Second, the element
There is never an absolute text or template for the operation plan. It is the key to express the meaning and explain it in place. So I want to briefly tell you about the points that need to be considered in the operation plan, which is divided into two parts: the micro part and the macro part.
Macro article
What, why and how, this is the most basic way to consider a thing. You should make sure that your final proposal tells everyone what you want to do, why, and how to do it step by step.
What is it? What should it be? How to determine KPI or target data?
The most basic thing is to roughly set the KPI target of how much powder to add, such as adding 6000 powder a month. This data is very clear. Oranges support digital goals, because operating the official WeChat account is too complicated and needs assessment.
② Why: Why do you want to do this? Be persuasive.
Some decisions need no explanation, while others need your explanation. For example, why make a menu bar? The purpose can be to interact with fans and make them more interested in the official WeChat account. Generally speaking, we will start with the big picture. For example, we emphasize why we should do a good job in content, because WeChat products show a weak relationship, so WeChat products are biased towards content, thus demonstrating that content has core competitiveness.
(3) How to operate: It reflects how to operate step by step.
Generally speaking, it is a phased strategy. A product has a life cycle, including an introduction period, a growth period, a maturity period and a decline period. The work in these four different cycles is definitely different. A WeChat official account, Orange, can be divided into the following three cycles.
Freshman period: the number of fans will be less than 5000, and the popularity of WeChat official account is very low. The main strategy is to increase the number of fans.
Growth period: the number of fans is less than 1.5 million, and a number of fans have been collected through previous high-quality articles, but the official WeChat account is not well-known among peers. The main strategy is to implant your own brand and make a breakthrough in the number of fans as soon as possible.
Microscopic object
① WeChat official account positioning: account positioning and user portrait.
What industry is the official account of WeChat, food or IT?
Who should the official WeChat account show, otaku, otaku or white-collar elite? There is a certain reference point in logic. This classification is well-founded. If you analyze it yourself, start with the reading volume and likes, and then analyze the user's age, gender and occupation.
2 content planning: what article to send?
Content operation is not as simple as imagined, and many small problems can be extended, such as the following one.
The article sends video or graphics or text. If it is behind the video, you can finally add your own advertisement to upload.
Whether it is a regular push or an irregular push, it can cultivate readers' habits, and irregular push can also personalize the official WeChat account.
Is it better to push it at night or in the morning? Usually the peak reading time is 7: 30 p.m. 7:30- 10/0 and 6: 00 -9 a.m.
Are you original or reprinting other people's articles?
Push 6 pictures or 8 articles?
Is it 3 hours or 2 hours to pick materials every day?
How many websites are commonly used to find materials, or are they made by means of similar explosions?
If you are looking for material in sogou, you should at least determine the key words, and you'd better design a crawler to grab it. In addition, you should set the data standard for evaluating articles. If we only decide what articles to use in a leisure website based on subjective cognition, it is difficult to make a good judgment just by reading and praising.
③ Promotion strategy: diversion channel
The purpose of promotion is to increase powder. If you do nothing, it is not impossible to increase the powder through your own flow. If the name of your official WeChat account is a celebrity such as "Ma Yun" and "Dong Mingzhu", or a common word such as "teasing" and "movie", it is possible. It's also possible, but if it's a formal name like weixorz, it must be promoted to achieve powder increase, and the traffic of natural search will be less and less, but it will not be gone. This is mainly for ranking.