WeChat and Weibo play like this to make money

Chapter 5 A huge wave of business aroused at the fingertips (2)
[Case Miniature] China Telecom: Answering User Questions with Heart
On April 2013, 4, China Telecom officially launched the first national WeChat customer service official platform.It is understood that you can follow China Telecom customer service by searching the WeChat account "China Telecom customer service" or "Zgdxkft", or by scanning the QR code of China Telecom customer service.Users bound to China Telecom's customer service platform can not only learn about China Telecom's hot event information, FAQs, and online help through China Telecom's WeChat customer service, but also log in to China Telecom's handheld business hall through WeChat to handle mobile phone business.Industry insiders commented that WeChat provides a safe, innovative and flexible display platform and communication platform for organizations willing to get involved in digital marketing services, and realizes multi-dimensional cross-border service experience through one portal.In terms of customer service, WeChat's "one-to-one" private interaction has an absolute advantage. On the one hand, it can safely and efficiently complete most of the user's business handling needs; , not just a product, so the desire to actively spread is higher.

4. Available anytime, anywhere - Fragmented occupation
The mobile network has unparalleled advantages. It is not limited by time and space at all. As long as you want, you can enjoy the convenience brought by the network anytime and anywhere.While enjoying the convenience, people spend more time online.

Fragmented time eliminates the time and space constraints of traditional marketing.In terms of time, people are browsing the mobile Internet 24 hours a day; in terms of location, people are using the mobile Internet in almost every place, from home to work, from the bus to restaurants.This change makes the traditional marketing time and space laws no longer applicable, which is actually a huge opportunity, because it shows that your marketing activities can not only be launched at any time, but also can get instant response.In the past, marketing activities often required long-term preparations, popularity, manpower, and cost calculations...Most marketing activities in the mobile Internet era are carried out online. As long as a promotional activity on WeChat or Weibo is planned creatively and temptingly Power, can attract the attention of hundreds of thousands or millions of people within a few hours of sending out WeChat and Weibo.In other words, the marketing threshold in the mobile Internet era has been greatly lowered, but the marketing effect has been greatly improved.Of course, this also means that the competition will become more intense.

In short, fragmented time has comprehensively and deeply affected mobile Internet marketing.It is not only one of the fundamental reasons for the emergence of mobile Internet marketing, but also an important foothold for mobile Internet marketing to play a role.Enterprises need to deeply consider the significance of time fragmentation to users in order to accurately grasp the marketing direction.

[Case Miniature] Mengniu: A Successful Case of Recording Fragments In May 2013, Mengniu Zhenguolii launched an activity called "Looking for the True Self, Real Self-Travel" on Sina Weibo and Tencent WeChat.The rules of the event are simple, users only need to take and upload a photo related to the theme of "Show Yourself".Due to the very low threshold for participating in the event, the convenient way to participate, the theme close to the lives of users, and attractive prizes such as DSLRs and travel suits set up for the event, it soon attracted more than 5 million enthusiastic netizens to participate, including Sina Weibo alone. More than 150 retweets.

Mengniu's "Looking for the True Self, Traveling the True Self" campaign
The points that we can learn from this marketing campaign are: 1. Simplify the way of participating in the campaign to save users’ time to the maximum; 2. Set the theme of the campaign cleverly, and use "finding the true self" to arouse the resonance of users who are gradually lost in the fragmented life , At the same time, it also meets the product selling point of Mengniu Zhenguoli: "true".This case also tells us that in addition to efficiency and convenience, time fragmentation brings regret and loss to mobile Internet users.Regardless of the former or the latter, it can be used as an important reference direction for enterprises to carry out marketing planning.

5. Develop high sticky fans - take the lead in marketing
"Users are king" is an indisputable law in the Internet age. Occupying a large number of users is a key indicator of the success of an enterprise's network marketing. It firmly attracts the attention of users, gradually cultivates users' stickiness in using the network, and increases users' loyalty. Activity, when browsing information becomes a habit in people's lives, then related value-added services can be easily launched.

If the user base we have is stable and highly viscous, then relying on such attention, we can accurately deliver the information we want to show to users, targeting different ages, incomes, education levels, occupations, etc. And making targeted delivery will also attract more attention from users, and the marketing potential contained in it is immeasurable.

[Case Miniature] OPPEIN Electric Vehicle: A Rich World Fitting Product Advantages As a "WeChat pioneer" in the electric vehicle industry, OPPEIN Electric Vehicle has always maintained a high exposure rate on WeChat, and WeChat content is full of food, drink and entertainment. From popular quizzes, easy bike rides to Sing for Happiness.Oupai Electric Vehicle WeChat is characterized by strong interaction, rich forms of participation and high product fit, showing a rich world related to cars.

1.2 "Micro" communication also has great powers

As soon as WeChat came out, it received the same treatment as Weibo back then, even worse. People from all walks of life, whether grassroots, celebrities, media, enterprises, merchants, or from all walks of life, became active, and even some non-profit organizations were involved. Using WeChat to conduct public opinion surveys, the communication method of mobile network is not only more convenient but also more targeted.At the same time, different groups also show different characteristics when using WeChat and Weibo.

1. Regional characteristics of WeChat and Weibo fans
Affected by the degree of economic development, the most users of WeChat and Weibo are concentrated in first-tier cities in China, up to about 60%, while only about 20% in second-tier cities, which reflects that the number of people using WeChat and Weibo in areas with stronger consumption power The more, the higher the user stickiness.

2. Educational characteristics of WeChat and Weibo fans
The education level of WeChat and Weibo user groups can also reflect certain consumption power and specific psychological characteristics.Well-educated groups have more active thinking, are more receptive to new things, have stronger expression and communication skills, have a higher awareness of social participation, and use WeChat and Weibo more frequently.

3. Pre-tax income characteristics of WeChat and Weibo fans
This data does not include celebrities and entrepreneurs. 44.4% of the non-income groups are mainly students. It can also be proved that nearly 45% of WeChat and Weibo user groups are students, and 55% are professionals.On this basis, personal WeChat and Weibo almost cover low-middle and high-income groups, and social elites, wage earners and students are currently the active core of Weibo.

4. Behavioral characteristics of WeChat and Weibo fans
The communication and exchange on WeChat and Weibo are centered on circles and groups. The people who WeChat and Weibo users mainly follow are people with certain characteristics of circles. 89% of them mainly pay attention to friends, classmates, colleagues, industry People, the content of concern is also a group topic, such as the dynamics of acquaintances and friends, the opinions of industry insiders, etc.Circle groups can be divided into several categories: personal relationship groups mainly based on friends and acquaintances; common interest groups mainly focusing on topics; industry groups mainly focusing on self-improvement or work cooperation.

Based on the analysis of user usage, both the click-through rate and sales conversion rate on WeChat are much higher than those of traditional Internet applications, and the business opportunities contained in it can be imagined. Let’s take a look at different groups of people. How to benefit from WeChat.

1. An excellent platform for the grassroots to show their individuality
The emergence of Weibo allows everyone to have a platform to display their preferences and opinions. For a while, everyone posts status and photos on Weibo, and shares stories in their lives and career development with everyone. Everyone's thoughts and thoughts spread quickly among fans. With the rapid development of information today, many grassroots civilians have become famous on the Internet.

Now WeChat, which is more private, more targeted, and also the most effective way to disseminate information, has rapidly become popular in people's lives. It not only brings convenience to people's lives, but also brings opportunities for some grassroots to start their own businesses. , Those with creative talents can fully demonstrate their wisdom with the help of WeChat and Weibo public platforms.

【案例缩影】草根崛起：掌握了粉丝就掌握了财脉随着微博的风靡，一批草根英雄也浮出水面。截止到2011年上半年，“冷笑话精选”列新浪微博草根榜No.1，粉丝已逾350万。幕后博主尹光旭是个85后福建人，他利用互粉、转发、偷师、图文结合等手段，成为草根微博No.1。他拥有的大号分别是：冷笑话精选（1220万）、美图秀秀（681万）、时尚经典语录（447万）、精彩语录（445万）、星座秘语（395万）、创意工坊（321万）等。

Beijing-based Huayi Baichuang Media Technology Co., Ltd. ranks second on Sina Weibo.They have 50 of the top 15 Sina grassroots Weibo rankings, and the behind-the-scenes blogger is Du Zijian from Guizhou.

"Wine Red Ice Blue" ranked third on Sina Weibo.The company already has more than 100 professional accounts such as "Global Fashion" and "Love Story", and the number of fans it has has exceeded 800 million. Venture capitalists have valued these accounts at tens of millions. "Wine Red Ice Blue" is also making efforts in the field of e-commerce, planning to build several e-commerce websites for women and fashion, and transfer Weibo fans there.

2. The best tool for the media to expand its influence

The popularization of the Internet has caused a lot of impact on traditional media. The ratings of TV media have dropped sharply, and the development of paper media has also slowed down.How to deal with the changes of this era is a question that every media person is thinking about.It is the general trend of the times to find a way out of media communication in electronic reading. There is no doubt that Weibo has achieved a considerable part of the results in this experiment, and it is imperative to try to update WeChat.In short, no matter what kind of media it is, it is necessary to increase its influence on the platforms of WeChat and Weibo.

[Case Miniature] Zhujiang Radio Station: Traditional Radio Station Revitalized with New Vitality

Seeing the popularity of WeChat and Weibo, many radio and TV programs have already taken action.A column called "Some Things, Some Things" of Guangzhou Pearl River Radio was the first to launch a WeChat public account. They tried to use the voice of the radio on WeChat, and the voice of the radio station, which was gradually forgotten by people, returned to people. In the eyes of attention, with the above pictures and text messages, music broadcasting, quizzes and many other interesting interactive methods, it has greatly attracted people's attention.

The column not only stabilized the old listeners who were about to pass away, but also attracted a group of new listeners, thus successfully promoting the radio marketing brands of WeChat and Weibo, and successfully helping the declining media form to be revived.

[Case Miniature] "The Tenth Screening Room": Tucao can also spit out the click-through rate. CCTV's popular program "The Tenth Screening Room" not only helps movie viewers select the most representative few from the large number of movies released every quarter It also gives a lively and interesting introduction according to the characteristics of each part.This style has won a large number of fans for "The Tenth Screening Room", and its Tucao series of videos have an astonishing hit rate on the Internet.

3. The best way for enterprises to enhance their brand
Many companies have already mastered the method of using Weibo for marketing, and achieved good results. The emergence of WeChat provides an excellent way for corporate marketing and publicity.Combining the two media forms of WeChat and Weibo, giving full play to their expertise and advantages, and using them in market research, product development, customer interaction, marketing, and product development, not only can better manage customer relationships, It can also enhance the brand image of the company through the effectiveness of publicity, which can be said to serve multiple purposes.

The convenience and directness of WeChat makes the WeChat platform itself has huge economic value. For e-commerce companies, it can directly generate economic benefits through WeChat marketing and promotion. Users can directly enter the website through the links contained in the promotion information. Go to the enterprise website for consumption, while traditional enterprises can place orders and order online through WeChat promotion.Regardless of the form, the economic benefits that can be generated by using the convenience of the mobile Internet for promotion and marketing are direct and significant.Today, with the rapid development of information technology, only by seizing the opportunity can we occupy a place in the market. Enterprises who are eager to try, act quickly.

[Case Miniature] Watsons: Integrate resources to expand brand influence Watsons, a Hong Kong cosmetics retailer, has always been a master of corporate marketing. It often uses various channels to promote itself, and WeChat and Weibo are one of its marketing methods.Watsons not only regularly pushes information to users, but also often initiates some activities to combine the advantages of online stores and physical stores to form a complete marketing chain.

Not only that, Watsons also often uses WeChat and Weibo platforms to carry out star promotion, charity sales, membership points and other activities, which not only expands the brand influence, but also plays a marketing role through the attached links.

[Case miniature] Meili said: use customers to develop customers

Meilishuo is a website mainly with female users, and it also uses WeChat to spread word of mouth. On April 2012, 4, Meilishuo successfully opened the WeChat open platform, and all Meilishuo users can share their content in Meilishuo to WeChat.This has brought great benefits to the word-of-mouth communication of Meilishuo, because users can continue to spread the products on Meilishuo through WeChat.

Meilishuo has a lot of content related to women's fashion, which facilitates Meilishuo's word-of-mouth marketing, because female users will share these contents with others through WeChat.In the process of cooperating with WeChat, Meilishuo was not satisfied with only one main app, and they also launched multiple style sub-apps.For example, the first paid app "Spring and Summer Matching Manual".The purpose of doing this is to use the communication power of WeChat to build their word-of-mouth influence in the fashion circle.

Through the word-of-mouth marketing activities of Meilishuo, we can see that the power of communication has a great impact on word-of-mouth.Through WeChat, users can not only disseminate individual products, but also disseminate product evaluations, which will greatly promote the spread of corporate reputation and directly and effectively enhance brand communication.At the same time, the continuous spread of word of mouth brings the loyalty of old customers, and new customers will continue to join because of the good word of mouth.

4. The best way for celebrities to increase their popularity and attract fans

Nowadays, ordinary people are playing WeChat, celebrities and entertainers and other public figures have also joined this trend. The high attention of celebrities will attract a large number of fans to pay attention to WeChat, and celebrities can also use WeChat, Microblogging platform to increase their popularity.

Celebrities have always been a hot topic among people. Searching for celebrities and paying attention to them can not only enable direct communication between celebrities and fans, deepen people's understanding of celebrities, but also improve the public image of celebrities.

[Case Miniature] Chen Kun: A new way of WeChat marketing

The case of "entertainment star Chen Kun's official WeChat has a new way of playing" has attracted everyone's attention.It turned out that the membership function of the account through access to WeChat payment made the value-added service value of the WeChat public platform known to more people.

(End of this chapter)