Today, I will analyze the team building, operation and promotion strategies of a university public account. Pan Dongsheng, a college student entrepreneur , will show you their practical experience in full!PreparationFirst, the positioningshould be to choose whether to target the entire university town or the school itself, and whether to focus on service or information push. In this way, you can basically determine the name of the public account, and choose between a service account or a subscription account . However, I personally recommend using the same one to start operations. It is best if the registration information is the information of your own startup company or a friendly person, which will facilitate later authentication, technical upgrades, and modifications.Second, determine the name, avatar and introduction.The name and avatar of the public account should be consistent with its own WeChat positioning and be able to directly reflect the positioning. The introduction must be clear and concise, and at the same time be able to attract fans' attention and grasp the pain points.Third, determine your own strengths andwhat value your output content can bring to fans, why they should pay attention, and what kind of content to use to attract fans.Team Two1. Team formation and recruitmentThe formation of the initial team largely determines the later operation and promotion, so when recruiting personnel, it is not only necessary to be familiar with them, but more importantly, to find people according to your own needs, rather than who is very good or knows a lot of people.If you are only doing online or mainly online, then a small team of less than 5 people is better.1. Find two girls as editors who can write articles and have nice voices;2. Find a technical guy to be responsible for the common background details;3. Add a promoter and an artist.When you first start, it’s better to maintain a sophisticated team. After all, the profits are relatively small, responsibilities are in place, and management is convenient.If you want to expand or develop offline in the future, it is best to find someone with extensive connections in the school to expand channel cooperation, and then find someone with good eloquence to do external liaisons and attract merchants, plus a planning and financial person.How to find these people is nothing more than recommendations from acquaintances, relevant departments of the school, or looking for people in places like Tieba forums. I won’t go into details here. Everyone has their own channels. The key is to choose the ones that suit the needs of your team’s development.2. Team management.Team management includes team equity distribution and division of responsibilities. Regarding equity in the early stages, there must be a general principle. Even though you are friends or students, as a leader, you must hold a majority of the shares in order to grasp the direction. The specific distribution should be based on each person's responsibilities and contributions, and a portion of shares should be reserved for later adjustments or dilutions.The division of responsibilities has just been briefly explained, but in order to have a more detailed division of labor and clear responsibilities, there must be a control in each direction.1. Division of labor for article editing: For example, my content editors include chief editors and junior editors. The junior editor is responsible for uploading materials to the chief editor for review every day. After the chief editor reviews the content, he gives it to me (the founder) for preview. If there is no problem, it can be sent out.2. Division of responsibilities for external liaisons: A dedicated person will be responsible for external liaisons. He will report the process and content of each negotiation to me, give me certain guidance, and then let me do it. When the negotiations are almost done, I can directly confirm it. This avoids multiple management and doing everything myself, and at the same time I can control all directions well.3. Team cohesion: Simply distributing benefits cannot completely win people's hearts, especially start-up teams. They need to be more people-oriented, care about daily life, and train skills. More importantly, guidance in other aspects of school is needed so that they can become friends and good leaders. There are also timely benefits, such as WeChat red envelopes , movie tickets or some snacks, which can bring people closer to each other.3. Team training1. Editor: I follow a lot of university platforms, and send good articles to the editor group every day when I see them, explaining why they are good, what problems need to be explained, and how to imitate them . Including title, content, pictures, etc., and then look at the analytical data of each article. Only by analyzing the results can you write better articles.2. Market: Learn to analyze why surrounding businesses want to cooperate with you and which businesses are possible. For small restaurants around schools, generally there is not much hope. Of course, take a look at the surrounding environment before entering. If the environment itself is relatively poor, the boss will have a relatively low cultural quality and will not have much pursuit. More importantly, cooperating with such businesses will lower your own grade. You can choose some driving schools or taekwondo, as well as some music and dance for group buying. Of course, choose the ones with the best reputation and reasonable price.Three Operations1. User operation:Once the platform has fans, we have to consider how to retain these fans, that is, the value of the platform. The value of the platform is mainly reflected in its functions and content.1. Basic needs on campus: Basic needs on campus include library, point card, all-in-one card, grade checking, class schedule checking, course selection, as well as some recruitment and holiday announcements and other information.2. Campus emotions: Regarding content, that is, some information about the school. "Xi'an University Life" does a very good job in this regard. There are many articles about memories of the school, which have attracted a lot of attention from alumni. A good article should either have content that generates value or resonate with emotions. This kind of article is easy to write for university students, but it is quite difficult for students like us who are studying in third-tier universities or technical colleges, as there is not much content to write about.3. Building a human touch on the platform: In addition to content and value, what is more important is the operator's feelings towards the platform. If a campus platform does not have much innovation in function and content, and pushes articles that can be seen everywhere all day long, it is just a cold platform. A good campus platform will give people the feeling of being omnipotent. When something happens in the school and he wants to know, he will ask you the first time, just like the seniors in the school. Behind each article, there are some words about keeping warm in good weather and getting enough rest before exams, which are very heartwarming. Of course, if there are one or two sweet voice push notifications every week, I believe both boys and girls would like it very much. In addition, giving each editor a nickname can give readers a sense of intimacy. You can also create a QQ group and add it to the menu to facilitate exchanges and communication with users.Second, event operationis something that every platform must do, but you need to think carefully about what kind of activities to do and how to do them. Of course, it is usually based on the season or festival. For example, on Father's Day and Mother's Day, you can write an essay about what you most want to say to your family, and then have a vote. The top three winners will receive gifts worth no more than $50 for their family members. This is both heartwarming and an opportunity for contestants to canvass for votes. Giving apples on Christmas Eve, giving a small portion and then selling another portion, is also a good choice. During the freshman season, you can also organize some activities. At this time, freshmen are eager to know about the school, and it is best to publish them in the freshman handbook. The event should be fun, include gifts, and be able to achieve social dissemination and viral spread.Here are some of our commonly used event planning rules -it’s free - follow us for a chance to win an iPhone 6!Simple - just scan and receive a gift!Public - Book via WeChat and enjoy 12% off!Interesting—the guessing game with prizes has begun!Accumulable - Dear members, your points can be exchanged for gifts!Easy to redeem - collect with WeChat membership card!Promote forwarding - share it to your circle of friends and receive a gift!The activity must have a super tempting feeling so that more users will participate.3. Content operationContent operation is mainly the work of editors and artists. This has been mentioned a lot before. It is mainly about grasping the psychology of students and paying attention to the following principles.1. Keep the pushed topics fresh. If you can see an article on more than two platforms, or if it has a lot of fans on one platform and has been read more than tens of thousands of times, it is still recommended not to push it. Games like drawing lots are everywhere, and this kind of thing needs freshness.2. Focus on reading the original text and add a lot of links to enrich the activities. For example, benefits or tests, etc., and text hyperlinks are also a good choice. First, it can avoid the clutter of direct links, and second, it can partially avoid link theft. Small functions such as long link or short link, or changing link to QR code can also be found on Baidu.3. Create a micro community. Provide users with a platform for communication.4. Then make the bottom graphics. Regularly summarize previous high-quality content and guide attention.5. Use multiple tools to enrich push notifications. I recommend that you use more browsers , such as Xiumi. Palm University has also launched a new one. There are also many other h5 or welfare push apps, as well as poster production apps such as Diandianke, and Tencent Micro School also has them. The next thing is to grasp the push time. I especially recommend the noon one. Although the evening one is very good, I personally feel that it will overlap with other accounts, and some people will not read it from 11:30 pm to noon the next day.7. Push content can be divided into columns or modules, and it is best to fix them. In addition to pictures and texts, push content should also be diversified, such as pictures and voice.8. Make full use of WeChat Moments for promotion and encourage students to forward content to WeChat Moments.The following are some of the principles we often use when conducting content operations:Interesting - create some creative content that is popular anduseful - commonly known as "dry goods", providing users with practical value contentRelevant - related to users and corporate goalsOrderly - use themes to make fragmented content orderly, and use summary topics to make content orderlyHot spots - track the latest news events and social hot spotsParticipation - positive content or activities, let users actively participate and form interactionResonance - content with strong emotional color to stimulate user psychological resonanceFour promotion chapters1. Online promotion1. SEO optimizationof school-related websites, forums, communities, and Tieba: These places are nothing more than postings, but how to post posts without being deleted, post titles, etc., I think these are issues that everyone should pay attention to.2. QQ tribe. This is a very good platform, especially for schools with a large number of students. Schools like Wuhan University and Huazhong University of Science and Technology already have tens of thousands of followers. This actually has many advantages over the WeChat platform. In addition to posting articles, you can also participate in discussions and interactions, and contact school-related QQ groups.3. QQ group. It is a very traditional method, but also very effective. In addition to sending directly to QQ groups on a daily basis, you can also send messages separately to some groups that are not too important to you, using a group sender. When sending group messages, give others a reason to follow you and simply write down the most attractive ones.4. Baidu Wenku. You can put some articles you have written about the school in it, and then indicate your WeChat account, etc., to do some soft-text promotion, which is also a good idea. Although the amount brought is small, it is relatively once and for all, and the maintenance period can be slightly longer.5. Question and answer website. You can ask and answer questions by yourself on Baidu Knows, Baidu Experience, Zhihu, 360 Q&A, Soso Q&A, and other platforms. You can ask some questions related to your school, answer them with another account of your own, and then attach your WeChat account. Of course, you need to figure out some small rules on your own.6. Soft article promotion. QQ space, blogs, Weibo, etc., using soft article writing, my space has more than 5,000 visits a day, a good article can cause thousands of reposts, and bottom-up promotion always has a certain effect, especially those that are easy to arouse emotional resonance.7. Accounts promote each other. Cooperate with high-quality accounts such as "Gupo's Things", share resources, and promote together.2. Offline promotion1. Community promotion, such as cooperation with communities, find some presidents with whom you have good relationships to carry out direct promotion, and then take the opportunity to chat with friends and carry out natural implantation. This effect is much better than direct mass messaging, and it is mainly based on the relationship between acquaintances to attract attention. For example, notifications from campus clubs, such as cooperating with the management of part-time jobs to promote the part-time module, and volunteers in charge of lost and found to promote the lost and found module. This is beneficial to both parties and provides them with a network platform.2. Offline activity promotionmainly involves offline scanning codes for raffles or direct gifts. What I have seen in our school is scanning codes to draw fruits, as well as activities I have done myself, where you can get lollipops if you follow me. Three fans for one dollar is still very low. I have four or five hundred of them. Of course, this can also be done in the dormitory. If the number of students in the school is large, at least 50 more people will be added every day, which is still very attractive to girls.3. Welfare promotionis the lowest cost, most effective and most attractive. I have been using WeChat for two months and have provided multiple welfare benefits, with more than 2,000 followers. The main thing is to look for welfare benefits everywhere, some of which are accidental and some are intentional, such as Tencent's one-cent Q coin event, Baidu Wallet's event, free cakes with free shipping by Cake Uncle, and the postcards delivery event in cooperation with School Guide Network, one-cent flower cakes, skin care products, and many other such activities. Pay more attention to discovering and changing your thinking, there are many things that can be borrowed. I found something on Taobao that cost one dollar and included shipping, and it attracted more than a hundred fans.4. Function promotion:checking final exam grades, CET-4 and CET-6 scores, and electricity bills are all in urgent need in the library. It is convenient for students to use. Many platforms have increased their users by thousands overnight by using the grade checking function.Five technical articles1. Third-party cooperation platforms:Campus Number (check grades, class schedules, bride-grabbing, campus circle, recruitment, school announcements),Palm University (confession wall, second-hand, lost and found, micro-tests, part-time jobs),University Assistant (check grades, class schedules, chat up, school beauties and school hunks, library) , Meng Xiaozhu (check grades, class schedules),Weizhijia (check grades, class schedules), Tencent Weixiao (with barrage on the wall).No matter which one you use, you can integrate with the others. Campus Number and Palm University are strongly recommended.Second, secondary development and cooperation.If you have the technology, you can use WeQing to develop some by yourself, and then join more groups and forums for cooperation. This is also a good choice. After all, relying on others is too passive.Chapter 6 Profit1. Advertising revenue. Advertisers (requires over RMB 50,000), commercial advertisements around the school, external advertisements (favorable for cooperation with Tencent Micro School).2. The platform sells the products itself. It is helpful to sell CET-4 and CET-6 and some other materials, or put some tickets in the menu, snacks and fruits.3. Group purchasing income. Cooperation with driving schools, training institutions, etc.4. Registration income. P2P registration, Baidu wallet, app registration, these can all be placed in the original text of the principle or keywords.5. Takeaway cooperation. This requires SMS notification or certain technology to achieve. APP Top Promotion (www.opp2.com) is the top mobile application promotion platform in China, focusing on mobile application promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing App marketing dry goods. Welcome to follow the official WeChat public account: appganhuo
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