It is amazing that 40% of user visits come from mobile phones. The fiery popularity of Sina Weibo heralds the arrival of the "SNS era of mobile internet," and a new phase of communication methods has begun! Many companies and celebrities have started paying attention to and exploring Weibo marketing, making how to effectively use this popular online tool a central concern for everyone. Weibo marketing is a systematic project, and here we briefly introduce ten operational models of Weibo marketing for your reference.
In advertising and communication studies, the human touch score = 3.365 × the number of pronouns per hundred words + 0.314 × the number of pronouns per hundred sentences. The higher the human touch score, the more widely and quickly advertisements or news will spread. Therefore, on Weibo, companies must act like individuals, and the most important thing is for companies or institutions to engage in "friend-like exchanges" with users. On September 28, 2010, Yuanzhou Decoration, a well-known domestic decoration company, posted a Weibo titled "Yuanzhou finds National Day, netizens rush to grab the first comment, building the tallest Weibo building." When designing Weibo content, Yuanzhou Decoration personified the Weibo tone, avoiding rigid formality and seeking personalized communication, "I like crawling all over you."
Model one: Brand and product exposure
Model two: Interactive marketing activities
With the arrival of the micro-era and micro-economy, Weibo has truly taken off. According to relevant data, as of January 2010, Twitter, the earliest and most famous microblogging platform in the U.S., had 75 million registered users globally. In China, Sina Weibo alone, which was launched less than a year ago, already has over 20 million registered users, with over a million super active users almost every day.
Some larger enterprises, such as Starbucks, use Weibo primarily to build their brand. They release brand-related information through Weibo, establishing connections with customers to serve the brand. For example, @StarbucksChina's main content includes recent events and new products related to Starbucks, such as #Starbucks Welcomes the Autumn Coffee Season#, #Winners Announced for Starbucks' Golden Autumn Quiz#, and #Coffee Experience Recruitment Ongoing#. Starbucks excels in customer relationship management, such as interactions with fans: @Zhang Qing Weibo: There are seven distinct aromas when tasting different coffees, some of which can be very strong. @StarbucksChina: Can you name the seven distinct coffee aromas? Such clever interactions happen countless times, encouraging a large number of fans to forward and comment. Currently, Starbucks China has 11,334 followers, with nearly every Weibo post receiving over 20 comments and over 800 forwards for coffee experiences in Guangzhou.
Interaction is the essence of the internet. On Weibo, human touch, fun, benefits, and personalization are key points in stimulating netizen interaction. Entering Starbucks' Sina Weibo page, we see that the account holder is a highly creative coffee person, and all posts are related to coffee life in warm text and image formats, such as "#Starbucks Welcomes the Autumn Coffee Season# Good morning, start your fresh day with Starbucks Breakfast Blend Coffee. How does your morning begin?" It feels just like encouragement from a friend nearby. The enthusiasm for comments and forwarding is exceptionally high.
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