Interacting with fans: insider introduction to one of Weibo marketing

Listen to the story. A man with 20,000 fans, he does every day is: send a message in the morning with a link, the afternoon send a message with a link, so the income generated enough to "feed themselves." He is doing e-commerce.

In the current Internet http://www.aliyun.com/zixun/aggregation/6278.html "> Advertisers, the most difficult is e-commerce companies, behind the reason is that they are sensitive to data." How much is the input/output ratio? How much is the conversion rate? What is the cost of user acquisition? So, when chatting with Xu, he mentioned the case he knew, and showed the figures: "One year, a fan can roughly bring in 250 yuan of income, and will be repeatedly pulled back 11 to 12 times."

I was surprised to hear that number. This is the background statistics have not mastered and can not be measured, can only rely on long-term observation and tracking. He is old Baidu, tracking micro bo n Long. So: What is good microblogging marketing? Where's his foundation?

The answer to Xu (Xu's microblog) is that it's actually a fan. Yes, fans. For example, Kai-Fu Lee in Tencent Weibo has 5.75 million fans, so he lost Guo to the disease blog address, hula about the past hundreds of thousands of click. I (Xu Zhibin Weibo) Fans are few, only 24,000, send a blog address, the guidance of the flow can be between 1000 to 300.

However, this is a cloud. The high number of fans does not mean anything. I saw a friend of the fan is much taller than me, active but low amazing, send some content often ignored, no dialogue and no forwarding. His fans, if not scattered, are the number of zombies.

So, what kind of fan number is a good fan? In fact, the above two foundations are put forward:

One: high number of fans;

Second: The number of high and active fans. Yes, active!

Where do the fans come from? How to improve the activity and interaction of fans? Before these questions, ask yourself a little question: what are the people I'm listening to? Why do people listen to me?

The answer is value. Most fans listen to a different value from a particular account, whether it's a discount or a different industry message. On the contrary, the official account of some enterprises or brands came in or did not know temperance, into a word TB one, or cherish words such as gold, eager to say a few days, serious as the stock market announcement. No one likes this account, does it? Reflected is: Weibo fans and the actual user has a fault, have experience and goodwill of the user did not keep up. This creates a phenomenon of inactive interaction.

In the evening of Thursday we launched the Beaucharon (Salon topic address), good buy Luo focus on this point:

The top 10,000 fans are very hard to get, good buy official account constantly on the Tencent Weibo activities, and constantly attract online buyers, and has been with good music to buy contacts or purchase behavior of the users gathered together. These people laid the foundation for the rapid development of the follow-up, so Tencent Weibo brings the following effect:

Send an activity link, the day has 1700 people click. The user came to the favorite product page, two jump rate is very high. One day to promote 50 orders, sales 15000 yuan. Conversion rate of 3%.

Good buy (microblogging address) case shows that the first to develop fans is painful, first to constantly gather their core users. Can be as follows:

1, the executive personal account, the official account, and employee account linkage.

Everyone to personal goodwill is greater than the brand, so more willing to listen to a humorous, helpful, willing to share, willing to interact with users of the Enterprise Executive account, but also more likely to hit the star account, he appealed to everyone support, such as cloud is not a falsehood.

Staff Canglongwohu, but also more sense of mission and loyalty, will be to a large extent to support and promote the development of micro-blog enterprises.

On the official account, we are more willing to suggest: in the brand propaganda, website and other media, display their official account, conducive to attract and facilitate users to listen to the aggregation of hardcore fans.

2. Activities and preferential strategies.

Linkage, supplemented by activities and concessions, lottery strategy. The latter is also the current microblogging promotion, micro-bo marketing mainstream. There are also many skills and principles, can be summarized in the next chapter of the Exchange.

3. When hospitality clothing.

The official account is also an external window, not much explanation, everyone in the heart translucent.

4. Manage your content well.

Luo introduction, in fact, the content of daily hair early in the month planning well. Unless there is a major change, activities and concessions have been in accordance with the schedule. Ask Good morning every morning and say goodnight at night. The activity is interesting, Lianfeng sister is attracted by a. Also: every day to speak as much as possible not more than 12 sentences, more noise.

Of course, if there is a person responsible for the dedicated person, it is best.

Operations colleagues also encounter a daily problem: I have done all this, why not many fans? I want a lot of fans!

This one. First: The above proposal is a long lasting process, not a day or two will be able to work, there really is no quick medicine. The fans who claim to sell can't be the same.

Second: the management and maintenance of fans is actually a slow process, only precipitation down, the value of the fans will become more and more big.

At the end of the salon, several friends did not try to explore. Or the above question, Xu has a classic answer:

Microblogging is like a pool, of course, the more fans the better. But the marketing is not to see the number of fans, but to see how many hardcore fans, and activities can impress the hearts of users, if you can, even if hundreds of fans like to pry the entire microblog-their interaction and forwarding will surprise you repeatedly. The so-called "minority is the public" is also.

Therefore, 100,000 fans are not many, 100 fans are not small. See how you manage.

SOURCE Address: http://blog.sina.com.cn/s ... 0100mgp0.html