Play to micro Bo marketing to master the four main functions of Weibo

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"Weibo", in my personal understanding, has roughly a few main functions.

First, enterprise propaganda and information release;

The second is to build the image of the enterprise flesh and blood, this is like those enterprises do advertising, are to give themselves a positioning, reflecting an emotion;

Third, user observation, market research, Crisis PR;

Four is the activity plan and the promotion, emphasizes the interaction;

First, corporate propaganda and information release, this will be relatively simple, focused on the point is soft down, not similar to the previous enterprise Xuan so just. Then you are the official website, then some industry things can be built, such as the tourism industry, a season of hot spots, an attraction recently need to focus on what. Do not require a high frequency, but to have their own more valuable section (similar to the ace of the TV station), so as to enhance the industry awareness and users of micro-blog authoritative identity.

The second is to build the image of the enterprise flesh and blood, for the enterprise emotional building, first of all to understand that our overall website, the overall product needs to give users what kind of senses. A relatively simple example, a major target for the adolescent consumer products, the company spokesperson is certainly young people like sj-m. Similarly, microblogs need to show an active, positive attitude. One is for mature consumer products, such as you sell Swiss watches, then your microblog shows a kind of wisdom, a depth and chongrubujing. In other words, how to express this attitude. Active participation in hot spots, for the social hotspot to give their own unique spicy comments, and then buy a big V forwarding, each other--such as Wise on the Big V forwarding time to praise, said OK Butler network this micro-blog reviews as always original and powerful what blablabla. Think about why you think someone is active or wise. Then apply your feelings to the right, pay attention to the way to convert Cheng. At the same time, customer service external communication also needs to be unified, you are a passionate teenager or you are a wise middle-aged, the sense of care to maintain. The company's internal activities or staff work and life events is also a good choice

Third, the user observation, market research, Crisis PR, for the user observation research and crisis PR, first of all to understand that our operation of the main idea is unchanged, micro-blogging operation is only a part or a carrier. So our observation and analysis is to serve the overall goal. And this is not a short-term thing, is a long-term analysis. Simple example. If we create our own unique product portfolio. For example, Hainan +5 star Hotel + tickets + tickets. Then we need a lot of things, such as last March and this March mentioned to Hainan to go to Hainan, such as the frequency of the key words are higher, mentioned the word of the group about the age range, whether want to enjoy more high-end services. Hainan where tickets are the best wind rating, mentioned the highest frequency. Which hotel has the highest frequency of wind rating and appearance. When this part can be mastered, through the data analysis, you can dig out of their own company's potential stock products. As for crisis PR and customer service. Crisis PR is primarily about taking the time to experience your own products and measuring whether your own evaluations are equal to the user's evaluation. The usual search for micro-blog content industry keyword company keywords more attention to the right. As for customer service, more communication, a person in micro Bo communication at the same time 100 people are not the problem, the key is to have their own attitude at the same time can let customers feel the goodwill to them, this words such as record customer data, occasional small gifts, birthday simple blessings. A lot of

Four is the activities of planning and promotion, focusing on interaction, for micro-blogging activities, my personal view is that must focus. Traditional what for all users of the forwarding AH Lottery has been invalid. So what are we going to do? Dividing groups. A simpler way to do this is to create a list of authenticated users. When doing activities you can do this like 80% of the prizes released in the member pool. 20% of the product is released in the entire user pool. Keep in mind that your benefits are for your users or potential users, all of them cast nets, ineffective and unwieldy. And more activities is to listen to the voice, do OK Butler net this type of electrical products, customers feel good is really good, hidden in the back of the technical staff will not be too front. And your activity divides to appear like each year company establishment month or various festival document activity, usually has some small surprise activity.

What's the matter? intended users to see your microblog content become a habit, that is a good state.

Advertising is not necessary, I played in front of the other departments to take care of the face. Advertising this thing is easy to reduce the enthusiasm of users, give the benefits when the special injury. Small panda like micro Bo is very hot now a little out of the way = = especially not to sell goods advertising-Internet channels to sell the success of the basic probability is not high, and sell goods on the lower your style. If you really want to sell then raise a few vest number as a senior user or directly to the large amount of money, let the tuba directly ask for example this May what a good place to recommend Ah, ready to play. Then talk to him about one-on-one needs and then give product recommendations. This is not too objectionable.

There is a micro-blogging operation in terms of content and data analysis, and there is another aspect to be studied

Research platform itself rules

Sina and Tencent Weibo have their own crawl rules, recommendation rules. As a side of chess, you have to use the rules. The basic chess rules of the horse-walking day you don't know how to go chess. is basically the rhythm of GG. Analysis of which places can be used as our Window Micro Channel? Hot spots, featured websites, hot topics? Media coverage? Real time Weibo? These can be long-term retention of the content of the window, can appear in the user search keyword focus point of the eye part of the resources must study its rules. For example, playing basketball, three points in a professional team with three points. These parts can be studied in a study. Using their own vest micro Bo research. Like creating a hot spot. You go to the top of the vest, about what degree will become a real hot Weibo. Microblogging links to what sites will appear in the media coverage. These are all needs to be carefully studied to eliminate

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