《點對點交流——企業微信行銷實踐手冊》是2017年4月清華大學出版社出版的圖書，作者是劉剛。
基本介紹
- 書名：點對點交流——企業微信行銷實踐手冊
- 作者：劉剛
- ISBN：9787302461104
- 定價：49元
- 出版社：清華大學出版社
- 出版時間：2017年4月
內容簡介,圖書目錄,
內容簡介
讓更多的用戶關注訂閱、推廣自己的產品、獲取更多的收益，這是每一位微信行銷者想要達到的目標。獲取更多冬粉關注、提升產品知名度最直接的途徑是與用戶點對點交流，這
也是微信行銷近年越來越炙手可熱的原因。本書由淺入深、循序漸進，使零基礎的讀者能夠熟練掌握如何做微信行銷，如何吸引冬粉。
本書分為三篇，第一篇介紹微信行銷的基礎，包括微信行銷的優勢、作用、渠道和工具等基礎知識。第二篇介紹微信行銷的技術，包括微信公眾號的定位、運營管理、內容和冬粉管理、
推廣技巧、效果分析和行銷模式。第三篇介紹微信行銷的實戰，包括8類行業行銷策略中最具典型代表性的案例。
本書內容精練、重點突出、實例豐富，是廣大網站所有者、產品運營者、行銷人員、市場人員必備的參考書，同時也非常適合網站開發者和設計師學習使用。
圖書目錄
目 錄
第一篇
微信行銷的基礎
第1章 微信，不可不用的行銷方式 ·····································3
1.1 與眾不同的微信·········4
1.1.1 火爆的冬粉·············4
1.1.2 小成本···················5
1.1.3 影響廣泛················5
1.1.4 直接找到你·············5
1.1.5 親密度高················6
1.1.6 服務最佳化················6
1.1.7 交流無處不在··········6
1.2 傳統企業的微信行銷···7
1.2.1 小成本大收穫··········7
1.2.2 創新生活與你互動····8
1.2.3 拉近與冬粉之間的距離 ································9
1.2.4 66號公路行銷·········10
1.3 傳統企業的行銷劣勢·11
1.3.1 反應遲鈍···············12
1.3.2 組織落後···············12
1.3.3 行銷渠道敵對·········12
1.3.4 為考核發愁············13
1.3.5 對冬粉又愛又恨······13
1.4 傳統企業需要微信····14
1.4.1 企業與冬粉點對點交流 ······························14
1.4.2 冬粉管理···············14
1.4.3 升級服務···············15
1.4.4 個性化推送············15
1.5 如何開始微信行銷····16
1.5.1 微信工具的運用······16
1.5.2 微信渠道的開發（廣點通、流量購買） ····················16
1.5.3 O2O的運營························17
第2 章工欲善其事，必先利其“器” ································ 19
2.1 開始微信行銷··········20
2.1.1 獲取行銷工具·········20
2.1.2 進入微信···············20
2.1.3 認識微信平台·········21
2.2 強大的微信——你說我聽 ·······································22
2.2.1 微信“對講機”······22
2.2.2 微信語音助手·········23
2.2.3 可以聊天的軟體······25
2.2.4 說話就能行銷·········25
2.3 二維碼助你行銷·······27
2.3.1 什麼是二維碼·········27
2.3.2 二維碼套用機會······28
2.3.3 二維碼行銷平台······29
2.4 LBS 功能的衝擊·······30
2.4.1 微信“發現”界面···31
2.4.2 選擇定位用戶·········31
2.4.3 與潛在用戶“搭訕” ·························32
2.4.4 微信“搖一搖”······33
2.4.5 管理“搖友”·········34
2.4.6 個性背景···············34
2.5 服務和特權的“通行證” ·······································35
2.5.1 微信會員卡能帶來什麼 ·········································36
2.5.2 企業推出微信會員卡 ···································36
2.6 基於微信平台的多人交流 ·······································38
2.6.1 冬粉牢固的行銷圈···38
2.6.2 不一樣的行銷圈······38
2.6.3 冬粉群的管理·········39
2.6.4 積累微信群的人氣···41
第二篇微信行銷的技術
第3 章微信公眾號——互動行銷基礎 ································ 45
3.1 怎樣獲取微信公眾號·46
3.1.1 針對用戶的微信平台 ··························46
3.1.2 申請微信公眾號······47
3.1.3 完善微信公眾號······48
3.1.4 公眾號使用前的等待 ······························49
3.2 微信公眾號的運營後台 ······························50
3.2.1 進入公眾號平台······50
3.2.2 功能外掛程式···············51
3.2.3 管理好公眾號的後台 ······························52
3.2.4 統計功能——運營管理依據 ···································53
3.2.5 完善公眾號後台······56
3.3 發揮微信公眾號的價值 ·····························57
3.3.1 信息到達所有冬粉···58
3.3.2 自動回覆你的冬粉···59
3.3.3 個性化設定············61
3.4 認識兩種類型的公眾號 ····························62
3.4.1 兩類公眾號的區別···63
3.4.2 如何選擇公眾號······63
3.5 訂閱號升級服務號····66
3.5.1 最直接的方法·········66
3.5.2 首頁系統公告中的升級 ·····························66
3.5.3 是否需要升級·········67
3.5.4 擴展訂閱號的功能···68
3.6 多號微信行銷··········70
3.6.1 同時開通雙號·········71
3.6.2 同時開通多號·········72
3.6.3 矩陣行銷···············73
第4 章公眾號規劃的基礎·· 77
4.1 公眾號的累積目標····78
4.1.1 符合冬粉需求的內容 ············································78
4.1.2 符合冬粉需求的相關內容 ······································79
4.1.3 分析冬粉需求·········80
4.1.4 找準不同性別的冬粉 ············································81
4.2 公眾號的行銷方案····81
4.2.1 微信品牌和目標······82
4.2.2 合理安排微信內容和功能 ······································82
4.2.3 建立組織···············83
4.2.4 確立目標···············84
4.3 管理公眾號的名稱····85
4.3.1 了解名稱的使用情況 ············································85
4.3.2 名正言順···············87
4.4 找準微信的“身份證號” ·······································89
4.4.1 個性“身份證號”···90
4.4.2 字母“身份證號”···91
4.4.3 數字“身份證號”···91
4.5 關鍵的微信認證·······92
4.5.1 認證資料···············93
4.5.2 如何進行認證·········94
4.5.3 公眾號認證後的命名 ··································95
第5 章微信公眾號的“遊戲規則” ··································· 97
5.1 微信公眾號的運營規範 ·······························98
5.1.1 禁止利用第三方軟體群發 ······································98
5.1.2 避免互推泛濫·········99
5.1.3 防範抄襲原創文章···99
5.1.4 高效吸引冬粉·········99
5.1.5 靈活群發微信······· 100
5.2 與APP 的差別········100
5.2.1 引導冬粉使用公眾號 ······························ 101
5.2.2 公眾號的活動推送· 102
5.3 個性化界面設計······103
5.3.1 客戶服務············· 104
5.3.2 吸引冬粉的界面···· 105
5.3.3 界面引入新技術···· 107
5.3.4 添加“活力”元素· 108
5.4 怎樣合理安排推送時間 ································110
5.4.1 媒體類企業的推送安排 ······························111
5.4.2 電商的推送安排···· 112
5.5 如何與冬粉交流互動 ·································114
5.5.1 開展圖片交流······· 115
5.5.2 開展單擊交流······· 115
5.5.3 開展虛擬交流······· 115
第6 章做好內容運營，提高行銷效果 ·······························117
6.1 做好微信的門面······118
6.1.1 微信形象商標······· 118
6.1.2 微信品牌文化······· 119
6.1.3 吸引冬粉的創意···· 119
6.1.4 給冬粉留下深刻印象 ······························ 120
6.1.5 讓冬粉有情感依賴· 121
6.1.6 有效的服務·········· 121
6.2 內容為王···············122
6.2.1 新聞傳播············· 122
6.2.2 娛樂八卦············· 123
6.2.3 活動推送············· 123
6.2.4 傳送視頻············· 124
6.2.5 美文傳遞············· 124
6.2.6 趣味內容············· 124
6.3 公眾號內容運營類型 ············································125
6.3.1 固定推送············· 125
6.3.2 用戶選擇············· 126
6.3.3 體驗升級············· 126
6.3.4 第三方服務捆綁···· 127
6.3.5 加強趣味············· 127
6.4 公眾號的靈魂所在···127
6.4.1 用戶的第一印象···· 128
6.4.2 公眾賬號信息的核心 ·········································· 129
6.5 符合客戶需求的內容 ············································131
6.5.1 文章簡潔明了······· 131
6.5.2 訊息最主要的部分· 132
6.5.3 突出重點············· 133
6.5.4 文章類型明確······· 133
6.6 多角度信息編排······134
6.6.1 用戶閱讀的直接效果 ·········································· 134
6.6.2 用戶閱讀的間接效果 ·········································· 137
第7 章獲取更多關注·······139
7.1 到資料庫中找冬粉···140
7.1.1 找到目標冬粉······· 141
7.1.2 找到高質量冬粉···· 141
7.1.3 獲得冬粉············· 142
7.1.4 取得冬粉信任······· 143
7.2 增加冬粉掃碼衝動···144
7.2.1 下載需要的二維碼· 144
7.2.2 設定個性二維碼···· 145
7.2.3 二維碼的設計實例· 146
7.3 活躍冬粉的行銷······147
7.3.1 行銷活動方案······· 148
7.3.2 體現活動價值··················································· 149
7.4 提升用戶關注速度···151
7.4.1 抓住高興趣冬粉···· 151
7.4.2 讓高興趣冬粉熟悉你 ····························· 151
7.4.3 提升“路轉粉”速度 ····························· 152
7.4.4 二維碼走官方渠道· 152
7.4.5 引導用戶分享文章· 153
7.4.6 與大號合作·········· 154
7.4.7 轉發有獎活動吸引冬粉 ·························· 154
7.4.8 結合熱門話題······· 154
7.5 解讀線下轉換方法···155
7.5.1 線下發展冬粉······· 155
7.5.2 冬粉變成客戶······· 157
7.6 保持對用戶的吸引力 ···································160
7.6.1 內容要重點突出···· 160
7.6.2 留住老冬粉·········· 161
7.6.3 與冬粉生活契合···· 161
7.7 與冬粉保持溝通······162
7.7.1 用好自定義回復功能 ································ 162
7.7.2 發揮強大作用的互動 ····························· 163
7.7.3 “獎勵”你的冬粉· 164
7.7.4 服務才是靈魂······· 165
7.8 如何應對冬粉流失···166
7.8.1 冬粉為何流失······· 166
7.8.2 如何解決問題······· 168
第8 章出眾的微信策劃····171
8.1 給自己定位············172
8.1.1 產品類型············· 172
8.1.2 覆蓋地域············· 173
8.1.3 品牌定位············· 174
8.2 運營所需的網際網路思維 ····························175
8.2.1 為冬粉考慮·········· 175
8.2.2 信息簡約············· 176
8.2.3 互利共贏············· 177
8.2.4 超出預料············· 178
8.2.5 積極溝通············· 179
8.3 公眾號的個性魅力···179
8.3.1 獨特的欄目·········· 180
8.3.2 微信內容全面······· 181
8.3.3 多角度安排活動···· 182
8.4 把握好節假日推廣···184
8.4.1 提前準備活動······· 185
8.4.2 提前安排活動主題· 185
8.4.3 提前規劃好產品和服務 ························ 186
8.4.4 提前設計節日互動· 186
8.4.5 調整和總結·································· 186
8.5 企業需要更改的固化思維 ······································187
8.5.1 不注重後台的泥潭· 187
8.5.2 利用落差行銷······· 188
8.6 打動人心的內容話題 ···································191
第9 章推陳出新，行銷升華 ·······························195
9.1 一步步做好微信行銷 ·································196
9.1.1 明確範圍和目標···· 196
9.1.2 做老冬粉的引路人· 198
9.1.3 抓住一切機會······· 200
9.1.4 選擇正確的產品···· 200
9.2 切實評估微信行銷的成果 ······································202
9.2.1 功能是否受到青睞· 202
9.2.2 情感上是否被依賴· 202
9.2.3 用戶質量是否高···· 204
9.2.4 是否能提供價值···· 205
9.2.5 冬粉能否轉化······· 206
9.3 不同的KPI 衡量指標 ·····························207
9.3.1 應注意的內容指標· 207
9.3.2 評價公眾號的服務· 208
9.3.3 解讀KPI考核環形圖···································· 209
9.4 善用數據統計的四大模組 ······································211
9.4.1 用戶分析············· 211
9.4.2 圖文分析············· 212
9.4.3 訊息分析············· 213
9.4.4 接口分析············· 214
9.5 避免微信行銷誤區···214
9.5.1 服務態度誤區······· 215
9.5.2 圖片缺乏新意······· 217
9.5.3 強迫消費者接受···· 218
9.5.4 自毀形象的行銷···· 220
第10 章合適的行銷方向····221
10.1 微信O2O 行銷·······222
10.1.1 整合線上線下···· 223
10.1.2 做大客戶資料庫· 224
10.1.3 共享會員·········· 224
10.2 微信F2F 行銷········225
10.2.1 F2F推動行銷····· 225
10.2.2 經常與冬粉溝通· 227
10.2.3 微信直銷·········· 228
10.3 微信CRM 行銷······228
10.3.1 完善微信冬粉管理 ······························· 230
10.3.2 微信CRM系統··· 230
10.4 微信朋友圈的威力··232
10.4.1 利用朋友圈做淘寶 ······························· 232
10.4.2 無可比擬的行銷方式 ······························· 233
10.5 利用朋友圈打造品牌 ·································234
10.5.1 打造個人價值···· 235
10.5.2 產品與眾不同···· 236
10.5.3 圈內必備條件···· 239
10.6 利用朋友圈傳遞價值 ··································240
10.6.1 朋友圈中吸引人的照片 ···································· 241
10.6.2 分享冬粉認可的內容 ······································· 242
第三篇微信行銷的實戰
第11 章金融業玩轉微信行銷 ······························245
11.1 金融業如何玩轉微信行銷 ·····································246
11.1.1 選擇合適的公眾號 ·································· 247
11.1.2 體現公眾號的特性 ································ 247
11.1.3 規劃平台的各階段 ································ 248
11.1.4 確保全全·········· 248
11.1.5 最佳化微信平台···· 249
11.2 交通銀行信用卡的微信行銷 ··································249
11.3 招商銀行的微信行銷····································255
11.4 和訊網的微信行銷·······································260
11.5 中金線上的微信行銷·································261
第12 章房產業玩轉微信行銷 ··································265
12.1 房產業如何玩轉微信行銷·····································266
12.1.1 行銷主題分類···· 266
12.1.2 確定行銷方向···· 267
12.1.3 打造合適的行銷平台 ····························· 268
12.1.4 選擇新的行銷方案 ··································· 269
12.1.5 為下一次行銷做準備 ··································· 272
12.2 北京買房的微信行銷 ···································273
12.3 CRIC 研究中心的微信行銷···································276
12.4 微信樓盤庫的微信行銷 ········································278
12.5 深圳萬科的微信行銷 ······································280
第13 章醫療業玩轉微信行銷 ·································283
13.1 醫療業如何玩轉微信行銷·····································284
13.1.1 製作移動入口網站 ··································· 285
13.1.2 微信平台活動···· 285
13.1.3 結合微信的功能· 286
13.1.4 會員卡系統管理· 287
13.1.5 全面引導服務···· 288
13.2 春雨醫生的微信行銷 ······································288
第14 章餐飲業玩轉微信行銷 ·································291
14.1 餐飲業如何玩轉微信行銷·····································292
14.1.1 雙管齊下·········· 293
14.1.2 形成品牌號召力· 293
14.1.3 二維碼展示······· 294
14.1.4 線下活動·········· 294
14.2 好豆網的微信行銷··295
14.3 多元錦江大飯店的微信行銷··································299
14.4 肯德基宅急送的微信行銷·····································303
14.5 餐飲微時代的微信行銷 ········································306
第15 章教育業玩轉微信行銷 ··································309
15.1 教育業如何玩轉微信行銷·····································310
15.1.1 老會員管理······· 312
15.1.2 開拓顧客資源···· 312
15.1.3 因地制宜·········· 312
15.1.4 培養冬粉群······· 313
15.2 長春領商商學院的微信行銷··································314
15.3 西安翻譯學院招生就業中心的微信行銷 ···················318
15.4 天翼閱讀的微信行銷 ···································321
15.5 西安交通大學的微信行銷·····································322
第16 章美容業玩轉微信行銷 ···································327
16.1 美容業如何玩轉微信行銷·································328
16.1.1 抓住冬粉的心···· 329
16.1.2 與冬粉建立情感溝通 ··································· 330
16.1.3 預測行業熱點···· 330
16.2 歐珀萊的微信行銷··331
16.3 林清軒的微信行銷··337
第17 章旅遊業玩轉微信行銷 ··································341
17.1 旅遊業如何玩轉微信行銷··································342
17.1.1 用微信吸引客戶· 343
17.1.2 最直接有效的宣傳 ····································· 344
17.1.3 引導冬粉積極參與 ····································· 344
17.2 旅遊衛視的微信行銷 ······································345
17.3 螞蜂窩的微信行銷··349
17.4 途牛旅遊網的微信行銷 ········································354
第18 章電商玩轉微信行銷·361
18.1 電商如何玩轉微信行銷 ···································362
18.1.1 電商微信行銷的變革 ································ 364
18.1.2 電商微信行銷的團隊 ······························ 365
18.2 聚美優品的微信行銷 ·····································367
18.3 大眾點評的微信行銷 ···································370
18.4 百度外賣的微信行銷 ····························372
