WeChat and Weibo play like this to make money

Chapter 22 How Internet Enterprises Play Micromarketing (1)
Throughout the process of mobile Internet development, my country's existing industrial structure and enterprise development pattern are undergoing profound changes.New markets and new business operation methods will foster business giants within the mobile Internet industry.

In the emerging mobile Internet era, information and business models are always unpredictable. Therefore, although the emerging business models and the companies that have grown up with them have unique advantages in relation to the mobile Internet, in the era of "change" as the main Under the background of the color of the times, even emerging companies must keep up with the trend of the most popular and popular communication media while pioneering and innovating. Only in this way can they always maintain a leading business position.

5.1 New changes brought by the "micro" era to Internet companies

The rise of WeChat has enabled Internet companies to find new business opportunities.With the characteristics of high viscosity and precise promotion, WeChat has gradually become a hotspot for Internet enterprise promotion. More and more people have begun to pour into the ranks of WeChat promotion, and major Weibo accounts have switched to WeChat platform.It is undeniable that WeChat has indeed brought Internet companies, especially website operations, into the era of precise promotion.In the future, the form of the mobile Internet should change a lot.This is just the beginning, and the interaction methods and devices will continue to be iteratively updated, with the ultimate goal of making people's lives more comfortable and natural.

For Internet companies, in addition to relying on novel content to attract users' attention, they also need to do a good job of promotion. If they want to do a good job of promotion, they must find an excellent promotion channel.The emergence of WeChat has provided a good promotion channel for Internet companies. With more than 6 million users, it is a marketing platform with great potential for Internet companies.Many Internet companies use WeChat marketing to realize their own operation and development.

What the Internet industry relies on to survive depends on the number of times users use the Internet and the click-through rate, as well as the downloads of Apps, among which the downloads of Apps play a decisive role.The reason why users download your app is because you have a high click-through rate and number of views.The emergence of WeChat has helped Internet companies solve such a big problem, especially after the release of WeChat version 5.0.This version of WeChat allows Internet merchants to connect to the WeChat interface, so that App services can be directly displayed on the WeChat official account.In this way, Internet companies can rely on WeChat's huge user resources to meet the demand for App downloads.The only disadvantage is that traffic needs to be exported from WeChat when downloading. If there are no more WeChat users paying attention, it will be difficult for this kind of download to have a scale effect. At this time, Internet companies must use WeChat for marketing and promotion.

How can Internet companies use WeChat for marketing and promotion?The first thing that worked was WeChat's custom reply feature.Internet companies can use this function to set up many forms of interaction with users. At the same time, they can find popular content and information on the Internet to interact with users. As long as the content is fun and novel, there will be no users who don’t like it.Internet companies can also use the WeChat official account to provide users with some hot social issues to attract users' discussions, and push information to users in a timely manner while interacting.In this way, the marketing has been completed in the process of interaction.

In addition, mobile Internet companies can use WeChat for marketing in the following two ways:

1. Fully pull powder
The key to WeChat marketing is to have enough users. Only when there are enough users can marketing achieve a certain effect.There are many ways for mobile Internet companies to attract fans, mainly including the following four:
The first way is to attract fans through official channels.This method is to convert its own users into WeChat users through official channels, mainly through the company's official website.Mobile Internet companies can set up direct QR code advertisements on their official websites to "Follow Mobile WeChat". For Internet companies with a large number of users, this way of attracting fans can get users as quickly as possible.

The second way is to pull fans by pushing each other.This method is another important way for mobile Internet companies to attract fans.Mobile Internet companies are generally relatively large companies, so they have excellent third-party cooperation resources, such as Tencent.Mobile Internet companies can cooperate with such excellent third-party partners to obtain a large number of users.

The third way is to use the official Weibo to attract fans.Most mobile Internet companies have their own Sina Weibo and Tencent Weibo, and these Weibo accounts are all large.The number of users owned by Dahao is quite large. Although Weibo users pay little attention to their accounts, the proportion of the number of users who can be converted into users is not objective, but because of the large base, the number of conversions of such users is still considerable. of.

The fourth way is to rely on major events to attract fans.Mobile Internet companies can acquire users by holding major events. The rules of the event can be simple, but they must be effective, interesting and rewarding.Fun can attract users' interest, and rewards can motivate users to participate in it, and finally convert into users.

[Case Miniature] Beijing E-Commerce Alliance: Serial Promotions Make Users "Nowhere to Escape"

In 2013, the Beijing E-Commerce Association and more than 30 large-scale e-commerce brand companies in Beijing organized the "Click to Consumption 2013" activity. This activity was launched on June 2013, 6, using new social tools such as WeChat and Weibo to attract consumption. Participants participated, and carried out a series of promotional activities of "click to consume Weibo torch relay and reward forwarding".

The specific method of participation is: Consumers interact with participating companies by clicking on the consumption official Weibo, and then forward comments through Weibo to participate in the lucky draw.Enterprises participating in this activity are divided into online retail enterprises and enterprises that combine online and offline sales models.For example, JD.com, Dangdang.com, Amazon (China), Xiaomi Technology, Fancl.com, Lefeng.com, Zhenpin.com, etc. for online retailers; Suning.com, Jinxiang.com and Cheyipai for companies that combine online and offline sales models , Gome Online, Wangfujing Online Mall, etc.

This activity has achieved very good results. The activity has been held for two months and has attracted nearly 20 consumers to participate in the activity. The number of users on the official Weibo has exceeded 25. Only prizes and The total number of various coupons exceeds 242.6.The company’s sales during the naming week reached 50 billion yuan, an increase of more than 7600%; the number of new registrations on each event website was 2.7 million, a full increase of [-] times.

The reason why this activity can achieve such good results is because the "prize promotion" is working.As a way to unite people, promotion with prizes has always been very popular among consumers.

[Case Miniature] Easy Joy Convenience Store: Multiple gifts to attract fans
From July 2013st to 7st, 1, scan the QR code and follow the official WeChat account of "Easy Joy Convenience Store" to have a chance to win multiple gifts.In addition, during this period, customers go to the event store to take pictures of the Yijie villain with the QR code printed on it, share the photo to Moments in WeChat, and send the shared screenshot to the Easy Joy convenience store. Get 31 cans of Qijin wolfberry drink worth 16 yuan.In addition to requiring employees to take the initiative to introduce in detail to new and old customers, this event mainly uses materials such as Yijie villain KT boards and refrigerator stickers for publicity. "There are a lot of customers who come to gas stations to scan QR codes and add WeChat in the past few days. After guiding the operation procedures, we also take the initiative to introduce to them the promotional activities and special products of the convenience store. For example, the half-price campaign for the second box is very popular among customers. 2% of customers bought drinks after adding WeChat and taking photos. From July 95st to July 7th, the turnover increased by 1% month-on-month. I didn’t expect that WeChat can also become a good helper for convenience stores.” Chengdong Railway Station The elder Xu said happily.

[Case Miniature] Much Love: Free Orders, Hao Lila Fans
From September 2013th to October 9th, 30, Duoai Home Textiles celebrated its 10th anniversary, and launched a large-scale promotional activity for the "October" Golden Week with the theme of "Come on, free order" across the country.During the event, customers who spend more than 14 yuan in Duoxie stores, follow Duoaiai WeChat platform, and enter the receipt number in the dialog box set up on the platform to get a lucky draw opportunity.And from the setting of double luxury gifts as prizes, we can see the sincerity of how much we love home textiles.It is reported that in addition to the 14 free names, Duoxie Home Textiles also prepared dozens of iPad minis and Samsung smartphones for consumers.Every day, Duoai Home Textile official Weibo will announce the winning list of the previous day, which is fully documented, well-founded, open and fair, thus attracting more and more potential audiences and consumers to participate in the activity.

2. Develop a highly operational background
The background function of the WeChat public account is very simple. For example, there is no search function in the background. It is very difficult to search for a specific user among many users.Therefore, if a mobile Internet company wants to do a good job in WeChat marketing, it must develop a set of highly operable background, so that users' messages on WeChat can appear in the background developed by themselves.At the same time, the backend must be able to set manual reply keywords, reply templates, and strengthen user management.

3. Get higher API interface permissions as much as possible
If mobile Internet companies want to achieve excellent results in their WeChat marketing, they must find a way to obtain higher API interface permissions. Obtaining this higher API interface authority is equivalent to having an efficient and independent CRM Interface, through which user information can be read, and information can also be better pushed.At the same time, you can also allow yourself to intercept some user behavior data, so that companies can analyze the data in the local server.For enterprises, these data are very important, and it can help enterprises improve their marketing strategies.The above functions cannot be achieved by enterprises with a low-authority interface. Only with this kind of authority interface can WeChat marketing be carried out smoothly.

Nowadays, WeChat has begun to sweep the country with an unstoppable momentum. A large number of enterprises have poured into WeChat, started to open their own WeChat public accounts and use WeChat to start marketing, and mobile Internet companies have also begun to step into the ranks of WeChat marketing. A mobile Internet company WeChat marketing The war is kicking off.However, Internet companies should follow the following three principles when using WeChat for marketing:

The first point is to make full use of your own resources.The Internet industry has its own advantages when using WeChat for marketing. Because it is the Internet, it can grasp daily hot topics; because it is the Internet, it can be the first to get in touch with the latest, most interesting and cutting-edge pictures every day.And these are what users are most interested in, and they are also the ones that can most mobilize their enthusiasm.

The second point is to be sincere when interacting.Only sincerity can impress people, and no one likes hypocrisy.Therefore, in the process of interacting with users, you must show your sincerity and enthusiasm, and respond to users' topics and questions in a timely manner, and you cannot treat them indifferently.

The third point is to do a good job in the innovation and setting of interesting links.Interesting links are naturally attractive to users, such as highly creative mini-games and small activities, which can greatly stimulate users' interest and attract them.

5.2 Micro-marketing model of e-commerce website
WeChat marketing tells us that marketing in the future does not require too many channels. As long as products enter consumers' mobile phones, marketing can achieve very good results. This is a new revolution brought by WeChat to marketing.Today's e-commerce companies have also begun to take the road of WeChat marketing, selling more products and earning more profits through WeChat marketing.So, what role does WeChat marketing play in the e-commerce marketing process?

1. WeChat has the most basic conditions for e-commerce marketing
WeChat has developed rapidly. Today, the number of users has reached 6 million, which tells us that users are very appreciative of WeChat, and it also brings huge business opportunities to e-commerce companies.At the same time, WeChat has communication methods such as voice, video, and graphics, which can bring users an excellent user experience. Users prefer such new things, which provide convenient conditions for WeChat marketing.There is also a free WeChat official account, which is undoubtedly the best marketing channel for many e-commerce companies with insufficient funds.

2. Realize WeChat pre-sales consultation, sales promotion, and after-sales feedback

WeChat can open up the technical interface of the development platform and all data business systems inside the e-commerce, so as to realize pre-sale consultation, sales promotion, after-sale feedback and WeChat closed loop.For example, for a furniture e-commerce WeChat account, if the user sends the command "stool" to the public channel, the system will automatically query stool-related products, purchase links, and related product evaluation information in your e-commerce database. If you have the intention to buy, you will click to buy to place an order, and the feedback information after the purchase will also be automatically imported by WeChat.This buying cycle works well for e-commerce.

3. The WeChat communication ecosystem is suitable for e-commerce marketing
WeChat focuses on communication among friends, and has the characteristics of one-on-one communication.Because it is a communication tool between friends, and recommendations among friends are more credible, so what e-commerce WeChat marketing needs is this kind of reliable marketing ecology.According to incomplete statistics, about 10% of Taobao’s traffic is now imported from WeChat. Although the credibility of this data needs to be investigated, it is not difficult to find that WeChat plays a very important role in e-commerce marketing.

Since WeChat plays a very important role in the process of e-commerce marketing, how should e-commerce use WeChat for marketing?
First of all, it is necessary to market the word of mouth.Word of mouth is very important for e-commerce, and it can even be said to determine the life and death of e-commerce.Since word of mouth is so important, how should e-commerce companies use WeChat to manage word of mouth?If you want to market Koubei, you must have enough users, so you must boldly use the company's official website, Taobao store, product manuals, promotion manuals and other channels to tap users.At the same time, users should be encouraged to recommend WeChat public accounts to friends around them by sharing them in Moments, QQ groups, etc.

Secondly, we must build a good WeChat marketing team.WeChat operation is a very complex activity, which involves marketing, sales, pre-sales and after-sales, logistics, finance and other links. If you want to do all these links well, you need an excellent WeChat team.How should e-commerce build such a team?The company's top management should provide resource support and coordination support for WeChat marketing to improve the effectiveness of marketing.There are also marketing personnel, who are responsible for editing content and planning activities, and they must always pay attention to market sales trends, and integrate Weibo, Internet and other marketing promotion methods while conducting WeChat marketing.There must also be dedicated customer service personnel. What the customer service personnel have to do is to provide WeChat customer service, communication and other activities.

Thirdly, when e-commerce companies use WeChat for marketing, they must also grasp certain operational elements.These elements are: do a good job of analyzing the target customer group before marketing; do a good job of interacting with users during the operation; don’t be impatient, but be patient; the content should be lively and interesting, not naked advertising; rely on interaction, Prize-winning activities to improve marketing efficiency; combined with Weibo, QQ, Taobao Wangwang, mass mailing and other marketing methods to attract users.

Finally, rely on service to conquer users.Rather than saying that e-commerce marketing is about marketing, it is better to say that it is about service. E-commerce with good service is the most favored by users.Therefore, when using WeChat for marketing, e-commerce companies must be warm and friendly to users and solve users' questions in a timely manner.At the same time, we must continue to send care or blessing messages to users.

(End of this chapter)