Time if it goes back to the end of 2009 or early 2010, it takes a lot of thought to give leaders and clients an idea of what Weibo is and how it should be played, or whether corporate microblogs should be set up, and so on. The time just over three years ago, was thought to be fresh, novel, Elusive microblogs have lost their curiosity, and customers and leaders who did not know how to play the microblogging service have mastered the micro-letter chat tool early. Although it's only been three years, the synergy between the Internet and smartphones is changing us and our marketing industry. The bottom line is that all of the questions are systemic, and all the Weibo accounts end up with marketing accounts. In the previous article "from the mouth of the war" in simple chat to the marketing people's rivers and lakes, a friend said too gossip, yes, a bit. But this thing, not only legend or imagination, from 4 a company, to the local big public relations, as well as small and medium-sized companies, and all kinds of dependent on micro-blogging business, with the "industry" to describe the eco-circle a bit too formal, or the image of the river. About Weibo marketing, we can see the "Micro Bo marketing has turned into a dead Hu", this article for the micro-bo marketing grass-roots Lake has more description: The Navy, grassroots large and hand, although can create considerable commercial value, but in any case packaging, after all, is Robin route, this is the River Lake ... If the formal marketing, advertising and Public Relations microblogging act as "industry" behavior, then the industry is still a deep Umebo. This thanks to the micro-blogging marketing Community training, in the previous two years, for micro-blog marketing and social media marketing has done a considerable number of popular work, but also because of the development of the Internet these years, but also the birth of a considerable number of small and medium-sized marketing companies, Take the new media as the cut-in point to try to break into the business of the brand enterprise controlled by the big company. Review of "Weibo marketing" over the years, from the initial freshness of a very strong "curiosity" in mind, companies with a tentative mentality on the microblog on the launch (at this time 4 a may be in the wait-and-see situation), more is the pursuit of data and cases, So the number of fans has become the most important measure of assessment. with the strengthening of micro-blogging awareness, from the attempt to seek results, most enterprises have experienced a short period of confusion; Micro Bo seems omnipotent, but Micro Bo seems to be nothing, how can it be enough to do business micro Bo? This time gradually began to differentiate, there is a product of the main enterprise Micro Bo, there are enterprises micro Bo became the activity of micro-blog, there are a lot of hard work will be micro-bo dry into a customer service and after-sales service typeFinally, micro-blog in the entire marketing link, gradually become standard, or the birthplace, or the distribution center, or the main platform for marketing, is this. The same trend is seen in Sina's earnings from Weibo, the initial move to brand advertising to Weibo, followed by the use of electricity and games to benefit, followed by the introduction of large intermediaries-advertising products and public relations products, the combination of Sina Weibo commercialization of the move, Alibaba more such commercialization has brought direct benefits. In the big business based on Weibo, Sina Weibo, a platform that has never found the most reasonable and cost-effective business model, is painful for Sina Weibo, but thanks to Sina Weibo, too many people can gain business benefits from microblogs. For most brand customers, micro-blog is the standard in the marketing chain, but for the electric business, FMCG, Culture (film and television Entertainment) and other industries, micro-blog is the "PR" the most important link ... The war of words is important, isn't it? But for the broader brand enterprise, whether it is Durex or China Merchants Bank, China Eastern or BMW, Weibo is important, but not the most important, in terms of cost is only a relatively small market costs, this is the three anniversary of Weibo. However, the Chinese market is too big, there are too many enterprises (small and medium-sized enterprises are thousands), the perception of microblogs is still uneven, so there is a strong desire to look for (as in the current micro-credit marketing)- But the sale of this hammer is not a good phenomenon for the platform and the service provider. As a service provider, I hope Sina Weibo can provide more openness, especially based on data; in fact, we are pale in the data, so the launch is also random-it is time to let advertisers know about Weibo users, distribution, gender, income should have a model, Rather than the current data that is not very reliable for third-party organizations ... back to the theme, the "Micro-blog marketing into a dead end" is not recognized, although the article is more to say "Rivers and lakes" in the Navy and the large party and hand; but for real corporate marketing, Weibo is moving from "trying" to the standard transition--and, of course, the transition is premised on the current impact of Weibo. Although the media attribute is too strong, but Weibo is not only the sharp weapon of enterprise propaganda, in many industries, micro-blog has gradually become the user and enterprise communication of the most important channels, Enterprise Micro-Bo undertook a considerable customer service and after-sale functions, The legendary CRM has been in the embryonic form of many enterprise micro-blogging-but it also means relying on micro-blogging to make businessesThe fast money may become the history, because regardless of the customer service and the post-sale as well as the CRM build, all is the system and the trivial, has the higher request to the enterprise micro-blogging operator. in the social and mobile impact of the whole society, it is difficult to say that there is any medium platform can assume the entire marketing chain, so each of the marketing chain, each platform channel has assumed a considerable functional task. Take the recent marketing events of Coca-Cola's personality bottle as an example, Weibo plays a very important role in displaying and summarizing, and attracting more people, and for the extravagantly and FMCG, only media attributes are enough to keep them on Twitter. and become the standard of another indicator, micro-blog advertising products are still not the corresponding to keep up, this "Ali wave" after a variety of recommendations are not reliable and Ali waves of data mining, analysis and recommendations of the defect has a direct relationship- The advertising value of Weibo remains to be tapped. for traditional advertising companies and PR companies, the standard of micro-blogging is a great opportunity for them to regain their lost ground; since it is not so mysterious, since to be systematic, nature is the brand advertising, PR company advantages, So in recent years can see some based on data and technology development of fun business behavior, mostly from brand advertising, PR companies. But this does not mean that the competitiveness of small and medium-sized micro-blogging services, in the past few years after the development of small and medium-sized micro-blogging service providers also began to form a feature, with content marketing as a feature, with the characteristics of resource integration, with data mining and analysis characteristics. And large companies have formed a good complementary, together to build a relatively healthy and many of the micro-blog marketing Ecological Circle. How to adapt to and continue to maintain a professional position in the context of Weibo's gradual loss of mystique and a more popular micro-blog for Twitter's active marketers? 1, open up a broader market, South China, south-west, southwest and western areas of the overall level is still lagging north wide; 2, continue to build its professional image, from the system training to case training transformation seems to be a good reason; 3, from micro-bo jump to micro-letter ... Another scary sign is that the media, since the matchmaker began to talk about "marketing", such as Lo Zhenyu teacher, the danger of this signal from the blind self-confidence of media attributes and the strong demand of the war of words. is not to say no practice can not talk about marketing talk about PR, but since the incarnation of "marketing account", there is no real practice always talk about trends, it will cause a certain misunderstanding to enterprises and practitioners-the most extreme case is, if there is a corporate package to raise the teacher, Cheng LaoDivision and save a few hands, the enterprise's marketing and PR on Weibo can do? The answer is affirmative or negative, after all, is imagination. But there is a dredges between theory and practice, and it is different from feeling the responsibility to spend your own money and spend other people's money. That's it, the next time you continue to see the microblogging marketing people and things. Before the "Chinese Public Relations Promotion Guide 2013 Edition" caused a lot of controversy, but also a lot of PR new people put forward a lot of questions and insights, will soon launch a series of articles for new PR, please pay attention to onlookers technology (KANKEJI). kan technology (KANKEJI) also plans to launch a PR training and exchange salon activities to provide a learning and sharing and communication platform for newcomers to the industry ... Well, what about the plan? Welcome to Kan Technology (KANKEJI) message.
