Microblogging in the name of "marketing"

A few days ago with a domestic industry giant head chat spread, talk about micro-blog.

"Release Weibo 3,000, fan 300,000" in charge of open official Bo further interpretation, "Daily transmission 1200, comment 200." ”

This should be a very good result!

However, behind the scenes I saw the data: Phi Time Machine daily 8, from 10 o'clock daily, the frequency of one per hour is updated to 17 points; Each tweet is 150 up and down, comments are about 30; there is no interaction between Weibo and the content is stiff, almost full of corporate advertising push, The occasional several signs of the word, dress collocation with micro-blogging highlights are neither fish nor fowl.

I have a heart to click on a few of the bloggers in this micro-blog to forward, found that the microblogging content of these bloggers are almost exclusively, no differential forwarding, the focus is also all add v Bo and marketing account.

I think, in the era of zombie powder, the robot has been propped up for a day.

The chaos of Weibo is evident.

I am very blunt to point out, "You this micro Bo is afraid to be fooled?" ”

In charge of the answer is greatly unexpected, "those are not important, it is important that we micro-bo in the industry is already a leader!" Fans first, forwarding comments first! "said to me to see its team to write a number of articles, the main idea is that the enterprise new media marketing has been small, walking in the forefront of the industry."

The chaos of Weibo, chaos in the hearts of people.

The emergence of Weibo does give companies the opportunity to finally get rid of the strong shackles of the media and have the potential to build their own media. Therefore, enterprises have launched a "micro-bo marketing." Then a see recruit the drama also opened the curtain. You say fans are important, good, I give you fans; you say zombie powder is invalid, then I give you have avatar; you say Weibo no one for Tianjin, but I can protect you micro Bo from the wind, regularly forwarded comments, rain or shine, sleepless.

At this point, business owners pick up the wrong, micro-Bo marketing team also smiled at the Yan.

When I wrote this article, I specifically looked at the current Sina Weibo situation list, among the top 100 bloggers in the popular list, in addition to the NBA, Headline News, micro-blogging android client, Sina SMS microblogging, Weibo celebrity, Weibo iphone client, the Olympic Games, such as public microblogging, corporate micro-blog without a list, In fact, this is the micro-BO Environmental Enterprise Micro-blog survival status in miniature. Why Enterprise Weibo is not high, where is the way out?

I have two angles to explore.

I often say a word: Play the media, must respect the media attribute.

As far as Weibo itself is concerned: it is the epitome of social networking, an online extension of the user's network of connections. Users use microblogging is nothing but attention to two types of people: the first category is "people want to see", including family members, friends, colleagues, classmates, for this circle of users want to get the same attention, the second category is "affordable people", including stars, jokes and other such likes and dislikes, and for this type of blogger users will not be interested in the session.

As far as corporate Weibo is concerned: what does it mean? In my opinion, corporate microblogs should be "a tool to communicate with the public," and that's all. In brand marketing, "communication consumers" has always been a big issue, we have used research tools to understand consumer demand, and thus guide brand building, and through micro-blog, enterprises have an unprecedented opportunity to achieve full and continuous interaction with consumers. In addition, the meticulous maintenance of enterprise Micro-blog will be brand personality also show No. In fact, the "communication" function is already the biggest value of Weibo, in all the media circles currently owned by the group, only micro Bo can play a good role. I think it is "unreasonable" to define enterprise Weibo too much. As some business owners think Weibo is a sales tool, selling goods on Weibo, just as it is advertised as an advertising platform, and advertising information is rampant; Throughout this kind of microblogging, no success.

Further explore the intersection between user and enterprise microblogging: For users, Enterprise Weibo must not "want to see the people", and "the people who can afford" is the breakthrough. Becoming a user "affordable" should be a task for all microblogging marketers. In view of this viewpoint, personal opinion has four:

You can hire a coach, but first you have to understand what you're going to do.

No second person in the world knows you better than yourself, the brand positioning, brand personality and the content you want to communicate with consumers should be familiar with the heart, the most want to express the message to communicate the way accurate delivery, is for the strategy. At the end of 2011, I visited two micro-bob in two southern cities, one called Creative Workshop, and one called Weibo comedy list. Although they do not like the internet spread said there is a strong background, are independent small team, but the micro-bo understanding is extremely deep. They all talked about being a celebrity-hosted microblog, and then stopped because of poor results, and asked why, because there was nothing to say. An enterprise Weibo, subject to the field of specialization, to "Say what" I am afraid to rely on their own thinking, the team can give is how to say better. Durex's microblog is often talked about, as a necessities of life, Durex never in micro-Bo Shanghai boast about how good they are, but very good at "occasion." As with the alternative use of their products in extreme situations, as the fans of the fans curry favor with the strategy; Over the same term, consumers have formed a "tide pioneer" image positioning. In this way, Durex is a person who can "afford to see".

Second, explore the bottom of the coach

It's hard to imagine a skinny trainer writing a workout plan for you and coaching you on how to be a muscle man. I can easily point out that the vast majority of so-called "microblogging marketing" teams do not really understand microblogs. Business owners can look at the microblogging of their team members and the past success stories in the microblog marketing team's proposal. Without deep communication and repeated argument that is, "Weibo marketing" team will not be responsible.

Third, no interaction, not micro Bo

A good enterprise will not waste any chance to communicate with consumers. Fan comments represent their insights, questions, or support for the Weibo message, and the enterprise needs to give effective feedback. Fan forwarding is its identity and dissemination of this information, but also worthy of interaction. If the microblog is always lifeless, it is better not to do it than talk.

Keep Exercise Diary

In the early days of my personal microblog, I conducted a six-month-long daily data record, gained a lot of valuable data, and guided me to maintain the microblog efficiently. But the current enterprise micro-blog already has the data analysis function, the daily data analysis summary should be the indispensable work link.

This article only on the micro-Bo image to make an opinion, and hope to be able to discuss the enterprise micro-BO business, the shortcomings of the criticism, please.