新浪微博Analytics

我从新浪微博上线开始,基本就一直在使用。关注时间说长不长,说短不短了。浪浪微博发展这一年多来,虽说脱胎于twitter,但是并没有完全沿着美帝主义的道路走下去。大多数用户并没有像在twitter形成自己的交流圈,而是形成以少数注册用户为中心点的中心化信息网络。出现这一现象,我倒不觉得是老大哥的问题,更多的是国民性的问题,这里就不细说了。

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正是由于出现了很多个以部分注册用户为原始节点的中心网络,所以新浪微博成为当前最热门的营销平台。机构帐号在微博上做营销的确是个很节省成本的方式。每个用户在微博平台上的基本操作无非是:1、发;2、评论;3、转发;4、带评论转发;5、私信。对于营销方来说,受众最有价值的动作就是3和4——虽然我很讨厌新浪微博转发后气泡显示的效果。如果能把转发的效率提高,毫无疑问,营销的效果会更好。提高转发效率的方法,简单来说,有两个方面:一是时间,在线粉丝数量最多的时候发起营销活动,自然要比没人在线效果好;二是用户,对营销方来说,最有价值的用户是那些二次转发率高,甚至能够三次四次转发的用户,这样受众就从营销方的直接粉丝扩展到二级三级粉丝。

也就是说,能帮助机构(为方便描述,本文中的机构相当于营销方)找到合适的时间段、有价值的粉丝,就可以一定程度上的提高营销的效果。现在来看,用户的上网高峰时段和粉丝的价值程度,机构只能通过定性的猜测,缺少定量的数据分析。如果能利用新浪微博开放的API接口,对机构及其粉丝形成的中心化网络进行类似于Google Analytics的分析,找出粉丝上网习惯及某个粉丝转发信息后的后续转发率,生成定量的数据报告,指导机构在准确的时间点开展活动,完成更为精准的营销活动,会是一个使用率较高的App。

粉丝活跃时间,能不能从API接口中读取出来,暂时还不太确定,因为暂时还没看到一些具体到整点的App出现。比较迷惑的一点是,追踪粉丝一次转发后的信息流向,能否从API中得到数据……

除了粉丝的再度触发营销活动的转化率和粉丝的活跃时间外,如果能深入的分析出粉丝阅读微博的习惯,比如说是通过web端、手机端、桌面客户端浏览自己的TimeLine等等,将会更好的指导机构采用恰当的方式进行营销活动。

总之,基于Analytics,像分析网站一样,分析微博平台上的局部中心化网络,对于局部网络的中心节点——即信息源,也就是机构——来说无疑会提高很多营销效率。精准投放的回报率必然要比盲目的搞些转发送礼品的营销方式好很多。

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新浪微博Analytics》有299个想法

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