The penetration and application of Internet products in tourist cities

November 21, 2013, I came to Hainan famous tourist city Sanya holiday. About in Sanya, eat and drink, already in another "November tour Hainan Sanya Raiders" in detail, this article describes the process of Sanya visit some of the Internet products in the tourism city infiltration and application, to the scene for example to describe and explore:

One, Scene 1: Hotel socialization Marketing

Wechat

For the hotel check-in, the front desk gave us a business card, printed on the hotel's micro-letter two-dimensional code and Weibo official account, and told us to pay attention to the hotel micro-letter public account, and then ask for WiFi login name and password;

Weibo

The hotel's WiFi after each disconnect the link is reopened browser login, login defaults into the hotel's official microblogging WAP version, official Bo released are the hotel's preferential information;

Day Cat

At the main entrance of the hotel, there is a big roll-up banner to introduce the hotel's cat outlet shop, and provide online booking hotel room features;

Summary：

From the application scenario, it is clear that micro-blogging and micro-letters are really different in product positioning and user use scenarios: micro-letter is IM, micro-bo more like the company's personal homepage, this year's full page with micro-blog thinking is basically consistent; the cat's application scene is more direct, For the main business of the hotel online sales, including accommodation and catering;

In contrast to micro-blogging, the micro-letter to the official account of the interests of more driven, because the interaction needs to pay attention to, first of all, the official account can obtain direct user channel, for the future marketing promotion provides the foundation; second, the official account automatic reply and so on setting will reduce the personnel cost greatly; While Weibo is an open community concept, first, Through the official Bo for product display, no need for users to pay attention first, you can get a wider range of coverage; second, compared to micro-letter also has a richer form of multimedia display, while the cat is more "pit dad", as a move to the user's propaganda, the hotel lobby of the roll-up banner can only play a role in reminding, Told that customers can be registered through the Cat Shop Direct booking, basically will not increase the amount of hotel water to contribute to how much role;

So how do service providers "ground the gas"? How can cooperative merchants effectively use the existing social marketing platform to get out of their own way?

1, micro-blog:

For Sina Weibo, rich information and presentation form is the advantage, but at present these advantages are only reflected in marketing. Assuming that the hotel's cat business seamless access, users through the official micro-blog to obtain promotional information and complete payment and booking, will get through the line offline channel, in order to make marketing more easily into value. At the same time, through the user information, can also help the hotel in advance to lock potential customers, so that accurate arrival and precision push, expand the hotel's online business.

Sina Weibo does not have the above functions, microblogging as the hotel's public service platform, timely release of hotel-related preferential information, service information, travel advice around, etc., can improve the content value of official Bo and fan activity.

(This kind of update frequency is not the drop ~)

On the basis of the micro-blogging and the seamless connection of the cat, the hotel will be able to sell all sales channels on the Internet (including the cat, where to go, Ctrip, etc. in the micro-blog integration, improve the platform value of official Bo, into a one-time increase in user focus on demand and fan stickiness; On the basis of the micro-blog to realize the recommendation of potential customer selection, the hotel can utilize the fans, Fan headlines and other promotional channels, the activities of accurate information to reach the user;

(The hotel's official Bo access to a third party application, the hotel can be scheduled, data sources are from the hotel's official quotes, has been very rare to view the other Sanya, some of the one or two line hotels, almost none)

2, micro-letter:

Micro-letters compared to micro-bo, due to the timeliness, the advantage of high rate, as well as only one-to-one interactive features, in addition to the above application of the hotel WiFi password and other information on a one-to-one transmission, can also be carried out such as activities, concessions, the surrounding tourism and other information such as the initiative to push; (remember that too much broadcasting will cause users to be bothered , so the hotel publicity, bulletin display, customer marketing is more prudent, may backfire

3, Day Cat:

In the future, online bookings will be predictably becoming more and more popular. So as already a forward-looking hotel, more need for its cat flagship store to create more applications and promotional channels, such as for potential customers on the other line under the promotion (whether to buy the keyword Taobao, whether in micro-Bo and micro-letter to do a vigorous promotion, etc.), for existing customers discount reminders ( Guide the original customer to recommend the discount information to close friends, and further expand the customer base;

Second, Scene 2: Seafood processing Shop Marketing

The seaside city mostly uses the seafood purchase and the processing completely peel the way, therefore the seafood processing in Sanya's seafood market periphery is very fire, like the first seafood market processing a street and the Laid-off workers seafood market, all has surpasses the 100+ table processing market, the processing market is many and disorderly. Considering the seafood processing method is similar, the taste difference is not big, in the user select Processing shop, it is obvious that positioning similar products, in the marketing means to choose different effects brought about.

(First seafood market opposite processing a street)

In processing a street, we found that users in the selection of processing shop, there are several possible:

1, through the public comments and Ma Honeycomb and other Internet products to find and select processing shop;

2. Passive selection. A shop has more than 10, dozens of responsible for soliciting the sister, the footprints of the seafood market as the center around the radiation approximately 2 km, in the absence of the purpose of the option "random" with a sister walk;

3, the independent walk to the processing shop near, lazy to choose a small family shop, herd mentality strong election of a queue of people many stores;

Processing a street there are several shops, every time there are long queues, and in the opposite opened the official branch, then the two shops are long line of hot processing shop; what they have in common is that the public comments on the high rate of praise, ranked in front; and they don't even come out soliciting, and we wander around the front of the shop, and they don't have any waiters to talk to. ... Sanya is a tourist city, the most of the on-site processing is tourists, online do a good job, the boss earn certainly not less.

I chose one of the most visited processing shops. The discovery table and the wall are full of the store's micro-letter account two-dimensional code and Weibo nickname, and in the public comment on the network or the MA Honeycomb issued a good praise that is to send coconut rice, if the MA honeycomb post click More than 2w, send 1999 seafood feast, indicating that the boss also has a certain internet marketing thinking, but the effect is very unsatisfactory. We in the process of waiting for food and dinner, experienced a waiter quarrel, the boss and the owner quarrel, the hostess and the waiter quarrel ... How can this meal be well received? The boss has the Internet thinking, the customer conversion rate and the possibility of retirement return is too small, bless the Boss ~

In fact, the online promotion and success of the processing shop is limited. The vast majority of users, and do not we imagine so have the internet thinking, buy seafood before first search price, processing seafood before studying the processing shop praise ... Active soliciting processing shop is the mainstream of seafood processing in Sanya.

In the process of eating, I took a peek at the boss's ledger, really startled, the first column to pull the name of the waiter, the guests behind the consumption situation, the first page almost did not repeat, and pull us to the younger sister name is not in it ... We have a rough estimate, the store has at least 20 or more girls in a radius of 1 kilometers around soliciting! Customer consumption of 150, this way of soliciting profit margins in the end is how much?

(For privacy, to hide part of the information, to retain the surname to clear the number of soliciting aunt)

Processing a street The shop soliciting method is at least profitable, but the next example is not necessarily;

That is the first time we eat seafood in Sanya, arrived Youyiroad, looking for laid-off workers in the seafood market on the road, about 500 meters when the road, the face of an aunt cool soliciting, so we from the, she took us to buy seafood, bargaining, until later seating processing, only to know the big market some table empty table is her processing shop, Mrs. Boss is her, no other waiter;

Why the same "soliciting" way, so that the gap between the two stores so big? The reason is that the store in the market, "too deep" to reach the user too little. Go to the diners near the seafood market, has long been the most outside of the booth to pull away, the market depths of the boss can only choose to the farther place soliciting, remote distance, coupled with an ambiguous audience (the farther away the pedestrians are not likely to be targeted diners), so the success rate will be greatly reduced.

We believe that the current way of soliciting is definitely not the best marketing way, then the question is: for the boss, what kind of way can help her to improve the passenger flow?

Iii. Summary

Internet practitioners probably have a disease, is to go everywhere thinking of the Internet to change the world, go where all hope that the Internet can bring help to themselves. Do not recognize the road to open the Baidu map, to view the route calculation mileage; eat a meal to see the public reviews of the various processing shops, in advance with the MA Honeycomb and Baidu Tourism to view information, and even through Taobao buy tickets; eat a KFC and use a palm coupon.

For the vast majority of cities, the Internet is still in the initial stage, internet marketing, E-commerce, the so-called O2O business, are still exploring the discovery. In the internet wave of processing shop owners, has already begun to use the network to win at the starting line, and the hope that the Internet to change the world's practitioners, the vision may also be separated from the industry, the Internet is not enough to subvert, it is a tool to help the entity rapid growth of the virtual world. Find the opportunity around, really for the industry to create convenience and value, we come together!

Sina Weibo senior operations Manager @ Little Yan

2013.12.1

The author's other articles: How to do a good job of user operation