New media operation: How to build your own internal and external matrix?

In this article, the author will talk to you about these two questions: What should you do if you want to make your official account more interesting?

You want to use other platforms to divert traffic to each other, how to do it? “Richer” = diversity. How does diversity come about?

It is definitely not something you can just do as you think, but as the number of fans increases, the demand for fans also increases.

Therefore, you would want to make your official account richer in order to meet the needs of more fans, not because you want to attract more fans through rich content.

This sentence may sound a little strange. To put it bluntly, you should first understand whether your fans like it before deciding whether to develop it. If your fans don’t like the new content you develop, then haven’t you worked in vain?

A relatively safe way is to use growth hacking thinking. For example, you learn that some fans want to launch new column content, but as a public account owner, you obviously understand how much it costs to add a column.

You at least need someone to be responsible for content output, so personnel/energy allocation is relatively important.

So, at this time we have to think about the needs.

Collect and organize requirements:

• The more fans you have, the more diverse their needs will be. You need to collect all the needs and organize them into a list.
• Behind every demand there must be a group of people, so that you can have a deeper understanding of this group, that is, which users have raised the demand, what are their characteristics, and why they have raised such a demand... You need to figure these out.

Screening and identifying needs:

After you have a list of requirements, you need to screen them based on the relevance to your team, existing plans, financial resources, and public account positioning.

Faced with so many demands, you can’t satisfy all your fans at once. You must determine the priority. The priority is the above four elements. The weights from high to low are: relevance of the public account positioning, team, existing plans, and financial resources.

• The identified needs must be highly relevant to the content of the official account
• The work load of your team members determines whether you need to add new people or assign tasks among existing people.
• Need to determine if there are gaps in the plan for the next period of time (if no new staff are added)
• If it involves funding, you need to determine how much it costs to fulfill this requirement.

Implementation and testing:

Once you have identified one or more of the many demands from your fans, the next step is to start implementing them.

The implementation stage is the stage of content collection, organization, and production. There is not much to say about this because it involves specific content.

Let's focus on the testing phase. During this phase, you need to do the following: monitor the basic and key data such as the reading volume, forwarding volume, and comment volume of the new content column every day, and record at least ten pieces of data.

The purpose of monitoring data is to analyze whether it is necessary to continue the new column content.

Secondly, you also need to reach out to your fans to understand their satisfaction with the content. If they have any opinions, record them for subsequent optimization.

Analyze and determine ongoing development:

After running the data for a period of time, you need to analyze the following questions:

• How much does the team contribute?
• How difficult is it to create new content?
• If it involves monetization, what is the effect?
• How do fans respond to new content?
• …

The above are the basic factors to determine whether you need to persist in new content or optimize new content. If all the data is ok, you can start promoting it in the WeChat ecosystem.

Promotion:

Add promotion of new content columns in the following places:

• Official Account Menu Bar
• Automatic reply increase
• Article internal implantation
• Social media and WeChat account guidance

The above places are the main places. After all, your content is centered around the official account fans, so the main battlefield is still centered around the official account.

2. How to use other platforms to divert traffic to each other?

The above is an idea of ​​creating a diversified content matrix for public accounts based on fan needs, which belongs to the construction of an internal matrix.

If you want to divert traffic to other platforms, you need to build external channels, but one thing you need to be clear about here is where is your main base?

I am assuming here that your main base is the official account, so the external channels play a supporting role (relative to your internal core channels).

How much effort should be put into it?

It also requires some deliberation. The general process is: screening-determination-continuous investment

Investigation and screening:

To create a new media matrix for other platforms, you need to first determine one thing: which platforms.

The preliminary work is rather tedious and requires you to do a lot of things at this stage.

• User level
• Crowd positioning
• Process, rules, and performance style
• Key performance data
• Competitors’ presence
• Staffing

The above is the information you need to know before you prepare to build a new external media matrix strategy.

• You must ensure that the platform you are planning to deploy has enough users
• Their user group attributes
• Are there any rules to be aware of and what is their style?
• What are the key performance data (e.g., likes for Zhihu, recommendations for Toutiao, and reposts for Weibo)
• Are your competitors here and what their current status is?
• How many people do you need to do this?

Once you have figured out these things, you may have a basic impression of each platform. The next step is to screen and select the ones that contribute more value to your product.

It doesn't mean that all platforms should do it. Those that are unpopular, have a small number of users, have too strict rules, and have too complicated processes can be eliminated.

You may have collected dozens of platforms, but in the end you can only decide to try a few or a dozen of them.

Confirm implementation:

Now it's time to start. How should you do it? Do it according to the implementation stage of the first question , and output content based on the characteristics and positioning of your product. Don't synchronize content to other platforms with one click just to save trouble, because the rules and tone of each platform may be different.

If conditions permit, assign someone to be responsible for it. If not, continue to screen and only focus on a few high-quality leading platforms.

The following steps are the same as the first question. Record and analyze the data to determine which platform needs your continued investment in the future (whether to promote or not depends on the situation).

The role of the external matrix is ​​more about exposure and traffic diversion, but you need to be careful, after all, the traffic belongs to others. Many platforms have certain restrictions on advertising placement, and the operation of graphic content will be more restricted;

But audio and video content will have more advantages, you can use sound to divert traffic.

Of course, you can also choose not to direct traffic and just run the well-run platform as an independent product. For example, Tik Tok can even monetize if it does well, so you don’t actually have to deliberately direct traffic to the official account.

Why do I want to write about this topic? Because I found that many people don’t understand how to make a plan and how to do planning. All of what I have written above is a basic plan idea. I wrote it simply, but the plan you make at work will definitely be more complicated. Time, personnel, budget, effects, etc. are all involved, and what I told you is the idea and outline.

When your boss tells you to make a plan to increase your followers, you can apply the model I mentioned above.

Any plan is inseparable from three key points: sorting and screening, determining implementation, and sustainable development

Based on these three points and combined with your own work content, try to make a plan. You only need to try to make a complete plan, and you will have surpassed many people.

#Dark human nature is the biggest demon that hinders your success, such as procrastination.

Author: Wen Qinghe

Source: Wen Qinghe