01 good things do not go out, bad news travels, and faster transmission
GE's research showed that: For the good news, a man told him that after an average of around 6 individuals; The bad news will be transmitted to average around 23 individuals. Bo on the folly of micro forward not only easy, it's comments feature is inspired by users of the imagination and sense of humor. Companies have to be careful!
Early April the "Kentucky spike" is a classic case. The first micro-blog related to this in at 19:30 on April 5, a coupon user posted image, and then one after another, few forwards, before the 14 points the next day a few micro-Bo said, "go to a , really cheap. " Kentucky 14 points after the sudden stop in this event more than the rest of the 1100 article in the dissemination of micro-Bo almost all the matter and make fun of, impressive, including the customer name to KFC McDonald's take-away photos and "KFC does not play Do not play since "pictures, or even eight hundred years ago on the KFC" We do chicken right "translation of the scripts have been dug out crazy pass.
Therefore, the first article on microblogging conclusion is: compared to traditional SNS, BBS and personal blog, microblogging and scope of the propagation velocity to be much larger.
02 social networking sites is to build relationships, interaction and services are key words
In microblogging to find topics and target groups, lock keywords to find the initiative to communicate the potential fans, this is the company microblogging can easily accomplish.
Has more than 13,000 fans @ Changan Ford's second spread is worth learning. @ Changan Ford popular methods is to gather frequently to plan all kinds of prizes interactive activities. Activity cost is not high, more importantly, the fans in the sun in the micro-blog prize, the @ Changan Ford will take the initiative to comment or forwarding, the formation of an effective secondary transmission.
The largest U.S. cable service provider Comcast (Comcast) customer service team @ ComcastCares also Twitter to solve the problem for consumers. American Consumer Satisfaction Index shows that the recent Comcast customer satisfaction increased by 9.3%, while the main reason is that Twitter, the 10 Comcast employees. In fact, ComcastCares the name means: Comcast care about your feelings. This in itself reflects the attitude of Comcast, also rejected the outside world, "Comcast customers do not care" argument.
03 user-friendly, personalized important
In advertising and communication, according to Frech (Rudolf Flesch) human touch formula, human touch scores = 3.365 × per person per word +0.314 × number of words per sentence for each person the number of words, while the human touch scores higher - It simply means that the more use you and me, the more extensive advertising, or news media quickly. Therefore, in micro-Bo, the company must be like a man. Like Sina microblogging Division Miao Ying, head of business development for the "Business Weekly" to describe it, company or organization with users "Friend-style communication," the most important.
China Eastern Airlines China Eastern Lingyan micro-blog @ now has nearly 9,000 fans. Eastern Lingyan convened probably most representative image of the flight attendants who Airlines, flight attendants are the names of each solid, preceded by the word Ling Yan. The main content of microblogging flight attendants who are mostly in landscape photos taken around the world, or the passengers usually do not see the aircraft cockpit and so on. The overall style simple affinity, in line with most people's taste for aviation services.
Successful use of microblogging for marketing companies have many similarities, one of which is the greater use of real (with real names) to do their own account of the head. Comcast's picture looks very sunny friendly.
Similarly, @ Dell in the April 12 User comments and forward a micro-Bo said, "Dell's growth in China, that is really fast, and the huge potential that the pro ... ... thank you!" This "Taobao Women seller cavity "may not move all like it, but as a customer service that really make people feel very warm tone.
04 still need to identify the customer base, set the topic
Microblogging Although almost no cost, but low quality will only lead to fans of microblogging loss. Miao Ying believes that the company first opened to the micro-micro-Bo Bo the first position, to find out "what to say in this micro-Bo in the end." Microblogging function is to build corporate image, promote the product line or promotion? First position, according to positioning to determine the target audience, and then match up to talk about their favorite subject, drawing close.
Bodies such as the Hanson diamond micro-Bo five different accounts, respectively, @ Hanson diamond body, @ IDo Children's Fund, @ IDo global matchmaking model, @ oohDear and @ Hou Lin, from the overall brand image, public, product promotion and leaders, and several dimensions, each focusing on microblogging to attract potential consumers.
Vanke opened its first property to it, and it is a group microblogging, in addition to the official micro-enterprises Bo @ Beijing Vanke, and its executives Xiao Jing Wang, Mao Daqing were all set up a personal micro-blog.
05 with opinion leaders and celebrities friendly terms with the Verified logo
Spread of opinion leaders is an important role. Companies to attract fans is one of the best way to take a dip in the light of public opinion leaders. In the Internet Age, opinion leaders have not entirely limited to the traditional concept of the social elite and public intellectuals, such as blog and micro-Bo Xu Jinglei Queen boss Chen Yao.
This case from the passengers who Eslite official Sina microblogging @ VANCL fan group. Early November 2009, Xu Jinglei deSign, co-produced with VANCL the concept of opening the ultimate accessory on-line friends; almost the same time, VANCL provided to the Sina micro-Yao Chen Bo presented two bib. At 20:58 on November 6 in their own micro-Yao Chen Bo scarves posted 520 photos and get comments, 23:06 VANCL night @ Xu Xiaohui, Executive Director to forward and commented that they "want to get a free collar and Yao Chen do the same? With Posts 190 F, 290 F, and Yao Chen presented exactly the same bib bib each one, "comments within 24 hours to get over 300.
06 information that is advertising
Traditional media value chain generally made of several parts: information - Content - Advertising - goods - consumption. In the micro-blog of the value chain, the chain is significantly reduced or replaced. Sometimes the same time the company is issued the contents of the advertisements, and even the information itself can guide the consumer.
April 15 Starbucks stores worldwide customers to bring their own cups of free coffee is available in the microblogging known. And the storm door was not level spike KFC, Starbucks consumers to honor their promise quite satisfactory, have uploaded the photos comes with free coffee cup, this left a good impression not only received limited consumer of coffee, micro- Bo on the millions of viewers saw a well.
In Twitter, Dell @ DellOutlet this special discount on inventory clearing account now has nearly 1.5 million followers; and promote sales through this channel and sell the personal computer, computer Accessories and software, has been Let Dell fetched $ 6,500,000.
07 Do not superstitious "golden hour" theory
The emergence of the network of public relations crisis has given way to unexpected events into a gold clock gold four hours, but now in the micro-Bo, on the reaction rate of demand did not seem to be further enhanced. Surprise to the researchers, with the interaction to further improve the speed, "first time" response to the crisis has not necessarily the most sensible choice. The logic may be: the time when information overload, sometimes can not stop at condemning the apology, but limited to the emergence of the next hapless.
KFC China, the official micro-Bo @ Kentucky Fried Chicken in the spike-gate stays on my own, without any response on this issue, two days after the forwarding and comments users to quickly lower the volume, the storm gradually fade in the micro-blog. Target moment in the emergence of new micro-Bo, if running out of patience but easily aroused public indignation, real or upgrade situation Yi population. Bo on the micro rather slow and do not make mistakes, otherwise they will be numerous spoof of amplification, is forwarded to delete the original did not use.
08 minority views also need attention
Elisabeth Noelle-Newman in the "return to the powerful concept of mass communication" in the proposed "spiral of silence" theory: in a particular period of time, mass media, some of the dominant view in the community, who view non-essential people with less and less time to form a "spiral of silence."
However, in micro-blog, "express" at least with the "listen" or "communication" has the same status, even if the minority view would still be relatively independent existence. And, once popular with some of the factors that may evolve from a few moments into the majority. Diversification will be the micro-blog "public media" to bring the inevitable result of property, and commercial companies have been impossible to complete "guide public opinion."
Consumers face 09
Six degrees of separation theory is seen as all the social networks formed the basis, but the microblogging you can free her bluntly "concern" strangers. Users no longer seek to find their own "may know", but the initiative to "focus" their "people want to know." This means that the last part of the channel, distribution, profits will shift to the upstream companies, and channel up the transfer of risk assumed.
Before the Spring Festival of 2010, Sina microblogging organize activities, users can be released through micro-Bo dreams of conditional users can help achieve. Activities, write down the desire to get a girl a diamond ring, so that she would not have married a bare. Desire to be chairman of Hou Lin Hanson diamond saw, he really gave a diamond to the girl.
This case is only one side of coins. Also in this event in the face of micro-blog "dream", more companies have chosen silence - they are not ready to directly face their own consumers.
