First, the content of Weibo marketing

1, Weibo's marketing content is the most important and the most difficult part to operate. The audience likes to listen to valuable information, no one likes advertisements, no one likes personal life trivia, and celebrities are no exception. When enterprises carry out brand marketing activities, it is not technology or financial resources that determine the marketing effect. Respect users' habits and don't interfere with the content attributes of the audience with too much enterprise information or product information, which is the most valuable. Weibo's marketing is still an effect-oriented marketing method, and the essence of pursuing effect marketing has not changed. Weibo's content should first recognize its main sharing features and characteristics. Fresh, interesting and useful? The sharing characteristics of are the main consideration of the audience.

? Fresh? That is to say, the content should be timely and real-time. Weibo is a kind of written communication with local differentiation in time and space, and the fragmented circulation form must have higher requirements for timeliness; ? Interesting? Require something to watch, that is, the interest of onlookers, plus a segmented audience? Is it useful? Only by embodying value can we see, listen and add powder. This is also the importance of content editing and planning. Sharing should be valuable, forwarding should be justified, adding powder should be expected, and content closely related to the characteristics of mainstream active fans can be continuously released to enhance user stickiness.

2. Selection and release of content in the marketing process of Weibo.

The value of Weibo 140 is more reflected in the introduction and interaction of a topic. The choice of content involves the segmentation and positioning of the audience. As an online shopping platform, Suning.cn should focus on college students, because they are the most active online shoppers. Now college students have no economic pressure and irrational consumption. Therefore, we must grasp the realistic characteristics of college students' life. Although Weibo is an interactive way of the Internet, in the final analysis, it is a virtual representation of people's life scenes in reality. Need to be clear about the time period of Weibo login. Weibo users are more active during lunch break and perfect leisure time, so users should choose active time periods when publishing Weibo.

According to the content released by Weibo, it can be roughly divided into four categories: experience sharing, promotion activities, hot topics and product information. For a big platform like Suning.cn, the main appeal is the spread of brands, so sharing the experience of products or services and refining the contents of promotional activities are ideal ways to introduce topics. Integrate the links between the most critical topics into topics, and improve the forwarding rate through promotion activities. Pay attention to continuity and integrity, and don't expect to write everything at once. Write only one point at a time, and you can adopt an open topic introduction to reduce closed topics, promote interaction and form a topic cycle, especially when your potential customers are already interested in your products or services, or your existing customers make suggestions related to your products through Weibo, you must give timely feedback. If the other party is praising, it can be forwarded to Weibo for indirect publicity. If the other party is an opinion or suggestion, you must reply in a short time, solve the problem quickly, let the onlookers see sincerity and accumulate audience reputation.

The display and promotion of timely marketing content in Weibo is more about emotional experience and continuous interaction, whether it is products or services. These all need to be integrated into the life of real fans. To make Weibo's content alive and entertaining, we should subtly infect fans through the edited details of Weibo's content, establish emotional ties with fans, and make them feel that you are beneficial to them. They are willing to listen to you and accept your brand. But in any case, honestly do the content, attach importance to the value of the content, and guide the marketing work in Weibo through the indicators reflected by the content. After all, without content, fans can't be attracted and retained, and without fans, there is no marketing. Therefore, taking care of your fans should start with the content.

Second, the basic principles of Weibo marketing

If you want to do a good job in Weibo marketing in the process of Weibo marketing, you still need to follow some basic rules, which can be roughly summarized as the following six basic rules:

1, interesting

Weibo can't be too boring and too official. If it is not interesting, your Weibo, that is, the audience of your personal radio station, will not forward your Weibo, and you will not be able to accomplish your original intention. If there are no fans forwarding your Weibo, then Weibo will have no effect. So the first rule, it must be interesting.

2. Interaction

In traditional media, such as newspaper marketing, it is impossible to interact. Through Weibo, if someone is interested in your product and comments, you can interact with him, help him solve the problem, and generally help him solve the problem. He may also forward these to help friends with the same problems and establish relationships with fans, which is an important aspect of long-term relationships. During the election, Obama paid attention to his fans, while Hillary did not pay attention to her fans. So interaction is an important aspect of building relationships with fans.

Step 3 be sincere

Sincerity is not only the basic principle of Weibo marketing, but also the basic principle of doing anything and doing any interactive communication. When it comes to marketing, people often think of exaggeration, showing off, cheating and unscrupulous means. However, falsehood may gain temporary petty profits, but it cannot gain people's long-term trust. You can fool around for a month or two, but you can't fool around for three or five years. Weibo marketing is definitely a long-term behavior calculated in years. Making friends in Weibo, as in reality, a good word of mouth is wealth. It takes time to accumulate a good reputation, and it is impossible to have a good reputation without sincere interaction. Compared with traditional advertisements such as TV and portal websites, the negative emotions of the audience are easier to express and spread in Weibo. You can stop the spread of negative emotions by dealing with editors of TV stations and portals, but you can't silence all Weibo audiences, so the principle of sincerity is more urgent than other traditional marketing in Weibo. Weibo marketing practitioners should first get rid of the common professional habit of defection in traditional marketing, and treat your audience and your potential friends sincerely.

4, optimistic and cheerful

In reality, we can find that people are more willing to make friends with optimistic and cheerful people. The interaction on Weibo is no exception. Except? Jealous? No one will hate your sense of humor except your optimism, and no one will hate you sharing happiness with him. The principle of optimism and cheerfulness requires the marketing staff in Weibo to be optimistic and cheerful, and he (she) should have enough enthusiasm and drive? Stranger? Contact with? Stranger? Share your happiness and life experience, and he (she) will not complain all day and become a complaining type. In fact, whether it's twitter abroad or Sina Weibo or Tencent Weibo in China, humorous jokes, spoof pictures and funny videos are always favored by the public, and are suitable for all ages. It is beneficial and harmless to share these interesting things with friends in moderation.

Step 5 tolerate

Tolerance means atmosphere and gentleness, while harshness means meanness and gentleness. Dictatorship? Not many people will like a person with a harsh personality. Of course, tolerance does not mean that there are no values, nor does it mean doing everything? Peacemaker? On the contrary, you should have clear values and stick to them, instead of going with the flow. A good example is: Where is Google? Don't do evil? Its persistence in values has won it a great reputation. Swinging and drifting with the flow conflict with the principle of good faith, which is bound to bring serious damage to the brand image. But remember the purpose of Weibo marketing. If you are doing pure commercial marketing, you should try to avoid arguments about values that have nothing to do with business.

6. Personality charm

There are many enterprises and individuals doing promotion in Weibo, so the marketing in Weibo is also fierce. The stereotyped marketing methods make the audience feel aesthetic fatigue, and only those Weibo accounts with personality charm (in fact, the Weibo marketers behind the accounts) can stand out. In real life, individuals? Brand? The most valuable core part is personal charm. The role of Weibo marketer is very important, because he (she) is the network image ambassador of your enterprise, and his (her) personality charm represents the personality charm of the enterprise. Personality charm includes many factors. Optimism, humor and tolerance mentioned above are all dimensions of personality charm. In addition, courage, frankness, love, persistence, curiosity, creativity, wisdom and understanding are all specific dimensions of personality charm. It is impossible to ask Weibo marketing practitioners to possess these charm factors. In fact, it is impossible. A general rule is: Choose a Weibo salesman who is consistent with your corporate image. If the corporate brand image is creative, then your Weibo salesman had better be a person with innovative thinking; If your corporate brand is caring (such as women's products enterprise), then choose those considerate people to do Weibo marketing.

Third, the main points of Weibo marketing

In order to achieve a certain effect in Weibo, we need to pay attention to the following points. Some key points in the marketing process of Weibo can be summarized as 10:

1, subject

Setting a topic according to your target audience is to formulate a content strategy in the early days of the establishment of Weibo, just like a magazine editor formulating a magazine content strategy. Weibo's ultimate goal is actually to share content. For enterprises, the key to making good use of social media lies in content strategy.

Step 2 label

Setting it can help you find the person you want. Even if you have 10000 fans, it's useless if you don't set the tag. Of course, you need to use different tags at different times, so that the search results can always be on the first page, so that you have a chance to be noticed by the users you want.

3. Make good use of hot topics.

The hourly ranking of hot topics and the daily ranking of hot topics are very useful, because these topics are suitable for everyone in Weibo and well planned into our marketing content, which can increase the chances of being searched by users. Generally speaking, add a double sign to popular keywords, such as # Suning.cn #

4. Actively search for related topics

Summarize the common problems that users know in Baidu and the location of enterprises, and extract important keywords, such as: Suning.cn, National Elite Marketing Competition of Colleges and Universities, Suning.cn social media interactive marketing scheme, etc. Pay attention to the discussion content of users in Weibo at any time, actively search and actively interact with users.

5. Make regular update frequency.

Send 6-20 articles a day, and you can send 1-2 articles an hour. If you don't grasp the frequency and rhythm well, you will lose fans.

6. let the content have it? Serialized?

For example, recommend a good work or hot information every day and publish the results of the activity once a week. Serialization will increase the activity of fans.

7. Planned release time

There are several peaks in Weibo, such as going to work, taking a lunch break, after 4 pm and 8 pm. Only by grasping the posting time of these peak people can we improve the reading rate and forwarding rate.

8. Make good use of attention

In the early stage of your microblog promotion, attention can help you quickly gather fans. For Sina, it can only pay attention to 500 people at most and 2000 people at most every day.

9. Activities

Be sure to hold regular activities, which can bring about the rapid growth of fans, increase loyalty and establish a division with competitors.

10, interactive

Create meaningful experiences and interactions. As long as you do these two things, customers and potential customers will communicate with you and share your content.

More than a hundred fans are like an internal magazine; More than 654.38+ million is a metropolis daily; More than 654.38+0 million, it is a national newspaper; /kloc-more than 0/00000 are TV stations; /kloc-more than 0/100 million is CCTV. Major websites have promoted Weibo to a strategic position. Weibo is a quarter of all Internet users, and mobile phone users can use it. At present, there are 700 million mobile phone users, so marketing in Weibo has become a top priority.

Fourth, Weibo marketing skills

In the practical application of Weibo marketing, following the basic rules and adding some technical things can also make Weibo marketing faster and more efficient. Use some relevant Weibo marketing techniques, such as:

1, the quantity of Weibo is small but fine.

Some people didn't have a good theme when they first set up Weibo. Today, they think the Weibo of this website is very good, so they set up a Weibo user. Tomorrow, they may think that Weibo with this theme is good, and they will also build one. Jane Weibo is a bit like running a website. Personal webmasters always thought that this number would change, and none of them succeeded. Weibo should also pay attention to concentration, because a person's energy is limited, and messy content will only waste time and energy, so it is necessary to be precise and strike hard to achieve good results.

2. Personalized name

A good Weibo name is not only easy for users to remember, but also can get good search traffic. This is similar to the website name taken by individual webmasters. Baidu, Taobao, Sina and other good website names are very simple and easy to remember. Of course, if an enterprise establishes Weibo and plans to conduct marketing in Weibo, just like Suning.cn, it can be used? Suning.cn？ Be the user name of Weibo.

3. Clever use of templates

Generally, Weibo platform will provide some templates for users, and enterprises may choose a style that conforms to the characteristics of the industry and is more suitable for Weibo. Of course, it is also a good choice if you have the ability to design a template style with your own characteristics.

4. Use search to search and view content related to yourself.

Every Weibo platform will have its own search function, and enterprises can use this function to search their published topics, check the leaderboard of their own content and compare it with others' Weibo content. You can see the number of comments, reposts and keyword mentions of Weibo, so as to understand the marketing effect brought by Weibo.

5. Update Weibo information regularly.

Generally speaking, Weibo platform does not limit the frequency of releasing information, but for marketing, Weibo's popularity and attention come from the sustainable topic in Weibo. Only by constantly creating new topics and releasing information related to enterprises can enterprises attract the attention of target customers. The message just sent may soon be covered by the following message. If you want to attract customers' attention for a long time, you must update Weibo regularly, so as to ensure the sustainable development of Weibo. Of course, long-term updated and novel topics may also be forwarded or commented by netizens.

6. Be good at responding to comments from fans.

We should actively check and reply to the comments of fans on Weibo, and pay attention to the dynamics of fans while being concerned. Since it is interactive, we have to move with each other, and we will follow what comes. If you want to get more comments, you should treat them with a positive attitude, and replying is also a kind of respect for fans.

7. Flexible use of # and @

When publishing content in Weibo, two? #? The words in the room are the content of the topic, and we can add our own opinions at the back. If you want to introduce an active user, you can use? @? Symbol, that is to say? Say to sb? . For example:? Welcome to Suning.cn? . In the Weibo menu, click? @ My? You can also see your topic mentioned.

8. Learn to use private information

Compared with the character limit in Weibo, private messages can accommodate more characters. As long as the other party is your fan, you can tell them more by sending private messages. Because private messages can protect the privacy of the recipients and senders, the way of sending private messages will show more respect for fans when the activities are carried out.

9. Ensure that the information is true and transparent.

When enterprises engage in some preferential activities and promotional activities, they should publish them in the form of enterprises, and they should cash them immediately to make the winners public and gain the trust of fans. The information released by Weibo should be consistent with the website, and the activities should be tracked and reported in Weibo in time. Ensure the continuous development of activities to attract more customers to join.

10, you can't just send corporate products or advertising content.

Some Weibo are very direct. They publish a lot of product information or advertisements every day, and basically have no own characteristics. Although others know what you are doing in Weibo, they will never pay attention to it. Weibo is not a simple advertising platform. The significance of Weibo lies in information sharing. Without interest, there will be no interaction.

Five, Weibo marketing should pay attention to what? Minefield?

1, minefield 1: blindly follow the trend, Weibo is? tiger balm

Weibo is amazing, but surely not? Cure all diseases? . Don't lose heart when you see that everyone starts to use Weibo for marketing, and then you end up in Weibo. There is no best enterprise marketing method in the world, only the one that suits the enterprise itself best. Whether the potential target customers of enterprises have a certain number in Weibo, what they mainly pay attention to and need when they are active in Weibo, and how to find the connection between enterprises and users. These all require enterprises to investigate in advance.

2. Minefield 2: Without planned implementation, it is difficult to unify the brand image.

Many enterprises employ fresh graduates to take charge of Weibo. Due to the lack of operation training in Weibo, it is easy to have a common problem of younger communication tone in Weibo. Weibo's marketing has no overall planning. If you find a person in charge of Weibo, ask him to make a plan and carry it out for a period of time. You may change jobs, leave your job, and change people. You may not update for a long time. Does Enterprise Weibo seem to have it? Schizophrenia? The tone of daily updates and replies is not uniform, and the customer experience is very poor.

3. Minefield 3: Ignore the content itself and be infatuated with the growth of fans.

Up to now, how many enterprises still regard the number of fans as the only indicator to assess Weibo's marketing, and it can be imagined from the activity of selling zombie fans privately in Weibo. Vanity is understandable. Many business owners have bought tens of thousands of fans themselves, but if they can't find the value of fans, it is meaningless to the enterprise itself.

Weibo marketing, like other online marketing methods, is still content-oriented. Enterprises must have a content planning and design for Weibo: what content to send, target group analysis, the effect to be achieved and the purpose of promotion must have a clear direction, so as to help Weibo maintenance personnel to implement it. What is the most obvious performance? #XX#？ Use continuous labels.

4. Weibo marketing is definitely not a low-threshold and low-cost marketing method. It seems to be just the head, name, background, etc. And it is enough to send 140 words/article every day. But in fact, it seems simple, but it is actually the most difficult marketing method, which requires operators to have various abilities. Advertising, marketing and crisis public relations are all involved. The Weibo copy of 140 words is comparable to a soft text. Only if it is fun and makes users feel profitable, will they be interested in participating in comments or forwarding.

You can take a look at the Weibo marketing of enterprises that are doing well at present, which is basically a team operation. It is definitely not a Weibo who sends some content or Weibo marketing every day.

Enterprise marketing in Weibo is long-term and cannot be achieved overnight. In the absence of active fans in the early stage, no one responded to your content at all, let alone interaction and value. Therefore, how to increase real and active fans, continuously provide valuable information about Weibo, interact with users reasonably and effectively, and evaluate the marketing effect of enterprises in Weibo are all the contents that enterprises need to consider in their operation in Weibo.

Although Weibo's own enterprise Weibo products are still being explored, there is no difference in product display and interaction, and the idea of how to accurately market Weibo users is still unclear. However, it is inevitable for enterprises to carry out marketing in Weibo. To have a deeper understanding of the characteristics of Weibo marketing, beware of misunderstandings and blind spots.