Microblogging Marketing 9 principles: information is advertising and opinion leaders to be friendly

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Commercial companies have long embraced marketing rules, which are still valid in the microblogging world and which are not.

Article | CBN journalist Di

"How about your company's Twitter power?"

Many people do not even understand this sentence, but soon, this ability-good use of micro-blogging (microblog) for brand communication and marketing capabilities-will become the evaluation of the company's marketing level of the new standards. The sudden popularity of micro-blogs makes communication between companies and consumers truly "personalized", "7x24-hour", "fully transparent", which looks extremely close to the ultimate pursuit of service, but actually poses a challenge to the company's marketing capabilities. "First Financial weekly" examines the current China's hottest Sina Weibo and the world's most popular microblogging site twitter.com, the business companies need to pay attention to nine rules.

01 Good things do not go out, bad things spread thousands of miles, and pass faster.

GE's research shows that for good news, one person knows the average 6 people around him, and bad news is spread to around 23 people on average. The absurd thing on Weibo not only forwards easily, its comment function has stimulated the user's imagination and sense of humour. Companies beware!

The early April "KFC second Kill Door" is a classic case. The first article related to this micro-blog appeared on April 5 19:30, a user posted coupons picture, followed by several people forward, to the next day 14 o'clock several micro-blog said "To eat, really cheap." After 14, KFC suddenly announced the cessation of the event, the remaining 1100 micro-blogs are almost all spread the matter and ridicule, impressive, including customers call McDonald's takeout to KFC photos and "KFC can not afford to play" picture, or even 800 years ago about KFC "We do Chicken Right "translation of the jokes are also dug out of the crazy biography.

So the first conclusion about micro-blogging is: compared to traditional SNS, BBS and personal blogs, the speed and range of microblog propagation are much greater.

02 Social networking is the place to build relationships, and interaction and service are key words.

Finding topics and target audiences on Weibo, locking in keywords, and finding potential fans to communicate proactively is something that companies can easily accomplish on Weibo.

With more than 13,000 fans, @ Changan Ford's two-time spread is worth learning. @ Changan Ford's approach to gather popularity is to frequently plan various kinds of award-winning interactive activities. The cost of activity is not high, more importantly, after the fans in the micro-Bo bask in the prizes, @ Changan Ford will take the initiative to comment or forward, formed an effective two times spread.

The customer service team of Comcast, America's biggest cable provider, @comcastcares also Comcast the problem for consumers on Twitter. The U.S. consumer satisfaction index showed that Comcast's recent consumer satisfaction has increased by 9.3%, largely because of the 10 Comcast employees on Twitter. In fact, Comcastcares's name means: Comcast cares about how you feel. This, in itself, reflects Comcast's attitude and rejects the idea that Comcast is not a user.

03 Humanization, personalization is very important.

In advertising and communication, according to Frech (Rudolf Flesch) 's human formula, the human touch score =3.365x the number of person words in every hundred words +0.314x the number of person words in every hundred sentences, and the higher the personal score-the more simply, the more you and I he, The wider the spread of advertising or news. So, on Weibo, companies must be like individuals. As Miao Ying, the head of business development at Sina Weibo, described it as "the first financial weekly," the company or the organization and the user "friend-type communication" is the most important.

China Oriental Airlines Co., Inc. 's Micro-blog @ Eastern Ling currently has nearly 9,000 fans. East Airlines Ling called the most representative of the airline's image of the stewardess, each stewardess is the name of a conclusive, preceded by Ling two words. The main content of Weibo is the scenery photos taken by flight attendants all over the world, or the cockpit of the airplane that the passengers can't see at ordinary times, etc. The overall style is simple and approachable, which is in line with most people's taste for aviation services.

One of the many things that companies that successfully use Weibo for marketing has in common is that they use real people (with real) to make their own accounts. Comcast's Avatar looks sunny and friendly.

Similarly, "Dell's growth in China is really quick, and the potential is huge," said Dell China on April 12, commenting on and forwarding a netizen's microblog. Thank you, Kiss! This "Taobao female seller's chamber" may not recruit all people like, but as a customer service this tone does make people feel very cordial.

04 still need to find a prospective customer base, set the issue

While Weibo has little cost, low quality microblogs can only lead to the loss of fans. Miao Ying that the company should first give micro-blog positioning, to find out "what this micro Bo want to say." Microblogging function is the construction of corporate image, the promotion of product lines or promotional activities? First positioning, and then based on positioning to determine the target audience, and then put their favorite topic to talk about, closer distance.

For example, Heng Shin Diamond agency registered five different Weibo accounts, these are the @ Heng Shun Diamond Agency, @IDo Children's Fund, @IDo Global matchmaking model, @ oohdear and @ Houlin, from the overall brand image, the public good, product promotion and leadership of several dimensions, each has a focus to attract potential consumers on Weibo.

Vanke opened the first real estate microblogging, and is a group of micro-blog, in addition to the official micro-blog @ Beijing Vanke, Wang Shi and its senior executives Sho Jing, Mao Daqing have respectively opened a personal microblog.

05 with opinion leaders and celebrities with verified signs

The leader of opinion is the important role in communication. One of the best ways for companies to attract fans is to dip into the light of a public opinion leader. In the Internet age, opinion leaders are not entirely limited to the traditional concept of social elites and public intellectuals, such as the blog boss Xu Lei and Weibo queen Chen Yao.

This case comes from the official Sina Weibo @vancl fan group. At the beginning of the November 2009, Xu Lei Design, and VANCL cooperation produced the ultimate concept of the end of the online decoration, almost at the same time, VANCL provided Sina Weibo presented to Chen Yao's two scarf. November 6 20:58 Chen Yao in his microblog posted scarf photos and received 520 comments, the night 23:06 VANCL Assistant President Xu Xiaohui then forwarded and commented that "want to get free and Yao Chen the same scarf?" thread on the 190th floor, 290 floor and Chen Yao scarf the same scarf each one ", More than 300 reviews are available within 24 hours.

06 Information is advertising

The value chain of traditional media is roughly composed of several parts: information-content-advertising-commodity-consumption. In the value chain of micro-blogging, this chain is drastically shortened or replaced. The content that the company sends is sometimes the advertisement, even the information itself can direct the consumption.

April 15 Starbucks Global stores to bring their own green Cup customers free coffee is known on Weibo. And then KFC seconds to kill the door of the storm is not flat, Starbucks promise to cash consumers are quite satisfied, have uploaded a cup of free coffee photos, this good impression not only left to the limited coffee consumers, micro-blog millions of viewers also saw a clear.

On Twitter, Dell's @delloutlet, an account that specializes in clearing inventories at a discounted price, now has nearly 1.5 million followers, while PCs, computer accessories and software sold through the channel to promote sales have already made Dell 6.5 million dollars.

07 Do not superstition "golden four Hours" theory

The advent of the network has let the emergency crisis PR gold 24 hours into gold four hours, but now on Weibo, the response to the pace of demand does not seem to improve. To the surprise of the researchers, the "first time" response to the crisis is not necessarily the wisest choice as the pace of interaction increases. The logic may be that when there is an excess of information, the curse sometimes fails to stop apologizing, but to the next unlucky egg.

KFC China's official micro-blog @ KFC in the second kill the incident in my own kuiranbudong, there is no response to this matter, two days after the user's forwarding and comment on the amount of rapid decline, the storm on the micro-blog gradually fade away. On Weibo, where fresh targets are emerging, it is easy to get angry, Shine or even escalate the situation. In micro-blogging would rather slow and do not say the wrong thing, or will be countless times to enlarge the spoof, was forwarded after the deletion of the original text is useless.

08 minority opinions also need to be valued

Elisabeth Noelle-newman in the "strong view of the return to Mass communication," the "Silence of the Spiral" theory that: in a certain period of time, some of the views of the mass media occupy an advantage in society, and the people who hold the non-dominant point of view will become more and more less and more gradually, forming a "silent spiral ”。

But on micro-blogs, "expression" is at least as equal to "listening" or "spreading", even though the views of the minority can still be relatively independent. And, once there are some popular factors, it is possible to evolve from a few moments into a majority. Diversification will be the micro-blog "Media" attributes of the inevitable results, and commercial companies have been unable to fully "guide public opinion."

09 Facing consumers

The six degree separation theory is seen as the foundation of all social networking, but on Weibo you can simply "focus" on strangers. Users no longer seek to find their "potential people", but rather take the initiative to "focus on" the people they want to know. This means that in the past some of the profits from channel, distribution, and distribution have shifted to upstream companies, and the risk of channel risk-taking has shifted upwards.

Before the Spring Festival in 2010, Sina Weibo held activities, netizens can publish their dreams through micro-blog, conditional netizens can help to achieve. A girl in the event wrote her wish to get a diamond ring so she wouldn't have to be naked. The desire to be Heng Letter Diamond Organization Chairman Houlin See, he really sent a diamond to the girl.

This case is just one side of the coin. Also in this event, faced with the "dream" of micro-blogging, more companies have chosen silence-they are not ready to face their own consumers directly.