Haier home appliances Sina microblogging marketing

Haier is one of the most famous white goods brands abroad and also the most valuable brand in China. Haier White Goods enjoys great reputation for his outstanding performance in innovation and customer service. And as a long-term in the industry's leading position. In the overseas social media marketing surging in recent days, Haier once again lead the trend, while other domestic appliance makers are not yet aware of or wait and see, the first to enter the Sina collar social network marketing activities. This case attempt to its marketing activities in Sina microblogging conducted a preliminary analysis, because Haier appliances into the Weibo a very short time, from the current data, may not be able to fully reflect the true Haier social media marketing Therefore, this case study is for reference only to fans of social media marketing.

The first part: the current situation and related data of Haier's participation in Sina Weibo marketing

I. Some facts about the status quo:

● entry point into Sina Weibo: Haier Expo global marketing plan as a starting point.

● marketing goals: brand communication.

● settled time: April 13, so far (as of June 3). It is less than two months now.

● Mode of transmission: One-way release Haier and Expo related news, Haier new listing news, supplemented by tracking the fact hot news. Less two-way interaction.

● Haier appliances Weibo account number: a

● name, signature and URL: the name of "Haier appliances"; signature: Haier Group is the world's first brand of white goods, China's most valuable brand; did not add Haier official website.

● background and avatars: Weibo background for the theme of Expo theme; picture of Haier logo.

● Certification: Via Sina V certification.

● Weibo information: It is not filled in now.

● Tags: Internet of Things Low-carbon Life Globalization Technology Green Shanghai World Expo

Some basic data:

● Fans (so far): 13561

● Attention: 12 people

● hair microblogging number: 134 articles

● average daily micro-Bo number: 2.5 articles

● Total number of forwarding: 334 times

● The maximum amount of forwarding: 23 times the transfer, as follows: the world's first Internet of Things washing machine was born in Haier.

● Average daily forwarding volume: 6.3 times

The total number of comments: 189

● The maximum number of comments: 16 comments, as follows: the world's first Internet of Things washing machine was born in Haier.

● Average Daily Comment: 3.6

● Collection: basically no data.

Third, some other relevant data (efficiency data):

● Interactive balance: attention number / fans = 12/13561 ≈ 0

● Interactive heat: Comments / send microblogging = 189/134 = 1.41

● Propagation rate: number of retransmissions / number of microblogging = 334/134 = 2.49

● User engagement: number of reviews / fans = 189/13561 = 0.01

● Weibo information quality parameters: the number of favorites / hair microblogging = 0/134 = 0

The second part: the status quo and data interpretation

I. Status quo

Haier microblogging marketing entry point to find a better marketing target set to brand communication is also very reasonable. Social media marketing, should not start from the discount promotions, in which case, users will feel no difference between social media marketing and traditional marketing, may soon be immune to such marketing, no longer concerned. In the early stages, using only one account also had some benefits, which made the operation relatively easy and the user would not be confused by the existence of multiple accounts. However, Haier appliances did not fill collar information, did not provide the official website address, gives the impression that the operation of the scarf is still relatively rough. Since done, we must do a good job, although the details of the problem, but can not ignore the first feeling to the user.

Second, the data section

From the basic data section, Haier is indeed a great influence, the trend of its fans is still a good number. However, the number of its attention is only 12 surprising, and, of these 12 were Haier concern, almost no Haier users. This may be Haier microblogging marketing manager private hobby fans come to you, even if you do not say hello to fans, but also immediately pay attention, which is about the basic user experience Haier brand. Haier should not come to micro-Bo sing one-man show, why not pay attention to the user? This puzzling.

On the amount of corporate microblogging on the amount of day, there is no certain rules, personal feeling, not less than 3 can be more, depends on the amount of information in the enterprise itself and the quality of information, nor is the better. Haier electrical daily posting volume of 2.5, slightly lower. From the forwarding and commenting, the current interaction is not very good, the interaction is almost entirely user-spontaneous, Haier directly reply or direct the user microblogging forwarding the very small number. Haier highest comment and the highest forwarding, all appeared in the same microblogging, that is, IoT washing machine news. This shows that the current user is most concerned about, or Haier's products or new products. Expo marketing, is a good topic, but the vain publicity, the user is not attractive, you must combine the user preferences to promote, in order to play an effect.

Finally talk about several efficiency indicators. Interactive balance refers to the number of attention and fans, to be properly balanced, the ratio around 1 is more reasonable, too low, indicating that you do not value the user, too high, indicating that you over-marketing, we will be offensive. Interactive heat means a period of time, you send the collar of the user response level, the higher the ratio, indicating the corresponding degree is higher, it should be noted that the corresponding high degree may not be good, there may be a lot of commentary. Haier's interaction is not very hot. Propagation rate, Needless to say, refers to the efficiency of spontaneous user forwarding. Like heat, good and bad things can cause a high rate of propagation, which requires business monitoring at any time. Participation is not too much to explain, according to the literal meaning of understanding. Information quality parameters, to say a few words, at present a lot of companies are not very concerned about this parameter, made microblogging, had fewer words, therefore, enterprises must pay attention, rather less hair, but also hair essence, low-quality multiple Weibo , Harmful. Words are always despised, this time to do microblogging marketing, we must pay attention. Haier in terms of efficiency indicators, the current performance is generally or very poor. It is conceivable that Haier has not really understood what is social media, did not figure out what exactly social media marketing should do.

The third part of the case-related issues to discuss

Haier is almost the first company in the traditional appliance industry to eat crabs called "Social Media Marketing." However, from its participation in Sina Weibo, it seems that Haier has not really included social network marketing in its marketing strategy, and is still in the trial stage. What it does in Weibo still upholds the old tradition of marketing, that is, , He has not been dismissed, nor integrated into the user, they are still one-way, forcing users to passively accepted preaching. This is actually not working in the online world. This issue deserves all corporate thinking about engaging in social media marketing.

The following two questions for everyone to discuss in the future.

Relative to the more suitable for social media marketing network brand (allows users to participate in brand building), traditionally done brand building business, how to brand communication in social media?

Social media marketing effectiveness evaluation is a problem, in addition to some of the relevant microblogging marketing indicators mentioned in this case, what other indicators are suitable for measuring the marketing effectiveness of Weibo?