Planning: typesetting and composition are more important. The columns should be unified, and users will feel neat when they receive the message. Many times, columns with different shapes make me feel very tired. I pay too much attention to the official account of WeChat, and it is hard for people to find bright spots in irregular columns. In the golden column, it is mainly to put important content, which is also the content that people click to read and share the most.
Title-How many highlights are not exaggerated?
Content-Exquisite creativity is valuable.
Interaction-managing customers and understanding communication.
Information-Analyze the situation and adjust the time
Promotion-good access and high experience.
We should have the ability to innovate, form our own style and keep reading.
So as to run a WeChat official account? 12 form for you to operate the official account of WeChat.
Form 1: Message reply is polite.
Generally, prepare a topic according to current hot spots, recent activities, festivals and celebrations, etc. , let users reply to the message area of pictures and texts during the activity time, and then randomly screen or select award-winning users according to rules such as the number of likes.
Another method is that if you want to leave the specified content, you can directly randomly select the winning users and test how many users are willing to participate in the interaction in the simplest way.
In addition, you can also collect registration messages, which are not only linked to other activities, but also qualified to participate in other activities through message reply.
Activity table remarks:
Simple and easy to operate, high user participation and strong controllability. However, users are prone to mental fatigue and the topic needs a strong sense of interaction.
Form 2: show politeness.
One way is to set the direction.
For example, parent-child photos, family photos, wedding photos, modeling photos, landscape photos, food photos, cute pet photos and other interesting photo types: the third photo in the mobile phone, the strangest expression photo I have ever made, the most ridiculous gift photo I received, etc.
Then, let users send photos to the backstage of WeChat official account, and then select the winning users according to the activity rules.
Another way is to promote sharing, trading or other KPI exposure activities.
For example, share the specified pictures or articles to the specified circle of friends, WeChat group or other platforms, and then retrieve the corresponding pictures.
Or, take photos of the purchased items or shopping receipts and send them to the background on the official WeChat account, and the operators will select and reward them after receiving them.
Activity table remarks:
Strong sense of interaction, able to combine operational objectives. But user participation is more difficult than polite reply. The received pictures can only be stored in the WeChat background for five days, and it is necessary to collect user participation information in time.
Table 3: Password Red Packet
If what is the most popular gift in the official WeChat account, users will definitely tell the truth and give it a red envelope. WeChat official account operation, red envelopes are also very common.
Generally, the red envelope password will be announced at a certain point in the activity cycle in advance. After receiving the red envelope password, the user can reply to the corresponding red envelope password on WeChat, or enter the password content in the Alipay password red envelope to receive the red envelope.
In order to control the cost, the number of red envelopes is generally limited while stocks last.
Activity table remarks:
An effective means to gather popularity, but now there is a WeChat red envelope team, which needs to be alert to the concentrated attacks of invalid users, leading to the loss of the meaning of the event.
Form 4: The lottery is polite.
During the activity, users complete the specified requirements, or users of specified types enter the activity page to draw prizes through the public platform, and have the opportunity to win prizes.
The form of the lottery can be the common big turntable, nine squares, golden eggs, scratch music, flip music and so on. Or the form presented to users can be made into certain patterns according to the theme of their own creative activities, which will increase the interest and freshness.
Activity table remarks:
Common means of giving back to users, it is suggested that in addition to the grand prize, more rich small prizes should be set to ensure that more users can participate in or win prizes, so as to strengthen the relationship between users and the platform.
Form 5: interactive game with prizes.
At present, many platforms provide free interactive game interfaces. These mini-games are usually similar to some popular stand-alone games, such as Lianliankan, Xiao Jie, fruit cutting, Parkour, cash cow and even fighting landlords, playing mahjong, etc. Users can enjoy entertainment and win prizes through small game competitions.
If accessing other platforms will lead to information leakage on your own platform, you can also find your own technical team to develop interactive games and keep the background and information in your own hands.
Activity table remarks:
Strong entertainment, can bring a certain sense of freshness and participation interest to users.
Form 6: virus H5 interaction
Not every activity needs a reward to participate. Now many forms of virus H5 activity can also be mentioned.
The once popular virus H5 includes several forms:
1, generator type
Users can generate interesting payslips, certificates, WeChat conversations, photos, posters, infographics, facial expressions and so on. By inputting the specified information on the H5 page, the viral spread can be promoted through fun, interesting or valuable content;
2. Test type
For example, answer the specified questions, conduct your IQ test, EQ test, professional quality test, etc.
In other words, it is to grade your photos, photos of you and your family, horizontal photos of you and your lover, fit and similarity;
Or, you set questions for your friends to answer and test your understanding, sincerity, trust and so on.
Activity table remarks:
A great communication weapon, planned, is likely to become one of the favorable recruitment functions of the platform.
Form 7: Voting/Evaluation Activities
This is said to be the most annoying activity form in the circle of friends and WeChat group, but it is also one of the most effective activities in China.
The form of the activity is generally a competition system, which attracts users to sign up by setting up a grand prize, and then canvasses on the official account of WeChat, and decides the winner according to the final number of votes or the registration content.
The most common voting activities in official WeChat accounts are generally Meng Chong Competition, Children's Works Competition, Employee Works Appraisal Competition, etc. These are all driven by interests and supported by human feelings and vanity. As long as these elements are used well, voting activities will basically achieve good results.
Activity table remarks:
1, wechat backstage voting system is too simple and has poor communication ability. It is best to build a special voting platform;
2. The voting process should not be too complicated. For example, it takes half a day to find the voter you want, and others may give up;
3. The voting mechanism needs to prevent cheating;
4. If the purpose of voting is to attract powder, don't forget that voting needs attention, and there will be content to attract users after voting.
Table 8: Award-winning Research/Q&A Activities
Research is a very useful form of collecting information for the development of public platforms, and questions and answers can trigger users' thinking and recognition of platforms and product brands in this form.
Generally speaking, the form of activity is to set a questionnaire or question-and-answer topic according to the needs, and users can get the designated reward by participating and filling in the information. If the platform builds its own research system, users can complete the research, award prizes directly, and * * * users can participate.
Activity table remarks:
Don't study for the sake of study. Be sure to consider the target object and make a purposeful questionnaire.
Table 9: User's New Courtesy Activities
In addition to brand promotion, the goal of most official WeChat account activities is to attract new users, so official WeChat account must make all registered users become partners of official WeChat account and have their own exclusive promotion code.
The activity form is generally that during the specified activity period, the old members share the QR code, and every time the promotion is successful, the old members can get a reward or share.
In addition, a sharing ranking contest can be held during the event, and users who share successfully the most times can get extra rewards.
Activity table remarks:
It is suggested that there should be a regular recruitment mechanism for old members and regular recruitment activities for old members to attract users to contribute to the development of the platform.
Form 10: guessing activities
Many platforms are doing solve riddles on the lanterns activities during the Lantern Festival, and this form of solving riddles on lanterns really fits the interaction of the official WeChat account itself.
There are two forms of guessing activities:
1. Construct puzzles by words, pictures or videos, and users will send the answers to the puzzles to the operators through WeChat;
2. Operators design the direction of some puzzles for users to dig for treasures.
For example, telling users to reply to the words related to "chicken" in life may dig out the eggs set by operators.
Activity table remarks:
This problem can't be too difficult. If it is difficult, the threshold is too high and it cannot be too easy. If it is easy, there is no sense of accomplishment. Therefore, good guessing activities are closely related to the planning of puzzles.
Form 1 1: essay.
Before there was no WeChat platform, the essay activity was very smooth. On the contrary, there are few similar activities on the platform now, probably because few people are willing to precipitate and create, but personally, this is a lazy interactive way for operators.
The form of activity is generally to set the direction of essay writing, such as collecting dream lists, articles on the theme of Lantern Festival, or poems and essays, or collecting propaganda slogans on public platforms for users to create. User-created content can be promoted and published on the WeChat public platform, and outstanding works will be rewarded.
Activity table remarks:
It is more suitable for platforms with certain requirements for original content and high quality and cohesion of fans.
Form 12: User Interview Activities
Everyone is their own brand. Don't think that your users are just listeners. Sometimes you can do an activity and make yourself the object of listening.
The form of activity is generally to plan your own theme direction, and then invite users to sign up for one-on-one communication and interview. Listen to the user's story, write it down in words or design it as a chart, so that the user's story can become one of your operational materials. Of course, you should also give some encouragement to the users who participate in the interview.
Activity table remarks:
This kind of activity is especially suitable for professional media platforms, or platforms that need one user to infect more other users. Of course, for a platform that lacks writing materials, try it.
In fact, the forms of activities are far more than these. For example, I won't repeat the praise activities explicitly prohibited by Tencent, and I won't say much about online activities combined with offline activities. I believe that as long as I am good at thinking, I can play with users. There are many activities.
In addition, my point of view is that the form of activity is only the direction and way of thinking. A good operator should have his own way of showing activities, and use infectious and expressive words and pictures to package the activities, which will make people shine, otherwise it will be just the same and have no personality.
How to operate a WeChat official account? First of all, you need to locate the official WeChat account. A good positioning is the direction of operating the official WeChat account in the later period.
Locate the nature of the official WeChat account and the target audience of the official WeChat account.
With a good positioning, the post-operation of the official WeChat account will focus on this.
Then there is the good content of the official WeChat account. Content is always needed by users, and valuable and in-depth content is the goal.
The content is also generated based on the positioning of the official WeChat account. If you are an official WeChat account with information, such as real estate information.
You need to publish timely and professional relevant information, and users will only have content.
During the promotion of WeChat official account, it may be necessary to do some activities and give some prizes to let more users pay attention to WeChat official account.
There are various forms.
With content and users, it will be profitable and transformed later.
There are generally two ways here: advertising and shopping malls.
Income is realized by advertising fees, and profit is realized by selling good goods in shopping malls.
How to operate a WeChat official account? Ask for advice. Several points for attention in operating official WeChat account:
Be down-to-earth.
The biggest difference between the official WeChat account and the traditional media is that it is close to people's lives and has a lively and grounded style. The public is fed up with empty talk, platitudes and written media style. The rigid style divorced from public life has been abandoned in the network age. Talking without affectation and conforming to the daily habits of the public are the most touching weapons of the media in the network age.
If a WeChat official account still follows the style of traditional media, readers will vote for you directly with their feet.
How to ground gas is easy to do, as long as you have the concept of grounding gas, are willing to ground gas, and have no advanced skills, just talk to readers and communicate with them in the language of daily life.
There is a limit.
When I say forced, I don't pretend to be forced, but I have personality and a little extreme. Idiot is the standard of a new generation of young people and the main feature of the Internet industry.
With the increasing proportion of these new generation of young people in the crowd after 80' s, 90' s and 00' s, the influence of the Internet in the whole society is increasing, and idiots will become the label of the whole society. In the face of idiot readers, how can you get rid of idiots?
I don't know how to push. Look at how young people who are forced to show themselves on social networks imitate their behavior, learn their language and follow their attitude, and they are forced to do so in an instant.
Have moral integrity
In this extremely restless society, it is necessary to have moral integrity. It is easy for readers to perceive whether there is moral integrity. An official WeChat account must have its own special values, what are your principles, what you will never accept, and what values you will convey to readers.
Ethics is manifested through actions. For example, many official WeChat accounts are eager to cash out now, and begin to accept commercial soft articles and commercial training advertisements, and send some misleading and deceptive articles. What's the point?
Also, in order to improve the reading volume and forwarding rate of articles, publish some false articles on chicken soup, health preservation and current affairs. Is there any moral integrity in front of readers?
There is a core point in doing exercises. Before you do anything, ask yourself whether this action touches the interests of readers. If so, then don't do it.
personalized
The most awesome realm of WeChat official account is to make readers feel that it is no longer an illusory cyberspace, but a person with flesh and blood, a person with all the characteristics, thoughts, joys and sorrows and personality of a living person.
Let the relationship between the official WeChat account and the reader's home be transformed into a relationship between people. In essence, this is also the media feature of the Internet age, from organization to people to people.
Personalization can be achieved from two aspects.
First, the operator grafts all his personal attributes to the official WeChat account to show your personality, attitude and emotions in the official WeChat account. This is the easiest to operate, but there is a disadvantage, that is, once the operator is changed, the style will change greatly, which will be very unfavorable.
Second, position the official WeChat account as a virtual character, endow this character with unique style and characteristics, and let this virtual character communicate with readers in its own style. So there is no risk of being replaced. However, this method also has a difficulty, that is, after positioning the official WeChat account as a person's role, it is very important to create a unique style for him. You must build content, design activities and organize language around this style.
The specific style depends on the following two factors:
One is the style of your readers;
The second is the type and characteristics of your product;
To sum up, do the above and become an attractive official WeChat account, which can completely achieve your specific goals.
How to do a good job in the official account operation of enterprise WeChat recruitment WeChat should grasp several key points:
1, can you clearly locate your target group?
2. Do you know what your target group wants? Do you have anything they want? What's the difference between you and organizations that also have these things?
It is also very important that you are willing to spend time with your users. Lao Yu found that regardless of the number of interactions, the conversion rate of chatting between people with customer service and users is at least three times higher than that of people without customer service.
How do college students operate a WeChat? If the official WeChat account already knows that the target is a college student, there are two problems to be solved (this is not very specific for college students). According to grades, freshmen, sophomores, juniors and seniors have different needs. Of course, the needs after graduation are different. )
What are you going to export to college students? Is what you can give to college students.
What are you going to sell to college students? It's the back end. How do you want to make a profit?
In addition, we should think about the problems to be solved.
How about online promotion+offline trading?
The college students you are targeting, which place do you mean? Do students in every place have regional characteristics?
How to operate the official account of Mask WeChat WeChat? You need to plan the operation according to your products. Most people who use masks are women, and articles related to your products need to be published on WeChat official account. For example, introduce the benefits of using the mask you sell and the ingredients of the mask. Don't advertise a lot, even if your product is good, users won't like it. If you have no operating experience, you can communicate with macro brand planners, who can help you solve unnecessary troubles.
How to operate the official Chinese WeChat account or win by content? This is also a minority group and can find the same type of mutual promotion.
How to operate a mother-infant WeChat official account? You can pay attention to several official WeChat accounts with similar themes to see how others do it and what they have. Then you can learn from others' characteristics and try to integrate your own ideas to ensure the readability, practicality and focus of the content. Over time, it gradually formed its own characteristics.
How should enterprises operate in the background of WeChat official account? Hello! Glad to answer your question. 1. Register a WeChat public platform. At present, there are three official WeChat accounts: subscription number, service number and enterprise number. If you want to use the WeChat public platform for marketing, then choose the subscription number. If it is used for product display and sales, select the service number.
2. Naming Because the name of the official WeChat account cannot be changed once it is set successfully, the name must be carefully determined according to your actual needs. If it is for the purpose of sucking powder, then a name that everyone is interested in. If it is for brand promotion, it is best to name it with your own product name or company name.
3. Improve the avatar, profile, company name, location and other related information. Among them, the avatar and introduction are very important. An avatar is like a human face. People who are beautiful are more popular, and introductions are more important. Your introduction directly determines whether readers pay attention to you.
4. Both the subscription number and service number of WeChat authentication have the function of custom menu, but the subscription number can only be opened after authentication. If it is made by an enterprise, it is recommended to certify and open the custom menu function, because the custom menu highlights the customer experience. If the customized menu is well done, the customer experience will be good, and customers will be willing to continue to pay attention to you.
5. After the graphic message push WeChat is set up, the next step is to push the graphic message on the WeChat platform. The choice of graphic messages is very important, which directly determines your fan loyalty. If the content of your message can't attract the attention of fans, it's easy to lose powder. Therefore, when you write graphic messages, you must grasp the hearts of fans and analyze which group your fans belong to, what content they want and what content they will share and forward. According to data analysis, 20% of WeChat users will choose to read articles on the subscription number, while the remaining 80% will choose to read in the circle of friends. Therefore, we must grasp the hearts of these 20% people, and the article will be forwarded in the circle of friends after being recognized by them.
6. Secondary development of WeChat platform The existing tools and functions of WeChat public platform are relatively monotonous, so if you want to do a good job of WeChat public platform, you need more functions to support it, such as micro-site and micro-test. , but the function is dead. Whether you can do it well depends on whether you have good ideas to make full use of these functions.
7. Interaction and maintenance of fans Many operators of WeChat public platforms do not pay much attention to the maintenance of fans. Everyone only focuses on how to attract more fans and how to get more reading. They don't do any follow-up maintenance for customers who have become their own fans in the official WeChat account, resulting in serious loss of fans or fans becoming dead fans. Many tubas claim to have millions of fans, but their graphic readers can't even reach 1%. So be sure to interact with fans every once in a while.
To sum up, I believe that as long as you do the above, your official WeChat account will be popular.