As a battleground between Internet giants and newcomers, Weibo is reshaping the information transmission chain and dismantling the old marketing structure.
Weibo not only represents the arrival of the "self-media" era where everyone is a member, but also establishes a direct communication channel between brands and consumers. It is difficult for brands to visit terminals and obtain real and immediate feedback from clients through traditional channels. However, Weibo has a large number of real and real-time consumer feelings and evaluations. If these comments and preferences can be analyzed and utilized, it will make Brand owners or advertising agencies benefit a lot.
However, a side effect of Nuggets Weibo marketing is the Internet trolls. How to remove the "water" and preserve the "truth" from the massive amount of fragmented information on Weibo, the rampant online trolls, and the ubiquitous "zombie fans", so that information can be disseminated truly and efficiently, and virtual IDs can be filtered into real individuals. , creating real value for marketers, which is a major problem in Weibo marketing.
Recently, Suishi Media launched a set of marketing products "Weibo Pai" based on the Weibo platform to partially solve this problem. Its operating idea is to study the demographic characteristics of Weibo users (such as region, age, gender, etc.) and behavioral attributes (such as interests, blog posts, topics, fan activity, etc.) based on intelligent data analysis and mining, and provide marketing services. The main provider provides matching Weibo celebrities and uses active "celebrities" with real communication power to achieve the rapid spread of information in the self-media marketing circle. By posting relevant Weibo posts and links from matching celebrities, users can be introduced to Weibo's own platform (this platform is interconnected with Weibo through user authorization) and participate in various activities specially developed for related brands, arousing user interest and even triggering Buy directly.
Currently, many marketing products in the industry focus on operating official accounts for brand owners, shaping their brand image, and attracting potential fans and customers. There are also some who operate a certain number of Weibo accounts themselves, posting, commenting, and retweeting Weibo for brand owners, and follow relevant users in batches or send private messages. The Weibo faction chooses to start with celebrities and spread information through the sharing and interaction of many celebrities in their respective circles. The paths seem to be different, but because Weibo marketing has not been in operation for long enough, and Weibo and related products are developing rapidly, most of the various Weibo marketing methods and products are still immature.
So, who is the ideal “influencer”? According to reports, there are 11 celebrities with tens of millions of followers on Tencent Weibo, while the number of celebrities with millions of fans on Sina is over three digits. Rather than collecting and attracting more hundreds of thousands or millions of celebrities and super celebrities, and having a large number of hundreds or thousands of real fans, people who are active in posting, retweeting and interacting may be a more valuable communication carrier. It is very important to activate them, divide them into different categories and circles through data collection and analysis, and make it simple and easy for marketers to choose.
With user data analysis and celebrity classification information, what activities should marketers use to trigger celebrity dissemination?
In fact, the beginning of each event is like starting a "multi-layered hourglass superposition model", from the matching celebrities selected by the system analysis to the celebrities who actually participated to the fans of the celebrity, and then from the fans to the fans of fans. Spread or even spread three times. In this process, only by mobilizing the active participation of the broad masses of the people can the information be passed on like ripples.
Nowadays, there are so many Weibo marketing activities such as forwarding lottery draws and discounts, how to win unexpectedly and find new ways? This will test the creativity of marketers and their grasp of mainstream social values and market popular elements. It is necessary not only to clearly define the brand's own positioning, but also to focus on users' points of interest. On this basis, different forms of creativity are used to stimulate the communication initiative of each celebrity and ignite fans' enthusiasm for participation and creativity.
The current domestic Weibo marketing is generally relatively simple and extensive. Most of them directly forward advertisements, and innovative ideas and solutions are urgently needed. There is a successful example of Twitter marketing in Brazil: Volkswagen Fox sponsored the Sao Paulo Music Festival in Brazil. They planned to hide the tickets in various corners of the city. Audiences can use Google Maps to find the location of the tickets, but the map can only be enlarged and viewed after sharing enough #Fox at Planeta Terra# on Twitter. The event was a great success. Within 2 hours, the topic became a hot topic in Brazil, and the whole city had a great time "treasure hunting".
Therefore, to promote a successful Weibo marketing, several elements are indispensable. First of all, there must be excellent content, including the unique event ideas, eye-catching text design, etc. mentioned above; secondly, there must be key and appropriate communication channels, such as all walks of life, all kinds of kind of "red people"; finally, in the fission dissemination of information, it is necessary to update and add topics in a timely manner to trigger more interactions. In this process, all details from topic discovery, page design to copywriting are crucial. It is not easy to be novel, interesting, easy to use, and resonate with users. You know, not every copywriting can be as popular as "Fan Object".
Vitrue, an American company that provides social network management and marketing solutions for enterprises, just received a third round of investment of US$17 million in February this year with a revenue growth rate of nearly 100%. Its founder Reggie Bradford once said in an interview that for Vitrue, technology comes first, followed by marketing concepts and strategies. Sooner or later, if you are an online troll, you will have to be beaten by everyone. Doing good data analysis and creativity is the right way. (Xu Mengying)