WeChat and Weibo play like this to make money

Chapter 6 A huge wave of business aroused at the fingertips (3)
Compared with the way that celebrities generally used information push to achieve communication in the past, Chen Kun's WeChat public account is not a subscription account type, but a service account.Therefore, it does not frequently send messages to users, but builds its own official homepage in the form of mobile webpages in WeChat.In the public account, users can listen to songs and read e-books. On this homepage, users can see Chen Kun's news, photos, books, and music.More importantly, if the user pays to become a member of the account, he can speak in the member discussion area of ​​the account, read Chen Kun's series of books, and listen to his private music.The payment method is to use WeChat payment, and purchase the "Chen Kun WeChat Platform Membership Card" according to monthly payment, quarterly payment, and annual payment.

[Case Miniature] Karen Mok: Dual Platform Interaction
With the popularity of WeChat today, many celebrities have also become active on WeChat.After artist Mok Wenwei opened a public account, he interacted with fans through voice and message push.On the eve of the college entrance examination, Karen Mok also recorded a cheering audio for the candidates and shared his examination experience with everyone.In addition, during the recording of the album, she also organized an event through WeChat, which strengthened the interaction with fans and enhanced her public influence. The effect of publicity is self-evident.

1.3 Future Development Trends of WeChat and Weibo
Since the birth of WeChat and Weibo, many merchants have tried to use them to promote and promote their brands and products.WeChat and Weibo have gradually become mobile Internet applications that have attracted much attention, and after the development of public platforms, their potential commercial value has gradually attracted people's attention, and they have gradually been discovered and used for commercial profit.

Before figuring out the future development trend of WeChat and Weibo, we might as well summarize their characteristics at the current stage.

1. Close to life - WeChat and Weibo functions are more practical
Convenience and practicality are the most important factors in modern people's lives. Therefore, both individuals and enterprises must consider that the use of WeChat and Weibo must be more convenient and practical.At the same time, localized service industries such as catering, housekeeping services, real estate, beauty care, express delivery, and car rental will surely develop into beneficiaries of WeChat and Weibo.Because every day, a large number of users search for this kind of information due to the needs of life, and WeChat and Weibo are the most effective and fast way to solve these life problems.

There is a very high degree of contact between local service companies and users. Face-to-face service is very conducive to developing fans, and real-time service can bring more trust to users.Generally speaking, local service companies have used traditional marketing methods such as membership cards and leaflets. Just add a Weibo address or WeChat public account to the card to achieve online and offline dual-channel marketing. Such a marketing model must be local. The development trend of enterprise marketing.

[Case Miniature] SF Express: Close to Life and Convenient for Customers
The popularization of smart phones has facilitated all aspects of people's lives. After witnessing the great charm of WeChat marketing, SF Express recently followed the trend and launched the WeChat order checking service in due course.The so-called WeChat tracking service refers to the courier tracking service launched by SF Express on the WeChat public platform, allowing customers to easily and conveniently track the status of the courier and provide customers with more considerate query services.If the status of the inquired shipment changes, "SF Express WeChat" will actively push the information to the customer, providing customers with all-round self-service.

The main functions of SF Express’s micro-services are as follows: 1. When the consignee wants to inquire about his order status, he only needs to enter the waybill number to know the status of the shipment in real time; 2. If the status of the inquired shipment changes again , Actively push information to customers, which does not require users to take the initiative to inquire again, which is also a benefit of WeChat precision marketing.

[Case Miniature] China Eastern Airlines: Self-service is convenient for customers
After the China Eastern Airlines 95530 WeChat self-service is launched, passengers can add it as a friend by searching for "Eastern Airlines 95530" through the WeChat public account.At present, self-service has three main functions: flight status query, ticket verification and city weather query.Passengers only need to send "?" to get the service main menu, and can easily operate according to the system instructions to realize self-service inquiry.In addition, WeChat organically combines sales and services, and pushes product promotion information and airport weather conditions to users point-to-point every day.At present, many passengers have received help through the fast self-service WeChat, and the number of fans of their WeChat public account has also increased significantly.

Later, China Eastern Airlines added a WeChat check-in function to its self-service. Passengers use WeChat to add a public account "China Eastern Airlines" and follow the prompts to check in easily without leaving home, without having to wait in line at the airport.

2. Various interactions - WeChat and Weibo make communication more convenient
Human beings often have an irrational thinking habit, and this thinking habit is often not controlled by human subjective initiative. People often think that what they have participated in or what they have paid for is more valuable.When people have a sense of identification with a job or product, they will actively spread the information of this identification to the people around them.

According to this theory, many companies have now realized that interaction is the soul of marketing, and allowing users to participate in it will be more conducive to companies selling their products.As the functions of WeChat and Weibo become more perfect, there will be more and more participatory functions, and the forms will be more diverse.The successful cases of many developed countries tell us that the benefits brought by successful interactive marketing to enterprises cannot be evaluated simply by data, and the interactive marketing model will also be the general trend of the development of the times.

[Case Miniature] Taikang Life Insurance: Viral Marketing
Taikang Life Insurance has launched a viral marketing strategy using the platform of WeChat. The most representative case is to use the circle of friends to promote cancer insurance.The specific method is: Citizens purchase Taikang Life Insurance "Cancer Youwei" insurance, with a premium of one yuan and an insured amount of 1000 yuan.If a citizen purchases it and sends it to a friend through WeChat Moments, each time an additional friend purchases it, the "online" insurance amount will increase by 1000 yuan.Based on this calculation, if a user uses Moments to recommend 10 offline purchases, he only needs to pay one yuan to enjoy the insurance coverage of 11000.Moreover, the amount of insurance is not fixed. As long as the buyer is willing to promote, the policyholder can develop up to 99 "downlines", that is to say, the maximum compensation of 10 yuan can be obtained when the claim is settled.

This marketing method has achieved very good marketing results. Buyers continue to use the circle of friends to develop offline, forming a good marketing cycle, and at the same time improving the brand awareness of Taikang Life Insurance.

Now that the WeChat and Weibo public platforms can carry out viral marketing, what should companies do to achieve such marketing effects?

First of all, there must be a clear purpose.It is necessary to clarify the purpose of viral marketing, whether it is to enhance brand awareness or to increase sales. This is the premise of viral marketing.Second, the target audience must be clearly defined.Before launching viral marketing, it is necessary to understand which part of the people needs to be affected and which part of the people is valuable.Again, it is necessary to create marketing hotspots and hot spots.For viral marketing to be effective, there must be clear hotspots and bursting points.

[Case Miniature] Wechat grabbing red envelopes: millions of new customers surged overnight On the evening of January 2014, 1, the new version 25 of Wechat was launched, and an interesting public account - "New Year's Red Envelopes" began to spread virally in Wechat groups and Moments Spread the word.Relying on this viral marketing method, Tencent not only promoted its own products, but also greatly enhanced its brand awareness.

"New Year's Red Envelope" relies on "Tenpay", which facilitates the circulation of money.At the same time, the steps to get the "New Year's Red Packet" are very simple, just three steps: fill in the red packet information - successful WeChat payment - send to friends/WeChat group.There is no upper limit to the amount of red envelopes issued, and there is no limit to the number of people, but the minimum face value of red envelopes sent to designated friends is one yuan.After the party receiving the red envelope opens the red envelope, the money will automatically enter its WeChat payment account, and can be transferred to the bank card associated with its WeChat within the shortest possible time.

This viral marketing method made the "WeChat red envelope" all of a sudden popular.In front of the WeChat red envelope, a good friend’s sentence “I’ve sent you a red envelope, link your bank card and accept it” can get better results than any advertisement. The marketing purpose of "WeChat grabbing red envelopes" is to promote WeChat payment.After the user grabs the "red envelope", the cash withdrawal depends on opening WeChat payment, that is, binding WeChat to a bank card, which promotes the user to activate the WeChat payment function.Therefore, Tencent surged millions of new mobile payment customers overnight, and achieved its marketing goals without a single soldier.

Tenpay WeChat grabs red envelopes
The reason why Tencent's "WeChat Red Packet Grabbing" campaign can achieve such a good marketing effect is also due to Tencent's launch of the "money + game + social" marketing model. The novel and fun method allows users to spread continuously, reaching the " One pass ten, ten pass one hundred" effect.

3. Authoritative and professional - a display platform for corporate business cards
With more and more enterprises and individuals entering WeChat and Weibo, WeChat and Weibo will gradually become the portal platforms for individuals and enterprises. to consume.When a brand information that people pay attention to every day appears on WeChat and Weibo, and launches attractive activities, fans who are keen on it will inevitably be moved. paid.

The products displayed on WeChat and Weibo will be commented and compared by people. Only genuine products can be invincible on WeChat and Weibo. Of course, there is no need to worry about sales.Presumably, WeChat and Weibo in the future will be an excellent platform for companies to show themselves, and a powerful tool for consumers to browse and inquire about products.

If such a function can be popularized in a large area, the changes brought about will be huge, and perhaps it will replace search engines as shopping portals.

[Case Miniature] Guo Jingming: Online Business Cards Can Earn More Fans
Identity authentication is the process in which Weibo hosts provide Weibo service providers with information that can prove their true identity, such as company certificates, business licenses, ID cards, etc., and display the certified logo on Weibo after being reviewed by Weibo service providers. .Celebrities, performing arts stars, well-known companies, corporate executives, etc. can increase the credibility of their Weibo among fans through identity authentication, and improve the influence of Weibo communication.

Take writer Guo Jingming’s Tencent Weibo as an example. After the user is authenticated, a small checkmark will appear behind the name, as shown in the red box in the figure below. The information that has been authenticated by the blogger will also be displayed on the right side of the page. .Whether a business or an individual, this will be the public display of the user's business card.

With the rapid development of WeChat and Weibo, people have already realized the great value of WeChat and Weibo marketing.So, in the context of the new era, what trend will WeChat and Weibo marketing follow?

1. Personal WeChat and Weibo Marketing Trends
Looking at the gradual rise of Taobao marketing on WeChat and Weibo, the future trend of personal WeChat and Weibo marketing has already begun to take shape.Judging from the traffic of various e-commerce websites that have been announced, the proportion of social media is on the rise.Judging from the current data analysis, no one has doubts about the huge economic benefits brought by social media to e-commerce websites.

WeChat and Weibo are social platforms that are close to the people. Small merchants on Taobao have tried more on public platforms, and the marketing effects they have gained are also very impressive.WeChat and Weibo are the best marketing media for online store owners because of their low cost, easy operation, and good communication. peak.

[Case Miniature] "Money Tree": Wechat shakes out a rich woman

Wenxinniao, a 28-year-old beauty from Chongqing, is the owner of Chongqing Niaoniao Technology Co., Ltd. and the founder of a newly developed App mobile game "MoneyTree".What is striking is that this app mobile game, which was only launched in December 2012, claims to create a new type of end (merchant) to end (user) advertising model, which we call palm advertising.In just a few months, "Cash Cow" has achieved an income of 12 million yuan, and the number of users in Chongqing has reached 3000. It has also attracted 13.7 venture capital investors.

In 2007, Wenxinniao graduated from the English Department of Chongqing Southern Translation Institute, and her job has nothing to do with IT.But Wenxinniao, who was obsessed with chatting on WeChat, found that she could find players around her by shaking her phone, which triggered her inspiration: "I have a lot of software in my phone, such as Tintin discounts, Dianping, God of Cookery, etc. , I suddenly thought that it would be great if their functions could be integrated together.” So she immediately stayed up all night, wrote this idea into a report, and started looking for co-investors.Introduced by a friend.Wenxinniao contacted Xiong Xinxiang, chairman of Boen Technology, a local angel investor in Chongqing.This entrepreneur started out with traditional software, does not emphasize company control, and highly approves of new Internet ideas.In the past two years, "Zhubajie.com", a star in the IT industry in Chongqing, which has risen in the past two years, found the first angel investor Xiong Xinxiang.

The application interface of "Money Tree" has many functions

After meeting and chatting for several hours, Xiong Xinxiang was impressed by the brand-new ideas and business models. After 7 hours, he decided to make an investment.Immediately, Boen Technology and Potassium Huili Capital decided to join hands to invest 3000 million yuan to create a brand new mobile app; the funds will be injected in four phases, with the first phase of funds reaching 500 million.

Soon, the "cash cow" was developed.After downloading "Money Tree" for free, users can participate in the merchant's advertising lottery at any time as long as they log in and shake their mobile phone. They have the opportunity to obtain various preferential prizes provided by the merchant, and can also gift, exchange, and even buy and sell coupons with friends. And prizes, use mobile payment for transactions.For example, if you want to watch a movie at the Wanda Cinema, but you didn’t get a lottery ticket in the “Money Tree”, but your friend has one, you can directly click to contact your friend through a text message in the “Money Tree”, negotiate the price, and use your mobile phone to pay for the transaction .Behind this, it relies on the support of Chongqing's first third-party payment license "Yijifu".

In addition, "Money Tree" has also developed many interesting functions, such as "Happiness from the Sky", which will be randomly drawn by the background, and if you forget to claim your lottery coupons within a certain period of time, your friends can steal the lottery coupons like stealing vegetables online. Lots of fun.For merchants, they put preferential information in the form of prizes on the "Money Tree" client, and only use 1/10 of the cost of traditional advertising to deliver advertising information to tens of thousands of times more customers.This app is a true win-win.

Wenxinniao said that "Money Tree" has launched version 2.0, adding GPS positioning function, so that nearby merchants with promotional activities can be displayed on the map.At the same time, "Cash Cow" has also begun to spread across the country, and is attracting investment nationwide at a price of 300 million yuan per year. Recently, 11 cities in Sichuan, Yunnan, Shanghai and Macau have signed regional advertising agency agreements. "Only for this item, we have accounted for more than 3000 million yuan."

The success of Wenxinniao once again proves to us that WeChat contains huge business opportunities, and it also makes us more convinced that WeChat can really make money, and only by playing in this way can we make money.

2. Enterprise WeChat and Weibo Marketing Trends
(End of this chapter)