1, germination period
Everything is difficult at the beginning, and so is account operation. Without a good start, the operation process of the account will often be bumpy, so it is necessary to formulate an operation strategy suitable for the account at this stage in the bud.
Before that, we must first understand the current problems. The early problems of most accounts are very similar, and the simple analysis is as follows:
The direction is uncertain, or even if there is a big plan, the content is scattered;
The amount of vermicelli is small, and the spread range is small;
The spread range is small, and the impact can be ignored;
Fan activity is extremely low, and operators often don't feel the existence of fans.
For the budding account, we should have a clear understanding that the operating goal of budding account is not to gain a large number of fans and exposure. Objectively speaking, this is unrealistic. Operators in this period should focus on preparing for serving a large number of users.
No matter what the attributes of emerging customers are, their operational priorities have many similarities, as shown below:
Improve the account function, including custom menu, custom reply and so on.
Have a certain grasp of the style and direction of account content, and constantly improve it;
Paying attention to early users is particularly important in the early stage, which can not only give operators confidence, but also improve the content and function of accounts through user needs and user attributes.
Generally speaking, the operation focus of the budding account is to improve the function and determine the direction. There may be big or small changes in the future, but they must be suitable for the current period.
If you find that your account has been recognized by users, and the content reading volume, article dissemination rate and user growth rate have all started to improve, then this account is likely to have passed its infancy.
2. Growth period
As the name implies, the remarkable state of growing accounts is the growth of fans and reading. Customers in this period should also aim at data growth. Because the growth trend appears, it shows that users recognize accounts, accounts are needed by users, and the basic functional framework of accounts has been improved. At this point, data growth is the only goal.
For the growing customers, they also have many attitudes towards data growth * * *:
Multi-channel promotion, online and offline combination, account promotion often appears at this stage;
Keep up with hot spots or manufacturing hot spots, expand influence, and actively cooperate with other brands to plan activities and cross-border marketing;
Give back to users and create benefits for users through business cooperation or self-subsidy, so as to attract users and stimulate the growth of fans;
It can be seen that from the beginning of the growth period, the operation of the account has begun to go offline, and its purpose is to enhance the width and length of the growth trend as much as possible. In addition, the operation at this stage will be more detailed, mainly in terms of function, content and operation means.
Then the operation focus at this stage should be all kinds of powder-increasing means, planning activities, creating hot spots and distributing benefits. So as to increase the number of fans as much as possible.
3. Stable period
After the rapid growth, the data of the account tends to be flat, not because the work is not in place, but because the account has become saturated and entered a stable period. Stability does not mean simplicity. Compared with the previous two issues, the operation of stable accounts has more comprehensive requirements.
Because it is difficult to make a breakthrough in the current account, its operation mode is often reflected in expanding its influence. The operation is as follows:
◆ Transformation, account to brand
Exposure, strong exposure, multiple exposures, let more people know about this account;
◆ Cross-border, enhance social influence
From online to offline, establish brand image through social activities and public welfare behaviors carried out by other brands;
◆ Business, seeking ways to realize cash.
According to their own user attributes, form a reasonable realization method, such as business cooperation, e-commerce realization, etc.;
The accounts in this period need to seek a breakthrough in the process of steady progress, so the operation at this stage mainly focuses on establishing brand image and seeking commercial realization.