Micro-Blog Marketing, Brand Dialogue With Whom?

Kogi, an unknown American fast-food restaurant, specializes in the sale of fried corn rolls with mobile cars.

It used Twitter to release the news of where the mobile car would stop, so that some guests had queued up before the car arrived.

Within three months, Kogi quickly became one of the most famous mobile restaurants in the United States.

Micro-blog, like Kogi, has been paid more and more attention by micro-blog. As a gathering place of popularity and eyeball, micro-blog represents great marketing value. In China, micro-blog is also profoundly changing the Internet age.

The new army of the overall marketing strategy of enterprises

Internet Data Center (DCCI) predicts that the total number of active registered accounts of China Internet micro-blog will reach 460 million by the end of 2013.

The successful micro-blog marketing "quick book package" has 2 full-time administrators to manage official micro-blog with more than 30 thousand fans. Its CEO Xu Zhiming told reporters that the micro-blog's fast book package was opened in June last year. Now the official website 1/3's external traffic comes from micro-blog, but not through the website directly on micro-blog, the private credit order accounts for about 3%~5% of the total daily orders.

At present, micro-blog is not only a marketing platform, but also a customer service, consulting and complaint platform.

He noticed that the real voice on micro-blog can help enterprises quickly touch the consumer psychology, the feeling of products, and the latest needs, and gain the aura of market dynamics and public relations crisis.

"This is also a good way to track customers' evaluation of their brands and monitor public opinion."

In Xu Zhiming's view, micro-blog marketing should become part of the overall marketing strategy of an enterprise. Although it is still in its infancy in China, it will gradually become a more mature marketing tool from the current development situation.

But when it comes to the attitude of Chinese enterprises to micro-blog, Hu Weixi, author of micro-blog marketing, thinks that there are three kinds of things that can be divided into two categories: first, the invisible.

On behalf of Foxconn, even in the event of jumping off the building to push it to the cusp, it is hard to trace it on micro-blog.

Second, Ye Gong Hao long.

On behalf of WAL-MART, as a global retail giant, its Sina account only sent 7 micro-blog and 1498 fans.

Third, heavy investment type, many enterprises on micro-blog reasonable planning, spare no effort.

Micro-blog accounts that are boring and not updated frequently may be worse than none.

For example, the 7 micro-blog issued by WAL-MART's official micro-blog, "the content is not planned, and there are many complaints and negatives in its comments."

Hu Weixi said.

Although a large enterprise like WAL-MART may think that it does not need micro-blog to do marketing, micro-blog actually is also one of the comprehensive interfaces of the enterprise, as well as various functions such as communication, customer service, crisis public relations, customer relationship and partner relationship.

Of course, he also believes that not all industries are suitable for micro-blog marketing, and the effect of micro-blog marketing on different industries will be different.

Generally speaking, B2C brand is more suitable for developing micro-blog marketing, especially the electricity supplier, while the B2B enterprises that do not directly target consumers will not have significant marketing results in micro-blog.

Effective dialogue is the key.

Although a micro-blog is limited to 140 words, how to sell micro-blog and how to do micro-blog marketing is really a technical job.

"MINI China" received an open blessing from "Durex official micro-blog" on its birthday, and MINI, who once took the initiative to flirt with GAC Fiat, quickly added Durex to her fans.

Because of the right dynamics and the right words, "

Jin Pengyuan, who serves Durex micro-blog marketing, told reporters that because each industry affiliated with its own industry has its own opinion leaders and specific groups, micro-blog interaction can be used to find brand names with similar brand meaning and different industry types, expand audiences' scope and increase influence, and ultimately aim to communicate with more consumers better and better.

In fact, it is a trend to communicate with consumers from official websites to official micro-blog. Visiting Coca-Cola Facebook fans is almost 100 times the number of visits to Coca-Cola's official website.

Last year, GAP, an American clothing company, made a survey on Facebook before preparing for logo. It found that 95% of fans objected to logo after 5 days, and GAP finally gave up the plan.

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Although many domestic enterprises are aware of the importance of micro-blog marketing, they are basically brand new product information.

Xu Zhiming also believes that this will make fans feel disturbed by advertisements. His request to micro-blog administrators is to update 2 micro-blog per hour. "What matters is the quality of micro-blog, whether it is accepted and liked by fans, and timely feedback."

In fact, micro-blog marketing is not just as simple as micro-blog. Hu Wei Xi believes that "this is a systematic process". From planning, listening, intervention, participation and evaluation, it is never a single push, but a process of interaction, feedback and adjustment.

"Providing continuous value for fans is the most important principle of micro-blog marketing."

Hu Weixi believes that another golden rule is to establish effective dialogue with your fans.

In the content creation of micro-blog, Xu Zhiming summed up the three point is "useful, interesting, organized", that is, for consumers, service, entertainment and strong readable micro-blog content is more popular.

In addition, micro-blog marketing can also use online and offline activities to make catalysts.

The more fans, the better the marketing of micro-blog?

As a new marketing method, micro-blog marketing effectiveness evaluation can not be the same as the traditional marketing method. The more fans, the greater the influence of the enterprise, the better the marketing effect.

Xu Zhiming believes that the number of fans has certain value, but it can not represent the effect of micro-blog marketing, "it depends on the interaction, whether the fans problem is answered in time, micro-blog's forwarding, comments and other activity factors".

He believes that many enterprises' official micro operation and maintenance ideas are: establishing official micro influence - reaching the target customers - turning attention into sales behavior.

Now some big enterprises may not be directly sold on micro-blog, but the establishment of brands and timely response to negative information.

Even in small and medium-sized enterprises, Jin Pengyuan does not believe that the number of fans is the sole criterion for judging the effectiveness of micro-blog marketing, and the goal of micro-blog marketing.

"Now the network Navy is also flooded with micro-blog, so we must effectively manage the fans, get out of the extensive operation before, and discover and excavate different types of users and then intensive cultivation."

So small and medium-sized enterprises are developing.

In order to interact with fans better, there are skills to build micro-blog's platform. Xu Zhiming believes that small businesses can focus on their official micro-blog, manage a main account with their heart, and make timely interaction with fans.

Large enterprises can develop from single official micro-blog to dandelion type "micro-blog matrix" stage, establish different micro-blog accounts for different brands and different regions, and even have some functional division of labor. For example, some are dealing with orders, some handling complaints, etc., and they can also be linked by multiple numbers.

For example, DELL started to use the Twitter enterprise platform in March 2007, and now there are 65 Twitter groups on DELL official website.

So far, DELL has gained about $1 million in sales in Twitter.