Enterprise microblogging marketing gold rush three strokes

[China Glass Network] With the advent of the Internet age, Weibo, a new type of online media platform, has begun to enter the public's field of vision and has gradually spread around the world in the face of the original. In China, mutual microblogging has become another popular social activity after the QQ number. The high coverage and high penetration of Weibo is unmatched by many traditional media. It is precisely this natural media attribute and low-cost features that more and more companies have joined Weibo and began to try this new. Formal media for branding. After several years of rapid development, today's Weibo has become another big battleground for corporate brand marketing. As a new era enterprise, if Weibo marketing has not yet been launched, it will inevitably give the public an impression that it has already been OUT. In the face of the change in communication mode accompanying Weibo, how should enterprises grasp this new opportunity of brand marketing? Or how to make Weibo a tool for marketing activities and help companies achieve strategic breakthroughs under the weight of traditional advertising campaigns? In this article, as a management consulting expert and trainer focusing on research and service companies, Mr. Liu Jieke will discuss with readers how to successfully develop microblog marketing.

First, clear positioning, deep cultivation of content, integration of branding elements
According to the microblog marketing theory in Liu Jieke’s original course “Marketing three-dimensional theory – the road to building a strong brand at low cost”, in essence, Weibo is just a new type of communication tool. The purpose of enterprise microblog marketing is through The Weibo platform allows consumers to form an impression or recognition of the brand, establish contact with consumers, and ultimately create more value for the brand and the company. Therefore, when launching Weibo marketing, enterprises must first give Weibo a status that others can't take away, that is, give Wei Wei a unique position and be widely accepted by the public. At the same time, since each company's Weibo represents a company or brand, fans choose to pay attention to you because of the recognition of your company or brand. The positioning of the company's Weibo should be consistent with the positioning of the brand. The language and content of Weibo Activities, etc. should also be in line with the brand's own positioning. The microblog of the enterprise must maintain a clear personality and positioning, and the personality is vague. The microblog without positioning is easy to be abandoned by the fans. In the space of 140 words, the grasp of the tone, content and tonality of publishing Weibo must always be Keep it in place.

Weibo content can be spread around topics or content related to brands, releasing newer dynamics and displaying brand image. Enterprises can also spread the values ​​of the company through Weibo, and then embed the spirit and connotation of the brand, create a silent influence on the target audience, and make full use of creative content, including creative pictures, videos, etc. A rich personality that is not fully expressed in other forms of mass media.

In the Weibo warfare of cosmetics brands, the internationally renowned cosmetics brands Pui Lingwei, Clinique, L'Oreal, etc., with their own brand influence is enough to attract the attention of a large number of fans, while the domestic local brands can successfully carry out Weibo marketing. Few. However, through the efforts of the local cosmetics brand Jingrun Pearl, it has gradually formed its own unique position in the enterprise microblogging war. As the Jingrun Pearl, which is positioned to inherit the Chinese millennium pearl culture, its Weibo has not been aligned with the alternative and individuality, but has actually coordinated with its own brand positioning, found its own Weibo positioning, and took the “popularization” route. The main theme is "Affinity". With a simple and intimate Weibo language, it has developed a temperament and fresh route that matches the pearl culture, making it close to the consumers and bringing the distance between the brand and the consumer closer. The content of Weibo determines the degree of dissemination of Weibo. Although Jingrun Pearl has rich content and diverse content in content planning, it all revolves around the brand image of “Pearl”. The theme of “Pearl Day” launched by Weibo every month has a good appeal among fans, and it has impressed the invisible in the hearts of consumers, and achieved the purpose of promoting the Jingrun Pearl brand. In the fierce competition of many brands, establishing a unique positioning that matches the brand is the basis for the success of the enterprise microblog marketing.

Second, lower the attitude, focus on the consumer, and make it the creator or participant of the content

Different from other marketing activities of enterprises, due to the autonomy of users' behavior on Weibo, in microblogging activities, the status of enterprises and huge Weibo users are equal, and the direction of Weibo activities is not completely manipulated by enterprises. . In the Weibo world, no one is destined to pay attention to your Weibo, and no one is destined to forward your Weibo, or give a positive evaluation. These require companies to put down their bodies, from the user's point of view, focus on the details, rather than the mentality of "investing in the cost, the user will certainly buy it." In Weibo, a platform for equality and freedom of behavior, no one will be manipulated and controlled. Only by adhering to the principle of focusing on consumers and benefiting consumers, can we exchange the favor and return of consumers with sincerity. .

Authorizing fans at the right time in Weibo activities, making consumers become the creators or participants of content dissemination is one of the effective means for successful microblog marketing in this era of consumer sovereignty. FAW Mazda used the Weibo platform to launch a “Reduce Money 捡 iPad 捡 翼 wing” activity, and handed over the pricing rights of its Ruiyi Automobile to its Weibo fans. Whenever a fan forwards 1 time, the price of Ruiyi Elite Edition is reduced by 1 yuan. When forwarding more than 179800 times, the prize Ruiyi Elite Edition is sent out at 0 yuan. While emphasizing the price of Ruiyi Elite Edition 179,800 yuan to consumers and deepening their impressions, each netizen became a participant and leader of the event, greatly mobilizing the enthusiasm of netizens to participate. In the 10 days of activity time, FAW Mazda's “Reduce Money 捡 iPad 捡 翼 wing” microblogging marketing activities microblog forwarding volume reached nearly 1.4 million times, FAW Mazda Sina enterprise microblogging fans increased by 8 times, the total number of more than 200,000, become One of the more successful Weibo marketing campaigns.

According to the interactive marketing theory in "Three-dimensional Marketing", Mr. Liu Jieke believes that enterprises can empower fans through similar activities on the Weibo platform, and increase the participation of fans, thus making fans gradually become brand marketing and An important part of the campaign. Enterprises can even engage fans on Weibo to participate in the production activities of the company. They can seek a new round of advertising ideas from fans, collect new ideas from fans on product packaging design, and create more personalization. Creative products. There are still many ways to increase the participation of Weibo marketing activities, but in the end, it is still necessary for consumers to obtain psychological or material benefits, so that they can actively become part of the activities to achieve the purpose of Weibo marketing.

Third, take the initiative to attack, create topics, and help microblogging marketing

In the era of microblogging marketing, enterprises are not as active as "microblogging" marketing, rather than take the initiative to attack, marketing "microblogging." The platform nature of Weibo determines that deep communication and interaction cannot be carried out on Weibo, but Weibo can play a role in locating people and accurately spreading, and then bring this group of people to other platforms that can deeply interact to complete enterprise marketing. Follow-up tasks. The role of Weibo is more like the front end of corporate marketing activities. Therefore, how to create a topic that can attract the enthusiastic discussion of the people concerned, and integrate the brand concept and culture of the company into a successful marketing. The key to the purpose.

Due to the considerable attention paid by social hotspots and the characteristics of being onlookers and being spread, combining social hotspots with Weibo marketing to promote the topic of manufacturing for enterprises can often achieve twice the result with half the effort. The black swan cake, which is located in the domestic luxury cake brand, launched a 唠叨 sharing event on Weibo last year on Mother's Day, and jointly launched the “Black Swan Ma Ma” in its Sina Guanbo and Tencent official blogs. Activities, encourage everyone to share what a mother often said? Mr. Liu Jieke, the brand marketing expert of Peking University’s presidential class, pointed out that in this festival belonging to the mother, give everyone a common memory and share the opportunity to exchange their mother’s jealousy. This kind of warm activity is easy to cause fans to resonate, and take advantage of Mother’s Day “Love and The theme of “Caring” conveys the brand concept of Black Swan Cake “Send to Beauty and Love” and enhances the brand's attention and influence.

The brand itself can also create hot events on its own, and spread it through Weibo, causing public opinion and public attention. The object objects, sea bottom body, and Li Wei body that were popular on Weibo are all created by vivid topics, using creative styles that match the values ​​of contemporary young people and their major consumer groups. They have set up a stock on the Internet. The participation of the whole people has made a classic microblog marketing case. Using event activities as a carrier to deeply explore the behavioral characteristics of fans' communication topics, to perfect the operation of fan resources, to attract hot spots or create hot spots, and to use embedded communication to make the brand become a hot topic in a short period of time, so that enterprises can obtain Brand promotion or sales growth is increasingly becoming an important strategy for enterprise microblogging to quickly win the market.

In summary, Mr. Liu Jieke believes that in this era of information explosion, Weibo has clearly become an indispensable platform for communication. For the enterprises in the market, in the fierce competition of many brands in the Weibo field, establishing a unique position is the basis for winning. Only by always adhering to the consumer-centered and consumer-oriented creators or participants of the content can the company exchange the favor and reward of consumers on the Weibo platform. At the same time, companies must be proactive in attacking, marketing “microblogging”, taking advantage of the potential or manufacturing can spark the topic of enthusiastic discussion of fans, and incorporate brand elements, which is a tool for enterprises to successfully achieve marketing purposes with the help of Weibo. !

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