WeChat and Weibo play like this to make money

Chapter 28 How Traditional Enterprises Play Micromarketing (4)
Finally, planning large-scale prize-winning interactive activities, WeChat is a high-quality event promotion platform.Since the main attribute of WeChat is communication, it is especially suitable for activities, and it is also true for other tourism industries.During the activity period of eLong.com, the average daily interaction exceeded 50 times. In fact, the activities on Weibo were moved to WeChat, but it was unexpected that the relevant interaction data greatly exceeded the number of interactions on Weibo.

eLong Travel.com planned a very successful and effective WeChat prize-giving event. The name of the event combined eLong Travel.com's nickname "Xiao Yi", so it was called "Fight to the End with Xiao Yi".eLong.com uses an app developed based on a custom reply interface, and implants the model of answering questions to win prizes into WeChat. It adopts the model of answering questions with prizes and setting up daily reward points. In the end, those with the highest points will receive generous gifts.eLong also specially gave gifts to the lucky floors participating in the game, which greatly promoted the enthusiasm of users to participate. In addition, after the launch of the event, it also vigorously promoted it on its Weibo and other promotional channels. According to the real data in the background It shows that there are as many as 60 to [-] users participating every day, tens of thousands of WeChat subscribers have also been added simultaneously, and the capital investment of the entire activity is much less than that of Weibo activities.

6.5 How the Publishing Industry Plays with Micromarketing
After Weibo marketing, WeChat, as an emerging marketing platform, gradually appeared in the publishing industry, and many publishing houses seized the opportunity to embark on a new journey of WeChat marketing.Some publishing houses have registered WeChat accounts with their company names, such as Shanghai Translation Publishing House, and some publishing houses have registered WeChat accounts with their brand names, such as "Utopia" and "Iron Hulu".Some authors have also registered personal WeChat accounts, and WeChat has become a form of self-media.It can be seen that WeChat has opened up new marketing ideas for the book industry.Compared with Weibo, the WeChat public platform is a self-media model that is more suitable for individuals.On WeChat, the word space is large enough, and only one or two messages are allowed to be pushed every day. This form ensures the quality of the messages. As long as the quality of the articles is good enough, it will naturally attract a large number of friends with the same hobbies.For publishers, WeChat is also a more targeted marketing platform.Generally, people who follow the publishing house’s WeChat are readers who are more fond of the publishing house and its products. They buy books more frequently and buy more types of books. The marketing for them is more targeted and can have a more stimulating effect on the sales of books. .

So how should the publishing industry expand its sales channels through micro-marketing?

[-]. Rely on QR codes to get more attention
As a standardized commodity, books are very suitable for using QR codes.Publishers can mark the QR codes of relevant books on WeChat or Weibo, and can also mark the QR codes of the publishing houses or book brands on paper books.As long as readers scan it with their smart phones, they can make traditional books multimedia, and use video, animation, text, pictures and other means to enhance their understanding and application of academic knowledge.For readers, QR codes can bring more and more valuable content extensions, as well as more interactive experiences.After reading a certain work, readers can immediately evaluate and forward the content, and can also recommend it to friends or communicate with friends, truly realizing online and offline interaction.Scanning the QR code of the publishing house or book brand on the book can also increase readers' understanding of the books issued by the publishing house or book company.

Second, the service interaction
Take the distribution of library-supported books with very clear target customers as an example.Publishing houses can group QQ groups and address books of library purchasers on the WeChat public platform.In the planning stage, the topic selection intention can be mass-sent to the target customer group, so that the most specific customers can participate in the planning of the book topic selection in advance.With the help of WeChat, publishers can effectively communicate with target customers in every link of book publishing, which is better and more direct than advertising in related media.After the book is published, the latest publication information and book proofs will be pushed to the target customers through WeChat in time, and these customers will develop potential customers through sharing, commenting and other functions.In the actual sales stage, the sales can be realized at the fastest speed by using the methods such as voice chat and video chat provided by WeChat.Publishing houses can provide relevant after-sales service and continuously updated and improved value-added services through the Internet to prepare for the next round of book promotion and sales.

[Case Miniature] ZAKER: Win Users with Theme Integration
In 2014, as the most popular mobile Internet information platform in China, ZAKER took the lead in deploying self-media on the WeChat public platform, and cooperated with more than 120 high-quality WeChat public accounts, covering technology, entertainment, food, finance, humanities, etc. In the field, the PV of accounts such as "I live on this joke today", "Beautiful Women Gang", "Stupid Bird Digest" and other accounts have repeatedly hit new highs, and more and more users choose to read the content of the official account on ZAKER.

ZAKER WeChat public account
The reason why ZAKER can achieve such a good marketing effect, so that more and more users choose to read the content of the official account on ZAKER, is because ZAKER uses a subdivided matrix layout. To the perfect integration of data.This way of integrating the layout of interesting and fashionable themes is very popular among users.

[Case Miniature] Zhongsou Soyue: Hot Marketing Increases User Stickiness Zhongsou Soyue is a reading tool launched by Zhongsou that surpasses the traditional search experience.It allows users to know the focus news at the first time, and can also search and subscribe to the people and things that users care about.Zhongsou Soyue has grasped a principle in marketing, that is, to fully grasp the curiosity of WeChat users, timely push the news that users are eager to know, and meet the needs of users.For example, an article revealing Liu Qian's magic show during the 2013 Spring Festival Gala was published as soon as possible, and promoted on WeChat groups and public platforms.This article has attracted the enthusiasm of many participants, and various public accounts and netizens have forwarded and shared this article, and the number of times has reached more than 10.

Zhongsou Soyue WeChat public account
The marketing strategy of Zhongsou Soyue’s WeChat public account is to rely on hot issues to attract users’ interest in reading, increase user stickiness, and make more and more users start to pay attention to the company’s WeChat account.This kind of marketing activity using hot spots has a huge effect on corporate brand promotion, and can greatly enhance user stickiness.

[Case Miniature] "Luo Ji Thinking": Fans are concerned about the domestic knowledge talk show column from scratch. The self-media rookie "Luo Ji Thinking" has gained countless fans since its launch, and its online hit rate of each issue is as high as one million above.But how do you turn fans into revenue?Luo Ji, the main creator and host of this column, made people's eyes shine.

In early August 2013, Luo Jisiwei's WeChat public account launched the "most unreasonable" paid membership system in history: 8 ordinary members + 5000 hardcore members, the membership fees are 500 yuan and 200 yuan respectively, for a period of two years.This "money-grabbing" membership system has achieved surprising success: within half a day, all 1200 members were sold, and 5500 million yuan was credited.The loyalty of its fans is evident.

Some people may ask, these members expressed their support to Luo Ji with real money, what benefits can they get?Luo Ji quickly gave the answer: he offered member benefits several times: the members who replied to the member information in the first time will get a LeTV Super TV worth 6999 yuan—this is really a big profit compared to the 200 yuan membership fee they paid up!And the super TVs worth 7 yuan that Luo Ji gave away did not require Luo Ji to pay a penny—this was sponsored by LeTV for free.

Looking at Luo Ji’s fan marketing cases, we can see that he first used his high-quality content products to bring together communities with the same value needs, and charged membership fees while earning income while further increasing fan stickiness.Then, based on this highly loyal group, it provides cooperation opportunities to brands that need precise marketing, and serves as a link between the community and the brand, forming its own stable source of income.

[Case Miniature] Tianyi Reading: New Reading Experience

As one of the most popular genuine digital reading platforms, Tianji Reading is committed to providing users with one-stop green and high-quality digital reading services.Its platform has books, periodicals, comics, audiobooks, and information carefully selected for users, covering 5 major channels and 40 sub-columns. Whether it is fantasy or time travel, economics or finance, classics and boutiques are all available.On this basis, E-surfing Reading centered on the concept of "quality reading", carefully selected high-quality reading products in the fields of finance, management, humanities, life, and inspiration for users, advocating that reading can change people's lives and brighten the future with excitement reading.Up to now, Tianyi Reading has cooperated with more than 200 content providers, bringing together more than 20 volumes of books, magazines, and romantic resources, and more than 3 hours of audio resources.After the Tianyi Reading WeChat platform is launched, users can click to read the most popular good books anytime and anywhere, and they can also interact with each other while sharing the fun of reading.

6.6 How the transportation industry plays with micro-marketing
It took only two short years from its birth to the blowout and crazy spread, and WeChat gradually has more and more product functions, and is gradually becoming an integral part of new media marketing for many companies.As an indispensable industry category in people's lives, what kind of appearance can the transportation industry present with the help of WeChat?

The privacy and immediacy of the WeChat platform determine that it is much more difficult to develop a new fan on the WeChat platform than on Weibo.But once users follow the public account, the company can regularly push information such as image promotion, route introduction, aircraft information, destination travel guidance, and hot topic comments to them.From this point of view, the transportation industry is also suitable for micro-marketing.So, how should the transportation industry develop micro-marketing?
[-]. Demonstrate charm and promote promotional activities through the WeChat platform
With the rise of WeChat and Weibo network platforms, people can buy train tickets and plane tickets without leaving home. Many airlines and railway departments have also seen the charm of micro-marketing and are constantly developing new applications, such as On the official WeChat account, functions such as "air ticket verification", "flight status", "city weather query" and "boarding gate query" have been set up.In addition to providing electronic services, various transportation companies often use this platform to display and promote products, such as using WeChat to provide users with relevant information such as new route promotions, ticket sales, and discounts during peak tourist seasons.

[-]. Using WeChat to enhance passenger service experience

Enterprises engaged in the transportation industry can rely on the WeChat platform for marketing. In addition to promoting brands and promotional information, they can also improve passenger experience in three aspects: service module function experience, sales module function experience, and real-time services for high-end passengers.In terms of platform functions, WeChat comprehensively combines QR codes, acquaintance circles, public platforms, and location-based services. If it can be used in conjunction with an airline's CRM (customer relationship management) system, The imagination of marketing will be huge.

For example, airlines can embed service modules such as airline routes and flights into the WeChat platform to enhance the passenger experience, and add many rich functions such as passenger membership services, flight fare inquiries, and city weather inquiries.While broadening the application range of WeChat, it also increases the viscosity of users, so that tourists can become loyal fans of the company.In this way, airlines can enhance user loyalty while providing convenience to passengers.

Secondly, in order to make full use of the convenience of the mobile Internet, the ticket sales function is implemented on the WeChat platform, which will provide passengers with more and faster options for ticket purchase.In addition, the function of querying train numbers and flight dynamics, and even the function of finding lost items can be added, which provides great convenience to passengers.

(End of this chapter)