How does a large company headquarters manage the company’s entire WeChat public account?
| In recent years, the heads of new media communications at the headquarters of some large companies have asked me: Our company has too many social media accounts (Weibo in the first three years and WeChat now), and they are messy and chaotic. As headquarters, how should we manage them? This is a complex issue. This not only involves "social media architecture and strategic planning", but also the art of management (for example: cross-departmental communication). Not long ago, I worked on a project to organize and optimize the complex WeChat public accounts of a well-known large company. I have distilled my practical experience and would like to share it with you. However, I still have to say that "blindly copying" is likely not to work. What's the problem? Companies that need to sort out and optimize all WeChat public accounts are often large in size. Specifically, there are different subsidiaries or various business departments. Unique, a hundred flowers bloom. The company is developing in multiple business formats. This is reflected in social media: currently, there are too many WeChat public accounts and a lack of targeted management, which damages the company's overall brand image. What is the role of headquarters? It is the responsibility of the external communications department at the company headquarters to sort out and optimize the entire company’s WeChat public account. However, if you don't have a clear understanding of your role, it will be painful to actually carry out this work. First of all, we must have the awareness of "brand assets". Why sort out and optimize the company’s WeChat official account? To sum it up in one sentence: accumulate the company’s brand assets! In the era of social media, we must be more aware of this. Social media accounts are a company’s brand assets. It is a platform for consumers to obtain all kinds of information about the company; it can conduct Social Listening and Social Conversation; it gathers effective and loyal fans. Imagine one day, when all the company’s social media accounts disappear in an instant, will the company be at a loss as to what to do? As a headquarters, how can we make this "brand asset" more valuable? Get a higher brand premium? Secondly, don’t act condescendingly like a controller, but have a friendly attitude of “How can I help you?” The naked reality is: in a headquarters that generates almost no revenue, why should the front-line departments listen to you? If you regard yourself as a controller, the subsequent communication will be full of tension. Finally, the headquarters is the coordinator and must focus on solving outstanding problems and allocating resources. How to do it? Step 1: Categorize all WeChat public accounts. This step is the cornerstone. Future sorting and optimization work will be carried out based on this classification. There are different conditions for classification. There are usually two types: Based on the purpose of WeChat public accounts, they can be divided into: brand-focused, sales-focused, or "mixed". Classified by business type, what types of business formats does the company have? Statistics in tabular form. It should be noted that not only the names of WeChat public accounts should be counted, but also detailed information such as the number of existing fans, whether they are authenticated, and update frequency should be collected. Step 2: “Diagnosis” through questionnaire survey is the key step. It is a pulse diagnosis of established WeChat public accounts. Through the questionnaire survey, the headquarters has a "panoramic picture". It not only summarizes excellent experiences, but also allows the "symptoms" of each subsidiary or business department to surface. So, how to create a questionnaire? Further: How to set the question? The following is a version that brings together the core issues that headquarters need to understand. Questionnaire WeChat public account name: Operations manager: 1. What is the positioning of this WeChat public account? (ie: why did you open this WeChat account? For example: brand building, new sales platform, etc.) 2. What are the characteristics of the fans of this WeChat public account? In order to avoid a rebellious mentality among specific operations personnel (filling out the questionnaire may be considered by them as "extra work"), several obvious dimensions can be noted. For example: gender ratio, geographical distribution, average age (from the project I worked on, I can see that even these few dimensions can provide valuable insights for later WeChat planning). Of course, the ideal situation is to summarize fan characteristics in real time based on the interaction between operators and fans. 3. What are the most frequently asked questions by fans backstage? (If the company views social marketing as an overall strategy, the value of this question will be very different) 4. What kind of content gets the highest number of readers? (In order to allow specific operators to describe clearly, you can ask them to directly list the article titles) 5. How often does this WeChat public account conduct interactive activities? What kind of interactive activities are usually carried out? What kind of interactive activities do fans like most? 6. Does this WeChat public account involve technical support? Such as CRM. If so, what is it? 7. The configuration of the WeChat public account operator. (How many people are responsible for copywriting? How many people are responsible for design? Who decides on the final draft?) 8. What are the main difficulties in the operation of WeChat? What kind of support do you hope to receive from headquarters? Such as: training, etc. Perhaps your company has other more targeted questions, but no matter how you set the questions, please stand from the perspective of "empathy": how can you make the operations staff understand your questions? How can we get them to answer almost without thinking? How can we get real and valid answers? Step 3: Write an analysis report. After completing steps 1 and 2, you will receive a lot of scattered information. Don't read this information hastily, otherwise all your efforts will be wasted. This takes some time, but it's worth it. Next, you need to summarize the survey results into an analysis report. This analysis report is very important and is meant to be shown to senior management of each department and even the company's CEO. The value of this report lies not only in: How can companies better conduct social marketing in the future? It also contains the commercial value of how enterprises can be fully socialized. How to write a report? I don't want to give a fixed mindset, as that would be counterproductive. But there are a few basic points to include: ◎ The current situation of WeChat public accounts, such as: the number of WeChat public accounts, the types of WeChat public accounts (return to the summary of Step 1) ◎ The characteristics of WeChat public accounts, such as: what are the superficial characteristics? What are the inherent characteristics such as number of WeChat accounts, naming conventions, UI usage, number of followers, etc.? What kind of content is particularly popular? Which activity has the lowest fan churn rate? Should we rely on internal personnel or external agencies? ◎Existing problems It is worth mentioning that the problems can be divided into several levels. For example: content and operational issues within WeChat itself, as well as corporate issues reflected in fan interactions. ◎What is the solution? Step 4: Plan and implement solutions. Once diagnosis and analysis are completed, the question of “how to solve the problem” becomes a protracted battle. Generally speaking, the headquarters can do the following routine tasks: ◎ Establish a social media management system. The system is not just for WeChat. This system is like the Constitution of the United States. The general principles are immutable, but each subsidiary and business unit can adapt to local conditions. ◎Carry out thematic training and industry exchanges. Many companies conduct social media training blindly, often only paying attention to the reputation of the trainer, regardless of whether it is "the right medicine for the disease". It is recommended to find the most suitable teacher for each subdivision based on the different problems presented in the previous analysis report. ◎Provide Agency resources. Investigate high-quality agencies on behalf of the headquarters. This gives you more bargaining chips. ◎Vigorously promote the WeChat platform in various regions at the headquarters level. Reduce WeChat promotion costs. For example: centralized media purchase. ◎Let each WeChat public account form a linkage mechanism. Step 5: Circular review There is no absolute good or bad standard for social marketing. It itself is a process of rapid response, continuous trial and error, and continuous updating. It doesn't mean that just sorting out and optimizing will solve the problem once and for all. The above 4 steps are a good start. Next, regular cycle reviews can be conducted. For example: regular tree modeling. Summarize the experience of a certain successful WeChat public account, promote the methodology to the entire company, and create a competitive atmosphere. What are the results? When this project was being implemented step by step, I was delighted to see that the subsidiaries/business departments were not exclusive but cooperated with the headquarters. Because the headquarters is fighting the “little monsters” in the social marketing process together with them. The obvious benefits of this project are reflected in the above five steps. In addition, there are some "unexpected surprises". For example: Many operations staff stated in the questionnaire that those highly profit-driven WeChat prize-giving activities only bring "time-sensitive fans" (they will unfollow after the activity ends). This real voice from the front line was fed back to the top management of the company, warning them not to be obsessed with pursuing so-called KPIs. Here, I would like to focus on the essential value of doing this WeChat public account sorting and optimization work, namely: obtaining rich insights, allowing companies to truly integrate social media into business development and connect with consumers. Here is an example of one of the insights: One of the business formats involved in this project is the top domestic shopping mall. In the lengthy investigation report, we obtained an exciting insight: the actual registered members of the Shopping Mall are aged between 30 and 50, and have a relatively affluent financial foundation. However, most of the hundreds of thousands of fans following the Shopping Mall’s various WeChat public accounts are concentrated in the young group aged 23 to 30. This insight is of great significance to the future operation, promotion strategy, and Internet transformation of the Shopping Mall. Young people are the potential customer base that major brands are vying for today. The hundreds of thousands of young fans online on WeChat will be the main consumer group of the Shopping Mall in the future. In order to keep them interested in the shopping mall and ultimately build brand loyalty? What should we do? ——How should we do online content marketing? Can you provide more stories behind the big-name merchants that have settled in this Shopping Mall? ——Can we make more reasonable planning when attracting investment? For example: introducing young and unique catering brands, or high-end coffee shops (a bag that costs 10,000 yuan and a cup of coffee that costs 100 yuan are both luxury goods, but most people can afford the latter). ——How can we make this young group connect the important moments in their lives with this shopping mall? Make your brand emotional? For example: marriage proposal, first date with boyfriend, one’s first luxury item are all closely connected with this shopping mall. Now that we have found this insight, we cannot let this existing young group disappear and must truly achieve the transformation from online to offline. |
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