How to improve the micro-blogging operation and cultivate loyal fans ' content for the growing brand

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

This article is mainly aimed at enterprises on the road of brand growth, welcome to exchange. Sina Weibo @ chasing daylight

One: The nature of Weibo is based on real social relationships from the media

For the enterprise has two points of value:

1, the first time the enterprise directly face the user and face the user network

2, users as a media for the enterprise is free media

All the work we do should be based on these two points. The traditional employment of the Navy, the hiring of gunmen, false momentum here must have been a failure, the Beijing-East price incident illustrates this point.

Second: micro-blogging operation is the business from beginning to end

Weibo will provide support for all aspects of the enterprise from product creativity to production, product improvement, sales, customer service, etc. "Dell's microblogging operations team comes from every department, not just the PR and marketing staff, but also the customer service and technical staff use it to solve problems for users," said Zhongmin, Dell's senior manager for social media in Greater China. This article only from the micro-blog content How to write, how to do interaction, event marketing and other aspects of the views expressed.

Third: micro-blogging operations serve the overall marketing objectives of the enterprise

I often ask companies what are the marketing goals for this year or next year? Today to visit a domestic leading early education institutions, the main business is open nursery kindergarten, now launched its own early education product brand, marketing deputy director told me hope to expand the brand's visibility, from the micro-Bo drainage also hope to produce sales. If these three goals are ranked in order, it is the first step to establish brand awareness among the target population.

Four: The first step to build brand awareness is to cultivate loyal fans

Here refers to the advertising budget limited growth-oriented enterprises, for a large advertising budget enterprises can be a star endorsement, building, subway ads, television advertising, such as rapid establishment of brand. Developing a fan is a fan of growing non-official micro-users who help the brand speak.

Five: Through the heart of service to make loyal fans accumulate to detonate brand

My company @ Love micro-service millet mobile phone is a typical case, everyone is almost from micro-blogging began to know the millet mobile phone, it did not put on the traditional media advertising, and Lei did two things one is good products, good products will speak, and second, in the micro-blog timely response to user voice. As long as someone mentions millet on Weibo, it can be quickly discovered and serviced by micro-blogging operation tools. Capture the heart of a user through service, and this action is done in front of his friends and relatives, thus making full use of the microblogging power of word-of-mouth communication. On Weibo, there are also quick schoolbags, as a new company brand they use in advertising on the cost of only 3, 40,000 yuan, but including the boss Xu Zhiming in the heart to do a micro-blog clothing.

Six: Rely on micro-bo single channel to spend a lot of money to create a brand of creativity

A customer asked me about Durex and so on event marketing how to see, I think for the brand enterprise is very good, its role is to awaken and rebuild the brand in the hearts of users image, is an integrated marketing link. If we are unfamiliar to users, even if we spend a lot of good creative events on Weibo and push them to the front of the user, we may be more impressed by the idea itself than by the corporate brand.

Seven: Weibo operation content for the King

1: The official micro do a good job positioning

Today, with this early education agency officials micro-operation staff to discuss this issue, the official micro-first is not a body, to say that people do not like the Foreign Ministry spokesman to speak. Second, the person should have their own style, the 3rd to provide users with value. The main object of this institution's early-education product is 0-3-year-old mother, can be the official micro-positioning into a baby to understand the problems of the mother and child to reach people, understand this stage mother psychological bosom sister, can with these 84, 85 after the mother talk Sheng together gossip spit groove life pressure close friends. Bi Lang Lang is a successful case.

2: Interactive production content

The official micro-positioning will know how to write micro-blog content, but also to play the user's strength, the user every day in return for the pictures and illustrations of our products, users even with our products to create a lot of life fun, really interesting jokes in their place. Conveniently cut diagram:

3: Content to guide user behavior

Also today the exchange of early education institutions customers asked me to add own shop links, worry about the taste of sales to make customers disgusted, in fact, we are not the official micro-magazine, a blog to guide users to create a conducive to our behavior, to your products and services to create curiosity, for the needs of users to talk about advertising is valuable information.

Eight: Microblogging interaction for the post

1, accurate interaction brings loyal fans

Now the user faces the information explosion and the lack of trust, the information explosion is every day the overwhelming advertising star endorsement is Gone with me? Lack of trust is an official charity like the Red Cross, a big brand like Mengniu has cheated us out of it. For growth brand through one-on-one interaction so that users really feel your service and value, in his and his friends and family fans in the heart of the hearts of your place.

2, the core of precision interaction is service

Now on the microblog as long as the mention of fat immediately to a weight loss ads, this interaction will only cause users disgust, in the search for the target users, to combine the context of the time to decide how to recommend our products and services, simply put it is to deal with the mood in the business.

3: Interactive needs tools

Sina Weibo has 368 million users, every day to talk about our products or related needs of micro-blog behind is a real person, this person is his true friend circle behind, through the micro-keyword search tool can be a lot of accurate search the most valuable users, and then the user for the classification of management, continuous follow-up, To avoid Sina Weibo brush screen caused difficulties, let us efficient and happy service users, from the detonation brand will be far away?

Finally want to say, do not take products and services as a life of enterprises do not look, micro Bo can not "the abduction of a good man and legs." Welcome to talk to me, Sina Weibo @ chasing daylight