The Real Nature Of Micro-Blog'S "All Customers"

There is no explosive event, nor formulaic bureaucratic or soft style. There are only real, natural and equal exchanges and interactions. This is the true color of micro-blog.

As Sina

Micro-blog principle: long term interaction

In the era of Web2.0, the marketing mode of enterprises is changing from one-way communication to interactive communication. Micro-blog has gradually become the mainstream platform for interactive communication between enterprises and customers because of its convenient communication, real-time, low cost, and younger customers.

Van guest attaches great importance to customer experience, because it is

At the very beginning, van guest micro-blog consciously maintained a relaxed and active atmosphere, downplayed the seriousness of official micro-blog, and regarded it as a place to share with fans.

Fan believes that the micro-blog platform is a space to convey the dynamic thinking of enterprises, focusing on strengthening interpersonal communication, making sales service more humane, and promoting sharing and participation among enterprises, customers and employees.

Therefore, micro-blog must not be simplified into a product sales channel.

On the micro-blog platform, all customers insist on the long and slow flow, and through the daily output of brand understanding, establish long-term interaction with fans.

Even if there is no explosive incident, it can ensure good communication with fans.

Moreover, everyone believes that the most important part of micro-blog marketing is persistence. The marketing effect is reflected slowly in the insistence. Enterprises must understand the significance of doing this. Micro-blog platform is not directly for business, but to establish emotional interaction with consumers.

Fan micro-blog structure: multi-level stocking

Micro-blog is the front for enterprises to display their image and communicate in public.

To communicate with thousands or even hundreds of thousands of fans, it is far from enough to rely on one or two administrators.

Fan promoted the role of employees from top to bottom to play an image ambassador role on micro-blog, making equal exchanges with many fans, providing more interesting and more personal picture and text information.

Van micro-blog began to take full participation strategy from the beginning. When the company opened the official micro-blog "@VANCL fans group", it also mobilized employees to register more than 100 micro-blog accounts in one afternoon.

The company believes that too many rules will sweep everyone's enthusiasm and encourage employees to run their own micro-blog according to their own ideas, which can exceed the company's scope.

For example, it can indicate the identity of a guest employee or not.

A lot of "bright or dark" customers, micro-blog employees, talk about customers in all kinds of ways. They both tell the story behind the design. There are also three months of small employees who talk about workplace feelings and make the corporate image vivid.

Van guest micro-blog also took the high-level marketing route, and the boss Chen also played the role of super waiter in person, and answered various complaints from his personal micro-blog.

For example, in May 2010, the first blog published in Sina micro-blog was about service: "Hello, I am old."

Due to the surge in orders recently, the delay of some customer orders delivery caused by warehouse moving has caused inconvenience and disappointment to consumers. As a guest CEO, I am very upset inside, and can really feel the anticipation of everyone facing the criticism. I solemnly apologize to everyone on behalf of the company.

Meanwhile, please forgive me for not replying to all the users who complain, but please believe our ability to correct mistakes.

Not only that, Chen also used micro-blog to forward and respond to netizens' criticism and doubt about the quality of von cordial products, and to communicate with netizens in a sincere and frank manner.

Van guest has a full-time micro-blog administrator who is responsible for the official micro-blog's release and update. Its main task is to add fans, make comments, plan topics and find amusement.

The administrator is responsible for collecting information related to customers, including the company's internal conditions, social dynamics, and other parts which do not involve business secrets in micro-blog.

The indicators for assessing micro-blog administrators include official micro-blog's influence, activity level, and daily dynamic monitoring capability, but there is no explicit quantitative standard, but an intuitive perception of their work effect.

Van micro-blog's image: celebrity effect

In endless micro-blog ocean, celebrities are always the most attractive elements for netizens.

The use of celebrity effect is an important way to promote micro-blog's business, and it is of great help to improve micro-blog's popularity and attract fans.

Enterprises can be promoted by celebrity micro-blog with many fans.

At the beginning of their cooperation with sina, fan micro-blog pioneered micro-blog's "collar", and reached an agreement with sina: Sina recommends the company for its customers on the front page. All customers provide Sina products for Sina, and play the Sina LOGO.

This event allowed many celebrities to receive their customers' biff. They published relevant comments on micro-blog, drying photos, so that many fans were concerned about the products and brands of customers.

Enterprises can also use social celebrities to endorse.

In order to convey the brand concept of "civilian fashion", everyone chose a frank, civil spirit, and controversial celebrity Han Han and Wang Luodan as spokesmen.

Fan believes that both Han Han and Wang Luodan belong to the "80 generation" who rely on self struggle and strive to be successful. Their personality is in line with the growing mentality of modern young people and can be well integrated with VANCL brand.

Using Han Han's editor of the magazine "solo group" the first phase of the listing machine, all guests on Sina micro-blog exclusively launched "kill Han Han" solo "activities", fan micro-blog fans can participate in the competition, "spike" success can be free to the "solo".

Since the launch of the campaign, information has been forwarded nearly 4000 times, adding more than 2000 fans to micro-blog.

With the popularity of Han Han, the popularity of micro-blog has greatly increased.

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Fan micro-blog culture: all objects

In order to highlight the personality brand image of van guest, customers have customized objects for the two spokesmen. This kind of advertising language can express itself and is very personalized. It is true, natural, and not preaching. It uses the "80's" tone to ridicule the society, banter the mainstream culture, and fit the network culture of free people and entertainment.

All objects are described in a vivid and straightforward way of life, so that netizens have a strong resonance, competing to upload and forward with "love..."

Do not love...

It is...

Not...

I am... "

For the basic narration of PS's works, PS objects include all kinds of public figures, including online game characters, QQ, CCTV building and other virtual images.

PS's works are very different in language, or ironic, humorous, or sweet and touching.

Sina micro-blog is an important platform for the creation and dissemination of objects.

On the one hand, fan micro-blog officially launched the activities of sending PS's works to the "solo group", which played a role in promoting the popularity of objects. On the other hand, it designed new green templates to guide netizens to share and participate in order to reduce the risk of Kuso.

For all the objects, fans do not try to control the direction of events, but rather respect and respect the creativity and true self expression of PS's works.

At present, there are nearly 150 thousand related micro-blog on Sina micro-blog's search for "every object".

The vast popularity of the object works has made everyone famous. Many other target audiences who are not familiar with other people, including the office workers and school friends who like the new things of the Internet, have begun to pay attention to the brand.

Van micro-blog style: fun and fun

Fan believes that the number of micro-blog words is limited, relatively fragmented, suitable for talking about "trifles" or details.

Only by eliminating bureaucratic and soft style, talking about things that users really care about, and impressing users with genuine feelings can we win the fans' active pursuit.

So fans do not publish news releases on official micro-blog, do not use bureaucratic responses to fans, speak the words of network language, colloquial "ah, ah, yeah" and so on, which make fans feel cordial rather than reading press releases.

Van guest found that if micro-blog's content is limited to the scope of the enterprise itself, the topic is not large enough to attract fans' attention.

In order to narrow the psychological distance between the brand and the fans, micro-blog will not be flooded with product introductions or hard advertisements. Only distribution, replacement services, answering customer questions, and some gossip topics such as beauty, celebrities and news, such as the guests who have executives in their micro-blog, sent pictures of Zhang Fanke's interview with school flowers, attracting many forwarding and comments.

Fan micro-blog promotion: activities and topics

Micro-blog is not a corporate monologue. Fans are not only recipients of information, but also content producers, disseminators and participants.

Recurring activities and design topics on micro-blog can satisfy the fans' creative spirit and willingness to share, and mobilize fans' enthusiasm for micro-blog.

Van guest often carries out activities on micro-blog which are closely related to business and are of interest to users.

For example, 1 yuan to kill the original price of 888 yuan of clothing, grab the annual anniversary T-shirt, in the "pencil for school buildings" public welfare activities to provide product auction, kill the "solo" magazine, launched the brand spokesperson Han Han and Wang Luodan outdoor advertising to carry out the "set up the station to send cash" activities.

A new and specific topic is the main reason for attracting micro-blog users to participate in the discussion.

According to data released by DCCI, 38.13% of users use micro-blog to discuss topics of common interest.

When fans of micro-blog fans only had 4000 fans, they sent a micro-blog to Chen Yao fans with the first concern: "I want to give Chen Yao 210 thousand fans a little bit of welfare, I hope Chen Yao fans come out to say a word, how to operate well". This topic immediately let the two big fans group hold a heated discussion, comments and forwarding are also bustling.

Micro-blog service: concern and feedback

Van guest builds micro-blog from the psychology of fans, emphasizes micro-blog's interactivity, and pays attention to using micro-blog to do customer service well.

Therefore, micro-blog has been tracking users' feedback on the company's products and services. Every day, it searches for the keyword "fan guest" on micro-blog platform, and searches all the dialogues and exchanges between customers.

In order to better collect information, unlike most enterprises, micro-blog's low concern and even zero concern, customers add a lot of attention. At most, they add nearly 2000 people's attention, almost to the Sina micro-blog limit. These people cover a wide range of celebrities, business, IT, media and customers.

By adding attention, you can understand the market dynamics in a timely manner, and respond to relevant questions at the first time, and more like communication between friends, rather than formulaic dialogue between customers and businesses.

Everyone thinks that micro-blog users are high quality user groups. They often express their opinions and suggestions on micro-blog with their spirit of "not afraid of small things, but not afraid to talk about them". They are concerned about the customers themselves, and take their suggestions to communicate with colleagues in different departments.

The return of all customers has to go through three or four processes. The products should be sent back and checked by all customers, and then new products will be delivered.

There are customers on micro-blog to put forward this process to all customers, and hope to shorten the process.

All customers carefully listened to and adopted the proposal, adjusting the process to a direct return, with only one phone call to complete.

Such an open-minded attitude has won the favor and praise from customers.

Van customer is insisting on the micro-blog marketing route of this nature, making van guest micro-blog increasingly become an important part of enterprise brand promotion.