Weibo marketing are you ready?

Since the media age, enterprise microblogging marketing has become the trend, but to practice good internal strength is the key, if the products and services can not exceed the expectations of users, microblogging marketing will lose its significance.

Before we talked about business marketing, recognized mainstream channels such as newspapers, television, radio and other traditional media, even if the internet marketing, talk about the theme of most inseparable from web pages, websites, forums, Baidu promotion, such as internet-based pc-side means, and now, in view of the mobile Internet development momentum, Many companies are turning to the use of new media to do social media marketing, "play Weibo" to do marketing and a lot of enterprises have been "play" to be vivid.

Social media Marketing as a new concept, originated in microblogging marketing, and will continue to micro-letter and other new media marketing platform to test water. Technology is progressing, platforms are emerging, and the age of social media marketing is just beginning.

The age of social marketing

By the end of December 2012, the number of Chinese mobile internet users was 420 million, the annual growth rate of 18.1%. With the popularity of smart phone terminal equipment, wireless network upgrades, mobile phone has become the first major internet terminals. With the development of mobile Internet, social media such as Weibo have become an indispensable experience platform in the life of Chinese netizens. Weibo since the birth of 2009 has been a fiery situation, as at the end of December 2012, China Weibo user size of 309 million, compared to the end of 2011 growth of 58.73 million.

Data show that at present Sina has more than 30,000 micro-blog registered enterprises, Tencent has more than 20,000. Now every day there are nearly 40 or more enterprises on the micro-boping platform to register or apply for Plus v. This proves that microblogging marketing has gradually attracted the attention of business owners, become an integral part of the enterprise marketing system.

Reality has again and again verified the microblogging of the new media marketing genes. Millet mobile phone second generation only 5 minutes 14 seconds 50,000 were robbed empty, and the event booking number reached 1.3 million, to 2.33 million forwarding volume hit the most micro-bo forwarding. Also, according to the statistics "double 11" during the day Cat promotional topics on the number of micro-blog as many as 53 million. Only a picture, a text, without spending a penny, in the micro-bo circle of fission virus transmission, enterprises and products by tens of millions of users of micro-blogging awareness, understanding, dissemination. Visible, enterprises to explore and implement micro-BO marketing model for corporate image-building, online activities under the line planning, product promotion and sales have a huge driving role.

What is Enterprise Weibo marketing? In short, the use of micro-bo new media platform to promote enterprise products, publicity corporate image, improve product exposure, build corporate visibility, and thus create a demand atmosphere, and ultimately capture the desire to buy.

The enterprise uses Weibo to carry on the marketing to have its innate advantage. On the subject of communication, each user and the audience dual identity, can effectively enhance mutual interaction, so as to help enterprises to promote product information, harvest user feedback, forecasting, insight into the market trend; in the way of communication, the use of mobile clients, using the fragmentation time to spread, to receive information sharing more quickly and easily, Instant effective; Because of the micro-blog circle or the level of differentiation so that a one-to-many spread of the state to achieve the formation of fission virus transmission, the effect of the communication, because it is a user-friendly social platform, users can choose to be interested in the corporate official Weibo, such an active follower loyalty will be stronger, Product information transmission is also more accurate, more targeted.

Weibo marketing is largely dependent on word-of-mouth communication. Once the formation of word-of-mouth communication, enterprises and products will become consumers first impression of consideration. The premise of Word-of-mouth communication is grabbing attention, and the public's concern is limited, the same industry may only one or two of long-term concern, in the case of a balanced enterprise into the consumer focus area is also follow the "first come first served" principle, so Weibo marketing should not be late.

Weibo marketing Focus

Internet era of network marketing, preemption traffic entrance is kingly, brand impact and even the amount of turnover is always linearly related to the flow. Microblogging marketing as a branch of network marketing, the same truth, micro-bo marketing focus on attracting fans attention, marketing effect and concern degree is linear correlation. According to statistics, a true fan on average annually brings 34 visits to the microblog page. But how do you attract attention?

Although the enterprise value and corporate image is a retreat, however, through the micro-BO platform to provide text, pictures, video and other forms of all-round three-dimensional display, micro-blog content is the core elements of micro-bo, for different people do the right content, the use of content to resonate, attract like-minded fans, grab attention, quickly delineate target users. And then through the Enterprise official micro-blog and the interaction between the fans, manufacturing Word-of-mouth, diversion promotions, marketing topics, planning activities, prize-forwarding, etc., to improve the micro-Bo fan stickiness.

Marketing is the most important data support, and each marketer is eager to have very accurate data analysis, can be in the precise time node to reach the target audience, and Weibo behind is a powerful data management system, with the help of the phenomenon of micro-bo analysis of the personality characteristics of high viscosity fans, age level, consumption level, life model, geographical distribution, As well as the source of hot posts, forwarding ratio, to facilitate the enterprise to judge the operation of the product.

There are places where there are rivers and lakes, not to mention is to gather popularity as the goal of the microblogging social platform, a variety of topics are strange, all kinds of hot-ever, the phenomenon of confrontation, schools of contention have occurred. But the lively is everybody's, the disaster but is defenseless to descend on "the small family" body. For example, the Henan style event, which was once crazy, micro-blogging users, individual fans of the jokes and news is not enough, enterprises if the @ Onion weekly jokes do not indicate the source of wanton forwarding, fans in the sense of loss may be "innocent" enterprises to pay the bill, resulting in a decline in credibility. Therefore, enterprises in the micro-blogging world to understand the cautious.

Micro-boping platform Word-of-mouth formation and monitoring process is not expected, so the proliferation and evolution of micro-blog, the depth and breadth of transmission, forwarding posts keyword detection, Key account transmission node control, hot topic trends research and other work is very important. Enterprises must have a sense of public opinion monitoring, closely tracking the topic related to their own industry or products, when the negative information, through the micro-bo forwarding volume and impact of the formulation of PR programs, meet the timely improvement of complaints, meet the effective feedback, establish a responsible corporate image.

Microblogging marketing is the key to the delivery of consumer "cheers." and microblogging marketing by virtue of its social platform characteristics is undoubtedly a good word-of-mouth spread of the excellent loudspeaker. The voice of the consumer is vital to the social network marketing, the Golden Cup is inferior to the consumer's word-of-mouth. But just like economics is the mother of marketing, products and services are undoubtedly the foundation of enterprises, enterprises or should be slow and steady, tamping product development and service security. Products and services must have a strong cost-effective, impostors things will certainly not have any good prospects, will be the new era of consumer "eyes" quickly see through. Beijing Millet Technology Co., Ltd. Vice President Li Vanchang on the second generation of micro-bo Millet marketing experience, said, "Success is not all in marketing, more dependent on word-of-mouth effect, and word-of-mouth behind the core is products and services." If products and services can not exceed the expectations of users, it is difficult to succeed. ”

Sino-Atlas (Zhengzhou) Marketing Planning Co., Ltd. Hu Zhihui also pointed out that recently, due to the national policy of the network environment Monitoring and management, micro-blogging operators of the commercialization of the process of the promotion of micro-letters in the media era, such as new platforms Gongchenglvede, micro-bo is relatively cool, for enterprises, It's harder to get involved in microblogging marketing. But in the popularity of smartphones today, enterprises to a certain share of marketing to mobile internet is the trend, as long as the mobile internet marketing, microblogging marketing must be the necessary choice.