Micro-letter 5.0, how to tap the marketing value of micro-credit activities

Abstract: Author: @ Yan Tao long-awaited, the same as the long-awaited micro-letter 5.0 published. Some people are glad that someone is scared, no matter how it changes, the user is always very calm, because to them is nothing but the mobile phone "free social workers

Author: @ Yan Tao San Shou

In the midst of the long-awaited, 5.0 of the long-awaited micro-letters were unveiled. Some people are happy that people are scared, no matter how it changes, users are always very calm, because to them is nothing but the phone is a "free social tool", but for corporate users, they have long been calm. The desire and enthusiasm for marketing through micro-letters has made them restless, with 5.0 of the changes directly related to how they should do the next step in micro-credit marketing.

Earlier legends of the long subscription number and service number to distinguish finally the dust settled, enterprise registration micro-trust public platform must choose the service number or subscription number, 22 of the difference is that the service number can only push one piece of information per month, but this information can be directly displayed in the chat list, and the subscription number can still push a daily message, However, the information is folded in the large folder "subscription number", which means that the user needs to click on the subscription number to see your information in a number of subscriptions, as shown in the following figure.

This is a lot of small and medium-sized enterprises will be puzzled, obviously no matter what you choose to mean that has been the initiative to push information exposure decreased, then micro-credit marketing to them what significance? I believe that countless enterprises are to do micro-letter with the purpose of "more exposure and more communication and more harassment". So where is the way out now, whether it is time to rethink the value of micro-credit marketing issues? The answer is yes.

Micro-letters have said that they want the micro-trust platform to become more of a service-oriented tool than an active marketing channel, also has been advocated micro-credit marketing should strengthen user services, interaction, customer service functions, in consumer dialogue, brand interaction, SCRM management highlights the value, rather than strengthen the media dissemination, sales transformation value. So the 5.0 upgrade is entirely in line with Tencent's original intention, then the current public platform is clearly required to operate micro-letter business as a service-oriented marketing tool.

Companies do not need to be pessimistic, from the user's point of view, he does not need to pay attention to a daily harassment of his micro-letter account, he needs a valuable account of him, this value is reflected in his initiative through the Enterprise micro-letter access to facilitate (investment inquiry balance, consulting services, etc.), Preferential (micro-life Membership card discount) or passively accept some valuable information (Poly beauty products micro-credit discount special event), in addition, you can also participate in fun activities (Starbucks Natural Awakening Alarm clock, art Dragon One stop in the end, etc.), so summed up a sentence: all profitable, fun to play the enterprise account will still be popular fans. The future, whether for big brands or small brand enterprises, good quality content, through micro-letter for the old users (purchased your product services) to provide more value services, and interact with them, increase the stickiness is the most important. Small Business of micro-letter more to test endurance, continuous sedimentation quality fans, if the micro-letter can not reach your current marketing goals, then suggest you consider whether to invest in human micro-credit marketing.

Pull so many seemingly haven't come to the point, today we first on how to design micro-letter activities to increase interaction with fans, mining activities marketing value to do some discussion. Micro-letter is a relatively good interaction with the fan entertainment platform, and in the industry to do better and is fast consumer goods industry walk in front, we can first look at the rapid elimination of several micro-letter activity cases.

Analysis of existing micro-credit activities in fast-selling brands

Starbucks: Activities outside the chain type

Enter the Starbucks China Micro-trust Platform homepage, we found that the early natural Awakening music activities have disappeared. After entering the city, the feedback is presented in the form of a chain outside the activity. Click to go directly to the Starbucks official website, this approach is to direct the site activities and micro-letter platform to get through, micro-letter into the official website activity drainage entrance.

Advantages: The activity is not limited by the function of the micro-trust platform. (If you build a micro-official website better, mobile official website)

Disadvantages: The activity content information appears insufficient, the user understands insufficiently, jumps out the micro-letter mobile phone Internet traffic is too big, the user will not necessarily be willing to click to participate.

Fluttering soft: Brain sharp turn + look to see the beautiful photo

"Talkative", "versatile" fluttering in the micro-letter activities are divided into two categories. First of all, the use of their own shampoo brand spokesperson and micro-letter default expression, to the user to pass all kinds of idol beauty map. Secondly, the activities of the brain-teasers, such as the figure to see the floating activities in the library of the topic is still relatively rich, you can have to let users challenge more higher levels of the puzzle.

Advantages: Simple operation, high interest

Disadvantage: Not enough relevance to the brand, also did not play a O2O effect

Sea Fly Silk: Quiz Quiz

Dandruff-strength flying silk in micro-letter activities in the use of the question and answer form. Only the sea fly silk to the ordinary question of the question and answer to upgrade into a type, the user must answer correctly to have prizes and gifts, obviously similar to "a stop to the end."

Advantages: The question and answer content in batches to create different themes. Prizes are distributed according to the correct number and are stimulating.

Disadvantage: The process is slightly cumbersome, may lose the participation of users.

Summary: The above listed fast-selling in micro-letter activities in the operation provides three different ideas, each has advantages and disadvantages, for the fast-selling brand for reference. But can still play in the form of a relatively single, as the original micro Bo did not for the platform when everyone is a prize-giving forwarding, building, and so on, and then micro-activities, a big turntable, smashing golden eggs and all kinds of tricks.

It is not easy or difficult to play the tricks. 5.0 Enterprise public platform still has advanced mode, the following figure. In which you can choose one, choose the developer mode so congratulations, you can derive a lot of advanced features, micro-official website, micro-mall, user research, large turntable, scraping the award of various interactive functions can be achieved. Of course, these functions need to rely on Third-party micro-trust management platform, which we often say, there is no technology this brush, it is really difficult to perfect micro-letter.

Tencent recently launched the official micro-trust public Platform development tool-"wind chimes", the main service high-end brands such as Vanke Real estate, Dongfeng sedan. But small and medium-sized enterprises such as how to do, can only use some of the market micro-credit management tools. Most of the management tools have the same structure, today we still take the early start of the micro-trust management system in one of the micro-Library as an example (no use can go to apply for account experience, the invitation code address http://wecool.socialmedia.cn/client/yqm/himself to collect it). It has a number of standardized functional modules like wind chimes, but the micro-Library is more suitable for small and medium-sized fast-selling brands to custom marketing, especially through the activity module, to carry out a variety of creative activities to give users a better experience, at the same time through the micro-letter activities, truly achieve O2O effect.

Examples of the most popular forms of micro-credit activity

Creative activity One: question and Answer (intelligence index ★★★★ Fun index ★★☆)

Click into the activities of the micro-Library module, brand owners can be specific to their own products and corporate culture and other directions to set their own problems. But before that, you need to create a question and answer rule and a prefix for the reply. For example, the following image to WD as an instruction, users need to send a WD (phonetic abbreviation) to a beverage of the public account request questions and answers, in reply to the question, Da (the answer pinyin abbreviation) for the prefix, plus the answer to the choice of the lock, the user reply format such as Daa/dab.

Press the add question and answer activity, click on the next red box in the "editor", for questions and Answers cadres section of the editor. In the editing process, the left red box is the right answer to the immediate effect map, more timely and effective to know the accuracy of editing, but also more intuitive to avoid repeated operations.

After you have entered the correct answer and open state, edit the prizes and benefits issued by "correct". In general, such as beverages, such as fast-selling products, you can issue some electronic cash vouchers, and in the Description box to add specific conditions of use.

"Wrong" editor also do the same, but the micro-Library in the rule editing will be more cautious, but also experience in practice, increase the fairness of interaction. As shown in the following illustration, the user will delete the record after a wrong answer, and the answer to the question is again unable to participate in the activity.

Creative Activity II: Scraping Card & Turntable (intelligence index ★★★ Fun index ★★★☆)

Scraping cards and large turntable compared to the question and answer win concessions, but also pay attention to a random, with a little mysterious color. For brand users, like a small tool for testing the RP, it is more interesting to have the curiosity to measure the RP than to answer the question. Brand main open Scraping card function, you can fill the use of scraping card instructions, set prizes awards, prizes, and so on. Users experience the simulation scraping card to test whether the winning, once the winning, you need to submit relevant personal information, so that enterprises can also achieve the role of CRM.

Simulation of dynamic lucky turntable effect, the user can draw their own activities and can obtain the corresponding points, enterprises can freely set the number of lottery, rules and so on.

Creative activities Three: Pair Touch (Intelligence index ★★★★ Fun index ★★★★☆)

User experience of the right touch, is a similar to the gem-like game experience. Compared with the previous two kinds of micro-trust games, the impact of the collision more embodies the user's participation and entertainment. Brand owners can develop activities to explain the rules, such as figure, users each eliminate a fruit can get 1 games points, 20 game points can be converted into points to redeem the actual discount line.

The micro-Library can be customized to the right touch pattern, the elements of the game to replace their own flagship products, become the brand owner of the special custom repeatedly look, imagine all kinds of new beverages or paper towels in the user's hands to change into fractions, this design can not be perceived to deepen the user's impression of brand products, and integral to increase the user viscosity formation conversion.

In fact, no matter what kind of creative form, the original intention is to let users get a good use of experience, increase the user's understanding of the product and recognition, bring to the user enough to attract its concessions, get long-term attention and to the offline conversion rate.

Conclusion：

Marketing is different from the dissemination, it is not only the pursuit of process more assessment results and results, it is an enterprise purposeful business activities, so the micro-letter activities must not only be to entertain users, but more should be in the design of activities to take into account the brand relevance, user relevance, so that consumers fun to play at the same time step by step to achieve the marketing objectives of the enterprise.

Today, Shenzhen friends call to discuss the micro-letter 5.0 times Marketing confusion, worry. I said that regardless of micro-letter development to 5.0 or n.0, corporate marketing never forget your purpose, this platform for your value where? This value is not what you are currently pursuing, think about it clearly, regardless of how the platform changes, you can find direction. Micro-credit Marketing to do a good job at the same time also to work on the micro-letter activities, so that it becomes the brand and users between the excellent catalyst and viscosity agent. No matter what times, do not give users to virtual, do practical things, do the right thing, you can get user recognition.

Wen/Yan Tao, please pay attention to my micro-credit public account yantao-219 communicate with me to discuss and get more ideas.