Traditional Culture Encyclopedia - Traditional stories - Selected Successful Marketing Cases in Weibo?
With the widespread use of Weibo, it has now become a battlefield for major businesses to seize the initiative. I have carefully collected and sorte
Selected Successful Marketing Cases in Weibo?
With the widespread use of Weibo, it has now become a battlefield for major businesses to seize the initiative. I have carefully collected and sorte
With the widespread use of Weibo, it has now become a battlefield for major businesses to seize the initiative. I have carefully collected and sorted out the successful marketing cases in Weibo for you. Let's have a look.
Successful Weibo Marketing Case 1: Event Marketing and Crisis Public Relations Skills of Haidilao Hotpot.
The joke that "man can't stop fishing at sea" has pushed the service of fishing at sea to an unprecedented height. In fact, in all fairness, Haidilao Weibo is not doing well, but whether an enterprise is doing well in Weibo and its marketing in Weibo are two different things, and Haidilao is a typical example of this contrast.
Some people said after eating in Haidilao that Haidilao was not delicious, but the service was really good. Yes, this is the theme of this marketing, because in this event marketing, all the highlights are to reflect the service of Haidilao, without emphasizing how good the taste of Haidilao is. Many people go to experience its service. From beginning to end, the focus of marketing is quite clear.
The biggest success of Haidilao lies not in the popularity of event marketing, but in the public relations behind it. Everyone knows that Weibo is a double-edged sword, and the customer can be God or the devil. After the outbreak of bone soup blending in Haidilao, there is no doubt that there is a strong contrast with "human beings can't stop Haidilao", and a crisis is on the verge, but Haidilao has been successfully resolved.
After the "Blending Gate" incident, Haidilao did not make any quibbles and prevarications, but issued an announcement in Weibo at the first time to cooperate with the media and relevant departments to investigate. At the same time, Zhang Yong, the boss, is honest and willing to accept public inspection and supervision on his personal Weibo.
The honest, open, transparent and responsible attitude of Haidilao officials has won the tolerance and understanding of consumers and the media from the beginning. The public will also give the greatest tolerance to an enterprise that can correct its mistakes and has a sincere attitude, and soon this incident will slowly subside.
In Weibo, bad things often spread faster than good things. When the crisis comes, whether consumers are demons or gods depends on the attitude of enterprises.
Weibo's successful marketing case Part II: Micro-customer service and micro-marketing of all members of the fast schoolbag.
Fast schoolbag is an old pacesetter who grew up with Sina Weibo. There are many marketing cases about fast schoolbags in Weibo. It brought nearly 1/3 traffic and 40% order business to the website. Such a performance is something that enterprises dare not expect. However, is the success of Weibo's marketing of the fast schoolbag enterprise just like this?
Two highlights of Weibo's fast schoolbag marketing: micro-customer service and micro-marketing for all employees. The micro-customer service of the fast schoolbag is quite hard. Dare not say 1 minute response, almost 5 minutes response. I once sent them a private letter asking if there were any books, and their private letter reply was not only quick but also comprehensive and warm.
At the same time, the micro search keyword "Fast schoolbag", whenever the Weibo content of the fast schoolbag is mentioned, there are basically two accounts in the comments, namely @ Fast schoolbag and @ Xu Zhiming. How many companies can do this? How did Weibo do so badly?
Maybe everyone will think: As a boss, how can Xu Canzhiming be so idle and stay in Weibo every day? But when you think that Weibo can generate 40% orders for it, how attractive ROI should be for such a small enterprise.
Weibo's homepage of Kuai Bao lists Weibo of senior executives in detail, and then you can find people by micro-searching "Kuai Bao Bao". You will find that the first page +v is full of people with Kuai Bao Bao. If you have any questions about the express schoolbag, you can always tell his executives that they are in Weibo! I would like to ask those companies that complain about poor marketing in Weibo every day, have you really done it with your heart? Enterprise Weibo can't be done casually, and there are inevitable reasons behind every success.
Brand building, topic marketing, event marketing, crisis public relations, customer management and so on, Weibo can do too many things. Weibo marketing is not unimportant, but more and more important. There is no uniform standard for the success of marketing in Weibo. Every object is successful when it becomes popular. Fast schoolbags gain the reputation of users, and even obscure small sellers are successful when they sell millions a year. As long as you can use Weibo to do something beneficial to the development of enterprises, this is the success of Weibo marketing. We can't be infatuated with the aura of others' success, but we should analyze and learn from their successful experience, but we should not only learn from their shapes, but also learn from their gods.
Weibo Marketing Success Case 3: Fauvism
Successful mode: story marketing
The name "Fauvism Flower Shop" is familiar to more young artists. There are no physical stores or even Taobao shops, only a few photos of Weibo's flower gift box and a text introduction of 140 words. Since it opened in Weibo at the end of February last year, it has attracted more than 180000 fans, and even many entertainment stars are its frequent visitors.
Why does the traditional and simple flower shop business have such vivid vitality?
The answer is that they sell more than flowers.
20 1 1 At the end of the year, customer Y ordered flowers at Fauvism Flower Shop, hoping to show the artistic conception of Monet's masterpiece Water Lily, but there was no suitable flower material for creation at that time.
A few months later, Amber, the shopkeeper and florist, thought of the Japanese Art Museum in the center of the earth and got inspiration from it, and made Monet Garden, one of the town shop works of Fauvism Flower Shop.
Different from other flower shops, Fauvism flower shops listen to the stories of guests first, and then turn the stories into bouquets. Each bouquet is thought-provoking because it is endowed with a complete story. Among them are people who wish themselves a happy wedding anniversary, people who propose marriage, people who wish their parents health, and people who secretly love their male colleagues ... In daily life, the bizarre plot of reading 140 has also become a regulator for fans.
The bouquets selected by Fauvism florists are by no means common in the market. These imported flower varieties have been carefully carved, and the packaged bouquets are only sold in Weibo, and customers are also fans of flower shops. They placed an order in Weibo through private mail, and the customer service answered the customer's questions through private mail and finally reached a deal.
Compared with traditional flower shops, Fauvism Flower Shop is definitely a luxury brand in flower shops. The flower gift boxes produced by Fauvism range from 300 yuan to 400 yuan, but even at such a high price, there are still many customers seeking after them.
Case comment: Fauvism flower art is definitely not the best in Shanghai flower art circle; But the success of Fauvism comes from story marketing. For many flower shop fans, becoming the hero and heroine of the story and watching the interesting details of ordinary life have become the added value besides buying flowers.
The success of Fauvism tells us that e-commerce has such a mode of operation. Take advantage of the viral story spread in Weibo, get a large number of potential customers for free, and use hundreds of gift boxes to ensure gross profit. This completely subverts the tragic situation of the traditional e-commerce bayonet. There is even only one Weibo. As long as you are willing to share stories, any website, PHP, server, and architecture are all floating clouds. Private letter+Alipay will take care of everything.
This case also includes Weibo Cake Shop, and I once talked about Weibo Cake Shop in Wenzhou in an article. Orders are placed entirely through Weibo, with a daily limit of * * *; For example, Tiramisu on Monday and * * * on Friday; Users even have to pick up the goods at home to get the latest cakes. Such a regional Weibo cake shop also has more than 1 10,000 fans; Business is booming.
Follow-up development: Fauvism finally launched its own online shop in August 20 12. In addition to flower art, it also extends its suite to more categories, such as dried flowers, scented candles and accessories.
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