Brand Shoe Business Is A Long Way To Go And The Way Of Micro-Blog Marketing.

When your fans exceed 100, you are like an internal magazine; over 1000, you are a bulletin board; over 10 thousand, you are like a magazine; over 100 thousand, you are a city newspaper; over 1 million, you are a national newspaper; more than 10 million, you are the TV station; more than one hundred million, you are CCTV.

At present, the hottest and most fashionable is undoubtedly micro-blog.

On micro-blog, civilians and Shakespeare returned to the same level.

In addition to gathering all kinds of new and new people and fashion trends, this huge popularity magnetic field has increasingly attracted the attention of all kinds of enterprises, such as shoe companies.

(1) catching up with the cattle

Micro-blog is now in the ascendant, and every big shoe company is beheading for this new technology plateau.

Some shoe companies have achieved good results, such as XTEP, the official micro-blog audience of 60 thousand people in Tencent, Ding Shuibo's audience is more than 1 million 920 thousand; Sina micro-blog, Ding Shuibo's fans 27 thousand, XTEP's official micro-blog fans close to 40 thousand.

Anta, PEAK, 361 degrees, CBA, Lining, Kappa, Nike, Adidas, Saturday, Daphne and other brands have gradually become the scale of the brand.

Along with the emergence of micro-blog, micro-blog marketing has been launched, using micro-blog platform to interact with users instantly, and instantly get user feedback.

The famous scholar, "gourd monk", who has long devoted himself to the research of electric business, puts forward five advantages of using micro-blog in marketing:

1. Low cost, simple operation and strong interaction.

For shoe companies, it can be very cost-effective to promote and bring good results at low cost.

If the operation can be simple and the user's feedback information can be obtained instantly, it is no better.

The advantage of micro-blog's marketing lies in its low cost, simple operation and strong interactivity.

2, enhance the affinity of enterprises and brands

For those who want to enhance their own public image, they are more suitable for publicity and promotion.

The company can convey its product ideas and values to users through micro-blog, so that users can learn more about every aspect of the company.

3, shorten the distance between users and get feedback immediately.

Users are the clothes and parents of an enterprise, and the so-called "popular hearts" have the world, so do companies and products.

When users choose to focus on or listen to your micro-blog, if you can listen back or pay attention to micro-blog, you will give users a good feeling, and users will think you care about him.

To make use of the advantages of micro-blog instant messaging, there are any problems that can be exchanged and communicated with users at the first time.

4. Effective monitoring of products or brands.

On micro-blog, many users will express the real idea of a product or brand by text or picture.

Through micro-blog and related topics, search for products or brands will see users' discussion information, and then monitor these information to see if there are positive or negative information. Users can make corresponding answers or solutions to the concerns, opinions or suggestions of products or brands.

5. Assist other sales methods.

With the popularity and popularity of micro-blog, its role is becoming more and more prominent. For example, micro-blog is used to assist event marketing, viral marketing, network public relations and so on, and the results are quite good.

Some brands spread advertising films through micro-blog, cooperated with e-commerce websites, and used micro-blog to do lucky draw activities.

The key point of micro-blog marketing is popularity. Your active fans / listeners are enough to play a role.

(two) heavy responsibilities

However, looking back at the shoe industry, micro-blog marketing still has a long way to go.

1, the whole is in its infancy.

Although most of the shoe companies in the Fujian board have been involved in micro-blog marketing, the number of fans or listeners is over 100 million and only XTEP.

Although fans are more than 1 million, you are a national newspaper, but fans are divided into authentic fans (certified real name accounts) and ordinary fans, active fans and non active fans. The value of real fans and active fans is large, but the average number is not large.

Only a few brands such as Saturday, BELLE and Daphne began to wade through micro-blog's marketing in Guangzhou plate. It is still in its infancy, and BELLE's leader in BELLE has only 1575 official fans in Sina (the data are selected from the July 14, 2011, the same below).

Wenzhou and Chengdu are still in the bud. Many executives do not know what micro-blog is.

However, some enterprises began to realize the value of micro-blog, and began to push forward actively. For example, AOKANG, its executive director, Wang Zhen Quan and director of brand management, Jiang Yihan, has exceeded 10 thousand fans in Sina.

For the whole domestic shoe and clothing industry, micro-blog marketing is still in its infancy.

2, the content is too practical, lacking originality.

By tracking micro-blog, a shoe wading enterprise, we find that most shoe companies are too pragmatic in micro-blog. Most of them are print ads, and their publicity intentions are too obvious to attract fans / listeners.

An interesting phenomenon has been found in the observation. The number of micro-blog fans / listeners in the shoes enterprises or employees is generally much higher than that of the official micro-blog, although the official micro-blog's daily turnover is much higher than that of the former, such as Pi Kexu Zhihua Sina micro-blog's fans over 500 thousand, and PEAK official fans only more than 2200.

The emergence of this phenomenon is, first of all, the official micro-blog of shoe companies is too focused on publicity, and its propaganda methods are rigid and lack of creativity, ignoring the psychological feelings of users or potential consumers.

Secondly, it is related to users' psychology of pursuing stars.

More importantly, it also reflects from the side that domestic brands have not yet formed deep-rooted brand awareness in the minds of consumers.

To put it another way, your brand is not as famous as yourself.

3, lack of mature operation mode.

Ai Rui once had a report that "micro-blog's marketing will become the winner of the lost magic weapon will lose the voice of the next ten years", which pointed out that micro-blog marketing will become a new magic weapon for enterprise marketing in the new media era.

It is for this reason that more and more shoe companies are beginning to wade through micro-blog marketing. However, we have to admit that there is no mature operation mode yet, and everyone is in the layout and trial.

For example, in micro-blog's content, some enterprises are trying to add some personal affairs, hot news, non industry knowledge, topics and interactions to attract listeners / fans' attention while persisting in professionalism and industry.

For example, Ding Shijie, executive vice president of Jordan, recorded his travel to Tibet from June 25, 2011 to July 1st through micro-blog. Although he did not publish many articles, he combined with pictures and texts to show his feelings in his travels, plus the amazing human feelings in Tibet.

4, there is no clear positioning.

Micro-blog marketing has been booming rapidly in the media, but after the "fire", what is the next step? There are no clear suggestions on the definition, scope, meaning, value orientation and profit mode of micro-blog marketing.

Due to the lack of theoretical guidance, micro-blog shoes marketing companies inevitably lack a clear positioning.

At present, it only serves as a publicity channel, and other values of micro-blog marketing are rarely dabbled.

It is only in the propaganda channel that the impact of micro-blog's rise on the current publicity system of shoe enterprises will not seem to have attracted the attention of the media or theoretical circles.

At the operational level, the micro-blog marketing is generally affiliated to the network department, the technology department or the electronic commerce department, but not the propaganda department.

At this stage, the propaganda department should coordinate with the network departments, incorporate micro-blog into the whole publicity system of the company, make appropriate adjustments in publicity, marketing, promotion and brand building, and give full play to the characteristics of micro-blog's timeliness, and timely do well in the feedback and adjustment of publicity work.

But understand that just as online sales can not be used as a sewer for handling inventory, micro-blog can not become a window of publicity.

(three) crossing the river by feeling the stones

In order to grasp the initiative of the future, under the premise of lacking mature operation mode, shoe enterprises can only feel the stones crossing the river.

But there are two problems that need to be solved. One is the technical level. Although the threshold is very low, ordinary netizens can be competent, but micro-blog's roots are based on Internet technology, and good results can not be achieved without professional and technical personnel.

Next is marketing, that is creativity.

This need not be superfluous, it is the soul of micro-blog marketing success or failure.

From a technical point of view, there are several points to be noticed in the promotion of micro-blog's characteristics and structure (refer to Shanghai Wei Wu's blog: micro-blog's drawbacks and its real meaning):

1. Custom structure of micro-blog

Similar to the network applications of many customized services, the information bias that micro-blog brings to users is also very serious. What you see is what you want to pay attention to.

The people you are interested in, the information they forward, is inevitably consistent with their interesting information.

Unless some well-known public events, a lot of information is only wrapped in a few circles, but can not achieve "cross circle" dissemination.

This makes a clear request for the production of micro-blog content. It needs to define what circles the potential customers belong to, what they care about and what they like to see. Micro-blog writers need to make micro-blog based on this information or to forward or comment micro-blog.

If the brand is aimed at young people, it is necessary to make content after 80 and 90.

First, find the target customers and then guide the target customers.

2, micro-blog's review mechanism

The micro-blog review mechanism is biased towards the point to point debate.

Although the bystander of Chang three and Li Si can see clearly, but when more onlookers join in the dialogue, they are not carrying out a "netted" dialogue, they feel a bit of a fight.

Sometimes you see a lot of comments under micro-blog information, but a closer look is a repeated one to one dialogue between bloggers and many other users.

It is difficult to expand the number of words. The parties to the debate can only strengthen their views and defend their positions.

In order to achieve positive publicity effect and reduce unnecessary interpretations of staff, we must make repeated attempts to make micro-blog content, eliminate the occurrence of wrongly written characters, ill sentences and improper speech, while ensuring that the language is fresh and active.

When interacting with fans / listeners, we should also pay attention to these problems. At the same time, we should make more use of communication skills to enhance brand reputation in the minds of consumers.

3, micro-blog's error correction mechanism

It should be said that micro-blog's correction is rather difficult.

An editor of a media issued a piece of information which was later proved to be false in his private account (less than ten thousand fans). He quickly issued a correction and apology statement, but the fake micro-blog information had been forwarded more than four thousand times, and the corrected statement was pmitted only dozens of times.

Such a situation lies in the fact that there are some "tipping points" in the forwarding process of micro-blog. The message that forwarded more than four thousand times in front of micro-blog is because some users with large fans are involved in forwarding, and then one corrects information.

In other words, for the majority of micro-blog users who are not stars, the breadth of micro-blog's information dissemination is far from their own.

Micro-blog's strong timeliness of communication can be regarded as a double-edged sword. It can spread the positive and positive information of the company rapidly, enhance brand awareness, and spread some negative information widely.

This characteristic of micro-blog also strengthens its demand for micro-blog's content rigour and accuracy.

In order to prevent such incidents from happening, companies with conditions allowed not only to have special micro-blog writers, but also to be responsible for checks.

If we do not make inappropriate remarks, we must immediately activate the error correction mechanism and quickly eliminate or reduce the impact.

To increase the spread of error correction information, we can add more micro groups, and some fans have over 10000 fans.

4, PRAC rule

"Behind every micro-blog user is a living consumer."

With the increasing importance of micro-blog platform, through continuous exploration and practice, the industry has put forward the micro-blog integrated marketing theory -- PRAC rule.

It is understood that the PRAC rule covers four core parts of micro-blog's operation system, namely Platform (Platform Management), Relationship (relationship management), Action (behavior management) and Crisis (risk management).

At the level of platform management, the PRAC rule advocates the "2+N micro-blog matrix" mode, that is, brand micro-blog and customer micro-blog as the main platform, supplemented by the addition of micro-blog, fan group micro-blog, product micro-blog and activity partner to the operation leadership staff; the user relationship problem that has been puzzled by enterprises for the time being, while PARC is the group of "3G relationship management" dominated by fans, media circles and opinion leaders. For behavior management, the PARC system introduces seven typical marketing behaviors, such as attention, brand promotion and so on.

In addition, some specialized micro-blog marketing assistance units have appeared, such as micro-blog marketing network, and the company can also pfer micro-blog's daily maintenance work to them.

However, communication between the two sides needs to be strengthened so as to ensure the timeliness of the promotion.

The creative level of micro-blog marketing, which is the most important thing to say, can not but admit that it is limited to the individual talent and how to talk about it, providing several successful cases of shoe industry, hoping to give you a little help.

1, XTEP

XTEP can be said to be the most worthy leader of micro-blog's marketing industry at present.

Zhong Tao, chief executive of XTEP (China), pointed out in a speech that the success of XTEP micro-blog marketing lies in:

(1) brand and product exposure.

XTEP, micro-blog's goal is to make micro-blog through the brand.

By releasing some brand information, we can establish relationships with customers and serve the brand.

(2) interactive marketing activities.

Interaction is the essence of the Internet.

On micro-blog, human touch, interest, interest and personalization are the main points of user interaction.

Through XTEP's treasure hunt and other activities, micro-blog marketing is directly engrafted with e-commerce, which fully satisfies the pleasure of user participation and directly promotes the performance of e-business.

(3) micro counters, XTEP e-business and after sales management.

The information that micro-blog sends sometimes can directly guide consumption, and the traditional value chain has been greatly reduced or stimulated.

(4) online customer service.

Micro-blog has all-weather 24 hours, face to face, instant, one to many service characteristics.

XTEP set up a quick response customer service account for the first time in micro-blog, providing customers with pre sales consultation, product investigation and other services.

(5) CRM customer / user relationship management.

B2C, Zappos as the first micro-blog as the CRM (customer relationship management system) in the Web2.0 era, from CEO Xie Jia Hua to each customer service to belong to their own micro-blog, strengthen communication, improve the degree of concern, improve the user experience and so on.

Customer service will share their feelings and customers every day, customers will follow their favorite customer service, through micro-blog and customers to maintain a more intimate relationship.

XTEP has been learning from Zappos in this respect.

(6) system.

XTEP promotes the system operation on micro-blog: Planning (Awards interactive activities, high frequency of activities) to operation (special person operation, real-time interaction, etc.) to promote (word of mouth promotion, etc.) to the two spread (award-winning user sentiment and so on two forwarding).

(7) search engine optimization.

XTEP has greatly improved home access, social participation rate and shop conversion rate through search engine optimization.

In addition, XTEP has also made use of micro-blog in implantable marketing, public opinion monitoring and crisis public relations. It firmly grasped its target consumer groups and escorted the brand's continuous improvement.

2, CBA

The unique feature of CBA micro-blog marketing is to change concepts.

CBA is not only the abbreviation of CHINESE BASKETBALL ASSOCIATION, but also the professional basketball equipment brand operated by Guo Hui (China) Co., Ltd.

Using the dual meaning of CBA, I wonder whether it is the intention or coincidence of Guo Hui company. Dozens of male and female athletes participating in the Chinese men's basketball league tournament are all embedded in the micro-blog account of sina, which is embedded in the word "CBA", such as @ Hu Xuefeng CBA (236856 fans, July 15, 2011 data, the same below), Liu Xiaoyu CBA (fans 124200 people), CBA Lv Xiaoming (fans 101559), CBA Yang Huai (88897 fans).

If it is not coincidental (CBA Sina official micro-blog is not certified, can not be determined), then Guo Hui company's move can be described as "hiding soldiers in the people", they simply do not need to directly come forward to be able to sit hundreds of thousands of fans.