Li Guangdou's Analysis Of Micro-Blog's Marketing: The Power Of Transformation And Dissemination

One of the ten key words in 2011 will be on the list across the year. micro-blog 。 2010 is a year of booming social networking sites, and also a year of micro-blog's popularity throughout the country. The number of Chinese netizens has reached 457 million. As of December 2010, the number of users visited by micro-blog in China exceeded 120 million. DCCI Internet data center predicts that China's Internet does not repeat micro-blog's independent users, and it is expected to reach 100 million, 168 million and 253 million by the end of 2011, 2012 and 2013 respectively. The emergence of micro-blog has made individuals and groups begin to think about the changes and possibilities brought about by the new way of communication.

Micro-blog is bringing about a revolution in the way of communication. The way of communication was before. Pyramid type From top to bottom. Now, communication has entered the dissemination of stadium type, and society has entered a " National reporter In the era of "everyone is the source of information", micro-blog has promoted the advent of the era of self media.

Marketing tool with low cost and high return

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 is prohibitive for many enterprises. The emergence of the Internet has opened up a new path for accurate dissemination. Micro-blog marketing It also changed the state of high cost marketing.

Word-of-mouth communication is a high degree of trust and low cost of transmission. Through mutual visits, micro-blog lets each other become "Acquaintances", and enterprises directly transmit through search targeting the target consumers, and individuals quickly understand their desired information through "attention", so business is unknowingly done. Then, by forwarding more consumers to know this information, enterprises and products sell so well. When the credibility of mass communication is challenged, it is possible for micro-blog to 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 it needed to spend a lot of manpower and money, it was visionary aiming at 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 the fans on Twitter. The coupon coupons can be linked to the special website and enjoy the discount 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 tour organized by China Eastern Airlines and 10 East China Air volunteers. The whole process of transportation, accommodation and World Expo tickets are all provided by China Eastern Airlines. In the whole process of activities, the high quality service such as Ling Yan, a high-end service brand, runs through the whole process, achieving a high exposure rate and greatly enhancing the brand image.

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.

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

How to get a large number of forwarding

The main function of micro-blog is to publish topics, focus on others, 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, and how to get forwarded, the following factors are essential.

Stickers are 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.

The content is humorous, interesting, with pictures and "benefits". Enterprises do micro-blog marketing, and "profit" attracts fans. Whether it is Dong Hang Ling Yan or the good life of COFCO, they provide them with satisfactory "benefits" for the needs of the target population, so that they can automatically and happily forward with expectation. Good advertising should have image, communication and interest points, and interest points are the key to motivate consumers to act.

Use social hot spots. The hot spot has considerable attention. It is being watched and spread by itself. It combines social hot spots with marketing. As everything is ready, the east wind is coming. 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 inherent mode of enterprise publicity and marketing, changed the way of social communication, and entered the era of micro communication. Micro-blog is a black horse. Its marketing value needs further development. It is not wise to commercialize micro-blog to become a pyramid selling tool. It is a gradual process to make better use of micro-blog's new communication structure.