In less than three months, the Weibo account owned by Scheherazade was valued at several million yuan.
Text/Fu Xingchen
What are the gains from playing Weibo for 40 days?
Yangzhou Shanruzod Enterprise Management Co., Ltd., founded by Xiao Junli (screen name "Wine Red Ice Blue") in November last year, created an industry Weibo account with more than 200,000 fans in 40 days, which was directly used by the industry The acquisition by a large group brought hundreds of thousands of profits to the company.
"They know that if they do it themselves, they won't be able to accumulate so many fans in two or three years." Xiao Junli said. Buyers are not in a daze—fans may be worth far more than people think.
The main job of Xiao Junli and his team is to provide online marketing services for enterprises, especially e-commerce websites, of which Weibo is an important part. "Sooner or later, Weibo will become an important media platform for corporate marketing." Xiao Junli dare not underestimate Weibo's growing influence and huge media value. She is glad that she acted in a timely manner.
Currently, all Weibo accounts of Scheherazade Company have 2 million real fans distributed in different industries. Unlike many grassroots teams that are keen to attract fans through cold jokes, jokes, and zodiac signs, Scheherazade's accounts are all industry-based and have higher gold content. More than 100 industry accounts are distributed in various fields such as clothing and shoes, automotive supplies, pet supplies, and even many industries that ordinary people can hardly think of.
"We are now controlling the number of fans of these accounts to less than 100,000." Xiao Junli said that these accounts are still in the training period and will not be announced until they are released. This year, her request to her employees is to create another 100 accounts with more than 50,000 followers, and strive to extend their reach to every unpopular industry.
Even if they are not acquired, these accounts still have huge potential. With industry Weibo and precision marketing, Xiao Junli believes that the value brought by fans is far higher than people currently estimate. "Many accounts are responsible for reposting advertisements. Each repost costs a few hundred yuan. Of course it is okay for individuals to make some money, but it is too low-level. For them, the value of a fan is only a few points. For us, it can reach 5~ 10 yuan." Xiao Junli said that Scheherazade has dozens of ways to make money from Weibo, but she regards this as a company secret and refuses to disclose the specific content.
What you can know is that Scheherazade helps companies plan Weibo activities and design solutions that are most suitable for Weibo promotion, close to life, and make users happy to participate. Although there is only a maximum of 140 words, the event design is clever: in an event planned for a women's bag store, in order to qualify for the lottery, users must answer the question "Which bag of this brand do you like best?" This requires fans to click into the merchant's website, browse the products, find the product link and post it on Weibo - the effect is much better than simply adding followers and forwarding. Although it does not attract that many people, it is still Target customers who have the desire to buy or are interested in learning about the brand.
Another business of Scheherazade is to help large public relations companies become channels. With the popularity of Weibo, the top 10 public relations companies have also noticed the Weibo marketing market, but this is not their expertise. Private Weibo players like Scheherazade naturally become the executors of their Weibo promotion plans. "We don't just accept the business of reposting events, we only cooperate with big public relations companies," Xiao Junli said, "Activities that are too obvious in advertising will affect the emotions of our fans. Even if they repost, my fans won't repost them for them. This has no effect."
Xiao Junli has very high requirements for event content, and so does her bid. Currently, on Taobao, the price for retweeting an account with about 200,000 fans is 200 to 300 yuan, but Xiao Junli said that even if they charge one to two thousand yuan, many companies still come to visit.
"For a fashion brand, no matter how many people pay attention to the cold jokes, the effect will not be obvious." What Xiao Junli's industry account sells is professionalism. Before Taobao's big promotion on December 21, Taobao Alliance approached Xiao Junli to discuss cooperation. Considering that many Taobao users find it troublesome to investigate whether a store is trustworthy when purchasing products, she used her Weibo account to list the "top ten most popular women's clothing brands participating in promotions". This message was posted on 1 It was forwarded more than 20,000 times in one day, bringing more than 18,000 independent IPs to Taobao's women's clothing channel, and facilitated more than 2,000 transactions in the following week.
More of Scheherazade's industry accounts are still in the development stage, which makes Xiao Junli confident in the company's performance this year. At the just-held annual meeting, every employee was given an iPhone 4 or iPad. A few days ago, she found a venture capitalist, who estimated that the current value of Scheherazade's Weibo account is between 5 million and 8 million yuan, and this is only less than three months old. .