WeChat and Weibo play like this to make money

Chapter 18 Enterprises use WeChat and Weibo to open up more business opportunities (1)
The mobile Internet has broken the boundaries of information, the dissemination of information is no longer restricted by geography, and the media is no longer restricted by the length of reports and publication time.WeChat and Weibo, as products created based on the mobile Internet era, fully possess all the above-mentioned "genes".Not only that, as online payment and mobile payment functions are becoming more and more perfect, WeChat and Weibo may change the original business structure. For merchants, grasping the mobile client is tantamount to seizing unlimited business opportunities.

Although the security performance of online payment has just been recognized by everyone, and mobile client payment has not yet become a mature payment method, it is not difficult to find from the sharp increase in the number of WeChat users that mobile client payment has become a trend. As for when mobile payment can mature, it is only a matter of time.Therefore, opening corporate WeChat and Weibo is undoubtedly a wise choice for enterprises.

4.1 There are many benefits for enterprises to open public accounts

The communication between merchants, enterprises and consumers through WeChat and Weibo is becoming more and more frequent. This is a brand-new communication method and a brand-new marketing platform. The role of this communication, users will ignore your existence at the same time.

[-]. Platform commercialization should not be underestimated
One-to-one and one-to-many communication methods can be fully displayed on WeChat and Weibo media. Once a corporate brand is registered, it is equivalent to facing the face of the company to the public. Makeup also reflects the quality of an enterprise.In terms of daily operations, we should clearly formulate the company's WeChat and Weibo marketing strategies, and use multimedia functions to provide users with richer and more targeted content. Only in this way can we truly impress users.

[Case Miniature] Gaopeng.com: Make shopping more convenient and direct

Gaopeng launched the “Micro Group Buying” activity on WeChat and Weibo platforms. As long as users follow the “Wei Group Group” public account, they can not only receive regular group buying information, but also realize payment functions such as Tenpay and Alipay. It is very easy to operate.This method not only brought a large number of orders to Gaopeng.com, but also increased the user popularity of Gaopeng.com and expanded the influence of the public account. Soon after it went online, the number of fans exceeded [-], and it was truly full of guests.

Convenient micro group buying
[-]. The public platform has many benefits
The WeChat platform gave it more functions when designing the public account. Generally, users can only push one message per day, but public certified accounts can push three messages per day. It can be said that this is the early accumulation of corporate credibility.Among all the public accounts, the verified accounts tend to rank higher in the search and are more likely to attract everyone's attention. This is also the process of the platform's self-purification.Certified public accounts can also prevent impersonation of other accounts, which plays a very important role in protecting corporate brand and reputation.

[Case Miniature] No. 1 Store: "I draw and you guess" promotes the brand
Due to the great marketing advantages of the WeChat public platform, many companies have begun to use the WeChat public platform to plan marketing activities, and e-commerce companies have also quickly participated in it. Yihaodian is a model of it.

In order to enhance the brand image, No. 1 Store has launched a WeChat marketing campaign of “Play with my painting and guess it, win a surprise prize”: push a picture to users on WeChat every day, and the user may win a prize by replying on WeChat after guessing correctly.There are a total of 3 steps in this activity. The first step is to follow the official WeChat account of No. 1 store; the second step is to receive a painting every day from No. 1 store; the third step is to guess the answer and send it to No. 1 store.The condition for getting the gift is to see who can reply quickly and answer correctly during the reply process.

This activity uses the WeChat platform to motivate users with prizes and at the same time spread the corporate brand.This marketing method has played a good effect, not only increasing users, but also playing a publicity effect.

1号店利用微信公众平台营销并不仅仅体现在上面一例。1号店还充分利用微信“搜一搜”功能：用户输入自己想要查询的商品名称，1号店微信公众账号将会自动搜索推送相关商品，这大大方便了用户。除此之外，1号店还充分利用微信扫描二维码。查询1号店商品信息日均扫描次数接近25000次，每天通过微信“扫一扫”功能登录1号店的平均有20000人。

Yihaodian’s approach is to make full use of the power of the WeChat public platform for marketing. Due to the huge marketing capabilities of the WeChat platform, it can achieve very good marketing effects.

[-]. Increase corporate identity
Whether it is WeChat or Weibo, it is of great significance to apply for an account that has passed the enterprise certification.The certification mentioned here refers to the assessment made by the certification body on a certain product, certain service or certain system, and only enterprises that meet the specifications can pass the certification.Enterprises that have passed the certification can gain more trust from users, establish an authoritative and positive image in marketing, and attract more attention from users.

[Case Miniature] Yidianyike: Subtly infiltrating the brand image Yidianyike is a cake shop in Shenzhen, which has a reputation as a European-style aristocrat in the Chinese cake industry, and is called a pure natural gas cake shop by netizens.Since there are no physical stores and merchants only sell online, [-]k’s WeChat and Weibo are not only the window of [-]k’s brand image, but also an important part of [-]k’s online promotion and timely transformation into offline sales. means.Therefore, the management of WeChat and Weibo is the most important content of [-]ke's customer service.

The company first adopts word-of-mouth monitoring of WeChat and Weibo users through interaction to enhance the intimacy in the hearts of fans, so that the brand influence can be subtly improved.

One point one customer's online store marketing
One point one customer will also provide relevant cake flavor links on the official website in a timely manner in response to the questions raised by users, so as to efficiently guide fans to offline consumption.Any questions raised by users will be answered quickly, patiently and clearly, which has greatly improved the brand image of the company.

Traditional enterprises need to conduct market research, which often consumes a lot of cost and time. One point one customer uses the platform of WeChat and Weibo to conduct market research to users, which can not only quickly obtain feedback information from consumers, but also play a role in product development. The purpose of publicity can be said to serve multiple purposes.

4.2 Design a personalized official account to attract users' attention

If you want to design a successful WeChat and Weibo account name, you must first define the company's self-positioning, so that the designed account name can better represent the personality of the company.Enterprise positioning is the core of enterprise construction and development. If you want to develop an enterprise, you must clarify your own positioning and use the gradually formed brand effect to radiate the audience. This is the long-term development path of the enterprise.

[-]. Pay attention to the design of public accounts
1. Clarify the positioning of the enterprise, know what it can and wants
After considering clearly what the company can do and what the company wants to do, more than half of the self-positioning is completed. Only on WeChat, Weibo and other new media platforms can it show a distinctive personality and style, and then in the market. Formed a unique and irreplaceable style.

[Case Miniature] Diao Ye Beef Brisket: The Restaurant with the Highest Chance of Hitting Stars in Beijing As China's first "light luxury meal" restaurant brand "Diao Ye Beef Brisket", it conducted a half-year "beta test" on Weibo before opening During the event, gourmet experts and movie stars from all walks of life in Beijing were invited to try the dishes. This approach not only made ordinary users feel its high-end, but also made many stars yearn for it. Proud of the "Beta Test Invitation Code".

Therefore, after the restaurant officially opened on May 2013, 5, it became very popular.Due to the high popularity of Weibo and the accurate grasp of the star effect, everyone spread the word on Weibo that Diaoye Beef Brisket is the restaurant with the highest probability of hitting stars in Beijing, which further increases the popularity of Diaoye Beef Brisket.

Diaoye Beef Brisket Weibo
2. How to name the public account
If a person has a good name, then he will definitely be more eye-catching, especially for public accounts.But on the other hand, the name of the public account should also be considered according to the audience. If you want to attract what kind of people, you must choose a name that can attract such people.

It is worth noting that it is best not to display the name of the company’s WeChat and Weibo official accounts in the form of a certain brand’s official WeChat, which will give people a feeling of the company’s official website and reduce everyone’s interest in reading.If the company's brand awareness is not very high, you can use the brand name plus industry words to name it, so that users who search for industry keywords can find you.Neither the WeChat public account nor the verified Weibo can change the name, so be careful when choosing a name.

The most typical good name is the general name of the industry and the industry you want to publish.For example, the WeChat and Weibo public names of many enterprises are called "XXXX Industry", and the WeChat and Weibo of many enterprises and individuals also directly use the company name and industry name as the WeChat public account name. Names seem more authoritative and more likely to attract people's attention.

[Case Miniature] Yintai Department Store: Changing the name should be careful
For example, the department store Yintai Hangzhou West Lake Store is normally named "Intime Hangzhou West Lake Store", but in fact local users are used to calling it "West Lake Yintai", so the public account name is suggested to be "West Lake Yintai Store". Sometimes as long as you search for "West Lake Yinqin", "West Lake" or "Yinqin", this public account can be successfully searched out.

After an enterprise determines the positioning of its WeChat and Weibo accounts, it must establish its brand image and target audience according to its positioning.As the saying goes, "a high-rise building rises from the ground", when you do these basic tasks well, you will be able to carry out many subsequent links smoothly. Only when every step is effectively implemented can you ensure the smooth push of WeChat and Weibo marketing.

[-]. Consolidate the basic link of content and function
To do a good job in content construction and function planning, the first thing to do is to divide the content to be conveyed into sections.Enterprises need to know what content to push to fans every week, whether it is a single graphic message or multiple graphic messages, whether to push interesting or valuable content to attract users, or to push news that can meet the daily needs of users. Arranging plans and making a schedule for execution, adhering to the perspective of "everything starts from the user" and pushing out the tempered information is the most basic part of WeChat and Weibo marketing. Of course, all of this requires a high degree of Respect the wishes of subscribers.

Once the content has been well checked, the enterprise needs to make some efforts in function construction. For example, in addition to basic functions such as enterprise profile, enterprise mall and services provided by the enterprise, issues such as technical outsourcing and self-organization of teams should also be considered. , only when all of these are successfully completed can the most basic part of the entire marketing campaign be completed.

[Case Miniature] Xiaomi WeChat Marketing: Series Marketing Wins Millions of Users Mobile Internet companies are not behind on the road of using WeChat marketing, and Xiaomi is a model.

In essence, Xiaomi mobile phone is an e-commerce platform. Relying on "hunger marketing", Xiaomi mobile phone will have an open purchase activity every week, and put the WeChat promotion link and WeChat QR code on the official website during each activity. superior.Xiaomi has developed a large number of users through its official website, and the most of them can develop 3 to 4 users a day.At the same time, one or two days before each WeChat event, Xiaomi will post news in advance on its official website, partner website, Weibo account, and Xiaomi forum to inform the details of the event. After the event ends, it will continue to publicize. In this way, a large number of users have been cultivated again.

In addition to buying events, Xiaomi also attracts users by holding major events.The first activity is "Very 6+1". The rule of this activity is that Xiaomi officials will give away 50 Xiaomi mobile phone 2F codes and 30 mobile phone recharge cards every day. This activity has a very high winning rate.In the end, the top ten users will be able to win awards such as Mi Phone 2, Mi Box and mobile power.This activity added 6.2 new users for Xiaomi, the number of participants reached 21, and the number of received messages reached as high as 403 million, which achieved very good marketing results.The second activity is the WeChat Quick Answer Activity of the Rice Noodle Festival.Due to the sudden burst of information, the WeChat backend crashed. Although the user response activity failed to proceed smoothly, Xiaomi gained 14 new users and received a total of 280 million messages.

In using WeChat for marketing, Xiaomi is successful, which can be seen from its final number of users.Xiaomi's success lies in its grasp of the key to WeChat marketing and its comprehensive use of a series of means for marketing. This is what other mobile Internet companies need to learn.

[-]. Functional division of the operation team

We know that the operation of WeChat and Weibo involves many links such as marketing, pre-sales, after-sales, logistics inquiries, and finance.The ideal operating model of a WeChat and Weibo team is market-oriented, with the cooperation of various departments to jointly operate well.Wechat and Weibo's operation team must be equipped with at least five people.

New media planners: The main work content includes event planning and content planning. First, plan topics that fans can be interested in, plan related activities to interact with fans, increase the interest of topics and activities, and make fans generate interest in public accounts. rely.

US editor: The main work content is to arrange the text and pictures, so that the whole interface can give fans a pleasing feeling.

Promoters: Mainly responsible for promoting the company's WeChat and Weibo to a wider range.

Content editor: The main job is to write the content of WeChat and Weibo, and also to collect feedback from fans, so that planners can formulate better content planning.

Customer service personnel: The main job is to communicate directly with fans, conduct voice chats, voice greetings, and answer questions with fans.It is also necessary to analyze, summarize, summarize and analyze the teaching data of the feedback.

The operation of WeChat and Weibo public accounts is mainly used to maintain customers and strengthen customer relationships, so as to achieve the purpose of marketing. This requires the enterprise to stabilize old customers, and then develop and stimulate new customers one after another, and continuously increase the number of fans. Only by using all kinds of marketing methods can the enterprise exert influence in its own field.The most important thing, and what we have always emphasized is that we must win with considerate tactics, understand the needs of users, and meet the needs of users.

[-]. Create corporate image through multiple channels

WeChat and Weibo are themselves online products. As far as marketing is concerned, it is still necessary to cooperate with various online marketing channels to achieve twice the result with half the effort.

[-]. Cooperation with online channels

Cooperation with blogs: blogs are suitable for telling more detailed company trends, industry information, business philosophy, company product or service introductions, typical company cases, user experience sharing and media reports, etc., and can be automatically linked to WeChat and Weibo way, or post a Weibo with a link to a blog post on WeChat or Weibo to promote a blog post.

Cooperate with online video: Many online video sites support sharing videos on their websites to various WeChat and Weibo platforms. Of course, you can also directly insert the corresponding online video page address when posting Weibo.

Cooperate with the community: The online community is a network platform where people browse more intensively. Both WeChat and Weibo can simultaneously share the content of major online communities.An attractive news can attract the attention and sharing of countless people. Enterprises can also register accounts in various online communities, add WeChat public accounts and Weibo addresses to the published content, and conduct marketing from multiple angles.

(End of this chapter)