What can WeChat do?

Studying what WeChat can do is actually studying the marketing model of WeChat. The author believes that WeChat marketing has at least the following modes:

1, subscription mode-high quality information demand

The information on WeChat is presented in subscription mode, which means that its information is different from that of Weibo. The action of "subscribing" means that users want to get more professional and comprehensive perspectives and opinions here than themselves, and the original facts should be integrated and then output. The information on Weibo is for publicity, to reveal the truth, while on WeChat, it gives people opinions and ideas. This is the content value of WeChat and the advantage of traditional media. Many traditional media have a high-viscosity mass base, profound experience in producing content and talent pool, and long-term accumulated content that can be reorganized and output. Moreover, the contact method between WeChat and the audience is "all-weather", which just makes up for the gap between the first issue and the next issue of traditional content, so that the brand can also be mentioned and exposed in the gap.

Take the two Wechat I listened to as examples: one is "Cheng Lingfeng-Cloud Technology" (micro-signal: yunkejiAPP), which was founded by Cheng Lingfeng, a well-known Internet person. Pushing some high-quality and in-depth articles every day has a unique perspective on the Internet industry. As it claims, "We connect and integrate technology, products, business models, competitive strategies, humanity and rivers and lakes. Otherwise, the whole picture cannot be presented. Our subscribers include celebrities in the Internet industry. We influence the most influential people. " The other is "Leading the Show in the Workplace" (micro-signal: lingxiuzhichang), which pushes articles about the workplace and management every day, paying attention to the practicality and interest of the articles. For the high-end people in the workplace, as it claims, it is an elite micro-journal of the workplace, which is necessary for workplace preservation and management improvement! -both practical and interesting, pay attention to the depth of thought and inspire thinking. Please relax while reading! " .

2. Push mode-make users more valuable.

Push mode makes the subscribers of WeChat WeChat official account more valuable. The content forms of WeChat include text, voice, graphic information with links, and "third-party application messages"! Starting with the number of users in your account, it is very effective to push activities, websites, content and apps. After all, it is a forced push.

In addition, we can also see the "advertising value" from the push mode. Unlike Weibo, after the advertisement is released, the customer depends on the forwarding volume and comment volume, and the arrival rate of WeChat is close to 100% (except that the WeChat version of the mobile phone cannot be received). The price of advertising information on WeChat can be divided into headline and non-headline (the format of multiple graphic messages on WeChat).

However, due to forced push, users are very sensitive to the quality of content. Therefore, the content planning on WeChat should be very careful, and the advertising placement should be well-made!

3. The carrier of voice information-the interactive mode of radio.

Voice information is a very powerful information presentation function on WeChat. Although voice information simplifies the way of short-term communication, just pick up the phone and say a word or two, but it seems to be more suitable for very daily conversations.

For unauthenticated WeChat official account, there is only one mass message every day. If you want to post a voice message, it must be more than 20 seconds, which is very informative. Words are not necessarily colloquial, and people's understanding ability of "listening" is much lower than that of "seeing", so the reading difficulty of pronunciation is much higher than that of words and pictures.

What can voice information be used for? Voice messages are very suitable for interaction, just like radio mode, friendly and direct, with many questions and answers. In addition, the voice function of WeChat is an excellent platform for broadcast media to relive wonderful clips.

4. QR code-public and private

The value of QR code lies in the linkage between offline and online. When you scan the QR code on offline promotional materials, you are concerned about the online WeChat account. The event is only held once, and the accumulated popularity can be continued through WeChat. In fact, it is similar to Weibo's function, but the QR code is a secret and public information transmission, and it takes up a lot of material area, which can stimulate people's curiosity and attention. This is actually an excellent opportunity for many traditional businesses to realize online marketing and offline sales. In my opinion, some localized cinemas are very suitable for pushing the latest movie information and preferential information through WeChat and providing online customer service, so as to realize close interaction with each subscriber and create sales opportunities.

5, automatic reply settings-creative display space

This function has brought great creative space to the entire platform of WeChat:

(1) Not all information is suitable for forced push. When the message to be published is not popular, users can set "specific words" to get the message by themselves.

(2) Let the message pass by, and users can still review it by replying to "specific words".

(3) The setting of automatic reply to increase creativity is an activity, such as Lenovo WeChat's activity "Let Brother Xiang say I love you".

6.CRM tools

Different from Weibo, WeChat is a very powerful CRM tool. In the past, our CRM tools were mainly email, SMS and manual call center, but now we have added WeChat. In a sense, WeChat can even replace the first three tools. The rich media properties of WeChat can be transformed into any form of email, SMS and call center. You can send short messages to users, or you can send users an article with photos and links. Of course, you can also send voice and video directly, which depends entirely on your needs. In addition to "sending", you can also get feedback from users at any time.

Brands can also use WeChat for customer service, which used to be done mostly through call centers. This is really a nightmare experience. First, users have to pray that their calls will come in. Secondly, they have to endure a long automatic reply (similar to "press 1 for domestic air tickets and 2 for international air tickets"), and then they have to endure some unclear operators. With WeChat, everything will be very convenient. Don't wait for anything, just send text or voice directly to the official WeChat of the brand, take photos of invoices, warranty documents and damaged goods with the camera, send them over, and then wait for the official WeChat to reply.

Wechat public platform also has the function of grouping users, and you can completely group subscribers, which is similar to the sorting function of CRM tools for customers.

In general, WeChat is a very powerful tool and will be used in more and more occasions. It will not only create a new marketing opportunities for brands and enterprises, but also bring more convenience to people's life and work.