Micro Bo Grassroots Large Tide falls: Marketing role in general the old legend walked down the altar

After the frenzy, Weibo marketing is going down the altar. It's not omnipotent, it's just an optional link in corporate social marketing.

Weibo marketing has just arisen, a leader in the company made a vow: 3 years will lead the company listing. His complacent made many people think about this industry for a time. Now 3 years is over half of the time, but not to say that his company, even Sina Weibo independent listing of the plan seems to be.

In the past two years, micro-bo to the public opinion hot spot of guidance and people's awareness of the impact of the day, leading to business in its desire to sound increasingly strong. When Weibo marketing costs become an item on the corporate budget list, the microblogging marketing industry began to dash Mengjin development. An interesting phenomenon is that the "micro-bo small" position turned out, in a period of time, its popularity even as the price of the explosion of the electricity quotient talent.

But today, the people suddenly filled with the voice of microblogging marketing, advertising, the destruction of micro-blogging user experience, fake fans and other accusations. Even the industry's biggest gold owners have begun to question, companies in the trial of this marketing method published conclusions: Micro-BO marketing does not work.

In contrast, one wonders: What makes Weibo marketing go down the altar? What is the value of it to the enterprise? And where does it go from here?

Grassroots large tide rise and fall

More than a year ago, it was almost impossible for you to talk to a microblog marketing company boss about the industry's short boards and the difficulties that the future would face, at that time everything seemed to be fine: a handsome profit, an endless clientele, and an avalanche of meeting invitations, it was hard to believe there was such an easy opportunity to make money in the world. What they do is to send a sentence of no more than 140 words on Weibo, as long as it is interesting enough to attract attention, there will always be someone to ask for an appointment.

If you follow the time to move forward, you can see where all this comes from. August 2009, Sina began to beta-bo. In order to prevent the microblogging of micro-blog caused by the loss of users, Sina defaults to allow users to register when the completion of some accounts, so that their personal home page has content display. This default attention list, the beginning of all kinds of stars and celebrities, Sina wants to use their influence to enhance the microblogging profile. In the 3 months of micro-blogging, we love to talk about cold jokes, cold jokes, and global fashion, such as grassroots accounts have emerged, they have fun, fun as the content selection criteria, and to quickly gather a large number of fans. Sina, which is plagued by user activism, is happy to see it as a way to encourage the grassroots to join the default attention list or to recommend its microblog content. Fan expansion of the grassroots micro-Broad is a natural advertising platform, commercial value was quickly excavated. The first to use the grassroots to do the advertising effect is unknown, but the first batch of micro-blog marketing company Rise, and began its own gold-sucking road.

In the numerous media reports on the development of grassroots large-size, there is an impressive detail: Marketing company employees in the answer to customer quotes, often add a sentence, "The price is only valid in a week, after this week, prices must be up 30%." At that time is about March 2011, the grassroots large advertising quote from hundreds of yuan to 1000 yuan in just one months.

April, Huayi Media Group founder Du Zijian in the media interview, said: "Our company is a big customer, the general single is more than 3 million, 3 million below the single we are lazy to pick up, small live, dirty work we do not answer." "The company is considered to be one of the top three, the number of accounts is said to have more than 10. And another grassroots owner, Sanruzzo founder of "Wine Red Ice Blue" (Micro-Blog ID) also in the media talked about their profitability: "This year (2011) revenue target is 10,000 yuan per day net profit." "At this time her company is not entrepreneurial for several months.

More and more people into this industry, "large" has become a tool to solve all problems. If you don't have a "tuba" on your hands, you're embarrassed to greet people. It's hard for them to have a vision of the future.

But time is only 1.5, and the vision is almost shattered. According to the marketing company internal staff, the grassroots large advertising quote Crazy momentum has stopped, some large prices even have a downward trend. What makes them more nervous is that simply relying on large forwarding of marketing methods are facing corporate customers fall out of favour, "large one turn, gold million two" era is becoming the past.

Objectively speaking, in the marketing effect more and more the pursuit of precision today, "large" forwarding is a lack of technical content of the rough marketing method. Many of the large size is a full audience account (such as jokes), it is difficult to the characteristics of its fans (such as age, gender, income level, etc.) to classify, so it is difficult to make the expected results of marketing judgments. By contrast, some niche micro-blogging accounts (such as women's fashion, luxury, etc.) fan characteristics are obvious, easier to achieve accurate advertising.

Customers and grassroots owners to bargain for more and more time, "Ask for money" is yesterday's glory, the latter is learning to adapt. But they can't adapt, is Sina more and more ambiguous attitude.

Sina's attitude to micro-broad is encouraged to be transferred to regulation after the growth of microblogging users. This March, Sina to "sweep powder" (remove zombie powder), said the root of the large size of the drop in the powder rate of more than 10%. May, cold jokes selected, micro-blog comedy list and other accounts were banned by Sina, because the content of plagiarism. These content-type accounts for a long time to publish a large number of micro-blog, content creation capacity seriously decline, the advantages of unsustainable. These two measures hit the micro-broad, the largest of its own two weaknesses. More let marketing companies worry is that Sina launched a complete advertising system is imperative, they will be forced to compete with the platform side of customers, and this war a few win.

In retrospect, the value of the micro-broad is indeed exaggerated, and it lacks any sustainable core competencies.

Industry mania and calm return

Weibo is a political arena, but also a genre.

Grassroots Large-scale marketing appears the earliest time, is called content pie. As everyone's understanding of the characteristics of micro-blog more and more deep, after the emergence of the generation of operators, planners and technical faction. In the industry frenzy, the factions flourish.

Since the "Brush Micro bo" and brushing together to become Internet users must do things, micro-Bo brand marketing ability by more and more companies recognized, enterprises to establish official micro-blog (hereinafter referred to as the official micro) demand is also increasingly highlighted, many companies choose the Generals micro-agent to micro-Bo marketing company operations. On the one hand, companies feel that marketing companies operating experience, the effect will be better than their own management; On the other hand, marketing companies are also committed to using their own control of the grassroots large as the official micro-import fans. Then the official micro-generation Operation Market emerged. On behalf of operating prices from 3.0003 billion yuan per month, I heard in the interview the industry's largest single from Coca-Cola, allegedly a company with 18 million yuan/year price of its agent down, but the message can not be verified.

The operation of the

official micro-generation has pros and cons. Marketing companies do have the ability to quickly bring their fans to Hogne, but it's hard to determine whether they are the company's target customers. In addition, the agent responsible for the maintenance of micro-personnel is not an enterprise staff, the company's culture and product understanding is not easy, will affect the formation of the official micro-style and the timely release of important news.