Micro-blog operation: Enterprise Micro-BO marketing actual combat process

This article from the @ Yan Tao is now a well-known electric business network planning and micro-blogging operations.

Introduction

Research microblogging marketing has been up to half a year, in the actual combat constantly groping summary, sporadic also wrote a lot about micro-blog articles, each time in the generation of the first, got the support of the friends or shoot bricks, and finally by other sites reproduced. Before all of the sporadic, this time spent a bit to sort out the "enterprise micro-blogging operation of the actual process", hoping to share some of their experience with you, no gorgeous language, no exquisite pictures, no esoteric theory, are their own in the process of a little experience.

Last time I finished "micro bo marketing basic Art of war" after people have been asking me exactly how to operate, I know what we are asking is not the strategy of the military level, but the details of the implementation level, the art of war is not normal, micro-bo marketing We must first grasp the strategy and direction, followed by the implementation of details, and details are specific analysis of the problem , there is no fixed mode and standard, I in the "Enterprise Micro-blog operation of the actual process" in order not to imprison everyone's thinking, as far as possible to stand at the strategic level to elaborate, during which the details are only for your reference. Well, nonsense not to say, "Three Shou" has been ready to accept Pat bricks.

Weibo marketing It is not the end of network marketing, is the beginning of social marketing, is the sublimation of word-of-mouth marketing ...

"Enterprise Micro-bo operation of the actual combat process" is divided into 8 parts, specific as follows, in the article in the partial theory will be around me, focusing on 2, 3, 4, 5, 6 these parts.
Part I: Understanding microblogging Marketing
Weibo is the 6 major marketing method from media microblogging
Weibo marketing strategy Sina Weibo user analysis microblogging marketing 4 features
Part II: Weibo account establishment
Account opening micro Bo Decoration Enterprise Micro-Blog Certification
Part III: daily operation
Content Construction activities planning Customer management microblogging promotion business cooperation operation Log
Part IV: Data analysis
Daily report Activity Analysis Vermicelli Analysis
Part five: Team building
Team Structure Member Assessment
Part VI: Macro-array construction
Part VII: A case study of microblogging
Part VIII: The future of Weibo marketing

the first part: Understanding microblogging marketing

1. "Micro Bo 6 major marketing methods"
Micro-integrated micro-PR micro-public Relations micro-application Mini Store
2. "Weibo marketing strategy"

3. "Weibo marketing 4 Functions" Part II: Weibo account set up

1. "The opening of the account"
Choose which portal site to open Micro Bo, Tencent, Sina, NetEase, Sohu. As of June 2011 Sina Weibo user breakthrough 200 million, Tencent up to 230 million, Sina user group to professional white-collar more, Tencent user group relatively younger. Enterprise Weibo preferred Sina, followed by Tencent, to the author's experience to see Sina Weibo more marketing value.
2. "Micro-bo decoration"
Weibo nickname: Concise and easy to remember to the company name, brand appropriate
Personality domain Name: to the company, the brand in English and Chinese should be registered another case
Avatar: Product or corporate logo is advisable
Background: Concise, clear mainly, according to the micro-bo size reasonable design, make full use of its advertising value
Tags: set keywords according to company, product or crowd location, easy for potential users to search
3. "Enterprise Micro-Blog certification"
Corporate brand microblogging is the best certification, to increase the sense of trust, but also to prevent confusion, the process according to the official microblogging requirements.

Part III: daily operation content Construction

1. The release time is regular, avoid disorderly release, suggest every morning 9 o ' 23 o'clock and evening to ask Good morning, goodnight, other at the same time interval to publish. Specific can also be based on the user's custom to reasonable arrangements.

The figure is Sina Weibo statistics time, combined with the practice of the summary, the user comparison of the time period is generally:
Morning 9-10: May just go to work on Weibo
4-5 o ' clock in the afternoon: The work is almost finished, the time is quite ample.
Evening 8-23:8 o'clock Home basically finished eating, more free
Therefore, the release of micro-blogging activities to master the user's time sometimes will have a multiplier effect.

2. "Information collection and production"
According to the topic of content planning to produce content and map, the first and last of the day is # Good morning # and # Goodnight # language, this gives the user a very regular very cordial feeling, enterprise related information to original, other topics can be excerpted from micro-blog or network, but with the company's population related to high.

3. "Information Release and Maintenance"
Information release time: Monday to Friday 9:00-22:30, the release interval of 1 hours, in the event of special circumstances can be released timer.
Information maintenance: Delete bad messages, and communicate, forward and reply to good comments

Summary:

Event Planning

Microblogging activities are generally divided into Sina platform activities and enterprise independent activities
Sina platform activities: Based on the Sina microblogging activity platform launched activities, such as the big turntable/smash Golden eggs/prize forwarding, through the Sina Lottery lottery system.
Enterprise Self-construction activities: refers to the enterprise in their own micro-blog launched a variety of activities, such as the award-giving forwarding, sun single ritual, building, and so on the various forms of the topic of the activities. Can be divided into independent activities and joint activities, independent activities are initiated by themselves, joint activities and other micro-blogging activities

Sina Activity Platform Features
Benefits: Diversification of activities according to the analysis of more detailed lottery fair and equitable popularity
Disadvantage: Time limit encounter professional lottery competition is not easy to recommend
Three tips: 1. Is the title to give Force 2. Award to the Force, universal application of 3. Winning rate to force
Features of self-built activities
Advantages: Strong viscous interaction and deepen the quality of brand communication fans
Disadvantage: The popularity is not exuberant (unless the fan base is large) play less than a single fan increment

"Activities to carry out steps"

1, determine the subject
2, write the program of activities, including the form of activities, prizes, time, executor, publicity copy (figure)
3, the activity releases and maintains, the tracking activity effect, the interactive maintenance
4, the announcement of the activities of the results, awards and other matters
5, the activity analysis, the forwarding, the comment, the fan number, the ROI and so on data analysis, and completes the record

Tips:
1 The theme of the activity should be clear with the holidays with the reasonable activities
2 The rules of activity are simple and clear, low threshold
3 Event release time is chosen at 9-10 o ' 7 o'clock or after night
4 activities in the maintenance and interaction
5 prizes as far as possible in kind, as far as possible to use the enterprise products or services for the prize

Customer Management

Microblogging allows enterprises to communicate directly with users, into the user, listen to the voice of users, and user interaction. Micro-blog on the customer management work mainly include complaints processing, fan interaction, advice, activities and prizes issued notice, and so on, the following figure:
-Handling complaints: Dealing with urgent complaints from users on Weibo to avoid posting them around
-Fan Interaction: Feedback or forwarding interaction for fan comments
-Consulting FAQ: Solve the user's various questions
-Issuing coupons and issuing prizes
-Opinion Collection Survey

Weibo Promotion

Micro Bo also need to promote, it is like the official website of the enterprise, the need to promote through a variety of channels, we summarize the same, it boils down to the promotion and external promotion of the station, specific as follows:
In-site promotion: Based on the micro-Bo platform to promote the way, mainly
1. Promotional activities, Sina platform and self-built activities, attract the participation of fans, increase the number of search results.
2. Grassroots account Push, money, please large forwarding.
3. Co-operation with other micro-blogs in the form of sponsorship prizes.
4. Micro-application, the development of micro-blog app application, attract people to participate, but also to promote corporate micro-blog.
5. Take the initiative to focus on, search for relevant keywords, find potential users, and actively seek attention.
Outside the station promotion:
1. Blog, forum, post bar, business official online publishing Enterprise Micro-blog Information
2. Micro-BO components to promote, such as in the official network to add a key concern, attention, share and other micro-blog button
3. Qualified enterprises can be in EDM, DM brochures, business cards, such as adding micro-blog information
Description: In general, enterprises need to combine their own advantages to increase the number of effective fans, rather than by buying powder, to send the iphone such activities to attract fans, through the official website, member marketing and other ways to increase effective fans, quantity is never quality important.

Business Cooperation

Enterprise microblogging marketing process will inevitably and partners, third-party service companies to launch some business cooperation to facilitate the development of micro-bo marketing, mainly in the following areas:
1. With microblogging platform service providers, such as Sina, Tencent to carry out micro-Bo component cooperation, app application cooperation, activity participation and other business dealings.
2. With other enterprises, micro-bo cooperation, previously mentioned different industry cooperation is so, to other enterprises micro-blog activities, links and other cooperation.
3. Cooperation with third party service companies, such as micro-blogging operations company, micro-blog marketing analysis tool suppliers.
4. Participate in various conference activities in the industry, Enterprise Weibo marketing may participate in some industry meetings, salon activities and other business occasions, establish a wide range of contacts.
Small hint: the form of business cooperation according to the situation of enterprises have their own different

Operations Log

Microblogging marketing is a real-time dynamic marketing, which itself contains a lot of data indicators, such as the number of fans, microblogging number, comment forwarding number, order sales, traffic and so on. Including the analysis of the operation of other micro-blogging industry, but also need to follow the observation, do some records. According to the author's operating experience, generally including micro-blog, activity reports, micro-blog is the most important, should keep the daily update records, activity reports can be weekly report.
1. Microblogging log, including the increase in the number of fans (growth), daily hair microblogging, forwarding comments, search results (growth), order number, IP (PV), the number of activities, depending on the company situation.
"Sketch Here"
2. The activity report can be analyzed on a weekly basis, which includes the type of activity, the time, the number of participants, the number of comments forwarded, the growth of the fans, the value of the prize, and the ROI.

Note: Data statistics is to analyze the guidance of the work, the data itself will not speak, so need to find the problem according to the data, summing up the rules, timely adjustment of micro-blog operation strategy. For example, some kind of information is liked by fans, forwarding comments are high, what kind of copywriting is more likely to attract orders; What time is the peak, what time is the trough and so on?

Part IV: Data analysis

Weibo itself involved in the data is roughly the number of microblogging information, the number of fans, concern number, forwarding number, reply number, average forwarding number, average number of comments, two fans, sex ratio, fan distribution, micro-blog Marketing Operation Index has the fan activity, the quality of the fans, the activity of micro-blog, the Enterprise Evaluation KPI Index has the growth number of fans, the number of search results , Sales/orders, PV/IP, forwarding number, comment number. A brief description of some of the indicators:
Number of fans: attention to the number of Weibo, can directly reflect the popularity of Weibo (not fake)
Number of concerns: The number of tweets you actively focus on, up to 2000 people, 500 people a day
Comments: Users ' responses to Weibo content can reflect the popularity of the microblogging content and the activity of the microblogging users.
Forwarding number: Users of micro-blog content two of the dissemination of behavior, also reflects the popularity of micro-blog content and microblogging users of the active degree!
Average forwarding number: The sum/total number of forwarding number of each piece of information, average daily forwarding number or monthly mean forwarding number, secondary/bar, average reply number principle is similar. The average number of forwards (comments) is related to the total number of fans and the quality of the microblog content, the higher the total number of followers, the more the microblogging content meets the needs of users, the higher the number of forwarding and comments. So this data can reflect the total number of fans, content and quality of fans. The bigger the fan base, the more theoretically the forwarding will be, the more the content fits the user, or the more people you target in the fan, the more the data will increase.
Fan activity: This is a comprehensive data that can generally be measured by the average forwarding number or the number of responses.
Microblogging activity: Typically used as a comparison between competing microblogs or other microblogs. It is instructive to the enterprise's rational view of the effect of Weibo marketing.
Number of results: refers to the number of results in the Micro-blog search box to enter the specified keyword, can reflect the corporate brand or product name mentioned total.
Daily reports
Generally include the increase in the number of fans (growth), daily hair microblogging, forwarding comments, search results (growth), order number, IP (PV), the number of activities, depending on the company situation.
Activity analysis
In the weekly analysis, the report generally includes the type of activity, time, number of participants, forwarding comments, fan growth, prize value, ROI and other necessary conditions.
How to analyze your microblog and other people's micro-blog, to specific examples to analyze it.

1, analysis of its own microblog

How to consider the results of Weibo marketing? The data in the above 2 reports can reflect the operation status of Micro Bo in time, through the related indicators mentioned before, corresponding to analyze the results of micro-blogging, concrete case to analyze it. Taking a company Weibo as an example, the statistics for 4 May are as follows:

From this table you can see the 4 May fan delta is similar, May micro-blog information increased by 36%, forwarding total also increased by nearly 100% times, comments increased by 64%, the number of search results also increased. These data all directly explain the microblogging marketing effect.
And then for specific indicators to a deep step analysis:
Number of fans: in 4 May the number of activities is quite the same, the daily growth of natural fans is similar, so the overall increase is basically flat.
Average forwarding/commenting: The number of tweets increased by 36% in May, while the number of forwarding totals and comments increased by nearly 1 time times, and the average forwarding comment was raised directly to show that the content was popular with fans and that fan activity increased. Since the April survey of user attributes, the May content planning is closer to the needs of fans, that is, the previous mention of appetite, nutrition so fans will prefer.
Number of search results: This indicator has a very important meaning, which directly reflects the extent to which companies are mentioned and discussed on Weibo, if the gap between the number of fans and the number of search results is too large, 2 points: more zombie powder, or too few effective fans;

Conclusion: 1. Average forwarding/Commenting can guide the content strategy of microblogging and the activity of fans 2. The number of search results can reflect the extent of exposure to the micro-blog, micro-blog is to stimulate the guidance of the user Word-of-mouth dissemination; 3. The evaluation of microblog marketing can not be judged only by the number of fans increment or forwarding, it must be integrated into the overall data to consider.

2, compared with other micro-blog analysis

We all compare with other similar microblogs, but how do we compare them? Directly measured by the number of fans or forwarding number, sales orders? As I mentioned before, we should not blindly pursue high quantity, but should focus on high quality. We must clearly understand each other before the target group size, visibility impact, and even industry limitations, so can not be blindly compared. We still analyze it with three ABC companies. Look at the basic data of the three.

Data interpretation: The number of fans, B is 10 times times of A, C is 4 times times of A, average forwarding number and reply number theoretically, B is 10 times times of A, C is 4 times times of a, but not so, B is only 3 times times of A, C is the same as a, and why. Can we say that A is better than B and C? Let's take a look at the fan ratio of three fans, with the average fan below 10 being considered zombie powder and invalid powder.

Here we choose fans of the number of fans in the proportion of 10-500, through our research summary, for an enterprise Weibo really valuable is not those few fans or fans into tens of millions of reds, but ordinary netizens. According to the survey, the average number of followers within the normal social range of Weibo is 50-500, and these users are the backbone of most businesses. This is what we used to call the effective group, this is the "middle more than two little" fan distribution principle.

As a result, A's quality seems to be the highest. And the effective active fans of the enterprise basically concentrated in this proportion.

Conclusion:

1. Compare the success of micro-blogging between the standard is multidimensional, the number of fans, fan activity, fan composition, average forwarding should be taken into account;

2. High-quality fans are not the stars, Reds or fans with V, but active users of your target audience.

Fan analysis
The analysis of the fans includes sex, region, fan ratio, live powder rate, two-level fans, and other data. At present, there are enterprises to provide micro-blog analysis tools, will have influence, exposure rate, eyeball number and other indicators, is actually around the previous series of data to expand the model calculated, for reference only.
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Part V: Team Building

Team Architecture
According to the operation of micro-blogging process work mainly include the operation of the Director (CWO), BD Commissioner, copywriter, customer service personnel, activity planning, art editing these categories, specific according to the company's situation to reasonable configuration. General enterprise structure as shown

Member Assessment
Team members build daily reports based on their work and analyze daily work. In general, the work of the microblogging operations team is closely related, in the assessment should not be isolated to see everyone's KPI, the whole team can be the development of indicators, such as the number of fans, search results, orders or sales, the number of activities, but each individual corresponding to the specific indicators of different emphases, the specific combination of the actual situation of the company to decide. "Statistical sample table as follows, reference"

Part VI: Macro-array Construction

Macro-array is an inevitable way, the work of different micro-blog focus should be different. In general, according to the positioning and functional classification of Weibo, which produces sales, brand communication or customer management, or public relations, there is no clear functional positioning, not only can not form a strong macro matrix, even the main micro-blog operations will be problematic, because the content of micro-blog updates, activities planning, fan interaction should be based on micro-blog positioning to operate.

For example, a @vancl fan group was established as the main position of the macro-array, as shown below. Vancl Fan Group is focused on the interactive Exchange platform fans, release promotions, interactive activities, so from its page decoration, content construction, event planning is available to meet young, fashion, popular topics related to the interpretation of every guest fast fashion Internet brand connotation. @ WHERE customer-prudential products for the release of customers inside the news major events such as information. Other sub-Bo also clear positioning, their respective roles.

Common three kinds of macro array modes:

One, Adidas dandelion-style, suitable for the group with a number of sub-brands;

Second, the radial mode,
From a core account to dominate the account, the account is an equal relationship between accounts, the information from the core account to the distribution of the account, the information between the account is not interactive, which is suitable for local branch more and for local services business model.

Gemini Mode
Boss An account is very influential, company official an account also has influence, form interaction. These are relatively rudimentary models, enterprises really want to set up the system, in addition to the official account, the sub account, but also need a trumpet, the so-called trumpet, is to build a company with their own anonymous account, such as condiment enterprises can establish an account: @ Qiao daughter-in-law, or the kitchen to people, or private dishes, etc. With fans to share the method of cooking delicious, in short, the trumpet is separated from the enterprise products, but also the concept of their own enterprise sublimation, you have to rise to a high level to allow consumers to lift you very neutral, so that the impact of the silent consumer.

Seventh: A case study of microblogging

Sina Weibo has done a period of time to talk about micro-blogging activities, there are some good cases can learn from the learning, here I simply give a few examples from the strategic direction you can learn.

@vancl Fan group learning brand and topic marketing
From logo to enterprise introduction are simple and clear, micro-blog content and enterprise-related degree of more than 80%, always with every customer products, users, spokesmen related, in the topic of the label set also highlighted the brand, such as # every guest wardrobe #, #随手拍凡客 #, #就爱帆布鞋 # and so on, brand micro Bo should be constantly on the brand.

@ Durex Official micro-scholarly content marketing
Weibo marketing "content for the King", Durex relies on the creative microblogging content not only attracted the attention of fans, but also deepen the Durex brand spread. Some people may say that Durex's particularity is what makes it interesting, but we have to admit that many of its contents are really creative, which is something that other microblogs need to learn. Content requirements have characteristics, to be nutritious, creative more easily spread.

@ Submarine Fishing Viral marketing/PR
Although the seabed fishing and blending door events affect the image of the seabed, but the "human can not stop the seabed fishing" This event marketing is still successful, it let the visibility of the seabed has been greatly improved, this effect is not in the traditional media.

@ Fast Schoolbag learning Weibo customer service
It is rumored that Weibo has brought nearly 1/3 of the flow of fast schoolbags; Sina Weibo orders account for 40% of the bookstore's total orders; whether the data are accurate or not, but at least they value the piece, Weibo does bring benefits to them. Making friends-doing business is also the core of social marketing.
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VIII: The future of Weibo marketing

It is often asked how long Weibo marketing will be on fire, and I believe that Weibo is always replaced by new Internet products, at that time netizens did not gather on Weibo, but the future of that product will have "Weibo gene", social media more to meet the needs of social networking, then social marketing will be more in-depth, I still what sentence , where consumers, the main battlefield of marketing is where.

Sina Weibo recently has 2 relatively big changes, opened the Sina Micro-blog illegal punishment platform, strengthen the supervision of grassroots account publishing ads, false information and other efforts; Enterprise version micro-blog opened micro-window entrance. Relying on grassroots account forwarding to increase the number of fans and promotional activities are coming to an end, micro-bo marketing is no longer just grassroots forwarding, large push, it will pay more attention to the micro-blogging team day-to-day operation of the ability to more than skills. Enterprise Micro-Blog will officially enter the era of micro-electric business, how to be a microblog marketing is worth exploring.

Future microblogging marketing in several directions, micro-public relations, micro-windows, micro-live, macro-matrix, micro-customer service, micro-application, LBS, Xweibo. "Welcome to add"
Micro-PR: Weibo's media attributes have shown its huge PR role, such as the cancer of the Overlord, Huili County events, train events, seabed fishing events.
Micro-window: micro-window is considered to be Sina micro-BO Electronic Business is an important step, that is, in the Enterprise Micro-blog to increase the display of enterprise product layout, at the same time in the user's right-hand column to add some hard wide display bit, the specific effect is expected.
Micro-LIVE: micro-broadcast and interviews for business or government important things have a very good timely interaction, and tens of millions of netizens to interact, expand influence.
Macro-array: People on Weibo are a small circle of interests, hobbies, and relationships, and companies can open different functions of micro-blogging to them for precision marketing according to their services.
Micro-Customer Service: This is the current major enterprises use more and mature mode, the use of micro-Bo to carry out customer relationship management, to listen to the voice of users, increase customer interaction, enhance user brand awareness and loyalty has a very good role.
Micro-application: This piece of a lot of enterprises do not attach importance to, in fact, the use of very large, ya-ya network of 3 applications have more than 3 million users, the marketing value of how big, can think for themselves. Developing unique micro applications for your target users is definitely worth it.
LBS: location-based services, with the growth of mobile internet users, will eventually have a good integration with Weibo, but the specific mode of cooperation is still being explored.
Xweibo: Sina's product has been used for a lot of web sites, it opened the channel of microblogging and corporate web site, so that users can arbitrarily in the micro-blog and the site to switch between, can facilitate the user will be good content to share the spread of sharing resources.

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"Enterprise Micro-blog Operation process PDF version" will be 10.22 after the sharing of information, please contact the author through Sina Weibo Yan Tao three life, in the comments or letters left your email.
This article link: http://www.socialbeta.cn/articlesweibo-marketing-for-bussiness-solution-part1.html
Author: @ Yan Tao San Shou
Sam Shou Blog: http://blog.sina.com.cn/sanshou219