Interpretation: Fan's "Collar" &Nbsp; Marketing

　　 Van guest with Network media The way to release products started with other media (mail order catalogues, EDM, RSS mail, sidebar ads, search engine advertisements, etc.), and with its own portal website, gradually made a world in the online shopping market. With the advent of the Web2.0 era, the chairman and CEO of van guest Old And riding on the east wind, Sina micro-blog A new experiment has begun.

Because micro-blog has the individuality and immediacy of IM (Instant Messaging), personal information distribution and sharing in blog space, topic discussion in community forum, and interpersonal ties in SNS community make it more like a natural word-of-mouth communication platform. Thanks to the insight into these characteristics and the sensitive business sense and experience, van customer has tamed micro-blog into a good tool to communicate with customers.

Li Jianxiong, the media manager of van customer service, said that customers are more than 30 years old, and they like innovation and new things. This is micro-blog's customer base. Although everyone did not expect much at the beginning, now it seems that with the increasing influence of micro-blog and the increasing diversity of customers, micro-blog's advantages as a marketing method will become more and more obvious.

　　 Mobilize employee participation

Van guest is the first customer of sina micro-blog. At the beginning, the mobilization of employees (mainly the employees of the operation center) registered more than 100 micro-blog accounts in one afternoon.

At the beginning, customers only regarded micro-blog as a reference, not a strict requirement, but paid more attention to the degree of freedom of employees. On the other hand, they encouraged employees to take part in the concerns of enterprises.

But what I did not expect was that after the micro-blog tour started, the micro-blog of the company brought certain management needs. Li Jianxiong said that they hired a more professional administrator, mainly responsible for micro-blog, blog publishing, updating and so on. Employees usually have their own work tasks, which limits micro-blog's renewal frequency. The administrator of micro-blog has added more professional activities. The administrator is responsible for collecting resources related to customers, including internal and external business secrets. It is released in micro-blog, with staff's attention and discussion from time to time, showing the relaxed atmosphere of micro-blog. Li Jianxiong said, too many rules will sweep everyone's enthusiasm, and customers encourage employees to run their own blog according to their own ideas, not just limited to the company part.

　　 Mobilize fans' emotions

As the first user to test Sina micro-blog, customers have a nickname "micro-blog" for micro-blog by collaborate with sina to register celebrities and stars from micro-blog. Although the gift of the event - the scarf - did not play the logo of all customers, but the recipient discussed the matter on micro-blog, the photo of her neck and her fans' activities, which promoted the popularity of micro-blog.

Micro-blog has also greatly facilitated the quality of service and the adoption of user suggestions. For example, some customers advise customers to provide direct return. After studying the feasibility of the customer, they submitted the request for replacement by layer by layer before, and adjusted it as a direct return. Micro-blog allows customers and companies to communicate directly face to face, greatly reducing the process of customer demand to commodity conversion, saving costs, and more direct feedback to customers convenience and preferences.

Li Jianxiong compares micro-blog to a person very vividly. He thinks micro-blog strengthens communication between people and makes sales service more humanized, so that customers and employees can participate more easily in the management of customers, making the whole internal and external atmosphere relaxed and active. Li Jianxiong also has his own micro-blog, his evaluation of micro-blog is more like a QQ group, but he is an unlimited, unlimited space QQ group, can face more people, but it has no time constraints. {page_break}

Van guest also pays attention to implementing some user interested business actions in micro-blog. For example, in 2009, Li Jianxiong planned four rounds of spike activities and sent out 100 clothes worth 1000 yuan. User feedback, "I once tried to buy a product of 1000 yuan with 1 yuan, and when the mouse came down, it was really very intense. This seems to be a marketing activity for enterprises, but for ordinary customers, this is a fun game, and everyone is willing to take part in such activities. It seems reasonable to conduct micro-blog marketing in a way that pays attention to each other and participates in it easily.

If micro-blog wants to express ideas, then it is very difficult to do the system, because micro-blog's text segment appears to be fragmented and somewhat fragmented under the restriction of word number. In this way, fans are more focused on practical and effective content, so that everyone can put down their emotions and concentrate on every detail or "trivial matter" seriously and actively. It is these seemingly trivial things that enable fans to see the true feelings of their fans and actively respond to them.

Li Jianxiong said: "in the past, there were no special requests for fans, but now we feel that it is necessary to increase. We need to do something to promote it. We should continue to discuss topics, combine with focus news and events, do some snapping up activities and "cover up" activities.

　　 Let's have some gossip.

As time goes on, customers find that fans' attention is limited if they are limited to their own scope. After all, there are not many topics around a company. In order to improve the popularity of micro-blog, micro-blog also sends some gossip topics such as beauty, beauty, celebrities, news, etc., to increase micro-blog's attractiveness and enhance popularity. Sometimes micro-blog is very gossiping, but this kind of gossip is driven by fans' interest. Micro-blog's content sometimes looks so careless, but in fact it contains mutual concern. The celebrity effect will help micro-blog's popularity. Han Han's advocacy of everyone's guest has aroused great waves among fans. Fan Han Han made a simple "live broadcast" to Han Han's visit to everyone, which made fans talk about it. Fans believe that Han Han's style is different from that of fans. Fans are using Han Han and Wang Luodan as spokesmen to let fans pay more attention. They also allow fans to accept the process of regulating customers from norms to other brands.

Li Jianxiong said that the reason why everyone can achieve such a relaxed atmosphere is to consider the characteristics of micro-blog and the psychology of users, to eliminate bureaucratic and soft style, to reach the state of "chatting" with users directly, and to take seriously the idea of users, which greatly satisfies the initiative psychology of users.

With the gradual improvement of micro-blog's marketing advantages, customers are considering increasing strength in this area, making micro-blog an indispensable and useful marketing channel for everyone's brand structure. Customers do not have a physical store, and they attach great importance to user experience and services. In this way, micro-blog with special properties has become a very effective way for customers to interact with customers conveniently. Micro-blog's intervention makes it easier for prospective customers to find comments, suggestions and opinions from customers. Compared with other previous network carriers, micro-blog is a more real tool.

　 Expert comment

The discussion on micro blogging marketing has been endless. Many enterprises have been wading in micro blog marketing under the micro blogging platform and the successful cases of many micro blogs. From the author's observation, enterprises are faced with: 1. How to manage micro blog accounts? How do micro-blog teams manage? 2, how to use micro blog to promote marketing and user communication? 3. For a new marketing tool, how to establish an evaluation system for micro blog marketing effectiveness. We can see from the operation process of microblog of van customer service, which calls on employees to participate in the micro blogging platform. Through microblog and Internet users' dialogue, and event marketing on micro-blog platform, it is still very distinctive, and the micro blogging platform also brings a great return to it.

Through the operation of micro blog, fan Ke Cheng can shape the brand influence of enterprises, and also take account of the functions of some customer services. However, we also see that the activities of fan Ke Cheng on micro blog are only trying, and have not yet formed a clear marketing strategy of micro blog, nor have we determined the evaluation system of micro blog marketing effectiveness. This is also a matter that enterprises need to pay attention to in the micro blog marketing. We must establish a clear marketing strategy and a reasonable evaluation system.