Weibo time to come, please pay attention to Weibo marketing

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

PS: This is an internal email I wrote to our operations team, and I removed the parts related to business and company information and sent it to my blog.

Dear,all:

I remember the idea of "social marketing" that I've mentioned many times, and I firmly believe that the future of marketing is socially oriented, marketing to people, not machines (search engines). Because this is a fast, relatively low-cost, directly facing the user's marketing.

Why do I say we should lower the weight of SEM (note that I'm talking about lowering, not giving up), for a few reasons:

1, SEM has been circulating for a long time, the SEM play is not new, now most of the smart enterprises have already put the way of the SEM in the chest, choose keywords, keyword combination, long tail keyword and so on these things we all understand. Under such fierce competition, it is unwise for us to take great pains to snatch the position in this Red Sea.

2, SEM input is too high, not suitable for us, for large enterprises, may not be a big problem, because they have money, but we are not.

3, the conversion rate of SEM is not ideal, we have seen the data, we know in our hearts. and microblogging marketing conversion rate is high, the conversion rate of advertising can generally do 8% is already immortal level, but the conversion rate of micro-bo to do 20% is definitely not a dream Oh!

So, why is microblogging marketing easy to use?

1, micro-blog every user is real (of course, the robot is also exist, but a small proportion). The characteristics of these users you can foresee, by observing his speech you can see his consumption characteristics, and then to the marketing. At present, I do not know what technology can be used to keyword search monitoring to accurately restore a user (Baidu index can not do).

2, micro-Bo marketing is a very low-cost marketing approach. You only need a Weibo account, and insist on defending him, the cost here is 0 (Internet, electricity is not to forget). Your cost is only the maintenance you need to maintain, the exchange of intentions.

3, micro-BO information transmission faster than any media, the breadth is also expanding. Because microblogging is real time, and how many fans you have, how many people you're going to be aware of, and how much of your fans will continue to spread, the audience is huge!

I always do not regularly sweep the sites that are relevant to our business, and have good views, as well as blogs about the users of our complaints. You keep asking me, how did I find out? In fact, the reason is very simple: I subscribe to Google Reader and micro-borrie, respectively, with a number of key words related to us. I see these subscriptions regularly, so I can keep finding them.

So what do we do about microblogging marketing? I think it's mainly 5 points: human touch, human, interaction, attention, persistence.

1. Human touch. Micro-Blog Marketing is not a cold ad, even if the modification of a good copy will not achieve any good results! Human Micro-blogging is the core of Weibo marketing.

No one will be interested in newspapers full of advertisements, and no one is interested in Twitter, which publishes ad messages every day. What Weibo needs is a humane marketing. A title + link this kind of microblogging marketing will die no doubt, the map will be slightly improved, but not enough.

2, human. Simply put, let's not make this ID a robot or a horn. As a trumpet, you even shout big also forever only you shout again, no one to help you relay, your voice is always so big.

As a microblog marketing, how much power your microblog can play depends on 2 points: the number of your followers, the number of people you care to help you spread, and often the latter is more powerful!

As an unknown enterprise, you do not want to be like a star, up to tens of thousands of of the followers, this is not realistic. All we can do is accumulate and use human operations to accumulate followers and make it clear to them that it is true that a real person is sounding behind the ID. A microblogging ID for marketing in addition to publishing their own advertising, but also should have nothing to point le ah things, forward your attention to the information, and even care about, if you can, in fact, nothing to adjust the effect of a small situation will be better!

3. Interactive. Yes, interaction, this is the core of social marketing. Microblogging marketing is no longer like the traditional marketing model to throw out the bait is not motionless waiting for the fish to bite the hook, you need to communicate with the fish, know what they want, his opinion of your bait is how.

In this interactive process you can get more unexpected rewards, including more realistic and concrete restores to your users, a more thorough understanding of what your users need, and what you do poorly.

Therefore, in this sense, microblogging marketing is the hardest to do. Because, he needs the heart to operate, need to spend time, a lot of time! It's not like advertising and sem waiting.

4. Attention. Focus on 2 parts, focus on your users, focus on business-related topics, and respond carefully to them separately.

Take the initiative to focus on your users and communicate with them to let them know that you care about him, to be around him, to focus on business-related topics, to know how people who are not your fans think of you, and to try to establish contact with them. If there is a misunderstanding, solve this misunderstanding, if there are difficulties, take the initiative to help them solve.

Over time you will find that the site's customer service pressure is getting less and more, because there will be more users in micro-blog directly to ask questions, have you, and your fans to help them solve. This in virtually once again formed a user-centric a large circle of communication.

5, adhere to. Weibo marketing is a marketing process that cannot be stopped once it is established. You have to stick to it for a long time, but at the beginning it may have little effect, but stick to it and you will find that you are reaping far more than you insist!

So, if we want to do microblogging marketing, we have to separate a person out of the full-time to do this thing, the assessment of the way is also very simple: the number of fans and quality, the number of the forwarding of a message, the number of clicks on an active link 、... Wait a minute

Here, human touch and human are the 2 important ways you get attention, only human and human can quickly help you build a trust relationship with fans, no trust relationship between microblogging marketing and hard advertising how different? Interaction with users and attention is the main means to play the role of micro-bo, adhere to the success of the protection. And, they're nested and interacting. (Some of this writing is like stereotyped ...)

Finally, the best micro-blogging marketing platform is Sina Weibo. Specifically see me for a few reasons:

1, Sina's own media advantages and powerful. At the same time, we also see Sina Weibo breakthrough Sina has been relying on the closed attitude, is so far the most open products Sina (because, Twitter is the most open ...)

2, at the beginning of the time Sina Weibo to the direction of marketing to do a lot of infrastructure: you can know exactly how many tweets you tweet, which satisfies the vanity of countless people; an improvement in the interactive model of information that allows you to put together a topic, search for topics, and so on.

3, the Label function, topic Concern function, you are interested in the topic, you are interested in the design of users so that you can easily track content. Sina Weibo search function is very strong, someone once asked me why you only focus on less than 50 people and fans have thousand, but also constantly know a lot of new content? In fact, the reason is very simple, I only focus on content, do not pay attention to ID, and content sources and micro-blog search ...)

4, Sina micro-blog Link click is conducive to statistics. Because of the excessive open Twitter, the source of the click is countless different, you can not count ... once a friend suggested that shorten the site, and then statistics the site, this is not suitable for corporate marketing, because the credibility of the shortened URL will be greatly compromised!

My meager: http://istockyou.com