WeChat and Weibo play like this to make money

Chapter 32 Personal registration mobile e-commerce easily play micro-marketing (3)
[Case Miniature] Camry Dental: User-centered
The official WeChat account of Jiamei Dental is the most complete enterprise WeChat among the WeChat public accounts in the oral medical industry, and it is also the only enterprise WeChat among many public accounts that can directly make appointments and register through WeChat. This enterprise WeChat has greatly improved the work efficiency of customer service.The popularity of a public account is undoubtedly because its content and functions are what people need. So, let's first take a look at how "people-oriented" the setting of Jiamei Dental's official WeChat is.

WeChat itself is a platform for users to communicate and contact, and the public account should also start from the premise of "convenience for the people", instead of constantly pushing promotional information every day.First of all, the official WeChat of Jiamei Dental has launched users to make appointments and register directly on WeChat, which provides great convenience for users.Secondly, Jiamei Oral’s official WeChat also has a “WeChat Wall”, which allows users to speak freely on the WeChat wall. Its function is equivalent to a simple post bar. All users can see their own information on the wall, and they can also see other people’s information.After the upgrade of the WeChat wall, users can send private messages to any "wall-climbing" friends on the wall through "small notes". The column "Oral Encyclopedia" is still under construction. Users can get related encyclopedia information by replying keywords such as "toothache".

In short, custom responses can enhance the interaction with users.Enterprises can realize self-service interaction between users and accounts through automatic reply and other functions.Light-hearted, fun content lets users "play the game" themselves.In addition, human participation can also be used to interact with users in real time and answer various personalized questions from users.Of course, taking into account issues such as labor costs, enterprises should consider the actual situation.

2. Establish an open application platform

An open application platform that uses public accounts as a passport is an opportunity for those engaged in media content creation.Users can read multimedia content, inquire about valuable information, purchase products they are interested in, participate in digital entertainment and experience convenient localized services, etc. Among them, the "content publishing and distribution" similar to the Monternet model is suitable for the media to use for user subscription Reading, used by advertising, public relations and marketing companies for promotion and promotion, suitable for companies to provide loyal users with the latest announcement information and many other aspects.Public accounts such as cold jokes and donglivc are relatively successful examples of this category.

Systems like traditional call centers, CRM, and OA can also be transferred to the WeChat platform through docking, transplantation, and expansion. It can even be said that the number of projects and categories that can be transferred to the WeChat platform are unimaginable.Let's take a look at how the browser promotion is connected with the WeChat platform.

[Case Miniature] UCweb: Double Eleven Marketing Combo

Take Singles' Day on November 2013, 11 as an example. The most popular topics on Weibo that day were "Taobao Double 11" and "Singles' Day". Machines also took the opportunity to join the promotion and marketing war.Among them, UCweb, which has the highest mobile phone market share, also joined in, and carried out a massive combined marketing with popular videos, mobile desktops, Weibo rewards, and Singles Day confession splash screens.

First of all, UCweb catered to the two hotspots of Singles’ Day and “Double 11” shopping, and launched the popular video “Tang Bohu’s Stripped Ventilation Skills”. Very vivid, coupled with UCweb's strong push, so it quickly got an amazing amount of forwarding.

Next, UCweb made persistent efforts and released a GIF animation of "E-Commerce Battle on Mobile Desktop". This graphic utilizes users' fatigue from the overwhelming publicity of e-commerce during Double Eleven, combined with the plug-in function of UC browser price comparison, and finally uses the railway The price of some train tickets was reduced by 5 cents as a point of complaint, which once again received a very high amount of forwarding.

Although everyone knows that these videos and animations are UCweb's marketing methods to promote its price comparison plug-in, but because the plug-in is creative and interesting, users do not reject it.Of course, creativity alone is not enough. In the era of mobile Internet, technology has been changing, but human nature has not changed much. Therefore, UCweb held a Weibo event of "10 people looking for products with conscience and price reduction" on Weibo to earn popularity with a lot of money.Stimulated by a bonus of 10 yuan, the event quickly reached more than 600 million impressions.

3. Establish an open data platform

This entrepreneurial opportunity comes from the contradiction between the increasing variety of products and meeting the different needs of hundreds of millions of users.The so-called open data platform means that WeChat will open data, data relationships and data calculations to entrepreneurs under the premise of ensuring safety, stability and speed.

Not all entrepreneurs can participate in an open data platform. This platform has very strict requirements on product quality and user experience when using data for promotion. The more successful the platform, the stricter the requirements.The game will be used as a seed and pilot, and will be the first to access the open platform.There is a small HTML5 game "Frog Leaping" on WeChat. Although it is very simple, there are many people who play it. There is an app recommendation and public platform recommendation entrance on the game page. This is the beginning of WeChat game applications. After the introduction of the account authorization mechanism, more excellent HTML5 games will appear.In addition, it can also help third parties to do some development and build some vertical industry platforms.Some traditional industries, or some other Internet companies, can simplify the original things through WeChat. This is an opportunity. Now many people are helping third parties to develop some simple programs.

Once the game access has established a firm foothold, WeChat will allow 99% of users to enjoy the coolest free services while gradually accepting new entrepreneurial partners and gradually improving the business ecosystem.

4. Push App trial version

This entrepreneurial opportunity comes from the convenience of the mobile app experience platform.WeChat can become an experience platform for many mobile apps, and then a download portal.Some individuals who are themselves app developers can use WeChat as a traffic diversion portal.When Weibo was launched in the past, many applications obtained a lot of free traffic through Weibo. WeChat also has this function, but the gameplay will be different.It used to be through marketing on Weibo, but on WeChat, for example, the entrepreneur made a tool that now allows users to scan the QR code to follow WeChat accounts, experience some functions of the product in WeChat, and then guide users downloaded.

For example, the recently popular "WeChat Road Conditions" is actually a simplified version of the Chetuobang App on WeChat. If the user experience is good, you can directly click to download it.Of course, you can also directly create a public account for app recommendation, spend a little effort to recommend some good apps every now and then, and you can also get good benefits.Next, let's take a look at how Siemens makes profits by pushing the app trial version.

【Case Miniature】Siemens Fashion Kitchen: Earn popularity first and then market. The app developed by Siemens is called "Siemens Fashion Kitchen". It is a life application software with strong practicability.It fully emphasizes its practicability in the software introduction: you can imagine that one day, because of it...you no longer need to read paper recipes, and you can cook exquisite delicacies at your fingertips; your kitchen is different from now on, Become the center of your stylish home life!The initial release of Siemens Stylish Kitchen has five sections: recommended recipes, video gluttony, customized recipes, seasonal delicacies and Weibo sharing.

Siemens' gourmet kitchen
"Siemens Fashion Kitchen" introduces the recipes of various cuisines, from the selection of ingredients to each cooking step in detail, so that users no longer worry about their own cooking skills.At the same time, its design is also very beautiful, and the user experience is very good.Its interface is divided into four parts, the upper left is the food picture, the right is with detailed production instructions, the lower left is the introduction and material description of the food, and the lower right is the recommended kitchen utensils for making this food.

After accumulating considerable popularity, Siemens Fashion Kitchen added two sections of product introduction and brand directly-operated stores in the newly released version, and then facilitated transactions from the accumulated popularity.

5. Set up vertical or regionalized easy search

Geographical location data services also play an important role in marketing. At the same time, companies are also using WeChat to use this method to carry out marketing, and have achieved some good results.

The use of this feature for marketing comes from a finding by Pew (Pew Research Center) in the United States. Pew found through survey research that 74% of smartphone users and 46% of adult mobile phone users access location information services. Pew began to dabble in the marketing of geographic location data services, enhancing the map service function of GPS, and providing local review website services through App or browser.This marketing model has achieved very good results, and more companies have begun to use this model for marketing.This marketing model is based on LBS, which is what we often call location-based services.

WeChat also applies this service to marketing. The specific tools used by WeChat to use this model for marketing are LBS-based functions such as "people who find attachments", "shake it", and "drifting bottle".Relying on these functions, WeChat can easily obtain the user's geographic location information through the mobile phone GPS service. Users check the geographic location when sharing the latest news, and companies rely on this method to obtain accurate marketing information.WeChat uses geographical location data for marketing, relying on precise positioning and navigation, and the competition in the geographic location data service market is fierce. If you want to win in this fierce competition, you must have unique services. WeChat positioning and navigation has achieved this. a little.

As the most representative communication tool in the new era, WeChat has played the role of LBS business to the extreme.This function of WeChat provides convenience for corporate marketing. They can accurately locate the user's location through LBS, and also communicate with people around them through the characteristics of WeChat instant messaging.Because WeChat has the strongest positioning and navigation, it has become the preferred tool for many companies to carry out marketing.

[Case Miniature] "Go out and ask": the simplest and fastest "navigator"

"Go out and ask" (WeChat ID: chumenwenwen) is a search engine for offline life information.Its biggest feature is that it fully accepts voice input and gives accurate search results by analyzing the user's intentions.These characteristics also conform to the characteristics of inconvenient input, fragmented search scenes, and limited information display space on mobile phones. The WeChat public account "Go out and ask" is very interactive and practical, and it captures people's needs for "simple input" and "accurate output'" in mobile search.Just imagine, when you are driving, you suddenly need to find a gas station; when you are on a business trip, check whether you can catch the latest train; if you don’t know the way, you need to navigate to a certain restaurant immediately. If you can get information in this way, then it is true Very interesting and convenient.From this case, we can see that the WeChat application can actually take a lightweight route, and it can boldly make a practical life search engine such as "Go out and ask".

7.4 Differences between personal and enterprise micro-platforms

The wide application of WeChat and Weibo provides both enterprises and individuals with a large number of opportunities to start a business and make money. However, due to the innate differences between personal accounts and enterprise accounts, it determines the difference between personal micro-marketing and enterprise micro-marketing.As an individual, if you want to make a lot of money through micro-marketing, you must focus on the difference between the innate functions of personal accounts and corporate accounts.

First of all, let's take a look at the difference between personal Weibo and enterprise Weibo platforms.

Weibo is an open and free platform for the public. As long as there is a Weibo account, anyone can conduct interactive activities on the Weibo platform.Regardless of whether it is an individual, an enterprise or a government agency, as long as it is registered, it can use the Weibo platform to publish information.However, although the two have the same form, they have different emphasis and differences in function.

(End of this chapter)