How to use WeChat
Those sensitive marketers have already caught this trend and start to think about and even practice the young marketing tool. However, those leaders in online marketing such as Meilishuo and Kuaishubao are staying in the observation period.
In fact, the real marketing on WeChat started last August when WeChat public platform was launched. On this platform, verified accounts have more choice to send message on their followers' cellphone.
And the basic methods to take use of WeChat are still based on the 5 function of WeChat. In another way, with these 5 functions, you can also make amazing campaigns. Now let's see what are the pros and cons of these 5 methods.
1. Drift bottle
Principle: put information you want to send in the bottle and let target to collect it.
WeChat Drift bottle case 1
Pro: easy and simple
Con: no focus; each user can only collect 20 bottles a day; users of drift bottle usually already feel boring and they will have a negative feeling about the company.
2. Signature
Principe: Write what you want others see in the signature, then people will find you when they shake or look around.WeChat Signature
Pro: precise target according to the location; high conversion rate if it's executed properly.
Con: low coverage of the crowd
3. QR code
Principe: Users can add your WeChat account via scan the QR code.
Pro: get potential customers because they scanned initiatively
Con: users have to scan first
4. Public platform
Principe: Users can share information from website on WeChat or vice versa.
WeChat publication platform
Pro: it helps improve the IWOM on both website and WeChat
Con: difficult to diffuse
5. Moment
Principe: Share new app, information with friends in your circle
WeChat Moment
Pro: relatively closed groups, very helpful for IWOM
Con: difficult to diffuse
6. Verified Account
Principe: Build an official page of the brand
WeChat verified account
Pro: keep a close relation with your community and update them the latest news about your brand
Con: users will also get much information from competitors
That's basically the path you can take to reach your target, but the information sent to the target is no less important if you don't want to lose your fans.
That's why creative campaigns seem to be the most successful ones in this field now. The difficult part here is to make a simple, interesting content which also needs to be fashion and well adapted to Chinese culture.
Take Starbucks as an example. Only 1 week after they get verified account, they launched their WeChat campaign that users can get a voice message of a song from Starbucks' own album after sending them an expression. Another success from them is the "good morning alarm clock", participants can get their breakfast at half the price if they arrived before the time they set, and the time is set on an app from Starbucks.
.
starbuck WeChat marketing game
starbuck WeChat marketing game
Those sensitive marketers have already caught this trend and start to think about and even practice the young marketing tool. However, those leaders in online marketing such as Meilishuo and Kuaishubao are staying in the observation period.
In fact, the real marketing on WeChat started last August when WeChat public platform was launched. On this platform, verified accounts have more choice to send message on their followers' cellphone.
And the basic methods to take use of WeChat are still based on the 5 function of WeChat. In another way, with these 5 functions, you can also make amazing campaigns. Now let's see what are the pros and cons of these 5 methods.
1. Drift bottle
Principle: put information you want to send in the bottle and let target to collect it.
WeChat Drift bottle case 1
Pro: easy and simple
Con: no focus; each user can only collect 20 bottles a day; users of drift bottle usually already feel boring and they will have a negative feeling about the company.
2. Signature
Principe: Write what you want others see in the signature, then people will find you when they shake or look around.WeChat Signature
Pro: precise target according to the location; high conversion rate if it's executed properly.
Con: low coverage of the crowd
3. QR code
Principe: Users can add your WeChat account via scan the QR code.
Pro: get potential customers because they scanned initiatively
Con: users have to scan first
4. Public platform
Principe: Users can share information from website on WeChat or vice versa.
WeChat publication platform
Pro: it helps improve the IWOM on both website and WeChat
Con: difficult to diffuse
5. Moment
Principe: Share new app, information with friends in your circle
WeChat Moment
Pro: relatively closed groups, very helpful for IWOM
Con: difficult to diffuse
6. Verified Account
Principe: Build an official page of the brand
WeChat verified account
Pro: keep a close relation with your community and update them the latest news about your brand
Con: users will also get much information from competitors
That's basically the path you can take to reach your target, but the information sent to the target is no less important if you don't want to lose your fans.
That's why creative campaigns seem to be the most successful ones in this field now. The difficult part here is to make a simple, interesting content which also needs to be fashion and well adapted to Chinese culture.
Take Starbucks as an example. Only 1 week after they get verified account, they launched their WeChat campaign that users can get a voice message of a song from Starbucks' own album after sending them an expression. Another success from them is the "good morning alarm clock", participants can get their breakfast at half the price if they arrived before the time they set, and the time is set on an app from Starbucks.
.
starbuck WeChat marketing game
starbuck WeChat marketing game
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