WeChat and Weibo play like this to make money

Chapter 7 A huge wave of business aroused at the fingertips (4)
As far as the current situation is concerned, the marketing effect obtained by enterprises through WeChat and Weibo platforms is not very obvious. The main reason is that these traditional enterprises rely too much on traditional marketing models and have doubts about the virtual marketing of WeChat and Weibo. Attitude.The enterprise's plate is too big, the transformation involves too much, and the transformation speed is also very slow. Today, with the rapid development in all aspects, if it cannot adapt to the changes in the current situation, it must be difficult to develop.The rigid customer relationship of large enterprises cannot be solved in a short time. WeChat and Weibo marketing also involve the coordination and communication of multiple departments within the enterprise. These problems are the main reasons why WeChat and Weibo marketing are difficult to carry out smoothly in large enterprises.

Now, a new era has come, big companies need to devote more energy to the work of WeChat and Weibo marketing, lower their posture, communicate with consumers on an equal footing, and truly understand what the real needs of customers are. The brand already has the advantages, do a good job of promotion on WeChat and Weibo, which can not only enhance the credibility of the brand, but also bring substantial economic benefits to the enterprise.

【Case Miniature】Wenzhou.com: full service of official WeChat

The official WeChat account of Wenzhou.com is positioned as a media subscription account, which is pushed once a day at 5 pm to provide netizens with personalized and differentiated news products.Mainly focusing on the interesting interpretation and editorial comments of local news, it has launched such columns as "Boiled News", "Speak Here", "Most News", "Shan Shan Lai Kan" and "Wimbledon Little Anchor".At the same time, in order to strengthen the interaction with netizens, Wenzhou.com also launched the column "Micro-Question" around Wenzhou city life, and planned the column "Wenzhou Dialect Secret Talk" around the promotion of Wenzhou local dialect.Every day, after receiving the push content from the official WeChat of Wenzhou.com, netizens will actively interact with the official WeChat and send their answers.In order to create an overall WeChat simple sales structure, Wenzhou.com also actively builds a WeChat matrix and uses channel resources to plan and launch Wenzhou Parenting Network, Wenzhou Government Affairs Network, Wenzhou.com Travel Channel, Wenzhou Finance and Economics Network Pyramid Club, Wenzhou Health Network, Wenzhou Mobile News, Wenzhou Professional WeChat accounts such as Internet TV, Wimbledon Love House, etc., strive to provide a full range of services for netizens and enterprises.

3. A marketing company that survives on WeChat and Weibo
The popularity of WeChat and Weibo has made many people see the potential value. When this social platform emerged in the United States in 2010, many entrepreneurs took action immediately. Keji BBQ is a company that conducts marketing and promotion entirely based on social platforms. And successful businessmen.

Such success is completely achievable for Chinese entrepreneurs. As the number of domestic WeChat and Weibo registrations continues to increase, the more wealth that can be developed here will be.

[Case Miniature] Weihu.com: an enterprise born for WeChat

Weihu.com is a company that has grown up under the prevailing situation of WeChat. It provides WeChat operation solutions for small and medium-sized enterprises. Enterprises can easily complete their own WeChat application development and operation in Weihu V space without spending huge sums of money separately. The development of WeChat management program, WeChat official website or WeChat mall no longer requires a separate domain name, server, etc., which can save a large amount of development funds, storage and management funds for enterprises, and can also save a lot of manpower and material resources.

1.4 Small functions hide big wealth

The rich and varied functions of WeChat and Weibo make them more flexible and intelligent than traditional SMS and phone calls.These functions also contain a lot of business opportunities. Below we will analyze the functions of WeChat and Weibo one by one, so that everyone can accurately grasp these functional characteristics and grasp the business opportunities contained in them.

1. Find nearby people, marketing is to target precisely

On August 2011, 8, WeChat officially launched the LBS social function of "Find People Nearby". Through this function, you can easily find nearby WeChat users.Among these nearby WeChat users, in addition to displaying basic information such as the user's name, the content of the user's signature file will also be displayed.The launch of this function brought the first explosion in the number of WeChat users, and the signature file in this function has become a place to place free advertisements.Putting advertisements in this place can achieve the effect of increasing exposure and popularity even if no agreement is reached, so that many potential users can be developed.

The function of WeChat "find people nearby" is a social function based on location service (LBS). Various services that can be provided near the geographical location, such as surrounding search, location check-in, location game and information push, etc.No matter what kind of service it is, you can see the signature file through communication, which is very beneficial for advertising.At the same time, the way of information push provides convenience for advertising.

Some might argue that there's only so much one person can do with "Find People Nearby" advertising.But just imagine, if a company hires a group of people to run WeChat 24 hours a day, and then uses the place with the most traffic as the place to "find people nearby", then the advertisement will let many people know about the product information, and the effect will be greatly enhanced. The effect of outdoor advertising in some areas.

Using "Find People Nearby" to advertise, in order to achieve good results, you can follow the following five steps:

The first step is to set your WeChat profile picture and personalized signature.Wechat avatars are also a way to spread the word. Good wechat avatars are good for marketing. Wechat avatars can use the company's LOGO, which is very helpful for improving credibility.The personalized signature is the most direct place to advertise. The text written here can be the company's activities this month, store celebrations, festivals, promotions, etc.

The second step is to activate the "find friends" function, use this function to search for the intended audience, and edit the information to be sent. The content of the information at this time should reflect the key points.

Step [-]: After establishing a call with a WeChat netizen, reply to the netizen’s question in a timely manner. When replying to the netizen’s question, you can attach the company’s address and phone number to achieve the purpose of advertising.

The fourth step is to search again every 20 minutes, and try to use the voice function to reply to customers.

The fifth step is to make a record after sending the information, and remember who has sent the information to, and never send an advertisement to the same person repeatedly, otherwise it will be suspected of harassing customers.

[Case Miniature] "Hungry God": "Find People Nearby" promotion to help sales More and more fast food restaurants rely on LBS for marketing. "Hungry God" is a relatively famous fast food restaurant recently, and it also uses this method A model for marketing.The specific method is that at noon, "Hungry God" uses WeChat's "Find People Nearby" function to greet people nearby, so as to promote its fast food concept and recommend its fast food to everyone.After seeing these messages, nearby people can go to restaurants to eat, or use voice services to order meals, so as to achieve the effect of having meals without leaving home.

This kind of convenience was not available before, just like what some netizens said: "WeChat is so cool, I was starving and couldn't make up my mind what to eat, so I received a friendly greeting from a nearby fast food restaurant. I yelled and someone delivered food to your door, so considerate!" For "Hungry God", this marketing method is no longer a simple product promotion, but a corporate philosophy and a corporate management feature The in-depth publicity and promotion played a very important role in the development of "Hungry God".

When "Hungry God" uses WeChat for marketing, it uses "check nearby people" to find the user groups it needs, and combines the function of "greeting" for integrated marketing.It is precisely because of this method that "Hungry God" has found a large number of users, and finally realized the perfect promotion of the enterprise.

[Case Miniature] Luyuan Electric Vehicle: Accurate Message Push

In order to better carry out marketing, Luyuan Electric Vehicle has also begun to use the WeChat platform, hoping to pass relevant policies, product information, market conditions, etc. to users through such a platform.The WeChat public account of Luyuan Electric Vehicle also uses the LBS service when marketing. Relying on this service, the WeChat platform of Luyuan Electric Vehicle has found its own precise target customers. At the same time, it sends text, pictures, voice and other messages to these precise customers. Rely on the way of message push to let target customers know the marketing information that the enterprise wants to convey.

Lvyuan Electric Vehicle WeChat Marketing
In order to achieve a certain marketing effect, after using LBS to find accurate customers, Luyuan uses an interactive method to create a close relationship with customers and create better user stickiness.Relying on this method, Luyuan narrowed the distance with consumers, and finally achieved the purpose of marketing.

The reason why Luyuan Electric Vehicle can use WeChat to achieve marketing success is that it has found target customers, and the way to find target customers is LBS, which includes "finding nearby people".Relying on this method, Luyuan has won the marketing base of the number of users, which promotes the ultimate success of marketing.

[Case Miniature] KS Convenience Store: New store promotion with signature column

At present, the display form of Internet advertising is mainly based on pan-media promotion. This mode of advertising costs high and has a low effective reach rate.In contrast, based on the location positioning mode of LBS application, the delivery is relatively accurate and the cost is lower.Through geographical positioning, users can easily inquire about nearby restaurants, shopping, leisure and entertainment, and other merchant information. At the same time, they can also download electronic coupons provided by merchants, check consumer reviews, purchase group-buying coupons, and obtain merchant discounts through mobile sign-in. .

When KS Convenience Store opened a new store, it successfully pushed the opening reward information to potential customers nearby by using the two functions of WeChat "Nearby People" and "Greeting".KS Convenience Store has been quite successful in promoting new stores through WeChat signature column marketing.

2. Floating bottles, marketing is realized between throwing and picking

The drift bottle originated in the Middle Ages as one of the limited means for people to communicate across the vast sea.With the development of the Internet, various online versions of drifting bottles are also increasing day by day.Such as Baidu Drifting Bottle Bar, QQ Mail Drifting Bottle, Internet Drifting Bottle, etc. The newly launched WeChat Drifting Bottle has won the trust of users with its attitude of coming first.WeChat Drifting Bottle has two components, the first one is "throw one", in this function, users can choose to publish voice or text and then throw it into the sea, if other users "catch" it, they can start a conversation; the second It is "picking up one", which is the so-called "fishing" a bottle in the sea, and after "fishing" a bottle, you can start a dialogue with the other party.

After the WeChat drift bottle is generally sent out, it will be automatically distributed by the network, and the recipient is not fixed.That is to say, the sender and the recipient are completely strangers, which makes it easier to send information to customers and can reduce the cost of selling advertisements.Because the drift bottle is random, many people think that receiving the drift bottle is a kind of fate. Therefore, as long as the sender's advertisement is attractive, the person who opens the bottle will definitely be able to browse his website.

There are great advantages to using drift bottles for corporate advertising promotion. First of all, it will not be complained, because it is a stranger, so the recipients will not read it at most, and will not be blocked or deleted.Secondly, the content is arbitrary and does not need to be reviewed, so the content of marketing advertisements can be organized arbitrarily.Thirdly, DriftBottle is one of the most used chat software in China. It has a high quality of users, and there are people from all walks of life. This will undoubtedly play a great role in promoting the promotion of enterprises or enterprise marketing.And there is no limit to the number.A WeChat ID can be sent 6 times a day, plus the bottles that are caught and then sent out, up to 9. If a person sends drifting bottles, the marketing effect is limited, but if it is a company with a considerable number of registered accounts It is specially used for the promotion of drift bottles, so the marketing effect that can be achieved is very large.

Although the use of WeChat drift bottles can achieve a good marketing effect, but when using drift bottles for marketing, we must pay attention to skills in order to achieve twice the result with half the effort.

The first technique is to create hot topics.It is necessary to better combine the promotional advertisements with hot topics, so as to increase the recipient's interest in reading, and thus increase the chances of the bottle being delivered.

The second technique is to use short and beautiful articles to attract reading interest.This belongs to the category of advertising soft texts. Whether the advertising soft texts are well written will directly affect the interest of readers, so it is necessary to write beautiful advertising soft texts.

The third technique is to deliver jokes and anecdotes.No one can resist the temptation of jokes and anecdotes. When casting drift bottles, combining these funny jokes, anecdotes and the information to be promoted by the company can reduce the recipient's aversion to the advertisement, thereby achieving the goal of marketing. Purpose.

The fourth skill is emotional win over.The most content in the drifting bottle is the confession and catharsis of feelings. Many people are looking for some objects to confide in, and then find comfort from them. marketing content.

[Case Miniature] China Merchants Bank: Drifting Bottle Marketing Raises Popularity The powerful function of WeChat drifting bottles has made many merchants see the business opportunities of drifting bottles, and many merchants have begun to promote activities by throwing bottles.As a result, the number of merchants relying on "drifting bottles" for promotional activities has greatly increased, and China Merchants Bank is one of them.

China Merchants Bank once launched a WeChat "love drifting bottle" campaign.The specific process of this activity is: WeChat users use the "drifting bottle" function to pick up the drifting bottle of China Merchants Bank. After the user replies, China Merchants Bank will provide help to autistic children through the "small points, micro-charity" platform.Some people will inevitably ask, so the probability of picking up a China Merchants Bank bottle is not like looking for a needle in a haystack, but this is not the case. According to statistics, users will basically pick up a China Merchants Bank love drift bottle once every ten times.This way of promotion can not only enhance the popularity of China Merchants Bank, but also enhance the image of China Merchants Bank.

In fact, China Merchants Bank's method of enhancing corporate reputation is not just a "love drifting bottle".China Merchants Bank was also the first bank to make efforts on WeChat. It not only launched WeChat customer service for credit cards, but also adopted the method of drifting bottles to increase the number of users during promotion. "WeChat Bank".

China Merchants Bank relies on floating bottles to enhance its popularity. It shows the public that China Merchants Bank is a charitable bank and a caring bank, which is a good marketing for the bank itself.

[Case Miniature] Chery Automobile: Drifting Bottle Lottery Marketing Sees Miraculous Effects In terms of WeChat marketing, automobiles also participate in it, and Chery Automobile is a typical example.Chery Automobile has opened Chery Automobile's official WeChat, and placed Chery's vehicle models, prices, pictures, videos, etc. on Chery's official WeChat.In order to attract subscriptions from others, Chery will use various methods to arouse users' desire to buy.

The way Chery uses WeChat to arouse users' desire to buy is still a prize mechanism. It uses a lottery, and the prize is usually an iPhone5 or other prizes.Chery launched an activity with the theme of "Gratitude to 400 million, New Year's gathering and cost-effective", and the main method of the activity is drifting bottles.According to Chery's official regulations, if you find a Chery drift bottle during the event, and reply and become a user of Chery's official WeChat account, you will have the opportunity to have a 30 yuan mobile phone recharge card.And if you want to get iPhone5, you must pick up the slogan "Chery + Thanksgiving 400 million + Chinese New Year Gathering Cost-effective", and then take screenshots of these three words and contact Chery WeChat official to get iPhone5.

(End of this chapter)