Enterprise Weibo marketing 5 fatal misunderstanding

This article from the @ Yan Tao is now a well-known electric business network planning and micro-blogging operations. Three life through their own operating experience with a lot of domestic examples, coupled with his sharp sense of smell and insight, write more reliable articles, recommended to everyone.

Enterprise microblogging marketing has been a big trend, from the beginning of the query, to the subsequent itch, to now hastily recruit, it seems to be a lot of work. However, many enterprises for micro-blog marketing should not be a clear positioning and objective view, do not know what they do through micro-blog? Do not know how to operate micro-BO, how to assess operators, die a number of fans, forwarding number, do not know how to develop micro-blog daily operation plan, and even do not know what kind of people to run micro-blog. Very happy, these enterprises can recognize micro bo such social media, willing to try a new way of marketing, and I am worried because the enterprise is not its law, the last loss of confidence, waste of money and manpower do not say, more lost marketing fighter.

First of all, I have recently encountered several business micro-blog Marketing Problems:

1. Our microblog now has 110,000 fans, but it seems to be very inactive, interacting with them did not respond, people only 20,000 fans, forwarding comments so much, there is any way to solve this problem.

2. We want to do microblogging marketing, how much money to do it, how many people need, how long will have effect ah.
3. A friend of Taobao Mall want to do microblogging marketing, said that there is no official microblogging, it is necessary to open to do AH.
4. Is microblogging marketing a social marketing?
I know that the above 4 questions are just a small part of many companies ' marketing questions about microblogs, ask me not well-known enterprises, there are well-known enterprises, for micro-BO marketing Such an unprecedented new gadget, now all people are groping, no one enterprise method can directly copy applications, you can succeed. I have written "Micro bo marketing basic Art of war", some people say that it is a bluff, nonsense, not available. As I said just now, you can succeed without any model, and the art of war is strategic, not implementation details and plans, people say the art of war is not normal, presumably the meaning is the case. We need to pay attention to its core strategy, the specific implementation of the specific analysis. Combined with the above problems, I would like to talk about the enterprise microblogging marketing in some of the misunderstandings, for reference only.

Myth One: The number of fans determines the value of the enterprise Weibo

So far how many companies continue to take the number of fans as the only indicator of microblogging marketing, from the sale of fans in full swing of the market situation we do not know. I have never denied the importance of the number of fans, I also know that it is the basis of microblogging marketing, but the question 1 represents only the case?

I don't think I've studied many corporate microblogs myself, the number of their fans is hundreds of thousands of, but forwarding comments but 10, but also the marketing staff selling powder companies to tell me that the market is the machine registered account, and our fans more intelligent, they can also randomly forward your microblog. Hear these we or sad or happy, micro-BO marketing enterprises have not had time to turn to the sweetness, which sell powder to make a pot full of the first.

Vanity all have, but you have to be responsible for your vanity, question 1 of 110,000 fans actually bought 80,000, only 30,000 is true. So you also ask for interaction, forwarding comments, I wonder why companies do not buy directly to the forwarding of comments, showing a prosperous scene. The number of fans does not determine the value of Twitter, and it doesn't make sense for false fans, even true fans, to tap into the value of your fans effectively. I have also used examples, 20,000 fans bring nearly 300,000 direct sales, why. Because of its high percentage of effective fans, and he dug up the value of the good. The value of enterprise Weibo marketing is not how many fans your microblog currently has, it's about how many users (potential users) you have on the microblogging platform, which is the driving force behind your microblog, and how many followers your microblog has, which is a matter of business strategy. The number of fans is an easy to quantify indicators, but is definitely not the most valuable microblogging marketing indicators, the correct understanding of the value of micro-bo marketing does not stay in the number of fans, is the first step in the company to carry out micro-bo marketing.

Myth Two: Weibo is a low threshold, low-cost marketing approach

Weibo seems to be a simple can not be a simple marketing platform, registered account, get a head, daily hair dot Weibo even finished. The process is simple, but the simple process does not bring marketing value to many businesses. Weibo marketing can be considered as a synthesizer of network marketing, is the most difficult marketing methods, need to use advertising, marketing, sociology, Crisis PR and many other knowledge. The implementation of the details will also be used in SEO, soft, EDM, CRM and other aspects of knowledge. From the name of Weibo nickname, tag keyword selection, update these applied to the SEO theory, 140 words content of the concise difficulty than write a soft wen also bigger, want a creative copy + picture as a viral marketing. In the face of the user's suggestions, complaints, how to effectively deal with good fans comments and letters, these need to test the operational staff (team) of the contingency PR ability. Look back to see those who do good business microblogging marketing, are professional team operation. Do not think that open a micro-blog, recruit a few half understand people to call Micro Bo operation, that will lose no doubt. Therefore, the micro-blog marketing threshold seems to be low in fact higher, such as outsourcing to do Durex company, People's creative planners to invest in the time and energy is the general enterprise comparable.

Say that low cost, Chinese enterprises always think low threshold of things on the low cost, before the forum and QQ Group marketing threshold Low, who can do, but there are several good, and finally a tieguanyin. Besides, they also spent a lot of effort in making a boring "tieguanyin". You think the low cost can only mean that you have not really played it well, or even did not understand it. The cost of micro-blogging marketing is not low, some professionals have calculated that a basic micro-blogging team monthly labor costs about 50,000, is not a daily marketing activities. And those who shout a person tube several micro bo, casually send a few micro-blog Enterprises, advocating low-cost marketing enterprises what effect. I have a person operating 2 micro-blog, one-hour income 100,000 of the activity record, that is also work 12 hours a day, a person when 2 people use. Therefore, those who want to do microblogging marketing business, do not think so beautiful, remember, the more seemingly low threshold free way, in fact, is also very expensive, its cost is only you can not intuitively feel. I can only say that Weibo marketing is a cost-effective way of marketing.

Misunderstanding three: Micro Bo marketing must open the official microblogging

Do Weibo marketing have to have its own official microblog? Do you have to be successful in running your own official microblog (different success criteria)? I think not necessarily, we should be in a more open mind to see microblogging marketing. In micro Bo this platform to carry out marketing, we can call micro-BO marketing, for example, enterprises to use micro-blog marketing is called Weibo marketing. Our enterprise should make good use of the characteristics of microblogging platform, the use of its media properties to promote the promotion of corporate brand. We opened the official microblogging only in this micro-world set up a business "office" just, this office can be very luxurious, can also be very simple, this specific according to the needs of the enterprise set.

But many of our companies often think that marketing is going to make this "office" more good, looking for a lot of people (team or fans), the decoration is very good (make very fancy), do a lot of publicity (please people forwarding promotion), these work is not necessary, there, but according to the enterprise itself. I have seen an enterprise official micro-blog, information dissemination is not regular, there is a week after a message; User complaints are not handled; the content of a mess with the enterprise irrelevant, ask such a micro Bo open what use, it is not detrimental to corporate image. We look at last year where the object of the popular when the micro-Bo also only thousands of people, the number is not much; even some Taobao sellers do not open accounts, and directly to the relevant grassroots account to help send product recommendation information, you can say this is not called microblogging marketing? As long as the rational and effective use of micro-bo for their own business services, are micro-bo marketing.

The enterprise does not open official microblogging is not the most important, it is important to learn to use micro-blog marketing.

Misunderstanding four: Weibo marketing equals social marketing

I think people with this misconception may be less familiar with the concept of social media marketing. Weibo is a social media, and Weibo marketing is just a way of social media marketing. Marketing based on social media can be called social marketing, such as online communities, video sharing, Wikipedia, SNS and micro-blogging. Weibo is currently the most popular social media in China, it aggregates many other social media attributes, can share text, pictures, links, video, can reply, comment, quote so it is a more comprehensive and in line with modern life of social products, so deeply favored by users. Enterprises in such a popular platform to carry out marketing is wise, but from the point of view should not be identified micro-bo marketing is social marketing. I know that in some enterprises directly to the microblogging marketing as the social marketing, so that their team to do micro-blog marketing, these are wrong, one-sided.

I've talked about social marketing 10 word rules, cloth points, wiring, surface, detonation and monitoring, cloth point means that enterprises should be in many social media platform to choose the most suitable for their own platform, all-round development of social marketing, and should not select a certain point, after all, our users may be active in many platforms, only cloth better , in order to maximize the scope of the excavation of our users, play a good marketing effect. Enterprises to layout social marketing strategy, only to carry out microblogging marketing is not enough, the rational approach is, wide net, focus on training.

The rush to find a quick way to increase your fans

How to grow the fans quickly, this is every micro Bo marketing enterprises want to know the answer question. There is a way to buy fans. In my opinion, there are two types of buying fans, one is to find a PR company, buy a day 100,000, 1 million is possible, but those zombie powder you want it? Behind the number is a virtual user, for the enterprise marketing No value, think of Here you want? Another situation is to look for Sina Weibo to buy, to find Sina not to let it directly to you add powder, but let it give you a bit of resources, your microblog to Twitter users.
A few days ago Jingdong Mall Weibo is not the recommendation of Sina, a week of fans rose more than 200,000. But there are a few enterprises can be like Jingdong as Sina's guest, guest is also money bought, the general enterprise you play it? So growing fans will either accumulate over the long term or spend money, and ask companies that are still thinking about ways to increase their fans quickly. Corporate Twitter is not the hardest thing to do, and it's the core of keeping fans and turning them into users. So those who do not even micro-blog day-to-day operations do not do a solid business, even if you grow in the short term fans, I am afraid will slowly drain, so do not be anxious. Enterprises to enter the microblogging platform on the one hand to be familiar with users, platforms, on the other hand groping operation methods, accumulate popularity, and then gradually promote the enterprise and brand is the right path.

Some people ask, will you play Weibo next year? I know those who ask the law are worried about the next year Weibo will go, micro-bo marketing will be so hot for a long time? But I would like to say that Weibo as a synthesizer of social media, Micro Bo has evolved into a social media gene, perhaps next year will be a new product replacement it, but the essence of micro-blog must still be, so the enterprise now launched micro-Bo marketing is also adapt to the future of social marketing trends. Since to catch fish, sooner or later to the water, rather than on the beach to watch, jump into the water to try some, even temporarily did not catch fish, you can harvest the experience of fishing, know the depth of light.

————————————————————————————————————————————–

This article link: http://www.socialbeta.cn/articles/5_things_business_weibo_should_avoid.html

Contribution: @ Yan Tao

Sam Shou Blog: http://blog.sina.com.cn/sanshou219