營(yíng)在微博：企業(yè)微博營(yíng)銷(xiāo)實(shí)戰(zhàn)寶典（全彩精?。?/h1>

第1 章 微博風(fēng)靡世界 1
1.1引子.............................................................................................................................2
1.1.1微博讓舌尖火了...............................................................................................2
1.1.2指尖上的運(yùn)動(dòng)會(huì)...............................................................................................4
1.1.3你是我的眼.......................................................................................................7
1.2社交網(wǎng)絡(luò)崛起...........................................................................................................10
1.2.1移動(dòng)互聯(lián)網(wǎng)時(shí)代來(lái)臨.....................................................................................10
1.2.2社會(huì)化媒體平臺(tái)興起.....................................................................................12
1.2.3微博的獨(dú)到之處.............................................................................................20
1.3關(guān)于企業(yè)官方微博的幾個(gè)誤區(qū)................................................................................22
1.3.1微博拼的就是粉絲數(shù).....................................................................................22
1.3.2微博營(yíng)銷(xiāo)就要賣(mài)產(chǎn)品.....................................................................................22
1.3.3微博營(yíng)銷(xiāo)就是發(fā)微博.....................................................................................23
1.3.4想到哪兒，發(fā)到哪兒.....................................................................................23
1.3.5直接和產(chǎn)品銷(xiāo)量掛鉤.....................................................................................23
1.3.6不用在意別人說(shuō)什么.....................................................................................24
1.3.7 運(yùn)營(yíng)是8小時(shí)工作制.....................................................................................24
XVI 營(yíng)在微博
第2 章 微博營(yíng)銷(xiāo)兵器譜 25
2.1基礎(chǔ)兵器...................................................................................................................26
2.1.1用戶(hù)身份認(rèn)證.................................................................................................26
2.1.2 “粉”和“被粉”.............................................................................................27
2.1.3私信.................................................................................................................28
2.1.4話(huà)題.................................................................................................................30
2.1.5收藏.................................................................................................................31
2.1.6搜索.................................................................................................................32
2.1.7微群.................................................................................................................33
2.2高級(jí)兵器...................................................................................................................34
2.2.1微博大屏幕.....................................................................................................34
2.2.2企業(yè)官方微博專(zhuān)業(yè)版.....................................................................................36
2.2.3微博應(yīng)用平臺(tái).................................................................................................40
第3 章 國(guó)內(nèi)官方微博陣形 45
3.1政務(wù)微博...................................................................................................................46
3.1.1政務(wù)微博的作用.............................................................................................46
3.1.2政務(wù)微博的現(xiàn)狀.............................................................................................46
3.2企業(yè)官方微博...........................................................................................................55
3.2.1傳統(tǒng)企業(yè).........................................................................................................56
3.2.2中小企業(yè).........................................................................................................58
第4 章 插上微博之翼 61
4.1讓微博帶來(lái)價(jià)值......................................................................................................62
4.1.1品牌傳播.........................................................................................................62
4.1.2促銷(xiāo)推廣.........................................................................................................63
4.1.3整合聯(lián)動(dòng).........................................................................................................64
4.1.4在線(xiàn)客服.........................................................................................................65
4.1.5輿情監(jiān)測(cè).........................................................................................................66
4.1.6危機(jī)公關(guān).........................................................................................................70
目錄XVII
4.2企業(yè)官方微博的定位與風(fēng)格....................................................................................73
4.2.1發(fā)布客戶(hù)想看的信息.....................................................................................74
4.2.2主題力求充滿(mǎn)正能量.....................................................................................74
4.2.3積極主動(dòng)互動(dòng)與關(guān)懷.....................................................................................75
4.2.4賦予微博鮮明的個(gè)性.....................................................................................75
4.2.5定位與風(fēng)格可以變化.....................................................................................75
4.3企業(yè)官方微博基本面................................................................................................77
4.3.1開(kāi)通與認(rèn)證.....................................................................................................78
4.3.2版面設(shè)計(jì)技巧.................................................................................................84
4.4織“脖”巧用小工具................................................................................................88
4.4.1官方工具.........................................................................................................88
4.4.2第三方工具...................................................................................................113
第5 章 企業(yè)官方微博營(yíng)銷(xiāo)攻略 115
5.1官方微博運(yùn)營(yíng)的四項(xiàng)基本原則..............................................................................116
5.1.1平易近人去“官”氣...................................................................................116
5.1.2強(qiáng)硬推銷(xiāo)不可取...........................................................................................116
5.1.3領(lǐng)域“專(zhuān)家”聚人氣...................................................................................117
5.1.4內(nèi)容為王拼創(chuàng)意...........................................................................................117
5.2微博營(yíng)銷(xiāo)五步法.....................................................................................................117
5.2.1制訂計(jì)劃.......................................................................................................118
5.2.2梳理資源.......................................................................................................119
5.2.3練好基本功...................................................................................................119
5.2.4做好營(yíng)銷(xiāo)策劃...............................................................................................120
5.2.5整合協(xié)同營(yíng)銷(xiāo)...............................................................................................121
5.3微博營(yíng)銷(xiāo)的六大關(guān)鍵點(diǎn)..........................................................................................121
5.3.1關(guān)鍵點(diǎn)一：系統(tǒng)制訂營(yíng)銷(xiāo)策劃方案............................................................122
5.3.2關(guān)鍵點(diǎn)二：使用插件開(kāi)展?fàn)I銷(xiāo)....................................................................125
5.3.3關(guān)鍵點(diǎn)三：發(fā)現(xiàn)并與意見(jiàn)領(lǐng)袖合作............................................................127
5.3.4 關(guān)鍵點(diǎn)四：官方微博與員工個(gè)人微博積極互動(dòng).........................................129
5.3.5關(guān)鍵點(diǎn)五：掌握發(fā)博規(guī)律............................................................................130
XVIII 營(yíng)在微博
5.3.6關(guān)鍵點(diǎn)六：細(xì)節(jié)決定成敗............................................................................131
5.4企業(yè)官方微博營(yíng)銷(xiāo)體系..........................................................................................132
第6 章 企業(yè)微博營(yíng)銷(xiāo)典型案例 137
6.1互聯(lián)網(wǎng)公司.............................................................................................................138
6.1.1小米手機(jī).......................................................................................................138
6.1.2快書(shū)包...........................................................................................................143
6.1.3陌陌科技.......................................................................................................145
6.1.4京東商城.......................................................................................................148
6.2傳統(tǒng)企業(yè).................................................................................................................153
6.2.1中糧集團(tuán).......................................................................................................153
6.2.2錦江之星.......................................................................................................157
6.2.3戴爾...............................................................................................................160
6.2.4笨NANA......................................................................................................162
6.2.5 MINI中國(guó)....................................................................................................165
6.2.6碧浪...............................................................................................................168
6.3個(gè)人微博.................................................................................................................170
6.3.1蔡文勝...........................................................................................................171
6.3.2翼唱翼合.......................................................................................................175
第7 章 微博營(yíng)銷(xiāo)分析與評(píng)估方法 181
7.1社會(huì)化媒體營(yíng)銷(xiāo)評(píng)估..............................................................................................183
7.1.1營(yíng)銷(xiāo)評(píng)估的意義...........................................................................................183
7.1.2營(yíng)銷(xiāo)評(píng)估存在的困難...................................................................................184
7.1.3社會(huì)化媒體評(píng)估三步法................................................................................186
7.2微博營(yíng)銷(xiāo)評(píng)估方法..................................................................................................191
7.2.1微博賬號(hào)價(jià)值評(píng)估.......................................................................................192
7.2.2傳播效果評(píng)估...............................................................................................204
7.2.3營(yíng)銷(xiāo)活動(dòng)效果評(píng)估.......................................................................................208
參考文獻(xiàn) 217