Micro-Blog Marketing &Nbsp; Power Of Pfer And Pmission

In 2011, the ten key words, one word will be placed on the list across the year.

Transformation of communication mode

Micro-blog is bringing about a revolution in the way of communication.

The former way of communication is Pyramid type, from top to bottom.

Now, communication has entered the dissemination of stadium type, the society has entered a "national reporter" era, everyone is the source of information, micro-blog has promoted the advent of the era of self media, and promoted the pformation of social structure from panoramic prison to "common vision prison".

The panoramic prison is a metaphor for French philosopher Foucault's way of controlling human society.

In traditional society, social managers mainly use information asymmetry to achieve lower cost and more efficient social governance.

This form of control is just like a pyramidal prison invented by the ancient Romans: prisoners are kept in different cells, and the jailer is in the monitoring room at the top of the top cell. He can see all the prisoners, but the offenders can't see him, and the offenders are also lack of effective communication and information pmission channels.

Whether managers exist or not, criminals feel subconsciously and are bound to act consciously.

The "Tong Jing prison" is an onlookers. It is more like a stadium structure.

The distribution of information between them has been more symmetrical. People no longer listen attentively to the voice of managers and media, but communicate with each other in "Whispering each other".

At this time, there is no complete sense of "jailer" and "Prisoners". They are relatively pparent to each other. They can see, hear each other's words and deeds and produce interactive communication in the eyes of the other party.

Fewer gatekeepers, "

The traditional way of communication is mainly one-way communication, the audience's participation is not high, interaction is not enough, and gatekeeper is strict.

However, the development of the Internet has broken this state. The netted communication of the network has made the information rapidly radiate in a short time. The gatekeeper can't filter all the information. Micro-blog will "information fragmentation" this trend to the extreme, "keep the temple can not protect the monk". When everyone is the publisher of information, the role of gatekeeper has begun to weaken, the information is more real and pparent in front of everyone, as if everyone is running naked, the power of micro-blog's double-edged sword will gradually emerge.

The traditional information dissemination requires the communicator to be objective, fair and quiet. But as a private media, micro-blog is bound to have strong personal colors in the process of information dissemination.

In the age of bloggers, celebrity Xu Jinglei is the queen of blogs, in the micro-blog era.

In early 2011, micro-blog staged a wonderful "abuse": VS, President of Dangdang network.

In the middle of professional terminology, vulgar language has emerged one after another. The bold exposure of public figures on the public platform has left the public at large.

The end of the war ended with mutual apology, but this Internet incident has attracted the attention of the traditional media.

Two days later, the Wall Street journal published a comment entitled Dangdang CEO, which has further expanded the influence of the incident.

Dangdang, which just listed soon after the incident, plunged 8.3% shares in the first trading day after the incident, and the market value evaporated about 392 million dollars (about 2 billion 580 million yuan) in two days.

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Micro-blog celebrities Pan Shiyi, blogs and micro-blog all have a high click rate. They did not expect to kill Song Dandan on the way. I want to give Pan Shiyi a "attention". I have the opportunity to send him a "private letter" asking him a question: a good location in the south of Chang'an Avenue, you have built up a lot of ugly and cheap buildings (built outside SoHo) that have destroyed the scenery of Beijing. Do you regret it? Today, please, no such thing! "Overnight, the Internet was pmitted over 7000 times by netizens and received 3000 comments, most of which were on the side of supporting her, and even a netizen who denounced SOHO China.

As a "long term project, quality first" construction industry, as a well-known real estate company in the whole country, such negative news has occurred. Not only Pan's popularity has dropped, but also the reputation of SOHO China has been affected. It has hindrance to the SOHO brand's advance to high-end property.

Because of the widespread and massive information of the disseminators, the spread of micro-blog has great uncertainty, from "taking photos to rescue the abducted children", to the proposed "no child begging" proposal, and later to "take pictures to rescue older women".

It can be seen that the circulation and variation of micro-blog's spread.

Low cost, high return rate marketing tool

Where do you spend half of your advertising expenses? It is the "hard truth" that "sales are king and effective." companies struggling to survive in the crisis have been looking for effective marketing methods.

Traditional media has its own market, and still occupies a large share in the spread. However, the huge advertising promotion cost has been prohibitive for many enterprises.

The emergence of the Internet has opened up a new path for accurate dissemination.

The emergence of micro-blog marketing has changed the state of high cost marketing.

Word-of-mouth communication is a high degree of trust and low cost of pmission.

Micro-blog, through mutual flour, makes each other "Acquaintances". Enterprises directly pmit information by targeting the target consumers through search, and individuals quickly get to know the information they want by paying attention to them. The business is thus "unwittingly" made, and then through "forwarding" to let more consumers know about this information, enterprises and products sell like this.

When the credibility of mass communication is challenged, the emergence of micro-blog may turn future marketing into acquaintance marketing.

In an acquaintance society like China, people tend to believe in the introduction of friends and relatives. Commercialization is sneaked into micro-blog, and a new brand communication and marketing mode is emerging.

Many enterprises saw this opportunity and began camping on micro-blog.

DELL, the world's leading company, is one of the first companies to make use of micro-blog.

When DELL found that the frequency and speed of information dissemination in traditional media were difficult to meet the needs of consumers, and spent a lot of manpower and capital costs, it visionary targeting the largest foreign micro-blog website Twitter.

DELL registers several accounts on twitter, and each account corresponds to a specific content. For example, the account of product information only sends product information, and sales promotion accounts only send promotional information, so that fans who focus on one aspect of information can get the information they need in the corresponding account.

Since its Twitter registration in March 2007, DELL now has more than 1 million 500 thousand fans.

Every year, DELL will send an exclusive discount to all fans on Twitter. Discount coupons issued to customers can be linked to special web pages and enjoy preferential treatment when ordering products.

Through Twitter, DELL has directly created more than $7 million in sales worldwide.

In March 7, 2010, DELL China was launched on Sina micro-blog, and its fans were over 100 thousand by January 2011.

There is also an enterprise in China that has gained a good reputation by using micro-blog marketing.

In May 31, 2010, China Eastern Airlines Co launched an activity called Ling Yan to bring you You Shibo.

The main platform of this activity is micro-blog. Through the Sina micro-blog platform, 10 lucky Oriental netizens from east Wanli are selected to participate in the Expo activities organized by East China airline and 10 East China Air volunteers. The whole process of pportation, accommodation and World Expo tickets will be provided by China Eastern Airlines.

This interactive activity has aroused great repercussions among the young users of micro-blog. During the 1 weeks of the activity, the 10 Lingyan issued a total of 6000 posts, and more than 5000 people commented on it. Throughout the whole process of activities, the information on the high-end service brand such as "Ling Yan" has been penetrated to achieve a high exposure rate and greatly enhance the brand image.

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On the 11 day of June, 10 "Lingyan" escorted 10 lucky netizens to visit Expo Park on the day of the 10 day of the day. Through the synchronized live broadcast of micro-blog, there were nearly 100 pieces of Expo Park tour information and more than 2000 forwarding times. The actual coverage of sina micro-blog audience was over 100 thousand, and was targeted by dozens of print and Internet media in the country.

Micro-blog marketing of China Eastern Airlines Lingyan has become one of the classic cases of Internet interactive marketing in 2010. It not only successfully promoted the high-end brand of Lingyan, but also provided a good experience for domestic enterprises to promote and expand micro-blog platform.

The main functions of micro-blog are to publish topics, to focus on others, to forward and comment.

Forwarding is the main way to spread information and expand influence.

From the domestic and foreign cases, we can see that the success of micro-blog's marketing is inseparable from a large number of forwarding.

1. "sticker" is very important.

Micro-blog provides tags and search functions. When some topics or words appear more frequently, it will become a hot topic and get more netizens' attention.

2., the content is humorous, interesting, pictures, and "profit", accounting for more than one or more of them.

Enterprises do micro-blog marketing, "profit" is more attractive to fans.

Whether it is Dong Hang Ling Yan or the good life of COFCO, they are satisfied with the needs of the target population, enabling them to be happy and full of expectation forwarding.

Good advertising should have image, communication and interest points, and interest points are the key to motivate consumers to act.

3. make use of social hot spots.

Hot spots, with considerable attention, are being watched and spread by themselves. They combine social hot spots with marketing. As everything is ready, the east wind is coming, and it often achieves twice the result with half the effort.

The development of sina micro-blog and Sina Locke channel is the "0 yuan group buying millions of help to buy gold" to realize the dream of buying houses. It is the use of the now very hot "group buying" form, fans every "forwarding" once and successfully invited friends to participate in activities, the probability of winning the prize will increase.

More than 160 thousand netizens have participated in this activity. Among them, the most popular bloggers have successfully invited more than 6000 people.

In the era of media since the information explosion, micro-blog has obviously become an indispensable platform for communication. The characteristics of "close distance, zero time difference and equal dialogue" have changed people's lifestyle and habits of communication, changed the Gu Youmo style of enterprise promotion and marketing, changed the way of social communication, and entered the era of micro propagation.

Micro-blog is a black horse. Its marketing value needs further development. It is not wise to commercialize micro-blog and become a tool for pyramid selling. How to use micro-blog's new communication structure is a gradual process.