Enterprise "Micro Marketing" Has Become The Trend &Nbsp; Gimmick Is Bigger Than Effect?

On the 13 day of June, Xu Zhiming, chairman of the online bookstore of the fast book package, sent a micro-blog: "thank Sina for choosing us to do the enterprise edition test. There are nearly 1000 fans in the school bag today. Over the next few days, the number of fans in the fast book package has been increasing.

Sina micro-blog launched its enterprise version, which is currently in the beta stage. For a time, the subtle relationship between enterprises and micro-blog has raised new concerns.

Micro-blog is oversold.

"Sina micro-blog's enterprise edition has the functions of personalized page display function, data analysis service, communication management background and other functions. It has the functions of marketing tools, public opinion monitoring, display settings, self-help promotion and so on. Enterprise users can design personalized micro-blog domain names and add new modules. The application is not accepted at the moment, and online applications will be opened soon. " Sina relevant personage introduction.

Some people think, "this is the real micro-blog. Marketing The first drop of blood in the new blue sea. Understand the core functions of Twitter and Facebook in the field of business application. Micro-blog e-business is coming soon! If micro-blog can succeed, sina will have a lot of damage to Baidu.

There is also a view that "micro-blog has become a world of rumors and advertisements. If this continues, micro-blog's BBS will be tomorrow, and micro-blog will become more and more boring."

When millions of people have the same tool, it will be given a lot of color.

Pedro Reno, director of the China EU School of international business administration, said: "micro-blog is an emotional media. The positive and quiet information can not get more attention, and the mood fluctuation will be more concerned. For enterprises, micro-blog is a good public relations licensing tool. Enterprises should pay close attention to the voice from consumers and make timely feedback, for example, a car manufacturer wants to produce a new car. Before that, as a manufacturer, we should observe the voice of consumers, and if there is a discordant voice about products, we can make timely adjustments, which can form a positive effect."

But the problem now is that when "zombies", "painted skin", "brush fans", "junk information" and so on flood, "micro-blog has been oversold, is anti search, are manual operations, which is not conducive to the development of micro-blog", pushing cube founder Zhang Lu told reporters.

Gimmicks outweigh the actual effects?

Xue Manzi, a well-known investor, once said: "micro-blog's development has just begun, and no matter what direction it will develop in the future, no one can see clearly at the moment."

Zhang Jun (a pseudonym) once worked as a water force and worked as a backstage driver behind internet events. After analyzing the current "micro-blog marketing" organization, he believed that micro-blog marketing was still in chaos. "In fact, there is no real micro-blog marketing. The current micro-blog means can only be called micro-blog application. What is the essence of micro-blog? It is seeking recognition, no identification, all are zombie fans, or all are soy sauce. What is the final result?"

At present, more micro-blog applications mainly focus on capital rent-seeking, resource rent-seeking and rent-seeking. Micro-blog is mostly used as an enterprise or organization or personal brand and public relations tool. "I used to be a water force, and I had experienced behind the scenes pushing hands. I know what's going on behind the scenes." "A lot of people say that micro-blog marketing is well done. Is it true that micro-blog is done by micro-blog? First it has a series of road signs ads, and then does some promotion through micro-blog, but how much industry value does micro-blog bring to it?"

There are no classic cases of micro-blog application. "Whatever it takes to make a living." micro-blog Organizations or institutions, or enterprises, we have to think about the application of micro-blog, we are not biased? "

The application of Twitter in the United States is not so "industrial value". It is "a privatization media" and needs "no speculative sharing and sincerity". At present, the relationship between enterprises and micro-blog application institutions is an excessive state and has no solid foundation from the international perspective. {page_break}

A famous brand PR director of a fast moving product area, told reporters: "recently signed a cooperation agreement on network marketing", the prospects for micro-blog marketing, he said, "do not see clearly, wait and see state, gimmick is greater than the actual effect."

Related cases /

Big business is not our food.

In the early hours, Zhang Zhenbo, 27, and his partner were busy in the new office in Beijing. "Often go to bed after 12 p.m. and get up at 5." Zhang Zhenbo told reporters.

The company, called micro diffusion, builds micro-blog bloggers and enterprise marketing platforms with fans based on micro-blog. In October last year, only 3 people were established when the micro communication was established. In December, the micro communication was officially launched, and now there are nearly 20 employees.

"The business is mainly composed of two parts, one is micro-blog bloggers with fans, the other is Marketing demand The manufacturer. " Zhang Zhenbo briefed reporters, "manufacturers reward reward paid information, hoping to have fans of micro-blog bloggers to forward their promotional information type micro-blog content. Micro-blog bloggers with fans, each person's commission is divided according to the number of fans in each micro-blog, such as the number of fans between 50 and 100 people, forwarding a commission of 0.3 yuan, the number of fans between 1001 and 2000 people, forwarding a commission of 1.4 yuan, the number of fans 10001 to 20000 people's price is 8 yuan, the highest one is more than 400 thousand fans, more than 400 thousand people, forwarding once is 100 yuan.

For the popular micro-blog marketing and enterprise trusteeship, Zhang Zhenbo said, "micro-blog is a special marketing tool, everyone has their own communication network, everyone has their own influence. Advertisers release a task, there will be more than a hundred million to hundreds of millions of people to see, we are looking at micro-blog's "nuclear fission" character. In the company platform is mainly small and medium-sized enterprises, large enterprises are not many, big business is not our dish now. "

"A lot of times advertisers take the initiative to find us, tens of millions of dollars of marketing investment can let hundreds of thousands of fans see, and ultimately can reach a deal, this has a certain relationship with micro-blog content, because in the end is content and creativity as king." Zhang Zhenbo said.