The network has become the main battlefield of the commercial war, how to seize the network turf has become the major enterprises must face the problem, which how to build a self-media platform, how to take advantage of the momentum of the promotion is a must for each enterprise. Self-media platform is not only low-cost, easy to manage, and is the enterprise in this era of the golden trumpet, home media in order to better shape the image of the enterprise.
Self-media is with the rise of the network and the birth of a description of the characteristics of the Internet era of the moniker, "WeMedia" to create a new media. The definition of WeMedia can be understood as the mobile Internet era, the dissemination of news is no longer through the traditional media, the general public has become the witness and publisher of news. The mobile Internet era is the era of grassroots news, everyone can become the publisher of news, through the self-media platform, publish their own eyes and ears heard things, blogs, microblogging, WeChat, forums / BBS, video sites, and Facebook (Facebook) and other SNS sites can be self-media.
Self-media is characterized by timely seizure, with a self-media platform, companies can always release information, a large self-media platform is no less than other traditional media, blogs, microblogs, fans of more than ten million of the V in the minority; but a single self-media is difficult to stand alone, now the network users present a diverse range of trends, different groups of people have different attention to the platform to cover as much as possible, the user should establish the entire self-media. In order to cover as many users as possible, we should establish a whole self-media platform matrix, each self-media can form a ripple effect, a voice through a number of self-media platforms to pass out, so that the value of the self-media platform to maximize.
Official website: the beginning of the self media official website takes on the role of establishing corporate image, publicizing corporate products and shaping brand influence. The official website of an enterprise generally consists of "enterprise introduction, product information, brand dynamics, media reports, service center" and other plates. The establishment of the website is an important platform for enterprises to show their strength in the Internet era and to realize the communication with customers and crisis public relations.
Enterprise to establish an official website will be related to information on the Internet, can make customers fully understand the enterprise's products and services. Customers can see the enterprise website to further discuss the intention to contact immediately after. In addition, through search engine optimization, customers can find keywords to enter the official website of the enterprise to help enterprises to find potential customers.
The official website of the enterprise is the most authoritative self-media platform of the enterprise, and also the first position of the enterprise's public relations crisis. If there is an event unfavorable to the enterprise and the brand, and the official website of the enterprise does not have a statement, the media reports will be easily biased, so use the official website as the first platform for crisis public relations.
In addition to the necessary functions, the official website should be updated in a timely manner, the latest news will be presented on the web page, which is not only conducive to website optimization, but also enhances the user experience, so that people feel that this is a "live" website.
Blog: News Distribution CenterWith the rapid development of the Internet, netizens "can see and write", users can participate in the editing of the Internet web2.0 generation, blog sites and Wikipedia is known as the beginning of web2.0. Focusing on netizens' original sharing content, the enterprise's blog self-media marketing as a means to quietly come.
Blog marketing as a corporate self media social marketing entry point, in Sina, Tencent, NetEase and other official website, you can choose the blog, cell phone number or email registration. Fill in the basic information, blog nickname, registration success. Then you can pass the official certification of the blog, so that the trust of the enterprise self-media marketing.
Operating a blog requires clear positioning, focus on blog interaction, regular blog updates, focus on blog visual effects, so that the value of enterprise self media marketing gradually reflected. Blog marketing is different from the official website of the enterprise, the official website is mainly to promote the enterprise product information and enterprise news and hot spots, blog marketing is located in the attraction of potential consumers. Standing in the consumer's point of view, the soft text can write some users to use the product experience, the product to the user to bring the benefits or the designers of the future product concept, and so on. In the release of blog posts, add keyword terms to facilitate the target search of potential users. To focus on the interactivity of the user reviews, closer to the distance between the enterprise and potential consumers, so that their support trust enterprise products. User comments have mixed reviews, do not use features such as closing comments, except in crisis public relations, you can choose to review the mode of processing timely messages, the malicious comments blocked. Regularly update the blog to improve the exposure of the corporate brand, so that the corporate brand implanted in the user's brain, is to enhance the focus of corporate blog marketing. Publishing blog posts are not diligent, it is inevitable that the marketing value of the stone sinks into the sea, you can prepare the blog posts in the draft box sent at regular intervals, so that the blog regularly publish blog posts, blog content should not be too short, the quality of the expensive blog posts can be formed to pay attention to the blog user groups. Focus on the visual effect of the blog, a single boring blog post is not very interesting, add graphics, upload videos, add blog music, reply to comments to add cute expressions, the growth of blog marketing value.
Microblog: micro-portal blog as a kind of long soft text, regularly sent to the user in-depth understanding of the corporate brand, so that the value of corporate self-media marketing began to show. With the development of technology to promote cell phone terminals to replace personal computers, become the most common Internet terminals, "the Internet in the hands of" people to read the network news anytime, anywhere, people 24 hours a day online, the content of the short, quick to round up, forwarding microblogging rapid popularity, so that the self-media marketing spurt of growth. It is complemented by search engine marketing and SEM network integrated marketing, so that the enterprise's marketing plan to promote like a tiger. Microblogging can be tied to the blog, blog posts can also be formed long microblogging, in microblogging to the picture type presentation.
Yao Chen was named "Queen of Microblogging" and her microblogs are friendly and natural. She takes the initiative to interact with her fans in an interesting way, bringing them closer and closer together, so that the number of her fans is getting higher and higher and her image of being friendly with the people is y rooted in people's hearts, forming a microblogging fan marketing. Many people think that for microblog marketing, only highly recognized stars and big companies can quickly produce marketing results. On the contrary, advertisements in the age of self-media are disgusting to the audience. In contrast, grassroots and small and medium-sized enterprises (SMEs) can easily attract netizens' attention and forwarding by virtue of careful management and sincere interaction. Enterprises use very little capital, registered to establish official accounts, the use of microblogging marketing and corporate culture, the combination of short and concise soft humor, pro-people, the marketing approach to creativity, interactive, so that users take the initiative to pay attention to the company's product information, so that the corporate brand to achieve efficient marketing value.
The essence of microblogging marketing requires careful planning of microblogging content and patient maintenance of microblogging operations. Long-term adherence to microblogging, not three hot, not frequent excessive release of information, find the audience searching for news crowd and time and place, such as the rest of the working population, the morning, "8:00-9:00" subway, bus rushed to work time, 10:30-11:00", "15:00-16:00", "20:00-21:00". -21:00" night entertainment rest time, "23:30-1:30" insomnia screen time, the microblogging content should be released and time coincides, the daytime can be sent to recommend the product of the promotional microblogging, the midnight suitable for the heart The first is a soft microblog that is mainly for comforting and interacting with the comments.
Enterprises utilize the microblogging matrix for content planning, microblogging setup is divided into brand image display module, user interaction module, customer service module, activity module, external chain diversion module six major parts. The use of microblogging marketing, a brand implanted in the audience brain, brand Logo and avatar is to attract the attention of netizens the initial part of the Logo and avatar selection needs to be in line with the enterprise's own image, colorful, unique design, to attract the eyes of netizens. Focus map, rotating animation can be exaggerated, funny, attract netizens to watch, and forwarding, so that the corporate brand image with the spread. Enterprise product labels need to be relevant to the type of audience, "things are gathered people, people are divided into groups", if the brand audience is young people, choose the label group classification, such as the 90s, etc., can be achieved microblogging content dissemination channels fast, accurate and stable. Enterprise sub-brand microblogging and ** microblogging should be based on the main brand services, easy and natural humor and fun content can make ** pro-people, entertainment, linkage and idolization, such as Jumei Uptime Chen Ou "I speak for myself", ** is the image of the enterprise, Chen Ou is also one of the labels of the brand image of Jumei Uptime.
Weibo marketing should focus on interaction with users, such as hot topic events to participate in, join the relevant micro-groups, user comments, forwarding interactions, is the corporate image of the pro-people performance for potential consumer groups to recognize the understanding of the brand to increase channels. Customer service module, was the back-end service content, due to the popularity of microblogging, customer service will be pushed to the front end of the key operations; product consultation, after-sales service, complaint handling, crisis public relations proper handling, so that users from the heart to recognize the corporate brand, sharing and dissemination of corporate microblogging content. And let users rely on, respond to the activity module of the new product listing, preferential promotions, new store opening, offline activities of the content update, activity planning is more interesting, lower threshold, such as do I love to discount and other activities, so that the user to participate in the prize competition, is the preferred way to increase user stickiness. Microblog marketing bundle will be brand dispersal official website, links to e-commerce channels, blogs forums and media coverage is the module content of the external link diversion. Build microblogging rectangle, so that planning microblogging three-dimensional, content, and patiently maintain the rectangular microblogging, microblogging marketing effect is more effective and rapid.
Enterprises should set up a self-media operations specialist, for the company's official blog, microblogs and personal microblogging employees should establish a unified logo, as well as the prefix or suffix brand name, the image of flesh and blood employees is also one of the best ways to spread the brand's positive energy.
WeChat: a new tool for CRMWeChat is bundled with the QQ number of a cell phone end of the instant messaging software, through the network to quickly send voice text messages, video, pictures and text, support for multi-crowd chat, WeChat web page has been operated on-line, point to the WeChat web page, scan the two-dimensional code of authentication can be logged on the computer.
WeChat is a "point-to-point" self-media marketing method. Users who pay attention to WeChat can "scan" the QR code or "search" for a user account with a purpose. The "shake" method is excluded as an occasional fun way. This kind of "one-to-one", "point to point" WeChat is a kind of acquaintance relationship social media, so WeChat is more focused on the maintenance of deep customer relationship.
WeChat marketing has a personal WeChat and enterprise public WeChat way, both can be operated together. WeChat public number is further divided into two types of subscription number and service number.
Personal WeChat account marketing refers to the user marketing products in the circle of friends, with a personal WeChat account to post messages. Selected picture content should be related to the corporate brand image, product positioning, the release of content should be friendly and natural, not too much promotional and other content to cause customer resentment, such as if the promotional products, can be in advance to preheat the content of the soft, release the ordering phone number and so on. Promotional discount activities can choose to publish during the day, the evening release should be communicated with the user's mind-based graphic content.
After the release of WeChat 5.0, the WeChat public platform has changed a lot, the most obvious change is that the WeChat public platform is divided into a service number and subscription number. WeChat service number and subscription number have their own characteristics, the positioning of the service number is more inclined to provide services, the general banking enterprises to do customer service is the main, the service number through the certification can apply for WeChat payment, subscription number can not. Service number of information ** limited to one per month, its ** information directly in the WeChat dialog display, with information alerts; subscription number of the positioning is more inclined to provide advice, subscription number of information ** for one per month, the display location for the WeChat dialog of the subscription number folder, no information alerts.
Mass consumer products are suitable for subscription number, such as catering, clothing, automobile and other entertainment FMCG industry. Such enterprises need to constantly market their new products, only adhere to the constant promotion of product information, in order to enhance the consumer desire to buy, to ensure their market position and find market gaps. Users browse the good information, will be shared to the circle of friends, thus promoting brand dissemination, enterprises in the ** message, need to pay attention to promote the message in moderation, too much advertising will become spam.
In the "material management", the material will be organized, click on the "group message" to select the object, region, and "graphic message" ** soft text, etc., but also can use the Public number assistant, private micro-signal to all public number group message, easy to interact with users, or the use of auxiliary business platform tools, you can edit a richer graphic message, to attract users, so that users understand the corporate brand image. In the WeChat self media public number platform, more ** object content, because of the function can choose to sexually promote the object, or one-on-one ** interaction, the operation process is more need to understand ** object interest, preferences, etc.. Create topics and ** object communication.
App: the mobile Internet era of enterprise business card the popularity of smart terminals to promote the development of the mobile Internet, App as a third-party application for mobile terminals with the development of the mobile Internet gradually popularized. In the App application, enterprise App as a new style of enterprise marketing means become every enterprise will inevitably build the self-media platform, enterprise App will become the intangible assets of the enterprise, the formation of the enterprise's competitive advantage. The role of enterprises to build App applications are mainly twofold: on the one hand, it is to accumulate a variety of different types of network audience; on the other hand, with the App platform to obtain mass traffic and targeted traffic.
Enterprise App as a mobile terminal linking enterprise and consumer bridge, to convey the enterprise brand concept, deepen the enterprise brand image, establish enterprise brand reputation, and enhance the viscosity between the enterprise and customers.
So how should enterprises build their own App? The construction of enterprise App should start from five points: 1. corporate brand implantation: the corporate brand Logo implanted in the cell phone, you can quickly establish a marketing bridge with the customer; 2. corporate information **: timely ** real-time news of the enterprise, graphic and textual, accurate dissemination, to enhance the exposure rate of the enterprise in the eyes of the consumer, to enhance the understanding of the consumers on the enterprise; 3. Awareness; 3. Anytime random anywhere sex: Enhance the interactivity with consumers, so that consumers can interact with the enterprise at any time randomly anywhere; 4. Social communication tools: the enterprise's App needs to support the forwarding and sharing of a number of social tools to become an expansion of the brand communication channels, to achieve instantaneous dissemination of the brand information; 5. Precise marketing: through the enterprise's database, with a powerful marketing background according to the target customer's preferences to promote information and activities.
Interaction: construct a complete self-media network official website opened the era of self-media; as a news and information distribution center, blogs make enterprises begin to pay attention to the marketing of self-media platform; microblogging is a kind of fan economy marketing means, belonging to the horizontal rapid diffusion to increase the number of customers; and WeChat as a service to the deep customer relationship marketing, belonging to the vertical push to increase the customer's stickiness; App's The appearance of enterprises and individuals have a complete exclusive self-media platform.
Whether based on PC-based self media, or based on the mobile terminal self media, only all the self media in series, the formation of interaction in order to build a complete self media network.
Public WeChat can be promoted through Weibo, and links to WeChat's original text can also be used to promote microblogs, blog posts and videos. As a result of WeChat's revamping, public micro-signals are aggregated into a "subscription number" or "service number" at the customer's end, and public micro-signals have become "hidden media" to a large extent. This is very unfavorable to the promotion of enterprise and personal brand, so the public micro-signal will launch its own APP after a certain degree, and through the WeChat platform, the customers accumulated on WeChat will be diverted to APP. When the user in the mobile terminal loaded with your APP, you are really in the user's mobile Internet interface to seize a place.
Mobile Internet era, the enterprise's Internet platform to form a multi-level three-dimensional structure: forums, blogs, microblogs, microblogs, microblogs, App, etc., between the various media to form a positive interaction. Enterprises to form a self-media matrix should also import the concept of full-employee self-media, so that each employee consciously forward the relevant content of the enterprise self-media, a call for a hundred responses, to expand the ripple effect of the dissemination of the formation of their own field of public opinion.