In-depth analysis of WeChat operation

Let's play a reverse game: How do traditional enterprises with 2B business do sales? Dividing regions-establishing channels-collecting sales leads-point-to-point sales by sales staff; How do traditional media make money? Print media and TV media operate high-quality content, constantly penetrate the target audience and improve their influence, which is reflected in the circulation, and then sell advertisements in different layouts and columns in the form of headlines. How do e-commerce companies with 2C business penetrate the market to increase sales? Opening a shop in Taobao, selecting products-art design-decoration-putting on shelves-merchants brushing their bills-improving their scores-distributing goods in Taobao-facing customers; How do enterprises show themselves? Buying a domain name-outsourcing to build a website-corporate culture, core business, team introduction, contact information-providing the website to customers for easy online access; However, these have become the past tense. I'll just list the stories of real friends around me. How do you feel? The largest talent management consulting company in China has set up its own WeChat since the media, and opened three menus, one is the customer case of energy, finance and automobile industries, the other is the genetic research report of entrepreneurial talents, and the other is the contact information. The day after the release, the salesperson posted the customer case of a bank to the circle of friends, and immediately received 2-4 potential orders on the same day; The psychological factor here is that the salesman holds the potential customers. When transforming potential customers, if you take the initiative to pass on our company to provide consulting services to enterprises that are better than you, you will enhance your sense of trust and have a sense of crisis: if you don't do it, you will fall behind! A 89-year-old boy started to run Sina Weibo as an amateur from the era of Sina Weibo, and then started to run industry-type self-media on WeChat. From reprinting high-quality content to having nearly 500,000 subscribers, he relied on self-media advertising business and channel business, with a monthly flow of more than one million. So many media have stopped publishing, or changed the semi-monthly magazine into a monthly magazine, focusing on the operation of new media business, because advertisers have been diverted. 2C e-commerce opens a service number or subscription number on WeChat, distributes high-quality content, tells product stories, establishes communities, and makes customers become fans. The annual sales of dried fruit e-commerce exceeds10 million. The owner of the offline hot pot restaurant skillfully opened an electronic member on the service number, and regularly distributed preferential benefits to the members on the service number every month, which was passed to the members' WeChat port at the first time to stimulate their desire to repurchase. This is the role of WeChat as a new media. Every breakthrough of technology as a tool, if operators fully mobilize the subjective initiative of human nature, will bring a certain degree of impact to enterprises in a certain link of the business model, while the new media WeChat reduces the transmission of information flow and lowers the level of sales channels, although the nature of business has not changed. First, positioning: enterprise positioning and user positioning are two-way, but many people often set them in their hearts. When it comes to new media operation, many people will start to talk about user positioning, how to draft titles, how to design content and how to promote them well. I think this way of thinking is limited to the positioning of users and ignores the demands of enterprises themselves. If you are the decision-maker of an enterprise, what you need to think is: Do I want to be a new media, a follower or a leader? If you are a follower, then the core is imitation and reference. If you are a leader, you must clearly judge where the trend of new media is. Wechat belongs to Tencent, and the core of Tencent is "connection". The core of WeChat is to "connect" people. When the scale of people goes up, WeChat will definitely push micro-e-commerce, and build an ecology on this basis, because it is close to money. This is the business rule. Since the media is the first step, social e-commerce is the second step. Since the media is not fully saturated, there are still many vertical blank areas, and social e-commerce is promising. I want to be a new media. What is my purpose? Is it for the enterprise or self-expression? What effect does the service enterprise want to achieve? Promote 2B sales or 2C? If it is self-expression and self-media, whether it is to do business from the media or personal from the media, these issues need to be considered clearly, because this is the general direction. If the direction is not clear, only content and promotion, how to maximize the allocation of manpower, time and energy? The process of enterprise positioning is to understand who you are, why you should do it, and what weight it has for the enterprise. I use mind map to classify the roles played by WeChat subscription number and service number, and all enterprise decision makers should be able to sit in the right place. Secondly, user positioning: who is my user, age level, behavior habits, reading habits, preferences, price sensitivity and other factors are comprehensively considered, and how to make content is judged according to these factors. Generally speaking, enterprise positioning and user positioning are synchronized, and then they are operated around, with the ultimate goal of realizing the growth of users, running water and services of the enterprise. Second, set up a stage to sing: lay the foundation and set up a framework. Trying to understand the positioning is like knowing what building you want to build, such as sea view room, office building, commercial and residential dual-use, villa and so on. Then you must find out where to build, how deep the foundation is and how to build the overall framework of the building. Where to repair: the service number is suitable for enterprises to display and spread, offline stores such as Xianglan Zhao Nanyang Hot Pot and other hot pot restaurants, and the business of enterprises is mainly service, such as 020 project Kung Fu Bear, Dudu Manicure, Aixian Bee and so on; How deep is the foundation and how to build the framework? I have made a comb with the mind map. You will find that the menu framework of social e-commerce, industry/vertical self-media, self-media and enterprise display is actually very different. Some promotion genes are heavy, some content genes are heavy, and some interactive genes are heavy. This is why I say that we should clearly position ourselves. Not all new media should put content first. Specifically, the core content that social e-commerce needs to convey should be: 1, and the product story reduces the dimension of advertising expenses of traditional 2C enterprises in various channels and media; 2. The story of the founding team is very vivid, which can enhance trust and narrow the distance. Using the founding team to carry out brand public relations at 2C end is relatively low in cost. 3. How to make use of information increment around product-related content push, as well as information related to target audience and information value-added services? An excellent salesperson won't take pains to talk about his products every time he meets customers, right? 4. User community interaction provides users with interesting WeChat lectures, pulls users off the line to do activities, forms a user WeChat group, collects users' opinions, and is careful not to evolve into a tucao group. 5. Promoting welfare socialized e-commerce is selling things in the final analysis. Pay attention to pricing promotion when trading. Take the agricultural e-commerce "Vidani" as an example. Vidani was founded by Liu Jingwen, editor-in-chief of Shenzhen Bao Jing Public Welfare Weekly. He set up a farmer cooperative in Xinjiang to integrate high-quality foods such as dried fruits in Xinjiang, and sold them through Taobao and WeChat service numbers, with annual sales of tens of millions. Connecting users and farmers are farmers' stories, telling customers' stories (Cat Weekly), postcards (interactive tools) and kitchens (instructional information to teach you how to eat). Media people are the best storytellers, and they also know about brands and public relations, so a good editor-in-chief is better than 100 salespeople, and media, public relations, brands and social e-commerce will overlap. The core content that industry/vertical self-media need to convey: the content selection of classified summary: most of these self-media have reached the stage of content precipitation and need to be classified and summarized. They want to know what the audience wants and what their core is. For example, the core of reading new media is video content, and other all-media content is only an aid. The real business line lies in video services. Therefore, the menu framework of EA is like this: In fact, as can be seen from the menu framework of EA, the core operation team of EA is very clear about the combing and structure of the content. I have seen that many industries are not clear about the classification when combining their own precipitated contents with menus, and they are not good at using technology to build wap for classification, and they do not show the precipitated contents to users well. Yi Du Jun's ingenuity lies in enhancing the user's stickiness through reading and tapping, which is similar to punching in. It jumps out of the self-media with heavy traditional content genes, only knows what it wants to convey, and ignores why users always look at you. The development of a little summary page is worth learning from products and technologies: thirdly, operation: the buildings for content operation, user operation and activity operation are all set up; thirdly, what to put on each floor (content operation), who to sell it to (user operation) and how to sell it (activity operation). The operation of these three dimensions works together to achieve the following four goals: how to turn new users into active users and click many times; Lost users, how to pull them back; How to activate the remaining but silent users; Maintain the activity of existing active users. I summed up the core elements of these three operations with a mind map, in which the activity operation will have different emphasis according to the promotion budget of each enterprise. In content operation, the core logic of title and content is: title is to stimulate users' desire to click and pull users in, and content is a means to stimulate users to forward and retain users. What kind of headlines will stimulate users' desire to click? What kind of content will arouse the impulse of users to forward? Fun, interesting, and inspired some emotions of users; Provide enough information increment, which users find useful; What kind of content will inspire users to pay attention to the idea of WeChat account? User experience: clear and comfortable typesetting, good reading experience; Content: valuable, interesting and practical to yourself; Endgame: A picture clearly shows what it can offer you. This is a collection of tools that I often use in the operation of new media: it is particularly noteworthy that the characters in the trailer with the QR code of the enterprise must highlight their differentiation advantages, even if they make it clear in one sentence, otherwise the reading volume of an article will exceed 50,000, and finally users will not know who sent it, and a large number of potential conversion users will be lost in vain. Regarding user operation, if you are still in the stage of pulling new content, it is out. Innovating through content is the gene of media people. At present, the more successful ones are "Sixiang Space" and "Shantou Business School", which are innovative through the content of WeChat lectures required by specific audiences. Registration only needs to forward screenshots, which promotes the sharing of articles and the amount of clicks. Finally, announce the content of the lecture after the lecture, and form a second communication through text or video to warm up the next lecture. WeChat group can be divided into core loyal users WeChat group and lecture WeChat group. The former can send different development stages to the group to collect users' feedback, while the latter can be used for re-dissemination and multiple dissemination, so that these WeChat group users can help you forward the next activity notice. With the increase of WeChat group, forwarding will get twice the result with half the effort. This is also the fundamental reason why the number of users of WeChat lectures will increase rapidly: through the continuous division of WeChat groups. Finally, promotion, that is, activity operation. I will focus on the smartest promotion method: mutual promotion: it is not simply to find some WeChat WeChat official account with the same audience and tonality and organize it into an article entitled "XXX WeChat Subscription Number You Can't Miss", which is the early game of WeChat. Need packaging, for example, 10 newcomers get into the habit, and then implant accounts that 10 push each other, which goes back to my core logic just now: the title is used to attract users to click, and the content is induced to forward. Otherwise, users rarely forward the 10 subscription number set, right? Find partners to send benefits: Partners include app and WeChat WeChat official account. If you package your own products or set certain coupons, you'd better "look" bigger, find WeChat WeChat official account with the same audience, and cooperate with them to turn your products or coupons into benefits for users in the other account, but you still need your own account to pay attention to them in the end. This method is cumulative and continuous, and it is the lowest cost way of innovation. KOL takes advantage of the situation to promote: according to the characteristics of the audience, find a matching KOL and use it to promote it, so as to introduce KOL fans into their own WeChat accounts, but this requires good planning. Wechat Large Soft Text Promotion: Find the WeChat large size with the same audience, accurately deliver soft text, and promote it on the WeChat large size of the original user group. This method is more effective, and content planning is the most important. Fourth, the resumption of the disk: data analysis through the analysis of the data spread each time, find the most suitable way for the target audience, and constantly optimize.