Micro-Blog Marketing: After Being Denied By The Boss

Early in the morning, little Cai Xingzhi knocked off the door of his superior.

"Minister, I worked overtime to make a plan for micro-blog marketing, please look over it!" Lao Ruan hint to Xiao Cai to sit down and pick up Xiao Cai's report and turn it over.

From the beginning to the end, his expression was faint, which surprised Xiao Cai.

"Do you think the report is all right, Minister?" asked Xiao Tsai nervously.

Lao Ruan thought for a moment, and asked, "what do you think can be brought to the enterprise according to your budget?"

Xiao Cai fixed his mind and replied, "one is to bring a large number of fans to the company and increase its popularity. Two, it is conducive to marketing and improving sales volume; three is to guard against and deal with public relations crisis and convey positive information."

Pour two cups of tea, give Xiao Cai a cup, sip it on your own, and say, "you are talking about the standard answer, which is our expectation, but if you really do it, I'm afraid it's not what you want."

Xiao Cai looked up and waited for his boss to follow.

Whose microphone?

"Xiao Cai, let's start with the essence of micro-blog. How do you understand micro-blog?"

"Well, I think micro-blog is groundbreaking. In the Internet age, it gives everyone the right to speak, and everyone becomes the source and disseminator of information.

This is like a big square, with only a microphone, the talent on the platform is qualified to speak, the people under the stage can only listen.

Now, everyone has a microphone, everyone can hear and say. "

"Metaphor is very vivid.

But when everyone has a microphone, if everyone is speaking, who do you think can be heard?

"Then, should it be loud?"

"Yes.

In fact, micro-blog has installed a portable microphone for everyone, and the microphone is quite economical.

But it's not that micro-blog has the chance to speak since there was a micro-blog.

In fact, earlier blogs, forum posts have this function, micro-blog is only the form of optimization.

Lao Ruan stood up and walked two paces. He continued, "when everyone speaks with a microphone,"

In fact, everyone has no microphone and the result is the same, because no one can hear clearly.

What really can be heard is the volume or the visual focus.

That is to say, so far, the main function of micro-blog is to send a portable microphone to those celebrities, so that they can rely less on traditional media and make their own voice whenever and wherever they want.

Who will assess?

Xiao Cai felt that his head was struck lightly. "Do you think that micro-blog will not make ordinary people famous, but will make celebrities more famous?"

"I thought that if there were no special opportunities, such as being broadcast by celebrities or media, ordinary people would not be able to become famous through micro-blog."

"

Everyone is saying that micro-blog can bring a lot of attention. "

"You have to analyze the path and essence of these concerns.

There is a star type enterprise, in itself there are quite a large number of user groups, so the amount of fans is just symbolization.

That is to say, the degree of concern exists, not because of the concern of micro-blog.

Secondly, there are a lot of indications that the number of fans displayed on the screen is not enough to explain the problem. Most of the so-called attention and listening is just a little bit of Internet users.

For most micro-blog, the amount of attention, the number of listens and the number of fans should not be taken seriously.

"What do you think is the value of micro-blog?" asked Xiao Cai.

"My answer is simple, to promote sales.

The survival of enterprises is based on selling your products. If you can't sell the goods, all brand attention, popularity and reputation are empty talk.

"But all micro-blog marketing books are warning that micro-blog can't be evaluated by sales volume."

"Hem," said Lao Ruan from his nose. "In fact, this is the weakness of the so-called micro-blog marketing experts, and is also a magic weapon for them to sell micro-blog marketing, which can not be quantified.

Traditional advertising can at least confirm its effectiveness through audience survey, and micro-blog marketing has so far failed to see an evaluation standard.

The number of fans is not counted, and the sales promotion is not counted. What is effective?

If enterprises spend money, there must always be a basis for consideration. If they can not measure input output, who will dare to spend the money?

"Then, do you think there is a lack of effectiveness evaluation standard in my plan?" asked Xiao Cai.

"This is not your problem, because all people do not know how to evaluate it. All people will use it to see for a long time to answer.

But this is bound to be an outcome in the future.

I am very realistic. If I spend my money, I should see the effect. At least I have to receive more feedback from consumers, and I will make more orders. If I don't know if I can do it, it is more uncertain than advertising. "

Who will listen to you?

Xiao Cai could not help but come out, but "I did see some cases, such as selling baked corn, selling books online, and really increased sales through micro-blog."

"Yes, that is the key question that we should seriously consider.

I have seen your case. The key to their success is the ability to use micro-blog to provide customers with value.

The corn peddler keeps telling customers how to make the trip convenient for customers to buy.

The book seller can send orders directly through micro-blog, which brings convenience to customers.

This enables users to keep an eye on micro-blog.

I think this is the core issue of micro-blog's success. "

"Xiao Cai, looking at your plan, emphasizes the importance and necessity of opening micro-blog, but you have not mentioned what micro-blog can bring to the Internet users.

How many health messages do you send every day? How many health knowledge do you have? How many cold jokes do you have? Do you think Internet users will continue to pay attention to you for this reason? Do you have the value of concern for him? "

Xiao Cai nodded his head. "Minister, you said, I didn't think so much. I only thought about opening up, and then slowly nurturing the users. I really didn't think deeply about what the micro-blog should stick to the users."

Lao Ruan nodded: "if you want to open this micro-blog, your train of thought must be corrected.

Your plan also says that the key to micro-blog's marketing is to continuously attract content from users and continue to gain the attention of netizens.

It's easier said than done.

I ask you, are you sure you can launch a micro-blog that attracts enough attention every week? Can every micro-blog be concerned about repmission? You plan to set up a team, plan every day, search for it, and weigh it carefully, in order to be consistent with the corporate identity, but also have fun and personality, and maintain a distinct style.

How much do you think you can do? Three person teams, even if they do part time job, everyone has to work at least half of their working time. The final result is not yet evaluated. Do you think the company is putting in value?

This series of rhetorical questions has left little Cai Banshang speechless: "minister, you are right. In fact, this is also my biggest worry. We do not know whether we can do enough to attract people's attention."

Lao Ruan patted Xiao Cai's shoulders: "the stars wrote two words randomly, and there were one hundred thousand fans commenting on them." and you, the original writing that you had tried hard to write, could be forwarded by one hundred people.

There are one or two micro-blog fires occasionally, even if there are one hundred thousand reprints, and it does not mean that your micro-blog fire will soon return to calm.

Xiao Cai could not help nodding.

Only listening to Lao Ruan added: "all experts are educating us, micro-blog can not be utilitarian, try to talk less about products and less advertising, which will put you in a dilemma.

If the family is too busy to publicize the enterprise, how much does it mean? This is a paradox.

Xiao Cai thought, "this is right. If I see advertisements on the Internet, I will shut them down at once."

"But marketing and advertising require people to receive positive information from enterprises and products.

Micro-blog can't do propaganda. If it's the iron rule, it means to speak around the corner. Do you have any idea how to bend this curve? You can't see it in the plan.

Who will solve the problem?

Little Cai Nao scratched his head and said, "yes, I really didn't think about how to do well propaganda or dislike.

However, I see many cases that micro-blog can play a role in dealing with public relations crisis. This should be true.

Lao Ruan nodded: "I believe that micro-blog has this function, but it is not that micro-blog will be able to deal with the public relations crisis.

The reason is this: micro-blog is nothing more than an export of information. Its biggest function is timeliness, and it can produce a voice at the first time, which is faster than seeking media to publish articles and press conferences.

But when a real public relations crisis comes, you will find that the power of micro-blog is also limited. In many cases, whenever a crisis happens, no matter how you say it or when it is said, it is wrong.

In most cases, cold treatment is the best choice. The biggest feature of our age is information overload. No matter whether a news scandal can be followed, the average duration of attention is less than three days.

That is to say, you may be consistent with the results of your efforts to mobilize people.

Sometimes, the worse you get, the worse you get. "

Xiao Cai opened his mouth and stammered: "minister, if you say so, will micro-blog do business?"

Old Ruan took up the teacup and drank most of it.

Once again, he said, "do it and do it."

Not only do we have to run micro-blog, but also WeChat, to a certain extent, WeChat is the small circle that people who know each other on the square automatically gather. I think this small circle is more powerful than the big square.

Micro-blog is increasingly showing the characteristics of listening to celebrities and media, while WeChat has more advantages to chat with each other, more interactive and more community-based.

Moreover, WeChat's public account may cover all the functions of micro-blog, so that micro-blog will be withered if it is underage.

Seeing Xiao Xiao's smile on his face, Lao Ruan also laughed. "I have to say, but even if it's WeChat, don't expect too much.

In fact, whether micro-blog or WeChat are new things just born, their direction is uncertain. The so-called micro-blog marketing WeChat marketing is even more inconclusive.

Rather than focusing on micro-blog marketing, we are concerned about internet marketing. Today's involvement and participation are better for tomorrow.

But before that, too much investment and too much expectation is not appropriate, because everyone knows tomorrow is good, but no one knows what the future looks like.

Xiao Cai stood up and took back his plan: "minister, I see, micro-blog marketing is only a legend.

I will go back and make a plan of seeking truth from facts.

Lao Ruan put down her teacup and stressed again: "remember, micro-blog or WeChat must find a location, that is, it can bring users value and experience, otherwise they would rather not do it.

Every day, there are some marginal messages. Netizens disdain.