WeChat and Weibo play like this to make money

Chapter 9 A huge wave of business aroused at the fingertips (6)
The concept of service is very broad, and it includes one or a series of activities that have intangible characteristics but can bring some benefits or satisfaction to people.In addition, services are also characterized by imperceptibility, instorability, and quality differences.It can be said that in today's highly homogenized products, the era of "services create value" has arrived.In the process of product sales, what we sell is not necessarily the product itself, but more about whether you can provide the customer with the service he needs.So, in the era of "micro" marketing, what kind of service methods should be used to quickly win the trust of users?One-to-one escort chat service.

The one-to-one chat service is the service that can most increase user stickiness.The voice dialogue function attached to WeChat can greatly shorten the distance between users and enterprises. Through one-on-one chatting (text, voice, pictures, etc.), enterprises can not only increase users' favorability for enterprises, but also quickly grasp users. Feedback information and solve problems in a timely manner, which will increase the work efficiency of enterprise employees over time.At the same time, this one-to-one chat mode is also very advantageous in word-of-mouth promotion, and some loyal users will definitely recommend this service to their friends.

[Case Miniature] Rejoice: "Xiao Piao" compensates you for small talk

The well-known shampoo brand Rejoice is one of the practitioners who provide WeChat one-on-one chat service. The account name of Rejoice on WeChat is "Rejoice Rejoice". Users only need to add this account as a friend to chat with it. live chat now.After chatting with "Rejoice", you will find that it calls itself "Xiaopiao". It will not only answer your questions, compensate you for small talk, but even provide singing service when you are bored.Whether you like Leehom Wang or Jay Chou, it can sing related songs for you.After singing, fans can also comment on "Xiao Piao"'s singing skills.In addition, "Xiao Piao" can also provide guidance on horoscope and other aspects. This multi-form and interesting interaction has made Rejoice attract a large number of fans in a short period of time.

Many fans regard "Xiao Piao" as a friend who can make them happy, and often chat with it.Rejoice successfully used the one-to-one chat service of "Xiaopiao" to become famous on WeChat, and accumulated a group of loyal fans, which also created a good brand image of Rejoice that is considerate to users.

Although many companies have discovered the huge influence and fan effect of one-on-one chat, there is no denying the fact that very few companies are successful in this regard.The reason is that apart from hardware and manpower issues, more importantly, most companies do not have their own core ideas. Due to the lack of topics, their one-to-one chats are complicated and worthless.Therefore, when an enterprise intends to provide WeChat one-to-one chat services, it should first set an interesting or popular theme. With a theme, the content of the chat will not be varied, which will not only improve the chat experience of fans, It also reduces the service difficulty of employees.

[Case Miniature] Qinchun Beauty: Chatting with Girlfriends to Develop Clients

In 2013, the Quelong Women’s Club under Shanghai Qinchun Beauty Co., Ltd. carried out a successful WeChat marketing. It entrusted the Yizhen team to carry out a brand influence promotion campaign for the Internet + mobile Internet platform, the highlight of which was the WeChat brand "Love bird cage".The main banner of Aiquelong is "Electronic Girlfriend", that is, by creating an omniscient girlfriend image, it provides female customers with a full range of life service guidance in one-on-one chat services: from inputting height to calculating standard body shape, to From dietary advice for women trying to lose weight, to clothing choices for parties and more.

After the launch of the activity, the user's goodwill and dependence have been greatly increased.Soon, the electronic girlfriend "Aique Cage" became a fashion for women. While gaining more than 50 fans, it also developed a large number of customers.

"Love bird cage" electronic girlfriend WeChat public account

The successful cases of one-to-one accompanying chat marketing tell us that service requires both heart and creativity.Many times, businesses can use personalized service to boost our sales.In communication services, different package combinations are customized for customers, salespersons in financial management and insurance industries provide specific customers with favorable business handling suggestions, and fitness clubs establish unique health files for each member... These are all through the difference Provide personalized services to make the products you sell even better.WeChat one-on-one chat is also one of them, but how to develop its own one-on-one chat mode is something that each enterprise needs to explore according to its own resources and characteristics. path of.

[Case Miniature] Superstar Podcast: A Brand-New Communication Experience
The "Super Pole Star Podcast", which premiered on July 2012, 7, created the first domestic mobile phone voice broadcast program based on mobile terminals, allowing Chinese sports fans to enjoy the Olympic addiction at their fingertips. "Super Pole Star Podcast" enables WeChat users to hear the latest battle situation of the previous night as soon as they wake up every morning during the Olympics, and they can also immerse themselves in the joyful atmosphere of spicy comments throughout the day.

The "Super Pole Star Podcast" program was jointly conceived and created by Intel and Tencent. From the official broadcast of the London opening ceremony on July 7 to the end of the Olympic Games on August 27, specially invited expert Dong Lu and famous talker Meng Fei accompanied WeChat users throughout the process After the 8 days of the Olympic Games, spicy comments on Olympic topics, sharp commentary on Olympic hotspots, a total of three time periods per day.WeChat users can listen to the program by scanning the QR code with the camera of their mobile phones, or add the WeChat public account "Super Jixing Podcast" (WeChat ID: star_broadcasting), and learn about the Olympic Games and comments at the first time.

6. Create a circle of friends, marketing is "circle" out
Recently, WeChat Moments marketing has become increasingly popular, so many people say that Moments marketing will be more influential than other marketing methods, and it is likely to become a mainstream marketing method in the future.Joining a good circle, you can gain a lot, and marketing can be done better. This is an important determinant of the excellent marketing of the circle of friends.Although WeChat circle of friends marketing can achieve good results, the emergence of this effect requires certain conditions as a basis.

The first condition is that the circle of friends must have certain friends.This is the condition for the number of WeChat friends. If there are only dozens of WeChat friends, there is no way to do WeChat Moments marketing. At least 200 WeChat friends must be in the early stage, and these WeChat friends must be of high quality. Marketing can produce a certain effect.

The second condition is to leave a good impression on your friends.It is necessary to leave a good impression among WeChat friends, so that good results can be achieved when using circle of friends marketing.Whether a person's reputation in Moments is good or not will directly affect the marketing effect.Most businesses start with friends around you. If you don't have a good character, friends will not buy it, and marketing will hardly have good results.

The third condition is to have rich social resources.Moments marketing, social resources play an important role.If you have enough customers, partners, and certain social network resources, you can get their support when doing circle of friends marketing, so that marketing can achieve a very good effect.

Fourth, there must be a solid copywriting foundation.What does WeChat circle of friends marketing rely on?Not only pictures, but also vivid text, vivid text can impress people, a good product coupled with vivid text can achieve a good marketing effect.

If you have the conditions for WeChat Moments marketing, you need to keep some "keep in mind". Only by keeping in mind can you achieve good results in Moments marketing.

First of all, you can't send too many messages in one day.Too much disgusting, more useful information should be sent.It is unwise to send multiple WeChat messages in a row within 10 minutes. The most correct way is not to exceed two WeChat messages within an hour, and the format of the WeChat messages cannot be the same.

Second, don't just advertise.Circle of friends marketing can't just promote your own products without other WeChat content, you should combine marketing with other content, so as to attract friends in the circle of friends.

Again, marketing content cannot be empty.When many people use Moments for marketing, they often make such a mistake: they just regard marketing as a simple release of advertising content, for example, only posting product pictures, sizes, and color introductions, but nothing else .This kind of marketing content is boring and cannot arouse the interest of users in the circle of friends.Only by constantly changing patterns every day and publishing marketing content in different forms can we maximize the attraction of Moments users.

With the conditions for marketing in the circle of friends, and at the same time mastering a certain amount of caution, marketing in the circle of friends can receive good results.

【Case Miniature】Baidu Motu: circle marketing triggered by big coffee
The success of circle of friends marketing has attracted many merchants' attention to circle of friends, and the marketing of circle of friends has also ushered in a good momentum of development. Baidu Motu has also achieved an explosion with the help of circle of friends.

The popularity of Baidu Motu originated from a joke made by two hosts of Hunan Satellite TV's "Happy Camp".At that time, a host got another host's photo, "PK" his face into an orangutan's face through Baidu Motu, and posted the photo on Weibo.Interestingly, the host was not angry, and said wittily: "Have you ever cared about the orangutan's feelings!!" In just a few days, the Weibo interaction between the two hosts brought 3032 comments, 5462 retweets and 4567 compliments also made Baidu Motu's "PK big coffee" function instantly popular.

In the second half of 2013, Baidu Motu took advantage of the opportunity to launch a marketing strategy relying on the WeChat circle of friends, relying on "PK big coffee" to form a viral spread on the circle of friends. interest, more friends began to download and use.

The success of Baidu Motu in marketing has accumulated a lot of users in a short period of time. This kind of continuous growth of users comes from the influence of the circle of friends. Similarly, the influence of the circle of friends has also helped Baidu Motu to successfully achieve a marketing explosion.

7. "Scan", directly "scan" to get good business

There is a special function in WeChat, which is "scan".In the new 5.0 version, the biggest change in WeChat is also the "scan" function.In WeChat version 5.0, the "scan" function has evolved from a simple QR code recognition to a comprehensive scanning function of QR codes, barcodes, covers, street views and translations.

Scan QR code.Users install WeChat on their mobile phones, which has a QR code scanning function. They can use their mobile phones to take pictures and identify QR code pictures printed on media, newspapers, etc., and then they can obtain various information services related to QR code products.

Scan the cover.WeChat users only need to use the "scan" function to scan the cover of books, CDs, or movie posters, etc., to obtain relevant product information.Take a book as an example. After scanning, you can get the name, author, introduction, Douban book review and other information of the book. You can even see the online purchase address of the book such as Dangdang and Amazon.

Scan Street View.Scanning the street view is to use the mobile phone camera to point at the nearby buildings, and WeChat will automatically recognize the name of the location, followed by the specific location of the street, and what entertainment, business, and living facilities are nearby.For example, if a restaurant is scanned, then the restaurant's special dishes, group buying packages, and discount information can all be listed.

Scan the barcode.Scan the barcode on the product package with your mobile phone to quickly find the price of the product, and also display the product link, which can be used to purchase the product.

"Sweep" translation.This function is to use the camera to capture the words in the book, and the meaning of the word will be displayed near the captured word.Scan the text to be translated with the mobile phone, and the translation result will be displayed directly.

The function of "scan and scan" is so powerful that it provides great convenience for marketing. Scanning the QR code has become an important way for many merchants to carry out product marketing and corporate marketing.For merchants, as long as users can "scan", they can become their potential customers. The "Scan Scan" function is based on the marketing model on the customer information management system (ERP), which not only solves the headache of traditional dealers' network problems, but can even dig new resources for their own development.

"Scan", you can "scan" new business opportunities.Nowadays, more and more merchants make full use of the "scan" function of WeChat to establish a WeChat public platform, connect the virtual world with real business opportunities, and seize the business opportunities brought by "micro-marketing".This is the benefit of the "sweep" function to merchants, and it is also a revolution in WeChat marketing.

(End of this chapter)