Floating Stone: How to Carry on micro-blog marketing analysis and share (i)

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Microblogging marketing environment

Now the development of Weibo is a raging fire, different manufacturers are also playing a very strong, at present, Sina by virtue of innate sense of the nose preconceived, Tencent by virtue of the powerful QQ users to promote, Sohu Zhang Zhang face Sina first advantage of a number of regrets, regret to see the trend of what did not do, Bitter experience decided to struggle with a Bo, Release Hao, Sohu account still has 600 million U.S. dollars into micro Bo, it seems that the four portal only NetEase ding lei tepid, no improvement.

Of course, this is only the performance of four major portals, in addition, the domestic two types of portals, community sites, SNS sites, professional microblogging sites have also opened a microwave functions such as Phoenix Weibo, the daily micro-Bo, Tianya Weibo, rice, muttering, FOLLOW5, etc. not only that, the traditional media to Umebo propaganda is also spared no effort, Major media articles on user micro-blogs are published in the newspapers in addition, micro-blog manufacturers put in a large number of TV ads during the spring Festival, advertising media also work together, with the promotion efforts, time, the future Micro Bo will become a popular media tool, and 2010 is also recognized as China's "micro-bo year."

The feasibility analysis of Weibo marketing

Internet mainstream media have joined the ranks of micro-blog, also can be seen the development trend of micro-blog, Sina Weibo analysis Weibo has a traditional blog, photo albums, video and other interactive functions, because of its 140-word limit, so have a rapid spread of a property, that is, advertising communication, so that Weibo has a lifetime down to have an effective function. Drift Stone also very agree with Sina Weibo Weibo marketing inference: Weibo marketing will also be a future enterprise marketing model Revolution.

Due to the early development of Sina Weibo market needs, Sina first from the traditional newspapers and magazines, industry websites, lobbying these themselves with the dissemination of the characteristics of the site to join the Sina Weibo, these media in the use of microwaves, but also consciously unconsciously made some free ads for Weibo. Of course, these media use the microwave also has a lot of benefits, for its own web site traffic promotion and media well-known to promote all played a big promotional role.

Some sense of smell sharp traditional industries and e-commerce enterprises also feel my meager marketing for the role of corporate network marketing, have been gearing up, ready to stir. Among them are China Eastern Airlines, China Ford Motor, KFC fast food, where the goods. Traditional enterprises to use micro-blog, more to get the benefit or a corporate brand propaganda, and relative to the E-commerce site is not so simple, where the customer prudential products A discount information to promote out, brought over is a large amount of cash and silver.

Weibo marketing case

November 16-December 1, China's Ford Motor made a "show with the micro-BO car exhibition" activities, claimed that as long as the focus on Ford's micro-blog, to participate in Ford's micro-blog will have the opportunity to receive rewards, at the operational level, Ford also gave two more operational highlights, "Shoot the Wonderful", "wonderful" as long as you can shoot, Can say all have the opportunity, this greatly beats the interaction of the grassroots user, strengthens the microblog two times spreads, greatly enhances the Ford automobile the exposure degree. and relative to the operating cost is also very simple, no need to spend a lot of advertising fees, publicity fees. Just a topic page in the Sina Auto Partnership. In the two-week period, Ford's fans increased rapidly to more than 9,600. After the event, some of the small activities of the Ford car still, as the author wrote this article, the Ford motor Weibo fans have increased to 27707 people.

Compared to Ford's microblog marketing, China Eastern Airlines Microwave marketing is more simple, Oriental Airlines is Sina Weibo marketing early beneficiaries. The habit of Sina Weibo friends probably have seen a call "ling" of the stewardess, the reason to become "stewardess" is because she is not a person, but many of the stewardess is called Ling.

Oriental Airlines will start all the stewardess, let them unify use Ling as the name of Weibo, will stewardess peacetime some life, the work of some pictures, information released, including aircraft cabin, cab photos, stewardess work photos and so on, the stewardess itself this profession has a lot of attention, so, to find a lot of fans do not say , but also the deep spread of some of their photos, for Eastern Airlines, is a big free publicity platform.

In the field of electronic commerce, where the customer sincere product microblogging marketing is also a successful case, where the customer prudential products on September 3, 1010 has been opened, through the organization of a series of activities and speculation events attract a large number of fans attention and dissemination. Where the customer's micro-blog account has a company to set up a special operation, the release of a large number of companies to create a wealth of interesting staff life photos, such as the interior of the spring outside the event photos, set up with such a micro-blog:

"At the request of the vast number of Bo friends, the VANCL Internal Spring Festival Evening Hot pictures, all get up." Because of the limitations of the scarf, the photos are sent to the official Bo. Do not look past, really will regret!! One of the MM, incredibly originally undressed, body that called a good ... ”

In this process, every guest is also active and fans to interact with, and answer some of the fan questions, promote the enthusiasm of fans, actively encourage fans to forward micro-blog.

In the event hype, where the guests have done a lot of attempts, where the goods have sent a scarf to the microwave queen Chen Yao, Chen Yao "by the Way" sun scarf, attract a large number of fans attention, the afternoon of every customer Prudential Product President Assistant Xu Xiaohui immediately promise you want to get the same as Yao Chen? Just pay attention to every guest scarf, There's a chance to get a lottery. So ushered in countless fans, a large number of fans in order to get the scarf to do a lot of free duty to the visitors to promote activities. The cost of customers is very low, but the benefits of the scarf is huge.

Article Author: Piaoshi

This article address: http://www.piaoshi.org/boulder-how-companies-marketing-analysis-of-the-micro-blog-to-share-a/

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