Case study of mobile phone WeChat user marketing?

With the development of science and technology, case analysis has also changed. As an important basis for decision-making, case analysis has bee

Case study of mobile phone WeChat user marketing?

With the development of science and technology, case analysis has also changed. As an important basis for decision-making, case analysis has been paid more and more attention. Then the following is the relevant information I have compiled for your reference.

A Sister School: How do college students dig WeChat Gold Mine?

Entrepreneurship has swept through, and entrepreneurship is no longer the privilege of returnees and college graduates, and college students are also eager to try. With a large group of college students and high consumption capacity, college students' entrepreneurship has become another fashion.

Sister school is the national campus O2O alliance. College entrepreneurs can build their own service platform with the help of their WeChat public platform, and form a team to provide daily life services such as take-away, express delivery, running errands and purchasing for college students. At present, the online investment amount of big home investment crowdfunding has reached 165438+ million.

The name of the Brothers and Sisters School comes from the Jedi character symbolizing courage and justice in the famous movie Star Wars. Its establishment comes from the founder Gu Zhengshu's reflection on the high cost and low efficiency of traditional take-away delivery. Gu found that traditional catering businesses are generally operated by small workshops, and there is no professional delivery team with standardized management. In the case of large orders, management is easy to be confused, and the order order and delivery order are easy to be confused. Take-out platforms such as Meituan Takeaway and Hungry only solve the drainage problem for merchants, but do not solve the distribution problem after drainage. The surge in orders it brings conflicts with the distribution efficiency of merchants. Take-away food that can be delivered in 40 minutes may now take 1 hour, which leads to a decline in customer experience, and the sister school is to solve the pain point of take-away O2O distribution.

The realization of this goal depends on the intelligent distribution system. To this end, Jiedipai has developed a smart receipt printer. After the merchant receives the order, the smart printer can standardize the different receipt formats of each take-away platform and print them in summary, which is convenient for subsequent distribution. Moreover, because the take-out delivered through the sister-in-law WeChat platform can be settled by scanning the QR code, the follow-up work can be automatically carried out in the background, saving the time for merchants to check accounts every day.

"We can improve the distribution efficiency for businesses by 30%", and Gu Zhengshu is full of confidence. He told the reporter of Entrepreneurship that with the improvement of distribution efficiency, the cost of money distribution for merchants has also decreased.

Gu Zhengshu believes that the sister school is doing heavy work with the "light mode" because the sister school is a unified campus O2O alliance, providing training in technology, operation management, teamwork, business negotiation, operation promotion and distribution process guidance for student entrepreneurial teams. The operation links such as investment negotiation, promotion and distribution are implemented by the local student entrepreneurship team.

At present, colleges and universities covered by sister schools are concentrated in second-and third-tier cities. Penguin Zhiku, a subsidiary of Tencent, has just released "20 15 New Gold Mine: Internet Cross-border Report of Second and Third tier Cities in China". The report shows that the consumption power of second and third tier consumers is not worse than that of first tier cities, and there is not much difference between consumers in large, medium and small cities in the consumption range of 300-500 yuan per month. Because the competition in the take-away distribution market in second-and third-tier cities is not fierce, the cost of the distribution team is relatively low. Therefore, the sister team predicts that the take-away O2O service in second-and third-tier cities will be more successful and profitable than that in first-tier cities. The reason why we choose to provide services on WeChat platform is because the sister and brother team believe that with the continuous improvement and increase of functions, WeChat public platform can replace mobile APP to provide students with better user experience and services, and it is completely based on WeChat public platform, and can call many high-level functions of WeChat, which is technically superior to mobile websites and mobile apps of large O2O platforms.

In order to quickly seize the Internet in the national campus, Sister School has recently reached a strategic cooperation with Mai Waidi, recruiting student agents in the national campus, installing and configuring commercial WiFi routers for merchants and canteens inside and outside the school free of charge, and managing the official WeChat account and WeChat ordering system of merchants, laying a channel for the subsequent introduction of brand cooperation.

Today, Jiedi sent WeChat platform with an average daily order of 3,000 orders and a daily transaction volume of 50,000 yuan. Gu Zhengshu hopes that this year, Jiedi School will cover 500 campuses and 5 million users, and the monthly transaction volume will reach 6,543,800+million by the end of the year.

Gu Zhengshu revealed to the reporter of Entrepreneurship that in the future, the sister school will also encourage college students to get involved in other related fields such as campus distribution, express delivery, running errands, etc., to achieve differentiated competition with big platforms, and even extend to services such as driver's license training and recruitment.

"Our goal is not only to make money for our own company, but also to help the student entrepreneurial team to do a good job in campus life and give full play to the collective wisdom and strength to do things." Gu Zhengshu said, "We are sure to do a good job in the campus market and have the ability to become a leading campus service brand. "

The two officials have kept a low profile. Wechat official account has worked for one year, and the number of fans is less than 1 10,000. But what is awesome is that he used WeChat to do business from the beginning, and this year's sales have exceeded 35 million.

1, the location of the big officer person

2. Zhang Guanren's experience

3, the method of opening a big official 1, the positioning of the big official Today, the official WeChat official account of the big official has only 9,500 fans. Although there are not many fans, he is already the first in his field. Why? Zhang's official WeChat account is positioned as "domain name investment". In 20 14 years, this field grew explosively, and there were many opportunities to make money, and more and more people participated. However, the media stars in this field are a blue ocean market because:

1, the official accounts of WeChat on major domain name investment websites are not proper.

At present, all major domain name investment websites have official WeChat accounts, but it is not serious. They are simply maintained by the staff. The quality of content is not high, and there is also a lack of communication content. At most, they are just a self-media.

The official Zhang is a self-star. Being a star is different from being a media. Since the media always feel cold, since the star is a living person, you can communicate with him. I saw his official WeChat account at first, and then communicated with him, so I had trust, because I had trust.

That's how I met him, and then I bought many domain names through him.

2. Domain investors are too rich to be stars.

There are too many big names in the domain name investment circle, especially in recent years, there are fewer and fewer good domain names, the transaction price of domain names keeps breaking records, and the value of countless big names in the domain name investment field has skyrocketed. Therefore, for those domain name investment tycoons, they are too lazy to take the initiative to find customers, and the domain name information is not directly disclosed/,and they do not accept quotations from strangers. Even if you contact him and communicate at most once, he won't talk to you again if he is not satisfied with the offer. So arrogant and willful, I am definitely too lazy to be a media star!

3. domain name investment is too lazy, and few people have good content.

There are also many novices in the field of domain name investment doing self-media, but they are not in the core circle of domain name investment and can't interact with the latest information, so the content of their official WeChat account is beyond the reach of big officials.

Officer Zhang has been doing domain name investment in recent years. Although he is not a big shot, he is familiar with the big shots and has been in this circle, so his official WeChat account can always report the latest information in some circles for the first time.

For example, I have reported Xiaomi Mi, JD.COM, Vipshop vip, Tongcheng ly, Wanda Wanda, game, Z of Japanese GMO, Next of the UK, where to buy qua, Vanke Eslite, Mei bought by Meilihui, yomi changed, SouFun bought Fang, bobo bought by Netease, etc. These news were first broadcast from his WeChat.

Remember: Being a star is the same as being in other industries. Choice is more important than hard work!

A, big officer person's experience

Originally named Zhang Zhifeng, Zhang Daguan began to touch the net in 2000. In the first few years, he played in BBS like everyone else. When he was in BBS, he basically had martial arts plots. When he mixed wine, he began to write martial arts novels to play with, but only for fun and without making money.

Before starting to be an individual stationmaster in 2005, I contacted the stationmaster circle, im286, a mixed laggard, met a large number of old stationmasters, and then worked as a movie station and a joke station. At that time, it was very simple to make a website, upload a set of programs, reorganize the content, engage in traffic, and then put in alliance advertisements to earn advertising fees. At most, he only made a monthly income of 654.38+0 million. Later, in the process of making a personal website, I came into contact with the field of domain name investment. Later, I found it easier and more interesting to buy and sell domain names than to be a personal webmaster. What impressed him most was hrxs. The buyer is a stationmaster in Anhui Province. Because he was worried about online remittance, he took the 12 hour train with a friend who was a lawyer that day to find him for face-to-face transactions. Coincidentally, it was the full moon of his eldest daughter. After the transaction, he left them to drink the full moon wine and put them on the train. After finding the feeling of doing domain name investment, he closed his series of websites, delivered goods, and then concentrated on doing domain name investment. During that time, it was mainly mixed with webmaster forums such as admin5 chinaz, and later began to mix domain names with city forums after doing domain names. By 2009, he began to play domain names full-time, making small noises enough to support his family, earning hundreds of thousands of dollars a year. Until 20 13, the domain name market had obvious improvement, and the transaction volume in that year was almost 3 million.

He started to operate the domain name investment WeChat account on March 1 1, 20 13, and basically sent five push messages every week, more than 95% of which were original. Each push message contains headline breaking articles, comprehensive domain name briefings and domain name activity posts.

It has been in operation for more than a year. Although there are more than 9500 fans at present, it basically covers the most active people in the whole domain name investment field, as well as many well-known webmasters and IT practitioners in China. The quality of this crowd is very high, which is one of the important reasons why he can earn 35 million yuan a year.

The PC era is an eyeball economy, and the mobile era is a trust economy. In the era of trust economy, the quality of fans is more important than the quantity! -wangtong *** QQ/ WeChat: 248834 ***

Second, the opening method of big officer person

1, better positioning

As mentioned earlier, choice is more important than effort. He chose a field with a good market and little competition from the star field!

Step 2 be a star

Officer Zhang is not simply from the media, but from the star. Everything is people-centered and trust-centered, and then he plays a combination of "WeChat WeChat official account+WeChat Personal Number+Micro Community+Personal Website".

Step 3 enjoy execution

Officer Zhang said: Because he often likes to write something himself, he thinks it is good to use WeChat official account as a domain name media, so he started. I never thought about it at that time, and I persisted for nearly two years as soon as I wrote it.

Many people say that persistence can win. I think persistence is hard to win, because when you feel that you are persisting, it means that you are in pain. Since you are in pain, you will give up sooner or later. And only when you feel enjoyable can you do it for a long time.

Step 4 repair trust

There are still many people in the domain name investment circle who do the same, but when dealing with them, they feel that they are naked promoters. When dealing with big officials, he always puts his attitude very low and takes the initiative to help you, even if he doesn't make your money, he will help, so that trust will be there.

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