"Four sharp weapon" makes the microblog marketing produce the benefit

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In the 2009, Weibo, a brand new term, swept the world with a Cuikulaxiu posture, defeating Obama, swine flu and other nouns, becoming the most popular word in the world. Since its birth, Weibo has become an indispensable part of life because of its unique rapidity, low cost, strong pertinence, large amount of information, wide coverage and timely interaction. There are more and more microblogging users. Sina's performance report shows that, by the end of June, Sina Weibo registered more than 368 million subscribers, a 13.6% increase from 324 million at the end of March, and an increase in the number of active users per day from 9% to 10% in the first quarter.

"Weibo is the pulse of the Earth," Time Magazine of the United States to evaluate the strong information dissemination function of Weibo. In the blink of an eye, China's big companies and celebrities have shifted their gaze from traditional media to microblogs.

With the heat of Weibo, this new medium has spawned the marketing of Weibo. Weibo daily posting number is staggering, as a social network under the environment of a new media, has become the Enterprise marketing campaign of Battleground.

At the same time, advertising, the destruction of microblogging user experience, fake fans and other accusations have come. There are companies in the trial of this marketing method published conclusions: Micro-BO marketing does not work.

The London Olympics, in such a less "unparalleled" Olympic Games, the use of social media is indeed more than Beijing. One of the most impressive is Weibo marketing. From countless companies "China won the gold medal list first on an iphone 4s" to Beijing east of the "Chinese team won a few gold medals today to play a few fold" and then to the previous Nike Micro pain ads-"Who dares to at the peak from scratch, even if the body hurts, the heart is unwilling ... At the same time, either directly benefit or accumulate a customer base for deeper marketing activities. Tencent in the Olympic Games at the end of the first time announced: By virtue of the micro-Bo and so built up the "all-round, multi-channel touch Tatsu" marketing channels, access to a dozen areas of 50 well-known advertisers of all ages, the marketing effect "is not the same."

Microblogging marketing, we have to re-examine-how the microblogging marketing in the end how to do more effective?

Clear target--marketing direction

368 million of Weibo users, can not be your target audience, micro-blog Each person has different attributes, market economy conditions, market segmentation is an essential link.

The final marketing results of Weibo are not to sell a large number of users, but rather when the user needs, even when the demand is not so clear, when the user has the need to provide products or services. User segmentation has always been a topic of network, and it is the goal of continuous optimization and pursuit of network marketing.

Each industry has its own fixed target users for each product, and it is more important to capture these target users than to blindly take the number of fans. The search and labeling services provided by Weibo can largely address the problem of target fans.

Make clear what kind of fans you want, what kind of fans you want to pay attention to, find the right group, your marketing will be more effective, find the right, your marketing will have an immediate effect. Choice is more important than effort, and that is the reason.

Quality of vermicelli--marketing key

The quality here includes two layers of "quality" and "quantity".

"Quality" refers to the microblogging fans are marketing value, 10,000 zombie powder than 10 real fans. For example, you post a message on your microblog, and although you have 10,000 fans, no one participates in your microblog, and the information you publish is just entertaining. But if you have 10 real fans, you post a message, and a few of them are involved in forwarding your microblog so that their fans can see the tweet, get more people to see the tweet, and possibly forward. In this way, you are posting an ad message that only you see the ad, and 10 people see the ad and may continue to expand. In this case, would you like to have 10,000 zombie powder or 10 live powder? Fans are the price, the forwarding rate is the value.

"Quantity" means sheer quantity. Under the premise of guaranteeing "quality", the quantity of course is the more the better. The effect of 1+9 personal forwarding is better than that of 1 people forwarding. No fan of Weibo is tantamount to backwater, from the marketing point of view, no fans, this micro-blog is also a fake, meaningless. Fans are the recipients of information and potential consumers, and it is clear that the more fans there are, the greater the effectiveness of the communication.

In other words, many do microblogging marketing people like to buy powder, impostors fans in the final analysis or sucks, and can not produce real value for marketing, why?

Fan quality is the key to microblogging marketing, without this key, your content is good, your planning again good, no one to participate, no one forwarded, everything is in vain.

Online promotion There is a phrase: when your fans over 100, you are like a magazine; more than 1000, you are a bulletin board; Over 10,000, you are like a journal; Over 100,000, you are an urban newspaper; more than 1 million, you are a national newspaper; more than 10 million, you are a TV station. This is enough to be seen as the propaganda effect of the number of fans.

Microblogging Content-Marketing fundamental

In the micro-blogging world, how can 140-word microblogging attract fans? How can we get a lot of fans involved? In addition to stars, influential experts and scholars, and so on, only to create a unique and wonderful micro-blog content, can arouse fans resonance. Weibo as a new communication tool, the content of the king is still an indisputable fact.

The creation of wonderful microblogging content, must pay attention to these three points.

One is more original, as far as possible with less time machine timing. Because the contents of the time machine can not calculate how many times, your microblog content for fans is dispensable, because any one can publish your regular Weibo, so that your microblog content does not affect fans, will not form a cohesive.

Second, adhere to the dissemination of the right positive and healthy content, to eliminate the vulgar content, to eliminate rumors. Negative, vulgar, false, reactionary information to us will eventually be loyal fans leave.

Third, there are many new and innovative content. Everyone has their own unique experience, a unique emotional world, unique personality characteristics, unique way of doing things, unique charm and so on, must start from marketing products, to form their own unique style of micro-blog content. Because we are a natural person first, then a marketer.

Professional team--marketing assistance

Weibo marketing team is ideally equipped with the most operational commissioners, editors, and events to plan the talents of these positions. Set on demand. However, no matter what kind of post, as a microblog marketing personnel should have professional network marketing and promotion of knowledge. For micro-blog content has a unique creative, very familiar with marketing planning, good use of hot events to marketing. In addition, excellent marketing personnel must have a strong brand awareness, micro-blog marketing staff is no exception.

A person can not resist a strong team, professional team strength is Weibo marketing power.

Of course, to do a good job of microblogging marketing, only these points is not enough, there are a lot of details of the problem is not stated here. Weibo marketing is a long-term process, need to have enough patience, stick to it. When you put these issues down to the completion of the time, then the effect of the latter is just within reach.