Get the public account operation framework thinking in one step!

The era of rising solely by relying on official accounts has passed. Companies that survived by relying on the official account matrix are also slowly looking for various ways to monetize. With the enrichment of the WeChat ecosystem, many people say that they "don't understand" and "don't know where to start."

When it comes to public account operations , many people know what it is, but they are at a loss when it comes to actual implementation. Many times, this is because they do not have a framework for operations and do not have a deep understanding of the company's business, which leads to blind results.

Keep pace with the times and adapt to changes. Today we will mainly talk about what changes we should make under the official account operation system with the addition of mini programs to cope with this new gameplay and the future of new media .

First of all, service accounts, subscription accounts , personal accounts, and mini-programs are independent product forms in the WeChat ecosystem that provide different services. However, in the process of operation, they have many connections with each other. If they cooperate well, they can make fans feel happy, thereby achieving the company's profit goals and providing convenient services to users.

The characteristics of these four forms are as follows:

• Service account: rich background interface, powerful functions, can only send pictures and texts 4 times a month, up to 8 pieces, weak interactivity, appears in the friend list, easy to get attention;
• Subscription accounts: highly flexible and interactive, can post pictures and texts once a day, up to 8 pieces per day, are in the subscription account list, and are easily overshadowed by other accounts;
• Personal accounts: They are often used as extension services of personal subscription accounts. They serve a limited number of people, but have high stickiness and conversion rates.
• Mini Program: It has a dedicated entrance, powerful functions, and requires development thresholds and costs; establishing a public account is both a corporate and personal behavior. Personal subscription accounts and corporate subscription accounts are aimed at different users and are based on different businesses, so the frameworks are also established differently.

After understanding the relationship between service accounts, subscription accounts, personal accounts, and mini programs, you will then enter the architecture phase. Under the guidance of the four-dimensional system, the next step is for you to combine them according to the characteristics of your business.

10 combinations, there is always one suitable for you

(1) Service Account and Subscription Account

Service accounts are mostly official corporate accounts. This combination is very common and has no merits. One is convenient for pushing corporate-level messages, and the other is for enhancing interaction with fans. Applicable to any ordinary enterprise, the biggest disadvantage is that fans can come and go freely, and the frequency of reach can only be accurate to the day, not to 24 hours a day.

(2) Service account and personal account

A must-have for startup companies, cold start and interaction with seed users is especially important in the early stages of a company's development. However, the fact that it is a service account also determines that the interactivity of this industry may not need to be that strong, and just a little maintenance will be enough. For example: in the smart hardware industry, the purchase frequency is not calculated on a daily basis, but on a half-year basis. Personal accounts make up for the lack of interactivity of service accounts.

(3) Service Accounts and Mini Programs

The mini program has a strong monetization capability. It can directly call the interface to complete the full closed loop of payment-logistics-order inquiry, and can also ensure a good user experience . It is extremely suitable for e-commerce platforms. The service account is presented in the "Chat" column and provides business guidance to users four times a month, which basically meets the requirements. For details, please refer to JD.com and China Mobile service accounts and mini programs.

(4) Subscription Account and Personal Account

The most popular subscription accounts are marketing accounts, personal original accounts, and subscription accounts created by some companies that place special emphasis on interacting with fans. Then based on the scale of subscription accounts, the difference between subscription accounts and personal accounts is the magic weapon for inflating the volume and reading. When you have 20,000 followers, you can make a comeback by cold starting no matter which platform you switch to.

(5) Subscription Accounts and Mini Programs

Similarly, the focus of this monetization is to connect to content e-commerce and knowledge payment as a good way to monetize. At the same time, the public account itself is already large enough and the scale effect is already very obvious, so there is no need to open a personal account.

(6) Personal Accounts and Mini Programs

This is a traffic-generating business. You can use the mini-program keywords to drive traffic to your personal account. If it is segmented enough, you can consider it. But the development path is very obvious, which is to sell goods, sell goods, and sell goods after adding you.

(7) Service Accounts, Subscription Accounts, and Mini Programs

This is one of my favorite combinations. There are enterprise-level messages, interactions, and monetization conversions. It’s unmatched.

(8) Subscription Accounts, Personal Accounts, and Mini Programs

This is the second combination I prefer. After you create a mini program, the situation is completely different because you are competing for a portion of the natural traffic and more efficient monetization.

(9) Service Accounts, Personal Accounts, and Mini Programs

This is the third combination I prefer.

As mentioned before, it is suitable for some enterprises whose business is not particularly high-frequency, and it is vertically segmented enough, so that not too many people are needed to grasp the users of the industry. For example: the Rolex watch industry is vertical enough. There are about 1 million Rolex watches produced every year, and the number in China is about 100,000. If you can attract 20,000 to 30,000 fans, you don’t have to worry about monetization.

This is particularly efficient for specific vertical industries.

(10) Service accounts, subscription accounts, personal accounts, and mini-programs

A company that can do all four of these basically possesses many of the above characteristics, and also has a strong new media operations team. The benefits are self-evident, and the combined force formed is enormous. However, it is not recommended to fill the matrix too full. Efficiency comes first, and doing a good job in one channel is the greatest reward.

Establishment of the corporate public account operation system framework

Before the emergence of mini programs, when building the official account framework, the combination, number, positioning and other information of service accounts and subscription accounts would be determined based on the company's service form, content direction, and target users .

When seeing that ordinary companies want to do new media, they usually open a "service account" + "subscription account". Sometimes companies will open a service account based on the purpose of the service, and will also add a subscription account to maintain daily activities with fans. You can check the official account "WeChat Moments" to see how Tencent officials interact with fans;

When talking about unicorn companies or service industry companies wanting to do new media, they usually use a combination of "service account" + "mini program" or "mini program" + "subscription account", such as: JD.com, Meituan takeaway e-commerce, and service companies. You can search for their service accounts, subscription accounts, and mini programs by yourself. Basically, they are all covered. At this time, you can see what the matrix of the company's official accounts is like.

Establishment of personal public account operation system

Every time people hear that I want to open a public account, they usually say it is a “subscription account”. Individuals are like lone rangers, and the best matrix is ​​“subscription account” + “personal account” (that is, the WeChat account for daily use, with a maximum number of 5,000 people).

People usually pay attention to various big accounts such as emotional, personal originality, health, etc. Many of them are companies that support the entire company by operating public accounts, and they rarely provide other services besides public accounts. ——The legendary big guys who rely on content to support their business~

The underlying logic of building a public account is:

• First, determine whether it is an individual behavior or a corporate behavior;
• Second, determine what services you provide and what kind of fans you need to attract;
• Third, determine how the official account framework will cooperate based on existing resources.

Now it is no longer a state of one account conquering the world. What is played is combination, splicing, matrix and coordination, as well as the interaction and stickiness of fans. The threshold is not getting higher as time goes by, but the operation will become more and more difficult. However, it is still necessary to do so based on the choice of business line. This is the biggest benefit and purpose of establishing an operating framework.