Marketing: three steps of micro blog marketing from the perspective of coating enterprise strategy

Core tip: according to the latest quarterly financial report released by Sina, Sina Weibo users have reached 250 million, and this number continues to grow rapidly Based on a large number of analysis of historical and social laws, the author believes that when a new generation of revolutionary technology is produced and changes the way of public behavior, enterprises are usually faced with the "opportunity" or "risk" of reshuffle Many former leading enterprises are facing bankruptcy because of ignoring the "risk", just like today's“ Paint agent, top 10 Chinese wall paint brands Recommended introduction: interior wall paint and exterior wall paint can achieve beautiful, clean and pleasant effects, but the effects in different environments are different, so the color of the paint will be different There are ten brands of Chinese paint, ten brands of global paint, ten brands of Chinese wall paint, and ten brands of Chinese paint, Famous trademark of Chinese paint and coating In private rooms, most of us choose according to our own personality, personal hobbies and living habits The younger generation will choose the interior wall paint with rich colors and bright colors, while the older ones will have some working experience Paint House News: according to the latest quarterly financial report released by Sina, Sina Weibo users have reached 250 million, and this number continues to grow rapidly Based on a large number of analysis of historical and social laws, the author believes that when a new generation of revolutionary technology is produced and changes the way of public behavior, enterprises usually face the "opportunity" or "risk" of reshuffle Many former leading enterprises are facing bankruptcy because they ignore this "risk", just like today's "Kodak", and some enterprises are facing bankruptcy because of Seize the "opportunity" and grow into a new generation of market leaders, just like today's "facebook" Since micro blog and micro blog marketing enter our society and life with an irresistible trend, the smartest way to be an entrepreneur or a marketer is obviously to keep pace with the times, dance with "Bo" to learn and master this new tool and use it skillfully on this basis so as to give full play to its power On the one hand, micro blog marketing has its unique features, on the other hand, it has many similarities with other marketing methods The author thinks that the effective combination of multiple marketing methods and micro blog marketing is the key to win the market in the future There are many contents involved in micro blog marketing In this paper, as a management consultant and trainer who is dedicated to the research of market and industrial environment to enhance the core competitiveness of enterprises, Mr Liu Jack will discuss the three key steps of micro blog marketing with readers based on the experience of strategy and marketing 1、 Do a good job in positioning and gathering target fans to ensure the accuracy of microblog marketing Some people say: "when you have more than one fan, you are entertaining yourself; when you have more than 100 fans, you are an internal journal; when you have more than 1000 fans, you are a bulletin board; when you have more than 10000 fans, you are a magazine; when you have more than 100000 fans, you are an urban newspaper; when you have more than one million fans, you are a local TV station;"; When you have more than 10 million fans, you are a provincial TV station; when you have more than 100 million fans, you are CCTV I think this view is only half right for the real micro blog marketing Indeed, whether it is enterprise micro blog or personal micro blog, if there is no certain number of fans as the basis, talking about the post micro blog marketing can only be passive water, without roots But this point of view only emphasizes the number of fans, but does not express the quality of fans When doing micro blog marketing, we should pay more attention to whether these fans are our target groups, whether individuals or enterprises, must have their own unique target groups In my opinion, in order to effectively gather their own target fans, first of all, we must make clear the purpose of setting up micro blog, or to promote publicity, or to contact friends, and have a clear goal definition, and on this basis, we should properly position and publish the relevant content of our micro blog If it's for promotion, it should be very clear who the target audience is, which specific population, which specific industry, or which region In addition, we need to pay attention to the fact that the information we register and publish on Weibo should be authentic Only when we make the public feel real, can we get more attention and communication In addition, the wonderful personalized introduction label can also effectively help attract like-minded people In other words, only on the basis of authenticity to form their own unique micro blog style in line with their own positioning, can they get the attention of the public in the target field Taking the author as an example, we often do some research on related topics on Weibo A good positioning of microblog will lay the foundation of microblog marketing 2、 After the first step of operation, we can have a certain number of friends on Weibo According to the dynamic three-level dealer management system in marketing three-dimensional theory, when the number of dealers reaches a certain scale, in order to manage more effectively, we need to divide dealers into different levels according to different natures So, what is the dynamic three-level dealer management system? As the name implies, due to the flattening trend of enterprise channels, the number of distributors directly faced by the development of enterprises is bound to increase In this case, we need to divide dealers into different levels according to different standards, and ensure that this level can be adjusted dynamically at any time according to specific needs, so as to allocate different resources and conduct different management accordingly Li For example, when planning marketing channels for a consumer product brand, the author has set up a special team and virtual warehouse for Carrefour, Wal Mart and other important KA channels based on this theory, which plays a very good role in ensuring the good development of key customer relationships and the stability of channels The fundamental reason for the classification is the restriction of the relative scarcity of resources and the effective management boundary of enterprises in economics On the surface, micro blog marketing seems to have nothing to do with the brand's dealer management system, because we don't need to invest in physical resources, nor involve the distribution of money and property, but the author thinks that the two are exactly the same from the perspective of marketing essence, and there is something different and the same From the perspective of enterprise micro blog, we can reduce the number of maintenance personnel to reduce the operation cost, and improve the efficiency of micro blog marketing From the perspective of personal micro blog, we can reduce the time of micro blog maintenance, and form strategic partnership with some friends accordingly Take Mr Liu Jack as an example No matter as a management expert, or as a marketer, enterprise consultant, trainer, etc., all the tags point to a common attribute, that is, "busy" So how to allocate the limited time that can be spent on Weibo becomes a very important thing In this case, according to the dynamic three-level management theory mentioned above, the author will add the friends who often participate in their own micro blog interaction to the category of special concern, and give priority to comment or forward the wonderful micro blog of these friends On the one hand, it's a kind of gratitude to these friends, on the other hand, it can further strengthen interaction in the process, cultivate a group of "related people" and form closer partnership In addition to classification by interoperability, it is also a good choice to classify by industry, region and other classification standards according to specific needs 3、 It is one of the core concepts of Internet marketing to integrate various marketing methods and give full play to the aggregative viral communication of microblog marketing One thing spreads and expands rapidly through the forwarding and discussion of Internet users, and ultimately spreads all the target public to improve the reputation of individuals or brands is the fundamental goal of Internet marketing Microblog marketing has undoubtedly become the best carrier of viral communication because of its unique personality, but the author believes that microblog is only a tool after all, so if we want to play the power of microblog marketing, we must combine it with event marketing, experience marketing and other marketing methods, based on good creativity and content, microblog as the carrier and tool, through a variety of The integration of marketing means can achieve the basic goal of micro blog marketing The author believes that the twists and turns of interesting content created by event marketing will greatly promote the second or even n times of forwarding of microblog, in which the controversy is more likely to lead the event to the climax, and ultimately push the subject characters or brand to the largest range of relevant public So, what is event marketing? According to the event marketing theory in the three-dimensional marketing theory, event marketing refers to the means and ways for enterprises to attract the interest and attention of the media and consumers by actively planning or taking advantage of people or events with news value, so as to improve the popularity and reputation of enterprises or individuals, establish a good image, and ultimately promote product sales or personal image Because this marketing method has a wide range of audiences and strong suddenness, it can make the information reach the maximum and the best communication effect in a short time, and the cost is low In recent years, it has become more and more popular at home and abroad as a means of public relations communication and marketing The key to success of event marketing is whether the event has the characteristics of "significance", "proximity", "contrast" and "positivity" Taking various kinds of Meimei events and Kong Qingdong events which are extremely hot in recent years as examples, the reason why they can quickly become popular on the Internet is that they have multiple characteristics of event marketing and quickly push the protagonist to the public with the help of microblog, a powerful tool Of course, due to the lack of what we call "positive" characteristics, these events have improved the popularity of the protagonist, but not let the protagonist get the corresponding reputation, so these events are not really successful event marketing cases, but we can still see the huge power and marketing opportunities generated by the combination of event marketing and micro blog marketing In other words, microblog is a powerful tool and carrier, and event marketing is the root and root of it If event marketing can not be good at using microblog tools to promote in the current market environment, it is equivalent to actively giving up the sharp tool to win the market However, if there is no good event marketing cooperation, micro blog marketing will lose the root and basis of communication, and it is difficult to gather the power to penetrate the market in the current information overload environment Only when two or more marketing methods are closely integrated, can the biggest success of marketing be achieved at the lowest cost To sum up, the author believes that micro blog marketing is becoming increasingly important with the rapid growth of the number of users As entrepreneurs or marketers, we must pay attention to and make good use of this trend, do a good job of positioning and dynamic management of our own micro blog, and effectively integrate with other marketing strategies As a large-scale enterprise, we should make good use of micro blog marketing to continue to expand our leading position in the new market, so as not to be overtaken by the rising stars; as a small and medium-sized enterprise, micro blog marketing is that we win with the weak, win with the few