Kang Min: A successful case study of the planning of Weibo activities

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About the microblogging marketing article many, every day on the micro-blog to see a lot of activities, some so-called experts more, so Kang Min also do not repeat some of the theoretical things, directly write their own understanding of the planning of micro-blogging activities and some successful case analysis.

Micro-blogging activities can be a lot of forms, but nothing more than to achieve three goals: 1, increase the audience (fans), 2, promote brand awareness, 3, improve the rate of transmission to guide consumption. In order to achieve different purposes, so the planning for the three activities is not the same, not to put these three goals on the same activities at the same time, otherwise it will seriously affect the quality of broadcasting. As for how to improve the quality of microblogging activities, you can learn from a number of good activity cases.

1. Increase the audience. The most common way is the award-winning forwarding, because the purpose of the activity is to increase the audience mainly, so do not set the rules too complex, otherwise it will be difficult to arouse the audience's interest and natural transmission. The best way to ask for: Listen + broadcast write comments +@ three friends. In addition, the timing of planning activities is very crucial, preferably in the traditional festivals or website of the anniversary, after all, everything has to justify, will appear to be justified.

Case: A national day event of a website

This is an activity that I think is very well planned, the rules are simple and straightforward, the participatory method is very consistent with the above "Listen + broadcast write comment +@ three friends", the audience is easy to participate in. Activity time only three days, can cause more than 1100 of the broadcast, according to my observation, only this three days increased more than 2000 listeners, do not underestimate the data, for an unknown site, has been quite good.

2, promote brand awareness. This promotion requires a more comprehensive planning plan, the need for creativity, but also the need for a very appropriate period, it can be called a can not be asked. Throughout the micro-circle, a large and small number of events, but can really form the impact of the brand case is not many. One of the more classic to count last year, where the object and the previous period of Durex, a can cause the idea of the creative, bring the effect is absolutely extraordinary.

Case: Durex's Patten incident

Durex This microblogging event not only harvested more than 80,000 of the forwarding, the topic list of the first and other beautiful data, but also became a hot discussion after the classic marketing case, leaving behind is a legend, have to let people admire ah.

3, improve the rate of transmission to guide consumption. This is the most direct way to help the site, but also the ultimate goal of Weibo marketing. But now microblogging on the content of advertising is too much, netizens have linked to the broadcast has been disgusted or rejected attitude, let alone broadcast or clicked, so how to guide the broadcast, guide traffic has become the current micro-BO marketing priority to consider the key issues.

Case: Kang Min recently used a company account to do a test

The same purpose, the same use of 100 of dollars to find the same external resource booster, but the nature of the broadcast is a big gap, remember a listener broadcast 28th content when the comments left in my memory, he said: "Haha this marketing look is more comfortable ~ ~" This is enough to see the audience can accept the psychological, It is not advertising that does not turn, but how to look at advertising is worth turning. This is only a very micro-cost test, if magnified n times, the gap will be incredible. So planning micro-blogging activities, sometimes the content is really important, like the same thing, another way to express may be able to receive unexpected results.

Of course, here is just a few different cases of simple analysis, to really do a good job of micro-blog marketing is not mentioned so simple, if the enterprise without some professional microblogging talent or team, rather than toss out the reasons why, consider some outsourcing services, to some professional micro-Bo marketing company to solve, In order to better play the enterprise micro-bo real value. As for the current weeding marketing market, which is the real strength of micro-Bo marketing company, Kang Min will come to an anatomical analysis, interested friends can pay attention to.

This article originates from Kang Min's blog, original address: http://www.jiangmin80.com/archives/1232.html