Ten Major Operational Models Of Micro-Blog Marketing

With the advent of the second age and micro economy, micro-blog is really on fire.

According to the relevant data, as of January 2010, the earliest and most famous

It is lamented that more than 40% users have access to mobile phones.

Sina micro-blog's heat predicts "mobile"

Mode 1: brand and product exposure

Some larger enterprises, such as Starbucks, run micro-blog, and the goal is to build brands through micro-blog.

It releases some brand information through micro-blog, and establishes relations with customers to serve the brand.

@ Starbucks China's micro-blog is an important part of Starbucks's recent activities and new products and other brand information, such as Starbucks Starbucks ushered in the golden autumn coffee season ##10 18, the Asian Games expect Starbucks to have the award-winning question.

Starbucks is very good at maintaining customer relationship, such as interaction with fans: @ Zhang Qing micro-blog: 7 aroma of coffee. When you taste different kinds of coffee, there are always a few strong aroma.

@ Starbucks China: seven kinds of aroma of coffee, how many kinds of aroma can you tell us? There are countless clever interactions like this, triggering a large number of fans' comments.

At present, the number of fans in Starbucks China has reached 11334, almost every micro-blog has more than 20 comments, and the Guangzhou coffee shop experiences more than 800 micro Bo DA pmission.

Mode two: interactive marketing activities

Interaction is the essence of the Internet.

On micro-blog, human touch, interest, interest and personalization are the main points that trigger the interaction of netizens.

Entering Starbucks's Sina micro-blog, we see that the neck is a very creative coffee man. Bowen is a warm condolence to the graphic form of coffee life.

What does your morning start from? "It's like the condolences of friends around you.

Everyone's comments and forwarding enthusiasm are also very high.

In advertising and communication, the number of personal words in =3.365 * per 100 words is +0.314, the number of personal words in every 100 sentences. The higher the score of human sentiment, the faster and faster the advertising or news communication is.

Therefore, on micro-blog, the company must be like a person, a company or an institution, and it is most important to have a "friend type communication" with users.

In September 28, 2010, a famous decoration company, Yuzhou decoration, was published on Sina micro-blog, titled "Yuanzhou looking for the national day, netizens robbing the sofa, and building micro-blog's tallest building."

Micro-blog.

In the design of micro-blog, Yuzhou adornment is designed to tone micro-blog as a person's tone. It is not rigid, but requires personalized communication. "I like to crawl on you, like to touch every inch of your skin, like to lie in your arms, and I can't leave you for a moment. I love you - SOFA, sofa, ha ha, and Chau Yuen Chau, looking for the national day and full time to grab the sofa."

As of October 7th, the micro-blog has been forwarded 10119 times, and 10211 people have commented on it, thus creating the myth of the first high-rise building in micro-blog history of Chinese home decoration.

Mode three: Micro counters, e-commerce and after sales management.

The emergence of micro-blog has brought a new channel for product sales.

On micro-blog, the traditional value chain has been greatly shortened or replaced.

Sometimes, the content of a company is advertising, and even information itself can directly guide consumption.

On Twitter, DELL's @DellOutlet, which specializes in clearing inventory accounts at a preferential price, has nearly 1 million 500 thousand followers. Through this channel, promotional sales and personal computers, computer accessories and software sold have already enabled DELL to pay $6 million 500 thousand.

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Whenever the sun sets, the Kogi fans in Losangeles are crazy. They are desperate to refresh their Twitter and track the whereabouts of Kogi.

Even at 9 in the evening, there were nearly 200 Losangeles people tempted by the tough corn coils to form the so-called "flash party", waiting patiently outside the golden hamster to wait for the arrival of Kogi.

Kogi is a Korean barbecue catering truck - like the gourmet version of the old British hot dog car or California taco.

It toured Losangeles in the evening, selling a mini Mexico taco roll made of four Korean barbecue combinations. It is not very common, but it is perfect and the price is very cheap.

Kogi informed the Kogi position in real time through Twitter. When the police shot Kogi away from the corner, Roy would report to the user the location of the next station with Twitter. When the truck arrived late, he would send out such a message. "Wait for us 10 minutes, always?"

Let the wavering eaters continue to line up and wait for food.

An improved foreign fast food Kogi, with the help of Twitter and other Internet power and viral word-of-mouth marketing, has quickly conquered the stomach of countless Losangeles people in three short months. It has become one of the most famous mobile restaurants in the United States, and even BBC, New York Times and Newsweek have reported it.

Founder Roy said, "I can prepare food for 100 people in one night, but Twitter can assemble 5000 people per second, raising the publicity effect of oral recommendation by 1 million times."

The rapid rise of Kogi has become a cultural phenomenon, and people call it "Kogi culture" in an apparent way.

Mode four: online customer service

Micro-blog has all-weather 24 hours, face to face, instant, one to many service characteristics, so micro-blog has opened a new window for customer service.

Service enterprises need to establish a customer service account at the first time when they enter micro-blog.

This level of service is a proof of the existence of enterprises.

The use of "customer service account" enterprises can: 1 pre sale consultation; 2 pre sale consultation; 3 product survey.

Customer service account is a quick response account, where the enterprise's 400 phone appears, and where the account should appear.

In December 30, 2009, China Telecom customer service micro-blog opened on Sina micro-blog, providing telephone, broadband, PHS, E6, E8 packages, value-added services, comprehensive information applications and other business consulting, receiving, cost inquiry, barrier complaints, complaints and suggestions services.

Micro-blog customer service is a person who has some meat. He will find some relevant information according to user needs.

The China Telecom customer service organization will organize some China Telecom activities, feedback customer opinions, solicit opinions on new products, points exchanged gifts and activities.

For example, "what kind of spring festival gifts do you want?" "gift giving Spring Festival" and other activities have triggered many netizens to participate in interaction.

Mode five: CRM customer / user relationship management

Compared with traditional SNS, BBS and blog, micro-blog has a much larger pmission speed, scope and influence.

The most successful marketing on Twitter is Obama's campaign. The most popular Chinese netizen is Sora Aoi.

In terms of B2C, Zappos first took micro-blog as the CRM of the Web2.0 era (customer relationship management system), from CEO Xie Jiahua to every customer service has its own micro-blog. Zappos stipulates that all employees (more than 400 people, do not know whether it is the only company in the world that requires all employees to own micro-blog, often listen to some bosses asking employees to open blogs, but really rarely happens) should participate in Twitter, not stay on simple slogans, the company provides specialized training courses, and teaches employees how to use Twitter.

The benefits of this are manifold. The training courses and contents include establishing contacts with customers, enhancing communication, raising concerns, serving customers and enhancing user experience.

Customer service will share their feelings with customers every day, customers will follow their favorite customer service, through micro-blog, enterprises and customers (or live people rather than machines) to maintain a closer relationship.

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Zappos official

Mode six: hard and broad form

Twitter allows individual users to profit by inserting advertisements into their personal pages, and users can independently invite advertisers Adwords.

In order to ensure the interests of advertisers, users can get the amount of the virtual accounts set by the Twitter advertising department at every hour of the advertising campaign, and the money can be pferred to the real account of the user after the advertisement is completed.

If the user clears the advertisement before the expiration of the advertisement, only part of the cost can be obtained.

Such an open mind is willing to give profits to the vast majority of the cost of marketing, so that users can really cheer up and stimulate the enthusiasm of users.

At the same time, the marketing effect is better if the advertisement is licensed and autonomous.

When purchasing personal website, the two sides negotiate the time and charge.

Twitter only charges 5% as a service charge. This mode is a bit like Google's.

Mode seven: search engine optimization

Now

How to sell micro-blog? In a short 140 words, we should focus on the factors of micro-blog station search, article reading and search engine search outside the station.

In terms of external search engine optimization, the name of micro-blog must take the name of the enterprise or the product of the fist product, so that micro-blog links and micro-blog titles will have a bonus for the ranking, and the content optimization is basically the same as that of the ordinary webpage optimization.

Mode eight: implantable marketing

First, look at a product placement product of BMW: "after all, I couldn't get through that BMW. I could only see it go away in the sunset. It's not my engine but my car chain."

Micro-blog will be one of the best carriers for product placement.

LV launches a fashionable new bag, Lancome's new cosmetics, BMW's new car, through a photo, a topic, a story, plus the popularity of the spokesperson, can instantly arouse thousands of fans' attention and discussion.

A few days ago, I saw a funny Mimi micro-blog broadcasting on the Internet. The content is all kinds of funny things. What kind of funny are you? Look at it carefully, it turned out to be a medical device company GE medical is using the fame and popularity of micro-blog red PP pig comics as implantable marketing.

The content is funny and practical, which has attracted many people's comments, and the effect of marketing has been achieved in the ten, ten to 100 broadcasts.

Another way of planting ads is to create funny and creative pictures, including logo of your company, such as Meitu Xiu Xiu, a company invested by Tsai Wen Sheng.

The marketing way of Meitu Xiu Xiu is very simple. It is used to beautify PS on the Internet to find the classic, interesting and wide range of pictures, and then play the Meitu Xiu Xiu logo.

Mode nine: public opinion monitoring

Internet marketing expert Liu Dongming believes that the advent of social media has made communication spread from "church style" to "market style". Every grassroots user has his own mouth. Twitter is naturally an important position of "brand public opinion".

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More and more companies are tracking their brand evaluation on Twitter and monitoring public opinion.

Twitte these real voices can help enterprises quickly touch the consumer psychology, the feeling of products, and the latest needs, and gain the aura of market dynamics and public relations crisis.

Micro-blog is most likely to become an information source triggered by public opinion, providing a new and timely interaction mode for reporting. Micro-blog provides another channel for official and public communication, and is an important platform for government public opinion monitoring. Micro-blog has great value in monitoring corporate reputation and public relations in crisis.

Since 2010, public security micro-blog has been opened by public security authorities throughout the country. Micro-blog has become a new and important way for the government to access the Internet.

Similarly, enterprises need to monitor the audience's comments and questions on brands or products in real time. If they encounter corporate crisis events, they can timely and positively guide negative word-of-mouth through micro blog, so that the negative information in search engines can be drowned as soon as possible, so that the loss of enterprises will be reduced to the lowest level.

Mode ten: crisis public relations

Do not belittle the power of 140 words! Micro-blog is equivalent to a small self owned media that can own its audience and voice.

More than 100 fans are like the internal journals; over 100 thousand are urban newspapers; over 1 million are national newspapers; over 10 million are TV stations, and over 100 million are CCTV.

Micro-blog has become an important public relations channel. It is like a double-edged sword. It is very good to use well.

GE's research shows that, for good news, a person will tell his 6 people on average, while bad news will be spread to 23 people on average.

The absurdity on micro-blog is not only easy to pmit, but also inspires users' imagination and sense of humor.

KFC's sudden death is a typical case. Netizens question, "KFC can't afford to play, don't play", "no longer go to KFC", "KFC and my family bucket" and so on are flooded with forums and micro-blog! For most enterprises, the "spike gate" is enough to take warning. Such an event tests the ability of an enterprise to withstand the credibility crisis, and also warns that enterprises should be strict and responsible for any promotions and promotions. Otherwise, the injury is not only consumption, but also the enterprise itself.

Overlord launched a crisis public relations program for the carcinogenesis of shampoo. Within 12 hours, Sina opened micro-blog, issued three statements, emphasized product safety, and issued 29 related information through official micro-blog.

The response was faster and more efficient, showing the importance of overlord to this new social media.

With the information released by micro-blog, the overlord concentrated the media on micro-blog, reduced related speculation and improved the efficiency of crisis public relations, which is of reference for the industry.