Based on my own knowledge and experience in Internet operations and some work summary materials, I would like to make a comprehensive introduction and sharing on the operations of new mediaWeChat public accounts. On the one hand, it is to further improve my abilities, and on the other hand, I hope to provide some inspiration and help to those who need operations experience . (The premise is that you can read the following content carefully. I originally wanted to write something simpler and shorter, but once I started I couldn’t stop and finished it in one go.) If you can’t finish reading it, you can save it first and read it according to your actual situation later.
Why choose WeChat as your own media?
Positioning of WeChat Official Accounts
Profit model of WeChat self-media
Classification and operation of WeChat operation
WeChat Marketing Principles
Essential Tips for Operatinga Public Account
one. Why choose WeChat as your self-media? The concept of self-media has become increasingly popular recently. However, many people do not have a clear understanding of the term self-media. They may have some understanding of it in their minds, but cannot give a clear definition. Self-media: also known as "citizen media" or "personal media", refers to the general term for new media that are private, popular, universal, and autonomous communicators, using modern and electronic means to deliver normative and non-normative information to an unspecified majority or a specific individual. We-media platforms include: Toutiao, blogs, Weibo, WeChat, Douban, Zhihu, Jianshu , Baidu official Tieba, forums/BBS and other online communities. My definition of self-media is: Internet + personality. A person, an organization or a company can serve as a self-media, but your essence has not changed. It is just that you have such a carrier and tool to better publish and share what you have seen and heard or professional knowledge, thereby shaping and displaying a personalized thing. Since there are so many self-media platforms, why choose WeChat to be your own media? There are mainly the following reasons:1. Number of users WeChat is a communication tool with a strong relationship chain based on address book and QQ friends. Since its launch on January 21, 2011, the number of users has reached about 1 billion, of which 80% are domestic users and the rest are foreign users. At the same time, the number of WeChat public accounts has reached about 100 million. Based on such a large number of users, it is very beneficial for both subsequent promotion and dissemination as well as value conversion. 2. The closed-loop business ecosystem is based on the huge number of WeChat users. WeChat is not only a promotion tool but also a transaction tool. Its built-in CRM system and WeChat payment give it an advantage over other self-media platforms. The 100% reach of information effectively increases conversions , and one-to-one messaging creates good interactions. Meanwhile, WeChat pages are highly pure and receive relatively few other influences. More importantly, it grasps the trends of mobile Internet , the timeliness and immediacy of communication, fragmented information, and time attention. 3. For self-media, essence and trend can only be achieved relatively quickly, and both require time to accumulate, so the future and trend are more important, and WeChat just meets this requirement. The first is to seize the entrance to the mobile Internet . Personal WeChat plays the role of ID in the Internet era. At the same time, we all know this concept: where there are people, there will be collaboration and transactions. When you have a large enough scale and users, you will have advantages in selling anything. All business and even life in the future will be based on data, so it is not an exaggeration to describe WeChat, as the largest social database, as a battleground for future business. Based on the above three factors, WeChat is the best choice as a self-media. 2. Positioning of WeChat public accounts WeChat is divided into personal accounts and public accounts. In fact, the two have many similarities, but as self-media, they tend to choose public accounts as the carrier, so our introduction is also based on public accounts. If you regard your official account as a project and a business, you will better understand the importance of positioning. Why positioning?1. It is helpful to choose the name of the public account. Each WeChat public account has its own unique name, and it cannot be changed later. This makes many people very entangled when naming their own public account, just like naming their own children. At this time, a clear positioning can help us quickly find a suitable and satisfactory name.2. It is conducive to the development of accurate users. Users are divided into two categories: accurate and inaccurate. We will see that some public accounts have tens of thousands or hundreds of thousands of fans, but can only create very little value, while others may only have tens of thousands, but the value is several times or even dozens of times that of the former. On the one hand, this is related to the profit model of the public account, but more is related to the accuracy of the fans. A public account with a clear positioning is crucial to attracting and developing precise users. If you don’t even know your positioning, why will your users come to you?3. It is conducive to content production. Everyone knows that self-media content is king. What content you produce and whether you can produce it continuously determines your value and future. The content you produce is determined by your positioning. A platform that tells stories for children cannot talk about various business models and political news all day long, right? Therefore, the first thing is to have a clear positioning of your own, so that you can better and continuously produce content that users like.4. It is conducive to finding profit points. The ultimate mission of an enterprise is to make profits. The existence of an unprofitable enterprise is a waste of social resources and is also unethical. Similarly, everyone who does self-media, whether it is a team or an enterprise, is also for profit. Some of them may claim that they are doing it for sentiment, but the essence is still profit. It may just not be so obvious. Therefore, finding profit points is something that every public platform must clearly define and design. Positioning also determines what profit points you can have. For example, for a public platform that organizes online marketing , the profit points that I can extend are selling my own training courses and books, as well as some marketing software, and then membership services for marketing communities and some common advertising models. Therefore, only when we first clarify our positioning can we derive the so-called profit points and profit models from this positioning.5. It is conducive to establishing a clear image. This is somewhat similar to the brand. First-class companies sell products, second-class companies sell services, and third-class companies sell culture. In fact, every public platform, like each of us, has its own clear image. For those public accounts with vague images, in addition to the lack of understanding from users, it is more because they themselves have not done a good job. They have not made it clear what kind of image they want to package and dress themselves up into, so that others will think of me when they hear a certain sentence or concept. This is a problem of positioning. After the positioning is clear, you will know what work to do and from which aspects to build your own image.How to locate? If you want to know how to position yourself, you just need to answer the following questions clearly, and the positioning will come out naturally. 1. What do you want to do, that is, the role of your platform, what kind of services do you want to provide, and what kind of value do you want to create. 2. Based on the current external environment and market conditions, and your own conditions, what can you do ? 3. Which ones meet the first two points, that is, what you want to do and are able to do, and then you can choose from them. This is a general positioning strategy, and there are also the following specific methods: 1. The market gap positioning method segments the market, finds the market that has not been paid attention to or the market that competitors have not had time to occupy, and then launches products and services that meet this market. 2. Target group positioning method Group segmentation is the natural attribute of the development of self-media. This is also in line with the community economy which is very popular now and will become more popular in the future. For example, local public accounts must have distinctive local content and news, so that your users can only get the latest, most relevant and practical information from you. Public accounts targeting industry segments must recommend information related to the industry.3. Product and service positioning method: This is easy to understand. What product you want to sell or what service you want to provide, just position it according to what you want to do. If you are selling weight loss products, you can formulate corresponding positioning and keyword names based on weight loss. If you are educating children, then you can position yourself more based on children.4. Original content brand positioning method Original content brand positioning method is more suitable for some self-media that rely on originality to achieve their goals. At this time, you have to position yourself according to your original content. If you specialize in writing beautiful articles, making hot comments or doing entrepreneurial advertising, then position the corresponding public account to create your own brand.Is positioning an issue that needs attention?1. Relevance must be seen from your positioning to determine the content and services you want to provide, or vice versa, your positioning can be known based on your content and services.2. Highlight the public welfare nature of self-media. This is directly related to the difficulty of subsequent promotion and attracting users, because we all like to receive content for free rather than pay for services. For example, there are two public accounts that are both about speeches, one is called "Golden Microphone Training", and the introduction also contains many contact information. One is called "Golden Microphone Sharing", and the introduction simply says that it will share a lot of speaking experiences and methods. If you were a user, which one would you choose? Many people may argue that this is deceiving users to pay attention to you, but what I want to say is that users are not fools. Your final conversion is still determined by the content and model settings in your official account. If people don’t even follow you, how can you talk about conversion? 3. The audience cannot be too small. If you create a public account that is only targeted at a small number of people, even if these people come to follow it, your total number of users will not be that many, right? Quantitative change leads to qualitative change, so, relatively speaking, you should expand your audience as much as possible without affecting your positioning.3. The profit model of WeChat self-media: every self-media is born for profit, there is no doubt about it! Since profit is our goal and ultimate purpose, what are the profit models of WeChat public accounts, the current first self-media platform? I divide WeChat’s profit model into two categories: the first is direct profit, and the second is indirect profit. ● The first type of direct profit model is divided into the following two types according to the source of income: forward charging and backward charging. Forward charging means charging your users, which includes: 1. Making money by selling products2. Make money by selling services3. Make profits by dispatching orders, that is, helping others sell products and services and extracting profits4. Profit from selling memberships, creating some special services and content, and charging for memberships refers to charging merchants, including the following two points: 1. Profit from advertising, you can become a WeChat advertiser or sell your own advertising space2. Help others to do agency operations ● The second type of indirect profit mainly includes the following aspects: 1. Publicity and notification: For example, many organizations and media organizations have their own official accounts, which mainly play the role of external publicity and notification. 2. Management: Enterprise accounts are a typical example of managing internal employees, improving efficiency, and thus creating profits. 3. Service: Here we are talking about services provided by some large and medium-sized enterprises, such as Industrial and Commercial Bank of China, etc.4. Build a brand: This is essential for some brands. Through the continuous input of content on the official account, they can build and maintain their own brand.4. Classification and operation of WeChat operation Operation is a large and broad concept, so the classification of operations is also diverse. For the operation of WeChat public accounts, I divide it into three categories based on users as the key point: ● First channel operation : How to promote and acquire users is essentially a means of attracting new users, with the purpose of bringing in traffic . The first part of the channel operation based on WeChat itself is the operation and promotion based on WeChat’s own functions. 1. Say hello to those nearby. Usually, this can be used to display the logo and information of the public platform in the signature column. Users can easily search for our public account through nearby people. 2. Messages in bottles can be targeted to users and combined with activities to achieve better results. I remember that China Merchants Bank once conducted a WeChat love message in a bottle activity. Users picked up China Merchants Bank's message in a bottle through the WeChat message in a bottle function. After they followed the official account, they would use a small point to provide help to autistic children through a charity platform. 3. Shake is actually an interactive marketing. As we all know, in last year’s Spring Festival Gala WeChat red envelope shake activity, people across the country shook the phone about 111 billion times. The effect of the activity is self-evident. 4. The background reply function of the WeChat public platform can connect to multiple customer service staff and reply to users one by one. Xiaomi’s previous customer relationship marketing was done through text messages, but the cost was relatively high. Since the introduction of WeChat, the cost has begun to decrease. 5. The featured setting is a special interactive marketing. Starbucks once did an activity where users sent a picture expressing their mood in the background, and Starbucks WeChat would respond by selecting music from the Natural Awakening album based on the mood represented by different pictures. To put it simply, users send emoticons and the background responds with music. At that time, Starbucks gained a lot of fans through this unique navigation setting. 6. The mass messaging function can force exposure, and good content will cause users to forward it. 7. Check-in, points, and membership can cultivate user loyalty. 8. I don’t know whether you have ever come into contact with new technology marketing, nor do I know whether these new technologies are new to you. At that time, I thought these were still very novel. I could print photos and get coffee by scanning with WeChat. One time I went out to eat and paid with WeChat Pay. I found that my WeChat account automatically went to a platform and followed it. And it was not the WeChat account of this restaurant. This was also quite novel. Shake to automatically connect to WiFi, which is also a trend in future development. 9. I divide the circle of friends and sending to friends into two types: one is viral marketing which can effectively attract new users, and the other is non-viral marketing which can promote activation. The second part is some promotion methods other than WeChat’s own functions. 1. Database marketing: I have only come across two types so far: one is through text messages, and the other is through e-mail. The conversion rate of new customers attracted through SMS is low. This channel is suitable for later customer maintenance. For example, when Double 12 comes, the online store where I have purchased products will send me messages to remind me of price reductions. We have also tried this method through email, and the conversion rate is not high, generally only 1%-10%, depending on the product. 2. SEO is commonly known as search engine marketing. Its function in the early stage is brand exposure, and its effectiveness is mainly reflected in the later stage. When the brand exposure reaches a certain stage, the effect of SEO is equivalent to reaching an explosion point, which is very useful at that time. 3. To put it simply, community diversion is to insert some relatively soft advertisements in QQ groups and WeChat groups , and import them into your own official account through links. You need to pay attention to the creativity of the advertising content, and you also need to pay attention to the accumulation of QQ groups and WeChat groups. 4. Social media traffic diversion, as the name suggests, refers to the recommendations from big Vs on Weibo, big accounts on WeChat, mutual promotion among smaller accounts, forums, Tieba, Douban, Maimai, etc. Both community and social media traffic diversion channels are accumulated slowly in quantity. If the content is very relevant, fans can generally be increased quickly. 5. WeChat navigation site, submit your public account to some current navigation sites, some of which are paid and some are free. After choosing the right positioning and platform, you can also bring yourself continuous fan attention. 6. Exposure in the current subways, buses, television, videos, newspapers, magazines and other media. For public account operation channels, there is no need to spend too much money on these advertisements in the early stage. Many companies have spent a lot of money to do this, but the actual orders or increase in fans are still relatively small, because this requires a certain number of seed users before spending money on advertising to gain market share. Because advertising is mainly for brand exposure, this needs to be done in the later stage. In the early stage, we should invest funds in places where money is more needed. 6. Public relations. This part is divided into three parts. The first is reports from authoritative media. The second is cross-industry cooperation. Now many companies have business expansion and reach some strategic cooperation or traffic exchange with other companies. The third is the development of activities, etc. 7. The personnel are mainly responsible for field promotion and user diversion for partners. For example, many companies are recruiting campus ambassadors. 8. Sales promotion includes group buying, crowdfunding, etc. ●The second is product operation : Product operation is more inclined to the content you produce. The essence is to retain and attract users to stay. The essence is to establish trust and reputation, which will help subsequent transactions. When creating content, you must remember the following seven principles: 1. Useful 2. Interesting 3. Participatory 4. Resonant 5. Relevant 6. Orderly 7. Hot Topics When creating content, you must not be a clickbait title , but you need to come up with a title that is attractive enough to users based on your content. If users don't even want to click on it, then the quality of the content is no longer within the scope of discussion. Common title types include the following: 1. Collection type: 6 methods, 5 suggestions, and 4 trends. The advantage of a collection is often that it has strong summarization and summary capabilities, and one article is equivalent to reading 5 articles separately. 2. Contains negative words: For example: 4 common mistakes, 5 things you should avoid. These negative words often alert people, make them want to find out the truth, reflect on themselves when they see something wrong, and gain inspiration from some wrong cases. 3. Modifiers: Modifiers have two functions: (1) to make the definition clearer and more unique; (2) to increase the emotional intensity of the reader. 4. Sense of urgency: “You haven’t tried it yet”, “The latest launch”… Everyone has a spirit of exploration and a psychological gap for counterattack and verification. I would immediately want to verify whether I have tried it and whether I know about the latest products. Moreover, making the title full of urgency is also a call to action. 5. Confidential: "FaceBook Internal Employee Work Guide", "Exploring GoogleProgrammer Salaries". When readers see a title like this, they feel that the information you provide is something they can get but others cannot. Moreover, after obtaining this unique information, readers will be more willing to serve as a source of communication and spread knowledge to others (we have to admit: it is human nature to like to teach others…). 6. Explanatory: Example: "How the student team achieved sales of 350,000 yuan: an exclusive interview with Mr. and Miss Nanjing University's L'Oreal charity sale team." The keywords of exclusive interview and L’Oréal give the article uniqueness and also convey value and a sense of exploration to the readers. Add numbers and how-to statements to supplement the facts and knowledge. 7. Professional: Professional vocabulary can demonstrate the professional value of the article and attract precise audiences. Years ago, for example, "【Resource】HTML5 Tools: 10 Online Editing Platforms That Marketers Can Easily Use" 8. Fun type: Puns + Internet buzzwords are a good combination. They make up for the imbalance between novel creativity and excessive popularity. Like "When Game of Thrones encounters a "stupid death", even the most tragic "death" becomes cute" 9. Simple type: Everyone is busy and may not have the time or willingness to delve into complex studies. If I tell you like SocialBeta, "One article to understand the essential changes in marketing from advertising to SDi" and "7 steps to teach you how to master LOGO design", would you be full of confidence and achieve success immediately after reading this article? 10. Welfare post: The title indicates that there are benefits for reading this article. There are two ways. One is to directly label it as a welfare, such as "2014 Annual Gift List - A welfare post for those who don’t know how to give gifts! ! ! 》《【 Recruitment Benefits】Special session for high-end positions: new media and marketing positions》. Another type is metaphor, using words like "guide", "comprehensive view", and "introduction book". 11. Arouse resonance: Imagine "How Qingfeng Snacks Do E-commerce ", Hangzhou people will resonate with it and go to find out more. But if it is placed in Xinjiang, where people eat a lot of meat, or in foreign countries where people have never heard of Qingfeng Snacks, I don’t know if anyone will pay attention to it. There are pros and cons, and it depends on the positioning of your own WeChat account. 12. Taking advantage of hot topics: I saw a new media marketing practitioner say online, "The reason we chase hot topics is so that one day we can stop chasing them." Popularity is temporary, and we can take advantage of hot topics to create momentum, but your original content is the essence.
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