The highest level of Weibo marketing-beyond the fans

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Weibo is like a small town, like a country bar where many people are talking and all the talk is free and you can hear all the conversations that are going on on Twitter at some point. Once people have been on Weibo for a while and settled down, they will pay attention to more relevant conversations. How to grasp the user's psychology for microblogging marketing, this is an interesting topic.

Enterprises to carry out micro-blog marketing to now, pay more attention to the enterprise Weibo account number of fans how many? instead of focusing more on the user's psychology and interaction with the fans. The number of fans and the number of forwarding may be just floating clouds, through micro-Bo read the real "opinion leader" is the beginning of micro-bo marketing.

Some companies may not yet understand that fans and users may not be the same thing. The company's microblog marketing campaign can certainly win the attention of many users. But very few people noticed that the large and small restaurants around the Zhongguancun Ideal International mansion also opened an account on Weibo, and at lunchtime, Sina employees will be able to make a reservation, and the latter will often update the shop's dishes and other information. The process is very simple, but the effect is enough to make a lot of companies trying to microblog marketing red eyes: Accurate arrival rate and high conversion rate.

These small businesses don't have many fans, but fans are all customers, and their tweets and comments are far from being limited by the number of times the official accounts of big companies are, but it is possible to complete an order every time they are at the @. At present, many enterprise micro-blog Operational thinking is usually: build influence-reach target customers-turn attention to sales behavior. The influence of corporate Weibo has 4 metrics: the number of followers, the number of times the message was forwarded, and the number of times the user was @ and the number of times the message was commented. The first three data mainly depends on the breadth of the volume, and more comments can increase the frequency and depth of interaction, so the number of comments can be used to examine the depth of the spread. How do you increase the impact of your corporate microblog, contributing to more active communication, and the number of times it is forwarded and @?

Durex's official microblog, which had less than 50,000 fans (now 240,000 fans), exploded the topic of Weibo, making the account more effective than the number of fans on its official account. As early as April 12 this year, Sina grassroots Weibo "exercise book" sent a spoof micro-blog: "One o'clock in the evening sleep before the person, pregnant." "Durex official microblogging immediately through keyword search to find traces, leaving a comment:" Have me! The microblog amused the people, including the exercise books. The following two related tweets, including the return of the exercise books, were forwarded 6,000 times. In addition to interacting with fans in their own accounts, Durex's official microblog also leaves traces on other celebrity accounts, mostly related content, and responds to witty wit, winning many high-quality fans.

For Durex such goods, in the traditional media marketing is limited, so Durex in micro-blog operation and maintenance invested a lot of resources. Its not only fans, not screen, but interactive active microblogging team, for Durex's official microblog won a big impact. According to Durex's official microblog, their content was forwarded and @ nearly 200,000, and the number of times they were forwarded and @, mostly by Durex Stile and other celebrity Weibo friendly contacts. This suggests that opinion leaders are no longer celebrities. Social media users show a clear central feature, micro-blog Account Operators to learn to "exceed the fans."

On Sina Weibo, Van Gogh's official microblogging campaign also earned the attention of the public: Rob Building send Anniversary T-shirt; participate in pencil change school activities; 1 yuan seconds to kill the original price of 888 yuan clothes; Yao Chen and Xu Jing on the VANCL products to interact; Please Han and Wang Ludan to serve as every customer sincerity product image spokesperson; The last spokesperson, Xiaoming, "Yes, I'm not an actor, Notatall, I'm a guest." "The remark was analyzed by Tencent's director of technology, Cheng, in one of his microblog tweets, which was forwarded nearly 800 times.

Weibo is in an era of communication, a major change from the age of communication is that, at the forefront of business, companies interacting with customers must make more decisions at a faster rate. As a business enterprise, the customer is characterized by interactivity, where the microblogging successfully replicated this.

A smart enterprise is not a request but an active participant in the analysis and dissemination. This is a higher-grade microblog marketing than the promotional activities that send gifts by adding attention. Based on the brand positioning on the basis of creativity, can attract people to automatically pay attention to and spread, and topic information than promotional information transmission life cycle seems to be longer. Weibo marketing is just the last link to creativity.

In the marketing world, the creative faction was once overwhelmed by data. The latter believes that the reliance on creative marketing activities is difficult to replicate, can not achieve industrialized production, and only based on the database and algorithm marketing is more accurate. So, on Weibo, a lot of companies are trying to "turn the microblog into a person." Make Weibo a brand friend, to find and influence their true peers.

Many companies are no longer limited to using a single microblog account on Weibo. Instead, it operates in the form of a microblog matrix. such as: through different functions and departments to set up micro-blog accounts, according to the sub-brand separate account and according to include executives, such as the spokesman separate account. This is a way to lay the groundwork for precision marketing. Corporate Twitter doesn't have to be overly obsessed with the number of fans. As long as you have enough creativity and energy to ignite the enthusiasm of the microblogging players, all the microblogging players will be able to automatically and spontaneously for your communication services.

In general, in the communication era, micro-Bo is broadcast is also a chat tool, enterprises to obtain users in micro-blog, then will fade the mask of the business cold, like people have character, have fun, have thought.