Microblogging marketing war, in fact, playing is positioning

How do companies play on Weibo? Corporate image positioning is very important, micro-blog is flowing text, during the tone, there is controversy, there is emotion. Enterprises in the micro-Bo behavior should be like a person, speaking, human affairs, but also have to have character, it is best to be a people like people. Brand virtual image positioning is very important, it can be said that positioning clear, micro-blogging operations have succeeded half.

Many enterprises official micro-blog management is not standardized, yesterday or a mouthful of "pro" "Sell Meng" "cute", a blink of an eye to become an "expert" "teacher" "philosopher", so that fans can not stand, the fans into a schizophrenic. Image positioning is based on the needs of business and marketing communication design. For example, the image of Durex on Weibo is: a bit of bad white-collar young men, once such positioning is good, it can be from different angles to portray this image, fans are acceptable. Here is the microblogging example:

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What is your microblog brand positioning?

For example, the author for a financial management enterprise image positioning is:

The more it is portrayed, the easier it will be to run the next microblog. For example, the financial firm's target customers are wealthy people with more than millions of dollars in their hands. The company's official micro-blog Description of the clear, the purpose is to share professional knowledge of financial management, so that the target consumer assured. In this way, microblog operators weigh the tone, tone, mantra and interest of the more than 40-year-old financial expert from Wall Street. From the modulation of the "Martian language", for the later operation lay a solid foundation.

For example, Starbucks official microblogging image positioning is a little petty, have the affinity to understand the life of the waiter. Starbucks ' microblog idea is to create an affinity that creates a relaxed atmosphere that makes fans feel like they are chatting with waiters in a café. Once the customer is clear, such a tone and image will be deeply rooted, the effect will be very good.

Blunt industrial products, machinery, hardware, chemical, pharmaceutical and other enterprises how to portray the virtual image of the enterprise? We can see a lot of enterprises more hard, find the brand virtual customer door, resulting in the result is micro-blog text dry, lifeless. The image below is a micro-blog of a bearing company, you can read and know what is the virtual image of the enterprise?

What do you do with this? From the experience of many similar enterprises from the author's Tangxing, we need to discard from the source the industrial products, the rigid material to start, to think about the corporate social responsibility, advocated the idea, the enterprise spirit to take care of the product propaganda. The effect of marketing, not to see the company exposure, release how many times, and more important is the user absorption, recognition you. The author thinks this kind of enterprise's microblog image localization may choose:

The trilogy of Enterprise Micro-Bojin: 1. Enterprise Micro-blogging operations, capture fans, strategic input, attract potential fans; 2. Price, create a topic, interest interaction, let the fans stay, forming an influential community; 3. Become a harmonious ecosystem with sales function. Enterprise Micro-Bo brand positioning needs to be confirmed before the trilogy, the description is clear, otherwise the enterprise in micro-blog performance will be diametrically opposed, schizophrenic. The current enterprise micro-blogging failure typically has: a. On the first to send ads, not reliable; B. Strategic investment is not strong, weak influence, halfway; C. The official microblog of rhythmic disorder, schizophrenia, scary!

Summary：

Enterprise typical doubt is: "We play microblogging do not know how long to play, follow the bandwagon to play, do not know next year to play Weibo." The author Tangchingtong that: Social media should not only focus on exposure, marketing level, should be strategic, positioning, marketing, customer service, crisis public relations and other aspects of the overall consideration, if the system is immature, the proposal to suspend.

Write down your point of view on Weibo? ~~~

Source: Sina Weibo: @ Tangxing