Tweet 10W+ is difficult? See how big state-owned enterprises can play 微信 operations

There is often a gap that cannot be crossed between the demands of corporate marketing and the G-points of fans, resulting in a large number of enterprises that have been living hard from self-promotion and autism. Do not believe? And look at 汇海 Xiaobian for your decomposition!

雪上加霜，微信公众号大环境的下行

In Tencent's 2017 Q2 financial report, its 微信 and WeChat monthly users reached 963 million, a year-on-year increase of 19.5%. Compared with 28% in the same period last year, it is obvious that the subsequent growth has become weak. Analysts believe that in the next few years, the annual growth rate of 微信 users is only 4%, showing that the "flow bonus" of 微信 is gradually disappearing.

Coincidentally, according to third-party statistics, since 2016, the reading rate of most public articles has dropped from 12% to 5%, and the number of people watching has been slow or even negative.

It can be seen that under the social ecology of today's 微信, the development of the enterprise number will only be more difficult.

山的那边

Standing on the opposite side of the media, most of the deadly companies are the excellent 微信 number of 10W+ tweets that have been sent by a small group. Their common feature is that the fans are up to 10 million, but they still maintain a very high level. Real activity rate. In the eyes of others, they are using the profitability of people, and they have attracted a large number of fans to “send blood” for their readings through a large number of discounts and benefits.

But according to the theory of the marginal effect of economics, the attractiveness of these offers and benefits to fans will be declining. And if you can attract thousands of fans close to the benefits and benefits, then the major brands do not need to spend a lot of money to invest in expensive KOL.

xx 俗话说，瓷器没有钻石。一家公司可以保持10W +的稳定水平，它必须有一个值得学习的地方。 汇海小编今天与你分享一个奇点从一开始，在大环境低迷的情况下，你也可以走上游，粉丝规模数千万的企业公众号，希望大家都能得到一些启发。

一个“乐于吃螃蟹”的企业号

在2016年至2017年期间，在微信公共环境中，南航公众号的粉丝数突破了1000万至2000万。

用户，用户，还是用户

营销社区多次提到“以用户为中心”的简单词语。

有用的事实通常是最简单的，但通常最难坚持简单的事实。

作为资产近3000亿元的巨型中央企业，南航已经能够在各种战术细节中找到这个简单的事实。

合纵连横的福利策略

不可否认的是，福利仍然是10W +品牌微信的一大“力量武器”。然而，在消费升级浪潮和主要电子商务平台上的优惠券垃圾邮件的背景下，用户对正常福利的敏感度逐渐下降。这需要结合其他手段来刺激用户参与。

随着粉丝的变化，南航自2017年起逐步尝试与各品牌进行跨境合作，力求在用户福利方面探索新的景点。果然，2018年1月，中国南方航空公司与中国联通，美的，周生生，魅族，租车，汤臣建健等十大知名品牌共同推出中国南方航空超级粉丝节，开启新跨界活动。

从媒体相对独立的风格来看，中国南方航空公司利用创新的跨境品牌创造了各种跨境品牌，以满足南航粉丝的需求。它有效地吸引了粉丝的注意力并最终触发了活动。扇子圈中的裂变。

紧贴用户行为的体验升级

许多经常飞行的粉丝知道飞行不只是买票的问题。还有各种要求，如运输，延迟和开发票。在过去的旅行过程中，通常需要通过机场场地进行人工操作。对于经常紧张的旅程，有必要腾出更多时间来处理。

基于这种情况，南航启动了一系列功能，统称为“中国南方E线”。用户只需使用微信即可进行一系列功能，如机票预订，预选，预订餐，二维码电子登机牌，电子发票，退款，航班证，机场预订等。它允许用户在过去轻松处理大量耗时且费力的操作。这一举措准确地触动了用户的需求，使大量导航用户能够为中国南方航空公司保持长期和强大的粘性。

向左还是APP软件开发

每个品牌微信都会遇到同样的困境：公司的营销需求与用户的实际需求之间的矛盾。为了解决这一矛盾，许多营销人员习惯于从企业的角度出发，首先考虑企业需要什么，然后深入研究如何通过各种“包装”让用户接受企业的营销吸引力。然而，在互联网的发展和日益透明的信息中，这种单向输入难以成功地“捏造”用户。

Maintain the "user-centered" strategy, and take the real needs of users as the starting point in each tactical link, and then serve their needs with their own functions. Perhaps this is the fundamental reason why China Southern Airlines' 微信 operation can achieve "counter-current".

The above is the 汇海 network to share with you. If you want to know more about the relevant information, remember to pay attention to the public number "SH_MHmedia" to enter the MAOHOO wealth (marketing) micro-classroom, click "Start learning" below to watch And learn a full set of operational ideas!