Micro-Blog Marketing strategy

Microblogging marketing is not the street to sell garlic, just yell on the line, you must first understand: Weibo on what can be marketed? Which microblogging platform is right for you? Weibo marketing strategy?

"There are more than 1000 followers of Weibo, you are a magazine; More than 100,000 people are an urban newspaper; more than 1 million people are a national newspaper; more than 10 million people are television stations; Over 100 million people are CCTV. ”

This widely circulated statement vividly describes the impact of Twitter on other marketing channels. Before Weibo, there were only a handful of "weapons" in the arsenal of corporate marketing, the emergence of micro-bo is undoubtedly the marketing history of a revolution, a 18-year-old weapons arsenal to every enterprise open, marketing initiative fell to the once "party a" hand, all see you play not to play.

Although it is a new thing, but micro-bo marketing is already a bloody lake. From the star entrepreneur to the grassroots large "players", and then to the various social marketing experts suddenly emerged, for a time everyone is looking at the wandering enterprises to sell their "exclusive secrets." Early in the early 2011, kai-Fu Lee launched the "micro-blog Change Everything", for their own "micro-blog Preacher" of the robe; holding a number of grassroots large, every move is related to micro-bo public opinion Wind Du Zijian, from the gold miners to "sell spades" to the father of micro-Bo marketing, launched the "micro-boundless" and many of the micro-blog Marketing Monographs , in micro-blog boast about their own "success stories" experts are fighting, countless, micro-bo Art of War, micro-Bo operation 36 meters flying around the sky. But careful observation, it is not difficult to find, these "open the altar to give lectures" as if the street stalls selling medicine of the native herbalist, gourd don't know how many of their own sihuo.

In fact, there is no mystery of microblogging marketing, and the so-called "experts" is only a long soak, "hand-cooked Seoul." Micro-Bo Marketing in the lake, there is no door which faction can unified rivers and lakes, enterprises can also accept the length of each family, learning successful micro-blogging operation experience, for my use.

As for Weibo marketing, it's enough to figure out the following 8 questions.

Which enterprises are suitable to enter Weibo?

You are in or not on Weibo, the problem will not disappear, complaints, complaints will not dissipate, you just cut off a target consumer group communication platform, is tantamount to self-deception.

If you are a customer-friendly company, products, services and public life is closely related, then Weibo is very suitable for your product display, marketing, customer service, user communication platform.

If your product is targeted at a specific group, then Weibo will help you find your target fan circle, and you will be able to focus on product marketing and customer service when you find it.

Case: Qi brand to set up a business micro-bo one of the most important significance is to help enterprises to carry out brand image monitoring. From this platform to get the most direct consumer brand voice, brand feelings and the latest demand, through the "focus on the topic" to track the latest consumer brand evaluation, access to market dynamics and even the precursor of the public relations crisis. Since the inception of micro-BO, qi licensing Micro Bo has received a lot of netizens on clothing design, marketing channels, brand building and other views and suggestions.

How to choose a microblogging platform?

As the domestic micro-blogging market ahead of the two operators, Sina and Tencent are two unique "positions."

Sina Weibo: Early start, relying on its media, celebrity resources quickly attracted a large number of users concerned, established a first-run advantage. Sina also started as a news portal and was more adept at catching up on news topics, easily through the news, time to gather a large number of users to continue to pay attention to, and according to the age of users, Sina Weibo users are middle-aged and young, users more active, because of this, this has become a micro-blog marketer's Paradise, grassroots large People's Vanity Fair, For enterprises, the popularity, resources, tools everything.

Tencent Weibo: As a successor, relying on its massive QQ user resources and a variety of social products binding, import, the number of users by leaps and bounds, and Sina Weibo is not comparable. However, because the content is from QQ space, QQ Signature, said that the service synchronization, many users do not even know that they are using Tencent Weibo, resulting in its active degree is obviously low, the user quality to be promoted. Tencent Weibo users of the age structure and QQ consistent, mainly to young people. In order to compete with Sina, Tencent integrated the "Penguin Empire" of several lines, launched a micro-store, micro-space and other service modules. Moreover, with the emergence of the micro-letter last year, micro-blog, micro-letter joint promotion will be more and more enterprises have attracted.

How to personify Enterprise Weibo?

People have to live their personalities. The official microblog of an enterprise should also have its own accent. Now, the official micro-maintenance staff are often nicknamed "homepage Gentleman". This also shows that the powder to communicate the dialogue is a person with temperature, rather than an abstract body. Doing corporate microblogging is tantamount to shaping a person, the characteristics of the enterprise to give the company's official micro-bo human nature and personality, only the official microblogging of human nature to be different. Microblogging language as much as possible colloquial, networked, always remember that you are a real person, not a feeling of the machine, why must use the same as the party newspaper as a stiff tone?

Case: Durex official micro-bo anthropomorphic positioning is: A "a little gentleman, a little bad, understand life and play the son of the dance." Bi lang official microblogging "Lang elder sister" stay in the hearts of netizens is a wise, active and optimistic Chinese image. The official microblog should be personified, with a few catchy nicknames. For example @ Durex official micro-blog claiming to be small du, @ Green wave called Lang Niang, @ Chinese longevity (601628, shares bar) Jiangsu Province Branch is called Sougo are very kind, and later @ China Unicom (600050, shares bar) online Business Hall began to call himself a sister.

What qualities should microblog operators have?

In general, companies need to maintain a good official microblogging, to set up editors, editors, language editors, design, full-time reply to the communication staff, but in most cases these positions are borne by one person.

First you have to open a microblog, and really like it, willing to spend time to maintain it. Second, you have to keep up with the situation, in the face of endless, ever-changing applications, tools, Plug-ins, you must always enrich themselves, take pains to learn, try these new "weapons", and then to arm your microblog. Finally, you really need to achieve a real mastery of a field, coupled with patience, responsibility, writing skills, communication skills, planning skills ...

Case: Bo friends @ Li Jixin concluded: As a micro-blogging operations specialist, must be done with design, write copy, grasp the hot spot, sell have Meng, talk about getting current affairs, pull lace, hair got content, back to get the comments, to have a watermark, change to get punctuation, unscrupulous copy content, scratching the scalp to make original, sleepless hair Weibo, Midnight brush fans.

What is the company Weibo publishing?

Running a microblog is like running a newspaper, which requires some fixed plates, more regularly send some product knowledge of micro-blog, Product extension knowledge, pan-industry knowledge, such as selling kitchenware can talk about kitchen cleaning, selling detergent to talk about clothing maintenance, selling tea can talk about tea ceremony culture, in short, talk about useful and practical industry knowledge , this kind of microblog needs the usual long-term reserves.

Enterprise Micro Bo also learn to "bang Hot", occasion marketing. Design Weibo with the latest hot spots of the day.

There is also a part of the microblogging content can be with fans of the interaction, the question of questions to the fans, the good communication between themselves and the user to show in front of the fans. An open and transparent customer service show, the effect is better than million boring lottery.

Case: Financial information is often professional strong, it will inevitably make fans feel content boring, in order to avoid such problems, China Merchants Bank (600036, shares bar) official microblogging set up a number of interesting financial, interesting economics topics, so that fans can easily ridicule topic to understand financial management knowledge. In particular, the network hot Topic changeable, the official microblog of the CMB will be hot and their business combined, humorous, attracted many fans resonate.

How does enterprise Weibo attract fans quickly?

How to get Twitter's followers to grow fast? Doing activities is always the most effective way. Weibo is like falling in love, a passionate period of time, fans will not be so inseparable and you interact, so the enterprise Weibo to Gesanchaiwu engage in activities, keep with fans in a passionate period.

On Weibo, enterprises can initiate various forms of activities, with City activities, award-winning activities or online activities, can attract a large number of users of micro-blogging participation and attention. As for the topic choice, the enterprise may according to the target audience's characteristic to make, may also carry out some commonweal activity, like this may also establish the enterprise the good image.

The activity must be scattered after the start, such as to find some grassroots micro-bo cooperation or with other official micro-blog to cooperate with each other to spread activities, as well as the company's Web site on the dazzling position of advertising activities.

Case: Customers often carry out some activities that are closely related to the business and are of interest to users on Weibo. For example, 1 yuan seconds to kill the original price of 888 yuan of clothing, Rob Building to send anniversary T-shirt, in the "Pencil for school" public activities to provide product auction, seconds to kill "Solo Regiment" magazine, after the launch of the brand spokesperson Han and Dan Outdoor Advertising "gathering stop to send cash" activities, two of celebrities fans will naturally be attracted to come.

How to play the Micro-blog matrix?

When the official microblog to a certain amount of fans can be split into several accounts, reposition. Let each micro-bo development direction more refined, more accurate, to attract relevant users concerned. Weibo marketing is to build a platform to make their own impact, and the establishment of chain-type communication reaction system, this system needs an account matrix, each micro-blog account division clearly, their respective roles.

The official micro-blog display corporate brand image, corporate leader micro-blog to become the industry opinion leader, affect the concept of Target customers, customer service microblogging and customer real-time communication and interaction, in-depth communication, product micro-blog Supervision public opinion, crisis PR, Market micro-blog, broken geographical restrictions, interactive marketing.

Case: Wanda's group Weibo has a representative headquarters of the official micro-blog @ Wanda movie Life, the various places Wanda Branch also actively open the official account, such as: @ Wuhan Wanda Film City. Wanda Group's collaboration model is very clear: to Brand account @ Wanda movie life as the core, the regional account has organized the forwarding of transmission. In March 2012 alone, the area account for the @ Wanda Movie Life Forward and commented on the amount of up to 1735 times, theoretically directly cover 90,002 fans.

How to analyze micro-blog data?

Compared with traditional marketing channels, the data analysis is the most direct and objective in evaluating the influence of microblogging marketing. Active target fans are the most valuable fans. The degree of activity can be seen by the number of daily tweets of the target fans, and by the percentage of the average number of tweets forwarded and commented by the enterprise Weibo.

Communication Force is the second type of indicators, users of the enterprise microblogging forwarding, comments and collection activities have shown that users are interested in micro-blog content, these activities can be quantified to form the basic model of communication force.

Goodwill is the third type of indicators, it reflects the user of the Enterprise Micro-blog content of the emotional response, if a company Weibo has a large number of forwarding and commenting but are negative, obviously for the corporate brand does not have any benefit. At present, mature data analysis tools can quantify users ' emotions by analyzing the segmentation and semantic analysis of users ' comments, such as calculating the proportion of "good" and "bad" words to reflect the user's attitude.

Case: Operation @ Durex Swiebow's Saint-Boe Yunfeng company classifies each tweet, counts the number of entries and forwards it after 5 days, and sees the data at the end of the month to see what is attractive and what is not. can also analyze the role of a certain type of blog, which is more timely and real than traditional advertising consumer feedback, the guiding significance of subsequent adjustments is more accurate.