From 0 to 1, how to find the operation direction of the official account?

Taking "Shidian Reading" as an example, using tools such as product life cycle theory, building block model, better-worse model, etc., I investigated competitors and summarized the market breakthrough of Shidian Reading Travel Account, and gave my own operational suggestions.

Background Purpose:

Suppose I am the new media operator of "Shidian Reading". Now I plan to create a travel-related public account from 0 to 1 and be responsible for the operation of this account.

I now need to understand the situation of competing products first, and draw out a building block model and a better-worse model based on the tweet data and tweet content of several larger travel-related public accounts to determine whether there is still a possibility of breaking through the market. Then find the breakthrough point of the number and determine the operation direction.

Tools and methods:

1. Product Life Cycle Theory
2. Building Block Model
3. The better-worse model

Specific steps:

1. Research the basic information of Shidian Culture and the "Shidian Reading" public account;
2. Analyze the current status of the tourism industry and Shidian Reading’s business attempts in the tourism sector;
3. Conduct research on the users and content of competitor public accounts to discover the operational characteristics of competitors;
4. Through competitive product analysis, we draw a building block model to find the breakthrough point of Ten Points Reading Travel;
5. Use the better-worse model to determine the operational direction and suggestions for the Ten Points Reading and Travel Account.

1. Ten-point reading analysis

1. Basic Information

1. Company Information

Shidian Reading is a book-sharing self-media platform based on WeChat public accounts under Xiamen Shidian Culture Communication Co., Ltd. Its business scope covers literature, film, fashion, education, publishing, physical bookstores and other fields.

Its products include public accounts such as Shidian Reading, Shidian Classroom, Shidian Reading Club, Shidian Movie, Shidian Bookstore, Little Shidian, She Reads, Shidian, Shidian Good Things, and Characters Biography, which deliver original content products to users in various forms such as pictures, text, audio, video, books, and communities.

2. Development History

Shidian Reading started on Weibo and grew on WeChat. It adapts to the changes and migration trends of media channels and continuously iterates its cultural and lifestyle brand.

*Image source: "From 0 to 40 million users of "Shidiandushu": the content entrepreneurship experience of a mechanical engineering man" - Professor He of Communication University of China

3. Commercialization

Shidian’s product matrix is ​​centered on “Shidian Reading” and radiates to multiple fields, such as paid courses, e-commerce, videos, etc. It uses rich products to serve 40 million users across the entire network and constantly seeks new opportunities, channels and platforms.

The current commercial monetization methods of "Shidian Reading" are online courses (Shidian Classroom 50%) + e-commerce (Shidian Store) + brand advertising (20%) + book publishing.

In December 2018, the first Shidian Bookstore in the country officially opened in Xiamen, which shows that Shidian Books is further exploring ways to monetize.

*Image source: "From 0 to 40 million users of "Shidiandushu": the content entrepreneurship experience of a mechanical engineering man" - Professor He of Communication University of China

*Source: "Opening offline stores and making independent apps, "Ten Points Reading" breaks boundaries and aims to become a cultural lifestyle platform" - 36Kr

2. Public account attributes

1. Introduction and number of fans

From the introduction of Xigua Assistant's "Ten Points Reading" public account, it can be seen that the current number of active fans is estimated to exceed 20 million, which is a huge number of fans.

2. Lifecycle

The "Shidian Reading" public account has more than 1 million active fans. According to the product life cycle theory, it is currently in the mature stage. At this stage, the account is basically finalized and the growth is slowing down. The core focus is on brand and commercial realization, and it is necessary to segment the population by establishing a matrix .

3. User portrait

Using Xigua Assistant to conduct user portrait diagnosis on the "Shidian Reading" public account, it was found that the user ages are concentrated between 18 and 29 years old, of which 70% are female, that is, mainly those born after 1990.

In terms of user group distribution, the proportion of each group is not much different, reflecting the diversity and balance of the user group of "Shidian Reading".

4. Content Analysis

We crawled 56 article titles from "Ten Points Reading" in the past week (2019.1.1-2019.1.7) on the portal for analysis.

1. Content theme

Hot news, personal growth, marriage and emotions, personal stories, lifestyle and family education.

2. Title Features

It will closely follow current affairs to attract readers' attention, often use question-type titles to trigger readers' thinking, and guiding titles to guide readers' actions.

3. Article style

Lyrical, narrative, and argumentative, most of them are healing and warm texts that use words to bring warmth and strength to readers.

2. Tourism Business Analysis

1. Tourism industry trends

According to the 360: 2018 Travel Industry Insight Report - 119IT:

1. Online travel in my country continues to penetrate, and the market size is growing steadily;
2. Mobile tourism searches are more focused, with destination and country terms accounting for the highest proportion;
3. Travel-related websites, travel guides, and aviation are the most concerned content in the tourism industry as a whole;
4. Overseas travel is gaining more and more attention, but domestic travel is still the main force;
5. Local tours, family tours, and short-distance tours are popular, and the popularity of self-guided tours continues to rise.

2. Tourist Crowd Profile

According to the 360: 2018 Travel Industry Insight Report - 199IT:

1. Men are more concerned about flights, hotels and routes, while women are more concerned about travel websites, homestays and tickets;
2. People under 35 years old are more interested in travel;
3. Young people are more concerned about homestays, older people are more concerned about hotels, and the backbone of society is more concerned about OTAs and air tickets;
4. Central China is relatively more concerned about hotels, East China is relatively more concerned about homestays and websites, and North China is relatively more concerned about air tickets.

3. Ten Points Reading and Travel Business Trial

(1) Investment

Investing in travel public accounts In the "Shidian Reading" public account, there is an article titled "From 0 to 10 million fans, the persistence and dream of "Shidian Reading"". The article mentioned that after receiving investment in 2017, Shidian Reading invested in other new media companies, including "Travel LIVE".

The public account "Travel Things LIVE" mainly shares travel tips and sells local specialties. This is an attempt by Shidian Reading to get involved in the tourism industry.

(2) Travel tweets from public accounts

If you search for "travel" in the historical messages of the "Shidian Reading" public account, you will find that "travel" is a high-frequency word in the historical tweets of Shidian Reading. It can be inferred that the users of Shidian Reading have a certain interest in the topic of travel.

3. Competitive Product Analysis

1. Travel number analysis

【Feekr Travel】

1. Public account attributes

(1) Introduction and number of fans

(2) Publishing habits and content format

(3) Pay attention to the copy

Automatic reply text after users follow the official account:

After replying "feekr", the following text appears:

(4) Menu bar functions

Click "Feekr Research Institute" to jump to the Xiaoetong Mall:

Analysis conclusion: According to the public account introduction, number of fans, copywriting, and functions, "Feekr Travel" mainly introduces free travel, niche tourism, and recommends air tickets and hotels, and provides related content and services. "Feekr Research Institute" mainly sells women's course products. The users of "Feekr Travel" are mostly women, and pictures and texts are usually pushed between 22:00 and 22:59 every day.

2. User attributes

Through user analysis, it can be seen that the age of users of "Feekr Travel" is mainly concentrated between 25 and 34 years old, there are slightly more female users than male users, and the user groups are mainly otakus, housewives and digital users. They mainly come from first-tier cities, with incomes exceeding 10,000 yuan.

3. Tweet Analysis

A total of 102 tweets from "Feekr Travel" from August to September 2018 were selected, including 51 headlines and 51 second-tier tweets.

The number of tweet views and likes is divided into four categories: high views and high likes, high views and low likes, low views and high likes, and low views and low likes. The following is an analysis of the tags, titles, and content of the most read and most liked tweets:

(1) Tag analysis

The top 20 articles with the highest reading and highest likes on "Feekr Travel" are labeled according to content type. It can be found that air tickets, hotels, and special food content are the most popular among users.

(2) Title analysis

The high-frequency words in the title are China, Scenery, Direct, Round Trip, and Romance. The title entities are mainly domestic, European, American, Japanese, and Korean place names and celebrities. It can be inferred that the content mainly revolves around domestic and international itineraries and pilgrimages.

(PS: "Pilgrimage" refers to the behavior of people traveling and checking in at the real filming locations of animation, variety shows, film and television dramas, etc. because they love these works.)

(3) Content characteristics

Entry point: Use celebrities and popular shows as the background to introduce content

Style: Relaxed and friendly

Length: Long, with more pictures and less words

Layout: There is a fixed article category header at the beginning of the article, a fan profile and profile, and an interactive vote at the end of the "Food Scout" article

【Travel around】

1. Public account attributes

(1) Introduction and number of fans

(2) Frequency, time and type of publication

(3) Function

"Zouzheqiao Travel" has 280,000 followers. It mainly recommends self-operated routes and niche routes, provides content and services, and usually pushes pictures and texts between 21:00 and 21:59 every day.

2. User attributes

Through user analysis, it can be seen that the age of users of "Zouzheqiao Travel" is concentrated between 18 and 34 years old, with female users accounting for 63%, and the users are mainly otakus and housewives. They mainly come from second- and third-tier cities, with incomes below 10,000 yuan.

3. Tweet Analysis

(1) Tag analysis

The top 20 articles with the highest reading and highest likes on "Zouzheqiao Travel" are labeled according to content type, from which we can find that content related to character stories is the most popular among users.

(2) Title analysis

The high-frequency words in the titles of the "Zouzheqiao Travel" public account are world, couple, China, travel around, and around the world. The title entities are mainly celebrities, domestic and European place names. It can be inferred that the content of the public account is mostly about people's travel and life stories.

(3) Content characteristics

Entry point: Introduce travel stories in the form of celebrity biographies and personal stories.

Style: Warm, positive energy

Length: moderate number of words, many pictures

Formatting: At the beginning of the article, there is a GIF header image recommending to follow the public account, and at the end of the article, there are fan avatars, introductions and submission methods.

【Travel Guide】

1. Public account attributes

(1) Introduction and number of fans

(2) Frequency, time and type of publication

(3) Function

"Human Travel Guide" has 50,000 followers and mainly provides content on routes around Hangzhou, popular cities, food, and strategies. It has obvious personalized features and usually pushes pictures and texts between 15:00 and 15:59 every day.

2. User attributes

Through user analysis, it can be seen that the age of users of "Human Travel Guide" is concentrated between 18 and 34 years old, the ratio of male and female users is balanced, and the user groups are mainly otakus and housewives. They mainly come from second- and third-tier cities, with incomes below 10,000 yuan.

3. Tweet Analysis

(1) Tag analysis

The top 20 articles with the highest reading and highest likes in "Human Travel Guide" were labeled according to content type, and it was found that trendy niche content was the most popular among users.

(2) Title analysis

The high-frequency words in the titles of articles in the "Human Travel Guide" public account are Hangzhou, Zhejiang, and food. The title entities are mainly place names in Jiangsu and Zhejiang, as well as holiday hotspots. It can be inferred that the public account takes Jiangsu and Zhejiang as its core and recommends niche tourism content in the surrounding areas.

(3) Content characteristics

Entry point: Introduce content using celebrities and popular film and television programs as the background.

Style: Distinctive personality

Length: Long, with more pictures and less words

Layout: There is a header image with a scenic spot/scenery as the background at the beginning of the article, and there are clear slogans at the beginning and end of the article. There will be subheadings in the article. The article will use highlights to highlight key content and use subheadings to divide the content.

【Scarecrow Travel】

1. Public account attributes

(1) Introduction and number of fans

(2) Frequency, time and type of publication

(3) Function

The "Scarecrow Travel" public account has 320,000 followers and mainly recommends personalized travel routes and provides content and services. "Scarecrow Travel" also turned the official account into an IP and set the nickname "Daodao", which brought users closer to the official account and increased users' intimacy with the official account. Pictures and texts with short videos will be pushed every day, but the time is not fixed.

2. User attributes

Through user analysis, it can be seen that the age of users of "Scarecrow Travel" is mainly concentrated between 25 and 34 years old, male users account for 60% of the total, and the user groups are mainly otakus and housewives. They mainly come from first-tier cities, with incomes exceeding 10,000 yuan.

3. Tweet Analysis

(1) Tag analysis

By labeling the top 20 articles with high reading and high likes on "Scarecrow Travel", we can see that exclusive route content is the most popular among users.

(2) Title analysis

The high-frequency words in the title of the "Scarecrow Travel" public account are route, Xinjiang, and arrangement, and the title entities are mainly domestic. It can be inferred that the content of the public account is mainly domestic travel routes.

(3) Content characteristics

Entry point: Use the first person perspective and introduce the content in a chat format.

Style: Lively and playful

Length: Long, with more pictures and less words

Formatting: There is a GIF header image of the public account name at the beginning of the article, a short company promotional video at the end of the article, and emoticons in the article.

【Minimalist Travel】

1. Public account attributes

(1) Introduction and number of fans

(2) Frequency, time and type of publication

(3) Function

The first text that pops up after users follow the official account is a community QR code, and the menu bar is set up with "Call for Articles and Mutual Promotion". It can be seen that the "Minimalist Travel" official account attaches great importance to community promotion, and uses UGC to output the content of the official account tweets.

「Minimal Travel」 has 270,000 followers. The profile of the public account is just like its name, very concise, and mainly provides content such as travel notes and guides. Usually, picture and text tweets are sent between 20:00 and 20:59, and the sending frequency is not fixed.

2. User attributes

Through user analysis, it can be seen that the users of "Minimalist Travel" are mainly concentrated in the age group of 18-34 years old, female users account for 58%, and the majority of them are otakus, housewives and elites. They mainly come from first-tier cities and have an income below 10,000 yuan.

3. Tweet Analysis

(1) Tag analysis

By labeling the top 20 articles with high reading and high likes on "Minimalist Travel", we can find that travel introductions, travel guides and personal stories are the most popular among users.

(2) Title analysis

The high-frequency words in the title of the "Minimalist Travel" public account are hotel, world, earth, girl, and Bali. The title entities are mainly domestic, Southeast Asian, and European place names. It can be inferred that the content of the public account mainly introduces travel around the world.

(3) Content characteristics

Entry point: Narrating the travel scenery and feelings through the characters’ personal experiences

Length: Moderate length, more pictures and less words

Style: Relaxed and authentic

Layout: There will be a public account slogan and QR code image at the end of the article

【Global Travel】

1. Public account attributes

(1) Introduction and number of fans

(2) Frequency, time and type of publication

(3) Function

"Global Travel" has 410,000 followers and mainly provides content such as travel guides, world scenery, and travel notes. It usually pushes pictures and texts between 20:00 and 20:59 every day.

2. User attributes

Through user analysis, we can see that the main users of "Global Travel" are women aged 18-34, who are evenly distributed among a group of digital users, a group of geeks, a group of housewives, and a group of sports users. They mainly come from first-tier cities and have an income below 10,000 yuan.

3. Tweet Analysis

(1) Tag analysis

By tagging the top 20 articles on "Global Travel", we can find that content related to social hot topics is more popular among users.

(2) Title analysis

The high-frequency word in the title "Global Travel" is China, the title entities are mainly domestic place names, and the adjectives in the title include eye-catching words such as crazy and naked. It can be seen that the official account keeps up with social hot spots and shares hot news content related to travel.

(3) Content characteristics

Entry point: Hot social events related to tourism

Style: With attitude

Length: Short, with more pictures and less words

Formatting: There is a link to follow the official account at the beginning of the article, and a QR code for the official account at the end of the article.

2. Travel Number Analysis and Summary

The analysis of the above six major travel account competitors is summarized as follows:

3. Competitive building block model

Through the analysis of the above 6 travel public accounts, it can be seen that "Feekr Travel" and "Scarecrow Travel" mainly sell travel routes and provide supporting consulting services to users. The content of the public accounts mostly revolves around their own travel products, while "Global Travel" focuses on social hot spots and soft-text advertisements.

Therefore, Shidian Travel Account can focus on the three competing products: "Zouzheqiao Travel", "Minimalist Travel" and "Human Travel Guide" .

4. Ten o'clock Travel Breakout Point

1. User attributes

In the analysis of travel accounts, we can find that there is not much difference in user attributes. The age range is 18-34 years old, mainly 25-29 years old, and most of them are otakus, and women make up the majority.

We have analyzed the user attributes of Shidian Reading before. The users are aged between 18 and 29, mainly between 25 and 29. Women account for 70% of the users. The ethnic distribution is relatively even, and most of them are otakus.

Therefore, the Ten Points Travel Number can be mainly targeted at women aged 25-29, radiating upward to college students and young white-collar workers aged 18-24, and downward to mature working women and housewives aged 30-34.

Women aged 18-24 have average financial resources, but have plenty of spare time and are more receptive to new things. Therefore, they are more likely to follow the Ten Points Travel account, have more time, and are more likely to share and spread information. Women aged 30-34 already have a certain economic foundation and have their own pursuit of quality of life. Moreover, most of these women have started to start families and can drive family consumption.

The user attributes of Shidian Reading are consistent with those of the travel account, so it is recommended that Shidian Travel Account can make full use of Shidian Reading’s existing user resources in the early stage and divert traffic from Shidian Reading.

2. Content attributes

Currently, the six public travel accounts cover travel guides, personal stories, trendy niches, exclusive routes, travel introductions, air tickets and hotels, and special food. However, each public account has its own subdivisions in terms of content and focus.

• Feekr Travel offers niche routes and exclusive bookings
• "Zou Zhe Qiao Travel" uses celebrities and film and television programs as hot spots to conduct a holy land tour
• "Human Travel Guide" focuses on tourism in the Jiangsu and Zhejiang areas
• "Scarecrow Travel" recommends domestic and overseas, long and short distance travel routes
• "Minimal Travel" introduces global travel attractions
• "Global Travel" not only recommends attractions, but also includes hot travel news and good things to recommend

Considering that the main theme of Shidian Reading is "culture", the content themes can be extended and explored around historical sites, famous works, literati and other literary and artistic contents, and presented in the form of attraction recommendations and travel guides.

Most of the users of Shidiandushu are female, so the travel account can segment the content according to the roles of women in different age groups to take care of the different needs of female users of different age groups. For example:

Female users aged 18-24. These users are university students or young white-collar workers who have just entered the workplace. They do not have much savings and can choose cost-effective, short-distance trips with girlfriends or couples.

Working women aged 25-29 are more concerned about their personal growth and development, so relevant content and information about study tours can be recommended.

Most female users aged 30-34 have already started a family or are mothers, and can share attractions or travel notes suitable for parent-child or family travel.

The content style remains warm and literary, in line with the overall tone of Ten Points Reading.

In addition to the common forms of beautiful articles and pictures, you can also continue to use the advantage of Ten Points Reading - audio, and share content in the form of reading aloud. In addition, you can also interview KOL users through short videos or share users' travel documentaries.

3. Ten-point Travel Building Block Model

Based on the above breakthrough points, a building block model of the Ten Points Tourism Number is drawn:

5. Ten-point travel account operation direction and suggestions

1. Operation direction

Based on the analysis of competitive products and breakthrough points, a better-worse model of Ten-Point Travel Number is compiled:

1. Required attributes

From the historical tweets of competitors, we can find that the six travel public accounts all have attraction recommendations and travel guides, which shows that this is the most basic demand of users for travel accounts; the Ten Points Travel Account can make content segmentation and deeply explore tourist attractions and travel guides related to "culture" and "art".

2. Expected attributes

Among the top 20 articles of competitors, articles related to special foods, celebrities, and personal stories generally have a higher reading volume, which indirectly reflects that this type of content is more likely to attract user attention; the Ten Points Travel Account can use replicable travel stories of girlfriends' travel, couples' travel, study tours, parent-child travel, and family travel as content highlights.

3. Charm attribute

Trendy niche, exclusive reservations, travel and social hot news, and videos are the characteristics of each public account; the Ten O'clock Travel Account can continue the warm and literary style of Ten O'clock Reading, and present it in the form of pictures + audio + short videos.

In terms of content sources, in addition to the creation of professional official account teams, fans can also be asked to collect travel notes, photos, routes and other materials to improve the practicality and dissemination rate of the content. In addition, long-term UGC content sources can be obtained by forming travel-themed communities.

4. No difference in properties

The push time and frequency of articles are different, which has little impact on user satisfaction. In the early stage of Ten Points Travel Account, 2-3 articles can be pushed first, and the push time should be consistent with Ten Points Reading.

2. Operational suggestions

1. User source

(1) Recommend the Shidian Travel account and forward articles on the Shidian Travel account on the "Shidian Reading" public account to increase the exposure of Shidian Travel and divert traffic to the Shidian Travel account.

(2) Conduct a questionnaire survey in the Shidian Reading community to screen out users who love traveling and invite them to follow the official account and solicit articles, thereby obtaining the first batch of users for the Shidian Travel account.

2. Content Sources

(1) The professional content team of Shidian Travel Account creates content that deeply explores the stories behind historical sites, the travel experiences of literati and poets, and the tourist attractions mentioned in famous works.

(2) Collaborate with travel KOLs or celebrities to share real travel experiences through pictures, texts, readings, and short videos.

(3) Utilize the existing Ten Points Reading Community to discover a group of users who love traveling, are good at writing/photography, and are willing to share, provide materials for the official account, and reward them with books, royalties, sponsored travel, celebrity travel, etc. Set up a growth path for users to become contributors - special authors/photographers, form a stable source of UGC content and create KOLs for Shidian Travel.

3. Number of articles

(1) In the early stage of establishing a public account, there is no need to update it every day. It is enough to push articles on a fixed basis for a few days to cultivate users' reading habits.

(2) Post 2-3 articles daily to determine whether the content caters to the interests and tastes of users. Adjust the content direction, text and pictures appropriately based on the reading situation. Once the style is stable, increase the number of articles based on the number of users.

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author: Xiaohua classmate

Source: Xiaohua