Micro-Blog Marketing -- Nine Recruit

In the past 2010, it was known as China's micro-blog year.

Element 1: weave the neck.

Since its birth, micro-blog has been nicknamed "

Element two: micro-blog control.

Sina micro-blog will issue a "micro-blog control" medal to its publisher after three consecutive days of original micro-blog.

Micro-blog controls the specific performance is that every day can not control micro-blog, found anything new and interesting things, want to be sent to the collar; see what other people have done funny things, always can not help but to comment and forward.

Radio and television media are rich in information and basically do micro-blog every day.

The news of Jiangsu radio and TV Center's news center has the characteristics of immediacy and frequent occurrence.

Its micro-blog update is timely and fast, to a certain extent, it can also be called "micro-blog control".

A phenomenon that micro-blog control brings to the public is "brush screen". The great exposure rate may exceed the acceptance frequency of the audience, so it is easy to be ignored.

But it is precisely these micro-blog controls that have promoted the development of micro-blog in full swing.

Element three: concern and

Element four: add V and @ someone.

Plus V is the privilege of celebrities. It is an accreditation process, including celebrity certification and enterprise certification.

Micro-blog accounts with V are basically celebrities or enterprises, and those personal websites, fans groups and spontaneous non-governmental organizations can not be certified.

People who add V must use their own name, to a certain extent, representing authority and credibility. Under such circumstances, broadcasting, television media and their practitioners appear in the image of traditional media and show their authority.

They played the role of "opinion leaders" on micro-blog, which led micro-blog's public opinion and hot spots to a large extent, and received the attention of micro-blog marketing.

This prompted the inter human circle phenomenon of "behavior". Some people who want to improve their micro-blog's attention and influence will be able to raise their fans by combining the power of all kinds of media to get celebrities' attention or influence when they weave their neck. V

And @ function in micro-blog marketing has become the favorite function of many activities. When a micro-blog @ many celebrities, this is also an alternative display of "potential marketing" and "celebrity effect" on micro-blog media.

With the rapid development of micro-blog, the driving force of broadcasting media's authoritative infiltration has contributed.

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Element five: post.

The initial development of micro-blog is the way of the expansion of the star effect. The most important thing is the stars of all walks of life, the official micro-blog of the traditional media, and some passages of life attitude, philosophy, funny passages, news events and so on. The information dissemination of micro-blog and the way to influence the spread of dispersion depend on the layers level of pfer behavior, and the information is disseminating without restriction by the fans of one person and fans of the fans.

The micro-blog is a very good and powerful way to spread and spread the popular topic and the psychology of the people, and to make use of it properly.

Therefore, the amount of fans is not the only criterion to measure the value of micro-blog accounts, and the amount of reprint is not the same as in the reviews.

Many individuals micro-blog has become "self media", and the official micro-blog set up by radio and television media has made them two promotion on the Internet, with greater influence and appeal and greater brand strength in the process of growth, which has further promoted the "micro-blog sales and marketing".

But there is also a difficult problem to control. It is that the authenticity and timeliness of content are difficult to monitor. Anyone can publish messages and post posts. The corresponding monitoring system is very fragile. Many overdue and false messages are repeatedly propagating in people's posts. The time difference of information reception is chaotic. Micro-blog's "Pseudo Environment" has some deviation from the actual public opinion environment, which has become an urgent problem for micro-blog platform.

In this regard, the traditional supervision and editing experience of radio and television media can, in turn, be absorbed and utilized by micro-blog media.

Element six: micro-blog marketing.

When a new media is hooked on marketing and begins to appear in all kinds of advertisements, it should be one of the signs of its maturity.

The biggest advantage of the micro marketing mode is that it can interact directly online, feedback the audience's response at any time, participate in the initiative and pay great attention to the requirement of adding V, because it represents integrity and authority.

From the following micro marketing cases, we may be able to see the prospect of micro-blog marketing and the possibility of its cooperation with radio and television media in marketing:

In the planning of imperial wine, its spokesperson Han Han suddenly appeared in Sina in January 17, 2011, and Kevin Tsai, the host of Taiwan, chatted with micro-blog through micro-blog. Han Han registered the temporary micro-blog account "Han Han 0117" for this purpose, and the micro-blog interaction of two people attracted more than 7 fans and 25590 questions.

This is an attempt of micro-blog marketing. The follow-up of traditional media marketing follow-up is to push the activity to a new height.

Event marketing events, instant micro-blog is emerging as an indispensable way to promote activities.

For example, Jiangsu broadcasting Jinling sound City frequency FM99.7 launched "fraternity Nanjing, kissing Jinling" activities.

During the activity, Sina micro-blog was set up to interact directly with the participants, and live from the beginning to the end of the live broadcast.

2011 "happy girl" has set up Sina micro-blog, attracting nearly 100 thousand fans at present, and always releases the news and surrounding activities of happy girl.

The innovation and cooperation promotion between the program and micro-blog service providers can be traced back to the three hosts of Jiangsu TV's "if you are the one" in October 24, 2010. They are directly interacting with fans on Sina micro-blog, creating a new interactive mode of TV network, attracting many fans to join Sina micro-blog, and letting more internet fans know if you are the one. This is not only an alternative marketing for the influence of the program, but also a promotion and gathering of sina and popularity.

In addition to the cooperation between big brands and micro-blog service providers, there is another development direction for micro-blog marketing, that is, micro-blog account with a wide range of influence and concern as a marketing platform. At present, its value is measured by the amount of fans owned by this account.

According to the number of fans, a quotation is beginning to be noticed.

The price list shows that the number of micro-blog fans is at least tens of thousands of people. The lowest price is 200 yuan / article, and the specific price is adjusted according to the number of fans.

The number of fans is over 600 thousand, and the quoted price is 2000 yuan /...

The number of fans is between 100 thousand and 300 thousand, and the quoted price is 500 yuan / 800 yuan / piece.

This kind of marketing value execution method is slightly rough, and lacks certain fans' integrity.

In this regard, I believe that radio and television media in training programs, host micro-blog platform at the same time, should also focus on the development and maintenance of well-known micro-blog, get micro-blog marketing position, in order to enhance their integration and marketing integration and integration.

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Element seven: micro-blog incident.

We can not ignore its social benefits as a new social media.

From the black ribbon that was quickly pmitted on the micro-blog platform after the Shanghai fire in November 15, 2010, the spontaneous mourning of the people was carried out. During the Spring Festival, micro-blog launched a "patting rescue and begging children" campaign, and the police force intervened to rescue the abducted children. In 2011 March, the "protection of Nanjing Indus tree", which was widely watched from micro-blog, went to the real people to give the green ribbon on the plane trees.

Among the many micro-blog events, one or two celebrities were magnified. The above events were Tencent advertising creatives Wang Xiaosai, scholar Yu Jianrong, sports name Huang Jianxiang, etc. they took micro-blog as the platform, and played a fast, timely and convenient communication advantage of micro-blog, and quickly brought one thing to people in a short time and produced an action effect.

The influence of weaving scarf on the real society has been paid attention to and used by the broadcasting and television media. "Jiangsu radio 2011 advertising investment Association" will cooperate with sina micro-blog at the scene to create live instant micro-blog. The participants can release information and understand other people's movements through mobile phones. The introduction of micro-blog elements will bring the new media color to the broadcast media and become a highlight of the venue.

Element eight: 140 words.

This should be one of the most popular elements of micro-blog's popularity. All interesting and fresh things must be edited in 140 words, including punctuation marks.

Putting it in the last element is because, in order to play smoothly and use the above seven elements, it is necessary to search for mystery in these 140 words.

This is the origin of the above behavior, and is their means, form and way.

Compared to popular blogs, micro-blog wins in its convenient way of publishing and concise content editing.

For radio and television media salesmen who calculate the advertising value in seconds, they will definitely use the excellent creativity and excellent words to set off the "140 marketing" craze.

There are many new ways of developing micro-blog in the development process, such as micro territory, micro group, micro disk, micro cluster and so on. But these eight elements are the distinctive elements that micro-blog stands out in many social media. It is also a special weapon for micro-blog to gain advantage in the future media competition.

Radio and television media may learn from these eight elements to reform the traditional media's inspiration, constantly innovate in advertising content and form, in advertising creativity and appeals, so that the relationship between radio and television media and audiences will be closer and more interactive.