internet marketing expert Yangkuang told reporters, set up a company, according to their micro-blog positioning set up a website, will be micro-Bo fans into the site potential customers, is also a grassroots bo future sustainable development path.

Link

Micro Bo Lake three "gang" corps combat breeding money

According to the "entrepreneur" magazine survey data last year, Sina grassroots micro-blog list of the top 50, half belong to "Fujian Gang", Du Zijian, "Wine red ice Blue" each has more than 10.

"Cold jokes selected"-Sina Weibo grassroots popularity list content class account number one, fans 9041515 (as of April 3, 2012). Behind the scenes Weibo main Yin Guangxu is a 85-post-Fujian man. Yin Guangxu is not a man in combat, behind a huge and secretive "micro-Bo Fujian gang." Corps combat, raise numbers to make money.

Weibo's second gate faction is Beijing's Huayi Media Technology Co., Ltd., said they have Sina grassroots micro-bo 50 of the top 15, the boss is claiming to be able to "destroy a group overnight" Guizhou Strange man Du Zijian.

"Wine red ice Blue", real name Xiaojunli, Yangzhou Mountain Ruzod Enterprise Management Co., Ltd. founder, ranked the third gate of Micro Bo River faction, control "global Fashion", "Love words" and more than 100 accounts.

This section is Banking by trainee reporter