Storage of the Ocean: Enterprise Micro-BO marketing needs to focus on integrated marketing

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63.11 million, this is the number of Chinese microblog users at the end of 2010.

195 million, this is the end of June 2011 China Weibo users, a six-year surge of more than twice times.

Today, China's microblogging users have more than 300 million.

......

In just two years, this 140-word petite stature of the Internet product has leapt from the internet's rookie to one of the basic applications of the Internet, with the power of micro-change, to open the door to a great era.

I remember when I was in some circles, many of my friends were carrying a dozen business cards in their bags, now with the rise of micro-blogging, the way to expand the network from the traditional exchange of business cards into personal micro-blog display, it seems to the Internet workers, no micro-blog is not the meaning of the industry, this is the charm of Weibo.

Micro-blog changes are not only individuals, large and small enterprises are also accompanied by the trend of micro-blogging, opened the micro-blog of the corporate façade, through micro-bleomycin promote corporate culture, promote products, deal with crisis PR ... Weibo really pulls the gap between business and consumers.

Companies compete to open Weibo

Microblogging as the most popular Internet service, enterprises will not let go. The 11th session of China Network Media Forum data show that China's micro-blogging users have exceeded 300 million, accounting for 61% of China's Internet people. This high coverage and high penetration is a lot of traditional media can not match, but it is this natural media attributes and low-cost operation so that more and more enterprises to join the microblog, and spontaneously use this new form of media for brand promotion.

For enterprises, to operate a good microblogging, depends entirely on the attitude of the enterprise, if just holding a "play" mentality, forced to follow the form of blindly follow, that brings the effect imaginable. This kind of casual operation of the Enterprise brand publicity and promotion is not a benefit, so that both waste of operating costs and also in the outward transfer of the brand is not professional image.

The misunderstanding of Enterprise Weibo marketing

1. The number of fans is not the only standard

For corporate Weibo, the number of fans determines how many people follow you, so many businesses start buying powder and dusting, which is not the only standard of measurement, not all fans can play a positive role.

2. Avoid shoddy content

Content is the soul of microblogging, and microblogging content is nothing more than original and forwarding, no original enterprise microblogging is no soul, no forwarding enterprise Weibo is backwater.

For example, the following microblogging:

This is the official Weibo software microblogging, the content is obviously not up to the requirements, not only affect the user experience, the corporate brand propaganda does not achieve any benefits.

Let's look at a better example:

This is Fangzheng Group founder Feihong's official microblogging, with interactive content plus a more appropriate picture with, give users a good experience.

The essence of Weibo is media and community

Weibo is not only the media but also the community, the role of the media is generally reflected in the packaging and dissemination of the brand, the role of the community is more embodied in interaction and communication. To really build a good corporate microblogging, in-depth communication and interaction is essential. At this point, there are also doing better, such as: Fangzheng Feihong.

In the latest new product launch of founder Feihong, organizers divided several types of subdivision. It contains # founder Feihong Cloud Component Platform Conference #, #飞鸿平台 #, #方正飞鸿云战略 #, etc., through the form of the label to subdivide micro-blog content, the formation of column system operations, these sections not only themselves to enhance the memory of the fans have a great help, but also easy to help fans find their own valuable content.

Micro-matrix: micro-blogging operations pay attention to collectivization rather than channels

For many enterprises, Weibo is just a simple communication tool, so many people only focus on the content and the channel itself play a role, often overlooked the other side, integrated marketing.

Under the background of the whole founder Group, also applied to the concept of a group of micro-Bo marketing, such as the Department of Micro-blog, Project Micro-Bo, signboards, such as micro-blog, this integrated mode of operation greatly higher than a propaganda channel brought about by the "enterprise" into micro-blog, brand integration and dissemination is very important.

In fact, there are many places in Weibo that are worth studying and trying. For enterprises, in the number of fans on the formation of the killing is meaningless, only fully for the sake of fans, for the sake of the brand, the use of micro-bo to convey positive information to fans, to achieve interactive communication can better realize the brand's self-worth.

(article published in the Micro-Bo Marketing Institute, reproduced please indicate from: http://www.weiboyx.com/weiboyx/201112021615.html)