What are the tips for doing Weibo marketing on the Internet?

The following are operation tips on Weibo marketing provided by DeAngelo Global Consulting Group Tourism Planning. They mainly analyze the official Weibo of Henan Provincial Tourism Bureau to find marketing tips. I hope it will be useful to you. At the same time Can be adopted!

Weibo marketing, Henan tourism experience

@Henan Provincial Tourism Bureau’s official Weibo has achieved such excellent results in such a short period of time. What is the secret to success?

Accurate and personified positioning: Different from the Weibo of general government agencies, the official Weibo of @Henan Provincial Tourism Bureau

Before launching efforts, it first clarified its own image positioning. Adhering to the new image slogan of Henan tourism "Hometown in the soul, hometown Henan", @Henan Provincial Tourism Bureau official Weibo

Compared with a middle-aged man with an emotional background of "hometown" - he has a wise Thoughts, profound culture; he has experienced the world, has rich experience, and talks humorously; he is deep but also funny, generous and tolerant, filial and loving

He also has a heart.

Compared with the one-way statement-based propaganda method of traditional media, Weibo communication is a point-to-point interactive communication, which is more targeted and interactive. When the official Weibo has a personality, Weibo marketing that emphasizes interpersonal communication will have its core. Focusing on the character image and character background, the official Weibo of the Henan Provincial Tourism Bureau launched a deeper and wider brand communication, and the theme image of "Henan, the hometown of the soul" quickly became deeply rooted in the hearts of the people.

In subsequent actual marketing operations, the official Weibo account of @河南省tourism bureau mainly divided into four steps to achieve short-term rapid development:

Step 1: Special activities Initial effort. @Henan Provincial Tourism Bureau’s official Weibo initially attracted netizens with multiple prize-winning activities based on the character positioning of the official Weibo. At the same time, it continued to publish Weibo with diverse themes and novel content, so that netizens could stay and follow other activities after participating in the activities. Content;

The second step: Second dissemination of netizens’ voices. After a certain base of interactive netizens has been established, the official Weibo account of @河南省tourism bureau will re-disseminate the comments, topics initiated and forwarded excellent materials provided by netizens. While increasing its own attention, it also attracts the general public’s enthusiasm. Fans promote, thereby forming a cohesion, making these loyal fans unite more closely;

The third step: active netizens promote together. As management and maintenance become more normal and mature, @河南省tourism bureau official Weibo

Based on loyal fans and relying on the official website "Henan Tourism Experience Network" spread by new media as its base camp, Zhenxuan Netizens with a certain fan base and influence established the online netizen organization Yuju Group, thus uniting more netizens with their own influence to spontaneously promote word-of-mouth promotion of Henan tourism, and achieve the goal of The form of communication ranges from the official WeChat account as the sole publicity to the official WeChat account as the main one and netizens’ self-media publicity as the supplement.

Step 4: Implement the guarantee mechanism from beginning to end. Because of the high attention it has received, the Henan Provincial Tourism Bureau has invested a certain amount of money in the official Weibo account of @Henan Provincial Tourism Bureau, and relevant policies and measures have been coordinated in place. In addition, correct overall management and daily mechanisms have been formulated to pave the way for the rapid development of Weibo. Provided effective protection.

@Henan Provincial Tourism Bureau Official Weibo

Summarize the experience gained in daily management and maintenance to form an effective operating mechanism to promote tourism in various cities in Henan Province The most important thing is to build a pyramid-shaped management matrix at the top of the Provincial Tourism Bureau's official WeChat account. When the official Weibo of the Henan Provincial Tourism Bureau formed a centripetal force, local tourism-related agencies at all levels began to provide communication materials and use the publicity power of the provincial official Weibo to promote themselves.

In the context of tourism marketing in the new media era, communication technologies and methods are changing rapidly, but the successful Weibo marketing of the Henan Provincial Tourism Bureau shows that as long as the core mechanism of communication is grasped, it can< /p>

Cope with the complex publicity environment. Only by summarizing practical, effective and organic communication methods and opening up communication channels for information from all parties can we truly grasp the essentials of tourism new media marketing.

Marketing is the expression and communication of emotions. Just like harmonious and smooth emotional communication, it is necessary to find the right people with the same language. @Henan Provincial Tourism Bureau official Weibo, after accurately positioning one's own image, We quickly found the "universal language" for harmonious communication between government agencies and ordinary people, and established a seamless channel for communication and interaction between the two, achieving "leap-forward" success.

It is understood that in addition to Weibo marketing as a frontier, the Henan Provincial Tourism Bureau will also deploy new media in multiple ways to promote the theme image of "Henan, my hometown". Disseminate and establish more firmly, and quickly move towards becoming a strong province in tourism new media promotion.

The following is a reference from China Travel News