How to Rimini play the marketing matrix strategy of Weibo

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Objective

What is a macro matrix? I'm afraid a lot of people do not even know the micro-blog marketing, and then introduce the concept of macro-array is more confused. But macro-array is one of the strategies that the microblogging campaign has to use. On the surface it is based on products, brands, functions and other different positioning needs of the various micro-blog, in essence its greater ambition is to use different accounts to accurately and effectively cover the various user groups of the merchant. Strategically through the distribution point, wiring, surface, detonation, monitoring to achieve the maximum marketing effect, in the micro-blogging world to your users, but there is nowhere to run. Since Rimini, of course, to know how to deploy the law and operation of the road.

You can't fight alone.

As users ' time becomes more fragmented, they want to be able to pinpoint and effectively find information they like, rather than looking in a haystack. For businesses, an account is not enough to fight in the microblog world. You know, Weibo itself has four functions of instant marketing, branding, PR communication and customer management, and each of the different functional positioning means different microblogging content strategies. For example, in relation to company trends and crisis management, content will be biased to serious and serious, but the interaction with fans need some "gag" type of care, this function of the difference, directly lead to content, language, style, and this difference is reflected by a micro-blog account, it is easy to create this micro-bo identity " Schizophrenia ", it is inevitable that fans produce content confusion, positioning unknown illusion. Light fans abandon, heavy brand image blurred.

Moreover, it is well known that micro-blog marketing in the daily release content should be controlled within a certain number, too much will have a brush screen suspicion, causing fans disgusted. For example, an instant marketing based microblogging, the amount of information published in 10 per day is more appropriate, if it also undertakes brand advocacy, customer management and other functions, will be in the daily content planning to join the Enterprise news, brand introduction and other information, so either increase the total number of micro-blog, or from 10 to reduce real-time marketing information, Either way, the user experience will be bad. Too many fans resent the daily microblog, while others don't get as much information as they want. In addition, the establishment of a reasonable macro-array can not only meet the needs of different users, but also can effectively and accurately radiation user groups, to maximize the impact of enterprises in the micro-world.

How to get multiple arrows

The establishment of macro array is not arbitrary, but must follow certain laws and techniques. The brand microblogging is just like the enterprise located in the micro-world Office, imagine the office is a mess (interface without decoration), work irregular (release irregular), often closed the door (Advisory no response), itself will give fans (potential users) caused a bad impression. Therefore, the business must be based on their own needs, consider how to build a macro matrix, can generally be considered in the following ways:

According to brand demand: such as the Dures family of micro-blog, including @ Durex official micro-blog, @ Drip official micro-blog, @ Health official micro-blog and @ Wei Ting official microblogging, because the different brands have different positioning, so need to establish a micro-blog.

According to the geographical division: this principle in the bank, the website, buys and so on the profession is more common, facilitates the regionalization management. For example, China Merchants Bank opened Beijing, Shanghai, Guangzhou, Xiamen and other sub-Bo, the same handle group also set up a handle Nanjing, Chengdu, Hangzhou, and other stations micro-BO.

According to business needs: According to the company's business different open different sub-BO, for example, Taobao on the establishment of the @ Taobao Mall, @ Taobao, @ clean taobao, etc. micro Bo.

According to functional positioning points: such as @vancl fan group is focused on the interactive Exchange platform fans, lively atmosphere, relaxed leisure, language humor, @ where the customer-Cheng Products This account is issued some official news information, and @vancl Customer Service center mainly accept advice, complaints suggestions. At the same time, some companies will be personnel recruitment, technology Center and other functions of the establishment of micro-blog.

In addition to the above can also be based on senior executives, leadership positions to establish micro-boga, such as quick schoolbag on the establishment of the @ Fast bag regulation, @ Fast bag Gao Zhihong, @ Fast bag Ma Jianchun high Minos.

At the same time, at present, enterprises to establish a macro matrix more common patterns are mainly three kinds:

One is Adidas's dandelion style, as pictured, suitable for the group with multiple sub brands.

The second is the radial, such as the figure, by a core account to dominate the account, the account is an equal relationship between the number of information from the core account to the branch account, the information between the account is not interactive, which is suitable for the local branch more and for the local service business model.

The third is the Gemini mode, such as figure, the boss an account is very influential, the company official an account also has influence, form interaction.

These are relatively rudimentary models, enterprises really want to establish a system, in addition to the official account and sub account, but also need a trumpet, the so-called trumpet, is to build a company with their own anonymous account, such as condiment enterprises can establish an account: @ Qiao daughter-in-law, or kitchen talent, private dishes, Share with your fans how to cook delicious food. In short, the trumpet is out of the product, but also the concept of their own enterprise sublimation, to rise to a high level to let consumers feel that you are neutral, so that the impact of the silent consumer.

Not just the array.

Rimini after the most fear is not understand the operation, so that not only the role can not be counterproductive. The micro-blogs in the macro array are relatively independent and interrelated, especially the macro matrix of the radial model, which should be carried out around the main account to maintain the consistency of information. Relative independence refers to their respective roles, each has a focus, positioning and clear, the correlation is the account of each other coordination, all actions to listen to the command, according to the company's strategy and objectives to operate, in the policy, system, service to maintain unity.

In the interaction should be enough, and adaptable. For example, the @vancl fan group often forwarded @ every customer prudential products on some of the major news events are not very good, after all, the fan group is biased entertainment interactive, but when the @ Van Products released every guest will be listed in the news, the fan group can not only forward, but also to organize some celebrations to repay fans.

The same brand of different functions or positioning of the sub-Bo should be in micro-Bo Avatar, nickname, decoration style as far as possible to maintain, this is to give fans a unified visual recognition. However, different brands of micro-blog is not necessarily so, such as Durex and dew, such as health and so on is not the same. Microblogging content is mainly based on its functions or needs to be developed, so the micro-blog content has a focus and characteristics, in line with the different target users, the relevant micro-blog content can be appropriately forwarded interactive.

In the operation strategy, generally with a large size with small, to strong band weak, because the enterprise energy, investment and business has a focus, it is not possible to all the sub accounts are made into a large account, so you can focus on the strength of the first force to create a large (main) account, and then with a large account with a number of small accounts, so that the operation

Macro Array Marketing Strategy

Macro-array is actually one of the ways of microblogging marketing. Distribution, wiring, surface, detonation and monitoring this social marketing 10-word rule applies to macro arrays. We build a enterprise Micro-blog is like in the micro-world cloth a branch of offices (that is, cloth points), according to the demand after the point is the operation, through the interaction of various micro-blogs, that is, wired, so that the impact of the formation of various micro-bo into the face, and then produce a strong word-of-mouth influence. Once formed, enterprises use these matrices to carry out publicity, event marketing, public relations activities, as long as the detonation of one of the points is very easy to form a chain reaction, powerful. Finally, we carry out public opinion monitoring, analyze the impact of marketing activities, evaluate its value, sum up the results, find deficiencies, and then optimize the macro matrix to pay the complete

Can say, the micro-marketing matrix is to let users at all times in your vision, as far as possible the radiation of your potential users, if the business has excellent products and services, then more should be established macro matrix, through the cloth point, wiring, surface, detonation, monitoring 5-step marketing strategy to continuously optimize. This way of Rimini, so that businesses in the micro-blogging world has more exposure opportunities, but also to help them network users, so that micro-blog marketing has succeeded half.

This article link: http://www.socialbeta.cn/articles/4weibo-marketing-matrix-2011.html

Contribution: @ Yan Tao

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