WeChat and Weibo play like this to make money

Chapter 8 A huge wave of business aroused at the fingertips (5)
Chery Automobile's WeChat drift bottle lottery marketing method has achieved very good results, not only promoting the company's philosophy, but also promoting product sales.

The main tool used by Chery in this marketing campaign is the floating bottle. The way of using the floating bottle to participate in the activity makes users feel novel and interesting.At the same time, generous prizes also mobilize the enthusiasm of users to participate.

[Case Miniature] In Huake School: The boom of drifting bottles among students

Several students from Huazhong University of Science and Technology developed the Huake version of Wechat internal drift bottle.It is understood that once this WeChat was launched, it aroused great repercussions among students.Within 3 days of its launch, the number of replies on the WeChat background reached 4, and many students couldn't put it down.Judging from the data fed back from the background, seeking a boyfriend and a tree hole, etc. are the main contents of Drifting Bottle.Users only need to reply "drifting bottle" to enter the drifting bottle mode. Fans can "throw a bottle" - write down what they want to say, and other fans will receive it randomly; bottle and can reply.It is worth mentioning that this function can be said to be a miniature version of Huake's WeChat drift bottle, and it is more targeted, which is convenient for students in the school to make friends and communicate.

3. Easily "shake" to increase exposure

Everyone is no longer unfamiliar with the word "shake". When it comes to this word, the "shake" function of WeChat is the most likely to come to mind. However, "shake" is not unique to WeChat. It is based on the gravity of the mobile phone itself. Induction, some puzzle software, security software, etc. can also have a "shake" function.In May 2012, the Sina Weibo Android client V5 summer version was publicly tested, and the "shake" function was also added to this version.

Whether it's WeChat's "Shake" or Weibo's "Shake", they can attract new customers and create great wealth for us.Although they are both "shake", but there are differences in how to use them. The method of using "shake" on Sina Weibo is to enter the home page of Sina Weibo, click the function menu with three horizontal lines in the upper right corner, After the function menu is expanded, you can see the Sina Weibo "Shake" function, click to enter.After entering the "Sina Weibo 'Shake'" function, you can shake your phone just like using the WeChat "Shake" function.The way to use the "Shake" function of WeChat is to open WeChat, and there is a "Shake" function under the "Discovery" column. Click and shake the phone directly to use the "Shake" function.

Whether it is "shake" on Weibo or "shake" on WeChat, it can have a good marketing effect, because "shake" can increase exposure.If the merchant uses the WeChat account to keep shaking, then the person who shakes the mobile phone at the same time can see the merchant, and at the same time, the advertising information that the merchant wants to promote can also be publicized at the same time.It is precisely because the "shake" function has such a great publicity effect that many companies choose to use the "shake" method for marketing, and it has achieved very good results.

[Case Miniature] YOUSOKU: "Shake" by Sina Weibo to win by surprise Sina Weibo added the "Shake" function to the Android client in May 2012. For some people, this function is just It's a fun way to make friends, but some companies see an opportunity for marketing.Dayang Chuangshi’s brand YOUSOKU, which designs fashionable formal wear for urban white-collar workers, has achieved a surprising success by using the “shake” function of Sina Weibo.

YOUSOKU took advantage of the consumer psychology of "fate", "luck in winning the lottery" and "heart-to-heart connection" to create the "Weibo Shake Suit, Cool!" event in which tens of thousands of people shook their mobile phones at the same time.This activity lasts for 5 days in total. At different times of the day, the corporate Weibo and netizens start to shake their mobile phones at the same time. If netizens can be shaken by @YOUSOKU official Weibo, then the number one netizen will get The reward for choosing a suit at will, and other netizens who are shaken can also get prizes. The prizes are ties, bow ties, chest scarves, brooches, etc. of this brand.If you are shaken by @YOUSOKU for 5 consecutive days, you can also get a suit.The time to announce the list of winners every day is 15 minutes after the end of shaking the phone.This method of shaking the mobile phone for corporate promotion has attracted many netizens to participate in it. Surprises and excitement have made netizens pay close attention to the trend of the event and actively spread and interact.

YOUSOKU "Weibo shake suit" marketing campaign
The effect of YOUSOKU's "Weibo Shake a Suit" campaign is very obvious, even amazing.A marketing expert said: "Weibo activities are full of outdated forms, and all kinds of companies are looking for new forms. This activity makes full use of more people's habit of using mobile phones to play Weibo, and uses Weibo's new functions to connect netizens with friends. It is a case worth learning from the association of corporate microblogs.” The campaign received 120 million impressions on the first day, and 5 million blog post exposures within 1500 days.A total of nearly one million netizens followed and participated in this activity, which fully achieved the effect of increasing the exposure rate, and it can even be said to have the effect of winning by surprise.

The success of YOUSOKU marketing is based on insight into consumer habits and concerns, using Weibo "shake" to plan activities for marketing. This kind of interactive marketing really has the effect of increasing corporate exposure. It has attracted the attention of consumers in a wide range and realized the marketing purpose of the enterprise.

[Case Miniature] Langzhong Ancient City: "Shake" to spread tourism brands The function of WeChat "Shake" can increase the exposure rate of enterprises or products, so many companies have started to use WeChat "Shake" for marketing, and it has played a big role Good marketing effect, Langzhong ancient city to promote tourism brand uses this function.

On January 2014, 1, 20 residents of Langzhong Ancient City officially became Langzhong Ancient City WeChat marketers. They only had one job task, which was to use the WeChat "shake" function to promote Langzhong Ancient City tourism.

The first step for Langzhong Ancient City to use WeChat "Shake" marketing is to establish a WeChat account starting with "Langzhong Ancient City". This method is used to carry out brand promotion, concept marketing and word-of-mouth communication for the ancient city of Langzhong.

The use of WeChat marketing in Langzhong Ancient City began at the end of 2013. At the end of that year, the city organized marketing managers of tourism companies, scenic spot managers, tour guides and other tourism practitioners to hold a WeChat marketing conference with the purpose of promoting the WeChat marketing model.In just over a month, the city's tour guides, hotel and travel agency marketing personnel, and WeChat marketers have established more than 200 WeChat marketing accounts, and recommend Langzhong's scenic spots, routes and Hotel inquiries and other services, and at the same time rely on these methods to promote Langzhong's tourism brand.

The reason why Langzhong Ancient City chose to use WeChat "Shake" to spread tourism brands is because they know that the "Shake" function can increase the exposure rate of enterprises or products. If the exposure rate increases, the brand will naturally be promoted. This is also the "WeChat" The reason why the "shake" function can be favored by corporate marketing.

A Handy Travel Guide to Langzhong Ancient City

【Case Miniature】Diamond Bird: Wechat Shakes Out Loose Diamonds
On Valentine's Day, February 2013, 2, Diamond Bird, a well-known domestic jewelry brand, launched a WeChat "Shake" campaign. Users only need to open WeChat "Shake" at a designated place and time in a designated city and shake their mobile phones to enjoy Chance to get Diamond Bird Northern Lights Diamond and other exquisite gifts.For this event, Diamond Bird specially set up the official WeChat account "Diamond Bird Northern Lights". As long as you shake your mobile phone through WeChat at the event site, follow this official WeChat account and successfully say hello, you can win gifts Qualifications.The gift "Northern Lights Diamond" in this event is a commemorative collection of loose diamonds released by Diamond Bird in April 14 to commemorate the 2012th anniversary of the brand's establishment. Charming, hence the name "Northern Lights".The Diamond Bird WeChat activity was quite successful.

4. Wechat message push, improving corporate influence during interaction
One of the most powerful tools of WeChat marketing is message push, which is based on public accounts, which can be controlled by user groups and regions in the background to complete accurate message push.Ordinary public accounts can send texts, pictures, and voices in groups.If it is an authenticated account, more content can be pushed, not only a single piece of graphic information, but also thematic information.Such a powerful information push capability has great marketing benefits for enterprises, allowing enterprises to increase their influence in interactions.

Diamond Bird's WeChat marketing campaign
Why does WeChat message push have such a big influence?The main reason is that WeChat has the functions of one-to-one communication and voice and video communication.Facts have proved that information push does have a huge role in promoting marketing, and the two sets of figures provided by someone can illustrate the problem well.The first set of data is that within 25 minutes, WeChat advertisements can be pushed to 1000 people around the designated location.The second set of data is that every time an advertisement is pushed to 4000 people, the network promoter company can charge [-] yuan.These two sets of figures show that WeChat has become an excellent marketing tool relying on its huge information push capability.

Although WeChat message push can improve the influence of enterprises, there are still big problems in this marketing method.Industry insiders believe that the biggest problem of the WeChat public platform at present is the flood of information.Since the information that WeChat public accounts push to users every day is limited, some operators of public accounts will definitely push all these messages, but the fact is that many blindly pushed information is not needed by users, which will cause users The antipathy to marketing has the opposite effect.

In addition, when enterprises push information, they also need to avoid the following problems:
The first one is to push too much advertising information, and the taste of marketing is too strong.If the marketing flavor is too strong, users will feel that the company is advertising, which will definitely arouse the disgust of users.

The second is the abuse of automatic replies, which cannot be humanized.In order to save trouble, many public account operators use the keyword reply function of the WeChat public platform to reply to all questions.Although it is very simple to do so, it is not humane enough. No one likes to communicate with robots for a long time. The third is that the content of the push information is too long.Content that is too long and does not have enough reading value can frustrate users.Because the user's fragmentation time is limited, no one wants to waste a lot of time on irrelevant issues.Therefore, the push content should be as short as possible, and the reading time can be controlled within 5 minutes.

After grasping the above points, the following four principles must be followed when pushing messages on WeChat:
The first principle is not to send spam advertisements that have nothing to do with the topic of WeChat.That is to say, the information sent must be professional. For example, if you are engaged in real estate, you cannot include furniture advertisements that are not related to real estate when pushing information.

The second principle is not to send information on sensitive topics such as violence, pornography, or politics.The information sent by the official account can be completely monitored, so once such content is posted, the group posting function will be closed immediately, and the account will eventually be banned.

The third principle is not to send false information.When pushing information, it is not allowed to push advertising information of counterfeit and shoddy products, and at the same time, the authenticity of the information sent must be guaranteed.Otherwise, complaints from users will be incurred, and the final result is that the WeChat official account will close the group posting function of the public account.

The fourth principle is to grasp the best push time, and don't let the pushed content affect the user's life.Generally speaking, the period of transition from afternoon to evening is the most suitable for cultivating potential customers, and the best time period is 17:20~18:30 in the afternoon, because readers have leisure during this time and can calm down and read the article.To push product promotions, it must be during the day, because customers can pay online to purchase products and consult products during this time, which is conducive to product promotions.

[Case Miniature] Changhong WeChat Robot: One-to-One Message Push Shapes Image In terms of WeChat message push marketing, Changhong’s WeChat robot has done a very good job, and they have brought the one-to-one message push to the extreme.While a large number of brand official accounts still mainly push information such as discounts and promotional activities, Changhong’s WeChat robot pushes WeChat messages to a new level. This method of pushing messages is done by chatting with ordinary friends. push of information.

In order to meet the needs of dialogue with users, Changhong’s official WeChat has set up a large number of keywords to assist in the completion of message push. These keywords not only include Changhong’s products, but also interesting topics such as casual topics and current popular events. .

Changhong’s WeChat robot uses dialogue for marketing. In the process of dialogue, the WeChat robot can complete answers through different roles. This way of message push can not only show the characteristics of Changhong’s products, but also allow users to get More interesting and lively feedback.This way of pushing news has greatly promoted the shaping of Changhong's brand and better enhanced Changhong's brand image.

[Case Miniature] Joy City: A High-quality Platform for Enterprise Interaction
In the first ten days of March 2013, Chaoyang Joy City won the Tencent Mobile Internet Micro Life Marketing Pilot Award.As the only shopping center in Beijing on the list, Chaoyang Joy City has joined hands with WeChat and Wechat Life to create a mobile membership system since July 3. After 2012 months, Chaoyang Joy City’s WeChat account reached 7 fans. These 10 members Among them, some of them were joined through offline scanning in Chaoyang Joy City, while others were joined through WeChat Moments sharing, recommendation and other online forms.It is commendable that on July 15, 15, Beijing Chaoyang Joy City held a prize-winning activity for opening a micro-life membership card.At that time, well-known restaurants such as Starbucks, Xidi Beef Steak, Jiang Tai Wu Er, and Peach Restaurant in Chaoyang Joy City, as well as nearly 2012 Chaoyang Joy City brand merchants such as Levi's, Mahua Slimming, and Bailishi, became the mall's WeChat account. Life membership card is the first to support merchants.Afterwards, Chaoyang Joy City held many large-scale events, such as "Doraemon 7 Years Before the Birth Special Exhibition", "Subway to Spring - Jimmy's Fantasy Journey", and "Hundred Stores Newly Opened, Fashionable Upgrade" etc.For the above related activities, Chaoyang Joy City will use WeChat account as the preferred interactive platform to release rich information including pictures, audio, and text. Users who follow Chaoyang Joy City on WeChat will be able to learn about Chaoyang Joy at the first time. The dynamic information of the city, which makes the Chaoyang Joy City WeChat account have a complete information release function.

5. One-to-one chat, quickly win the trust of users
What does "micro" marketing rely on if it wants to quickly win the trust of users?The answer is service.

For enterprises, the same product they sell is indistinguishable.For example, if a company launches a mobile phone of the same model, there is basically no difference whether it sells one mobile phone or hundreds or thousands of mobile phones.However, the customers we face are of all kinds.Some people buy the same mobile phone for Internet entertainment, some for business assistants, some for listening to music or playing games... Different consumers have different needs and preferences for the same product.Then, if an enterprise wants to make the same product meet the requirements of completely different people, it must rely on service, because excellent service can win the trust of users at the fastest speed.

(End of this chapter)