Microblogging marketing into the 2.0 era: not to be a fan to make comments

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Today saw an article "micro-great" has died, very vivid description of the micro-broad mountain car-type development trajectory, at the peak of the "micro-blog Comedy list" This large one-year income can reach 15 million yuan. But this is already the past tense, with the Sina platform for advertising, stiff powder, etc., micro-broad has gradually entered a dead end.

Of course, this is the "financial world" on the micro-Broad is dead comment. However, in micro-media CEO Wang Zhen, even if the Sina platform does not carry out advertising and stiff powder clean-up, the micro-Broad is also dead, because it represents the 1.0 version of Weibo marketing-that these grassroots can only help companies to do fans, comments, and forwarding, but the conversion rate behind these data is very poor. Wang Zhen cited a case is: a Taobao store micro-blog, carefully crafted a beautiful star PS contrast pictures, forwarded nearly 28,000 times, covering more than 5 million, but the final order only sold 5 orders (see the figure below).

Wang said that this bloody lesson is reflected in the 1.0 version of the marketing idea, that is, by doing content to the grassroots large forwarding, so as to attract fans, comments. But the staggering amount of forwarding can only lead to poor 5 orders.

So what is the 2.0 version of marketing?

2.0 version of the marketing rethink the relationship between enterprises and customers, that you should not seek to make customers become your fans, but should return to the original focus on helping customers solve problems, so 2.0 version of the marketing should be customers.

How do you do it? Simply put, create a group of customer service teams to actively communicate any questions about your product on Weibo. This way your potential customers will be moved by your service even if they don't become your fans, thus greatly improving the conversion rate. From this point of view, the traditional fans, make comments is completely biased, because there are many fans, if there is no communication and solutions, it is still a pile of live stiff powder.

For the 2.0 version of marketing, Wang Zhen gave a very vivid case, that is the marketing of millet mobile phones. Millet use their customized micro-blogging marketing system, for all millet people including Lei classification, once the micro-blog on the issue of millet, system managers can quickly assign problems to the relevant personnel to answer. Such people have any questions about millet can quickly get feedback, so even if it is not a potential buyer of millet, he will also produce a good impression on millet.

This is what it calls 2.0 marketing.

Of course, such marketing can not be separated from Wang Zhen they developed the system. Wang said from the development of Kingsoft PowerWord they have accumulated a wealth of semantic recognition technology, so can be very good positioning of the natural language generated on Weibo. But this is not about the system, it's about idea. Friends are welcome to leave their idea in the comments.

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