The gradual popularization of Tencent WeChat will become a sword for the promotion of new online brands. The following is what I arranged for you. Welcome to read!

1:

Since Nike China announced the launch of the first "NikeFOS" marketing campaign on WeChat, it has been supported by WeChat. NikeFOS is the second large-scale sports party held by Nike. This party uses WeChat to realize interactive activities with users, including collecting games such as badges, which makes Nike's WeChat marketing achieve initial success.

According to the news that foreign media quoted the website "CampaignChina", Nike, a giant company in the sports field, will carry out account authentication and officially log on to WeChat. Nike said that its marketing concept on WeChat is "Mobile Nike Movement", and users can get daily information updates of Nike through WeChat every day.

Nike's presence in WeChat has attracted attention, on the one hand, because Nike has become an increasingly influential "platform", and on the other hand, because mobile devices can reach more consumers. VickyHuang, head of media in Nike Greater China, said that the goal of Nike WeChat marketing campaign is to improve Nike's one-to-many customer relationship. "WeChat is the ultimate platform to further build our customer relationship system. We want to deepen communication with consumers, hope to change from broadcasting to dialogue, and hope to change from one-on-one communication to one-on-one communication. "

In order to further increase users' interest, Nike has widely used QR codes to support online and traditional advertisements, allowing users to scan the codes on taxis, roadside posters and sales leaflets with Nike QR codes, and immediately pay attention to Nike's WeChat account.

2:

How will the new media promotion lose Xiaomi's figure? The fan management mode of "9: 1 10,000" means that Xiaomi's WeChat account has nine backstage customer service staff, whose biggest job is to reply to the news of 1 10,000 fans every day. Every morning, when nine Xiaomi WeChat operators open the background of Xiaomi WeChat account on the computer and see the user's message, their homework for the day begins.

In fact, Xiaomi's own WeChat background can actively grab keyword replies, but the customer service staff of Xiaomi WeChat will still reply one-on-one. In this way, Xiaomi has greatly enhanced the brand loyalty of users. Compared with opening a store on WeChat, for brand WeChat users like Xiaomi, customer service is obviously more exciting than selling one or two mobile phones.

Of course, in addition to enhancing user loyalty, WeChat's customer service has also brought tangible benefits to Xiaomi. Li Wanqiang said that WeChat made Xiaomi's promotion and crm go downhill. In the past, when Xiaomi was doing activities, he always sent messages in groups, sending 6.5438+00,000 pieces and 40,000 pieces. The effect of WeChat in customer service can be seen.

3:

Starbucks personalized interactive activities make users shine. Users open WeChat, scan the QR code, or shake it, or search Starbucks as friends, and send an emoticon to Starbucks China in WeChat to express your current mood. Starbucks will respond to users' mood by pushing the music in the album "Wake Up Naturally" in a one-on-one way. Starbucks' WeChat marketing allows users to enjoy songs specially prepared for their mood. In just one month,

The cooperation between Starbucks and WeChat avoids the traditional business model and has the advantages of fun and interaction. Mobile new media and QR code, a brand-new brand promotion model, have successfully led Starbucks users online, thus continuously promoting the interaction between Starbucks brands and users, transmitting Starbucks culture, and cultivating new consumption habits of consumers, which has invisibly enhanced the brand value of Starbucks.

Case analysis of WeChat brand promotion;

What is WeChat?

Wechat is a mobile phone chat software launched by Tencent at the beginning of 20 1 1, which can quickly transmit voice messages, videos, pictures and texts through the network and support multi-group chat.

Product characteristics

Support to receive and send voice messages, videos and pictures * * * including face and text * * * and text.

Support multi-group chat * * * Up to 10 people * * *

Support to view people who use WeChat near their location ***LBS function * * *

Save process

Picture, voice and video optimization, 1M can send about 1000 short messages, 1000 second voice messages and 1 minute video messages. Background execution only takes about 2.4K/ hour.

Multiplatform

Mobile phones supporting iPhone, Android, Windows phone and Saipan send and receive messages to each other.

The software is free.

And integrate a variety of software, such as QQ mailbox assistant, QQ offline assistant, communication insurance assistant and so on.

The headwind of the product

Make friends with many skills.

You can add new friends through the phone address book, QQ friends, WeChat QR code, shake, query friends within 1000M, drift bottle and other functions.

Product function introduction

Wechat recommends using mobile phone number to register, and supports mobile phone numbers in more than 100 countries. Wechat can be registered directly through QQ number or through email account.

Registration steps

The user growth and activity of WeChat depend on three key functions: voice intercom, viewing nearby people and shaking.

More than 70% of users add friends through the mobile phone address book and transfer offline social activities to the mobile Internet.

With the help of QQ relationship in the early stage of development

Chain, integrating the social relationship chain of users' QQ friends, email friends and mobile phone address book friends into the product, and accumulating a certain number of users.

At present, there are 654.38+200 million registered users.

Add 230,000 users every day.

50% of users use Symbian, 25% use Android and 25% use iOS.

The age of users is 22-30 years old, accounting for 76. 1%. 24.2% of users are white-collar workers, ranking first.

A little.

Analysis of wechat user groups

N modes of wechat marketing

Mode 1: Allow interactive push.

Case: Starbucks "Pretend to Wake Up" When users add "Starbucks" as close friends and express their feelings with WeChat expressions, Starbucks will use the music in the album "Wake Up Naturally" according to the feelings conveyed by users to benefit users.

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Mode 2: Chatting with labor cost input

Case: Durex Durex WeChat team specially set up a chat group of 8 people to have a real conversation with users. Following Durex's Weibo style, Durex still "talks about sex and love" with users in an interesting way on WeChat.

Mode 3: QR code

Case: Shenzhen Coastal City launched the WeChat membership card. A large shopping mall in Shenzhen Coastal City launched the WeChat membership card activity. Wechat users can get the mobile phone encounter card of coastal city for free and enjoy the coast by scanning the exclusive QR code of coastal city with WeChat.

Many businessmen in this city enjoy preferential treatment.

Mode 4: Open the platform and share the efficacy.

Case: Beauty said × WeChat users can share the content of Beauty said to WeChat, because the relationship between WeChat users is closer, so when the goods in Beauty said are shared by one user with other close friends, it is equivalent to completing a product.

Effective word-of-mouth marketing.

Mode 5: LBS- View people nearby

Case: K5 convenience store promotes new stores, and "Hungry God" WeChat also combines LBS function. In the "Friends" tab of WeChat, there is a "View People Nearby" plug-in, and users can query WeChat users near their location and status. Except system

Displays basic information such as the names of surrounding users, and also displays the contents of user signature files. Merchants can also use this free advertising space to promote themselves and even advertise.

Mode 6: drift bottle

Case: During the "Love Drift Bottle" activity of China Merchants Bank, WeChat users use the "Drift Bottle" or "Shake" function to find friends, and they will see that "China Merchants Bank lights up with a blue light". As long as they participate or pay attention, China Merchants Bank will pass the "small point, micro"

Love platform donates points for autistic children.

Mode n: voice mail, brand homepage, message push, etc.

precise

CPM costs less.

Real relationship

Introduction of WeChat public platform

Wechat media platform

Wechat public platform mainly includes real-time communication, messaging and data management. Users can manage their fans in groups and communicate in real time in this interface.

Wechat WeChat official account is an important cooperation between celebrities, * * *, media and enterprises.

Promote business. Here, we can promote the brand to hundreds of millions of WeChat users through the WeChat channel, reduce the publicity cost, improve the brand reputation and create a more influential brand image.

1, account registration

open

Note: WeChat public platform has no hands.

Machine client can only log in through computer or mobile phone reader.

2. Perfect personal information

Modify my account information in Settings.

"WeChat official account name" is filled in when registering, and cannot be modified, but it can be repeated with others.

After the "micro-signal" registration is realized, the initial account is born and can be modified. But it can only be modified once.

2. Improve personal information

"Avatar" provides two ways of head portrait, round head portrait and square head portrait. There is not much difference. After uploading the square avatar, it will be displayed next to the QR code.

"WeChat user information" is also equivalent to personalized signature and free advertising information. You can write here.

Company information, including recent preferential activities, address, contact information, etc. , shall not exceed 140 words.

When the user scans the QR code, it will display the finger acupuncture information of the enterprise, as shown in the following figure:

Step 3 send messages in groups

4, group message import

The group sending function is still relatively strong. You can choose the object of mass sending: all friends or directional mass sending, or you can choose to send it only to male or female friends. Not only that, we can also choose to absorb by city by choosing the mass distribution area.

The target of mass news. The content sent includes text, audio, pictures, videos, etc. , basically contains all kinds of information.

However, in order to prevent merchants from harassing users with endless mass advertisements, the WeChat public platform limits an account to only one per day.

Message, so please edit your content carefully when sending it.

You can view the sent messages in Sent.

5, real-time message

In the "real-time message" interface, move the mouse over a message, and three buttons will appear: Edit, Staring and Quick Reply. The button in the red box of the picture is "Quick Reply"

Step 6 respond quickly

Quick reply, only text messages. If you want to send MMS, click the user name or avatar to pop up the following window:

7. WeChat official account opponent

In addition to using the web, you can also use the WeChat official account assistant to send messages in groups.

In: Settings-WeChat official account assistant, bind the private micro-signal, add mphelper as a friend to the bound micro-signal, and send the message to mphelper and send it to the group by web.

The consequences of messages are the same, just the number of times a group message is sent on the web every day.

8, wisdom automatic reply * * * a * * *

In the reply settings, the first one is "added automatic reply".

Once users add us as friends, the information here will be automatically sent to users. You can choose to send text or voice, or pictures, or videos, or recordings. Pay attention to the above five items.

You can only choose one. If you edit the text and keep it, and then edit the voice and save it, your previously edited text content will be lost and cannot be retrieved.

If you want to use voice, pictures or videos, you should add good content in the material management in advance. And you can only choose the content in the material management, and you can't add it permanently.

9, the wisdom of active reply * * * two * * *

10, wisdom automatically replies * * * three * * *

User message reply and user-defined reply are intelligent reply systems. If it is set up, it can realize the automatic dialogue between the system and customers. In Custom Reply, you can define rules. When the text sent by the user contains some keywords, it will automatically

Respond to the corresponding content dynamically. If User Message Reply is set, when the text sent by the user does not contain the keywords defined in User Message Reply, the content set in User Message Reply will be replied. Please take a closer look at the following example:

1 1, wisdom automatic reply * * * four * * *

We set the above text in the user message reply.

In the "customized reply", the rules are set: children's room.

12, wisdom automatic reply * * * five * * *

In this rule, the key words we define are "children", "children's room", "children's room decoration", "children" and "children's room"

13, wisdom automatic reply * * * six * * *

The reply content can be text or graphics, audio or video. If it is text, you can edit it temporarily. If it is a "file" * * voice, picture, video * * or "graphic", it must be uploaded in the "material management" in advance.

Note: All keywords match.

Only when the text sent by the user is completely consistent with the set keywords can the rule be triggered, otherwise it will not be triggered. If the message sent by the user is "children", "children's room decoration" and "children's paradise", then only "children" can trigger the rule, which

It won't trigger.

Only when a keyword is included in a sentence sent by the user will the rule be triggered, and the system will automatically reply to the content set at that time. If the message sent by the user is that "children", "children's room decoration" and "children's paradise" all contain the crux word "children",

Rules can be triggered.

14, case

15, Material Management

Pictures, audio and video information to be disseminated by WeChat public platform must be uploaded to the material library in advance.

16, material considerations

Among them, the more special is the message material: activity message/graphic message.

In graphic messages, message summaries and pictures can be inserted into links, and recipients can directly access the corresponding pages through hyperlinks.