The weakness of Sina Weibo's marketing

There is a marketing microblogging, it on Sina Weibo in a short span of 24 hours forwarded tens of thousands of comments 1000 times, Sina, Tencent related micro-blog nearly 200,000 of the creative micro-blog. But behind it was a bitter marketing experience.

And the failure of the marketing micro-blog lead is 366 video dating, its marketing operations, the head of Ching China to share the "failure" of the bitter experience of marketing, but also hope that you learn from entrepreneurs.

Marketing dilemma, to hack

Mobile Internet cheap tickets, behind the hidden "bottomless minimum consumption."

"Android an activation of 2 yuan, pre-installed at least 1 yuan, iOS at least 3 yuan, and is not guaranteed to be real users." However, mobile Internet is a market with a bouquet that is also afraid of deep alleys. Do not want to brush the list, but do not want to buy directly, only through the deposit of Friends of micro-blog, micro-trust these third-party social media.

Application market, forum, Media, a small number of advertising, bringing a lot of natural users. But to see the 20 million users of the MO, Insgatram, the team agree, must hurry to mobile internet this ticket. Then began to explore and try social marketing.

Before this, but also tried a lot of content, jokes, data sharing, topics, pictures, any user concerns about the topic and possible content, a short period of three months, registered users, active users, information sent, video usage, more than the past three months a full doubled.

"But we don't think it's enough. ”

An "occasional" creative

Weibo creativity is not deliberately for it, often are genius. One of the operations teams, as a product experience control, has never had fewer than 100 apps on the phone. In order to often experience other people's UI and interaction, he uses color to classify products. The most literary obsessive-compulsive disorder, in fact, is just a common share.

Global marketing "can't afford to hurt"

To test the effect of this content, the original operations team directly to the image, sent to a number of forums and QQ group, have received a good response, just as the operating team is still in doubt, they found that watercress grassroots large "Fu Gener" included their content, in just a few hours is the recommendation and "like". This gave them great confidence and decided to move to the Weibo position.

The operation team had hoped to find the micro-broad to release the micro-blog, asking a few, the price is not ideal. These include a few big "global hits" and "Global anecdotes" that love to copy content. It does make the operations team very "hurt".

However, they believe that as long as the content of the good nature will be naturally forwarded and included, as others do. Luo chess China thinks is because of his naïve idea, only then can bury the foreshadowing for later experience.

Because and several small micro-broad has a good relationship, borrowed a family, about 1000 times after the release of the forwarding, because the day is Friday, so the whole marketing group with the mood of anticipation home for the weekend.

A drop in the sky

Saturday morning, full of anticipation, get up early to see the next night's forwarding volume, "Nearly 2000 forward, tens of thousands of related micro-blog, but also constantly rising."

One hours after the data began to be wrong, related micro-blog straight up, but forwarding has not changed a lot. At this time has had a bad feeling, search the microblogging, found that the content has been a number of marketing large copied away. and directly removed the product placement. In the marketing account phone communication was rejected, thought of immediately transferred to Tencent Weibo, but once the marketing account to stare at the content, as long as they have some accounts, one will not let go of plagiarism. Within 24 hours, their content was forwarded over 30,000 times without product placement, producing a variety of other copycats and imitators.

In fact, from the content point of view, this is a successful case, but Luo chess China has always stressed that this is a failure case, only because there is no cooperation with the marketing account. If you have to pay for marketing accounts no matter where you do the marketing, then what is the point of working the content?

The Ruin of marketing

"We will not give up marketing, but Sina Weibo will no longer be our main battleground, not only because these marketing accounts are not copied, but mainly because Sina officials are indifferent," Locke said. We will try micro-letters and other more platforms, because we believe that the original content of hard work will be accepted by our potential users and all users. ”

Ready to leave Sina Weibo is not only those who are marketing account constantly disturbing the eyes of users, but also because the marketing account information quality is getting worse, plagiarism wind to the end, and lose those who really do micro-content enterprises. When the wave of Sina Weibo receded, it is inevitable that only the marketing account is still in the pull, the real content of the user has been ashore.