Micro-Blog Marketing: Let Fans High Up

Use various ways to enable fans to take action and participate actively in activities.

In November 16, 2010, Sina announced at its first developer conference.

Participation analysis of micro-blog fans

The participation of fans determines the degree of experience that micro-blog fans experience on brands. At the same time, it also has a direct impact on the effect of brand activities.

The participation of fans is reflected in the enthusiasm of fans for brand activities, as well as the attraction of brand activities to fans.

According to the level of micro-blog fans participation and the behavior and motivation of fans, the fans of micro-blog activities can be divided into four levels: "visitors, commentators, activists, spokesmen".

The details are as follows:

American Internet expert JakobNielsen has proposed a "90-9-1 rule" for online communities, that is, 90% of users only visit websites but never contribute content, 9% of them occasionally participate, and only 1% of them produce most of the content.

Combined with the participation analysis of the above micro-blog fans, it is not difficult to find that the number of participants from micro-blog activities gradually diminishing from spectators to spokesmen, but the quality of participation is getting higher and higher.

Compared with high participation "activists" and "spokesmen", low participation "spectators" and "commentators" are equally important, because they can spread information about activities, and create a sensation for micro-blog's brand activities.

It should also be seen that the degree of participation of fans is closely related to whether the incentive policy is attractive, whether the motivation of fans is sufficient and the rationality of activity design.

This provides a train of thought for enterprises to increase the participation of micro-blog fans.

Reduce participation threshold and increase fans' tentative participation

Many fans actually had the interest and motivation to participate in the activities. However, due to the complexity of the activities, they can only be deterred, which is very bad for improving the participation of fans.

Micro-blog is considered to be a humane communication tool, so micro-blog activities should be as simple and feasible as possible under the premise of ensuring the marketing effect.

The lowering of participation threshold means that fans' participation in cost reduction will lead to low cost trial participation.

For example, Sina launched the "super new campaign" activities, because of the elimination of trivial collection, upload and other forms of activity, try not to change the way users behave, so as to maximize the scope of participation.

As a psychological technique to conceal the information of the center, suspense can arouse the curiosity of fans, so that fans can deeply participate in activities and stick to long-term stickiness.

When designing suspense, we should first clarify what the fans are most interested in, and then set them through some cover up techniques.

KogiBBQ is known as the world's best mobile barbecue stall, and its case has become a model of micro-blog marketing.

One of its main characteristics is to set its position in suspense. Every 3 hours, Twitter will tell fans where it will appear, making many fans crazy.

In fact, as long as fans are interested in information, suspense can be set, for example, daily ninety percent off is through product information to set suspense.

In addition, price suspense can be set to attract fans' participation.

China's diamond e-commerce website BLOVES (wedding diamond ring net) launched its brand interactive activities on its official micro-blog, "guess the price to send diamond ring", attracting tens of thousands of netizens to forward and comment.

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This micro-blog activity mainly attracted fans' participation in the form of guessing price.

The event has been held once a week since October 18, 2010. Each time a diamond ring of ten thousand yuan is sent out, the most close to the answer will win the diamond ring.

In order to further enhance the participation of activities, activities designed many clues to help micro-blog fans to explore this price.

Since the beginning of the campaign, in addition to the growth rate of BLOVES fans around 1500 people a day, micro-blog's forwarding activity has also been tens of thousands of fans.

Prizes + stars let fans High up

In addition to using people's curiosity to drive, it can also drive fans' participation enthusiasm through the form of prizes promotion.

Van kaim is considered to be one of the best practitioners of micro-blog marketing. It is very good at mobilizing the enthusiasm of micro-blog fans with the form of prizes promotion. Its activities such as "robbing buildings to send anniversary T-shirts" and "1 yuan kill 888 yuan clothing at the original price" have led to a wave of fans participating in micro-blog.

Fan micro-blog promotion is very good at borrowing star power to stimulate fans' excitement.

In November 9, 2009, only 4000 fans of fan Kai Cheng sent a micro-blog to the first Chen Yao fan group: "I plan to give Chen Yao 210 thousand fans a little bit of welfare. I hope Chen Yao fans come out to say something and how to operate it well". This micro-blog immediately aroused heated discussions among fans. Attention, comment and forwarding almost spread across micro-blog.

After signing Han Han as spokesperson, van Leo launched an "PS solo" themed activity on the platform of micro-blog as a platform with the help of Han Han's "solo" listing. The participants were invited to take the creative content of Han Han as the template to carry out the creation of pictures and texts. After that, the netizens voted for a work that they liked and won the Han Han's solo.

This is a big temptation for micro-blog fans and Han Han fans.

In just a few days, micro-blog launched nearly 4000 events, adding more than 2000 fans.

Empower your fans

In the past, there was a clear division of labor between the enterprise and the users. The enterprise was responsible for the whole process of product design, production and marketing, and the users were only told and persuaded.

However, in the era of consumer sovereignty, enterprises can try to authorize fans, perhaps to achieve unexpected results.

Some time ago, fast fashion brand UNIQLO organized a "More Tweets, Lower Price" campaign, giving some products pricing power to micro-blog fans.

UNIQLO displays 10 clothes on the activity website. When there is a fan tweet (which can be interpreted as a verb "clicking"), the price of the dress will be reduced. The website will tell the participants how many tweet the clothing is currently available (which can be interpreted as the noun "click"), how much it sells, how much discount it is, and how far it is from the lowest price.

At the same time, the system will also write a paragraph, of course, participants can also customize the text, and then slam the "Tweet", the system will prompt you, "under your efforts, the price has dropped again".

At the end of the activity, many commodities fell to the lowest price of 67% off.

Authorized by fans, enterprises can do a lot on micro-blog platform: can promotional discounts of products be voted by fans? Can a new round of advertising creativity be accepted or even rejected by fans? Can product packaging design receive fans' contributions?

These empowerment can maximize the participation of fans, so that fans can gradually become brand spokesmen.

In fact, apart from the use of provocative curiosity, interest driven, star guide, fan licensing and other means, there are still many ways to improve micro-blog's participation in marketing activities, but it will never change. In the final analysis, we must take a deep insight into micro-blog fans as the starting point, formulate participation strategies, and achieve micro-blog marketing purposes.