Enterprise WeChat marketing case and analysis?

Market is the direction of enterprise, and quality is the life of enterprise. To do a good job in marketing, we must collect cases for analysis. Then the following is the relevant content I have compiled, hoping to help you.

One:

From scratch, let's see how I created an excellent official WeChat account.

On September 20 14, I started to contact the WeChat public platform. At the beginning, there were nearly 1000 fans in a month, and there were many freshmen. Without offline promotion, it depends on word-of-mouth promotion. At the beginning, I provided a platform for freshmen to answer questions. 1 1 was adopted as the official platform by the college, and 1 was officially certified and renamed in February. At present, the number of fans is nearly 5000, which is not optimistic. The great god begged not to pat bricks, and then went back on holiday to start propaganda.

Combined with my own experience in operating official WeChat account, I will share with you how I did it from the aspects of content, function, interaction and publicity.

content

I don't want to write things that students are interested in, too formal copywriting, and I don't want to push things that too many people know.

Localization content: localized pictures and texts are most likely to arouse students' admiration, and an excellent article is much more powerful than your hard propaganda. Many university operators are very experienced at this point. By learning from them and writing some localized tweets, the reading volume and forwarding volume are really obvious.

Combined with campus current affairs: report the activities and hot current affairs held on campus.

Respond to students' needs: write some tweets about them.

Adapt to life: you can ask teachers, boarding houses, school guards, etc. Send recordings, tweets and other information.

In addition, the time to send tweets should be well grasped and pushed according to the actual situation of our school. It is recommended to go to bed 30 minutes before night, or after the first and second classes in the morning. Typesetting is also very important, and graphic combination is the best.

Model reference:

If I meet you in Qingzhi.

50 facts you must know to clean up posts.

Hello, I'm Qingyuan, and this is my resume.

Show off your youth, bask in your vitality, and be the first in the New Year.

Menu setting: Because the account I run is Guan Wei, the information part of the college is indispensable. Of course, I won't publish anything too politicized and standardized like official website, but I will still focus on students. The general idea of plate setting is:

First: college module, college data information, etc.

The second is the function module, which is used for students to inquire about educational affairs and other functions;

Third: interactive module, providing an online interactive platform, opening the advertisement wall and getting up to sign in.

It is suggested that the menu name can be changed.

function

Practical functions such as checking grades, checking class schedules, searching books in the library and querying CET are all needed by students.

If you don't know the development technology, you can use some third-party platforms.

According to the actual situation, new functions are introduced to keep the platform fresh. All the functions of the official WeChat account I run are developed by myself, and many of the functions I have developed are shared with university operators.

Such as: school flower and school grass voting system, final sign-in system, four or six back words, face recognition, menstrual assistance, class schedule results query.

interaction

To make a different official WeChat account, you have to do a different job. Interaction is the best way to enhance user stickiness. Through communication, we can understand the needs of users, and the official WeChat account can also adjust the service functions provided according to these adjustments. Because users are sticky, no one will worry about your platform. This is also the reason why my official WeChat account attracted so many fans' attention within one month. Freshmen have too many problems to understand.

After the holiday, the general amount of graphic reading is pitiful, so I changed my daily tweet into a greeting or an IQ question.

publicize

Online publicity: Focus on Q group, friends circle, space, post bar and Weibo. Please note that the post bar is almost the school knowledge of freshmen, and it has a strategic position!

Offline publicity: put up posters, display boards and distribute leaflets on the main roads of the campus.

Activity promotion: The party will provide WeChat big screen and online planning activities. After observation, it is found that students are quite interested in canvassing. According to the situation of my own school, I developed the voting function of the school flower and school grass, which limited the voting times of everyone. So there are fans watching the canvassing. The powder increasing effect is good.

Function promotion: This official WeChat account provides convenient functions of inquiring grades and class schedules, and has the function of online registration of clubs, so as to make students lazier as far as possible and don't worry about your dependence.

Two:

You don't treat Fujun as Lei Jun! The story of selling rice passed by WeChat friends circle these days. It doesn't seem fashionable to sell mobile phones and open restaurants online now. The more grounded things are, the more popular they are. Luo Zhenyu is selling members recently, selling 30,000 members, and it is said that he earns 8 million a day. I want to sell fan membership, can I sell it for 300 yuan?

In three months, a person, relying on the WeChat circle of friends, sold 100000 kg of chestnut rice, with a total value of nearly 2 million. Chestnut rice, from an unknown organic rice brand, has developed into a rice brand with 300 long-term customers and 20,000 potential high-end customers. In the circle of Chinese Business College, Fujun has successfully created such an image: "Buy organic rice to find Fujun!"

How did he do it?

Selling rice is a bet with my wife.

Before 20 13, Fu Jun had been engaged in the foreign trade of hardware fittings. This Shandong man from a small mountain village, admitted to a university, started from scratch in Shanghai, never knew a word of English, and completed more than one billion orders with foreigners every year. Fu Jun's first successful venture embarked on the path followed by thousands of small entrepreneurs in Qian Qian-smart, diligent and persistent, and found a foothold in Shanghai.

Selling rice is purely accidental. Mrs. Fu Jun's old home is in the northeast, cooking at home. Children and adults generally only eat organic rice sent from their hometown. Give it to a friend and everyone will say yes. One day, my wife joked with Jun Fu: When will you do something more meaningful as a gold medal salesman? Promote the good rice in my hometown so that everyone we know can eat healthily.

"I was boasting to my wife. I'm kidding. My rich army can do hundreds of millions of businesses with foreigners. It is difficult to sell rice. Then I really did it. "

He regretted it as soon as he took over. Fu Jun found that the domestic market and the foreign trade he was familiar with were two different things. When Li Mi took over, he mainly took some special procurement channels.

"It used to be very simple to deal with foreigners, and old customers didn't have to meet for several years. Unexpectedly, when I went to the domestic market, I found that it was so hard to do channels, and the geese were plucked. Even more deadly, there are too many organic rice in the market, and the people of China have a crisis of confidence. The popularity of chestnut rice in the market is close to zero. Fujun began to feel that he had food in his hand and panicked. But now that I have praised my wife, I will do it anyway. His scalp has hardened. Counting the warehouse, 200,000 new meters have just been released.

Send! "Good things are not afraid to try!" Fujun decided to send the rice out first, and the customer will naturally come back to him to buy rice after the experience.

Wechat friends add inspiration.

There is a good news in Fujun's circle of friends, and micro-friends are full of praise for Fujun's news.

With food in hand, where to send it is a problem.

Fu Jun combed all his social relations, mobilized his small partners in the foreign trade team, and listed all the potential customers of rice he had dealt with in recent years.

This generous Shandong man first sent rice 10 kg, 20 kg and 30 kg, just like entertaining guests in the village when he was a child. Whether it's useful or not, Jun Fu said, behave ahead of time and be generous.

But after the first wave of rice was sent out, the business of selling rice was a bit stagnant. Old customers are always limited. Who should I give it to next?

Just then, the business school set up the "Xuanzang Road" trip to Gobi, and the rich army who likes running was on the road.

Everyone likes to have fun when traveling. One day, Fu Jun competed with his classmates to see who collected all 30 micro-signals first in Gobi-at the beginning of 20 13, WeChat was very popular, and everyone started to add WeChat instead of exchanging business cards.

A game, competitive rich army lit * * *. He began to signal to everyone: "Hello, nice to meet you. My name is Fujun. " After repeating it for a while, he found that "Ge You" people are keen to establish a group. Now Fujun has found the trick: every time he knows a group owner and is pulled into the group, he can add many friends. This is much faster than "peer-to-peer". Fujun immediately won from the brothers who bet. During the one-week trip to Gobi, Fu Jun's WeChat friends grew to more than 1000.

Perhaps the arduous Gobi challenge deepened the feelings of micro-friends, or perhaps the similar background and experience made everyone have the same topic. Fu Jun also found that when he tried to introduce his rice in a circle of friends, the effect was surprisingly good.

Event marketing for business needs

Fujun spared no effort to promote the image of rice, and it was not disliked by everyone. On the contrary, people began to remember this confident, cheerful and charitable "Fu Jun", who outlined a public image in the business school's WeChat circle.

Interestingly, at this time, his friends increased to 3000, and only less than 10% people had seen it more than three times. In other words, although most people have never met Fu Jun, they all know that he is the most famous rice seller in business school.

With the rapid expansion of WeChat friends, offline interaction has also become important.

Fujun planned two offline activities, both of which brought good results.

One was the "Goba Return Day", the first large-scale gathering after the 8th Gobi Challenge, which ended the business school students' return to urban life in Gobi. Fujun sponsored all the rice on Unification Day. Afraid that the rice cooked in the cauldron was not fragrant enough, Fujun also temporarily bought eight brand-new rice cookers to cook chestnut rice. This incident once triggered a beautiful talk.

Although it has never been a serious brand, the keen Fujun found that event marketing can always bring explosive effects, and interesting topics can attract the attention and discussion of business school circles.

Whoever can attract attention and start a topic will benefit. In social networks, this rule is enduring, and it is equally effective if it is applied to a small range of friends.

65438+February 1, Shanghai International Marathon inspired Fujun again. How to combine running and selling rice? Fujun decided to continue to strengthen his impression that the boss can spare no effort to go into battle in person in order to sell rice.

As a result, an angry bird ran with a rice bag on its back in the marathon. This bird with a rice bag on its back and a QR code on its whole body has attracted a lot of media attention. Even Liao Zhi, the most beautiful athlete of the Shanghai Marathon, took a group photo. This "angry boss" made headlines.

All the students in business school saw that Fu Jun not only became a topic figure, but also became a hot news figure.

In February, I joked with my wife and decided to sell rice. After that, I began to send meals to WeChat friends. When the registration of selling rice was officially started on August 26th, Fujun found that the rice in the granary was out of stock. New rice needs to be purchased by appointment.

In the past, marketable circle marketing showed its power at this time. For the next three months, Fujun received orders for rice on WeChat every day.

People greet him in the WeChat circle of friends, usually: Jun Fu, I know you, I have eaten your meal, it's good, I want to do it for a year. "

By 1 1, Fujun has accumulated 200 subscribers and sold 2 million pieces of rice.

This is really his achievement. Most of his subscribers come from all kinds of WeChat friends who are familiar or have never met before.

Content construction of friends circle

Fujun's circle of friends is maintained at 6 messages per week. At first, everything revolved around "chestnut rice", such as a variety of chestnut rice sales combination packages and a healthy lifestyle. After accumulating 30 thousand friends. Fujun's circle of friends has become a "media publishing center", where many business school activities are convened, social welfare activities are released, and various commercial resources interact with each other for information consultation.

In his circle of friends, he even sipped 3 million second-hand Lamborghini and 500 thousand Rolex watches for a friend; When one day he wanted to call a gathering of fellow villagers in Shandong, in just two days, he met 150 Shandong entrepreneurs at home and abroad through WeChat. If you are looking for venue sponsorship and commercial sponsorship, you can quickly realize the docking of various resources as long as you release information; A high-end clubhouse opened, and Fujun brought a high-end passenger flow of 1 0,000 to the other party through the WeChat circle of friends.

Fujun completed the circle of friends from the media. In the process of building the brand of chestnut rice, whenever he encounters problems, he will turn to. Li Mi's name, advertising language and many activities are inspired by experts in the circle of friends. Friends also have a strong sense of identity with the brand of chestnut rice by caring about Fujun's career. Later, Fujun was regarded as a responsive "universal information center".

Drinking your own products in a circle of friends every day, will anyone resent it?

"Yes, but more people praise me. I have rice orders every day. My friends who are tired of me just tease me in good faith: Fu Jun has fallen into the rice jar, and sometimes when they see my message, they will remind me in a friendly way: Fu Jun will talk again and not talk for three weeks! "

But the more so, the more Fu Jun was tied to his chestnut rice.

"Because people trust me, Fu Jun trusts the organic rice that Fu Jun sells. They recognized me as a person and then recognized the chestnut rice brand I founded. "

Looking back carefully at the content of Jun Fu's circle of friends, we can see that there are several keywords with very high repetition probability: health, gratitude, sincerity, food, kindness, ideal, action and persistence.

Fujun has successfully created a healthy, cheerful, humorous and persistent image of a rice seller in the circle of friends in business school. This is inseparable from the skillful use of WeChat, a marketable marketing platform, and from his brand image and personality charm created by selling rice.

Does it really cost a lot of money to start a brand? No, Fu Jun's story tells you that if a small enterprise is familiar with the operation mode of "media", it can still make high profits in a short time with extremely low cost.

2 million is just the beginning of chestnut rice. Fu Jun's WeChat platform will bring him more space and possibilities.