How to design the "Enterprise WeChat + Mini Program + Live Broadcast" fission matrix

Today I will share with you how to design the " Enterprise WeChat + Mini Program + Live Broadcast" fission matrix.

After experiencing the explosive growth in 2018, private domain traffic in 2019, and live streaming sales this year, we will find that the gameplay is always changing, because users cannot always be attracted to the same gameplay.

But for those of us who are working on growth, we cannot just do whatever is popular. Instead, we need to think about what remains constant behind the different ways of playing.

For example, what is the core purpose behind live streaming sales, which is very popular this year? Can we bring our advantages into the new battlefield? Can fission be achieved through live streaming?

Taking WeChat as an example, we have summarized the five-layer operational capability model of the WeChat ecosystem:

First level: gameplay

There are various operation plans such as mission treasure, group fission, red envelopes, etc.

Second layer: carrier

Various fission gameplays rely on various carriers of WeChat. Only by understanding the rules and functions of these carriers can we design more creative operation plans;

The third layer: platform

Although Kuaishou, Douyin, Bilibili, WeChat ecosystem, etc. are different platforms, the traffic growth patterns behind them are common. The WeChat ecosystem, for example, has a very strong circle effect. We invested tens of millions in advertising and found that if the payment rate of new users brought by sharing by old users is 25%, then the rate of new users brought by advertising is less than 10%. This is the power of the circle effect.

Level 4: Psychology

Operating platforms may continue to migrate to follow technological progress, but human nature will never change. We can play a role on different platforms by understanding human nature.

Fifth layer: Values

Competition of strategies and values.

1. Four operating models of the retail industry in WeChat for Business

At present, many companies are encouraging their employees to use WeChat for Business to operate users. For example, for sales in some retail stores, companies will encourage them to direct offline store traffic to corporate WeChat, making it easier for them to re-reach and re-convert users online.

As users become more and more accustomed to online shopping, the role of WeChat for Business in online marketing will become increasingly important. Next, I will share with you the four operating models of the retail industry in WeChat for Business:

1. Store shopping guide + corporate WeChat: offline traffic entrance, online fission referral

This operating model is based on the traffic generated by store guides: users are generally asked to add the store guide’s corporate WeChat first, and then benefits such as personal services or purchases in fan welfare groups are provided to retain users in the corporate WeChat.

Then you can take advantage of the circle effect of the WeChat ecosystem to start the fission of the mini program.

For example: choose grapes, mangoes and other fruits, new users can taste them for one yuan, and old users can get rewards by forwarding them to new users; after the old users' friends have made their purchase, they will be guided to add the company WeChat, and then join the welfare group to buy more things, thus completing the sedimentation of private domain traffic.

Then continue to guide these users to share for the second time, and after the online fission is completed, they will flow back to the store.

2. Store community: live broadcast/group buying/chain/flash sale

This operating model is based on the corporate WeChat group of geographic location. As the user reachability decreases, the user's sense of security is increasing.

Taking into account the "social safety distance", personal WeChat accounts are more private; except for specific scenarios, users are generally reluctant to add strangers as friends; and the reach rate of mini-programs and service accounts is relatively low, so communities have become a good choice.

Scan the QR code to join the group, become a member, and enjoy additional benefits.

Based on the user's UserID, we can directly obtain the user's various behaviors; combined with the CRM system, we can know whether the user has consumed in the mini program or official account after joining the group, as well as the specific consumption situation.

It is worth noting here that you need to have a clear positioning before creating a group: some groups do not require communication and are specifically used for flash sales of goods; some groups only communicate on specific content, and so on.

Users should understand the significance of the group to them the moment they join the group, rather than creating the group first and then considering how to operate it.

3. Community e-commerce: operating model

This operating model is based on regional corporate WeChat groups.

Community e-commerce is relatively difficult to operate because its users come from a wide range of sources and have little in commonality. Therefore, when we create a group, we need to create a regional group rather than a national group.

Community e-commerce groups are generally created specifically for events and can basically be disbanded after the event ends. The short, frequent, and fast pace of activities can better promote the participation of users in the group. However, it is difficult to operate such groups in the long term, and most of them will eventually become advertising groups.

4. Decision-making products: delivery + private domain traffic operation conversion

This operating model is based on paid delivery.

Due to the epidemic, offline traffic has not yet fully recovered, and many decision-making products are basically doing online delivery and private domain traffic operation conversion.

In the WeChat ecosystem, Tencent Guangdiantong currently supports direct delivery of mini-programs, public accounts, and the addition of corporate WeChat accounts, except for the inability to directly deliver personal WeChat accounts.

For products with higher average order values ​​and higher user decision-making thresholds, it would be more valuable to invest directly in corporate WeChat than in mini programs and official accounts. Because it takes some time to cultivate users, corporate WeChat can reach them directly within WeChat through personal accounts.

2. What are the important interfaces and corresponding application scenarios of WeChat for Business?

Enterprise WeChat has two main positionings: one is a collaborative tool like DingTalk, which is used by enterprises to improve the efficiency of internal affairs processing; the other is that it claims to "connect 1.1 billion WeChat users" and can be connected with personal WeChat accounts.

When we use WeChat for Business to do fission, the most important function is to be able to obtain the unique identity of WeChat contacts through the WeChat for Business API and link to the corporate CRM.

This can help us track users intelligently and understand what mini-programs, public accounts, corporate WeChat accounts, etc. users follow.

When a user adds items to a shopping cart on a mini program but delays payment, the merchant can quickly detect this and then ask the user through WeChat for Business whether they have any concerns, or directly send relevant knowledge, usage methods, welfare packages, etc. to speed up user decision-making.

Next, let’s look at five specific application scenarios of WeChat for Business:

1. WeChat for Business: Exclusive traffic diversion authority

Compared with personal WeChat, corporate WeChat has two exclusive traffic-generating permissions: one is WeChat Moments advertising, which can be directly placed on corporate WeChat and allow users to add it; the other is that after WeChat payment is completed, you can directly contact the shopping guide to add it.

2. Operation SOP: Channel QR code + automatic greeting

In the past, a customer might visit a store multiple times and add different shopping guides on WeChat. This may result in different quotes or inconsistent information given by different shopping guides, which will not only damage the customer experience but also affect the company's profits.

Now, corporate WeChat can enable multiple shopping guides to use the same active code. When a user scans the code, it can detect whether the user is already on the company's corporate WeChat. It will also show whether the customer's source is offline, a public account, or a mini program, etc.

This can effectively avoid the previous situation from happening, and different wording can also be used for users from different channels.

3. Behavior tracking: friend circle + targeted private chat

When a merchant distributes content in Moments, it can detect whether the user clicks or scans the code.

Based on a series of online operations by the user (adding to the shopping cart, unsuccessful payment, visit duration, etc.), we can know whether the user has the intention to buy and which stage of the purchase the user has reached. The merchant can then conduct timely and targeted private chats based on different situations.

4. Behavior tracking: tag system

In WeChat for Business, we can use AI smart tags to generate customer portraits, allowing us to better understand our customers. Customers’ preferences and interests in products will be recorded, and WeChat for Business will intelligently track and collect information about their browsing behaviors and display them in batches.

Since customers have begun to show interest in the products we offer, we can take the initiative to contact them, further introduce the products to them and facilitate the conclusion of the transaction.

5. Operational SOP: User Tags + Smart Private Chat

With the label system, we can better implement follow-up sales and on-site delivery, and gradually form a library of intelligent private chat scripts.

Normally, after we add users, the sales process is usually: breaking the ice - exploring needs - processing - closing the order. After forming a label system and script library, we can change our scripts at each stage according to the different situations of users.

Companies that do well in this regard will have their own complete system of speech, and can even see the number of times each speech is used within the system, and count the most popular speech. This standard style of play can be replicated over and over again.

3. Enterprise WeChat + Live Broadcast + Fission Matrix Design

Taking "Happy Cake" as an example, many franchise stores have been opened offline, but the corporate WeChat is managed and operated uniformly by the headquarters.

Through various live broadcast activities and fission, users can receive coupons online and then redeem them at offline stores, which effectively directs the amplified online traffic to offline.

1. Three common ways to leverage WeChat for business

In the past, we have done a lot of interesting and effective fissions in the WeChat ecosystem, such as Taskbao fission, screenshot fission, one-yuan unlocking, group fission, distribution fission, etc.

User freshness determines that operational methods need to be constantly innovated, but these methods can be reused and still be effective on the new carrier of WeChat for Enterprise. for example:

1) WeChat for Business + Group Fission Gameplay

In order to prevent many users from feeling that adding personal WeChat accounts violates their privacy, we can use corporate WeChat group fission to allow users to join the group without restrictions without the help of third-party tools.

The specific process is: users see the poster, scan the live code generated by corporate WeChat, are automatically assigned to different corporate WeChat groups, and then share within the group to guide fission.

2) Mini Program + WeChat for Enterprises

Compared with public account tweets, pictures, etc., mini programs have a larger display format and higher click-through rate in the group. Combining mini programs with enterprise WeChat for fission is also a very good choice.

The specific process is: the mini program generates fission posters, scans the code to add corporate WeChat friends, friends help to update in real time, and completes the task to push rewards.

3) Public account + corporate WeChat fission

The public account task treasure fission is a method that we are all very familiar with and is very effective. It can be done by using the public account to guide users to add corporate WeChat, or by guiding users to follow the public account in corporate WeChat.

Taking the example of guiding the addition of corporate WeChat through the official account, the specific process is: the official account generates a poster, invites friends to follow to get rewards, and after completing the task, guides them to add the corporate WeChat personal account to receive the reward.

The above are all different combinations of various carriers, which have derived various innovative fission gameplays.

What we need to pay attention to is that fission does not only exist in a certain link, but runs through the entire life cycle of the user. Discover every fissionable link in the user's life cycle, match different scenarios, and provide different fission gameplay.

2. Key points to trigger fission and promote transactions

1) Key point 1: Wave-style sales

Before a fission activity begins, event promotion is very important. How to stimulate users' curiosity in the early stages and attract more users to participate is something we need to think about for every fission activity.

In this regard, we have summarized a set of "wave-style sales" promotion strategies, which are divided into the following seven steps:

1. Explain the background of the event to attract users' interest and attention;
2. Explain the content of the activity and tell users what they will gain;
3. Explain the time and process of the activity, and remind users to follow it;
4. Publish a notification about the start of an event to highlight the popularity of the event;
5. The huge response generated by the event was indicated by the registration situation and the endorsement of bigwigs;
6. Urge users to make decisions by updating the remaining quota, etc.
7. Answer user questions and supplement content;

Taking Zero One Fission as an example, the entire "wave-style release" of Fission is as follows:

2) Key point 2: Build personal IP and formulate SOP for WeChat Moments operation

After an event ends, the user life cycle is often only one or two days. If there is no follow-up communication during this period, the user is likely to become silent. Similarly, if you add a user’s personal account as a friend but don’t say hello within one or two days, the user is likely to be forgotten.

Therefore, it is necessary to follow up in a timely manner, create a real-person IP, narrow the distance and communicate with users.

We need to ask users questions about product features, explain industry cases based on user needs, etc. We need to set up the script in a linked manner, proactively greet users, and guide users to further inquire about effects and prices.

A complete and effective sales talk system requires the joint creation of the sales team. Only by forming a standard approach and constantly updating it can we gather the strengths of all sales and maximize the conversion rate.

For example, we will formulate a 7-day SOP for operating the circle of friends for new users, so that users can gradually "know you - understand you - trust you".

We will not make all information visible to all users to avoid duplication or omission of information; we will also carry out different activities for different users at the same time for efficient and targeted cultivation.

3) Key point three: Live streaming

The immersive feeling of live streaming and the warmth of direct communication with people are very advantageous in the transaction process. The live broadcast invitation rankings, sharing rankings, etc. can further promote transaction fission.

Relatively speaking, live streaming is more suitable for ToC companies. ToB companies are often unlikely to follow up on the entire process of live streaming transactions, while ToC companies can well realize the entire transaction process through live streaming.

Every time you make an operational action, you can push an order, which is also a process of continuous optimization and iteration. The essence of operations is to continuously attract fans and maximize each iterative process.

To sum up, behind the different ways of playing, the same thing is the understanding of users. The life of a carrier may only be two or three years, and the life of a platform may only be ten years, but human nature never changes.

Author: Zero One Fission CEO Jian Feng

Source: Zero One Fission CEO Jian Feng