2018 WeChat Open Class, what key points should marketers pay attention to?

On January 15, 2018, Zhang Xiaolong 's speech at the WeChat Open Class was unsurprisingly a hit. Of course, this has attracted attention in the technology circle, self-media circle, marketing circle, business circle...any field that has something to do with WeChat. It has triggered a series of thoughts from playing Jump Jump with 6,000 points. Of course, it is the best opportunity for practitioners in various industries to get some inspiration at the beginning of the year.

After watching the speech, I would like to share my feelings about what changes or opportunities will be brought to marketers and self-media people in 2018, and how to combine them. I would like to share my experience with you.

There are 4 key words worth remembering:

1. Trust

From Jump Jump to plug-ins, this is indeed a consideration of trust between friends.

While we are all working hard to practice the game , others have used technology to change everything. We can see that the previous "WeChat Sports" had such problems. As soon as it was midnight every day, some of my friends would immediately take 10,000 or 20,000 steps. This kind of "cheating" behavior to show presence has indeed affected a product. Of course, people who really play games have their own fun, and those who exercise don’t just play for the leaderboards . However, if a product is used with plug-ins, the trust in the relationship chain will be at risk, which is inevitable when the popularity of the product declines. For example, in the recent live quiz show, different plug-in products have just been released. This kind of phenomenal product that was overheated for a while ignored or avoided this problem.

2. Good products

Zhang Xiaolong said that he has always believed that "good products speak for themselves", which is beyond doubt. Indeed, good products have their own communication value. I have mentioned in the book "Digital Marketing Campaign" that "good products are the source of marketing". How to make products bring their own traffic and let users spread spontaneously requires us to think carefully when making product planning. Whether it is an Internet product or a physical product, we need to add the thinking of "self-contained marketing".

Of course, the "good product" mentioned by Zhang Xiaolong is not simply from a marketing perspective. It is about how to make WeChat the best tool and which step is right or wrong. This kind of thinking allows us to constantly experience the continuous innovation of a product like WeChat, and it leads the industry in every aspect.

3. Respect

Not obtaining user chat records from the very beginning is the greatest respect for user privacy, which is also different from some products. A few days ago , Alipay apologized for its annual bill. This kind of thing is a disrespect for users. Users are not stupid, but they are passive and weak in front of these giants. However, each product is created by individual users who click and purchase it again and again.

Products that respect users will go further.

4. Offline

Zhang Xiaolong mentioned offline in his speech, which is very true.

We have been "kidnapped" by mobile phones. No matter where we are, we are in the world of mobile phones. When we are having a meal with friends, we play with our phones. When we go to see beautiful scenery, we play with our phones... How can we put down our phones and discover a better offline world? How can we integrate mobile Internet into our offline life, rather than experiencing the offline world online?

This is something that more companies should think about.

There are two trends worth noting:

1. Gamified mini-programs stimulate social interaction

One Jump Jump will once again stimulate the micro-relationship chain. Game applications based on mini programs will become a very important social connector in 2018. Of course, you can also spend some time on marketing and promotion , using gamified mini programs to get community fans involved and compete. From the Jump Jump function in the new version of WeChat to Zhang Xiaolong's opening speech at the 2018 WeChat Open Class using Jump Jump to talk about mini-programs and mini-games, mini-programs such as mini-games will become very important content for dissemination in WeChat groups and WeChat Moments in 2018, and will also become very important entrepreneurial opportunities.

However, it is not easy for a brand to participate in the form of product placement. Once users enter the game, they will basically be addicted to the PK in the game scenes. Suggestions on how to market mini-programs based on mini-games:

1. Title
2. Scene props implantation
3. Content implantation
4. prize
5. Points redemption
6. Brand customized games

I won’t describe it in detail here, and I’ll share it in an article or class when I have the chance.

In addition, in addition to mini-game programs, there are of course many other directions. As a platform, it will not be limited to any one category, such as mini-program e-commerce . In the opportunity of mini programs, you can consider a small function, such as the previously popular micro business cards, red envelopes, cat raising and other mini programs.

2. Good content will get more opportunities

The independent public account app that can create content at any time on mobile phones, as well as the change from public accounts to authors after the return of appreciation, are enough to prove WeChat’s emphasis on good content and high-quality authors. The change in casual creation will speed up the updating of content, and the length of content may also change. Hot comments and marketing by leveraging trends will be more suitable for completion on mobile phones.

On the evening of January 17, Tencent Penguin held the "Golden Penguin Night" in Beijing, proposing "new platform, new empowerment, new content, and new algorithm". Whether it is marketers or self-media people, if the content is combined with the most cutting-edge gameplay and the most popular applications, the dividends will naturally continue to tilt. Some people say I don’t need these, I just write my own content. In fact, there is nothing wrong in letting more people who need your content see it. In the era of the popularity of short videos , if you can turn content into video, this is an opportunity. In an era when mini-programs are constantly being accepted by users and WeChat is constantly promoting them, as marketers and self-media people, you can spend some time and think carefully about how to combine them?

However, there are two points to note:

1. Don’t ignore the rules just to flood the screen: Every platform has rules, such as no inducement and no xx, so you still need to keep this in mind.
2. Don’t build a mini program just for the sake of building one: mini programs also require an entrance and traffic. It doesn’t mean that if you just build one, it will become popular. Spend some time thinking about what problems and needs your users need to solve most? What do you use to activate your fan base? "Owned + BD public account bound to mini program" + "community" + offline scenario application...provide more entrances for the mini program, and activating it will make it more efficient.

At the beginning of the new year, I hope to start a different 2018.

Take advantage of the situation and ride the waves ! 

The author of this article @魏家东 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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