In 2010 a "old boy", because only and Youku cooperation in page recommends one day, Jeankofran Cruz became the world car of the year in Chinese auto market. Such a scene, let the movie traditional those can not help out in a cold sweat. The well-known clothing B2C enterprise VANCL through the establishment of "VANCL fans", launched 1 yuan Seckill price 888 yuan clothes panic buying activities to stimulate the fans nerve, also let micro-blog become an effective tool for the enterprise and the user zero distance communication and customer service, this also let all traditional media people "Bo" sigh.

According to the "white paper" micro-blog data show: by the end of 2010, China Internet micro-blog accumulated active registered users breakthrough 65000000. Is expected to 2011 June, active users will exceed 100000000. Insiders joked that, if you micro-blog more than 1000000 fans, your influence is not less than CCTV.

Because of this, along with the car, clothing, FMCG industry is keen to public relations marketing have entered the micro-blog, made a good marketing effect at the same time. The sina finance and economics to understand, at present registered in Sina micro-blog by related qualification enterprises has exceeded one thousand, commercial auto insurance industry and then entered the public relations marketing, 9 insurance companies currently has opened the official micro-blog in Sina, they are Chinese PICC, Ping An insurance, Pacific China the insurance industry leading enterprises, there are insurance companies Tianping auto insurance and other new, every company according to their own enterprise culture and service products, weave the scarf insurance "for the people and customers".

Analysys International analyst Zhang Meng thinks, "micro-blog strength gradually, how to use the micro-blog make the audience accept commodity information, influence consumer behavior, to carry out micro-blog marketing, or a new thing. Micro-blog as a new media transfer commodity information, establish a brand image, affect consumer behavior, its business model just in exploring, unformed."

Micro media: social media form of

A little wish micro-blog originator Twitter was inspired by founder Evan Williams , he hopes the mobile phone SMS (SMS) transplantation to the network. But he himself is not aware of, Twitter will become a contains 6C (i.e., communications communication, connectedness, common experience, content connected together through content, commerce business, cool experience interesting experience) elements of social media label, and are recognized by the world.

In fact, early in the Web1.0 era: 1999 RSS subscription, 2003 SEM search engine marketing, to 2003 the era of the Web2.0 BBS forum, network form tends to be rich, gradually evolved into a blog, Flickr (photo sharing community) and Youtube video site is a typical social media form, has all the 6C elements. It is worth exploring is, although these websites exist in different forms, but have not been given the definition of social media, until the foreign Twitter and Facebook popular and domestic Sina, Tencent etc. micro-blog appear to make social media label. It is because the users of the information released in about 140 words, and instantly share only to create a "since the media" form of business legend.

IResearch consulting on Twitter media form summed up 4 points: grassroots, ordinary users to release information independently, friends recommend, forwarding; ring group, spread to engage in the work of class or life circle; immediately, there is no fixed time and space constraints, with the release of personalized, to express personal views; the main.

The author thinks that micro-blog changed the appearance of the media ecosystem, subversion of the traditional "point to point" mode of transmission, the realization of "multipoint" interpersonal grid transmission mode, build industries "original ecology" public opinion marketing environment. First of all micro-blog technical characteristics of user growth speed and intensity maximum, a message may be forwarded thousands of times, overnight became the focus, which not only make the "everyone is a media" possible, therefore also pioneered the use of social media to build personal brand may; second is a personal information data is the business trend, no matter American or Chinese, almost all the enterprises are looking for customers in the use of social media, to do real-time directional communication, marketing, customer service and customer collaborative new marketing ways of cooperation.

With the Chinese market more and more Internet companies to join micro-blog, Tencent in 2011 March first opened micro-blog management for enterprise application development, micro-blog marketing has become a new industry in Chinese.

The micro distance: interactive mainstream high-end crowd

With 70 mature, 80, 90 after the growth, more and more spending power, more and more personalized, social media will become an important media form. Ai Rui data display, micro-blog users in 67% at the age of 18-30 years interval, 63% of users have a bachelor degree or above, a monthly income of more than 5000 mainstream, 89% users will take the initiative to recommend micro-blog to friends, have younger, highly educated, highly interactive, the Internet for a long time, the characteristics of high frequency and so on, 420000000 people on the Internet most ideas and the most active population.

From Sina micro-blog can be seen, the main user groups focused on the movie star, business executives, economists, media experts, marketing planning, commentator, host (host), entrepreneurs, network and so on, these people basically represents the subversion and innovation, innovation and fashion. They are micro-blog inside the "opinion leaders", is based on "the chain marketing" high impact. But this part of people, it is the insurance companies an important target customer groups, especially with the rapid growth of electronic commerce in the China, "sales network and telephone" as the main means of "direct mode" has become the focus of marketing major insurance companies after the. Micro-blog appear, to the target customers of fabric, meet the precision demand of insurance marketing.

Analysys International on as of April 26, 2011 major insurance companies in the micro-blog sina on micro-blog marketing situation comparative analysis: from the telephone car insurance of this emerging industry, insurance telephone car insurance as chief of more than 20222 fans, released micro-blog 622 solitary telephone car insurance industry, while the Tianping auto insurance, update the slow micro-blog, concern is relatively low.

"The telephone car insurance is based on telephone as sales channels, call center plays an important role in sales, consulting. On behalf of micro-blog as social media, its functional attributes largely and call center functions coincide, the official micro-blog operation is a fit young groups of network living habits and social attribute. On the other hand, is to change the original single brand communication form, makes the interaction become diversified, random, friends, the relationship between brand and customers become more real and intimate." PICC e-commerce center is responsible for people on the micro-blog marketing.

Integrated marketing agency general manager Liu Dongming looks in the DM network, insurance companies and brands to establish a dialogue is the golden rule micro-blog marketing, and through the exchange of long-term interaction between, can be transformed into the final market returns. Enterprises should pay attention to when can spread by micro-blog, micro-blog: enterprises, not to sell products, but with this platform 'macro' contact our customer.

Data show: new media on behalf of the "new weekly" is micro-blog Sina first benefit media, by the end of April 26, 2011, the number of fans has reached 1882617 people, published micro-blog 8311. Both new ideas new weekly official micro-blog or its editor closure Metro active in the micro-blog in, has been widespread concern micro-blog Sina netizen and participation. "Micro revolution" special issue micro-blog caused by fans in the hot, not listed before the publication has brought back in focus, published immediately after being sold, until out of stock, numerous netizen leaves a message to expect to be able to collect a. Sina immediate response "micro revolution" launched with special forwarding received Sina edition scarf, caused enormous repercussions in the net friend, just two hours forward more than 1400. This fact also shows the importance micro-blog marketing "people" interactive and value charm.

Micro jet lag: quick response service mechanism

Communication University of China Advertising Research Institute Du Guoqing think, the current brand communication insurance enterprises have several trends, including to consumers as the core; the audience became more fragmented; create adhesion, open marketing communication platform. In this trend, the enterprise micro-blog marketing has put forward higher requirements on the service of insurance enterprises, need to establish a more perfect, timely customer service system and service mechanism of rapid response.

Through the telephone car insurance consumer behavior characteristics were analyzed mainly covers five important steps: (1) cognitive: auto purchase problem, is to buy the motor. Problem identification to buy insurance has two kinds: one is to purchase the new car; two is the insurance policy will expire soon. (2) information gathering: little information collection, lack of insurance information, by the surrounding community greatly, believe that the characteristics of word of mouth is the insurance consumer behavior. (3) the purchase of evaluation and selection: selection of auto insurance individual consumer process, based on the general attitude, brand image, intuition and inspiration. The attitude factor, compare different brands, then according to the price comparison and make the final choice of the insurance companies. So, in addition to price, inspire staff service attitude, the insurance company's brand image and business development professional qualities and clues also plays an important role in. (4): buy buy in communication, marketing professional knowledge and skills, affect the information communication between marketers and consumers, thus affecting the purchase. (5) post purchase evaluation and experience: auto insurance and general product is different, it is a kind of service commitment. Customers are not at the time of the accident, the telephone car insurance company needs and build a positive, active contact, once the danger, micro-blog can provide timely claims, claims consultant. These steps tightly around the important link of consulting, sales, after sale service, every step can be long-term and timely communication and maintenance with micro-blog platform.

Tongji University in ShanghaiLuo JinlianThe professor looks, the insurance company is like a leaky bucket, auto insurance individual consumer satisfaction of claims is low, renewing rate low, high customer churn rate. Micro-blog marketing to the precision marketing, differentiated marketing transformation, is the internal requirement for insurance agency services, and the development of network application, the insurance industry is the external cause of network marketing.

Indeed, experience shows that: 'small micro-blog' behind the 'platform' support, PICC telephone car insurance after the opening of the official micro-blog, day in and day out for vehicle service answering and consumer, transfer car life tips and other useful information, and joint owners held micro-blog prize contest, make the person insurance telephone car insurance micro-blog quickly accumulation of popularity. But with the increase in the amount of "fans", such as "insurance", "insurance renewal", "auto insurance discount", "specific value-added services" and other professional questions also more and more. This requires the establishment of a rapid response service mechanism, in addition to the related value-added services landing were positive propaganda, but also the timely processing of customer put forward major problems.

In this regard, PICC e-commerce center opened to the "customer service" as the main function of the people's insurance insurance customer service official micro-blog, functional distinctions and complementary with the people's Insurance telephone car insurance official micro-blog, processing all kinds of business owners on the advice, solution and service needs. The author observed that the new era of PICC telephone car insurance service micro-blog first opened a customer service, several large insurance companies then have opened the micro-blog customer service function. In this way, a micro-blog platform based on insurance services to upgrade to a new level. Take the customer as the core, build, and improve customer service system makes micro-blog platform to have more social value tool.

Micro marketing: rich content system

"Here we are not advertising, commercial soft, if you only stay in the price of the product promotion, fans will abandon you." micro-blog marketing experts so Du Zijian said in the official micro-blog suggestions, micro-blog is the most humane place, respect is "person" interaction, and the general users of the official blog cognition is "nonhuman" is "organization", it is business. Therefore, the "three-dimensional content" is the key to enterprises to make good use of micro-blog campaigns.

Exploration of insurance telephone car insurance itself with successful industry operating experience and the people, people's insurance electronic commerce center of the responsible person said: from the practical point of view, micro-blog is more "content is king" network marketing classic, romantic, funny funny, classic, fashion, beauty, health constellation hot list etc. content is positive conventional hot prolonged. In addition to the text, pictures and cartoons and pictures, and video stereo diversified content display and communication.

In early October 14, 2010, Sina micro-blog application "micro interview" new on-line , micro-blog "first popular Queen" Chen Yao became the first guest. In one hour short, answer to choose representative problems 11636 questions from netizens put forward by Chen Yao, accumulated nearly ten thousand of forwarding and comment.

In October 15th the same year, Sina and NBA held strategic cooperation conference, Sina micro-blog entire journey direct seeding, in just one hour conference time, a total of 177345 micro-blog message on Sina cooperation with NBA. And in the video broadcast page synchronization micro-blog topic.

It is based on the application micro-blog rich, to micro-blog as the first platform of the insurance telephone car insurance "sisters flower" real comic, through micro-blog and BBS linkage, successfully attracted micro-blog bloggers turn developed 2617 times, article 1264 comments, at the same time, Tencent Sina BBS forum forwarding click 220000 times, article 2242 comments, and get home recommended. Successful in attracting media attention, a "four two dial one thousand jins" event marketing.