Microblog Marketing in Action

"Microblogging is the first tool and the first platform for social marketing, and its goal is to expand the scope of interaction with customers."

Many companies involved in microblog marketing, most of them stay in the primary stage of gathering fans with prize campaigns, and it should be seen that fans gathered by such methods cannot be considered as precise audiences. A better way is to publish product knowledge, search for keywords, carry out discussions on topics, find some specific keywords and topics of interest to the audience, as well as to spend a lot of effort to actively interact with users. Some companies microblogging marketing is a common problem is only publish information, not with the followers of the exchange, which will make the enthusiasm of the fans to lose passion. 2008 U.S. presidential election Obama microblogging as a tool to participate in the election, the general public only understand his campaign team with microblogging the characteristics of the trip, but the campaign team of all the visitors are one by one to actively track the response. The presidential campaign to reply to visitors will be so patient and careful, not to mention our business. a, the effective realization of brand building and dissemination. <Official microblogging>

b, establish industry influence and appeal, guide the benign development of the industry and spread corporate values. <Leaders>

c, product exposure and marketing. <Market>

d, discover target customers, precise interactive marketing, complete customer conversion and order sales, comprehensively analyze the marketing effect. <Customer>

e, real-time monitoring of the enterprise's word of mouth, to ensure that the crisis public relations. <PR>

f, self-media publicity, product advertising and marketing campaign promotion. <Marketing promotion> microblogging marketing is based on the theory of communication, marketing classic theories and cases as a guide, integrated with the previous network media marketing means of a marketing approach. But microblog marketing still shows the characteristics of personality:

1. Simple registration, convenient operation, low operating costs, easy to realize the "self-marketing".

Weibo has media attributes and is a medium for publicizing information, but compared with other media, microblog registration is free, the interface is simple, the operation method is easy (all operations are based on information posting, retweeting, and commenting), and multimedia technology makes the information presented in a variety of forms, and the operation of a microblog account does not have to spend a lot of money on the construction of a web site, and it does not have to be a professional computer network technology, and it does not need to specialize in filming a microblog account. Technology, and do not need to specialize in shooting an advertisement, or to newspapers, television and other media to pay a high amount of time advertising costs, etc., the full use of microblogging "self-media" attributes, do a good job of "content marketing" that is, microblogging marketing is the king of the road.

2. The "brand anthropomorphism" feature of microblog marketing is more likely to get users' attention.

In the age of social media, communication emphasizes humanization and personalization, and "official words" and "press releases", apart from playing a creditable role in serious events, seem out of place in a place where social interaction and entertainment are paramount. By using a very humanized approach to shape their own image, companies can not only bring their audience closer and achieve good marketing results, but also greatly increase brand reputation and loyalty.

Brand anthropomorphism, refers to the full of personality, fun, human language, so that the brand account is rich in "human" attitude, character and emotion, real interaction with consumers, so as to obtain the recognition of consumers, this recognition is not the traditional purely buy and sell relationship, and not the fans of the pursuit, but more like the establishment and maintenance of This kind of recognition is not the traditional purely buy and sell relationship, nor is it a fan following, but more like establishing and maintaining a kind of "friendship" relationship. This brand loyalty and reputation is very strong, the user will support the enterprise's products, but also actively participate in the process of branding, but also to achieve the excellent way of word-of-mouth marketing. Also in the era of SICAS' consumer behavior model, brand anthropomorphism is more able to play a role in every consumption link.

3. The microblogging matrix, which consists of multiple accounts, facilitates precise marketing for different product audiences while maintaining an overall collaborative corporate culture.

The microblog matrix refers to the opening of multiple microblogs with different functional orientations under a large corporate brand to communicate with netizens at all levels and achieve the purpose of 360-degree shaping of the corporate brand [5]. In other words matrix marketing is the optimal arrangement of internal resources on microblogging to achieve maximum effect.

4. Microblogging to create stars, you can use the influence of well-known microbloggers for marketing.

The microblog is a broadcast social networking platform that shares brief real-time information through the attention mechanism. There are five aspects of understanding:

1, the attention mechanism: can be one-way or two-way two kinds

2, short content: usually 140 characters

3, real-time information: the latest real-time information

4, broadcasting: public information, who can browse

5, social networking platform: microblogging is categorized as a social network

Social network platform

1, seize the popular elements

Popular is hot, is the focus. Popular is not necessarily good, but it must be the most favorable to spread. However, the popularity of microblogging is time-sensitive, it is best to enter at the time when the popularity has just become a momentum, if you enter at the tail end of the time, it is rather sad.

2. Include topics and elements that are adapted to the cognitive level of the majority of netizens

This is a very big challenge, and it's also very easy to understand the reasoning. Pop music can be sung by anyone, but it doesn't last. Classic music is niche, but it can be timeless. On Weibo, if your product is a mass consumer product, then don't engage in any small freshness, don't engage in any white rich beauty, the most vulgar is the best.

3, to give a strong promotion

The microblogging 400 million users, the amount of information every day is too large, and even the best content will be drowned out, it must be released through effective promotion channels. The most powerful channel on Weibo is the KOL (Key Opinion Leader) of the relevant industry! Whether you give money or cooperation, you must get it done.

4, to have baggage

The last one is about the characteristics of the paragraph, that is, there is baggage. This baggage can be seen at a glance, can also be a little subtle, through the KOL (KeyOpinionLeader: Key Opinion Leader) of the turn shiver out. Microblog customization

1, official certification plus V

2, microblog template design

3, the establishment of micro-groups

4, the establishment of micro-publications

5, the establishment of micro-vendors

6, the establishment of micro-activities

7, to provide customer service

microblogging operations

1, original microblogging

2, hot microblogging forwarding

3, key microblogging maintenance

4, major festivals and events customized template design

5, accurate screening and looking for key customers to focus on

6, real-time capture of the industry information

7, real-time capture tracking and analysis of industry competitors towards

Microblog promotion

1、Grassroots retweeting

2、Opinion leader retweeting

3、Cultural celebrity retweeting

4、Popular star retweeting

Weibo activities

1、Pre-theme activity program planning

2、Later activity information released to collect

3、Highlights of the activity retweeting, commenting on the activity (to produce new microblogging content)

4, grassroots leaders microblogging retweet

5, celebrity celebrity microblogging retweet

6, activity information keyword monitoring

7, . Customer doubts, clarifications, statements, etc. (microblogging content, reply to @ and private messages)

Event hype

1, pre-themed event program planning

2, post-event information release collection

3, event highlights retweeting, commenting on (generating new microblogging content)

4, grassroots leader microblogging retweeting

5, celebrity Reddit retweets

6. Keyword monitoring of event information

7. Customer doubts, clarifications, statements, etc. (microblogging content, replies to @ and private messages)

Report Evaluation

1, Public Opinion Monitoring Daily Microblogging App Application

1, Standard Edition

2, Information Edition

3, Business Edition

Information Monitoring

1, Public Opinion Monitoring: Microblogging Tube No. and Negative Monitoring on the Website

2, Information Monitoring

1, Public Opinion Monitoring: Microblogging Tube No. and Negative Monitoring on the Station <

2. Information analysis: monitoring and analysis of hot words in the microblogging site

3. Competitive analysis: monitoring of peer competitors

4. Effectiveness analysis: evaluation of microblogging's impact on brand enhancement and sales growth

5. Optimization plan: optimization of microblogging's content planning, interaction, and social relations

Crisis public relations

1. Crisis communication

1, discover crisis, timely handling

2, tracking information, rapid guidance

3, resolve misunderstandings, retain evidence

Advertising

According to the planning of activities, event marketing and the development of the actual enterprise, to formulate cost-effective microblogging advertisement placement strategy.

Weibo integration

1, news marketing planning and publishing services to take full advantage of a number of online media public relations resources.

2, forums, community marketing services

a, network topics (events) planning and word-of-mouth marketing services hot network topics are the focus of attention of netizens, we will be through our advantageous creativity will be the enterprise's brand, logo and product information effectively and harmoniously integrated into the netizen's hot topics, the formation of a certain scale of reproduced, so as to realize the brand implantation of marketing value.

b, forum community (BBS), SNS, blog (microblogging) marketing, interactive Q&A, wikipedia, forum signatures, precise mail delivery.

- BBS - according to the product's consumer groups, choose the appropriate instant messaging circle, network dissemination.

-Blog - with the enterprise product graphic information, optimize marketing content and related product topics, to achieve the official blog to build, accurate in line with the small and medium-sized enterprise marketing.

-Forum Signature-Targeted at the optimization of the external chain of the enterprise website, it can effectively achieve the weight of the enterprise website.

-Precise mail delivery - QQ groups as a unit, accurate to the potential customer groups, mail display rate, open rate, effective rate of conversion is high.

Provide sns, microblogging marketing services - to provide the reprint sharing interaction based on the friend-style marketing, the brand's word-of-mouth dissemination of fast, time-sensitive outbreak speed. Especially based on microblogging fan-based retransmission type marketing, suitable for corporate activities, word of mouth, new product launches, entertainment marketing.

3, network video creative communication services - for the characteristics of the target group in the network video, the development of network video communication strategy and program, to provide video communication range selection and communication theme design, arrange the communication rhythm and implementation of communication maintenance, submit reports.

4, search engine marketing (SEM) services comprehensive and effective use of search engines to carry out Internet marketing and promotion. SEM pursuit of the highest cost-effective, with minimal investment, to get the maximum number of visitors from the search engine, and generate business value. SEM here does not include bidding rankings, the purchase of keyword advertising and other paid means.

Techniques

Role

With the development of microblogging in recent years, the number of people using the microblogging is also growing, microblogging marketing has become a common and necessary to one of the promotional methods, however, microblogging marketing is not as simple as the forum to promote, randomly post a post is an outreach, posting a post, there will be people to look at it, just how much, even if no one to look at it, for you also There will be no harm done to you. Microblogging is not, anachronistic advertising post, not only can not play a role in publicity, or even the fate of the microblogging, so that your microblogging popularity is lost, and become an unattended dead blog, then in the end how to play microblogging marketing to promote the role of that?

First of all, microblogging requires people to take good care of it, like their own children to take care of her, the so-called good care of it is what people usually say to raise the blog, specifically how to raise it? People should be based on their own website category, to determine the microblogging target population, and more and the site of similar micro-groups, from which to find active group of friends to add as friends, which in the SEO terminology is called chasing the star.

Secondly, a well-fed microblog is not a one-off. Microblogging can not send ads at the beginning of the reasoning of the webmasters know, but once the microblogging to a certain time, there is a certain degree of influence, has been waiting for the webmasters will no longer be able to hold back, and then began to publicize, send advertisements, do not know that this is a taboo, not only to play a role in the publicity, but also likely to let you before the blog for the effort to pay for the waste of energy.

Law

Principle: It is understood that the PRAC law covers the microblogging operation system in the four core panels, respectively, Platform (Platform Management), Relationship (Relationship Management), Action (Behavioral Management), Crisis (Risk Management).

Role: At the platform management level, PRAC advocates the "2+N microblog matrix model", i.e., brand microblogs and customer microblogs are the main platforms, and supplemented with the operation of leading staff microblogs, fan group microblogs, product microblogs and activity microblogs; in response to the user relationship processing problem that has been perplexing to enterprises when doing microblogging, PRAC has sorted out the user relationship processing problems. PRAC has sorted out the "3G relationship management" groups of fan followers, media circles, and opinion leaders; and for behavioral management, PRAC systematically introduces seven types of typical marketing behaviors, such as attracting attention, brand promotion, and so on.

Market: "Microblogging is the pulse of the earth," said Time magazine of the United States, commenting on the powerful information dissemination function of microblogging. At the enterprise level, microblogging public relations and marketing as one of the new tools of network marketing, more and more attention - according to the latest statistics, the domestic microblogging business users have reached 6,000, and from the DCCI Internet Data Center predicts that China's Internet microblogging cumulative number of active registered accounts in 2011 and 2012, By the end of 2013, the cumulative number of active registered accounts in China's Internet microblogging industry is expected to exceed 150 million, 280 million and 460 million respectively.

The balance between the free flow of information in the market and the legal regulation of information disclosure can easily be broken, resulting in a conflict of rights and power. However, it should be clear that the information disclosure as the core of the legal regulatory system of the capital market, giving law enforcement agencies to microblogging information on whether the suspected market manipulation of the right to review, in essence, does not exceed the balance of power between the capital market and the political state of the critical line between the allocation of power, in the judicial supervision, social supervision, law enforcement powers of the internal supervision mechanism under the protection of the disclosure of microblogging information on the lawfulness of the financial regulatory system is able to Avoid the risk of regulatory power shaking the freedom of expression. Microblogs differ from traditional media only in the form of information dissemination but not in the legal attributes of speech, and whether microblog speech involves information-based market manipulation should still be examined under the existing financial regulatory framework. The Administrative Measures for Disclosure of Information by Listed Companies and the Securities Law regulate the disclosure of information in the securities market, prohibiting state officials, practitioners of communication media and related personnel from fabricating and disseminating false information to disrupt the securities market; prohibiting stock exchanges, securities companies, securities registration and clearing institutions, securities service organizations and their practitioners, securities associations, securities regulatory and supervisory authorities and their staffs, from making false statements or misleading information in securities trading activities; and the dissemination of securities market information by various communication media must be truthful and objective, and misleading is prohibited. Violations of disclosure of information will be subject to civil, administrative and criminal legal liability. For the use of various types of media to make statements affecting the price of securities and engage in related transactions for profit, obviously constitute market manipulation, securities laws and regulations do not appear to regulate the lack of space and regulatory blind spots.

There is no qualitative difference between the dissemination of information through microblogging and the release of information through other media, and microblogging as a new media should not be left out of the legal regulation of information disclosure. Microblogging era of information-based market manipulation of legal regulation, it is necessary to distinguish from the traditional capital market in China, administrative supervision-led model, but should be the market investors autonomous supervision-oriented, based on the ability to distribute information legal obligations based on the disclosure of information legal norms system. For suspected violations in the capital market, whether senior market participants or general investors, their habitual thinking is usually to suggest or call on the regulatory authorities to investigate. However, the capital market administrative supervision resources and efficiency are limited, in the microblogging era of micro-information accelerated explosion of the background, administrative supervision as the dominant information disclosure regulation is obviously impractical. 1, with the name of the enterprise registered official microblogging a, mainly for the release of official information.

2, a business leader microblogging, external highlights the personal charm of business leaders. The microblogging operation needs to be quite careful, because there may be negative effects, such as the Tang Jun incident.

3, for the simultaneous development of a number of products for the enterprise, but also for each of the main products should be issued a product official microblogging, for the release of the latest developments in the product; can also serve as a product customer service role.

4, the official customer service can also be used in the name of an individual to create microblogging, used to answer and track all kinds of business-related issues.

5, a number of experts within the enterprise can use their personal name to create expert microblogging, publish comments on industry trends, and gradually build themselves into industry "opinion leaders. Account certification

For corporate microblogging accounts, business leaders, executives' accounts, and accounts of influential people in the industry, it is important to obtain Sina certification; the benefits of obtaining certification are that it creates a more authoritative and good image, and microblogging information can be included in external search engines for easier dissemination, but there is a little bit of a disadvantage, which is that the audit of the information will be more stringent.

Content Release

The content of microblogging information should be as diversified as possible, and it is best to have multimedia information such as pictures and videos with each piece of text, so as to have a better browsing experience; the content of microblogging content should try to include appropriate topics or tags, so as to facilitate microblogging search. The content posted should be valuable, for example, providing special offers or discount information, discounted products within a limited period of time, which can bring a good dissemination effect.

Content Updates

The microblogging information is updated on a daily basis, and it should be done regularly, with five - ten messages per day, and do not post several messages in a row within an hour, and seize the peak posting time to update the information.

Active interaction

More participation in retweeting and commenting, actively search for industry-related topics, and take the initiative to go and interact with users. Regularly organizing activities with prizes and offering free prizes for encouragement can bring rapid fan growth and increase their loyalty.

Tag setting

Reasonable setting of tags, Sina Weibo will recommend people with *** the same tags or *** the same interests to follow.

Fan acquisition

It's not about who you know, but what people know you, and it's not about who influences you, but what you influence. Focus on industry celebrities or well-known organizations; make good use of the find-a-friend function; and increase the retweet and comment rates of your fans. The theme of the released content should be specialized, the content release of the enterprise microblogging can bring the URL, in order to facilitate high-quality users to search to.1. Official microblogging / micro media: the enterprise microblogging must be official, the dissemination of the content must also be official, the content is more formal, you can be in the first time to release the latest news of the enterprise, the external display of the enterprise's brand image, to become a low-cost media.

2. Enterprise leader micro communication: leader microblogging is registered in the name of corporate executives, with personalized microblogging, its ultimate goal is to become the industry's "opinion leaders", able to influence the concepts of the target users, in the industry as a whole, the speech has a certain convening power.

3. Customer service microblogging / micro-service: real-time communication and interaction with the enterprise's customers, in-depth exchanges, so that customers in the interaction to provide the quality of products and services. Shorten the response time of the enterprise to customer demand.

4. Product microblog // micro PR: for the crisis can be real-time monitoring and early warning, the emergence of negative information can be quickly dealt with, timely detection of consumer dissatisfaction with the enterprise and products and in a short period of time to respond quickly. If you encounter a corporate crisis, you can use micro blogs to provide timely positive guidance on negative word of mouth.

5. Market microblogging/micro-marketing: through microblogging to organize marketing activities, break the limitations of the number of people in the region, to achieve interactive marketing. 1. Use microblogging do not just come to advertisements, product information, do not just tweet, you need to go to Follow other people to talk to them.

2. Don't use microblogging to record daily running accounts, make sure your Tweets are valuable, entertaining, and have sharing value. Social hotspots, entertainment events sporting events can speak, for example, once the World Cup in South Africa in the microblogging is very hot. Although it is a corporate website, but this time should be a personal identity to express their own views. The enterprise microblogging as a personal microblogging to treat, inject personal elements, in order to better attract fans, at the same time to the enterprise to inject a personal flavor rather than a dead thing

3. Do not overly forward RT, maintain a moderate amount of Tweets messages.

4. Don't panic, encountering negative microblogging news, you should retrieve the relevant messages, understand the situation and then contact the relevant customers, do not hastily publish a reply or statement.

5. Microblogging focuses on interactivity, the enterprise's injection of personal elements. The person who manages the bib should have his own personality. In the release of corporate advertising, product information at the same time, pay attention to the daily update of the neck. Weaving some can make people interested in the scarf, fans will naturally be more, the effect of marketing will be much better.