Mobile Marketing Boom a New Era 将移动营销进行到底 �

费睿网络科技 Very Technology �

蒋美兰 Milan Chiang �1

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1.自传播 Self-diffusing �

2.方便性 Convenience �

3.链接购买 Link to Sales �

4.线上线下串联 O2O �

5.社交顾客关系管理 SCRM �

5 keywords of Mobile Marketing �5个移动营销关键词 �

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自传播 Self-­‐diffusing  

Social spread is all about humanity! �人。人性。自传播 �

Marketing is Product Competition? �行销是一场产品战争？ �NO！Is Psychology War! �

是一场心理战！ �

Key Point: �Willing to forward �愿意按下转发键

People to People！Brand to People? �

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方便性 Convenience �

Without Time? �在移动的年代， �

与其说是没有时间 �NO！Lose Patience!! �

其实是耐心不够！ �

消费者手上的是 �智能型手机 � Smart Phone �

Don’t push them watch , interact with them! �

不是看！而是点、选、滑、扫..那个快用哪个！ �

300 hours � VS 3 minutes �

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The reach time of purchase �链接购买到达时间 �

Mass Media �大众传播媒体 �

Mobile �移动端 �

链接购买 Link to Sales �

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链接购买 Link to Sales �

Add a Link to online mall �加一个商城Link �

Link to purchase �直接链接

put everything on the 4 inch screen？比多？ �

NO！ Accuracy！比准确！ �

Create a Purchasing Environment，Shorten the purchasing time �创造购物氛围，缩短购物时间才是王道

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O2O �

Forward �分享 �

Spread �扩散 �

Leading-in �引流 �

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SCRM �

PS：SCRM：Social Customer Relationship Management �

User？ � Fans �

Buy？ � Love �

微信营销的真谛是：找到你自己品牌的传教士 �

A truth about Wechat Markting is：Find your own missionary �

成功的品牌不能只有用户，没有粉丝 �不要只追求人家买你，要人家爱你！ �

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Identity

Promotion

Interaction Moments

Mobile terminal

New members

Member identity

Member service

Supportive events

Potential market

Privilege push

Order processing

Initiate

Recruit

Register

Verify

Check-in

Standard customer service

Leave a message(Audio

/Text）

Various activities

Collect participants information

Wish list

Invite friends

Get gifts

Membership card

Privilege notes

Personal privilege

Delivery info

Refund check

Online order

Stock book

To link Wechat platform with CRM system

CASE STUDY- �

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Uniqlo优衣库搭出色、Digital POP �

Loreal欧莱雅集团小美盒-承诺活动 �

Luxgen纳智捷汽车-集U币，时尚购 �

Cha Mate一茶一坐 �

10All From Very Technology �

UNIQLO O2O Campaign & We Chat official account �

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Less 3 months， �

Added over 500,000 new wechat followers ! �

O2O � Forward � On Line � Interact

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Uniqlo--Digital POP �

店端扫描OR Code可全面了解各品类完整信息，

并可 查询库存 �

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Digital POP Achievement： �

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L’OREAL GROUP My Beauty Box O2O Event-I Promise！ �欧莱雅集团小美盒“承诺活动” �

Choose “Promise”—Post  it—5  Friends  support—Get  OR  Code—Free  Beauty  Box  in  event  scene  从我们设计的10个承诺中选择1个承诺，如“我承诺3个月内瘦成1道闪电”，分享至朋友圈后，得到5个朋友支持，即可获取二维码，至活动现场领取小美盒 �

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-Only use Wechat publish 3 days �

-11,000 people participated online �

-Over 3,000 People at event �

-O2O conversion rate over 35% �

-只运用微信平台3天 �-线上超过11000人参与 �-现场超过3000人 �-O2O转化率超过35% �

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Case： Luxgen  U coins collection �

Every one can check and get 1 U coin through Wechat, share the U coins to friends limitless everyday �During 1 moths，One can get ￥ 1000 discount to buy Luxgen as long as 20 U coins collected！ �

【Achievement】 �

250,000 People become our U

collectors，over 10,000 orders and 2,544 people bought a car using 20 U coins as discount in-store! �

Online increased over￥ 250 million sales！（2,544cars * ￥ 100,000） �

Link  to  purchase

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Cha mate Wechat Account 一茶一坐微信平台 �

Online & Offline Membership Card �

Purchase on WeChat , � also with “ gift” function �

排队系统 �线上线下 �

会员卡整合 �微信支付直接链接购

买+转赠功能 �评价及问卷 �

Line Up System �

Evaluate & Questionnaire �

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Before set a Wechat official account, you should think about…： �

1.Why would they follow me? �

2.Why wouldn’t they unfollow me？ �

3.Why would they forward your posts？ �

人家为什么要加你？ �

在微信平台建立前，先问自己3个问题… �

为什么不取消关注？ �

足以让他们分享的理由为何？ �

See you online！ �新浪微博-@蒋美兰 �

WeChat：milanchiang �milan@verystar.cn �

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Thank you! �