Case Analysis: How to impact the Weibo topic list with 0 budget and link up 30 apps?
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If you are working on new media in an APP, then congratulations, you may encounter the following pain points: 1. When we rush to the hot topic list, what are we rushing for? Apart from taking a screenshot of the topic list and posting it on WeChat Moments, is there any other meaning? 2. I wrote dozens of pages of PPT and asked my boss for a budget as a topic. The boss asked: How many activations can it bring? 3. Damn, the festival is finally here! I quickly asked a designer to make a " marketing leverage" graphic related to my product, and sent red envelopes to all WeChat groups asking for shares. In the end, it just became a self-excitement in the circle of friends (it may be visible only in groups). Every day, thousands of new media cases are shared, and it seems that each one incorporates Internet thinking and big data concepts. As a result, the great people only tell you their awesomeness and data, but they don’t tell you how many mistakes were made by the people who executed the task. So, when you really start to do it, you still don’t know where to start. Therefore, new media people often fall into a state of anxiety - doing something just for the sake of doing something. Obviously, I have encountered all the above pitfalls. During this year's Lantern Festival, I worked with 30 partners to carry out a Weibo topic marketing campaign . In this marketing campaign, I did not invest any budget. I just wanted to see what kind of compound effect could be achieved through the linkage between enterprises and users. Finally, in addition to successfully reaching the top of the list , all other goals were also exceeded expectations. Here, I would like to share with you a review of this communication. Goal Review It may be difficult for new media to directly bring about app activation, and the value of " exposure " is a result without any reuse and sedimentation. However, only by setting the goal as a data can we have a real direction to work towards, rather than working aimlessly. Based on several experiences, setting the number of fans as the communication goal is the most appropriate goal for this position in new media. It can not only retain fans, but also help to complete the next marketing. At the same time, set some complex goals to achieve the purpose of brand communication. Therefore, I set the comprehensive goals as follows: Communication Disassembly For all integrated communications, I generally divide them into two dimensions when making plans. One is the time dimension, that is, the propagation time axis; The other is the content distribution dimension, which is “content + channel”. (1) Content I think UGC+PGC is the most ideal model. Open a topic page. If you need user UGC to generate the content you want, you will definitely need PGC to guide it. The natural advantage of Tangyuan Creation APP is that users have the ability to produce their own content. Therefore, I took the path of UGC–PGC–UGC. (2) Channels The market price budget for outsourcing Weibo topic rankings/general rankings ranges from 10,000 to 100,000 yuan, and is invested in the "water army + big account" model. My goal is to make a free ranking, so I need to mobilize other resources to replace the positions of water army and big accounts. Your users are more valuable than water army As mentioned earlier, you need to understand enough about the content that the users of your product can produce. For example, Tangyuan’s users are best at writing novels, so mobilizing users to create short stories is the best way. Therefore, before the New Year, we started a writing contest in the campus section of the Tangyuan Creation APP. The content spread by this part of users from the APP to Weibo contributed to the accumulation of basic topic volume for the topic #Don't eat Tangyuan at midnight#. Before it was on the topic list, the number of topic readings had exceeded one million. Your partner is more cooperative than the big one Don't underestimate your partners' operational capabilities. In addition, finding Weibo partners with similar user groups can help you better reach your target users. · Weibo official cooperation resources are more powerful than advertising In this Weibo event, we applied for the Weibo Campus homepage Tips resources as the co-chair unit of the China Campus Marketing Alliance. As a former wanderer, I know that this resource is extremely valuable (the publication price is also seven figures). Understanding the platform's strategy will help you get twice the result with half the effort. With the popularity of self-media in recent years, many platforms have opened up resource support strategies. For example, Toutiao’s “1,000 People, 10,000 Yuan” plan, Penguin’s just-announced “Mangzhong Plan”, and many departments of Weibo have also opened up resource operations, such as government affairs and Weibo’s self-media support plan. Incubator platforms such as MF+ are also looking for and supporting creative self-media. Maybe many heads of corporate new media would say that these are just to support individuals, what use are they to corporate new media? In this regard, I just want to say one thing: your user resources are the best replacement resources. All cooperation has possibilities. Effect & Experience As a Virgo operator, with the collaboration of colleagues and partners, I was able to advance the entire project in an orderly manner, and I was already clear in my mind that this topic could achieve the desired results. Of course, there were some performances that exceeded expectations in this event, and I would like to share my experience with you here. (1) Data effect - respect the product Our fan growth from this event was basically 3 times what we expected. Here, I would like to say something for Weibo’s product manager. Please respect Weibo’s product manager ! Aren’t they just gigolos? Develop so many modules, and make sure to use them when you can. After all, this is their KPI! There are many rules for topic pages, and many of the new media friends I know are too lazy to study or learn them. However, you can obviously increase your followers through the product mechanism. If you insist on spending money to increase your followers, there is nothing I can do. So, remember to ask yourself: Why do you need to do something that can be solved with money? · Use all available topic page product modules (Topic page draws, voting, user recommendations, and information flow recommendations on Weibo are very important!) · Offer attractive prizes such as mobile phones (It’s not the quantity of prizes that matters, but the quality) (2) Partner communication effect: heartfelt Nearly 30 partners provided us with support in this event. Therefore, putting myself in their shoes, I also try my best to consider the partners' interests, bringing benefits to myself while also bringing results to other partners. In this communication, in addition to providing brand exposure for our partners, we also try to increase the number of fans for our partners as much as possible through forms such as cooperative reward forwarding, and Weibo recommendations in the information flow of topic pages. Provide partners with the content materials they need to operate new media accounts, rather than just a hard advertisement. Provide partners with different versions of copywriting to enrich the information flow of Weibo topic pages. · By adding a reward module for forwarding + topic page information flow recommendation, the number of fans of our partner @直上校园 increased 10 times. The growth of the number of fans is positively correlated with the attractiveness of the gifts, and the growth of fans of partners who did not provide gifts was not obvious. · Establish a partner database by collecting and screening communication effects. (3) Recommended author effect During this event, the number of views of one of our recommended authors’ Weibo posts increased from 150 to 150,000, a 1,000-fold increase. However, I don't think this is the best effect in my mind. To build an author into a KOL, you need a single hit Weibo post and cultivate the author’s fan base. Therefore, in the next communication, I will consider how to further promote the number of reposts of the author’s single blog post, and include increasing the number of the author’s fans in the next activity goal. The author wants to say Finally, I would like to talk about whether it is necessary to create Weibo topics when everyone is busy using WeChat and Toutiao accounts? My point is that Weibo is still the public opinion platform with the most media attributes. In my opinion, as self-media people grow bigger and stronger, they are increasingly moving towards PGC. On building-style platforms such as WeChat, we convey our attitudes to our own circles, while Weibo's public square-style complaining carnival can further expand the public's discussion into a social effect, which is an essential element in integrated marketing communications. Therefore, for UGC events that require user participation, Weibo topics are still my first choice. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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