Micro-interview guest

Chen Yao's first guest, "Queen Weibo" @ Sebrina had a micro-interview at 20101414: 44 at 15:00- 16:00, and answered bloggers directly. Communicate with Sina Weibo netizens at zero distance.

In the first "micro-interview", Sebrina interacted with bloggers online for more than an hour, and talked about various topics-Weibo, movies, fans, going to school or the most common chat. During this period, Sebrina also offered an olive branch to Zhao Wei from a distance: "I very much hope to cooperate with Director Zhao. This day will come. Wait, haha. " Zhao Wei immediately replied: "I really hope to cooperate with Director Zhao. This day will come. Wait, haha. "

Wonderful question

"My grandmother is very nice, I hope to make friends with you! Is that okay? " -

"If Director Zhao Wei invited you to star in her film, would you agree?"

"How do you deal with the balance between external temptations and your own desires?"

"What do you think of all kinds of ups and downs, unhealthy and uncompromising means in the entertainment circle ... forgive me for being so dark?" ...

During the one-hour interview, the number of questions asked by netizens soared to more than12,000, which was a sea of people and an extraordinary excitement. Guest: Cai Kangyong (a famous artist, host and winner of the Golden Bell Award in Taiwan Province Province). )

Subject: Those things about "Weibo control"

What are the behind-the-scenes gossip that Kang has interviewed countless stars? What's the progress of the film he's going to start? What surprises will the Golden Horse Award bring? In this issue, Kang Yong will reveal these behind-the-scenes stories for Sina users.

Weibo has 3 million fans, and there is pressure to explode.

Cai Kangyong: Weibo was too concerned and didn't write much about himself. I want to open a Weibo under a different name, and then I can talk nonsense. I like to visit Weibo and often see an auspicious light. Sometimes a word from ordinary people will be very touching because of the high content of life. Ordinary people's lives are also wonderful, and people in the entertainment circle often regard life as work.

Wonderful question

(1) I said what blog is a living room ~ Weibo is a nightclub? Hope to dispel doubts. -Tang Xiaoxiao laughed again.

Cai Kangyong: The living room is to invite others to sit at home and spend more time together. The nightclub doesn't know who will meet who. If you miss it, you miss it. I don't know what will happen if I meet you.

②vivichu: Q @ Cai Kangyong: What interesting changes have meager brought to your life?

Cai Kangyong: It let me know a lot of things that I couldn't possibly know in the fastest time, and also let me know some interesting people in my favorite way. Don't bother: Q @ Cai Kangyong: I'm looking forward to your new movie. Want to know what style it is and which director has the greatest influence on your film style?

Cai Kangyong: I think The Godfather is a great movie, and Coppola is a storyteller. My new movie is about love and hate in the entertainment circle, which is a sweet inside story.

⑤Pinksummer: Q @ Cai Kangyong: Kang, what is your minefield? Give a few examples.

Cai Kangyong: I hope reporters will only interview me, not people around me who are not used to facing the media. In addition, I hope there will be no bullying by a few vulnerable groups in the program.

The horn of gold panning in Weibo has sounded, and 140 characters can be used for marketing! Fortune 500 companies and small and medium-sized enterprises have waded into Weibo. Chen Gang, deputy dean of School of Journalism and Communication, Peking University, and Liu Dongming, an online marketing expert of President of Tsinghua University, put forward 15 Weibo marketing model in Weibo marketing: 1, brand and product exposure 2, micro-activity 3, micro-counter 4, micro-service 5, interactive precision advertisement 6, CRM7, micro-research 8, micro-word of mouth 9, micro-recruitment 10, micro-search. Micro-implantation 12: micro-public opinion 13, crisis public relations 14, O2O integration linkage 15, 2.0 product development.

On June 8th 16:00, Chen Gang, vice president of School of Journalism and Communication, Peking University, and Liu Dongming, an online marketing expert in President Class of Tsinghua University, made a micro-interview to talk about how to make the power of marketing boundless. Ask bloggers to get Tsinghua University Publishing House's China Online Marketing Yearbook and Weibo Marketing!

Guest introduction:

Professor Chen Gang is the deputy dean of the School of Journalism and Communication of Peking University, a member of the Academic Committee of China Advertising Association, a member of the expert group of the Advertiser Working Committee of China Entrepreneurs Association, and a consultant of China Life Insurance Company, CCTV Advertising Department and other large enterprises and media, focusing on the research in the fields of advertising, culture and aesthetics.

Liu Dongming, a network marketing expert, is a distinguished expert of Tsinghua University President, an MBA expert of Sun Yat-sen University, the director of R&D Center of China E-commerce Professional Manager Certification Course, and the general manager of DM network integrated marketing organization. I have been interviewed by CCTV, china national radio, Xinhua News Agency, China Brand, China Daily, China Business News, Fashion Media, Window of the South, Financial Weekly and other media for many times to discuss the hottest online marketing at present. Author of China's first best-selling book "Weapon Spectrum of Network Integrated Marketing" and editor-in-chief of China Network Marketing Yearbook. He has trained for many state organs, enterprises, media and universities such as Tsinghua, Alibaba, Sohu, Sina, China Mobile, Peking University Business School and New Oriental, and coached more than 1000 enterprises in online marketing.

Excerpts from wonderful quotations:

Netizen asked: Can you help me briefly explain what crisis public relations is?

Liu Dongming: Seven public relations principles of Weibo crisis: 1 and 1 hour principle: Weibo started the second era, and the traditional public relations principle of 24 hours was changed to 1 hour 2. Fast and good 3. Learn to keep a low profile. Don't be a tyrant of Chu, learn to be weak. The more public the information, the clearer the truth. The best crisis publicist is like Bian Que's big brother. He is not sick.

User question: Many friends around start-ups have the same confusion: How does Weibo forward it? How many forwarding times? Is there any good way?

Liu Dongming: In order to stimulate users to forward, we should build a user map. In the book "Marketing in Weibo", we mentioned several kinds of crowd divers such as soy sauce, passers-by, trumpet, followers, opinion leaders and bricks. Then, look for someone called the mirror, the mirror: forest fires are not about the size of the fire, but about whether the surrounding trees are flammable and infectious. The effect that users can reflect through the mirror is great, so we should find something easy to reflect from the social map to improve the forwarding effect.

User's question: Hello, Mr. Chen Gang, Dean of School of Journalism and Communication, Peking University. I have noticed that some western enterprises have set up the position of senior vice president of social media marketing, and these enterprises have clear functions and resources to implement social media marketing. How do you think China enterprises should prepare the organizational resources for Weibo marketing at this stage? What kind of enterprises need to start their own businesses and what kind of enterprises need to consider outsourcing?

Chen Gang: Under the new communication environment, a special communication management department should be established within the enterprise. This is definitely a trend. Although it has its own management department, it also needs to outsource professional companies to cooperate with services.

User question: Please ask the teacher to talk about the most important point of operating Weibo marketing.

Liu Dongming: Forget about Weibo marketing, make friends first, and cultivate the aura. Marketing is like falling in love. As soon as we meet, it is not easy to elope with others. Be a man first, then do things.

Netizen's question: As a technology-driven marketing innovation, Weibo marketing is facing the ROI measurement mechanism that social media marketing pays most attention to.

Chen Gang: We should shift from measuring the media to measuring the user's behavior, and establish content evaluation with intelligent semantic analysis as a tool. Of course, it would be better if we could combine the sales effect more specifically.

Netizen asked: Many group purchases have opened Weibo this year, and group purchase information is sent every day, but how to further improve the effect?

Liu Dongming: Pay attention to the topic of group purchase information when sending messages! 1, big discount 2, popular products 3, creative products 4, hot-spot related products 5, products that are easy to induce discussion, all of which can form a deep-water bomb and spread in Weibo.

Netizen asked: Teacher, I do e-commerce. What influence does Weibo have on e-commerce marketing? How to use it effectively? what do you think?

Liu Dongming: E-commerce promotion in Weibo mainly includes 1, pre-sale marketing link 2, in-sale marketing link 3 and after-sale. I want to emphasize that the function of Weibo marketing after sale is not to let you buy, but to let you say what you buy. Referring to Dentsu's AISAS model, the last S is share. Weibo Marketing can let your consumers share, get micro-word-of-mouth content and enter search links.

Netizen's question: Two teachers, one of our clients is a tourist attraction and wants to open Weibo marketing, but we think it is easy to do Weibo marketing in scenic spots, but it is difficult to do it well. Seeing some leading scenic spots in China, Weibo can only say that it is good, but it is the same, with no bright spots. Excuse me, how can Weibo marketing in scenic spots really shine?

Liu Dongming: Well, what you said is general. Simple hair content will inevitably produce aesthetic fatigue. Brilliance depends on creativity, which is the fulcrum of Weibo marketing. Weibo marketing designed by Zhejiang Tiantai is linked to the topic of elopement in Wang Gongquan, which can be introduced in detail in Baidu Tiantai Mountain Weibo marketing.

User's question: I'm more interested in the product placement model of Weibo marketing mentioned by two teachers, but it's easier to put the advertisement in long articles or movies. How to put an advertisement in a short Weibo with 140 characters?

Liu Dongming, a well-known lecturer in Tsinghua University President's Class: Although Weibo is short, Weibo's marketing methods can blossom. It can be implanted from 8 minutes of Weibo information grammar: words, pictures, videos, audio, links, @, #, app, etc.

Netizen question: Hello, Teacher Chen. At present, the official Weibo of most small and medium-sized enterprises generally has the following problems: the number of fans is small, the release of product and activity information is difficult to control, and the content of interaction with fans is unknown. What do you think of these problems? Chen Gang: Weibo is easy to establish and publish, but it is difficult to have an impact. At present, there are many illusory imaginations about Weibo marketing. In fact, many enterprises in Weibo should break through the idea of pure marketing. If we can make them into a non-enterprise and non-marketing Weibo, find topics of interest to the group, and slowly infiltrate the marketing of enterprises into the content, it will be more effective and indirectly attractive.

User question: 1. What are the scenic spots where micro-marketing is doing well in tourism at present? 2. How to get government officials to participate in the wave of urban micro-marketing? 3. Besides combining topics, what can be the most effective combination of micro-marketing?

Liu Dongming, a well-known lecturer in the President's Class of Tsinghua University: Weibo Marketing of Tourism and Scenic Spots: Tiantai Mountain in Zhejiang is affiliated with Weibo Marketing on the topic of elopement in Wang Gongquan, and it has gained explosive communication by using the popularity of the topic.

User's question: Teacher Chen, does the School of Journalism and Communication of Peking University have a research group specializing in Weibo marketing?

Chen Gang: Not only do you study Weibo marketing, but Weibo marketing is a part of digital marketing communication. It's just too hot now. We have a creative communication management research center to discuss the mode change of digital marketing communication.

Netizen's question: Excuse me, Teacher Liu, what changes and evolution do you think Weibo's marketing will have after the birth of "micro blog"?

Liu Dongming: Weibo 1 Six major trends, Weibo sinking, going to second and third tier cities! 2. Weibo is mobile, underwear media 3. Weibo's Opening-up, Internet Spirit 4. Vertical segmentation, opportunities for professional Weibo and industrial Weibo 5. Regionalization, 6. Micro search, it's terrible. It's not search engines that beat Google, but social media.

Netizen asked: Do you think that so many companies entering Weibo for marketing will destroy the original ecological environment in Weibo and accelerate the decline of Weibo products?

Chen Gang: Actually, many enterprises have been drawn into Weibo marketing. This phenomenon is actually normal. However, this kind of commercial communication is often submerged in the mass of Weibo. Let's compare it with daily life. There are many salespeople in the street, but we will go our own way and live our own lives.

Netizen asked: How can Weibo's marketing content be designed to attract people and form viral marketing?

Liu Dongming: The important principle of designing Weibo virus is: put yourself in others' shoes. As an ordinary blogger, you are easily infected by any virus, so be a virus! Top Ten Viruses in Weibo Marketing 1, Interest Principle 2, Interest Principle 3, Interaction Principle 4, Personality Principle 5 Emotion 6 Public Welfare 7 Hotspots 8 Curiosity 9 (refer to @ durex official Weibo) 10 Negative and violent.

Netizen asked: Will Weibo become the main form of social media marketing in the future?

Liu Dongming: Mr Zhang, I agree with you that Weibo will become an important form of social media. 1 Weibo is on the rise of its booming career. 2. Light media, the cost of user participation is very low. You can write a Weibo on the toilet, but it is difficult to write a post. 3. Weibo is an underwear media. Mobile Internet can make Weibo as close as underwear. 4. fragmentation. Because underwear can absorb a lot of debris time, such as waiting for people, serving food, taking a car and so on.

Netizen question: Hello, Teacher Liu! Weibo's marketing continues to heat up, which will also lead to the vigorous development of some surrounding industries. We are a marketing management platform in Weibo, mainly assisting enterprises to do marketing in Weibo. What do you think of this industry?

Liu Dongming: Congratulations. Follow the trend and get twice the result with half the effort. With the rise of Weibo, related industries will naturally flourish. The specific operational suggestion is that we can cooperate with the platform to gain more resources and energy, so as to achieve the best marketing effect in Weibo.

Netizen question: Excuse me, Teacher Liu, where is the energy sign to measure an official Weibo or enterprise Weibo? Is the focus of official blog marketing or customer service?

Liu Dongming: For Jasper, it's best to form a micro-blog matrix of company, employees and ceo (high-level) to separate the functions of marketing and customer service. The specific organizational forms are ①. Centralization; ②. Distributed, ③. Hub style,; 4. Dandelion style, 5. For details of the honeycomb style, please refer to the question answered at the beginning. In addition, I also want to ask a question. Are you the official agency of Jasper State? Hmm. How interesting

User's question: As an enterprise, it sends 5- 10 Weibo every day and sends it at the best time. This operation is equivalent to looking for a needle in a haystack. Is there a better way? Besides, writing 10 valuable Weibo every day is really a big test. Unless a full-time planning company is invited to do it, the enterprise should have a special Weibo operation officer or set up an operation team.

Liu Dongming: Weibo's marketing is a slow and silent marketing, just like drinking Chinese medicine! So be patient. You can't expect to get anything by posting 10 today. But after a long time, the drop of water wears away, and it shows the effect. Therefore, it is suggested that enterprises set up a special person to manage Weibo, or adopt an outsourcing company. Work will come naturally!

Netizen asked: Will Weibo marketing be just a flash in the pan like the blog of that year, and will be replaced by new interactive forms in the future?

Liu Dongming: Life and death are natural laws. Weibo and other network tools can't escape. No one can live forever, only lead the way for xx days. But Weibo will be coquettish for longer. 1, Weibo's career is booming. 2, light media, the cost of user participation is very low, you can write a Weibo on the toilet, but it is difficult to write a post. 3. Weibo is an underwear media, and the mobile Internet can make Weibo as close as underwear. 4. fragmentation. Because of underwear, it can absorb a lot of debris time, such as waiting for people, serving food, taking a car and so on. Weibo marketing is wonderful now, so enjoy it now. Ok, hehe.

Netizen's question: Hello, teacher, the online marketing lecture you held in Chongqing last time was very helpful to our internet and e-commerce enterprises in Chongqing, and it was very popular with everyone. How do enterprises manage the contents of employee's personal Weibo and company's Weibo account in Weibo marketing? thank you

Liu Dongming: Thank you for your support, Mr. Li. I will go to Chengdu for training this month. Enterprise Weibo should form a high-level micro-blog matrix of companies, employees and CEO. The concrete form is centralized, with top-down orders to assign tasks, distributed, unorganized and self-growing. (3) the hub type unified rules and coordination of a department, and the relevant functional departments are fragmented. Dandelion-style one department coordinates multiple brands or subsidiaries. Honeycomb-style one employee is authorized, and everyone is responsible, such as zappos.

User question: Talking about marketing in Weibo always avoids fans. Many people entered the hutong of "only quantity theory", which even led to the comparison of quantity, thus creating zombies to fill in the blanks. How to treat this phenomenon? Is there any good way to dredge the concept of "only quantity" in the number of fans, and let Weibo marketing enter the quality era?

Liu Dongming: The important motive behind the quantitative theory is that advertisers are eager to measure the marketing effect of Weibo. To enrich the evaluation index elements and form a multi-dimensional evaluation system matrix, it is necessary to solve the problem of quantity theory in Weibo marketing. The following indicators are for reference: Weibo information number, fans number, attention number, forwarding number, reply number, average forwarding number, average comment number, fan activity, fan quality and Weibo activity. Welcome to add, it's all on the way.