How to do the Micro-blog marketing

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With the development of social media, more and more enterprises begin to try to deploy their marketing strategy through the new media of network. And the current hot unusual microblogging marketing is to make many enterprises eager. Weibo easy to spread, low-cost and other advantages of the enterprise is very important to a marketing channel, and micro-Bo's uncontrollable, viral and so bring negative information also will let the enterprise unprepared.

Now there are many well-known home appliances enterprises have dabbled in micro-blog marketing, the effect is uneven, casually looking at a few home appliances industry Enterprise Micro-blog, do a good Bo fan number of hundreds of thousands of or even millions, micro-blog content is also very quality, comments and forwarding are also good. Some enterprises have few fans, the microblogging content is also a number of small ads to be thrown into the trash cans, as for the comments forwarded on the more miserable, for such enterprises micro-blog, I can only say two words: sad!

The same is the home appliance industry Weibo, how can the difference be so big? In the final analysis is still mostly enterprises do not understand what Weibo is, how to do micro Bo, to say marketing ability, online may be a master, but not suitable for micro bo This soil is in vain. Microblogging marketing is not simple to send a few micro-blog on the finished, but also need to pay attention to certain strategies and skills.

First of all, stand on the enterprise's point of view, want to let the whole world know you through micro-blog, of course, this idea is not wrong, so a variety of corporate profile, philosophy, purpose, news, dynamic What a brain is all moved to the microblog. Are there any companies that do this? Would you like to pay attention to this kind of microblogging?

Compared with this kind of hard to see, companies can come up with more sophisticated means. Through micro-bleomycin to shape their corporate image in the fans to form a good word-of-mouth communication, which is a valuable intangible assets for enterprises. Take air-conditioning as an example, enterprises can release information related to air-conditioning, but also to say some of the hot spots related to air-conditioning, life information and other topics, such as environmental protection, health, travel and so on, so that the attention of those who are interested in you and actively help you spread. Only the interest of fans interesting information to arouse their resonance, so in imperceptible to enhance the brand awareness and reputation of the enterprise.

At present, several household appliances Enterprises micro-blog operating conditions, to attract fans the most direct and quickest way is to engage in activities. Of course, through the micro-activity platform to do activities will inevitably bring a lot of zombie powder, but your activities will also stimulate those who are really interested in your microblog or product of their interest, since there is a chance to win, why do the department participate in one? Haier's "Casa di Fridge" has done very well in this respect. Every once in a while will be associated with the current festival activities to gather popularity, and participate in the interaction with fans, which makes the brand in the eyes of consumers more affinity, but also better expand the influence of the enterprise.

Weibo as a low-cost and high return of the marketing platform, especially some enterprises to do, naturally let more enterprises to the micro-Bo gathered. However, Weibo as a transparent information, face the consumer interactive platform, when you click on the "Release" button at that moment, your every micro-blog information is not retained in the public eye, a careless full plate are lost, play Micro Bo or have a certain risk. So enterprises in the micro-blogging operations at the same time to do a good public opinion monitoring, and actively carry out micro-blog PR, negative information into the positive.

On Weibo, everyone is a "journalist", everyone is a disseminator, the emergence of crisis events, if not timely treatment or improper treatment, the public will be more dissatisfied with the enterprise and even lose trust. When it comes to Weibo PR, you have to mention the 2011 Siemens Fridge Event:

Below, we will review the whole process through a section of the book "Restore True Microblog marketing" by the high school competition teacher.

"Siemens failed microblogging crisis PR

The cause is that in many college students in the mind of the very high prestige of the old (@ Luo cute) on Sina Weibo slot Siemens product quality, the result of Siemens took the traditional crisis PR old way-call "harassment."

Subsequently, the Siemens official statement, not quality issues, causing outrage.

Then Siemens employees joined the ranks of crisis public relations, but still do not take responsibility, but began to attack users.

After Luo published a "PR" dialogue and recordings, Siemens issued an apology PR draft through its official microblog. But it's been over half a month since the incident happened.

However, unfortunately, the subsequent Siemens violated the principle of sincere communication, because with the release of Luo published by the Siemens Public Relations has been tampered with the publication of the news, the incident has been pushed to a new climax.

Next, with Luo hit the fridge, Siemens also out of the faint recruit:

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Eventually, after two months of hardening, the farce ended with Siemens ' crisis PR failure. ”

In fact, it was not a big problem at first, but the way Siemens handled it in the face of the crisis brought about by Weibo has made us witness the power of Weibo. Micro Bo is a double-edged sword, home appliances Enterprises only with the user to communicate in good faith to win the respect of users in order to better assist enterprise development.

This article by the Xun Road network Business Club (www.xuntuclub.com) original reprint please specify and keep the link.

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