微博营销中的互动策略.doc

微博营销中的互动策略
 近期维护公司的官方微博，遇到一个意外情况。一个偶然的机会，将某一位行业名人的话放在上面，并@了他，没想到的是他进行了转发，紧接着那条微博的转发量快速增长，是之前的微博所无法比拟的。此后又运用这个方法试了几次，发现效果显著。这让我忽然想到管理大师彼得·德鲁克关于创新精神中意外成功的相关内容，而这次意外情况对我们而言确实是一个意外的成功。将此进一步引申到微博营销层面上来分析，就变成了微博营销中，该如何制定互动策略以扩大传播范围，增强影响力。
    和谁互动
    要互动，首先我们需要找到要互动的人，即我们要与哪些人进行互动。因为我们的目标是扩大传播范围，增强影响力因此互动群体可定位为名人、行业达人等在某些领域具有强影响力的一类人，他们往往拥有大量的忠实粉丝，对他们说的话也会积极转发。
    但这其中需要注意的一个关键问题就是自身价值定位要与互动群体价值定位保持高度一致，例如，如果是一个管理类的官方微博，体现的是专业性，那它的互动群体就应该是在管理范畴下的企业高管、行业咨询专家等名人，而不应该是演员、时尚达人等群体。此外，还需要注意的就是所选择的互动群体是乐于分享，乐于与其他人进行交流的人，否则，互动很有可能就变成一厢情愿的事情。
    互动什么内容
    互动内容直接影响到互动群体能否跟自己形成互动，并且对之后的传播也产生重要的影响，因此在设计互动内容时要特别注意。一般来说，每一位名人或专家都会有一定的爱好和研究方向，因此互动内容可以此为基点，内容最好是他们的原话，并且是时下的热点话题，那形成互动的可能性就会很大。如果没有他们的原话素材，可以以他们所关注的热点话题进行互动。
    这其中就涉及到一个问题，那就是怎么才能知道他们的爱好和研究方向呢？笔者觉得可以通过一下几种方式来发现：一、他们的职业方向。例如很多有影响力的人都会在微博上进行认证，我们就可以准确了解他们的职业背景，另外通过观察他们的微博标签和所关注的人可以大致了解他们的关注点在哪里；二、微博内容。观察他们在微博中经常发哪些内容，也能大概了解出他们的爱好和对某些事情的观点；三、相关博客或专栏。一般的名人或专家都会有自己的博客或专栏，通过阅读他们写的内容，我们可以从中看出他们的关注点和研究方向。
    怎样互动
    确立了互动内容，我们就要想互动的形式应该是怎样的。一般情况下，可以通过以下几种方式进行互动：一、引用原话，并@TA；二、转发TA的微博并加入自己的观点以期形成互动讨论；三、发布相关微博，并@TA。这对内容要求比较高，需要和TA的核心价值观保持高度一致；四、转发他人微博，加入自己的观点，并@TA，同样这对内容要求也比较高，并且转发的微博最好也是出自有影响力的人群。
    除以上三个方面之外，还需要注意互动的时间和互动的频率。什么时间互动可以参考他们微博发布时间的大概规律。因为强影响力人群的信息一般会比较多，如果时间错位很大，互动信息很有可能会被大量的其他信息淹没。关于互动频率，一般一周1-2次为宜，这其中需要提醒的一点是可以规划出一定数量的互动群体，比如50个，然后将其规划出相应的互动频率分布图，以保证互动的连续性。
    总体来说，微博作为时下炙手可热的传播媒介之一，受到越来越多企业的重视，也在营销体系中发挥着越来越重要的作用。但需要看到的是，微博营销亦是挑战和机遇并存，而对于营销人来讲，能否赢得广阔的天空，关键还要看工作的精细化程度。
Recent maintenance company's official weibo, meet an accident. An accidental opportunity, will a certain industry celebrities on top, and @ him, didn't think he's taking forward, followed by the rapid growth of the amount of forwarding microblogging, before the microblogging is incomparable. Then using this method tried a few times, found the effect is remarkable. I suddenly thought of management guru Peter drucker about the relevant contents of the innovative spirit of accidental success, but the accident situation for us is indeed an unexpected success. Level will be further extended to the microblogging marketing analysis, becomes the microblogging marketing, how to develop interactive strategy to expand transmission range, enhancing influence.
And who interact
To interact, first we need to find to interact, with whom we will interact. Because our goal is to expand the range spread and enhance the influence, therefore interactive group can locate talent for celebrities, industry has a strong influence in some fields, such kind of people, they often have a large number of fans, told they will forward actively.
But it is a key problem need to be aware of their value proposition to keep highly consistent with interactive group value orientation, for example, if it is a management class's official weibo, reflects the professionalism, that it should be interactive group under the management category of corporate executives and celebrities such as industry consultants, and should not be an actor, fashionistas, etc. In addition, still need to be aware of is the choice of interactive group is willing to share, willing to communicate with others, otherwise, the interaction is likely to become wishful thinking.
What interactive content
Interactive content can directly affect the interactive group with its own interactive activities, and also have important influence on the spread, so should pay special attention to when designing interactive content. In general, each a celebrity or expert has certain interest and research direction, therefore interactive content can this as the basis, the content is their best quotations, and is the current hot topic, the possibility of the formation of interaction would be great. Without them as material, can interact with their hot topic of concern.
Which involves a problem, that is how to know their hobbies and the research direction? The author think that can be found by the several ways: one, their career direction. For example, many influential people on twitter to certification, we can accurately understand their professional background, and by observing their weibo labels and the focus of people where you can get a general idea of their concerns. Second, weibo content. Observe them in the weibo often hair what content, also can know about their hobbies and views on some things; Three, blog, or column. General celebrity or experts would have their own blog or column, by reading what they write the content, we can see their concerns and research direction.
How to interact
Established the interactive content, and we will want to and what should be in the form of interaction. In general, can interact through the following several ways: one, a quote, and @ TA; Second, forwarding TA weibo and add your own point of view in order to form the interactive discussion; Three, publish relevant weibo and @ TA. The demand is higher, the content needs and maintain highly consistent TA's core values; Four, forward their weibo, adding their own point of view, and @ TA, as this requirement is high, the content and forwarding microblogging is best from influential people.
ft- tantea.org micro- sunny-
In addition to the above three aspects, also need to pay attention to the interaction of time and frequency of interaction. What time can consult them about regularity of weibo release time. Because information generally strong influence people is more, if the time dislocation is very big, interactive information is likely to be a lot of other information. About interaction frequency, it is advisable to generally 1-2 times a week, which need to be reminded of is planning out a certain number of interactive group, for example, 50, and then the planning out the corresponding interaction frequency distribution, to ensure the continuity of interaction.
Weibo, in general, as one of current hot media, is valued by more and more enterprises are playing an increasingly important role in marketing system. But need to see is that weibo marketing is also the challenges and opportunities coexist, and for marketing people, winning the vast sky, the key also depends on the degree of fine work.