How to improve the effect of micro-credit marketing with technology

Micro-faith is not a universal artifact!

Today, many brand owners are doing micro-letters, we go to talk with some party A is often asked: we want to do micro-letter, do you have some good ideas good plan? But why do micro-letters, do a micro-letter can achieve what kind of effect, micro-letter exactly want to make what appearance, they may not have a clear idea. To do the micro-letter, more because it is popular, as well as those such as the most grounded gas O2O, fruit vendors use micro-letter monthly 90,000, pancake vendors use micro-letter business hot, such as exposure case. Chinese people are very good at imitation, brand owners are more to take the policy of stability, micro-letter to make what appearance? Many will answer: then follow the XXX, our goal is to make that. So a lot of PR companies or corporate brand marketing department may follow those "success routes" to think, inevitably be imprisoned.

Here I want to say: If the enterprise does not think clearly why they want to do the micro-letter, the company's micro-letter to play a kind of role, but only piantingpianxin to "socialized business" only yy master cheat, blindly chasing both the success of micro-credit marketing cases without consideration of flexibility and implementation, then I suggest you still calm down, Micro-faith is not a universal artifact!

Micro-letters and micro-blog, like, have a certain media properties. The difference is that Weibo spreads much more than micro-trust, which is determined by its own product positioning and characteristics, and is more suitable as a core discussion platform for information than an information diffusion channel. In micro-letters, to support the discussion with others is limited to a certain privacy of the circle of Friends and group chat. But just imagine if one of your friends in the circle of the day you upload hundreds of self-portraits photos, I am afraid you will decisively eliminate the concern, people on the enterprise to push information less tolerant.

Moreover, the micro-credit information is not able to achieve the hundred percent effective arrival rate. Although the micro-letter and Weibo compared to the public account can be a mass of information can be hundreds of users into the Subscriber account, and Weibo, due to its timeliness, has a hundreds of thousands of or even millions of thousands of fans on the account posted on the microblog can not guarantee that all its fans will be able to see, but the true reading rate is not guaranteed 100%. We can say that the micro-letter to achieve a hundred-percent arrival, but not necessarily effective (push information is particularly unattractive to see also some). As long as you are too frequency to push some users are not interested in information, will only be canceled the end of the subscription! Considering that the cost of micro-letter acquisition is higher than other promotional means, micro-letter hundred arrived may not be as good as the annual mass of spam message results. Because for short message marketing, as long as you have your mobile phone number can guarantee information to your mobile phone, micro-letter is only running on a mobile phone application just! Don't forget, mass sms, you can constantly change the letter port, simply can not unsubscribe, but cancel the micro-mail subscription, just a click.

All of these, just to remind you not to believe that the micro-letter deified, of course, micro-letter also has a unique advantage:

Micro-letter is a message free communication platform for the brand owner, if it is to do membership marketing, you can save a large amount of SMS costs.

Micro-letter can provide users with a convenient enterprise information query platform, such as through lbs positioning function, enterprises can tell users accurate recent store information and even promotional information and so on, can play the role of diversion to the line.

Micro-letters can provide a regular q&a question and answer service, users save telephone charges, for the enterprise can save some call center overhead.

Companies can advertise their products and brand information free of charge in their micro-letter introductions.

But these advantages are not enough to make the micro-letter completely replace other marketing tools! Micro-letter is only a part of the brand marketing closed loop, a portal, it is just for the enterprise to provide a better service to the customer's I/O port, and can not replace all! Those who sing the wane, and the deified micro-letters, It's not clear what social business is, or even the gurus who haven't studied the micro-credit platform (marketing) model seriously, or just rest.

The advantages of simply comparing micro-letters to microblogs are as follows:

It can better do the sales and after-sale work, with the accumulation of time, can enhance the brand reputation, and then affect the pre-sale, drive the user's two consumption and even since the user developed into a brand evangelist.

Because of its positioning function, for some chain brands or stores, can play a nearby advertising and showmanship role.

Can focus on these users to send information, and ensure the arrival, Weibo is not supported by the bulk letters. This can save a sum of information cost to the enterprise.

Weakening the impact of some negative information to provide users with a platform to vent and reflect problems, the quickest solution to potential problems, and this information is not like a micro-blog as everyone can see.

As for the excavation of potential sales opportunities, it is certainly possible, but its role is not obvious, because of the blocking of micro-letter data, this role is not as good as Weibo! A dream to open a micro-letter can be a large business entry, a fruit shop can only open a micro-letter will be able to monthly income of 90,000, I would like to say: you still have a rest! If you have a more objective understanding of micro-letters , please read on.

What can we do on the micro-letter?

The following on the current micro-trust can do something to do some simple explanation, hope to open everyone's thinking, if you can help the company's micro-letter development, that nature is the best.

The industry often said micro-letter operation axes: Mass message + Award-winning activities + manual response. The public relations companies to bid is also more spelling, talk about feeling, tell stories. A landing execution and return to coolie life stage. Careless mass message may lead to retreat powder, and a pile of boring people all day flirt customer service mm ...

Micro-credit public platform in the absence of a developer model, what we can do in the micro-letter is probably what many companies are doing now:

By setting some keywords to customize the reply, such as send 1,2,3 reply xxx.

For the users to manually group, to facilitate the distribution of messages directed to push, but for a certain amount of user-level micro-signal, manual grouping is a very unrealistic thing.

Artificial customer service replies to messages that are not able to respond to customized keywords (most of the work of the Pit dad).

Regular mass message: No data support, inadvertently lead to unsubscribe.

Regular activities of some character classes: The cost of labor statistics is huge, users will also question the fairness and impartiality.

Since the introduction of the developer model, the micro-letter has given us more room to play, as the official says: You think micro-trust is what it is. Micro-mail provides us with a platform, more like an I/O platform, it is a bridge between enterprise and user, as to what we want to do on this bridge is entirely up to us. First, let's take a look at what the micro-letter now gives us:

5 Seconds of independent decision time: All user information must be answered within 5 seconds, otherwise communication will be disconnected.

Micro-Credit system can receive text, links, geographical location, pictures, events Five kinds of information, we can reply to text, music, picture information to the user.

Currently does not support the user's voice and video information to do push

Knowing what we can do, we will be clear about the direction of our technical optimization.

How to Drain

This is all the business in the operation of micro-letter will be thinking of the problem, and now the practice is as follows:

Micro-letter micro-credit drainage

The conversion rate is limited because of the large number of companies in the micro-blog dead powder, coupled with the current fast media era, a micro-blog life cycle is limited, and people face a lot of information noise, it is easy to ignore.

Line down micro-letter drainage

This trick should be the advertising circle of the classic: I know I put ads have half are wasted, but I do not know where to waste? Similarly, I know that I printed a large number of two-dimensional code is useless, do not know who can attract, but others printed, I will print it, leave a portal, take a road!

Website to micro-credit drainage

Guide users to add micro-letters on their own web site.

Are these ways effective? The answer is yes. However, how to allow the user to have a larger increase, the rapid accumulation of popularity, through our data shows: the characteristics of micro-letter interaction is quite effective way, because it is not only through the above three ways to actively push messages to users, but more importantly, can cause the user to actively communicate with each other, The effect is far better than the above three ways. Now let's talk about how to do some interesting interactive forms.

In this fast-media era, we design any kind of interactive form must be concise, user participation threshold is low, too complex or too verbose will only let people lose participation enthusiasm. If some enterprises will use the form of award-winning questions to do drainage operations, this form is more suitable for users to group, layered. Simply for drainage, increase the number of users concerned, enclosure words, enterprises can put a wider entrance, such as the new focus on the users of random lottery, but this form will allow users to query the fairness and fairness, the company's manual operation costs are also very large, such work can allow technology to participate in the replacement of artificial.

For example, we operate similar to scraping cards, large turntable type of activities, scraping Award/Lottery action by the user to operate their own to maximize the satisfaction of the user's curiosity, but also to ensure fair and impartial. At the same time all activities need to make good data analysis, from which to find the user's habits, effective assessment of the effectiveness of the activity and for the next time to guide the data. We analyze a brand to use micro-platform to do activity data found that the user's participation in the weekend is significantly less than the working day, and the user's enthusiasm should not be dragged too long, there is a marked decline. The first day will erupt, and the next few days will tend to a more balanced value, so we will advise the client not to put the activity time on the weekend. The event has a total of 130,000 lottery tickets and a net increase of 32,000 users (details are not published as a result of the lack of customer advice). What the brand owner did was just put a notice on his microblog and official website.

How to plan content

Enterprise Micro-trust between the public and users is a strong relationship, we can not simply rough to push our information, but should go to study what users like the information, and then use the public platform group push function targeted push. This can be done through the exchange of user information to do data analysis, and then through the Chinese word segmentation and text classification technology to classify and extract the core vocabulary, find hot information for our weekly content planning to provide a data guide. In addition to the user's microblog and micro-letter corresponding to the through the analysis of text analysis technology users of micro-blog information, you can further excavate the user's data: such as hobbies, often active business circle information, consumption level, brand loyalty, etc., so as to provide users with more detailed services.

How to prevent crisis

Weibo is a public platform where all information is spread indefinitely, the reason why people will go to the micro-blog to vent their dissatisfaction with a brand is not found in the first place can immediately help them solve the problem of the channel, coupled with the internal mechanism of the enterprise problems, resulting in delays can not be resolved, such a small event will continue to be spread. and the micro-letter is different, it is a relatively closed, limited to enterprises and users of the interactive Exchange platform, we simply in the micro-letter through the technical means to give users a feedback problem, it can be very good to the potential of the crisis to dissolve, Through technical means can be realized when a user raised some problems can not be automatically answered by the system, will prompt the user to introduce to the manual solution area, customer service staff only need to see this part of the problem to be answered, on the above to do one-on-one communication. And for the head of each department only need to check the history of the issue of the report, you can find their own deficiencies and need to improve the place, and quickly make improvements. At the same time, through such a system can be effectively found and precipitation down some common problems and solutions, the information added to the customer service knowledge Base, so that the user's problem to be resolved most quickly.

How to realize intelligent customer service

The current micro-credit public platform supports two modes: edit mode and development mode, in the editing mode we can set some simple rules to achieve automatic response, but for the Enterprise customer service, due to the variety of Chinese, users of the same question may ask is various, obviously this way is not satisfied, So some companies in the micro-letter customer service must still use the form of artificial response, which is currently the majority of micro-trust operators do. Pure artificial reply Although to the user feel better, but because a lot of duplication of problems, with the passage of time, the quality of service will continue to decline, and many enterprises, customer service peak time is not working hours, this to our customer service team requirements undoubtedly added a layer of requirements. Fortunately, the micro-letter open platform has another development model, we can through the micro-letter of this interface, to achieve a 7*24-hour online intelligent customer service, through it allows enterprises to a very low-cost form of access to improve service quality, but also for the community to bring services and convenient life.

such as the use of NLP technology, you can systematically analyze the user questions, extract the core meaning, to find the user's real concern, and then through the query of the enterprise's own Q&a library, calculate and recommend the most appropriate answer to the user. The system can also support automatic learning mode, support users to flirt customer service, complain about products, make suggestions, play bad reviews and so on. Enterprises can through the background management system to see the hot issues, collect product feedback, while constantly enrich their own q&a library, so that more intelligent customer service. Enterprises can also set customer service clerical time to use manual and machine mixed office. Through such an online customer service can let our micro-credit marketing is no longer a simple push enterprise information, but can let the user take the initiative to obtain the information, the enterprise analyzes the user's real demand accordingly, collects the user feedback, unceasingly updates and improves the product, thus further improves the service quality; For the enterprise also can reduce the work of the Customer service personnel and reduce the error rate and customer service costs, for the next step of the work to provide more accurate guidance. In addition, the system can also be micro-letter data and micro-BO data, offline CRM data to get through, forming a closed loop of information communication, the real realization of seamless convergence of multiple platforms, for our customer service quality promotion to lay a solid foundation.

How to guide

For the needs of diversion, we can through the early data analysis of the user group, targeted to the user to push data, diversion, in the information push to do the data analysis work synchronously. In addition, for some chain enterprises or a number of stores after the sale of outlets, but also through lbs positioning function to send the most recent information from the user, and synchronous push to the user the latest information of the network, to achieve from the line to the line under the diversion.

In this article, I hope that we can return to the perspective of micro-credit marketing objective and rational, also hope that the text to share the technical means to enhance the micro-credit marketing results of some methods and practical experience, can help you reasonable, efficient operation of micro-letter for Enterprise Services, so that micro-letter can become a paperless, convenient member management and customer service port.

Author: @Daniel-day-Ma star in a PR circle dedicated to doing precision marketing it practitioners and program ape. If you have any questions about the information mentioned in this article, you are welcome to discuss it with me letters.

Original link: http://www.socialbeta.com/articles/how-to-use-technology-improve-weixin-marketing-roi.html