How to establish a professional operation system?

Let us share a point of view: From a business perspective, what kind of WeChat operations can be considered professional operations ?

Since last year, the WeChat operations in the projects I have been managing have begun to move towards refined operations, which are mainly divided into two parts:

1. It is basic operation;

2. It is for promotion and dissemination.

Basic operations:

• Establish content production lines;
• The soft power of content presentation;
• Original content production map;
• Build WeChat user system;
• Create personalized labels.

Establishing a content production line is a system that starts with communication studies, which has been mentioned before and I will not go into details here. Content presentation and original content are nothing new. Anyone with 3 or 4 years of WeChat operation experience should understand them. Let’s focus on the user system and tags.

Build a user system:

Many people don’t know that WeChat operation requires “building a user system”. It is the core point of operation. User operation can basically build a user pyramid.

In fact, WeChat operation can be divided into several parts, including: content operation and user operation.

They serve as the foundation for other things such as new media operations , event operations... The user system is distributed in a matrix. The top level is the official operations staff driven by operations, the next level is the user organization driven by products, the next level is valuable users, and the bottom level is general users.

Why establish a user system?

Traditional companies do a lot of brand communication work, but brand communication cannot actually directly reach users. Those of us who work in user operations know that users who are loyal to your brand and products are the truly valuable users.

Users and their needs are actually very easy to meet. Once you establish an effective connection with users, you will naturally gain some loyalty.

Many companies spend a lot of money on brand communication but don’t get good results. However, when it comes to user operations, as the user base increases, there will be more and more loyal users.

Create a personalized label:

For example, the well-known "Lengtu" and "Liujishou"... these people can be summarized in a few words.

When I was doing my own media , I clearly knew that I was sharing operations and product articles with everyone. This is the label of my own media.

I also require my company's team to know who their users are when running the official account , so as to avoid accumulating too many invalid users.

Similarly, public accounts also need personalized labels that can bring special meaning to users and give fans the value they need. When we create a WeChat public account , we should think carefully about whether this account can be summarized by a few simple keywords and whether it is irreplaceable. If the content you create can be easily replaced by other accounts, then I suggest you not to continue.

Promotion and dissemination:

• 1. Use content to spread;
• 2. Drive user sharing

1. Use content to spread

There is a debate in the media industry as to whether content is king or channel is king. I will not answer this question today, but I have to admit that WeChat has recently attached great importance to original articles, and the chances of them being reprinted are very high. Regarding content, you can learn about the early days of "Zhihu". At that time, the quality of seed users was high and the content was professional, which led to a large number of the earliest Internet celebrities at that time.

In fact, content creation requires quality rather than quantity. When we create content, we must think about what it can bring to users. We must learn to think from the user's perspective and think from the user's perspective about what useful things this account can bring to me and what value it can bring to me.

We must be good at identifying hot spots and using them to spread information and attract users. When we create content, the hot topics we capture must be contagious and able to attract user attention and participation.

2. Drive user sharing

When we are building a user system, having users help us share is a very effective way. In addition, " H5 pages " and "other hot spot communication methods" have good user driving force. You can search for Durex 's hot event "Durex GO" for this year's Chinese Valentine's Day.

After reading this, let’s ask Durex users what they want? It must be something that cannot be bought in daily life. Daily operations require "accumulating more high-quality users". When doing user work, we must focus on core users. And as core users, we must cultivate, discover, and maintain elite users. They help us spread our content more widely and promote sharing among users.

Clarify business goals and create virality

The foundation of all WeChat operations is commercialization, as can be seen from the closure of public accounts in the past six months and the poor monetization capabilities of corporate WeChat teams. Every WeChat event planning should have business goals rather than KPI goals.

I planned a social crowdfunding campaign in 2012. The overall idea was inspired by Tupperware's viral marketing , which made perfect use of the spare time of housewives who were unemployed, healthy, and loved socializing . At the party, dealers completed their sales tasks, the organizers obtained extremely low-cost brand promotion, and in addition to socializing, receiving free gifts, and sharing gossip, participants were able to donate a little money to help their friends maintain their business and buy back a product that had a good reputation at the time. This was truly a win-win-win model where everyone benefited.

The difficulty I was thinking about at the time was that it is easy to understand that a good product can be spread through word of mouth, but how can I accurately gather my precise users in one place, form an effective market in the gathering place at a very low cost, and display my products well. As this idea continued, I thought of operating the community and combining it with small offline gatherings, which eventually led to a community crowdfunding activity with good results.

With the planning of WeChat events and the operation of communities, I have carried out several relatively cost-effective viral communications in about two years. During this period, we gave each decision on whether to carry out viral communications a coefficient, called the viral coefficient.

If the calculated viral coefficient is 1, the number of users will increase linearly at best and will reach the daily limit in a short period of time. If the coefficient is higher than 1, the target users will grow exponentially.

Every time I design an event, I will start from the most basic points (assuming that WeChat basics have been opened) and try my best to increase my viral coefficient.

1. Participation threshold : Before planning the WeChat event, my WeChat user system has been built. According to the existing target population, the lower the threshold, the better. The lower the threshold, the more users can participate, which helps to accumulate original data and create a lively and positive atmosphere, thereby allowing other users to participate and form a trust-based communication.

2. Activity rules and operations : We have held several failed activities, all due to mistakes in the rules. This was even more so when we were doing e-commerce . Almost no one was willing to participate in activities with complicated processes. Simple "fool-proof" operating rules enable users to quickly participate in activities and have a good experience. There is a professional term in social product design called: "Short Law", which can be understood as: don't let users think.

When designing a marketing campaign, the ultimate goal should be as clear and single as possible. Many people like to incorporate multiple marketing goals into one marketing campaign, and each goal will increase the user's operations. In the end, users will feel that the experience is not good or the difficulty is too great and give up participating.

3. The rate of return for users participating in activities should be high: organizing activities has become synonymous with "merchants making concessions and customers benefiting". The biggest motivation for users to participate in activities is "being able to gain benefits from them." Therefore, the event must benefit fans and provide users with sufficient benefits, because only when the event has a high return rate and generous prizes can the enthusiasm of users be mobilized. Regarding event prizes, they can be material or spiritual. The key point is whether users can feel great benefits from these prizes.

4. Add some gamification elements : The more interesting the activity is, the better. Only when the degree of gamification is high will more people participate and the atmosphere of the activity can be created. If the activity is interesting enough, everyone will actively participate even without prizes. In this age of comprehensive entertainment, entertainment is the fundamental purpose of everyone going online. Therefore, event planning in WeChat operations has novel and interesting plans, and is also a way to attract new fans, expand popularity, and increase stickiness. (I recommend Durex GO again for this year’s Chinese Valentine’s Day)

5. Focus on user experience : In the era of thumbs, the speed at which people filter information is unimaginable. All online activities need to focus on user experience, and translating that into practical work is page design. On the one hand, a well-designed page can vividly express the theme of the event and attract target users to participate; on the other hand, all visual expressions reflect the market image of the company, its products, and its brand. A well-designed page can enhance the brand image, while a bad page design will lower or weaken the brand image.

Data-driven, returning to rational thinking about business

Many people have been asking me what data to collect, how to collect data, how to improve the quality of articles, and how to use data analysis to determine what to do next? I will give two answers:

1. All data analysis must take into account the human behavior behind the numbers, so data analysis is not about analyzing whether the KPI has been achieved, but whether the generation of such data is an operational issue? It may be a product problem or a market problem.
2. Data analysis: a. Article data; b. Operational data.

a. Article data : The three indicators of daily reading volume, forwarding volume and conversion rate of each article are the basic indicators. At the same time, we should establish the reading volume level, forwarding volume level, number of sharers and effect evaluation. Effect evaluation is the business goal. To achieve business evaluation, we must first establish business goals.

In addition, you must do weekly and monthly data. The data content is exactly the same, but those who do WeChat operations should know that the same data has different meanings in different time periods and different backgrounds. Therefore, by comparing weekly and monthly data, you can understand the differences in industries, users, and focus points.

Therefore, in the article data, the data analysis of each article and the cumulative data analysis of the article need to be statistically analyzed. Secondly, use the data analysis to find problems and make a summary. The summary will make it easier to review the problems later.

b. Operational data : daily data and cumulative data like articles. The basic indicators are relatively simple, including picture and text statistics, number of readers, number of fans reading (number of people opening the official account), number of reposts, number of reposts, main traffic income, new additions, net increase, etc. The number of headline reposts, headline reading rate and daily reposts can be counted, which is of great help. Now, let’s get to the point. The most critical part is the summary. The way to summarize is to analyze what your problem is. For example, the monthly summary for July "The overall data is better than last month. Although the traffic has dropped a lot, the net increase is about 150 people. The number of headline readings and reposts has increased. From the reduction in the total number of reposts, it can be seen that there is a lack of big explosive articles this week, but compared with the data in May, it is still ideal." The summary of July D4 week "Compared with last week, the data has increased slightly, and the number of reposts has increased by 1.5k, but user retention is still very poor, and the number of new fans has not increased much." When doing WeChat operations, you must learn to review. Every review will lead to improvement and clarify business goals.

WeChat is data-driven:

1. Every activity planning should be based on commercial thinking, and every review should return to the business goals to see the operational data;
2. The most critical part is summarizing. The way to summarize is to analyze what your problem is and compare it with the data from last week/last month.

Conclusion

Seizing opportunities, understanding the way, and optimizing techniques have always been the way of thinking I advocate. WeChat operation requires a complete set of methods and systems, but we should summarize past good methods and experiences in small steps and rapid iterations, and optimize promotion methods through data analysis. Eventually, a set of operating system of its own will be formed.

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The author of this article @木良 is compiled and published by ( Qinggua Media ). Please indicate the author information and source when reprinting!