Roundtable: How to do a good job of microblogging marketing

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ADMIN5 Webmaster Network April 10 News, 2011 Chongqing Hotline Internet Webmaster Conference April 9 in Chongqing Science and Technology Museum held, the conference by the Chongqing Hotline, Chongqing web site Alliance, laggards Forum, discusz! community, Baidu Entrepreneur Club jointly hosted, Chongqing Slip contractor, Chongqing Science and Technology Museum, Pig eight ring net, Online liberation of the monument and other assistance from more than 800 webmaster and guests from all over the country participated in this conference, the following is a roundtable on how to do a good job of micro-Bo marketing Discussion (host: Network prodigy lejiana margin participants: Computer newspaper editor-in-chief Zhang Business Finance Network CEO Yang Aixiang 28 Push founder Mouchangqing Wine Red Ice Blue Xiaojunli microblogging hotspot Wang Sun 劼希 micro-broadcast the world's CEO Pengsong).

Lejiana margin: Very excited, for many years did not speak at any meeting in Chongqing, every time old Guo said to me, must put in the Chongqing network prodigy, feel the heart of a sound, has been trying to get rid of, and Chongqing communication is not much, also insisted on. How many people remember the story about me 10 years ago? Thank you very much, I have done a lot of things in the past 10 years, in the UK for five years, and then in Tianjin for four years, is now starting a business. The process is not important, starting a decade ago, and now still in business. Now invite guests to the business platform, first of all is the computer newspaper editor-in-chief Mr. Zhang, Business Finance Network CEO Yang Aixiang, 28 push founder mouchangqing, wine Red ice blue Xiaojunli, microblogging hotspot Wang Sun-ji, micro-broadcast the world CEO Pengsong, first know them.

Zhang: I called the computer newspaper Zhang on Weibo, the introduction is very simple hard work, is living, 6 years ago as a traditional media editor, have the honor to talk with the site, in the present still as a traditional media editor, and micro-blog people to discuss micro-blog, thank you.

Yang Aixiang: Hello everyone, I am Yang Aixiang, is responsible for the new media business, but also the traditional media over, but also very happy, today with you to communicate and exchange. Now fans have more than 50,000, basically did not do other promotion, we are to do the media background, down-to-earth to do content, by content to do.

Xiaojunli: Everyone good, in micro-blog called Wine Red Ice Blue, in August 09 began micro Bo, my own microblog is not a lot of fans is more than 10,000 20,000, but my company has 5 million of fans, I am a professional marketing, we have any problems can be exchanged. Need to go through a series of groping, to understand and customer service, so early did a try and then do the company.

Wang Sun-ji: My name is Wang Sun-ji: I am 92 after the webmaster, I am committed to the development of Sina Weibo microblogging called micro Bo hot spots, with more than 1.5 million of fans, in the field of subdivision to do a lot of accounts, I hope to communicate with you.

Pengsong: Hello, my name is Pengsong. I now have about 3-4 months of microblogging release, now there are nearly 5,000, Weibo account number may have dozens of, the earliest micro-blog name grab down, at that time micro-blog has done better, then rob over four words, is the United States of the new Media group, was at that time we robbed, but I personally do not have any fame, The fan quantity is not very big, now Sina gives me to do the personal attestation, is the Pengsong name authentication. Now professional marketing, I have a micro-bo world, hope to webmaster friends can bring money opportunities, can let stationmaster make money, and then let all play Weibo people, playing micro-blogging at the same time can make money.

Mouchangqing: Hello everyone, my name is mouchangqing, I am very excited, I am Chongqing, the first time to participate in the Internet Conference. Today to participate in the home of the Internet conference is very excited, I work in Beijing for five years, I now have 380,000 fans, thank you.

Lejiana margin: We are here to talk about Weibo, Sina, Tencent, NetEase, if the platform is not found to change a platform search, there is always a platform search. Invite Sina Weibo platform Zhou Liqing, add oneself introduce bar.

Zhou Liqing: I'm here to get soy sauce. Mainly just a few big guys talked about micro Bo and webmaster combination of things, I come this time, mainly to provide you with some convenience. including certification, the site and Sina Weibo cooperation, mainly to do these two aspects of work, there is a need for proof to find Guo Zhijun, he approved I will pass, thank you.

Lejiana margin: Now officially began our link, two friends from the media, and four are professional to do micro-blog marketing, of which three has become a microblog marketing company, and a from Sina, does not represent the official, personal and official people. So today is a very good opportunity to discuss with you, and then do a survey, just Yupeng how many people have micro-blog? How many owners will their interest in the business, in micro-blogging regardless of whether it is to do use or to develop? I reckon, about 60% of the people. I think that 40% of the people, why not on the microblog to do it? There are no special or special objections, to stand on their own Weibo turn. OK, there are three hands, is not the insistence, we listen to the micro-marketing has been transferred to the ideas of the Friends, review why to do microblogging marketing? What kind of situation is it now?

Xiaojunli: I did four years personal webmaster, and then three years to do E-commerce, 09, August, found that Sina Weibo on a lot of people playing, at that time very sensitive, feel as long as someone's place has business opportunities. At that time also in a company to do marketing director, that time to work side every day to grope, and then to try to send something, what kind of content to attract people to interact. Weibo for many people, fans only represent a little, more is the need for interactivity, if not interactive, this microblog is dead. Later after a series of tests, I think the combination of these years to do webmaster experience and do e-commerce experience, probably in the first half of 2010, there are companies to try to do microblogging marketing, but their micro-blog marketing does not understand, I watched after very depressed. I studied about 200 cases, and then each case to do a comment, I made a record, why forwarding is not successful, why not to come? In 2010 in the previous company did not happy, did so many years, Stationmaster also did, give a person to do a part-time job also did. Then choose the network marketing industry, because we are better at, we will do anything. This time when the company opened, I went to talk about a few customers, talk about half a month did not have a client to talk down, because the competition is particularly fierce, this time my company, because the staff entrepreneurial team only 6 people, I went out to talk business, he said Shaw always you go out, what do we do? We have no business. I said to play Weibo, maybe our customers need to promote micro-blog. After about half a month to return to the company, my staff gave me a big surprise, they did a series of micro-blog accounts, has reached 1 million of fans, you know? This is very scary data, he said Shao, many people find us to do marketing, why not do microblogging marketing it? And then we change, Position your company as a microblog marketing company. It can be said that after five months of time to do 5 million of fans, distributed in tourism, automobiles, fashion, and a variety of different industries, the micro-blog made what? vertical, microblogging in the end what are the users of the customer? We gave him a breakdown, equivalent to more than 100 accounts, and then on Sina Weibo to do 100 vertical sites , should be such a concept. What are the achievements of the company now? I disclosed that the company's net profit has reached 500,000, the company's employees from last year 6 people have developed to more than 20, we are prepared to be able to recruit 100 people before June 30, the company to increase the speed of 80,000, it should be said on May 30 can break through 300,000 customers. Including our recent signing of a very well-known international jeans brand, now should be said to do well, you have any need to communicate with me.

Lejiana margin: Just heard five months time, the company from 6 to 100 employees, this is the entrepreneurial friends very much hope of the situation. Let's listen to Wang Sun-ji classmate, he is 92, just start speed also fast, 500,000 fans, can you tell me, how do you do?

Wang Sun-ji: I did Weibo as a propaganda channel, and I wanted to advertise my website. I do the discovery, originally these micro-blog, is like Sina, Tencent, Sohu This is the platform, in which the people are the media, doing to find the original micro-blog can operate independently. How to operate a good Weibo, just Yupeng also said very detailed, yesterday we slept in a room, chat to three O ' Day. I just want to say a little, is not to do micro-blog can not do the site? I think so, if your site can add value to users, more content than Weibo, you can use micro-blog to promote your site, this is no problem. A lot of personal webmaster time and Energy is limited, there is no time to add content on the site, so I think, if your microblog can meet the needs of users, there is no need to do a website, go back to the volume. And now do the site, I just heard a lot of webmaster complaints, policies, we have to lead the difficulties, since they can not change them, change ourselves, I think so.

Lejiana margin: The Weibo as a channel for expansion.

Wang Sun-ji: I am now an independent channel.

Lejiana margin: There is a website.

Wang Sun-ji: the website has.

Lejiana margin: Keep the original website, but accelerate your development on Weibo?

Wang Sun-ji, thank you.

Pengsong: I think, like Weibo Sina did earlier, it is the development of a year's time, now there is a billion users, we can compare, in the traditional industry and other industries, why he so fast, in a year's time to develop to a billion, which indicates what the problem? We have to reflect on that. brings us to the impact of the analysis, the micro-bo development so fast, there is a strong vitality, this powerful vitality, Cai is also said today, with the mobile phone terminal set up together, with a lot of comprehensive functions, such as name, entertainment, friends, promotion, publicity in all aspects, is a comprehensive platform, With strong vitality, connectivity is very high. Therefore, because of such media, if now do not pay attention, not to use it, we may be outdated, if once outdated.

Lejiana margin: Interrupted, 60% of the webmaster willing to join the microblog. It is now established, want to know how you are engaged in, how do you do now, OK?

Pengsong: At that time to do micro-blog, more interested. Then do it as a career to do, because it has such a large flow, will certainly produce corresponding value. So I started to study the commercial applications of Weibo. For example, entrepreneurs, we have to make money, this is a real problem. So maybe it's a step ahead and start exploring the earnings model of Weibo. Explore the way to do Micro Bo, close to the model of the customer, is everyone to change the method, what you need to promote, to forward the person to provide a part of the bounty, and then forwarded the people have a lot of fans, according to the number of fans to settle the price. For example, you are a fan of 1 million, forwarding one can get 1000 dollars, this is a practical point. Now do not find a very good leading mode, so from the foundation, I hope that everyone involved, can experience, can feel the fun of micro-blogging to make money, I believe you will find a feeling.

Lejiana margin: Now the platform is based on the application of micro-blog or the site model?

Pengsong: Now relatively simple mode, is the microblogging model, but specializes in Sina and Tencent microblogging marketing.

Zhou Liqing: I'll talk about the webmaster first, I personally is also a webmaster, also do a good job for many years, hands on the sparse operation of the station almost 6-7, are cars, anime pictures of the station, are the information class, because I saw a lot of Sina Weibo with the way the site, but I do not have the energy to do, Also after several people to do the station. I just give the webmaster to build a bridge, I can guide you, or help you turn to micro bo this piece, just have three stationmaster said, very unwilling to do, actually can communicate alone, encounter what problem, have what question or what. Speaking of this piece of platform, about the application of this piece, we now platform application, in the platform to create applications for more than 10,000 of the application, the specific number is not too. Is that we recommend the application in the square has been 1600 applications, this is the main thrust of the application. These application orientation, like what kind of application, such as doing local community, more willing to linkage this piece, can be combined to plan some products for you to use, we are more inclined to say, enhance the user year, this is the first. Second, for ordinary users to provide convenient application of these tools, as well as entertainment, the United States Mito do is also a good application. About marketing this piece, now a lot of rules have not come out, also difficult to speak, not too much to say. Specifically speaking to help the webmaster do this piece, we have contacted a lot of stationmaster privately, now talk about 7-8 build station system this piece, today Zhang also in, we hope the official comes out a discuz! login plug-in, we did this thing, Tencent also urgently did this thing very convenient, we also in push, But these two things are technically not conflicting. In addition, we agreed with the second-largest community forum process at the end of the year, the cooperation is relatively deep, and some stations can be integrated with them to use these things. In addition in some construction stations, including PCs mode, and so on, there are cooperation, we cooperate with these, the main reason is that the webmaster rarely specific to do the development, then help the webmaster do, just to use this thing can be.

Lejiana margin: I sum up, overall for the webmaster has four directions to the micro-blog to engage in relations, such as wine red ice blue, the content of your blog to pay attention to others, and then produce fans, produce results. Not necessarily the next step like wine red ice blue to do professional things, but the account is a good direction. The second direction is based on the original site application has just said the tool, your users to the Sina, Tencent, and they also give you the upside down. Hopefully, this might be the second way. The third method of conversion or comment as appropriate, may be the event planning, may be forwarding the alliance, may be other forms. In short, is the use of micro-BO transmission effect, we go to think of some methods, to the activities of planning or forwarding, or to the matter, the spread of the matter to solve. The fourth aspect is mentions the application, if has some technology, has the account number 60%, has the application only 2%, 1% not to. So I want to list four methods through today's dialogue. Finally, I would like to comment on these four models, which is more able to try?

Mouchangqing: Everyone good, personal webmaster or need to operate their own micro-blog, I am doing promotion, not to do professional microblogging marketing, but the microblogging as a promotional channel. I do microblogging, there is no choice, because I contact micro-bo relatively late last year, when Sina Weibo for a long time, so the choice of Tencent Weibo, then wrote a lot of articles to guide a lot of webmaster, I want to affect them, so I hope my users there. Through this form, let the webmaster into my blog, and then through the blog into my site, in fact, many webmaster can be this way. Weibo's own account number is one aspect, more still is the network relation, the network is very important. Micro Bo to micro-blog has 5,000 IP, the effect of micro-blog promotion is very obvious, first of all, you have to identify the affected user groups, your fans are what kind of people, and your friends to help you turn what kind of people? to find out. Like Sina, Tencent Weibo, Sina Weibo is very active, popular line flourishing. But there is a bottleneck, Sina Weibo celebrities too much, Sina a grassroots may be concerned about two hundred or three hundred, Tencent celebrities less, the same message to make fans interested, but the hair in Sina can not see, so to locate the right choice for your platform, is not the most prosperous is the best.

Lejiana margin: Generally pay attention to fans of the audience, and constantly harass your friends let him help you turn. Use the people around you who may be interested in you, desperately play the effects of fans, good, please Xiao Ming and yang total.

Yang Aixiang: Hello everyone, we are now the wealth of the network is the user to insert Weibo, from the point of view of the webmaster, I share a few ideas, the first in a large platform, in the entire Internet field, a big platform, may be here many people have no chance, can only rely on these platforms to do application, this concept must be remembered. But this application may be an application of our site itself, or our platform to achieve a certain degree, we have to open later, so that a smaller application on the site, I think we are a parasitic relationship, the large platform open, our small platform as a large platform for small sites, including Sina Weibo, or another application on a large platform, we cannot understand that our website is not an application, and in a way it is an application. So you should use a more open mind to face this, you have no way to complete the operation of the big platform. So now why to use the micro-blogging system, but also want to pour out Sina users come over, of course, our users in the process is also the past Sina, it depends on how we choose their own needs, and we now try to run three months is very good, but also in the market segmentation, the equivalent of our website in Sina very small application In the process, I also open my things, also let other platforms, other small applications on my site, so that the entire Internet will form a good ecosystem.

Second, the entire microblogging promotion effect, the commercial media, I am very concerned about the media in the micro-blog several applications. In fact, the business sector in Chongqing or the Chinese journal industry to do the first microblogging marketing, the other one, we have a new weekly, we have two media, two periodicals group the earliest, the effect is most obvious. In particular, when the new publication, although not famous, but many people to find us. We used to push a magazine for two or three years and now it's only 1.5 of the time to launch a product.

Zhang: Hear everybody talk so much, we are a lot of like wine Red Ice is a professional platform, we include computer newspaper do very amateur, if have experience to share, personal microblog, with Yang always do promotion. Strictly can not be called marketing, at least for the time being, I and Yang Total main unit or advertising, to advertising business, but this ad and micro-blog ads are essential differences, but we have to print out, this is very different. We do more promotion, in addition to my personal microblog account, including computer microblogging, computer website microblogging marketing more than a year, may be too short of communication, our fans are very real, because the computer newspaper is probably less than 50,000 fans, but the forwarding rate is high, forwarding rate of 10,000, really like the content of technology to join the fans, This quality is very high, we generally through the official micro-blog and the official website of the microblog to promote our topic, and the collection of topics, this is to do the most important work, but also to the micro-blog fans, every day to promote a certain science and technology news, the micro-blogging several editors and colleagues are very experienced, such as in the morning to send something, What content at noon, the evening 7 o'clock to 7:30 fans more time, send a micro-blog, there are many very interesting things. We should still promote, we want to do microblogging marketing, but with you, we still focus on content. Science and technology is not a lot of attention to the people, Sina focused on technology, it should be said that a lot of fans over 100,000, the general is more than 10,000. As a webmaster There is also an official website, traffic is not very large. We still focus on the technology or it is the best thing to do, will certainly bring unexpected results. This effect is from the dissemination of power, not only on the content of the effect of the entire computer brand has effect.

Lejiana margin: Now there are two problems of time to the webmaster.

Question: Hello, I am the Western aviation E-commerce, the first time to reflect the Sina Weibo, now Western airlines to a preconceived, just mentioned a lot of companies, we may think of HNA, Air China, how to pass micro-blog, not to say all, let more people think of our Western airlines?

Xiaojunli: In fact, the most important thing is to spread the degree of open, through your official microblog to release the relevant information about the company, so that more people know you, and then do a good job after the after-sales service, so that people will slowly let you see the things first and then trust, and then he needs to spend when he would think of the concept of Western aviation, This requires a process. The most early point of the use of the spread of microblogging to be very good spread open.

Question: Hello, I am the forum of the local website, I think the place person can pay attention to me, but searches on the microblog, does not pay attention to me, how raises the fan?

Wang Sun-ji: In fact, you just said that attention to others, others do not pay attention to you, you have to consider the problem of microwave positioning, why people do not like you? If you do a very good microblogging, content positioning is also better, then you pay attention to others, the other hand will pay attention to you, the process as long as you stick to it, your microblog will certainly rise, you are in Weibo, Success is a simple thing to do again and again.

Mouchangqing: To consider the customer's psychology, why does he care about you? You do it well, more content, and your content makes him interested.

Lejiana margin: Today in such a short period of time can not be all clear, just people have been concerned about Weibo, we can continue to ask them questions.