Probe into the micro-blog marketing strategy in "the second" era

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The microblogging of the "second" era

Weibo, or micro-blog (microblog) abbreviation, is a user relationship based information sharing, dissemination and access to the platform, users can through the Web, WAP and a variety of client components in the personal community, to 140 words of text to update information, and realize instant sharing.

In the social Blue Book published by Cass in December 2009, Weibo was evaluated as "the most lethal medium of public opinion". In particular, the social Blue Book points out that one of the characteristics of China's microblog is "a strong focus on current events". "Citizen reporter", a temporary guest of ordinary Internet users, rushed to the front of traditional media reports and government news releases, the first time on the micro-blog to publish firsthand information on the incident "live".

From the rise of Weibo we have seen a change in the image of the individual, which is growing taller, the individual is no longer the silent majority, they are making their own voices, and the sound is gradually being listened to by more people, thus altering our incomplete world.

There is no reason for the popularity of micro-blog, itself is the biggest reason, because it adapts to the needs of user interaction and communication, adapt to the trend of the great changes in information dissemination mode. As a new application mode of the Internet, it is highly open, between the Internet and mobile network, no matter when and where, users can timely release information.

The advantages of Weibo marketing

Sina Weibo advertising words: These days, no "scarf", really embarrassed to greet others. Proved the popularity of micro-Bo now, after Sina, NetEase on 20th, the official launch of NetEase micro-bo public testing business. And Sohu early in January on the public test, but do not support the registered user name, the four major portals left Tencent's micro-Beauchamp in the test, can be said to enter the national micro-bo era.

Weibo is a mobile phone message, social networking sites, blogs and IM, such as the integration of four products.

1. There is a lot of information on Weibo that is not visible in traditional media, and the public has a natural interest in public discourse, and it is easier to interact on Weibo.

2, micro-Bo can be mobile phone and short MMS anytime, anywhere to publish information, and SMS similar, but the message is the way to spread "one to a", and micro-Bo is "one to N to N". At the same time, Weibo charges are cheaper than SMS.

3, the main advantage of the domestic micro-blogging site is to support Chinese, and with the domestic mobile communications service providers, users can through wireless and wired channels to update personal Weibo.

4, the spread of micro-bo faster, more attention to people, more time-sensitive. Micro-Blog Real-time search results into the search engine, thereby increasing the user's real-time experience.

"Your fans are over 100, and you're like this magazine. More than 1000, you are a bulletin board; More than 10,000, you are like a magazine; over 100,000, you are an urban newspaper; more than 1 million, you are a national newspaper; more than 10 million, you are a TV station, more than 100 million, you are CCTV. ”

Weibo indicates that the individual's power is no longer weak, and it is playing an increasingly important role in influencing and changing the world. Intuitive, convenient, efficient transmission, so that micro-broad favored.

Microblogging marketing strategy: Target audience research

With the growth of the age and the age, more and more consumption capacity, more personalized, social media will become an important media form. Through the micro Bo sincere acceptance of new things, good at learning new things, the courage to discover new things.

To Sina Weibo (http://t.sina.com.cn/) as an example, the main user groups focused on movie stars, corporate executives, economists, media experts, marketing planners, commentators, moderators (anchors), entrepreneurs, Internet reds, these people basically represent subversion and change, innovation and fashion.

At present, Sina Weibo since August 14, 2009, the user volume has been climbing. Increasing user activity, geographical distribution and the geographical distribution of Chinese netizens basically coincide, mainly concentrated in Beijing, Guangdong, Shanghai, Zhejiang, Jiangsu, Shandong and Fujian and other developed regions. At present, Sina Weibo has become one of the important sources of media monitoring and tracking of burst messages.

Follow and focus is one of the most important functions, is the micro-blog can not be missing part of it itself with a function of the notification, anyone who sent a microblog you may be able to see.

Weibo marketing strategy: Marketing Essentials

1, you can set the theme, avatar, name and site consistent. After doing this basic work, Sina Weibo in the associated blog to fill out your Web site, so through the RSS crawl, your blog to update a post, the Sina Weibo will automatically add a micro-blog.

2, commonly used expressions: [hehe] [haha] [ha] [hum] [Halo] [The Sun] [the moon] [sleepy] [crazy] [angry] [drink] [flowers] [tears] [Love you] [sad]

3, well-known media: @ Yangcheng Evening News @ Yang Zi Evening Express @ Urban Express @ City of Southern Metropolis Daily @ San Qin Metropolis Daily @ The life of the Times @ the Chongqing Morning News @ New Express @ Daily new @ Morning News @ Hangzhou Daily @ Beijing morning @ @21 Century Economics report @ financial Weekly @ Wuhan Evening News @ Shanghai Overseas newspaper @ Oriental Guardian @ China operating @ XI ' An evening news] push to media according to microblog marketing content.

4, Celebrity star: @ Lee Kai-fu li @ shi zi @ shi shi @ shi shi @ Wang @ qiuluwei @ Yao Yu @ Liu Xingliang @ Zhou Libo @ the old banyan @ Mages La @

Weibo marketing strategy: focus on hot topics

1, can send the link and the picture, the link website display will be changed to the Sina specific website. Example: Http://sinaurl.cn/hT4Dx, click to enter the link URL.

2, the publication of their own micro-blog needs to be concerned to display in the attention of people's microblog page. "By focusing on popular microblogs and letting their pages show their avatar (avatar to be realistic and attractive), people will take the initiative to focus on you."

3, there are hot topic discussion: such as "Earth Hour", into the hot topic of discussion can let more people see your microblog discussion, exposure rate is high, but refresh faster, if your discussion content can attract other users, they will forward your microblog or add you to the attention "

4, Sina personal blog can be shared to micro Bo, the content displayed for Sina blog title + blog Address, if the blog article has a picture will be displayed. The sofa of celebrity blog through micro Blog [do homework]

Microblogging marketing strategy: micro-Blog Content Creative

Microblogging promotion and micro-blogging marketing are two concepts. Promotion of the scope can be extended to similar topics, marketing objects should be accurate, the matter. In the marketing creativity must consider the content creativity. Consistently creating valuable content will be more and more popular.

Weibo's attention and fan system are particularly ingenious, and are one-way behavior. Good content to do a lot of fans, the content does not naturally have no one to pay attention to you, how the number of fans and publicity effect between the best balance is a very interesting game.

Weibo marketing strategy: micro-bo Butterfly Effect

1, micro-blog can be more rapid understanding of emergencies: Everyone can release information at any time, micro-Bo and mobile phone close combination, will accelerate the speed of the spread of sudden events.

November 21, 2009, in response to the mass incident at the wholesale market of Kunming Luo Bay, under the leadership of Wu (http://t.sina.com.cn/1662450871), Deputy Minister of the Ministry of Propaganda of Yunnan province, the Yunnan provincial government News office opened the first national micro-blog in Sina Weibo. Weibo Yunnan "(Http://t.sina.com.cn/yunnan), and in the first time on the" Luo Bay "incident gave a brief description.

"Micro-bo Yunnan" opened, aroused high social concern. The People's Daily, November 23, will "micro-bo Yunnan" as the first government micro-blog, and commented that "live" not only on the television only, the scene of the unexpected incident everyone can be a "reporter", to deal with the unexpected events to "side to say", only initiative.

November 29, the CCTV news channel on the Yunnan provincial government opened "micro-bo Yunnan" reported.

2, Weibo can better business or personal brand

At the end of 2009, a survey of more than 2000 people surveyed by the China Youth Daily reported that 69% of people were concerned about Weibo, 25.6% had already used Weibo, and 43.4% were planning to use microblogs.

For many celebrities, Weibo allows them to communicate directly with their fans to reduce media involvement. The news of Kai-Fu Lee's resignation was first sent on his microblog, causing widespread media and public concern.

3, micro-bo affirmation or in the resolution of communication problems, no tool is suitable for everyone, but can absorb a lot of users, there must be its attractions, even if it is not what you need.

4, micro-bo is instantaneous, so the comments are also many people will see, we can timely and correct comments on the author's questions or articles will be more attention.

5, Weibo is a major function of "forwarding", that is, as long as you have Weibo, on other micro-blog to see a message you are interested in, you can click to immediately forward to their microblog. Such a convenient "forwarding", so that the speed of information transmission is amazing.

This means that Weibo can spread a breaking news story around the world in a matter of minutes.

Weibo marketing strategy: The value of Weibo marketing

The value of Weibo is concise, it is to face the most ordinary people, the significance is broadcast form.

Weibo marketing model has at least 4 kinds: 1 activity marketing, 2 embedded advertising, 3 new platform for customer service and 4 brand promotion.

Weibo marketing is likely to require a third party intervention, the third is the microblogging operator. Third, the first is to give a plan, and then need three types of micro-Bo to do the combination, is the enterprise Micro-blog, spokesperson Weibo, user microblogging, with an audience can identify, and is a popular way to new products, brand, and other active network marketing.

Pure text look more dizzy, time relationship, no map and video, hope Comrades forgive me!

Share: Domestic mainstream microblogging site

Sina Weibo: http://t.sina.com.cn

NetEase Weibo: http://t.163.com

Sohu Weibo: http://t.sohu.com

People Weibo: http://t.people.com.cn

What to do Net: http://www.zuosa.com

Muttering Net: http://www.digu.com

Classmate Net: http://www.tongxue.com

9911:http://www.9911.com

Follow 5:http://www.follow5.com

Let your microblog fans quickly increase the 15 rule

1, Weibo nickname use real name, people for real-name microblogging trust more high, more willing to pay attention to.

2, to have a wonderful, personalized personal introduction and label, to attract like-minded people.

3, use their own photos to do Avatar.

4, diligent, many wonderful original jokes, for the content of interest actively for comments and forwarding.

5, the formation of their own microblogging style is very important to attract people with the same ideas and interests concerned.

6, pay more attention to others, first to go out to suck in.

7, according to some local hot topics, more local content micro-blog, can attract local friends.

8, actively participate in the current hot topic discussion.

9, in the micro-blog launched related online activities, such as award collection, Seconds Kill and so on.

10, the promotion of awareness, more in the QQ group or other places to publicize their microblog.

11, more than people around the introduction of micro-blog, inviting them to open Weibo.

12, read the age of the map, multiple or forward interesting pictures and videos.

13, do not talk, do not brush screen. Many people will cancel their attention because you are tweeting too much.

14, interesting is very important, with the tone of nonsense to say that the serious thing is to a high state.

15, the micro-blog can be more than @ several relevant people, so that they will get their reply or forward, indirectly increase the microblogging by more people to see the probability. (New network Marketing Promotion 3 group: 96565249)

It Café-lecture text Live link: http://www.itkafeiting.com/thread-9813-1-1.html (lecturer: Zhang He-Win)