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The 140 Word "Virus Marketing" Begins With "Marketing Game".

2010/7/13 14:41:00 86

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　 The new phrases in "micro-blog", "knitted neck", "neck collar" and "count" often appear in the web pages we usually browse.

A follows B, but B does not necessarily follow A. This enables people to use micro-blog to identify the opinion leaders in the target market more effectively. Some brands have sensitively captured the value of the targeted social network, and have tried to participate in it, hoping that their brand messages can be shared instantly by the virus.

Micro-blog card:

Micro-blog, or short for microblog (MicroBlog), is an information sharing, communication and acquisition platform based on user relationship, updating information by 140 words or so, and realizing instant sharing. The earliest and most famous micro-blog is the Twitter of the United States. According to the relevant public data, as of January 2010, the product already has 75 million registered users worldwide. In August 2009, China's largest portals Sina launched the Sina micro-blog beta version, becoming the first website to provide micro-blog services, and micro-blog officially entered the mainstream of Chinese Internet access.

In Sina micro-blog, we can often see such a quote: "PeaceBird Taiping bird's official online shop World Cup Special Edition, beautiful eyebrow bright colors to support all teams! 49 yuan! Today's debut, with the most in single white goods, support the strong white legion of England!", "VANCL spokesperson advertising day, several MM of the crowd said, Han Han looks like Nicholas Tse." "Nike cup Shanghai five people football match starts today! Shanghai is raining, but the students' enthusiasm and attitude towards football are moving." In micro-blog's world, from entrepreneurs to managers, from clothing brand enterprises to media platforms, there are all kinds of free and interesting remarks.

Micro-blog is different from blogs, where bloggers are asked to write more than 140 characters per written word. What can 140 characters do? It not only represents a few simple sentences, but also represents a picture or a video. Precisely because 140 words can only express some straightforward information, micro-blog has the characteristics of fast updating, fast reading, and large number of placard. People can share what they see and hear at any time and place, pictures, links, texts, etc. can be completed through Internet, SMS, MMS, 3G phones. Without headlines and articles, instant inspiration can be released and shared by viruses. The instant, free and open atmosphere of micro-blog is recognized by many netizens. Many enterprises hope to use micro-blog's characteristics to gather their fans together, share some business information with them, and have the most relaxed and pleasant interaction with consumers, so as to narrow their distance from netizens.

But is micro-blog's marketing position worth entering into a certain cost? What are the taboos of clothing brands playing micro-blog? Is it a product or something else, and what kind of mode can micro-blog marketing develop into at last?

What can an enterprise get in micro-blog? {page_break}

Users' suggestions and dissatisfaction are the most valuable.

The biggest advantage of micro-blog is that it is a real environment compared with other Internet marketing modes. Enterprises do not need to spend a lot of costs to know the users' comments and needs from their messages and responses, and get the most direct feedback. This is the most valuable return for enterprises.

Li Jianxiong said: "for us, micro-blog is still a relatively new way of marketing, everything is in the trial stage. Do not think that only a significant improvement in sales can be achieved. For enterprises, if micro-blog can get users' feedback on products and services from other perspectives, some opinions and suggestions will be achieved. For example, some customers will leave messages to "VANCL fans", give them to old age or micro-blog, and write down their opinions, ideas or even dissatisfaction with their products or services. When we see customers' comments or annoyance in the "VANCL fans group" users' placard, we get the feedback from consumers at the first time. This is an interactive process, without hype, no affectation, everything is very direct, very real, and also very targeted. This is the most important thing for e-commerce, and it is also a manifestation of affinity between the brand and the consumer.

VANCL did not calculate how much substantive changes they had brought to the sales volume after they implemented micro-blog marketing. Instead, it regarded it as a platform to interact with customers, provide valuable information and convey corporate culture, and the purpose of many clothing brands using micro-blog marketing was also so.

One of the most important meanings of micro-blog is to help enterprises monitor brand image. From this platform, we can get the most direct consumer's brand voice, the feeling of brand and the latest demand. We can track the latest evaluation of consumers' brand through the topic of concern, and get the harbinger of market dynamics and public relations crisis. "Since the establishment of micro-blog, so far, Qipai micro-blog has received many opinions and suggestions from many netizens about clothing design, marketing channels, brand building and so on. These information is undoubtedly of great significance for the development of brand." Cui Fengming said.

Taboo for enterprises to weave their neck

Interaction is between people and people, not brands and people.

The core point of Internet public relations communication is two words: "interaction". How to truly interact with users (target consumer groups and potential consumer groups) is the key to the success of Internet public relations communication. Micro-blog marketing, as a new marketing method in Internet marketing, is no exception.

But the biggest difference between micro-blog marketing and blog marketing and other network marketing is that interaction is personality rather than content. Interaction is between people, not between brands and people. In micro-blog, bloggers can only be allowed to publish 140 characters, because only the short sentences can get a wide range of forwarding and attention. The core is to express their individuality in a single sentence. This kind of personality triggers the resonance of netizens' hearts, so that they can follow you, rather than just one informative content. You know, in the micro-blog world, no one is interested in interacting with an enterprise all day. If you can't initiate a topic to cause netizens to talk about your brand, then your marketing is a failure.

In an interview with reporters, Li Jianxiong, who is a media manager, said how to correctly view the role of micro-blog in the world of micro-blog: "micro-blog is positioning us as a person, not as an enterprise. The company requires micro-blog administrators to never publish corporate news releases, speak Mandarin or put bureaucratic strings when they write micro-blog. We should always interact with other netizens in the capacity of a netizen, write some more sentimental words and some more interesting topics. In addition, it can also present all the internal situations that some customers do not know very well. For example, what new policies, new services or fashionable new products have been introduced by the company? We will all talk about it on micro-blog, which will bring real benefits to users. For example, some time ago, we made a spike with KAPPA in the world cup craze. In addition, there are also forwarding activities, and we will get our little gift from the netizens who send us the most news. Another example is Han Han, a spokesperson for everyone, who comes to the company. We will send photos of the scene to micro-blog to share with everyone. In this way, Han Han's fans will naturally be attracted to it, and the popularity of VANCL fans will naturally increase. These are good ways to interact with netizens.

Fan micro-blog team is not just a "VANCL fans group". Many fans and staff members who have twenty thousand fans are not part of the micro-blog team. "Most of the news from our employees is not about customers' products." Li Jianxiong said with a smile, "for example, I rarely mention anyone in my micro-blog, almost all of my personal thoughts, status, or forwarding some interesting videos and pictures. Everyone in this atmosphere presents a very relaxed and natural state, because you are in a network world, so you have to learn to use the network language, and the way to get along with people in the network. If you talk about bureaucratic and airs here, the netizens will leave you immediately.

Micro-blog must be based on the understanding of the Internet, the understanding of netizens' psychology, the understanding of users, including their habits, preferences and novelty psychology. Think more about topics that can interact with netizens, and closely integrate all kinds of hot news events, and give appropriate netizens some "small favors".

Cui Fengming, director of media management of Qipai group, agrees with this reporter. He thinks that hard and wide internet communication is rigid and hard to be accepted by consumers. But soft language is more of a business statement, and consumers will inevitably disagree. And micro-blog is just a carrier of zero distance contact with consumers. Through micro-blog to achieve real interaction with consumers, this is more valuable for narrowing the distance between brands and consumers, increasing the affinity of enterprises, and achieving soft brand promotion.

What is the status of micro-blog now? {page_break}

At present, it is still a minority platform enterprise in the trial stage.

As a newly emerged communication platform, micro-blog is still in the niche of the Internet in the domestic Internet competition. Behind the outside world, it is still in a state of low temperature. Now it is too early to talk about its profit. At present, the most important thing for micro-blog is to win customers. This is also the biggest commercial value of them. Microblog is like a natural word-of-mouth platform. Customers are around you. You can see how the marketing staff of a company can handle it. If properly guided, it will easily lead to word of mouth.

"We are now playing a mentality to test this market. In micro-blog's world, you will find another completely different channel for enterprises to almost zero cost. But we must see that micro-blog marketing is relatively immature now. Many enterprises and netizens do not know much about it. Many people have heard of it but have no idea of going to register. They think they have nothing to do with their lives. It is also because they haven't developed the habit of publishing micro-blog. But for those who play micro-blog, micro-blog, publishing status, post and forwarding have become the required jobs like QQ and MSN every day. It will take some time for micro-blog to be accepted by the mainstream. " Li Jianxiong analyzed, "so the impact of micro-blog on the future development of Internet marketing is not good at present. From the perspective of the enterprise, it is only a small part of our communication planning. Besides, we will do all the platforms such as blogs, forums, etc. Although micro-blog is not the most prominent marketing method, it is the most innovative one."

Cui Fengming also said that the current operation of micro-blog marketing is an attempt for enterprises, and is also a learning and exploration. Fast and convenient information release and efficient user participation even form an effective interaction between enterprises and netizens. This quick and effective mode of interaction will inevitably affect the traditional marketing mode of hard and broad soft Wen. Enterprises can also establish their own industry height through "interactive" network public relations communication, and set up a benchmark position in China's apparel industry on the Internet. Like Vanke Wang Shi's blog, to some extent, it has surpassed the concept of simple blog and has become a powerful support for the corporate image on the Internet.

Expert opinion

Micro-blog -- the best embodiment of "1 pairs of n"

Tan Chenhui, director of Amoy network operation

There are many aspects of micro-blog's charm. Some people think it is an opportunity to talk with experts on high level. Some people think it is a platform for building a brand. Some people think it is a channel that can quickly get a lot of information and can be widely forwarded. In fact, the biggest characteristic of micro-blog lies in its unilateral concern. In social networking sites such as Renren, Kaixin and so on, you are only confined to your friends circle, but on micro-blog, you can gallop in the world of your choice, which makes information dissemination more rapid, free and smooth.

The announcement by micro-blog is obviously quicker than the traditional media channel, and the threshold is lower. Traditional advertisements tend to be one-way, for example, television or news soft articles are only constantly forcing the brand's information and brand ideas to the public. In the Internet age, some enterprises have tried to interact with netizens through the way of releasing soft text on the BBS community platform. Micro-blog marketing is undoubtedly trying to maximize this attempt. This is because it coincides with the brand's 1 hopes for the spread of N, and does not need to go through the filtering of traditional media. It can express the enterprise more truthfully, directly communicate with the terminal consumers, so as to better guide the public opinion and achieve the effect that the brand needs to spend a lot of money. Many brands are looking at the opportunity to spread themselves and influence the public on micro-blog platform.

Many enterprises have achieved substantial results through micro-blog marketing. Comparatively speaking, small enterprises often achieve more obvious results. For example, micro-blog has become one of its ten largest sources of traffic. But micro-blog marketing obviously does not simply bring traffic to the website of the enterprise so simple. Breaking the barriers of traditional media, disseminating information more quickly and interacting with netizens better will bring new changes to traditional network marketing methods. Enterprises need to adapt themselves to the characteristics of this new medium and learn to make use of them. {page_break}

Nowadays, many enterprises are still trying to make use of micro-blog, and the enterprises that first understand the knack will benefit more. Enterprises need to understand the difference between micro-blog's Internet media and the traditional media that the old enterprises are familiar with. The attitude needs to be from the high education to the equal exchange.

For micro-blog platform, its revenue source should be to help enterprises better communicate with the audience, which is the future profit model of micro-blog platform. For many communication organizations, it is also a trend to help enterprises adapt to micro-blog's new media and try to do some marketing. For many forward-looking enterprises, micro-blog will become an important means to maintain its new customer sources and maintain its old customers.

Micro-blog is valuable but not a panacea.

Zhou Wei, editor in chief of CBD online pan CBD mainstream business community portal

The greatest attraction of micro-blog lies in its speed, that is, the speed advantage of information dissemination. This is due to its short, vigorous and low threshold. Although social networking sites such as micro-blog and Kaixin and Renren are intersecting in terms of short content and strong interactivity, social networking sites such as Kaixin and Renren are essentially social networking platforms, which focus on entertainment. Micro-blog is essentially a media, and it is a way and channel of information dissemination, which is the most essential difference between them.

The reason why micro-blog is favored by enterprises

Although micro-blog is still a niche platform, the way of making profits is uncertain. But in today's media hotspot, there are already some brands in China. The reasons are as follows: first, the development of Twitter abroad. The rapid development of Twitter is a great stimulus to Chinese Internet operators who are in trouble with the trend of imported and copied, but still not get rid of impetuous and rich mentality. Second, the major domestic media, especially the mainstream Internet media, and a series of hype and operation mode. At present, Sina, Sohu, NetEase and Tencent have four websites, micro-blog has been used as a standard. The operation of sina and Tencent is quite large. Sina and Tencent have used a series of hype methods, typically the celebrity marketing, from Li Yuchun to Liu Xiang, have produced a great media effect. In addition, some websites have also been popular and criticized for their viral invitation, such as the initial launch of sina micro-blog. Users can join directly through the introduction of friends. Each channel has the task of "pulling celebrities", and many channels and bonuses are available. Third, domestic and foreign enterprises should be driven. First of all, of course, enterprises have a natural demand for mass media marketing, no matter what kind of media, they all have the value of marketing and promotion. Micro-blog, as a new media, is no exception. The second is the introduction of foreign enterprises. As early as a few years ago, many foreign companies and celebrities were marketing and promoting with micro-blog. For example, DELL, Starbucks, JetBlue and even Obama's presidential campaign. After the rise of micro blogging in China, they bring these into China. For example, in the wake of the rise of micro blogging in China, DELL began to follow suit. In March 2010, DELL official micro-blog "DELL China" appeared in Sina micro-blog, used for information dissemination, interaction with fans and related promotional activities. Driven by foreign enterprises and large network media, domestic enterprises such as VANCL, Changan Ford, Mazda, Everbright Bank and China Merchants Bank have opened micro-blog, wading this new media channel. Fourth, the needs of the times and the big background. In modern society, people's pace of life is too fast, so we have no spare time and energy to write and read too long articles. Celebrities are too lazy to write large blogs and the public is too lazy to read large blogs. In this case, the emergence of micro-blog has market space.

How to grasp micro-blog in an enterprise

The media characteristics of micro-blog determine the main purpose and direction of enterprises to use micro-blog. They should still rely on mass media and promotion methods, marketing and public relations, and interactive communication with customers. In the process of operation, enterprises should pay attention to: first, publish information in a timely manner, maintain interaction and control the frequency of publication, so that micro-blog can have a certain amount of updates every day, and communicate with its readers and followers in a timely manner, and actively participate in the discussion. Secondly, it is practical to publish information. To ensure that they have the value of reading, to ensure that followers can read these updates, practical information is much more attractive to readers and users than boring information. Don't create more information garbage. Third, strengthen micro-blog guidance and comment on crisis public relations. Good news does not go out, bad news travels fast. With the zero delay of micro-blog information transmission, how to establish a company's positive reputation in the crisis public relations requires more and more response to the enterprise. Therefore, we should make full use of the form of micro-blog. Finally, micro-blog is not the whole of marketing and promotion, it should be combined with other media. Although other media are not as good as micro-blog in terms of information update and dissemination speed and interaction, they often have higher credibility and depth, and have an advantage in moving and persuading consumers.

Do not rely too much on reason.

Do not expect micro-blog to be a panacea for all diseases. It is not even a panacea. It is unrealistic to try to make it solve all the problems. Micro-blog has so far not been able to make profits, and the root is also here.

The characteristic of Internet is that the concept is prevalent and easy to fry. In the past, the concept of blogs was also rising. But once the hustle and bustle of bloggers came to China and then quietly retired, blogs became only a supplement to Sina's concept of creating a media concept. This history can be used as a reference and sober agent for many media and enterprises. Therefore, when enterprises want to use micro-blog, they should remind two points: first, prevent the media from being fooled by the media, especially micro-blog, even if it is a big media. Second, we still need to calculate the cost performance when we invest. We should not blindly invest.

I think that micro-blog's marketing to the enterprise is just a new and simpler and direct media channel. Of course, there are some changes in the network marketing of enterprises, such as the mobile phone messages of the year. But it is too early to talk about radical revolutionary changes. Similarly, if all the Lords rush together, it is likely to create more information waste and increase information overload.

Micro-blog's current profit outlook is not clear, even the "originator" Twitter has not yet found its own profit model. Therefore, even if there is, it will not be very big. It can only rely on the main body and bring additional revenue to operators, but it will not become a continuous main body. For example, the mobile phone short message revenue also made many SP operators make a lot of money. However, it seems that the most profitable channel is China Mobile and China Unicom, the provider of the channel itself. But their main revenue will not be SMS. So far, a new Internet "gold mine" has only been clamored by some people.

Background reading

The earliest and most famous micro-blog is the Twitter of the United States. US President Obama, the White House, FBI, DELL, Forbes, general motors and other internationally renowned individuals, enterprises and organizations are marketing and interacting with users on Twitter.

What exactly is Twitter? Actually, this is a short message website. The immediacy and sharing of Twitter enable a message to be quickly transmitted to groups with similar interests, and can also be forwarded between users. Some Internet companies who are good at Internet marketing are on the Twitter. For example, in February 2009, Henry Ford hospital conducted the first live broadcast operation through Twitter. The purpose of education is achieved through the dissemination of Twitter, and the result is that the credibility of the institution has been strengthened. In the past 7 months, at least 15 operations have been broadcast live by Twitter. Later, more and more patients are willing to do surgery there, and more and more doctors are willing to work there. This effect has also attracted the imitation of other enterprises.

Best buy, Ford, Coca-Cola, Starbucks and KFC... Many of the world's top 500 companies have been making brand marketing on Twitter, opening up marketing experimental fields, and gaining repeated gains. The forerunner of e-commerce, DELL, has directly created nearly 7 million dollars of turnover through Twitter, and more and more enterprises regard it as a new marketing position. {page_break}

Looking at Twitter's rocket development speed abroad, it is good at imitating the overseas popular network business mode to the domestic Internet operators. In August 2009, Sina launched the "Sina micro-blog" beta version, which is currently the largest user of micro-blog products in China. As soon as Sina micro-blog was launched, it immediately attracted the interest of the brand enterprises such as fan products, Taiping birds, Mcglaughlin, Nike and so on. They tried to register their micro-blog and tried to make their brands spread and shared by the virus with the magic power of micro-blog. As one of the earliest clothing brands registered on micro-blog, fan guest was named "VANCL fans group". Now it already has about 7000 fans. Its once co operation with sina has led to widespread circulation of web language such as "scarf" and "woven neck collar".