There Are Three Misconceptions In Wechat Marketing.

The world here clothing shoes The Xiaobian of the hat net introduces WeChat marketing: it is useless to make further efforts in the wrong direction.

How to play the marketing in the mobile Internet era? Many enterprises seem to catch up with the trend. Actually, they are "old bottles in new bottles". They are still using traditional concepts to operate mobile internet marketing. Take the now hot WeChat marketing as an example, there are three common misconceptions.

Myth 1: make the account number CCTV.

It has been said that micro-blog: when you have more than 100 fans, you are like an internal magazine; over 1000 people, you are like a bulletin board; over 10 thousand people, you are just like a magazine; more than 100 thousand people, you are a city newspaper; more than 10 million people, you become CCTV. Almost every operator's social media uses the number of fans to measure their own performance.

Every enterprise wants to be a social media size like CCTV, which inevitably leads to the unification of the communication structure. Finally, an enterprise has only one social media voice.

As everyone knows, in the age of social media, the content needs of everyone are divided. Enterprise micro-blog and micro signal are naturally positioned for commercial content, and fans' interest in these contents is limited. Relative to serious content, products, services and activities around the region or around, different consumer and brand related anecdotes, interesting stories and other content are more likely to attract users, and these contents are often distributed in the social media of enterprises, employees, distributors, consumers, third party partners and other enterprises in a wide range of business ecological structure.

It is hoped that there will be a unified social media communication structure to make CCTV, and not to mention the possibility of realization. In terms of the structure of communication itself, it will resume from the trend of centralization to the trend of centralization.

Since the centralization of media structure is more in line with the trend of the mobile Internet era, why not establish a diversified social media communication structure? Apart from the official account of the enterprise, the distributors, employees, consumers, shareholders and the third party of the enterprise have become an integral part of your communication system. Such a structure is the structure that accords with the law of social transmission.

Of course, such a structure, its regulation, guidance and motivation will be more complex. If there is no mobile Internet technology, it is unthinkable.

Myth two: racking your brains for quality content

According to the traditional thinking mode of making the account number CCTV, it will naturally follow the traditional way of content production -- take the boutique route. The account operators of an enterprise want to break their heads and are thinking about the content. They pursue the endless creation of words, but they are often paid by the poor and the poor.

Obviously, the single handed enterprise social media operators are neither the luxurious team of CCTV content creation nor the gold medal copyrights of 4A company, and the content quality is obviously hard to call "quality" content. So most fans do not buy it, and the activity is limited. Conversely, when it comes to why micro-blog WeChat is not operating well, companies often blame "content, content, content!"

In fact, social media is centralization and content is absolutely unnecessary. It is enough to match the content of social media with quality. Take WeChat as an example. Even if the contents of a personal circle in a friend's circle are even low, it may be a couple of girlfriends or sworn followers to give you some praise. This is the essential form of social media - limited people interact with their limited content of interest (of course, if the content quality is higher, the interaction will be more).

So corporate social media Operate The content orientation should be clear positioning, for a limited number of target groups, efforts to match the contents of their own ability is enough.

A fresh enterprise, every day on WeChat, announced how to raise its native chicken, how to trace the beef, and how to organically grow vegetables, so as to successfully stick to a large group of fans seeking quality. Therefore, after solving the problem of social media structure diversification and management, the content is not a difficult task on the high side. If you speak simple language that your audience cares about, you can achieve the effect of smooth and silent transmission.

　　 Myth three: mobile e-commerce is WeChat mall

Centralization is the traditional marketing thinking of the mobile electricity providers, often building a WeChat mall, and then desperately draining. But in the age of social media, the socialization of commerce is also a "de centralization" business. Since the mobile Internet era has formed a centralization of grid interaction pattern, why must it only need a mobile mall?

After establishing a systematic structure of social media, every point in the system, whether employees, distributors, partners or even consumers, can be a micro mall. After the sale, the mobile Internet system can help you achieve every point sales incentive, and the information flow, payment flow and logistics generated by sales can be managed through a complete and mature electricity supplier system, which is consistent with the mode of electronic business of the mobile Internet.

At this point, we can make a clear definition that the marketing in the mobile Internet era is actually a centralization of marketing, and the main manifestation of centralization is grid. Every node on the grid (point) may be both your consumer and your disseminator, and it may also be your salesperson. Communication, purchase, experience, word of mouth, and sales can be integrated into the grid, so we call it grid marketing.

The traditional marketing communication needs a place network. The traditional sales display also needs a place network, and the two place networks are basically unrelated. In the era of mobile Internet, the two place networks of traditional marketing are replaced by a point network in the mobile Internet era. Especially for the traditional manufacturers who already have a large network of offline channels, it is probably the biggest charm of grid marketing to make use of existing channels and quickly build online point network through mobile Internet to achieve real O2O.

Take the FMCG industry as an example, in the traditional marketing operation mode of branding, because the brand can not directly shop the goods to the unusually complex multi-level market and manage a large number of small terminals, these jobs can only be deeply distributed through the power of several channel providers, so the establishment of a large channel business network is often a tradition. Marketing The core of the work.

And in the age of socialized business with fragmentation and centralization, when a single brand's social marketing tool is unable to penetrate more target markets, why do we still insist on a brand commercial official social media tool? In the wrong direction, all the seemingly correct actions can only be miscalculated. Therefore, to conform to the trend of social media and socialized commerce, it is the right way to establish a channel network based on Socialized commerce, and to continue operation, management and continuous adjustment.