Misunderstanding 1 of the official account operation of enterprise WeChat WeChat: Positioning, informing users or serving users?
Many business leaders will ask WeChat to publish the following:
Corporate memorabilia: for example, the 20th anniversary of the establishment of the enterprise, reviewing the hard road to starting a business;
Products are hard and wide: simple and rude new products are released, and our instant noodles have introduced new flavors;
News of enterprises and leaders: enterprises win the honor of XXX, and leaders attend the XXX summit. ...
Looking through the list of WeChat historical news, most articles reveal a strong feeling that I take business as my home. Admittedly, the excellence of an enterprise is worthy of recognition and dissemination, but such content is more suitable for corporate news websites, Weibo and internal journals. The value of this kind of content to users is very limited, and users also lack the internal motivation to spread it.
In the long run, although the leaders are very concerned and the staff are very dedicated, the effect of WeChat operation is bound to be unsatisfactory.
Solution:
As a platform that can reach users directly, the content published by WeChat WeChat official account of most enterprises is limited, so it can be said that every content pushed by WeChat is very valuable for every user's click.
Enterprise WeChat should pay more attention to serving users and provide functions related to enterprise services to meet users' needs. Make WeChat account really useful to users, become a private butler who is ready to provide quality services to users anytime and anywhere, and even form a good friend relationship, thus better helping enterprises to precipitate and aggregate users.
Reference case:
China merchants bank credit card
In the enterprise micro-signal in the above example, a good partnership has been formed between enterprises and users. Enterprises have won the trust and stickiness of users, and users have also obtained convenient and high-quality services, maximizing the benefits that WeChat WeChat official account may bring to enterprises and users.
Enterprise WeChat official account operation misunderstanding 2: Decision maker, is the post-90 s hole reliable?
To give the simplest example, when many traditional media just started to establish official WeChat accounts, their WeChat typesetting was as follows:
Indentation of two words in the first line of a paragraph conforms to the typesetting habits of newspapers.
The font size is oversize 18-20, probably because senior editors have bad eyes and the font size looks comfortable.
The cover picture is a kind of calendar landscape painting, which was taken by the older generation when traveling.
This style of painting was very popular at first, but gradually it almost disappeared.
Solution:
Most of the reasons for the disappearance of painting style mentioned above are because the operation effect is not good or should be carried forward.
Having said that, I have to mention one person: Sha, the founder of vision.
In the operation circle of official WeChat account, the "visual sense" is well-known, ranking in the top three of Lohas' new list all the year round, ranking in the annual list of China WeChat Top 500 on 20 16, with various trophies and advertisements.
A while ago, in addition to reading more than 50 million off the charts, I was surprised that the post-90s generation behind this article became a WeChat official for more than a year.
At the same time, the creators of late-night programs of the same scale, Xin Shu Hu and KY, are mostly post-90s.
They are good at finding interesting topics, and are good at expressions and communication methods that young people like, and have created a large number of explosive articles.
Therefore, enterprises mainly have a healthy and lively young mentality of keeping pace with the times, or let the post-90 s shoulder the burden of WeChat operation.
Enterprise WeChat official account operation misunderstanding 3: blindly pursuing the number of fans
Speaking of WeChat operation, I have to mention KPI.
This is the curse that bosses talk about and employees draw small circles.
In terms of WeChat operation, how to formulate an effective KPI is a top priority for bosses.
However, for enterprises, if they don't have a correct understanding and grasp of their own industries and users when making KPI, it will be very unfavorable for the healthy development of their new media strategy and new media team.
Solution:
For the number of fans, enterprises need to have a deeper understanding and judgment of the market in their own fields. For example, catering enterprises should know how many potential customers they have, what scope they may increase every day, how many new customers they can attract through marketing activities, and so on. It is very important for enterprises to master these practical materials for formulating a reasonable KPI for fans.
In addition to the number of fans, enterprises should also pay attention to how to improve the activity of fans. You can turn hard-won fans into active fans through event planning and providing services, so as to maximize the value of fans.
Enterprise WeChat official account operation misunderstanding 4: Is it really meaningful to pursue 65438+ million+readings?
Many bosses are jealous when they see other people's 65438+ million+articles on the screen.
In fact, for enterprises, reading should not be the primary criterion for considering KPI. More attention should be paid to the amount of transformation related to enterprises.
If the enterprise's goal is to promote APP, then the KPI to be considered is the conversion amount of downloading APP through WeChat WeChat official account.
If the enterprise's goal is to provide services, it should be considered how many users have obtained satisfactory services through the WeChat channel and what room for improvement.
If the enterprise's goal is to drain the mall, then it is necessary to consider the jump rate of the link jump product page and the transaction rate of the jump user.
Solution:
From the perspective of demand and problem orientation, it is an important factor that bosses need to consider when planning the new media strategy of enterprises to formulate a reasonable KPI for the number of fans and reading volume of WeChat operation.
If you blindly pursue reading and think about all kinds of hot spots, blog eyeballs and title parties, the content is likely to have nothing to do with your own products and services, or even artificially brush reading, but it is not worth the candle.
Enterprise WeChat official account operation misunderstanding 5: brand aura: will the micro-signal of well-known brands succeed?
Many enterprises have achieved great success in capital accumulation in the past decades or even hundreds of years. In the new media environment, the status obtained by enterprises may not be consistent with the results and status obtained. In the new regulatory environment, large enterprises have great financial advantages and sufficient strength to hire outstanding talents, but at the same time they also have high communication costs and trial and error costs.
Solution:
Young people who are active in new media platforms will not be treated differently because of their well-known brands, but will like personalized, fun and interesting new media content. In the fast-paced new media environment, the cost of traditional big-name enterprises to successfully complete the transformation of communication mode in the new media context is higher than that of small and light young enterprises.
For example, Didi, Alipay, Haier, China Merchants Bank, Hainan Airlines and other large enterprises have found a clever combination of their own enterprises and WeChat, which has played a very good role.
But in terms of probability, a small and light enterprise like HeyJuice, which wants to spend some time, has low trial and error cost and less constraints, so the gameplay is more diverse and more pleasing to users.
Knock on the blackboard
Finally, let's review the five misunderstandings mentioned above, hoping to help everyone.
Positioning: Enterprise WeChat should be based on serving users.
Policymakers: I believe that the post-90s generation will boldly decentralize and moderately supervise.
Number of fans: Active and effective fans are the key.
Reading volume: the blind pursuit of 654.38+ million+has very limited significance.
Brand aura: Interesting and informative enterprise WeChat is more popular.
1. What if WeChat can't open the official account link of WeChat?
2. What is the difference between WeChat official account and enterprise?
3. How to make the official account of WeChat WeChat look better?
4. What can WeChat official account bring to TV media?
5. WeChat influence list