How does Twitter connect brands with fans?

With the development of social networks, a variety of fan culture and marketing events have been rife. Brand accumulation and formation, has been unable to leave the social network foil. No hardware experience of millet, relying on the support of rice noodles, sword refers to 40 billion U.S. dollars valuation; a variety of new film blockbuster, relying on social network support, constantly refresh the movie box office, the obscure cosmetics brand WIS, also in this year to catch the marketing of the downwind reached the counter attack. And behind all this success, it has nothing to do with the fan economy. So, as a representative of social networks, an important position for the fan economy, how does Twitter connect with brands and fans?

To explore this problem, you have to figure out what a fan economy is. The so-called fan economy, refers to the brand's fans for their emotional and value identity to pay for the core of the economic activity. To create the two core of the fan economy, is to develop active fans and the explosion of the brand's fan energy. The fan economy takes the emotional capital as the core, and adds the emotional capital to the fan community as the marketing means. At the same time take the consumer as the protagonist, by the consumer leading marketing means, from the consumer's emotion embarks, the enterprise borrows the force, achieves for the brand and the idol value-added emotional capital goal.

In many cases, the spread of social networking media can turn intangible services into tangible. "The presence of social networking UGC clearly allows us to move from a price-transparent environment to a value-transparent environment where business operators must integrate content into their strategic and strategic decision-making processes," according to a study from SAS and the University of Pennsylvania. "This means that the corporate brand has changed from its previous secondary position to the dominant position today, and social networking and social media marketing have become an important part of today's branding strategy from a subordinate position."

Since social networking, fan economics and social media marketing are already so important, what are the secrets that Weibo can do to drive and help companies take off as the leading social networking platform in the country?

1, through micro-blog release activity information, rapid accumulation of precipitation fans.

At present, many enterprises for the use of micro-blog has become more adept, through micro-blog release activity information, through the topic of micro-blog rapid accumulation of fans have been a social marketing of various enterprises to develop an important means. For example, in the just end of "where Dad went to the second season", the Erie QQ star on the use of program influence, in micro-blog launched a variety of forms of cross-screen topic real-time interaction, within three months that has achieved up to 20.2 billion times the interactive exposure. Taiwan Network linkage mode of landing, but also for the enterprise brought a new marketing opportunity.

From observation, it is not difficult to find that the corporate brand by publishing information and brand activities on Weibo, often can attract a large number of fans to pay attention to, and then through micro-blog and deep interaction with fans, you can accumulate fans at the same time, precipitation fans, filter out the real value and significance of the fan entity And fans can use microblogging to open the payment function, the formation of commercial marketing closed loop. At the same time, companies to use micro-blog to obtain a large number of fans, through micro-blog marketing and services to fans, so that fans on Weibo to buy real interest in goods, shorten the brand to become "Idol" time.

2, a new program to help enterprise development, the fan economy will become a cure.

Not so long ago, the case of the enchantment that sparked a snap on Weibo had to be raised. The Phantom mobile phone uses the microblogging platform to take the lead in controversial and attitude "snapping" activities, the charm of the official microblog on the "back to the burning millet can also change the charm of the family," the topic, called the Millet fans or fans of the family "to bring your fever of millet to change the charm of the tribe!" After careful planning of the microblogging topic, to help the Charm Clan MX3 replacement campaign on Weibo 8 minutes to change 2099 units. The number of machines that can be snatched in a short period of time is limited, but the 2099 figures hide behind the millions of fans involved in snapping up the games, providing a potential consumer's opportunity to exploit the Phantom's mobile phone.

Many fans and users through the microblogging and the charm of communication and exchange, a lot of excellent advice and advice through Micro Bo, was the first time passed to the charm clan manufacturers, fans at this moment is not only users, but also to help enterprises improve and develop the healing medicine. At the same time, advertisers through micro-blog brand display or activities to attract awareness of the brand to gather fans, so as to develop more potential users, to attract more consumers to pay attention to the needs of consumers more insight. As consumers ' attention and popularity increase, their "attention" means interest and potential buying, and their cancellation concerns imply a shift in demand.

Obviously, when the enterprise began to communicate and communicate with the fans through Weibo, it has opened a window for the enterprise to perfect the products and brands. The use of vermicelli economy can effectively "cure" the development dilemma and problems faced by enterprises, and micro-blog launched a new solution, you can help more enterprises to create a fan economy, you can imagine, the future micro-BO will produce more new brand, there will be more enterprises because of the promotion of micro-blog, because of the user's opinion and rapid growth and expansion.

3, the fan economy contains a strong driving force, social network marketing trend will be more human-oriented.

In fact, the charm of the fan economy is much more than that, micro-blog in the provision of social networking tools and platforms, but also for corporate branding and marketing to provide a reference to a new way. Similar marketing is also common on Twitter and Facebook, where the Four Seasons Hotel has launched a virtual cocktail party, fully mobilizing fans and creating fun, while cool stone ice cream has added 66 in just eight weeks to Facebook, through a "taste contest". 000 fans, and the cool holy stone to increase the 1%~1.2% sales revenue, electronic gifts also brought 10,000 U.S. dollars sales.

All these have shown that there is a strong driving force behind the fan economy, for enterprises, how to better use of micro-bo such social networking platform, so that the promotion of corporate branding to play a greater value is obviously very important. And the social network marketing trend is also from the pure passive acceptance type, to the fan initiative, more humane direction development. Through social media storytelling and the use of integrated content strategies to communicate with users, to convey a better user experience to consumers, so that they immersed in the brand experience, this may be the future of microblogging marketing focus!