How to accurately grasp the characteristics of Weibo in the eight misunderstandings of micro-blog marketing

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With the rapid popularization and widespread application of the new media in China and abroad, micro-blogging is becoming one of the hottest and most fashionable Internet applications. At the same time, with the continuous focus of microblogging popularity, many enterprises and institutions are aware of the micro-blogging platform's huge marketing value. However, because of the micro-blogging characteristics of the lack of certainty and experience, micro-blog marketing often into eight areas of misunderstanding.

Myth One: Weibo applies to all enterprises and products

Some of the so-called social media marketing experts tell you that micro-blogging is a very new and useful marketing tool, no matter what kind of enterprise you are, and no matter what kind of products you sell, you can use microblog marketing.

In fact, there is an understanding of the misunderstanding. It can be said that no tool in the world is suitable for any product of any enterprise, in the past, not today, no future, not to mention Weibo.

The right thing to do is to study the characteristics of the business and related products, to understand their product positioning and the characteristics of the major potential customers. At least the direct potential customers or indirect potential customers of these products will have a certain amount in the microblog, otherwise, your marketing campaign will be in the wrong place, and should find the other than Weibo.

At the same time, micro-blogging has its own short boards, such as fragmentation of marketing information, this is not as rich, complete and clear as a blog, such as the relevance of the comments in the marketing post, many times the relationship between the comments will be confused, it is not as BBS; The ability to perform information is, of course, worse.

Mistake two: Many prizes and good, promotion will be successful

Many enterprises in order to in a short period of time through a few posts in micro-blog promotional activities, often used in the post to pay attention to their own and forward posts Bo friends can participate in the lottery rules, and provide a sufficient number of attractive prizes (such as Apple iphone or ipad).

However, many such posts may look very lively, but there is a large number of people exist, that is, lottery professional, they are specifically looking for a lottery post, first attention and forwarding, see also do not read the post content, waiting for free lottery.

Just think, although the enterprise through this kind of promotion activity, perhaps in a short time to get a lot of attention and forwarding number, but the value of these concerns and forwarding is not large, the corresponding new fans to understand the product characteristics of interest is not big, future loyalty will not be high, and even some people in order to increase their chances of winning, may also repeatedly forward or use a number of vest account. Obviously, if you have a large number of such people in your post, how can you calculate the promotion success? At the same time more prizes mean higher activity costs.

Myth Three: Only microblogging marketing, no other need

Some people in order to exaggerate the role of micro-blog marketing, said as long as the use of micro-bo, not only save the people, the effect is good, other marketing channels do not need. This is also misleading, and usually marketing campaigns can be done well not through a single channel.

In the most advanced marketing theory, enterprises should be required to study the potential customers where possible, that is, the point of contact, and then at these points of contact information and try to interact with the user, so that users may patronize every place has the enterprise marketing and communication behavior.

In the planning of micro-BO marketing plan, should stand at the highest level of enterprise, the overall marketing plan for the framework, on this basis, so that micro-bo this platform in the enterprise overall program to play the role of application. At the same time, micro-blog marketing and the enterprise's overall marketing plan should be coordinated, but not in isolation to discuss micro-blog marketing, and can not let the voice of micro-blog marketing and other channels of enterprise marketing voice inconsistent.

Misunderstanding four: simple, immediate

Some so-called marketing experts said Weibo is easy to use, after registering users can post, and immediately can carry out marketing activities, and will soon see the effect, which is actually another kind of misunderstanding of microblogging marketing.

If you really experience Twitter, you'll immediately think of the problems that you get when you sign up for a new Weibo account and start using it, such as your post with little reaction, and you don't see any other people's posts. In this case, the so-called microblogging marketing can not be carried out at all.

The correct understanding should be that a team engaged in micro-blogging should be able to familiarize themselves with the characteristics of Weibo, while at the same time (two weeks or one months), to gain more fans while increasing the number of followers. This, need to post, participate in other people's post discussion, can also through the @ call way to arouse some well-known Bo friends attention. In short, marketing team members must have a certain fan, that is really can start the premise of microblogging marketing.

Mistake five: Post short, easy to write

Weibo posts are really short, with only 140 words, and often look dapper. But it would be a big mistake to think that the relevant microblog marketing posts are easier to write.

On the one hand, Weibo marketing posts involve creativity, you need to spend enough time to intelligently conceive marketing ideas. To try to make Weibo marketing posts look fun and profitable for users, it's best to motivate users to generate interactive comments (such as the need to answer questions or comments) and forward (such as a few friends to win the lottery).

On the other hand, micro-blogging marketing creativity, but also pay attention to the way information is expressed. At this point, we should pay attention to the tone of the words in the post (such as relaxed humor), but also pay attention to the information in the post and the clarity of the message expression, if necessary may also use the image, audio and video to match the text description in the post. Even, the middle of the posts in the parallelism, exaggeration and other rhetorical usage, punctuation and all kinds of expression of clever use, need to seriously consider.

As a result, Weibo posts are short, but true writing is not easy.

Error Six: As long as the daily posting, marketing even if completed

A company's microblog marketing team manager told me that because the current marketing team are part-time, other work is more nervous, he stipulated that all marketing team members as long as the average daily send a microblog post, even if the micro-BO marketing any basic completed.

I think it is necessary to draw attention to the example of this enterprise. This is probably to reduce the job pressure of part-time marketing members, but it may make the effect of micro-blog marketing is negligible. The crux of the problem lies in the post release of Weibo, the more important task is to continuously through comments, replies and Bo friends to interact. Even when a post is quickly masked and almost unresponsive, try to provoke the problem to attract the attention and interest of others.

In fact, this is to tell those who want to use micro-blog marketing Enterprises, micro-BO marketing must pay attention to interactive communication. If only post, it is only the traditional one-way transmission, in fact, do not use micro-blog does not matter. As long as the use of micro-blogging, we must make full use of opportunities and potential users to communicate, and even have no opportunity to create opportunities.

Mistake Seven: Save time and manpower

This sentence is reasonable in some ways, but others are unreasonable. Although Weibo is not as long as other channels such as blogs, as mentioned earlier, short posts need to be carefully conceived and not entirely easy.

At the same time, in order to timely communication with customers and potential customers, we must spend enough time. In particular, sometimes marketing posts have attracted more attention, resulting in more forwarding, comments or responses, at this time more to spend to interact with customers, and this interaction to do well, it will take time. If you do not want to spend time, it is certainly not good, then the effect of microblogging marketing is greatly compromised.

In the microblogging marketing, manpower is also very important, people in micro-blog can also reflect the strength of the big. On the one hand, much of the work mentioned earlier, perhaps a lot of people can be apportioned, even some enterprises or institutions to take turns on duty, because in the normal work, still may need to interact with many customers; On the other hand, sometimes multiple marketing team accounts can cooperate with each other in marketing activities, especially the first half hour of the post.

From the practical experience, the marketing team members of the microblog should be in the state of the clock, the user's every forwarding and reply should look, and select the typical questions to answer. All this means that Weibo marketing needs enough people to spend enough time. Of course, if it is a small enterprise, it may be only one person to operate, which is understandable.

Error eight: As long as the large number of forwarding, the effect even if achieved

This is the micro-blog marketing is often easy to misunderstand the place, that is, to see a marketing post comments or forwarding number is very large, I think the marketing effect is good.

It should be admitted that the number of comments or forwarding is one of the two very important indicators of marketing effectiveness, but to realize that sometimes the number of comments forwarded is quite large, but the marketing effect is not as good as imagined.

On the one hand, is mentioned before the lottery professional or vest account for, and even some enterprises will be micro-blog marketing outsourcing to marketing agencies, and these companies engaged in outsourcing marketing, may be to achieve surface prosperity (and then to be outsourced enterprises to charge more), and the use of a large number of the Navy's account, These navy accounts are characterized by a relatively small number of fans (or even 0), and apparently their presence has contributed quite little to Weibo marketing, but has contributed particularly significantly to the number of surfaces.

On the other hand, even if the number of comments and forwarding is all true, it depends on its quality. The so-called quality, refers to the comments in the valuable comments how many? also includes the quality of the forwarding of accounts (such as the user with V, relatively professional users or fans more users) how many? If both data are low, the overall marketing effect is not good.

In short, micro-blog is still very new things, engaged in micro-blog marketing Naturally there are many places to explore and research, and micro-blog marketing is not very familiar with people often will produce some misunderstanding, and then go into the various misunderstandings mentioned above, which needs to arouse enough attention and thinking. For people engaged in micro-blogging marketing, we have to remind ourselves to try to avoid the wrong way of marketing at the wrong time and in the wrong place. (This article has been published in "Creative World" 2011, No. 01, Author: Chen Yongdong, email: cyd888@sina.com, http://www.zijiren.net/)