Micro-Blog Marketing: The Power Of Pfer And Dissemination

One of the ten most important words in 2011 will be on the list.

Transformation of communication mode

Micro-blog brings a way of communication.

The panoramic prison is a metaphor for French philosopher Foucault's control of 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 not see him, and the prisoners are also lack of mutual effectiveness.

Fewer gatekeepers, "naked" need to be cautious.

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 has strong personal color in the process of information dissemination.

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

These interactive tools are icing on the cake for celebrities and become an interactive platform for interaction with fans.

However, poor handling can also cause negative effects.

At the beginning of 2011, a wonderful "abuse" was staged on micro-blog: Dangdang network president VS big Mo woman.

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.

Three 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.

Micro-blog celebrities Pan Shiyi, blogs and micro-blog all have a high click rate. They didn't expect to kill Song Dandan on the way. "I want to let Pan Shiyi care about me", so I had the opportunity to send him a "private letter" asking him a question: in such a good location in the south of Chang'an Avenue, you built such a huge and unsightly cheap building (Jian Wai SoHo) to ruin Beijing's scenery. Do you regret it?

Please, no such thing! "

Overnight, the Internet has been pmitted more than 7000 times by netizens. 3000 comments have been received, most of which are on the side of supporting her, and even a netizen who denounces SOHO China.

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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, and the SOHO brand has advanced to high-end property.

Because of the widespread and massive information of the communicators, 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".

We can see the circulation and variation of micro-blog's dissemination.

Low cost, high return rate marketing tool

Where do you spend half of your advertising expenses?

Adhering to the "sales is the kingly way, effective is the absolute principle", enterprises that have been 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. In a week, 10 Lingyan publishing convenes received a total of 6000 times of forwarding, and more than 5000 people commented that throughout the whole process of activities, the information on the excellent service such as "Ling Yan", a high-end service brand, penetrated into a high exposure rate and greatly enhanced the brand image.

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.

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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. "tag" is very important.

Micro-blog provides labels and search functions. When some topics or vocabulary are more frequent, 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, and "profit" attracts 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.

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.

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.