Everyone is a new media (strategy + tool collection)
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Strategy Self-operation of WeChat platform I think WeChat operation can be divided into two stages: platform self-operation and external promotion. Platform self-operation mainly refers to four aspects: imitating competing products, platform tone, high-quality spreadable content and good interaction. External promotion is media promotion. 1. Platform self-operation – imitating competitors: standing on the shoulders of giants When a platform is just starting out, the best thing to do is to learn by imitation. Look for public accounts in your industry and offering similar products. Of course, you must find several, and focus on studying the top few big accounts in the industry. When looking at the articles and activities they publish, focus on the following points: which articles have higher readership, which types of activities are more popular, and how often their platform publishes pictures and texts (including the time of publication). You can also study related public accounts. For example, if you are a car product, you can also look at the driving recorder's number, not just the car's number. ———–Because your user attributes are similar, only those who know how to find pitfalls and borrow, and look at the world from the shoulders of giants, are wise. 2. Platform self-operation – Platform tone: always consistent . Nowadays, faced with the situation of numerous public accounts, how to make people remember you is a problem, a big problem. There is only one way: stick to one style of painting for a long time. These styles mainly include the following aspects: title, cover, text style (font size, color, line spacing), etc. - try to form a replicable template. As for what style is, for example, Feng Jie, Beiying Ge, Tongdao Dashu, etc. all have their own characteristics, no matter whether it is positive or negative, chicken soup or poisonous chicken soup, at least you are different, at least you can attract attention, and then persist for a long time, you will get your own label, such as going to Tongdao to see the horoscopes. Remember, don't just keep it up for a while, you must persist for a long time. This also means that the company's new media team should try not to change people frequently. If they are different, your platform's screen will start to become unfamiliar to users. 3. Platform self-operation – Graphic content: How to publish high-quality and spreadable content? First of all, you have to understand your users, why they follow your platform, what they want, and understand their needs; then write articles based on their needs (this demand is sometimes related to hot topics, so you should grasp it moderately). You can be original, or you can dig from some platforms, check out the dark horse articles in the industry, and then adapt them. One point to note: this article must have immediate benefits and be accessible to users quickly and conveniently, so that it can be spread - all immediate benefits can constitute the long-term benefits of your platform, and users will rely on you; the problem with content details is the layout, which will not be explained in detail. 4. Platform self-operation – Good interaction: Make the screen warm. Users are independent entities with personal thoughts, so your platform must also be humane, rather than mechanically replying automatically - users need warm respect. The most common forms of interaction now are replying the day after tomorrow, replying to comments, building micro-communities, and some interactive activities, such as H5 games and voting. But I personally prefer backstage replies. If a user can ask you through the background, it first proves that he/she has feelings for you, and secondly, he/she needs care. Based on these two points, you must be serious. Countless facts have proved that the more "troublesome" the user is, the higher his loyalty will be. Don't just reply automatically, you must reply in person and convey the warmth of humanity to him/her through the screen. In fact, this is not a complicated thing. You can reply through the background within 48 hours. I once replied to 3,000 background messages in about 3 hours. As long as you are willing to do it seriously, you will get a serious response. The feeling of being touched is always there, and as long as it continues to move forward, it will surely have an impact. There are many ways to promote media , mainly the following: 1. Media promotion – small account marketing: ubiquitous promotion and hard push. This is actually very simple. It is to use personal WeChat account to invite people around you to pay attention to your platform. But there is a way to do this. If you don't want to bother your circle of friends, then adopt the WeChat business approach and use some software that can quickly allow you to add more than 5,000 people on WeChat, and then send group messages to your official account. Of course, the conversion rate depends on the nature of the product, and the attributes of the people you add can be set in advance, so that your conversion rate may be higher, such as "WeChat Business Easy" and other software for adding people. In fact, we can use many marketing methods of WeChat business, it is a powerful vanguard of new media! 2 Media promotion – increase network exposure channels: Increase the search weight of Baidu by all means , for example, answer Baidu Knows, or even ask questions yourself, and then answer with another IP, such as "Which is the most reliable platform for the xx industry?", then you can be your platform, and you can post various questions or related articles on Zhihu, Baidu Wenku, Douban, etc., answer various hot questions on Baidu and 360, and then leave your name. Your name can be set as your platform WeChat account, and you can leave articles in major columns with high user traffic, such as Toutiao, Zhihu, Bird's Notes, etc., which can all become your exposure channels. 3. Media promotion – lucky draw: Everyone has a lucky mentality. The effect of lucky draw was good in the past, but it is declining now. But a slight change can also be a big trick. Don’t put it on your own platform, place the event on other platforms that you can cooperate with, and the fans converted will also be good. Use the opponent’s force to your advantage—it’s a good strategy if you win! 4. Media promotion – Pay attention and send red envelopes: This has always been a killer move. You can tell what it means just by the name, that is, to attract users by red envelopes. A more famous case in 2015 was Focus Media Sharing. One is to send red envelopes through WeChat’s built-in payment interface and red envelope interface. The amount of the red envelope for a single user does not need to be very high, mainly ranging from 0.1-2 (the amount of the red envelope is proportional to the quality of the user to a certain extent) - students, mothers, etc. are very easy to attract users. If the interface cannot be implemented, you can send red envelopes using the Alipay password. However, the Shuidi WeChat third-party management platform can now realize this function, but the amount of a single red envelope must be above 1 yuan. This is for reference only. 5. Media Promotion – Group Picture Sending: Believe it or not, there are always people who come to group picture sending. In fact, it is based on WeChat business. For the attention of WeChat, the fastest way is to scan the QR code directly. This method usually involves making a promotional picture, which does not have to be very exquisite. It mentions a benefit point (such as paying attention to get phone bills, postcards, and traffic), and then includes the WeChat name and QR code. Sharing this picture on your circle of friends can also have a good effect. Because I get pictures like this several times a day. 6. Media Promotion – Resource Sharing Package: Everyone wants good information! This is quite popular at the moment, but may be hit by Tencent, that is, the free PPT templates, free resume templates, free download of 3,000 novels, etc. that are often circulated in the circle of friends. The reference case of "Playing around in University" can actually count as any resource integration. However, it seems that this type of content has begun to be blocked, so it is recommended that the way of inducement should not be so obvious. 7. Media Promotion – Vote and win awards: Don’t ignore the power of mothers! Some voting and award-winning activities are effective while others are not. The key lies in whether the candidates are willing and motivated to canvass for votes. Among the voting projects that are doing well now, I have found that the "baby voting" (young mothers who are idle at home, young men and women in third- and fourth-tier cities) and the "pet voting" (white-collar workers in first-tier cities have obvious effects) are the two most effective. The others will only work if you have background support or a particularly impressive marketing budget. 8. Media Promotion – Helpful H5: Helpful H5 based on the big network of interpersonal relationships has become a very popular promotion method since last year. The core is that users need to call on some friends to help them complete the task so that they can get prizes, which also drives secondary dissemination. Examples include bargaining for renting a house through Lianjia and bargaining for buying an OPPO phone. 9Media Promotion – Account Mutual Promotion: Help each other and everyone gets the benefits! Use your face or money to promote each other - it would be great if there are big accounts to promote each other, but don't worry if there are no big accounts to promote each other. You can contact some accounts that have similar or slightly more fans as you to promote each other. Of course, it is not particularly difficult to contact some big accounts, especially some company accounts, because everyone has KPIs. Search the keyword "WeChat mutual promotion" in QQ. There are a large number of groups. Just join one and it will be enough for you to promote for a month. Tools WeChat practical operation I have listed some operation and promotion methods above. Some people may ask, although they understand the methods, there are still many problems in their actual implementation, such as how to make interesting pictures and texts, how to find dark horse articles, how to find the first batch of seed users, how to make H5, etc. Below I will introduce some tools that you may use. 1WeChat Layout Editor135 Editor: www.135editor.comXiumi Editor: xiumi.usi Layout Editor: www.ipaiban.comXiuduoduo Editor: xiudodo.com96 Editor : bj.96weixin.comNew List Editor: edit.newrank.cn005WeChat Editor: bj.weixin005.comXiaoant Editor: www.xmyeditor.comYidian Editor: wxedit.yead.netYiQiwei Editor : www.e7wei.cn91 Editor: www.91join.com/editWeizhudian Editor : www.videaba.comWeChat Editor: www.wxbj.cnWeixiaobao Editor: www.wxb.com/editor 2Free H5 production tools There are pictures: http://www.360youtu.com/Ka Niu Weixiu: You need to follow the official account to operate H5 game template game production: http://h5.cocoachina.com/Huosu Light Application: http://www.huosu.com/ iH5: www.ih5.cn Yiqixiu: eqxiu.com Xiuduoduo: xiudodo.com Rabbit Exhibition: www.rabbitpre.com Chuye : www.ichuye.cn Fanke: hd.faisco.com MAKA: www.maka.im Yunlai: www.liveapp.cn Future Application: www.h6app.comepub360 Yipai: www.epub360.com Diandianke : www.dodoca.com Xiumi: xiumi.us Weijuju WeChat Game: http://game.weijuju.com/ 3. WeChat submission/navigation website WeChat: WeChat Navigation | WeChat Agency WeChat Gathering: WeChat Gathering – WeChat public platform navigation NO.1 WeChat Search: WeChat Search – The most authoritative WeChat public platform navigation! : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : 4 WeChat group submission/navigation website : : : : : : : : : : : : : : : 5WeChat third-party service platform : : : : : : : : : : : : : : : 6 Essential Tools for User Research Interactive Bar: http://www.hdb.com/ Mike Form: http://www.mikecrm.com Tencent Questionnaire: http://ur.qq.com/ Mike: www.mikecrm.com Golden Data: jinshuju.ne Questionnaire Network: www.wenjuan.com Tencent Questionnaire: wj.qq.com Form Master: www.jsform.com Diaochapai: www.diaochapai.com Questionnaire Star: www.sojump.com Answer Network: www.51qiangda.com Water Drop WeChat: weixin.drip.im Kuai Station: www.kuaizhan.com 7. QR Code Editor Grass material QR code: cli.im The Ninth Factory: http://www.9thws.com/ Meitu Xiuxiu web version: xiuxiu.web.meitu.com PS online version: www.uupoop.com Beautiful QR code: www.wwei.cn Liantu QR code: www.liantu.com Neoimaging: www.neoimaging.cn 8. Shorten long links and use text hyperlinks Baidu App Shortener: app.baidu.com/playURL Shortener: suo.im Short URL Online: baidu.nu Short URL Generator: dwz.cn I Layout Hyperlink Generator: http://xhr.so/ 9WeChat article search Aiweibang: http://www.aiweibang.com/ New media rankings: http://www.newrank.cn/ Sogou WeChat: http://weixin.sogou.com Micro Index: http://data.weibo.com/index WeChat public account reading rankings: http://werank.cn/ WeChat attention rankings: http://www.7915151.cn/ Xigua Assistant: http://www.xiguaji.com WeChat public account popular article materials: http://blog.sina.com.cn/s/blog_c206a2c30102vcqw.html Weikou.com: http://www.vccoo.com 10 Excellent picture material collection : : : : : : : : : : : : : : :
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