How to plan a WeChat activity

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Marketing strategy of wechat campaign: take advantage of the situation and pay attention to users' needs

1. Platform selection: the subscription number is the main one, or even numbers can be combined.

The subscription number of WeChat is a media attribute, which is a tool used by brands to transmit information every day, while the service number acts as customer service, which is suitable for customer relationship management and micro-mall construction. Wei Jiadong analyzed that it is usually recommended to carry out micro-activities based on the subscription number, because the subscription number can be exchanged every day. If the company does not test the WeChat business, it can directly use the subscription number to do activities. If you open a micro-store, you will combine the double number, but the micro-activity announcement basically spreads from the subscription number, and then adds links to the activity content to assist the drainage to the service number, so that fans can participate in collecting coupons and placing orders for purchase.

2. Technical application: using the functions of WeChat, supplemented by the technical development of third-party platforms.

Wechat activities can use third-party platforms to solve the shortcomings of enterprises in development capabilities. In terms of technology development, traditional brands are eager to try, but they are worried that the input cost is high and ineffective, and the funds are wasted. Wei Jiadong believes that compared with internet-based enterprises, traditional brands often fall into an inherent mode of thinking. In fact, users now like to participate in micro-activities. As long as they choose the way they like, attract them to participate, and then guide consumption, it can also bring rich profits to enterprises.

"It should be pointed out that technology is very important, but it is not absolute. You can do micro-activities without technical support. The voting function third-party platform is very powerful, but in fact, the voting function of WeChat itself is enough to meet the application requirements. As long as the content is set reasonably and the poster is beautiful, the brand can also operate its own voting activities. Of course, with the help of third-party platforms, the page can be made more exquisite and beautiful, which plays a icing on the cake. " Wei Jiadong said.

3. Time control: choose holidays and special days, and the duration should not be too long.

"Micro-activities can be launched on holidays and special days. As long as it is a festival promoted by major shopping malls and e-commerce, it is a good time to carry out micro-activities. In addition, enterprises can also draw up some special days. For example,' October 10th' is the Meng Festival, and the activity of' selling Meng with prizes' will definitely interest the audience. " Wei Jiadong told the reporter of China Sporting Goods News.

As for the time span of micro-activities, Wei Jiadong believes that it should not last too long, and it is most appropriate to do an activity for one week. If it is longer and there is no exciting interaction in the middle, the participation of fans will be greatly reduced and the effect will be greatly reduced.

However, it usually takes 20-30 days for users to participate in the preparation work. Assuming that the voting period is 7 days, it may take more than 10 days to call everyone to upload their works in the early stage, and the overall time consumption will not be short. The voting activity for soliciting opinions does not need a long warm-up period. For example, there are five options for a shoe color matching, and fans can vote. After this poster is designed, it can be warmed up one or two days before the event.

4. Theme planning: clear at a glance, different.

Event theme planning should avoid similarity. Wei Jiadong believes that the theme of the activity should be explosive, and the general idea of the activity and the words of the brand can be embedded in it. It should be concise and prominent, so that everyone can know what to do at a glance. For example, last year's micro-event "Personality Outbreak-Invite Me to Eat Blueberries" had a simple theme, which was crowdfunding blueberries. Fans forward the activities to friends and ask them to help pay for them. Someone paying the bill is a character explosion, which is the theme at a glance.

In addition, the theme of the event should consider the brand characteristics, which can arouse the voice of fans. For example, the micro-activities of children's wear and shoes can be planned from the perspective of "caring for children's safety", rather than selecting all beautiful babies. Such micro-activities are not new.

5. Content editing: concise and accurate, with no more than three steps to fill in the rules.

After the creative theme is drawn up, the content editor should still follow the principle of simplicity and clarity, and integrate the brand characteristics. The activity introduction should be expressed in the language that fans like as much as possible. Assuming that the accurate users of the brand are post-90s, can we add popular expressions on the Internet to make them read more kindly? In addition, it will be more attractive to use opposing or poster-style text introductions.

"Regular content in the text is essential. Like the introduction of activities, the rules should be controlled at 300-500 words, and the steps that users need to complete should be as simple as possible, no more than three steps. The rules are too complicated for users to finish patiently. In addition, let users type as little as possible. " Wei Jiadong thinks, unlike writing Weibo on PC, if users are asked to type hundreds of words on mobile phones, people are unwilling to participate. The simple steps of sending pictures and inputting telephone numbers are convenient for users to operate.

6. Award setting: The grand prize is not the best "bait", you can try cross-border cooperation.

Micro-activity prize setting is a very important link. Wei Jiadong told the reporter of China Sporting Goods News: "The 10,000 yuan gift package and iphone6 are not the most suitable prizes, so we don't recommend them. In fact, the brand has entered a misunderstanding, always thinking that the more expensive the prize, the more attention fans can get and the higher the effect of the activity. It is true that the large number of fans attracted by the grand prize can make the brand excited for a while, but it will be very painful afterwards. If you think about it carefully, you will find that these fans are not real fans of the brand, and they will disappear after winning the prize. They only recognize awards but not brands, and are not interested in product consumption. You'd better reevaluate what kind of activities you want to do. It is recommended that enterprises combine the award setting with brand products. "

In addition, Wei Jiadong suggested that brands can try cross-border cooperation. For example, children's wear and children's shoes brands can jointly carry out micro-activities with children's photography agencies, and clothing and photo bags can be used as prizes. In this way, brands will drain each other, and * * * will guide potential consumers online to achieve the goal of win-win cooperation.

7. Implementation process: Grasp the frequency of information release and let users share it actively.

After the micro-activity is officially launched, the next task is to increase user participation as much as possible. Many brands will pin their hopes on the daily information release of WeChat platform. Wei Jiadong said that micro-activity information release should pay attention to frequency division and grasp the time point. You can't post the same micro-activity content for several days in a row, otherwise users are likely to cancel their attention. After the event is announced, you can introduce other aspects of the event, such as micro-activities of sunbathing and parent-child running. After the announcement, you can introduce the benefits or safety precautions of parent-child running the next day, and add activity posters and QR codes at the end of the article to keep users concerned about micro-activities through related communication. Furthermore, linking micro-activity content directly to the WeChat menu bar can also increase attention.

"The most important thing is to let users take the initiative to share. In addition to grasping the user's psychology in content, we can also use mechanisms. For example, micro-activities, the normal setting is that each person has only one chance to draw a lottery, but if they share, they can participate in the lottery again. This requires technological development to achieve. " Wei Jiadong said.

8. Follow-up: Combine offline activities to improve marketing effect.

After the micro-activity, you can bask in prizes like Weibo, but this is not a particularly good way. Of course, if it can be connected with the next micro-activities, combined with store promotion activities, it can also play a role in improving the effect. For example, winning a lottery ticket can keep the activity going.

Conclusion WeChat campaign marketing is an important course, which needs enterprises to study hard, put it into practice and sum up experience. At the end of the interview, Wei Jiadong emphasized that to do activities on the WeChat platform, the first thing the brand really needs to do is to build momentum, grasp current events and grasp the needs of user groups; Secondly, no matter what kind of activities, the content must be the foundation, and everyone will be willing to participate if they have rich creative content; Thirdly, the prizes should be carefully set, and the prizes are weighty enough, but participants only pay attention to the prizes and not the brands. Then, it is of little significance for the team to do this micro-activity, unless it is to cope with the boss's work, and if you are the boss yourself, then you don't have to work hard for such a WeChat activity.