The Five Principles Of Micro-Blog Marketing

In the new Marketing Management To learn to play micro-blog is a compulsory course for enterprises. In fascination micro-blog At the same time, we must learn to control the risk of micro-blog communication.

When we talk about the focus of attention, micro-blog said second, I am afraid there is nothing to fight for first. The people on the "Dai" can not pick up, and the people who are not wearing them are rushing to wrap up. They seem to be the necessary single products for marketing in the new era. In recent years, Sina micro-blog has launched a new domain name in a high-profile manner, which has aroused infinite imagination and attracted many international communities. brand All of them came together and seemed to enter the era of "no micro-blog without marketing" overnight.

The new marketing of the fast era needs a lighter tool. Micro-blog just has the characteristics of fragmentation, no center and self media. The accumulated high activity users are obviously hard for all enterprises to resist. Nowadays, it is not very embarrassing for an enterprise without official micro-blog. Smarter, such as BMW's Mini Cooper, in addition to the official "Mini China", also encourages dealers and car associations to organize private micro-blog such as "Mini home" and "Mini club" and interact with fans at different levels. Eastern Airlines are more abundant. "Oriental Lingyan" flight attendant micro-blog is very infectious, with nearly 100 hundred micro-blog airlines with high recognition of "East China locomotive service", making communication level, angle, topic three-dimensional and affinity. Through this kind of microcirculation penetration, the user accepts the brand idea and the enterprise spirit naturally.

Not losing at the starting line of socialized marketing is the original motivation for enterprises to dabble in micro-blog. In fact, in the process of "micro-blog control", enterprises often have to go through three realms. The first priority is "fishing alone in the cold river". As a marketing device, micro-blog has little or no words. In short, it is talking to oneself, waiting in solitude for being "pink" and "turned". The second is to "shadow the three person". It clarifies the functions and positioning of micro-blog, and sets up complementary micro-blog, such as brand, customer service, online business and so on, to enter the team combat state. The third is the "high firewood collection". On the basis of a clear positioning of official micro-blog, there are personal business micro-blog, such as corporate executives, front-line sales and service personnel, and micro-blog, a private brand club. However, it is inevitable to stumble across the river with a feeling of stone. If you want to become a "micro-blog controller" to catch up with the trend, there is a simple "five key knack", which is the first professional course for micro-blog to play with micro-blog.

The first thing to do is personification: from naming, head setting, background setting, to reply, and forwarding the language used, it can at least smell some people's taste is a prerequisite for success or not. The names of Vancl fans and MasterCard seem to be very close to the brand names.

Simplification is a necessary requirement. If integrated marketing emphasizes scale and momentum, micro-blog marketing will pay more attention to sharpness and incisions. Abandoning the bedding and furnishings, the 140 words turn into a dagger to identify the excitement point, reaching the core, and deduce that "concentration is the essence".

Differentiation is a major trend. If you need to play different functions and orientations, do not rely on a micro-blog only. Instead of attaching multiple roles, it is better to divide and rule.

Again, equality. In the micro-blog world, the class is not due to fans, V, V and celebrities. Every account has the right to speak. If it is careless, it will cost the brand arrogant.

The last thing to bear in mind is long-term. Micro-blog is a marketing mode that penetrates into the brand's blood. Rapid growth does not mean success and effectiveness. It needs to keep an eye on the user's pulse, normalize the band marketing incentives and persevere, and turn the "attention" into a long-term "relationship".

However, it is not enough to grow into "micro-blog control". It is a higher level discipline to understand micro-blog's characteristics and become its controllers. Although many cases have verified the power of micro-blog, it is not enough to rely too much on micro-blog instead of online sites, or to magnify micro-blog without paying attention to offline activities. If a single micro-blog is used as a reservoir, fans are water molecules, marketing activities are pots, and planning is a connecting channel. To control micro-blog's transmission path, it is necessary to drain the water into the pot and heat each water molecule through the torches of fire, until boiling, and then return the boiling water to the pond. In order to improve the temperature of the whole micro-blog sea, the network is transmitted by the relationship.

Moreover, micro-blog is also a double-edged sword. The first secret of survival in this world is to "get what we want", to become transparent or even nude, so that we can get high attention and deep identification, but the price is that any minor defect is exposed under microscope. At this time, not only the eyes of the masses are bright, but also their voice is loud and clear. It is not a hypothesis but a fact that they are drowning a brand on a micro-blog. Last year, the market value of Jinshan was evaporated by 6 hundred million in a few days, which is the worst case.

The most important thing is that micro-blog has to grasp the degree of marketing. Especially in the commercialized operation of micro-blog, it is common to buy fans like a marked price, and pay a price to micro-blog. This phenomenon is not the first creation. It is similar to the word of mouth marketing such as forums, blogs and SNS websites in previous years. Assuming that micro-blog's marketing is not self disciplined, this unhealthy trend will come back. When the time comes, the micro-blog platform is threatened by malicious speculation and commercial interests. I am afraid no one wants to.