Marketing Practice And Conjecture Of Micro-Blog

Micro-blog is the most active platform for users in social media.

After SNS and blog, micro-blog becomes

Micro-blog's brand marketing opportunities

Micro-blog has the highest degree of trust compared to other social media.

Comparatively speaking, micro-blog has the inherent advantage of Internet word of mouth marketing.

Among them, the average personal micro-blog has the highest degree of trust, and the further development of micro-blog in the enterprise / media will take some time. This undoubtedly creates a good foundation for micro-blog's brand marketing.

The concern will take part in the brand sponsored activities. Why do they follow this brand? The ratio of 74% is followed by the brand, followed by the brand launching interesting and interactive activities (the median rate is 46.5%), which indicates that micro-blog has a basis for marketing, and people should follow the brand, and enterprises should also learn to build their own cyberspace. A Post-80 private owner in Shanghai said, "if a friend sent a brand, he said that a brand is his concern. If this brand is not known to me, I will deliberately check it. If they check out their official website, I will believe it. If I do not find out, the website will be out of line, and I will be very disgusted with many web games." 65% of people have followed the brand on micro-blog. One is that when he sees the brand has new information, he will forward and pay attention to it, and he will make the brand himself.

If we use micro-blog to do marketing, what will users think about it? 83% of the micro-blog users who participated in the survey indicated that they could receive information about products and brands in micro-blog, which showed that micro-blog users had some tolerance for brand marketing in micro-blog. Meanwhile, the attitude of micro-blog users to brand information mentioned in others' references was basically positive. They would be concerned about and feel that more attractive users accounted for 50% and 35% of the total, only 10% of them would be disgusted.

Of course, there are requirements for micro-blog's brand information or advertising. Not traditional advertisements can be copied to micro-blog. In the interview, micro-blog users said they could use micro-blog's stars to disseminate brand information, but they should not always let stars disseminate business information. "Seeing ads is not a bad thing."

It depends on what kind of marketing mode and creativity, mediocrity and eye injuries do not like, giving life interesting, inspiring, convenience, sense of humor, aesthetic feeling can be easily accepted.

(a Post-80 micro-blog user), the inspiration for this brand is that micro-blog marketing should be interesting, lively and interesting, and the user participation will be high. And according to the interest preferences of the collar, the creative advertisements with interesting, humorous, inspiring, and can be followed by everyone will be more easily attracted or even forwarded.

Micro-blog users are most concerned about brand / product micro-blog: 1. technology digital (67%); 2. home appliance products (51%); 3. food (49%); 4. clothing (48%); 5. cars (48%).

These categories can certainly boldly use micro-blog marketing to enhance brand awareness, let people trigger a brand discussion in micro-blog space to spread the brand information, as a Post-80 micro-blog user said: "I would like to pay attention to a brand of a product of micro-blog, such as a well-known digital brand, and see what new products are, even if not, it must be an important topic / talk in a circle of friends / office."

Micro-blog has become

Micro-blog can play a role in brand marketing.

What can micro-blog do for marketing? @ Xu Sheng, the digital director of the media group of the group group, is recognized by its marketing value. He believes that the value of micro-blog users' communication can be measured, so that ROI can achieve higher marketing.

Micro-blog can let us see a user's influence, the user's influence is actually naked naked is directly linked to the money......

If every fan is changed into money, you will know how valuable this micro-blog blogger is. "

James, the digital media director of Jingli media, believes that micro-blog can play a role in communicating with consumers. "What is the role micro-blog can undertake? Communication is always communication."

Summed up, micro-blog can contribute the following 7 roles to marketing.

First, help to rapidly enhance brand awareness.

Because micro-blog's communication efficiency is relatively high, if the brand is activated by micro-blog users, it will quickly enhance brand awareness.

For example, during the world cup, the 4399 game website stationmaster @ Cai Wensheng sent a micro-blog: "thank you for your support and cooperate with the world cup."

You can guess the final four teams in the world cup.

First, just comment on my micro-blog and write the order of four strong points, for example: 1 Argentina, 2 Germany, 3 Brazil, 4 England.

And forward to your own micro-blog.

Two, it will be effective within 72 hours from now.

The first 32 guesses will be counted in the first reply time, and 32 iPhone4 will be sent out.

A simple activity gained 300 thousand people, and hundreds of thousands of people remembered Cai Wensheng and 4399.

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Second, we should promote new products and services (such as seabed fishing for takeaway).

There are many new products micro-blog promotion case, Huaqi Information has been sponsored by its patriot vice president and CTO@ patriot fan. "At the same time, attention is paid to @ Hua Qi digital Wu Zhong Ting" Patriot Fan Wei, and forwarded the picture containing micro-blog, which is for the Patriot e-book, the moonlight box mobile TV, and the promotional words (advertising words) of the world cup. Which product is adopted (which reminds us that the query is not used in the awarding range), is sending the product at once, and the same comment is selected first according to the release time.

These activities have received more and more attention.

Seabed has made a new service promotion of "hot pot takeaway" through micro-blog. It is released by @ Ding Ding Zhang Weibo: "seabed fishing provides delivery service, through the website ordering 1.5 hours in the Fifth Ring Road to see what they can deliver: induction cooker, pot, three spoons, according to the number of aprons, cloth, trash cans and garbage bags, related dishes, bottoms, dipping materials, bags of green onion and bagged coriander, with peanuts and watermelons...

The most important is the cooker and the induction cooker. The people who send it say that they do not need to deposit money, and that it is good to set the time to collect them. In a short time, they are forwarded by thousands of comments and thousands of times, and the forwarders and commentaries are the most influential users.

Third, the low cost marketing of small and medium-sized enterprises.

In foreign countries, a 52teas tea company provided tea with this special and interesting way of twitter. On micro-blog, they gave tea consumers various suggestions every week, talking about tea and tea, and after a week of registration Twitter, the sales of handmade tea sold doubled.

In May 17, 2010, an interesting ID:@ ideal building, Sina convenience store, appeared on Sina micro-blog. This micro-blog account, less than 2 days old, triggered a "small area" concern. The first tweet issued by the B1 convenience store of the ideal building is as follows: "I am the ideal international B1 convenience store. I opened micro-blog, and I will update every day. If you need a product, you can send me a personal letter," I, give me a comment, all right, we will send it up to you: Format: trade name, quantity, floor, extension number, etc. "

In less than 2 days, 361 forwarding and 169 comments were triggered, which is not too small for a "small influence" account with only 470 friends.

Fourth, serve public relations.

Micro-blog is not only pushing hands, but also fast knives and sharp knives. How can people be hacked to death in others' fast knives? First of all, enterprises can establish their own user groups through micro-blog, and establish their own user groups. Secondly, enterprises can establish relations with micro-blog, journalists and bloggers and other media people. One of the characteristics of micro-blog is that the reaction is very fast. The media people are here to seek the last information for their stories. When they are following the bloggers and reporters on the micro-blog, they will pay close attention to their micro-blog and do not let go of any opportunity; they can conduct public relations through crisis, and detect signs of problems through the monitoring of public opinion, and solve them in time.

The China foundation for poverty alleviation received a negative micro-blog's personal letter, and a negative micro-blog of users. They promptly forwarded the letter to their micro-blog, and then responded to and interpreted the information, so that the public could feel the principle of pparency in the label from the other point of view. Finally, from passive to active, many consumers need real, rather than evasive, so when a company is in a crisis, the key is to see whether an enterprise has such a consciousness.

Fifth, use micro-blog to track and integrate brand communication activities.

On micro-blog, the response rate and behavior of many consumers can be measured, so micro-blog can integrate micro-blog's online and offline communication activities.

During the world cup, Erie nutritious Shuhua milk set up the "vigor baby" micro-blog, combined with the characteristics of the products and the elements of the world cup, specially set up a series of interactive activities. In order to better mobilize the fans' enthusiasm for watching matches, the vigor baby also specially organized a reply to micro-blog's guess of winning the ball and guessing the score to win the milk, so that the fans' watching experience became more exciting, intense and wonderful.

In addition, for the health of the majority of fans, the baby will also prompt you to pay attention to replenish your strength and keep your body alive.

Unlike previous micro-blog's simply releasing product information and informing brand activities, such humanized content management and instant online interaction mechanism had to make it a finishing touch for the micro-blog interactive marketing event.

With the progress of the world cup, the number of micro-blog fans has been more than seventy thousand in just a month and a half. It has become the micro-blog champion of sina enterprise / company, far exceeding the number of fans of world-famous brands such as NOKIA, Nike, KFC and so on.

Moreover, many indicators can directly measure the effectiveness of its marketing: 1) the arrival rate: the total number of people concerned, which is the initial established market; 2) the rate of recovery: the average number of replies per micro-blog.

When you send a connection or question, how many people reply; 3) brand awareness: what is the frequency of people mentioned about your company or product, followed by micro-blog's Search function; 4) micro-blog level: the overall effectiveness of your micro-blog account.

Calculate your number and their influence; 5) sales channels: those who visit your company's micro-blog account and visit the company's website.

Sixth, customer service.

Micro-blog can often feedback some service information to loyal users. When someone complains about you, you can communicate with him in real time. If you can foresee some small problems of enterprises, tell your customers in time, quickly eliminate their complaints, and make them appreciate your company's efforts to solve problems, and don't let complaints spread among people.

For example, Zappos.com started selling shoes online, and now it has become a veritable online department store.

Zappos's customers are a group of young people who live on the Internet.

Its chief executive, TonyHsieh, opened a Twitter account in the name of CEO. It has 1 million 690 thousand followers. It shows that Zappos is willing to approach customers and understand customers' attitude (establishing an open and honest relationship in communication). He is very honest with users and has a positive impact on the brand of the entire company afterwards.

Web2.0, let every one of us become an information maker and disseminator, and micro-blog not only accelerates the process of information fragmentation, but also accelerates the process of information reaggregation after fragmentation.

So micro-blog can detonate the best selling market in the future.

Note: the source of data is the online survey conducted by group China and the new generation market monitoring organization in August 2010. A total of 900 micro-blog users aged 15-55 years old in six cities of Beijing, Shanghai, Guangzhou, Chengdu, Shenyang and Xi'an were surveyed.

Plug in: Web2.0, let every one of us become an information maker and disseminator, and micro-blog not only accelerates the process of information fragmentation, but also accelerates the process of information reaggregation after fragmentation.

So micro-blog can detonate the best selling market in the future.