Hotel WeChat official account operation plan, how to operate WeChat official account?

Recently, I happened to be involved in the operation of hotel official accounts, and some friends who run hotels called to consult about related matters, so today I will briefly talk about the operation direction of hotel official accounts. Hotel WeChat official account operation plan, how to operate WeChat official account? Let’s learn more about it with Feng Chao from Dongguan Network Promotion !

Hotel WeChat official account operation plan, how to operate WeChat official account?

First of all, let's clarify the motivations for users to follow public accounts. There are three main reasons:
Function: You can enjoy certain functional services through the official account

Information: You can obtain relevant information through the official account

Discounts: You can get certain discounts through the official account

Therefore, when we position our official account, we can focus on these three key points, such as establishing a WeChat official account that can provide users with hotel reservations, order inquiries, customer service consulting services, and push the latest promotional information to users. Note: Make it clear whether the core of your account creation is to provide functional services or to distribute information, so that you can clearly distinguish the priorities when designing menus and guiding users.

After understanding the target tasks, start to analyze the target audience, which mainly includes the following dimensions:

gender

age

income

Education

City

Behavioral Preferences

This will be closely related to your later product marketing strategies (such as preferential package pricing and combinations) and tweet content formulation.

Then there are some small suggestions about each operation section.

Product information (room type introduction)

Brand story (improve your brand image)

User experience (personal experience of hotel guests)

Promotional activities (enhancing user stickiness)

Surrounding information (related to the hotel and interesting or practical)

Establish a member points system to give WeChat members certain discounts both online and offline. For example, if the points reach XXX, you can enjoy a 9.5% discount on hotel bookings.

We hold WeChat events 1-2 times a month to attract new users, retain existing users, and convert existing users.

New user acquisition activities - follow us to get free gifts, share screenshots to get free gifts, WeChat red envelopes, etc.

Retention activity - Sign in X times to get XX or regularly draw X lucky users every month to get XX gifts

Conversion activity - enjoy X discount when booking a room on WeChat, and get XX free when registering for a room on WeChat on X month X day

The activities are diverse and not limited to the types mentioned above.

Form a good habit of recording daily, weekly and monthly reports, and always pay attention to changes in various indicators, such as: number of fans, attention channels, drainage effects, activity, reading rate, retention rate, etc.

When user data fluctuates, all possible factors should be listed, checked, and ranked according to their impact on the data. Precision marketing can be achieved through label setting, user grouping, etc. to optimize user experience. And compare with various indicators in the same industry to clarify the optimization direction.

Store mini program, nearby mini programs are displayed within five kilometers:
Public accounts promote each other (big accounts help promote)

Weibo and blog promotion

WeChat Drift Bottle, Shake (personal account required)

Related industry APP, website promotion (including one-stop website for hotel reservation services)

Instant messaging tool promotion

SNS social promotion (forums, QQ space)

The above methods have low costs but poor effects, high costs for good effects, and sometimes high costs may not necessarily result in good effects.

Cloth code! Cloth code! Cloth code! (Important things should be said three times)

Place the QR code at the hotel front desk (not limited to the front desk, any place where customers gather)

Place QR codes on hotel supplies (such as printing QR codes on bedside tables, tissue boxes, etc.)

Print and distribute flyers with QR codes (can be used in conjunction with related promotional activities)

Give away souvenirs with QR codes

Print QR codes on the business cards and clothing of relevant personnel (some uniforms are not suitable for printing QR codes, please be cautious) (do not miss any opportunity)

When launching a promotion, it is recommended to carry out online and offline promotion simultaneously for better results.

The above content is just a brief discussion, and you can use it as a general template. When actually planning the plan, you will of course need to further refine it based on the size and characteristics of your hotel.