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  • 現在我們已經擁有所需要的技術和工具,來分析和理解這些數據,由一整套軟件、系統和業務戰略組成的完整解決方案。
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    微博成手機品牌玩轉粉絲經濟主戰場 傳統廠商微博營銷滯后新興品牌

    近日,賽諾發布2014年第四季度《手機品牌微博影響力研究報告》,該報告以微博官方數據為基礎展開研究。報告顯示,在“粉絲經濟”時代,智能終端廠商與社交媒體的合作成為必然,而微博則是手機企業打造高效社交營銷與服務的主流平臺。在微博綜合影響力排行榜上,魅族和小米等新興品牌處于玩轉微博的第一梯隊,華為、聯想、三星等傳統品牌開始主動擁抱社交媒體,雖然存在不足,但潛力巨大,他們的做法給更多傳統品牌帶來參考。

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    魅族微博購買驅動力足  小米微博營銷指數領先

    此次手機品牌微博影響力報告的指數體系,選擇“微博營銷投入多少”、“微博媒體中消費者討論聲量”和“實際購機時受微博媒體的影響程度”三大核心因素,綜合展現手機品牌在微博上的影響力。魅族、小米新興手機品牌成為玩轉微博的榜樣,華為、聯想、三星緊追其后,雖然有一定的不足,但主動使用微博策劃營銷、打造品牌的做法也有一定正面效應。其中,華為對微博的積極嘗試,成為傳統手品牌玩轉新媒體的突出案例。

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    圖說:微博影響力指數旨在衡量微博媒體對消費者終端購買的影響程度,它綜合反映了微博營銷投入、微博影響效果和對終端購買影響。 

    在微博購買驅動指數榜單中,魅族、小米、華為和TCL名列前茅,購買這四個手機品牌的用戶在決策時明顯受到來自微博的影響。而看到微博熱議指數時,魅族、小米和華為成功吸引了絕大部分微博用戶的目光。同時,各手機廠商對微博的營銷價值一直非常重視,小米、聯想和華為在該領域明顯領先其他品牌,特別是小米在微博上數次的營銷策劃和事件廣為流傳。最后,在微博傳播力方面,小米、魅族排在榜單前列,華為、聯想、三星、酷派和錘子則是非常具有發展潛力的品牌。

    傳統廠商的社交媒體營銷尋求突破

    在這份報告中,可以明顯看到,大部分傳統廠商的微博影響力面對諸如小米、魅族、OPPO、Vivo這些快速成長的新興手機品牌稍顯遜色,尤其是在充分利用公司領導層的影響力方面上有所欠缺。

    總體來看,內容有針對性、與粉絲充分互動、微博上品牌的口碑良好是新興手機品牌成功玩轉微博的亮點做法。魅族微博營銷內容主要圍繞剛上市的旗艦機型MX4 PRO,策略上往往在內容中對比小米,實現了利用小米的影響力凸顯自身。同時,小米的微博影響力也表現突出,傳播力度遙遙領先其他品牌,曾用數個話題吸引了微博用戶的參與和傳播。OPPO雖然用戶熱議指數不高,但是用戶質量較好、影響力大,他們對品牌的評價內容都很正向,這是保障其強勁購買驅動力的基礎,其微博綜合影響力的潛力很大。

    相比之下,內容單一、不接地氣且沒有突出亮點、和粉絲互動少、企業內部員工的微博力量有限,都限制了傳統手機品牌的微博影響力。聯想的微博宣傳以機型為主,宣傳內容往往是發布類新聞,內容單一,語氣不夠生動活潑接地氣,導致互動性不高,用戶主動參與討論的積極性也不高。雖然內部員工具備較高的微博影響力,但是沒有很好的參與到公司的營銷中。

    三星的微博營銷也存在類似問題,官方微博內容以NOTE等高端機型為主,而微博用戶熱議的機型卻是一些中低端的產品,這與三星主動傳遞的內容相左。微博內容也不夠親民,導致其與用戶之間缺少交流。相比較小米、魅族等品牌,三星內部員工尤其是領導和員工的微博用戶規模非常有限,沒有對官微起到幫助作用。

    近年來,移動互聯網愈加普及,消費者無時無刻受到社交網絡的影響,尤其是以微博為代表的粉絲營銷平臺聚集了大量的中青年社會中堅力量,他們不但是市場消費的主體,同時也是引領市場潮流的意見領袖。輿論普遍認為,傳統手機品牌廠商受到了眾多新興品牌的挑戰,要在品牌價值塑造、產品銷售多方面致勝,不僅要玩微博,更要“玩的轉,玩的好”才算把握住了未來的機會。

    據悉,該榜單會在微博上以風云榜的形式展現,每周及每季度更新至最新排行情況,及時展現各大手機品牌在微博上的影響力變化。

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