WeChat marketing, grasp your direction

REVIEW: In the era of mobile Internet, marketing should be how to play? Many companies seem to catch up with the trend, the reality is still "new bottled wine", in fact, still using the traditional concept of mobile Internet marketing. Take the now hot WeChat marketing as an example, there are generally three major misunderstandings in common: Make enterprise accounts into CCTV; rack their brains to do premium content; and mobile e-commerce that is the WeChat mall.

Myth: a corporate account made of CCTV

Someone once compared the Weibo: When you have more than 100 fans, your Weibo is like an insider. When the number of fans is over 1000, your Weibo is like a bulletin board. When more than 10,000 People, your microblogging is like a magazine; when more than 100,000 fans, your Weibo is a metropolitan newspaper; and if more than 10 million people, then you will soon become CCTV. Almost every person who runs a social media company will measure the performance of their business by comparing the number of fans they own.

Every business wants to be able to become a social media queen like CCTV, but this inevitably leads to the unification of the communication structure. In the end, an enterprise will become the voice of only one social media.

As everyone knows, the era of social media, everyone's content needs are popular. Enterprise microblogging, micro signal naturally has the positioning of commercial content, fans interest in these content is limited. Relative to serious content, content, services, and activities in the area or the surrounding area, anecdotes, anecdotes and other content related to different consumers are more likely to attract users, which are often scattered among employees, distributors, consumers, Third-party partners and other enterprises in a wide range of commercial ecological structure of social media.

It is hoped that there will be a unified mass media structure for social media and a CCTV. Regardless of the possibility of its realization, in terms of the mass media structure itself, it will be re-established from a central tendency to a centralized structural trend.

Since the decentralized media structure is more in line with the trend of the mobile Internet era, why not establish a diversified social media communication structure? In addition to the official account of enterprises, business dealers, employees, consumers, investors, third parties and so on Become an integral part of your communication system, this structure is in line with the laws of social transmission structure!

Of course, such a structure, its supervision, guidance and incentives will certainly be more complex, without the technology of mobile Internet, is unimaginable.

Misunderstanding 2: rack their brains to do quality content

CCTV in accordance with the corporate account made of the traditional mode of thinking, will naturally follow the traditional way of content production - take the quality route. Enterprise account operators want to break their brains are pondering the content, the pursuit of language is not surprising endless creation, but are often Hao Shou poor investment, applause few returns.

Obviously, single-handedly, corporate social media operators are neither the luxury team of CCTV content creation nor the gold copy of 4A Company. Content quality obviously can hardly be called "premium" content. Therefore, most fans do not buy it, the activity is limited. Conversely, when it comes to why corporate Weibo WeChat is not operating well, companies often blame "content! Content! Or content!"

In fact, social media is decentralized and there is absolutely no need for quality content. To fine-tune, say and match the social media content, is enough. In the example of a micro-channel, the content of an individual in a circle of friends, even if low to completely record the accounts, there may be a number of girlfriends or buddies give you praise, and this is the nature of social media - limited by their sense Interested parties interact with content that is of limited interest (of course, if the content is of a higher quality, more people interact with it).

Therefore, the content orientation of corporate social media operations should be a clear positioning, targeting a limited number of target groups, and strive to match their own content is enough.

A fresh company, every day in the micro-channel posted how to raise his chickens, beef can be traced, how to grow organic vegetables such topics, they successfully cling to the pursuit of a large number of quality of food fans. Therefore, after the issue of building a diversified social media structure and solving management problems is not really a big challenge, speaking about the simple language that your audience cares about can result in the silent spreading of moistening materials.

Misunderstanding three: mobile business is the WeChat mall

Centered into the characteristics of traditional marketing thinking under the mobile e-commerce, often set up a WeChat mall, and then diligent drainage. However, in the era of social media, socialized commerce should also be a "decentralized" business. Since the era of mobile Internet has become a decentralized gridding interactive pattern, why do we need only one mobile mall?

After enterprises establish a systematic structure of social media, every "point" under this system, whether it is an employee, a distributor, a partner or even a consumer, can be a micro-mall. After the sales are generated, the mobile This system of the Internet can help you to realize the incentive of every "point" sales interest, and the information flow, payment flow and logistics generated by sales can all be managed through a complete and mature electricity supplier system. This is the electricity that accords with the mobile Internet Business model.

At this point, we can define a clear definition of the era of mobile Internet marketing is actually decentralized marketing, and decentralization is the main performance of the grid, grid on each of the points (may) is both your consumption Who is your communicator, or your salesperson. Spread, buy, experience, word of mouth, sales in the grid can be integrated, so we call it grid marketing.

Traditional marketing communications requires a place network, a traditional sales display also requires a place network, and the two place networks are largely unrelated. In the era of mobile Internet, the two place networks of traditional marketing are replaced by the point network of an era of mobile Internet. Especially for the traditional vendors that have huge offline channel networks, they use existing channels to quickly set up via the mobile Internet Online point network, to achieve a real O2O, perhaps this is the greatest charm of grid marketing.

FMCG industry, for example, the brand in the traditional marketing mode of operation, because the brand can not be directly to the goods shop to an exceptionally complex multi-level market and managing a large number of small terminals, these can only be through several channels The power of business to carry out in-depth distribution, therefore, the establishment of a large network of distributors is often the core of traditional marketing.

In the era of decentralized and decentralized social commerce, when the social marketing tools of individual brands obviously can not penetrate more target markets, why do we still stick to the official social media tools of brands? The wrong direction, all seemingly correct action can only be wrong. Therefore, conforming to the general trend of social media and social commerce, it is the right way to establish a network of social commerce based on continuous operation, management and continuous improvement.