Understanding the marketing of micro-blog marketing and other hotspots

Caption:

Invited to the school of Journalism and Communication, Peking University, at the end of March with the new Media Center doctoral students, master students to exchange new media and the dissemination of topics, they are on the micro-blog @ Beida New Media, a great team in the operation of the account, its micro-blog content mainly read: Social networks, E-commerce, mobile Internet, mobile games, New Media marketing, cloud computing, etc.

Communicate with them for one hours, mainly talk about consumer online behavior, content marketing (contents marketing), microblogging marketing and other topics. The following is their written report and some content notes, excerpt and discuss together.

On the afternoon of March 30, 2012, members of the centre shared with me the content of new media marketing in Beijing University, and discussed the topics of content marketing, Word-of-mouth communication and so on.

How to do content marketing?

As a new media marketing expert, Tangchingtong has a deep insight into content marketing. He believes that enterprises should use content to carry out brand communication. If government procurement is mainly made by office staff, they will use search engines to search and find the right place to buy what they need. Companies can use search engines and blogs to provide advice to users and help them make decisions through content consolidation.

There are two ways to promote content marketing: 1. Take the initiative, publish information on the forum, advertising, etc. 2. Passive wait: The technical content written in the blog, the whole field analysis. In this case, the enterprise will become the industry's opinion leader. The content that customers search from search engines is written by the company, adding to the goodwill of the users. Allowing users to be overwhelmed by content will attract target audiences without disturbing the user.

How to do content marketing? Tang teacher thinks, now many enterprises do content marketing are copying other micro-blog content, this marketing method is failed, it did not carry out strategic planning, did not affect the company's industrial chain. Smart Enterprise Manufacturing topic (m to n spread), stupid Enterprise is the release of the spread (a pair of n spread). To do a good job of content, enterprises to plan content. For example, enterprises can solicit their customers and the story of the occurrence of the story, these stories to select, classify, refined, packaging, release, the formation of Enterprise Micro-bo unique content. On Weibo, the most diffuse is not the theory, not the picture, but the story.

How to get out of the trouble of "burning money" mode of electric dealer?

When it comes to the electric dealer's "burning Money" model, Tang teachers also have their own views. He said that now the electric dealers in the money to buy traffic, do keyword ads, the search engine, Sina and other sites on the site to their own electric dealer website. The number of clicks to calculate costs, such as single click a dollar. In China, however, the conversion rate of clicks (the proportion of people who click to the final purchase of the product) is often low, maintaining only between 1% and 2%. The method of changing order with flow has no obvious effect and cost is very high. Mr. Tang thinks the solution is to use social networking sites. Build communities, communities, and influence opinion leaders in these sites. The spread of the way to Word-of-mouth transmission, which will greatly reduce the cost of marketing. In the new media era, every enterprise should have its own station on the Internet, the role of enterprise in this station is a service, a policeman's role. All the activities in the station are run by the fans themselves. This will not only be able to bring their own brand of loyal audience gathered, but also in the crisis public relations to play a role. For example, when a competitor hires a navy to attack a brand, the members of the brand's station will spontaneously fend off these attacks, rather than having to spend a lot of their time dealing with negative information. At the same time, companies should leave the money to the most loyal users, not to the latest to join the people, enterprises to form a loyal fan group, can withstand the risk.

What is the difference between word-of-mouth communication and traditional media in the new media era?

The essence of Word-of-mouth communication is to spread the information, affect more people, this essence and the traditional way of communication is not much different. In the traditional media age, the enterprise is not very concerned about the effect, and more consideration of influence, that is, how many people know the information. But the new media age should consider the user's feelings and understand whether they accept the message from the enterprise. Traditional PR Weak text, advertising, and the new media era, the spread of the environment has changed, the way of communication, public relations should also change the way.

There are ideas and you are welcome to communicate with me.

Tangxing

e-Mail along5418@gamil.com,

Weibo: (@ Tangchingtong)

Assistant Tel: 15010535392

Appendix: 100 Content Marketing cases, recommended

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