How to do a good job of UGC form microblogging marketing activities? Send me Dell All-in-one case study

One thing is that it doesn't matter who you know, but who knows you. The same is true for brands in social media, where the opposite is a real person, not just a number of http://www.aliyun.com/zixun/aggregation/9175.html "> fans." Really like you, or really willing to use for you, is because of the relationship with the user established.

Author @queenie Wu Xuan

Every guest let UGC activity mechanism became all brand customer's dream, also became all agent's nightmare. It seems that every red case after the red one can say why such red, and the experience is often not copied-even most cases are based on the weak contingency. IPad2 long ago not rare, iPhone5 are not fresh now, the bubble is fading and the user is increasingly smart Weibo, what is the brand customers can learn from the activity experience? The following latest Dell All-in-one case gives you an answer.

Can promotions be fun? On the third day of the Dell All-in-one promotional campaign, the number of topics went to level 100,000. More notably, more than 100,000 of the quantity-level topics, the proportion of high-quality work is large.

Dell integrated machine will be in the official website promotional activities, hoping to get more users attention. However, when looking at the product, the problem is found. One machine is a general high quality products, but precisely so, making it difficult to condensed in the spread of a very moving point. How to enable a large number of users of the use of products to create a sense of generation, and thus feel the advantages of the product, it became the starting point for our planning activities. The user UGC mechanism becomes the most direct answer.

Until here, whether the demand or the choice of activity mechanism, can be said to be the "normal" microblogging activities. But if you want to attract widespread attention on Weibo, it is not enough to rely on "conventional" foundations. We thought more deeply.

Brand choice in social media activities, in the final analysis, is to use the user between the "human descendants" of the potential strength. Then, the dissemination of information is based on the trust between the sender and the recipient, and trust is the capital measure of the relationship or influence. Unlike monetary money, trust is a capital that will become more shared and spread. In the same sentence, if the person or the person who listens is different, then the meaning of this sentence is completely different.

In this sense, the uniform forwarding @ three friends or bullying users to canvass the simple rough mechanism, seemingly through the "human descendants" mechanism, but in the fundamental sense is the most contrary to the spirit of social media. If the brand just defines social media as a place where people are many, feel that I am a brand you should know me, and who you are I am too lazy to think about it, and I hope that I can automatically spread the word here, this arrogance itself is not scientific. There is no bad understanding, if in interpersonal communication with this noble and cool attitude of people, even if it is indeed a goddess, but also indispensable to face passers-by turn black, and even fans turn black bar.

for the brand, to integrate social media in this communicative situation, can learn from the common human experience in social.

When we want to fit into a social circle, we don't break into the door and break into the conversation and shout, "I'm the best, come and make friends with me" or "Make friends with me and I'll Give you money" (but that's what many of the brand's microblogging activities do!). ）。 We usually first find people who have a crush on us and even our friends, and they are the people who get positive reviews in this social circle, and let them be the intermediate introductions to the users they can influence. Then, with the progress of communication and interaction, we extend the trust relationship to those who are not familiar with us. In this process, of course, we want to prioritize the people who are more influential. It is because we build trust with them that we can expand our influence more effectively.

In this revelation, we have a understanding of the answer: if it is the choice of UGC form of the use of scene generation is the basic mechanism, then in the operation of activities, we have more things to do.

#1 really let the seed users sprout.

The fun of UGC is that users have the space to create. But the biggest problem with UGC is that you can't wait for users to create a blank space. The sample content is very important. But this is also different from the general understanding of the "child care" in the Navy, do not put the user as a fool, if it is to change the person's praise boast, this sample content will only let users hate the activity itself. Even the sample content, still from the real user, is still the real content. Social media users are uncontrollable, but that doesn't mean they can't be booted.

In the event before the start, we rely on their own experience and relationship accumulation, from the hand, literary circle, life, it talent, cartoon talent, grassroots large and many other reds to carry out a full range of coverage to achieve a variety of micro-blog users, in addition to expanding the volume of the detonation of attention, Also corresponds to the Dell Integrated machine product universality high characteristic of itself.

#2 Business is business

The core of business is exchange value. If it is really the exchange that can benefit each other, why can't we just take it out and say it? The "Share Content" banner is actually hard to do not advertising, it will make people more annoying, it is a stark insult to the user's IQ. Also, do you really feel embarrassed to say that the content of their information, must be wrapped disguised as other microblogging content?

We don't feel that promotion is a difficult thing to do, but it is, of course, a value exchange in which a brand and a consumer can benefit. Speak openly, generally speaking frankly is to reduce the cost of communication. We are in the campaign, through the base of the program, the red circle of the public account to launch the topic, this form has never before Blue V did. In fact, it turns out that what you hate is not business, but the exchange of wrong or embarrassing.

#3 Real-time interaction the most test IQ

Activity is a one-to-many interaction. And the interaction itself is the most difficult to predict. This is also the most test operators of the quality of a link. On the one hand, we try to draw up a variety of interactive strategies before the start of activities, on the one hand, also rely entirely on the accumulation and rapid response. So that at least 20 times a day of high-quality real-time interaction, not only to help spread the activity, but also to the official micro-their own interaction significantly increased, thus deepening the relationship with users.

Can do this, but also without the support of Dell China. As a mature brand customer, they have deep understanding and insight to the mechanism of social media and ecological environment, at the same time give us a larger scope of play space. If everything needs to be confirmed before it can be done, real-time interaction can only be a cool yellow cauliflower.

How does

understand the different types of users on Weibo?

the object of communication is people, the key to success is people.

Since the daily life can not wait to find someone to help to talk to people, that for the brand and to help the operation of the brand agents, this should be in peacetime to complete the required courses. Members of our team have a lot of people who are quite influential in some areas of social media. Marketing accounts simply can't compare with their influence because they are all living and influential microblogging users. This relationship is not only reflected in the depth of mutual interaction, but also in the common circle of reputation recognition.

To give a very small example, after the event, there are some common friends and circles of the intersection, but we have not contacted the very familiar microblogging influence users, from friends to see the activity of information, will actively contact us willing to provide content. It can be seen that people hate not the spread of commercial nature, but let themselves in the circle of friends appear to be the spread of the plunges. And in the micro-Bo influential users, "for a few small money to sell their own", I am afraid is a taboo. The important thing is to make everyone feel fun and want to participate, and rewards are just a matter of thanking others for their kindness. The reverse of this order has become a futile attempt to buy real love, which is really not want to buy can buy.

wrote in the last words

One thing is that it doesn't matter who you know, but who knows you.

The same is true for brands in social media, where the opposite is a living person, not just a number of fans. Really like you, or really willing to use for you, is because of the relationship with the user established.

For those who already have a certain brand of assets, the focus needs to be placed on the brand assets that have been accumulated by traditional means of communication and converted into a more trusting currency for social media.

To do this, in addition to the familiarity and love of brand equity, the understanding of social media users and circles is essential. If you think that the so-called seed content or the cooperation of the seed Reds, is the high Chi to give some money can do, that in itself is the most humiliating to trust this matter. They are not a field in Excel, but a middleman who can help the brand better integrate into social media, and if the communication with them fails to establish intimacy, what is the certainty of winning a wider and quieter audience?

As of this article release, in the future, there will be a micro-bo impact of the Community heavyweight users to cooperate, but also welcome everyone to look forward to!

Source: http://www.socialbeta.cn/articles/case-study-dell-weibo-mkt-2012.html