Microblogging marketing: The brand and who dialogue

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Kogi, an obscure American mobile fast-food restaurant, specializes in selling fried tacos with mobile cars. It used Twitter to release information about where the mobile car would stop, and had a queue before the car arrived. Within just three months Kogi quickly became one of the most high-profile mobile restaurants in the United States.

such as Kogi with the help of micro-bleomycin marketing, has been a growing number of enterprises, as the popularity and focus of the micro-blog represents a huge marketing value, in China, Weibo is also profoundly changing the internet era of marketing ideas.

The Forces nouvelles of the overall marketing strategy of the Enterprise

The Internet Data Center (DCCI) predicts that the number of active registered accounts in China's Internet microblogging will be expected to exceed 460 million by the end of 2013 respectively.

The successful use of microblogging marketing, "fast schoolbag", there are 2 full-time administrators to manage more than 30,000 fans of the official micro-blog, Xu Zhiming, its CEO, told reporters that last June, opened the microblogging channel of the fast bag, now the official website 1/3 of the external traffic from micro-blog, and not through the site directly on the microblog letters orders account for about 3% of the total number of orders per day ~5%. At present, the fast schoolbag, Weibo is not only a marketing platform, but also customer service, consulting, complaints platform.

He notes that the real voice on Weibo can help companies quickly touch consumers ' minds, their feelings about their products, and their latest needs, and get the aura of market dynamics and even PR crises. "So it's a good way to track the customer's assessment of their brand and monitor public opinion." "In Xu Zhiming's view, Weibo marketing should become a part of the overall marketing strategy of the enterprise, although in China is still in the initial stage, but from the current development situation, will gradually become a more mature marketing tool."

But when it comes to Chinese companies ' attitudes toward microblogs, Hu Weixi, author of Weibo marketing, thinks there are three of them: first, blind-minded. On behalf of Foxconn, even in the event of a jump to push it to the cusp of micro-blogging is also difficult to find traces. Second, gong type. On behalf of Wal-Mart, as a global retail giant, its account in Sina only sent 7 microblogging, fans of 1498 people. Third, heavy investment type, many enterprises in micro-blog reasonable planning, spare no effort.

Tedious, infrequently updated Weibo accounts may be worse than none. Wal-Mart's official microblog, for example, sends 7 of tweets, "without planning, and with a lot of complaints and negatives in its comments." "Hu Weixi said.

Although large enterprises such as Wal-Mart may think they do not need micro-blogging to do marketing, but in fact, micro-Bo is also a comprehensive interface for enterprises, as well as communication, customer service, crisis PR, customer relations, partner relations and many other functions.

Of course, he also believes that not all industries are suitable for micro-bo marketing, micro-marketing to different industries will be different effects. Generally speaking, the company's brand is more suitable for micro-blogging marketing, especially for electric companies, while business-to-business businesses that do not directly target consumers are less likely to have a significant impact on Weibo.

Effective dialogue is the key

Although a micro-blog is limited to 140 words, but how to send Micro bo, how to carry out microblogging marketing is really a technical job. "Mini China" received the "Durex official microblogging" in the birthday of the public blessing, and has been active flirt "Guangzhou auto Fiat" The mini soon also to cherish the sentiment, will Durex Scarchen own fans. The "brand dialogue" has been widely forwarded and commented by fans because of its intensity and appropriateness.

Jinpengyuan of the service Durex Swiebow, a marketing provider for social networking marketing, told reporters because each enterprise associated with the industry has its own opinion leaders and specific groups of people, the brand of micro-blog interaction can look for similar brand connotation, different types of industry brands, expand audience scope to increase influence, The ultimate goal is to better communicate with more consumers.

In fact, communicating with consumers from the official website to the official microblogging site is a trend to visit Coca-Cola Facebook fans, almost 100 times times the official Coca-Cola website. Last year, the US clothing company Gap was ready to change the logo before the Facebook survey, found that 5 days later, 95% of fans against the Logo,gap finally abandoned the plan.

Although many domestic enterprises are aware of the importance of micro-Bo marketing, but the release of the content is basically brand new information. Xu Zhiming also thinks, this can let the fan feel to be disturbed by the advertisement, his request to the microblog administrator is to update 2 micro blogs every hour, "the important thing is the quality of the Weibo, whether it is accepted and liked by the fans, and feedback in time." ”

In fact, microblogging marketing is more than just Twitter, Hu Weixi that "this is a systematic process", from planning, listening, intervention, participation, evaluation, is not a single push, but interaction, feedback and adjustment process. "Providing continuous value to fans is the most important principle of Weibo marketing." "Another golden rule is to have an effective dialogue with your fans," says Hu Weixi.

In the content creation of Weibo, the three points summed up by Xu Zhiming are "useful, interesting and methodical", that is, it is more popular for consumers to be more service-strong, entertaining and readable. In addition, micro-blog marketing can also use the line and offline activities of the combination of catalysts and viscosity agents, but the activity frequency, activities, prizes, activities, rules, activities to be reasonable, "This is also the future of the fast bag Weibo marketing to enhance the content."