Unlock advanced methods of operating WeChat public accounts!

In addition to the conventional gameplay, what else can WeChat official accounts do? The author introduces advanced gameplay based on actual cases to add icing on the cake for your Double Eleven marketing.

Today, let’s talk about how WeChat official accounts can achieve advanced operations with user tagging and targeted push as the core strategies, so that everyone can add fuel to the upcoming Double Eleven. If you search for articles about public account operations on various operation websites, you will find that most of them are about basic settings, such as positioning, introduction, automatic replies, menu bars, etc.; there are also articles about typesetting and content creation; the more advanced ones are all about various types of traffic diversion and fission.

It’s not that these contents are not important, but they are relatively basic. Nowadays, high-level public account operators generally put aside these basic content productions and instead focus on using public account interface tools to play with various targeted tags and strategies that are tailored to each individual.

Therefore, this article mainly wants to put aside these basic operation strategies and talk about the advanced operation strategies of WeChat service accounts.

The following strategies are suitable for public accounts (all public accounts mentioned below refer to WeChat certified service accounts) with more than 1 million followers. They are suitable for students who have been operating public accounts for 2 years or have been working on products for more than 2 years.

WeChat Service Account Advanced Operation Strategy

You may not know that the official account has opened many functional interfaces for merchants. If you simply use the official account backend, or just use an editor like Xiumi, you will not be able to bring out the true power of the official account.

First, you can carefully read the first column of the following figure to understand what else WeChat can do besides pushing 4 articles a month as you know?

From the user's perspective, what user information can we obtain through these interfaces?

1. Basic user information

Generally, we will obtain the following user information:

• Subscription period;
• gender;
• City;
• Province;
• Country of residence;
• Language used;
• openID (user ID, unique to the current public account);
• Union ID (for the same user, the unionid is the same for different applications under the same WeChat open platform).

With this union ID, if your company has its own APP, you can use this interface to access the user information on your APP.

Especially for user information like e-commerce, it can be fully matched with the browsing, adding to cart and ordering status of public account users on your APP. To understand the relationship between your fans and you, whether they are passers-by, fans or die-hard fans.

2. User tag management

Once you have this user information, you can use the user tag interface provided by the official account to tag your users with various tags. For example, information such as whether the user has registered on the APP, placed an order, when the order was placed, how much money was spent, etc. are labeled separately.

It should be noted that a public account can create 100 tags, and a user can have up to 20 tags. Tags can be grouped and managed to facilitate operations staff to quickly manage tags.

The above is based on the labeling of the user’s basic information on the official account. Of course, user behavior labeling can also be achieved. For example, if you set an automatic reply for a keyword, when a user searches for this keyword, the system can automatically tag this user with the label you set in advance to trigger this search behavior.

In addition to keywords, this behavior also includes clicking the menu bar, clicking a link, scanning a QR code with parameters, etc.

3. QR code with parameters

What is a QR code with parameters?

In order to meet the needs of scenarios such as user channel promotion analysis and user account binding, the official account provides an interface for generating QR codes with parameters. This interface can be used to obtain multiple QR codes with different scene values. After the user scans them, the official account can receive event push.

What does this mean?

For example, once upon a time, everyone must have seen offline promotions where you can scan a QR code to follow a public account and receive a free prize. After Student A scanned the QR code and followed the official account at Hangzhou Yintai, he immediately received a message recommending him to go to the Hangzhou Yintai branch of the store to claim his prize.

At this time, Student B also saw the activity of this official account in Wanda Hangzhou. After following the official account, he immediately received a message recommending him to go to the Hangzhou Wanda branch of this store to claim the prize. If you follow the same account and scan different QR codes, you will receive different messages and be labeled with different tags. This is the function of the public account with QR code.

Note: There are currently two types of QR codes with parameters. One is a temporary QR code, which is valid for 30 days and can be used almost unlimitedly. The other is a permanent QR code, which has no time limit and can generate up to 100,000 codes.

4. Push messages by tags

Once the label problem is solved, it is time to apply these labels. The most basic thing is to be able to push our four tweets from the past month in a targeted and accurate manner.

For example, for public accounts like "No Need to Wait for Delicious Food", their activities basically have different themes in each city. Then we can obtain the user's location information and push different content according to different cities.

However, when designing this feature, be careful not to send the content to the same person multiple times. Because no matter how much content you post using how many tags, each user can only receive 4 messages per month. Therefore, you have to make a judgment when designing the function and avoid sending it repeatedly to avoid waste.

5. 48-hour customer service message push

This function is to solve the problem that the official account can only post 4 times a month. WeChat has reserved such an interface. As long as the user has visited your official account within 48 hours, you can push messages to him, including text, text links, pictures, and graphics and text, without taking up the 4 times a month.

But don't disturb me too much, you know.

Note: The public account calling interface is not unlimited. In order to prevent WeChat server load abnormalities caused by program errors in public accounts, by default, the interface calls for each public account cannot exceed a certain limit. The specific number can be viewed in [Development] - [Interface Permissions] in the left column of the official account. Each account has a total of 10 zeroing operation opportunities per month. Each zeroing operation takes effect once, and one opportunity is used up (10 times includes zeroing on the platform and zeroing by calling the interface API).

As you can see in the picture below, the public account I currently operate has 50 million views.

6. Menu bar directional display

The menu bar is also a place that public account operators play with a lot.

The common way to play is to modify the menu bar and show it to everyone, and then check the number of clicks every day.

An advanced way to play is to display content in a targeted manner based on user tags. For example, an APP’s business may contain many sub-businesses, such as finance, points, etc.

Then you can make judgments for users. First, identify whether they have downloaded the APP, and display the download button to users who have not downloaded the APP first. For users who have already downloaded the APP, identify whether they have used financial services. For users who have not used financial services, do not display the APP download button, but display the financial service button. And so on, giving priority to displaying core business guidance.

I believe this is much more efficient than just showing APP downloads. E-commerce businesses can also do this. In fact, it is the same logic as Taobao's "Thousand Faces for Thousands of People". Based on the user's consumption search behavior, algorithm recommendations are used to prioritize the content that is more likely to be purchased.

7. Template message push

Everyone should know this. It is mainly used to send important service notifications to users, such as credit card swiping notifications, product purchase success notifications, etc.

Advertising and other marketing messages, as well as all other messages that may harass users, have now been cancelled. Otherwise, the interface of this template message will be blocked, resulting in all template messages being unable to be sent.

Of course, I think the biggest advantage of this is that by proactively sending a message to the user and creating a link, the user may return to the official account, and you can then use customer service messages or the menu bar to reach him/her a second time without taking up four pushes.

The above are the more advanced operational strategies that can be completed as a public account. Of course, more advanced strategies such as intelligent product selection and push notifications will not be expanded for the time being, as very few can do it.

In fact, the official account has become an information dissemination system rather than just an article push tool.

Practical Case

Readers may also consider carefully how to better utilize these functions in combination with their own business. There is still more than a month left until Double Eleven. If the product and development are strong, half a month will be enough to complete the development.

Next, I will share with you how to master the public account push during Double Eleven in conjunction with the e-commerce Double Eleven.

Taking the Double Eleven event on Perfect Diary’s official account as an example, let’s assume such a scenario: I am now the operations manager of Perfect Diary’s official account, and I have been notified that I need to work on the 2019 Double Eleven project. During this period, new products will be launched, pre-sold, and there will be limited-time and limited-quantity rush sales. And then there is no other information. How will I use the above functions to operate the Double Eleven push strategy of the official account to improve the reach of messages and sales conversion (I am not an internal employee, the information is limited, and it is for reference only).

The first is the new follow-up guidance module. Currently, the above three contents will be pushed after following.

If it were me, I would judge the third message as an order, for example, if someone like me clicked on the mini program but did not make a purchase. After 24 hours, use the [48-hour active user push] function to push a message: Hello swimming, are you really not going to want the lip gloss I gave you for free yesterday? There are only 59 left, hurry up and claim them. If you think I'm a boy, you can change the text to tell my partner that he or she will definitely like it if I give it to them.

In a smoother way, continue to let users return to the official account on the next day; if they come back, then within the next 48 hours you can push information to your users by informing them of their benefits, so as to continue to build interaction.

If an order is placed on the first or second day, there will be logistics information, and then the logistics information can be notified using a template message to attract users to visit your official account again. As long as you come, you can use the [48-hour active user push] function continuously.

Then, back to the Double Eleven project, I will make the following push strategy:

• On October 21, a mass message was sent to inform everyone about Perfect Diary Mall’s Double Eleven event, and limited pre-sale products were released for pre-sale.
• On October 23, targeted text messages were sent to active users to make a user judgment and launch a lucky draw for users who had paid a deposit; users who had not paid a deposit were guided to pay the deposit.
• On October 29, a group message was sent to share Perfect Diary’s Double Eleven shopping guide, and informed that limited edition products were running out and the public to pay the deposit quickly.
• On October 31st, the push strategy is the same as on the 23rd, but be sure to add a check to see if the message has been sent before. Do not send the same content repeatedly.
• On November 1st, send a mass message to inform customers of activities such as add-to-cart, flash sales with large coupons, etc. Add a QR code with parameters below the flash sales, or ask users to reply with a keyword to subscribe to the flash sales reminder. For me, it is actually just to add a subscription tag, and then I can use the customer service interface to push it every day 10 minutes before the flash sale coupons are released, reminding me to buy large flash sale coupons, clearance items, etc. It is best to add an unsubscribe reminder when reminding, just like the text messages we received before.
• On November 10th, a full-scale mass mailing will be released, the ultimate shopping guide.
• On November 11, at 10 a.m., a targeted push notification was sent to users who had paid the deposit but had not paid the balance to remind them to make payment on time.
• On November 11, targeted push notifications will be sent to users who have not purchased products yet, based on store activities.

In addition, before pushing, do A/B testing on the content. For articles that are pushed in full, do A/B testing on a small number of titles half an hour in advance to see which one has a high readership. For targeted push, do A/B testing on the content to see which one leads to a large amount of traffic.

Then, according to the above strategy, the menu bar of the official account will guide users to enter the official account and see the menu bar every day. Based on the user’s past order history, you can make targeted displays of corresponding categories, record the data every day, and continuously adjust and optimize the menu bar copy.

It may be easier said than done, but in practice it still requires a lot of effort.

Do not apply the above strategy mechanically. You must combine it with your own business and formulate it according to your own user base. I believe the effect will be many times better than your original simple push.

New media operation is not that simple!

Author: swimming

Source: Growth Leader (ID: swimming54)