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The rise of mobile Internet has made the college student entrepreneurship market more active, and many college student entrepreneurs have formed powerful teams on campus. Among them, many rely on official accounts to realize the commercial O2O closed loop. This article takes this as a case to share with you how to operate and promote a official account.

Whether the focus is on a single school, a city, or the whole country, and whether the focus is on content or service, only after determining these can we decide which subscription account or service account to choose.

At present, to create a public account in school, people usually set up their own company or use a friend’s company to create a corporate subscription account, or register a personal account themselves. If conditions permit, it is recommended to choose an enterprise subscription account. It is mainly convenient for sending consultations every day, and various functions can also be embedded in the menu for a more convenient experience.

ps: You must use your own information during the certification, and at the same time ensure that the company can allow you to pass the annual inspection smoothly one year later.

The name and avatar of the public account should be consistent with its 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. At the same time, you should also give the editor a personalized name to personify the official account.

The menu settings are generally divided into on-campus content, functional menus such as checking grades, and entertainment menus, as well as ways to contact and cooperate. When setting up the menu, you can consider fun elements, such as various festivals and major events. It is interesting to combine the three menus into a sentence or a word, or to incorporate emoticons into the menu.

After the menu is set up, there is also the automatic reply to the attention message. The attention message is the first impression given to fans. It can be a picture, a sentence, or a paragraph. It must make fans feel the positioning of this account or a very warm feeling. It must not be long-winded, monotonous and boring.

The formation of an initial team is crucial. It requires not only ability but also like-mindedness. The guarantee of character is also very important. As a veteran who has been in the campus public account circle for three years, I have witnessed too many groups that grew from small to large and then split up.

The division of labor for the team is as follows:

① 2 girls, preferably from the journalism major or the press corps, with beautiful writing, pleasant voice, and the ability to edit photos;

②Technology, responsible for simple code and PS;

③Promotion and business cooperation.

The team should be kept small and efficient, and preferably be the backbone of school clubs and student unions to facilitate future promotion.

• Editor training: Pay more attention to some high-quality campus public accounts, including titles, content, illustrations, etc., and then use Southern Weekend data, Xinbang data and Tencent Micro School’s popular article rankings to study which pictures and texts fans prefer to read.

• Market analysis: Analyze the surrounding areas where you can cooperate, such as community groups, businesses, government and school organizations, etc.

• 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 a good leader. There are also timely benefits, such as WeChat red envelopes , movie tickets or some snacks, which can bring people closer to each other.

Once the platform has fans, we have to consider how to retain these fans, which is the value of the platform. The value of the platform is mainly reflected in its functions and content.

• Establish a WeChat group : timely pull core users into the WeChat group through activities and bottom-line information, which will facilitate timely distribution of various activities later and slowly cultivate loyalty.

• Rich activities: You can let users leave messages and submit their works through festivals, etc. At the same time, there are 520, Valentine's Day, CET-4 and CET-6 inquiries, etc., and you can cooperate with merchants to carry out some activities, such as CET-4 and CET-6 insurance, Valentine's Day confession, etc. As well as a blind date event on Singles' Day or a heartwarming voice message.

Activities are essential, but choosing what kind of activities to do is important. You can use festivals, etc. to allow users to leave messages and contribute, which is UGC. At the same time, there are 520, Valentine's Day, CET-4 and CET-6 inquiries, etc., and you can cooperate with merchants to carry out some activities, such as CET-4 and CET-6 insurance, Valentine's Day confession, etc. As well as a blind date event on Singles' Day or a heartwarming voice message.

Content operation is the soul of the entire public account. No matter how good the functions are, if there is no good content, there will be no stickiness. Fans will use it occasionally, but most of them will not read your articles. The existence of such an account generally loses its meaning.

• Keep the push topics fresh. If the content has already been posted on multiple platforms, try not to post it, because it is very likely that it has already been seen and does not have your own opinions, so it is not a good idea to copy it completely.

• Make good use of the original text and keywords. Many articles may be related to previous articles at the end, or you may need to click at the end of the article to receive benefits, sign up, etc. At this time, you can read the original text. Or keywords. The advantage of using keywords is that fans must follow you to reply, and it can also increase interaction.

• Set up multiple columns. For example, finding friends to find a partner, interviewing campus figures, sharing by top students, etc.

• Then it is time to create the bottom graphics. It is to guide attention, explain positioning and contact information, etc.

• Learn to use tools . Learn to use H5 (wps's Xiutang, Xiumi, Yiqixiu, etc.), editors (135, iTypesetting, Xinbang, etc.)

• Unified style. Try to keep the content, tone, format, etc. of each post consistent to avoid the feeling of frequent changes in people and confusion.

• Make full use of the circle of friends for promotion. Encourage students to forward the content to their friends circle.

• Push time. Be sure to post it during students’ free time, such as every evening and noon, as more people will watch it at these times. Otherwise, it will easily be covered by other public accounts. At the same time, you also need to fix a time period to cultivate fan habits.

• Push content. Campus news, event reports, inspirational articles, current hot topics, and practical articles.

• Be a headline-grabbing one. A good title can increase your open rate by at least 5%, which will directly affect reading and forwarding.

• seo optimization. School-related websites, forums, communities, and BBS: These places are nothing more than places for posting, but how to post without being deleted, post titles, etc., I think are issues that everyone should pay attention to.

• WeChat groups and Moments. That is, you can add a lot of WeChat friends, so that more people will see your circle of friends. You can also share it to WeChat groups to accumulate analysis and increase reading.

• qq group. Although it is a more traditional method, you can usually get to know a lot of new students in the QQ group, which makes it easier to fool them. You can also use QQ group messaging tools and password red envelopes.

• Baidu Library. You can post some articles from school and then embed your own WeChat account.

• Question and answer website. Baidu Knows, Baidu Experience, Zhihu, 360 Q&A, and Soso Q&A. You can ask and answer your own questions on these platforms and embed them into your own WeChat public account . You can explore them slowly on your own. At the same time, you must also master the rules of the platforms to avoid being blocked.

• Soft article promotion. QQ space, blogs, Weibo, etc., using soft article writing, my space has more than 6,000 visits a day. A good article can be forwarded thousands of times. Bottom-up promotion always has a certain effect, especially those that can easily arouse emotional resonance.

• Accounts promote each other. Cooperate with high-quality accounts such as "Dream Campus (mxxy01)", share resources, and promote together.

• Contest. By taking advantage of these competitions, you can vote only after following the account, and you can attract a large number of fans in a short period of time. This is also a promotion strategy used by many big campus accounts.

① Community promotion

For example, if a club holds an event, such as ticket grabbing, registration, voting, etc., these can be used to cooperate to increase fans. At the same time, providing technical support yourself also makes things convenient for others. Of course, this requires the accumulation of relationships on a daily basis. There are also notifications from on-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.

②Offline event promotion

For example, a QR code is embedded in the freshman handbook, and scanning it can provide access to school maps, as well as functions such as borrowing an umbrella. You can also scan and follow the lucky draw, and do a WeChat wall activity at the party.

③ Welfare promotion

This is the lowest cost, most effective and most attractive method. I have been using WeChat for two months and have provided many benefits. My followers increased by more than 2,000. The main reason is to look for 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 event in cooperation with School Guide Network, one-cent flower cakes, skin care products, red envelopes and points redemption for gifts, etc.

④Function promotion

Checking final exam grades, CET-4 and CET-6 scores, and electricity bills are all basic needs in the library. There are also entertainment purposes such as finding friends, what to eat, showing off tools, second-hand markets, and mini-games. It is convenient for students to use, and many platforms use the results of checking scores to increase by thousands overnight.

• Palm University (confession wall, second-hand, lost and found, micro-testing, part-time job)
• University assistant (check grades, check class schedule, chat up, school beauties, library, CET-4 and CET-6)
• Cute assistant (check grades, check class schedule)
• Weizhijia (check grades and class schedule)
• Tencent Microschool (with bullet screen on the wall, an official product of Tencent)
• Sanqu Micro Alliance (countdown, recharge, pretend artifact, etc.)

If you have technical personnel who can combine WeQing and online codes to develop some by yourself, and then have more related groups and forums to communicate, it is also a good choice. After all, relying on others is too passive.

1. Advertising revenue. Advertisers (original accounts require 10,000 followers, non-original accounts require more than 20,000 followers), commercial advertisements around the school, external advertisements (various corporate brand resources, please contact me if you need advertising).

2. Sell. Sell ​​electronic materials, tickets, fruit takeaway, etc.

3. External cooperation. Cooperate with businesses around the school, such as driving schools, education and training, etc.

4. Registration income. P2P registration, app promotion, registration, etc., install ads settled in the form of CPC, or directly deposit to your own account

5. Peripheral products. If your account has many fans and high stickiness, you can sell peripheral products, such as hand-painted products, handicrafts, etc.

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

The author of this article @|Xiguajun is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!