WeChat and Weibo play like this to make money

Chapter 23 How Internet Enterprises Play Micromarketing (2)
[Case Miniature] OPPO: The charm of cross-border interaction is endless

The mobile Internet companies that rely on WeChat for marketing are not only Xiaomi mobile phones, but OPPO has also achieved good marketing results by using this method. The specific way OPPO uses WeChat for marketing is to combine it with the scratch interactive game to attract users.

Scratch is not new, it is just an instant welfare lottery in real life.Scratch off the "scratch area" of the scratch card, as long as the corresponding winning symbols or information appear, it means winning.The rule of OPPO using WeChat to make this game is: rely on replying to "Qitianle" to get a virtual lottery ticket, and you can know the result of the lottery by scratching it in the lottery area. Each person only has one chance to draw a lottery per day.This marketing campaign achieved very good results. The campaign lasted for 7 days and attracted a total of 21.5 people to participate. A total of more than 50 coupons were issued, 7 mobile phones were given away, and the number of users increased by 12.8.

No one could have imagined that a small "regular" game could achieve such a good marketing effect.The enlightenment brought by this event to mobile Internet companies is: if mobile Internet companies want to achieve good marketing effects, they must acquire users through activities and interactions.

[Case Miniature] Sanbai Blooming: Distinguished Treatment of Precise Forwarding
WeChat public accounts have the function of group sending, but group sending is restricted. Therefore, in order to achieve the effect of marketing, group sending should be done to achieve the purpose of accurate delivery to users.In this way, as long as the mass sending is accurate, the harassment to customers can be minimized.Sanbai Blooming Tmall's official flagship store WeChat has done just that.

Sanbai Blooming’s Tmall official flagship store is mainly engaged in women’s clothing, accessories, bags, shoes, etc. In order to better promote the brand, a Tmall Sanbai Blooming WeChat public account was created.This WeChat public account has grouped its own users. This grouping is carried out according to whether Want Want is bound to WeChat or not. That is to say, some groups have been bound to Want Want, while others have not.On the basis of grouping, the marketing effect is very good, and its order conversion rate is surprisingly high.

Sanbai Blooming’s Tmall flagship store WeChat is very smart when it comes to product promotion. It first establishes corresponding groups according to the passive needs of customers, and implements group sending according to different groups to improve accuracy.It is precisely by relying on this high-precision marketing and promotion that Sanbai Blossom has achieved the purpose of selling products.

Sanbai Blooms Wechat Public Account
[Case Miniature] Gu Gu Mei Mei: Create a full range of services
In July 2013, Gu Gu Mei Mei's official Tmall flagship store issued a statement, as long as the user who purchased the product does not need to log in to Taobao, and does not need to enter the courier number, just reply "check the order" in Gu Gu Mei Mei's WeChat, Or click on the steps in the menu to check the delivery information of the express package you purchased.This has just made things convenient for the consumer to check the purchase information.

Gu Gu Mei Mei WeChat Order Inquiry
The specific steps are that under Gugumeimei’s official WeChat, the user can directly reply to “Check Order”, or click on the menu “Member Center” and then click on “Order Query” to inquire about the purchase information.The premise of the operation is that the product has been purchased at the Gugu Meimei official flagship store, and the WeChat account has been bound with the Taobao account.If you continue to click, you can check the specific details, and you can see the detailed transportation information of the order express package.

Gu Gu Mei Mei grasped one point when using WeChat for marketing, that is, to provide consumers with convenient order inquiry services.There are two reasons why a buyer chooses to buy a certain merchant's product, one is that the product is good, and the other is that the service is good.Gu Gu Mei Mei has achieved good service, so it can achieve good marketing results.

The huge marketing capability of WeChat affects the nerves of all walks of life. Taobao sellers have also begun to use WeChat to promote their products, and some Taobao merchants have already received good marketing results.So, as a Taobao seller, how should we carry out WeChat marketing?
What needs to be explained here is that not all Taobao sellers are suitable for WeChat marketing, and Taobao sellers whose PV (page views) is less than 2000 a day are not suitable for WeChat marketing.There are two specific reasons. The first reason is that the effect of WeChat marketing is slow, and not all sellers can wait.The second reason is that WeChat marketing is a systematic work, which needs to be continuously optimized and promoted in terms of titles, content, services, promotions, etc.Therefore, relying on this method to carry out marketing has a low conversion rate, and ordinary sellers do not have the ability to toss for a long time.It is precisely because of these two reasons that Taobao sellers should carefully consider whether their stores are suitable for WeChat marketing.

Once it is determined that WeChat can be used for marketing, it enters the specific marketing stage.

The first step is to set up an account
For small sellers on Taobao, the best account is not a public account, but a personal account.Because public accounts take more time to operate than personal accounts, it is very difficult for ordinary sellers to write articles, find content, and plan promotional activities every week.The management of personal WeChat accounts is very simple. You only need to send simple content, and you can quickly show your products to users. At the same time, you can communicate quickly one-on-one, which can maximize the transaction.

However, for large merchants, the best is still a public account.Because the functions of the public account are more complete, it can create a full range of services for users in inquiry, order, and payment.

The second step is to gather fans
Once you have an account, you need to start gathering fans.Because only with fans can there be marketing targets.For Taobao sellers, the best way to gather fans is to put a QR code on the Taobao Baby page, and tell users to scan and follow, and what benefits they can get after following, such as exclusive discounts, coupons, etc.There is also a second way to gather fans, which is to invite users to add WeChat by sending text messages in groups.In addition, you can also win fans by engaging in promotional activities.Although this method does not guarantee that all participants can become their own fans, at least some of them can be obtained. If the product quality and service are good enough, a considerable number of fans can be obtained.

The third step is to combine with other promotion methods
For Taobao sellers, it is difficult to rely solely on WeChat marketing to promote transactions, so it is necessary to integrate multiple promotion channels, such as Baidu Encyclopedia, Baidu Tieba, Weibo, official website, etc., and put on these The seller's QR code.This multi-channel marketing method can improve the effect of WeChat marketing.

The fourth step is to push information reasonably

Taobao sellers must do a good job of pushing information when using WeChat for marketing. No one likes to be disturbed, especially some information pushing with an advertising flavor will make people feel disgusted.Therefore, Taobao sellers must master the skills of information push.First of all, do not do it too frequently, once every two or three days is fine.Secondly, the content should be as short as possible, about 200 words, and it should not be a naked advertisement promotion, but it should be interesting.At the same time, the information to be pushed must be categorized, and the information must be accurately pushed.

The fifth step, do a good job
The killer feature of Taobao sellers to attract customers is high-quality service.In the face of user inquiries, answer them promptly and enthusiastically.Be patient and friendly when answering user inquiries.Be careful during the service process, fully understand user information, and record them as a reference for marketing promotion.In short, what Taobao sellers have to do is to let users feel their high-quality services.Therefore, Taobao sellers need to set up a dedicated team to provide services and provide users with a good store image with high trust and high service quality.

[Case Miniature] Grapefruit House: Secondary Transformation to Reduce Powder Loss

Yuzushe is a high-tech skin care product that aims at the unique skin quality, environmental climate and other characteristics of oriental women. It takes the world's leading "beautiful, no additives" as the core concept of research and development, and creates a new concept of beauty and skin care.Since the opening of Yuzushe's official WeChat account, about 5 fans have been added every week.Huazishe regards WeChat as an effective way to quickly connect and get in touch with users. Its WeChat account is not only a shopping mall, but also an interesting thing that can interact and play with customers.Customers feel that it is an interesting account, so the conversion rate of Xiuzishe's WeChat fans is relatively high.Let's take a look at how the sleeve house is successful.

Yuzishe uses App to acquire accurate users. The importance of apps to WeChat has been recognized and utilized by many WeChat public accounts, but the role of apps is more of a regular interaction with fans, and it is rare to use apps as a means of promotion.Huazishe took the lead in launching two tests related to beauty and skin care, "Beauty Truth" and "Celebrity Face", which can evaluate the skin condition and age of netizens through WeChat interaction.In this way, the use of App can effectively attract female users, and based on scientific face analysis, WeChat fans can be classified more accurately.

Yuzushe also uses activity classification to activate users.Most brands of WeChat use activities to stimulate users to activate fans, and then achieve secondary conversion of fans. However, with the increase of WeChat public accounts, users allocate less and less time for a single WeChat public account, which is frequent and more frequent. Complicated WeChat activities will increase the chances of losing fans.

The form of activities initiated by Xiuzishe is relatively simple, and at the same time, corresponding activities are released according to different users.This method can reduce powder drop, and at the same time, it is accurate and can increase the conversion rate.In addition, Xiuzishe also has a project called "Beautiful Summer": as long as you download or follow Yuzishe on WeChat, send a picture, and your female index exceeds 80 points, Huazishe will give you a free gift worth 800 Yuan suit.This is actually a skin detection software that can identify whether your skin is male or female.There is a special calculation formula that can calculate your skin age with an accuracy of more than 8%.

Pure machine marketing will affect the experience of user interaction, thereby affecting the secondary conversion of users.Blindly performing machine-automatic replies will do more harm than good to the operation of WeChat, and will lose the strong interactive function of WeChat, and it is obviously unrealistic to spend too much labor cost on interactive replies on WeChat.The interactive form of Xiuzishe is mainly to match the topic inquiry of accurate users, cooperate with the professional guidance of customer service, and realize the combination of active interaction and passive guidance.

[Case Miniature] Jumei Youpin: Relying on Activities to Win

During the period from October 2012th to October 10th, 10, Jumei Youpin launched the activity of "Share your wishes on WeChat and win a prize of 10 yuan".During the event, users scan the QR code of Jumei WeChat on the WeChat client or directly add a Jumei WeChat account, make a wish on Jumei WeChat and share the wishing picture to Sina Weibo in the prescribed format, and they will have the opportunity to win Jumei The 19 yuan beautiful gift package officially sent by Meiyoupin.Jumei.com will select one lucky netizen from participating netizen every day for ten consecutive days to present the gift bag.

What makes the majority of netizens even more excited is that Chen Ou, the CEO of Jumei Youpin, also participated in this Wechat posting wish activity. He will also draw a lucky winner from the winning users who have won a 1000 yuan gift package, and realize this lucky winner in A wish made on Jumei WeChat.As soon as this WeChat marketing campaign was released, it was widely welcomed by users. Users were particularly keen on posting wishing content. Many users even made fun of Jumei WeChat while making wishes.

The marketing campaign of Jumei Youpin was a complete success, and the Jumei Enterprise WeChat account became one of the WeChat accounts that acquired the most users in the shortest time.The success of Jumeiyoupin’s WeChat marketing activities stems from the fact that it provides users with interesting activities, which greatly mobilizes users’ interest and enthusiasm for participation.

[Case Miniature] Fancl Eslite: E-commerce is more suitable for micro-marketing
The huge marketing ability of WeChat has created a huge temptation for e-commerce, and more and more e-commerce companies have also joined the team of WeChat marketing, and Fancl Eslite is a representative of this aspect.

As a fashion clothing brand, Vancl Eslite also opened an official WeChat account, and used Vancl’s Sina Weibo account for joint marketing.Fancl has synchronized its microblog matrix avatars such as @手机凡客, @我是凡客, etc. into WeChat QR codes, with the purpose of helping Fancl Eslite to complete the official WeChat promotion.This marketing move of Fancl has achieved very good results. Within half an hour of opening the official WeChat account, it has gained the attention of more than 1000 people.

Fancl has another advantage in doing WeChat marketing, that is the huge user base of Weibo.Vancl has always been known for being good at Weibo marketing. There are dozens of official Weibo accounts alone, and the number of followers of the "VANCL User Group" account has exceeded 89.With such a large Weibo user group, Fancl's WeChat marketing has become very simple in terms of user conversion.

(End of this chapter)