Enterprise WeChat public platform. Zeng Ming, the product director of WeChat, defines the role of WeChat public platform as: interactive communication, user management, and service customization.
WeChat public account positioning. Enterprises should establish their brand image and target groups through WeChat public account positioning. For example, Xiaomi’s WeChat public account positioning is: to make mobile phones loved by enthusiasts and focus on mobile phone players. Naming the public account, describing the functions, selecting the public type, designing the QR code, setting the account avatar, and improving the authentication process represent the corporate image.
Internal content construction of the platform. Content construction mainly refers to the content pushed to fans every week, and the information pushed should also respect the wishes of subscribers. Content construction should consider what the purpose of users following WeChat accounts is? What do users want to obtain? The “China WeChat Public Platform User Research Report” released by iiMedia Research Group pointed out that the purpose of users following WeChat public accounts is mainly divided into five categories: preferential information, hot topics, entertainment, social interaction, and others. The report shows that 34% of users said that they follow public accounts mainly to obtain preferential information or exclusive information: 26% of users mainly follow hot issues, and 22.9% of users said that they mainly follow entertainment or kill time.
Operation team formation. The enterprise WeChat operation team generally includes the following 5 types: new media planning, art editing, promotion, content editing and customer service. When the company’s subscription account and service account are carried out at the same time, these 5 types of personnel need to be equipped.
Operation of WeChat public platform. Set monthly or even weekly goals, plan and execute. Mainly revolves around everything starting from the needs of users, with the goal of meeting the needs of users. The main contents of WeChat public platform operation are: content planning, selection and release timing of subscription accounts, service accounts provide customer service, collect and tap the value of old customers, WeChat public platform promotion, quantification and evaluation of WeChat marketing effects, etc.