The social marketing road of Hui elder brother and Chrysanthemum Music

The following is today and Chrysanthemum Lok Dairy general manager Hui elder brother in Weibo to explore its social marketing experience of the record (no word deletion), can be very responsible pat chest tell everyone 2 things: 1, Hui elder brother and Chrysanthemum Music is Sichuan the first batch of Pathfinder, during the road did not dare to say to everyone to bring absolute guidance, But at least it will give you a small amount of substantial tuition; 2, you will feel Hui brother and Chrysanthemum Music in good faith, you will be in the milk industry crow a black market has such a frank home enterprise and proud!

Part one: On the burnout period of Weibo

Hui elder brother:

[Altman] #微博倦怠期 # Remember when I took part in the @ Amber interaction with Li June, I once mentioned that Weibo as a social tool will definitely be replaced, like blogging, happy, everyone, and so on slowly marginalized. Although substitution has not yet occurred, burnout has become apparent. When the curiosity of the celebrity and the whereabouts of the friends fades, the content homogeneity tends to be serious, the passion of originality and interaction weakens, and the microblog enters the burnout period. [Discussion continues]

[Altman] The rational Return of #微博倦怠期 #: The iphone's freshness is 2 weeks, with a lot of downloads and groping, and finally a handful of killer apps, such as micro-letters, that have weakened the functionality of the phone itself. Micro-blog into the burnout period is normal, the future of the second spring: the further release of freedom of the press, the substance of the people's livelihood beyond the lace news jokes; Further innovation in application makes social attributes closer to human nature.

[Altman] #微博倦怠期 # of social Marketing: successful micro-blog marketing cases are very few, basic or copy forward award-winning old mode. Part of the third party "professional" micro-BO marketing team intervention to promote the spread of the Navy's scattered numbers. Seemingly successful cases, obviously by the Navy propped up. Enterprises become the victims of asymmetric information, they are very hi, the actual effect is poor. The old pattern adds the false number, the socialization marketing also enters the burnout period.

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I：

Hui elder brother, several views: 1, from the latest data, the user from 300 million to 360 million, in the growth, but indeed, as you said, the degree of activity in decline, 2, the final will not die, depending on whether or not to solve the needs of people (and irreplaceable), such as QQ as a means of online communication tools demand; 3, The current microblog addresses two requirements: news and socializing. In fact, social property is very bad, more is to see the message (the next article)

4. Is there a better way to see the news now? For the time being, Weibo is really the best way to see the message (so the portal is weakened). 5. Why is Weibo the best way to see the news for the time being? Because mobile networks are becoming more and more developed, people are becoming more and more accustomed to the fragmentation of the news, 6, if the production of a more convenient than micro-Bo to see the news products, micro-blog days are almost; 7, see the News this demand in the end how big? (The next section says

7. How big is the need to see the news? 8. For the Chinese, the need to see the news is enormous. Why is the concept of SNS always tepid? On the one hand, culture-related, on the other hand, most of the time is quite utilitarian. This aspect does not unfold in detail, said far. In a word, to see the news (so-called media) is a big demand, in the current microblogging is the best way, if there is an alternative way, it died.

Micro Bo really long, the general direction of two: 1, the continuous creation of value content, 2, the strengthening of social properties. More regrettable, both sides are very bad. The constant creation of value content, need to solve the problem of "plagiarism" and "copyright", at present it is very difficult to see. Social, the Chinese really need SNS, need network social? I have some questions ... At least, not as strong as foreign demand.

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Part Two: Can the speech bring the second spring of microblog?

Amber interaction Li: I think it will be helpful to press freedom, but it may not be the core thing.

Gao-Chao hui: reply @ amber interaction Li: I believe that the freedom of news and culture can greatly contribute to the creativity and richness of content, not just for microblogs, but for movies, music, literature, etc. But the first thing to feel is Weibo.

Amber interaction Li: Reply @ Gao-Chao: Freedom of the press and culture can lead to the release of the vitality of society as a whole. Really realized this, to the micro-blog value can be neglected, more is to the whole society has brought great value. Moreover, if there is a day, the current microblogging will decline. One of the reasons for Twitter is that it is not free because the traditional channels are silent, and Weibo is a relatively audible channel.

Gao-Chao hui: reply @ Amber interaction Li: In this respect, my point of view is that there will be a greater boost to Weibo. Just as Twitter has an important role to play in the U.S. election. After all, his timeliness and interactivity are not available in other media.

Amber Interactive Li June: reply @ Gao-Chao: The question of whether freedom of speech can give Weibo a second spring has long been considered. Finally think Hui elder brother's opinion is more correct. Now Weibo can only eat pork (entertainment is very free), but can not eat beef and mutton (political and livelihood). If freedom of speech is the equivalent of a huge new food category, it enriches the content of Weibo.

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Part III: The way of the socialization marketing of Chrysanthemum music

Hui elder brother, throw a question to you. In Sichuan, we also have contacted a lot of enterprises, the overall feel that we are in the social media is very early began to do a lot of work and efforts of enterprises. How many points are you going to score for us on this way? What are the main lessons learned? @ Gao-Chao

"Answer @ Amber interaction Li: 1" The Chrysanthemum Music Micro-blog is composed of three main: official Micro @ Chrysanthemum Lok Dairy Online Mall @ high-and other free micro-form. From the angle of socialization promotion, I played 20 points (full marks 100). This is not to belittle themselves, but to do good business micro-bo Comprehensive comparison of the conclusions. (Below is a brief description of the deficiencies, lessons, and harvests)

"Answer @ Amber Interactive Li: 2" insufficient: A. Lack of overall planning: Create a few micro-bo style loose, difficult to form a joint effort; B. Social promotion planning capacity is insufficient: In addition to the love of the family public fund-raising activities, there is no very satisfactory case; C. The team is not professional to SNS, is based on interest completely, no systematic summary and analysis ... There are a lot of opportunities to share this with your face ...

"Answer @ Amber interaction Li: 3a" Lesson: Enterprise Weibo must do its own. Because of the strong interaction of Weibo, it is difficult for the third party team to make an in-depth and effective interaction instead of the enterprise. In addition, it is difficult to find qualified SNS marketing team, we are groping, including the book has been taught the talent. More critical, party B's assessment relationship, resulting in most of the outsourcing case results are man-made and the navy piled up, the surface lively effect is very little.

"Answer @ Amber interaction Li: 3b" Lesson: Do not use traditional media thinking to do Weibo. A large number of corporate microblogs are also replicating chicken soup for the soul and making product announcements (as was the case with our official micro-). To believe that these no one to see, moved and civilized only themselves. Do traditional marketing people do not change their thinking, do not do well based on interactive SNS marketing.

"Answer @ Amber interaction Li: 3c" Lesson: to innovate do not blindly follow suit. Simply apply (attention + forwarding + Lottery) mode in fact, the value of brand and product promotion is limited, still based on the weak relationship of interest. You can see that most of the micro-blogging activities or the use of this model, in addition to meet the lottery, we remember is the jackpot, not your products and brands.

"Answer @ Amber interaction Li: 3d" Lesson: The number of fans is not important. There is no point in not interacting with the number of fans. Most companies with tens of thousands of or a hundred thousand of fans have a high percentage of zombie and navy powder in their fans. This can be easily seen from the number of interactions and the quality of interaction (discussed in addition). The company blindly pursues the fan quantity and the powder addition activity, is also causes today the Micro Bo activity result false reason.

"Answer @ Amber interaction Li: 3" Lesson: There are many, have the opportunity to share face-to-face ... Key point: A lot of enterprises are still in the stage of passive microblogging, others have I have to, other people's activities first copy to say, false prosperity than no good ... Mentality determines the outcome

"Answer @ Amber interaction li: 4a" Harvest: Become Friends of Bo friends (thank you). Sincerity is important, although most bloggers don't know, but Twitter is also the result of details. Privacy can be kept, but sharing must be real and candid, and the other end of the internet is felt. Fraud will pay the price sooner or later: often see the Enterprise micro-BO lottery activities are not real cash, will eventually be despised.

"Answer @ Amber interaction Li: 4b" Harvest: Small secretary [Rabbit] The little secretary represents an attitude: openness and love. She is the spokesman of the younger generation of Chrysanthemum music: ideals, love, pride, occasional troubles and naughty nonsense, pure heart, hate hypocrisy and deception, chasing positive energy. Thanks to the little Secretary and the young people around her ... Answer @ Amber Interactive Li June to this ending [OK]