WeChat and Weibo play like this to make money

Chapter 19 Enterprises use WeChat and Weibo to open up more business opportunities (2)
Cooperate with instant messaging: WeChat and Weibo can be bound with instant messaging tools, and instant messaging tools can also be used to share and forward with WeChat and Weibo.

Cooperate with more other online channels: There are so many online platforms, as long as we can use the online tools, we can use them, such as Witkey, Baidu Zhizhi, Baidu Encyclopedia, Interactive Encyclopedia, online store product information, picture sharing websites, review categories Websites and many other platforms can be used.Applications on mobile terminals should also be used. Many applications on mobile phones and tablet computers can be connected with WeChat and Weibo applications.

[-]. Cooperation with offline channels

Cooperate with newspapers and magazines: Enterprises can publish relevant information in newspapers and magazines, attach WeChat official account and Weibo address to it, and plan some related activities, so that readers and enterprises can interact, which can not only expand the coverage of newspapers and magazines In addition to the impact of online advertising, companies can also get relevant feedback on the promotion of WeChat and Weibo.

Cooperation with radio and television: WeChat marketing can also be carried out on TV. As long as a QR code is added to the TV screen, interested users can follow the company’s public WeChat by simply scanning it.It is also possible to combine Weibo with live TV, so that users who like it can chat while watching and participate in discussions, which is very beneficial to the promotion of TV programs and the self-marketing of enterprises.

Cooperation with outdoor media: outdoor media includes outdoor advertising boards, outdoor large-screen digital TVs, digital TVs in buildings and elevators, and other media with great advertising value.When publishing advertisements, companies can highlight their WeChat public accounts, QR codes and Weibo addresses.

Cooperation with other offline channels: There are still many media forms in our life. When using them, enterprises only need to pay attention to the WeChat public account, QR code and Weibo address on them and highlight them, which can increase the number of enterprises. The effect of the number of followers.

Online and offline media have their own advantages and disadvantages. If the advantages of the two can be combined, I believe that more sparks can be created.

4.3 New Thinking of Efficient Marketing Strategies
The emergence of WeChat and Weibo allows everyone to have the opportunity to become a successful marketing expert. Marketing no longer requires high costs and large investments, and is no longer the patent of large companies. Even individuals can use WeChat and Weibo. Marketing realizes huge economic value.

In modern society, whether it is life or work, people are paying attention to the fast pace. Few people can spare a block of time to read large-scale text and information. However, WeChat and Weibo have fragmentation, no center, self-media The characteristics are very in line with the reading habits of modern people, which attracts a large number of very active users, and the place where the crowd gathers must have huge economic value hidden.

WeChat and Weibo are the easiest and fastest platforms to build brands, and both enterprises and individuals can obtain the expected benefits on this platform.This also shows that in modern society, WeChat and Weibo platforms are becoming a powerful force in society, and their social influence can even directly affect the survival of enterprises.

In the past, there was no contact point for dialogue between enterprises and users, and enterprises could not provide feedback, comments, interactions, and communication with consumers in a timely manner. WeChat and Weibo are branding tools that can effectively solve this problem. Timely and efficient communication lays the foundation for efficient marketing.So to achieve efficient micro-marketing, what kind of new marketing thinking should enterprises have?
1. Friendly communication and interaction to promote marketing
In many cases, with the help of strong publicity media, companies can carry out information indoctrination, brand direct promotion, and product marketing.Sometimes, in order to increase the publicity effect, companies do not hesitate to purchase a variety of media to bombard users with uninterrupted information.This approach used to work well, but only once.

However, such linear communication is not a real dialogue between enterprises and consumers.In the era of mobile Internet, the rise of efficient and precise micro-marketing has changed the way of marketing dialogue from propaganda with only a sense of distance to one-on-one or interpersonal dialogue between small groups.

The biggest feature of interpersonal dialogue is intimacy, which can shorten the distance between people.For example, Taobao's customer service likes to use "pro", a simple word, which can give people a sense of intimacy that is difficult to achieve in traditional marketing.

Participating in marketing through dialogue can make enterprises more friendly to the people and make it easier for enterprises to get in touch with the communication level of user emotions.For users, it is easier to find feedback channels.In addition, emotion-based dialogue is easy to form word-of-mouth and viral transmission, which can improve the reputation and popularity of the company through the mouth of users and create a good virtual brand image.

[Case Miniature] ONLY fashion: the ingenious combination of traditional marketing and micro-marketing ONLY is one of the four famous brands owned by the Danish fashion company BESTSELLER, which is famous in Europe. It came to China in 1996, and its consumers are 15-35 years old. Lively, independent and confident urban women.This group has a certain economic foundation, the purchasing power is the strongest, and the frequency of purchasing clothing is also the highest.At the same time, people in this group have a strong pursuit of new things, maintain a high sensitivity to fashion and fashion, and have a strong interest and concern for innovative activities and creativity.

Although ONLY has a good sales performance, but the form of brand promotion is single, so the company decided to use interactive marketing to make up for it. The specific method is to cooperate with ONLY's "Remembrance War" micro-movie theme activity, highlight ONLY's brand and service concept, and increase consumption. Attract consumers and let consumers participate in it.This activity adopts the method of combining the two-dimensional code curtain of the physical store and the theme poster, integrates the personalized concept of ONLY brand into it, and places it in the most conspicuous place in the store, so as to attract the attention of many consumers in this way.

ONLY's marketing campaign has achieved very good results. According to statistics, the themed campaign lasted for 4 weeks and about 2 people participated. The average daily page views of ONLY's official Weibo increased by more than 10%. The number of followers and participants has also increased significantly.

This event was very successful for ONLY: it not only spread the brand's personalization, but also expanded the influence of offline activities, which also played a role in promoting the overall brand competitiveness.A large part of the reason why this campaign was so successful is that it fully integrated micro-marketing and traditional marketing channels.

[Case Epitome] China Eastern Airlines: Using Public Welfare to Increase Identity
In recent years, China Eastern Airlines has devoted itself to the concept of brand service, and has done a lot of work in terms of operating efficiency, service quality, and brand building. "Eastern Airlines Lingyan" and "Eastern Airlines Maintenance Tea House" are semi-official communication platforms set up by flight attendants and maintenance personnel on the Internet.As a network extension of China Eastern Airlines' service brand and love concept, since the platform was launched, the number of fans has grown rapidly, and social credibility has also gradually increased.

In 2010, the large-scale social welfare concept of "Love in China Eastern Airlines" put forward by China Eastern Airlines has gained wide attention from all walks of life through the concept of "support and love".

Its air love medicine delivery action uses the network to connect the brand-new service model of air-ground service integration, which reflects the exquisite service concept of China Eastern Airlines: the flight range is limited, and the love is priceless.This service mode makes the communication between enterprises and users have the characteristics of multi-level, multi-angle, three-dimensional and friendly topics.The long-term microcirculation penetration makes users have a deeper understanding of the brand concept and corporate spirit, and also increases the user's sense of corporate identity.

2. Create a corporate image—follow the corporate brand appeal

The brand appeal of an enterprise is the most important factor considered by an enterprise in marketing.Brand appeals are derived from consumer behavior and can be divided into rational appeals and emotional appeals. Enterprises often choose appeals based on their own industry, business nature, and products.In fact, no matter what kind of media an enterprise uses for publicity, it is necessary to push out specific content such as industry news, corporate trends, hot events, public welfare events, etc., and ensure that the pushed content is in line with the corporate brand image. This is A company's brand appeal.

WeChat and Weibo platforms are more flexible than other media, and the application of multiple presentation methods such as pictures, sounds, and texts can better meet the needs of users.

[Case Miniature] Costa Brand: Novel Experience Creates a Famous Brand On August 2013, 8, the world-renowned coffee brand Costa Coffee and Netease News mobile client jointly launched an interactive coffee blending game activity of "Enjoying Coffee Slowly, Reading the World Quickly".The event mainly promotes the novel experience of "adjusting the coffee on the mobile phone". During the event from August 1st to 8th, as long as the users who have installed the NetEase News mobile client can "modify" the coffee on the mobile phone as shown in the figure below, complete the process from " Grinding coffee beans" to "adding hot water" to "mixing raw materials" to make coffee, and immediately get Costa coffee's "buy one get one free" or "free liter cup" electronic discount code according to the matching result.

"Slow coffee" marketing campaign
In addition, in order to further deepen users' understanding and love for high-quality coffee, the client will also pop up some "coffee tips" during the coffee making process to help users understand coffee culture.

This strong cooperative marketing not only successfully made Costa Coffee's "personalized" brand concept deeply rooted in the hearts of the people, but also attracted a large number of users to shop at its stores through discount codes, and further increased the popularity and influence of Netease News' mobile client, achieving a win-win situation. result.

[Case Miniature] IT Teahouse: Push information covers 130 million fans IT Teahouse also launched brand promotion through the WeChat marketing model. The specific method is to let fans interact with the brand through one-to-one information push.

The WeChat activity of "Happy Teahouse" is a typical case of IT teahouse WeChat one-to-one information push.When most companies are relying on WeChat attention to promote their brands, IT Teahouse took the lead in launching an interactive activity in the form of a quiz - "Happy Teahouse". This activity uses the custom reply function of the WeChat public platform. Teahouse WeChat can interact with fans through the custom reply function.This method of interactively pushing information can greatly activate fans and deepen the recognition of the brand in the hearts of fans.

This marketing campaign has achieved good results. In just one day, 500 fans were added, covering 130 million fans, and more than 2000 interactive messages were sent.

The reason why this marketing was able to achieve such a good effect is that IT Teahouse realized one-on-one chat with fans by relying on the custom reply function of WeChat.

3. Intimate service - to be the confidant of consumers

According to the previous marketing methods, the communication between enterprises and consumers is one-way, but on such highly interactive platforms as WeChat and Weibo, it is completely inappropriate to do so.Everyone’s communication here is open and active. It can be said that users are both consumers and disseminator of information. Only by taking every user seriously and thinking from the perspective of users can we firmly grasp the interests of consumers. heart, thereby enhancing the credibility and influence of the brand.To this end, enterprises must abandon the previous product-centered publicity methods, shift the focus to consumer groups, provide consumers with the most intimate services, and be consumers' confidantes, so that they can push out news that meets consumers' wishes, and then Promote marketing.

[Case Miniature] Starbucks: Warm Greetings in the Morning

With the advent of the mobile Internet era, Starbucks has also brought its experiential marketing from offline to online.In the United States, in addition to the layout on WeChat and Weibo, Starbucks has also developed an exclusive App - Early Bird (early bird alarm clock).This is an alarm clock app that is quite innovative and sincere at the same time.Just wake up at the time set by the alarm clock, hit the wake up button, and go to any nearby Starbucks coffee shop within an hour to get [-]% off the coffee.

morning greeting from starbucks

Early Bird successfully combines Starbucks coffee with the daily life of users. It cleverly embeds its products into a certain living habit of users, so that when users buy Starbucks coffee, they do not feel that they have spent money, but that they have completed the purchase. One thing, one promise to oneself.This kind of marketing is obviously much better than ordinary advertising placement.

In China, Starbucks' marketing strategy is even more surprising.Log in to WeChat, add "Starbucks China" as a friend, and you can have a rich interactive dialogue with them.Just send an emoticon, and Starbucks will respond to your mood instantly. You can immediately enjoy the music album "Natural Awakening" by Starbucks. inspiration.

The implementation process of Starbucks’ micro-marketing in China starts with stores across the country. Customers who frequent Starbucks first become fans of Starbucks’ WeChat public platform, and then use activities and other methods to allow fans to recommend them to their friends. In this way, Starbucks’ WeChat The number of fans on the public platform has increased dramatically in a short period of time.

Starbucks has conducted a detailed analysis of the characteristics of the target group, and at the same time fully developed the functions of the WeChat public platform, which not only broke the disadvantages of the traditional business model with small radiation area, low user participation, and time and place constraints, It also has the advantages of relaxed fashion, high fun, and strong interaction between merchants and users.It can be said that this case of Starbucks has given full play to the advantages of WeChat's timeliness, personalization, and interactivity.

[Case Miniature] CICC Online: Wechat Promotion Builds a Brand

As an information website, CICC Online has also begun to use the WeChat platform for marketing, and has achieved good marketing results.

CICC Online is determined to be the country's leading online financial media and an authoritative investment service platform.The company has a powerful and advanced user information database, financial information database and tens of millions of visits. Relying on these three advantages, CICC Online has established a leading position in domestic financial vertical websites.Although CICC Online has done very well, after seeing the charm of WeChat marketing, the company resolutely opened the corporate WeChat public platform.

On the CICC public platform, users can easily view financial news and market indexes.Users only need to send the stock name or code through WeChat, and they can immediately check the stock market.At the same time, the public account of CICC Online will push selected financial information to users every day, and provide users with various investment services.The CICC Online WeChat public platform is not only practical, but also very convenient and traffic-saving.

This practice of CICC Online was well received by users, and more users joined CICC Online’s WeChat account, thereby spreading the brand more widely.

The reason for the success of CICC Online's WeChat marketing is that it can provide users with detailed information, make inquiries convenient and fast, and save traffic at the same time.Therefore, once this WeChat account was launched, it was warmly welcomed by users, and its brand awareness was also enhanced.

4. High-quality marketing - giving the brand temperament

The quality of marketing determines the temperament of the product.When users do not understand the company's products, the marketing image of the product will have the most direct impact on the user's mind.In the minds of users, if the quality of marketing is high, the quality of the product will be high; if the quality of marketing is low, the quality of the product will be reduced accordingly, and once this preconceived idea is formed in people's minds, it is difficult to change.

When a person has a psychological dependence on a brand, the brand value will surpass rational factors such as price, performance and even the product itself, and become a decisive factor in deciding whether consumers choose the product, while media publicity becomes a face of the enterprise, Directly attract consumer groups to move closer to the center of the brand.

(End of this chapter)