Is Micro-Blog Marketing Really Reliable?

A brand mobile phone made a success on micro-blog.

When the case was mentioned again and again, more and more people realized that micro-blog has also become a new position in product marketing.

Netizens are nicknamed "scarf".

Although only about a year or so, the role of micro-blog in the dissemination of information, the impact on Internet users' behavior and the more and more obvious impact on the Internet application pattern can not be ignored.

Why are netizens keen on micro-blog? What is the value of micro-blog as a new media? Is micro-blog marketing unreliable?

Senior netizens "weave"

A few days ago, Wan Rui data and NetEase, Sina, Sohu, Ho sum, SouFun and other more than 10 media, through online surveys, micro-blog users on the level of cognition, usage behavior and preferences of special research.

According to the survey, the ratio of male to female of micro-blog users is roughly 6:4. According to the experience of website operation analysis of Wan Rui data, micro-blog has more female users than information websites.

The age of micro-blog users is concentrated at 18-30 years old, and the proportion of young users is as high as 67%. From the academic background, the users with bachelor's degree or above are the main body, accounting for 63% of the proportion.

Young and highly educated are the target customers of many manufacturers.

The survey also found that micro-blog users tend to be senior Internet users, and users over 3 years of Internet age account for 95%, significantly higher than non micro-blog users.

At the early stage of micro-blog's development, the earliest users were mainly Internet users. They used the Internet for a long time, with high frequency and long stay on the Internet. Therefore, the frequency of micro-blog users accessing the Internet was significantly higher than that of non micro-blog users. Data showed that micro-blog users who surfed the Internet for more than 4-5 days per week were 8 percentage points higher than non micro-blog users.

At the same time, micro-blog is also a more active group of Internet users. They have strong interaction. Compared with non micro-blog users, micro-blog users are more accustomed to using QQ, MSN and other instant messaging tools, sending and receiving Email, shopping online, and forum BBS.

From a marketing point of view, senior, to some extent, means a higher degree of acceptance of Internet marketing.

However, there is no significant difference between micro-blog users' income and non micro-blog users. Among the respondents, the monthly income of 5000 yuan or more is only 3 percentage points higher than that of non micro-blog users.

The study also divided them into four categories according to their behavior on micro-blog: self expression - mainly to express their own views; active social networking - writing micro-blog, and paying attention to others' micro-blog; discussing participatory type - most interested in discussions on hot topics, but not concerned about micro-blog; prefer diving type - do not like to write micro-blog, but like to browse other people's dynamic situation and look at hot topics.

The results showed that the proportion of these four categories of users was 46%, 16%, 16% and 21% respectively, which shows that a considerable proportion of micro-blog users love to say that they also love to see their activity is the cornerstone of micro-blog's survival.

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Viscosity determination

The appearance of micro-blog enables people to express themselves more conveniently and get information more conveniently.

Micro-blog has the characteristics of spontaneous pmission. Nearly 90% of micro-blog users say it will be recommended to friends. Almost half of the users say they will forward the information above micro-blog, of course, they pmit valuable, interesting or instant information.

Mobile phones, clients and many other micro-blog access methods have also broken the restrictions of time and region in the past media update. 22% of users started using micro-blog because they could log on to micro-blog. Moreover, 31% of users often log on to micro-blog by mobile phones. Most of them use relatively scattered time, such as traffic (79%), waiting time, which are difficult to use before to log on to micro-blog.

In addition, micro-blog has a certain impact on blogs and social networking sites in the short term. Because the three users have a high degree of user coincidence, the purpose of users is also similar. Many micro-blog users have reduced the number of blogs and social networking sites after using micro-blog.

All of the above prove that micro-blog has stickiness, so micro-blog is absolutely a available marketing platform.

Data show that users have a relatively high degree of trust in micro-blog's dissemination of information. 37% of users believe that the messages on micro-blog are basically reliable. Only 6% of users believe that they are not trustworthy. At the same time, users have a high degree of trust in micro-blog's commercial information. For example, on micro-blog, there are more than 80% of users who believe that information on sales of goods or services is discounted. More than 30% of users say they will try.

Trust determines the value of marketing, and all kinds of word of mouth communication on micro-blog have quietly spread.

In fact, micro-blog users' acceptance of commercial activities is much higher than expected. Users' attitudes towards micro-blog's people or fans recommended products are more positive. 43% of micro-blog users are willing to participate in activities such as "forwarding information, winning prizes" and so on, only 16% of users clearly disagree.

Micro-blog's "circle group" feature has also become a favorable incision for event marketing.

The survey shows that 89% of micro-blog users are mainly concerned with friends, classmates, colleagues and insiders. Micro-blog's content is also focused on topics such as group, acquaintance, and industry. 96% of users express their views on big events and emergencies through micro-blog.

Combining these two points, micro-blog can operate the marketing content with strong time characteristics, and can also carry out crisis public relations in emergencies.

Statistics show that during this year's World Cup, 73% of micro-blog users were concerned about the world cup and commented on micro-blog.

Mining the productivity of "fans"

For many bloggers, they have "experienced" micro-blog marketing.

Advertisers find bloggers who match fans with a lot of marketing topics they want to create.

Naturally, the more fans the bloggers have, the greater the possibility of information being forwarded, and this is a viral chain like propagation. Its speed and density increase exponentially, and more importantly, it is precise delivery, and marketing expenses can be accurately calculated.

Reporters learned that advertising companies set the threshold is to have more than 10 thousand fans, the general cost of issuing a post is about 20 yuan, plus marketing costs, etc., the company charged customers 200 yuan per post -300 yuan.

In addition to sending information postings, ordering pactions, and marking the price clearly, you may wonder that the source of posts is also a profit point.

The source of a post refers to which device the information comes from, which has become a battleground for handset manufacturers such as mobile phones.

Insiders told reporters that some bloggers often have several phones, and when new phones are listed, there will be manufacturers to give them a trial. The only requirement for manufacturers is to use their products to send micro-blog, so as to bring out the advertising effect of a line "from a certain brand mobile phone".

Despite the rapid growth, micro-blog is still far away from its overall development and needs to be improved and improved in many ways.

For example, the awareness of micro-blog, the convenience of registration and use, the classification and processing of information, etc.

Users with 1/3 reflect that micro-blog's information is too large to be able to see, and the functions of information classification and processing, the group of "concerned people" need to be strengthened.

There are also opinions on the lack of interoperability between micro-blog websites. It seems that enhancing user experience is the key to micro-blog's popularity.

It is worth noting that the rise of "sideline business" has also adversely affected the further development of micro-blog marketing.

Many online trading platforms can see information about the sale of "fans". The price is also high and low. There are 0.1 yuan each, and 2 yuan a "high quality, permanent fans". The definition of high quality is that these fans have five hundred or six hundred fans each, and the published blog posts are pferred to a higher proportion.

If it is wholesale, then there will be preferential prices, after-sales service is also guaranteed, and the seller promised "fans less, pack up."

Reporters at a certain shop found that micro-blog fans with a price tag of 1 yuan and 5 were sold up to more than 3000, that is to say, more than 15000 were sold, forwarding and reviews were also available, and there were many people buying them.

Once the "artificial fans" are flooded, the marketing value of micro-blog platform will be greatly reduced.

Micro-blog operators apparently realized this, and Sina said that fans who bought them through online stores would be deleted after identification.

Undoubtedly, micro-blog has great potential marketing value, but micro-blog marketing still has a long way to go to form a healthy operation. How to fully tap the productivity of "fans" is not only the main idea, but also the micro-blog operators and advertisers.