Many people have never played Weibo, even the post-80s modern young people.
Maybe you will laugh at the ignorance of this official who molested big-breasted women in Weibo, but many people really can't play Weibo yet.
I learned from this activity that Weibo is really a new thing. Although I heard about Weibo everywhere, many people really can't play.
Not to mention Weibo marketing this crab, which is really not delicious. How can I put it? Then I will talk about my marketing experience in Weibo in detail for future reference.
Method 1: Award-winning forwarding. Award forwarding is also the most widely used activity form at present. As long as fans forward+comments or+@ friends, they have a chance to win the prize, which is also the simplest. Fans hardly need to think, but at present, prize forwarding has also raised the threshold. For example, in addition to forwarding, you need comments or @ friends (now the number of @ is generally required to be above 10).
Method 2: Prize collection. Award solicitation is to attract participation by soliciting solutions to problems. The common themes of prize-winning solicitation are advertising language, jokes, greetings, creativity and so on. Mobilize users' interest in participation and attract participation through a series of "induction" of winning possibilities.
Method 3: Prize-winning quiz. A prize-winning quiz is to reveal the mystery or answer and finally draw a lottery. This includes guessing pictures, words, results and prices. At present, it is not used much, but the planning is very interactive. The more interesting the link design, the better, which promotes automatic forwarding.
Method 4: Award-winning survey. At present, there are not many prize-winning surveys, which are mainly used to collect user feedback, and are generally not directly used for publicity or sales. Ask fans to answer questions, forward and reply to Weibo, and you will have a chance to participate in the lucky draw.
Four key points in manipulating Weibo's marketing activities
Point one: the rules should be clear and simple.
In the past, most of the rules of activities in Weibo were complicated. In order to get the maximum effect of the activity, users participating in the activity in Weibo must not be embarrassed, so read a long introductory text and describe it as simply as possible. Simple activity rules can attract more users to participate and maximize brand exposure. Therefore, the introduction text of the official rules of the tournament should be controlled within 100 words, with illustrations of the tournament introduction. Illustrations must be beautifully designed and clear, and the picture size should be moderate.
Point 2: Grasp and stimulate the desire to participate.
Only when you meet a user's needs and stimulate their deep desires will users actively participate in your activities. The best way to stimulate desire is the reward mechanism of Weibo activities, including one-time reward and phased reward. Therefore, the selection of prizes for official Weibo activities is very particular. First, be innovative; Second, be attractive; Third, the cost should not be too high. It's also interesting if the prize of the Weibo event is a souvenir with an official LOGO.
Point 3: Control and expand communication channels.
The initial stage of Weibo's activities is the most critical. If not enough people participate, it is difficult to form a viral marketing effect. It can be solved through internal and external channels. The internal channel is to ask all employees of our company to participate in activities from the beginning and invite their relatives and friends to participate. Only when a certain number of participants are accumulated in the early stage will Matthew effect be formed. The external channel is to actively contact those influential Weibo accounts and flexibly grasp the forms of cooperation and encouragement.
Key point 4: precipitate fans and follow-up communication
In the initial stage of copywriting planning, Weibo activities should consider how to precipitate the spread of high-quality fans, encourage mutual forwarding and provide extended incentives. In addition, introduce new highlights through related topics, drive users' own interpersonal circle, increase brand exposure, and promote subsequent multiple communication.
Several misunderstandings to be avoided in activity planning
Enterprises should pay attention to the following three issues before carrying out Weibo activities:
First, don't set sky-high targets. You can't wait to bet the future of the whole enterprise on Weibo, set a very big fan growth target, and blindly set a lot of gifts and rewards. The consequence of this is to attract a large number of fans who pay attention to the enterprise for the purpose of giving gifts, but it does not help the development of the enterprise. We should establish the correct idea that small victories are great victories.
Secondly, I give great sales expectations to every activity in Weibo, hoping that after each activity is promoted, my sales will immediately reach a new level. This is actually contrary to Weibo's long link marketing method.
Third, the demands are not clear enough. Whether to increase attention or increase the number and frequency of opening stores must be clearly planned in advance in order to have subsequent scientific effect evaluation and analysis.
So every time you do a marketing activity in Weibo, you should give yourself a clear goal, whether to pull it into the store or something else. There are many ways to plan activities in Weibo, but the center around increasing exposure, brand awareness and loyalty remains unchanged. So we should always remember that all activities are aimed at potential consumers of products, not bystanders.
Bian Xiao concluded: Weibo marketing is a very big topic. What I share with you today is just some foundations, which is exactly what we have to do. In the case of increasingly fierce competition in Taobao, should we consider taking advantage of other people's weaknesses and relative competitiveness to make our own small achievements? Weibo content editors should not only look at other people's accounts, practice writing about Weibo, but also accumulate more. They usually look for pictures and accumulate some cases, descriptions and tense words.