WeChat's public number marketing.

Although WeChat will soon be unavailable in us, I still want to introduce the top social media and marketing platform in China. 

I. Theoretical basis

At present, the number of WeChat public accounts in China is about 15-20 million, with 760 million active users and more than 5 billion followers, which is equal to one WeChat public account among every 40 people. The WeChat official account enables merchants to realize all-round communication and interaction with specific groups on the WeChat platform, forming a mainstream online and offline WeChat interactive marketing method. Using WeChat public account platform for "we media" activities is simply one-to-many media sexual activities, which has formed a mainstream online and offline WeChat interactive marketing method.

WeChat public platform mainly for celebrities, government, media, enterprises, and other institutions launched a cooperative promotion business. The brand can be promoted to the online platform through channels. 

On November 29, 2012, the mass messaging system of the public platform was comprehensively upgraded with the addition of editing functions for graphic messages and sensitive word and security detection for the sent content.

On February 6, 2013, the public platform made the following adjustments.

1) Add advanced function options, users can choose one of editing mode and development mode to use.

2) In the setting options, only 2 items of account information and official account phone assistant are kept, and 2 important functional options of automatic message reply and custom rule reply are added and deleted.

3) Real-name authentication will be fully enabled on public platforms.

Since June 9, 2014, WeChat has used technology + manual reporting methods to clean up and standardize the behavior of collecting likes on the whole platform.

2. implementation steps

1. Enter the WeChat public account platform for registration, position your WeChat public account, and improve your personal information.

2, the own WeChat public number to promote, can be sent to the WeChat group, blog, google, Facebook, etc. Because when you want to get consumer attention, you have to work with big search engines and social networking sites（Li & Bernoff, 2008）（P81）.  Launch their own contacts, let more people follow their own WeChat public number.

3, login WeChat public number, edit, and their own WeChat public number positioning-related articles, and mass distribution.

3. Operation skills

1. Article editing

(1) WeChat public account to attract the masses, the article must be attractive enough.

(2) The title of the article should be attractive, outline essence, to capture the user's psychology;

(3) With a beautiful picture, guide click;

(4) Short text, highlighting useful information for users;

(5) Appropriate turn, set suspense;

(6) users are encouraged to recommend WeChat public accounts to their friends

(7) Pay attention to the editing and typesetting skills of the article, be simple and elegant.

2. Promotion of public accounts

(1) You can post articles and public accounts to blogs, Facebook, and Twitter. 

(2) Add some lottery activities.

(3) The article's push should be updated, and its push time should be fixed at a certain time every day so that readers can form the habit of reading more articles.

(4) Frequently interact with fans, conduct interactive communication about others' comments, and find out your own shortcomings and places to improve. In line with the idea of improving yourself, do not be impatient and impetuous. From Groundswell Reading this week, I understand that it is very important to learn to listen to consumers' opinions and the best way for companies to listen to market research. Market research plays an important role in brand promotion. Many companies invest a lot of money every year to conduct market research and listen to the opinions of consumers to improve their brands in order to attract more consumers to become their loyal customers.（Li & Bernoff, 2008) （P79）.

4. The marketing strategy

1. High-quality articles

High-quality articles in WeChat public account, can bring a lot of fans of things, do not need to say, must be a good article, sometimes a good article can bring at least tens of thousands of fans. So, writing or publishing high-quality articles can bring considerable fans for the public number, in the end, how to high-quality articles, this depends on the positioning of your public number and your industry judgment.

2. Create a high-traffic blog

Actually, if you want to improve the media on the number of fans, you'd better build a blog, and from the media, because the media search engines are generally can't catch, and blog articles are to search the cause of catches, search engines can bring high reading quantity, at the same time put a QR code at the bottom of the blog, so visitors to the search engine to come over after see QR code can easily scan QR code, be your fans. It is reported that, especially before the habit of writing blogs, plus blog traffic, do a public number of 450, 000 fans is easy.

3. Offline salon

Hold industry salon with some traditional media, you can put some QR code everywhere on the sign so that others can scan and add WeChat ID quickly. This method can also increase fans very quickly. Or at the end of the meeting, you can put a huge QR code on the conference screen, which can also increase fans quickly.

4. Own exposure resources

The last point is based on their own strength, for example, some people are already very famous, just set up a random "we media" account, don't need to promote the brush fans come as soon as possible, such as those stars, those topic people.

I sincerely hope that WeChat will continue to be used in the United States.

• 
  

• LI, C., & BERNOFF, J. (2008). Groundswell: winning in a world transformed by social technologies. Boston, Mass, Harvard Business Press.