From Durex to the phone sticker-replicable microblogging hotspot marketing

The June 23 rainstorm in Beijing gave birth to Durex's marketing myth. The author turned over the "Patten incident" microblogging, the latest forwarding times are more than 80,000 times. There is no doubt that Durex's "ammunition" is a classic case of Weibo marketing history. But the author thinks, for Brand enterprises, how to build a replicable, long-lasting micro-bo marketing model.

The contingency of the "Patten incident"

Heavy rains, traffic jams, people rely on micro-Bo to pass the time, condoms, plus a wonderful creative speculation, these four factors have achieved the "Patten incident." Just as "where the object" of the explosion of red, Jia, like a leap of heat, the need for people and. Suppose the same rainstorm, the same traffic paralysis, or even condoms, hype brand is not "Durex", but other domestic Shanzhai brand, this case will become a classic? The answer is self-evident.

After the "Patten incident", there was a great many analysis of the case, but all overlooked the fact that the success of the case could not be replicated, just as there could be no second Jia. In the microblogging marketing field to Durex learning upsurge, the author thinks the only worth to learn from, should be Durex to the hot event marketing sensitivity.

Based on this, I think that the Durex case is not a textbook. Durex Marketing and Tang June's success, like, looks very lively and wonderful, but for the brand enterprise reference value is not big. Rainstorms may be frequent, but not all brands are Durex.

Replicable Weibo hotspot Marketing

Take a look at a case, from Jinshan's phone stickers. I pay attention to the micro-Bo Jinshan marketing for a long time, mainly from the micro-broad attention, its marketing style is "content for the King" (have the opportunity to write another article analysis). This hype took the "step by step" of the car, the bearer of the material is an GIF picture.

The original microblog: Http://weibo.com/1503005404/xpmOe1WxV

Up to now, Weibo's cumulative forwarding of nearly 20,000 (Sina and Tencent). Let's compare this to the Durex case:

In contrast, it is clear that Durex advertising more widely, more influential, but the case of Jinshan phone stickers for the majority of brand Enterprise Micro-blog marketing more useful reference. The reasons are as follows:

1. Hot spots can be reproduced. Note that Jinshan phone paste the same form of GIF Weibo marketing has become a series, before this, Jinshan marketing has been for "jobs left" (forwarding about 30,000), "Li Son hit" (forwarding about 10,000) and other hot spots have done spread. Any time, in response to sudden focus events, Jinshan can actually suit, get very high ROI hype.
2, this is an obscure new product. Durex case success is greatly benefited from Durex is not only well-known brands, but also easy to produce taboo topics of the product type, but the phone big head stickers belong to the unpopular products of Jinshan, as WPS, Poison PA came famous. This is more valuable for most businesses. This product is free to change the properties of the mobile phone icon in the excellent hype copy is cleverly implanted.

3, planning cost decline. A lot of Enterprise Micro-blog marketing implementation only with a full-time staff, more than possible 2. In addition to ensuring sufficient content updates, it is not easy to have a lot of energy to plan the bright spots of Twitter. If the Durex case needs a genius of the flash, the phone sticker GIF hype cost will be lower-the future around this idea, you can easily picked.

Of course, not all brand enterprises are suitable for this GIF marketing route, fit their own brands and products is king. The best thing to learn from the case of Jinshan is that enterprises should be good at discovering general marketing models, so that hot marketing becomes replicable and recyclable.

The half-life of microblogging hotspot marketing

First the case of Durex and Jinshan aside, to see the microblogging hot marketing cycle issues. Recently, the most popular short Web service bitly Research data is very useful. The company deals with millions of of short URLs a day, many of which are applied to a microblogging platform with a character limit, and can test the life of a Web site with a "half-life" of data traffic.

The term "half-life" is a physics noun, and in Wikipedia's entry interpretation, the so-called Half-Life refers to the time that a particular substance's concentration has been consumed by a certain reaction to one half of the remaining initial. Let's look at Bitly's half-life statistics:

1.twitter-2.8 hours
2.facebook-3.2 hours
3.e-mail and IM-3.4 hours
4.youtube-7.4 hours

Is the result as expected? The fast-known Twitter is "quick and fast." This conclusion is also useful for domestic microblog. The reason why I want to mention this is to draw a new perspective: in Weibo marketing, the half-life can be used as a measure of the effect of a hype.

If you study the case of Durex and the Big head sticker, you can find this out. According to the author's estimate, the half-life of two cases is at least 10 hours-24 hours. Phone stickers of the series of hype has even been the marketing-sensitive users dug out, to compare.

Microblogging marketing effectiveness of the evaluation system is always imperfect, about micro-bo hot-lift marketing evaluation is not standard. In addition to Half-Life, the author also summed up several criteria to be evaluated:

1, net friend through rate. The so-called detection rate, refers to the netizen found that "this microblogging is advertising" the probability. This value is not the lower the better, too low to prove that marketing implantation is not obvious, not to achieve hype purposes, too high proof of "implantation blunt", may bring negative effects on the brand.

According to the author's observation, an excellent creative, coupled with excellent copy and production, even if the netizen knowingly is advertising, but also willing to help spread. In the Durex case, many people "denounced" the ads, while happily forwarding. In the big sticker case, a lot of netizens response is "This advertisement is too absolute", this is benign reaction.

2, users of each other @ rate. The current microblogging marketing model is: excellent creative + strong large channel. But the nature of most cases and the way to do it in CCTV is a truth. Real microblogging marketing can use a large channel, but the spread is based on grassroots users of the relay-type transmission. This point, in the phone big sticker "Step by step alarming" case is very prominent, the author made a statistic: in the main hype Weibo, grass-roots users @ Friends (more than the alarming TV viewers) at least hundreds of times, this is the true meaning of social marketing.

It teahouse @ Vegetable bun Contribution