The highs and lows of Sina Weibo

Sina Weibo from the beginning of development to now more than 4 years, there are also highs and lows, especially since the fragmentation of the mobile internet has been seriously fragmented, Sina Weibo has also been questioned, such as the decline in activity, such as the loss of users, when people think that the micro-blog will be depressed, some of the public events will be pulled back to Twitter, And some surprising data show that Weibo has a large number of silent users, although these users do not comment without a message, but once the stimulus will trigger amazing power.

Faye Wong

With strong media attributes Sina Weibo, has become the first concern of the big event. September 13, about 7:30 P.M., Faye Wong released a content "This is the fate of the husband and wife to do so I'm okay you also take care of" the suspected divorce microblogging, called the Entertainment Circle explosive News.

How much attention does this tweet have? According to the Internet Data center, as of September 13, 23:45, the divorce Weibo generated 600,000 forwarding, comments 292,000, point praise 107,000; Yapeng single micro-blog generation forwarding 158,000, comments 53,000, point praise 18,100; Sina Weibo 24-hour discussion number is 610,000.

Citing this data is not to emphasize the media attributes of Sina Weibo, but rather to emphasise the "silent user"-seemingly inactive, but with all the excitement needed to make it explode, which is what any social platform needs to do.

But Sina Weibo has been online for more than 4 years, and a number of competitors have split time, traditional media and social properties, but also some users weak, although some users choose to be silent on Sina Weibo, but the silence behind the huge marketing and service value, microblogging needs to optimize or reshape the user's awareness and experience, Looking for a new breakthrough direction.

In fact, this is also a year Sina Weibo push stressed that is no longer just a social media platform, a very important direction is to provide users with life, personalized service, when users firmly surround these portals, Micro Bo has the right to the entrance.

Luqi

Sina Weibo has undergone subtle changes over the past year, most importantly by introducing a range of products to emphasize marketing and service attributes. These products include the fan service platform, micro-service, page application framework, etc., but these products are more targeted to enterprises and micro-blog users, so the average user is not familiar with the product itself, but has been able to feel the micro-blog changes in these products.

Take the user's most familiar "from the media" form example, emotional expert Luqi is a fan service Platform Orange v invited users, October 24 night 8, Luqi sent a content for psychological testing letters, covering all fans 16.12 million people, fans letters back to DY immediately after the start, into the text version of the serial questions and answers, The test result is a card that can be shared. Full participation in a test, each fan will uplink 6 letters, received 8 jump letters reply, and become Luqi subscription fans.

As of the morning of October 25, Luqi this mass letters a total of letters 31,764,151, including account downlink letters, keyword and focus on automatic response. October 24 from 20 o'clock in the evening to 24 points, that is, after the mass letters 4 hours, fans and Luqi account for a total of 1,249,612 letters interaction, October 25 0 o'clock to noon 12 o'clock, letters Total add 485,670, to 1,735,282.

As of October 25 17 o'clock, the number of subscribers to the Luqi reached 382671, 24th 0 o'clock the number of subscribers to 23951 people, after the mass letters, the fan service platform for its new subscribers to bring more than 358720 fans, pay attention to the conversion rate of about 2% subscriptions. According to statistics, Luqi account number in the mass 4 hours after the new fan 26524 people

Even Luqi himself was surprised by the attempt, he wrote in Borrie, "that today is perhaps a trans-era day for China's media, Sina Weibo and social networking, with 16.12 million letters sent and 600,000 letters back in 10 minutes."

Feng

Write Feng This little headline just to show how to make headlines. From the case of Faye Wong and Luqi, it is not difficult to see Sina Weibo still has a large number of users, Sina Weibo also provides the appropriate tools (to the fan service platform for example, authenticated users and enterprises can letters customized replies and subscriptions to send, users can text voice response, and choose to subscribe to the content), How to keep these silent users alive

In fact, in the fan service platform during the beta, Luqi also mass two "emotional weekly", content and micro-trust public platform subscription number of the content is not different, but the response is flat, two times after the fan subscriptions only 24,000 people. Then Luqi planned the psychological test letters, the goal is to enhance the interaction and depth of users, the response as described above, add subscribers instant reach 350,000 people

So Luqi was able to get to the top of the microblog rankings, from 16 "headlines" to the first, and his exclamation was, "it helps you to interact with your fans."

There is also the same data is CCTV news, he used is also a fan service platform, set up a live TV, today's watch and other columns, in the event of a significant time to do some proactive push, now has accumulated 6.3 million subscription fans. According to their data, the number of letters interactive bars increased by 1380% on the day of the push, also ranked in the headlines of the media list.

All this information shows that high-quality content plus interactive experience to enable these silent users to become active, for enterprises, these users will be active after the conversion into value, especially in Taobao and micro-blog has been in-depth cooperation, micro-Bo flow to the enterprises brought about by the liquidity will undoubtedly increase.

Commercialization

Sina Weibo enhanced "platform service value" is not only for the media, since the media is only a small part of the ecological chain, for enterprises, media, institutions, if the use of fan service platform can produce greater value.

Of course, this requires a "fan service platform" open mode, through which enterprises or institutions can handle the information they push. For example, the user sends letters said wants to buy the cake, the enterprise immediately replies the single way and the menu. Users ask about hotel movies, corporate organizations can provide hotels, catering and entertainment services in the vicinity according to the user's location.

To drive this level of service, Weibo has opened many interfaces, inviting outside developers to pound the number of companies and institutions to achieve differentiated services, which is the "open Platform micro-service system" launched by Sina Weibo.

At present, the total number of enterprises and institutions on Weibo has exceeded 390,000, with more than 325 million fans. Based on the marketing needs of enterprises, the emergence of many excellent service enterprise developers, such as the Hung Ming technology, time fun technology, more than 6,000 applications for enterprises to provide marketing display, background management, data Analysis Services.

Sina Weibo has publicly stated that the microblogging platform is currently focused on the core functions of microblogging, basic services and key products, such as accounts, relationships, search, message flow, advertising systems. In addition, product areas are open to third-party construction, such as marketing services for enterprise developers, tool management applications, and entertainment, life, tools, and information applications for all developers.

Well-known social marketing personage, Sangdo Micro Marketing general manager Shing used "Micro Bo began to engage in ' service industry '" to describe the recent changes in Sina, he believes that Sina Weibo through page, fan service platform, Enterprise Micro-BO upgrade a series of products to play a combination of boxing, in information services, The convenience of services and business services are playing a greater role.

Data from the Startup Project library