Promotion of the most commonly used resource cooperation for the website link strategy, the use of partners between the site visits resource cooperation for mutual promotion. The following is the network promotion work program I brought to you, welcome to read reference, let's take a look!
WeChat promotion program model template (a)
Jiangbei District, Jianxin East Road, opposite Chang'an Hospital, across a row of stalls, in the stores, a called "fishing dragon thornless crucian carp" pavilion, losers easy to be ignored. This store was born strange, on the second floor that is the rooftop, the next floor is the backstreet, so also set down 25 tables, although the front is small, summer business is good enough to make people red.
Only opened the restaurant, Chen Xingyu also took the traditional route. Send out flyers, do car ads or something, tossed three or five times, 100,000 yuan of retirement fees on the bottom. 2012, Chen Xingyu guarded this modest small storefront. "The store is small, but also crowded in a bunch of stalls, rarely attract attention." Chen Xingyu said, until early 2013, under the guidance of a friend, he began to use WeChat business.
In the beginning, dozens of friends, but has the ability to make a "strange" dish fire for three months. "Last April, an old customer suddenly wanted to eat tomato flavored fried loofah, I hard to let the cook out of the whole, the customer is quite satisfied, immediately passed WeChat, friends a forwarding, the next day someone named to eat? Tomato fried loofah." Chen Xingyu said, this dark cuisine held the pavilion 3 months, but also let Chen Xingyu see the power of WeChat. "burst point burst point burst point, not afraid of small stores are afraid of burst point less." Later, Chen Xingyu through discounts, into the store let customers scan code attention, every day to dig out and think about how to play with customers.
"There are many dietary options, can bring diners happy, will become the first choice." Chen Xingyu said, and this has to rely on highly interactive play. By playing, his WeChat friends, only one year from the initial thirty or forty people increased to thousands of people; turnover from three to four hundred dollars a day to peak season in January more than 150,000 yuan?
WeChat promotion program model template (two)
Guo Chunpeng, director of the information center of the Guangzhou Food Shang Guo Wei Group, is a case in point in this industry trend. The group has 43 stores in the country a large restaurant group, all employees nearly 6,000 people.
Recently, Guo Chunpeng shared his transformation experience with the media at the launch of the new version of Tencent's e-commerce micro-life membership card.
In Guo Chunpeng's view, on the road to O2O transformation, if you can use the mobile tools, whether it is to achieve more accurate marketing, enhance the consumption of the repeat rate or provide direct customer service for customers, these can be solved.
According to Guo Chunpeng, the enterprise currently **** has 10. 5 million micro-life membership card customers, of which 3. 2 million into stored value members. Operating on this platform, so that its off-season turnover are higher than the Spring Festival peak season.
When using the product backend to categorize members for marketing, three months to help a liquor supplier sold nearly 60 boxes, while if the traditional sales method, half a year's time can only sell about 16 boxes.
WeChat promotion program template (three)
First, the purpose and significance of WeChat marketing
Now that WeChat's number of users has exceeded 400 million, enterprises in various industries have carried out WeChat marketing, the hotel industry is no exception. In the hotel industry, the WeChat marketing of Pudding Hotel and Huazhu Hotel has done the most outstanding work and achieved good economic benefits. The benefits of WeChat marketing are as follows:
(1) open up new channels for marketing and publicity, shaping the corporate brand image;
(2) enhance the interaction with the concerned customer base, and further development of potential customers;
(3) timely delivery of various promotions and preferential information of hotels, attracting customers to book.
Therefore, it is recommended to open the life of the hotel WeChat.
Second, the implementation method Open WeChat public account
Survey: Huazhou Hotel is the various outlets to register an account to send e-coupons to the fans who pay attention to the hotel. As of June 30, 20xx, Huazhu had 1,216 hotels with a total of 132,557 rooms, an occupancy rate of 91.3% and over 11 million members. As of February 15, 20xx, Huazhu had 520,000 WeChat fans and over 200,000 activated members, with an average of 638 rooms/nights booked every day. 67% of the members came from the "Nearby People" function, and only 16.7% came from the store's scanning code. WeChat members accounted for 4.7% of the total membership, and WeChat bookings accounted for 5.3% of the total bookings.
Pudding Hotel is a WeChat system embedded in the hotel HTML5 page, and access to the back office of the Pudding Hotel, guests can directly book rooms. The WeChat online booking function requires some investment to do the secondary development can be realized. Currently, Pudding Hotel has more than 230 stores in more than 30 cities across China, with more than 6 million members. As of May 10, 20xx, the number of WeChat fans has reached 540,000, with new users accounting for 61%, and 264 orders per day. It is also worth mentioning that 26% of the new members used WeChat to book rooms for more than 2 successful stays, and the peak time period for WeChat users to book rooms is from 14:00 to 16:00. there are thousands of member inquiries every day. Pudding only pushes out 1 message on Wednesdays and Fridays, mainly in the categories of activities and games.
Therefore, the first stage of learning Huazhu hotel, by the hotels to open WeChat public account. Fully utilize the functions of WeChat Shake, Nearby People, Drift Bottle, Add Friends, etc. to develop members. When the fans pay attention to the hotel WeChat, WeChat operators should introduce the hotel's preferential promotional activities to new fans through one-on-one push, and from time to time through the group sending function to the fans to carry out a more direct interactive experience. When each branch of the fans more than 500, you can apply for certification to improve credibility.
In the second stage, when the hotel reaches a certain scale and radiates across the country, it can learn from the Pudding Hotel, open the group's WeChat public account, and apply for official certification. Group public account can be based on the existing functions of WeChat, do the depth of the secondary development, open online booking, WeChat payment and other functions.
Third, the content planning
1. Daily information push
WeChat content to the company's dynamic, promotional information, interactive activities.
2. Long-term promotional activities
WeChat promotion program template (four)
Currently in the field of mobile marketing WeChat is the hottest part of a lot of hospitals know to use WeChat to do marketing, some of which are greetings, some of which are sent information, so for the hospital type of organization how to do WeChat marketing it. The following author will plan a detailed WeChat marketing program for hospitals!
The use of a variety of concessions, gifts, activities, cooperation and other measures to attract smartphone users to join the XX hospital WeChat platform. The first thing you need to do is to get your hands on some of the most popular products in the world. The company's database is divided into two parts: the first part of the database and the second part of the database, which is the main part of the database, and the second part of the database.
I. Project Background:
The birth of WeChat gave XX an opportunity to develop - WeChat marketing, first of all, WeChat marketing applies to the dissemination of mass branding, and our hospital is precisely able to create products for each person, each family, each unit, customized products, because health issues are the problems that everyone can not avoid. Secondly, WeChat is able to carry out precise promotion, can effectively and quickly carry out information classification, that is, the precise positioning of customers, WeChat public account can be grouped by the background of the user and geographic control, to achieve the precise message push, so as to carry out effective and accurate dissemination. This can effectively solve the drawbacks of our hospital's many departments, many medical products, diverse marketing needs, a single promotional channel, high costs, and a long marketing cycle.
Second, the hospital hospital WeChat marketing purposes:
1. Establish XX hospital WeChat platform, to achieve one-to-many interactive marketing platform, relying on the micro-explosive mode of communication to penetrate into each XX people's cell phones, so that the phone to become our outreach specialists, sales specialists, customer service specialists, the reality of the public platform around the hospital to create a healthy social circle, to create their own a marketing pathway: Dissemination of the hospital brand, medical products, high-tech medical projects, the latest medical information, holiday offers consulting, to attract more customers (patients) users and corporate large customers, etc., to become the most important part of the enterprise mobile Internet marketing pathway, but also the most important part of the hospital's large marketing.
2. Through the implementation of this program, in a very short period of time to complete the layout of the mobile Internet marketing pathway for the hospital to achieve the new media network operation to do a good job of current revenue and strategic layout. Equivalent to the hospital built a new cheap point to point marketing network, eliminating intermediate links, saving a lot of outreach and public relations funds.
3. Through 3 to 4 layers of filtering mechanism, the broad masses of people layered filtered into our customers.
Third, the program implementation approach
1. Use a variety of concessions, gifts, activities, cooperation and other measures to attract smartphone users to join the XX Hospital WeChat platform.
2. After entering the platform, the consumption of "full reduction" of preferential points, to the hospital, as long as the smartphone authentication can enjoy the full reduction of preferential measures.
3 database customer segmentation, regular customer maintenance and related medical product promotion.
Fourth, the program implementation
1 open the public platform account, register the official class of microblogging, the development of public accounts.
2 Production of two-dimensional code, micro-signal publicity: pictures, the company's official website, microblogging, blogs, forums, etc. placed two-dimensional code, design two-dimensional code leaflets, posters, business cards, T-shirts, outdoor advertising.
3 Online promotion: forums, IM tools, shake, people around, official websites, blogs, microblogs, social networking sites, mutual promotion, paid advertising, public account navigation.
4 offline promotion: gifts, business cards, flyers, T-shirts, outdoor advertising, instructions, toll booths, scanning code discounts, scanning code free registration, attention to strangers, events, traditional media.
WeChat promotion program template (five)
1, to understand the purpose of the hospital to do WeChat marketing
This is very important, if you do WeChat marketing hospitals are not clear about the purpose of the program, you may do out of the program are the opposite. Some hospitals are in order to make their services more convenient, some hospitals are in order to better publicize their own service products so as to obtain higher sales. When you understand the needs of the hospital, you can clearly choose to use the service number or subscription number, before I have some customers is to register the subscription number, but found that they actually need the service number, because the newly registered subscription number can not be upgraded to the service number, so you can only re-register, in case of the previous number of the use of the official name of the family, then the new registration number in the naming of the time will be very troublesome. Of course you can also open both numbers, but you need to consider the division of labor between the two accounts, otherwise it will be self-inflicted.
2, analyze peers or related accounts
I found that many WeChat public account operators rarely pay attention to peer accounts, are concerned about the self-media or some of the account of WeChat marketing is mainly, as if they are afraid of peers to increase a fan of their own loss. Usually peers is your best teacher, there are a lot of things do not need to re-figure out, and even their successful operation, or content layout directly copy back on it. I give customers to do program will add a large number of their industry-related WeChat account, look at them with the service number and subscription number of the situation, to understand them with that type of account more, those accounts of the marketing to do a more mature, every day to pay attention to their dynamics and operation of the way, the activities of the arrangement and copy, after all, the line is like a mountain, to do an industry-specific program is required to spend quite a lot of time on the competitors. Competitors, if your industry in the WeChat has no decent competitors, you can pay attention to the industry related to the number.
3, operating WeChat account 1-2 months
The program is not like a plan, plan a lot of time is to rely on the prediction of the program is to be implemented to the specific details of the content of each, including the account of the operation of the working arrangements, division of labor, daily tasks, activities, and so on a whole lot of content, to do such a detailed program is to need some time to do the collection of information, and the operating WeChat account is the best way to collect information. The first thing you need to do is to get the information you need.
As each marketing channel operates in a different way, it is not possible to do WeChat marketing in exactly the same way as it was done before, and it is best to operate the hospital's public account for 1-2 months, so that you can roughly get a feel for the marketing gameplay and routines in WeChat, so that your program has been roughly shaped. If you have no concept of WeChat marketing, you can directly copy the content of the account that you think peers do the best WeChat marketing, and try to operate for a period of time, and then appropriate fine-tuning. Before our customers have a clothing store called meet Shang, their boss's wife is completely no concept of WeChat, and then directly modeled on some of the clothing industry account to do, and now their account operation is very good, but also to drive the business of their store.
During this time, it is best to apply for some resources from the hospital to do some activities, such as forwarding to the circle of friends, bringing friends to the hospital to consume incentives, promotions, discounts, etc., as long as it can be used to WeChat to do the activities of the way to support you can try.
There is also interaction with customers, many users think that customers ask questions and then we answer questions, so that even interactive, in fact, this is called Q&A is not interactive. Interaction is the need for your official account to take the initiative to drive the user to communicate with the real interaction, for example, I previously wrote an article "God actually take away what you have? Inside there is our interactive content, so that interested friends with me to communicate, the purpose of doing so is to stimulate some of the *** with the idea of crowd enhancement interaction, simply put, with the customer to enhance feelings.
You can try to complement your industry accounts with your articles built-in recommendations, that is, at the bottom of each other's articles recommend your account, the bottom of your articles recommend their accounts. Our customer base is roughly the same, but the product is not competitive, so you can quickly expand your account number of fans.
4, analyze the data and customers
After 1-2 months, we can be based on the operation of this period of time to summarize the situation, including the analysis of the article's readership and forwarding, that type of article is more appealing to the target population, the feedback of customers, customer interaction, and the degree of participation in the activities and the effect of the analysis of how much this period of time on the hospital's business to help the assessment and so on. The evaluation of the hospital's business during this period and so on. These relevant data to do a report, and then write a few lines of summary for each group of data, such as articles, so-and-so type of article reading and forwarding degree is extremely high, you can properly consider increasing the content released in this area and so on.
5, the allocation of personnel tasks
According to the previous operation of the situation, you will be roughly aware of the need for what personnel to be responsible for what content, work and how the task is arranged, as well as how the performance appraisal assessment, for example, we will be in accordance with the article to read the amount of and forwarding the amount of information query the number of user content, the effect of the interaction, the effect of the activity to assess the performance, but of course, it is best not to be so quick to add sales to the performance appraisal. performance to join the performance appraisal, so that employees are under too much pressure, will affect the operating results, and some accounts are only one person to do.
6, began to write the program
After collecting and organizing the materials in the early stage, you can start writing the program. Many users and friends have asked me, exactly how to do the program format content? Haha, we are blessed, this is the first time I exclusively disclosed "WeChat POP" internal WeChat marketing program format structure and internal organization.
WeChat marketing program content format
1, competitor analysis
Many programs will be written in the beginning of the preamble or something, say the number of WeChat users, WeChat has a lot of cattle, some will also pat the fart thanks to the leadership of the guidance and so on, in fact, these openings are worthless to the program, and very often the leadership will be skipped directly do not look at. To write to write valuable information, and is able to immediately attract the boss eyeball information, so the opening we will write the analysis of competitors, how they use WeChat account to provide services or promote their products, so that your program will let your leadership or the boss to bring up the God to seriously read.
2, WeChat to (hospital name abbreviation) to bring what value
The second part will begin to write WeChat can bring what value to your hospital, remember to write your hospital name in the middle of the hospital name, the name of their own hospitals appear so that the people who look at the program to feel that the program has a tailor-made feeling. Here we have to analyze the hospital's current business or products that can be placed on WeChat to provide services or marketing promotion, compared to competitors' WeChat account suggests that hospitals use the service number or subscription number, if here to join the pre-operation of the data analysis will be better, and finally write on WeChat marketing for the hospital to bring what benefits, such as the use of the business is more convenient, better maintenance of customers, to improve the performance of such and so on.
3, **** activities (**** is the name of the event)
Here you can do before the WeChat activity effect, the number of enrollment, customer conversion and so on listed, and then analyze where to do well, where to improve, the hospital in the future, how to combine the WeChat to do which aspects of the activity and so on. Note that the content here is the focus, especially the big hospitals, must try to write more detailed, easy to do WeChat activities in the future can apply for more hospital resources.
4, the customer is most concerned about what
By communicating with customers, you can summarize some of the topics that customers care about, such as customer expectations of the product features, service links where not perfect, the problem of the largest number of complaints, what can be improved, and so on are listed. These are all issues of great concern to the leadership, which is another value that WeChat brings to the hospital.
5, WeChat account operation plan
Here the WeChat account of the internal column design, operation mode, marketing methods are written out, such as what content articles sent every day, customized menu what columns, corresponding to the columns of the content, what is the role of the WeChat account how to promote, how to do activities, and so on. It is best to write here will do in the near future a few activities plan, by the way, you can apply for activity support, whether you need to buy WeChat third-party system, etc., here you can do a list of costs, so that your leadership know the general need for the cost of the cost of the thing to let him have a number of heart, it is best to indicate that those are important, and those are non-important costs, so that you really want to apply for the cost of the future will go smoothly! Some. There is also a need to write inside those departments to cooperate, so that your leadership or boss to help you communicate well in advance, or in the meeting can first let them know.
6, work distribution
If you are a team, you must list the work of each person responsible for the work of the daily work, what is the content of the work, as well as performance appraisal and so on. If your hospital's WeChat account is only you a person management also need to write, why? You have to know that many bosses do not know what you do every day work, if you do not say clearly, the boss will feel that you are very idle, and constantly put more additional irrelevant work to you, so that you can not concentrate on WeChat marketing, so you have to update, customer service, promotion of the work to say clearly. Of course, you can not use this to hide from the boss, write out a whole lot of work but not a few will be implemented that is not good, you should know that the boss are shrewd, otherwise he would not be your boss.
7, microblogging account development plan
Here is a prediction of the future of this microblogging account fan growth, how much help to the hospital's business and products, etc. to do a prediction, generally a table, every three months the account will be developed to what extent to illustrate it. In fact, the information here is nonsense, we are not God calculated, that will know the future of WeChat account will develop into what it is, but the boss like to see this no way!
Fast production of WeChat marketing program big method