"Mai Le Delivers" Micro-Blog Marketing: The Power To Be Followed

The rise of micro-blog has made the business community and the communication industry excited because it is not simply a way of increasing information pmission, but also more important. Micro-blog is the focus of attention of the mainstream social media. It is an interesting topic for the pioneers to combine the subtle emotional relationship and marketing methods in the virtual space.

We recently used micro-blog to carry out the information promotion of McDonald's Mai Le phone number 4008-517-517. In the 11 days of the activity, we attracted 62239 people to participate deeply.

The whole information promotion campaign cost less than 200 thousand yuan, but has achieved the effect of millions of advertising expenses. The average cost per thousand people is about 190 yuan.

Content creation: refined raw materials

McDonald's 4008-517-517, the homophonic "517" is "I want to eat". In the case of limited funds, how can we effectively convey this information to consumers in Beijing and Tianjin?

There are endless ideas, big activities and small ideas, and comics, electronic albums, MMS, virus videos and so on.

Build Mai le to send MINISITE official micro-blog platform.

We need a network marketing platform that can interact with target audience accurately and enhance their memory of Mai Le's phone number, and micro-blog can carry this task perfectly.

We can connect the information we want to communicate with this micro-blog information sharing trend and enjoy the function of micro-blog's "one message can be known by millions of people in the short term", so that the basic strategy based on micro-blog platform is confirmed.

Theme: remember the new year, I want to eat, I want to eat.

After the strategy is decided, it is necessary to open McDonald's McDonald's official micro-blog immediately. But what is the theme?

Through repeated discussions, we chose the official micro-blog theme of "remembering the new year, I want to eat" for MINISITE.

The reason is to take into account four points: 1. borrowing the occasion of the Spring Festival; 2. "I want to eat" and "517" homophonic; 3. nostalgia as the main theme is conducive to arouse the resonance of the majority of users; 4. said what to eat, it is easier to add Mai Le's products and service information in the process of topic guidance.

Activity content framework is shown in figure 1..

Activities 1-- share happy memories of the new year

After the opening of micro-blog, activities have been promoted by micro-blog, and the degree of interest in the activity design will make micro-blog's blood fresh.

Under the guidance of the theme of "remembering the year I want to eat", we organized netizens to "share the happy memories of childhood in the new year" activities, so that we can dry out the most memorable and best eaten foods in the new year. At the same time, we have set up attractive prizes for the whole activities (the awards are 10 apple IPOD SHUFFLE, the small award is 200 yuan 30 McDonald's vouchers, as long as there is an opportunity to participate in the activities, winning the prize, picking out and releasing them once a day), so as to encourage netizens to participate actively, so that we can remember the telephone numbers of Mai le in the joy of sharing.

Event 2--4008-517-517 New Year Blessing SMS

Because the activity time is just before the Spring Festival, it is just possible to use this sharing platform to let each other bless each other and express their feelings. Therefore, we launched the "4008-517-517 New Year SMS blessing campaign". As long as you join this number in the SMS, you may get the free coupons from apple IPOD SHUFFLE awards and McDonald's.

The activity has been warmly welcomed by netizens, and countless netizens have uploaded classic messages. The excellent content posted by netizens can be used in the future.

Next, we also need brilliant ideas to support the continuation of the whole micro-blog communication, because on micro-blog, every day needs to be fresh and wonderful. Every day of information promotion needs interesting activities to support, so as to ignite the enthusiasm of fans and maximize the pmission of core information.

Event 3-- first time to eat McDonald's memories

For McDonald's, what interesting things can we dig apart from the occasional "remembrance of the good old days and blessing messages"?

The first time I ate McDonald's was just the "80's" primary school in the mainstream of micro-blog. Many people left a deep impression. "Memories of McDonald's for the first time" naturally became one of the following creative promotion activities.

Later, the popular reaction proved that this is also the most popular activity for consumers. Many netizens have uploaded the first pictures and experiences of eating McDonald's, remembering happy moments.

Activity 4-- Mai Le delivers fast run - Bicycle guess guess

Considering that Mai Le delivers the service to the consumers, they are all sent by bicycle. We have thought of many classic fragments of bicycles in movies. If we clip these classic clips and let the consumers guess which movie clips, they should be able to attract consumers' interest and participation, and also show McDonald's fashionable and vibrant brand image.

Indeed, as expected, "Mai Le delivers fast run - Bicycle guess guesses" the activity has appeared, has received numerous netizens' pursuit.

"Even if we do not participate in speculation, it is also a pleasure to see." many netizens invariably say this kind of truth.

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Micro-blog landing to build plate -- building execution method

How can we make a delicious dish with fresh raw materials?

There are also four skills for Mai le to send micro-blog. They are looking for the first batch of fan skills, maintenance time, content maintenance techniques, and prize setting techniques.

1., find the skills of the first target fans - tag to find people, targeted @ netizens, become fans of each other.

After opening micro-blog, the first thing is to develop fans, so that we can get more people's participation in our activities.

And how to find the first batch of fans?

Finding people through micro-blog tags is the most basic and important way to develop fans. For example, the first fans of Mai Le sent to look for labels from the "food" label. There are about 700000 people under this label. They can selectively add more fans to fans and become fans. At the same time, when new content is released, @3~5 friends who are important or loyal are allowed to know our information in the first time and help them forward.

2. micro-blog content maintenance - around the natural excitement of human nature, combined with brand tonality, screening.

After launching the theme activity on micro-blog, in the process of interaction with participants, in addition to the problem itself, in order to increase the stickiness of fans, we must update and release some netizens' concerns in time.

From the practical experience, it is more popular to publish popular topics about classic quotations, social hot spots, ranking lists, health fashion, interesting pictures, videos and so on. The best release frequency is one day update of 4~10, which can be forwarded or original, so long as it can make most people interested and do not harm the brand image, it is a good content.

One thing to emphasize is that the micro-blog language of enterprises must be personified, giving people a sense of intimacy, not using cold official language and dialogue with netizens. It is best to incarnate a netizen who is in line with the corporate style and interact with netizens in a warm and warm manner. For example, "dear, it is very late now, go to bed early, have a good dream, see you tomorrow!"

3. micro-blog maintenance time, released at 10 o'clock in the morning and evening, and a small amount of information is maintained at the middle interval.

According to the survey, the basic state of most bloggers is to go to work in the morning. First, log on to micro-blog to see what interesting things have happened. At the same time, update your micro-blog content and then start working. Before you go to bed at night, you can browse micro-blog again to see who has contact with yourself, how many people send and forward micro-blog, and so on.

Therefore, from the point of view of micro-blog maintenance, it is the best way to update micro-blog content at 9~11 and 21~23 points.

At the same time with netizens, they can reply to the netizens' questions in time. Yi Bo has a good impression from netizens. The information released is also easier to be browsed. In addition, a small amount of information can be released at intervals of working hours in the afternoon, which can better enhance the stickiness of fans.

4. the skill of prize setting is stimulated by the combination of big prize and small prize, and the award information is published several times.

Under the support of the original interesting activities, increasing material incentives is a great way to stimulate netizens' enthusiasm for participation. Even if they are used properly, they may even get a rise in the order of magnitude N.

In the specific implementation, taking into account the cost and effectiveness factors, it is best to use the combination of awards and small prizes to set awards, attract attention through the grand prize, increase the number of small prizes, increase the probability of winning the prize, combine the current trend and promote the brand to choose prizes so as to attract more net friends to participate.

The awards set by Mai Le send is the 10 apple iPod shufflei awards combined with 200 small awards of 30 yuan McDonald's coupons. As long as they participate in the activities, they will have the chance to win prizes. They will be selected and published once a day.

Micro-blog information push plate - spreading and promoting channels

Under the support of the four major creative themes, Mai Le sends the telephone number information promotion to become solid and full of popularity. At the same time, under the implementation of the four major executive skills, micro-blog's own construction is also steady and thriving.

Then, how can we let more people pay attention to this "beautiful little garden"?

At the information push level, we have adopted effective communication combinations, such as Internet advertising, Internet news, micro-blog, BBS, SMS and so on to drain and publish activities information, and truly promote the cross network coverage with micro-blog as the core.

Support for online advertising -- introducing people flow from the entrance of micro-blog portal

On the front page of micro-blog portals, advertisements are displayed, so that users can easily find activities to participate in the entry and increase participation in activities.

The front page of a portal is like the main road of a road. Making a banner advertisement on the front page of the activity is like making a large road sign advertisement on the main road. It can attract all the customers who have been on the main road. Advertising here is equivalent to the interception of the biggest Street consumers in downtown area.

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Support for news dissemination -- introducing stream of people from keyword search level

We wrote two activities, namely, "recall the new year, I want to eat, Mai Le sent today to send micro-blog blessing", "nostalgia new year show, new year's blessings sent by mallard", the news release was distributed to 15 portals and targeted local websites. Through news dissemination, during the activities, when Baidu and Google searched "Mai Le send" as keywords, the activity news appeared in the eye-catching position of the search page, thus greatly improving the exposure rate of activities.

The so-called "positive and harmonious, Clipsal" news dissemination is "positive and harmonious". In traditional Internet news, there can be no voice, but it is not too big, so long as it can achieve the purpose of official proof in the activities of consumer verification.

At the same time, the press release of activities is written in the form of traditional public relations news, and plays a role in building credibility.

BBS communication support -- introduction of pedestrian flow from popular community level

By combining current social hot topics, ingenious incorporation of micro-blog activity information and Mai Le send phone calls, and targeted selection of Beijing and Tianjin hot BBS plate for release, effectively guiding the attention and participation of users in the target area, greatly spread the knowledge of 4008517517 numbers.

As for BBS, we wrote 8 BBS topic posts in two stages.

The first stage is the preheating period of the activity. It has written three message posts, including "money without money, going home for the new year: old boy, it's time to go home", "finding a first love, remembrance of McDonald's on the first date", "drying out" McDonald's toys for many years, and commemorating the childhood that can not return.

"In these posts that seem to seek true feelings and express emotion, they integrate the activity information skillfully, allowing netizens to receive information unconsciously.

The second stage is the implementation period of the activity. 5 posts have been written to enhance consumer memory information, including "don't bother to talk to McDonald's attendants", "McDonald's war all night, eat hot and delicious food at home," and a large collection of firecrackers released in childhood.

Can you still remember the new year when you were a child?

"" ordering McDonald's at midnight dinner, reviewing my husband's acquaintance scene "and" laughing at me! "

I received a variety of rice phone calls when I was in Mael.

These hot posts are written in the tone of consumers, focusing on touching details, real and exquisite, and letting netizens deepen brand information in pleasant reading.

The writing of BBS content is the core of the success of network communication, and it is a test of Kungfu.

A good post and an ordinary post produce different communication effects, and whether it can arouse the interest of most netizens to click and browse is the main criterion of judgement.

As we have found in practice, combining the popular topics in the current society and the popular topic types on BBS, ingeniously implanted the information to be conveyed is the key to ensuring the number of posts.

Good post is just a good start. How to make a good post more people see is the key to information push skills.

For example, Tianya, mop, West Temple alley, etc., is the hottest community in the whole network. No matter what category of products, it is right to do "face" promotion on it. At the same time, combined with industry portal website for targeted penetration, it can get better results.

However, no matter what websites and columns to choose, it is necessary for BBS to be refined, set up, and hot sticky. This is the most important way of network operation. It is an essential procedure in network promotion.

Micro-blog red people's communication support -- with micro-blog red man forwarding the introduction of stream of people

As we all know, if fans exceed 100, it's like a magazine; more than 1000, just like a bulletin board; over 10 thousand is like a magazine; over 100 thousand is like a city newspaper; over 1 million is like a national newspaper; over 10 million is like a TV station; more than 100 million, it is CCTV.'s micro-blog red man who has chosen more than 100 thousand fans, and the number of fans is more than 100 thousand. It has effectively expanded the scope and intensity of official micro-blog activities through multiple micro-blog reds, and because of micro-blog's natural sharing feature, when the users share the contents, the website is re implanted in the content, so that each user's sharing has become a two spread, and a large number of target people have been effectively imported.

SNS communication support -- with the help of SNS red man, the introduction of stream of people

Many practices show that the influence of SNS Reds is stable and huge. In order to further expand the results of the BBS release and get higher visibility and participation, the SNS red people are widely used to forward key messages.

We let SNS red people forward the most popular and most popular posts in BBS, not only ensure that the information they send is what consumers love to see, but also play an important role in increasing brand reputation.

Because SNS has the characteristics of rapid sharing of new media, the communication has achieved the most effective results.

In this way, through the effective integration of the five major channels of pmission (see Figure 3), Mai Le sends the information to the right place. The first batch of target consumers that the market has cut into is basically caught by us. The 4 major activities make the information become three-dimensional and full. The 4 execution techniques make micro-blog build its own spring, and give consumers the perfect brand experience in the short 11 days micro-blog campaign promotion cycle.

Case background and sentiment

Network is not only a media communication channel, but also a virtual society which is equivalent to reality. In the real life, all the ways of marketing can be realized by means of channels and means. The most important thing is that network marketing has the advantage of super high cost performance, and it can really achieve the effect of "42 calls", because 420 million of China's netizens basically cover the most purchasing power groups in society, and many famous practical success cases also prove this.