From a supermarket shopping to see microblogging marketing, O2O and mobile internet

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Microblogging marketing, O2O, mobile Internet is destined to be the hot word of the 2013. And today a supermarket shopping experience for these high-end vocabulary to provide some comparison of grounding gas reference.

In the morning to buy yogurt in Carrefour, to the counter, Ling Lang's shelves can not see a reassuring milk. Because there are so many negative noises about dairy products online, consumers really don't have the energy to tell. Like two people fighting in the street, no matter who is wrong, passers-by will probably avoid. Therefore, the choice of milk this matter, "a cow" is not considered, "a certain Ming" seemingly online said there are some problems. Is hesitating, next to have a choice of fragrant full floor yogurt. What kind of brand is this? I never heard of it. Think about changing a brand, but I still don't trust, this milk in the end how? Ask the Universal microblog. Search "Incense Full House yogurt" a look, praise is really a lot of, did not see the bad comments, the feelings of the heart immediately increased. Another thought, the enterprise has no micro-blog? According to the nickname search "Incense Full Floor" appears "@ Incense full Floor official microblogging" carefully look, is it, the following analysis began.

First, from the point of view of micro-Bo marketing, firstly analyze the name, the name is not smooth. Really think that the micro-blog nickname with "official" two words is really bad, FMCG focus on the emotional communication with consumers. "Official" is too blunt. And at the sight of the past, others do not know what the incense full floor is. Recommended renamed to Incense full floor milk or incense full floor of the dairy industry or even incense full floor rest assured that milk, incense full of conscience milk can be. Non-well-known brands in the micro-blog nickname with the core point of interest spread is the path, even if the industry well-known brands in the 400 million micro-bo users of the ocean, to stand out in fact are very difficult, more should be marked with a clear label.

In order to impress everyone, you can give a special example. What is Okamoto? Many people actually know that Okamoto is the world's thinnest 0.03mm natural latex rubber 0.03 condom production side, and even obtained the Guinness World Record. Then "@ Okamoto official microblogging", in fact, is not a good nickname. Feel flat, no characteristics, or directly called "Okamoto" embodies the industry supreme, who domineering, or according to the above theory, nickname is called "Okamoto 0.03" that is how the cow broke a name. Can reflect the industry characteristics, but also to attract netizens curious, the release of each micro-blog is with a nickname in the spread, virtually okamoto the world's thinnest condom USP in the way of micro-blog marketing to pass away.

From this point of view, @ still road micro-marketing is also a good name, a look will know what to do. If you do not know, you can focus on their own, press not the table (here omitted haha several words).

This feature in the personal microblogging marketing is also very common, I highly praised the personal micro-blog @ Ma Jinghao said accounting @ Huanggang-Logistics and supply chain The two teacher's microblog nickname a look at what it is. Talk about accounting, talk about the logistics account can have hundreds of thousands of forwarding comments, have to say is a miracle. This is the focus of the power of positioning, the first is the two teachers of the microblog nickname brought to the point of interest to spread, impressive, so the name is important. PS: Put the two teachers behind the Okamoto for example a bit disrespectful, but is purely benchmarking examples, no it means, here to two teachers to the year, I wish two teachers life blessing, career hung up. )

Of course, some people said, according to the above theory, then whether Kai-Fu Lee should be renamed "Kai-fu Lee Life Mentor", Shire should be renamed "Shire Angel Investment", Chen Yao should be renamed "actor Chen Yao", in fact, this does not have to, because the above characters already belong to star level

Second, talk about the naming, to see the tone of micro-bo. Twitter is the best way to talk like a person, the simple point is "talk", because no one likes to talk to a cold machine, think we call the Bank Service hotline, out of a pile of electronic voice information is not the time to talk about the feeling of the crazy to know. From the micro-blog Marketing Professional said this is called the creation of micro-bo "personification of the image." Objectively speaking, @ Incense full floor, such as the official micro-blog account is not easy to shape the personification of the image. Generally speaking, the more famous, the more well-known enterprises to shape the personification of the image easier to remember. Because it is accustomed to the traditional large enterprises high above the appearance, suddenly its official micro come to greet you, and you interact, this feeling is very surprising. For example, "@ Red Bull official Weibo" will often forward some consumers mention Red Bull Weibo, so that fans are greatly surprised, this "bull" is really cute ah. Think of Wang Old Ji in micro Bo if call himself "Lao Wang", Gado claiming "Baby", this is how interesting things. Think of the "Baby" war "Old King" is a very happy scene. Not long ago Gado "Sorry" series is a cute baby come out to apologize to weak in the show, people remember AH. Back to the Okamoto, Okamoto is a Japanese brand, as we all know, China's current anti-Japanese sentiment is quite serious, Japanese goods in China's sales have been very affected. Look at the market environment a Japanese brand to high-profile in fact very difficult, but if a little change of thinking, the Okamoto molded into the "anti-japanese vanguard" of the personification of the image? (Why the "Day" vanguard, please make yourself understood, press not the table) usually call themselves "books" (Can seduce @ Interactive exercise), with a kind personification of the way close to the people, I estimate Okamoto and @ Cang is expected to become a micro-blog on the unique anti-Japanese resistance will also be greatly popular authentic Japanese goods.

Return to the point, incense full of yogurt need to do is constant and fan interaction, regardless of the personification of the image called "Incense Incense" "full" or "Lou", as long as sincere enough. Surprisingly, the following microblog, a fan said, "Why is it so hard to drink milk?" Or like incense full floor "Results @ Mengniu Micro Customer Service official position to respond, incense full floor but indifferent. Regardless of the product, this point to the Mengniu Micro-customer Service micro-blog performance bonus points.

Micro-bo personification image and corporate brand image is closely related, should be as a part of the overall brand building enterprises. Do a good job of micro-bo anthropomorphic image although not to see the direct benefits, but do not forget that Weibo is the current Bo friend Spit Trough. Good Word-of-mouth is the best advertising, bad Word-of-mouth is the biggest crisis. Companies that ignore consumers can ignore microblogs, and the question is, do you dare?

Third, talk about Sina microblogging platform. Today, I bought a full house of incense products, to tell the truth, or quite random. But if Sina Weibo has the corresponding auxiliary function, I believe that the enterprise users will be more valuable and more viscous to consumers. Below from the mobile end of the analysis of Sina Weibo products presented.

1, the Enterprise Homepage "The Detailed information" section actually very is not detailed. What if the results of a page like Alibaba's integrity are made here? Enterprise equivalent to a mobile Web site, if from here I know incense full floor is a president has inspected the enterprise, I believe that his sense of trust will be greatly enhanced, at least more than a lot of three no enterprises do not know how many times. In other words, each enterprise in the detailed page should have the corresponding qualifications, background, results, choose your reasons, etc., this is equivalent to the brand endorsement of the enterprise, I hope Sina Weibo can be developed as soon as possible. If there are 100,000 enterprises, each enterprise charges 3000 yuan/year, is almost a 300 million of the income, and this job does not have to do Sina himself, learn Ali, Baidu to engage ground agent can, then Sina take 100 million should be no problem. In contrast to Sina Weibo's advertising revenue in the third quarter of 2012 was 20 million dollars, it's not a small income.

2, recommended the development of corporate Word-of-mouth page, from the search found that many users of the "incense full floor" evaluation is very high, if these positive evaluation aggregation in a Word-of-mouth page how? compared to "Baidu know" often search out a lot of information is the result of false account marketing, Micro bo Although there is water, but according to Bo Friends of social Relations, If the people you care about use and evaluate this product, will it be more valuable to your purchase? Objectively speaking, this time I use mobile phone search, and did not appear to pay attention or acquaintances, but if there is, I believe this must be a great reference. OK, this function also dozen packages, according to the above algorithm, and then to increase the income of Sina 300 million bar.

3, for micro-blog negative information, enterprises are very concerned about, Sina Weibo if also strengthen this aspect of data mining and information aggregation, and the importance of urgency to remind the enterprise management staff, this will be a good function. Sell, and then add 300 million revenue to Sina.

Accidentally, to help Sina Weibo more than 1 billion of the income (here omitted haha several words). Of course, this part is purely a joke, not serious enough, just want to express a point of view, Sina Weibo product perfect demand is urgent to exist, Sina has the courage to absorb more folk wisdom, the real use of social media laws to work, dare to let consumers participate in product design? This will be a major problem, once adopted, Will be a major change.

Finally, this article is the first use of impression notes written, with Sina's long micro-blogging tools released, really feel very convenient. It's also a new experience of mobile internet life changing.

2013来, for how Micro Bo marketing, to the enterprise several suggestions:

1, from the service point of view, the micro-blog as a corporate "chief listening officer" to monitor the micro-blog positive, negative voice, and timely treatment, to avoid the big things.

2, from the perspective of communication: micro-Bo as a corporate "missionary", to promote consumers to become the business of advertising, to achieve advertising 0 cost diffusion, so that advertising fission spread, no longer decay.

3, from the perspective of research and development: the micro-blog as a corporate "chief customer officer", looking for your real brand "fans", they really love your products and brands, let them give product improvement advice, this will be a revolutionary value.

Finally, the warm reminder:

In any case Weibo marketing, first or must have excellent products, do not think of opportunistic close utilitarian, but not cheat.

Micro Bo is a carrier, the active degree does not fall unimportant, the key is that it has a proliferation of explosive force, can detonate the brand.

Weibo behind the Netizen, master netizens to play the mentality and behavior of Weibo, this is the real micro-BO marketing key.

Finally, I wish you all: 2013, the Breeze eight sides, bo out wonderful!!!

(Disclaimer: Welcome to the author of this article @ Gong Platinum Web site: http://v.thindo.com This article is purely technical discussion, no intention to criticize any enterprise, even if there is a comment, purely personal point of view, micro-bo marketing needs a large ecosystem support, does not represent the Enterprise Micro-blog operation is poor. Forgive me. )