Restore real Weibo marketing (II.)

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1.4 What kind of micro-blogging is really successful microblogging

Is high forwarding a successful microblog? Is it that a lot of fans are successful microblogs? are not necessarily, through our observation we found that high forwarding, high number of fans is a judge of the quality of Weibo is a standard, but not the decisive criteria, but not the only standard, we will introduce in the following introduction, What kind of micro-blogging is really a successful microblog.

1.5 Understanding microblogging Marketing

We said that any not to marketing for the purpose of the Internet applications are bullying, we are talking about microblogging marketing, so we have to understand the microblog marketing. Here, I think the understanding of microblogging marketing should contain two meanings: first, the marketing of micro-blog, and the second is to use micro-blog for marketing.

1.5.1 's marketing of Weibo

Want to use micro Bo to do marketing, the basis is to have high-quality precision fans, no friends, marketing what? Because first we need to marketing micro-blog, the microblog as a product. In this section, there will be a special course to explain how to run a Weibo account, where we first simple to do a summary.

Marketing microblogging account mainly includes three aspects of the work: positioning, analysis of target users, micro-blog actual operation. No microblogging can satisfy all the needs of netizens, so we must have a clear positioning of our microblog, is want to do what kind of account, attract what target audience, on this basis to our target audience for detailed analysis, they do not on micro-blog, usually in what time on Weibo, micro Bo mainly do, Is like the picture or the text and so on; After these are clear, we are to open and promote the operation of micro-blog account, in the content, release time will have the appropriate methods and skills.

1.5.2 uses Weibo for marketing

In general, we all understand microblogging marketing. First of all, we have to analyze these four words: "Weibo" and "marketing", which is the main one? We all know that this is a phrase, is a biased phrase, where marketing is the subject, Micro Bo is a modification of the attribute, is to achieve marketing purposes of the tool. Therefore, we speak here, the so-called micro-Bo marketing, is to follow the basic rules of marketing on the basis of the full use of this new media microblogging, to achieve marketing purposes of a business management activities.

From the current application, enterprises can use micro-blog marketing activities mainly include the following:

Corporate brand and product exposure;

To engage in interactive marketing activities on Weibo;

Use microblogging to do online customer service and after-sales service;

Customer relationship management;

Hard advertising;

Use microblogging to do search engine optimization, to bring traffic to the site;

Soft advertisement implantation;

Public opinion monitoring;

Crisis PR;

Micro-electronic commerce.

Companies do microblogging marketing not because it is trendy, but because your users are clustered on it. The place where the user gathers is the place where the enterprise carries out marketing.

Of course, I think before we learn how to use Twitter, we need to understand what marketing is. Marketing These two is simple to say: operating and selling. But do you really understand marketing? Marketing is certainly not words can make it clear, in order to better help people understand what is the market marketing, where we help you understand 7 core concepts, the interpretation of these 7 core concepts will give you a basic understanding of marketing, which will also help us to better learn microblogging marketing, The goal of this series of courses is to restore the real microblog marketing. These 7 concepts, we often hear, but perhaps never seriously to think about: need, desire, demand, product, value, Exchange, market. Only by truly understanding these 7 core concepts can we lay the groundwork for further understanding of what is marketing.

(Note: I think the following 7 concepts, may be because there is no fresh case and seems more boring, but I think, if you want to really understand the micro-Bo marketing, the following content must be carefully read down!)

(1) Need

If the next definition is to be needed from a most essential meaning, it can be understood that it refers to the state of feeling that human beings have not yet been satisfied, and the necessity of human existence. One of the key words is "not yet satisfied", and if satisfied, that feeling is not needed. Since it is necessary for human existence, it means that as long as it is human, it will certainly produce this feeling state, is inevitable.

One of the most notable aspects of the theory of need is Maslow's hierarchy of needs (the emphasis here is on Maslow's "need" hierarchy, not on the "demand" hierarchy, where there are two completely different concepts of needs and needs). The theory holds that: human needs include different levels, and these needs are developed from low-level to high-level. The lower the level of demand intensity is higher, people first meet the needs of lower levels, and then meet the higher level of needs. Maslow divides the basic human needs into 5 levels: physical needs, security needs, social needs, the need to be respected, and the need to achieve self-realization.

According to Maslow's theory, the power of a person to buy a product or service is a motive, which consists of a variety of different levels of needs, the level of need to reach and whether it is satisfied, will determine what kind of products and services this person will consume, simply introduce these five levels:

The physical level of demand

This is to maintain the basic needs of human survival, is the most primitive and basic needs, such as air, water, eating, clothing, sleep, secretion, physical balance, sexual desire and so on. If not satisfied, human life will be threatened, in this sense, physiological needs are the most important driving force for people to act. Maslow believes that only the most basic need to meet the necessary level of survival, other needs can become a new stimulus to consumer consumption factors, often at that time, these relatively satisfied needs are no longer a consumer purchase stimulus. For example, people buy a lighter, if bought a Zippo lighter, then stimulate the consumer to buy the factor must not be the demand for ignition, but other (of course, as a lighter, Zippo still want to put the basic function of the ignition in the core position, Zippo also did it)

Security needs

Safety requirements mainly refer to labor safety, occupational safety, stability of life, hope for future security, etc., higher than the physiological needs of a level, when the physiological needs are met, this need will be produced. Man is actually an organism that keeps on seeking safety. For example, in the past, Chinese consumers rarely have to pay attention to food safety issues, but now is very concerned about, because the past is not enough to eat, but now full.

Social needs

Also called the need for Belonging and love, refers to the individual longing for family, groups, friends, colleagues and other caring understanding, is the friendship, trust, warmth, love needs. Social needs are more difficult to ponder than physical and safety needs. Its formation is closely related to people's character, energy, living area, nationality, life habit, religious belief and so on.

Respect for the need

Such needs can be divided into three categories: self-esteem, the desire to be among others, the right, mainly embodied in the self respect, self-evaluation and respect for the three aspects of others, respect for the need for less can be fully satisfied, but the basic satisfaction can generate enough impetus.

The need for self-realization

This is the highest level of need. Meeting this need requires completing work related to one's abilities, maximizing your potential and becoming the desired person. This is a creation of the need, there is the need for self-realization, seems to do their best to make themselves perfect. Self-Realization means to experience life fully, actively, selflessly, and with full concentration. In other words, people must do a good job to make them feel the greatest happiness.

Author: the founder of Xun Road network Business club: Old Gao

(not finished, to be continued!)