Talking about the Commercial Path of Weibo Marketing
[China Glass Network] The network has spread to all corners of the world. As a social network service, various network products emerge one after another. Earlier, Sohu, Sina and other portals flocked, which drove the prosperity of online media, and also led to a relatively new industrial space at that time - network marketing.
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Then a variety of new network products emerged in an endless stream, BBS, SNS community network, blogs, and then Weibo, which is now popular on the Internet. The sudden emergence of Weibo has led to the development of the traditional SNS community network gradually showing signs of decline, active users continue to decline, have to admit that Weibo has become the dominant media in the Internet today.
Due to its simple and easy-to-use features, coupled with the operator's successful marketing strategy, the number of Weibo users has grown geometrically, and the “wide†radiation surface and the “fast†mode of communication have made it the front of network communication. Sharp weapon! As a result, Weibo has become the main battlefield of network marketers.
Since it is a battle for network marketing, it is inevitable that you will fail to understand the art of war. After the popularity of Weibo, various companies have started their own "microblogging marketing" - register a Weibo account and send a few Weibo. This simple basic operation has almost no effect, let alone marketing effects. The ultimate goal of a company to open Weibo is to market its customers, or brand communication, or sales growth, or to develop new customers, or to increase the stickiness of old customers, but all of this requires certain methods and steps.
Li Guangdou's new book "Shengshi Weiyan: Weibo Marketing Project" has carried out in-depth analysis of Weibo media. As a public media platform, Weibo has multinational corporations and grassroots netizens on an individual basis. However, the origin of each Weibo in Weibo media is the same, using the same resources to attract others. Focus on, accumulate fans. Many people refer to this form of Weibo as "broken thoughts" - because the number of words is small, usually speaking in a few words, users often complain on this platform, complaining about dissatisfaction in life or work. Or share the little happiness around you with friends... In short, the language is fragmented and the speeches are more random. Therefore, if you want to do marketing well, the effect of communication may be greatly reduced.
When Changan Ford Weibo was marketing, the team started to make Weibo “too hardâ€. Instead of communicating like a living person, it was told in an official tone. Until one night, the person in charge of Weibo accidentally said: "It is very late, everyone still does not rest?" It is this sentence that seems "insignificant" immediately caused a lot of responses, causing a strong interaction . This incident makes us realize that the big difference between Weibo and traditional online marketing is that Weibo is “one personâ€. It has its own distinct personality and needs more anthropomorphic communication methods.
The book also has a more in-depth analysis of Vancl's Weibo marketing. Vancl and Sina Weibo have more points of convergence. First of all, some people who are often on Sina Weibo are “Internet citizensâ€. They are not only the user group of Weibo, but also the quasi-user group of online shopping apparel. In addition, Sina Weibo has created a more fun name for the "bib" at the beginning of its establishment, and Vancl provides a real collar as a prize, which is very clever in itself.