Professional SM Marketer of the day

Former airlines Shanghai reported that every morning, Leo arrived on time in Shanghai Xuhui District, a loft-style building office, he will first rush to his computer, eager to refresh Sina Weibo. But that was not his own microblog, but the official microblog of a well-known car brand.　　The number of fans has reached thousands of and is increasing rapidly. Leo is a senior customer executive at Shanghai Villavom (VERAWOM), one of the first advertising companies to focus on social media (SNS) marketing. His card is written on the back of "play with SM."　　To be blunt, the job is to help clients promote their social media every day.　　There are dozens of young colleagues who work like Leo, all of whom are made up of senior netizens, called "net sense" in "industry jargon", densely seated in a large office, usually one who is responsible for the promotion of a client.　　A silent online social media marketing is raging in this office.　　Let SM Interactive marketing fly for a while again after the microblogging, Leo can not help but began to excited: his own launched a network activities, unexpectedly have so many fans "sedan".　　This is a social media interactive activities, this classic car fans can play their own imagination, on the computer to the car to make a variety of patterns, and the picture sent to their own microblog to participate in the competition, and can get models and other prizes. "These fans are mostly hardcore car fans of the car," he said.　　"Leo describes that these people have a high degree of identity to the car brand, many are the owner of the car, so this activity was launched, the users of the design works like a tidal paste on the microblog." Some netizens put the car "painted" into the touch of blue and white porcelain, and some of it affixed to the Chinese paper-cut, there are people in the car painted a cute panda logo ...　　The unexpected enthusiasm of netizens delighted Leo and his car customers as they saw the car as having so many senior fans in China. Soon, the classic car will be made in China.　　Car makers have become more enthusiastic about this trendy promotional campaign.　　At the end of last year, Villavom (VERAWOM) helped the Italian car brand to open its official microblog and sent Leo as Commissioner for the maintenance of the microblog.　　Leo usually spends the morning surfing the internet for interesting news about the car, such as a star driving the car and being photographed, and the car appears in Pixar's car story 2. Leo will use the micro-blogging language to send this information to the official microblog. It is important to understand the language habits of netizens: "The most bull in history ..." To show a sudden appearance ... "Let ...　　Fly for a while, "such as the sentence patterns, Leo has been used to the acme of Excellence." Soon after, enthusiastic fans began to comment on the information he had sent and forwarded it positively.　　Of course, the fans will have to deal with their responses. ThisAn official microblogging opened not long before, to catch up with the Guangzhou Auto Show, Leo Non-stop to live in the auto Show at the car exhibition, and was warmly sought after by netizens.　　It was a live broadcast that made the depot's official microblog more than thousands of fans. Villavom is apparently not satisfied with this primary promotion, invited a senior illustrator to show up at the scene, and asked him to use the ipad in front of the car booth painting.　　Illustrator skillfully use his finger on the ipad to draw the car illustrations multicolored, even the side of the beauty model is he vividly painted out. The process was filmed as a video.　　Since then, VILLAVOM staff began to spread the video on the Internet, and use the Internet language to package the video, since then, this section named "The most cattle ipad painter discovered Guangzhou auto Show" video began to spread wildly on Weibo.　　A typical SM marketing is done. Of course, there are some SM activities launched after the response is not enthusiastic.　　At this time, advertising companies will launch their own power to stir up the topic, and pull their friends and relatives to help online. SM Marketing Alchemy Nobody thought that the social media such as Weibo and Kaixin would develop in China at such a rapid pace.　　Now more and more companies have started to hire professional teams to help with SM marketing. Villavom vice President Shaoming told reporters, willing to use SM marketing enterprises often have distinct characteristics. "If a company is a subdivision of the leader of the field, then their corporate communications tend to be conservative, will not adopt SM marketing approach."　　Shaoming concludes that some of the companies that are in the market segment are in the follower role, and are willing to try SM marketing as a new thing. The purpose of SM marketing is different for each enterprise.　　The most enthusiastic is some e-commerce sites, because SM Marketing will soon bring real sales. In addition, some brands view SM Marketing as a new form of advertising.　　Shaoming said that some brands tend to do SM marketing while inviting a third party to evaluate the effectiveness of SM marketing for professional estimates. "For example, a virus-transmitted video has been clicked 4 million times, and these professional evaluation companies will calculate that the effect is equivalent to 2 million yuan of hard advertising on the TV station."　　Shaoming said that the actual cost of using SM marketing might not be even 500,000, saving the cost of advertising. Today, Shaoming's company maintains an official microblogging service for more than 20 big brands that are gradually accepting this new form of marketing. "It depends on how much a company's management attaches to social media," he said.　　"Shaoming said.　　Villavom, a state-owned enterprise client, initially did not care about social media marketing, but over the past six months, the company's management has opened its microblog. Some customers come up to ask Shaoming, "Can they reach 50,000 fans in the short term." Shaoming will be gravely opposite.Ask the customer, they want real fans or fake fans: if it is false, don't say 50,000, 1 million are also able to do it.　　Shaoming refers to, of course, "Zombie powder" (a fake fan on Weibo), spending money to buy "attention", a nominal microblog fan, which is usually a maliciously registered user automatically generated by the system.　　An invisible underground industry chain has been formed: many stars in order to pull up their popularity, at the expense of expensive "zombie powder", the Internet has a special sale of zombie powder, and from the charge. "We will tell customers that false fans are not very meaningful, do SM marketing can not worry."　　Shaoming told reporters that he thought quality was more important than the number of fans. The industry has a set of professional analysis tools to measure the quality of Weibo fans, "comment on the fan ratio" is one of them. "It's not normal for a person with 20,000 fans to send a tweet to 2 people to comment on," he said.　　Shaoming points out that the usual comment on a fan is about 5 per thousand, which is the normal range, that is, every 1000 fans, a comment will get 5 comments and forwarding. Micro-blogging plug-ins such as "micro-analysis", or "micro-blogging" such as analysis tools, can effectively analyze the real value of a microblog account-these analytical tools often aggregate the activity of the microblogging, the number of fans, comment forwarding and other factors.　　This is a very important reference for SM marketing. In terms of influence, Sina Weibo remains far ahead, so most SM marketing is still based on Sina Weibo.　　However, Shaoming stressed that Tencent Weibo, because of the number of users, and the majority of young users, so some of the emphasis on young consumers, the brand will tend to do on Tencent Weibo marketing. Sina Weibo is not a professional advertising companies are willing to see, because a single big will inevitably bring monopolies. Shaoming said that multiple platform competition is the ideal situation.