The industrialization of microblog marketing: the effect of creating a professional team is difficult to assess

In the blink of an eye, China's big companies and celebrities have shifted their gaze from traditional media to microblogs.

"I also met a company that expects a lot from Twitter." Weibo is really not the way to play! "From Baidu to set up a" drip "site, is now studying micro-blog marketing xu Emotion Way. His emotion, because there is a business want to do microblogging marketing, find Xu said, "Grant you 500,000 yuan, 2-3 months let us have 200,000 ~30 million fans." "Because a micro-blogging platform has 2000 companies every day to do activities, for some of these companies to do marketing Xu just experienced a war-like week." This makes him again feeling: "Do micro Bo want to blowout in advance?" ”

More and more companies are discovering the value of microblogs, and more and more celebrities and entrepreneurs are camped out on Twitter.

Although Weibo has great influence, not every business and celebrity will be "focused" on the value of maximizing.

Pan Shiyi to Ren Zhiqiang: What is written on Weibo

One day in December, Zhang Xin, CEO of Soho China, sent a microblog: we just cut our promotional budget for next year, and turn to the Internet, and then goodbye to the paper media! Bye, ad!

Ran, chief executive of Ecapital Capital, responded with a remark in the Fast Company magazine article about the U.S. marketing and advertising industry facing new media shocks such as Twitter: In the future, marketing, only the ability to spend money to get.

May 2010, Pan Shiyi and his wife Zhang Xin at the foot of the Great Wall commune to launch the first micro-BO Congress, the business elite gathered, in addition to eating and drinking, everyone in the lower head hair Weibo.

When it comes to Weibo's own changes, Mr. Pan Shiyi, Chairman of Soho China, is more willing to say that he has brought Ren Zhiqiang to the microblogging circle: Sina Weibo, in which Mr. Pan wrote his story on Weibo, with many netizens forwarding and commenting. Pan Shiyi uneasy, so to Ren Zhiqiang sent a message: "Ren Zong: Introduce to you a good thing-Weibo, foreigners call Twitter, netizens called ' scarf '." It's better than the blog I introduced you a few years ago. Use the mobile phone on the line, more suitable for you. ”

As a result, Ren Zhiqiang began an unacceptable, reducing the link with the media, because "everything is written on the microblog."

The other big guy in business-Wang Shi's micro-blog is always to highlight the concept of Low-carbon, environmental protection, while not forgetting endorsement "mountaineering", let people mention Vanke will think of "Green, health."

Legend, Pan Shiyi because of the words on Weibo, sold more than 10 sets of houses. Pan Shiyi's success in marketing is that he has been insisting on his route, that is, real estate, Ren Zhiqiang is the same. So there are a lot of fans. "A concern," said Pan Shiyi's fans.

Mr Liu to Mr Yu: Using Weibo as a brand

The micro Bo used more colorful than pan Shiyi.

Not long ago, Liu in Lenovo Investment meeting, stressed that "must make good use of the new channels of micro-blogging to do the Lenovo investment brand." ”

Ji, Science squirrel will be responsible for his operation of science squirrels will need real-time, extensive marketing channels, Weibo undoubtedly met this demand. "Any message can be forwarded thousands of times, this speed and breadth is too strong, but also zero cost." ”

New Oriental chairman and President of Mr Yu on the Weibo forwarding, teach millions of fans how to fall in love, how to find work and entrepreneurship, or to express the feelings of life.

Some good people say, see him some words neat antithesis, must be someone in specialized care.

There is also a person to take care of the suspected webmaster Carven win, fans have been million. A stationmaster said, "He is stationmaster eldest brother, follow he certainly is right." ”

has always been concerned about the young people, focus on the founder of the pioneering Wang Weibo occasionally on the film to evaluate: "Do not Disturb 2" is a lot worse than 1. "Micro Bo is a real place for people to express, like what is a personal thing, I only represent me ah." She told reporters.

Every customer sincerity product aged: 3 Platform account Cooperation promotion

The director of a PR company, who has been on Twitter every 20 minutes, "Weibo can be used as a media platform, and foreign companies have been using it early to add points to corporate image." ”

Insiders said, "celebrity Weibo allows more people to see their more solid side, so that they have another layer of understanding, or low-key, or publicity, or have a big brother demeanor, or young aggressive." ”

"They are celebrities, and in addition to celebrity strategies, there are some business micro-blog marketing done well." "Another senior Internet marketer who studies microblogging marketing told reporters.

This is the example of customer Prudential, the company's CEO aged in 3 micro-BO platform has an account. When he was hailed as a leader in Weibo marketing, he said, "at the moment, the cost is not very good, although the results are not well assessed, but will continue to do." ”

At the outset, where customer-prudential products are a portal microblogging the first batch of customers. According to aging, "the staff who mobilized the operations center registered more than 100 microblog accounts in one afternoon." ”

However, some experts believe that, where customers have not formed a clear micro-BO marketing strategy, nor to determine their own micro-bo marketing Effectiveness of the evaluation system, which is also the enterprise in the participation in micro-blog marketing need to pay attention to.

Patriot Feng: Self-hype against "fans" questioning

Winners and losers.

The speeches of celebrities and entrepreneurs on Weibo have also had a negative impact on the company.

Dangdang before the listing, its CEO Guoqing has sent Micro Bo said he would like to invite his first girlfriend to participate in Dangdang public celebration feast. The microblog was forwarded by the CEO of Jingdong Mall. At that time, it was thought that Guoqing's relationship with Liu was extraordinary. Until December 10, Liu in micro-blog Disclosure Jingdong "will adjust the system, each book is cheaper than rivals 20%, until the price drops to 0".

13th, guoqing in micro-blog response, "1~2 yuan cheap also can't lose!" "Then when announced to spend 40 million yuan, 3 C, Department stores, books and other products slashed prices." A few hours later, Jingdong announced a 80 million yuan promotion.

Two company bosses to micro-bo as the position, has burst the net to buy books inside, set off the net to buy book market a fierce price war, until the press and publication department concerned.

"The whole world knows when Guoqing 2," he said. Guoqing also generous response, "I did not want to control the heart, I was still 2." His micro-blog note wrote: "I have no tongue, more offended, please Haihan." ”

Compared to Guoqing, Aigo's president, Feng, is taking another route.

Patriots recently worked with Unicom to launch a "somersault cloud" of customised handsets, with more than 3,000 pieces of bare-metal prices pushing the iphone. At least two key technologies and applications will surpass the iphone, Feng said on Weibo.

This blog and Feng once in the micro-blog claimed to "naked donation" like, did not attract applause, the opposite question is a large.

"Feng is very smart, early began to use Weibo as a communication tool." "Some people pointed out," The Patriot's microblog marketing did not succeed, the crux of the problem is the lack of scientific planning and implementation, think of what to send, and finally into a passive. If the Feng does not change the strategy, continue to be in such a way hype down, the Patriot brand is very unfavorable. ”

Weibo "sucking gold"

Micro-Blog Marketing industry professional operation team released

A 100-word blog, 1 hours was turned over 1000 times a day was turned over 3,000 times, to the Dow Technology founder Banqui feel the micro-bo "viral spread" charm. These days he is busy spreading the power of Weibo marketing, which he believes will form an industry that many people can benefit from. In the process, he said he felt like a dandelion.

High conversion rate

When Xu and his team studied Twitter in 2007, they found that there were no more than 150 people in Chinese, and the rest were all English-speaking.

2009, he came out from Baidu founder "Drip", July 2010 began to turn to micro-bo marketing. So far, Xu's team has hosted more than 30 companies of micro-blog marketing, mainly focused on the internet has a cognitive industry, e-commerce companies, group purchase sites, tourism, medicine, health care, online games. For different industries have different schemes, "often thousands of yuan input, will be in a very short period of time has tens of thousands of IP response, the effect is very good." ”

Banqui and his team, which began to enter microblog marketing in April, have started making money, mainly not from corporate microblogging marketing. In the process of contact with the enterprise, Banqui that E-commerce enterprises relatively more, but there are many people do not understand Weibo.

Internet veteran Xu Zhibin has a story to hear: A man has 20,000 fans, he does every day is to send a message with a link in the afternoon, send a link message, so the income generated enough to "feed themselves." He is doing e-commerce.

Good buy has been on a micro-blog to try, has done a product link was clicked more than 1700 times, resulting in 50 single consumption, sales of 15000 yuan, conversion rate of 3%, far more than the conversion rate of other channels.

How to go the way

Banqui that Weibo can play a role in corporate customer service, consumers in a company official micro-BO shout, more effective than the call customer service.

Xu that there is basically no micro-bo marketing to do good business, KFC and Cofco "I buy the Net" done earlier, "strong momentum, but the actual effect is not so obvious."

Yes, investment director of the Qing Branch, believes that the micro-blogging business needs to meet the flat, trust mechanism, and mobile combination of principles.

Lily Nets deputy Muran, do a good job of micro-Bo marketing, to have a personification of the account, carefully planned content, a clear theme, the use of tags to gather fellow human.

Fun Play Net founder Zhou Ping suggested to play Weibo people do not too anxious through micro-Bo to carry out product promotion and marketing, enlarge the user to get the strength of the benefits, to do inadvertently, irregular.

Xu told reporters that companies are focused on micro-blogging is right, but 90% of companies do not know what the use of micro-bo, especially when there are few fans. The same is selling shoes enterprises, a company adhere to micro-Bo marketing, six months later with 500,000 fans, the other because there is no continued attention, no fans, thus, their profitability will be very different.

In a word sold more than 20 apartments, sold 100,000 yuan a month snack, that is, micro-blog marketing small application. For big applications, hundreds of thousands of of fans will be a good way to PR and advertising.

"First position, a foothold, and then attract effective fans, from the hunting-style marketing transition to animal husbandry marketing; moderate planning activities, amplification effect, scientific evaluation, using micro-BO instrument and other techniques." "Xu that the marketing of Weibo should go this way.

There is a joke, 4399 game chairman Cai to his microblog fan yell said "You go to 4399 play games", the result nobody went. "Cai wins fans and plays the game is two different types of people." So corporate Weibo is not the same thing as celebrity Weibo. Enterprise Micro-Blog emphasis on corporate value, celebrity Weibo to be the celebrity, which is also a micro-blog marketing error. "Xu thinks.

In any case, 140 words are gradually changing the world.

Pros and cons of the debate

Weibo marketing is the biggest risk

A few years ago, the major portals were known as Chanying blogs, and "like really, there are articles and photos." In fact, this Qian a qian. Later, those called "Qian One" blog has been shut down, and Qian I to blog things such as the resistance, that they "uncontrollable."

On the current micro-Bo Hot, Tsinghua School of Management Qian said, has been concerned about, but "to learn first, and so fully understand, will consider opening a microblog." ”

With the advancement of information technology, especially the advent of the ipad and IPhone4 in the 2010, Qian found that there are many new developments in the field of information technology. Therefore, at present Tsinghua School of Economics and Management to "information strategy as the core competitiveness", and did a lot of work.

3Q War, to the road technology founder Banqui once sent a post force pretty QQ, immediately be "scolded to pieces." For the voice from the network, Banqui that, "mainly look at the quality of the person, if celebrities or entrepreneurs, to speak out every word responsible." ”

Not long ago, a "grand Let staff sale products" post in Weibo rumors. A netizen refers to the grand to exit the E-book market. Shanda Literature CEO Hou explained that this is their adoption of a new marketing model, products not only through the company to sell, but also to allow all staff to sell, but also to tens of millions of micro-Bob Master for its marketing, and let bloggers "wait to collect money."

Hou said that each participation in the promotion of micro-blog has a specific number, the grand backstage can be counted out each number to promote the number of products, netizens can easily get a sales commission.

For this new marketing model, industry experts to affirm, but its fairness is widely questioned by netizens.

Weibo has the characteristics of the media, the majority of users enjoy the use of pleasure, but also inevitably become a potential marketing object. In the eyes of many advertising marketers, this has become a new business.

Bloggers with more than 10,000 fans are already entitled to "advertise", a person working in an advertising agency said. And some Bob who have some social influence, are active on Weibo and have more than 5000 fans often receive invitations to pay posts, and they have become marketers ' targets.

Online promotion There is a phrase: when your fans over 100, you are like a magazine; more than 1000, you are a bulletin board; Over 10,000, you are like a journal; Over 100,000, you are an urban newspaper; more than 1 million, you are a national newspaper; more than 10 million, you are a TV station.

According to a recent report by the Analysys think-tank, the number of Chinese Weibo subscribers registered only 8 million last year and will reach 75 million this year, up 837.5%, and the figure for the next two years is expected to reach 145 million and 240 million respectively. By November 2010, Sina Weibo had reached 20,000 certified users and institutions.

Each portal has a variety of chips to require corporate bosses to open micro-blog, and the bosses of micro-blog speech packaging Promotion, but this approach to the enterprise market sector brought pressure.

"Businessmen have the advantage of being born to take advantage of business opportunities, and many times the operators themselves have not found that the way to profit has been generated." Weibo has already had a ripple effect in China, but the profit model still needs to be explored. As long as a message is released, it will spread like a virus, managers can not delete all the micro-blog, it is live, it is not possible to review in advance, this is Weibo on the management system is a big challenge. "Xu thinks.