Enlightenment from Durex Swiebow

Some time ago, about Durex's microblog has left a deep impression on the people, when people relish the Beijing rainstorm Durex shoe sets, @ Exercise books (Micro-blog) "Pregnancy" event, Smurf children's songs and other popular events, but did not notice, Durex (micro-bo) of the offline sales data, Is far more dramatic than a 90,000-time forwarding on Sina Weibo. According to AC Nielsen, Durex's sales will grow more than 50% this year, with sales in Wuhan exceeding Jessbong for the first time. Dealers say the 140-word microblogging contribution to sales growth is really a must.

The "Sex" topic of natural tipping point, the ingenious combination of hot events, celebrity forwarding, does not seem to fully explain the success of Durex Swiebow. Similar brands Jessbong Weibo Durex nearly a year earlier, when Durex founded the microblogging, Jessbong fans have reached 10700, but as of October 2011, Durex official Weibo fans reached 210,000, Jessbong but less than 20,000. How did Durex do it?

In the live color of 140 words behind the incense, is a rigorous and unified brand strategy, day after day data analysis, as well as 10 o'clock to 10 o'clock in the evening continuous updates.

And for Durex Swiebow CEO Ma Xiangqun and his team, the focus is not even on these marketing techniques and content ideas, the big point of Weibo is that "it will affect the future of business models and corporate structure, in the future, Weibo may become the core of the operation of the enterprise." ”

Weibo forward, enterprise backwards?

Seemingly random Durex Swiebow, in fact strictly adhere to the rules of brand communication-"Who am I (positioning)?" What do I want to achieve (the goal)? How to achieve (strategy)?

On the question of who I am, traditional media and social media are different, traditional media is spread across the point, "I say who I am, consumers passively accept" and social media is point-to-point, "like a portrait, is dynamic, consumers see what portrait, depending on your performance and communication." "Austrian and American public relations management partner Lingwen said.

Initially, Durex official Weibo will itself positioning as "otaku", but in the slowly groping, gradually become a "a little gentleman, a little bad, know life and very can play, like a night shop in the son." In this position, it involves a wider range of topics, the voice is more relaxed and witty. This image is evident in the rhetoric of the Ark. Regardless of how the Ark's anger scold, Durex Swiebow always calmly humorous, four dials the heavy, after this war, Fang son fan reduced thousands of, Durex rose more than 6,000 fans.

Unlike Fang's personal microblog, Durex Swiebow needs to establish a friend-like relationship with his fans. The team understands that "fans are the users," and they eventually turn into loyal consumers of the brand. Early in the construction of Durex Swiebow Initial, its core has been clear, "in addition to the dissemination of brand image, more important is the customer relationship management, this is the real core." "First of all need to quickly aggregate users, through the old users to drive new users." As long as the mention of Durex's microblog, will be added to the attention, the user's comments will be as far as possible to reply.

Beaus-Saint Yunfeng Durex Swiebow Operations team about 20 people, in addition to Sina Weibo, but also responsible for Tencent micro-bo, watercress (micro-BO) and other network platforms operating. Depending on the characteristics of each platform, the style will vary. "Tencent needs to be more direct, and watercress should take some literary and artistic van." "The most important trait of a team is" chatting ", wit, and a sense of humour. Most of the members come from watercress, Tianya, Mop, Weibo, they are familiar with the Internet language, are good at manufacturing topics, and have a certain number of fans. When they become a part of Durex Swiebow marketing, they can play a role in helping to turn the wheel. June 23 Rainstorm Day "Durex shoe cover", the first six times of human forwarding by Beau-Saint Peak members completed.

Team Division of meticulous, light involved in the content of the section, is divided into content, copy and reply to several types of jobs. The content personnel is responsible for the main microblogging information release, the copywriter person plans the theme, two reply personnel needs to filter the interesting content in all @ Durex official Weibo information, as well as replies some Netizen comments.

Every morning, the microblog team meets to discuss hot spots and identify topics. Durex Swiebow published about 10 pieces of information every day, of which, the original needs accounted for 6 to 8, the rest from the Netizen Micro Bo and @ content, only @ Durex information, every day to reach more than 20,000. Netizens are also a part of our creativity. "The famous" Durex building ", Kung Fu Panda and other content, are from the discovery of netizens.

Each item posted on Durex's official microblog is categorized in the operations team's database. After five days it will count the number of comments and forwards for each piece of content, and the end of the month is an in-depth analysis to find out what is attractive and what is not.

This kind of analysis is more timely and more real than the consumer feedback of traditional advertisement, and it is more accurate to guide the follow-up adjustment. Therefore, Weibo marketing brings not only brand promotion, but even change the way business operations.

"Now customer service is the background of the enterprise, the future may become a front desk, with the Technical department link, play a leading role." "Lingwen said. The traditional enterprise sales model mainly relies on enlarging the coverage to improve the conversion rate: Once the advertisement is aired, it will end for The Advertiser. But in an interactive scenario, the information broadcast may just start 30%, followed by 70% depending on the audience's reaction and interaction.

This can at least bring some inspiration to the enterprise: first, brand awareness does not mean success, secondly, the need to put aside the arrogant posture, to engage in equality, sincere communication; third, Weibo can replace some departmental functions and budget savings, such as advertising, customer service, channels, data research and user feedback. Under the current trend, Weibo has begun to play a forward-looking role in crisis management, consumer research, sales promotion, and cross category cooperation.

Insiders have feared that Weibo is too easy to become a complaint window and not suitable for the service sector. But in the head of Sina Enterprise Weibo, "micro-blog complaints cost is very low, handling attitude, time and progress will affect others to the brand view." "The rapid response and apology of the official microblog of Shanghai subway in the 9.27 incident has calmed the anger of netizens to some extent and got some understanding."

And, when Weibo has a certain amount of real fan accumulation, it is possible to turn into sales. "Not that the more fans the better," the industry said, "on the one hand to be real, to ensure the degree of activity; On the other hand, fans are best coincident to facilitate precision marketing. According to statistics, the traditional Internet advertising only 0.02% conversion rate, and with personal information-assisted precision marketing, conversion rate may reach 5% or higher.

Ma Xiangqun still regret Durex Swiebow a sales plan, rainstorm day Durex Shoe sleeve incident, its sneakers come from every guest, but out of caution, every guest denies it at the outset, "if every guest can react quickly, we can launch every shoe + Durex set, through the Bo San Yunfeng, another micro-blog customers @ Taobao cost-effective (micro-blog To buy, and use @ Alipay (micro-BO) fast payment purchase, which will form a truly effective communication and sales hook, and achieve cross category cooperation. ”

However, many people in the industry believe that sales should not become an important indicator of enterprise microblogging marketing, as mentioned above, its biggest significance is to change the business model and corporate communication patterns. The theme of SNS is to share, it changes the way that the brand communicates with the consumer. If the brand does not seek change, it will face the danger of elimination. "It's a great place to push every brand to be sincere," Lingwen said. ”