WeChat Marketing

1. What is WeChat? WeChat is a mobile chat software launched by Tencent on January 21, 2011 that can quickly send voice messages, videos, pictures and text over the Internet and support multi-group chat. Users can communicate with friends through WeChat in a richer form, similar to SMS, MMS and other methods. The WeChat software itself is completely free, and there are no fees for using any functions. The Internet traffic fees generated when using WeChat are charged by the network operator. On September 17, 2012, the number of registered users of WeChat exceeded 200 million. WeChat supports different mobile phone software versions, such as iPhone version, Android version, Symbian system, etc. 2. Functions of WeChat WeChat supports sending voice, text, and pictures, supports single and group chats, and supports multiple types of mobile phones to send and receive messages to each other. 3. WeChat Marketing Model (1) Grassroots Advertising Style - Viewing People Nearby 1. The product description signature bar is a major feature of Tencent products. Users can update their status in the signature bar at any time, and naturally can also enter mandatory advertisements. , but only the user's contacts or friends can see it. The LBS-based function plug-in "View nearby people" in WeChat can enable more strangers to see this kind of mandatory advertising. 2. After users in functional mode click "View nearby people", they can find nearby WeChat users based on their geographical location. 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, so users can use this free advertising space to advertise their products. 3. Marketing methods Catering companies can run WeChat in the background 24 hours a day in places with the most traffic. If there are enough users of "View People Nearby", the advertising effect will be good. As the number of WeChat users increases, this simple signature bar may become a mobile “golden advertising space”. (2) Brand Activity - Drifting Bottle 1. Product Description Drifting Bottle is an application transplanted to QQ mailbox. The application is widely praised on computers. Many users like this simple way of interacting with strangers. After being transplanted to WeChat, the functions of the drift bottle basically retain the original simple and easy-to-use style. 2. Functional mode The drift bottle has the following two simple functions. (1) "Throw one". Users can choose to post voice or text and then throw it into the sea. If other users "catch" it, they can start a conversation. (2) "Pick one up." After "fishing" for the drifting bottles dropped by countless users in the sea, you can also start a conversation with the other party, but each user only has 20 opportunities per day. 3. Marketing method WeChat official can change the parameters of the drift bottles, so that the number of "drift bottles" thrown out by the catering company's promotion activities in a certain period of time will increase greatly, and the frequency of "fishing" by ordinary users will also increase. The "drifting bottle" mode itself can send different text content and even voice games, etc. If marketed properly, it can also produce good marketing effects. (3) 020 discount type - QR code scanning 1. Product description "Scan QRCode" This function is a "reference" to another foreign social tool "LINE", which is used to scan and identify the QR code identity of another user. Add friends. With the development of QR codes, there are more and more commercial uses, so WeChat has followed the trend and combined with O20 to carry out commercial activities. 2. In functional mode, place the QR code pattern in the viewfinder. WeChat will let consumers find the QR code of their friend's catering company, and then consumers will receive member discounts and merchant discounts. 3. Marketing methods: Add QR code scanning to mobile applications, and then provide users with merchant discounts and offers. This 020 method has long been popular. (4) Social Sharing - Open Platform + Moments 1. Product Description WeChat Open Platform is a new feature launched in WeChat version 4.0. Application developers can access third-party applications through the WeChat open interface, and can also put the application's LOGO Into the WeChat attachment bar, WeChat users can conveniently call third-party applications to select and share content during the conversation. 2. Functional mode Social sharing has always been a hot topic in e-commerce. On the mobile Internet, taking the previously announced partners of Tencent as an example, users spread the word about a beautiful product one by one through WeChat, achieving the most direct word-of-mouth marketing on social media. 3. Marketing methods In addition to the asynchronous communication function of WeChat, the opening of the new "Moments" sharing function in version 4.0 provides the best channel for shared word-of-mouth marketing. WeChat users can quickly share exciting content from mobile applications, PC clients, and websites to their circle of friends, and can open it via web links.

(5) Interactive Marketing - WeChat Public Platform 1. Product Description For popular media, celebrities and enterprises, the opening of the reform open platform + the social sharing function of Moments has made WeChat a mobile Internet that cannot be ignored. marketing channels, then the launch of the WeChat public platform will make this marketing channel more detailed and direct. 2. Functional model: Through one-on-one attention and push, the public platform can push news information, product news, latest activities and other information to "fans", and can even complete functions including consultation and customer service, becoming a competent CRM system . It can be said that the launch of the WeChat public platform directly refers to Weibo’s certified accounts, providing a mobile website based on over 100 million WeChat users. 3. The marketing method allows WeChat users to subscribe to public platform accounts by publishing the QR code of the public account. Then through user grouping and geographical control, the platform can achieve precise message push and directly target the target users, and then use personal follow pages and friends circle to achieve viral spread of the brand. 4. Catering Enterprise WeChat Marketing How should catering enterprises use WeChat to carry out marketing? What details need to be paid attention to during actual operation? (1) Mainly focus on official large accounts and small accounts to boost followers. Many catering companies use small accounts when trying to do WeChat marketing, modify their signatures into advertising slogans, and then find ways to promote them to nearby people. As an emerging marketing method, catering companies can use WeChat to build their own brands and CRM (customer relationship management). Therefore, catering companies can register public accounts and apply for certification after reaching 500 fans for marketing. This is more conducive to the establishment of the catering company's brand, and it is also convenient for merchants to push information and answer consumers' questions. More importantly, it can be used for free. Build a food ordering platform. The small account can actively search for nearby consumers to push the fan information of the large account, thereby importing fans to the large account for unified management. (2) Create a brand public account. When registering a public account, you must first have a QQ number, and then register. After applying for a public account, change the avatar of the public account on the settings page. It is recommended to change it to the signboard or LOGO of the catering company's store. The size should be as long as it is not deformed and can be recognized normally. In addition, WeChat user information fills in the relevant introduction of the store. The addition of reply settings is divided into three types: added automatic reply, user message reply, and customized reply. Catering companies can add them according to their own needs. Special tip: Catering companies can make a schedule using the messages sent in groups every day, and prepare text and picture materials. Generally, the information pushed can be the latest dish recommendations, food culture, and discounts. (3) Synchronous marketing of physical stores Stores of catering companies are also important places to give full play to the advantages of WeChat marketing. Add QR codes to the menu design and use membership or discounts to encourage customers who come to the store to scan with their mobile phones. Using this method can not only add accurate fans to the public account, but also accumulate a large number of actual consumer groups, which is crucial to the smooth development of WeChat marketing in the later period. All promotional materials that can be used in the store can be attached with QR codes. Of course, you can also independently produce X-frames, posters, DM flyers and other materials for promotion. (4) Using activities to attract consumers to participate in WeChat marketing is more commonly used to attract target consumers to participate in activities, so as to achieve the expected promotion purpose. Taking sign-in discount activities as an example, catering companies only need to produce promotional posters and display racks with QR codes and WeChat IDs, and deploy dedicated marketing personnel to guide on-site consumers to scan the QR codes with their mobile phones. Consumers scan the QR code and follow the merchant's public account to receive a confirmation message. Before that, the merchant needs to set up an automatic reply in advance and use the information to enjoy the discount when paying the bill.