Activities, teams, promotions, tools, guaranteed to be the most comprehensive new media operations guide you have ever seen!
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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 . Preparation 1. Positioning 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. 2. Determine the name, profile and description 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. 3 Menus and follow-up replies, keyword settings. Menu settings are generally divided into campus content, functional and entertainment menus such as checking grades, and 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. Team 1Team formation and recruitment 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. Two girls, preferably from the school's journalism major or the press corps, with beautiful writing, pleasant voice, and the ability to photo-edit; 2. Technology, responsible for simple code and PS; 3. Promotion 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. 2Team Management 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. Operations 1. User Operation 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. 2Activity operation activities are indispensable, but there are certain considerations when choosing what kind of activities to hold. 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. When doing activities, you should also pay attention to the following aspects Free——Follow us to get free gifts! Easy - just click to check your results! Public - Share with your friends and get the information! Fun - mini game competitions! Accumulable - invite attention to redeem points! Promote forwarding - forwarding increases the chance of winning! The activity should be truly attractive to users rather than just for fun. 3. Content operation Content operation is the soul of the entire public account. No matter how good the function is, 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. Here are some of the principles we often use when conducting content operations: Interesting - create some interesting content Useful - that is, dry goods , such as various learning materials, etc. Related - related to campus life, such as changes in school policies, etc. Orderly - use themes to make fragmented content orderly, and use summaries and topics to make the content orderly Hot spots - such as winning awards in school competitions Participation - let users participate Routine Resonance - content with strong emotional colors to stimulate psychological resonance in users Promotional articles 1. Online Promotion 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. 2Offline Promotion 1. Community promotion: For example, if a community 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 facilitates 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. 2. Promotion of offline activities , such as embedding a QR code in the freshman handbook, which can then be scanned to obtain a school map, 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 is the lowest cost, most effective and most attractive. I have been using WeChat for two months and have provided multiple welfare benefits, with more than 2,000 followers. The main thing is to look for welfare 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. 4. Function promotion: checking final exam scores, CET-4 and CET-6 scores, electricity bills, and libraries are all basic needs. There are also entertaining ones such as finding friends, what to eat, pretentious tools, second-hand markets, and small games. It is convenient for students to use, and many platforms use the results of checking scores to increase by thousands overnight. Technical 1Third-party cooperation platform Palm University (confession wall, second-hand, lost and found, micro-test, part-time job) University Assistant (check grades, check class schedule, chat up, school beauties, school hunk, library, CET-4 and CET-6) Meng Xiaozhu (check grades, check class schedule ) Weizhijia (check grades, check class schedule) Tencent Weixiao (there are bullet comments on the wall, Tencent official product) Sanqu Weilian (countdown, recharge, pretend artifact, etc.) 2 Secondary development and cooperation If you have technical personnel, you can combine WeQing and online codes to develop some by yourself, and then have more related groups and forums to communicate. This is also a good choice. After all, relying on others is too passive. Profitability 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. Sales. 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 services: ASO optimization services Cucumber Advertising Alliance The author of this article @潘东升is compiled and published by (APP Top Promotion). 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