Weibo marketing: "90 points" brand micro-blog operation of the six major points

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How to create a high return on investment in the Micro-blog project? To sum up that is-micro-sound, micro-image, micro-content, micro-interaction, micro-powder management, micro-indicators.

1, the so-called "brand micro-voice" is to listen to participate in the first

The brand will need to establish a "day-to-day listening" mechanism before and after the establishment of Weibo. In addition to this micro-blog account under the blog comments letters (because of this account is generally under the micro-blog publication-oriented), but also to listen to the entire microblogging environment Bo friends spontaneous discussion of the brand's public opinion analysis. These analyses are critical to the strategy formulation of microblog marketing. To understand what Bo friends need, care about what to find the brand to provide and users need "balance between supply and demand" in order to achieve the most effective communication. My colleague Gaurav Mishra's "social media heartbeat Social Heartbeat theory" is exactly the same.

2, "Brand micro-image" that is, whether traditional marketing or micro-bo marketing, to the target audience is ultimately a brand image, a brand goodwill degree.

Operating a brand is like shaping the character image of the film, script How to write, actors how to play, even if the actor (as if the brand changed the Micro Bo hand), this image or keep authentic, otherwise it is easy to cause "brand image dilution" or even "personality split" situation. The micro-image positioning includes positioning the brand image and stipulating the daily communication style and intonation. We found that now many companies are hiring just graduated college students, there are some of the micro-blog to write the creation of micro-bo content, so in the face of the target user is 28~35岁 brand, easy to cause micro-bo communication tone low age phenomenon, in such cases, The training of micro-blogging operators is very important to help these "actors" monotonous wider that can be in what kind of brand under the corresponding style of voice.

Here we share the brand image that we are helping Ikea to design and position on its brand attributes. The positioning also helped Ikea Weibo to become the current Sina micro-Bo household category of comprehensive influence of the brand, at the same time also guide us to easily smooth and effective day-to-day communication, bo friends as "Ikea micro Bo is sweet after the first love of the copy" "Every time to see Ikea's micro-blog stickers have hastened to have a home impulse."

3, "Brand Micro content" is "content for the King" is the essence of micro-bo marketing, the Rise of micro-blog has also let many marketers pay attention to its "content marketing."

The communication between the brand and the target user is accomplished through the content of each micro-blog, each microblogging interaction activity. Find out what information and content your target users like to get on the web in the context of your brand communication, from 70, 80, the taste of the subject of the difference is still very large: because of the high frequency of micro-bo communication, the content of the demand is very large, in general, according to the following composition to collect and determine the content can be very effective, The content of the microblog can be divided into official original content, netizens UGC content, daily flexible content and opinion leader cooperation content, we found that the proportion of most brands is roughly: 6:2:1:1. Of course, the proportion varies depending on the audience and marketing goals.

The official original content planning can be done with the help of "micro-content matrix". "Micro-content matrix" refers to the brand micro-blog in a clear brand positioning, target crowd analysis, to combine their own requirements and promote the content of a clear sense of direction of the micro-blog content planning model. The micro-content matrix can ensure that the brand micro-blog in daily fragmented communication more complete transmission of the various elements of the brand image, to facilitate the implementation of micro-blog maintenance staff, and help create hot topics. The most obvious manifestation is the use of the "#XX #" series label (generally, theme activities, often appear in the regular topic, etc. are recommended to use the form of labels here, we also summed up a set of effective "topic tag creation process" and "brand micro-content matrix map" for your reference.

In addition to the official original content, reasonable use of user original content UGC is very effective way. Users can be encouraged to contribute, or to hold collection activities to obtain original content such as netizens. In our daily microblogging marketing, the basic daily must have UGC content of the excavation and collation, and further forwarding and interaction.

4, "Brand Micro-interaction": Content and interaction is the brand micro-BO operation of the right-hand

There are many ways to interact, choose the right interactive way to let the brand micro-blog alive, really do people's communication, achieve the best micro-bo marketing effect. In our experience, we have summarized the following effective ways of interacting:

Interactive activities based on Mini-Site and app

With advertising in the budget and the target crowd accurate premise, the large-scale interactive platform on the microblogging, the effect is good. Need to pay attention to, to consider the properties of the microblogging product itself to set up interactive links, such as @ friends, generate more attractive activity results are now a personal page to expand the effect of transmission. At the same time need to consider minisite, official microblogging, official website, such as the linkage between the network platform, prizes and incentive mechanisms.

Award/No award forwarding activities

Although the award-winning forwarding activity has been done and done, sounds a bit outdated, but if carefully planned still good results. Simple award forwarding more and more users of the antipathy, really can move the hearts of the theme of the event even if the prize is very small will get a great success.

Active search to participate in Bo friends or FAQ

Smart use of microblogging search is a very effective way to promote, micro-blog Search brand keywords and active interaction or to help "refer to the brand consultation problem" of the user FAQ should be as a daily microblog marketing work. On the one hand can increase the brand goodwill and affinity, on the other hand can be very accurate to attract brand fans.

Interaction and cooperation of opinion leaders

The use of online opinion leaders (Kol,key Opinion leader), also known as micro-bloggers to promote is now very popular also more effective way, foreign also known as experience marketing (experience marketing). Focus on the choice of opinion leaders and brand spirit communication. Opinion leaders are divided into two categories, one is to use his micro-blogging influence as the focus, and the other is to use his ability to create brand content, in which case, although his microblog fans, forwarding volume is not high, it can be considered. In the choice of opinion leaders, first of all, to see whether he and the brand personality and spirit of the match, followed by his micro-Bo influence; In addition to the impact of watching the blogger's microblog fans, a single forwarding volume, you should also consider its micro-bo "live powder rate." Here recommend a small tool-micro-blog list, can query the brand of active fans, influence, etc. as a reference.

Interaction between official micro-accounts

Interacting with a number of industry accounts or related official Weibo accounts can increase the number of fans and influence, and in fact, this interaction with the social circle is a truth. There are several forms of interaction between official micro-accounts.

(1) affiliated (or regional) official account number cooperation. It is typical of the Hong Kong Tourism board and the Hong Kong harbour City, such as local business microblogging account of the interaction between. Taking advantage of the attractive information and popularity of local businesses, the Hong Kong Tourism Board's microblog has kept and attracted fans ' attention and discussion. Local businesses have also gained authoritative recognition through their interaction with the Hong Kong Tourism Board, establishing a good brand trust and loyalty.

(2) The interaction between the official accounts in the industry. The Singapore Tourism Board and the art Dragon Travel Network jointly planned "double fans" interactive activities, relying on prizes and fun and simple activities to participate in the activities at the beginning of the online one hours for both sides have brought a very considerable amount of attention and the number of forwarding discussions, is two active account to achieve a "double win" good model.

(3) Non-similar official account of the creative Cross-border cooperation: "Cross-border cooperation" to find an interesting combination, to attract the attention of fans at the same time, to the brand Weibo image into an open, dynamic feeling. But how not to let netizens feel inexplicable or disgusted, but also a need to study hard knowledge. At present, this kind of cooperation is the official microblog between the less attempt form, but its potential and the effect is self-evident, therefore needs the micro-blogging marketing personnel to carry on the innovation practice more in this aspect. For example, trend technology and Durex cross-border activities.

Combined with offline activities and the promotion of traditional media

Since many micro blogs are operated by the market or PR-related people, it is generally good to use Weibo to assist offline activities. Here are two small comments: can be targeted at some of the success of the brand micro-blog to do some interviews to expand brand awareness; offline activities and reporters before and during the activities can use micro Bo more to do some interaction, plus micro-live large screen, etc., are very good ways to promote.

Interact with brand other network platforms

We often encounter customers "need to give the official website with traffic" such demand, in addition to the regular search engine optimization, advertising, we found that social media, especially micro-blogging effect is very good. So the brand's official website and its social media platform interoperability to achieve the best integrated network communication effect. With Weibo, in search of brand-related keywords, often can be found in the brand micro-Bo appeared in the position of comparison, become the official website after the brand's second face. So many analysis of user search behavior, to understand the hot search users can also be used as a micro-blog Content selection and creation of reference, and is conducive to search engine optimization.

5, "Brand Micro-powder management" mainly refers to comment management and fan attributes and behavior analysis

The important principle of comment management is negative comments and netizens ' questions as far as possible within 48 hours of response. Our approach is to communicate with brand PR, or even customer service departments (if it is a product microblog), to develop a standard "Weibo comment reply FAQ". This FAQ is generally to change the standard reply of the customer service personnel into the network language and combine the brand style and the tune to make. In response to comments, the content should be as practical as possible, targeted, style as concise as possible, clear, cordial, colloquial words, easy to read, such as users can call the net name, and try not to use the "hello" such traditional communication language. Through the reply to the Netizen comment management, on the one hand can enhance the netizen to the official account the love and the dependence degree, on the other hand Netizen's comment also will provide the inspiration and the direction for the official account content creation.

In addition, the in-depth analysis of the fans is also a very important part of management. In practice, you can use the official microblog to initiate polls and surveys to understand fan preferences and attributes. In addition, some fan plug-ins are recommended to enhance the analysis and management of fans. At present, the use of more micro-blog, Twitter fan analysis, micro-analysis and so on.

The following is a micro-blog fan Analysis page, as long as the input microblogging ID can analyze this micro-blog account fans, including: Active fans number, fan number of fans distribution, the number of fans registered days, the location of fans, the sex ratio of fans. By analyzing the sex and region of the fans, we can study the audience attribute of the Weibo account. By analyzing the number of fans, you can see the number of people a Weibo account can affect. These are very important part of the fan management, the conclusions can be counterproductive Umebo marketing strategy, the original marketing strategy to effectively modify.

6. "Brand Micro-evaluation"

In a previous micro-blogging white paper, we mentioned a number of broad-meaning microblogging marketing performance evaluation indicators (KPIs), such as number of fans, forwarding number. In fact, with the rapid development of micro-blog marketing, marketing target means of diversification and complexity, alone by the number of fans can no longer explain too many problems. Combined with qualitative and quantitative analysis, we can judge the transmission effect comprehensively and accurately, and guide the next step better. In the experience, we have summed up a set of more practical KPI index system, mainly from the fan influence, microblogging content interactive influence, fans-target user proximity, fan-content preferences, etc. to analyze, including quantitative and qualitative indicators. In this set of indicators, we suggest that we can start from the basic objective of micro-blogging marketing, such as analyzing the influence of fans, we need to analyze the attributes of the fans and the attributes of the target users to determine whether we give more accurate users a dialogue.

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