15 wechat marketing game you don't know.

In 2020, if you think that WeChat marketing can't play any new tricks, you may wish to take a look at the following 15 WeChat marketing gameplay. Wechat marketing is to keep users fresh at all times and keep users active. I believe the following content will be helpful to your WeChat marketing. First, how do brand enterprises play the WeChat marketing model 1: service number+customized menu+intelligent customer service: solve the problem of process customer service. Wechat service number opens the API interface of custom menu, and enterprises can customize the menu mode independently. In essence, the service number is close to the SCRM customer service system, aiming at providing more convenient services for enterprise users, changing the previous mode of mass message interruption on public platforms and becoming more people-friendly. This model is suitable for enterprises that provide systematic services, and users have strong active demand. Taking the service number of China Merchants Bank as an example, the WeChat account of China Merchants Bank almost replaced 90% of the regular customer service functions of China Merchants Bank, greatly alleviating the customer service pressure of China Merchants Bank, which increased by 50% on average every year. The customized menu of China Merchants Bank allows users to query bills, transfer and remit money, invest in wealth management products and query points after clicking on WeChat. In addition, China Merchants Bank's WeChat account has begun to replace the SMS reminder function. Users will receive WeChat push reminders every time they swipe their cards, while SMS will only send reminders for transactions with a single swipe card exceeding 100 yuan. In terms of function realization, WeChat provides an open API interface. When querying the content of a service, the link returned by WeChat will jump to a mobile phone HTML5 page, which is a miniature version of official website. At present, the benchmark cases are Xiaomi Mobile, China Southern Airlines, Guangdong Unicom, CCTV News, Guangzhou Public Security and so on. In the same way, B2B enterprises are also suitable for this model, especially upstream manufacturers provide corresponding services to distributors through WeChat public platform, which lowers the business threshold. On the public platform of Ketong Core City, dealers can inquire about new products, special promotions, prices, orders, delivery, receivables, inventory and other information through customized menus. It greatly reduces the communication cost between them and the loss caused by information asymmetry. Mode 2: service number+custom menu+manual customer service: solve the after-sales customer service problem. This model is suitable for products or brands with after-sales service, and provides consumers with good after-sales service through WeChat platform, thus increasing customer satisfaction. Taking the public service number of Xiaomi mobile phone as an example, Xiaomi mobile phone provides several services such as activities, services and products in the customized menu. The most important feature is that manual customer service has become the main customer service channel to answer questions about rice noodles. The manual answering time is 9:30-2 1:00 Mode 3: WeChat online activities to strengthen interaction with fans. This activity mode has matured, aiming at strengthening the interaction with fans and allowing fans to participate in brand activities. Public welfare activities: China Merchants Bank drift bottle activity license activities: Starbucks natural wake-up activities, push songs through sharing feelings. Educational activities: find fault with Master Kong's spicy beef noodles, and your paintings at 1 store. I guess, the Q&A of Head & Shoulders Power School is external chain activities: Starbucks WeChat activities directly link activities. Official website preferential activities: Jumeiyoupin preferential activities Mode 4: Content marketing, which enhances the stickiness of fans with good content, including interesting words, cartoons and videos. Interesting text: Durex's weekly question and answer set is a model in this regard. By collecting questions from fans and answering them in humorous language, the content is relaxed and interesting. Comics: Comics are the favorite form of fans and the favorite content of Fragment Time. Previously, Lenovo yoga WeChat was mainly based on comics and was deeply loved by fans. Now Xiaomi WeChat also has this content. Video and music: Original video music is a good tool for content marketing. Tribal Tiger Radio WeChat official account mobilized the official account for Kunta's microfilm box. Its main feature is to provide original children's stories for children's mothers and push them in the form of audio, which is deeply loved by mothers. Mode 5: Customize services to provide maximum convenience for the target population. This mainly depends on the keyword automatic reply function provided by WeChat. When the target customers have relevant needs and send them through WeChat, the system will push the most suitable service for fans according to keywords. The typical case of this model is Fm93 Voice of Traffic, which is a traffic radio station. The target group is drivers, who generally want to know about road conditions, violations and weather through radio. Then these requirements can be realized through WeChat customization. At present, drivers can send keywords to Fm93 Traffic Voice to inquire about the road conditions, the weather in the city and the illegal information of themselves or others. Great convenience for travel. Mode 6: intelligent chat, highlighting the brand's people-friendly side. This mode is different from manual chat, but by establishing a huge keyword library and setting one or more groups of relaxed and humorous sentences under each keyword to meet the needs of fans' chat. Let fans see the people-friendly side of the brand. The representative case of this model is Changhong, which personifies different electrical appliances and has different personalities. When fans go to "flirt" Changhong, they will get responses from various anthropomorphic appliances. Fans deepen their impression of the brand while watching and flirting. The same public accounts include SouFun's Beijing real estate and Renren's Little Yellow Chicken. Mode 7: group club, cultivate the most loyal fan circle. I have been thinking that WeChat can not only carry the function of promoting brand image, but also cultivate the most loyal consumer groups. This is a group function. For example, a brand joins its favorite fans into a group through online and offline activities, forming a club form. In the group, these fans have some privileges that ordinary fans can't get, such as image ambassadors. All fans in this group will shoulder the responsibility of promoting the brand. It's just an idea, and no good case has been found yet. Mode 8: Multi-screen interactive technology, WeChat becomes a screen. Take the car as an example. Using multi-screen interactive technology, we can connect the PC of WeChat, and realize the performance of WeChat controlling PC through gravity sensing and other technologies. For example, you can see the appearance or panorama of the car by shaking it through WeChat. Second, how e-commerce and store brands play WeChat mode 9: online activities +APP coupons+offline coupons Store consumption This mode is the most practical for stores such as Yoshinoya and McDonald's. Online activities are held through WeChat, and developing apps can generate coupons. Consumers can use coupons to shop online. The case of Yoshinoya's WeChat marketing "Look at my face and eat me" is the best practice of this model. Mode 10: WeChat membership card to realize membership marketing. Traditional membership cards have material costs and are not easy to issue. Now wechat is ok. Shenzhen Coastal City WeChat promotion activities, that is, users can get a membership card by scanning the QR code of the merchant, and the membership card is stored in the user's WeChat account, so that they can get preferential services from specific merchants when spending. Merchants get accurate target groups through WeChat, and the promotion cost is not high, which is quite beneficial to realize brand reputation and long-term accumulation of users. Mode 1 1: Location+coupon, and the nearest store location function of WeChat is a sharp weapon to realize O2O. Take McDonald's as an example. Consumers can send their location to McDonald's WeChat, and McDonald's will give feedback to the nearest store. Consumers can get coupons online and go to McDonald's. Mode 12: People nearby+QR code WeChat can view people nearby, and merchants can put preferential information in the introduction. Consumers can get the discount by seeing the discount information, scanning the QR code of the merchant and paying attention to WeChat. Mode 13: e-commerce in friends circle+sharing WeChat payment function is opened, making e-commerce in friends circle possible. Relying on the word-of-mouth recommendation of friends, you can also sell goods in a circle of friends. The successful case is that Wang Feng sells watches. At the same time, consumers are encouraged to share coupons with friends, and friends can also get the same discount through coupons, which will increase the promotion. 3. How do individuals, institutions and media play WeChat mode 14: Membership fee was initiated by Chen Kun, and this mode can also be extended to individuals. If you have enough influence or good content, you can try it. Mode 15: Subscription number+vertical media platform as subscription number must share nutritious content, but it can't be done without positioning. You must be specific and let users think of you when they have relevant needs. For example, the recruitment of socialbeta only sends out new media recruitment information. I will think of this account when I need to find a job. Micro-media of expressway. Com only shares micro-marketing related content. I will also think of this account when I want to know about micro-marketing content. Other official micro-posts, because of their miscellaneous contents, will hardly open after being folded, because they don't know what it will say to you. Content reprinted in: Everyone is a product manager. Recommended reading: HOSTInsight is a high-quality content column initiated by Houster, an enterprise-level WeChat CRM platform, aiming at popularizing dry goods and theories based on inbound marketing. 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