Useful Information | How to plan a public account operation plan?

I'm currently working on an overall operation plan for an internal public account . I wanted to look up some information and discovered that there is a lot of content related to public accounts, but there is rarely a complete overall operation plan for public accounts. So I decided to prepare one myself, starting with the four major modules of packaging, content planning, operation and promotion , and user management. I'll share it with everyone at the same time, and look forward to your giving me more suggestions for improvement.

1. Public Account Packaging

1. Public account name

XX Intelligence Agency

2. Introduction to the official account

Push text and picture messages to followers. The content pushed mainly includes XX product information, interesting activities, workplace tips , emotion management, etc., to guide users to understand XX product culture, participate in XX brand interactive activities, and become users' workplace information assistants.

3. It is recommended to design a fixed logo for the official account , which can help users form brand awareness of the official account. When they see this logo in the future, they will think of our platform and the products corresponding to our platform.

4. Public account positioning (user positioning, role positioning)

User positioning: Group employees who use XX. Serve as a workplace information assistant for users.

Function positioning: Become a window for XX brand promotion and external product communication.

5. Slogan of the official account

Form a solidified slogan that can appear after each push and also form brand culture.

2. Content Planning

1. Content stage planning

Phase 1: In the early stage, the popular science content about products and practical workplace knowledge is mainly used for popular science, which can be combined with long pictures and texts for push.

In the early stages, you should consolidate yourself, accumulate high-quality content, and become a high-quality public account with potential.

Phase 2: Invite big guys to share their thoughts and experiences in the workplace in the form of interviews or commissioned articles.

In the medium term, use the appeal of the big guys to continuously subscribe to reading volume. ( PGC )

Stage 3: Invite users to discuss a certain topic and publish it in writing.

In the later stage, UGC will be continuously output to further attract readership.

2. Material planning

Establish a public account material library to provide content support for regular updates.

PS: The content module has been integrated with user interview preferences.

3. Update frequency

Once a week

Solidifying the push frequency and push time is helpful to cultivate users' reading habits

3. Operation and promotion

Since XX’s internal official accounts do not need to consider too many subscription issues for the time being, our operational promotion goals are focused on expanding the scope of content promotion and increasing the number of clicks and readings of official accounts.

1. Operational plan

Collection and creation : can be divided into original creation and secondary creation from material library. After the creation is completed, the content must be reviewed first, and only after passing the review can you enter the design and production stage.

Design and production : Because the content of the official account needs to be released together with long pictures and texts.

Regular push : Determine a unified time for push.

2. Promotion plan

KOL recommendation : Use the interview experience of bigwigs to attract subscriptions and reading volume, and at the same time use the power of bigwigs to increase subscriptions.

Drive sharing : Use rewards, curiosity, and showing off to attract users to forward and share.

Two swords in one : Official accounts and posters, activities, H5 and other entrances complement each other to increase reading subscriptions.

4. User Management

1. Cultivate user habits

Push notifications at fixed times (time to be determined) will cultivate users’ reading habits .

2. Guide background interaction

After each public account is published, the backend can comment and reply on its own , which will guide the reading users and prompt them to leave messages in the backend as well.

3. Regular data management

Determine user preferences by obtaining background data, for example, the reading volume of different content can determine which type of content the user is more interested in.

4. Establish group management

By establishing a fan group for a public account, we can receive regular feedback from users and understand how they react to the content we publish. At the same time, we can also continue to get to know our users and understand what they really like.