Tips for writing Weibo operation plans!

Many new media operators probably have only a vague idea of ​​how to write an operation plan.

Today, we will take the Weibo operation plan of a mobile game as an example to see how to write an operation plan.

Weibo background:

The xx mobile game is currently in the pre-order status, with 110,000 reservations on the official website and 8,563 fans on the Weibo channel. The content published on Weibo is mainly forwarded, with an average interaction number of 10. The reading volume is considerable a few days after publication and can be maintained at around 10,000. After a period of silence, the current reading volume is around 1k.

The channel has good feedback on popularity, and combining it with game promotion nodes can quickly accumulate fans and increase influence.

position:

The official game blog brings players official content (information, strategies, anecdotes, announcements, etc.)

Keywords:

xx mobile games, ACG, ARPG mobile games, feelings

Target group:

Related topics: anime fans, comic fans, ACG players, ARPG players (male users > female users; the target audience is mainly aged 19-24)

Hot Trends:

The average value of the hot discussion index for the month was 709. The peak occurred on April 23, one day after the announcement of xx mobile game, with keyword searches reaching 7781. The data is relatively objective.

If the official blog cooperates with the test nodes, creates momentum for operation and maintenance, it will be able to attract fans quickly.

PS: If your project name is not included as a keyword, then you can choose a most relevant included keyword. For example, if the character in your mobile game is a hunter, you can use "Hunter x Hunter" as a keyword for analysis. As an IP mobile game, users of Hunter x Hunter can be analyzed as potential users.

A shallow operation

1. Work content

1. According to the needs of the project team, adjust the copy to adapt to the format of Weibo channel posting

2. Release announcement information in a timely manner

3. Actively handle replies and private messages to ensure smooth flow of Weibo channels

4. Editing and publishing of event copy and statistics of winners

PS: The content items are provided by the project, and we mainly edit the copy. We plan 1-2 Weibo activities every month. If there are special nodes that require activities, you can make additional requests and we will plan the copy.

2. Personnel Reserve

One editor and one customer service

customer service:

1. Complete daily comment replies and private message replies, focusing on mobilizing players' emotions before the game is launched

2. Collect statistics on bugs and opinions after testing

3. Collection of event winners list

edit:

1. Write copy suitable for Weibo channel (submit for project review)

2. Planning of activity copy

PS: The activity node can be chosen two weeks before the next test, and 20 players will be selected to receive activation codes by forwarding, following and commenting on Weibo. You can also start fan welfare activities on the grounds that the number of fans has exceeded 10,000, use peripherals or qb prizes to attract players' attention, and then quickly attract fans. Early stage activities can be roughly divided into these two types. After the game is launched, you can attract fans through topics such as new version previews, opinion collection, and holiday benefits.

Additional: Summary of daily reply screenshots; statistics on number of blog posts, interactions and fans at the end of the month; no KPI indicators, complete normal operation of Weibo.

3. Quotation

xxxrmb/month

Category II Moderate Operation

1. Work content

1. According to the needs of the project team, adjust the copy to adapt to the format of Weibo channel posting

2. Release announcement information in a timely manner

3. Ensure that more than five blog posts are published each week

4. Actively handle replies and private messages to ensure smooth flow of Weibo channels

5. Editing and publishing of event copy and statistics of winners

6. Promote brand exposure

7. KPI

2. Operational ideas:

Determine the tone of your Weibo post

Standardize personification, posting format, and reply format.

Self-pronoun: Give yourself a meaningful name

Players collectively refer to: register players

Long article format: more paragraphs, fewer words, more pictures

The tone of regular Weibo posts tends to be two-dimensional, and posts are written in the form of Japanese catchphrases.

Purpose: To reduce players’ reading pressure, cultivate players’ reading habits, and form xx mobile game’s own Weibo style.

Determine the direction of content production

At this stage, we can mainly focus on game content revelations, hot topic discussions, related anime blog discussions, and related big V interactions (not involving original guides, videos, pictures, comics, etc.)

Purpose: To enhance user resonance, and use hot topics, feelings and revelations to attract players' attention in the early stages.

Determine the direction of interaction

Reply to private messages promptly to ensure that Weibo becomes an effective user feedback channel

Comments: Select 3-5 replies to whet players' appetite

Grab the hottest Weibo posts and answer some questions to increase brand exposure

Create xx mobile game topic

Purpose: To increase awareness among game players, ensure smooth feedback on Weibo channels, and finally attract new fans by grabbing the sofa.

Determine the activity

Activities are a way to significantly increase the number of interactions and readings. The rewards can be game CDKs or game peripherals, and the target audience must be fans and potential fans of the service.

It is best to hold the event in a fixed time period, such as at the end of each month or when the number of fans reaches a certain level. This is one of the most effective ways to increase user activity, cultivate user habits and promote.

3. Personnel Reserve

2 editors; 3 customer service staff; 1 promoter

The customer service and editing work are the same as above, and the promotion is mainly responsible for grabbing the sofa under major popular Weibo accounts to increase exposure.

Additional: Daily response content screenshot summary; month-end data statistics, and analysis report; KPI indicators

4. KPI

Number of fans: Net increase of 500+ fans per month before the test, and a minimum of 10,000 fans in the first quarter before the test

The number of fans of xx mobile game has only increased to 236 in the past 30 days

Interaction number: Ensure that the number of ordinary Weibo reposts, comments and likes is stable at 30+ before the test

5. Quotation

xxxxrmb/month

Three types of in-depth operations

1. Work content

1. According to the needs of the project team, adjust the copy to adapt to the format of Weibo channel posting

2. Release announcement information in a timely manner

3. Ensure that more than five pieces of deeply customized content are published every week

4. Actively handle replies and private messages to ensure smooth flow of Weibo channels

5. Editing and publishing of event copy and statistics of winners

6. Weibo competitor survey at the end of the month

7. Topic maintenance

8. Promote brand exposure

9. KPI

2. Operational ideas:

Determine the tone of your Weibo post

Standardize personification, posting format, and reply format.

Self-proclaimed name: Give yourself a meaningful name

Players collectively refer to: register players

Long article format: more paragraphs, fewer words, more pictures

The tone of regular Weibo posts tends to be two-dimensional, and posts are written in the form of Japanese catchphrases.

Purpose: To reduce players’ reading pressure, cultivate players’ reading habits, and form xx mobile game’s own Weibo style.

Determine the direction of content production

At the current stage, we can focus on game content revelations, hot topic discussions, xx anime and animation blog discussions, and related big V interactions.

Customize basic columns after testing

Difficulty explanation (explaining the difficulty of a certain game, in a teacher's tone)

Version preview (before a new version is updated, post a point on Weibo every day to guide players to participate in the new version discussion)

Server opening notice (to cater to players)

Announcement release (to keep players updated)

Interesting content (produced in the form of original comic strips, emoji sets, videos, and one-shots)

Purpose: To increase the retention rate of game players, combine the content of xx Weibo with details, and retain users with content. Original content can be shared with other channels to achieve resource sharing. Pictures and videos in Weibo channels can reduce users' reading pressure, thereby increasing reading volume and interaction.

Determine the direction of interaction

Reply to private messages promptly to ensure that Weibo becomes an effective user feedback channel

Comments: Select 3-5 replies to whet players' appetite

Grab the hottest Weibo posts and answer some questions to increase brand exposure

Create xx mobile game topic

Purpose: A gathering place for players, effectively increasing brand exposure. Register ordinary topics in the early stage, and guide players to initiate super topic applications after the test starts. Make the topic of xx mobile game into a super topic, and then bring your own content into the super topic to form a circle with traffic effect.

3. Competitive Weibo Survey

The project specifies two competing products, and we monitor their Weibo accounts every month. It includes multiple dimensions such as the output of competitor content, interaction volume, fan change, topic feedback volume and private message customer feedback logic.

IV. Personnel Reserve

2 editors; 3 customer service staff; 1 promoter, 2 writers; 2 designers; 2 videographers

The customer service, promotion and editing work are the same as above. The writers are responsible for producing explanations of difficult points and picture and comic scripts; the design includes holiday recommendation pictures, one-picture flow, and strip design; the videographer is responsible for producing video columns.

Additional: Daily reply content screenshot summary; original content packaged and sent; month-end data statistics and analysis report; month-end competitive product analysis report; KPI indicators

5. KPI

Number of fans: Before the test, the net increase is 500+ per month, and the minimum number of fans is 10,000 in the quarter before the test. The fan base is doubled within half a year after the test, and the number of readers of long Weibo posts is about 10,000.

The number of fans of xx mobile game has only increased to 236 in the past 30 days

Interaction number: Ensure that the number of reposts, comments and likes of ordinary Weibo posts is stable at 30+ before the test; achieve 100+ within one quarter after the test.

6. Quotation

The basic service fee is xx yuan, and the additional items include: difficulty explanation of one article xx-xxrmb (gif version is high-end); strip comic one frame xxrmb; one picture flow including copywriting xx-xxrmb/article; video column xx+rmb/issue; the above additional items can be planned and scheduled one month in advance to ensure that daily content can be seen in advance.

example:

Author: Mao Xiaotu

Source: maotuyx

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