The business of a cow x enterprise Weibo

Many corporate microblogs make mistakes in their content, one is to be a news broadcast, one-way output, there is no interaction, and the content of the release is a mess of Huo; one is the company's own magazine, talk about the topic are all about their own business, has been boasting about their own enterprises and products how, but not to pay attention to users;

Principle, the first is not to talk about religion, the second is not to talk about politics, the third is not about extreme pornography. Based on these principles to create micro-blogging, we can slowly convey our understanding of sex--sex is a part of life, we are not to share the topic of privacy, is to disseminate people's understanding of sex, love of sex.

Running an enterprise microblog is like running a newspaper. We also have some fixed plates, for example, in the morning when we are on the road, we will send some relaxed and happy and let people feel the content, but it is not simple good morning, we will be more regular hair some of the knowledge of the micro-blog, such micro-blog is usually made long-term reserves;

There is a combination of the latest hot spot to design a new microblog. The design of this micro-blog, one is to consider how to shine. For example, March 26 is Haizi's Memorial Day, we estimate that time will be full screen is "face toward the sea, spring", to avoid this sentence, choose another Haizi's work "live in this precious world", to express grief.

Of course, there are a lot of hot spots, not to say everything should be combined, there will be some trade-offs. Like the recent two popular genres on Weibo, one is "hug body", the second is "Du Fu is very busy", we applied a hug body, sent a micro-blog, because "hug body" is in the elaboration of the relationship between people, which is in line with the positioning of our microblog. But, "Du Fu is very busy", we feel unsuitable, this has the Chinese classical culture disrespect, then don't talk.

There is also a part of Weibo content that interacts with fans. In addition we will be about every hour, search and Durex, the full set of micro-blog, and choose the right to interact.

In addition, we will consciously create some "creative detonation" of micro-blog, that is, carefully planned some of them will get thousands of forward hundreds of comments, I hope one months can make two or three such. We are going to grope for the inner laws, but there are often a variety of accidental factors, such as by chance being Huang forwarded. In general, we deliberately design 10 such "creative explosion" of the microblog, there may be a successful one.

Durex Swiebow behind is not a person, I calculate, Durex Swiebow a year about to send 2,400, a count of 100 words have 240,000 words, if rely on a person he will write dead, in fact, we have an entire editorial team to participate in production. A micro-blog, we will be based on whether it conforms to the brand style and Durex Swiebow positioning, conduct three-level audit. After the editor completes, submits to the creative director to examine, then I come to examine. There are some important things that we will communicate with the head of the microblog project within Durex.

First, Weibo is an emotional product, it is not possible to do it overnight; the second is that this is not the place to sell things; third, this is a close contact with the brand user platform. This is actually a very difficult business, but sometimes people think too simple and utilitarian.

@ Leaves Lonely boat: I think Weibo can sell things to sell products, it depends on whether your things are suitable, the way is correct, successful examples have @ Fast bag @ Millet phone @ do not add v sell books, especially @ fast schoolbag.

Here's what @socialbeta founder @puting summed up about the principles of content strategy, and I added a few words:

Fun, fun is the first impetus to share, because it is interesting to forward;

Practical, about your industry, your products, but also useful to users content, useful is the second power to share;

Relevant, related to the user, with the micro-blog operating objectives related to your industry products related to the pan-industry;

Multiple (text, pictures, video), high degree of information integration, high value;

Regular, orderly (content, time, topic are integrated), these I have just finished the "Enterprise (media) official micro-operation manual" of the basic article has been talked about time data, you can read this article >>> http://t.cn/aKbzNt;

Starting from the user needs, for the user to solve practical problems, do your best to do your customer service work, pay attention to follow up. To remember, the user complaint is not terrible, terrible is to ignore the complaint, so that the enterprise will be discarded sooner or later, an open and transparent customer service show, the effect is better than million boring draw, draw in an instant forget, the former is remembered in the heart, passed on the word of mouth;

Product extension knowledge, pan-industry knowledge, such as selling kitchenware can talk about kitchen cleaning, selling detergent to talk about clothing maintenance, selling tea can talk about tea ceremony culture, tea quality preservation and so on, in short, talk about useful and practical industry knowledge;

Users ' comments and experiences, many users complain about your products through Weibo, there are many users praise you through Weibo, if your product is really good, there are always many fans say hello, they say your "good" to show off to everyone, you so forward, not only enrich the content, but also let these users "flattered", The drying list helps to encourage other fans to herd and consume, which is the reference to the "men and women conforming";

Special discounts and exclusive fans of new products, including exclusive fans of the award-winning activities, design a number of boutique exclusive to the microblog fans special discounts, so that they feel a VIP as fans have the same treatment. In addition to special discounts, there is a point is new, if you can do micro-blog on the start, such as a package, through micro-bo first booking, only for the fans to prepare, offline has not bought, so fans will feel "very noble", grasp their psychology, doing things naturally with less effort.

Corporate culture and internal staff working life. Micro Bo also want flesh and blood, let people look like a living "person", the appropriate timely export of corporate culture and values, will also be popular fans.

General principles: Less attention to the product itself, pay more attention to users, do a good job, establish a brand.