Summary of Micro-activity Promotion in Weibo Marketing

Chapter 1: Overview of marketing micro-activities promotion in Weibo I. Activities content.

Introduction: This micro-activity is the first prize-winning forwarding of Li's story, mainly to warm up the next activity of Li's story in Weibo. The main process of the event pays attention to @ 中中中中中中 Sina Weibo: Li's story, the battle of Weibo strongly attacked the second bomb, and the grand prize is waiting to be taken ~ ~

Specific content of the activity: # My Mid-Autumn National Day Dream Tour # Award-winning forwarding micro-activity, winning Yangcheng Lake hairy crabs (3 pairs, each pair

5.5 two)

Second, the results of the activity

1. There are about 938 new fans, most of whom are fans who prefer forwarding activities. One week after the end of the activity, the number of fans: 2738, and the number of fans lost about 40.

2. Number of forwarding activities: 789.

3. Forwarding and evaluation: the event was forwarded 1089 times, and 83 1 person participated in the interaction, among which 789 people were successfully forwarded, including Weibo, a colleague of the company, and other companies in Weibo forwarded it about 10 times.

3. Activity cost:

Yangcheng Lake hairy crabs: 199 yuan× 3 = 597 yuan.

Express freight: around 70 yuan.

Total: around 660 yuan.

4. Actively forward data graph

Image 1: statistics of participation, successful forwarding and total forwarding in the last 7 days.

Figure 2: Participate in the prize forwarding of fan statistics.

Third, the reasons for participating in freight forwarding analysis

1. I just like to try my luck in various forwarding activities (mainly tramps in zombie fans and Weibo), and all of them are rewarding.

Most of the common problems in sending activities are mainly prizes. This is part of the fans who participated in the forwarding with the largest number of people. The reason is that the Weibo content of such accounts mostly forwards information about prize-winning activities and does not participate in topic interaction. Most of the comments are "thank you for bringing the prize" or "the prize is very attractive"; The secondary forwarding rate is low, and more users pay special attention to various enterprises and Sina official activity accounts.

2. The ability of network marketing is characterized by a large number of students participating in forwarding, high forwarding frequency and frequent copying and forwarding.

Often forwarded to the same classmate. Part of it is for prizes, and the other part is said to be because the talent show needs to pay attention to the story of Weibo and Li.

3. Few fans are interested in the topic and participate in interactive forwarding.

4. The friendly support of the original fans, and the forwarding of the company colleague Weibo or his Weibo account, as well as the secondary forwarding.

Four. Micro-activity summary

1, in the case of repeated promotion, the forwarding number shows a wave-like growth distribution with two small peaks (25 and 27 respectively).

Day); If repeated promotion is carried out in different active periods in Weibo, it can bring multiple participation peaks, control the frequency and avoid causing resentment.

2. The quality of indirect forwarding is influenced by the targeted promotion effect of colleagues and fans of the company and the promotion of Weibo by the company; Use Jiuzhaigou

When Weibo's account is forwarded for the second time, it can bring some forwarding volume.

3. Participate in the interaction in time during Weibo activities to increase the trust and loyalty of fans.

4. This activity is far from achieving the expected effect for the following reasons:

1) Inadequate pre-planning: First of all, we didn't know the active time of micro-activity users in detail, and generally participated in micro-activities.

Most users are in the afternoon to evening, but I focus on forwarding in the morning; Secondly, the previous period was

The warm-up of micro-activities guides Weibo to be insufficiently prepared and avoid weekends; Here we go again. Micro-activity push

A lot of preparatory work, such as adding corresponding micro-groups, some forums, blogs and other external publicity materials, made it more difficult to promote during the event and delayed the promotion.

2) Theme setting: the theme is not eye-catching, "Book of Rites story celebrates Mid-Autumn National Day, giving crabs a discount to enjoy gifts".

There is no outstanding award, and the users who forward the award are mainly award-driven, so the award is mainly reflected in

On the theme, we should add some hot words and some sensitive words such as free.

3) The activity profile description is not detailed.

The introduction of the event did not clearly describe the requirements and related prizes of the event, did not guide users well, did not indicate the way to participate in the event, lacked the guiding examples of Weibo, and did not set pictures on the introduction of the event.

4) The award setting is unreasonable.

The prize setting is unreasonable and the prize attraction is low. Did not fully consider the practicality of the prize and the logistics involved in the prize. And the ROI of this activity is not fully considered, and the effect of this micro-activity is not quantitatively managed.

The main reason: setting prizes blindly without analyzing the characteristics of Weibo fans. According to the data analysis of Weibo, female fans account for about 53%, so prizes should focus on attracting female fans to participate, and prizes such as Kunlun Snow Chrysanthemum may be more attractive, or the prizes and the number of winners can be flexibly adjusted according to the participation of fans.

5. Micro-activity promotion

The promotion of Li Wei's activities is not enough. A, due to insufficient preparation of forum promotion account. B, do not promote targeted activities: do not invite friends who are hardcore and have more fans to send private messages; There is no in-depth promotion, and the promotion has no pertinence and strategy.

Generally speaking, how effective Weibo activities can be depends on the way and scope of promotion. In addition to forwarding activities on the Weibo platform, we should prepare for the activities and promote them during the activities, so that more people can participate in micro-activities, such as official website, blog forums and instant messaging tools. And publicize them to the greatest extent. Only by doing enough work can the activity reach more audiences more easily and achieve the best results.

Promotion channels of this award-winning forwarding micro-activity:

1) Forum class:

Tom: Gossip tracking

Puff forum: hodgepodge, cat stickers (mainly publicity pictures and so on), entertainment gossip.

Tianya community: entertainment gossip, Tianya gossip

Tianya emotional community: map area

West Road Community: Fashion Life, Crazy Gossip, West Road Show.

Baidu Post Bar: Miscellaneous Talk

Sina Forum: Life Dialogue

Sohu community: breaking the news.

Celestial forum: wonderful maps, fashion, hodgepodge

Tencent QQ Forum: People's Commune

Tom community: entertainment

Chinaren: entertainment

Netease Community: Social Vientiane

China Internet Forum: China's Miscellaneous Talk

2 1CN community: comprehensive mapping

Local treasure: flea market

Promoting these forums requires some. If your number has reached a certain level, it will be very easy. You can register for irregular forwarding at different times or promote it in the form of top posts.

2) instant messaging promotion

QQ friends, QQ drift bottles, QQ groups, Ali Want Want friends, etc.

3) Sina Weibo Activity Promotion Platform

Push the rabbit, add rice and turn hard.

Advantages and disadvantages of these platforms:

Advantages: the number of fans and forwarding volume can be quickly improved.

Disadvantages: A, mostly zombie fans and integral forwarding.

B, the loss of fans is large in a short time.

C, need to pay attention to or forward to earn points, leading to the proliferation of spam blog posts.

4) Sina micro-group

Try to add some activity-related micro-groups, prize-winning micro-groups, prize-related micro-groups, or your gift-related micro-groups before the activity begins.

5) Blog promotion

Sina blog, Tencent space, Baidu space, Sohu blog and other well-known blogs carry out activities to promote.

6) Utilization of internal resources of the company

Weibo, a colleague of the company, forwarded it or interacted with friends and loyal fans.

7) Promotion period

Generally speaking, the most active users of micro-activities are 10 in the afternoon, so we should focus on this time when forwarding promotional blog posts.

6. Personal thinking in this micro-activity:

1) Pay attention to the ability and quality of information reprocessing and forwarding when using the company's internal resources, in the form of a third party.

Participate in interaction, forwarding and promotion;

2) Active fans and loyal fans once again participate in the cultivation of interaction, and many users are interacting many times.

After browsing the special page of Li's Mid-Autumn Festival story and entering Taobao shop;

3) Seize the active marketing groups in Weibo for promotion, such as prize forwarding micro-group, gift micro-group, food micro-group and so on.

Groups, discount groups, shopping and other micro-groups, these users are more sensitive to such prize-winning activities, and attractive activities will participate in forwarding and promotion.

4) The fact that it has been forwarded by different accounts for many times proves that the forwarding effect of pure advertisements is ideal, but it is just direct plagiarism.

There are examples of micro-group forwarding and QQ group being kicked out. It needs clever forwarding, which can be summarized as follows: In the second forwarding, Weibo included some comments and recommendations about gifts, humorous encouragement, interesting question-and-answer interaction and other information.

Generally speaking, any micro-activity organization must have a clear purpose in advance. Practice has proved that it is very difficult to improve the click rate of websites through micro-activities. Therefore, the main purpose of micro-activities is to increase the number of fans and improve the activity of Weibo. With a clear purpose, it is necessary to determine the activity plan, and track its effect in time during and after the whole activity, including the formulation of the activity content, the maintenance and promotion of the activity, the selection of prizes and winning fans, etc. Answer some questions of fans in time during the activity, interact sincerely with them, increase the viscosity of fans, cultivate their loyalty, and let everyone feel that the activity is real, so that there will be no sense of distance, strengthen fans' goodwill towards the enterprise and maintain good relations with fans.

At the same time, it also accumulated experience for the next micro-activity "Li's Story". In the next prize-winning forwarding activity of Li's story in Weibo, we will do better promotion activities, and Li's story will dedicate the best prize-winning forwarding activity to everyone.

Copyright statement: This article is the original editor of Li's story, please indicate the source:/Li's story Sina Weibo:

Part II: Weibo summarizes the highlights of Fenyang public security official Weibo's work in October141-September.

First, the starting point of Weibo application

Weibo, as a new media industry in the Internet era, has attracted great public attention and use with its simple operation, concise content, rapid dissemination, strong timeliness, high interactivity and strong public participation, and has quickly become an influential social media. In order to enrich the means and methods of public security work propaganda, better serve the masses, strengthen public security work propaganda, and promote the transformation of the center from technology to application, from service to guidance, and from background to foreground. Our center seized the pulse of the Internet in time, and officially opened the official Weibo "@ Ping An Fenyang, @ Fenyang Public Security" on Sina, Tencent and two platforms on September 20 12, and maintained it.

Two. 20141-summary of main work in Weibo in September.

There are two main jobs for the official Weibo:

1. Operation and maintenance of the official Weibo of the two platforms;

2, the city's public security grass-roots official Weibo construction.

(1) The main tasks of the official Weibo operation and maintenance of Tencent and Sina Weibo platforms are as follows:

1, daily work, guarantee original articles above 10 every day, covering convenience announcements, warning tips, grass-roots police briefings, public security news, micro-interviews, lost and found, looking for you, opinions collection, traffic conditions and so on. Pay close attention to the developments in Weibo and Weibo, and the influential police in provinces, cities and counties forward more than 5,000 articles by Weibo, interact with netizens in time, and pay close attention to the real-time developments in Weibo every day.

In January,

Through Weibo, Mr. Wei, a Guangdong man who lost his wallet, used ID cards and other documents to solve Mr. Wei's anxiety that he could not buy a ticket to go home for the New Year because he didn't have an ID card.

There is also a Weibo who found relatives for the lost old man, which was also supported and reprinted by netizens, and finally found the relatives of the lost old man.

In February, solve netizens' questions about driver's license change information.

In March, the party's mass line education practice activities were carried out and achieved good results.

Correctly guide network rumors

In April, we launched a crackdown on illegal and criminal activities involving guns and explosions in accordance with the law.

Answer netizens' questions about hukou.

In May, I answered questions from netizens about large trucks entering the city to disturb the people.

In June, the Traffic Police Brigade of Fenyang Public Security Bureau launched the "Safe Production Month" publicity campaign.

Answer questions from netizens about handling temporary residence permits.

In July, Fenyang Public Security Traffic Police launched an illegal activity of everyone being a traffic policeman and taking photos at will.

"Fenyang public security traffic police carried out road planning opinions collection activities.

In August, Fenyang Public Security Traffic Police launched an illegal activity in which everyone acted as a traffic policeman and took photos at will.

"Fenyang public security traffic police carried out road planning opinions collection activities.

(2) The construction of Weibo, the grass-roots official of urban public security.

1. set up 16 official Weibo, covering @ fenyang fire protection, @ fenyang traffic police, 7 traffic police squadrons and 16 township and street police stations.

2. Establish Weibo Union, telephone communication mechanism, QQ exchange group, and formulate and issue Weibo application guide. On June 27th, 20 13, a training course on online public security Weibo's application for convenience service was held, which was greatly recognized by the administrators and attended by more than 30 people.

Three. Achievements made

1. The number of Weibo original articles published by two Weibo platforms reached 19600, with 52,599 articles reprinted and the audience increased to 59,276.

2. Handled more than 60 problems, issued more than 8,720 warning tips, more than 320 convenience announcements, more than 560 grassroots early warning messages, 2 lost and found, and 3 looking for you.