Wen Jin: Micro-Blog Is A Product Of Life.

Today, the theme is about Sina micro-blog and how to rally micro-blog. Micro-blog is actually a micro blog, because Sina first had a micro blog, when the number of words was limited to 140 words, in fact, there were also many changes in the number of words. Micro-blog has spread a lot of mobile phones or a way of landing. Now 50% users have been landing on the phone via mobile phones to release the information.

Of course, what micro-blog is more aware of is the massive information and speed of propagation of micro-blog. From the Japanese earthquake to the Wenzhou EMU event, we all saw the strength of micro-blog, including the death of Jobs, and over 7 million micro-blog in one day, indicating that this power is very huge.

As Mr. Yang Shitou said, the Internet has actually changed people's lives and become one of our way of life. In China, such a spread of information began in 2000 and at the end of the 90s, and the Chinese gateway to monopolize the Chinese Internet market began to appear. At that time, Sina and Sohu websites also landed and went public. The second stage is search. website The third phase is the popularity of social networking sites.

The growth of sina micro-blog is currently the fastest growing in the Internet. The newspapers, radio and television of traditional media have been developing for hundreds of years. Up to now, micro-blog has developed to two hundred million users for two years. However, the development of micro-blog to two hundred million users in China only took 14 months. So a few months ago, Sina reached two hundred million micro-blog registration, and one thousand people stopped on the big screen of New York Times Square.

Now, whether in the US or in China, the rights of celebrities and fans are relatively high, and of course there are celebrities in different industries.

Micro-blog's characteristics of massive information, micro-blog now has eighty million volume per day, from information dissemination, at that time, except for the portal website, Sina handled the news in the earliest years about more than 13000, and then increased to fifty thousand. After having the blog, the volume of blog volume was 400 thousand, but today micro-blog achieves eighty million of the original quantity.

Now let's talk about what Sina micro-blog can be used by everyone.

The first is the media. Media is the most sensitive group of smell. When micro-blog came into being, the attention rate of the media to this area, whether the institution itself or the individual practitioner, is very huge. There are nine thousand media organizations in China that have official certification on it. Of course, all the practitioners are very active. Micro-blog is also a very important platform for them to disseminate information, capture information and express their views. Even interviewing with programs, such as "if you are the one" dating show, began to recruit male actors in Beijing, Guangzhou, Shanghai and other places through micro-blog. According to the column, the quality is relatively high, and the quality is higher than that of the dating website. It also works with many TV stations to collect information on micro-blog, and the interaction on screen is very active. You can also see an observation, the collection of news programs, there are nearly three million topics in a few months. {page_break}

The second is stars. Chen Yao now has 13 million fans, and many stars are starting to follow suit. enterprise Combined with the sales of Huang Jianxiang and Le phone, as well as the cooperation between Li Na and NIKE, celebrities and micro-blog are innate, of course, there will be many problems. Huang Jianxiang himself was the first user of sina micro-blog, but was also the first to announce his withdrawal from Sina micro-blog, and later joined Sina Sina during the world cup. I remember when he quit because he was attacked by some netizens and attacked others. But later I saw that Chen Yao sent him a long and sincere text message. She herself had been attacked, but how to look at some of our fans, I think this is a test of how a person looks at herself with a common heart.

Apart from celebrities and celebrities from all walks of life on micro-blog, I think micro-blog has a function that brings us closer to all celebrities. For example, in front of Pan Shiyi, when Jobs died, Pan Shiyi sent a micro-blog on the micro-blog saying "apple Iphone should be less than one thousand yuan to commemorate the death of Jobs". Many netizens also humorously replied to him, "then Pan Shiyi should have a house of less than one thousand yuan per square meter for everyone as a souvenir". This piece was quickly forwarded by many netizens, and some examples of micro-blog applications were disseminated by the media.

There are many roots in micro-blog, and these Grass roots It will soon become very powerful. There is an account I personally appreciate very much. It's called global fashion. It is a daily way to introduce some lifestyle, dress, shopping and other ideas, it is very easy to be commercialized account. He's from only 50 thousand of users to 3 million of today's users. I really saw from the very beginning that now, at a very amazing speed, a small group is doing it.

Of course, there are also enterprises in micro-blog. Today, nearly 3.5 enterprises have been certified on micro-blog, and the activity level of micro-blog is very high, and it is also very interesting. Let me give you an example of the heavy rain and heavy rain in Beijing in June 23rd. Let's see how the enterprises react. First of all, a netizen saw such a rain, and said on micro-blog, "there are two Durex in my bag. Durex can prevent it. shoes "Wet", and then paste the photos, here for the 35000 time, 5000 times. In fact, his personal fans are less than twenty thousand. However, when he commented on this comment, and then forwarded to other enterprises, it had a considerable amount of forwarding. The fastest response rate was Durex itself. A reply was made that it was a good rainy day companion, and it took only two minutes.

The most business minded person should be the VANCL fans group. They found that this shoe was their shoe, and the socks were the socks of seven wolves. But they did not excavate earlier and missed such an opportunity. There are also other businesses, such as seabed, which miss a big opportunity. Stefanie Sun has millions of fans. She sent out a sea fishing at home at seven o'clock, but the whole team was recovered at 12 in the night. The forwarding volume was very high, and the impact on the brand was still very high. For example, Zhou Heiya also has many reactions, as well as a casual brand, a school bag brand, they will do their own brand culture in this rain.

The next part is what products are there in micro-blog. Most of the people sitting here are micro certified users. In fact, micro authentication does not mean that you are VIP, micro-blog only represents real identity authentication. Of course, there are more activities. Enterprises are starting to use micro-blog live broadcast, micro-blog big screen, mobile and Unicom in some parts of the enterprise have begun to use micro group, micro voting, often see celebrities say what kind of vote to launch, a lot of people are involved. Micro-blog's big screen has been used in many fashion conferences, and men's wear has begun to use micro-blog's big screen, including concerts, to interact with fans on the screen. There are micro interviews, micro interviews are more widely used in the TV play, such as the previous hit TV drama "Palace", Yang Mi these actors in the TV play broadcast process and netizens to communicate.

There are also micro live broadcasting. From this point of view, sina is just a technical provider. It does not need to send editors, send equipment, really like a standard media to make a report and play. The live broadcast is a live broadcast of all the participants at the conference, including those present today. I do not know if I am sending micro-blog at this moment. This form is also a live broadcast.

Finally, a successful case of micro-blog marketing event, which was selected from the China Daily website in 2010, is the case of VANCL, and what kind of operation system is adopted by the fans group to operate its micro-blog. Because its micro-blog fans count to 380 thousand today, close to 390 thousand. To a large extent, with the help of celebrities, Chen Yao made some publicity from the beginning, and used young people, such as Han Han to do image endorsements, including the use of celebrities from some micro-blog celebrities to do the hype of events. For example, using Zhang Zhaoyang's name to attract attention, all belong to the skills adopted in micro-blog daily.

At the end of the speech, I want to return to this theme, that is, the power of culture is directly related to the soft power of the soul.

I personally think that micro-blog has largely infiltrated into our life. What is micro-blog? I saw a friend on micro-blog said that micro-blog is actually a product of life, and I agree with this statement. How many people have forgotten that the food we eat is sour or spicy when we are busy? But with micro-blog, more people began to use this platform to record their lives every day with their mobile phones.