From "Micro-blog control" to "control Weibo"

In the new marketing, learning to play Micro Bo is a required course for enterprises.　　In the obsession with micro-blogging, but also learn to control the spread of micro-bo risk. Mapo, a former CCTV journalist, is now engaged in brand work in the bank card industry.　　Long-term attention to bank cards and new media. To say that the focus of attention, micro-Bo said the second, I am afraid there is no dare to fight first. "Dai" on the people do not get down, did not "wear" people scramble to wrap up, peremptory become a new era of marketing must be a single product.　　Sina Weibo recently launched a high-profile new domain name, but also triggered unlimited reverie, attracting many international local brands have to add body, it seems that overnight into the "no microblogging marketing" era. Fast-growing new marketing needs light tools, micro-blogging just has the fragmentation, no center, since the media era of transmission characteristics, the accumulation of highly active users of the popular, it is clear that all enterprises are hard to resist. In this day and age, it is not very good for companies to have no official microblog. Smarter, like BMW's Mini Cooper, in addition to the official "mini China", but also encourage distributors and car friends to organize "mini house", "Mini Club" and other folk micro-blog, multi-level interaction with fans, Eastern is richer, "Oriental ling" empty ride micro bo very contagious, Supplemented by nearly a high degree of recognition of the "Eastern Aviation locomotive" Business micro-blog, making communication levels, angles, topics three-dimensional and affinity.　　Through this kind of microcirculation infiltration, the user accepts the brand idea and the enterprise spirit naturally. Not losing in the starting line of social marketing-is the original motivation for companies to dabble in microblogs. In fact, enterprises in the "micro-bo control" process, often have to go through the triple realm. The first heavy is "alone Fishing cold river Snow", micro-bo as a marketing device, either quiet, or uninformative, in short, are talking to themselves, in solitude, waiting for "powder" and "be turned." The second is "to shadow into three people", clear the function and positioning of Weibo, set up such as brand, customer service, online business, such as complementary micro-blog, into the team combat status. The third is "flame", on the basis of clear official microblogging, as well as corporate executives, front-line sales and service personnel, such as the composition of personal business micro-blog, and the private brand club Weibo and echoes, forming a highly viscous micro-blogging ecosystem.　　However, stones inevitable stumbling, want to quickly become "micro-bo control" to catch up with the trend, there is a simple "five key" is the enterprise to play the first course of micro-bo. The first is the personification: from the name, avatar, background settings, to the response, the use of the language, at least smell a point of human taste is a prerequisite for success.　　Compared to sit's brand name, the names of "Vancl fans" and "MasterCard" seem to be very close to each other. Streamlining is an inevitable requirement. If the integration of marketing emphasis on the scale and momentum, micro-bo marketing is more value the sharpness and incision.　　Discard bedding and furnishings, 140 words into a dagger to find the right point of excitement, straight to the core, the deduction is "enrichment is the essence." Fine differentiation is a major trendPotential。　　If you need to play different functions and orientations, do not only rely on a micro-blog, and its additional multiple roles can not be taken into account, as divide and conquer, their respective responsibilities, both non-interference, and coordinated combat. Then equality. In the micro-blogging world, not because of the size of fans, V-no V, celebrity grassroots generation of class.　　Each account has the right to speak, a little careless, it will make the brand to pay the price of arrogance. The last thing to remember is long-term.　　Micro Bo is infiltrated into the brand blood marketing model, the crash is not equal to success and effective, the need to constantly pay attention to the pulse of the user, the band of marketing incentives to the normal, perseverance, really will be a temporary "concern" into a long-term "relationship." However, it is not enough to grow into "micro-blogging control", to understand the characteristics of Weibo and to become the master of higher-order cultivation. While many cases have proven the power of Weibo, it is unworthy to rely too much on micro-blogging and neglected online sites, or to magnify micro blogs indefinitely and ignore offline activities. If a single micro Bo as a reservoir, fans are water molecules, marketing activities are pots, and planning is connected to the pipeline. To control the propagation path of micro Bo, you need to drain the water into the pot, through the hype of the torch each water molecule heated, until the boil, and then return to the pool.　　The network conduction of the relation is used to improve the temperature of the whole micro-bo ocean. Also, Weibo is a double-edged sword. The first secret of survival in this world is "to get what you want, to give it first", to become transparent and even nude, to gain a high degree of attention and recognition, at the cost of any tiny flaw exposed to the microscope. At this time not only the masses of the eyes are discerning, their voice is also loud, one by one spit drowned a brand, on Weibo is not a hypothetical but the fact.　　Last year, Jinshan market value in a few days evaporated 600 million, is the most tragic case. The most important thing is that Weibo marketing has to grasp the degree. Especially in the commercialization of micro-blog operation, similar to the price of buying fans, paid forwarding micro-blog has been common. This phenomenon is not the first, and previous years forum, blog and SNS website, such as Word-of-mouth marketing ever similar. The idea of Weibo marketing without self-discipline will make a comeback. By the time academics, microblogging platform has been malicious speculation and commercial interests of the risk, I am afraid no one would like to.