Weibo marketing analysis Harem elegance Events

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Network marketing methods and cases are very many, I have previously written a lot of too micro Blog Network Marketing articles, in the more impetuous Chinese Internet environment, a good idea is the network marketing activities of the most important soul. Last year's "Jia incident" is a very good idea, but also with the fact that the effect of event marketing and the impetus generated, often better than other marketing methods. Today, I will specifically take a recent incident marketing "Harem elegant event" as an example, to analyze the social network environment in the Micro-blog event marketing process and methods.

Event Marketing Planning

Event marketing is through the production of news-value events, and let this news event to spread, to the roundabout advertising, to achieve the effect of advertising. For example, a company to promote a certain network game, the use of High-profile star endorsement often requires higher costs, promotional advertising costs are also expensive, and if the way through the event marketing to create a well-known network of celebrities to endorse this online game, not only can save a lot of money, Also at a low cost of network marketing promotion.

Marketing planners are well-intentioned, since last December began planning to use the Internet to build this has a high profile of the "Internet Reds"-"harem elegance." The case of the marketing platform to choose is "Sina Weibo", which is a 2009 years after the beginning of a half year to become lively social network platform, registered users about hundreds of thousands of, there are many "celebrities" settled in. Because of the virtual nature of the network and anonymity, the identity of the registered microblogging users often do not know, so do a few things ready to start the event marketing.

Pre-preparation involves looking for a virtual "Internet beauty" and preparing dozens of or so self-portraits, and then looking for a writing team that can consistently write interesting jokes. Ready to do all this, you can open Weibo account for speculation. Micro-Bo early speculation mainly to "beauty", "Hyun Fu", "star gossip" for the focus, in short, "Find a curse paste." Typical symptoms include claiming to be from "Singapore", "the harem 3,000, alone I am elegant". Claiming to have a private plane, know a lot of stars, and Gillian to Japan bubble Hot springs, was Fan Bingbing special because of comfort, often in Hawaii, Hong Kong and other place, investment tens of millions of to the film "Avatar", and with many large entertainment artists personally intimate well, and so on.

It is worth mentioning that the microblog writing team has a high level of copywriting writing, in the initial stage of speculation, published jokes are very humorous, entertaining, high readability, so that many of Sina Weibo celebrities are forwarding their jokes, in mid-December, "Harem elegant" with about 4,000 of the number of fans.

Flat medium into

Late December, print media, newspapers and magazines began to report and hype "elegant women", making the "harem elegant" the popularity of a sharp rise, and reached a small peak on December 29, 2009, the user's attention to the growth of astonishing, the search volume also began to soar, but also began to have netizens to their human search, "Harem elegant Weibo grew to more than 8,000 fans on 29th. After human flesh search, netizens found the identity of "elegant Woman" there is a lot of doubt, some people call their photos for stealing other people's photos, and "elegant women" is posted on their album was stolen.

Crowd bragging

The writing of "elegant women" continued, many people find that their photos and their own identity story has a lot of loopholes, even so, "harem" writing is really very interesting, look at those classic comments are very happy, we watched the "elegant female" bouncing in Sina Weibo microblogging, also not lively.

Print media coverage is increasing, and on January 7, 2010, the formation of another climax, the day "harem elegant" fans more than 25,000, because the number of fans grew too fast, and its "backstage" unclear, many Sina Weibo users are questioning whether Sina officials in the planning hype "Harem elegant", To increase the popularity of Sina Weibo.

Accidental occurrence

The so-called "people are not as good as the day", each marketing plan may have an accident, is in print media and network media methodically mutual follow-up hype, an unexpected event disrupted this plan, January 12 burst of "Baidu was black" and after the "Google quit China" And so hot news quickly shifted the focus of the public, Sina Weibo users ' interests are all focused on Baidu and Google, from the index of Baidu, the January mid-June "Harem elegant" user concern has been declining, the media attention of almost 0, making this plan has been a smooth event marketing turn.

Baidu index of "harem elegance" statistic data

In order to reverse the adverse situation, while eliminating some of the early hype of the adverse "evidence", the planners decided also to use Baidu by the Black hotspot effect, parody, on January 14, let "harem elegant" claiming micro Bo was "hacker attack", and deleted all previous published more than 40 articles, but this practice proved to be very ineffective.

Event Marketing End

"Elegant female" late writing interest reduced a lot, yy flavor more and more thick, and the onlookers constantly human flesh search, but also let the harem elegant from backstage to the foreground. On January 29, "Harem elegance" finally revealed the truth, claiming to speak perfect space-time network game "Sword of the Dragon", while stop updating the scarf, the whole event marketing is a closed.

Marketing Effect Evaluation

"Elegant female" is a typical case of micro-blog marketing, the planners began with the traditional forum, blog and other marketing strategies, like once popular in the blogosphere "video Dancer Wood Body Diary", write a story again send a photo, through Hyun Fu and Sun star two magic weapons, and create a "harem" writing method, Received widespread attention in Sina Weibo.

"Harem Elegance" from December 1, 2009 registered account number, to February 1, 2010 marketing end, through two months of time, gained 50,000 Sina Weibo fans, each Weibo comments are thousands, become Sina Grassroots blog second and network reds, and obtained Huang, Pan Shiyi, Ning wealth and so many celebrities attention, can be counted quite a harvest.

In the marketing effect look, after two months of speculation, "elegant woman" 's popularity soared, in Google search "harem elegance," There are 210,000 records, search "elegant women" has 140,000 records, because Sina Weibo does not provide the number of clicks statistics, so can not confirm total clicks, other data statistics, Has more than 55,000 fans, the average number of messages per article more than 1000, from the number of messages, about hundreds of thousands of fans of Zhao Wei, weekly pen Chang around 1/3, but also has enough visibility, visible its active fans are numerous. Attention to analysis of the data, the focus of the crowd is also mostly belong to the target area of the game group.

An analysis of the area and population of the harem's graceful attention

But it should be noted that the comments on the fan's message show that most of the comments are more negative comments, and for the "Dragon Sword" keyword analysis, found that the attention of the online game is not because of "elegant female" hot and soaring, its concern has been more stable, the user's attention is even lower than "harem elegant" Attention, the marketing effect is not obvious.

A comparative study of "Harem Elegance" and "Dragon Sword"

In contrast, last year's classic case Marketing Story "Jia Event", the marketing process of "World of Warcraft," the highest user concern has increased by almost three times times, during which media attention has increased significantly, compared to the well-known brands such as World of Warcraft, the success of its marketing effectiveness is obvious.

The contrast of "World of Warcraft" in "Jia event"

Therefore, "Harem elegant" event marketing, although the fire "elegant female", in just two months time to create a "network Reds", but the promotion of the network game is still open to question. The Event marketing Choice platform is the social network Sina Weibo, although the update is more convenient, forwarding and commenting is also easy, but because the "elegant female" positioning and online games are difficult to find the point of contact, while Sina Weibo has a large number of high-end users and social celebrities, including Moonlight blog, such as the depth of micro-blogging users, Lead to a late-stage marketing incident, affect the spread of the effect, although the game's end users-"young players" may not think so many things, also do not care about their true and false, but if the choice of more pure grassroots community, such as QQ space or Tianya, it may not as early as the curtain call.

To sum up, the "Harem elegant" micro-blog event marketing planning and like the normal way of social marketing, is similar to the traditional Forum blog Hype Way, at present can not count the event on the online games marketing effect, its final effect still have to wait a period of time to confirm, if the enterprise really need to carry out long-term microblogging marketing, This case is not recommended for planning, or it may backfire.

Noun explanation: "Jia incident"-Jia incident refers to the occurrence of the July 16, 2009 empty post inexplicable red phenomenon. The same day, Baidu Bar World of Warcraft, an article titled "Jia Your Mother shout you go home to eat" no content post was returned 30余万次, the post name immediately became the Chinese mainland network popular language, Jia the real unidentified figure also with the popularity of the network, and triggered numerous follow-up comments and effects.