Reiqiang: Negative information does not affect sales how to break through the bottleneck of microblog marketing

When Millet won the pot full of Bo, the problem followed.

First, microblogging activity is declining. Li Vanchang admits, "bubble in a local group, to two years three years will be some tired state, like a female boyfriend, long time will also have aesthetic fatigue." ”

The tiger sniff counts the data on a group of "millet Company" official microblogs to corroborate that view, # Mi Yammi # on this topic, the average forwarding number of the last 10 topics was 719, while the average forwarding value was 725 at the beginning of August, considering the increase of 10% followers of the official account of millet company during this period, The decline of microblogging fan activity is not groundless.

Second, Millet's first fans also entered the interactive fatigue. At the moment, millet is not only facing the micro-blog to reduce the attractiveness of users, in its own case, the first "enthusiasts" are also entering a period of weakness, the forum or micro-blog to a large extent has been difficult to arouse their interaction desire.

Tiger Sniff "millet mobile phone's fall and self-help" a article has mentioned, "Millet mobile phone transmission has a strong word-of-mouth effect, that is, the first batch of users of millet, that is," rice noodles "will often be strongly recommended to family and friends, make it a second batch of users, Li Vanchang also confirmed that the claim, said in the current 7 million of millet sales, 42% of users will repeat the purchase 2-5 times.

It can be inferred that, if the first batch of users lost, will make the loss of millet to maintain the second level of consumer purchasing power and emotional ties. But Li Vanchang is not worried, "for product users, all emotional maintenance is based on moving products." ”

Third, the marginal benefits of microblogging marketing or in the lower. The current Millet operations team has expanded from the initial two employees to up to 37 people (divided into 24-person sales group, and has 13 people's official account group), as Millet January in Hong Kong, Taiwan listed sales, So Millet's Facebook and Twitter accounts have been run by two of people. And the team in the two quarter of this year only by more than 20 people, the increase in number, whether the growth of the proportion of commercial value, has yet to be examined.

Finally, the micro-blog on the negative voice is strengthening, competitors in micro-blog frequently messing up the millet to create the gas field, micro-bo marketing is no longer the only weapon millet. From the middle of the 2012, Weibo, "over marketing" and "futures cell phone" comments and labels, more and more frequently hit the brand in the millet. Lei has done detached, said, "Millet was born to now online 90% of the information is negative, but this does not affect the actual sales of millet." "But that is not the case." Otherwise, he would not be angry at the Zhou on Weibo playing millet. At the end of November 2012, with the Millet 2 and the Charm Clan MX2 hand-to-hand combat, a large number of fans flocked to Lei Weibo under the Lei, the first time since the opening of micro-blog closed comments.

How can you play microblogging marketing?

Millet Vice President Li Vanchang is a marketing trader. He said: "The difference of Millet marketing team is that we are doing business according to the idea of doing marketing." The company's marketing team used to have a product experience. ”

According to Li Vanchang, the operation of Millet micro-blog has undergone three stages of change, in the first phase, the company believed that Weibo is only a marketing platform, then the micro-blog team only 2 people, mainly to the official micro-blog Maintenance and award-winning forwarding. To the second stage, the discovery of microblogging can be a customer service platform, is a natural customer service channel. And the recent start of the third phase, began to explore the possibility of expanding through micro-blogging to sales.

The "third stage" of the representative product, is the millet and Sina Weibo joint sales. Millet officials expressed satisfaction with the results. In addition to the millet mobile phone booking Weibo forwarding as much as 2.54 million times outside, according to the Millet mobile phone operation manager Zhong Yufei, the internal platform shows that the micro-bo exposure up to 350 million times, if according to Sina's official 40 million-day active users to calculate, each day on Sina Weibo users will see the average 9 times the scheduled information. And this data does not include "Old Shen", "Sina Science and technology" such as large spare no cost of forwarding to bring exposure.

Although both sides have their benefits, it seems to everyone, but through some key values, we have to let people trigger the "Water Injection" association. In a micro-blog monitoring data software can be seen, "Millet mobile phone" number of fans in the activity from 750,000 to 1.52 million, but the fan activity rate from 27.6% to 14.9% (Tiger sniff: This data and Sina official activity of the measurement of the way there is a large deviation), that is, Many of these users are simply trying to buy. and registered, according to the tool's statistics, the real active users only increased by less than 20,000 people, and millet phone number of fans in the active days after the decline, the current number of fans in two weeks time has been reduced by more than 15,000.

It can be seen that a similar social electric business activities, can be in a single day to the exposure and the number of fans jump up, but quickly dispersed quickly, the follow-up effect is not very good.

Earlier, Lei had released all the offline advertising, but now, in the face of the changes in micro-bo marketing situation, Millet must explore the new play outside the microblogging marketing.

Next, another line or the activating line?

The interests of the supremacy of the war, the vast majority of concepts are for the benefit of life, when the need, take off once put on the vest, sometimes can run faster.

"Enthusiasts" may become a short-term concept of millet, microblogging marketing is the same. Facing the micro-blog marketing is about to appear bottlenecks, Millet's future battlefield can also do something?

Here, the author puts forward several suggestions as follows:

First, social marketing reduces reliance on Sina's microblogging platform.

December, lei not taboo and rice chat There is conflict (of course, now micro-letter and rice chat completely is not at a level of competition) and on the micro-letter, began to active in the micro-letter. What kind of signal is this? At present, Millet official statement to micro-letter or more cautious. Li Vanchang said, "in the first 5,000 micro-letter users, we found that pre-sales consulting more, but in the team did not set up before, we dare not rashly try to promote." "But there is no doubt that Millet is closely watching the micro-letter business and the trend of the electric business."

In addition, considering the Qzone and other platforms of the flow value is also quite considerable, the habit of trial and error and small steps to run the millet may wish to try.

Second, expand the campus users. The campus can also be millet very good foothold, at present in the campus market is the best to do is Huawei, whether it is C8650 or C8812, its single model of sales are more than the number of millet mobile phone.

At present, millet is no longer alone to keep 1999 yuan, 1299 Yuan style has become the "classic" user's first choice, according to Li Vanchang, this high and low price matching will continue to deploy in 2013 years. At present, millet has and operators have a deep cooperation, you can consider how the beginning of marketing, the Thousand yuan in the price of millet into the campus. There is no doubt that Millet is currently the largest piece of virgin land, in addition to the rice chat may also be able to use this to maneuver.

Third, it is inevitable to move to offline marketing.

In the three quarter of this year, Lei at a meeting said Millet will remove all the offline ads, but recently millet in the focus of the release said: Ray always reneged.

In the acceptance of Tiger Sniff interview, Li Vanchang for Lei's promise, "the core idea of millet: first, is to create Internet phone brands." Second, the Internet will never change, third, the appropriate time to join other stages to marketing. In limited energy, millet will choose the best cost-effective Internet channels, but to two years, three years later, when the goal of Millet will be 300.05 billion, when the need for the media platform to intervene. ”

As the tiger sniffing "lei business" mentions-"the integration of the LEI system will continue", you can see that millet needs to rely on the mass media platform to sell, will not only those 300.05 billion mobile phones. Into the TV stock market of set-top boxes, future possible millet tablets, notebooks and even smart TV, is not enthusiastic enthusiasts are willing to purchase the category, how to deal with "enthusiasts" parents became millet began to consider the object.

In the previous Spring Festival Gala bidding, Millet has invested heavily to win the "2013 Lunar New Year package" advertising position. In all the companies that buy Spring Festival gala advertising, millet may be the only one to buy TV ads, and there is no laying down the channels of the factory, which makes this move seems abrupt and strange, cost-effective is not high. Li Vanchang expressed recognition of this claim. But he also said the launch was seen as an experimental one to see how low it would be.

Finally, Millet may create a flagship store in some cities in the 2013, like Apple Stores, which bear the dual function of selling services and branding for the masses. We can further envisage that millet may also open a personalized café at the Millet flagship store, becoming a gathering place for the LEI investment Company's communities ...