Micro Bobby Twitter more suitable for "drainage" more suitable for network marketing

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This article @gemini Entertainment kee Lei Feng Network, reproduced please indicate the source. Senior journalist, who has served as "China Business Times", "IT manager of the World" reporter, "Chinese Economic and Trade" Special edition of the Executive editor; current network creative and content director, responsible for copywriting, planning, creative implementation, focus on social marketing and E-commerce.

Double 11 and Black Friday, is the Chinese and American electric Business feast. They have brought plenty of traffic and turnover for the electric dealer, but more appealing to the author, it is a set of comparative data:

According to data from IBM benchmark, in Black Friday, U.S. electric dealers from Facebook, Twitter and other social networking sites to lead the total of 0.34%, compared to 0.53% a slight decline last year. On weekdays, this ratio is only 0.63%. In terms of traffic, social networking sites contributed 0.81% of the traffic to electricity dealers in black Friday, 0.92% last year and 0.95% on weekdays.

Compared with the domestic, hitwise data show that Taobao about 2.5% of the visitors from Sina Weibo, above the mushroom street and more than a beautiful say more than one times. In October this year, Sina Weibo to the electricity dealers and local types of Web site traffic accounted for 8.6% of the downstream flow, of which Taobao cat total about 3.7%.

So, an interesting topic arises: How does Sina Weibo, a Twitter follower/copycat, do better than Twitter in terms of draining electricity from the electric quotient? What are the secrets of Sina Weibo? is the product's endogenous attribute determined? Or is the impact of the external environment playing a bigger role?

The external effect of Weibo as

When it comes to micro-blogging and Twitter's drainage, it has to discuss its externalities. Because, only when they develop to a certain stage, can affect the outside world, also can further for the other sites, including electricity, drainage.

After we have cleared up this logic, we can find that the Internet is also constantly creating externalities in the process of development, and an important manifestation is the constant subversion of consumer behavior patterns.

The first stage is as follows: The traditional AIDMA mode transition to the Aisas mode, the second stage is: gradual transition from Aisas to Sicas; Sicas by Dcci Internet Data Center, five letters representing: brand-user mutual perception (Sense), generate interest-Interactive (acquires & Interactive), user and brand-merchants to establish connection-interactive communication (Connect & communication), action-Generate purchase (action), Experience-Share (Share). It is a multidimensional interactive process of user behavior and consumption trajectory, which is characterized by the addition of new key factors to be considered in the marketing process of micro-audience, dialogue, niche market, coupling, demand, relationship and perceptual network.

In this stage, the social platform will have a greater and more direct impact on the user's consumption decision. This is the external effect of the social platforms that have sprung up and built up huge user groups.

As a social media, Weibo and Twitter are naturally in the columns. Its nested fission communication structure makes its propagation speed and spread a way of exponential diffusion, because each has a strong user base (Sina Weibo registered more than 300 million users, more than 500 million Twitter users), so the brand has an unprecedented exposure opportunity- A good opportunity to take advantage of its externalities (positive externalities). Of course, if there is a flaw, there will be a flood of negative publicity (negative externalities).

It is worth mentioning that, without considering the mutual concern, personal interest and information arrival rate, the number of Weibo and Twitter coverage (influence) formula should be: The microblog multiplying formula=∑[(original blog * Followers numbers), (Reblog numbers*followers of the Rebloger), (Reblog numbers of reblog*follers of reblogers), and so on]

That is, with the increase in the number of forwarding, brand exposure will increase, the user is affected by the situation is more likely to cause acquires, and then action (click to consume), and finally share. As a result, if traffic is introduced to the website of the Business-to-consumer, it will obviously do a good job.

Overall, whether positive externalities, or negative externalities, micro-blogging and Twitter are drainage and marketing, crisis PR excellent platform.

Micro Bobby Twitter is more suitable for "marketing"

Some people may ask, since both external effects are similar, what causes them to be in the power of the electric dealer drainage so big difference?

First, Weibo is more media-related than Twitter. The specific performance in:

First, the special background of Sina Weibo. Due to Weibo backed by Sina, the veteran and strong domestic well-known network media, the advantage of the media is that, in other words, Sina Weibo's media genes are much deeper than Twitter's, on the other hand, the emergence of microblogs has allowed domestic netizens to have an independent and relatively free voice channel, Many of the primary news and even the material are from the grassroots. Under the more stringent domestic regulatory media environment, micro-Bo This attribute appears to be invaluable.

Second, Weibo has become the main source of information access for people. Weibo allows everyone to be from the media, coupled with the characteristics of chain-type communication, Weibo has many features that traditional media do not have: low cost of acquisition and transmission, fast propagation, wide range of radiation, high transmission efficiency, and so on; Of course, Twitter has the same characteristics, but from the reading habits and the attention of people , Weibo is more expressive than Twitter.

According to the Chinese Public Opinion Research Institute "2012 Blue Book of Social public opinion", the relevant data show that in 2011, the public opinion event of the first subject of the internet accounted for 46.9% of all the events, while the traditional mass media as the starting subject of the event is 53.1%, the gap between the two is less than 7% Compared with 2010, the status of netizens as an important information source in the 2011 has been highlighted, and about 20% of them are contributed by Weibo.

On Twitter, this figure was only 11% in 2012. At this point, Facebook and G are doing very well.

Compared to the two, micro-bo in the Chinese information channel status can be seen.

Second, the magic of the prize-forwarding. What's the power of a prize-giving forwarding? One of Facebook's top forwards can give you the answer: Nolan-daniels posted a photo on Facebook claiming to have won the lottery, and will elect one person to send 1 million dollars to the sender, creating the highest 2 million forwards Facebook has ever seen.

Concessions and discounts are effective ways to attract consumers, not to mention lottery gifts. Although this trick is stark and cliché, it always has a proven track-and-see microblogging of the full screen to know the way-as long as the prizes are not too bad, can always get a lot of forwarding and comments. At this point, the domestic enterprises are too much power.

In addition, to a typical grassroots micro-bo analysis: @ Quanzhou Big Town Small, the number was released on November 22 before a microblogging forwarding, only thousands of fans, to his 4 sets of 4s and 50 film tickets for prizes for the award-winning forwarding activities, the current fans have risen to more than 30,000, due to the early reserves of a large number of local-related content , therefore, after the fan's rise of the micro-blog interaction rate is very high, each tweet forward and commented on the stability of dozens of, fan activity is very high.

Promotions, concessions, discounts, and even the award-winning forwarding, the button is the human nature and micro-blog Forwarding law: Virus-type proliferation, simple, direct, rough, but quite effective.

Finally, the Giants encirclement and suppression. Because users have a limited amount of energy, they have a certain amount of consideration when choosing a social product, even if not the same type of social product. So whether a competitor is strong enough or not will affect the performance of Weibo and Twitter.

In terms of traffic contribution, search engine Google Pinterest the world, Facebook, the Times, the continuous catch-up. Not only that, Yahoo, Bing, and Stumble upon are stronger rivals than Twitter. Foreign social products kill brutal, from an example can be a glimpse of one or two: Famous NBA star Kobe Bryant recently in the tangle, is to continue to use Instagram or open Twitter account.

At home, the social-sharing diversion platform-beauty and Mushroom street, while keeping it focused and vertical, failed to pose a deadly threat to Sina Weibo. Not only that, the same social media products Renren, Tencent Weibo, happy net, Sohu Weibo, NetEase micro-blog, QQ Space has not been able to shake the heart of Weibo. According to Jiathis data, Taobao promotional activities to share behavior, Sina Weibo with a weak advantage to occupy the first.

By comparison, Sina Weibo's position is more like that of Facebook overseas. In addition, in terms of user components, Sina Weibo is clearly more pure, more grounded, easy to drain and service landing. In addition, the domestic electric dealer's internet gene is stronger, the big electric dealer almost all is the Internet enterprise, therefore, the convergence will be more fluent. Twitter's composition is more complex, not only in many languages but also in a wider distribution area.

Overall, Sina Weibo is not only more suitable for drainage than Twitter, but also more suitable for network marketing.