Case study on successful marketing of personal WeChat?

If there is no case study, enterprises can't accurately grasp the market situation and customer situation, and can't fully understand the products. Then the following is the relevant content I have compiled, hoping to help you.

One:

Wechat marketing case: chestnut rice, grass eggs, fruit

Wechat sells chestnut rice and earns 2 million in three months.

20 13 12 1, an "angry bird" in the Shanghai International Marathon attracted a lot of attention. The real "bird" is a rich army selling chestnuts and rice on WeChat. Fu Jun joked with his wife that he sold rice at 20 13, and then began to send rice to WeChat friends, creating a basic reputation for his rice marketing.

Any WeChat marketing needs two basic conditions, one is enough friends, and the other is close relationship with WeChat friends. Fujun has increased his WeChat friends through various activities. In order to keep close relationship with these friends, Fujun updates 6 messages in the circle of friends every week on average, and plans an offline activity with good effect.

Although brand marketing has never been planned, Fujun knows the essence of the Internet very well, and an event marketing will bring an explosion effect, so the "Angry Birds" with rice bags and QR codes on its back made its debut at the Shanghai Marathon.

Fujun Li Mi's WeChat marketing is successful. By the end of 10, 20 1 165438, he counted 200 subscribers and sold 2 million meters, all of which were sent by his WeChat friends.

Wechat direct selling grass eggs, online trading offline delivery.

Yoda, who worked as a clerk in the office for four years, resolutely resigned on 20 13 and returned to his hometown to contract a mountainous area and raise a grass chicken. Previously, Yoda's sister had been selling grass eggs, collecting farmers' eggs through agricultural cooperatives and selling them to consumers. However, the "setter" not only increased the cost of egg sales, but also did not have a stable supply of eggs, so Yoda and her sister invested in building a farm. On the one hand, my sister is responsible for the old channel sales, on the other hand, AUTO is responsible for the new channel development of WeChat and Weibo direct sales.

Through online direct sales, Yoda's account and many friends "change powder". The display of online farms and feeding processes attracted many citizens to order online. After receiving the order, AUO delivers it directly to your door. At present, Yoda has accumulated more than 2,000 stable fans.

Yoda sells eggs,1.One in 5 yuan. After nine months of online trading, Yoda has sold 30,000 grass eggs in a row, achieving the goal he had set for himself.

"Fruit Brother" uses WeChat to earn 40,000 yuan a month.

Xu Yi is a college student in Shijiazhuang Institute of Economics. In the past three months, he and his WeChat fruit shop "You Guo Ni" made a fire in Shijingyuan. As a college student, Xu Yi's entrepreneurial inspiration comes from an accidental experience of delivering breakfast to his girlfriend. "Shijingyuan * * has 1.7 million students, including more than 6,000 girls." Xu Yi emphasized that girls eat fruit almost every day. If we estimate the consumption of each girl in 50 yuan for one month, WeChat can make a lot of money by selling fruits.

At the beginning of the business, Xu Yi's "excellent fresh fruit" business was not good, and it often took a day to get an order of several yuan. As mentioned above, a basic condition of WeChat marketing is to have enough friends. Xu Yi and his classmates use the method of "sweeping the building" to increase their friends: send printed marketing leaflets and advertising brochures to the teaching building, canteen and dormitory of the school; During the break 10 minute, the propaganda video of "Guo Ni Tour" was broadcast in every classroom ... After three months of "sweeping the building", the number of people who paid attention to You Guo Ni reached 4,920, and most of these users were Xu Yi's classmates. In view of this, personalized products are often introduced in Xu Yi, and "postgraduate entrance examination package", "couple package" and "local tyrant package" composed of various fruits frequently attract students' attention.

So far, "Fruit Brother" has achieved an income of 40,000/month.

abstract

Wechat has become a magic weapon for marketing in all walks of life. In this paper, I want to choose three successful cases to share with you for reference. Through three or several cases, the product map. Com found that there are several reasons for their success: enough friends, frequent contact, personal credit guarantee transaction rate, daily high-frequency goods close to life and so on.

In fact, WeChat marketing is not easy. Frequent pushing of product information may have a negative impact on marketing. In the marketing process, maintaining the relationship with friends is the most important.

Two:

Wechat WeChat official account brush reading volume? 60 yuan buys 10,000 readings.

In recent years, with the rise of WeChat official accounts, the number of views of many WeChat official accounts has reached more than 65438+ million. What kind of content can easily get more than 654.38+ million hits? What's the secret behind this number? What kind of market effect has 65438+ million+users brought to these official WeChat accounts? Recently, the reporter of Chu Tian Jin Bao investigated this.

■ Normal means

Pull people with prizes

High-quality content attracts attention

"We currently have tens of thousands of WeChat official account fans. The top 10,000 people changed 10,000 bottles of college coke. " Han Qing, the head of a cultural company in Wuchang, has a lot of experience in the drainage of WeChat official account. Their official WeChat account on culture is currently operating very well.

Han Qing told reporters that when the company started to build this platform, it attached great importance to offline activities. At that time, he bought 10,000 bottles of coke directly into colleges and universities, and students can get a bottle of coke by adding the official account of WeChat. At that time, the effect was obvious. Ten thousand bottles of coke brushed ten thousand fans. In addition, Han Qing's strategy is to go to colleges and universities to sponsor some activities to suck powder. In addition, Han Qing will use red envelopes and gifts in the WeChat group to retain and manage his fans.

Compared with using prizes to suck powder, some official WeChat accounts still rely on primitive accumulation, such as "cold map" and a batch of large sizes. They accumulated original users on Weibo in the early days, and were called representatives of grassroots Weibo. After operating the micro-signal, they can quickly build their platform into a 654.38+ million+traffic king on WeChat.

In fact, the reason why these grassroots Weibo kings can also use WeChat to retain users is mainly because of high-quality content, such as "papi sauce" which is popular on the Internet recently. With high-quality and stable output content, it has rapidly grown into a rare tens of millions of fan platforms in the WeChat community.

Hook people with words

The "title party" was frequently selected.

As for how to make attractive content, the reporter found that almost all official WeChat accounts will become "title parties". For example, the "heaven and earth" you have never seen is the scenery; "Various postures, look!" Open it to teach you to dump the library; "When a woman does it once in the morning, something magical happens." At first glance, it is aerobics.

In addition to the title "Gouren", an insider JUNG WOO told reporters that the release time of the article also has a great impact on traffic. The reporter randomly added several large articles with a reading of 65438+ million+. In the official WeChat account, news and current affairs, articles are generally released in the morning, such as the "Luo Ji Thinking" of the official WeChat account. They usually publish articles around 6: 00 in the morning, and the news and current affairs are read a lot, while professional WeChat official account articles or other types of WeChat official account articles are published from 5: 00 to 7: 00 in the afternoon, during which the reading volume is large.

■ Extraordinary operation

On Taobao, 60 yuan bought 10,000 readings.

Although the number of fans can be gradually accumulated through many normal channels, the reporter found in the interview that some 654.38+ million+readings were obviously wet. For example, a hot spot in the official WeChat account recently posted a hard and wide content, which showed that the traffic reached 65,438+million+in less than an hour. In this regard, JUNG WOO tells a story: This is actually not difficult. An article may be tens of yuan to more than one hundred yuan, and the reading volume is easily broken.

Under the guidance of JUNG WOO, the reporter entered the keyword "reading volume" on Taobao, and searched out nearly 3,000 products related to WeChat, Weibo, blog fans and reading volume. One of the sellers doing WeChat reading has sold more than one million items this month. After the reporter inquired, it was found that the current market is tens of dollars to buy more than 10 thousand traffic. The reporter randomly turned over the opinions of several buyers, and everyone was very satisfied with the purchase process: "It was really great, and it reached the quantity I wanted in less than five minutes." "I took 100 fans, and actually reached 130, and all of them had images."

Subsequently, the reporter randomly contacted a seller and said that he wanted to brush the reading volume. The other side quoted 60 yuan 1 10,000, which was favorable for a large quantity. The reporter asked if brushing WeChat powder would lead to the platform title. The staff of the store replied: "It is very safe. I have brushed so much, and I haven't heard of any official WeChat account being shut down because of reading. "

According to the reporter's rough calculation, according to the price on Taobao, the general reading volume of "65438+ million+"can be done from several hundred to one thousand yuan.

In the middle of the night, the "network water army" came to brush the bill.

The reporter learned that buying reading at a certain price, that is, the usual way of brushing information, is too simple and rude, usually for the convenience of receiving advertisements or completing Party A's indicators. This method is more common in marketing numbers, and more is to give advertisers a good-looking information. However, if you brush too much, it will be easily discovered by Party A. But it is difficult for the platform operator to recognize the brush list.

An industry insider said that the reading volume of WeChat official account is not a technical problem. As long as you know the corresponding programming, the software that reads a lot can be made in a few minutes. Use software to generate different IP click article pages, so as to achieve the purpose of brushing the reading volume.

On the recommendation of JUNG WOO, the reporter interviewed a "network water army" in the form of Internet. The other party told reporters that in fact, they didn't make much money, and most of the money was earned by the platform. For the sake of safety, the general work of brushing traffic is carried out in the early hours of the morning. "It may be detected by the platform during the day. In order to ensure that the title is not closed, it has to be carried out at night, and the work is very hard. "

An insider told a reporter a joke that happened recently in Wuhan: a public relations company entrusted a media operator to publish an analysis manuscript of the real estate industry, but was worried that the traffic from the media was not enough. In order to make Party A more satisfied, the people in the public relations company privately arrange the brush flow. As a result, in the end, the total reading volume was * * * 65438+ million+,and the number of likes reached 10,000, which was very evenly distributed, with one like for every ten readings, which actually made Party A suspicious.

■ Behind the interests

Big data brings a lot of money.

The price of each local large-size advertisement is 20 thousand to 30 thousand

65438+100000+is the pursuit of many official WeChat account teams, and these extreme traffic not only attracted considerable advertising revenue for these official WeChat accounts, but also attracted venture capitalists.

The reporter learned that from last year to this year, many official WeChat accounts were favored by venture capitalists: Luo Zhenyu's "Luo Ji Thinking" completed the B round of financing on 20 151October 20, with a valuation of13.2 billion yuan; There is an official account on WeChat, which belongs to video category. A round of financing was completed on 20 165438+2004 10. At that time, a valuation of tens of millions of dollars, has now completed the B round of financing, financing amount of tens of millions of dollars, financing after the valuation of 65438+ billion dollars.

In addition to venture capital, advertising revenue is also an important source for the survival of these official WeChat accounts. Miss Qu, the head of a public relations company in Shanghai, told the reporter that because the official WeChat account is often released to customers, the public relations company is actually very aware of the real market of the official WeChat account, and the official WeChat account with tens of thousands of real active fans is quite good. If the number of fans exceeds 65,438+10,000, it will be awesome, and the advertising quotation will also rise: generally, the headline push advertisement of this kind of official WeChat account starts from 30,000 yuan on the same day. "In fact, there is a way to judge the real reading volume of the official WeChat account. Look at the comments at the back. Generally, it is brushed out, and there are very few comments. "

The reporter then learned that the current push price of an advertisement in Wuhan is as high as 20,000 to 30,000 yuan.

■ Expert opinion

Brush information promotion is tantamount to false propaganda.

Fei Xianzheng, an associate professor in the Department of Marketing Management, School of Business Administration, Zhongnan University of Economics and Law, believes that from the marketing point of view, with traffic, it is possible to generate enough information and generate consumer insight, that is, traffic realization. This situation is understandable in itself, but the traffic bought is not of much value, and it may just be a kind of information to attract capital and market. But in fact, capital is not stupid, and there is still a certain identification mechanism for brush traffic. Professor Fei suggested that for the official WeChat account, it is an efficient way to attract and retain its own users more effectively and let customers have a higher experience, so that the official WeChat account can have a longer-term investment value.

Lawyer Wang Xu of Wuhan Zunerguang Law Firm believes that the reading volume of WeChat official account is mainly through software operation, not real reading volume, and marketing promotion by this means is tantamount to false propaganda. However, China has no special legal provisions on such Internet problems. Here, I hope that with the help of WeChat operators, we can introduce an industry system, punish unethical behaviors such as false reading, and strengthen industry self-discipline. I also hope that relevant laws will be introduced as soon as possible, and at the same time, the public needs to improve their ability to distinguish and create a civilized and harmonious network environment.