Three steps to help you organize your WeChat operation ideas

If your thinking is not clear, it will be difficult to improve your views and level of the entire marketing , especially it will be difficult to innovate. What I will mainly share this time is: In order to give everyone a clear idea of ​​operations , and then share some practical operation cases, the content is divided into 3 parts in total.

When I first entered the Internet industry, I went to a small entrepreneurial company. There were only a few people and a lot of work. I worked on WeChat , Weibo, scanned floors, organized events, and often posted advertisements in QQ groups and WeChat groups . In short, we would try every method to attract fans. Therefore, there is no time to sort out a specific method, and the thinking is not clear when doing operations. Under such circumstances, it is difficult to innovate in operating channels or methods. We are always limited to one point and cannot clearly distinguish between terms such as product operation , channel operation, user operation , and market operation.

Part I: The essence and purpose of operations

This picture is a mind map of operations that I have sorted out, mainly from the user's perspective.

Generally speaking, no matter what channel operation you do, the ultimate goal is to bring in traffic. What channel operations do is a bit similar to market operations, such as bringing in users by attracting new users. I will focus on the specific channels in the next section. Channel operation is mainly about allowing users to come in and experience the product; product operation is mainly about retaining incoming users and building trust and reputation by continuously optimizing the product; user operation is the link closest to the user, achieving sales conversion through communication with the user.

Simply put, channel operation brings traffic, product operation allows users to experience the product and thus build trust, and user operation allows users to purchase products and complete orders.

Part 2: WeChat Operations

Next, let’s talk specifically about WeChat operations.

Some friends who have been using WeChat may have discovered that the number of fans, reading volume, and sharing and forwarding volume of WeChat accounts and public accounts have been declining. The click-through rate of WeChat once rose from 30% to 50%, but now it may be less than 3%. The dividends of WeChat are gradually disappearing. Even without these data, we can feel that we are opening WeChat less and less. It is very likely that one day WeChat will be replaced by something new, but it is undeniable that WeChat's explosive points still exist.

Many public accounts are rapidly increasing their followers, for example, Booklist , which gained 100,000 followers in 7 months. Shangpin Home Delivery has more than 6 million followers. And today’s Smart Marketing, they have only been in business for a few months, but they are able to hold online lectures one after another.

So there is still a way out for WeChat, but users are becoming more and more demanding and picky about public accounts, so we need to spend more time polishing the content and presenting better things to users.

So how should WeChat be operated?

Let’s first look at the role that WeChat plays in the entire operation.

In fact, WeChat plays three roles. It is a kind of channel operation. It can share content to friends circle, attract more people to pay attention, and bring traffic. WeChat is a very good marketing channel tool .

It is also easy to understand WeChat as a product operation. WeChat has opened a link port to all APPs. Many product functions or product displays can be realized on WeChat. Many people are saying that the content of WeChat public accounts should be polished as products.

WeChat operations can actually also be used for user operations, because WeChat’s backend can connect to multiple customer service teams, and we can use this to communicate with users one by one.

So what are the parts of WeChat operation?

I once read an article called "A WeChat Public Account Operation Manual for a Tencent Product". The content was summarized quite comprehensively. So I made a mind map of its content, which is divided into 6 parts: platform positioning, content operation, event operation, user operation, operation promotion , and data analysis .

The first step of a public account is platform positioning, which includes creating a user profile to determine its functions and style. For example, we are all in Smart Marketing, which is aimed at people working in the Internet industry. Its function is to share various operational information and conduct online and offline lectures on practical information . Its style tends to be academic.

The content operation of WeChat can be summarized as follows: platform introduction, customized replies, menu, title, main text, layout, attention guide and dividing line, QR code, sending of single or multiple images and texts, sending time, etc. I suggest that everyone read this article - "WeChat Public Account Operation Manual of a Tencent Product".

After I finish the course, I will share with you an article I wrote about event operations, which sorts out various viral marketing cases. I won’t go into details here.

I will temporarily divide the user operation part into 3 parts:

1. Establish a WeChat group to gather loyal fans of the product;
2. Regular lectures, group activities or offline salons;
3. User grouping and precise content delivery.

Part 3: WeChat operation channel practice

Operation and promotion are the key points - How to increase followers on WeChat? What are its channel operation methods to increase fans?

WeChat's operation and promotion is divided into two parts:

1. Operation and promotion of WeChat’s own functions
2. Promote it through some other channels

1. Operation and promotion based on WeChat’s own functions

From this picture, you can clearly see that the first one is to say hello to those nearby. Usually, a company can use this to display its logo and information in the signature column, and users can easily search for this company through nearby people.

The message in a bottle can be targeted to users, and it will have a better effect if combined with activities. I remember that China Merchants Bank once did a WeChat love message in a bottle activity. Users picked up the message in a bottle from China Merchants Bank through the WeChat message in a bottle function, and then they would use a small point to provide help to autistic children through a charity platform.

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 app about 111 billion times. The effect of the activity is self-evident.

WeChat’s background reply function 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.

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 the 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.

The mass messaging function can force exposure, and good content will cause users to forward it.

Sign-in, points, and membership can cultivate user loyalty.

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.

I divide the Moments 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.

2. Some promotion methods other than WeChat’s own functions

It generally includes database marketing, SEO , community traffic, social media traffic, new media operations , advertising, public relations, personnel, promotions and other promotion methods.

I have only come across two types of database marketing: 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.

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.

To put it simply, community diversion is to send some relatively soft advertising implants in QQ groups and WeChat groups, and guide everyone to 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 on a regular basis.

Social media traffic diversion, as the name suggests, refers to the recommendations from big Vs on Weibo and 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.

New media operations mainly involve the creation of WeChat content and the mutual promotion between multiple WeChat accounts. Now everyone is talking about treating content as a product. Good articles and paragraphs can greatly increase attention, but this is a process of gradual accumulation. Moreover, new media operations are about attracting new users, and user operations are still needed to convert this batch of data. Therefore, the conversion of new media operations orders is also an issue that needs attention.

Internet companies do not need to spend too much money on advertisements in the early stages of today’s subways, buses, television, videos, newspapers, magazines and other media. Many companies have spent a lot of money on this, but the actual orders or increase in fans are relatively small, because it is necessary to have a certain number of seed users before spending money on advertising to gain market share. Advertising is mainly for brand exposure, which is something that needs to be done in the later stages. In the early stages, we should invest our funds in areas where money is more needed.

I divided the public relations part 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.

The personnel are mainly responsible for field promotion and user diversion for partners. For example, many companies are recruiting campus ambassadors.

Promotion includes group buying, crowdfunding, etc.

3. WeChat operation channel practice

There are many successful cases now that you can learn from on your own, but not every successful experience can be replicated with a thorough analysis, so I will only briefly mention some cases. I hope that through listening to the lectures, everyone can clarify some ideas about the entire marketing concept, and through grasping the overall general direction, continuously innovate the entire operation channel and discover more operation methods. I hope everyone can gain something after listening to it.

"One Question, One Answer"

Q: Teacher, I want to know the most effective way to retain fans. We have more than 200,000 fans in the background, but the number of article readings is generally only more than 10,000. Occasionally there will be a small hit, but it is only 30,000 or 40,000.

If a WeChat public account wants to increase its followers, it needs two aspects: one is content, and the other is channels. The reading volume of articles on WeChat public accounts is basically like this, only about 10%, or even lower. If you want to increase the reading volume of the entire article, I think you need to do well in two aspects, one is content, the other is channel, better polish the content, and then accumulate more channels.

Q: How to find the WeChat channel that is suitable for your users? /Teacher, if we want to do some activities through WeChat, what kind of activities are generally the most popular among fans?

This requires analyzing your own user groups and then designing more appropriate content. You can try through a variety of channels, constantly trial and error, and only through such a process can you know what your users like most.

Q: How to make zombie fans active or involved in WeChat groups?

In addition to some WeChat groups among friends, we cannot deny that there are zombie fans in every WeChat group. This is inevitable. They usually don’t speak or may block the group, but will not delete it for some reason. When we carry out activities, we should pay attention to two issues: First, what is the purpose of our activity? Is it to promote the activity of this group or to convert orders from this group? Second, zombie fans can be mobilized. We can try various methods based on our own user portraits to boost the atmosphere of the entire group. For example, there was a community that first started out as a talent show, inviting various teachers to give lectures. They discovered that the group was not very active after the lectures, so they gave everyone in the group a chance to be a teacher and share, thus mobilizing the enthusiasm of the entire community.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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