WeChat and Weibo play like this to make money

Chapter 4 A huge wave of business aroused at the fingertips (1)
In August 2009, Sina Weibo blew the horn of microblog service in China. In 8, with the popularization of mobile terminals, WeChat appeared in people's sight.In just a few years, WeChat and Weibo have completely overturned the status quo of the traditional Internet era. The main way for people to obtain information has shifted from computer screens to mobile terminals, smart phones and Pads.The era of mobile Internet has come unknowingly and has changed everything related to it.

People's lifestyles are also undergoing a huge change. Not only is the focus of social media platforms shifting, but more importantly, with the rapid growth of mobile Internet customers, people are getting used to shopping and consumption on mobile terminals.It can be said that with mobile terminals, customers no longer have to "go shopping", but can "shopping" anytime, anywhere.This made some sensitive companies immediately discover unlimited business opportunities, and mobile e-commerce companies have sprung up like mushrooms after a spring rain, and have gained huge profits from them. This has also led more companies to follow suit. The huge wave of business that has been aroused is attacking all walks of life in the society.

1.1 The emergence of new media has triggered a major change in information dissemination. From the evolution history of media, one type of media has spread to 5000 million people. It took 38 years for radios, 13 years for televisions, and 4 years for Internet. It took only 14 months for blogging, and only 433 days for WeChat, and its fans have reached hundreds of millions.It has to be said that this is a staggering change of the times!

The emergence of WeChat and Weibo is undoubtedly a new breakthrough in the development of information technology in the Internet age, and it has quickly surpassed the traditional communication methods with its unique advantages. Internet experts also predict: "In the near future, the operation of many Internet sites will also be affected. The impact of WeChat." The communication between people and people, and between people and enterprises has gradually become zero-distance communication.

Car Pinjue, Vice President of the Business Intelligence Department and Chairman of the Data Committee of Ali Group, has an analysis of this change that we can learn from. He said: "If you pay attention to the changes around you, you will find that the advancement of mobile terminals is really implementing a never-seen-before The key to the explosive O2O concept is that the world is rapidly digitizing. This means that the Internet and daily life have gradually become a new world." He further pointed out that this change has brought dangers and opportunities to various industries: "This new world will allow countless disruptive innovations, and e-commerce will bear the brunt of the transformation due to the emergence of the mobile Internet." The value obtained by the sum of various sales promotions. For example, the conversion rate of Taobao, that is, the ratio of the sum of the number of people who arrive at Taobao stores and generate purchase behaviors to the number of people who arrive at your store.) will be seriously challenged, because consumers in The time spent on the corporate website will become insignificant, and they will visit your corporate website in a more fragmented way through mobile terminals such as mobile phones.At the same time, with the popularization of mobile terminal payment, Che Pinjue boldly predicted: "The proportion of transactions brought by the mobile Internet will no longer be your part, but all of it!" Therefore, this irreversible change is worth all. Businessmen, and even all businesses pay attention.

The popularity of WeChat and Weibo has made many people see the great changes that are about to take place in the future world, and those who can successfully cope with all these will be the ultimate winners.As Chuck Martin warned people: "Either take the initiative to participate in shaping the future, or be forced to a future." Today, TV, newspapers, and magazines are no longer the main channels for consumers to receive information, and mobile terminals have become The largest and most convenient marketing information release platform, even the last step of consumption "payment" has been won together.It is conceivable that as retail revenue continues to concentrate on mobile terminals, the marketing investment of enterprises will also be greatly tilted towards mobile terminals.But as a brand-new marketing field, it is far from enough to just increase investment.Every enterprise that has just begun to explore mobile Internet marketing will gradually find that they are completely ignorant in many aspects.A new marketing platform plus a new consumption model equals a new marketing strategy.

[Case Miniature] "COFCO Good Life": What topics do users like with more than 32 fans?What kind of topics can resonate with users?What kind of topics can produce a domino effect? Whether "micro" marketing can achieve effective "borrowing" marketing with a small and large scale, in the final analysis, it is necessary to select special and high-quality content or topics to stimulate the emotional nerves of users, so that users can truly participate from the inside out Come to the marketing activities, and let users get emotional and spiritual satisfaction and dependence in the process of participating in the activities.

As a traditional enterprise, since its launch, "COFCO Good Life" has combined its own brand and product characteristics with people's inner yearning and memories for a better life, and released a lot of high-quality and unique Weibo content, such as health knowledge, wine tasting Experience, special recipes, life tips, etc., successfully convey the brand concept.

At the same time, COFCO designs Weibo topics, uses topics to trigger user interaction, and uses content to resonate with users, so as to form a wave of interactive communication about "beautiful life".COFCO carefully set up a variety of "beautiful" topics, such as "the taste in memory", "the most romantic thing", "e reunion" and so on.Users can record their life memories under these topics, and receive a "COFCO Fulinmen Food Coupon" presented by COFCO.In the end, users who participated in these topics not only gained a few food coupons, but also all kinds of "beautiful" memories.

"COFCO Better Life" official Weibo

While remembering the beauty, they also remembered COFCO.COFCO's "memory is good", a few simple words awaken the hidden emotional needs in the user's heart. This slogan is like opening the valve of the user's heart, allowing the good memory of the past to reappear, making the user naturally want to participate.Stabbing users' emotions is the most clever way of "borrowing" power in Weibo marketing, and it is also easy to produce a domino effect of micro-spreading.Liu Xingliang, president of Redmai Software and a well-known Internet marketing expert, commented on the COFCO marketing case: "This is not just a marketing activity, it should be the highest level of emotional marketing."

As of the beginning of 2014, "COFCO Good Life" has more than 32 followers on Sina Weibo, and more than 400 million topics have been initiated. The activity Minisite PV has exceeded 400 million, and Minisite UV has exceeded 200 million.

Everyone's definition of "good life" is different.Maybe it's a period of playing games in childhood, maybe it's the minutes and seconds with your lover now, or it's just a moment of revisiting a certain familiar taste in memory.COFCO focuses on the "better life" emotional card, so it needs an open platform that allows target users to experience and share the change of "better life", and Weibo is undoubtedly a platform that can maximize this experience and sharing. The user habit of "sharing new things anytime, anywhere" coincides with the theme of "good life" discovering and sharing the beautiful things in life.

Through these marketing promotions, not only the number of fans of COFCO has increased, but also the sales volume of products has become very considerable, fully satisfying people's emotional appeal for a "beautiful life".

The operation of WeChat and Weibo is very fast and simple, with low technical requirements for users, strong timeliness and interaction, and extremely fast transmission speed.The following methods of WeChat and Weibo can be one-way or two-way, and the content is short and clear. Anyone can quickly edit and spread the information in a short time, and fans can also see the information simultaneously.At the same time, users can express their mood or share interesting pictures, music, videos, etc. to interact with friends anytime, anywhere.WeChat and Weibo are not only an all-round display of personal life details, but also a good platform for people to share information and communicate with each other.With the popularization of smartphones, the carriers of WeChat and Weibo, information dissemination in the new era has also shown distinct characteristics.

1. Brief record - fission transmission
The reason why WeChat and Weibo are called "Wei" is that their content is concise and short, which provides great convenience for users to edit information, and is also more convenient for information recipients to read. Therefore, both of them are favored by users.In addition, judging from the two characteristic functions of WeChat and Weibo, "comment" and "forward" make information present a unique fission dissemination.Every user has a certain number of fans, and the fans of stars, social celebrities and institutions are often in the millions to tens of millions.Each user forms a small communication group with his own fans, and spreads the information in a large area through forwarding, so that it can be spread infinitely, enough to extend to any corner of the world.

As Manish Meh, deputy general manager of Dell's online division, said: "For us, this is a very active channel and it is growing rapidly. Not only is our contact and growth with customers progressing, but global Same phenomenon.” Dell’s Twitter account has followers in 12 countries.Over the past eight months, users in Brazil alone have generated $8 in sales.

WeChat and Weibo have the power of atomic fission. When the pulse of the times is getting faster and faster, why do companies not pay attention to the possibilities it brings?As a tool, WeChat and Weibo can indeed transmit information to those who "follow" you simply and easily, and it can be used anytime, anywhere, and the speed of transmission is unmatched by ordinary newspapers, TV, and even some new media.

Chen Xun, a trader at a securities company, said: “I read tens of thousands of words of fragmented messages every day. The last piece of false news may have an impact on the stock market, so it is necessary for us to obtain more information.” His daily reading is inseparable from the Internet: every afternoon after the market closes, the first thing to do is to go online QQ and Weibo, exchange the latest information with friends and peers, and then log on to major websites and forums to read news and participate in discussions on hot topics.

Lin Zhiyu, a 27-year-old newspaper editor, said: "Mobile phones, Weibo, and iPads have completely fragmented my time and reading. I have installed more than a dozen reading apps on the Pad, including various media clients and information collection. Tools, every time I open them, it’s like opening a black hole. Just downloading and updating will take a lot of my time, but after the updated content, I often just glance at the title and rush to find other updated content." His day began on Weibo and ended on Weibo.Before going to bed every day, I also take out my mobile phone and open Weibo to check what's new.

The full-time wife Chen Fei said: "After giving birth, I became a full-time wife. At first I was a little worried, afraid that I would be out of touch with society. I had sisters who comforted me. Now it is not like the past. Register a Weibo, every day. You know what happens in the world. Sure enough, although I spend a lot of time at home with my children, I can communicate with my friends through Weibo to learn about the outside world. I can also go to forums to discuss parenting experiences with mothers of similar age I have many friends from all over the world. I go to the forum every day, read Weibo, and learn a lot. My life is much richer. Now I feel that a full-time wife will not be lonely.

[Case Miniature] "Headline News": News Push Marketing Shows Extraordinary Achievements "The residual temperature of the college entrance examination has not yet dropped. Shenzhou 8 successfully landed in the scheduled area of ​​​​the main landing field of Siziwang Banner in Inner Mongolia at 07:[-] today. The three astronauts Nie Haisheng , Zhang Xiaoguang, and Wang Yaping got out of the cabin smoothly, and the three are in good health." This news came from the information push of the WeChat account "Headline News".

This is a typical example of "headline news" in terms of information push. "Headline News" does a good job in news push. It will choose to push the most important news of the day at around 18:[-] every day. Subscribers can directly learn about recent events and new events through WeChat. Users avoid searching for important information by looking for a needle in a haystack, so they can find the information they want more accurately.

"Headline News" WeChat news is pushed regularly at off-duty time. This is because people can read the news of the day on the way home after finishing a day's work, and regard it as a kind of adjustment, so that they can understand the major events of the moment. , and can dispel boring emotions.This way of pushing news has played a great role in the brand communication of "Toutiao News", making users like this public account more.

"Headline News" WeChat public account

2. Fragmented presentation - seamless sharing
According to a report on Internet use released by Tencent covering Internet users in major cities in China, about 73% of Internet users use their mobile phones to surf the Internet while waiting for someone, and about 68% of Internet users use their mobile phones in buses or subways. When surfing the Internet, about 57% of Internet users use mobile phones or pads to surf the Internet before going to bed at night.

It can be seen that the mobile Internet is pervasively filling the fragmented time in our lives.As this kind of fragmented online time continues to increase, we are becoming more and more accustomed to surfing the Internet from mobile terminals.Changes in surfing habits have fundamentally created the particularities of the mobile Internet era.However, WeChat and Weibo fully meet people's needs. People don't need to pursue profound themes, ingenious ideas, and beautiful writing; just a few lines of words and a few photos can be shared anytime, anywhere. think.

If you want to master the strange and ever-changing tastes of mobile Internet users, you need to completely update your marketing ideas and learn to use corresponding new technologies.Establish fragmented marketing thinking, use big data to collect and analyze mobile Internet user information and preferences.Although the time of mobile Internet users is fragmented, their needs are still complete. What your company has to do is to use the above thinking and means to restore and develop their real needs, and even create an exclusive personal for them. shelves.

[Case Miniature] "Insomnia Crusher": Short message, big attention In order to quickly grab users, your marketing content must highlight the highlights.Take a Weibo of "Global Fitness Center" promoting bedtime yoga as an example. The text of the Weibo uses words such as "Insomnia Crusher" to attract users who are troubled by insomnia, and uses short language and refined steps. Clearly introduce the practice of bedtime yoga within 140 words, accompanied by a detailed action flow chart, so that users can feel its professionalism.The Weibo received thousands of retweets in just one hour.

Bedtime Weibo of "Global Fitness Center"
3. Open group chat - equal communication
All the information published on WeChat and Weibo are basically disclosed to followers and other netizens, which has the characteristics of the media to transmit information from the information source to a certain number of audiences.At the same time, WeChat and Weibo have social characteristics: on the one hand, their content can be freely created by any socialized individual; on the other hand, its dissemination depends on the social network between people, rather than information dissemination with unspecified goals. .

Since WeChat and Weibo are available 24 hours a day, one-to-one, one-to-many, and immediacy, Internet groups can have equal and free dialogues, which has completely changed the original communication methods in society.Communication methods that we never thought of before are placed in front of us for us to choose and use.This change has brought huge room for improvement to all levels of society. The obstacles that previously needed to be overcome when solving problems and finding effective communication and collaboration methods have now become a breeze.

(End of this chapter)