2010 Shoe Enterprises Micro-Blog Marketing Staged Brand War

140 character

Because the micro-blog platform breaks the bondage of the original geography, knowledge and class among people, it can reconstitute social groups, share information and initiate public actions based on common preferences and experiences.

Optimists believe that the marketing effect of micro-blog is expected to be like "the future is wet" by Clay Sjoki, the author of the book, "is shaking the fundamentals of many enterprises and even the industry, and even the situation will be destroyed."

"

In the short span of two and a half years, micro-blog originator and US commercial website twitter rapidly accumulated more than 100 million users, and its valuation approached 1 billion.

In China, micro-blog has just started but is also developing amazing.

Since micro-blog's public survey in August 09, according to rough estimates, the number of users has reached 10 million.

Beginning in the first half of this year, a number of "Fujian" shoes and clothing enterprises including Qipai, Qipai, CABBEEN, Anta, XTEP China and so on have all officially launched micro-blog micro-blog in Sina micro-blog, and distributors of such enterprises as "Star", "Jin Ba" and "Lai" have entered the "battle field" or promoted promotional programs, or after sales service, or activities. A brand war without "gunpowder" has been launched, and the concept of "marketing" has also come into being. Cai Wensheng, a stone lion man, has written a lot in the history of "marketing".

It has been observed that many "Fujian faction" brand shoes and clothing enterprises are also doing the same marketing tactics on micro-blog.

The positioning of enterprise micro-blog is an interactive communication platform to quickly publicize enterprise news, products, culture and so on. At the same time, it provides a certain customer service and technical support feedback to form an important way for the enterprise to publish information.

The goal of micro-blog is to get enough followers (Sina is called fans) to form a good interactive platform and gradually create a well-known network brand.

Micro-blog's content maintenance is relatively simple, mainly including publishing and exchanging two departments.

Unlike enterprise blogs, micro-blog has very distinctive features, such as low threshold (only 140 words), strong real-time performance, strong personality and convenient interaction, etc. micro-blog must pay attention to these characteristics of micro-blog so as to form a good mode of marketing communication.

First, control the release frequency, so that micro-blog shoe enterprises can have about ten updates every day, do not use the automatic update mode, but choose some more lively topics to update.

In order to increase personal characteristics, you can choose a good head.

Two, publishing information means to inform the followers of their own contents (such as blog articles, new product releases, enterprise news, etc.) unilaterally, so as to expand the publicity scope and enhance the popularity.

At present, most Chinese enterprises adopt this way to update.

Attention should be paid to publishing such content. To ensure that followers read these updates, ensure that they have reading value and do not release boring updates.

More interesting and distinctive updates will get more reprints and enhance the attention of corporate blogs.

Three, interactive communication means communicating with their followers to achieve the effect of interpersonal communication and promotion, which is ignored by many enterprises.

In order to form good interaction, micro-blog should pay more attention to more users and actively participate in the discussion.

For example, Li Yuchun and Zhou Bichang on Sina micro-blog have about one hundred thousand fans' attention, but they hardly care about anyone. They form a completely one-way communication channel, and do not play the role of micro-blog promotion. Therefore, their fans are less than Li Kaifu, who is good at communication.

If Li Yuchun and Zhou Bichang can make good use of micro-blog marketing, hire several web editors instead of updating micro-blog, pay more attention to their fans and reply more, then they will have greater network influence and become a member of the "opinion leaders" in the Internet world.