take wind of microblogging for marketing, dissemination of information in daily chemical industry seems to be a growing trend, following the end of October 2009 l ' Oréal in daily chemical industry after the first application in Twitter recently, Procter, yashilandai, Unilever, Mary Kay brand also in Sina open microblogging, has joined the "woven scarf" ranks. In addition to the outside of large foreign enterprises, local daily chemical companies are actively involved, daily chemical enterprises of "micro-marketing" is emerging. Industry noted that micro-blogging as a new information tool, have gradually become number of daily chemical enterprises new channels of communication with consumers. But judging from the current situation, sentiment is still very low in most enterprises, large-scale fixed interest groups still do not form, more is in trial and trial and error phase.
through Twitter and fan interaction
in daily chemical industry, for l ' Oréal group microblogging platform is at the forefront of the application. It is understood that in order to promote the annual "l ' Oréal media Grand Prix of the year", l ' Oréal group at the end of October 2009 opened official Sina micro-blog, and "event name" microblogging as a group name to attract the "neck" for events of greater attention. A few days ago, journalist at l ' Oréal China SINA's website to see their fans nearly 71,000 people.
in addition, as one of the nation's largest children's personal care product brand last December, the frog Prince has also been stationed at the Sina micro-blog, through micro-blogging platform, frog Prince, who has held a series of a variety of online activities, such as publishing new dynamic, organized child care knowledge Prize-winning quiz activity.
the "Overlord 17 microblogging emergency PR 4 hours" case also remain vivid. On July 14, 2010, Hong Kong reported only shampoo in Hong Kong is owned by Overlord n-check out with carcinogen dioxin. It is understood that the crisis occurred the same day, fighter group immediately open official Twitter that day from nearly 4 hours 13:33, Overlord released 17 consecutive Twitter to respond to and clarify the next magazine called n-product dioxin contained in line with China's quality and safety requirements, harmless to the human body. At the same time, for every occurrence of a new statement or question, Overlord is the first time in official Twitter responded.
day of micro-Bo continues to arms expansion
reporter understanding to, opened official micro-Bo of apart from l ' Oréal, and Procter and, and yashilandai, and joint Revell, and rose Linda kai, foreign large day of enterprise outside, local large day of enterprise fighter, and aoqili, and jiaolan Lady, and thousand Bai Hui, and frog Prince, also does not backward, have joined has micro-Bo marketing, and some little of small cosmetics enterprise, as PBA, and 19A, small brand also have seize "micro-marketing" of opportunities, efforts and consumer communication feelings, expand brand visibility.
it is learned that, today more and more companies of micro-Boda "micro-marketing" was in fact not for sales purposes, and more is the use of micro-blogging "viral spread of design" to establish a brand image, let more consumers know or understand the brand and product information. Journalists are also found in the brand's official Twitter of the day, their published content is more variable beautiful skin care tips, classroom activities, and health knowledge, award-winning.
industry experts pointed out that the new media age, the network changed the traditional media shackles of one-way communication. Relying on traditional media advertising to promote sales of daily chemical enterprises, undoubtedly has added a new marketing platform. Through Twitter and other forms of enterprises made a comprehensive presentation of the product, consumers can also be a way of business and products.
