Official Micro pair Touch: Flying Silk vs Kang Wang

Wen │ reporter Darili

"I old start crumbs, the old man said with hair yeast shampoo effect is good, but I mistook the face alkali as the yeast, the result after washing hair dandruff more and more, ah ah ah ah save me!" "Avatar for Gaddafi's Netizen @ Chi Weibo tells the story of his sad, and the end of a long series of wailing, suggesting that he is now on the verge of madness."

"Have to go to the world", the data show that the current domestic shampoo market capacity of about 30 billion yuan, of which dandruff products accounted for 60%. Caught in the "hair like Snow" is not only the wings of a person, the search results of millions of micro-blog talk about dandruff, dandruff and other issues, hoping to get help.

Two hours later, someone really came to rescue, and it was a blue v. @ Kang to @ in Chi said: "Cause there are many reasons for dandruff, if it is normal metabolism produced dandruff will be recovered, if it is pathological dandruff that must pay special attention to it ~ don't careless, to timely treatment. Finally, I wish you a speedy escape from dandruff troubles. ”

Behind the scenes: precision Marketing vs. sincere communication

@ Kang is the Yunnan Rainbow Pharmaceutical industry Kang Wang brand official microblogging, opened more than a year. @ Kang Wang through technical means to ' dandruff ', "head itch," such as the key words of the scalp to collect and crawl, and use a certain procedural rules to pinpoint the need for help microblogging users. "Yunnan Rainbow Pharmaceutical Group Co., Ltd. Promotion manager Dai Zilan to the advertisers," said.

"Dandruff is a relatively private issue, users through the micro-Bo spit Trough complained that the dandruff problem has interfered with his normal life, and not in the current exposure to the daily product to find an effective solution." And as a prescription drug Kang Wang is just enough to meet the needs of such a heavy dandruff, we hope that through the @ Kang Wanglai practical help to everyone, in fact, is a demand interception means. ”

First of all, @ Kang Wang Precision Marketing is a brand marketing rather than product marketing, so in reply to netizens, @ Kang to brand care, and for users to find practical solutions to problems, rather than blunt preaching and strong push advertising to force users to buy products. "Dandruff is a health problem, also related to a variety of lifestyle habits, such as excessive overtime, too much pressure, eating greasy spicy can cause hair problems." "Dai Zilan explains," the group's health professionals have expertise, and we want to communicate this information to netizens to improve their health through lifestyle changes. ”

In the public consciousness, the Blue V (Enterprise authenticated user) user usually mainly passive customer service, rarely take the initiative to care for everyone, ordinary microblogging users received from the brand Blue v after the care of how many will feel novelty, and under the driving of curiosity to further communication. "For a known crowd of Kang Brands, the image of Kang in his heart may be deepening; a user who does not know him may search the Internet." "Dai Zilan analysis of these two possibilities," in the latter case, Kang through an S (social media) to lead the public to another S (search), and then by virtue of the Kang network on the good Word-of-mouth environment, prompted him to have a favorable impression of the brand. The photo from the Chi Wing later showed that he had bought a bottle of Kang Wan with lotion at @ Kang Wang's suggestion.

@ Kang daily to 200 or so users to take the initiative to care for the brand, in the hair-high season care number will increase. Users enjoy and enjoy the acceptance is the principle of precision care must be followed. "We have been watching the attitude of netizens, and now it seems to be OK." "If they feel bad, we'll change the way," Dai Zilan said. ”

When it comes to dandruff, there is a day of the product can not be mentioned, that is to chip strength claiming that the sea flying silk. It is the first brand to be launched in China in 1988, then entrenched Dandruff shampoo field leader of the throne more than 10 years, become a lot of people in the consciousness of the first choice to remove dandruff.

The official microblog of the flying silk is not as comprehensive as the @ Kang Wang. "This strategy has a bit of a sense of customer relationship management, more suitable for relatively niche products." Uwining, senior manager of communications and Technology technologies in Greater China, said, "The leader in the shampoo market, the huge number of users, we have to further explore how to provide hundreds of millions of of consumers in the social network of accurate services effective way." ”

But @ Flying silk strength will still be the consumer's advice and trouble for one-on-one follow-up. "Billions of of people around the world have used the sea silk, the years of witness to let us have confidence in our products." "Uwining to the advertisers," said, "but there are inevitable cases." "For example, a small number of fans reflect that their use of the effect is not as good as others, or products in the process of storage changes in the character."

Flying silk to this kind of content particular attention, sincere attitude, after understanding the situation or to help contact the relevant medical resources or try to appease consumers, and take the initiative to bear the corresponding economic losses. "Care will certainly be able to gain the respect and understanding of consumers." "Uwining is willing to believe that communication based on mutual trust and respect can solve all problems."

Front: Strength vs Prince Style

Compared to the behind-the-scenes operation of the silk, the company's official micro-blog Front layout undertakes to take a look at the task of retaining the eyes of the fans, often poured into the operators more effort. Build up the official micro stage should present a what kind of image?

The nickname of the sea fly silk is "small sea". Uwining recalls that the initial microblogging platform users small, digital marketing operations focus on the forum, female-type vertical media and Renren, happy Net, shun with operating "small sea." It was not until the middle of 2011 that the primary and secondary relationship was significantly reversed.

The small sea has three big character characteristics, strength, young, entertaining. These genes are inherited from the brand image of the sea silk. Strength is the core of the brand of flying silk, embodied in the efficacy can solve dandruff problem, at the same time in the spirit of the ability to represent the realization of the dream; the new generation of consumer power gradually grow, in order to gain their favor, the hope of the company to shape themselves into a younger brand; For example, the title of Oriental TV's "China's Got Talent" is now the fourth quarter.

"Long before the birth of micro-Bo brand promotion, the vivid image of the vitality of the sea-flying silk rooted in the hearts of consumers, and then transferred to micro-Bo position, the small sea is bound to go down this road, is now the description of behavior." "Uwining explained," Official micro-brand is the projection of the spirit, the inner brand spirit of flying silk must be inherited, and those large scale or controversial content, if not with the brand spirit, even if the short time for the promotion of micro-BO influence has a certain effect, we still do not participate in the dissemination. ”

Like the small sea, @ Kang Wang's name is also in the "small" character generation-well-off, put down the brand to better communicate with netizens. Well-off is the new world of micro-blogging, born in the end of 2011, followed by a trial operation years.

Until April 2012 when Sina launched Enterprise Micro Bo 2.0, Kang took the opportunity to aggressively standardize micro-blogging operation, large to the overall brand design, content plate positioning, small to the template, head and so on all repackaged, this just into the professional track.

One of the actions is to modify the account nickname. Kang that the official micro-blog and the official website positioning different, official micro should be a more lively, more vivid, more able to express the position of brand care, so decided to the original account "Kang Wang official Weibo" reduced to "Kang Wang." "The official Weibo four-word color is more orthodox and less intimate." Dai Zilan explained.

Well-off head also removed logo replaced by Kang Independent design of the cartoon image Kang Prince. Kang Wang contains profound meaning, is Kang Wang brand the whole visual system part: Double Arrow Modelling Hair representative contains compound ketoconazole ingredient Kang Wan Use lotion in two arrows to effect the effect of better, red and blue with the hue is the product packaging with the color.

"Kang Wang's core users located in the 15-35-year-old, for this young group, with a lively and lovely children's cartoon image and their exchange can eliminate the cold feeling of drugs, greatly enhance the brand affinity." "Dai Zilan said.

In this era of integrated marketing, micro-blog as a company from the media must be combined with the promotion of brand activities. Coincidentally, sea and well-off are in the active season recently.

The fourth quarter of November 18, 2012, "China's Got Talent show" premiere, @ The sea flying silk strength and concentrated fire on the title column to cooperate. This is due to "strength" to hold hands more than two years old partner in this season, the relationship is more close, only from the microblog name can be seen--"The sea Fly Silk China talent Show" and "sea fly silk strength", you have me I have you. Sea 5 to 8 posts a day, most of the content is to share with netizens around the world strange things, forwarding volume is very high, easily break through four digits. "The marketing creed of Procter and Gamble is to do less, do big things, do long (Fewer,bigger,longer)." "Uwining laughs," since has established the deep cooperation relationship with the talent show, will make full use of this cooperation opportunity, concentrates the one thing to do thoroughly, completes. ”

Kang also in August with Tudou launched the "dance China" large-scale draft activities. "We have shifted the main position to Weibo, in addition to sharing the excellent dances of the contestants, as well as live live and launch the Micro blog on the wall during the event." "Dai Zilan introduced.