Six classic cases of Weibo marketing success

Network marketing on November 25, 2013 the domestic microblog market will enter a mature period. Undoubtedly, Weibo will become another important battlefield in the future business war. The editor of Knowledge Network has compiled six classic cases of microblog marketing at present, and jointly discussed and promoted the development of microblog marketing.

August 28, 2010 marked the first anniversary of Sina Weibo. On this day, a "Weibo Run" activity was held around the city: ten MINI Weibo teams of different shapes, carrying special gifts and 8 Weibo users collected online, set off from Zhongguancun, through the streets and alleys of Beijing, passing through Wudaokou, Bird's Nest, Chaoyang Park, Temple of Heaven, Xidan, Nanluoguxiang and other landmark places in Beijing, passing the spirit of Weibo "sharing anytime, anywhere" to every passerby.

"Weibo Run" is an event organized by Sina to celebrate the first anniversary of the opening of Weibo, which is the first large-scale extension of domestic Weibo products from online to offline, making full use of the characteristics of Weibo innovation, boldly breaking through the conventional activity mode, creating events with activities, allowing bloggers to create their own content and help spread.

Starting from August 20th, the official Weibo ID of "Weibo Run" was established, and the event was warmed up through topic discussions, suspense settings, voting PK, gift incentives, etc. On the day of the event, the team will organize interaction with netizens in the car, on-site and online at each stop, and a total of more than 30,000 Weibo contents will be generated, which has attracted great attention and reports from major media. On the third day after the event, Baidu searched for "Weibo Run" and received 710,000 relevant results. Through fission-style communication, the information of "Weibo Run" was instantly transmitted to more netizens, and the user's brand favorability and loyalty were greatly improved. Therefore, in a sense, this is not only a successful birthday show, but also a new starting point for the development of Sina Weibo.

Looking back, it has been 4 years since Titter appeared in the United States in 2006, but in China, Weibo has only entered people's lives for only one year. Many of China's microblogging pioneers made unremitting explorations, but most of them ended in collapse until Sina Weibo was officially launched in August 2009. Sina Weibo followed the successful experience of blog promotion, and quickly set off a domestic Weibo trend in a short period of time. It became the first sentence of many people's greetings.

As the earliest microblog launched by a portal website in China, Sina Weibo has become a leader in the field of microblogging in China. According to the White Paper on the First Year of China's Weibo Market, as the number of users continues to grow, a large amount of information is generated on Sina Weibo every day. In July 2010, Sina Weibo generated more than 90 million microblogs and more than 3 million microblogs per day, with an average of nearly 40 microblogs per second.

Nokia's first mobile phone equipped with Symbian^3 system, the Nokia N8, was released online on the morning of August 25 in the form of a new Weibo live broadcast. At 10:30 a.m. on August 25, Nokia's all-social network press conference with Sina Weibo, Renren, Kaixin.com and Youku opened. On the day of the live broadcast, Sina Weibo homepage launched the Nokia N8 mobile phone "Weibo Conference", which received 89,034 Weibo comments and forwards within 7 hours, and the number of people concerned about Nokia's Sina Weibo homepage reached 49,277, which was called another successful case of brand marketing in the industry.

Weibo marketing is also a double-edged sword. Nokia N8 Weibo live broadcast door went viral on the Internet, it turned out to be the beginning of the Sina Weibo live broadcast, there was a brief pause on the page, an hour later, Silicon Valley Power posted that a bad video was played at that time. This small flaw in the live broadcast of Nokia's press conference may be a black humor given to Nokia by "God". A press release described: "On the one hand, the live video broadcast of China's most authoritative news portal, on the other hand, is the world's top mobile phone manufacturer heavyweight press conference, in such an important press conference was inserted pornographic content, instantly detonated the entire network, eNet published on its own website Although the report is accompanied by "screenshots", people still do not fully trust it, on Weibo, in the forum, and even MSN friends to verify each other." ”

The truth of this matter is varied, quite a lot of experts and Nokia's interests are indignant, in fact, there is no need, we enjoy the convenience brought by the Internet at the same time, we must face all kinds of troubles brought by the Internet, the statement on Weibo is as follows: There is not much point in verifying. It doesn't matter if it actually happened or not. It is often said in Qiang Qiang's threesome that most of the things that have happened have no truth, the era of entertainment. If 10,000 people read that picture, and then if you want to tell 10,000 people that this picture is fake, there is no need, everyone actually doesn't care about the truth or falsehood, it's just fun. In addition to choosing new media and enjoying convenient and efficient interaction, we must also accept its uncontrollability and mixture.

Of course, there are also some onlookers who doubt whether this is Nokia's vulgar marketing, and it is difficult to distinguish the authenticity; This has always been the case online, but it's not that we should be thinking about, it's about some paradoxes in the marketing and product focus of mobile phone giants like Nokia.

Microblog is a platform for netizens to freely choose and exchange information, based on this characteristic, if advertisers try to publish a single brand hard advertisement for Weibo marketing, not only will it have no effect on the deepening and promotion of brand connotation, but also disturb the user's browsing experience, so that they will lose from the brand's fandom, obviously, this is the ultimate goal of Weibo marketing and gather the largest number of brand consumers is a deviation.

So, how to innovate and release products and brand information, Vancl's experience may be used as a case for reference. As one of the first advertisers to "settle down" on Sina Weibo, VANCL's mature e-commerce skills cultivated over the years have made it a natural advantage as an advertiser's "neck" star. On VANCL's Weibo page, you can clearly see the sophistication of this rapidly rising company in Internet marketing: one will cooperate with relevant Sina users to give VANCL brand scarves, one moment will launch a rush purchase of clothes with an original price of 888 yuan for 1 yuan seckill to stimulate the fragile nerves of fans, and then through gifts, Yao Chen and Xu Jinglei and other celebrities will be invited to interact with VANCL's products. In addition, you can also see VANCL's best-selling clothing designers tell the story behind the product design, see the emotional feelings expressed by the young employees who joined the company in March, and the questions of netizens about Vancl retrieved in the topic of concern, Li Jianxiong, head of the brand management department, told reporters that although from the current point of view, the marketing effect of Weibo is difficult to evaluate, but the corresponding investment is also very little, as long as the careful management, the significance of Weibo to the construction of corporate image and the promotion of brand connotation is self-evident.

The theory of six degrees of division is seen as the basis for the formation of all social networks, but on Weibo you can "follow" strangers at will. Users no longer seek to find "people they might know", but take the initiative to "follow" their "people they want to know". This means that some of the profits obtained from channels and distribution in the past will be transferred to upstream companies.

Before the Spring Festival in 2010, Sina Weibo held an event, through which netizens could post their dreams, and qualified netizens could help realize it. In the event, the Beipiao netizen "dou Xiaodou", who is about to get married naked, made a wish on Sina Weibo, "The Beipiao people can't afford to buy a house or a car, so they just hope to have a diamond ring, not to get married naked." Can someone fulfill my New Year's resolution......" a simple text in the hope of getting a diamond ring so she doesn't have to get married naked. An unrealistic wish, but really in exchange for a diamond ring and a diamond pendant, everyone thinks this is a fantasy. But this thing did really happen, and this miraculous story was praised by netizens as a New Year's Weibo fairy tale. And one of the protagonists of this fairy tale is Li Xiang's ex-husband Li Houlin. The little girl's little wish was seen by Li Houlin, chairman of Hengxin Diamond Agency, and he really sent a diamond to this girl.

On January 9, 2010, Li Houlin confirmed the verification of netizens through a Weibo assistant. While paying attention to the fairy tale of the New Year's Weibo, netizens also took a look at Li Houlin's Weibo and found that Li Houlin also played "harem body". "Tonight and Li Yapeng made an appointment to celebrate the birthday of their friend Yicheng together, originally made an appointment to go to Phuket together this time, Faye Wong wanted to go to South Korea, so they went their separate ways, today is the first time for the New Year's buddies to get together, it is estimated that they will get drunk again, in the past, they often did charity together, and they gathered together when they had time, and they shared their joys and sorrows with each other, so they might as well get drunk today!" Li Houlin is quite diligent in updating Weibo. Weibo's male version of "Harem Elegance" was also sent to him. Ji Yun of Sina's public relations department revealed: "This incident has won a good reputation for Li Houlin. It is said that it has really helped him attract a lot of business. ”

With the transformation of advertisers' marketing needs, it is clear that conventional brand exposure can no longer meet expectations, which correspondingly improves the ability to market deeply to online media. Online media must analyze the different touchpoints of different industries and the World Cup, take into account the marketing demands of advertisers, product value and market demand, and find the best fit between them and the World Cup.

Sina World Cup Weibo report spokesperson "Vitality Baby" has found this meeting point: in consumer consumption associations, milk is mostly nutrition, health and "vitality" are not directly related, so there is a need for an opportunity to make nutrition and soothing milk and vitality organically related, and the World Cup is a good opportunity, because the World Cup is the most test of the vitality of Chinese fans of the World Cup, all the games are basically in the second half of the night, this time is the most need to be energetic, because vitality can persist in watching the game.

During the World Cup, Yili Nutrition Shuhua Milk has in-depth cooperation with Sina Weibo, in the "My World Cup" module, netizens can put on their own national flag of supporting the team, cheer for the team on Sina Weibo, combine the characteristics of Yili Shuhua products, and combine with the popular elements of the World Cup football match, so as to start brand awareness and make fans have memory. In the World Cup section of Sina Weibo, two million people have draped the flags of the World Cup teams to cheer for the team, and the number of related blog posts has exceeded 32.26 million. At the same time, through the comparison of Weibo fans, the netizen with the largest number of fans is selected to become the fan leader.

As the image spokesperson of the Sina World Cup Weibo report, Yili Shuhua's "Vitality Baby" brings spiritual excitement to the audience when it raises sports marketing to a new level, making watching advertisements a pleasure. If the company and brand can't resonate emotionally with the audience, even if the company's logo is covered with the grass of the competition venue, it will not bring any effect. This Weibo marketing campaign organically linked the vitality of fans with nutritious soothing milk, so that people who follow the World Cup will pay attention to nutritious soothing milk, and convey the message that nutritious soothing milk injects health and vitality into the World Cup life of Chinese fans.

42 Weibo posts, a "clerical error", made Kingsoft () plunge by 13.88% in Hong Kong stocks in 2 days (down 2.24% on May 25, and fell 11.9% on May 26), hitting a 52-week low, and evaporating more than 600 million Hong Kong dollars in market value in one day. Due to the crazy hype of major online media and the enthusiastic participation of more than 100,000 netizens, Zhou Hongyi, chairman of 360, used Weibo to bombard Jinshan, which has also been hailed by netizens as "the first case of China's Weibo marketing".

On May 25th, 26th and 27th, Zhou Hongyi, chairman of 360 Security Guard, published dozens of blog posts every day on Weibo, including Sina, Sohu, NetEase, and Tencent, revealing to the public the grievances between 360 and Kingsoft and the shady scenes of mutual attacks by the anti-virus industry. Zhou Hongyi used ridiculous words and a large number of detailed data to point out the details of Kingsoft NetShield's destruction of 360 products, which eventually led to 360 being forced to abandon its compatibility. Soon, the person in charge of Kingsoft security also joined the battle group, and while responding to the week-for-tat, he also admitted that Kingsoft had "publicity mistakes" in the AVC evaluation, and also said that Kingsoft had fixed the "technical loopholes" of Kingsoft Net Shield on the 25th.