How To Do Marketing On Personal Media?

Following SNS and

In the past, in the 1 era led by traditional media, the media made good content and showed it to all audiences, so a lot of content could carry the purpose of the communicator.

But in the era of social media development, communication has become the spread of all people to everyone, and everyone can become the center of communication and the source of news.

Because of the short (140 words) of micro-blog, the convenience of sending messages can be sent by SMS, so that micro-blog has completely changed the mode of information dissemination. Anyone can pmit first-hand information around her in real time, and those weak information may also be strengthened and widely spread.

This kind of media revolution and information revolution triggered by the media is unprecedented. It directly subverts the pattern of mainstream media led dissemination in the past.

Blog and micro-blog both focus on status and sharing, but micro-blog's important attribute is to focus on herself and reflect the mood and status anytime and anywhere: what I think, what I do and what I know, makes micro-blog the most immediate information broadcasting platform in all social media.

Novelty, activity and acquaintance effect

Micro-blog users have relatively high activity level, and the frequency of usage is ranked third in social media, after instant messaging tools (more than 80% users daily use) and social networking sites.

25% of micro-blog users publish more than 10 micro-blog messages per day, and 51.4% are released in 10 per day. Among the users surveyed, the average daily information released by micro-blog is 12.

According to the current 40 million user computing, micro-blog users publish 480 million messages per day, which is very huge.

The social radius of Chinese is relatively narrow, and the acquaintance effect is quite obvious, which is fully reflected in micro-blog.

The survey found that the focus of attention of micro-blog users is personal micro-blog, followed by celebrities and influential people.

72% pays attention to friends, 55% pays attention to colleagues, 48% pays attention to celebrities, 42% pays attention to popularity.

Media micro-blog, corporate brand micro-blog's attention is still relatively low.

70/80/ on micro-blog

After 70, she was good at teaching and making deep topics on micro-blog. After 80, micro-blog had a higher level of participation and activity;

In the use of micro-blog, after 70 and 80 micro-blog fans circle is showing a huge impact on the relationship.

70, the latter's family members are particularly valued. Their colleagues and friends have become part of the "I" life achievement, and clients are also professional partners who keep in touch and maintain them from time to time.

For the 80's, colleagues and friends are fans of me. Family members and strangers are also the main members of micro-blog. They always have to pay close attention to others and make new friends.

After 90, the influence of fans in alumni, common interests and micro-blog interaction crowd is not inferior to 80 or 70, especially the alumni group. It has a good snowball effect foundation.

When 90 after entering the community, the role can not be underestimated.

Micro-blog's brand marketing opportunities

65% of people have followed the brand on micro-blog.

These people will see that a brand has new information, they will forward and pay attention to it, and will add the brand to their "attention" and take part in the brand initiated activities.

Why do they follow this brand?

74% of people are interested in this brand, and the 46.5% is because the brand has launched an interesting interactive activity.

This shows that micro-blog marketing has a basis.

Let people follow brands and enterprises should build their own cyberspace.

A private owner of Shanghai after 80 said, "if a friend sends a brand, he says that a brand is his concern, and I do not understand it, I will deliberately check it.

If they are found to have official websites, cool and clear, I will believe it; if I can't find out, mess up and jump out a lot of webpage games, I will be very disgusted.

What will users think of marketing with micro-blog?

83% micro-blog users who participated in the survey said they could accept information about products and brands in micro-blog, indicating that they had a certain degree of tolerance. At the same time, they had a positive attitude towards the brand information mentioned in micro-blog's others. They would be concerned about and feel that more attractive users accounted for 50% and 35% of the total, only 10% of them would be disgusted.

Of course, they are required for micro-blog's brand information or advertising, not traditional advertising can be moved to micro-blog.

Micro-blog users say they can use micro-blog's stars to spread brand information, but they can't always let celebrities disseminate business information.

A Post-80 micro-blog user said, "seeing ads is not a bad thing. It depends on what kind of marketing mode and creativity, mediocrity and eye injuries are not like. Giving life interesting, inspiring, convenient, humorous, and aesthetically sensitive can be easily accepted or even forwarded."

Micro-blog users are most concerned about brand / product micro-blog: 1. technology digital (67%); 2. home appliance products (51%); 3. food (49%); 4. clothing (48%); 5. cars (48%).

These categories can no doubt boldly use micro-blog marketing to enhance brand awareness.

As a Post-80 micro-blog user said, "I am very willing to pay attention to the brand of a product micro-blog, such as the famous technology digital brand, and see what new products are there. Even if they do not buy them, it will definitely be an important topic / topic in the friends circle / office."

Micro-blog also combines other social media: video, pictures, maps, search and so on, can become the center of integrated marketing of corporate social media.

The survey found that more than 80% of users used micro-blog to search information. Micro-blog's search was a tool for aggregating news and focus topics; 87% of users would click on micro-blog's website links and browse to new link websites when browsing micro-blog.

Therefore, micro-blog has become a new platform for aggregating information, finding information and links. It is also a window to guide consumers to interact with different platforms. Interesting videos, latest news on the Internet, blog posts by professional people, and website can attract users through micro-blog, so as to achieve linkage.

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6 marketing roles of micro-blog

1. quickly enhance brand awareness.

By inspiring the initiative of micro-blog users, it will quickly enhance brand awareness.

During the world cup, Cai Wensheng, the 4399 game website owner, sent a micro-blog: "thank you for your support and cooperate with the world cup."

You can guess the final four teams in the world cup.

First, just comment on my micro-blog and write the order of four strong points, for example: 1 Argentina, 2 Germany, 3 Brazil, 4 England.

And forward to your own micro-blog.

Two, it will be effective within 72 hours from now.

The first 32 guesses will be counted in the first reply time, and 32 iPhone4 will be sent out.

A simple activity gained 300 thousand people's participation. Meanwhile, hundreds of thousands of people also remembered Cai Wensheng and "4399".

2. promote new products and services.

Seabed has made a new service promotion of "hot pot takeaway" through micro-blog. Ding Ding Zhang Weibo released: "seabed fishing provides delivery service, through the website ordering food within 1.5 hours of the ring, to see what they can deliver: induction cooker, pot, three spoons, according to the number of people to provide aprons, cloth, garbage cans and garbage bags, related dishes, bottoms, dipping, bags of green onion and bags of coriander, but also with peanuts and watermelons. The most cattle are cookers and induction cookers. The people who send them say no deposit, and set the time to collect them."

In a short time, thousands of comments and thousands of forwarding were made, and the most influential users were forwarded and commented.

3. low cost marketing.

In May 17, 2010, an interesting ID appeared on Sina micro-blog: the B1 convenience store of the ideal building. The micro-blog account, which was established in less than two days, triggered a "small area" concern. Its first micro-blog was as follows: "I am the ideal international B1 convenience store. I opened micro-blog, and I will update every day. If you need the goods, you can send me a personal letter," I, give me a comment, all right, we will send it up to you: Format: trade name, quantity, floor, extension number, etc. "

In less than two days, 361 forwarding and 169 comments were triggered, which is not too small for a "small influence" account with only 470 friends.

4. for public relations service.

Micro-blog is not only a push, but also a quick knife and a sword. How do you not be killed by others in the other's fast knife?

First of all, enterprises should establish their own user groups on micro-blog; secondly, through micro-blog and journalists, bloggers and other media people to establish relations, through micro-blog to carry out crisis public relations, public opinion monitoring, identify signs of problems, and solve them in time.

The China foundation for poverty alleviation received a negative micro-blog letter, and a negative micro-blog of users. They promptly forwarded the private letter to their own micro-blog, then responded to and interpreted the information, and finally turned from passive to active.

5. track and integrate brand communication activities with micro-blog.

On micro-blog, the response rate and behavior of many consumers can be measured, which is conducive to the integration of online and offline communication activities.

During the world cup, Erie nutritious Shuhua milk set up "vigor baby" micro-blog, combining the product characteristics with the elements of the world cup, and set up a series of interactive activities. The number of micro-blog fans is over 70 thousand in just a month and a half.

6. customer service.

Micro-blog can often feedback some service information and eliminate customers' complaints in time.

Zappos.com started selling shoes online. Now it has become a veritable online department store. Its chief executive, Tony Hsieh, has opened Twitter accounts in the name of CEO, and has 1 million 690 thousand followers. He has been very honest with users. It shows that Zappos is happy to be close to customers and understand customers' attitude, and establish an open and honest relationship in communication, which has a positive impact on the brand of the entire company.

The focus of attention of micro-blog users is personal micro-blog, followed by celebrities and influential people.

72% pays attention to friends, 55% pays attention to colleagues, 48% pays attention to celebrities, 42% pays attention to popularity.

Media micro-blog, corporate brand micro-blog's attention is still relatively low.

(Xiao Mingchao)