都塔免税店社会化电商种草之旅
今天给大家讲讲关于都塔免税店社会化电商种草之旅，三步教你实现曝光、吸粉、转化闭环。
都塔免税店：韩国首尔东大门一家综合免税店，主营500多种世界化妆品、腕表珠宝及时装配饰品牌
案例简述：
探寻
@都塔免税店 持续涨粉的秘密
@都塔免税店 粉丝增长趋势
都塔免税店介绍及其营销痛点
营销目标及其解决方案
一、@都塔免税店 粉丝增长趋势
二、都塔免税店介绍及其营销痛点
都塔免税店介绍及其营销痛点
都塔免税店：韩国首尔东大门一家综合免税店，主营500多种世界化妆品、腕表珠宝及时装配饰品牌。
在中国消费者抢夺战中，有三大营销难题：
1、知名度低，竞争激烈
2、中国消费者链接困难 （地域分歧、触媒碎片化、人群细分、韩国游用户）
3、消费者有疑虑，转化难购买流程（取货流程、退换货流程、价格敏感、品牌敏感）
三、@都塔免税店的解决方案
1、选择微博搭建营销主场，争做社会化电商新势力：
大曝光：唯一广场型媒体，用户基数大，年轻，高知，活跃，可以快速触达亿级潜在用户
获取用户：平台独有的用户兴趣聚合特点，让购物电商已成为微博最大的垂直细分兴趣群之一，可精准定位到韩流、购物兴趣人群，实现账号圈粉
互动转化：持续触达并影响粉丝群体，实现用户教育、导流、转化
2、三步实现社交突围
三个目标：品牌曝光-用户连接-销售转化
四种玩法：
快速引爆关注（明星借势、垂直KOL圈层）
沉淀粉丝，提升粘性（有奖活动）
刺激关注购买（产品优惠）
一套工具：蓝V运营服务包（高级包）
3、执行过程：如何用明星&KOL圈层快速引爆关注？
• 明星+节日热点
• 明星+台网热点
• KOL二次扩散
4、执行过程：如何通过活动增粉，促活，降低取关？
• 现金红包活动
• 控制好活动频次
• 用好微博活动平台及活动样式
5、执行过程：如何打造种草-拔草闭环？
• 三位一体立体内容设置
四、经验总结：如何变身社会化电商人气品牌
经验总结
1、以小博大：找到一个在微博平台快速引爆的保龄球点。比如@都塔免税店，选择借用明星&KOL的影响力。
• 其他如：体育热点、综艺热点、平台自制热点、蓝V联盟等；
2、福利撬动：
活动频次一般一周2次左右；
• 跟明星、热点结合效果更佳；
• 现金活动关注度更高；
• 微博活动平台提供的活动样式参与简单，参与度高。
3、内容种草：
• 持续的优惠信息、爆品推荐、品牌推送让用户发现心水好物，不断种草。
• 发博频次：2条及以上/天；注重原创
4、官方加持：
• 企业微博助理、微博活动平台等账号面向企业用户，更易联动；
• 企业运营服务包解锁运营技能，如现金活动，@3个好友抽奖方式等
蓝V运营服务包工具介绍——高级包：
{"weixin":{"label":"微信","name":"weixin","selected":true,"value":true,"sortid":"1","shareid":"weixin","sharetitle":"分享到微信","event":"shareToWeiXin","lang":"shareWeb_WeiXin"},"copy":{"label":"复制网址","name":"copy","selected":true,"value":true,"sortid":"2","shareid":"copy","sharetitle":"复制网址","event":"copy_url","lang":"shareWeb_Copy"},"qq":{"label":"QQ好友","name":"qq","selected":true,"value":false,"sortid":"1","shareid":"qq","sharetitle":"分享到QQ","event":"shareToQQ","lang":"shareWeb_QQ"},"sina_weibo":{"label":"新浪微博","name":"sina_weibo","selected":true,"value":true,"sortid":"4","shareid":"sina_weibo","sharetitle":"分享到新浪微博","event":"shareToSinaWB","lang":"shareWeb_SinaWeiBo"},"qq_zone":{"label":"QQ空间","name":"qq_zone","selected":true,"value":true,"sortid":"5","shareid":"qq_zone","sharetitle":"分享到QQ空间","event":"shareToQzone","lang":"shareWeb_QQZone"},"renren":{"label":"人人网","name":"renren","selected":true,"value":true,"sortid":"7","shareid":"renren","sharetitle":"分享到人人网","event":"shareToRenren","lang":"shareWeb_RenRen"},"douban":{"label":"豆瓣网","name":"douban","selected":true,"value":true,"sortid":"8","shareid":"douban","sharetitle":"分享到豆瓣网","event":"shareToDouban","lang":"shareWeb_DouBan"},"baidu_tieba":{"label":"百度贴吧","name":"baidu_tieba","selected":true,"value":true,"sortid":"10","shareid":"baidu_tieba","sharetitle":"分享到百度贴吧","event":"shareToTieba","lang":"shareWeb_TieBa"},"Facebook":{"label":"Facebook","name":"Facebook","selected":true,"value":true,"sortid":"11","shareid":"Facebook","sharetitle":"分享到FaceBook","event":"shareToFacebook","lang":"shareWeb_Facebook"},"Twitter":{"label":"Twitter","name":"Twitter","selected":true,"value":true,"sortid":"12","shareid":"Twitter","sharetitle":"分享到Twitter","event":"shareToTwitter","lang":"shareWeb_Twitter"},"LinkedIn":{"label":"LinkedIn","name":"LinkedIn","selected":true,"value":true,"sortid":"13","shareid":"LinkedIn","sharetitle":"分享到linkedIn","event":"shareToLinkedin","lang":"shareWeb_Linkedin"},"whatsapp":{"label":"whatsapp","name":"whatsapp","selected":true,"value":true,"sortid":"15","shareid":"whatsapp","sharetitle":"分享到whatsapp","event":"shareToWhatsapp","lang":"shareWeb_whatsapp"},"line":{"label":"line","name":"line","selected":true,"value":true,"sortid":"15","shareid":"line","sharetitle":"分享到line","event":"shareToLine","lang":"shareWeb_line"},"qq_weibo":{"label":"腾讯微博","name":"qq_weibo","selected":true,"value":true,"sortid":"3","shareid":"qq_weibo","sharetitle":"分享到腾讯微博","event":"shareToQQwb","lang":"shareWeb_QQWeiBo"},"peopleBlog":{"label":"人民微博","name":"propleBlog","selected":true,"value":true,"sortid":"14","shareid":"propleBlog","sharetitle":"分享到人民微博","event":"shareToPeopleBlog","lang":"shareWeb_peopleBlog"}}
