Weibo marketing 140-word Gold rush Game

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Ten tips on Weibo marketing

1, learn what other enterprises are doing (especially abroad).

2, the use of micro-blog search tools to the brand, product-related topics to monitor.

3, to ensure the daily micro-blogging dialogue, and the formation of institutionalized, normalized.

4, good at your fans to get advice, and timely feedback.

5, to guide the fans involved in the company's activities and even the development of new products.

6, respect every user, do not provoke controversy, encounter negative news, can not be rushed to publish a reply or statement, should first search related messages, understand the situation and then contact the relevant customers.

7, the information must be transparent, authentic, including preferential information or crisis information.

8, micro-blogging language to be personified, with emotion.

9, do not only use micro-bleomycin to promote advertising, product information.

10, do not use micro-bleomycin to record the daily chronological, to ensure that your information has value-sharing, entertaining.

The new features of Weibo marketing

1, the information release is convenient, spreads the speed quickly.

2, through the form of fan attention to virus-type transmission, the impact of a wide range.

3, interactive and strong, can communicate with fans instantly.

4, actively attract fans, but also may be discarded by fans.

5. Low cost.

6, the celebrity can make the event of the propagation equivalent of geometric level amplification.

7. Personification of corporate image.

8, with fans (users) to establish a relationship beyond the sale of emotion.

9. Each message can be caused by a variety of reactions, difficult to anticipate through experience, vulnerable to attack or due to operational errors and negative impact.

10, the fan accumulation process is slow, needs the long-term investment, the marketing effect is difficult to evaluate.

November 20, Zhu Fi on Sina Weibo suddenly saw such a message: "Want to know why a Chen Shui-bian? Please see" We Taiwan these Years ". Zhu Fi the microblog. After this simple operation, more than 300 followers of Zhu Fi have seen the microblog, and she and her fans have inadvertently become part of the book's microblog marketing chain.

December 20, Huang posted a message on Sina Weibo: "Want to enhance the eloquence?" to today's elite free to receive the best speech eloquence cheats "simple 40 words, 1 days nearly 1000 people visit today's talent and receive information!" The meager also became today the talented person marketing very important channel.

Micro-blog, as the name implies is micro-blogging, the length of 140 words within. On the platform of micro-blogging, people can share what they saw and heard, without the title and article idea, instant inspiration can be easily released, and the virus spread like to share. Weibo's original practitioner is a foreign Twitter that is now worth nearly billions of dollars. Twitter has a large number of hardcore fans, even the U.S. presidential election, the top 500 corporate public relations marketing, Weibo has become an indispensable tool. At home, with the rapid growth of users of micro-blogging, this web3.0 products have the timeliness of information transmission and interactive advantages began to be more widely recognized, therefore, here also become a lot of enterprises marketing new positions.

Stones

Sina launched its microblog in 2009. And Sina's blog started a bit like that, Sina Weibo is still the star route as a new product to promote the label, Li Bingbing, Lee and Pan Shiyi (blog), Huang and other stars became the first batch of Sina "friends", but also make this product less political flavor, and more entertainment and commercial.

Abroad, Twitter's stickiness is also being watched by more and more businesses, and Twitter has even developed "brand channels": companies can build pages around the brand within Twitter, and build multiple brand groups to gather fans of the same brand. and enterprises through the platform can send a variety of new products, promotional information. Twitter, founded in 2006, has many enterprises in the above to open experimental plots, and the domestic business acumen is also imitating learning, micro-blog This form of attempts to combine with its marketing.

"At the Guangzhou Auto Show in 2009, Changan Ford didn't have a big new car launch, and how to attract eyeballs has always been a problem for me," he said. Zhang Yi is the deputy general manager of Beijing New Creative Interactive Advertising company, Changan Ford is one of its main customers.

Just three months before the Guangzhou Auto Show, Sina began testing the microblogging products. Many media organizations and publishers that use content as their main product are the first to sniff out opportunities, and they advertise themselves by releasing content announcements. On Sina Weibo search "We Taiwan these years", immediately get 28 pages of search results. Planning the book's Beijing Reader Book Co., Ltd., from the general manager to the operators, all battle write micro-blog, its promotional methods, including Temptation, "spoilers" and so on.

"Want to know why a Chen Shui-bian?" Please see "We Taiwan These Years", "Some people say, ' Chen Wencheng case ', ' Jiangnan case ' Let Chiang Ching Kuo see the feeling of the unit of the bad and rogue mentality, then, ' 10 letter case ' Let Chiang Ching Kuo see is the entire Kuomintang power core and middle-level party workers extremely corrupt truth (selected from the" We Taiwan These Years ")" ...

In this marketing case, planners make full use of the attention-sharing of the associated users. When a user pastes this information, the fans of the user's attention can see the information at the same time, and can immediately post comments and forward posts. Thus, a small circle of information transmission and sharing is formed.

"What if Changan Ford's auto show is being watched and discussed by netizens like this?" Although no microblogging marketing has been done, Zhang is acutely aware that Changan Ford can interact with consumers through this new form. Just as Sina's car channel also registered with the "Sina car" as the ID of the official microblog, and plans to use micro-blog to the Guangzhou Auto Show on the instant report, the plan let Zhang see the possibility of cooperation.

Since Sina Weibo is still in the stage of gathering popularity, Sina's car channel also hopes to get the biggest attention in the automobile media, both sides hit. In the case of no cost, Sina contributed to the promotion of the vehicle channel resources, through the EDM (e-mail marketing), forum broadcast and other means, vigorously promote the "Changan Ford attention to the ceremony" activities.

Kiki is one of the executive of Changan Ford Weibo marketing campaign, according to its introduction, the growth rate of the fans is not satisfactory after the launch of the Ford Weibo. "According to the fan data, 80% of Ford fans have fewer than 5, and the number of microblogs is 0." In other words, most of the fans are attracted by advertising, although deliberately opened a new microblog, but did not attract many micro-bonnet of the old users. "It also indirectly sentenced Changan Ford this stage of the microblogging marketing failure-it does not form a linkage effect among users."

After that, Changan Ford stepped up its exposure to micro-bonnet, including advertising on the home page of Weibo, and broadcast it to fans of 270,000 of small secretaries through a microblog secretary. At the same time also provided a lot of additional gifts, and in the micro-bonnet organized some like Rob building such an award-winning interaction.

"Since November 18 activity to November 30 deadline, 12 days, Changan Ford official Micro Bo fan number has exceeded 7000 people, the official micro-blog has received comments 4,088, Bowen was reproduced 1943 times." Zhang told reporters that many of Changan Ford's official micro-blogging activities have been replicated by other companies.

Still, it is not easy to make a proper judgment about the success or failure of this microblogging campaign, "7,000 fans, many?" I don't think there are too few people interested in cars? or is the prize not exciting enough? Even more tragic is that Sina Weibo's technology is immature, with the exception of transparent and visible data, No other traffic or anything. "Everyone in Kiki's team knew nothing about professional microblogging marketing, and they stones from the start.

The micro-care of "The broken and broken read"

Many people call this form of "shredding"--with fewer words, usually the words is finished, so users often complain on the platform, confide in their life or work dissatisfaction, or share their little pleasures with their friends ... In short, the language is fragmented, speaking is also more random, therefore, if you want to do serious marketing, the spread of the effect may be greatly compromised.

In summing up this time Changan Ford Weibo marketing, Zhang lamented his biggest mistake is to do the Micro Bo "Too Hard": "We do not like a living person to communicate, but in an official tone." "There is one thing that touches Zhang very much. That night, on Weibo, he accidentally said a very humane words: "It is very late, people do not rest?" It is this sentence in his opinion "irrelevant", the result has a lot of responses, causing a strong interaction.

This matter let Zhang first realize that the biggest difference between Weibo and traditional internet marketing is that Weibo is "a person", it has its own distinctive character, needs more personification of communication. "I think we should give Changan Ford an analysis of a corporate personality, a virtual brand spokesperson who has the essence of the spirit." "Zhang said, and this matter has been to the end of the activity, have not put into practice, this became the first time Changan Ford Weibo marketing the biggest regret."

If Changan Ford is merely using the novel communication method of Weibo to broadcast its own auto show information, in contrast, Van Vancl's means are much smarter. The founder and CEO of the clothing net-buying company was the old man who sold the network of Excellence to Amazon in 2004 at a high price of 75 million dollars. and VANCL management team from the Network of Excellence, has a wealth of network marketing experience. From the outset, vancl his corporate culture into the character of Vancl Weibo.

In Consumer electronics experts, Yao Dian Management consulting company Senior Advisor Wang Bin, Vancl's microblog marketing can be written into business textbooks, compared with Changan Ford, VANCL and Sina Weibo have more fit point: "First of all, often on Sina Weibo part of the people is absolute ' Internet citizens ', they are not only microblogging user groups, but also online shopping apparel users. In addition, Sina Weibo at the beginning of the establishment of their own a more fun name ' scarf ', and vancl to provide real scarf as a prize, the point itself is very ingenious grasp. ”

"Because of the Weibo and Weibo, Sina is particularly fond of this case, which for us also played a great publicity role." VANCL Brand Management department head Li Jianxiong told reporters. On Vancl's microblog, can find the rapid rise of the company's sophisticated treatment of the Internet: a moment to launch 1 yuan seconds to kill the original price of 888 yuan clothes to stimulate the fragile nerves of fans, and then through the gift of gifts, pull Chen Yao and Xu and other celebrities on the VANCL products to interact.

In fact, Weibo has been able to quickly get popular, because of celebrity, celebrities open Weibo attracted a lot of fans attention. At present, Sina Weibo attention on the list, Chen Yao and Zhao Wei respectively to more than 500,000 and nearly 400,000 of the focus of the top runner-up, as long as Chen Yao said good, that is an audience of more than 500,000 free advertising, Li Jianxiong know this, in addition, can also see VANCL not only moved out of the best-selling clothing designer to tell the story behind the design, there are just three months of small staff to express emotional feelings, strengthen the enterprise "chicken soup" image ...

"Our microblog positioning is to use different levels of staff tone to tell the story of Vancl." Li Jianxiong says that is the way to make more than 4,000 fans of VANCL products and corporate culture. According to Eric China Apparel (market share bar) Business Network shopping research report shows: 09 VANCL sales have exceeded 600 million, the market share of 28.4%, the leader in the apparel industry.

As the Nielsen report selected 2009 years of Internet Top1 advertisers, VANCL's enthusiasm for network marketing is beyond doubt, however, compared to other online marketing tools, the current VANCL on Weibo marketing is not too seriously. "After all, it's a new thing that hasn't been scaled yet and the marketing effect is hard to assess," he said. "Li Jianxiong said:" But we will always do this, because in fact, compared with traditional marketing, micro-BO marketing investment is very little, almost no cost, only need to arrange a special person to do microblogging updates. ”

The idea of emotional marketing

Whether it is Changan Ford or VANCL, when it comes to micro-blogging marketing, they invariably mention the "marketing effect," whether this is too quick to profit? In the "website Planning Nine Step Walk" of the author, internet expert Huang Liang, Micro Bo marketing is a need for a little "concerned, subterfuge" of the scheming and patience. For example, a company selling stomach drugs, you don't have to say how good your stomach medicine, but more to release some how to protect the gastrointestinal health tips, so over time, around you will naturally gather a lot of target customers.

There is a drug company called Pfizer, the initiative on Twitter search "depressed", "depression" and other keywords, to find potential depression patients. They are then constantly provided with information about depression and are marketing their own antidepressants while helping them.

If there is some sort of "insurance-like fake care", then "CEO sentiment Marketing" is much smarter and more obscure. Abroad, this is already a very popular way of marketing, many company leaders are often as ordinary people on Twitter with fans to communicate, so that business customers feel that the company's CEO is not a high, unfathomable business executives, but more like friends or neighbors around. For example, Virgin Group CEO Branson and the NBA Mavericks boss Cuban and so on.

The famous "hole shoe" Zappos CEO Hsieh is familiar with micro-bo communication, he rarely talk about Zappos on Twitter itself, but a big talk about personal joys and sorrows. Hsieh's approachable approach has been favored by many fans, and this kind of love has brought value to Zappos's sales through a quiet way of moistening things.

In China there is also a very good "play" micro-Bo business manager, he is Pan Shiyi. Many of the microblogging events that have taken place on Mr. Pan have been talked about, such as his use of Weibo to collect answers to his son's maths questions. In the recent Soho event, Weibo has become an important tool for Pan Shiyi to deliver information to the public at any time.

At the beginning of November this year, due to property disputes, the construction of Soho was transmitted to the "power outage stop warm." As the head of Soho China, Pan Shiyi issued a call for a rescue letter on November 10 called "The building of a snow power outage in Soho, residents eagerly awaiting government help", in which Pan Shiyi proposed a transitional method--a property charge collected by Pan-affiliated Beijing Dan Shi Investment Management company.

It is this letter to Pan Shiyi to the cusp, CCTV reports that the construction of Soho is normal, power outage is the rumor that Pan Shiyi planning, but also speculated that Pan Shiyi move is to let their own property companies to take over the construction of Soho. In the face of such a huge PR crisis, Mr. Pan did only a few extra tweets. His words to the point, endure, sincere, immediately in the emotional won the support of netizens. The international finance newspaper described the incident as "a tragic counterattack on pan Shiyi" and saw Pan Shiyi's microblog style from a few representative microblogs.

November 22 Night 8:46: A few months after the construction of the Soho crisis, a lot of friends advised me, you do not pipe the construction of the Soho, the plot to hand over more than five years, and developers have no relationship, the construction of Soho now water is very deep, you can not afford. I know, I'm just a landlord in Soho. But I see the Soho was ruined in this way, I am very distressed.

November 22 Night 8:58: In the crisis of Soho, there are good bystanders, sympathetic and compassionate people. But the real owner of the boat on this ark is the owner. Black will never become white, the truth will be revealed in the world. Knowing the truth, you will know that these crises are not, as some people say, a fabrication by Pan Shiyi!

By November 25, the storm had gradually subsided, and Mr. Pan wrote on Weibo: "Thanks to Weibo, thanks to my friends on Weibo." These days I have a deep experience, small micro Bo can also correct large television station untrue report. "And at this time a name" peak up Yun Yu "fans have begun to play with Pan Shiyi:" Laopan Ah, when the price began to fall AH? " The storm has made Pan Shiyi's microblog fans soar to nearly 300,000, and these people's goodwill towards Mr. Pan will undoubtedly translate into Soho China's reputation and spread to more people in an unpredictable way.

"Traditional advertising and other means of communication is to push others, others are passive, avoid." And Weibo is to use your wisdom, beauty to attract others attention you, is the force of active attraction. Pan Shiyi said: "So you can't think of it as a place for advertising, if all day in the above advertising, the attention will all run, your ads will not be effective."

The emergence of micro-blogging, so that enterprises and consumers have a direct dialogue between the convenient platform, and not the kind of mail-rhythmic dialogue, but the real interaction-including corporate attitudes, language and tone are accepted by corporate fans of the judge. In micro-blog, enterprises and customers are no longer a simple business relationship, Micro Bo with good, can be in the enterprise users to cultivate the emotional relationship beyond the sale, then use the bad? Of course, even the sale is not done.

Because of the instant information dissemination of micro-blog faster, the resulting public relations crisis situation will be even worse. The company's rainbow-sugar microblog was once out of control, with a flood of violent yellow content, and a precedent for many competitors to name their brand names for malicious information, and many of the nightmare experiences of Weibo's fledgling Chinese companies have yet to begin.