80% Of Wechat's Marketing Will Become Chicken Ribs.

Today, the marketing department of every company is in "WeChat". If you don't have a public WeChat account, you are embarrassed to say that you are doing marketing. In the era of the spread of Internet marketing anxiety, WeChat has become the ark of expectation. Every company and everyone wants to squeeze onto the boat to welcome the new dawn on the horizon like the scene of "2012".

But more than 80% enterprise It will be found that their WeChat platform has never blossomed the legendary brilliance, instead, it has become a piece of chicken ribs, a burden.

This is because WeChat's self media, if unable to provide service value for its customers, is just a small leaflet that nobody pays attention to.

　 Let's start with the media.

The era of "Guang, Dian, Bao"

Since the media, this thing has been very long ago, but it has not been used before, and the desire and motive are also different.

Twenty or thirty years ago, whenever there was a large scale enterprise, there would be a propaganda department. The propaganda department had three guns, one broadcast, two television and three newspapers. Their common name is "mouthpiece" and the target of the mouthpiece is the staff. In this era, a large enterprise is a small administrative area. All kinds of functions are readily available. The main task of the propaganda department is "thinking about politics". The mission of "Guang, Dian, Bao" as its own media naturally focuses on the transmission of internal information.

Nowadays, few enterprises adhere to the internal television and broadcasting business, and only a few large state-owned enterprises are still sticking to it. However, newspapers and magazines are still very popular. As printing industry is developed, and even more and more, a company with less than 100 people is likely to have a newspaper of its own.

The best publication can become the ideological highland of the industry. Vanke, Wan Tong and Lenovo have their own trademark publications, which objectively play a role in brand bonus. But the vast majority of internal journals are only internal publications. If it can play the dual functions of "record the history of enterprises" and "the spiritual home of employees", it will be successful. It is precisely because these two objectives are operable. Therefore, as the oldest form of self media, internal journals still have certain vitality.

　　 website times

In twentieth Century and twenty-first Century, every company was busy making websites. What can the website bring to the enterprise? The prevailing standard is: 1, brand promotion; 2, sales expansion; 3, customer service. This is an exciting blueprint. It seems that the construction of an enterprise website leads to the expressway in the information age. So despite the fact that most companies know little about it, they have built up stations. At that time, a website can be charged at one hundred thousand, which is enough for today's Internet production companies to hate only when they are born.

However, more than 80% of enterprises find that most of the inspiring portrayal can not be realized. Their website's real function is actually an online picture album. Its main function is to make people more easily understand some business information, which is far too far from sales expansion and customer service.

To be practical, it can not be blamed for being fooled. Their description is not completely blind. Today, a large number of new companies have emerged. The Internet has become the main channel of their brand communication and marketing services, and its momentum is amazing.

However, to this end, most enterprises still stay in the TV advertising + regional agent investment + ground business mode. In this mode, the website is not an integral part of the business chain. It can neither sell nor serve, it is inevitable that the function of the enterprise can only be introduced.

Only when the business mode and service mode really turn to the Internet, can the website take the function of marketing from the media itself, which is a fact that must be recognized. Otherwise, this self media can only be a static album on the Internet. It can be updated timely, browse quickly, clean the page, and enrich the content even if it is quite good.

　 Micro Era

The network world moves from PC to mobile phones. The slower people also understand that the mobile terminal will surpass all media, and its era is coming. Micro-blog and WeChat are riding on this wave, and the waves are pushing ahead.

When everyone has begun to immerse themselves in friends circles, some people have published the Bible of WeChat marketing in a series of articles. It seems that they have mastered the epoch-making marketing artifact. Enterprises are excited. They are eager to win a golden market.

The reality seems to be very beautiful: registering a WeChat platform is zero cost; everyone has a circle of friends, the audience is just around the corner; the circle is interlinked; information can be geometrically increased; compared with traditional media, it is definitely low input and high output.

As a result, the marketing department or the marketing department is enthusiastic, and every one of the public accounts is springing up, and a WeChat starts with the temperature of hope. A month later, two months later, these hard working people began to lose their minds. How many people would see it really useful every day?

The reality is very ruthless - there are not many people to see, and the use is not big.

The company's meeting on the night is summarized as follows: the readability of the content is not enough, the language is not innovative enough, the original is too few, the design is not fashionable enough, the promotion is not strong enough, and there is no interaction between the online and offline businesses.

Therefore, efforts were made to improve: invite more professional copywriters and designs, increase the number of original works, strive for good graphics and calligraphy, stimulate the attention with prizes, invite fans to participate in the activities, and scan the two-dimensional code everywhere. The situation seems to be getting better and the attention has increased, but the situation is still not ideal, and several staff members have been tired of neurasthenia. Every day they are tortured by what they are going to send tomorrow.

Are there important things about spreading content, humorous language, stimulating prizes, and more interactive activities? But they are not the essence of whether WeChat platform can be based on an enterprise. The essence is: transaction value.

Any self media can be understood as a platform for transactions. In this platform, the two values of transactions determine the probability of survival.

The first transaction is the transaction between audience's reading time and information content. Every day, there are hundreds of thousands of information about each friend's circle and subscription number. The time of the audience has become a valuable resource. What content do you use to exchange for his time? Even if you invite first-class reporters and editors in the country, you can't guarantee that every day's information content is original and attractive, and can't guarantee that every message will make the audience happy to open links. At this level, at least 80% of WeChat will become a loser, and their content can not become a trading partner of the audience. In other words, there is no guarantee of continued readability.

The second transaction is the transaction between customer demand and business services. That is to say, what kind of service value can be obtained through the enterprise WeChat platform. Is it more convenient to buy, lower prices, or more timely answers? These are, in the final analysis, the networking of enterprises' service systems. For example, a restaurant has set up a WeChat account, sending food information and cooking skills every day. If it is highly original and readable, it will attract a large number of audience's attention and become the winner of the first transaction. But if you want to really become a trading platform for demand and services, you have to add. Http://www.globrand.com/ therefore, the restaurant set up a mobile terminal service system. The WeChat platform is the import port of the service system. Customers can conveniently order, order meals or integral discount through this port. Only when the system is opened, will WeChat become the subscriber number that is not deleted in the mobile phone.

This is probably a disappointing news for most companies, because they are not yet able to achieve the synchronization of WeChat and business marketing and service mode. Apart from publishing some business information and reprinting some articles that are readable, I really can not think of any exchange value that can be provided. Is it destined to become a chicken ribs?

　 Let WeChat become the self media both inside and outside.

If realistic conditions are not yet established, one way to avoid chicken ribs is outward and inward. Enterprise WeChat can first become the company's own media.

The first is the platform for the transmission of internal information. It can become an alternative to the traditional media from "Guang, Dian, Bao". It complies with the habit of modern information receiving, presenting the dynamic, commendation, and cultural concepts in a faster, more timely and more effective way in the form of mobile phone reading, so as to truly realize the spread of electronization.

The two is the management platform. For example, the marketing clerks from all over the world hold meetings, report, share experience and accept examination; gather materials, sales and sales data in the first line of the market. In this regard, many companies have taken the first step. They have found that WeChat's tooling application has brought low cost and high efficiency.

The three is the exhibition platform of corporate culture. WeChat should not only become the task of a certain department, but also the exclusive of a few people. It should be a Sharon of corporate culture with a more open attitude. Good articles, good works and talent show of employees, customers and partners can become the content of WeChat. Once you open the door to WeChat, you will find that the editor's distress has been greatly relieved.

The dissemination of the micro era will inevitably generate new forms and new requirements. After all, the emergence of WeChat is a brand new thing, and its application is also a new subject. WeChat, which follows the wind, formalism and unclear positioning, is half dead and half alive. WeChat, which has a strong Utilitarian Spirit and is eager to make a miracle in sales, is basically disappointing. Seeking truth from facts, from simple to difficult, from inside and outside, to build the platform as a useful tool is the rational rhythm of WeChat's existence.

Do WeChat, eyes do not only focus on a few fans, a few reprints, do not be called the number of powder, how much traffic and sales account to stimulate the chaos. First find the way to suit yourself, start with a specific and feasible point, and gradually reflect the potential and multi option value of the new tool. The effective application of any tool is based on valuable foundation, otherwise it will often be reduced to decoration and chicken ribs.