The case analysis of Sina Weibo marketing

According to Sina Weibo statistics, micro-group on the line since the strong growth momentum, especially the high rate of mutual powder in the microblogging users continue to spread Word-of-mouth. At present, more and more enterprises are concerned about the influence of micro-group, in the micro-group activities as a micro-group operation of one of the modules, to bring a good operation of micro-group, we have to micro-group activities can give micro-group and even micro-blog operations to do some research, summed up the corresponding methods and results.

Case Introduction

"Beijing New Oriental 46" micro-group focused on the new Oriental 14 famous teachers, to carry out micro-group question-answering activities. As of May 22, 2011, "Beijing New Oriental 46" micro-group users exceeded the number of 10000 people. "From May 12 before the number of users only 1439, the number of micro-BO 98, after 10 days," Beijing New Oriental 46 "micro-group users increased 8,571, micro-blog growth of 1208. The micro-group activity of "Beijing new Oriental Level 46" has produced obvious effect.

"New Oriental 46-level answer activities" for the effect of micro-group:

1, the number of micro-group users increased rapidly.

April 8-May 22 "Beijing New Oriental 46" micro Group Day New number of users (Figure 1)

The number of micro-group users increased rapidly. In Figure 1, the number of new users in the micro-group continued to grow less steadily before the event was held (before May 10), and after May 12, the numbers of users in the micro-group began to show dramatic growth. May 12, a day of growth of 4051 users, May 13 to May 22, users also maintained a daily average of 452 users, significantly higher than before.

2. There is a lot of discussion on the topic of target on Weibo

March 1-May 22 Weibo daily Discussion # 46 # Topic number (Figure 2)

Generate a lot of discussion about the topic of the target. As shown in Figure 2, the number of topics talking about # 46 on Weibo is low before the micro-group event was held (before May 10), and on May 10, the number of discussions on the 46-level topic reached 795, and after May 10, the number of topics on the 46 level was significantly higher than before. The increase in the discussion of topics also means that the topic is more users ' attention.

3, the official micro-blog account number of fans increased rapidly

March 1-May 22 growth of new Oriental Teacher's fans Day (Figure 3)

Activities can attract more users ' attention to the official account of the enterprise. Figure 3 is a selection of several key participants in the activity of the teacher before and after the fan growth. @ Jian Kun Teachers and @ Zhang Yixin teachers in the establishment of micro-group (April 8) After a period of time and users in the micro-group interaction, the rest of the teachers in the event before the fan growth is relatively smooth, but in the event held, teachers quickly become users of the object of concern, the number of fans increased rapidly.

4. Increasing the activity of micro-group

April 8-May 22 micro-group microblogging, forwarding, comment on the number of changes (Figure 4)

The increase of the activity of the micro-group. Shown in Figure 4, prior to the development of micro-group activities (May 10), only a small number of users involved in the micro-group and interaction, while the activities held, the activity of the micro-group is usually several times, comments, forwarding and micro-blog growth is faster, the number of growth is also higher than the weekday number of times. May 18, the day of the event, the micro-group of the daily number of original micro-Bo reached 438, the number of daily forwarding reached 433, day review book reached 458.

5, micro-Bo spread a wider range

Expand the scope of Weibo spread. During the event, the user of the micro-group broke through 10,000 people. The highest number of tweets covered 15,065 users, and the entire micro-group was able to influence up to 2,621,456 people.

How to plan micro-group activities?

1 positioning, select the active theme and time

According to the micro-group positioning to find a similar activity theme and time, the new Oriental activity theme positioning in the 46-level exam guidance and troubleshooting, activity time in the first one months before the exam. Subject to meet the needs of candidates, the appropriate time for the theme to produce better results.

2 Use advantage resources to attract users to participate

Provide superior resources. New Oriental in this event to provide 14 famous teachers, online courses, the main classroom, in the industry are more famous and influential. Through the advantage of resources, to attract more users to participate in activities.

3 Develop the Activity flow

Develop activity flow. The event from the end of April began to issue publicity notices, the collective promotion focused on May 10, the formal question-answering activities held on May 18. Orderly flow of activities to promote the steady progress of activities.

4) Other preparations

In addition to the above, the new Oriental use of new Oriental newspapers to promote micro-group activities, to participate in the activities of the teacher's microblog application for certification, multiple account forwarding, reply. In addition, different types of enterprises can prepare more and activities related resources to help micro-group activities to achieve better results.

What kind of enterprise is suitable to use micro-group to carry out marketing?

1, has the stable operation Investment Enterprise

Because the topic is more concentrated in the micro-group, the frequency of user interaction is also greatly improved, the enterprise needs to pay more operation work. The operations of the micro-group include:

1 timing in the micro-group and user interaction;

2 regularly maintain the group notice;

3 Invite target users to join the micro-group and so on.

The new Oriental Micro-group has one or two teachers in peacetime responsible and user interaction, communication problems, also through micro-blog invited a lot of care about the 46 topic candidates to join micro-group, to ensure the stability of micro-group operation.

2. Enterprise with expert team

As a result of the rapid interaction of micro-groups, if the enterprise can bring its expert team into micro-blog, the maintenance will have a rotation, targeted, interactive and sincere, easy to manage, improve the visibility of expert team, the establishment of professional and efficient brand image and other advantages. And the new Oriental so the teacher as a brand business is particularly suitable.

3. Enterprises with accurate users

Micro-Group is a small circle of Weibo, it combines a group of users with clear needs. If the enterprise has a group of accurate users, it is easier to introduce them to their own micro-group. Use their word-of-mouth effect to attract more enthusiasts. For example, the new oriental will be the user's 46-level requirements to extract the establishment of micro-group, is very clever practice.

Summary

It is a new subject for enterprises to use micro-group to carry out marketing. Beijing New Oriental 46 micro-group activities can give us some inspiration.

1 Micro-group activities also need to be carefully planned. It includes the orientation of the activity theme, the choice of the advantageous resources and the development of the activity flow.

2 Stable operation of micro-groups, to play their own advantages of mining operations micro-blog skills.

Of course, even if the micro-group activities achieved good results, can not ignore the subsequent micro-group operations, whether micro-or micro-bo is a long-term accumulation of the process, otherwise the effect of operation before, will lose influence in the follow-up.

This article is provided by the Ministry of Commerce of Sina Weibo, please contact @ Enterprise Weibo Assistant or @baiyi