The essence of microblogging marketing is accurate data mining

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Weibo marketing has become one of the mainstream marketing methods, a lot of people are playing Weibo, many people are using micro Bo to carry out marketing and promotion, but the effect is very different. In fact, the essence of micro-blog marketing is to do accurate data mining, in a nutshell is the precise content in the precise time sent to the precise customer. Micro-CEO Wang Zhen has said "do not understand data mining microblogging marketing is bullying", it is evident that the importance of data mining, the overall accuracy of data mining, including the excavation of accurate micro-blog content, the establishment of accurate release time and mining accurate customer three aspects, the following to do a specific elaboration.

First, how to find the accurate customer?

This is the most critical place, many companies have spent a lot of effort to promote, expensive, but the effect is very little, the key is not to find a precise user groups. Where do these precise users come from? We can extract them from the following 5 directions.

1, competition products of micro-Bo fan extraction:

For example, you are doing tourism, now the tourism industry to do more successful is Ctrip and dragon, we from these competitors Weibo fans extracted, put into our own database, into the queue for execution, in-depth processing.

2, related popular microblogging forwarding list extraction:

By clicking on hot Topics, or popular microblogging we can also extract customer groups, in general, the popular microblogging forwarding list has 20 micro-blog, showing 50 pages, that is, can collect 1000 user groups.

3, semantic analysis system, according to the keyword extraction:

For example, the company is selling mother and child products, we can search in micro-bo "urine is not wet run out", "buy urine not wet" and other keywords can find a part of the user group, and this type of user is the most accurate, so you to their mother and child products recommended or marketing believe they are willing to accept, not only not disgusted, but will think you Very friendly and ultimately become your loyal customer.

4, through the geographical label for extraction:

We can be precise to a certain area, like you make cakes, location in So-and-so community, we can collect in this community through the local micro-blog users, real-time marketing, so that the establishment of a good relationship, once they have this demand will naturally think of you, to buy your products.

5, KOL (Opinion leader) Cross analysis extraction:

For the sake of understanding, let's give an example there are three opinion leaders a, B, C, they have their own fans, opinion leader a fans are A1, A2, A3, opinion leader B fans are B1,A1,B2, opinion leader C fans are B2,A1,C1, this shows that fans can be crossed.

Through the above 5 kinds of methods we can find accurate customers, to find the precise customer time according to the customer's properties of deep-processing processing, in order to later marketing more targeted, but not blind.

Second, how to create accurate content?

After you've found the right customer, you're ready to release the content. Do SEO friends know "content is king", in fact, do micro Bo marketing is also so, a classic content by fans, in a short period of time to create a very high forwarding and comments, so as to achieve the purpose of communication marketing. There are several stages to the preparation of precise content:

1, the Audience analysis:

Geographical analysis: First, we need to understand where our fans are located, for example, the Beijing area fans accounted for 70%, Chengdu area accounted for 20%, Shanghai accounted for 10%, then in the preparation of micro-blog content is the main body, for example, we can from the @ Beijing things @ Ping An Beijing these platforms to collect some content, As for the Chengdu and Shanghai area of the news time can be properly published.

Gender analysis:

Analysis of the proportion of male and female fans, such as men accounted for 30%, women accounted for 70%, micro-blog content will be mainly female preferences.

Preferences Tag Analysis:

We can classify people with similar preferences into one category, such as cargo, shopping spree, etc.

Career Analysis:

Analyze which group the fans belong to, the proportion of each group, such as CEO,HR.

2, micro-bo tone strategy:

In general, the company's micro-Bo fans less, taking into account the corporate image of the micro-blog content is generally more formal and serious. At this time we need to develop a micro-blog tone strategy, to create a real personification of the account and fans to interact and communicate, more easily by fans to forward and comment.

3, the formation of a circle of friends:

There are so many circles and micro-groups on Weibo that we can circle people with the same preferences, and if a friend has some kind of explosive material that can provide each other, you can get firsthand information.

Finally, how to control the accurate release time?

The precise user and microblogging content is ready, and then there is the question of how to release it, and when it comes to Twitter, friends who have played Weibo apps, first of all to think about the leather time machine, to control the precise release time, we can start from the following aspects.

1, micro-bo timing tools:

Common have leather time machine, moonlight box, timing V, timing micro, etc., we just have to be ready to release the content, set the release time interval, the tool will automatically release, very convenient.

2, analysis of the number of fans online:

To see in which time period the largest number of fans online, we can focus on micro-blog release, after analysis of the general situation in the morning 8:30-9:30 noon 12:00-13:00, Evening 20:00-23:00 This time the largest number of fans online.

3. Define the release time according to the interactive effect:

Different products face different user groups, these user groups online time is also different, so can be more interactive effect of the best time period to publish Micro Bo can reach the goal of marketing.

As the saying goes: Customer is God, find customers we need to regularly maintenance, in the precise time will be accurate to release the content of the customer, what worry about micro-blog marketing do compare it? Of course, the future of mobile electric business marketing if more accurate, in the ROI has a decent performance, is destined to social media data mining attaches great importance to, It will be a very worthwhile thing to think about and invest in. Domestic data mining based on social networks there are a lot of startups, so far, not seen doing very well, this may also be with the domestic social network closed and multivariate related, so want to be in the field of data mining, we can only say: The future is bright, but the road is tortuous!