Micro-Blog: How To Do Marketing On Personal Media?

After SNS and blog,

In the past, in the 1 era led by traditional media, the media made good content and showed it to all audiences, so a lot of content could carry the purpose of the communicator.

But in the era of social media development, communication has become the spread of all people to everyone, and everyone can become the center of communication and the source of news.

Because of the short (140 words) of micro-blog, the convenience of sending messages can be sent by SMS, so that micro-blog has completely changed the mode of information dissemination. Anyone can pmit first-hand information around her in real time, and those weak information may also be strengthened and widely spread.

This kind of media revolution and information revolution triggered by the media is unprecedented. It directly subverts the pattern of mainstream media led dissemination in the past.

Blog and micro-blog both focus on status and sharing, but micro-blog's important attribute is to focus on herself and reflect the mood and status anytime and anywhere: what I think, what I do and what I know, makes micro-blog the most immediate information broadcasting platform in all social media.

Novelty, activity and acquaintance effect

Micro-blog users have relatively high activity level, and the frequency of usage is ranked third in social media, after instant messaging tools (more than 80% users daily use) and social networking sites.

25% of micro-blog users publish more than 10 micro-blog messages per day, and 51.4% are released in 10 per day. Among the users surveyed, the average daily information released by micro-blog is 12.

According to the current 40 million user computing, micro-blog users publish 480 million messages per day, which is very huge.

The social radius of Chinese is relatively narrow, and the acquaintance effect is quite obvious, which is fully reflected in micro-blog.

The survey found that the focus of attention of micro-blog users is personal micro-blog, followed by celebrities and influential people.

72% pays attention to friends, 55% pays attention to colleagues, 48% pays attention to celebrities, 42% pays attention to popularity.

Media micro-blog, corporate brand micro-blog's attention is still relatively low.

70/80/ on micro-blog

After 70, she was good at teaching and making deep topics on micro-blog. After 80, micro-blog had a higher level of participation and activity;

In the use of micro-blog, after 70 and 80 micro-blog fans circle is showing a huge impact on the relationship.

70, the latter's family members are particularly valued. Their colleagues and friends have become part of the "I" life achievement, and clients are also professional partners who keep in touch and maintain them from time to time.

For the 80's, colleagues and friends are fans of me. Family members and strangers are also the main members of micro-blog. They always have to pay close attention to others and make new friends.

After 90, the influence of fans in alumni, common interests and micro-blog interaction crowd is not inferior to 80 or 70, especially the alumni group. It has a good snowball effect foundation.

When 90 after entering the community, the role can not be underestimated.

Micro-blog's brand marketing opportunities

65% of people have followed the brand on micro-blog.

These people will see that a brand has new information, they will forward and pay attention to it, and will add the brand to their "attention" and take part in the brand initiated activities.

Why do they follow this brand?

74% of people are interested in this brand, and the 46.5% is because the brand has launched an interesting interactive activity.

This shows that micro-blog marketing has a basis.

Let people follow brands and enterprises should build their own cyberspace.

A private owner of Shanghai after 80 said, "if a friend sends a brand, he says that a brand is his concern, and I do not understand it, I will deliberately check it.

If they are found to have official websites, cool and clear, I will believe it; if I can't find out, mess up and jump out a lot of webpage games, I will be very disgusted.

What will users think of marketing with micro-blog?

83% micro-blog users who participated in the survey said they could accept information about products and brands in micro-blog, indicating that they had a certain degree of tolerance. At the same time, they had a positive attitude towards the brand information mentioned in micro-blog's others. They would be concerned about and feel that more attractive users accounted for 50% and 35% of the total, only 10% of them would be disgusted.

Of course, they are required for micro-blog's brand information or advertising, not traditional advertising can be moved to micro-blog.

Micro-blog users say they can use micro-blog's stars to spread brand information, but they can't always let celebrities disseminate business information.

A Post-80 micro-blog user said, "seeing ads is not a bad thing. It depends on what kind of marketing mode and creativity, mediocrity and eye injuries are not like. Giving life interesting, inspiring, convenient, humorous, and aesthetically sensitive can be easily accepted or even forwarded."

Micro-blog users are most concerned about brand / product micro-blog: 1. technology digital (67%); 2. home appliance products (51%); 3. food (49%); 4. clothing (48%); 5. cars (48%).

These categories can no doubt boldly use micro-blog marketing to enhance brand awareness.

As a Post-80 micro-blog user said, "I am very willing to pay attention to the brand of a product micro-blog, such as the famous technology digital brand, and see what new products are there. Even if they do not buy them, it will definitely be an important topic / topic in the friends circle / office."