Restore real Weibo Marketing (iv): First give your micro-blogging makeup

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In general, the five basic needs of the human being are progressive, and high-level needs will not be produced until the low-level needs are met. For example, a small white-collar who is still struggling with the subsistence line is difficult to achieve the needs of self-realization, for such a small white-collar, you can meet the needs of self-realization of the "Super leadership" course is not reliable. But we must note that this order will have an exception to the situation, such as during the war of Resistance, because of the special circumstances, revolutionary martyrs in the security needs and even the basic physiological needs are not satisfied with the need for self-realization, it is worth studying. Explore the deeper things below.

(1) Desire

The common understanding of this word is that the desire to get a specific satisfaction. This one step deeper than the previous concept, has risen to the specific goods. When people produce a basic need, they will go according to their own life habits, according to their own environment, the level of cultural education, their own personality characteristics and other aspects of a specific satisfaction to generate a certain interest, to get the product or service.

The difference between desire and need is that the need cannot be changed and created, the basic needs of human beings are those, but the different desires and different people produce the same basic needs, and the specific content that may be wanted will produce a big difference according to the influence of various intrinsic external factors. For example, when people feel hungry, is to produce a basic victory needs, at this time, some people will want to eat with rice, some people want to eat with noodles, some people may want to use beef to hunger. Similarly, on the Internet, people have basic social needs, but will also take different ways to meet their own, some people will choose SNS, some people will choose IM, some people will choose Micro bo.

(2) Demand

The concept of demand in marketing can be expressed in a basic formula: Demand = Purchase Desire + purchasing power, refers to the ability to buy and willing to buy a specific product desire. The willingness to buy refers to the desire to buy, and the ability to buy refers to purchasing power. Many people want to own a luxury car, but only a handful have the ability to buy. The aim of enterprise marketing activities is not only to arouse consumers ' desire, but also to arouse customers ' demand of purchasing the enterprise's products. Enterprises should study the purchasing power of consumers, provide relatively suitable products to meet their needs.

From the above we can see that demand must be a desire, but desire is not necessarily demand, desire only to meet certain conditions (purchasing power) when it can be transformed into effective demand.

(3) Product

So-called products, here we can understand as a means of satisfying all human needs and desires. But this method is not unique. There are various ways to meet the same needs, and products change as the market environment changes. For example, a few years ago the rapid development of happy net, can be very good to meet the basic needs of communication and communication, but because the emergence of micro-bo, can better achieve this goal, so that a large number of net users transferred to the microblog above.

The enterprise cannot regard the product as the embodiment of need, any perfect product can not be equated with the need. Especially on the Internet, with the progress of technology, a wide range of Internet applications, if only to see their own product quality, can not see the changes in market demand, enterprises will suffer from "marketing myopia", resulting in the enterprise management into a dilemma. The product entity is merely a carrier.

(Timeline Atlas of the development of domestic social media networks!)

(4) value

Value is a very complex concept and a long history in economic thought. Marx believed that the value is condenses in the commodity the undifferentiated human labor, the amount of commodity value is determined by the social necessary labor time, and "Social labour time is the working time which is needed to make some use value under the normal production conditions of the society and the average labor proficiency and labor intensity." (The Complete Book of Marx and Engels, Volume 23rd, page 52nd.) While the marginal utility school believes that consumers decide the value of these products according to the ability of different products to meet their needs, and then choose the most effective products. The price he is willing to pay (ie demand price) depends on the marginal utility of the product.

In marketing management, the understanding of value should be positioned in the consumer's assessment of the product's ability to meet various needs. From the point of view of marketing management, consumers accept products because of the recognition of product value. Therefore, one of the focus of marketing activities is to change the consumer's perception of the value of demand, so as to achieve a match with the value of products, to achieve value for money. On the surface, the focus of enterprise competition is the price of products, but essentially the value of products in the eyes of consumers competition, from price competition to value competition is the inevitable development of enterprises. For example, the early online shopping is a cheap time, but with the increasingly sophisticated Internet users, the gradual improvement of the software and hardware, "Amoy cheap" has gradually to "Amoy quality" transition, online shopping in the price competition will gradually transfer to the value of competition. In fact, now, Taobao search for a certain kind of goods, the largest sales are often not the cheapest.

(5) Exchange

Exchange simply refers to the act of obtaining a desired item from another person or organization in return for the provision of an item. Exchange is the core of marketing activities, the occurrence of the exchange must meet the following 5 conditions:

(1) As long as there are more than two traders;

(2) Both parties should consider each other's goods to be valuable;

(3) The exchange of the two parties can communicate with each other information and delivery of goods or services to each other;

(4) The exchange of both parties may freely accept or reject the other's articles;

(5) Both parties feel it worthwhile to trade with each other.

All marketing activities of an enterprise are related to the market and the exchange of commodities, both in order to achieve potential exchange and to reach a deal with its customers. It includes exchange of goods, exchange of ideas, exchange of demand information, exchange of emotion between buyers and sellers. And on the Internet, the scope of this exchange will be more extensive.

(6) Market

The definition Committee of the American Marketing Association (AMA), in 1960, defined the market as follows: "A market is a collection of potential purchasers of goods or services." "Philip defines the market as" a market is a collection of all the actual and potential purchasers of a product "(4th edition of Marketing Management, Page 21st," Marketing Principles "1th edition 16th).

Compared with economics, marketing has a different perspective on the meaning of "market" and the factors that make up the market.

According to the above two viewpoints, the market includes the following meanings:

(1) A certain amount of goods or services, which is the material basis for exchange;

(2) The concept of the market is relative, in exchange to each other's market;

(3) The existence of different owners of goods, and the need for each other's goods, so that the exchange of goods become necessary. That means purchasing power and buying motivation. Purchasing power includes goods and currencies;

(4) Parties involved in exchange activities. Parties refer to producers, consumers, middlemen, individuals, enterprises and organizations.

Both parties are essentially direct consumers or indirect consumers. As we know from the above meaning, the market is a dynamic combination of the concept, but should highlight the needs of consumers, so the market is composed of factors such as population, purchase motivation and purchasing power. The expression is: Market = population + purchasing power + purchase desire.

The market of these three factors are mutually restricted, integral, only three combined to form a realistic market, can determine the size and capacity of the market. For example, a country or region with a large population, with low incomes and limited purchasing power, cannot constitute a large capacity market, and if the purchasing power is great, the population is small and cannot become a large market. Only a large population and high purchasing power can become a big market with potential. However, if the product is not suitable for the needs, can not arouse people's desire to buy, for sellers, still can not become a real market. Therefore, the market is the unification of the above three factors. Market refers to all the potential customers who have specific needs and desires and are willing and able to meet this need or desire through exchange. The size of the market, therefore, depends on the number of people who have some kind of need and have the resources to interest others, and are willing to trade this resource for what they need.

The above is the concept, six concepts are layers of buckle. Need is the necessity of human existence; When a person has a need, there is a desire to obtain a specific satisfaction, which is called desire, the desire to meet two conditions on the basis of demand, human needs through the product to meet the needs of people can meet the demand of products must be valuable; The value of the product can only be realized through exchange, and the product exchange is carried on in the market. Understanding these six core concepts is for the better understanding of Weibo marketing behind us.

Then why do we have to do micro-blog marketing, at least in the network marketing at this level, compared with other ways, micro-BO marketing has what advantages, the following this map basically from marketing costs, communication, interaction, precision four aspects of comparison:

However, we believe that the biggest advantage of Weibo marketing is to meet the rising internet needs of netizens. The internet needs of netizens is basically an evolutionary process: the need for information acquisition-the need for interactive communication-the need to generate information-the recognized need-the need for value realization. Weibo, who can be the publisher of the news, who can become the grassroots star of the internet, who have a large number of fans, who can do youboy. These are just the rise of internet users need to be satisfied.

2. Give your micro-blogging makeup First

If you do not know how to open a microblog, then my advice is to leave the book, you really are not suitable for microblogging marketing (joking, open a microblog is very simple, www.weibo.com, enter this URL, generally as long as you will surf the Internet, have a mailbox, or with mobile phone number, two or three minutes can be opened Micro bo.

2.1 About Weibo positioning

OK, we can start learning how to play Weibo!

Since it is Weibo marketing, we must pay attention to, he is the first marketing, the second is the use of micro-bo to achieve marketing purposes. Then, some of the basic analysis tools in marketing must also be used, Weibo must first have a clear positioning. There is no need for us to explain what is called positioning. A very simple example: Eat a birthday cake. We often say, XX market this piece of big cake, we can make the market as a cake.

(The process of positioning is the process of eating cake)

Let's think about it, take the birthday cake and eat it up. No, the first step must be to cut the cake, that is to divide the cake (this is the Marketing analysis tool STP in the market segmentation), cut the cake when there will be a method of cutting the problem, such as cut into a triangle, or cut into a square, or with a spoon cut into a circle, Then in the market segmentation is a problem of market segmentation variables. Because you can not face all consumers in the enterprise, on Weibo, you are more powerful, it is not possible that all microblogging users are your fans.

Then, we need to micro-BO users to subdivide, select the appropriate subdivision variables, according to their own product characteristics, according to the sex, can be according to age, according to the degree of education, can be based on behavioral habits and so on.

After the cake, the next step is to eat directly? Of course not, because you haven't figured out which piece you should eat. Market segmentation is based on two foundations, the first is the difference between consumers, the second is different consumers in the demand has a common, because we are the so-called market segmentation is subdivided into a market block, although the full one-to-one marketing is the most effective, but for the vast majority of enterprises, it is unrealistic. After the division is over, in the face of different markets, we have to according to the actual situation of their own enterprises, resource conditions, strength of the size and so on various factors, judge oneself should choose which piece of children as their target market (cake to eat which piece), when the election is not only to ensure that they can get the proceeds of want But also to ensure that the needs of the target audience can be well satisfied (that is, cake can not be wasted).

Not every one is suitable for you to eat, on the microblog, it is not possible that all users are interested in your products or services, so we must pick fans, about the optimization of the fans we will be in detail later, here for the moment not to say.

The last is positioning, that is to give you a cake to choose one to eat, directly bite, or dip some soy sauce? This is the positioning problem, and you are ready to let your microblog appear in what image. But you must be aware that every Weibo account behind is a living person, whether it is corporate micro-blog, or personal micro-blog. The location of Weibo is actually what you are going to do on this platform: a humorous person, a person with personality, a passion for public welfare, a handsome man, a beauty, Gao or cock silk, a professional, or a willing to share the people, must give themselves a positioning, Only a clear positioning is the key to success. This is very good understanding, we think about Wanglaoji, we do not go to the dispute with Gado, in its ready to enter the soft drink market, carbonated beverages in the market, there are Pepsi and tasty, juice drinks market has Huiyuan, tea beverage market has a master and unified, functional drinks market pulsation and so on, these areas, It's hard to get into the basics, which can be seen from the failure of the fifth quarter. And Wanglaoji, from the "Medicine drink" this cut-in point into, great success. This is also very obvious on Weibo, and it is clear from the tweets tracked by our 18 people that successful microblogs are clearly positioned:

@ Thin Example Master Tang Anqi, a healthy diet advocates health, slimming nutrition experts, female identity

@Excel Encyclopedia, Excel application Expert

@ Angang Guo Mingyi, Red route

@ Down scholar Zhou, uncover, explode material

......

Even if the original grassroots large, @ exercise book, although it seems to say anything on Weibo, but you will find that it also has a clear positioning: the social hot issues exposed, sharp criticism. We will analyze the nearly 60 accounts we traced in the course of the following courses and we will find that every successful microblog has a clear positioning.

2.2 How to give a full range of micro-bo Makeup

Micro Bo opened up, also do a good job positioning, will be taken out to see people. OK, think about it, before you go out to dress up a bit, yes, and then let your micro bo see people before, but also to micro-bo makeup it.

A complete microblog contains: Nickname, Avatar, education background, professional experience, personal label, personality Domain name, a sentence introduction and so on.

2.2.1 Name is a big deal.

Don't overlook the microblogging nickname. A good microblogging nickname is not only conducive to the establishment of a personality of the microblogging image, the more important significance is: a good microblog nickname is often to search services. So what kind of nickname can count as a good microblog nickname?

(1) In line with their own microblog positioning

As we said, each microblog should have a clear positioning. If a microblog can see the nickname and know what the microblog is for, mainly what it publishes, it's a good choice, like the following account we traced:

Thin example Master, do not look inside the content, you also know that this micro Bo will mainly introduce some healthy eating, slimming knowledge.

(2) If possible, try to use your real name (or organization name)

Weibo is a social media network based on relationships, nickname using the real-name real-name can give people a trust (don't be afraid of others know who you are, the impact of micro-blogging more powerful for personal brand or institutional brand to build the more favorable, of course, if you do not do the dirty things), in our tracking Weibo account, A significant part of the microblog is real-name, such as the following:

This microblogging nickname with the above "thin example main Tang Anqi", is very good, on the one hand we see the name of his microblog content to know what the main, on the other hand, added V's real name to people with a sense of truth, trust.

(3) Nickname as far as possible not to use special characters, not too long

If it is not for the obvious individuality, it is suggested that the nickname should be used in ordinary characters (Chinese characters, English, digital), do not use special characters, such as some Martian text, similar to the "^^", "~ ~" and other special symbols, and even we generally suggest that only the best in Chinese (because our target audience after all is the majority of Chinese, Chinese people after all look at Chinese characters is the most comfortable, but also the most easy to remember.

Nickname not too long, mainly for the convenience of memory, Enterprise Micro Bo Best is four words (of course, this is not a hard rule), such as founder, where customer Prudential products, China Telecom and so on. Many people worry about duplicate names, but some microblogging platforms allow duplicate names, such as Tencent Weibo, which allows nicknames to be duplicated.

(4) The best nickname to reflect the core content of Weibo

In fact, that is, in the nickname of Micro-bo positioning, so that users can be at a glance. Of the nearly 60 accounts we have tracked, a significant portion of the accounts can be seen directly from the account:

(5) Try to play a good nickname in favor of search

The proportion of users searching on Weibo is getting higher, and there may be a new position in the future: Weibo seoer. In the current search on micro-blog, the ranking is mainly to see the number of fans, in addition, the activity of micro-blog, the quality of fans will also have a certain impact, in the fans must be the case, in order to increase their own display, as far as possible to choose some less competitive words as their microblog nickname, such as my microblog nickname: @ Old High _ E-commerce Marketing, this nickname, "E-commerce Marketing" the term competition is very low (few people use this word), search this word, my microblog account can be ranked first, of course, the most important thing is that the word search is accurate target crowd.

So, since it works, why not give yourself a Twitter-friendly nickname for your search?

The author of this article: the founder of the fast-path network Business Club

Welcome to add QQ Group Exchange: 240587892 Plus Group Annotated (Xun)

Official website: Xun Road network Business Club

Restore true microblogging marketing (i)

Restore real Weibo marketing (II.)

Restore real Weibo marketing (III.)