1. What is Micro-Amoy
1. The official positioning of Micro-Amoy:
According to the official planning of Micro-Amoy, the operation of Micro-Amoy is not aimed at short-term transactions, but focuses on brand promotion and fan operation. Through continuous accessible channels, it can tap the user's effective value stickiness and pay a return visit.
2. Rules of Micro-Amoy Platform
According to the latest official description of Taobao, Micro-Amoy is divided into five levels, namely W1, W2, W3 and W4, and H1 level of Little Black House. Each layer has three states for upgrading and early warning, and the indicators are judged from four dimensions: the number of fans, the number of active fans, the return visit rate of fans on 7 days, and the average number of posts published every day.
The indicators measured by different tiers are different. Each tier (except W1 and H1) has three indicators of the tier to which the status reminder account currently belongs. On the 1st of each month, the system will adjust the hierarchy according to the data of the past 3 days and the status of the week: poor status will be downgraded, good status will remain unchanged, and excellent status will be promoted to the next level after meeting the promotion conditions. The indicators of each level are as follows:
W1 and W2 will not be recommended, but W3 and W4 can enter the algorithm recommendation, and the micro-amoy official will expose additional traffic pools according to the quality of the content. For example, if it is a w4-level account, a micro-scouring related to clothing matching is sent, then this content may be recommended to people who like to buy clothes and like this style with labels such as "hot", "content you may be interested in" and "brand you may be interested in", but this person himself has not paid attention to the store. This is why when the number of fans in the store reaches a certain base, the number of fans will start to explode.
3. The main purpose of Micro-Amoy
Although the purpose of Micro-Amoy is not to make short-term transactions, the core is still to improve the store and ultimately serve the sales. Therefore, we should still pay attention to micro-amoy. In this era when content is king, only by deeply cultivating the viscosity of live powder and accumulating the number of fans through content creation can we better accumulate hair during the activity period and make a blockbuster.
You can visit many online celebrity stores, that is, Micro-Amoy, which is a store that eats the fan economy, and its operation is particularly well-organized.
second, the micro-amoy game
1. The main crowd
① Theoretical analysis
The first point of playing micro-amoy is to understand the main crowd in the store, which, to put it bluntly, is for whom to read. Many people don't pay attention to this point and like to rub hot spots, but this hot spot has nothing to do with the products and people in the store, which will cause the reading volume to look ok, but the fans are not sticky.
So first of all, we must think about who are the customers in your store and what these people like to see.
In a store selling plus-size women's clothing, the customers must be women with poor figure, so it is more suitable for this kind of people to send some slim clothing matching and shaping tutorials.
a shop that buys milk powder, children's clothes and diapers. Then the customers are mainly women with babies, so the content of micro-amoy will be closely focused on such people. Sending something about parent-child interaction, parenting knowledge, emotional history and so on will improve fans' stickiness.
② Data analysis
After theoretical analysis and initial circle of people, appropriate adjustments should be made according to the fan analysis on the micro-amoy backstage.
For example, if a cosmetic tool shop finds that the overall consumption level of micro-amoy readers in the shop is low, then when releasing cosmetic videos or planting cosmetics, it is necessary to recommend middle and low-end ones, so as to have a greater fit with fans.
in a word, analyzing people is to talk to people and talk nonsense.
Two misunderstandings of micro-Amoy fans
(1) Micro-Amoy fans are not equal to the old customers of the store. Old customers are consumers who repeatedly buy shop products, and they have a higher degree of cognition not only to the shop, but also to the products in the shop. Fans refer to people who are interested in our store and don't necessarily buy products. Their sources are all through micro-amoy, which is simply content, and the content here is not equal to products.
(2) The number of fans in the collection shop is not equal to the number of micro-amoy fans. There are two dimensions of data on Taobao, which sellers value very much. One is the number of fans in the collection shop, and the other is the number of fans in the micro-amoy. It is easy for us to walk into a misunderstanding that the number of collectors is the number of fans in the store. The number of fans in the collection store includes the sum of the concerns of PC, hand amoy and cat customers. Micro-Amoy pays attention to the number of fans, including those users who are concerned about the wireless portal and are willing to receive the store dynamics.
2. Selection of theme and content
1. Hotspots of current affairs
2. Knowledge of related products (clothing collocation, correct cleaning methods of makeup brushes, etc.)
3. Pure products (explanation of fabrics and techniques)
4. Promotion offers
5. Interaction
6. Interesting products that are not necessarily related to them.
Micro-Amoy is a content marketing position, and products must be pushed by content. Soft-text promotion is much better than forced implantation.
Learn to read the data, first test it with different content, then adjust the content according to the data feedback in the background, and put in more user-preferred content.
after maturity, we should consider the consistency of micro-scouring schedule, and decide the plan from Monday to Sunday. After a long time, buyers will form a reading inertia, and even let them take the initiative to read it regularly if it is interesting.
3. Form selection
① Several specific sections have separate traffic pools: Shangxin and Buyers Show
Shangxin and Buyers Show will have specific additional traffic weights, and it can be seen that the number of readers of Shangxin and Buyers Show will be higher than other contents. So we should make good use of these two points.
Set the frequency of the store's updates
Select high-quality buyer shows to send, and don't send buyer shows casually
This will be very beneficial to the store's micro-amoy traffic exposure.
② Don't send long articles
Fast-paced life, people have little demand for long articles! ! !
Fragmented reading time makes people prefer short and pithy content.
Basically, it can be found that the click reading volume of long articles is small.
Therefore, in the choice of forms, atlas, video and other forms are often used.
However, it is not impossible to send long articles at all. In some specific categories with high fan stickiness, such as tea, military and calligraphy and ink shops, long articles are also a good choice, but attention should be paid to the use of titles.
How to choose the title:
1. How to style
2. Collection type: 6 methods, 5 suggestions, 4 trends
3. Titles with negative words, such as: 4 common mistakes, 5 things you should avoid
4. Add some modifiers, such as "The best and latest case libraries are all here. 》。
6. Giving readers the feeling that precious resources are exclusively seized, "A Guide to FaceBook's Internal Staff Work"
7. Explanatory title: "How the Student Team Achieves 35W Sales: An Interview with Mr.Miss, the L 'Oré al Charity Team of Nanjing University".
8. Embedding professional vocabulary: "Resource HTML5 Toolkit: an online editing platform that 1 marketers can easily use"
9. Make good use of puns and one-liners to increase the interest: "5 kols on Instagram took photos of the same skirt, and the skirt sold out quickly. However, FTC said that it violated the rules.
1. Convey the feeling that it can be learned easily and quickly:
11. Welfare posts
12. Substitute localization and channel characteristics: "How Qingfeng Snacks Do E-commerce" and "Sanlitun has a yogurt company with wonderful prices since then"
13. Borrow hot spots.
14. Specific titles: Dancing Traffic Lights: Six Creative Scenes to Make Waiting Time Beautiful; Besides Toms Shoes, do you know any other brands of One for One?
③ It is mostly in the form of nine squares
Nine squares have high requirements for pictures, which must be clean and consistent in style. Maintaining the consistency of the overall content of micro-Amoy and the cleanliness of reading, we can see that many excellent cases selected by Taobao officials are like this.
4. Timing of publication
Generally speaking, reading data from 9: am to 1: am, 2: pm to 4: pm and 6: pm to 9: pm are better. Specific to each store, you can look at the analysis of the time period of visitors and release it at the peak.
For example:
A bag shop with a customer price of 4 yuan
The main population of the shop is women aged 18-3, most of whom are office workers and student parties. The time of the student party is relatively free, and the time for the work party to visit Taobao is relatively concentrated during off-hours. It can be seen that the number of people entering the store is the largest at 9: am, noon and 8-1 pm. Therefore, the release time of micro-Amoy is set at 9-1 am, 12-13 pm and 4-6 pm, which can ensure that you can see the latest micro-Amoy content when you enter the store.
Third, realizing micro-Amoy-fan economy
has two main points
1. Interactively stimulating fan activity
2. Offerings and activities to stimulate consumption to realize realization
Gai Lou, buyer show solicitation and micro-Amoy Welfare are all good interactive activities, which, if used well, can greatly awaken fan activity and stimulate them to generate consumption.
from the case of online celebrity store, we can also learn from the gameplay, formulate a matching content column combining the interests of consumers in our own industry, and enrich the content of micro-amoy. In the operation process of fans, from shops, brands and models to personalized operation, emotional communication and interactive communication are strengthened.