Many enterprises will have a headache when choosing between subscription number and service number, and even some enterprises will have some brain-dead practices. Here are some simple brain-dead practices that enterprises should avoid:
Multi-account operation: if the enterprise (except grassroots entrepreneurship) is not multi-brand and multi-branch, it is recommended not to open multiple accounts. I have seen a company and opened more than ten subscription numbers at the same time. How do you let users choose to pay attention? It is better for enterprises to build a platform in a down-to-earth manner than to hand over the choice to users.
No content and no value operation: users pay attention to you, indicating that there is demand for you. If enterprises can't provide users with value and content, what's the point of operating an account? Have you ever met a platform that has never provided any service, and there is no response to the query? Don't send any information to users, let alone bring harassment to users. Users don't even know you exist.
Superstition in WeChat marketing operation: WeChat marketing is a systematic activity. It is not that opening a WeChat public platform can increase sales, nor that advertising can bring you orders. This system needs the cooperation of many departments, including marketing, planning, customer service and offline personnel. When you get a message on WeChat platform, offline experience or consumption, offline people don't take it seriously at all. How would you feel if you were a user?
Next, let's talk about the difference between subscription number and service number.
1. Difference of user presentation position:
All subscription numbers will be received in the "Subscription Number" column; The service number will be displayed directly on the homepage column together with WeChat friends and WeChat groups, and clearly marked in blue font.
Second, the difference in the number of mass messages.
WeChat subscription number can send a message once a day.
Wechat service number can send messages four times a month.
Here's the key explanation: the mass information is only words, pictures, sounds, pictures and words (up to eight pages); Some platforms can send messages three times a day (just for the privilege of some media numbers in the early internal testing stage)
Three. Differences in authentication methods:
For the non-personal WeChat public platform, the subscription number and service number now only support WeChat authentication. Benefits of WeChat authentication: 1, users' search priority display right; 2. More open interface access rights.
Wechat authentication application: only the WeChat public platform of enterprise type is mentioned here: 1, and the authentication period is 15 working days; 2. The certification fee is 300 yuan/time (non-refundable if it is unqualified), and the annual review mechanism is required every year (300 yuan/time). If the annual examination fails, the certification mark and privilege shall be revoked. 3. A lot of materials are submitted (copy of business license, organization code certificate, operator identity information, enterprise bank account, etc.). ), and the audit is strict. 4. The certification name must be consistent with the name of the business entity or trademark or online shop, otherwise it will not be passed. Now enterprises can't just think about this in order to get advanced permissions.
This picture is the background without WeChat authentication subscription number, and only the permissions of the basic interface can be used.
This picture is the background of the service number without WeChat authentication, only the basic interface and custom menu permissions.
This picture is the background of the service number that has been authenticated by WeChat. You can use the basic interface, custom menu, advanced interface and multiple customer service functions, and you can apply for WeChat payment and WeChat store functions.
4. Custom menu differences:
Whether the service number is authenticated or not, you can use the custom menu bar;
You need to authenticate the subscription number to get a custom menu bar;
Advantages of customizing menu bar: 1, users can get information at any time; 2. Enterprises can provide more value services by using custom menu bars.
V/ wechat payment
Wechat payment only supports service number application, and the subscription number does not have this permission.
Wechat payment: 1, non-listed companies or registered capital of less than 5 million need to pay a deposit of 20,000 yuan; 2. What are the industry characteristics of 0.6% different rates? 2%, and the settlement cycle of different industry characteristics is T+ 1? 7 working days.
Six/many customer service system
The multi-customer service system only supports the WeChat authentication service number, and the subscription number does not have this permission.
Benefits of more customer service: 1, especially suitable for accounts with a large amount of information consultation; 2. You can establish multiple customer accounts and receive multiple users at the same time; 3. Personal WeChat can be bound to offline communication to avoid information loss.
VII/ advanced interface
This picture shows the service number permission background that has passed WeChat authentication.
Then we will talk about how enterprises choose their own subscription number and service number through the following four questions: 1. Positioning:
The first consideration for enterprises is whether you want to be an information publishing platform. Or a service marketing platform? If the enterprise mainly publishes some information and product advertisements, then you can choose the subscription number.
This may not be limited by the push frequency;
If the enterprise focuses on service marketing, it is suggested to choose the service number and build a systematic service marketing platform by using technical means such as multi-customer service, advanced interface authority and WeChat payment.
Second, the issue of high-level authority.
The premise is that you need to pass WeChat authentication. At present, advanced permissions have different interfaces for subscription number and service number, and subscription number only opens the permission to customize menu bar; Good services will open more advanced interfaces, such as parameter QR code, WeChat payment, multi-customer service, user location acquisition and so on.
Third, the official attitude of WeChat.
Since WeChat officially divides the public platform into two categories: subscription number and service number, a series of actions of WeChat official can be seen as good support and inclination for the service. The service number is connected to WeChat payment, the number of group sending is adjusted, multiple customer service systems are opened, WeChat voting is increased, and many advanced rights and functions are opened in WeChat store, while the subscription number only adds custom menus and WeChat voting.
Fourth, the issue of third-party technology access.
There is absolutely no need for enterprises to access the technology of third parties just by pushing some information. If you need more and better user experience and operating space besides information release, it is still recommended to access third-party technologies, because at present, WeChat officials only provide the most basic modules, and there is not much room for direct operation, including the recently launched WeChat store, which is only a basic template, so it is difficult to really play the value of WeChat public platform.