Four business views on microblogs High marketing value of user education

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The weekend went to Fudan University, attended a small micro-blog seminar on the theme of "micro-Bo Yuanyang: Communication and society." I spent 10 minutes at the meeting sharing some of my observations and conclusions based on Weibo, some based on a quantitative empirical study of micro-blogging at my college of media and Design. PPT is actually very simple, I use the text to comb again.

The first thing to say is "micro-Bo Yuanyang". Many people know that in the portal before the microblogging, there has been rice, such as the chirp of the so-called independent microblogging site. But to say hot, is indeed the portal into the market, in this year's hot up. This may be a lot of factors, but one is the core: only the portal has the financial resources to promote, independent microblogging actually does not have the power. Since this year is hot up, so the 2010 called micro-Bo Yuanyang nothing wrong, the truth is like someone put last year or this year called "Electric Shangyuan", in fact, the electrical business this thing, December 1997, there is a Chinese chemical network.

My point is roughly four points:

First, the relationship between Weibo and search engines

Unfortunately, no relationship was found. Weibo users become microblogging users, the first access is through the portal itself. And through the search engine this pathway, very poor, ranked in the end. You can also ask yourself or ask the friends around, how many of them through the search engine to become microblogging users?

In addition, the search engine and microblogging content is not related. In the evening of Thursday, I took the "Jiaozhou Road Fire" as the key word, in a portal Weibo found more than 40,000 records, but in the Google search engine, Records from the microblog domain name are shown as 0. In Baidu, there is only one, ranked 19th. In Google's latest Instant Search, the main results came from Twitter rather than portal Weibo (the result is meaningless to many people, given the specifics of Twitter).

What does such a conclusion say? At least one thing: you may have been accustomed to doing SEM and other businesses, need to start to look at micro bo such a form of Web site. As Weibo sweeps more and more attention, it is not enough for businesses to work on search engines. On the other hand, Instant Search has become more and more necessary to put on the agenda: the traditional search engine and micro-blog Real-time search wrestling, has been in sight.

Second, user characteristics and how they might be accustomed to Weibo marketing

There is ample evidence that the percentage of women in Weibo is overwhelmingly high (perhaps women are born to nag), and based on that number, it would not be a big mistake to say that a microblog user is biased. Microblogging users are also very young, which determines that their income is generally not too high, and that the job is relatively less stable--the younger generation, always have to try more. But compared with China's overall internet users relatively low academic qualifications, micro-blogging users are still relatively high.

This type of user is curious about new gadgets, whether it's women or young people. But the low income also determines that they do not care about the price and go to the fashion, on the contrary, they may be very interested in the discount offer. The study from the United States of Invoke provides an evidence of this. In a 60-minute in-depth interview with 314 people, the researchers found that the main motivation for users following business accounts (whether on Facebook or on Twitter) was to seek coupons and discount packages, and to get real compensation for complaints.

For now, Weibo users are quite straightforward about business marketing: They want to feel like they're taking advantage. For example, when a merchant's service is unsatisfactory and the user complains about the so-called official microblog, the merchant may have to bring out some real goods to compensate them.

In fact, Weibo, a lightweight application of no more than 140 words, could not allow a businessman to say a bunch of nothing. That being the case, give the real benefits.

Third, on the issue of mobile internet

Mobile Internet is very hot now, do not talk about this is not possible.

Among microblogging users, there are only web-style, but also web/wap ways to pay equal attention (but there are very few WAP-only use of the web).

Web/wap the same way users, their active degree is much higher than the mere use of the web, this very good understanding, take a mobile phone do not forget to look at micro-blog, itself shows that the degree of obsession with micro-bo is relatively higher. But it does reflect the line of the phrase "The Web is Dead, Long live the Internet" (the World Wide Web is dead, the Internet is immortal).

In the mobile phone, the HTML is actually quite not to force, there is a use of HTML5 to do the lbs application, probably feel very avantgarde is very new sharp, but it is often a problem, obediently turned back to the client.

Since Wap/web users are active on Weibo, whether they are microblog operators or third-party application developers, they must focus on how to emit more gadgets on the mobile terminal, which is not a good way to think about the web.

Its four, on Weibo and SNS

I have been asked more than once, Weibo and SNS which will be easier to win? I would like to cite a few facts here.

In the competition between Facebook and Twitter, FB has the upper hand. The former is valued at 50 billion dollars, sits on the user 500 million; the latter valuations-the highest--30 billion dollars I see, and 175 million users.

But at home, we look at what SNS are doing. First true and false happy there for the birthright, these two days, happy in doing micro Bo, everyone in the "Light Stop Net"-a lbs business. In other words, SNS in the fashion, in the following market hotspots, has no boss style. In this sense, the domestic SNS has lost.

In the final analysis, people's demand is created by businesses, without Apple's ipad, you have this demand? When capital is strong enough, it creates a need and then makes people think they have it. Therefore, Weibo and SNS dispute, the point is not complicated: who more money?

Sina Weibo, is bite, I have no doubt Sina in this above the full effort-the logic behind this, and Charles Zhang said how to, completely different. Sina as a standard portal, the existing business model is a big problem. But Sohu has a matrix, its urgent feeling may not be so strong.

I am not saying that Sina to do Micro Bo will be successful, but in the capital of the full push, as a form of web site, I for micro-blog, compared to SNS, more optimistic.