How to use microblog marketing in new media era

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Weibo is coming, Chiching, unstoppable.

It is the new media era of special products, short words, but there is a huge potential for marketing opportunities.

Although only 140 words of the game, if playing to a pure green, but can burst out unexpectedly power.

When you have more than 100 fans, you are a magazine;

More than 1000, you are a bulletin board;

More than 10,000, you are a magazine;

More than 100,000, you are an urban newspaper;

More than 1 million, you are a national newspaper;

More than 10 million, you're cctv!.

What's so great about Weibo? 140 words, what can be played out of the universe?

Not really! We first calculate a sum of money: if the CCTV 50,000 yuan per second of the calculation, the CCTV put a 5-second advertisement, a day to spend 250,000 yuan, one months to 7.5 million yuan, 365 days a year, the total burned 91.25 million yuan.

And in the micro-blog to speak, the cost of its own-0! What to do with this huge amount of investment is not, why must burn to CCTV?

What is Weibo?

Weibo, serious, is a micro-blog (microblog) abbreviation, is a user relationship based information sharing, dissemination and access platform. Users can update information in about 140 words by using the Web, WAP, and the individual community of various client components to realize instant sharing.

It is clear that Weibo has become a raging force. The data suggest that, as of the end of 2010, independent users of domestic microblogs were estimated at 65 million. Among them, the industry boss Sina Weibo on the number of registered users have more than 50 million, the average daily release of more than 25 million microblogging content. According to the study of iusertracker monitoring data, we found that in SNS websites, the monthly effective browsing time of microblogging services increased from 1.5% in March 2010 to 10% in November, and the actual monthly effective browsing time increased from 7.6 million hours to 77 million hours. Grew more than 10 times times.

In the Weibo era, the network is firmly in the direction of subversion of the traditional mode of communication, the right to return to the general public to become the voice of increasing netizens. Weibo is a pure UGC (user generated content) network model, each fan is a media. People can share whatever information they want through Twitter, and others can learn what he or she does through Twitter. Through Weibo, we can understand a person more accurately and truly.

With the rise and popularity of micro-blogging, this is known as "the best viral marketing position" of the new platform, has gradually been the focus of business, and began to try marketing applications, more and more enterprises joined the "weaving scarf" camp.

Fans are productivity.

In Weibo, fans are everything, fans have influence, and fans have a right to speak. Han's Weibo on Sina Weibo casually 哼唧 a sound, can attract thousands of reprint. Celebrities can be quickly dug up by the public at any time and follow closely, similarly, famous enterprises can also get better attention. It takes a lot of thought to get more fans in a business. The various online prize-winning activities are undoubtedly an effective way to attract fans.

The "award-winning powder" activity can quickly and effectively enhance the popularity of corporate Weibo and increase the number of fans in the short term, but the form is too simple. After the formation of a certain size of the fan group, it is time to play the game, because now is the key to building fan loyalty. Many micro-blogs continue to win fans ' attention through the sharing of unique information, such as joke sharing, creative sharing, and practical information sharing.

Civilian taste

As the microblogging has a 24-hour, a pair of one or one for many, real-time and many other service features, so Weibo for business customer service opened a new window. Weibo is a service-oriented enterprise win the best position.

Service-oriented enterprises in the micro-blog, often in the first time to establish a customer service account. This microblogging service, you can do a lot of things, such as: Can do pre-sales consulting research, after-sale user Experience survey and instant consultation, customer service account can quickly respond to one-on-one personal counseling needs, for more general problems, but also in the form of radio announcements public. This close to customers, the preferences of civilian tastes won the trust of Enterprises-China Telecom will be customer service after Sina Weibo, there are nearly 300,000 fans, Guangdong Unicom account number of fans nearly 400,000 people.

Systematic operation

With the help of micro-Bo brand marketing, the leader of the Cofco group. Cofco in the use of happy Net farm successfully launched "Yue Live", and keenly grasp the initiative of micro-BO marketing, opened the grain official Fang-Cofco Good life, fans are close to 250,000. Compared to other enterprises, COFCO to micro-bo operating obvious chess recruit, more systematic and brand power.

1. Multiple account at the same time operation, each has characteristics

COFCO Group has opened the official account of the group brand "Cofco A Better life"; In addition to the Group brand, Cofco I bought a net, the Chinese grain blessing in succession also opened the official account. I've got tens of thousands of fans. Each account has its own characteristics. "Cofco Good Life" pay attention to diet, health, life information sharing, basically, there is no obvious advertising information; Each message is full of intimate communication with the user and caring for the meaning of a good interpretation of the "Good Life" of the brand concept, conveyed the medium-grain optimism, positive brand spirit, thus gaining the support of the vast number of consumers. And Cofco I bought the network as a Cofco E-commerce site, pay special attention to the flow of guidance, promotional product advertising, activity announcements and coupons advertising is relatively more. In addition to the above several accounts, "Cofco production team", "Cofco family" and other accounts are also operating at the same time.

2. Penetration-type Brand marketing

The most influential brand campaign is not the enterprise's unilateral propaganda activities, but the recessive infiltration and consumers can actively perceive. Cofco attaches great importance to this recessive infiltration and user experience. Cofco Micro Bo information to practical and care-oriented, to eliminate the rigid advertising promotion. To enhance consumer interaction, tap Consumer Initiative, COFCO carried out a "find a better life" interactive activities, activities closely around the "good Life, Cofco, Expo" 3 key words, the activities of the main section including the discovery of beautiful, found in the food, meet the World Expo, the World Expo Flash, food show beauty and so on.

The user's every action can bring him the different sections of the "food stamps", including the blessing of the Rice ticket, Jindi chocolate coupons and so on. For the user, Cofco is his redemption voucher, the collection of different amounts of food stamps, you can exchange different levels of the kind of prizes. And for the brand, 14 coupons corresponding to 14 different Cofco products, "Cofco Family" by this form of a unified display, but also to a certain extent to solve the COFCO products and brands caused by a large number of consumer image blurred and so on.

Micro Bo double-edged Sword

On Weibo, mouth is a lot of trouble. An ordinary doctor in Shantou, Guangdong, who was published on Weibo to let the patient "die before I Die", was called "cold-blooded doctor" by netizens and was reassigned by a hospital, and its microblog was quickly reproduced in thousands. In the case of enterprises, it is especially important for the micro-blogging management of business celebrities or managers. In the famous "3Q" war, Jing Dong when the "price war of words", business leaders of micro-blogging speech to a certain extent play the role of the fuse. Corporate celebrity's microblog speech management should be included in the scope of its reputation management.

Of course, if applied properly, Weibo can also become a tool for crisis resolution. Weibo has the "immediacy" of the transmission characteristics, in a crisis, enterprises through micro-blog communication with consumers is more rapid and convenient, can play an immediate clarification, to curb the role of crisis development situation. such as the Overlord shampoo on the day of the carcinogenic event to open the official micro-blog, and through the official micro-blog instant and Consumer communication events development and investigation progress, to appease the public.