I love Weibo marketing

Micro Bo to the enterprise an independent display platform, the use of good, for enterprises, is a good marketing tool, but Henan enterprises to use it is not much, even if the use of more creative.

"Enterprise Observer" = Q Zhong jing Chuang shi Ying (Zhengzhou) Sales Planning Co., LTD. chairman Hu Zhihui = H

Q: What are the advantages of microblogging marketing at this stage?

H: Social new media and technological change are bursting into a strong momentum of development, leading people into the media age. In reality, the authoritative media is not necessarily the same as trustworthy media, everyone began to doubt and ask questions, the traditional media in the confrontation with the new media gradually decline, the two slowly to the direction of mutually beneficial coexistence.

Compared with traditional media, Weibo has three advantages. First of all, more humane, grassroots. Weibo is free to express opinions and form an interest-oriented circle, in which some of the opinion leaders in the circle rely on personal attractiveness or public knowledge to establish a benchmark, with a similar celebrity endorsement. Second, Weibo marketing is known for developing a wide market with low cost. There has been a very figurative analogy: Weibo fans over 1000, equivalent to a corporate magazine, more than 10,000, equivalent to a magazine, more than 100,000, equivalent to an urban newspaper. Of course we can go on with the analogy. Finally, in cooperation with business, such as television, newspapers, radio and other traditional media, may be due to the time, place and other physical factors caused the loss of purchase intention, the disappearance of the purchase behavior. And the new media in the powerful network virtual world, grafted on Weibo e-commerce, so that instant purchase out of physical restrictions without obstacles, only need to move a mouse, all products are readily available. At the same time, the social media, represented by micro-blogging, can integrate and transmit experience, interaction and sharing.

Q: Microblogging marketing in the development of enterprises will have what role?

H: First, the former media era of enterprises in a passive position, publicity and promotion must be to such as newspapers, television, radio and other public media to provide gold flattery. Into the media era, enterprises began to operate their own media, enterprises have their own official website, and Taobao, beautiful said the same type of Electronic business Web pages, the official micro-blog, and so on, these can be in a certain degree and the mainstream image of the company echoes.

Second, micro-blog can serve as a customer service platform for customers to facilitate customer consultation, communication between the two sides, and improve services. Typical cases such as Miss dumplings event, February 5, 2012 night, netizens "Li Siu" in the micro-bo burst material in the missing sesame dumplings, accidentally eat a Band-Aid, this micro-blog immediately attracted many netizens onlookers, only two days time to forward has exceeded 11,000 times. The same day is the eve of the Lantern Festival, dumplings sales of prime time, it is conceivable that this micro-Bo incident to miss the loss of how much. Still do not investigate the incident is really false, in fact, if the missing there is a sound micro-BO public opinion Monitoring system, the attitude of sincere and timely communication with customers, effective response to public relations crisis, can be reduced to a minimum degree of loss.

2012 "51" when I went to the Unicom business Hall to pay broadband fees, we lined up a long line of waiting, have complained: "A morning holiday nothing dry, the time to contribute to the China Unicom Hall." "I then brainwave issued a micro-blog, Beijing Unicom headquarters to monitor the complaint immediately reply, and notify China Unicom Henan quickly take measures to solve the queuing problem, which effectively resolved the negative spread.

Third, Weibo can become a brand promotion platform. As a business, brand promotion is crucial, whether or not to generate sales, at least first to mix face ripe. Henan Chodon Restaurant Management company on the use of microblogging platform, to "with whom dinner" as the theme of online micro-blogging activities, with the help of Zhengzhou micro-Bo red celebrity, with the "Listen + broadcast (with comments) +@ friends" combination of the way to send the Vinegar award-winning forwarding activities, so as to achieve the maximum rate of reproduction, accurate publicity brand characteristics, Strong effect to promote brand awareness.

Four, Weibo can also become a good sales platform. The fusion restaurant and Sina, such as the United launched a free tasting group, free to eat a group, through promotional activities to promote sales, promotion of consumer goodwill has laid a long-term and stable customer resources. However, it should be noted that activity is only a form of promotion, and the real content or enterprise and its products, can not trifles, heavy form and ignore content, which requires enterprises to control the final foothold of the brand propaganda. Otherwise value short-term scenery lively, but do not focus on interaction and relationship maintenance, the attendant price will be the loss of valuable fans.

Q: Please briefly describe the status of marketing in Henan Weibo.

H: Henan Enterprises or from the operation or operation of micro-Bo marketing, they opened the official account, set clear goals, including the user's active degree, the number of listeners and activities planning. Micro-Blog Marketing is an interactive marketing, a person's real social circle at best only dozens of people, but if he has more than 8,000 fans on Weibo, Word-of-mouth and interactive effect on the formation, and finally by interaction, word-of-mouth evaluation into experience consumption.

Henan Weibo Marketing enterprises to do a better focus on catering, real estate, such as the representative of the Life service industry, but the automobile, clothing, medical care, etc. also have considerable expansion space. Microblogging marketing user groups more white-collar and other urban groups, fast-moving consumer goods or catering enterprises are more suitable for the promotion of high cost performance, publicity costs less but high returns, with accurate delivery, low-cost transmission characteristics. such as Nike, Adidas and Coca-Cola, such as micro-blogging marketing effect is obvious, but the automotive, electrical and other industrial industries will have a relatively weak effect. This requires us to discriminate, different industries to adopt different microblogging marketing model.

There are millions of users in Henan, but the real nuggets in this area are few. The current traditional enterprises mostly through the scale and traditional mode of operation to make money, large groups of enterprises rely on channels, products, brands and other elements to earn the supremacy of the industry, internet marketing does have a promising future, but not enough to let the Giants really action.

Q: What do you think is the dilemma that Henan Weibo marketing is facing?

H: Take the grassroots account, Henan also has a part, not much, the impact is limited. This brother is just a follower, the actual significance is not big. I believe we also clearly remember that Henan Micro-bo grassroots "radish brother", Han just free radish, a farmer built their own "radish brother" brand, and then went to Shanghai to participate in agricultural fair, but also won the 200,000 directional planting orders, causing the national media attention. After "radish brother" and a number of "xx elder brother", it appears that the lack of creativity. Henan Weibo marketing industry can be summed up in a word, "has been in imitation, never beyond." Social media or new media era, is talking about innovation, a micro-blog sent out a second to be submerged, tracking an event, there may be hundreds of millions of micro-blog, the amount of information visible. No originality is not a breakthrough. In the world of new media marketing, new things are emerging to stay alive.

Larry, one of Google's founders, said: "If the best thing you can do is beat the companies that do the same things as you, how can your job be exciting?" That is why many companies are slowly declining. They tend to do things they've done before and make small changes. If you can't do something crazy, you're doing the wrong thing. "It takes a lesson from our business."