Profit model to explore, Sina "Weibo promotion" low-key on-line

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Microblogging promotion quietly online

Today, as usual, I opened my Sina Weibo to browse the latest news, and suddenly an unusual microblog into the line of sight. This is an advertisement for Volvo's official microblog, which introduces its own product in the name of a close reminder of recent haze weather. The author's mind does not appear a trace of doubt, because before this, the author did not pay attention to Volvo.

After some observation, the author found the mystery:

Micro Bo appeared on the top of the familiar "micro-bo promotion" of the words, not reminiscent of the "Baidu promotion." But what is this Sina promotion in the end? The author has not heard of this before.

With this in doubt, the author visited Sina Weibo advertising official microblogging, found such a bulletin information.

From the announcement of the information can be seen, Weibo promotion is the latest Sina launched microblogging advertising services, according to the interests and preferences of different users to recommend different advertising content, to achieve vertical dissemination of marketing information effect.

So what is the effect of microblogging promotion? The author made some observations and got the data. We can see from the screenshot that this promotion microblogging received more than 3,000 reviews and 6,500 forwards in a single day, before the company's other microblogs, on average, only about 20 comments and about 100 of the forwarding volume.

This is undoubtedly an astonishing effect. Behind every tweet and comment is a real user, representing a potential consumer and a real user experience, a small microblog that can bring unexpected benefits.

Weibo is the gold mine, since the rise of the media

"There are more than 100 followers of Weibo, you are a magazine; More than 100,000 people are an urban newspaper; more than 1 million people are a national newspaper; more than 10 million people are television stations; Over 100 million people are CCTV. "This is a very broad word on Weibo, and it has been recognized by many people." In this information high-speed transmission, micro-Bo king of the era, the 140-word limit has become a marketing treasure.

As the most popular social media, public relations and marketing based on microblogging platform have quietly become the fresh fruit in this fertile soil. More than once, America's most influential Time magazine repeated: "Weibo is the pulse of the Earth." According to the latest forecasts of the Dcci Internet Data Center, active users of China's Internet microblogging platform will break the 280 million and 460 million mark at the end of 2012 and 2013 respectively.

The era of Weibo advocates the content of the king, everyone is the creator and sender of content, a message from your fingertips will be converted into a small current, spread across the country's network, if it is enough to arouse people's interest, it will be viewed by countless people and click the "Forward" button, This effect will be like 2 of the N-second side of the infinite superposition amplification, and finally presented in front of hundreds of millions of people.

There is no doubt that in this era, Weibo is a gold mine, in this vast platform, hidden countless opportunities and possibilities.

Profit is the key, Count Sina initiatives

Weibo is a gold mine, and Sina sits on this gold mine, in the end how to achieve the greatest benefit transformation is a big problem.

To solve this dilemma, Sina is still trying and exploring how the most efficient, at the same time will not hurt the user experience, resulting in the loss of profit model.

March 2012, Sina began to clean up the zombie powder, and announced the full commercialization, the official online Sina Weibo advertising and corporate micro-BO 2.0. Sina Weibo portfolio includes advertising ideas, recommendation engines, application pages, and information flow. The recommendation engine is the core of information dissemination, while social interests form the core of the recommendation engine.

In addition to charging businesses, for individual users, Sina launched its membership system as early as June 18, 2011, and members need to pay a monthly fee of 10 yuan to Sina Weibo to broaden their focus and enjoy more privileges. Sina member will display a small crown figure to the right of the name, many users for this sign opened Sina members.

September 2012, Sina "micro-task" platform on the line, that is, the grassroots to complete the forwarding of micro-blog and other promotional tasks to be carried out by the micro-mission platform audit, and Sina from the root of the large income of 30% of costs. In December, Sina again increased the management, for those who did not become "micro-task" cooperative users of the grassroots large, prohibit the release of Taobao and other external links.

At the beginning of the year, Sina may be from Baidu's promotional model and micro-blog marketing account to get inspiration, launched its own "micro-blog Promotion" mode, at present, the effect of micro-blogging is self-evident, as to the follow-up effect, it will take some time to observe.

For "Micro-blog promotion", if Sina can grasp the user experience this delicate "degree", no doubt, will become the future of Sina's most main revenue source.

This article by P9 Hand Travel Net (www.p9p9.cc) original, reprint please specify