How Can Enterprises Use Micro-Blog To Achieve Precision Marketing?

Socialized electronic commerce has been proved to be a great potential in Face-book. business model 。 In China, Micro-blog platform This is also being highlighted. potential 。

Such as fan Ke Cheng pin, Heng Xin diamond, China Eastern Airlines Lingyan are the first batch of media models set up for enterprises to use micro-blog to achieve wonderful marketing. Now, from small restaurants, hairdressers to Air China, telecommunications, insurance and other industries, micro-blog's "deterrence" has been fully demonstrated. These successful cases prove that network communication and information sharing mode can directly affect the business and reputation of an enterprise.

But micro-blog is better at "sprayed" consumers' machine guns. Marketing Not every enterprise can maximize the value of "attention". Bob Pickard, CEO of Asia Pacific region, said that enterprises must learn to tell a digital story and participate in social media platforms from all aspects to ensure that the content provided can be used and disseminated on different platforms.

Bob Pickard believes that the establishment of direct contact with customers through social media is a spider web type. spread The way is explosive and infectious communication. In the face of such a platform without borders, how to accurately grasp the needs of users and disseminate information that is wanted to achieve effective business objectives is particularly important.

　 Accurately grasp user needs

Today, Sina has more than 3 micro-blog registered enterprises, Tencent has more than 2. "There are more than 40 enterprises registered or applied for V every day." This is the data provided by Ai Fang, director of micro-blog commercial operations center, Tencent. Just a year ago, the way of using micro-blog marketing was not recognized by enterprises. Nowadays, enterprises are increasing their investment in micro-blog marketing.

For enterprises, micro-blog can first help them to carry out auxiliary propaganda among netizens. Before Kobe came to China, Nike disclosed the news through official micro-blog. When Kobe was in China, press conference and other activities, Nike invited Kobe's fans to participate in micro-blog, and soon increased the attention of micro-blog users to Nike, and successfully achieved brand promotion.

Second, businesses and individuals can go through micro-blog. Model Self image is a better word of mouth among the audience. For example, in the past, most of the brand impressions of Dongfeng Citroen were partial fashion and located in white-collar men. On the micro-blog of its company, besides car related information, it will also talk about car related life, travel and other topics. Attracted more than 600 thousand fans, of whom 1/3 are women. These concerns come from all over the place, with different educational and professional backgrounds, forming a fresh group, completely breaking the traditional impression of Dongfeng Citroen. "You will often see the interaction between employees and fans. Users can feel that their employees are young and energetic, active thinking, love life and taste." Ai Fang introduced that users gradually had a three-dimensional perception of the enterprise, increased their interest in the brand and softened the corporate image.

Third, as a marketing channel, social media is cheaper and more flexible than traditional media. Especially for small and medium-sized enterprises, micro-blog can be said to be a customized platform, and the public can focus on and understand enterprises and products through dialogue and participation activities, so as to effectively promote actual sales. A typical example is good Lok. A new lady's sandals, with pictures and interactions, can attract a lot of attention. Every day, sales through micro-blog often exceed thousands of orders. "Business is equivalent to opening a shop on micro-blog, where guests are always there, so long as the quality of products is good, the distribution is convenient and the price is fair, users will be willing to buy." Ai Fang thinks.

Famous brand customers use micro-blog as an advertising platform. During the Spring Festival this year, Air China timely grasped the psychological demands of users to return home and made use of micro-blog for brand promotion and promotion. During the activities, Air China and Tencent's fortune paid cooperation, the user through money paid to buy tickets, will return 20% of the transaction price. Before and after the event, Air China's sales through Fu Tong Tong increased by 3.3 times. Sales continued to rise steadily after the event. Users officially understand through micro-blog that through the money can also buy tickets, not only convenient, but also enjoy the discount. {page_break}

It is undeniable that enterprises use micro-blog marketing, as long as the services, products, interaction and user needs effectively combined, we will find more business opportunities, and in micro-blog's platform to win a lasting victory, more crucial is the content.

　　 Content is king

For micro-blog, the quality of information is much more important than quantity. Bob Pickard believes that when companies use micro-blog, listening is very important. They need to think and subdivide the target audience better, instead of pushing the content to the audience. Enterprises should not focus on the amount of fans, but rather think deeply about the business objectives of increasing fans.

Therefore, when operating micro-blog, enterprises should focus on content rather than channel. People often think about what different contents should be in Facebook, Twitter and micro-blog. In fact, it is more important to get back to the root of communication, that is, what the enterprise wants to share with the audience, what image the enterprise wants to build, personification of the enterprise, and finding the characteristics and personality. This is the most critical and fundamental issue.

If enterprises want to make better use of micro-blog platform, from online to offline, they should take the initiative to do database marketing. Bob Pickard believes that we should find like-minded friends and actively invite target users to join their social groups and different offline activities, and use active, subdivided and accurate content to achieve their goals.

On Tencent micro-blog, China Telecom has launched micro-blog, such as Tianyi and music, in addition to corporate accounts. Provincial telecommunications and prefecture level telecommunications have also entered into a large scale team. The group micro-blog manages the information in a unified way so that it meets the company's overall operational policy, and also releases some official content, organizing brand activities, etc. the love music micro-blog is mainly related to music and young energetic lifestyles because of users' group targeting young consumers, while Tianyi micro-blog is relatively more business, including Travel Secrets, health care, workplace topics, life insights and so on. There will also be promotional activities such as smart phones and other products; micro-blog from all over the operators will pay more attention to local sales, usually by publishing packages, activities and business guidebooks. Micro-blog also made use of customer service personnel and users to interact with users in terms of usage, operation and tariff.

A well-known Asian car manufacturer used social media to launch a global social media content manufacturing project, responsible for designing pictures and content, and producing a series of complete story materials for users in social media.

"Social media gives enterprises the opportunity to become media themselves, making content and communicating with consumers." Bob Pickard said. Traditional media have the greatest credibility of the media, but with the emergence of social media, many companies do not need to communicate with the audience through the media, they can directly reach their target audience.

Bob Pickard also stressed that dealing with social media is similar to traditional media. On the platform of micro-blog, enterprises also need to take the initiative to find the target audience, and establish effective communication and communication. Although the skills are different, the core strategy is the same.