浅析企业微博营销利弊及市场营销策略分析

浅析企业微博营销利弊及市场营销策略分析

1

目 录

1 前言···········································································1 1.1 微博简介·································································1

1.1.1微博的含义和特点··················································1 1.1.2 微博的行业分析····················································4 1.1.3 微博的发展前景····················································6 2 微博营销的涵义及其相关理论··················································10 2.1 微博营销的涵义···························································10 2.2 微博营销的分类···························································10

2.2.1个人微博营销························································10 2.2.2企业微博营销························································10 2.3 微博营销的特点··························································11 2.3.1 门槛低·····························································12 2.3.2 多平台·····························································12 2.3.3 传播快·····························································12 2.4 微博营销的推广技巧······················································13 2.4.1 账号认证··························································13 2.4.2 内容发布··························································13 2.4.3 内容更新··························································13 2.4.4 积极互动··························································14 2.4.5 标签设置··························································14 2.4.6 获取高质量粉丝····················································14 3 微博营销的优缺点·······························································15 3.1 微博营销的优点·························································· 15

3.1.1 操作简单信息发布便捷·············································15 3.1.2 互动性强···························································15 3.1.3 成本低·····························································15

2

3.1.4 针对性强···························································15 3.2 微博营销的缺点···························································15 3.2.1 微博适用所有企业及产品···········································15

3.2.2 奖品多又好，促销必成 ············································16 3.2.3 简单易行，立竿见影················································16 4微博主要的营销策略措施分析····················································18 4.1微博的数量不在多而于精··················································18

4.2个性化的名称····························································· 18 4.3巧妙利用模版····························································· 18 4.4使用搜索检索，查看与自己相关内容······································ 18 4.5定期更新微博信息·························································18 4.6善于回复粉丝们的评论····················································19 4.7 #与@符号的灵活运用······················································19 4.8学会使用私信····························································· 19 4.9确保信息真实与透明·······················································19 4.10不能只发产品企业或广告内容············································19 5 微博营销注意要点······························································20 5.1取得粉丝信任是根本·······················································20

5.2发广告需要一定的技巧·····················································20 5.3通过活动来做营销·························································20

3

前言

1.1 微博简介

1.1.1微博的含义和特点

微博，即微博客（MicroBlog）的简称，是一个基于用户关系的信息分享、传播以及获取平台，用户可以通过WEB、WAP以及各种客户端组建个人社区，以140字左右的文字更新信息，并实现即时分享。是指智能化模拟微博用户正常操作过程、无需人工手动互动的。企业可以根据自己的需求培养人格化、性格化、地域化、行业化、背景化的微博账号，对微博互动的粉丝限制地区、限制行业地位、限制性格特点、限制互动内容。工具根据设置情况智能运作就能达到要求。 最早也是最著名的微博是美国的twitter，根据相关公开数据，截至2010年1月份，该产品在全球已经拥有7500万注册用户。2009年8月份中国最大的门户网站新浪网推出“新浪微博”内测版，成为门户网站中第一家提供微博服务的网站，微博正式进入中文上网主流人群视野［2］。最大的特点就是集成化和开放化，你可以通过你的手机、IM软件(gtalk、MSN、QQ、skype)和外部API接口等途径向你的微博客发布消息。相比较博客的“被动”关注，微博的关注则更为“主动”，只要轻点“follow”，即表示你愿意接受某位用户的即时更新信息；从这个角度上来说，对于商业推广、明星效应的传播更有研究价值。最早也是最著名的微博是美国的twitter.（推特），根据相关公开数据，截至2010年1月份，该产品在全球已经拥有7500万注册用户。国内微博企业绝大多数把学习的榜样都锁定在了Twitter身上（唯一一个例外是 Follow5），由于是本土中文服务，与其他网站互通性更强，自然比Twitter更能吸引国内用户。

第一，相对于强调版面布置的博客来说，微博的内容组成只是由简单的只言片语组成，从这个角度来说，对用户的技术要求门槛很低，而且在语言的编排组织上，没有博

1