WeChat and Weibo play like this to make money

Chapter 27 How Traditional Enterprises Play Micromarketing (3)
[Case Miniature] Xiabuxiabu: Looking for Target Groups to Increase Exposure Wechat can find accurate target groups for dissemination, and it also has the characteristics of convenient browsing and high delivery rate.Because WeChat can gather a large number of people with the same attributes, it can make corporate information dissemination more accurate.The key to the success of Xiabuxiabu’s WeChat marketing lies in the ability to accurately find target groups through WeChat.

Like Starbucks, the hotpot chain brand Xiabuxiabu also attaches great importance to the various benefits brought by the mobile Internet to the enterprise, and has selected full-time personnel within the enterprise to be responsible for this type of project.Xiabuxiabu has cooperated with multiple app clients, so that preferential information can be delivered to potential consumers more accurately.Especially after cooperating with WeChat, Xiabuxiabu has gathered 25 WeChat members in a short period of time. This exclusive group is pure Xiabuxiabu consumers who play an important role in the promotion of Xiabuxiabu. role.

Xiabuxiabu scan QR code WeChat marketing campaign
Brands at different stages of development have different needs.Some need to stabilize the customer base; some need refined marketing; some need to enhance the brand.Because of the accuracy and convenience of information transmission, WeChat plays an important role in refined marketing and brand communication in the catering industry.

[Case Miniature] Nestlé Stupid Nana: Interesting topic with millions of clicks every day Nowadays, if you haven’t eaten stupid Nana ice cream, you can’t keep up with the pace of the times.Stupid Nana's listing originated in Hong Kong, and its sudden popularity came from a Weibo post by a netizen.Immediately afterwards, topics such as "the stupid Nana we ate together in those years" were widely spread on Weibo. This topic attracted a large number of netizens to actively participate in it. Its WeChat public platform has a daily hit rate of over one million. many.

Stupid NANA ice cream netizen posted pictures on Weibo

This is all Nestle's marketing strategy at work.Five months before the listing of Ben NANA, Nestle started its own word-of-mouth marketing plan.This kind of word-of-mouth marketing plan is to introduce interesting topics through Weibo, the purpose is to let the majority of netizens participate in the discussion of Ben Nana, and arouse the expectations of the majority of netizens.In this marketing campaign, Nestlé positioned Ben Nana as fashionable and interesting, in order to stimulate consumption.This Weibo marketing campaign is very popular among netizens. Netizens spread the topics related to stupid Nana one after another, and finally developed to regard posting stupid Nana as a fashion.The early publicity has achieved very good results, and then Nestlé cooperated with Tencent to build a special website and formulate a variety of flash games to implant stupid NANA into it.This kind of marketing method made stupid NANA warmly welcomed by consumers as soon as it went on the market.

In the Internet age, the power of word of mouth is very powerful.Before Nestle launched Ben NANA, it used Weibo to guide and promote consumers’ word-of-mouth communication. This kind of word-of-mouth communication played a very good role, allowing netizens to automatically become the spokesperson of Ben NANA’s word-of-mouth, and finally promoted the successful listing of Ben NANA. Stupid Nana also won a lot of customers because of this marketing campaign.

[Case Miniature] Jiaduobao: marketing with good voice
As Jiaduobao's advertising slogan "Drink Jiaduobao if you are afraid of getting angry" spread across the country, Jiaduobao also quickly became popular with a violent momentum.The crazy growth of WeChat also made Jiaduobao focus on WeChat, a marketing platform, and started its own marketing path with the help of this platform.

Jiaduobao used WeChat to hold a month-long interactive marketing campaign, taking advantage of the popularity of The Voice of China.The specific method of holding this event is that during the broadcast time of "The Voice of China" on Thursday and Friday, users can get real voice comments from teachers as long as they upload their personal voices through WeChat.The way to participate in this interactive activity is very simple, which lowers the threshold for user participation, so this activity has attracted a large number of users to participate.

Jiaduobao WeChat "WeChat Voice" event poster

This interactive activity has achieved very good results, and the first phase alone has attracted more than 500 people to participate.A total of nearly 5000 users participated in the entire activity, and the average interaction volume of each activity was about 500 times.The enthusiasm of users to participate has exceeded the public's imagination. Even when the activity was just launched, it aroused some users' anger. Bao official corrected this practice, so that every song of the user can receive feedback.

The reason why Jiaduobao's "Voice of WeChat" was able to achieve good marketing results is because it just rightly seized the opportunity of "Voice of China" to become popular quickly, and then used the exclusive resources of "Tutor Zhenyin Comments", An engaging and interactive event was held.At the same time, because the activity threshold of this activity is very low, it is easy to participate, and the prizes are attractive, so it can attract more users to participate.

[Case Miniature] Yoshinoya: Yoshinoya Handsome White Shirt Day
In order to promote their new products, Yoshinoya began to use the WeChat platform for promotion.In order to achieve the purpose of promotion, Yoshinoya launched the activity of "handsome guy for hot pot".In order to improve the recognition, Yoshinoya took the nickname "Dashuaiguo" for its bibimbap, and then launched the "Crazy Handsome Pot", "White Shirt Handsome Guy Day" and "Responsible Emoji Pack" "Handsome Guys for Handsome Pots" "The series of activities let consumers remember that "Dashuai Pot" is "Yoshinoya Bibimbap".

In order to achieve the effect of marketing, Yoshinoya completed the marketing in three steps.The first step is the App interactive game.This step is to develop an interactive food game WeChat coupon app on WeChat. The purpose is to let consumers deepen their understanding of Yoshinoya in the process of playing the game.The second step is the "Yoshinoya White Shirt Handsome Day" of "Handsome Guys Change Handsome Pots".This activity was planned during the promotion stage of Yoshinoya Bibimbap's "White Shirt Guy Day". The specific method is to give a free copy to the first 100 men in white shirts every Thursday Bibimbap.The third step is to promote Yoshinoya’s limited edition “Renzhong Emoji Package”. In order to cultivate users, Yoshinoya has produced five WeChat chat “Renzhong Emoji Packages” to attract users.

Through these three steps, Yoshinoya not only achieved the purpose of brand building, but also promoted new product coupons.In Yoshinoya's three-step marketing strategy, the second step plays a very important role. It uses the current social hot topic of "handsome guy in white shirt" to trigger user discussions, completes the attraction of users, and finally achieves promotion. The purpose of branding and promoting products.

6.4 How Tourism Industry Plays with Micromarketing
The tourism industry is a typical attention economy, and marketing is the top priority of the tourism industry.WeChat is the main communication tool in the mobile Internet era.From the perspective of tourism marketing, any tourism enterprise and organization cannot ignore its existence, because it marks that network marketing has entered a new era of mobile Internet, and continue to ignore or ignore the impact of WeChat, a new marketing channel, on the future tourism industry. It is dangerous for development.Because in the near future, WeChat will become a major tool for tourism companies to serve customers.So, how should the tourism industry develop when using micro-marketing, and what issues should we pay attention to?
[-]. Optimize the content and stimulate the word-of-mouth effect of users

When travel companies release travel information, advertising information, and even related travel promotions, they must add their QR codes.When a user pays attention to the company's public account, the company can push information such as event videos, promotional texts, and pictures of scenic spots to the user's client through the WeChat platform.This is a low-cost, high-efficiency marketing strategy, which can also stimulate word-of-mouth effects among users and expand the influence of enterprises through sharing.

Travel guides are undoubtedly one of the best content to push, and the poetic pictures of scenic spots in travel guides can attract a large number of users.The promotional content of tourism companies can easily attract people's attention. Of course, the editing of the content also needs to be carefully edited to meet the increasingly discerning eyes of users.

WeChat and Weibo in the tourism industry need to meet more interactive needs of tourists, including independent inquiry of information on various scenic spots, special information, popular information of the season, as well as pictures, ideas, selfies, and on-site situation of scenic spots that users feedback when they are playing. , All of these require companies to make corresponding displays and arrangements.

[-]. Promote activities to increase user activity

Wechat promotion activities in the tourism industry need to understand the attributes of wechat subscribers before planning activities, plan after market research and carry out all-round preheating promotion, including Weibo, offline advertisements, official websites and other aspects.During the operation of the event, a dedicated customer service is required to record and answer questions in the background, guide users to actively participate in the event, and continuously push event participation instructions through the custom reply interface, which is more conducive to the rapid participation of users.

According to the positioning of your own WeChat official account, you can implant brand-related issues, or you can combine multiple related brands to jointly implant marketing, and provide a variety of brand products to increase the winning rate.In addition, to grasp the timeliness of festivals, it is recommended to combine festivals with popular events in the planning of activities.The details of the relevant activities need to guide new users on WeChat, so as to facilitate the smooth progress of the activities.

[-]. Precise marketing to bring potential users to the surface
The so-called precision marketing is precise, subdivided and sustainable, and directly pushes the information to be conveyed to potential users.On the WeChat public platform, because users follow the brand’s WeChat public account independently, they will have a certain degree of awareness of the brand. Targeted push content for these users will definitely have a high conversion rate.

Let's imagine a scenario where a tourist arrives at the gate of a scenic spot. He needs to scan a QR code on the gate or a related flyer page to follow the WeChat public account of this scenic spot. After paying attention, the system will push the introduction and related information of this scenic spot. Serve.Through the service menu, he can learn about the relevant tour guide map of this scenic spot, which is convenient for him to find good scenic spots in the scenic spot. At the same time, he can also learn about the introduction of the scenic spot through the pre-recorded recordings of related scenic spots without a tour guide. , he can also enjoy the artificial services provided by the scenic spot through this WeChat public account. Any problems can be solved through this WeChat public account. He can also use the interactive service of this WeChat public account to learn about or book related charging items in the scenic spot in advance. .

Just imagine, if users can obtain such a service by following the official account of a travel company, how can users ignore it?How can customers not pay attention to this account?

[Case Miniature] Vienna Hotel: Relying on service and membership card to win Wechat is deeply loved by all walks of life for its powerful marketing functions.The hotel industry has also begun to create a WeChat public platform for marketing, and Vienna Hotel is a typical example.

Vienna Hotel uses WeChat to create a convenient and fast room reservation system, and this room reservation system is linked with the official website reservation system.Guests can not only use this platform to directly book hotel rooms, but also inquire about preferential information such as points, orders, and hotels.Once the guest completes the reservation through WeChat, the mobile phone will immediately receive the reservation notification information.The reservation system created by WeChat is very convenient for guests, so it has been well received by many customers.

Vienna Hotel not only uses the WeChat platform system to carry out marketing, but also conducts promotions through lottery draws.For example, scan the QR code to participate in the "Daily Check-in" and "Lucky Wheel" lucky draw activities.The winning rate of these two activities is 100%, and the prizes are the supreme card and membership points worth 198 yuan.If the user can sign in for 30 consecutive days, he also has the opportunity to get the supreme WeChat membership card.

The series of WeChat marketing activities carried out by Vienna Hotel have achieved good marketing effects, won a considerable number of users for Vienna Hotel, and greatly promoted the Vienna Hotel brand.When Vienna Hotel uses WeChat marketing, it first creates a full range of service functions for customers to meet customers' inquiries and reservations for the hotel.At the same time, customers can win membership cards by playing games.For customers who want to book a hotel, services and discounts are the most impressive. When Vienna Hotel uses WeChat for marketing, it makes full use of this, so it can increase customer loyalty.

[Case Miniature] South Australia Tourism Bureau: Multi-angle Tourism Promotion The South Australia Tourism Bureau recently launched an official WeChat platform and began to use WeChat for destination tourism marketing and promotion.They push more travel information to tourists through WeChat, and deliver more local travel introductions and travel strategies in South Australia.According to reports, they have created a lively and lovely mascot image-the tour guide sea lion Paipai, who will lead everyone to taste the delicious wine and food in South Australia, watch the natural wonders and various wild animals.Wechat interaction will lead everyone to learn Australian English every week and answer the quiz with prizes. Not only will everyone learn the language interestingly, but they will also have the opportunity to win herbal skin care brands from South Australia, Julique products, wine, Mascot sea lions, koala bear dolls and useful South Australia travel brochures.Mobile phone users only need to scan the QR code on Sina Weibo of the South Australian Tourism Bureau or search for "South Australian Tourism Bureau" on WeChat to follow.

[Case Miniature] eLong Travel Network: a large number of interactive travel platforms As a leading domestic travel website platform, eLong Travel Network has been talked about by outsiders for its marketing in the field of Weibo, and in the field of WeChat marketing, its eLong The WeChat official account of Travel.com has also gained a lot of rewards after being deeply operated-the number of subscribers reaches hundreds of thousands.eLong said that the WeChat official account is an "artifact for travel at any time" for travelers. To increase fans' interest in their official account and cultivate fans' reading habits, it is necessary to provide content with a higher frequency of updates.In eLong's view, in addition to powerful functions + fine content, WeChat marketing also needs to have popular activities, which can enhance the effect of interaction.The specific method is:
First of all, to provide services to travel enthusiasts, we must do a good job in the positioning of WeChat content.The formation of content should be based on meeting user needs, including leisure and entertainment needs, life service application needs, and practical needs for solving user problems.As far as eLong Travel.com is concerned, its WeChat public account adopts the same positioning as Weibo, that is, it serves as a platform for providing services to travel enthusiasts.And because the number of pushes is precious, the pushes of chicken soup for the soul are reduced, and the content pushed is mostly high-quality original content or content with a high reprint rate.

Second, make flexible use of all online and offline promotion channels.eLong.com has placed posters and roll-up banners printed with the QR code of its WeChat public account in many cooperative hotels and airports, and obtained a large number of new subscribers through the way users "scan and scan" discounts.At the same time, the promotion of the WeChat public account was added to the right side of the skin templates of platforms such as Weibo and Renren, and information about the WeChat public account was embedded in text and pictures many times in the published content.In addition, its promotion in multiple self-built QQ groups for travel enthusiasts has also achieved immediate results, and the loyalty of these subscribers is very high.

Again, build a custom reply interface.The WeChat official account of eLong Travel.com has built-in many intelligent dialogue services. By sending the keyword "strategy", you can return to the preset travel strategy, check the weather, check the train, and check the scenic spots.It is understood that many users have interacted with the WeChat official account through these functions, and put forward many valuable suggestions for revision.

(End of this chapter)