Weibo marketing: A "smart economy" walking on Wall Street

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

As the hottest information sharing and exchange platform, Weibo brings the shock effect of sweeping the country. by March 2011, Sina Weibo had registered more than 100 million subscribers, 70% of whom thought it was a "compulsory course" to get up in the morning or before bed at night. Even Wall Street's investment banks have paid a lot of attention to Sina Weibo! In the past, it is so difficult to transform the attention economy into the real money economy. But since there is a microblog, this moment is completely different from that moment! Weibo marketing, more like walking on Wall Street, "smart economy"!

The reason why Weibo has been loved by netizens is numerous. But the fundamental thing is that Weibo has opened a new way of disseminating information. The previous information dissemination, more is the netizen as the audience, simply receives the information through the press, the magazine, the television, the Internet and so on media. Such information dissemination, the audience is narrow and single, people tend to stand in the "neutral" angle to "onlookers", completely without the sense of participation and integration. Along with the development of micro-blogging, a "participatory" era has come, everyone can be the source of information output. People can either look at the information or write the information, but also through the @ (by others mentioned), forwarding, comments and other functions, the largest range of information, the widest way, the most deep-seated spread. Weibo subverts the traditional media age, and the flow of information between people is more convenient and more balanced. The emergence of micro-blogging, so that people can only listen and see, can not write and do the era, and let more people have the opportunity to participate in the interaction. You can either "Whisper" or "whisper" or "shout". People can focus on information more clearly, understand information thoroughly in communication, perceive information in interaction, and actually feel "I am in it" in forwarding.

As the old saying goes, there are some places where there are rivers and lakes; for the internet, someone's place, there is attention! In today's microblog, the transformation of the attention economy to the real money economy has become so simple and feasible. This moment is different from the moment! Shopping malls such as battlefield, want to foothold in the mall, you have to seize the market! How to seize the market? How to find an effective marketing shortcut under the economic crisis? How can we get a way out of the "Red Sea"? Traditional media because of early start, the model is more mature, has its inherent market. However, a large number of advertising costs, so that many enterprises deterred. The advent of the Internet, so that seemingly impossible things, become a possibility, so that seemingly difficult things, become unusually simple. A brand new marketing approach put in front of the "micro-bo marketing" came into being! Lower cost input and higher profit return make Weibo marketing a typical high ROI in the Internet industry. Through Weibo to carry out marketing, whether individuals or enterprises, have harvested unprecedented attention and success!

When it comes to Weibo marketing, the most successful individual, the Weibo queen Yao Chen deserved it! Chen Yao in the Sina Weibo has a total of 6527825 fans and 3,110 micro-blog, highlighting Chen Yao in the micro-blog's powerful appeal and extraordinary influence. Chen Yao's microblog, we can see her life of the original microblogging, such as life portrayal, mood record, you can also see her forward and comment on other people's relevant information. The form of presentation is covered with text, pictures, video and many other new media means. And some time ago, Chen Yao and Ling's "divorce" incident is to let Chen Yao's fan number is geometric level growth. When the news of divorce was not officially released, netizens had the first time to see the latest information on Chen Yao's microblog. Over million of forwarding and commentary, so that the editors who are engaged in journalism are unprepared. Chen Yao's housework aside, from the point of view of micro-blog marketing, Chen Yao's micro-blogging operation is unique, quite successful. This point from the Netizen in Baidu search "Chen Yao," The number of keywords can be seen. For individuals, up to 194086 of the single search volume is really surprising! Chen Yao's personal influence and popularity index with its microblog fans and Baidu index all the way up. Chen Yao in micro-blog interaction with netizens at the same time, access to the very high attention, the value also multiplied. Both brought a high concern for themselves, but also brought a huge advertising revenue.

When the name of the people through micro-BO marketing to achieve great success, enterprises, businesses have also joined the hidden profits, the potential value of a large number of "micro-bo marketing." Regardless of E-commerce site where customer prudential products, or video site Youku, music network, etc., in micro-blog marketing has made great success! Where the success of the product and pay attention to brand promotion and the overwhelming advertising is inseparable, just like every customer prudential product CEO aged once in the TV interview said: "Network promotion is very important, We do this every year with 1/3 of the budget, and we're trying to use something new like Weibo to sell. "Where customers sincere products through the cooperation with Sina Weibo, gifts such as scarf, 0 wallets Such small gifts." In a short period of time, the rapid promotion of brand awareness and conversion rate, so that every customer-prudential products in one fell swoop in the vertical field of the "backbone"!

Different video sites with E-commerce sites are more high-profile. As a popular entertainment needs, the internet to watch movies, watching TV, has become a netizen to relish, accustomed to things. Video site competition is increasingly fierce, youku, potatoes and other "weaving micro bo", is to be able to seize market share as soon as possible. But the author observes, with the Youku, the potato micro-blogging strategy is different, with for the listed company's music network in the microblog has taken a more comprehensive, the more unique management mentality. Here you may share. First of all, in the micro-bo "Find someone" search can be seen, the network not only opened the official website microblogging, but also according to the user's preference, opened such as "music video animation", "music video movie" and other channel page of the microblog. This is not only convenient for users to find, but also more conducive to the users of different preferences can be simple and quick to find similar groups, and then achieve mutual communication purposes. Second, as Kai-Fu Lee once said, "Too much advertising, will make people feel too utilitarian!" The official microblogging of the video network as a corporate microblog, but rarely can see the content of advertising, but also some of the new film and television show exclusive introduction and some of the front behind the scenes. This has attracted the attention of many users. Imagine if there was an exclusive insider information about your favorite actor, would you not come to see it? Third, the use of the "#" function (similar to the topic) is just right, such as "#乐视独家 #", "#乐视娱乐烩 #" such as the keyword anchor, easy to find the relevant information users. Finally, and Chen Yao's micro-blog similar to the video network micro-bo display form is also rich and diverse. Words, pictures, videos, sounds are everything. Not only these "exclusive exposure news", the new products of the music video Super Cleaning machine is also in the music network microblogging reflected. It is this kind of omni-Directional integrated micro-blog marketing model, to the video network Weibo has brought tens of thousands of fans. For the promotion of brand effects, locking consumer groups, the spread of corporate culture and ideas, played a powerful role in promoting!

"The power of example is endless, the power of Word-of-mouth is endless!" Micro-Blog marketing as a high degree of trust, Low-cost transmission mode, the focus is on the spread of Word-of-mouth and build. Compared with the traditional communication-only marketing, "micro-bo Marketing" more attention to user participation, user experience, this participation and experience from the beginning of the process has been generated. The three functions of Weibo (@, forwarding, comment) in addition to meeting the public's self participation, self-identity needs, but also to enable more users to understand the micro-blog culture and product information. The success of Facebook shows that social interaction has become an important feature of the Web2.0 era, with the recommendation and dissemination of friends, the credibility of a strong, more likely to lead to consumption. The emergence of micro-blogging, it is possible to the friends of this trust and communication between strangers into a wider spread. 450 million of China's Internet users contain infinite wisdom and great business opportunities. Weibo not only exerts a subtle influence on the way of information transmission, but also opens up a brand new marketing way of branding and product promotion.

"Openness, equality, collaboration, sharing" is the essence of the Internet. Weibo has become an indispensable part of people's daily life because of its characteristics of "information opening, exchanging equality, paying attention to cooperation and sharing at any time". Weibo not only changed the way of information transmission, but also changed people's lifestyle and communication habits. and micro-blog marketing Let the attention of the economy to the real money economy transformation, become simple and easy, become fast and fast. Weibo marketing brings not only the immediate commercial interests, but also through the differential communication means and long-term vision to create the intrinsic core value of the enterprise itself. Through more vivid information dissemination and more humanized interaction, let users in the forwarding, comments and @, thoroughly understand a person's inner thoughts and feelings, know the culture of a certain enterprise and product information, so as to eventually achieve internal and external resources to build a highly unified, harmonious and stable brand advantages and business value! Weibo marketing is a new "attention economy" that distinguishes it from any previous era, and more like a "smart economy" on Wall Street. (Wen/Cheng Yu)

In this paper, the pictures, data and other related content are derived from the Internet, the author of the city-Yu

Source: http://blog.sina.com.cn/s/blog_6d24f8420100p8pj.html

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