Characteristics and Skills of Weibo Marketing

What are the characteristics and skills of Weibo marketing? Compared with the blog's need to organize language to state facts or express feelings by rhetorical means, the instant expression of Weibo's "report card" is more in line with the rhythm and habits of modern people. The application of new technology makes it easier for users to reply to visitors' information, thus forming a good interactive relationship. I collected Weibo's marketing features and skills for you, hoping to help you!

Characteristics and Skills of Weibo Marketing

First, the ten characteristics of Weibo marketing

1, information is easy to publish and spread quickly.

2. Viral spread through the form of fans' attention has a wide influence.

3. Strong interactivity and instant communication with fans.

4. Actively attract fans, or they may be abandoned by fans.

5. Low cost.

6. Celebrity effect can amplify the propagation equivalent of events geometrically.

7. The corporate image is personified.

8. You can establish feelings with fans (users) that go beyond buying and selling.

9. The reaction caused by each message may vary widely, which is difficult to predict through experience, and it is also easy to be attacked or have a negative impact due to operational errors.

10, the process of fan accumulation is slow, it needs long-term investment, and the marketing effect is difficult to evaluate.

Second, the top ten marketing skills in Weibo

1. Learn what other companies are doing (especially foreign companies).

2. Use Weibo retrieval tools to monitor topics related to brands and products.

3. Ensure the daily dialogue in Weibo, and make it institutionalized and normalized.

4. Be good at getting advice from your fans and give feedback in time.

5. Guide fans to participate in the company's activities and even the development of new products.

6. Respect every user without causing controversy; When you encounter negative news from customers, don't rashly post a reply or statement. You should retrieve relevant information first, and then contact relevant customers after understanding the situation.

7. Information must be transparent and true, including preferential information or crisis information.

8. Weibo's language should be personalized and emotional.

9. Don't just use Weibo to promote advertisements and product information.

10. Don't use Weibo to keep a diary, and make sure that your information is of sharing value and entertaining.

Three. Matters needing attention in marketing promotion in Weibo

In this era of Weibo, Weibo marketing has also become an important channel for enterprises to promote products and win customers, which requires certain Weibo marketing skills to successfully achieve the expected goal. The following are seven points for attention in Weibo marketing, hoping to give you some guidance and reference.

1, activity promotion is the most important.

It is essential to use Weibo for promotion and activities, in which giving users some benefits or stimulating their psychological needs can completely stimulate their inspiration. When they all participate in activities, you will find that you actually pay very little.

Of course, we don't deny that not all activities can be held. Activity planning should take into account the time period, crowd coverage and other factors, and grasp it well, so that the activity can receive good results.

Don't focus on what interests you.

Many beautiful things in life are easy to miss, so it is important to grasp the present. I suggest that once you find something interesting, you should pay due attention to it and recommend it to users, so that one happiness can be turned into two happiness. Through our contact with different topics, we enrich our knowledge and communicate with users and friends more easily.

3. The published content is not limited to your own interests.

If we do promotion, we will face different people, from age to hobbies, from purchasing power to geographical distribution. How to deal with these different groups of people? After that, we will return to the topic of catering to users' needs. We can publish some interesting stories and pictures to make the audience feel different communication fun. Sometimes a short story or an interesting picture will attract users more than your sermon.

Step 4 recommend others selflessly

No matter whether bloggers are closed to the outside world or make friends, I think everyone likes to make more friends on the Internet, but before they get it, they have to go through a process of giving, which is usually accompanied by ridicule and incomprehension of a certain kind of people, but we insist on giving it to the end and get a bumper harvest. Looking back, those who don't understand us seem to be still standing still. So will we feel lucky for our "absurd" choice?

Whether we are experts in the same trade or people from other industries, we also need friends and communication. We really care about them. Even if you persist for a hundred times, it is still worth doing. We need to learn from the experience of experts in the same field and learn from all kinds of experiences in Weibo, so that we will not only grow up, but also show our mind and tolerance. Don't you want to make such friends?

5, the choice of tone

The word humanization has been said for many years, and gradually I see some official tone begin to bring some color. Is this a good thing? At least it's not a bad thing. After all, we want users to continue to support us more, and the official consistent tone is easy to annoy users. On the contrary, if you communicate with users in a different tone and bring them some happiness and sunshine, I think users will continue to unite around you.

The effect of a thing expressed in two tones is often different. The official is rigid. As long as you catch the user's ear and go deep into your heart, I think your expression is successful and your product is successful.

6. Do you need to brush the screen?

Undeniably, doing activities on Weibo is very popular and easy to succeed, but some details in the activities are easily offensive, that is, the event planner will reply to every post, that is, he will reply to every reply, which will easily lead to screen swiping. Take the user's panel as yours, so what's the point? I can only cancel my attention to you.

Whether it is an activity or a general speech, the screen can only receive negative effects. If it is an activity, a representative reply is enough, which can not only attract more users to join the activity, but also keep it updated. And this kind of third-party voice can really bring some vitality to the activity.

If it is an ordinary speech, no one wants to see a chatterbox talking nonsense there. Don't brush the screen unless you have a strong foundation that can bring laughter and abuse to users.

7. Is it necessary to restrict conditions?

I once saw a skilled person doing an inquiry station in Sina Weibo, with millions of traffic. I hope to exchange technology with you through Weibo, and many IT bosses recommend it.

Originally, the starting point was very good, and everyone hoped to understand the experience of a technical man through his mental journey. As a result, the blogger broke the news, and how many fans exceeded before saying a little. God, sharing your experience with others is still limited. I want to ask, do you want to share it or do users beg you to share it? Of course, in the end, this activity will go away.

Although I don't understand whether adding conditions is good or bad for Weibo's marketing, from this perspective, I don't recommend users to connect too many restrictions when sharing, and unreasonable restrictions are even more unnecessary. An activity or a Weibo depends on the support of users. If you make users unhappy, users will not pay attention to it, but for you, you will lose not only users, but also your reputation. Without users, no product will fail.

Weibo marketing is a new way of network promotion with the popularity of Weibo. People update and publish the contents and topics that everyone is interested in through the registered Weibo every day, so as to attract more people to communicate and participate, and achieve the purpose of marketing promotion in this process of communication and dissemination.

So now many enterprises are marketing in Weibo, and have achieved good results, such as Ke Fan, L 'Oreal and Durex. Here, according to my own experience and viewpoint, I introduce four marketing methods and means in Weibo.

4. What are the methods and means of marketing in Weibo?

1, the published content should be attractive.

One release Sina Weibo can write 140, one release Tencent Weibo can write 140, and one release Sohu Weibo is basically unlimited. How to attract the audience's attention and arouse their interest in content planning? First of all, you should understand that users pay attention to you on the premise that they think the information you provide is valuable. Based on his trust in your company's brand and products, or his appreciation of your company's Weibo content. Now is the era of "Internet fast food". I believe that few people can patiently read thousands of words of Weibo. We need to attract users' attention by making them like your content. Therefore, only by skillfully using tools such as videos and pictures can we quickly reach an emotional voice with users.

Two "Nutrition Weibo" are based on understanding your fans, discovering and digging what they are interested in and want to know, and combining the product content with a little creativity and pictures, the content will naturally become interactive.

2. Publish interactive activities.

Enterprises should hold more activities in Weibo, and holding regular activities in Weibo is an indispensable magic weapon for Weibo. Holding Weibo activities can not only increase the fans of enterprises, but also promote sales and enhance the interaction between enterprises and analysis. The prizes awarded in the event will be used as rewards for giving back to fans, enhancing the vitality of Weibo and turning fans into customers. How can we carry out Weibo activities to gather popularity and enhance the brand?

In Sina Weibo, Weibo activities can be held in different periods according to the types of activities on Sina's activity platform, such as city activities, prize-winning activities and online activities. Many people participate in these activities every day, and everyone can click to participate in the activities, which is simple to operate. Enterprises can choose activity types according to product characteristics.

Of course, it is best to organize some unique and creative activities by self-construction, that is, enterprises plan and organize themselves. However, there are not many forms of self-built activities. In order to be effective, the premise is that fans must have a certain amount, and prizes must be especially powerful to attract fans to participate.

Summarize three characteristics of successful Weibo activities: First, the theme of the activities should be concise and distinct. For example, 1 yuan spikes the original price of 888 yuan clothing, and i phone draws the lottery theme. Second: the prize should be attractive. As long as you meet some psychological needs of your fans and the participation cost is not high, your fans will actively participate in your activities. Third, activities must be able to spread the crowd. As long as you write a sentence and forward it to Weibo, you can attract more people to participate. Just like snowballing, the participation in the activity is getting bigger and bigger.

3. Use the effect of opinion leaders.

According to the characteristics of products, lock in some important opinion leaders in related fields, and use or hire opinion leaders to discuss and spread the information of your products. Such as Sebrina, Xiao S, Show Lo and other Weibo celebrities. Their fans have reached tens of millions, and their marketing power can be imagined. The maximum circulation of a magazine or newspaper is several million copies a day. How many times is the influence of celebrities in Weibo greater than that of offline media? If you let them share a product information that is also related to them, the effect is self-evident.

4. Arouse the feelings of the audience.

Fans will also be "aesthetically tired" if they publicize more information about products or enterprises. If we can get rid of the time period, we can publish Weibo words that are philosophical or can describe the psychological state of fans' lives every day, and we can also get a lot of people's attention. The most representative of Sina Weibo is Weibo, the official of New Weekly. In addition to updating the news every day, Caigen Tan likes the famous sayings it extracts best. The form is popular but it hits people's hearts directly, causing people to sing * * *, and every article has many people forwarding and commenting. Cai Gentan began to pay attention to New Weekly, not only because of its authoritative news, but also because of its uniqueness in Weibo. A useful word can attract readers, thus generating an emotional buzz, thus gathering many loyal fans. This is an "internal strength" of Weibo marketing, which is worth learning.

Weibo should pay attention to the update frequency of enterprises: it is best to publish 5- 10 articles every day, and don't publish multiple articles continuously within 1 hour. The most scientific release time should be: 9: 00 am-9: 30 am, 5: 30 pm-6: 00 pm, and after 8 pm, because these time periods are often the peak hours for people to go to Weibo. We do marketing in Weibo, aiming at building our own brand and turning fans into customers. Weibo marketing has many skills and methods according to the nature of different industries, which need me to analyze and summarize in my study to learn more.

With the gradual warming of Weibo, Weibo marketing has become a new commanding height of current network promotion, and its immediacy, high dissemination rate and low cost have impacted the existing marketing forms to some extent. Why do companies choose hundreds of thousands of fans for Weibo marketing without any effect? Let's look at several wrong factors.

Verb (abbreviation of verb) The reason why enterprises are unwilling to carry out marketing in Weibo.

It is impossible to judge the authenticity and activity of fans. Some bloggers spend money to buy fans in order to meet the high requirements of enterprises for fans. There is no doubt that most of these fans in buy buy are zombie fans. These fans are just a number, which has no effect on the spread of corporate advertisements except to satisfy their vanity. This kind of "zombie fans" and "live powder" directly purchased by users with a small amount of money has started to spread like a virus. It has become one of the biggest marketing cancers in Weibo.

Weibo's marketing expenses are out of control. Weibo's marketing is not only carried out through an account with over 10,000 or hundreds of thousands of fans, because the return rate and click rate of marketing with only one account can be said to be minimal. But at the same time, through several such big account marketing, the effect will be much better, so how many people are suitable? How much will it cost? Forward it for a few days?

A very important factor that can't achieve the success of accurate advertising is the accurate marketing of target customers. However, due to the virtual nature of the network, we can't know the fan composition level, income level and purchasing power of each account. Therefore, the marketing in Weibo cannot be accurate at present. Compared with the accurate positioning and clear feedback information of Internet alliance, Weibo Marketing can't do this at present.

6. How to achieve accurate marketing in Weibo?

Weibo's marketing effect is uncontrollable, and Weibo's marketing realizes the spread of advertisements through the forwarding of account fans. Even if celebrity forwarding is found in Weibo marketing, what is the final forwarding effect? How many times it has been forwarded, how many people will pay attention to the product after seeing Weibo, and how many people have bought the product, all of which cannot be measured and counted, and the effect is completely impossible to evaluate. After the first marketing, some results were passable, but the follow-up power of the second marketing discovery of the same batch of accounts decreased significantly. Because it is difficult to accurately locate the psychology of Weibo people at present, we can only make a rough analysis according to their Weibo types.

Therefore, the marketing stability of Weibo needs to be discussed and improved. Therefore, Weibo, as a new platform, how to conduct precise marketing is the focus of marketing research in Weibo. So how to solve the above problems in Weibo marketing, so as to give full play to the maximum effect of Weibo marketing?

Judging whether the account has zombie fans Generally speaking, the more fans there are in Weibo, the longer Weibo will be used. So we can roughly judge whether it is "zombie fans" Weibo from the time when his first Weibo was released and the relationship with the current number of fans in Weibo. Some fake Weibo fans who have been brushed have several characteristics:

1, no avatar.

2. Few fans send Weibo.

3. The activity is very low.

4. Weibo, a fan, has no profile.

5. The attributes of continuous multi-page fans are the same.

7. There are almost no certified users among fans.

In addition, in a well-managed Weibo, bloggers want to have as many Weibo medals as possible. Often, some medals of "zombie fans" Weibo usually have only two or three basic medals, so Weibo also needs to watch carefully.

The calculation of Weibo's marketing expenses Weibo's advertising expenses are calculated according to the number of posts. For example, 654.38+00000 fans directly send a 500 yuan and forward a 400 yuan. According to the marketing target of Weibo, the enterprise can determine the level of the selected account, determine a single price, and then calculate the required marketing expenses according to how many accounts the enterprise needs and how many days it broadcasts.

It is not too difficult to analyze blog types and realize accurate advertising in Weibo. Because Weibo's topic classification is very detailed and clear. Therefore, when choosing a marketing blog account, enterprises can choose the type of advertising investment according to the blogger's blog type. For example, there are film and television advertisements in Weibo, music advertisements in Weibo and beauty products in Weibo. This can basically achieve accurate marketing for the target customer base.

Evaluation of Weibo Marketing Effect In Weibo marketing, the effect of a Weibo activity is often the most concerned issue for marketers. The effect of Weibo's marketing is mainly peer-to-peer marketing, and the effect is growing exponentially. If an account has 1 00000 followers, it means that every time a message is published,100000 people will see it, and then according to the relatively low forwarding rate of 1%,100000 people will forward the message, with an average of 50 followers per person, which is equivalent to 50000 more people. In addition to knowing the audience number of advertisements, we can also obtain data such as the number of clicks brought by this activity through management tools, just like monitoring Internet advertisements, and accurately calculate the return on investment of this marketing activity by comparing with the value of advertisements.

In a word, there are still many problems in Weibo's new marketing method, but we can't stop this new thing from developing. Weibo marketing will attract the attention of more and more enterprises.

What does Weibo think of Weibo's connections?

The ability of social butterfly: everyone loves it.

In social situations, I envy those who get along well with all kinds of people. He doesn't scratch his head when chatting, and he can't help spinning his cup when listening to others. His dimple was a black hole, and the whole audience was sucked in.

One night, his mobile phone contact added a page, and I received two advertising messages; There are dozens of "mutual concerns" in his Weibo, and I only received one "Thank you for paying attention to me ... just reply to DY". He didn't write "friend" on his business card, just because his occupation has not been clearly defined.

According to academic standards, this is the kind of person who is quoted a lot. The number of citations refers to the number of times that a paper has become a reference for other papers after publication. The higher the value, the more important this paper is.

Therefore, the more people you know, the wider your network, and the more weight you have. Is that so?

The point is who to shake hands with, not how many.

Not exactly. "Number of citations" is not the best measure.

For example, being quoted by the Journal of Madagascar Engineering Society or Nature are two completely different things. The same is true of interpersonal relationships. When you shake hands with me or Qiu Chengtong, the degree of sweating in your palms is completely different.

Networking is not equal to the thickness of business cards, nor is it equal to the number of friends in Weibo. So, how to evaluate a person's contacts? The algorithm introduced below can tell you two key points that reflect the value of personal connections.

First of all, treat everyone as a point, and the relationship between people is a line. "Who do you want to know", and then draw a one-way arrow to connect to that person. For example, Mr Qiu Chengtong, who has numerous arrows, has a very high internet index.

Suppose there are five people, A 1, A2, A3, B 1, B2. The initial value of everyone's network index is 1. Now, A2 and A3 have heard a lot about A 1, and B2 wants to know B 1.

Therefore, we can calculate that the network indices of A 1 and B 1 are 3 and 2 respectively, plus our own score of 1, plus the scores contributed by A2, A3 and B2 respectively.

If A 1 sees B 1 at the party, want to talk to him. At this time, the network index of B 1 went up instantly-not only added 1 point, but also jumped from 2 points to 5 points.

After all, A 1 with a popularity of 3 wants to make friends with you, which is different from ordinary people with only initial value.

Therefore, the first key point to improve contacts is not only to chat with many people, but also to know how to make friends with "high popularity" people.

But please don't look for the king of popularity forever.

Interestingly, if A 1 chats with A2 next, and B 1 does nothing, the network index will drop immediately!

Why? Because it implies that when B 1 wants to ask A 1 for help, as one of his many friends, B 1 is not very important to A 1, and A 1 will not try its best. The second key point of improving contacts correctly is that people with friends all over the world are scattered. If your weight is not high, there won't be much power allocated to you, and he may not be the person who can help you the most. On the other hand, if you are his only friend, he will go through fire and water for you. Therefore, it is important to make friends with celebrities who don't make friends easily.

In fact, this algorithm was invented when Google was founded: the more linked pages, especially the "high popularity" pages, the higher the "network value"; The fewer pages linked to popular pages, the higher the value of these linked pages. Such a web page is likely to be what users want to see, and Google will rank it in the top few search results.

It seems that it is difficult to live in 2 1 century, and it is not easy to make a web page.