How do small and medium-sized enterprises achieve business goals through Weibo marketing?

Recently has been collecting foreign small and medium-sized enterprises microblogging marketing cases. Refers to the soft sand will continue to share with you to see whether there are we can learn from the ideas and models. Also welcome you to recommend some recent cases to me.

Namecheap is a domain registrar. At the end of 2008 and early 2009, it launched two prizes and profited from the Twitter community. Michelle Greer, a marketing expert at the company, is an active user of Twitter, finding that Twitter can be a driving force for attracting traffic, expanding sales, and does not require the company to invest a lot of money. As a result, the company released a small promotional campaign, within a few consecutive weeks, every hour to ask a question, the correct three participants will be in their Namecheap account to receive a 9.69 dollar reward, which is the cost of buying a domain name. At the end of the competition, the participants with the right answers will win the ipod product.

Their competition was so successful that tens of thousands of people competed to win prizes. Twitter has benefited, but the biggest beneficiary is namecheap the company. In the December 2008 competition, the number of Twitter followers in Namecheap increased 20 times-fold and the number of new domain registrations increased by 20%. The number of backlinks to the namecheap.com page in the domain name is 139, while the reverse links in other home pages are numerous.

In general, this promotion strategy takes a lot of time, and Greer admits that this type of Twitter activity needs some work to do. After all, they wrote more than 600 questions for the small competition, offering a domain name worth 17 000 dollars as a prize. Greer said there were four people involved in the competition to maintain the company's account: she was responsible for writing all the questions and checking the answers; The CEO of the company will also log in to the account every now and then to make sure that the competition goes smoothly. , the CTO of the company has written a script that is compatible with the Twitter API and is able to publish the issue on Twitter in an orderly fashion, while the fourth participant is responsible for inputting the problem into the Scripting tool.

Although it takes a certain amount of effort to launch this competition, Greer still believes that Twitter is a way that small companies can afford, compared to other options. "To be honest, it helps namecheap grow into a better company because we can get feedback directly from customers, and the cost is much cheaper than conducting market research or hiring research consultants," she said. We provide free domain names for our customers, and they help us to improve our company. This is a win-win approach. ”

Naked Pizza, the American New Orleans Pizza Store, set up a billboard in front of the store when it opened on Twitter. The new billboard, not just the bottom of the printing of its Twitter page links so simple. Instead, Twitter is the theme of the billboard, one side is the vivid bird element, one side is the big Twitter words. and link to the corporate website: "Twitter.com/nakedpizza".

Customers send Nakedpizza orders, ask for prices, report addresses via Twitter, and Nakedpizza sends customers a discount on Twitter, a new breed of Pizza, and reports that Pizza have been sent. We are familiar with each other, and occasionally chat with each other and care about each other. Nakedpizza used to spend 60,000 dollars a year on direct advertising and 25,000 dollars in email ads.

Now they're going to spend a month on a budget to do Twitter ads. Nakedpizza is going to attract the attention of New Orleans on Twitter, and these followers, Nakedpizza don't need to pay such as direct mail to keep in touch with them. Because they're all on Twitter.

It first takes three days to find their local Twitter users list and check their information in a timely manner by typing their location, city, and street address on Twitter. They also understand the geographic area of the user or directly search the list of related users. Once you find them, follow them and start a real conversation.

At the same time, they used the old ways to communicate their Twitter account to clients and neighbors. On their platform, you will find them joking with customers, including photos of customers in the store.

Later, they simply dismantled the front of the shop marked with a booking phone, and replaced it with a new Twitter-themed billboard. On one side of the billboard is the vivid bird element, one side is the huge Twitter word. In their view, Twitter has become the medium of communication for their target consumers and the "Code" for mutual recognition. Instead of Nakedpizza advertising for Twitter, Twitter has the business value of letting Nakedpizza willingly use it as an advertising "protagonist".

The company also learned that a yogurt shop in Chicago insists on sending promotional messages on Twitter. And its sales have been growing. The yogurt store's last promotion was a free 5500-dollar 1100-piece yogurt for Twitter users, but it did not drop in sales for the day. Because, "people who stand in front of a shop and get free yogurt attract a lot of passers-by to buy yogurt."

Abroad, a 52teas tea company, which offers tea in a particularly interesting way by Twitter, gives tea-consumers advice every week on Weibo, talking about tea, drinking, and doubling the sales of handmade tea after a week of Twitter.

One of the most popular companies to do Twitter marketing is Kogi, an obscure American taco-fast-food restaurant. Kogi quickly became one of the most high-profile mobile restaurants in the United States in just three months, causing widespread concern in the US, even by mainstream media including the New York Times, Newsweek, etc.

From these cases we learned that small companies can also fully use the various functions of Weibo to affect users, so as to successfully achieve marketing goals.