Weibo: The bridgehead of corporate social media marketing

This article is "successful marketing" magazine to @puting's interview manuscript, the final official version is released in the 7th issue of << successful marketing >>.

1. What do you think microblogging plays as a part of social media marketing in the enterprise?

Puting: According to the characteristics of micro-BO product itself, such as simple and crisp, 140 words rich content, fast propagation and real-time characteristics, determines the micro-Bo is the enterprise in the social media marketing a bridgehead.

For example, if a social network is a big show, social network users are coming and going visitors to the exhibition, and the company's official micro-blog is a business in the exhibition booth, the company through the booth and close to the booth visitors interactive dialogue, to provide them with some product information, Understand their views on http://www.aliyun.com/zixun/aggregation/9239.html "> Enterprise products, so Weibo is a bridgehead for corporate social media marketing.

2. Is it necessary for all businesses to have official microblogs? What can companies do with official microblogs? What do you need to pay attention to?

Puting: This question is like asking a company to do a website in the last few years, for enterprises, to open micro Bo is only a matter of time, some enterprises first step, some enterprises in the wait-and-see, some enterprises do not realize that I do not think how long, many people are not enterprises are not asked if it is necessary to open micro-blog , and more will ask how to run corporate microblogs.

Enterprises to use micro-blog can do a lot of things, this depends on the enterprise to use micro-blog, enterprises can use micro-blog to do the following things roughly:

① Listen to users

Listen to people on social networks who are talking about your business and brand, how they talk about it, and what are your competitors talking about?

② face-to-face conversations with users

Weibo gives the enterprise a weapon that can be face-to-face with the user, and by participating in the user's conversation, you can get a deeper understanding of the user's situation, including how they perceive your product, what problems they encounter during use, what improvements they want to make, and so on.

③ Customer Service

Many users will now complain about a company on Weibo, and enterprises through micro-blog monitoring, can promptly find some users complain, and timely to solve their problems, give users an unexpected customer service. I recently complained about a flight delay on Weibo, and I was furious, but the airline responded to my microblog in 20 minutes, though I was at the airport all night, but I felt less angry.

Release of ④ Information

This is one of the most basic functions of Weibo, I put this role in the last one, because now many enterprises to micro-Bo as just a channel of information, blindly talking to himself, this is the enterprise to make use of Weibo often made a mistake. Enterprises in the use of micro-BO must follow the principle of first listen to say, to solve the problem of the user's own responsibility, and blindly to the enterprise Weibo will be discarded by fans sooner or later.

3. How should different categories of enterprises operate official microblogs? For example, how should group companies be set up and run? What are the good ways and means to enable enterprises to communicate with Weibo users better?

Puting: For this problem, different companies have different strategies, previously in the Sina Weibo Ministry of Commerce and Socialbeta jointly launched the Sina Weibo research series article also talked about this, the group of enterprises to use micro-blog mainly has three forms:

① Dandelion Style

This type of communication pattern is found in many enterprises with many sub brands or lines of business, and the target users of the Sub brand or line of business have characteristics and similarities. For example: Adidas series group account number;

②hub type

From a core account to dominate the account, the account is an equal relationship between accounts, the information from the core account to the distribution of the account, the information between the account is not interactive, this type of enterprise group account construction model called hub mode. This type of pattern appears in the local and Central division of the obvious group account number. For example: Wanda related group account number;

③ Twin Star

The enterprise has the official account number, but simultaneously the Enterprise leader account number also has the strong dissemination power and the influence. The information will be forwarded to the enterprise's official account, or even stronger, by the company leader. This mode of transmission can be called Gemini transmission. This type of situation occurs mainly in areas where executives have a strong social influence or industry influence, such as the presence of a representative of such accounts.

As for the enterprise has no good method, I think we are groping, other people use a good method may not be suitable for your business, enterprises as long as attentively listen, real for later to solve problems, adhere to from little by little, I think these are a good way of common

4. What group of official microblogs do you think are doing better? What is worth learning from?

At present, I think doing a good business micro-broad to two categories, a category of tourism, which includes a number of tourist attractions, hotels and airlines, such enterprises and users have a greater chance of interaction, and users of this type of enterprise information demand is also relatively high, such as some attractions information, hotels and airlines discounts. There are Asian airlines in this category, and Air China does better.

The other is a newspaper magazine, many of these Twitter followers are readers of these newspapers and magazines, while the number of people reading newspapers and magazines has declined in the age of Weibo, but the demand for information on high-quality newspapers and magazines should be increasing, such as when I was a Southern weekend reader from college. It's rare to buy a newspaper now, but I'm always looking at the southern weekend Weibo.

There are two points to be drawn from these two groups of microblogs:

① Staff Participation-

In the corporate website micro-blog, there are employees of micro-blog as a supplement, which will be a deeper culture of the enterprise and staff of the spirit of direct display to fans, and the enterprise staff and fans of the interaction, it appears more humane, with a stronger affinity. An example of this is the youth times.

② to the official website Micro Bo as the center, opens the practical micro-blog

For large group companies, an official website microblogging must not meet the needs of fans, this time should be able to set up a number of practical services for the purpose of service, such as Asia Airlines also opened a customer service micro-Bo--@ asked AirAsia Red, there are some hotels for local stores to open Weibo, The advantage of this is that fans can have targeted feedback on their problems and receive timely feedback.

Source: http://www.socialbeta.cn/articles/vmarketing-interview.html