Weibo Marketing Series 2: Why should the electrical business play Weibo?

This serial content originates from "detonate order: Electric Shang Marketing actual combat file", the book will be published by the electronics industry press at the end of this year. Based on the original intention of brainstorming, select part of the content to share with you, collect related changes, look forward to support, thank you first! This book pays attention to the actual combat, will share "e person e This" and so on deep cooperation partner's actual case, and has put forward the creative Order guidance (Idearoi) the idea with the brand-new angle of view, is the electronic commerce Enterprise to carry on the Micro Bo marketing the reference weapon.

Because it is part of the excerpt (issued in 12 articles), there may be some inconsistencies in the content that can be compromised and a lot more to forgive.

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For E-commerce Enterprises, the choice of network marketing way more, micro-bo marketing is in the end a subset of network marketing:

When we consider whether any kind of network marketing platform is important, first of all, we must consider from these three aspects:

1. How many users are there?

Some people have the market, the market has marketing. User size directly determines the ultimate marketing value.

2, how is its user concentration?

100 fish are distributed in 100 ponds, and their costs are far too high to sell.

3, the target user's coincidence degree

I sell fish, but the pool is full of crabs, target users overlap too low marketing platform is also worthless.

Weibo users are huge

CNNIC, "The 29th China Internet Development Statistics Report" shows that the current microblogging usage rate is 48.7%. This means that half of the netizens are using Weibo, Twitter is more than the email user base, more than everyone happy and other social networking site users, more than the network literature user base, almost the forum BBS user Group two times!

Weibo users are highly concentrated

Sina Weibo: By virtue of the advantages of the first and media experience, to obtain 300 million of user size, set the current leadership position.

Tencent meager: By virtue of the huge QQ client, also obtained 300 million user scale, in the micro-blogging field occupies half.

In the current micro-blogging field, the platform competition is basically over. The first batch of micro-blogging platform is either out of the market or transformation, such as "Rice is not" "Ji-wai" "muttered"; With the strong advance of Sina and Tencent, the duopoly pattern of highly concentrated users has been formed at present.

Micro-blogging users and online buyers highly coincide

Take Sina Weibo and Taobao as an example (2011 data), Taobao users and Sina Weibo, the coincidence degree is 22%, Sina Weibo and Taobao overlap of 45%. Taobao users, 22% of the people in a week also visited the Sina Weibo, Sina Weibo users, 45% of the people in the same week to visit Taobao.

In other words, Sina Weibo users are a large part of the network to buy users, and users of the Internet to coincide highly.

Through the user scale, user concentration, target users overlap degree of three, we have been able to determine: micro-bo marketing for the electric business enterprise is indeed a battleground!