Many friends have asked me for cases, so I will reply here: This blog basically does not write about cases. Friends who are interested can go to Sina Weibo, Tencent Weibo, Twitter, Facebook and other websites to search or observe by themselves, and they may be able to find them. Some. There are three reasons why I don’t write cases:
1. There are currently relatively few good cases;
2. I try not to mention the company name in my blog to avoid the suspicion of soft articles. The blog post is only for reference by social media marketers;
3. Even some companies I have contacted do not want me to write about them (cases must involve both pros and cons), and I respect their choice. This is a digression, let’s get back to the main story.
E-commerce online stores here refer to not only stores on C2C and B2C trading platforms, but also those online stores with independent domain names and independent websites.
Factors that make e-commerce stores suitable for Weibo marketing
1. E-commerce stores themselves are familiar with the Internet and communities. Most online store operators are very familiar with the Internet environment, and a considerable number of them have promoted their products on certain types of online media, such as post bars, forums, and blogs. Weibo promotion is similar to some of the above-mentioned online media. It is easier for online merchants to get started than traditional business operators, and it is easier for online merchants to conceptually accept this new form of marketing.
2. The sales model of online stores is also more suitable for Weibo. In the sales model of offline physical stores, shopping is mostly completed in one trip. Customers have to make a decision as soon as possible after seeing something, because the cost of selecting again is relatively large (traffic cost, time cost, etc.). This is not the case in online stores. Customers in online stores are more accustomed to browsing and consulting (through online store customer service) anytime and anywhere in front of the computer. This model is very suitable for transfer to real-time interaction on Weibo.
3. Customers are innate Internet users. People who can shop online are basically intensive users of the Internet. Compared with customers in offline physical stores, they are more familiar with the Internet and more willing to accept various new online applications. Then, the probability of online store customers having a Weibo account is definitely much higher than that of offline customers. Online stores will definitely take advantage of this.
4. Factors in communication tools. E-commerce online stores communicate with customers through various instant messaging tools (IM), such as Wangwang, QQ, etc. Communication through Weibo can make up for the deficiencies in some aspects of IM communication. For example, IM is suitable for on-site consultation, but not very suitable for pushing information. When you push a message to a customer on Wangwang, the other party will feel disgusted, but when you post the same message on Weibo, people tend not to pay much attention. The reason is that IM is one-to-one, and the messages you send are regarded as advertisements, while Weibo is self-talk (essentially one-to-many). When customers browse the information, they will have the illusion that the information is not targeted at them. , and won’t be too disgusted.
What can e-commerce stores do on Weibo?
Nowadays, more and more online stores have entered Weibo for marketing. Some of the publicity or marketing methods they have adopted, such as discount promotions, lottery draws, posting product pictures, posting store links, product page links, etc., will not be repeated here. . But just limiting Weibo marketing interaction to this obviously does not understand the essence of Weibo interaction. Here, I would like to focus on the topic of Weibo interaction design.
Interactive design does require the wisdom of marketers. The core of interaction is to mobilize the participation of fans. Here are some ideas for online store interactive design, for your reference only:
Redesign of some traditional interactive methods: Online stores have traditionally had some good interactive methods for a long time. Taking clothing sales websites as an example, street photography is a good form of consumer interaction. However, simply doing general street photography on Weibo is obviously not as attractive as it was at the beginning. Therefore, it is necessary to redesign the interactive form of street photography to further increase the participation and interest of street photography interaction. , revitalizing street photography. For example, for street photography location solitaire, the organizer first designs a street photography route and allows consumers to submit submissions. In each city (or even designated street scenes in each city), only two works of the contributors are selected (the organizer can evaluate , you can also vote), as an image endorsement, to give honors or rewards. Other forms of interactive redesign of street photography include location guessing, picture and text competition, funny action collection, street photography with two or more people, clothing folding graphic creativity, masked photography (no face shown in audition, maintaining suspense, winner) or show his/her face) and so on. All in all, increasing participation and fun can make online store Weibo interactions more colorful.
Carry out interactive design at the product level. Compared with after-sales interactions such as street photography, online stores can also organize some pre-sales interactions. Most of the pre-sales interactions involve product interactions, such as previews and opinion collection activities before new products are launched, collection and selection of related graphics and patterns on products, creative competitions targeting product functions, small-scale product customization and adding designated logos, Special needs interaction, gathering of product experiencers (after experience, experience report needs to be submitted), etc.
Carry out interactive design at the brand level. Such designs are intended to promote brand communication. For example, we can conduct product logo design competitions, broadcast interesting product pictures and interesting videos, solicit advertising creative ideas, Weibo public welfare activities, and award-winning order review activities, etc.
Carry out interactive design at the sales level. Such designs are intended to directly promote product sales. For example, Weibo fan membership system, live broadcast of promotional activities, flash sales only for Weibo fans, limited time shopping and other activities.
Online stores with high creative capabilities can make appropriate use of psychological methods to carry out some interesting interactive (or activity) designs. For example, the "loophole-type" (cheating loophole) activity design was widely spread on Weibo some time ago. Several other commonly used psychological methods include "time pressure design", "situational intervention design", and "reinforcement effect design". ", etc. In addition, there are some principles involving people's irrational behavior such as "anchoring effect", "framing effect", "endowment effect", etc., which can also be appropriately applied to interactive design. The use of psychological methods for interactive design involves a certain degree of professionalism and cannot be discussed in detail here. I hope that I will have the opportunity to discuss it with you in more detail in the future. The only thing that needs attention here is that this kind of interactive design must be based on the principle of "green marketing" and resolutely put an end to the use of psychological principles for malicious marketing (referring to the excessive use of human instincts). Malicious marketing may be able to deceive people for a period of time. consumers, but they will eventually be abandoned by consumers.
Conclusion
In short, from the perspective of overseas e-commerce online stores, Twitter and Facebook have undoubtedly become the standard features of websites. This also shows that the combination of online stores and Weibo will no longer have any suspense. In the future, the competition among online stores must be Will extend to Weibo, then, in addition to the Weibo marketing forms we see now, innovative marketing interactions will definitely become the key to whether an online store can win.
In addition, due to some personal reasons, this series of articles is temporarily written here. Obviously, I don’t have the ability to write about all the many industries. Fortunately, although the industries are different, there is still a lot that can be learned from each other. I am satisfied that this series of blog posts can bring some inspiration to everyone's thinking. Please understand this. The blog will continue, and there are quite a few topics waiting for us to think about and discuss in the future.
Article source: http://www.socialbeta.cn/articles/weibo-marketing-3-ecommence.html
Article author: Charlie