About the author: Mira, head of new media at Diandian Car Maintenance. We built a team from scratch and established new media channels for Diandian Car Care (WeChat, Toutiao, Yidian Zixun). Currently, the vertical enterprise service account Diandian Car Care has more than 1 million car owner fans on WeChat, and ranks 1-3 in Zhejiang Automobile on the new list, with the best result of 11th in the country. We started to run a self-media subscription account in December 2014, and joined Toutiao and Yidian Zixun in March 2015. The average reading volume of original content on Toutiao is 20,000 to 30,000. The best result of Yidian Zixun was that a single article exceeded 300,000 on the same day (the highest was nearly 600,000).(Our team has operated a self-media account for half a year, with 88 original articles)I met two friends last night and they asked me how to use social products beautifully on WeChat public accounts. The girl told me that their app already has 4 million users, but their WeChat followers are less than 400. She wrote some original content, but it’s not very ideal, so she asked me how to improve it.This is not an isolated case. Since I wrote two case studies on new media operations in September, I have met many new media operators, bosses who have switched from traditional industries, and operation managers of startup companies who have come to me for consultation.After a while, I received a WeChat friend request from someone who said he saw my article online and wanted to discuss WeChat public account operations with me. He asked if anyone had any good operations team to recommend. He was in Japan and said that the Chinese market was more popular than he could imagine, and he wanted to help Japanese clients promote some good stores to China so that tourists could go to Japan to experience them directly.The questions everyone asks are nothing more than these1. Has WeChat entered the end of its dividend period? Where is the next new media entrance~2. What are the characteristics of major new media channels? How to operate in a targeted manner?3. How to create 10W+ content?After operating Diandian Car Maintenance's new media for more than a year, our team has jumped over many pitfalls and made rapid progress in the new media field. The number of friends in my address book has also increased from less than 2,000 to nearly 3,000. I feel the need to share my experiences over the past year or so. At least I can serve as a life mentor for them. . . .Let’s talk about the general trend of the industry first. Is WeChat still worth playing? ——YESLet me first share with you some of the latest new media account data for December (derived from the New List Index 800+ group and offline activities ):
Mi Meng's WeChat article "To the bitch: Why should I help you?!" was forwarded more than 3.5 million times in 3 days, gained 200,000 followers and was controversial
The domestic vertical media giant "Jiaotong 91.8" had a WeChat advertising revenue of 10.83 million in 2015, and its "Yi Tiao" had over 10 million followers, and is about to open a female account.
The first self-media stock on the New Third Board, "Feibo Gongchuang", was listed and traded. It owns more than 200 self-media accounts such as "Selected Cold Jokes" and "Food Factory", covering 150 million fans. The CEO is only 29 years old.
The second largest self-media in the financial field, "The Financier", was acquired by Xiaotongren for nearly 4 million yuan. It is said to have made a profit of more than 1.8 million yuan in 2014 and more than 2.4 million yuan in 2015.
"Got Acne" received 2 million angel venture capital. It is said that he attracted more than 30,000 fans in a month.
After reading the above, I believe you will make your own judgment.My opinion is that WeChat is still the most important new media channel, but the era of grassroots users gaining tens of thousands of followers overnight has passed, and WeChat’s growth momentum has slowed down. Entering the stage of professional and capitalized operation. In addition, some signs of de-WeChatization have already appeared!How to use WeChat big account? ——Multi-channel extension, presenting community operation and de-WeChatization!The self-media account [Logical Thinking] that was supported by WeChat in the early days quietly launched its own app "Get", the purpose of which is self-evident. The big account [WeChat Traffic] established its own wap site "electronic magazine" and opened Tencent interest tribe at the same time, developing in the direction of community.At the same time, statistics in December showed that several major WeChat accounts were sued for publishing false information, several " uber " related accounts were blocked again, and several accounts such as "Apple Fan Query" and "Entertainment Explosive Sister" were suddenly blocked for unknown reasons. This shows that WeChat officials are making every effort to combat false information, and that large-scale operations are becoming more and more restrictive, and the sense of security is decreasing. By selecting 7 large-scale samples from the top 500 on the New List (the number of WeChat posts is increasing, but the monthly reading volume has not increased significantly) , it is not difficult to see that many of the above-mentioned large-scale accounts are building diversified channels and moving the eggs originally concentrated in WeChat into multiple channels. This is partly due to the strict regulation of the WeChat platform, and also because after the reading volume of WeChat has slowed down, big accounts are pursuing more violent channels.What are the differences between the major channels such as WeChat, Toutiao, and Yidian Zixun? How to prescribe the right medicine?Here I would like to share with you our team’s early cases, which may be helpful to corporate new media operators.Diandian Car Maintenance is an app that provides car owners with one-stop car maintenance services including car insurance, maintenance, refueling, rescue, and violation payment. Our users are mainly car owners. As a corporate voice, we have established the Diandian Car Maintenance Service Account and Subscription Account, with the focus on operating the service account, while the subscription account only serves as a public relations voice (in fact, many companies now use previews instead of the public relations voice section of the service account).Then, in order to acquire more potential customers, we started to apply for a self-media account on the WeChat platform in December 2014, mainly targeting to C (car owners or car enthusiasts), and created WeChat subscription accounts , Toutiao and Yidian Zixun. In addition to the editorial team, our team also has 4 auto repair experts who fully support us. The test results show that the reading volume of the same article on WeChat may be less than 400, but the best data of Toutiao is 60,000, and Yidian Zixun is 300,000 on the same day. (This account stopped updating in July this year due to strategic reasons)Data of the same content in different channelsWe can see that for the same article, the total number of readings is 391,097, of which WeChat accounts for 2%, Toutiao accounts for 34%, and Yidian Zixun accounts for the largest proportion at 64%. This is determined by three channel characteristics. For example, WeChat push is one-to-one, and then there is secondary dissemination based on the degree of user interest. Its reading volume is often determined by WeChat fans. Toutiao mainly pushes content randomly based on title keywords and column classification. It has high requirements for originality and title keyword matching. Most of Yidian Zixun's users are Xiaomi mobile phone users. For users, fun is more important.To sum it up in one sentence: among the two Weibo and one WeChat, for corporate new media operators, it is best to create a service account. Subscription accounts can be used for public relations (they must be positioned separately from service accounts). If you create a self-media account, WeChat relies on originality and persistence, Toutiao relies on content, and Yidian Zixun is fun to play with. NetEase’s self-media, Tiantian Kuaibao, is a different world. If you persist in everything, it may not be difficult to earn over 100,000.After talking about channels, here comes the key question! How to create 10W+! content?My point of view is that the pursuit of 100,000+ may deviate from the user for enterprise users.I'm an old Chinese doctor who specializes in treating braggarts. But if you want to brag, you must first be boastful yourself, otherwise others will say that you are sick. As usual, I will post the data first to deal with those who are dissatisfied.Reason 1: In April 2015, we had a piece of content on Yidianzixun that exceeded 300,000 views that day.The reason why I didn’t feel anything when it broke 10w+ is because the reading volume of our inspirational article in April exceeded 30w on Yidian Zixun on the same day, and the final total reading volume was close to 60w. But as an operator, I am not happy at all. . . . Typical clickbait title.Of course, the most important thing is that we think that there are only a handful of car owners who read these articles, so there is brand exposure, but the conversion rate is not high, and I personally don’t think this is worth talking about.Reason ②: Our team produced 3 headlines with over 100,000 views on the WeChat service account, and the usual headlines are around 40,000-90,000.That’s right, all 3 posts are about sending red envelopes. Although it is not easy to reach this number of views, when it comes to the cost, many business operators will definitely argue with me. I won’t go into details about this.So for operators of new media enterprise accounts, 10w+ is not important, what is important?Important one: PositioningNo matter how many inspirational articles you post, it’s useless if you don’t have a personal brand tone.If you run a service account, you must quickly establish intimacy between your brand, products, services and users. To change the way you speak means to speak in human language so that users will be interested in you.For example, when Diandian Car Care’s refueling business increased, it discovered several features of Diandian Refueling, allowing users to easily know that Diandian has launched a refueling business, and that recharges can enjoy a discount of as little as 95%, and that it supports recharges of Sinopec and PetroChina gas cards. The poster explains the benefit points in a simple and direct way.Important 2: User portrait.I haven't even sorted out the user portraits yet, and you're talking to me about 100,000+This is a screenshot of a mobile phone application of a post-95s generation. I asked a member of the hacker fan group to post it~~It's a bit messy. But if you add the screenshots of mobile phones of those born after 1985 and 1990, I believe everyone will understand what user portraits are. . . .100,000+ contents may look impressive, but how many of them are actually read by the target customers? Many people submit articles randomly and chicken soup is everywhere. But what does it matter? You are an enterprise service account, not Master Yan Chan (a big V on Weibo, you can search if you are interested)!Important 3: User InteractionLet’s get high first! Whether it is complaint resolution or initiating a topic, users must feel good and respected!When WeChat multi-customer service was first launched, we had already connected to the multi-customer service system, synchronizing telephone customer service and WeChat customer service. Basically, we can achieve instant response and instant resolution. Speed is the basis! Represents service quality!In the active interaction section, we use the attributes of WeChat itself to initiate multiple topic interactions based on hot topics. Among them, the highest number of readings of the Qixi Building Prize reached more than 90,000, the number of readings of Tencent Interest Tribe reached 26,755, the number of people directly participating in the comments reached 13,703 (the community participation rate was as high as 51%), and the number of reposts reached 1,196. We not only convey our products, Diandian Annual Card and Diandian Car Insurance, but also maintain close interaction with users.Important 4: New Media MarketingAll activities, marketing, and branding are for sales! The key is how to find the points that users are more interested in.The contents that users care about are nothing more than three things: food, sex, profit, and creativity and fun! I won’t talk about the first two, let’s talk about the third one. Why is Wu Yifan’s Tencent Facts H5 so popular? In fact, it is the first time that celebrity fake news + green screen cutout video synthesis technology + h5 news page have been combined. It is a hot topic plus new technology, which is fresh to users.When Diandian launched the traffic violation payment service, it used the image of a sloth to output a Q&A h5 file to test laziness. When conducting a survey, it sent out red envelopes for payment. There was a bit of fun in it and also a profit motive. The number of views was less than 40,000, but it was forwarded in the circle of friends, which exceeded our expectations. Although it’s not 100,000+, but for product promotion, the product was promoted at 0 cost!Okay, that’s all I have to say. From my experience, if the corporate service account is not driven by profit, it is attracted by creativity. I prefer the creative content about brand and user interaction made by the girls in our team. It has brand output and user interaction, and can convey product concepts.I have been working in new media for more than a year, and I am ashamed to say that I have only done a very small amount of work. There are mainly three things: first, forming a team with unique ideas and courage to innovate, second, writing several articles with more than 100,000 views, and third, serving as a life mentor several times. I did it again today, it was quite exciting. Sorry for the embarrassment.
APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo
[Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials]
This article was compiled and published by @米拉 (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article!
