WeChat and Weibo play like this to make money

Chapter 17 "Micro" marketing is indispensable for big data thinking (3)
Take TNT, which has carried out direct marketing in Europe for nearly 30 years, as an example.If a car company is about to launch a new car, typical mass advertising will convey this information to everyone.But the reality is that not everyone is interested in buying this car.At this time, a company like TNT will use the existing database to tell the company where your target consumer group is. TNT will tell those who are interested in buying cars by phone, letter, email or other delivery methods, the specific performance and basic price of this new car, as well as the company's preferential promotions to reward customers.Afterwards, TNT will communicate with these customers to understand their opinions on this model, and then feedback the rolling information to the car company.

Through TNT's operation process, we can find that a good customer database is the prerequisite for efficient direct sales.Customer database will include a lot of information, such as geographic, demographic, behavioral and psychological aspects.The data in the database can help companies identify potential customers, and can also help companies improve and upgrade products and services, so as to continuously and accurately meet customer needs.

It is also with the intervention of these media and databases that endow direct marketing with great potential for development.In addition, direct interaction with customers and potential customers is also a major feature of complex marketing.As an interactive and two-way communication channel, the mobile Internet can easily build a bridge between enterprises and customers. Customers can directly order, pay, give feedback and complain through the Internet, and enterprises can receive orders and arrange production through the Internet. Send products directly to customers, and can also learn from customer suggestions to customize personalized products for customers.

It is conceivable that the popularity of the benefits of direct marketing supported by big data will also increase.According to relevant statistics, as far as the US retail industry is concerned, in recent years, the average annual growth rate of direct marketing sales in the United States has been 10% to 15%, and its development speed is twice that of the traditional retail industry.

3.6 User Behavior Analysis Based on Big Data
Whether you use WeChat for marketing or Weibo for marketing, the most important thing is to accumulate more and more user data. As long as you accumulate enough user data, you can analyze the user's preferences and purchasing habits. This is the so-called User behavior data analysis.Analyzing user data is the premise and starting point of big data marketing, and it is also the basis for successful marketing using WeChat or Weibo.

Since user behavior analysis is so important, how to analyze user data?In order to do a good job in user behavior data analysis, we must start from three aspects.The first aspect is what is user behavior analysis; the second aspect is why user behavior should be analyzed; the third aspect is how to analyze user behavior.

[-]. What is User Behavior Analysis
User behavior analysis refers to statistics and analysis of relevant data based on the basic data of visits during marketing, discovering the laws of user behavior, combining these laws with marketing strategies, and finally completing the marketing process.When using WeChat or Weibo marketing, it must be fully based on the analysis of user behavior data.In order to do a good job of this kind of user behavior analysis, we must first know who the user is?When are they going to buy it?Where is the place to buy it?What motivates them to generate demand?How much do you plan to buy?What are the specific ways to buy?

The data analysis of the above aspects is the most basic data analysis, and if we want to do a good job in WeChat and Weibo marketing on the basis of user data analysis, we need to conduct deeper data analysis. These data must be able to accurately record users in WeChat. Or the time spent on the Weibo platform, return visitors, number of return visits, new visitors, number of days between return visits, and analysis of browsing habits between registered users and non-registered users.In addition, it is necessary to analyze the search engines and keywords used by users.There is also a very important data analysis that must be done well, that is, all the operations of users after entering the WeChat or Weibo public account, and analyze the behavior of website users, so as to satisfy users.

These are user behavior analysis. Only by doing a good job of analyzing these data behaviors can we achieve good results based on the use of WeChat or Weibo marketing.

[-]. Why do we need to conduct user behavior analysis
Why use data behavior analysis when using WeChat and Weibo for marketing?Because not all "micro" marketing methods can achieve good results, as the main body of marketing, it is necessary to understand why the marketing effect is not good.

Social software such as WeChat and Weibo are becoming more and more popular and have a huge number of users. Therefore, many companies want to use these two media to achieve good marketing results.More and more companies are beginning to use these two platforms to release new products, promote product information, and engage in promotional activities. Although this marketing method is very innovative, it may not necessarily achieve good marketing results; There is a situation where you have been busy for a long time, but the sales volume has not improved significantly.

Since the marketing has not achieved good results, it is necessary to find out the "why", and to find out why, the enterprise must conduct user behavior analysis.Enterprises can provide marketers with real user behavior reference data by collecting user behavior and using analysis methods, and use these data to understand users' thoughts on marketing activities and product features, so that they can improve marketing plans based on specific data. Make marketing finally achieve good results.

[-]. How to analyze user behavior data

Since user behavior data analysis is so important, how should user behavior data analysis be performed?To analyze user data, user behavior events must first be collected. Only when user behavior events are collected can a basis for user behavior data analysis be provided.So, what is a behavioral event?Behavioral events are what a user does over a period of time.For example, when did a user browse the public account for the first time, and how long did they stay on the public account; when did the user browse the public account for the second time, and how long did they stay there.Collecting these data can lay the foundation for user data analysis.

In addition to analyzing the above behaviors, it is also necessary to collect various operational events of the user on the public account, and classify and summarize them into the event database.Summary is not the ultimate goal, but analysis is the goal. Therefore, each user event in the event library must be analyzed to obtain user behavior.

After analyzing user behavior, the content must also be analyzed.Different content classifications represent the consumption habits of different consumer groups. Therefore, it is very helpful to classify the consumption content and obtain some effective marketing data through analysis to carry out better personalized marketing activities.After analyzing the content data, we need to do a good job in analyzing the correlation of consumption content. However, it is relatively difficult to analyze the correlation of consumption content technically. So far, we can only do some relatively simple analysis. Only after making some models The analysis can only be carried out in depth.Although content correlation data analysis can only do relatively simple analysis, it still has a relatively large promotion effect on marketing.

[Case Miniature] Social Games: Social is more effective than advertising
Once social games appeared, they developed rapidly.There are more games on the market than anyone expected, from simple word and puzzle games to massively multiplayer adventure games, there are a lot of games on the horizon.The popularity of social games has brought a large number of players, and the profit has also increased significantly, and the effect of marketing has been achieved while the profit has increased.

WeChat began to appear and swept the mobile Internet market with its crazy growth.After continuous improvement and development, WeChat has also begun to focus on moving closer to the direction of social games. Many businesses have seen the huge marketing potential of WeChat, and have used WeChat as a platform to carry out social game marketing.According to data analysis, this marketing model has achieved surprisingly good results.

First of all, WeChat itself has achieved good results relying on social game marketing.The most representative is the game "Aircraft Wars".After meeting the vast number of WeChat users as the WeChat startup interface, a storm of playing "Aircraft Wars" swept across. The reason why "Plane Wars" is so popular among WeChat users is because it is simple, clear, lively and interesting, very quick to learn, and does not waste time. It is very suitable for killing scattered time and entertainment during work breaks.Relying on this small game WeChat has attracted a large number of users.After "Airplane Wars", WeChat launched mini-games such as "Everyday Love Elimination" and "Happy Fighting the Landlord". These games have made WeChat users endlessly entertained. Hundreds of millions of users have been tightly bound to the WeChat platform, playing happily.

It is precisely because of the significant marketing effectiveness of social games that Tencent gradually promotes social games on WeChat relying on its experience in game operations and user data analysis.

Of course, it is not only Tencent itself that relies on the WeChat platform to promote social games.Many companies have also seen the marketing effectiveness of social games, and use the platform of WeChat to carry out social game marketing. "Crazy picture guessing" is the most typical representative.This game is entirely based on WeChat or QQ friend relationships. Users can invite friends to join the game in Moments or chats, check each other's score rankings, and share game achievements.According to the figures provided by the "Crazy Guessing Picture" development team, starting from May 2013, 5, the number of new game users began to grow rapidly. On June 29, the number of new users even reached 6 a day. More than 7.

This is the magical charm of social games, it can easily handle marketing.In the eyes of many people, marketing is a very troublesome thing. Constantly advertising may not necessarily achieve good results, because the enthusiasm of users is not easily aroused. The enthusiasm of users is not high. It will definitely not have a good effect.However, marketing through social games completely solves this problem. Novelty games can always mobilize the enthusiasm of users to the greatest extent, and marketing can therefore be easily completed.

3.7 Offline Customer Data Analysis Is Equally Important
In the "micro" era, the most important thing for "micro" marketing is to do a good job in customer data analysis. The data analysis of online customers is of course important, but the data analysis of offline customers should not be underestimated either.Like online consumption, consumers also leave a wealth of data when they consume offline. Correctly analyzing this part of the data is of great help to the entire "micro" marketing activities.

Since offline data analysis is very important, how should enterprises conduct offline data analysis?The analysis of offline data mainly relies on a series of IT equipment and systems deployed by offline business organizations, these systems include: passenger flow system (video solution or WiFi solution), POS sales system, and CRM system.Through these systems, the consumption data of offline users can be obtained. To analyze these data, a data analysis and mining team must also be built.Offline customer data analysis includes a lot of content, and it should be as detailed as possible.

[-]. It is necessary to conduct data analysis on the scene when consumers enter the store

These data include what means of transportation the consumers came to the store; which road they came from; which door they walked in; It is necessary to focus on the arrangement.

Second, it is necessary to analyze the data of the customer's shopping route
You need to know where the customers have been when they are shopping, such as clothing stores, coffee shops, etc., and how much time they stay in these places; you should also carefully observe the people who accompany the customers to see if they are family members or friends relationship, or couple relationship.

Third, it is necessary to conduct data analysis on the customer's consumption process
It is necessary to understand which consumption places they have consumed and how long they have stayed.It is necessary to analyze this process in combination with the POS system, so as to grasp the consumer's consumption orientation and ability.

[-]. Complete data analysis through WiFi traces

Many merchants provide free WiFi in their stores, so make full use of this tool when conducting data analysis.Because before using the mobile Internet service on the smart terminal through the WiFi network, the customer must enter a valid mobile phone number through the WiFi login process to obtain the downlink SMS with the login password, and then use the login password in the downlink SMS to complete the WiFi login authentication process.Through this process, the offline business place obtained the mobile phone number of the customer.Then, through the analysis of mobile phone data, we can know where these people are from, and we can assign these people geographically, and understand the ranking of people's spending power in different places.

[-]. Rely on membership card for data analysis
Analyze the data of customers through the consumption process of their membership cards.From the membership card, you can know their detailed consumption list (consumer category and consumption amount), and through the analysis of the consumption list, you can know the customer's loyalty and contribution value to the store.

[-]. To analyze the data of promotional activities
Any business is very worried about the stability of customers. Many customers come as soon as a promotion is held, but disappear as soon as the promotion stops.Therefore, although promotional activities can attract new customer flows, it is those customers who remain after the event that can really contribute to the company.Therefore, it is also very important to analyze the data of promotional activities.Through the analysis of the retention data of promotional customers, we can know which are the new customers attracted, which are the old customers, and the data of the mutual conversion between the two.On the basis of mastering these data, analyze them to provide reference for marketing activities.

The above are several commonly used offline customer data collection and analysis methods.Through the analysis of these data, we can know the customer's consumption trend, ability, hobbies and other information, so that targeted marketing activities can be carried out according to the specific situation, so that the marketing effect can be maximized.

The process of analyzing these data is quite cumbersome and troublesome, but WeChat simplifies the analysis of this kind of data.WeChat has opened the CRM interface to third parties, which means that WeChat supports closed-loop CRM solutions and provides mobile membership management systems for offline merchants.What benefits does this improvement bring to corporate marketing?

Enterprises can directly establish a CRM service system on the WeChat terminal, build a member management system, record member consumption trajectories, and then conduct data analysis on offline customers based on these consumption traces, which can help enterprises achieve the purpose of precise marketing and intelligent marketing.

Offline customer data analysis plays a very important role in the entire marketing campaign, and WeChat can help companies better complete such work.Because it provides not only a bunch of cold data for enterprise marketing, but also analyzes these data, and analyzes the unique characteristics and psychological activities of offline customers. Through this kind of data analysis, enterprises can know what kind of business strategy to formulate. Decision-making can achieve the effect of marketing.

(End of this chapter)