WeChat and Weibo play like this to make money

Chapter 25 How Traditional Enterprises Play Micromarketing (1)
In today's era of rapid iterative updates of media technology, traditional companies will be very entangled when combining with emerging marketing media. On the one hand, they hope to extend their business, and on the other hand, they are afraid of losing what they already have.

When the Internet first became popular, many companies also launched their own company websites to promote their products, but in the end the website became a window for corporate publicity, but failed to bring profit growth to the company.Later, after e-commerce became popular on the Internet, many traditional companies were unwilling to lag behind and began to set foot in online stores, which turned out to be a foil for emerging e-commerce.Nowadays, with the increase of customers using WeChat, traditional enterprises can be said to be both excited and panic. The excitement is because of the huge scale and customer share of WeChat marketing, and the panic is that they don’t know how to find the right combination with WeChat marketing.

In this case, if traditional enterprises want to get involved in micro-marketing, they must be targeted. They must consider the characteristics of the enterprise itself, find the meeting point between the enterprise and micro-marketing, and combine the advantages of micro-marketing while developing their own advantages. The new path suitable for enterprise development should not blindly follow the trend, nor should we underestimate ourselves.

6.1 How Traditional Enterprises Get Out of the New Way of Micro-Marketing
With the rapid development of the information age, if traditional enterprises want to win customers, it is not enough to have good products, but also to know how to sell their products.As a platform with considerable marketing potential, WeChat provides a more favorable way for traditional enterprise marketing.Many traditional industries are also paying more and more attention to WeChat promotion, and various organizations have also played the banner of "WeChat marketing".

Why is there such a phenomenon?Because with the rapid development of the mobile Internet, traditional marketing methods can no longer adapt to the development of the times.There are certain disadvantages in the traditional marketing methods, and the high operating cost is an unbearable pain for the brand marketing of small and medium-sized enterprises.As a low-cost, high-efficiency breakthrough, WeChat has solved this problem for traditional enterprises.Although WeChat marketing has great convenience and can achieve good results, it still has certain difficulties for traditional enterprises. These difficulties are mainly reflected in development, promotion and operation.So, how can traditional enterprises use WeChat marketing to achieve good marketing results?
[-]. Classify new and old customers

Most of the sellers’ WeChat public account promotion is carried out online, and the source of customers is inevitably mixed. In order to improve the conversion rate of store customers, it is necessary to classify new and old customers and push personalized information.Although the existing functions of the WeChat public platform are far from meeting the needs of all enterprises, as long as the grouping function is used well, enterprises can achieve certain expected results.For example, when generating a QR code for preferential information, you can set the customer acquisition method in advance. After the customer scans the QR code, as long as the customer is a new customer, reply "new" to get the preferential information, and old customers reply "old" Coupons available.Then categorize and add notes based on customer responses for future adjustments and updates.

[-]. Grab free advertising space
The stickiness of WeChat users is much greater than that of Weibo, and users are more free to follow and cancel.When there are new activities in the store (both online and offline), and fans are delighted with their favorite items, they will be willing to share them in their circle of friends and micro-groups on WeChat.For example, if a seller known for its unique styles of fashion shoes can push promotional activities to fans and remind them to share the promotional activities with their friends, then for the shoe lovers, what else is better than spending less money? Is it more tempting to buy more beautiful shoes?When they share the information, their WeChat actually becomes a small advertising space for the seller.The word-of-mouth marketing that spreads from one to ten and ten to a hundred will bring about a continuous increase in store traffic, and the conversion rate of new customers brought about by the trust among friends is very high.In addition, merchants can also prompt users to reply their age, gender and other information in the promotional information, so as to classify and better push personalized preferential information for fans.

[Case Miniature] Crazy Picture Guessing: Winning by Moments Marketing In May and June of 2013, if you were using WeChat Moments, your Moments were likely to be captured by the crazy picture guessing game.The initial cost of Crazy Guessing Maps is less than 10 yuan, but at the beginning of its launch, the number of users has increased by 30 a day, and there have been more than [-] million downloads in just one month of launch.This is a miracle in the game world.

The crazy picture guessing game is actually very simple. After entering the game, a picture will appear, and there are 24 Chinese characters or letters to be selected. The user needs to enter the correct answer in the answer box.If you can’t guess the answer and you still want to pass the level, you can choose two ways, one is to use gold coins to get hints, and the other is to share it on WeChat Moments to ask friends for help.The second method greatly promoted the outbreak of crazy picture guessing.Through the second method, friends in the circle of friends download the game after opening and sharing to become new users, and new users share again and get new users. This continues continuously, and crazy map guessing has achieved blowout growth.

A large part of the reason why Crazy Guessing Picture has been able to achieve a blowout development is the credit of WeChat Moments. It is the continuous renovation and growth of users in Moments that has the marketing success of Crazy Guessing Picture.

[-]. Combining geographical location

Why can WeChat become the hottest Internet product after QQ?Because the equipment is moving.Therefore, geographical information must be used, even if it is pushed to nearby people, it is more valuable than to only push fans.Brands with a large number of branches are especially suitable for this WeChat marketing method.

[Case Miniature] Didi Taxi: Convenience for the masses and wealth for oneself

Didi Taxi is an application based on the WeChat platform.Once the app was launched, it attracted a large number of well-known investment institutions to invest, and the number of followers has risen to more than 3 within three weeks, and the number of users who use this app to hail taxis is in short supply.The emergence of this application not only enhanced the company's brand awareness, but also directly brought economic benefits to the company. Therefore, the company expanded the size of the fleet to meet people's needs, and at the same time provided more convenience to the people. It can be said that It's a win-win attempt.

In order to make the service more convenient for the people, Didi Taxi can also realize the discounts for free taxi rides and discounts for taxi rides. The company has further cooperated with the payment platform, that is, online payment can be made for taxi rides on the payment platform, making the project more smooth. , and the scope is further expanded.

[Case Miniature] Food Delivery Network: Location is Business Opportunity
For office workers, the most painful thing is that they want to order takeaway but can't find a takeaway order. For foodies, they want to cry without tears.And through the food delivery network in WeChat, as long as you send the location to it, you can get a takeaway order within one kilometer around, and each time it displays about 15 business information, including business number, name, distance, etc.At this time, just reply the merchant number, and the system will automatically send back the merchant's contact number and information about all dishes.

[-]. Put more effort into interaction

The focus of WeChat marketing is not promotion, but operation.In other words, traditional industries use WeChat for marketing. The key is not how to promote their products and brands, but how to operate them.Operation is a relatively complex process, including many aspects.

1. There must be a public account with accurate positioning. Accurate positioning is the first step to carry out WeChat marketing.Because only with precise positioning can we get the continuous attention of customers.

2. A single push should be appropriate, and content services should be used to guide users.WeChat subscription accounts can only push messages once a day, while service accounts can only push messages once a month, so the quality of pushed content directly affects the marketing effect.It is best not to have too many pictures and texts, but to add guides and content tags to facilitate quick browsing and save time and traffic for users, so that users will not abandon them because of their disgust.

3. It is necessary to set up target keywords and interact with users.The core of WeChat marketing lies in communication and service. When traditional enterprises use WeChat marketing, they must do a good job in this aspect. They must treat every purchase and complaint carefully, so as to reply in time and solve it properly. At the same time, they can also set keywords Communicate with users in an interactive way, which can reduce the pressure on customer service.

4. Solve real problems for users, not simply push advertisements.The WeChat marketing of traditional enterprises should help customers solve real problems, instead of constantly pushing soft or hard advertisements for sales.It is necessary to consider what problems the WeChat public account can solve for users, so as to meet the needs of users, and in this way, the effect of marketing is also guaranteed.

5. Plan small activities with distinctive personality.No one likes naked advertising. If you can use planning small activities and small games to advertise, marketing can produce good results.

In order to save manpower, a large number of brand WeChats are completed by robots, which is no different from the "×××, please press 10086" heard when dialing 2, but just imagine who would want to communicate with a robot?Therefore, if a brand wants to do WeChat marketing, it must solve the problem of how to interact.If you ask Starbucks’ WeChat, where is the nearest Starbucks, it can’t answer, the “human touch” is too weak, it’s not as good as Weibo. "Human touch" can be divided into "popularity", "emotion" and "taste". If there is no emotion and taste, this cold and superior way is placed in a relatively private one-to-one communication environment. The damage will be greater than imagined.

[Case Miniature] Yili Nutrition Shuhua Milk: Pioneering Interactive Marketing When choosing a marketing model, enterprises should choose different methods according to their own characteristics, so as to achieve the marketing effect, and Yili Nutrition Shuhua Milk chose the one that suits them The "micro" marketing model.

Yili Nutrition Shuhua Milk made full use of the interactive communication advantages of the Weibo platform and set up a 24-hour online "Vitality Baby" Weibo.Through this platform, Yili continues to provide fans with all kinds of information about the World Cup, from the game system to the teams, from the start prediction to the game results, from star gossip to wives lace news, everything is available, and it is updated frequently.Always present humanized information reports in front of the fans to help them understand the World Cup in an all-round way.

In every game, "Vitality Baby" will issue passionate cheering slogans. At the same time, in order to allow fans to watch the game with great enthusiasm, "Vitality Baby" also specially organized the game of guessing the winning ball and guessing the score. milk activity.The most distinctive point is that when everyone is watching the game, they will also find opportunities to remind the fans to pay attention to replenish their physical strength and maintain their vitality.

Yili Shuhua Milk "Vitality Baby" Weibo

The timely and interactive communication mode of "Active Baby" has been welcomed by the majority of users. In just one and a half months, the "Active Baby" account has attracted millions of fans.

The reason why Yili Nutrition Shuhua Milk's online "Vitality Baby" Weibo is so successful is that it not only pioneered the marketing of a new type of Internet interactive media "Weibo", but also cleverly used the hot events of the World Cup and communicated with netizens. The way of interactive communication attracts users.This interactive marketing model has brought a very good publicity effect to Yili Nutrition Shuhua Milk, so it can achieve good marketing results.

[-]. Make good use of various WeChat interfaces
For traditional industries, if you want to use WeChat for marketing, you must be brave in innovation.Enterprises should be good at establishing a WeChat public platform under the guidance of innovation for the display of products and factories, so as to achieve three-dimensional, visualized, and real effects.At the same time, we should also use this platform for micro-display and micro-customer service, and regard this platform as a micro-platform for users to understand the company, so as to virtually increase the conversion rate of users.

It is also necessary to subtly integrate your own products or services into various content innovations, including the setting of interactive links.If you can launch an innovative interactive game or a small activity with innovative thinking, it will not only attract more effective attention, but also stabilize the relationship with existing subscribers.

[Case miniature] "giveme5": multi-directional and multi-channel way to win "giveme5" is a WeChat account for the promotion of telecom value-added services. This account number has quietly risen in early 2013, and set off a wave of interaction in the WeChat circle in Guangdong .When everyone is still worrying about the lack of followers on their account, "giveme5" has become a successful case of WeChat marketing and has been shared on major IT and technology information websites.

So how did the “giveme5” WeChat account come about?
This WeChat account, also known as "Brother 5", relied on its multi-faceted promotion methods such as social promotion, people-friendly operation, high-quality content push, and weekly small discount activities when it was first established. Through this multi-faceted promotion "Brother 5" not only attracted the first batch of WeChat fans, but also continued to carry out secondary communication and circle marketing to old users.

In addition, "5 Brothers" also added multi-channel elements in the promotion method. The following are two specific activities launched by "5 Brothers":

1. Sweepstakes. In April 2013, "giveme4" assisted in the promotion of the offline lottery play activity, and carried out the flop win welfare activity. Users only need to enter the keyword "fighting character" to participate. "giveme5" has accumulated winning user data well by combining HTML5 pages with WeChat.

2. "Brother 5" takes you to find KFC restaurants where you can eat chicken wings for free.The biggest highlight of the event is that fans can eat free chicken wings through simple operations.In fact, the campaign launched by "5 Brothers" achieved great success precisely because it fully combined the LBS location service on WeChat with the O2O marketing model, and grasped the psychology of consumers well.

[Case Miniature] China Resources Colorful City: Use free gifts to open up customer interfaces. Located at No. 68, Qinghe Middle Street, Haidian District, Beijing, China Resources Colorful City used WeChat to carry out marketing activities in order to increase the occupancy rate of merchants. The specific method is to scan the QR code Get the chance to successfully open the WeChat membership card. If you can get the WeChat membership card, you can successfully get a free lucky draw chance.

In this marketing campaign, as long as you participate, you can 100% win a nostalgic snack or a deck of playing cards (choose one); users with a WeChat membership card ending in 88 can get a QQ doll, WeChat members Users whose card numbers end in 888 can get a pair of QQ dolls; as long as they present their WeChat membership cards, they can enjoy the exclusive privileges of 32 merchants in Wucai City.

China Resources Colorful City "Scan the QR code to get gifts for free" activity

This marketing activity has attracted active participation of users, and users have tried to obtain the opportunity of WeChat membership card by scanning the QR code.The free gifts allowed many users not only to participate in online activities, but also to visit Wucai City offline, which increased the occupancy rate of shops.

The marketing activity of China Resources Colorful City is to use a way to get free gifts, open up the interface between the official account and the mobile phone WeChat of the majority of customers, and then use business information to influence customers, so as to achieve offline profits.

6.2 How the Cosmetics Industry Plays Micro Marketing
When it comes to cosmetics, the main force of consumption must be women.We know that women are very emotional, so their consumption behavior is easily influenced by their mood. Good WeChat marketing can always touch women's most sensitive nerves and make them pay for shopping happily.

(End of this chapter)