Zombie Hunting It is tempting to assess the quality of a with a quick look at the number of followers. Of course, a Middle School student with six disciples not going to provide a lot of media influence. But a business account with about one million followers might actually do not have much to offer either. This is due to what is called
Zombie fans in China on Weibo
We do not deal with hordes of undead shuffling their way through Weibo, but is not too far from the truth. Many Weibo accounts are just dead: they were set up only to add to the number of another disciple, then immediately dropped. Or worse, they are managed by an automated software "bot". All this is easy to do when labor is cheap and email accounts are free. "We had a customer request we get 150,000 followers within three months simply because their competitor these, even though they are fully aware that most of them are zombie followers. Educate customers to subject is difficult, and loss of valuable time. social media manager told us. The implications are clear. Try to engage with an audience of blind and dead accounts software does nothing except wasting your marketing budget.
Do not be impressed by the volume of the disciples a Weibo account, as the numbers are often astronomical.
Quantity is only half of the equation of social media reach. The other part is a commitment, and it is the commitment that makes social media so powerful. Your campaign should have to answer users, re-tweeting and commenting on your social media content. This is much more important than the raw number of users that might be to see your messages.
Quantity without quality2. Continue That said, it is also possible to go the other way, and focus too much on the commitment without getting enough reach. It is not very difficult to get a small group of devoted followers who answered, re-tweeting and commenting on your content. At first it can feel like a great success. You seem to have overcome the language barrier, cultural differences and followers of zombies, and now have a group of real people engaging with your content. source
conversion rate in ChinaEven with a conversion rate of 100 percent on their part, if you're not going to make many sales. Go to the extreme of quality over quantity is just as expensive as making the opposite mistake. What is really needed is a reasonable combination of both; it is preferable to convert 60 percent of 2,000 users 100 percent of 1000 users. Another point to remember is that the quality and quantity are in any case at opposite ends of the same spectrum.
They are two distinct scales very directly affect the other. This is particularly evident in one of the most powerful social media functionality: its viral potential. If you can get the right people in the right amount to engage with your campaign, they will actually be part of the marketing effort by spreading the word to their disciples. This snowball effect is what you are trying to achieve, but it can not occur with good snow and enough of it. 3. It is not control Just like a snowball gathering momentum can often out of your control, your presence on Chinese social media can do the same.
Very positiveThis can be very positive or very negative, but always remember that once the ball rolling, it is almost impossible to control. Attempts to control all of your presence in social media almost always fail - all you can do is make nudge otherwise considered to set rolling in the right direction, and that users do the rest. If you get this right and leave the users with a good impression, they may well go for your promotion for you in the most powerful way: by word of mouth from trusted friends. You do not want to work against you or your brand.
The hard way last year, when he went in a situation of social media with completely the wrong attitude. Philip Qian, a Chinese blogger leading, began to complain of his fridge on Weibo Siemens in September. These isolated posts have quickly gained the attention of other customers with similar problems have added their voice. The snowball began to roll. At that time, Siemens had a precious window of opportunity to intervene and roll in a direction that would not be to their advantage. Instead, they tried to ignore and deny the problem, which proved to be a costly mistake. Dissatisfied customers have now acquired several other members, two of the most prominent personalities of social media Chinese:
They worked on a simple plan to punish for their lack of a satisfactory response, and willing to take their defective devices to the company's offices in Beijing and crush with a hammer violently. The fatal blow came when Chinese social media superstar Han Han joined in having its own Siemens refrigerator shipped to Beijing to participate in the carnage. It was now a compelling story for traditional and social media, and obtained a solid cover.
Social Media users in ChinaWhen you hear figures like "four hundred million social media users in China," the natural inclination is to rush and try to catch as many of these potential customers as possible. It may seem like customers grow on trees in the field of Chinese social media, but not all the fruit is good to eat. User Databases to differ by platform, and as every marketer knows, successful marketing is all about targeting. Then a Weibo element is essential for every country (three hundred and fifty million users and counting), it is the choice of secondary platforms that can really make social media marketing work in China.
The successful use of Chinese social media that will require in-depth research and planning, but let's take a look at the demographics for major Chinese social media platforms. often described as a Facebook clone, attracts mostly university students. In fact, it started with the name Xiao Nei - "on campus" - and argues that the focus under its new name. Wechat is the entrance to Tencent in the market of social media, and enables users to share personal content, such as newspapers and photos with users in their network . Inevitably, this feature is most popular with young teenagers, and also dominates the rural market because of the ubiquitous cross-promotion with Tencent QQ chat software.
social media platforms in ChinaAs you can see, various social media platforms in China can be divided into broad demographics a glance, and receive more complex from there. "Brands need to understand how each tool plays a role in consumers' lives and how they can play a role and to adapt their brand idea to the experience, rather than tweaking the idea of working across seamlessly. Sina Weibo is an excellent tool for traders and is often the obvious choice. However, there are many examples of other platforms where brands can reach different types of people and sometimes engage in a much deeper level. For example, if your target audience lives in Tier 3 cities, Tencent Weibo can be a better fit than Sina Weibo explain Sina director of planning of the engagement in China
Siemens in ChinaWith refrigerators, the Siemens brand has taken a real beating. If their early intervention was to seek a compromise and find solutions for their dissatisfied customers, they would have drawn attention to the quality of their customer relationships. Instead they let the snowball hit social media reputation. 4. Failing target by the platform 5. It is not Twitter or Facebook Media organizations in China and elsewhere like Weibo and RenRen to explain to a stroke describing them as merely "equivalent Twitter" and "Facebook-equivalent" or the "Twitter-clone" most outrageous and "Facebook- clone ". These explanations are unnecessary and do little to capture what these social media platforms are like and how their users interact with them.
Wechat Weibo, RenRenAnd the rest may have been inspired by the success of Twitter and Facebook, but they were designed from scratch with different business purposes and bases of different users in mind. There are also language issues to consider. A well-known example is the 140 characters in Chinese is more a miniature thumbnail item that message because it is in English. This seemingly insignificant difference makes a huge difference to the type of content you produce and how users are engaging with it. The functionality of Chinese social media platforms is also very different. Weibo described as "essentially a combination of Twitter and Facebook," because it combines the functionality of two platforms. Unlike Twitter, Weibo also allows users to comment and respond online to other users' messages. These responses appear directly with the original content, making them a much more important part of the platform. As mentioned above, this narrow focus on user interaction can work for or against the companies. If you manage well your Chinese social media campaign, you can reap the praise of customers real benefits appear with your content. Mishandles, however, and you'll end up with dissatisfied voices mottling your campaign.
Never not buy into bloggers The old adage "money makes the dance of the devil." Most developers think they can buy their way into popular bloggers online, particularly in China where it is assumed that "money works in all.
" While using popular bloggers is a great way to promote your company and brand, you have to know the right way to communicate with Chinese bloggers. "Do not assume that it is just money, it is about establishing a good relationship.
rather than pay for the desktop. Establish relations between influencers and brands through direct contact and aim to bonding them to the brand for a long term relationship rather than a single position. From our experience, this generates more personal and impactful references that bring clear benefits to the brand. identify people who have an interest and a passion for the brand and then get the exchange of value in use, which increases engagement and cements the relationship. "Tobias Eisenmann Red Ant mentioned. If you want to establish a long term and rewarding relationship with bloggers, make a little effort instead of trying to bribe your way in everything. 7. Do not copy [Copy of competition] () is also a common mistake in China. The best results come from new ideas and new tactics ** ** says Philip therefore do something because others are doing, it brings you to a point, but you will miss originality and your followers will realize that in the long term. "Lack of creativity is also one of the major problems in Chinese social media. There is a tendency to go for the easiest way here. It starts with little things like copying Weibo messages. Too often, the content and the content of competitors are imitated meaning and value to users following a brand new account becomes less and less. "Tobias Eisenmann Red Ant said