Micro-bo Wet marketing in the marketing circle ripples

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Rely on 140 words of transmission, Micro Bo, marketing circle is splashing ripples.

"If you want a diamond ring for free"; If you only spend 1 yuan to buy clothes worth 888 dollars "; If ... ". Inadvertently, some keen businessmen have begun to communicate the tools of people-Weibo, into marketing tools, through the "wet marketing" way to disseminate their information and products.

All this is due to the microblogging of the wind. Twitter, the originator of Weibo and the US business website, has quickly accumulated more than 100 million users in just 2.5 hours, with valuations approaching 1 billion dollars. In China, Weibo has just started, but it has also developed alarmingly. Sina Weibo since the August last year, according to a rough estimate, the current number of users are approaching 10 million.

Because the microblogging platform has broken the "dry" shackles of the original region, knowledge and stratum of people, it can be based on common preferences and experiences to form social groups, share information and initiate public action. Optimists believe that the results of the marketing of micro-blogging is expected to be like "the future is wet," the author of Crey Sherki said in the book, "is shaking many enterprises and even the fundamentals of the industry, but also the collapse of the situation."

Wet is a metaphor, in Crey Sherki's pen, the future is wet, because between people, groups and groups with a common interest in a gentle way of communication and exchanges, and no longer as in the past "dry" to communicate. In the eyes of new marketers, "wet marketing" based on wet world, wet society and wet living background will be the most lethal mainstream marketing mode in the future.

"The characteristics of Weibo will bring huge imagination to marketing." "Sina Weibo business director Miao Ying that" whether celebrities or grassroots, large enterprises or small and medium-sized companies, as long as the communication needs of the target, can be used to launch marketing microblogging. ”

Abroad, Twitter has been using its data, search engines, advanced business accounts, Third-party applications based on API data to generate revenue. This April, Twitter also launched a new web site advertising platform that allows advertisers to pay for ads on Twitter search pages, taking the first step toward mass revenue.

In China, up to now, including Dell, East Airlines, L ' oreal and VANCL, such as Internet marketing-sensitive enterprises on Sina Weibo to open up experimental plots, through viral marketing means to create brand effects, improve sales.

Of course, not all people are so optimistic. "Weibo marketing has not been an apostrophe." "Dcci Internet Data Center Director Yanping said, Micro Bo is still only testing phase, just started, small circle of hot, popular users cold, profit model has just begun to explore."

Sohu Vice President Fang also said: "Micro-blog in China as a social media, the main play good information dissemination of the nature is enough." "Excessive commercial development, high expectations, will make Weibo unbearable burden, the development of the road."

Initial experience of Weibo marketing

As early as August 2009, Sina Micro-bonnet test period, vancl as the first batch of registered micro-Bo Enterprises, relying on micro-bo Direct promotion of information, pull sales. VANCL President Assistant Xu Xiaohui told reporters that in the Vancl stocking only three days, its use of micro-BO virus-type promotion, reached thousands of sales miracle.

Xu Xiaohui told reporters that in addition, enterprises in the micro-blogging platform can also carry out a variety of clever marketing, such as: through the personification of the way to help enterprises and fans to establish a relationship between the purchase and sale of emotion;

According to the reporter understand, in Sina Micro-boping platform, Vancl tried a variety of marketing methods: launched 1 yuan seconds to kill the original price of 888 yuan clothing; Yao Chen and Xu Vancl products to interact; In the VANCL company, the brand, marketing department and other relevant departments of employees in Sina and other sites to run micro-blog, update Weibo is also considered as part of the Staff KPI assessment.

"As an open platform, the value of Weibo is gradually being dug up." Miao Ying told reporters that in the micro-boping stage, each person is not only a disseminator, but also an audience, two roles criss-cross, immediately spread, constitute a powerful information dissemination system. This is the vertical spread of the blog and SNS (social network) can only be closed to the spread of the incomparable.

On the blog platform, the publisher is more like a traditional media, it publishes information, only by its readers to comment on it, but the reader and readers are difficult to interact. This is different from the Weibo forwarding mode, readers can always be interested in the content of their readers to the reader, to achieve the spread of network weaving.

"Micro-blogging requires only 140 words of the record limit, but also greatly reduced the threshold of transmission." Miao Ying said that Weibo bloggers can use mobile phones, computers, and other tools to write down the spark of ideas, changing the way blogs need to think carefully and communicate logically.

Another feature of Weibo is that it is connected to the search engine as an open platform. This and SNS limited to the old friends, the spread of the communication between the great difference. The groups that are rebuilt in accordance with values and preferences are organizations that seem to have no organization but are in fact expected to explode with great influence.

"The above dissemination value is also being paid attention by more and more enterprises." "Miao Ying said.

According to the reporter understand, in addition to Vancl, Dell, L ' Oreal and China Eastern Airlines and other companies are registered on Sina Weibo, with the help of the platform to disseminate information, answer questions, establish an image. Miao Ying told reporters that the East Airlines stewardess collectively settled Sina Weibo, in the real name before the "Ling", but not all the flight attendant Weibo can be dubbed "Ling", only can represent the image of Eastern Airlines and service quality of the stewardess can, "a unified image, can help enterprises to brand awareness and reputation spread out."

Twitter attempts

In America, analysts who have boldly predicted that Google will overtake Yahoo years ago are guessing a new question: When will Twitter overtake Google.

There is no doubt that this is a small load of the sharp angle of the marketing model.

"Enterprises in Sina Weibo still to promote corporate values and brand-oriented." "Miao Ying said that the real marketing potential of Weibo has not yet been broken, its prospects should not be underestimated," I think, in the micro-bo initial stage, the major enterprises should occupy the corresponding positions, register the company Weibo account, lead staff, partners to learn and adapt to micro-blog marketing. ”

While Weibo marketing is only a small step, the bold attempts and speculations that have been made by companies have begun. Miao Ying told reporters that Sina Weibo is actively exploring a variety of possible marketing channels, including the development of software with the app developers, and E-commerce companies to find a combination of points.

This April, Sina Weibo has upgraded its platform Web site, which could support a developer applying for multiple different app keys (open Platform entry passwords) and can be used immediately upon submission by app key requester.

According to Miao Ying, Sina Weibo has many application software partners, "and has developed a lot of interesting applications, for example, on Sina Weibo search @ Cupid Sword, it can help men to pick out your favorite beauty," one of our users was surprised, because one of them is his girlfriend. " These tools provide users with tools that are closely related to entertainment, knowledge, and life, and enhance stickiness.

"Although these applications have not yet begun to charge, the potential for the future is enormous." Miao Ying said that when the time is ripe, Sina can also cooperate with the application software developer to divide into advertisement, income and so on.

Yanping is also quite agreeable to this, "Sina Weibo to the Open Platform website function upgrade is the most correct decision since its birth, because the single microblogging service in the future is difficult to exist." He believes that the next step, Weibo should be with the Sina platform and other real-time-interactive-relational core application integration.

Just in April this year, Sina Weibo and happy net official binding, share excellent content. "People, relationships and content of three things organic combination, composed of micro-blog." Miao Ying said, "If the elements of micro-blogging and E-commerce integration, its development space is very large." ”

Try to do bold imagination, if Taobao sellers will be their auction platform to move to micro-BO platform, or micro Bo do publicity platform, and then directly traction sellers to buy Taobao, which will develop a lot of market space?

Twitter-led microblogging site has made a lot of attempts, which may also give China Weibo marketing to provide a lot of reference. Twitter has launched a user-address-sharing service that allows other users to see where the sender is uploading information while browsing a particular Twitter message. Analysys International analyst Yuyi that, using this model, domestic micro-blog can also be integrated location services, screening user needs and location information, to achieve proactive, accurate micro-blog marketing, to create value for advertisers.

In addition, Twitter users have been directly linked to E-commerce, to achieve one-stop shopping. Twitter has also been using its data, search engines, Third-party software apps, and web ads to launch multiple marketing campaigns.

"The timeliness, openness and searchable nature of Weibo make it an effective medium." Miao Ying says it can pinpoint a specific crowd and style, develop more accurate, proactive, and effective marketing and create new business models.

Marketing value is difficult to assess

Sina in the rush to test water microblogging marketing, another big portal Sohu but give a very different judgment.

"The core value of Weibo is to disseminate information and give it a wealth of marketing imagination is futile." "Fang that China Weibo is subject to China's special regulatory environment, immature business climate and other factors," too high expectations, but will hinder its growth.

As we all know, as early as Sina last August, before the Public Survey micro-blog, there are Twitter-like Chinese grassroots web site, the existence of rice. However, these sites have now ceased to operate, subject to constraints. Insiders believe that, with the number of micro-BO users more and more, user activity is increasing, the relevant departments of micro-blog supervision will also be more attention.

In addition, Fang that China's microblogging marketing of the soil has not yet matured, "the operation of social media need special knowledge, and China, whether private or state-owned enterprises, such talent reserves are very weak, which is not conducive to large-scale marketing operations."

"Weibo's own attributes also determine that it will only play the marketing nature of social media, and it is difficult to do more commercial development." Fang said that, just like a few years ago when the blog was just born, the practitioners of their business value to make too many angles, multi-level optimistic discussion, and even a personal seller will be E-commerce sales platform directly to the blog, but the practice finally proved that this is not feasible.

"Every Internet product system has its corresponding supporting system, for example, E-commerce platform to have a supporting integrity system, trading system, these supporting systems are required huge investment, not overnight." "Fang said.

For the microblogging marketing value analysis, yanping that, "a single microblogging is no vitality, Micro Bo only with the combination of portal site can erupt vitality, namely: no Portal without micro-blog." On this basis, there should be open and symbiotic coexistence between different microblogs, but Chinese practitioners are unwilling to do so. "He thinks Weibo is just an innovative product, not a revolutionary application, and the value of Weibo marketing is hard to assess."

The focus of attention into money, microblogging marketing is short-lived or vitality, this is still a problem.