WeChat official account is divided into subscription number and service number. We make the subscription number at the forefront of our own business, because we are a media attribute and mainly pay attention to these things related to venture capital media. Then the service number is more suitable for doing things related to partial e-commerce, or other services. For example, it is similar to e-commerce, like home delivery of shangpin. They do some home improvement customization, and the service number will be more appropriate. Whether we are enterprises, individuals or others, whether we are an official WeChat account or ten official WeChat accounts. But we need to know what our positioning is and how our user groups are different. In this way, we can operate differently, let fans pay attention to us and subscribe to different subscription numbers.
How should WeChat and Weibo focus?
If the company's energy and manpower are limited, now I suggest to shift the focus to WeChat, but Weibo must also have it. Let me say: (1) If we want to be Weibo, what should we do with Weibo? In fact, Weibo used the corporate side to do public relations to refute rumors. For example, 3 15, if an event breaks out, in fact, enterprises need to use Weibo to make some explanations, such as releasing some explanations or statements of some founders, to avoid this negative crisis.
Therefore, I suggest that enterprises must have their own authentication account on Weibo, preferably the founder's own account, so that they can deal with the crisis in time.
Second, Weibo is actually more valuable to his C-end users. If your product audience is young people. In fact, you are quite suitable for doing some similar communication in Weibo. For example, there are still some suitable places to do some similar communication through paragraph headers or other types of accounts. Another point is that if your business is entertainment or stars, these enterprises are suitable to spread in Weibo, that is, these things related to hot spots are suitable.
Weibo WeChat content operation principle
My special suggestion is that we would rather eat more than less. In other words, even though we may publish little content every day, it is very important to make the content fine. Also, our Weibo WeChat tries not to post anything that has nothing to do with our business or our positioning. .
Finding the right category will spread very good articles. For example, what we may do is partial venture capital or internet e-commerce and technology, which is actually a relatively subdivided field. However, we will often have articles such as "100,000+"and share super-high collections and thousands of articles. So in fact, everyone will have very good articles in their own sub-fields, and the key is how to dig these articles.
Because our general enterprises or individuals have less manpower to operate the official WeChat account, I suggest that the content should be detailed. We may send 1 ~ 2 posts every day, and at most 2 ~ 3 posts are enough. The eight restrictions of WeChat official account are not required to be filled in. The principle is to make the content fine and the quality is better, far better than I send a lot of content.
How to choose new media operation and new media delivery?
First of all, my suggestion here is that because we have served many such startups for one or two years, some startups even went to the B and C rounds of financing. I found that many of these startups now have a problem, that is, when they choose to do media delivery, especially those who spend money on new media delivery in these departments are relatively young. We met many college students, not only inexperienced, but also many who just graduated and even some who didn't graduate. Actually, I personally think it's very scary. Because we have experienced many such docking people, we found that the first one may have a weak feeling about new media, and the second one pays different attention to money, which leads to lavish spending, thus causing many such enterprises to waste money. I strongly recommend that startups, even if they don't understand this aspect, find a founding employee or a cautious employee to be responsible for the launch of new media. In fact, telling the truth is not that difficult, because it is a founding employee, self-serious, and will keep an eye on money. Although there may be some problems, it will reduce the mistakes of wasting money.
How should WeChat official account accumulate fans?
The first way, push each other, is commonly used. For example, he has 65438+ million fans and I have 65438+ million fans. We push each other, and the effect is 2 times greater than 1+ 1;
The second way is through content. Simply from the content, it is actually very particular. It is difficult for you to make a great article to attract many fans. So this piece of content can be met but not sought.
There is another way, which is actually the combination of the above two ways, and promotes each other in the form of content. It is also a good way for me to recommend the official account of WeChat through a good content. I suggest you try more.
The fourth way is that Guangdiantong is the lowest-level advertisement of WeChat, but now because WeChat wants to make money, the cost of their fans is higher. It is actually more reasonable if the cost of a fan can be controlled at 3~5 yuan. This method is suitable for richer companies, and it is also a good way.
The fifth way is actually pushing things offline, such as scanning code to send things offline, or pushing in other ways. The advantage is more accurate, but the speed of attracting fans is slower, but the cost control proposal is around 3 yuan and within 5 yuan.
The last way, which I just figured out recently, is also more effective, that is, pushing fans through external traffic. For example, if you are an APP company, I strongly recommend this method. Companies that make apps will definitely promote their apps through some app distribution channels, but there will be some corresponding daily activities every day, so that they can do some activities in the app and then recommend and guide us. The effect of this method can actually be very good. For many game products, such as Tencent, they actually do the same, and the effect is amazing. Recently, we also visited many such startups and compiled a set of better ideas. In fact, the functions of WeChat official account and APP are quite coincident, so if it is a high-frequency product, it is recommended to make an APP. In fact, making a service number of low-frequency products can solve the problem. If you are an APP producer, I suggest pushing the APP first, and then making an official WeChat account. Many people are puzzled whether to push the APP or the official WeChat account first. I think it's wrong to push the official WeChat account and be some fans before making an APP. Because the conversion rate of WeChat official account to APP is actually very low, we suggest pushing the APP first, and then pushing the subscription number through the APP, so as to achieve good results. The subscription number may be more as a media and as a brand promotion, rather than saying that the subscription number and the positioning of the APP are consistent, which is wrong.
How to make a public relations draft for WeChat official account?
First of all, the public relations draft has its own strategy. Belong to the founder of packaging, or rise to the industry to do industry analysis. It still makes some launches. For example, we promote the brand of this enterprise through some offline launches. In fact, these things need to be relatively clear about the positioning of industry manuscripts. We are here to help enterprises do public relations manuscripts, because we want to do brand image manuscripts for enterprises, that is, we hope that our manuscripts can comprehensively introduce the founders of this company and give corporate brands a good credit endorsement.
How does the media play combination boxing?
In fact, the launch of many enterprises is actually very blind. We see, for example, that there is a budget of 654.38 million yuan. Many companies may just launch several official WeChat accounts directly, and then spend a lot of money to get things done, but in fact, the effect of this official WeChat account is actually declining. And we really do industry public relations brand, in fact, there is a clear purpose, let me tell you some purposes of our public relations brand. The first purpose is to influence investors. More investors can see our products, have better valuations and have more investment opportunities, which is the first benefit of public relations brands. The second benefit, the demand for recruitment, I talked to the CMO of a B-round company before, and they found that their company is already very big, with tens of millions of dollars of financing, but it is not easy to recruit in their company, because their company rarely does public relations PR, and they are not well-known in the industry. In fact, it is difficult for them to recruit good talents. There is another advantage, this demand for BD business cooperation, if you do a good job in public relations. When your BD people talk about business cooperation, including cooperation, in fact, your bargaining power is very high. Others have heard of your product, your company, and your founder. Then you will have high negotiation capital in the future and save a lot of money for the company. The fourth advantage is that it will indirectly reduce the advertising investment of enterprises, that is, the acquisition cost of a single user. For example, if you have seen the packaging of a company founder, you think his founder is very, very awesome, and you admire him very much. When you see their advertisements one day, I think many people will pay attention to them, and the click rate of the official WeChat account has been greatly improved. Therefore, in fact, it seems that the public relations brand has not been verified and evaluated by a lot of data. But in fact, it will bring us a lot of value and help enterprises save a lot of money. So how should our company combine boxing in the field of new media marketing when doing public relations brand? It's not that I can invest a lot of WeChat official accounts in one budget. Actually, we need it. What we are doing here is more the strategy of new media marketing, and more the cooperation between WeChat official account and friends circle, including some WeChat groups, including today's headlines and even some online media. Including some comprehensive communication in Weibo, which may achieve the greatest effect. Because enterprises are different, their operation modes are different, and their demands are different, in fact, their budget allocation, including the rhythm of time, is different. This may be a concrete analysis of specific problems. It may not be explained in detail here. But in fact, generally speaking, the promotion cycle of a communication is usually one week, so during this week, how to spend this time, when to subscribe to the official WeChat account, when to spread in the circle of friends, when to publish today's headlines, when to spread Weibo and WeChat groups, and so on. In fact, there must be a rhythm, and when it reaches a certain amount, it will be satisfied, and sometimes an AB test is needed. In fact, this leads to the next topic, how to make WeChat copywriting get higher sharing and better effect. Then let's talk about the AB test just mentioned! I used to do e-commerce, and I am the director of new media marketing in Kuba.com and Buybai.com. At that time, I had a set of experience in advertising on Renren.com and AB tests. At that time, Renren.com paid the advertising fee according to the display, which was equivalent to cpm. How much does it cost to show 1000 times? However, our company's evaluation is based on the number of clicks, and it is evaluated by the traffic from Renren.com to Kuba.com ... so I did an interesting thing at that time. I asked our designers to design about five copies and put them in different products. Let's do a test with horizontal flow to see which product has the best performance. On the basis of the same presentation method, who has the highest click-through rate and the highest traffic? Finally, we found a mobile hard disk and put all the traffic on it, which achieved very good results and saved a lot of costs for the company. The same is true of the copywriting on the official WeChat account. In fact, when we don't know which is better, we can actually use AB test. We put in different titles and different copywriting with a small budget to see which one performs best, and then promote the best titles and copywriting on a large scale. This is actually a way of AB testing. At the same time, you can consider learning from original copywriting with good communication. If we want to spread Christmas, but at this time, if our copy is completely made up by ourselves, its effect is estimated to be relatively weak. But if I adapt what others have written before and change it into something that our company needs to promote and then spread it, in fact, his success probability can reach 80%.
So China is a place that pays more attention to micro-innovation, which is why many enterprises, including Tencent, are willing to innovate on the basis of many successful cases, which may be called plagiarism. But in fact, he is reasonable, so I recommend you to do so. Just pay attention to some copyright issues and a series of other issues. How should founders do their own public relations well? Many of us who start a business together now will talk about their hard entrepreneurial journey when doing public relations, including inspirational stories of diaosi counterattack. These things are chicken blood, and everyone is willing to listen to them, but actually I don't recommend them very much, because there are too many such stories, and to be honest, many people may have great doubts when listening to such stories. Although it will get a lot of communication in the early stage, it feels that the effect is actually not good now. The founder's public relations, I think I still have to say my own packaged dry goods. I suggest talking about some thresholds that the founder met in the process of starting a business, and how he got through this hurdle. For example, Cheng Wei of Didi said that when his product technology is very poor, he needs to find a technical partner. How did he find the technical partner, and how did he finally find it? After a lot of difficulties, everyone is actually very willing to listen to this. (Entrepreneurship Reality Show)