Restore true microblogging marketing (i)

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Have always wanted to write about the content of microblog marketing, in November 2012, I was fortunate enough to meet 18 Internet practitioners, and we decided to do one thing together, when we divided our jobs, each assigned three Weibo accounts, and then we tracked the data for up to 10 days for nearly 60 accounts. and the data tracking results of the corresponding analysis, so there is this series of articles-restore the true microblogging marketing. The reason why we have such a problem is because we find that in many people's understanding microblogging marketing is biased.

Restore true microblogging marketing-18 Internet practitioners 10 days of data tracking results (i)

I contacted Weibo very early, but pay attention to Weibo very late, 09, Sina Micro Bonnet test, when I sina a friend invited me to register (because they have the quota task, need each person to invite how many calculate complete), so I became the Chinese contact Sina Weibo relatively early a group of people. But unfortunately, I did not look at the micro-blog at that time, because I was learning traditional marketing, I think marketing first to pass to the target audience enough information, 140 words limit can pass what?

But by the beginning of 2011, I suddenly found a thriving microblogging marketing scene, so in the first half of 2011 to re-register the microblog, and began to study carefully. Although not a long time to play, but I worked hard, read a lot about micro-blog marketing information and books. Fortunately, I did not blindly to be swallowed, but in combination with their own traditional marketing theory and system management expertise to the current micro-Bo marketing status of a deeper interpretation. And, it is very happy that in 2012 November, I got 18 enthusiastic internet practitioners of the strong support, with me to track nearly 60 micro-blog accounts, there are grassroots, stars, media, have the red, the account for up to 10 days of data analysis.

On this basis, I combine my own in these days to the micro-blog marketing Understanding, only today this ebook, only this series of courses. There is no advanced theory, we just hope that through their own micro-blogging operations and micro-blog marketing understanding, so that more individuals or business owners can use the micro-blogging tool to achieve personal or corporate marketing goals.

1. What is Weibo

Perhaps this question is really hard to understand, some people say Weibo is a social application, some people say that micro-blog is a smaller version of the blogger, some people say that micro-blog is a media ...

(Weibo is really a smaller version of the blog?)

1.1 Weibo is really a smaller version of the blog?

The broadest version of what is Weibo is the "Shrink" blog. "Weibo, the short name of micro-blogging (microblog)," seems to have become a consensus. But is this really the case? Lao Gao believes that there is an essential difference between Weibo and blogging, and that it is not simply a matter of big and small. Similarly, we are in the micro-blogging marketing and blog marketing, but also a very big difference. The fundamental point is that blogs rely on individuals, and Twitter relies on your internet connections.

(1) The nature of the information provided is different

The information that the blog provides is mainly expresses individual opinion, the article of the blog must have certain value to the target audience. Not everyone can write a blog post because it really has to have two brushes. But Weibo is not the same, the message of Weibo is focused on expressing what is worthwhile and focusing more on a description. In the information requirements, not as the blog required so the system, so rigorous. If writing a blog is like writing a paper, then writing a microblog is like an essay. From this point of view, Weibo is not a smaller version of the blog.

(2) different dissemination of information

Micro-Blog Events no matter how much fire, under normal circumstances, more than three days, unless someone further speculation, or the basic no one to be asked. But the blog is not the same, blog post is written, it may also be through the search engine to bring continuous browsing, so we can say that a high-quality blog can get long-term attention, we write blog post, often in order to achieve better results, the need to establish multi-channel dissemination.

(3) The communication mode of information is different

For Weibo, because there is forwarding (and, more crucially, forwarding is a very frequent application of Twitter), a microblogging message is more likely to be viral, with the exception of direct fans who see two-level fans (fans) and even three-level fans. But the blog generally is only for their own direct readers, although the blog also has a sharing function, but compared with Weibo, this viral transmission effect is much smaller.

(4) Different ways for users to get information

"Fragmentation Time" has become a very important feature of user access to microblogging information, wait for the bus, wait for the subway, wait for the meal, go to bed, go to the bathroom ... because of its dapper, because of the popularity of smartphones, because of the increasingly convenient release and acquisition, so Weibo more time to show the fragmentation, fragmentation of time + Fragmented information. And for the blog, there is a certain point of view, there is a certain depth, you can go to the toilet when the rapid browsing a lot of micro-blog, but you are very difficult at that time to read an article patiently.

At least from the above four points, we must not think of Weibo as a smaller version of the blog.

1.2 What is Weibo?

Micro Bo is a tool to make friends, micro-bo marketing is actually to understand how to make friends on it!

(Micro Bo is to make friends!)

How, simple no, simple to you some do not believe, but in fact it is so. Whether it's a corporate microblog or a personal microblog, you have to give your fans a deep sense of a living, personalized person, not an information-publishing tool.

OK, then everyone think about how to make more and better friends? Be in a state of mind (giving more value to your fans), always contacting your friends (interacting with your fans, communicating with them), being honest with your friends (not cheating on your fans), being a quality person (not on Twitter), having a common topic with friends ( Interested in the content of fans), to be a useful person (to be able to do as much as possible to the master Weibo friends) ..., is not, how to make friends on how to play Weibo.

So, what should we do with micro-blogging, how to engage in marketing? Very simple: Make friends, whether on behalf of enterprises or individuals, the core of the use of micro Bo is to make friends-friends more road to go, whether in real life, or in the virtual world, this is unchanged.

In addition, Weibo marketing is likely to become a network of integrated marketing nodes, whether it is forum marketing, blog marketing, video marketing, or E-book marketing, will be micro-blog marketing as a viral transmission of a node, in the future of the network marketing behavior, microblogging marketing will play an increasingly important role.

1.3 What is the characteristics of Weibo

The summary of the characteristics of micro-blog a lot, anyway, I dare not say that I summed up the very whole, also do not dare to say that their summary is very right, I just put my own understanding to tell you, perhaps very fragmented, but should be very useful.

(1) The independence and selectivity of information acquisition of Weibo

Microblogging users can according to their own preferences, based on the content of micro-bloggers released the quality and relevance, from the choice of attention or not to focus on, and then you can also focus on the object of their own group (micro-blog focus on the grouping function), the information does not pay attention to the microblogging users can not be seen, even if the attention, if fans block your speech, That is still invisible. So, you find that playing Weibo marketing, you have to be content to please your fans, as long as he is unhappy can let your marketing efforts in vain.

(2) Super-dazzle release speed

At least for the time being, no media has been able to make the information available to more people in the first place, like Weibo. Users can publish at any time, any place, via a variety of linked network platforms. Even more crucial is the viral spread of Weibo, as long as your information is attractive, news is strong, then his speed is a geometric progression.

(3) The stage that really belongs to the grassroots

For the blog, you have to admit that it is a make-up after the performance, Bowen writing or need more complete logic. On the blog, most people are still silent. But the emergence of Weibo, so that these silent grassroots really found the stage. Because they found that 140 words suddenly let them with Shakespeare at the same starting line (at least in the form of this).

(Grassroots under the wider sky!)

(4) Following simple relationship with followed

On Weibo, the relationship is very simple, that is, following and being followed. Most people on Weibo are followers, you can communicate with your followers, or you can not communicate with your followers (of course, the exchange is better). So, as a person ready to use Weibo marketing (that is, preparing to be a follower), your interaction with fans can be a little bit more or a little bit more.

(Weibo follows the relationship with the following: Simple and clear!)

(5) Weibo has made everyone a journalist.

I will also say that the "hit" culture of the once-"micro-blog" must decline. Because the really attractive microblogging is the original microblogging, is a live micro-blog. For big emergencies and events that can cause a wide range of concern, if you happen to be there and use all kinds of means to publish on Weibo, it's actually time, scene, and speed, even more than all the media. such as Wenzhou's train events and so on!

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

Transferred from the website: www.xuntuclub.com (not finished, to be continued!)