The "tipping point" of brand socialization

Recently, the focus of the Internet, in addition to the capital of the rainstorm, is the four-year Olympic Games. With the opening of the London Olympics, Weibo is also a hot discussion of the opening ceremony of the Olympic Games highlights.

Just at this point, Edersch's microblog marketing analysis platform – the Weibosage micro-blog is also on the line to start operations, what is the relationship between the Olympics? We can take a look at an example, July 27, Sina Sports video official Weibo published the following micro-blog:

2008 gymnastics Prince Li Ning Stroll Xiangyun lit the main torch to become the eternal Classic of the Beijing Olympic Games, the archery ignition of the Barcelona Olympic Games is also impressive, and the most ingenuity is the Sydney Olympic Games "fire in the Water", and then together through the lens of history, to relive the next Olympic Games opening ceremony of the torch lighting ceremony.

Si-Bo has made an in-depth analysis of the microblog, as shown in Figure 1 below. Si-Bo Weibo effectively monitors the propagation chain of the microblog and optimizes the entire propagation process by looking for a spread point of initiation. It also analyzes all the tweets forwarded by the microblog, as shown in Figure 2.

Figure 1

Figure 2

Take this example simply to introduce what is the micro-blog marketing analysis, in other words, for the corporate brand, especially the need to borrow power 37211.html "> Olympic marketing brand, if you can use the Olympic Games through micro-blog to do an integrated marketing, brand promotion is undoubtedly a once-in-a-lifetime opportunity."

Nowadays, more and more enterprises began to pay attention to micro-blog marketing, and in more than one platform to open an account, some even developed a detailed operation strategy, add powder, content media, large forwarding, event hype, activity forwarding become the current micro-BO marketing business practices. But the vast majority of enterprises only pay attention to the number of fans, comments, forwarding number of these surface data, lack of in-depth interaction with the target audience, enterprises are more and more confused: Fans rose will fall, the fan's active degree is lower, high forwarding volume low conversion rate.

How should enterprises do microblogging marketing? Believe that after reading the analysis of the Weibo, many people have the answer in their hearts. Weibo marketing has been a simple number of fans of the era, now has a transition to the data mining, analysis and transformation phase, enterprise microblogging marketing to start to the "social brand" change.

In addition to the need for human operations support, on the other hand, the use of professional micro-blogging marketing tools. It is the first integrated tool platform in China that integrates execution, operation, data collection, data management and data analysis. We can look at its "tipping point" function for the millet phone a micro-blog analysis, as shown in Figure 3.

Figure 3

The point is that after a series of analyses such as "tipping point", si-chi Weibo also has a unique function of multiple account synchronization management, operators post posts can be customized monitoring, comparative micro-blog account of the various performance information, and then improve the advertising main brand building and customer loyalty, to assist the promotion of conversion rate.

Other practical functions, such as topic trend analysis, can be the topic of the classification of blog posts management, customers can be in-depth analysis of the topic, multi-level drilling, for the Enterprise Micro-blog in a variety of aspects of control and management promotion activities, effectively grasp the hot topic-oriented, dynamic monitoring column effect.

With a custom source feature, companies can customize their own microblogging links to give brands more opportunities to showcase. For example, "micro-blog from the Millet Company", get rid of the same from "Sina Weibo", easier to obtain user trust, to avoid being blocked. Through the click Tracking function, you can monitor the microblogging URL link Click conversion effect, to help improve the conversion rate. In the interactive template, the enterprise can customize the Quick response template according to the need, and effectively enhance the efficiency of the account interaction. Micro-bo time to send the function, can also save a lot of operation times.

Microblogging marketing and two years ago has been very different, corporate brand in the future to gradually change to "social brand", a good social brand should be a friend of the user, to be able to interact with it in a timely manner, and thus to develop integrated marketing strategy, long-term planning, through a number of communication and analysis of user data to achieve the best results. Therefore all should take the user as the basis, uses the correct method. Edersch has advanced scientific and technological innovation ability and research and development team, I believe that Edersch will quickly lead the micro-Bo marketing into the data, precision, platform of the Times, to promote the transformation of enterprises to the social brand.