Faith in the sea light: social media marketing is more than microblogging marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Remember that four years ago, when the social network was just emerging, the pomp of "people stealing food" made us realize the new concept of communication brought by Web2.0. Subsequently, the blog, microblogging and other social networking tools quickly rise, the user's behavior pattern has undergone great changes.

Three years ago, Sina launched the "Sina Weibo" beta version, to become the first portal site to provide micro-blogging services, micro-blog officially into the mainstream Chinese-language network vision, Tencent, NetEase, Sohu and other large portal sites have joined this new position, to create a new marketing platform. Sina, by virtue of the large user base laid down by preemptive strike, has grown rapidly, registering more than 300 million subscribers and the number of official microblogs has reached 171,500. According to Sina's second-quarter earnings report this year, its microblog average daily active users grew by 21% to 36.5 million, contributing 10% of revenues to tens of millions of dollars. For a time, Weibo became the "pulse of the Earth". At the enterprise level, microblogging marketing as one of the new network marketing tools, more and more attention.

To 2012 years, the micro-blogging platform for the competition is to reach a white-hot stage, the various home odd recruit, in the major mainstream media and offline advertising to compete strength, so that advertisers dazzling. However, in contrast to Twitter and Facebook overseas, there are still two big short boards of social and commercial microblogging in the country. The former did not achieve the real commercialization of microblogs for five years, so how long will the latter take?

I've noticed that when people focus on how micro-blogging is commercialized and advertisers are glued to the marketing powerhouse, many people have gone into the misconception that social media marketing equates to microblogging marketing. In fact, micro-blog marketing, has gradually encountered some problems, such as more and more zombie powder rampant and users of the excessive enthusiasm of Weibo gradually fever, how to better commercialize? Looking at the Internet, with a good user base, but also the possibility of a new breakthrough in the commercialization of social media, in addition to micro-blog, should also include a network of nets, Baidu Bar, Happy net and so on, and one of the longest, and still maintain the heat, about the commercial operation of the bar is a lot of people in the industry seems to be a worthy of discussion.

Talk stick had to mention the network born in which "first God"--"Jia your mother called you Home for dinner", its similar version we still have heard, the post in Baidu posted in a short period of 6 hours to obtain more than 390,000 clicks, more than 17,000 users reply. There are Liyi "my ball like Henry", "Grass Roots" and "Gao Shuai Fu" and so on.

Recently, I collected the media data during the London Olympics, and also noted the performance of the post. Its live stickers cumulative clicks more than 700 million, the equivalent of the entire Chinese netizens on average 1.3 times per person, "a word of blessing Liu Xiang," the message posted click Close to 200 million, breaking the Baidu bar to click on a new record, and won the "honorary gold" yibing in the interview with CCTV, Also deliberately mentioned Baidu bar users long-term support. From this view, Baidu bar traffic and user influence can not be ignored.

Media to do the flow of the Olympic Games, advertisers to use the Olympic marketing. From the point of view of marketing, I think that post stick should have two important platform features worth paying attention to, one is "flock together", Star Bar, game bar, music, and so many different positions, different it gathered different interests of people, so that advertisers can easily find a certain characteristics of the crowd, so that the delivery of more accurate, The second is the round table of the topic of communication, different from the micro-blog platform dialogue mode, the interaction between users in-depth and long-lasting, the stickiness is higher, and for the brand marketing can also be more touching the hearts of people.

In short, Weibo or Baidu Bar, all have social network media unique. They are different from each other audience, deductive different platform value. In the marketing process, advertisers should not ignore every valuable media platform. How to make use of the advantages of different platforms, give full play to the characteristics of the platform to achieve the complementarity of marketing and superposition effect, is worthy of in-depth exploration of advertisers.