The Mysterious Charm Of Micro-Blog

　　 micro-blog Let fragmentation network information focus again

In 2010, the rise of micro-blog made the business world and the communication industry excited because it was not just a simple addition. information The more important way of transmission is that micro-blog refocuses the fragmented network information and becomes the new media that the mainstream of the society focuses on. The three characteristics of micro-blog's "ease of release and sharing", making information transmission "fission", and "equal dialogue" between ordinary people and celebrities or enterprises, make them stand out on other network platforms, with unparalleled strong commercial nature.

Micro-blog users are happy to accept businesses. Marketing behavior

Netizens on micro-blog are very willing to accept the marketing behavior of business enterprises, which is very different from BBS and other network platforms, which strongly repel commercial content. This makes micro-blog become the best entry point for enterprise information dissemination, and is also a cost-effective experimental field.

Micro-blog an hour equals life for a month.

First of all, why does micro-blog attract a large number of people to log in and update every day? Where is its charm? It is difficult to understand its charm without playing micro-blog. They often think micro-blog is just a common new form of Internet, and it seems that there is not much difference from ordinary network portals. Therefore, if it is not recommended by friends, it is generally not willing to register and login micro-blog actively. This phenomenon is not only widespread in a large number of ordinary people, but even the head of the leading company and core backbone of the intelligent industry company, if not for the urgent need of work, will not take the initiative to go up.

But if you go up, what will you gain? If you want to sum up in one sentence, it is all the most interesting and interesting new things in life. It can be said without exaggeration that "one hour of micro-blog is equal to one month of life", similar to the concept of time in "Inception" - the time in dream is 20 times that of real time. If you never go up, you may not know anything new for life, but if you go up and adopt an efficient way to read, even if you only browse ten minutes a day, you may always grasp the hotspots of social life and the most vivid things in your life. This is the core reason why micro-blog people can't get on. And the zero distance communication with friends from the ends of the earth on micro-blog can replace the communication function of other social networks, and it is also one of its important sticky foundations.

Micro-blog is the Pyramid top of social information.

Micro-blog, like the top notch of social information in Pyramid, can take the whole situation into account. Because everyone's time is limited, he often abandonment of other Internet platforms after choosing a new Internet platform. The survey shows that at present, micro-blog's users are 67% years old in the 18-30 year old range, 63% of the users have bachelor's degree or above, and the monthly income is more than 5000 of the mainstream. 89% of the users will voluntarily recommend micro-blog to their friends. It has the characteristics of being younger, highly educated, interactive, long time online and high frequency. It is the most thought and active group among 420 million Internet users. Today, micro-blog's overall coverage exceeds 120 million, while Sina micro-blog has a peak of nearly 4000 per second.

Leading companies have tried micro-blog marketing.

The characteristics of micro-blog crowd are suitable for most brands and products, so a lot of highly sensitive enterprises have begun to make use of their brand and product promotion since micro-blog was born in 2010 (known as the first year of micro-blog). The first batch of micro-blog's well-known enterprises (including media) include NOKIA, mobile, Hengxin diamond, NOKIA, DELL, COFCO, Starbucks, BMW, new weekly and so on. In particular, DELL can be said to be the pioneer of twitter marketing, and the new weekly as the first media to use micro-blog for marketing, the attention and promotion effect is beyond compare.

So far, the famous brands that have been promoted and achieved certain results through micro-blog include: Mercedes Benz, KFC, DELL, China Eastern Airlines, Overlord, 360, Tencent, Anta, Lining, Sacon, FOTILE, AUX, Qipai, seven wolves, AUX and other leading enterprises in all walks of life. They all choose to be one of the means of marketing promotion. {page_break}

Because micro-blog has the characteristics of low threshold, wide dissemination and low investment, whether or not the above enterprises have achieved great success in the operation of micro-blog, at least it is sure that they will not lose money. However, in order to find out the objective rules and summarize successful experience, and to promote more brands, what have we discovered?

Famous or functional brands are more suitable for micro-blog promotion.

In practice, we found that the most suitable brand for micro-blog promotion is the well-known brand, because the popularity of the brand solves the "trust problem" that exists naturally in the virtual network. It uses micro-blog to propagate the brand and product information, and the cost performance of input and output is very high. It is an excellent entry for information dissemination. It can play the role of "creating vitality information source" and can serve as a bridgehead for the promotion of network information.

For the highly functional products, the use of micro-blog platform to promote is one of the most effective methods. Because netizens who rush to a certain function will have some risk driving power. They are often willing to click on the website recommended by strangers (stars or favorite netizens) in order to get the desired function. For example, low price group buying information, low price authentic cosmetics, clothing information, highly effective weight loss product information, etc. because of the recommendation of familiar friends or objects being worshipped, many people establish a sense of trust, and then click, understand, purchase and other coherent behaviors become possible and fast.

Theoretically, all brands can successfully conduct micro-blog marketing if they are to identify their location.

Micro-blog is good for fairy tales.

From a certain point of view, micro-blog, like a fairy tale platform that can realize the positive feelings of human nature, does some things that are hard to achieve in real life, and creates some "dreamlike fairy tales", which will often achieve great success. That is to say, in order to meet the needs of humanity and beauty, creating beautiful fairy tales in micro-blog is the rule of success in brand promotion.

For example, the Hengxin diamond organization launched the dream of "micro-blog sending diamonds to the north and floating girls" - the "Dou little dou" of the North drift netizen who married naked, made a wish in Sina micro-blog: "the North drift family can not afford to buy a house, can not afford to buy a car, and only wishes to have a diamond ring instead of being naked. Can someone give me this new year's wish? " The little girl's little wish was seen by Li Houlin, chairman of Hengxin diamond organization. He really sent a diamond to this girl! Li Housen's attention to ordinary netizens attracted the attention from all walks of life. The media scrambled to report. With the micro-blog group of Hengxin diamond's sub brands, the popularity of the brand from individual to brand has been upgraded comprehensively, attracting a lot of business.

Another example is "Yuen Chau decoration" looking for people named national day to enjoy the special home decoration "micro-blog event -- Celebrating the 61 birthday of the motherland. 61 people named" National Day "in Yuzhou look for preferential home decoration. The 5000th, 8000th, 10000th netizens who forwarded and replied to Yuen Chau for the National Day + comment were awarded the "wave comfort" sofa, and another 6000 yuan coupon coupon, calling on netizens to build the first high-rise building of micro-blog to offer a tribute to the motherland. Through the occasion of national day, with patriotic complex as the carrier, the prizes were stimulated for 10 days. The number of fans in Yuzhou reached 17000, and the total number of interaction times exceeded 30 thousand.

At the same time, we find that even if micro-blog is promoted solely for marketing purposes, it will be popular with netizens as long as the content design is novel and interesting. For example, Chen Yao's promotion of micro-blog products, NOKIA's N8's participation in the "micro-blog live broadcast conference" and the new product launch were all successful.

At present, micro-blog is a new media environment that has not yet been polluted by "big deceive and deceive". In this virtual space, most people are willing to retain a feeling of "believing in beauty". This is also the reason why enterprises create the "pie in the sky", which can be trusted and favored, and become a normal phenomenon and accepted. {page_break}

Here, we also call on businesses to strengthen self-discipline, protect the original environment of the media, and jointly build micro-blog into a platform that can create fairy tales.

Micro-blog inherits the network characteristics of "content is king"

From a practical point of view, micro-blog is a typical example of "content for the king" network. Beautiful romance, funny and funny stories, classic quotations, constellation beauty, health and fashion, hot spots and so on are persistent positive hotspots. Of course, for those who are not afraid of speculation or even pornography and other negative ways to satisfy people's desire for curiosity and novelty, they are not included in this discussion, because that way of bad reputation is very bad for brand image building and brand asset accumulation. Many online marketing companies, especially those who are good at promoting this kind of hype, lack of systematic brand knowledge, which leads to brand reputation and irreparable harm to the brand.

Micro-blog can become a good channel to listen to consumers' voices.

The use of micro-blog for marketing and promotion will bring some extra benefits besides basic communication objectives. Such as consumers' real feelings about brands, moving stories between consumers and brands, classic photos and so on. These valuable stories happen to real consumers. If they are good at listening and using, they will be the origin of their effective creativity, such as product improvement, brand activity design, advertising publicity and brand image shaping. Therefore, enterprises can also regard micro-blog as a direct conduit to communicate with consumers to listen to consumers' aspirations.