WeChat and Weibo play like this to make money

Chapter 33 Personal registration mobile e-commerce easily play micro-marketing (4)
1. Personal Weibo Marketing
Personal microblog marketing is aimed at individual microblog users. Individuals use their personal microblogs to publish relevant information, and discuss and interact with other users, in the form of forwarding and commenting on microblogs.At present, those who do well in personal microblog marketing are mainly celebrities, successful businessmen, celebrities and other individuals with certain popularity, as well as some individual dealers and Taobao customers.But the main purpose of their marketing is to expand their own popularity, shape their own image, and let more people pay attention to them and understand them, so they pay more attention to emotional communication and sharing of relevant information, etc. The utilitarianism is not very obvious.As a personal Weibo user who wants to make profits, he must pay attention to how to convert fans into customers.

2. Enterprise microblogging marketing
Enterprise microblog is a microblog platform for enterprise users. It is a type of microblog specially provided for enterprises, and provides a certified and highly credible platform for enterprises to conduct microblog marketing.Enterprises can increase their popularity through Weibo marketing, and eventually trigger commercial behavior.It can be said that it is precisely because the main purpose of enterprise Weibo marketing is to make profits, so it is relatively difficult to operate.However, once a company’s Weibo attracts the attention of a stable group of consumers, it will be much easier for the company itself to turn this attention into actual transaction behavior.Therefore, to do a good job in Weibo marketing, the focus of the enterprise is to slowly accumulate attention, communicate with fans more, and do a good job in the company's publicity work.

In addition to the above two types of microblog marketing, there are also microblogs of government agencies.This type of microblog is different from the above two types, and it mainly reflects the role of public supervision and feedback.

Next, let’s take a look at the difference between personal WeChat and corporate WeChat platforms.

1. Different social circles

Personal WeChat is mostly used for personal social relations, mainly through phone numbers on mobile phones or QQ numbers to join each other to expand social circles, and then communicate through text, pictures, voice and video.The communication method can be one-to-one or many-to-many.The enterprise WeChat platform is a larger social circle including many personal relationship circles.You may not know the people who follow you on the corporate WeChat platform, but you know almost all the people on the personal WeChat platform.

2. Use different positioning
Personal WeChat is currently mainly used for intercom, which is more convenient than traditional text messages. It communicates through short voice or video, and at the same time, you can see your current situation and entertainment information posted by friends on WeChat.On the other hand, the enterprise WeChat public platform is more inclined to commercial purposes. On this platform, the main purpose is to achieve brand promotion, corporate brand promotion, corporate sales or CRM services.

3. Different application media
Personal WeChat is mainly used on mobile phones, while corporate public platforms are used on PCs. It can also be used on mobile phones by binding personal WeChat accounts on the public platform, and indirectly sent to WeChat public by sending information to WeChat public assistants. platform users.

4. Different ways of paying attention
Individual users of WeChat can follow each other, but corporate WeChat public platforms need to be followed by others and cannot join others. Only when there are more than 1000 followers, the WeChat platform can be searched by individual users through corresponding keywords.

Of course, with the development of personal entrepreneurship, the transition from personal account to enterprise account is inevitable for many entrepreneurs.Therefore, if an individual wants to make a lot of money by playing with micro-marketing, he must understand the difference between personal micro-marketing and enterprise micro-marketing rules and the characteristics of their respective platforms, so as to ensure that the micro-marketing platform can be fully utilized and utilized at all stages of personal entrepreneurship.

7.5 Ten Taboos of WeChat Entrepreneurship

In many first-tier cities in China, WeChat has become one of the most common communication tools besides the telephone, and there are many entrepreneurial opportunities around WeChat. However, while the majority of entrepreneurs are rejoicing, they must also keep their heads Sober, don't underestimate the difficulty and rules of WeChat entrepreneurship.Let's take a look at some taboos of WeChat entrepreneurship.

[-]. Avoid blind optimism
Seeing the rapid increase in the number of WeChat users, many friends flocked to create an official account, thinking that with such fertile soil, even a bamboo pole can produce a few delicate flowers, but the fact is that even the buds are not. Can not send.

This is because, although the number of WeChat users continues to grow, there are not many users currently playing official accounts, because WeChat officials have not yet launched official accounts on a large scale. Where and how to find them.The official WeChat account does not even have a WeChat public account navigation, which is also a place that suffers from the foulness of WeChat entrepreneurs.There is often a gap between imagination and reality.

Second, avoid excessive hesitation
Another extreme is that although many friends have paid attention to this area very early, they have been limited to paying attention silently.We understand WeChat as "a cross-platform App store with acquaintances' social relations". An App store is already very powerful, and coupled with the communication channel of acquaintances' social relations, it also spans iPhone, Android, Windows Phone and Symbian. A platform, such a platform entrepreneurial opportunity is really rare!And now it is the qualifying stage of the WeChat platform, although running the qualifying may not necessarily advance, but not running must have no chance, especially for small teams!
[-]. Fear of titles

"If I have worked so hard to create an account, but WeChat will be blocked as soon as I say it, who will I cry to?" This is one of the main reasons why many people have thought twice and finally did not choose to make a big splash on WeChat. one.In fact, this is a misunderstanding of the WeChat team, and of course it does not rule out that some people deliberately confuse the public.Wechat did block a number of large accounts before, and it was a bit overkill, but later many large accounts that violated the rules were not seriously unblocked, and now the management is becoming more and more loose. After all, "when the water is clear, there will be no fish"!As long as it is not related to pornography or mutual promotion is obvious, it is almost impossible to block the account, and even if the account is blocked, as long as you sincerely serve users on WeChat, you will definitely be able to unblock it.

[-]. Do not use the idea of ​​making an app to make a public account
Many teams working on WeChat are transferred from the App, so many people follow the idea of ​​the App, but in fact the difference between the two is very large.

As far as we understand, the biggest advantage of the WeChat platform is that it is more interactive, and the biggest disadvantage is that the display space is limited, while the App is just the opposite. Simply put, WeChat should be a communication tool that communicates with users very concisely, and we But I saw that many WeChat official accounts either only send group messages to users every day, or the messages are stinky and long.

[-]. Don’t think of public accounts as a tool for mass messaging every day

Many people simply understand the official account as a tool for sending mass messages every day. If the official account is a media, of course there is no problem, because the attributes of the media are originally one-way push, but marketing should be two-way interaction. It is really out of date to follow the example.

In addition to sending one or more group messages every day, the WeChat official account can also respond to targeted messages based on user input. We believe this is the right path for the application to take.Because the needs of each user are different, and if the same message is sent in groups, it must be difficult to adjust, and the WeChat message is so intrusive. If it always fails to satisfy the user's taste and pushes frequently, it will be easily cancelled. focus on.

[-]. Avoid advocating the value of manual responses

If the WeChat official account is regarded as e-commerce customer service, then of course there is no problem at all, but the problem is that many people overemphasize the value of manual responses, which will also cause a lot of trouble.Some businesses have gone through such a detour.

Initially, some merchants believed that since the biggest feature of WeChat is dialogue, they would manually reply to user messages every day, and users would definitely be satisfied.The result is that users are indeed satisfied, but they can't do anything except reply to user messages all day long, wasting artificial value in vain.

[-]. Don’t take WeChat and Weibo as everything in marketing

Today's society is a society of diversified development, and so is the way of marketing.Although WeChat marketing is in a hot state, we must understand that there is not only this kind of marketing method in this era. In addition, there are many methods such as telemarketing and soft text marketing. Only by combining these methods with WeChat marketing organically Only when they are combined together can the marketing scope be expanded and the marketing objectives effectively achieved.Therefore, don't rely too much on WeChat marketing, and use a multi-pronged approach to rationally use each marketing method.

[-]. Do not push a large amount of content

WeChat push messages are limited, so some public accounts will inject a lot of information into the content, hoping to let users see more publicity.As everyone knows, this kind of long-winded news can easily arouse users' disgust.You must know that the initiative is in the hands of the user. When your message does not meet the user's wishes, the user will cancel their attention to you.Therefore, we need to select excellent content and effectively use elements such as pictures and music to create a creative and comfortable reading experience for users.

[-]. Avoid defining the message content as an advertisement
If you think that WeChat is a free advertising platform, it will be difficult for you to succeed.You know, users will not be interested in a public account that only sends flyers.If there is no substantive content, then the result can only be removed from the user's attention.Therefore, we must correctly understand the WeChat public platform and push valuable news for users.

[-]. Avoid superstitious followers

A large number of fans is indeed a good thing for a public account, but it does not mean that the account will be successful in marketing.Because only real target customers will create value for us, we must pay attention to the quality of fans.This requires marketers to push news that fans love to see, interact with fans in a timely manner, and use innovation and sincerity to increase the number of fans.And only by improving the quality of fans, will there be an opportunity to turn the commercial value into profits.

7.6 Three Forbidden Zones for Weibo Entrepreneurship

Although Weibo is an emerging Internet tool, it has basically become popular among netizens. Everyone has Weibo, which has become a business opportunity for entrepreneurship.However, entrepreneurs must carefully consider before using Weibo to start a business, and pay special attention to the three restricted areas of Weibo entrepreneurship.

The No. [-] Forbidden Zone: Infrastructure Construction of Weibo
Weibo is built by the provider of the Weibo platform, which is equivalent to the provider of the Weibo platform building a brand new city. The basic municipal administration should be completed by the provider of the Weibo platform. If it is completed by a third party, or several third parties , there will be many problems.The best way is to have unified planning and unified construction by the microblog platform provider, which can better reflect the overall structure of the microblog design by the provider.For Weibo entrepreneurs, most people may not know what infrastructure is, especially when the early rules are not clear, which requires entrepreneurs to have a certain degree of common sense and sensitivity to the infrastructure of the Weibo platform .The basis of common sense judgment is: functions that everyone needs, no differentiation, no complicated content, no too many technical barriers and technical difficulties.

The second forbidden area: the interests of the platform cannot be harmed

Taking resources from the microblog platform provider and taking away the user base is tantamount to not contributing anything to the microblog platform provider, which will cause damage to the microblog platform provider. "If there is no skin, there will be no hair." If the Weibo platform provider does not exist, entrepreneurship will be out of the question.Therefore, microblog entrepreneurship must first measure whether it will damage the interests of the microblog platform provider.The clearer the cooperation rules of the microblog platform provider, the easier it is for partners to know how to grasp the direction of entrepreneurship and avoid damaging the interests of the microblog platform provider.

This kind of cooperation based on Weibo platform is bound to have a process of learning, absorbing, digesting and clarifying for every Weibo entrepreneur.During this process, entrepreneurs should try to use their common sense to judge whether it violates the interests of the Weibo platform provider.For example, the Weibo client made by many entrepreneurs is similar to the official Sina client.Judging from common sense, it should be known that Sina has already built a client, and building a similar client has no value other than grabbing some users.

The third forbidden area: not to harm the interests of the industrial chain
In addition, do not damage the interests of the entire industrial chain brought by the Weibo platform provider.Weibo is an ecological environment. Some businesses may not directly damage the Weibo platform provider, but it may damage the ecological environment of the entire industry chain.Some programs increase the number of posts and users, which may seem harmless to the provider of the Weibo platform, but it will worsen the entire industry environment, increase the water content of Weibo, and increase the harassment of users.The prosperity of Weibo is not a simple business problem, but a complex ecological environment problem centered on Weibo.The provider of the Weibo platform must withstand the pressure of all parties and establish and improve the rules in a forward-looking manner.From the perspective of the overall industry, it is very beneficial to the entire industry to establish and clarify rules as soon as possible.

(End of this chapter)