He gained 500,000 followers in 2 days. He summarized the three qualities that a first-class new media editor must have.
|
Increasing fans is just a natural process. If you do things right, your fans will increase. What misunderstandings will you encounter when doing new media operations ? ☞ Eliminate delusions Any bonus will only change those people in this industry who work hard and are enterprising. Therefore, when choosing a company to do new media operations , it is important to determine in advance whether you agree with the company's values and business, and then doing some work on this basis will be a natural process. ☞ No shortcuts Compared with other media channels, this industry has not changed in terms of communication methods. What has changed is people's vision and work efficiency, and the requirements for people are higher. This is also an important reason why some traditional media people and advertising company people are doing better than grassroots in new media after the bonus period of WeChat and Weibo. I also started learning some traditional communication because it is a craft that requires constant refinement. ☞ High cost This industry is changing too fast, and we need to keep learning and summarizing. Every excellent public account can serve as a teacher to guide you on some specific operational methods. ☞ Rooted in real services Don’t run a public account with the mindset of advertising. Many accounts with a large number of followers eventually become a traffic distribution channel. This will make the account less and less valuable. These valuable accounts are those that are closely related to the company's business. For example, Lagou’s service account has a function that allows you to see the status of your resume being viewed only after following this account. Some activities will also have concentrated exposure, which is a very valuable thing for users. ☞ WeChat is not omnipotent WeChat is just a tool for establishing connections and is the link with the greatest leverage effect. What four abilities should a new media editor have? ☞ Skill sinking For small companies, new media is a very leveraged link, and it is closely connected with all departments of the company, so it is very important to be familiar with the company's business. It is recommended that individuals go through market-related copywriting , planning, and activities before engaging in new media, and you will feel better after doing it. ☞ Business expansion Finding the target group of the account and communicating more with them will make things easier. For example, when I was at 3W, I encountered some bottlenecks, so I went to talk to entrepreneurs , got some directions from their feedback, and then adjusted the operation strategy. ☞ Decline in learning ability All inheritable experience is not worth learning. This industry changes too fast, and some of the methods summarized may become completely ineffective within a few days. At this time, you must improve your learning ability. ☞ Thinking sinks The way to solve a problem is not at the level where the problem occurs, but to go to the adjacent higher level. Next, I will also explain how to apply this sentence to formal work decisions. My first internship was helping teacher Wang Lifen operate the public account at Youmi.com. At this stage, I didn't post any content for her. Because I was afraid that some of my ideas would cause her unnecessary trouble. Before doing this job, I read through her more than 5,000 Weibo posts and the comments below, and manually counted the content with the largest number of reposts. At this stage, the biggest impact on me was that I conducted a detailed study of the properties of each media. This also cultivated my sense of the Internet. So my suggestion to everyone is that you should develop your internet sense, which is absolutely necessary. The second step was that I went to 3W and worked in new media-related fields. This is the process from a novice to a skilled worker. At the beginning, I just mechanically copied the articles and posted them on the official account for everyone to read. But I decided to do this one step better, because I found that the WeChat public account platform has very sufficient connections both internally and externally. When I realized that it was something with a very leverage effect, I started to do it seriously. I also encountered the same problems as everyone else, such as how to interact with fans, how to view background data, how to promote, and how to layout. I have always firmly believed that the way to solve a problem is not at the level where the problem occurs, but at the adjacent higher level. The following are some of my thoughts, and I hope they will be helpful to you during the operation process. To run a good public account, you should also do these 3 things ☞ Interaction In my opinion, it is not about leaving users to generate a large amount of valuable content, but about going deeper into more links in advance, guiding users to establish specific connections, and achieving sustainable communication. In each issue, YiDu organizes the messages and replies sent by users from the background, and then edits them as a piece of content for everyone to read. At this point everyone knows how to interact with this account. When you communicate with others, at least you know how old the person is and what his or her occupation is, so that you have a context for communication. But when people communicate with a corporate account, they don’t know what tone to use. At this time, if you guide him to ask questions, the feedback you get in the end will be better. Many times, fans’ interactions become part of the article content. On this basis, if many articles or services launched do not have interaction as a basis, it is difficult to judge the value of doing this. The essence of media marketing is social rather than marketing. Therefore, when creating a corporate new media account, what you really need to care about is what the people behind it are thinking. Only when it does not reject you can you have the opportunity to let it understand you. ☞ Data The data of a single day has no value, only the analysis of the data is valuable. When I first started, I encountered the same problem as everyone else. For example, what use did these background data have for me? It was not until one day when I finished reading all the data from the 3W background that I suddenly realized that in the particularly strong and closed system of WeChat, articles that incite emotions are more likely to be accepted by everyone. Therefore, when choosing articles, you can try to touch on articles with high-frequency emotions to create some illusions for everyone. For example, useful articles let him emphasize identity recognition, and only by following this account can you learn some information. Only then will he be motivated to recommend it to others. ☞ Promotion For any single promotional method, when the cost becomes higher and the effect becomes weaker, you should consider changing your strategy. You need to keep learning, see how others do it, and then apply it to your account operations. When I first started promoting, I basically used every promotional method I could get my hands on, such as posting on forums, interacting, forwarding on WeChat Moments, and promoting through advertisers. These processes are effective for a period of time, but no longer work. For example, mutual promotion works best at the beginning, but after half a year, people's acceptance of the mutual promotion form is getting lower and lower. At this time, we have to think of other ways. Later I found that sharing experiences was quite effective. Nowadays, most of the increase in WeChat followers still depends on content, articles that attract a lot of followers, and maintaining connections through daily updates. Articles that have a lot of fans must appear in hot topics. When companies do some new media communication, the channels take up a lot of money, but if the content is good, the channel money can be saved a lot. This point really tests the operator's ability to grasp hot spots. Media is a technical job. In this process, content is the core of marketing. If users don’t watch the content, it becomes worthless. Therefore, when writing content, every line of text, every color, and every title should be considered to attract the audience's attention. How to write articles that are influential? First, start from the user’s interests. This article should express the user's inner state, rather than something you want him to know; Second, have a good story. How to make people read an article smoothly and accept your point of view, the logic in the text is very important. Third, clickbait. Clickbait is very important in WeChat. In the process of creating clickbait headlines, I found that some traditional copywriting data had a great influence on me. After a title comes out, communicate and discuss it with others and change it more often. This is an indispensable practice for every clickbait headline creator. Write more, practice more, and read more. This is the training process that a headline writer has to go through. The form of communication determines how the audience is exposed. How can users receive your message more conveniently? For example, add some animated images to list-type articles and some short videos to useful articles. Fourth, create valuable content. Some valuable content is some method-type articles; the second is articles that arouse people's curiosity; the third is some timely commentary articles; the fourth is some investigative report articles; and the fifth is some trend articles. Typography is also part of the content. One idea is to format the layout into PPT, which can solve many layout problems. This is something that is extremely strenuous but requires persistence. You may have discovered that the Internet has magnified many of our interests. When readers read articles, they feel that their reading experience has been optimized and beautified, and this good feeling may turn into a kind of trust. The book I recommend to everyone is called "A Design Book for Everyone". This book does not specifically talk about how WeChat should be laid out, but after reading it, you will know why some layouts look good. How did the article go viral? There are some ways we can increase the probability of transmission. The book I recommend to everyone is called "The Tipping Point", which mentions three principles: the law of individual characters, the law of adhesion, and the law of environmental power. The reason why a good thing can be spread is that first of all, there is no problem with the content and theme of the article, and there are some key nodes that are shared by relevant contacts. WeChat public account is not a media The above are some of my experiences regarding content and communication. Content is the core, but it is not the only reason for the success of a public account. This is also a misunderstanding of many media people who start new media businesses. A corporate account did what a media should do. Are we really going to become a media? Let me give you an example. Ketong Xincheng is the largest IC component trading platform in China. In 2010, when WeChat was not yet popular, we developed a public account on WeChat called "Xinyun" and treated it as an APP. On it, a very complex B2B transaction process can be completed, from registration, quotation, order checking, inventory and payment information. All information can be transmitted in real time on WeChat. To achieve collaborative work among enterprises, we attract the key people in charge of procurement in each enterprise to follow this official account, provide them with services, and eliminate information gaps. On the surface, we are selling things, but our main focus is on using WeChat to build a community of key people in the company. Use data to guide marketing, and then let this data generate purchasing demand. First, make our service better. Second, we must find ways to get key people in these companies to pay attention to and use our features. The third one uses this number to accumulate some data. Fourth, use this data to do some marketing and generate transactions. Here we have completely formed an O2O closed loop. When your work creates value for the company, what is most important to you is not the number of fans or readings, but the fans who regularly open your WeChat account every day. The official account does not actually do anything, it just uses WeChat as a tool and an extension of the entire backend CRM system. The entire account now has 20,000 to 30,000 followers, but these 20,000 to 30,000 people are basically the core personnel responsible for purchasing new products for various companies. They can look up chip information here, find out which technologies people are interested in through their accounts, and know which companies are currently purchasing in large quantities. They can use this information to simplify inventory processes. In this way, inventory can be reduced and a lot of data can be involved. This public account is operated by only two or three people, but it has achieved sales of 10 billion in three years. The most valuable thing about this account is the interaction with fans. The closer the relationship is, the more intermediaries are saved, and the more valuable the account becomes. The biggest inspiration I got from this company's work is that the essence of the Internet or beyond mass communication is interaction. Conversely, if we compare the difference between new media and traditional media, it is not as simple as media migration, but more about changes in user psychology. I have summarized the following characteristics: fast, numerous, easy, interesting and reliable. Next, I will make some elaborations. First, fast. The speed of information dissemination is getting faster, and the number of readers of an article may stabilize within two days. At this stage, companies must do public relations quickly, otherwise they will not achieve the desired efficiency. Second, more. Its propagation path changes from one-way propagation to bulk propagation. In the past, a newspaper or magazine would be seen by at most ten people, but Weibo and WeChat have a completely loose structure, and you have no idea what the final path will look like. Therefore, when a company launches this kind of new media channel, the single cost is still very low. Third, easy. It changes from forcing guidance to guiding attention. You can only be interested in it when your best friends are interested in it. Corresponding to the company's operating strategy, people's rejection of you will be reduced. People already have a premonition when they follow you, so if you post some soft articles and advertisements, everyone will be able to accept it. Fourth, fun. New media has strengthened the role of opinion leaders. Public opinion on Weibo and WeChat is still controlled by some big Vs. When applied to corporate new media operations, it is also very necessary to maintain the public opinions of these KOLs and key node opinion leaders. Fifth, faith. The advertisements that originally appeared on television media in the circle of friends are different from previous advertisements. It penetrates you more strongly. Operate the WeChat Official Account as a product ☞ Give some functions When I was at 3W, I would collect all the information about all the coffee shops on Zhongguancun Startup Street every day, and then push it on 3W below. There is an activity query function in the menu bar. Some people have this need, and we can provide them with this activity information every day, and do some docking of shopping chain needs and smart hardware purchase functions. ☞ User stay time I put a lot of keywords under each article. If anyone was interested in an article, they could see the article by replying to the keywords. The probability of following a public account based on just one article is very low. However, after reading seven or eight articles in this public account, the probability that you will follow this public account may be higher. Increasing the user's stay time is to give people more time to get to know you and be more interested in you. ☞ Stability is the key to building a brand Why do people follow some public accounts? Everyone has an expectation of what content and services you provide. The nature of an article that a fan reads occasionally is completely different from that of an article that a fan reads frequently. Therefore, the articles and services provided must be stable. Doing a good job in new media is a relatively complicated matter. One must be good at integrating the resources around him. The fulcrum for integrating these resources may be public relations. Therefore, a qualified new media operator must have a large number of friends. The more people he knows, the stronger his ability to integrate experience will become. How to create a WeChat public account from scratch? ☞ Positioning When I came to my current company, Hard Egg, and started operating, I was thinking about who we were going to serve, because we are a smart hardware entrepreneurship platform, and the users we serve every day are also smart hardware entrepreneurs. The content published every day is also related to smart hardware, such as what obstacles will be encountered in starting a business and what pitfalls will be encountered in hardware entrepreneurship. When the number of fans reached 5,000, we encountered a bottleneck. But after we had these 5,000 active fans, we launched an activity where we invited friends to follow our account and give away phone bills. In two days, the number reached 500,000. After reaching 500,000 followers, the first thing that came to my mind was that we should not be held hostage by users, because after all, we are still a platform for smart hardware entrepreneurship. After that, we did a lot of mutual promotion, and we probably lost one or two thousand fans every day. Finally, after half a year, the number of fans stabilized to about 300,000. ☞ Recognition Use the shortest possible words to clearly state the account goals, and also include typesetting, brand display, and other things. I will list our resources, some with particularly striking numbers. If you really have this need, you will definitely understand the value of these things. ☞ Perception Perception is greater than fact. The standards must be high, and successful cases must be released in a timely manner so that everyone can know about them. ☞ Personalization Make users feel that there is a person communicating with you, not a machine. ☞ Word of mouth What needs to be emphasized here is the originality and continuity of the article. ☞ Ecology The depth of content and the orderly maintenance of new media can form a very complete ecosystem. Hard Egg will now go into companies to share with entrepreneurs. These activities themselves adhere to the source of content. Activities generate content, content generates operations, and operations generate a relatively stable community . This community can also imagine many business models . When new media has a source of value, the articles, products and content output by public accounts are all channels for the integration of the core values of the community or an exchange of benefits. Everything is an experience and content for each other. New media is a very comprehensive department, and operating it well is a very challenging task. How to convert activities into fans, and then turn fans into users, is a test of operational capabilities. Finally, when doing new media operations, I would like to give you three sentences: First, operations are not editing, and you need to have a deep understanding of operations. New media operation is a very comprehensive position. Second, the way to solve the problem is not at the level where the problem occurs, but to go to the adjacent higher level. Third, operation is not about operating content, but about operating people. Talent is the measure of communication development. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @张军 ( Qinggua Media ). Please indicate the author information and source when reprinting! |
Recommend
100 tricks for brands to broadcast their own content
If 2021 is the first year of brand live streaming...
Let's go to the Red Planet. A live streaming sales course (online) that is closer to the truth, helping you run live streaming sales 0-1
Let's go to the Red Planet, a live streaming ...
Shanghai Express Recovery Time 2022: When will SF Express return to normal? Attached is the latest news!
The number of new daily infections in Shanghai ha...
The latest review guidelines for Apple App Store!
Introduction Apps are changing the world, enrichi...
APP Promotion | Ranking ads, TV show introductions, Youtube introductions, mobile game promotions, which one is more effective?
Previously, we have introduced the promotion of m...
When will the 2022 poplar catkins end? Why don’t willow catkins float at night? Attached is the flying catkins schedule!
Poplar fluff is the seed of the poplar tree, whic...
User operations in Internet finance: How to promote high orders and high conversions?
I. Four Behavioral Characteristics of Internet Fi...
How to plan the core selling points of a brand? One model to get it done
The company's new brand is about to enter the...
The fission gameplay of Weibo traffic diversion!
I have been in the Internet circle for 6 years an...
How brands can be revitalized through private domain marketing
Since the concept of private domain marketing has...
A great place to taste tea in Nanjing's Jiangning District. I won't tell anyone about it.
Recommended places for tea tasting in Jiangning, ...
Tu Ma "Hot Copywriting" Hard-core Special Forces Incubation Camp
The course comes from the popular copywriting har...
3 tips to improve your product conversion effect!
We can actually use product conversion rate to me...
How much does it cost to customize a gaming device applet in Xingtai?
The factors affecting the quotation of Xingtai ga...
In addition to SEM promotion, why do we need to invest in native advertising?
The key differences between native advertising an...