Wang Zhun: Learn from China Merchants Bank how to use microblog to do network marketing

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At noon in Tongshan Bank of China saw the magazine, "Banking Business School", which has an article on how the banking industry to do network marketing, the article mainly about China Merchants Bank and Everbright Bank through Sina Weibo do network marketing has achieved good results, China Merchants Bank Micro-Blog Interactive marketing activities in late July 2010, held the fifth session of the annual Conference of the Iris won the 2010 Iris Effect Marketing Award. The award created two first: China's first enterprise to receive industry-authoritative awards, the financial industry's first to receive such awards.

The competition between the banking industry has become more and more big, the traditional media advertisement to the network media advertisement, the major banks are very competitive, BOC sponsored Hunan Satellite TV "more Amoy more Happy" to promote the silver credit card, BOC in Baidu did Baidu Alliance advertising silver Online Bank These are BOC in traditional media to the network media to do the advertising input. However, as the cheapest and most interactive microblogging marketing on the internet, BOC has not worked on this. As a BOC employee, I feel extremely embarrassed. In this regard, all banks need to learn from China Merchants Bank.

With the four major portals to the micro-blog as standard, micro-bo This new form of media has rapidly accumulated in China a large number of popularity, with the aid of viral communication capabilities and strong interaction, Micro Bo gradually become a battleground business marketing. As the emerging network media, the main advantages of Weibo are embodied in five aspects:

1, the dissemination of: users can always be interested in the content forwarded to their fans, with the help of mobile phone channels to spread more feasible, with the premise of viral transmission;

2, interactive: Each person is not only the communicator, but also the audience, greatly improve the interaction of multi-party exchanges, and enterprises can use this interaction, strengthen the target users of public opinion guidance;

3, Precision: Because only interested in the enterprise users will pay attention to the micro-blog, so the audience are enterprises related users, precision and strong.

Open Sina Weibo Http://t.sina.com.cn/cmbchina, we can see the CMB's fans have reached more than 8,400, the number of micro-blog has reached more than 1100, the number of comments and reprint is not less than 5,000 times.

So how does China Merchants Bank do the microblog marketing?

1. Interesting content

Look at the content of China Merchants Bank Sina Weibo, nothing but three categories:

A, monthly topics, such as: China Merchants Bank monthly topic of creative life

b, activities related, such as: China Merchants Bank invited you for the Chinese F1 motorboat team refueling, CMB and you celebrate National Day

C, life skills, such as: Typhoon Coping tips

D, financial knowledge, such as: China Merchants Bank fun Finance, China Merchants Bank constellation, China Merchants Bank Finance Forum

E, bank products, such as: China Merchants Bank iphone phone version of the bank

And these five types of topics, you can see China Merchants Bank's microblog staff is not only the issue, publication of naked Bank product information, China Merchants Bank Merchants Bank in the micro-blog maintenance, in addition to the normal release of products, enterprise dynamic information, for some of the key products of the anthropomorphic, entertaining interactive topic design. For example, for the "I Financial" business, on the business of the image of the symbol "small I" for the personification of the design, will be small I to create a micro-blog and netizens to interact with the "robot." In the story of financial management, add more fun, such as Constellation Finance, fun Finance.

2. The interactive nature of Weibo

The openness of Weibo makes it possible for users to publish their problems or suggestions for the first time, and pay attention to the interactive communication between the fans, which is a crucial link in the microblog marketing. In this respect, equipped with a dedicated micro-blog maintenance staff, timely response to the questions of netizens, discussion, forming a good interactive platform to avoid the formation of a one-way communication.

3. Participation of employees

I searched for the next "Bank of China" on Sina Weibo, which also found that the words labeled "Bank of China" did not verify whether this was the official microblog of the Bank of China, but no more than 30 fans of these microblogs, whether or not. and an enterprise to promote a good microblog, it is necessary to guide the internal employees, departments pay more attention to micro-blog. In this regard, China Merchants Bank in addition to call on the branches, department to open a dedicated micro-blog to answer the user for business, regional questions and advice, at the same time, its "I Financial" business unit "air management" also opened Micro Bo, nearly 30 financial professionals and netizens face-to-face communication, formed a multi-channel, interactive, Cross-type microblogging communication situation.

"Your fans are over 100, and you're like this magazine. More than 1000, you are a bulletin board; More than 10,000, you are like a magazine; over 100,000, you are an urban newspaper; more than 1 million, you are a national newspaper; more than 10 million, you are a TV station, more than 100 million, you are CCTV. "Banks and their advertising in the traditional media, why not to try Micro-blog marketing, create a magazine, create a city newspaper, or even create a CCTV?"

Author: network Promotion • Wang Zhun

Original: Learn from China Merchants Bank how to use microblog to do network marketing

Source: http://www.wangzhunzhi.com/post/weibo-yingxiao.html