How to do microblog marketing

I. Microblog marketing content

(1) microblog marketing content is the most important and most difficult part of the operation, the audience likes to hear valuable information, no one likes advertising, no one likes personal trivia, celebrities are no exception. The enterprise brand marketing for the purpose of promotional activities, not technology nor financial strength determines the effect of marketing, can respect the user's habits, do not interfere with the audience with too much corporate information or product information is the most valuable content attributes. Microblog marketing is still an effect-oriented marketing approach, the pursuit of the essence of effect marketing has not changed. Microblog content should first recognize its main sharing characteristics and features, "fresh, interesting, useful" sharing characteristics for the audience is a key consideration. "Fresh" is to emphasize that the content should be timely and real-time, microblogging is a time and space part of the differentiation of the text communication, the fragmentation of the form of circulation is destined to the timeliness of the requirements of the higher; "interesting" requirements to have a point of view, that is to say, the interest of the spectators, plus the audience segmentation of the microblogging content. Together with the reflection of "useful" value for the segmented audience, it can be watched, listened to and added powder. The importance of content editing and planning is also here, sharing to have value, forwarding to give a reason, adding powder to give an expectation, close to the mainstream active fan characteristics of the content can be released continuously, to strengthen the user's viscosity.

(2) Selection and release of content in the microblog marketing process

Microblogging in the performance of the content, the value of 140 characters is more reflected in the introduction of a topic and interaction. Content selection involves audience segmentation and positioning. As an online shopping platform, Suning.com should focus on the most active people in online shopping - college students, who are now under little financial pressure and lack of rationality in consumption, so it is important to grasp the real-life characteristics of college students nowadays. Although microblogging is an interactive way of the Internet, but in the final analysis, it is a virtual reproduction of the scene of the reality of human life, microblogging login time period to figure out, the noon break and perfect leisure time, microblogging users are more active, publish microblogging should choose the user active time.

From the content of the microblogging, it can be roughly divided into four categories: experience sharing, promotional activities, explosive topics, product information, and so on. As a big platform for Suning.com, the main appeal is the dissemination of the brand, so the experience of sharing products or services, as well as combining the content of the promotional activities of the refinement is an ideal way to introduce the topic, which is the most critical link between the topic, the integration of corporate products and services into the topic of the information through promotional activities to increase the rate of retransmission, which should pay attention to the continuity and completeness, do not expect to put all the content at once. One time to write all the content, each time only a point, you can use the open topic introduction, reduce the closed topic, promote interaction, the formation of the topic before and after the cycle, especially when your potential customers have been interested in your products or services, or your existing customers through the microblogging published in connection with your product-related suggestions, be sure to timely feedback. If the other party is praise, you can retweet the microblogging for their own indirect publicity, if the other party is the opinion or suggestion, be sure to reply in a short time, quickly solve the problem, so that the group of onlookers to see the sincerity of the accumulation of listeners to the word of mouth.

Microblogging marketing and timely content display and promotion, but also emotional experience and continuous interaction, products or services, all of which need to be integrated into the reality of the life of the fan base, it is necessary to live microblogging content, entertainment, must be edited through a detailed microblogging content subconsciously to infect the fans, so as to establish an emotional bond with the fans, so that the fans feel that you are beneficial to them, so that the fans will be able to enjoy their lives. They feel that you are beneficial to them, they are willing to listen to you, willing to accept your brand, willing to try to accept the product information you recommend to them, and even willing to help you spread, this is the microblogging marketing content of the infectious power. But no matter what, do content honestly, emphasize the value of content, and guide your microblog marketing efforts through the indicators reflected in the content. After all, without content you can't attract and retain fans, and without fans what marketing, so taking care of your fans should start with content.

Two, the basic laws of microblogging marketing

To better the process of microblogging marketing, microblogging marketing to do, but also need to follow some basic laws, can be roughly summarized in the following six kinds of basic laws:

(1.) Interesting

The microblogging can not be too boring, too official, if there is no fun, your microblogging, that is, your personal radio audience, won't be willing to retweet your tweets, and you won't be able to accomplish what you set out to do. If there are no fans retweeting your tweets, then the tweets are ineffective. So the first rule, it has to be interesting.

(2) Interaction

In the traditional media, such as newspapers to do marketing is unable to interact, through the microblogging, if someone is interested in your product, sent a comment, you can interact with him to help him solve the problem, generally help him to solve the problem, he may also be able to forward these to help the same problem of friends, interaction with the establishment of a relationship with the fans, which is an important aspect of the long-term relationship. This is an important aspect of long-term relationships. Obama followed his fans during the election, while Hillary did not follow her fans. So, interaction is an important aspect of building relationships with fans.

(3) Sincerity

Sincerity is not only the basic law of microblog marketing, but in fact, it is also the basic principle of doing anything and any interactive communication. When it comes to marketing, people tend to think of exaggeration, false pretenses, flimflam, and unscrupulousness, but falsehood may gain a small momentary profit, but it cannot gain people's long-term trust. You can fool around for a month, two months, but you can't fool around for three years and five years. Microblog marketing is definitely a long-term behavior calculated in years. Making friends on Twitter is just like in reality, a good reputation is wealth. It takes time to build a good reputation, and it is impossible to have a good reputation without sincere interaction. Negative emotions of the audience are more easily expressed and spread on Weibo than traditional advertisements on TV and portals. You can block the spread of negative emotions by taking care of the editors-in-chief of TV stations and portals, but you can't seal the mouths of all microblogging audiences, so the principle of sincerity is more urgent in microblogging marketing than in other traditional marketing. Practitioners of microblog marketing must first eliminate the professional habit of fluky flimflam that is prevalent in traditional marketing, and treat your audience - your potential friends - with sincerity.

(4) Optimistic and cheerful

In reality, we can find that people are more willing to make friends with optimistic and cheerful people. The interaction on Twitter is no exception. In addition to being "jealous" of your optimism and cheerfulness, no one will hate your sense of humor, and no one will hate you for sharing your happiness with him. The principle of optimism and cheerfulness requires that the microblog marketing practitioner himself/herself is optimistic and cheerful, he/she should have enough enthusiasm to interact with strangers and share his/her happiness and life experience with strangers, he/she will not complain about this and that all day long, and become a bitter talker. He or she will not complain about this and that all the time, and become a complaining chatterbox. In fact, whether it's on Twitter abroad, or on Sina Weibo or Tencent Weibo at home, humorous quotes, spoof pictures, and funny videos are always popular among the public - men, women, and children alike. There is no harm in sharing these fun things with your friends in moderation.

(5) Tolerance

Tolerance means being generous and gentlemanly, while harshness means being petty and "authoritarian", and not many people will like a harsh personality. Of course, tolerance does not mean that there are no values, does not mean that everything to do "peace old", on the contrary, you should have a clear values, and adhere to these values, do not go with the flow, swaying left and right. A good example of this is Google's adherence to the value of "don't be evil", which has earned it a great reputation. Wavering and going with the flow contradicts the principle of sincerity and is bound to do serious damage to the brand image. But remember the purpose of microblogging - if you're marketing purely for business, you'll want to avoid non-business values arguments.

(6) Charming personality

There are many companies and individuals doing promotion on microblogging, and microblogging marketing is therefore highly competitive, with the same old marketing tactics causing aesthetic fatigue in the audience, and only those microblogging accounts (actually the microblogging marketers behind the accounts) with charming personalities can stand out. As in real life, the most valuable core component of a personal "brand" is charisma. The role of the microblog marketer is crucial because he or she is the online ambassador of your business, and his or her charisma represents the charisma of your business. Charisma consists of many factors, the optimism, humor, and tolerance mentioned above are dimensions of charisma, in addition to boldness, frankness, love, persistence, curiosity, creativity, wisdom, understanding, etc. are specific dimensions of charisma, and it is impossible to require microblogging marketing practitioners to have all of these charisma factors, in fact, it is impossible. A general rule is: choose microblog marketing personnel in line with your corporate image, if the corporate brand image is creative, then your microblogging sales staff is best for those who are very innovative thinking; if your corporate brand is thoughtful and caring (such as women's products companies), then choose those who are understanding to do microblog marketing.

Three, microblogging marketing points

To microblogging to achieve certain results, but also need to pay attention to the following, microblogging marketing process of some of the key points can be summarized as the basic points of the 10:

(1) topic

According to your target audience to set up the topic, that is, the microblogging set up the initial development of the content strategy, as a magazine editor set the A magazine content strategy is similar. The ultimate goal of microblogging is really to share content. For businesses, the key to using social media well is content strategy.

(2) Hashtags

Setting them up well can help you find the people you want to find, but if the hashtags aren't set up well, it's useless even if you have 10,000 followers. Of course different times need to use different tags, so that the search results can always be in the first page, so that there is a chance that you want to be concerned about the user.

(3) Make good use of popular hot topics

Hourly hot topic ranking and daily hot topic ranking are very useful, because these topics are suitable for microblogging everyone, and good planning into our marketing content, you can increase the chances of being searched by users. Generally in the popular keywords pro thick plus double well number, such as # Suning Ebay #

(4) active search for related topics

The enterprise industry Baidu know the summary of questions often asked by users to sort out the important keywords extracted, such as: Suning Ebay, the National University Elite Marketing Competition, Suning Ebay social media interactive marketing programs. ...... always pay attention to the microblogging user discussion content, active search, take the initiative to go to the user interaction.

(5) to develop a regular update frequency

Daily send 6-20, an hour are able to send 1-2, the frequency and rhythm is not well grasped, it will let the fans lose.

(6) Let the content have "serialization"

For example, every day to recommend a good work or popular information, once a week to publish the results of the activities, serialization will make the fans more active.

(7) planning a good posting time

Microblogging has several peaks, work, lunch break, after 4:00 p.m., 8:00 p.m., to seize these peak crowd time to post, it is possible to increase the reading rate and high forwarding rate.

(8) Make good use of the attention

In the early stage of your microblogging promotion, the attention will enable you to quickly gather fans. For Sina, the maximum number of followers per day is 500, and the maximum number of followers is 2,000.

(9) Events

Be sure to hold regular events, as they can lead to rapid fan growth and increase loyalty as well as differentiate you from your competitors.

(10) Interaction

Create meaningful experiences and interactions. By doing both, customers and prospects will communicate with you and share your content.

Fans of more than a hundred, as if it is an internal magazine; more than 100,000, is a city newspaper; more than 1 million, is a national newspaper; more than 10 million, is a television station; more than 100 million, is the CCTV. the major Web sites have microblogging elevated to a strategic position, microblogging is a quarter of the range of all Internet users, and, cell phone users are available, the cell phone users can be used. Currently, cell phone users are 700 million people, then do a good job of microblogging marketing has become a priority.

Four, microblogging marketing skills

In the actual application of microblogging marketing process,, in accordance with the basic laws, and then add some skillful things, you can also make microblogging marketing faster and more efficient. More use some related microblogging marketing skills such as:

(1) the number of microblogging is not in the more but in the fine

Some people in the establishment of microblogging, at the beginning, did not locate a good theme, today feel that the microblogging of this site is very good, to establish a microblogging users, tomorrow may feel that this type of theme of microblogging is good, but also to establish one. Sword microblogging and operation of the site is a bit similar, individual webmasters always feel that this number will be changed, change to change the results of a did not do success. In doing microblogging should also pay attention to focus, because a person's energy is limited, cluttered content will only be a waste of time and energy, so to do fine, heavy attack will achieve good results.

(2) Personalized name

A good microblogging name is not only easy for users to remember, but also can achieve good search traffic. This is similar to a personal webmaster taking a website name. Good website names such as: Baidu, Taobao, Sina, etc. are all very simple and easy to remember. Of course, if a company establishes a microblog and prepares to market on the microblog, like Suning Ebay, it can use "Suning Ebay" as the user name for the microblog.

(3) Clever use of templates

General microblogging platforms will provide some templates to the user, the enterprise may choose to match the industry characteristics of the style of the microblogging, so that more relevant to the content of the microblogging. Of course, if you have the ability to design your own set of template style with your own characteristics is also a good choice.

(4) Use search retrieval to see content relevant to you

Each microblogging platform will have its own search function, which companies can use to search for topics they have already posted, and check out the leaderboards of their own content, comparing it with the content of other people's microblogs. You can see the number of comments, the number of retweets, and the number of mentions of keywords, so you can get an idea of the marketing effect that microblogging brings.

(5) Regularly update your microblog information

Microblogging platforms generally don't do too much to limit the frequency of posting information, but for marketing, microblogging heat and attention come from sustainable topics on microblogging, and companies have to keep creating new topics and posting information related to their business in order to attract the attention of their target customers. The information just sent may soon be covered by the information behind, in order to attract the attention of customers in the long term, must be regularly updated on the microblogging, so as to ensure the sustainable development of microblogging. Of course, a long-term update of good and novel topics may also be retweeted or commented on by netizens.

(6) Respond to fans' comments

To actively view and respond to the comments of fans on the microblogging site, you should also pay attention to the fans' dynamics while being followed. Since it's an interaction, it's important to move with each other, and there's a back and forth. If you want to get more comments, you have to be positive about the comments, and replying to them is also a form of respect for your fans.

(7) The flexible use of # and @

When posting content in microblogging, the text between the two "#" is the content of the topic, and we can add our own insights afterward. If you want to bring in an active user, you can use the "@" symbol, which means "to say to someone". For example: "@Suning.com welcomes your participation". You can also see mentions of yourself by clicking on "@Me" in the Weibo menu.

(8) Learn to Use Private Messages

Compared with the text limitation of microblogging, private messages can accommodate more text, and as long as the other party is your fan, you can notify the other party of more content by sending a private message. Because private messaging protects the privacy of both the recipient and the sender, the private messaging method will seem a bit more respectful to your fans as the campaign unfolds.

(9) Ensure that the information is true and transparent

When a company engages in some discounts and promotions, when they are released in the form of a company, they should honor them instantly and disclose the winnings to gain the trust of the fans. The information released on microblogging should be consistent with that on the website, and the activities should be tracked and reported on microblogging in a timely manner. Ensure that the campaign is ongoing to attract more customers.

(10) You can't just post corporate products or advertising content

Some microblogs are very straightforward, posting a lot of product information or advertising campaigns and other content every day, basically without their own characteristics. This kind of microblogging, although others know what you are doing, but will never pay attention to, microblogging is not a simple advertising platform, microblogging is the significance of information sharing, not interested in is not going to produce interaction.

Five, microblogging marketing need to pay attention to the "minefield"

(1) minefield one: blindly follow the trend, microblogging is "oil"?

Microblogging is indeed amazing, but definitely not a "cure-all". Don't see everyone starting to use microblogging to do marketing, and then immediately jumped into it, and finally lost their way, lost confidence. There is no such thing as the best way to market your business, only the one that suits you best. Whether the enterprise's potential target customers in microblogging a certain number, they are active in microblogging what the main concern, what they need to find the connection between the enterprise and the user, etc., these are the need for enterprises to research in advance.

(2) minefield two: implementation without planning, the brand image is difficult to unify

Many companies are hiring fresh graduates to be responsible for microblogging, due to the lack of microblogging operation training in microblogging communication is prone to tone of voice underage common problems. For microblogging marketing without integrated planning, find a person in charge of microblogging, let him do the plan, the implementation of a period of time, may change jobs, leave and change the next person to do, in the middle may stop updating a long time. The enterprise microblogging seems to suffer from "schizophrenia", the tone of the daily updates and replies are not uniform, the customer experience is very poor.

(3) Minefield 3: Ignore the content itself, obsessed with the growth of the number of fans

So far, how many companies will still be the number of fans as the assessment of microblogging as the only indicator of the microblogging marketing, from the microblogging private messages to sell zombie fans active degree can be imagined. Vanity this understandable, many business owners themselves have bought tens of thousands of fans, but if you can not discover the value of the fans for the enterprise itself is meaningless.

Microblogging, like other forms of online marketing, is still the king of content. Enterprises must have content planning and design for microblogging: what content to send, target group analysis, the effect to be achieved and the purpose of the promotion must have a clear direction, so as to help microblogging maintenance staff to perform, the most obvious form of embodiment is the "#XX#" series of tags to utilize.

(4) Minefield 4: Enterprise microblogging operation is not as easy as imagined

Enterprise microblogging marketing is definitely not a low-threshold, low-cost marketing method. It seems to be a matter of getting an avatar, name, background, etc., and posting 140 characters a day to carry out the content. But in fact it is seemingly simple, in fact, is the most difficult way of marketing, the need for operators to have a variety of capabilities, advertising, marketing, crisis communication are involved, 140 characters of microblogging text is comparable to a soft text, both fun and interesting, but also to let the user think that profitable, and thus interested in participating in the comments or retweeting.

You can look at the current better enterprise microblogging marketing, basically a team operation, definitely not open a microblogging every day to send some content is microblogging marketing.

Enterprise microblogging marketing is a long-term, never a day's work, instant results. In the early stages when there are no active fans, you send content that no one responds to, how to talk about interaction, how to talk about value. Therefore, how to increase real active fans, continue to provide valuable microblogging information, reasonable and effective interaction with users, how to evaluate the effect of enterprise microblogging marketing are all the enterprise microblogging operation need to consider.

While the microblogging products are still in the process of figuring out how to display and interact with the products, the idea of how to accurately market to microblogging users is still unclear. But enterprises to carry out microblogging marketing has become inevitable, more in-depth knowledge and understanding of the characteristics of microblogging marketing, beware of misunderstandings and blind spots.