What is the use of data analysis in Weibo marketing?

Weibo marketing case has many, micro-blog marketing concept also has a lot of, but the micro-blog marketing discussion rarely see convincing evidence to explain the full picture or characteristics of micro-blog marketing, and not to the data analysis as a means or basis for discussion. In fact, the microblogging platform is very suitable for data analysis, and the implementation of the complexity and cost is not high. In this paper, the data analysis in the micro-blog marketing a few can be used in the direction of a simple analysis, hoping to give you some inspiration and thinking. In order to be able to unfold more effectively, the microblog marketing in this article only refers to the development of ordinary marketing activities on Sina Weibo.

1. Identify target fans

Microblogging marketing needs to attract the active attention of target users, but it is not easy to attract "value" fans to the hundreds of millions of Weibo users. It's hard to find a marketing user base on a lottery or even a fan. Because the biggest feature of Weibo fans is interest, users are interested in the object, if the micro-blog marketing of the brand or products do not have great interest in marketing, the effect can also be thought. Also, as long as the right approach is taken, this feature of Weibo fans makes it easier to attract target users. In the data analysis method, the establishment of the user's interest map can help the microblog marketing to quickly identify the target users and carry out appropriate promotional activities. The so-called interest map is a collection of information on the sex, age, region and main objects of the fans, and the simplest way to establish the user interest map is to analyze the enterprise Weibo fans with the same target customer base. To give a simplified example, a brand underwear brand wants to create a user interest map. The main user of the brand's underwear is young, which is highly overlapping with Durex and Adidas users. By analyzing Durex and Adidas ' official microblog fans, you can roughly build a basic user interest profile for the lingerie brand.

2. Determine the location of the microblog

Weibo marketing can be positioned in marketing, customer service or PR relationships, but it is difficult to have three positions at once, and it is even harder to achieve these three positions on the same micro-blog. Because the focus of these three is very different. In simple terms, the marketing focus is to spread the marketing information to the target users as far as possible and to maintain the user's attention; customer service focuses on the formation of a benign interaction with the user, in the first time to guide or comfort users, public relations is to pay attention to direct or indirect access to public opinion. From the point of view of data analysis, marketing is focused on the effectiveness forwarding, that is, the information in the target fans of the large area of the forwarding and in these fans of the partner caused two times/multiple forwarding. Customer service focuses on interactive reviews that respond quickly and quickly to users ' comments, focusing on reducing the number of negative comments that users have. Public relations focus on influence and identity monitoring, the need for more complex data analysis tools to obtain, mainly for the micro-bonnet keyword search frequency, the user's original microblogging of the brand's Word-of-mouth analysis. In summary, data analysis can determine a quantified target for Weibo localization and can be used for effective post evaluation.

3. Choose the right presentation

Sina Weibo can be published in the form of text, pictures, audio, or video, and when choosing a form of publication, in addition to considering the content of the microblog, it is important to consider the preferences of the target user for the different presentation forms. Because the image of Sina Weibo needs to be opened to enlarge, audio and video content also need to click to play, which makes multimedia-style microblogging marketing and in print media, television media marketing activities are different, the former need to attract users to actively click, and the latter users are often passive reception. In addition, half of Weibo users log on through mobile terminals, which means that Weibo shows a much smaller area on the user's phone screen than newspapers and displays, and users may be less likely to click on multimedia content because of the limited coverage and network speed. For text tweets with links, there are similar situations. More than 98% of popular micro blogs are found in the form of micro blogs with pictures, This can be caused by two reasons: a. User preference for images that can convey information visually. Vivid pictures In contrast to the user's browsing area, especially on the phone screen, more space than ordinary text microblogging, but also more attractive to the user's attention. Enterprises must be aware that users will not be careful to browse every micro-blog, the good content if not in 1 seconds to seize the user's eyeball, it will become useless. From the point of view of data analysis, by collecting the time and frequency of the target users, the terminals to be used, and the types of tweets and so on, we can quickly get the user's micro-blogging habits and help them choose the right micro-blog display form.

4. When to release Weibo

Weibo has an obvious fragmentation reading feature-users will be able to visit microblogs multiple times a day. This poses a question as to how much of a company's carefully published microblog can be seen by its fans. From the point of view of data analysis, assume that users log on to micro-bo n times per day, each browsing x Weibo. Let's assume that the user is concerned about Y objects, and each object publishes a microblog Z-bar on average every day. Then, after a simple calculation, you can know the probability that a microblog is seen by the user P=nx/yz. Depending on the data in some cases, n is significantly different on weekdays and holidays (workdays > Holidays), X is closely related to the terminals that users use (PC users > Mobile users), and Z's frequency is positively correlated with the user's active time period. By data statistics for target users and active fans, the enterprise can have a rough estimate of the value of p to better optimize the time and quantity of the microblogging release.

5. How to assess the impact of Weibo marketing

Data analysis is undoubtedly the most direct and objective way of assessing the impact of microblogging marketing. According to my experience, the impact of micro-blog marketing is mainly reflected in the Enterprise Micro-blog in the target fans of the dissemination of power and goodwill. The number and activity of the target fans is the first indicator, which is more meaningful than the sheer number of fans. Because the target fan is the enterprise's customer, is the real consumer enterprise product person. In addition, active target fans are the most valuable fans. The activity can be made up of the average number of daily tweets by the target fans, and the number of tweets per tweet and the percentage of the total number of fans in the enterprise Weibo, usually analyzed in a time period to reflect the trend of the target fans ' active degree. Communication force is the second kind of index, it reflects the content of enterprise Micro-blog and user's interest match degree. A major feature of social marketing is the high level of user participation and spontaneous communication. Users of the enterprise microblogging forwarding, comments and collection activities have shown that users are interested in the content of micro-blog, these activities can be quantified to form the basic model of communication force. In addition, enterprise microblogging is not fan-user forwarding is also an important embodiment of the dissemination of power, it shows that Enterprise Micro-blog with the influence of fans to spread to more users, this is an important indicator. Goodwill is the third type of indicators, it reflects the user of the Enterprise Micro-blog content of the emotional response, if a company Weibo has a large number of forwarding and commenting but are negative, obviously for the corporate brand does not have any benefit. At present, the mature data analysis tool can quantify the user's emotion by analyzing the word segmentation and semantic analysis of users ' comments, such as calculating the proportion of "good" and "bad" words to reflect the user's attitude. It should be noted that microblogging marketing impact assessment is not aimed at a certain micro-blog analysis, it is more concerned about a cycle of indicators change trend, evaluation of the enterprise micro-BO marketing the overall effect. The impact evaluation of microblogging marketing also does not have a universal formula, enterprises need to be based on the positioning of micro-bo marketing and the characteristics of the target users reasonable choice or design indicators and models, in order to obtain valuable results.

Conclusion

Microblogging marketing is a very big topic, data analysis is a quantitative way of thinking, the above 5 aspects of the application of micro-blog marketing is the most basic problem. There must be more than one answer to the question, and there must be a lot of ways and means to solve it. Data analysis can be a great help in answering these questions, as well as making an effective assessment of the answers.

Author: Wu Yu, author email: Hiwujie (at) qq.com