The main point and control method of activity planning in Weibo marketing process

As a popular form of marketing, Weibo marketing has received too much attention. Around how to better develop the potential of microblogging platform, the realization of corporate brand recognition and image transmission, as well as sales increase and advertising effect of the optimization, many businesses and practitioners in practice constantly groping. Weibo award-winning activities are a lot of marketing people's important marketing choices, activities in practice how to operate well? What are the key marketing nodes that need to be controlled? It is worth discussing with you all.

First, micro-BO marketing activities of the main purpose of planning

In a specific social environment such as China, "gather together" "onlookers" is an objective reality, so micro Bo in not into a higher stage of marketing before the evolution, activity is still now a sharp weapon of micro Bo marketing. If the Enterprise micro-blog, content construction is to keep people, then the activity planning is to pull people, enterprises do micro-blog activities or is to attract new fans, or to enhance the interaction of fans, increase activity, transfer brand. Especially in the Enterprise micro-Bo fan growth period, activities is to attract fans the most effective magic weapon.

Second, Micro Bo marketing Activities Planning brief process analysis

For enterprises to carry out campaign marketing, set reasonable marketing objectives, and then carry out different topics of timeliness and interest can participate in the preliminary determination of indicators, the theme according to the Enterprise product or service of the main characteristics and characteristics of the combination, to extract a number of small topics, through continuous attention to the participation of analysis to control, Finally realize the precipitation of high-quality fans, to achieve the target of activity preset. The point here is, introduction of the topic to pay attention to gradual, gradual publicity of the popular topic, transition to a certain professional or product knowledge of the depth of the topic, blindly stressed that the low threshold is wrong, the threshold gradually improve, can effectively find high-quality users, in the award setting can also gradually improve, precipitate the real potential user groups.

General methods and means of planning micro-blogging activities

Method One: The prize is forwarded. Award-winning forwarding is also currently used the most active form, as long as fans forward + comments or +@ friends have a chance to win, this is also the simplest, fans almost do not have any brains, but the current award-winning forwarding also raised the threshold, such as in addition to forwarding, but also need comments or @ Friends (@ Now generally requires 10 or more.

Method Two: The collection of prizes. The collection of prizes is to attract the participation by collecting a problem-solving method, the common theme of collecting prizes is advertising language, jokes, blessings, ideas and so on. Mobilizing the interest of the user to participate, and by obtaining the possibility of a trophy series of "induced", thereby attracting participation.

Method Three: Prizes quiz. Quiz is to reveal the answer to the answers, the final lottery. This includes guessing the picture, as well as guessing words, guessing the results, guessing prices and other ways. Currently used is not too much, but the good planning is very interactive, and the link design the more interesting the better, promote automatic forwarding.

Method Four: Award-winning survey. The current application of award-winning survey is not much, mainly used to collect feedback from users, generally not directly to the promotion or sales for the purpose. Asking fans to answer questions and forwarding and replying to Weibo will give them a chance to participate in the lottery.

Iv. four key points in the operation of microblog marketing activities

Key point one: The rules should be clear and simple

In the past, the micro-blogging activities, most of the rules are more complex, to make the most effective activities, must not be embarrassed to participate in micro-blogging activities of users to read a long paragraph of the text, as simple as possible to describe. The rules of activity are simple to attract more users to participate, and to maximize the brand exposure rate. Therefore, the official Rules of the activities of the text control within 100 words, and with the activity of the introduction of illustrations. Illustrations must be beautifully designed, clear and moderately sized.

Key point two: grasp and stimulate the desire to participate

Only if you meet the needs of a user, inspire their innermost desires, users will actively participate in your activities. The best way to stimulate desire is to reward the microblogging activity, which includes one-off rewards and stage rewards. So the official microblogging campaign prizes choice is very fastidious, one must have new ideas, two must have the attraction, three cost cannot be too high. Microblogging activities Prizes if it is printed with official logo souvenirs and so on is also very interesting.

Key point three: control and expand communication channels

The initial stage of microblogging activity is the most critical, and if there is not enough people involved, it is difficult to form a viral marketing effect. Can be solved through both internal and external channels, the internal channel is the initial time to require all employees of their company to participate in activities, and invite their friends and relatives to participate. Early accumulation of a certain number of participants, will form a Matthew effect. External channel is must take the initiative to contact those influential Weibo account, can flexibly grasp the form of cooperation and incentive.

Key point four: Precipitation fans and follow-up communication

Micro-blogging activities in the beginning of the copywriting planning should take into account how to precipitate high-quality fan communication issues, encourage mutual forwarding and provide extended extension of incentives. In addition, through the related topic to introduce a new exciting point, the user's own interpersonal circle to increase the brand's exposure rate, to promote the follow-up of multiple transmission.

Some mistaken ideas to avoid in the planning of activities

Enterprises in the micro-blogging activities, you should pay attention to the following three questions: one is to avoid the target of sky-high, want to put the entire enterprise's future to micro-blog, put forward a very big fan growth goals, blindly set a large number of gifts and rewards. The consequence of this is to pull a lot in order to pay attention to the company's fans for gifts, the development of the enterprise instead of any help, should establish a small victory for the correct idea of victory. Second, every time on the micro-blog activities, are given a very large sales expectations, I hope that every activity after the promotion, immediately make their sales on a new level. This is actually contrary to the long link marketing method of Weibo. Third, in the appeal is not clear enough to raise concerns or increase to the number of stores and frequency, must be planned in advance to have a clear follow-up scientific effect evaluation and analysis.

Therefore, every time doing microblogging marketing activities, to give themselves a clear goal, in the end is to pull to the shop, or pull other. There are a number of ways to plan for micro-blogging activities, but the focus around increasing exposure and increasing brand awareness and loyalty is constant, so it's always important to keep in mind that all activities are targeted at the potential consumer group of the product, not the crowd.