WeChat and Weibo play like this to make money

Chapter 11 Mobile Internet, making money requires new ways of playing (1)
Following the computer Internet, the mobile Internet model represented by WeChat and Weibo not only breaks through the equipment restrictions of the computer Internet, but also has a more free form, and its associated content is also greatly enriched, and the number of people connected to the Internet has increased sharply. This not only enriches people's lives, but also provides new opportunities for personal and business development.It can even be said that there has never been a force that has changed consumers' consumption patterns as powerfully as the current mobile terminals.

For enterprises that take customers as their lifeline, capturing customers is their way of survival, and changes in customer habits must become the target of corporate research and attention.The current explosion in the number of mobile terminal customers will inevitably lead to great changes in customer consumption patterns, which requires companies to constantly explore new marketing models in the era of mobile Internet.

2.1 New perspective of mobile e-commerce marketing

Today, we can deeply understand that the mobile Internet is constantly "invading" our time and attention.At work, at home, and on the way to and from get off work, people are using various mobile devices to browse information on the Internet anytime, anywhere, and any social hot spot will quickly spread on Weibo. It may cause a collective carnival among netizens.Against this background, the first thing companies need to solve is how to examine their traditional marketing ideas, combine physical stores with mobile e-commerce models ingeniously in combination with the rules of the new era, and explore their own new marketing perspectives.

1. Replace one-way sales with engagement strategies
The biggest advantage of the mobile Internet is that it has richer interactivity than the one-way marketing of traditional media.Consumers have become more active, they will use the mobile Internet to search for the information they want anytime, anywhere, and at the same time, they will actively ignore or block those marketing advertisements they do not like.This kind of change requires enterprises to follow up in a timely manner, interact frequently and deeply with mobile Internet users through App, WeChat, Weibo and many other channels, break their original indifferent corporate image, and create a people-friendly and humane enterprise on the mobile Internet. An image of mobile e-commerce.

[Case Miniature] "True Beauty Campaign": Promote sales through interaction

In recent years, Dove, a strong brand under Unilever, has continued to promote the "Real Beauty Movement" that advocates beauty, and has greatly increased its popularity and sales through in-depth interaction with customers.Dove not only emphasizes the interaction between users and brands, but also the interaction between users.

First, Dove launched the official website of the "True Beauty Movement", proposed an interactive topic "What is real beauty?" and set up a discussion area for users to interact and discuss.Soon, the site became a global community for women discussing beauty topics.At the same time, Dove also sets up an expert area on the website, and provides various surveys, white papers, reports, etc. related to beauty.

Secondly, Dove carried out the interactive activity of "selecting the real beautiful women". The selection is decided by public vote. opportunity for opinion.

After the series of interactions gained wide attention, Dove launched an interactive online short film in time: This one-minute short film uses real footage to record how an ordinary-looking girl became a supermodel through makeup, PS, etc. The subtitles at the end of the video Write: "There is no doubt that our aesthetics has been distorted." In order to convey Dove's "natural beauty" concept to the public.The video's click-through rate and forwarding volume on the Internet are astonishing, and it has aroused widespread controversy.

Dove's Interactive Marketing
This series of interactive marketing activities was launched in just two months, and Dove's sales in the United States increased by 600%; half a year later, its sales in Europe also increased by 700%.

Mobile Internet consumers don't like one-way, mandatory acceptance of advertisements, they hope to experience, discover, and feel by themselves.At the same time, they are eager to share this first-hand feeling with others.Therefore, enterprises must not only learn to actively interact with users, but also build a platform for communication between users.

2. Replacing corporate dominance with fan dominance

Among the many mobile Internet marketing ideas that have just emerged, the most eye-catching one is the "fan economy".Most people who use the mobile Internet have their own social networking site accounts: Renren, WeChat, Weibo... Network social life has become an inevitable trend. Therefore, the basis of social networking sites - friends, also known as Fans have become an important marketing foothold.In the era of the mobile Internet, there are at least two interpretations of the fan economy: one is to attract a group of loyal customers who agree with the corporate values ​​through shaping the corporate brand. The second is to accumulate a large number of followers through the long-term operation and promotion of enterprises on mobile Internet social portals, and carry out various marketing activities based on this, and use the popularity of public opinion to improve marketing effects.For businesses, neither should be ignored.

3. Occupying traditional sales channels with online sales channels

The development of mobile Internet has promoted the further development of online shopping. Although many people still worry about the security of mobile payment, this convenient consumption method will definitely become a development trend.Therefore, while conducting mobile Internet marketing, enterprises also need to carry out relevant channel construction. If they only hope to attract customers to their offline stores for consumption through mobile Internet marketing, this is obviously a waste of mobile Internet resources.

According to a report released by the China Electronic Commerce Research Center, the online retail transaction scale in the first half of 2013 alone reached 7542 billion yuan, a year-on-year increase of 47.3%, which is equivalent to 1.7 retail sales in Shaanxi in 2012.Along with online shopping is the rapid development of express delivery business. In the first half of 2013, the cumulative business volume of express service enterprises above designated size in the country was 38.4 billion, a year-on-year increase of 60.6%, and their business income reached 629.8 billion yuan, a year-on-year increase of 34.5%.Among them, the online shopping business accounts for more than half of the express delivery business.

With a new marketing perspective, the next step is to explore and improve its own mobile Internet marketing methods and channels on this basis.The era of mobile Internet has arrived, and mobile Internet marketing is also in the ascendant.Whether it is in brand communication, product promotion, or channel construction, enterprises are facing comprehensive changes.Therefore, for an enterprise, either take the initiative to participate in this torrent of change and become a pioneer; or be quickly swallowed by the torrent while hesitating.

[Case miniature] "E-bag washing": "One bag to the end" to create a home service platform For traditional laundries and other customers to visit or handle membership card business, how to use the mobile Internet to open up their own sales has become the focus of many laundries Top priority. "E bag washing" can be said to have set a good example for similar traditional enterprises.

In order to facilitate customers and reduce the time customers spend frequently visiting dry cleaners for a few dirty clothes, "e-bag washing" has launched a mobile app. Now customers only need to turn on their mobile phones to enjoy laundry services.Once a customer places an order on the "e-bag washing" WeChat official account, the store will soon send someone to pick up the clothes to be washed.In the past, the fee was charged according to the number of clothes, and the clothes of different fabrics were charged differently. Now it is 99 yuan for bags.Customers can stuff as many dirty clothes as possible into a cloth bag (the size can hold 300 yuan of laundry in the store), and the whole cloth bag of clothes will charge 99 yuan in total.The receiver seals the bag face-to-face when picking up the clothes. If any problem is found when the bag is unpacked before washing, the store will take a photo and send it to the user's WeChat for explanation.A few days later, someone knocked on the door and handed the customer the clean clothes bagged one by one—laundry task, completed.

By launching the "e-bag washing" service, traditional laundromats not only open up online sales channels, but also make it more convenient for customers. At the same time, it can also stimulate customers to take more clothes to laundromats for washing, thereby increasing customers' stickiness to their own services. and dependencies.

2.2 Social media marketing cannot be ignored
Social media is a foreign vocabulary, also known as social marketing, English for "Social Media", referred to as SM.Social media is different from traditional mainstream forms (newspapers, magazines, TV, radio), and is a new type of media. It mainly realizes the sharing and dissemination of information through Internet technology. The influence of deep or wide dissemination is beyond the reach of traditional media.

Foreign social media often started earlier, while my country's Internet is almost a replica of the American Internet, but it is far behind the American Internet in terms of time.In 2000, the rise of some domestic blogging platforms marked the arrival of the Internet Web 2.0 era in my country, and online information shifted from content produced by traditional websites to content produced by netizens.The communication between websites and netizens, and between netizens has become closer, and the dissemination of information has achieved great breakthroughs in both depth and breadth.Social networking sites, encyclopedias, and theme sharing (text, pictures, and videos) developed accordingly. After the establishment of Sina Weibo in 2009, Tencent and Sohu successively established blog platforms, and the pattern of social media gradually became clear.

The biggest feature of social media is that it empowers everyone to create and disseminate content. The "socialization" feature of social media connects media with society and combines mass communication and interpersonal communication.

Social media endows companies with the ability to communicate directly and frequently with their consumers, and provides new possibilities for companies to establish a solid relationship with consumers.The impact of social media on traditional media is multifaceted. In terms of media content production, it creates content equal to that of traditional media; in terms of media content dissemination, this open interactive platform based on interpersonal communication provides The rapid aggregation and diffusion of content offers unprecedented possibilities.

The advent of the social media era can be said to be the beginning of the traditional media crisis era.Generally speaking, social media, as a kind of media, has had a lot of influence on traditional communication methods. As a new type of online media that gives users a great space for participation, it has the following characteristics:

(1) Openness: Most social media applications and services are free to participate, and people are encouraged to comment, give feedback, share and exchange information.

(2) Interactivity: Traditional media is a media-centric, point-to-multipoint broadcast mode, and content transmission or dissemination to users is a one-way flow.The advantage of social media is that the dissemination of information is two-way, an interactive communication, and a star-shaped network centered on individuals is built with a high degree of free interaction and direct participation among netizens.Through this star-shaped network, information dissemination can spread extremely quickly and efficiently like a virus.

(3) Convergence: In social media, people can easily gather to form a theme community and communicate effectively on content of common interest—such as literature, photography, music, or TV dramas.

(4) Connectivity: Most of the social media have strong connectivity, which can integrate multiple media contents through linking and integration, and amplify information dissemination by using modes such as "quote", "group sending" and "forwarding" The effect also enhances the energy of media individual information nodes.

Social media marketing refers to a way of using social networks, online communities, blogs, encyclopedias or other Internet collaborative platform media for marketing, public relations and customer service maintenance and development.Compared with traditional marketing methods, social media marketing methods also have the following advantages:
1. Social media can accurately target target customers

On a social networking platform, users usually disclose a lot of information, and much of this information is usually very valuable to an enterprise, such as the user's age, job, and so on.Moreover, through the analysis of users' published and shared content, information such as users' preferences, consumption habits, and purchasing power can also be effectively judged.In addition, with the development of the mobile Internet, more and more social users begin to use mobile terminals, and the location-based characteristics of the mobile Internet will also bring about great changes in marketing.Through information analysis and geographic positioning of target groups, social networking sites can deliver targeted advertisements and reap more efficient feedback.

2. The interactive nature of social media can shorten the distance between enterprises and users. Although interactivity was once an obvious advantage of online media over traditional media, after the rise of social media, people can truly experience the benefits brought by interaction. of great magic.

Generally, advertisements placed on traditional media cannot see user feedback in a timely and accurate manner, while feedback on official websites or blogs on the Internet is also one-way or non-instant, and the continuity of interaction is poor, often after an advertisement or news is released , even if you can see user comments and feedback, it is difficult to deeply interact with users.On social networks, companies can not only set up official homepages, but also communicate with users on these platforms on an equal footing, so as to build a good corporate brand image.In addition, social media such as WeChat and Weibo are natural customer relationship management systems. By looking for users' discussions or opinions on corporate brands or products, they can quickly give feedback and solve users' problems.If the official account of an enterprise can form a good relationship with customers or potential customers and become friends with customers, then the value that the enterprise can obtain will be incalculable.

3. The big data feature of social media can help companies conduct public opinion monitoring and market research at low cost. First of all, before the emergence of social networks, it was difficult for companies to monitor users' public opinion.Today, however, the role of social media in corporate PR crises is widely recognized.Any negative news about a company spreads from a small area. As long as the company can monitor public opinion at any time, it can effectively reduce the possibility of the emergence and spread of a corporate brand crisis.

Secondly, by analyzing a large amount of data on social platforms or conducting market research, enterprises can effectively dig out user needs and provide a good market basis for product development and design. For example, if a supplier of sports cups finds that there are A large number of users are looking for information about a certain sports water bottle, which can increase the design and development of this product.Before the advent of social networks, this was almost impossible to achieve.

4. Social media allows companies to obtain the benefits of low-cost organizations

Through social networks, companies can organize a huge fan promotion team at a very low cost, and the value fans can bring to the company is unlimited.To give an example, Xiaomi mobile phones now have a huge team of fans, and the huge number of rice noodles has become an important factor in the rise of Xiaomi mobile phones. Whenever a Xiaomi mobile phone has an event or Xiaomi launches a new product, these fans will rush to tell each other. It is a kind of publicity for Xiaomi enterprise itself, and these are almost free.If there is no social network, Xiaomi company wants to organize Mi Fans to promote its brand, not only will it cost a lot of organization fees, Mi Fans may not have time to participate in their promotional activities.

The advantages of social media in marketing are obvious, although there are still many problems in social media marketing at this stage, such as the poor controllability of social media marketing and the difficulty in accurately calculating the input-output ratio.However, with the advent of the social network era, the social media marketing system will inevitably be gradually improved, and the marketing value that social media marketing can play in the future will not be ignored.

(End of this chapter)