Introduction: As a dry goods category, WeChat official account's original content is the primary productivity. However, the continuous export of dry goods will lead to the accumulation of many articles in WeChat official account backstage, with different themes or different angles of the same theme. To run a WeChat official account well, we need a system. On the one hand, it is convenient to sort out articles; on the other hand, we can easily check what we want to see. How to manage a WeChat official account operation?

Form 1: leave a message to reply politely

Generally, a topic is prepared according to current hot spots, recent activities, festivals and celebrations, so that users can reply in the message area of pictures and texts during the activity time, and then randomly screen or select winning users according to rules such as the number of likes;

Another way is to randomly select the winning users directly if you ask to leave the specified content, and test how many users are willing to participate in the interaction in the simplest way.

In addition, it is possible to solicit messages of registration type, which are not only linked to other activities, but also get the qualification to participate in other activities by replying to messages.

comment on the activity form: simple and easy, with high user participation and strong controllability. However, users are prone to psychological fatigue, and the topic needs a strong sense of interaction.

Form 2: It's polite to take photos in the sun

One way is to set the direction, such as 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 photos I have done, the most ridiculous gift photos I have received, etc., and then let users send photos to the backstage of WeChat official account, and then follow the activities.

Another way is to promote sharing, trading or other KPI exposure activities, such as sharing a specified picture, a specified circle of friends, WeChat group or other platforms for sharing articles, and then intercepting the corresponding picture; Or take photos of purchased items or shopping receipts, and send them to the backstage in WeChat official account, and the operators will select and reward them after receiving them.

comment on activity form: stronger sense of interaction, which can be combined with operational objectives. However, it is more difficult for users to participate than to reply politely. 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.

Form 3: Give a red envelope with a password

If the most popular gift in WeChat official account is anything, users will definitely tell the truth and give it a red envelope. WeChat official account operations, red envelopes are also very common.

generally, advance notice is given, and the red envelope password is announced at a certain point in the activity cycle. After receiving the red envelope password, users can reply to the corresponding red envelope password on WeChat or enter the password content in Alipay password red envelope to get the red envelope. In order to control the cost, the number of red envelopes is generally limited, while stocks last.

comment on the activity form: an effective means to gather popularity, but now there is a WeChat red envelope team, so we need to be alert to the centralized attack of invalid users, which leads to the loss of the meaning of the activity.

Form 4: Lucky Draw Courtesy

During the activity, users can complete the specified requirements, or users of specified types can enter the activity page through the public platform to draw a lottery and have the opportunity to win prizes.

The forms of the lucky draw can be the common big turntable, nine squares, golden eggs, scratch music, flip music, etc., or the forms presented to users can be made into certain patterns according to the theme of their own creative activities to increase the interest and freshness.

comment on activity form: a common means to give back to users. It is suggested to set up more abundant small prizes in addition to the grand prize 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 games have prizes

At present, there are many platforms that provide free interfaces for interactive games. These small games are usually similar to some popular' stand-alone games, such as Lianliankan, enjoy fun, cut fruit, parkour, cash cow, even fighting landlords and playing mahjong, etc. Users can not only have fun but also win prizes through small game competitions.

if accessing other platforms will lead to the data leakage of your own platform, you can also find your own technical team to develop interactive games and keep the background and data in your own hands.

comment on the activity form: it is entertaining and can bring users a certain freshness and interest in participation.

Form 6: Viral H5 Interaction

Not every activity needs a reward to have participation. Now many forms of viral H5 activities can also be referred to.

The viral H5, which was once popular for a while, includes several forms: one is the generator type, in which users can input specified information on the H5 page, that is, they can generate interesting payslips, certificates, WeChat conversations, photos, posters, data infographics, emoticons, etc., and promote the viral spread through fun, interesting or valuable content; One is the test type, such as answering the specified questions to conduct your IQ test, EQ test, professionalism test, etc., or grading your photos, photos of you and your family, photos of you and your lover horizontally, in conformity and in similarity; Or maybe you set questions for your friends to answer and test your understanding, sincerity, trust and so on.

comment on the activity form: a great weapon of communication, well-planned is likely to become one of the platform's favorable recruiting functions.

Form 7: Voting/Appraisal Activity

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 activity form is generally a competition system, in which users are attracted to sign up by setting up a grand prize, and then canvassing through WeChat WeChat official account, and the winners are determined according to the final number of votes or the registration content. The most common voting activities in WeChat official account are generally Meng Chong Competition, Children's Works Competition, Employee Work Appraisal Competition, etc., which are driven by interests, supported by human feelings and vanity. As long as these elements are used well, the voting activities will basically achieve good results.

comment on the activity form: it should be noted that, first, the voting system in the background of WeChat is too simple and its communication power is not good, so it is best to build a special voting platform; Second, 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. Third, the voting mechanism needs to prevent cheating; Fourth, if the purpose of the voting activity is to suck powder, don't forget that you need to pay attention to vote, and there will be content to attract users after voting.

Form 8: Award-winning research/question-and-answer activity

Research is a very useful form of collecting information for the development of public platforms, and question-and-answer can trigger users' thinking and recognition of platforms and product brands with this form.

generally, the form of activity is to set up a survey questionnaire or question and answer questions according to the needs, and users can participate and fill in the information to get the designated reward. If the platform has its own research system, users can complete the research, and the rewards will be distributed directly to stimulate users' participation.

comment on the activity form: don't do research for the sake of research, but must consider the target audience and make a purposeful questionnaire.

Form 9: User Promotion and Courtesy Activities

In addition to brand promotion, the goal of most WeChat official account activities is to attract new users, so WeChat official account must make all registered users become one of WeChat official account's partners and have their own exclusive promotion code.

The activity form is generally that during the specified activity period, when the old members share the QR code, every time they successfully promote it, the old members can get a reward or share. In addition, a sharing ranking contest can be held during the activity period, and users who share successfully the most times can get extra rewards.

comment on the activity form: it is suggested that there should be a regular old member recruitment mechanism and regular old member recruitment activities to continuously attract users to contribute to the development of the platform.

Form 1: guessing activities

Many platforms are doing guessing activities during the Lantern Festival, and this form of solve riddles on the lanterns really fits in with the interaction of WeChat official account itself.

there are several forms of guessing activities: one is to construct puzzles through words, pictures or videos, and users send the answers to the puzzles to the operators through WeChat; One is that operators design the direction of some puzzles and let users dig for treasures. For example, tell users, reply and live? Chicken? Related words, that is, it is possible to dig up the eggs set by the operators.

comment on activity form: the puzzle should not be too difficult, if it is difficult, the threshold is too high, and it should not be too easy. If it is easy, there will be no sense of accomplishment. Therefore, good guessing activities are closely related to the planning of puzzles.

Form 11: Essay-soliciting activities

Before there was a WeChat platform, essay-soliciting activities were very smooth. On the contrary, similar activities are rarely held on the platform now, perhaps because few people are willing to settle down and create, but personally, it is a lazy and interactive way for operators.

Generally, the form of activities is to set the direction of soliciting papers, such as collecting dream lists, articles on the theme of Lantern Festival, or poems and essays, or collecting publicity slogans on public platforms for users to create. The content created by users can be promoted and published on the WeChat public platform, and outstanding works will be rewarded.

comment on activity form: it is more suitable for platforms that have certain requirements for original content, and at the same time, the quality and cohesion of fan members are high.

Form 12: User Interview Activity

Everyone is a self-brand. Don't think that your users are just the objects of listening. Sometimes you can do an activity to make yourself the object of listening.

Generally, the form of activities is to plan your own theme direction, and then invite users to sign up for one-on-one communication and interviews. Listen to the user's story, and write it in writing or design it as a diagram, 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.

comment on activity form: this kind of activity is especially suitable for professional media platforms, or platforms that need to use A users to infect more other users. Of course, for platforms that lack writing materials, you might as well try it.

In fact, there are far more forms of activities. For example, I won't go into details about the praise-gathering activities banned by Tencent, and I won't talk much about the online activities combined with offline activities. I believe there are many ways to play with users as long as you are good at thinking.

In addition, in my opinion, the activity form is only the direction and way of thinking. A good operator should have his own way of showing activities, and package the activity form with infectious and expressive words and pictures, so that people can shine at the moment, otherwise it will be just the same without personality.