Social Media Marketing: five strokes to teach you to play Weibo marketing campaign

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Nowadays, with the development of web2.0, a variety of interactive social media has also emerged, 08 years of the SNS community to the beginning of the 09 cloud microblogging platform, whether large enterprises or small brands have been these media as a battleground enterprise marketing. Because the interaction of micro-blog is stronger, a time large and small brands are in micro-bo (mainly Sina and Tencent) on the establishment of accounts, try a variety of micro-blogging activities, but many of the input and output can not be directly proportional. So how to do a good job of microblogging marketing? This article will be combined with the author's own observation and actual combat experience to teach you to engage in fire your microblog activities five strokes.

First Trick: Platform selection is the foundation

At present the domestic more popular should be Sina and Tencent Weibo, the number of microblogging users from the media reported that the difference between the two, if there is no in-depth study of micro-blog will be compared to the two, in fact, it seems to me that the difference between the two, then what is the difference between the two, the company's micro-blog marketing has any impact, Let me do some analysis of the two:

From the development of the two routes, Sina is the star Line, and Tencent is the grass-roots route, Sina More is the use of star effect to drive its fan users to join Sina, Tencent is the micro-BO platform and its own QQ products, guide the grassroots QQ user login platform; from both content, Sina content quality is relatively high, Although the same as Tencent has quotations, constellations and other grassroots topics, but also has the Internet and other professional interaction. Tencent Weibo content is much lower quality than Sina, its platform is more grassroots topics, professional interaction is few; from the user characteristics of two platforms, Sina users overall quality and level of high (mostly white-collar, corporate CEO, university professors, etc.), Tencent users than the level of Sina is much lower, More grassroots users (mainly students, blue-collar, etc.).

In addition, the planning of micro-blogging activities before the target audience analysis is necessary, companies should choose the platform according to their products, market positioning, Target customers and marketing goals, such as a brand positioning for parity clothing, its target customers are mainly students in school, then Tencent Weibo will be a good choice; A higher-end route of the cosmetics brand, its target customers are mainly female white-collar workers, then Sina Weibo will be its correct choice.

The second recruit: Activity creativity is the core

Before sharing the second recruit, we first look at the following screenshot of the activities, in order to avoid advertising suspicion, the following pictures are the author at ordinary times to observe and study the enterprise Micro-blog marketing activities preserved.

Figure 1-1

Figure 1-2

Figure 1-3

Charts 1, 2 and 3, respectively, are saved on Sina and Tencent Weibo, the picture is the Art Dragon Travel Network, Lenovo Music faction, Harbin Beer microblogging marketing page, from three pictures are not difficult to see, from 1 to 3 of the activities of the creative curve into an upward trend, art dragon Tourism network activities are currently used by most enterprises "prize forwarding "Form. Compared to the art dragon, Lenovo Le faction launched the activities more creative point, and Tencent official cooperation to establish a topic page to stimulate users to participate in the topic of music to share, of course, the essence of the difference between the arts and dragons, but the form has changed.

Harbin Beer, which is different from the art dragon and Lenovo Music, chooses the more entertaining "playing cool shirt", I also personally tried this activity, the activities of the Guide to do quite in place, easy to click on the mouse can support their favorite team, and has been a lot of Weibo users in pursuit of the "badge" as a reward mechanism.

Whether it is a prize-forwarding, topic-sharing or team support, the three micro-blog marketing activities are very successful, the nature of their activities or not, are to reward (in kind, virtual) stimulate users to actively participate in the sharing of communication, the formation of word-of-mouth effect.

After reading three different types of success stories, let's look at a screenshot of a less successful microblog activity:

Figure 1-4

The same is the award-winning forwarding, figure 1-4 and figure 1-1, the effect of the activity gap is very large, regardless of the number of original fans of two accounts, the rules of their activities, the Orange magazine's participation rules than the art Dragon Travel Network to be more cumbersome, in the comments to answer questions and forwarding microblogging is enough cumbersome, plus @5 more than friends, And only a handheld sent out, which for the participants to participate in the attraction is far worse than the art dragon, nearly 20 days of activity time only 2,509 broadcast can explain the existence of these problems. So what are the principles that companies should pay attention to in planning their microblog activities?

The simpler the rules of engagement, the better the user will not be as patient as the enterprise;

If the activity rules are not simple enough, then the gift will give a point, the probability of a big prize;

If the gift is not enough to force the rules of activity is not simple enough, then the content needs to be innovative and can resonate with the user.

The third trick: capital investment is very important

Many companies invest one hundred or two hundred of dollars in micro-blogging campaigns without even having a cost budget, in the era of micro-Bo Feng Yun, no investment is almost impossible to give fans a reason to stay, therefore, micro-BO marketing funds in my opinion is very important, generally invested in the funds are used for gifts, So what kind of gift is the most popular, more suitable for micro-blogging activities? Below is a look at the comparison of gifts in two marketing campaigns:

The same is a prize-forwarded microblogging activities, gifts different effects are also different, because compared to 50 yuan Xuzhou KTV vouchers, there is a more attractive souvenir gift, therefore, the company to do micro-blog activities when the choice of gifts for the overall effect of the activity is also critical, Then the enterprise chooses the activity gift should follow several principles?

Practical, general, choice of more points, such as notebook bag, cushion, water cups, etc.;

Gifts are not limited to the ipad, iphone, you can use an ipad for 10 mobile phones, a mobile phone in exchange for 20 sports backpack;

Select the gift that conforms to the enterprise Micro-blog activity theme;

Part Four: Activity promotion is critical

The success of a microblog marketing campaign is not just about good ideas, valuable gifts, there are more key activities to promote, in my observation of the micro-blog activities, many enterprises in the absence of resources or no plan activities to promote the situation on the implementation of activities, the result is a snub, now is not good wine is not afraid of the depth of the era of the alley, Especially with the continuous development of micro-blog, in the increasing marketing activities, enterprises need not only good ideas, but also the promotion of activities.

Activities to promote only a few ways:

Invite Micro Boda to participate and broadcast;

QQ Group invited grassroots users to participate in activities;

Binding microblogging hot topics, such as # early summer #, #转发有奖 # etc;

Micro-BO platform directly invited to have enterprise-related labels or target users to participate;

Micro-group promotion.

Five strokes: Activity interaction is complementary

Many enterprises in doing microblogging marketing, especially in the forwarding of award-winning activities, from the beginning of activities to the end of the activity may only send a micro-blog-activity content, after a day staring closely stare at the broadcast, the number of comments, fan growth, but do not know to do user guidance and interaction. Although there is a beautiful figure in the end, but it deviates from the characteristics of Weibo itself-dialogue, so in my opinion, interactive activity is the entire micro-blog marketing the finishing touches. Then the enterprise to do micro-blog activities and from what several aspects of the action, my personal combat summary experience is:

Periodic follow-up reports, such as "since the event was issued, 850 users have been involved ..."

Query online reply;

Extension of the theme of activities;

The results of the event are announced.

The above is my observation and actual combat in summary of the micro-blog Marketing Five Principles, due to space reasons, many places have not been carefully explained, but this should be able to make the business of their own micro-BO marketing activities of the most commonly used and the most practical five strokes, I hope that my five strokes can be done or ready to do microblogging marketing enterprises help.

Author: Wu Jian, e-commerce, social media marketing research and practitioners, individual bloggers, Donews columnist, a lot of business circle experts, 28 push founder team members.

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