Enterprise Micro-blog Operation Road: And fans do forever friend

The concept of social media marketing in China also has many years, social media marketing in recent years, the performance of colorful, many enterprises see this change, with the times in the micro-boping platform opened the Enterprise Micro-blog. According to Sina Weibo statistics, as of the end of February 2012, Sina Weibo on the total number of corporate micro-blog has exceeded 130,000, of which the world's 500 strong nearly 30% opened a microblog.

The huge number shows the enterprise to the social media marketing attention, but open to open, pay attention to the importance, as for the effect? This is difficult to judge, at least from the current point of view, Sina Weibo's successful business case is not much, Durex is one, where is the other? Does everyone have an impression?

Sina Enterprise Weibo's history at least 2, 3 years or so time (perhaps longer)? 2, 3 years to say long, short is not short, said not long is because of the traditional marketing and hundreds of years compared to the time is not long, based on this industry is currently lack of success cases seems to be forgiven; Say not long is because social media marketing and traditional marketing must be relevant, social media marketing is also part of marketing, a few years no good, many cases, indeed a bit wrong.

That being the case, the social media marketing situation needs rethinking. I am not, today will be on the Enterprise Micro-blog and fan relationship between the topic of some thinking.

Corporate Weibo shouldn't treat fans like that

Generally speaking, the company has just opened a period of time is not too many fans, brand-strong corporate situation may be better, but not too much. Then increase the fans, it became the first task, to get a lottery, to find a few celebrities push, and then brush a little, may be a period of time after the number of fans to look a little better. And then what? Write jokes, add fans, write jokes, add fans, and occasionally engage in a campaign to increase the number of fans. Engage in activities, they need fans, activities once, then the hard to increase the fans forget to nine, and fans of the interaction is less, and not enough attention to them, plus not how to attract people's content, over time, fans can not help but chilling away.

Most operators seem to have never considered these issues in the course of running microblogs: Where do your fans come from? Do you know any of your fans? How should they be treated as your fans?

Become friends with fans

Sales people know a sentence called "First friends, after business", for the sales person, talk about a new customer generally need to visit many times, if you first visit the customer, talk to others about your product how good, competitive, I am afraid the customer will not ignore you. In the same way on Weibo, you do not expect users to be a concern you will become your user, first and fans become friends, he can become your users.

How do you do it? First, you need to know your fans.

Enterprise Micro-blogging will accumulate a certain number of fans after a while, then the fans of the valuable fans began to appear, they can probably be grouped into three categories: the first category for enterprise users, as enterprises more loyal users, they pay attention to the enterprise's every move; the second type is the swing, they are not the user of the enterprise, but know the enterprise brand , want to know more; The third category is marginal people, they may or may not understand the corporate brand, but not interested in the brand, but simply because the company sent the content of the jokes attracted them.

For the first group of fans, you need to keep an eye out, they are a vital part of the enterprise, it is more difficult to develop new users than to retain old users. Pay more attention to them, talk to them, interact with them, and even involve them in the creation of corporate microblogging content, making them feel like part of the corporate family.

For the second to third category of fans, they are likely to become enterprise users, the key is to become friends with them first. How to become friends with them? Dialogue and interaction with fans is essential, because you cannot be his friend without talking to others. Only this may be too much, in fact, you can put the body lower a little bit, with your fans can you? Perhaps a simple click action, you can let the fans feel grateful, increase the goodwill to the enterprise, until become the user of the enterprise. Take a look at your fans ' tweets, find out about their hobbies, and give some tweets or comments about them. Perhaps a thoughtful remark from you would shock them, and they might think, "XX knows me so well!" (Think of the Earth people can not stop the seabed fishing). Ask some questions or puzzles for the fans to solve. Never ignore the enthusiasm and creativity of fans, they may not only solve problems, but also become users of the enterprise ...

Some people may say, our enterprise is the World 500 strong, the brand is more solemn, solemn, can not casually go to powder others, can not casually comment on others Weibo, that will reduce the height of our brand.

I would like to say that, since the enterprise has decided to open Weibo, it has lowered its stance, and has done a good job of dialogue with fans, interactive preparation. If the enterprise opened a micro-blog, but there is no more than these elements, only a dreary release of some announcements, statements, a lifeless, the enterprise opened Micro Bo What is the significance of it? Weibo is the platform here, if you are ready, come in, or don't come in.

Always keep a friend's relationship

How do we maintain a lasting friendship with our friends in life? Not years, of course, when you get married and remember to call. We must have a good time to sit down and chat, discuss some problems, eat a meal, see the face of the occasional phone call, so that friends can be long-term.

On Weibo, too, we know that the difficulty of developing a new customer is 5-10 times that of retaining an old customer, so once a fan becomes friends with you, how do you maintain it? Of course not a year also not with fans to interact once, but should always want to chat with fans, interaction, Discuss the problem and don't let the fans feel you're forgetting them.

@ Durex Official Weibo is doing this, Durex the "most fans" from their fans every month, giving them prizes to make fans understand that companies have been paying attention to them, in terms of interaction, Durex advocates for the creation of fans, the same as the adoption of prizes. These measures not only help fans to make Word-of-mouth communication, but also enhance the stickiness of enterprises and fans.

It's not just about keeping friends with fans, but you can come up with more ideas, but the principle is the same as the real world-never forget a friend.

The ultimate goal of corporate microblogging is to make more people become users of enterprise products, and let the fans become friends is the most important step to become a user, there is a saying that friends more road to go, for Enterprise Micro Bo, friends, the road is really not difficult to go.