Refused to tall, corporate blue v how to "weave the scarf"?

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Boss has the boss of the way of life, cock Silk Micro bo Small series of natural also have cock silk of the living. As a not so big Enterprise Blue V, how can you brush the sense of existence on Weibo?

People who do business micro-blogging often find that most of the time, the contents of the official copy of the Act do not arouse the reaction of the fans. The dogmatic output of the product offers little of the feedback and forwarding of the fans.

So, high pole of my big marketing circle elite have come up with a coup: is the micro-bo personification.

This method can be said to be my big marketing circle in the social marketing exploration on the road of a major innovation. It succeeded in solving the problem that Weibo has long been seen as the second official website.

The personification of micro-blogging refers to the characteristics of giving the microblog to people. Integration of corporate culture and brand spirit into micro-blogging routine operations. In addition to some specific "tall" brands, most of the company's main users of the user group Weibo microblogging has begun to "personification" direction.

The advantage of personification Weibo is that it solves the problem of the poor content of corporate official microblogs. In the final analysis, who would like to see you all the while advertising, paste Flyers ah? Enterprise Micro Bo became a person, you can sell Meng, you can play the treasure, you can point to the social hot points.

So you see the representative Durex "small du du", see the representative of the "Bi Lang", representing the Amazon "Small Z", representing the Baidu's "small degree/Niang" and so on.

From the characteristics of social marketing, the personification of micro-blog does in some way solve some of the problems of corporate brand interaction. However, after the micro-bo personification of the wave, microblogging users of the Enterprise Blue v activity is gradually back to the initial state. As a result of the gradual maturity of the microblogging users gradually realized that even if your blue v personification of the shape of the good, but also did not change the nature of the company spokesperson. Weibo users do not feel that you have a nickname, you have any change.

If Weibo is the most direct and open channel for corporate and consumer communication, the importance that companies and brands attach to Weibo directly determines how much the microblogging user attaches to your official microblog.

Why do you say that?

The main purpose of consumers ' attention to your microblog is to make sound from Twitter, which will affect your business. If the enterprise does not pay attention to the voice of consumers, then over time, consumers will find that the channel is actually a device. If he does not get the feedback he wants from Weibo, then there is a sense in his mind that "this silly tweet has no use but to make jokes every day." ”

In this way, the greatest value of your microblog is lost.

If you do not understand, we can see a more common phenomenon.

On Weibo, corporate leaders ' microblogs are always more active than their corporate microblog. And the microblogging of corporate leaders who really interact with their fans is always a little more active than those of business leaders who only send their own product information every day.

This illustrates two issues.

First: People want to communicate with people who have the right to influence business.

Second: The microblog of business leaders is important. (Needless to say, don't count words, no one gives you royalties.) )

Let's take it as an example.

Dangdang's official microblogging operation data is appalling. If a single micro-blog can be higher than 10, micro-Bo will definitely be happy all day. If you do not count those brushes out of the KPI job and forwarding lottery kind of ecstasy, Dangdang official microblogging operation can definitely use the number fourth bold Microsoft ya Black "failure" word to sum up.

However, the failure of the enterprise official micro-operation does not affect the national day in the micro-blog play. A mere 370,000 fans are far more active than the more than 600,000 low-key bystanders on the official microblog. Don't care what content, turn him hundreds of hair lightly loose. Even "eat a wife made soft rice" This kind of thing has more than 500 forwarding, you let me big when the micro Bo Small and PR director of the situation.

The prevalence of this phenomenon can even be applied to all companies that have a reputation in the market. Whenever business leaders and business officials appear at the same time, the leader's micro-blogging activity is always higher than the corporate official micro. And it's worth noting that the comments and forwarding of these business leaders ' tweets are rare in zombie powder. (Nonsense, who has nothing to do idle brush boss Weibo ah, do not want to mix ah ...)

This phenomenon can fully explain one thing, that is, Weibo users in the heart has obviously felt, your business officer micro in your enterprise status of the low basic can be negligible. Even if you are disgusting, a more effective way is to directly disgust your boss rather than your official microblog. Who knows if you can hide the complaint from your boss?

I don't say much about the importance of corporate leader Weibo. (Hello, lazy also want to talk about the occasion of the good ...)

So what does it mean to have a corporate microblog?

Of course not. Boss has the boss of the way of life, cock Silk Micro bo Small series of natural also have cock silk of the living. After all, the boss is still busy ...

As a not-so-big corporate blue V, no matter how well you do it, you can't replace the key concept of "people". Rather than the Enterprise micro Bo made a person, instead of directly to the micro-Bo as a business staff representative to push the front, let him as a channel to communicate with fans, balance the relationship between enterprises and users.

In this regard, there are three cases that can be used for reference.

The first case comes from Ali. Remote remember in the double 11, the day Cat customer service calculated the length of the underwear was the @ Jiangning police online mercilessly molested a. Ali's crisis PR after this through the introduction of micro-BO small series and Ma Yun Dialogue, cleverly resolved the murder caused by the installation force.

The second case comes from @ Jiangning public Security online. Jiangning Public Security Online as a public security organ of the official micro-blog completely abandoned the traditional authorities micro-Bo rigid style of authority, from start to finish with a policeman's living image appeared in the public eye. Whether it is micro-blog content or reality out of the mirror, Jiangning Public Security online successful use of "a policeman" represents the entire Nanjing Jiangning District Public Security Bureau.

And the third case comes from the @dota2 of my great Perfect world. (Despise all kinds of adulation and self-touted!!!) Of all the business executives, DOTA2 could be the first official microblog to make micro-blogging a reality mirror. As a male player as the main user group of the game products, DOTA2 the official micro-launched a beautiful image of the "micro-Bo spokesperson." In the server is not stable test period, DOTA2 by virtue of "micro-Bo spokesperson," The personal charm of the success of the balance between the product and the player's contradictions, the transfer of some of the players to product defects concern, stable DOTA2 official microblogging activity.

To cite these three cases, is to tell those who are still entangled in the enterprise micro-bo create what the image of the good guys. Don't take yourself too seriously. As a direct dialogue window between the brand and the consumer, you represent the brand's employee image. Rather than selling and writing jokes, your consumers are more interested in seeing the company's inner feelings from you. You can speak lightly, but you can tease your boss. You can focus on PR, but you can also be accountable to other departments. There's only one thing you need to keep in mind:

When and who are you talking to?