The way of traditional small and medium-sized enterprises ' microblog marketing

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First, understand what is Weibo

Weibo, that is, micro-blog (microblog), is a user relationship based information sharing, dissemination and access to the platform, the user to 140 word or so text anywhere to share the experience, pictures, links, text, etc. can be done through the Internet, SMS, MMS, 3G mobile phone, without the title and article ideas, Instant inspiration can be easily released, and the virus spread like to share.

Twitter, a micro-blogging originator, was launched in March 2006 by Blogger.com's founder, Evan, a Web site worth nearly billions of dollars today. As the world's hottest microblogging site, Twitter has a daily visit of nearly 20 million people, with a large number of hardcore fans, U.S. President Barack Obama, the White House and Google, Forbes, Best Buy, Ford Motor, Coca-Cola, Starbucks, KFC and other 500 companies have settled in, Weibo has become an indispensable tool in PR marketing. According to relevant public data, as of January 2010, Twitter has 75 million registered users worldwide.

Domestic active micro-blog site, is to rice, muttering, do what, and so on behalf of the Professional Web site to start as a starting point, Sina launched micro-Bo products for the market to detonate the opportunity, now micro-blog has become the most popular on the internet in China one of the products.

In August 2009, Sina began to launch micro-blogging products, but also in the beta stage, it has attracted a large number of industry and celebrity stars of concern. Sina Weibo to celebrity for the mouth, rapid expansion in the short term, and won the industry acclaim, now has become a Chinese website microblogging products synonymous.

Second, why enterprises to open micro-blog

2010, entered the national micro-Bo era, Weibo has become a household name network products.

Weibo spreads faster, pays attention to more people, and is more time-sensitive. There is a lot of information on Weibo that is not visible in traditional media, and the public has a natural focus on public topics, in micro-blogging business and customer is no longer a simple relationship between the sale, micro-Bo used well, can be in the enterprise users to cultivate the emotional relationship beyond the sale, in the market competition.

Traditional enterprise Word-of-mouth Marketing, emphasis on the recognition among people, but now, more and more young people believe that the network community do not know the "family and friends" evaluation. Therefore, to win the reputation of netizens, for enterprises, almost as important as spending money to advertise. Micro-Blog appears to enrich the enterprise network Marketing means to help enterprises "win" the reputation of strangers.

To Sina Weibo (http://t.sina.com.cn/) as an example, the main user groups focused on movie stars, corporate executives, economists, media experts, marketing planners, commentators, moderators (anchors), entrepreneurs, Internet reds, these people basically represent subversion and change, innovation and fashion.

As a new exchange and interactive platform, micro-blog is being favored by more and more people. Compared with the blog, the use of micro-blogging more simple, users pay less unit cost, energy input are fewer, writing threshold is lower, users expand more quickly, for the possible media information dissemination accumulated a huge team of correspondents. At the same time, the integration of various tools, especially the advantages of mobile text messaging, micro-blogging has the characteristics of real-time transmission, in the face of sudden news events, micro-blog reporting speed can often lead the traditional media.

As Weibo's "passenger" flow has exploded, it has also been growing in influence. Micro-blog quickly become the Chinese enterprises timely dissemination of information to increase the stickiness of users and enterprises marketing tool. Many small and medium-sized enterprises have set up the official micro-blog, arranged in Sina microblogging blog, and fans close interaction, and actively promote corporate brand. Weibo indicates that the individual's power is no longer weak, and it is playing an increasingly important role in influencing and changing the world.

The greatest value of enterprise Weibo is to build a channel and platform to communicate with users, and to convey and display the products and services of enterprises efficiently and realize the rapid spread of corporate brand. More and more traditional enterprises successfully use micro-blog to promote corporate brand and corporate culture, through the establishment of Word-of-mouth to gain long-term benefits.

Enterprise marketing means began to become increasingly diverse, some new things appear, will bring new challenges, enterprises only have a sensitive sense of smell, closely follow the pace of the times to remain invincible. A new era of interactive consumption is coming.

How to build your corporate fan base

Although Weibo marketing is very good, but because it is a minority, so, when the enterprise in micro-blog set up their own account, corporate marketing staff will find that if no one to follow your account, it is a loner, can not achieve micro-bo marketing.

Therefore, on Weibo marketing, we are the first to solve is how to build a corporate fan group. To build their own fan groups, the company needs to be updated regularly to let the fans know more about the information through Twitter.

1. To carry out award-winning activities. Offering free prizes encouragement is a marketing model, but it is also a means of promotion, many people like the prize, this way can be a short-term access to certain users.

2, special or discounted information. Provide a limited time within the commodity discount activities, but also an effective way to promote, such as quick hotel business microblogging, you can regularly release some special rooms, can be settled at a low discount price, can bring good spread effect.

3, emotional marketing. The use of micro-blog for after-sales service, to gain fans and enhance the feelings between each other, improve customer loyalty. Before the enterprise after-sales service is one-to-one, now can through a micro-blog to solve the problem of a pair of fans to win more attention from fans.

4, help users solve problems. To provide users with practical help is an important way to win corporate fans. Of course, this requires sustained input, the user really as a friend, and the user continued interaction, to win the trust and goodwill of users.

5, put ads and search tools. In some portal sites, Baidu promotion platform, such as publishing Enterprise Micro-blog ads, increasing the attention of ordinary netizens. The most important tool for discovering fans is the Instant Search tool for Twitter, where you can find your potential marketing target by keyword.

6, through the mail or other channels. Invite internal employees, customers, potential users, and register with the specified link to automatically focus on the enterprise microblog. In a short period of time to increase the number of corporate micro-blog fans, when the focus on the increase in users, it is possible to expose the home page of the microblogging platform to attract more users to follow.

With the ever-changing Internet information, Weibo may bring about the negative effects such as too fast information transmission or too much information. Pay attention to the enterprise or brand account is registered. If other users use the enterprise or brand-related account to publish information, may cause harm to the enterprise, need real-time monitoring. Enterprises must know how to grasp the opportunity of development in the crisis, to respond positively to the incident, and to convert the danger into a machine.

Iv. Business Micro-Blog Marketing Classic Case analysis

1. Dell Weibo marketing case

Dell, the famous computer brand, is marketing its own precedent on Twitter, @DellOutlet has more than 1.5 million followers on Twitter. According to data from Dell, the company has directly created nearly 7 million dollars of turnover through Twitter.

Dell on Weibo to achieve the goal is twofold: not only to promote the brand, but also to make the company's image more humane. From the traditional online stores, discounted information, after-sales service, new products released to the brainstorming to improve product, creative communication, information according to different regions and functions of different accounts issued to target each segment of the consumer groups.

"Don't treat social media as a direct marketing tool. Once you start selling to others, most people will immediately cut off conversations with you. Dell Computer CEO Michael Dell said.

"Dell initially wanted to know and focus on what the customer was saying, and didn't expect to get so many users ' attention and sales," Manish Mehta, Dell's global vice-president for social media and the community, said in a media interview. We believe that Dell's biggest gain on Twitter is a close, direct relationship with customers. ”

2, where customer-prudential products microblogging marketing cases

The well-known clothing enterprise Vancl (every customer sincerity goods) The first water Micro Bo marketing, through Sina Weibo to establish VANCL official micro-blog "Vancl fan group", the popularity is very strong, each micro-blog will attract a lot of fans attention.

VANCL (where customer Prudential Products) has launched a series of activities: 1 yuan seconds to kill the original price of 888 yuan clothing, the network to buy Hao Li, invited Chen Yao, Xu Jing and other celebrities to attract users, become the first to sponsor Sina Weibo kind of Weibo (Sina Weibo nickname is "scarf") of the Enterprise Micro-blog, Its new media sense of smell and marketing has become a legendary classic marketing case.

It is understood that in the open Bo one months time, Fan mania up nearly 4000 people. The introduction of 1 yuan seconds to kill the original price of 888 yuan clothes to stimulate the nerves of the fans, in micro-bo small and medium-sized enterprises differentiated brand promotion caused by alternative attention. Weibo has become an effective tool for 0 distance communication between enterprise and users, where customer-prudential products have become one of the first Chinese companies to use micro-blog marketing, praised by the industry's senior critics as the best corporate micro-blogging.

V. The key to the success of Enterprise micro-blogging Marketing

With the popularization of 3G, micro-bo Cross-platform interactive function will be more visible, micro-blog can be written, pictures, video and other forms of the product description, the fastest speed in the micro-blogging platform to be spread, so that potential consumers more direct image to accept information.

There is no reason for the popularity of micro-blog, itself is the biggest reason, because it adapts to the needs of user interaction and communication, adapt to the trend of the great changes in information dissemination mode. Existence is reasonable, survival of the fittest, as a new application model of the Internet, micro-blog in China has become prairie. It is highly open, micro-blog between the Internet and mobile network, no matter when and where, users can timely release information.

Surfing the internet to see the video, send photos, happy, Renren, playing casual games, blogging, Hair Weibo, has become an integral part of modern life. With the development of mobile Internet, micro-blog will have a broad space for development. At this point, is the enterprise implementation of micro-BO marketing the best opportunity.

Micro-blogging has become a natural word-of-mouth communication platform, customer relationship maintenance marketing tools. Companies make full use of micro-blogging to promote Word-of-mouth, attract more users to pay attention to official microblogging and become the official microblog "fans." Who more respects the user, who will win the market.

Many enterprises began to test water micro-bo marketing, with the help of micro-BO Rapid Publicity Enterprise news, products, culture and so on, external to provide a certain customer service and technical support feedback, the formation of an important way of enterprise external information release. Through the platform of Micro-blog, to obtain enough followers, enterprises to form a good interaction with consumers, and gradually build a certain well-known network brand benefits.

The content of micro-blog is mostly personal trivial life details, or news, the rolling progress of events, each individual content, can only express limited information, showing the "fragmentation" of the characteristics, and even appear "saliva" trend.

Enterprise implementation of micro-BO marketing process to properly control the release frequency, so that the enterprise Weibo can have about 10 daily update, do not use Automatic Updates, but people choose some of the topics of interest to consumers to update. In order to increase personality characteristics, you can choose a personality of the head.

To maximize benefits from microblogs, companies should have their own perspective and encourage discussion, constantly building relationships with new customers and finding new supporters. The establishment of their own micro-blog, by a specific department of management tracking, listening to consumer opinion, and constantly improve themselves, establish a good corporate image.

Original Author: Zhang He (founder), see the author more articles please search for win or Zhang He, or Login (http://www.xzsem.com/). Corporate win Network Marketing Club Group: 47869933, Welcome to join. Copyright Notice: Welcome to free reprint, reprint, please retain the original author information.

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