How does LinkedIn promote WeChat public account? Linkedin operates 100 million fan experience

In everyone's eyes, the WeChat subscription accounts of corporate companies are boring and full of self-promotional people promoting their products.Copywriting.

But there must be someone who is not "everyone", this person is your boss.

If you say you missed WeChatPublic account promotionThe super bonus period of , can not quickly increase the number of fans...

• he did"Mimon"The article is forwarded to you.

If you say enterprise subscription accounts are not very interesting...

• He recommends you Durex Durex, and LinkedIn China.

You, LI and those in the industry know that this lack of trust in communication does happen at work.

The result is often that you have a low budget, weak resources, and lack ofInternet marketingtalent, don't know where to start?

This article is about LinkedInnew mediaThe story of the operator (nicknamed LI).

With the number of users of LinkedIn's enterprise subscription account reaching 100 million followers, LI wanted to share how LinkedIn uses new media to connect with many users so that everyone can feel the goodwill of the brand.

LinkedIn China attaches great importance to conducting business with a startup mentality, so LI's team constantly promotes, explores and summarizes through various channelsWechat marketingexperience of.

The following are some of the problems often encountered in practice:

If you have similar confusion, please keep reading;

If there are no similar questions, please keep a strong curiosity and thirst for knowledge, please continue to read.

Some basic principles of operation:

XNUMX. Trust

• Jobs once said:"It doesn't make sense to hire smart people and tell them what to do; we hire smart people so they can tell us what to do."

The principle between you and the boss and between you and the customer should be a relationship of mutual trust.

But the truth is, your job often requires confirmation from your boss or client, and there are multiple confirmation processes.

Since they don't have your major, and asking them to guide you on how to do it, it's not reliable for you to do so.

As we all know, catching hot spots is the main trick on social media.

After confirmation, the hotspot has usually passed, or other WeChat public accounts have captured the hotspot angle, how can it have a communication effect?

On the other hand, LIs are科学Earth does not believe that trust is given from heaven, trust is built on a step-by-step basis.

LI's first 10+ article "The first Moments advertisement is here, do you know what it looks like abroad?":

• It was released on Sunday (January 2015, 1) at 25pm, immediately following the launch of the first Moments ad.
• In fact, in this article, LIs prepared for two days and changed several manuscripts.
• On Saturdays and Sundays, LIs are waiting for advertisements in the circle of friends, and it is the team's daily routine that there is almost no rest on weekendsLife.

It's not just a heart, it's the acquisition of trust, which is built up due to diligent and professional communication.

In LinkedIn, there is no confirmation process, only full authorization and trust.

Even if it failed, it was never questioned.

After all, that's the only way you can have the courage to try new things.

• When it comes to solutions, LI's team must continually strive for trust and empowerment.
• On the other hand, LI's team had to achieve something (significant increase in reads, 10k, etc).
• Many times, with achievements, mistakes become right, it is a fact.

two,Positioning

Here are two questions you need to consider:

• Customer service?service users?
• Bragging about the product?Cleverly implanted?

LI was the official account that took over the company in early October of a certain year and had about 10 fans at that time.

At that time, the LI test published the title "5 sentences, write a great LinkedIn recommendation letter to an old friend", and the result was only 2000 views (a huge fiasco).

This makes LI determined to embark on the road of "intelligent implantation + serving users".

Because Chinese people do not have the habit of writing recommendation letters at all.

(Testimonials hardly help most people in the workplace, so why should users read and learn about it?)

• First of all, do what users need to improve user stickiness,
• Then, find a way to send some soft ads embedded in the article to users, and users are more agreeable with this operation.

Ask yourself:

• What can be done for your users, useful content for users?
• After a busy day, what makes them motivated enough to open the official account to see your article on time?
• This is your positioning strategy.

XNUMX. Values

The premise of chasing hot spots is that the three views are correct.

You want to ask LI what is the right point of view?

On the day of the famous Uniqlo event, they were chasing the Pluto hotspot.

On July 7th, LIs thought and sent articles about Pluto hotspots many times:

• The general content of the article "We Believe that Curiosity and Dreams Can Overcome All Absurdity" is a storytelling method that requires everyone to remain curious and in awe of beautiful things.

To be honest, LI was in a bad mood at the time, and LI made the mental preparation for the fiasco the next day.

• As a result, the article was last viewed at 37.
• The next day, there was a net gain of 1 followers.

In Linkedin's public account, under normal circumstances, 100 million visits will generate more than 1 followers.

One thing needs to be added, such as the number of likes, the number of reads and the increase of fans are not directly related.

You will find this when you look at enough accounts.

XNUMX. Team Diversity

Team building:

• "No matter how small an individual is, he has his own brand" - this is the slogan of Zhang Xiaolong, the father of WeChat, on the public platform ▲
• The original intent was full of emotion and evolved into what it is now - "No matter how small a brand is, it has its own team"

Why is building a team more important?

Due to the increasingly fierce competition in WeChat public accounts, these "small individuals" need to do better to stand out.

Making good content requires more professional people, more attention and more time.

As you can see, you'll understand that almost all of the 10+ are dominated by a team of professionals:

• Deng Wei, the founder of "Business Fan", a Xinhua News Agency financial media reporter, now manages a team of more than 10 people.
• Behind "Rebecca's Whimsical World" is Fang Yimin, the former chief reporter of Southern Metropolis Daily.
• Behind the "serious gossip" is a serious cultural reporter, Luo Beibei.

Finally, at the public platform level, Zhang Xiaolong's decentralization has yet to materialize.

The rise of those WeChat official accounts is merely a redistribution of the influence of traditional media organizations to new media professional teams or individuals.

If you don't have a professional media background, hire someone with a professional background at your disposal:Even new graduates in journalism can.

Emphasize that the team should be diverse:

• There are journalism classes, but it is also necessary to understand new media communication.
• They can enjoy European and American culture.
• She can also do things like Japanese, Korean and domestic culture.
• but some people will doSEOand many more.

Don't ask the source of the hero, and don't overemphasize the school background when recruiting.

Not only that, but it has to focus on a class of people who study in media and journalism:

• They are good in themselves, but a lot of people's ideas are too elitist and westernized.
• They don't understand what most ignorant people think.
• It's not their fault, but it may not be suitable for network marketing operations.

XNUMX. Internet product ideas as public accounts

The concept of public account entrepreneurship is very hot, and various financing phenomena are temporarily noncommittal.

But one thing is fortunate:It is treated as a service or a product.

LI has been using the official account as an Internet product.

The gap between it and the media is far greater than the gap between Buzzfeed and the New York Times media.

Since it is an Internet product, you should treat it with Internet thinking to achieve good results.

Internet and O2O, LI does not quite understand, but LI knows a concept - MVP principle (Minimum Viable Product, minimum viable product).

• Run the simplest product first,
• Then gradually add more features.

It doesn't matter if you haven't considered the positioning, the style of the article, etc.:

1. You build a team first and then do it.
2. Do your best to make it happen.
3. Then use different article types to test user preferences.

After that, Linkedin slowly tested the taste of users.

Then you could see the growth curve burst in May.

• 截至12月25日，Linkedin有超过100篇10万+，和5篇100万+。
• Among them, every two weeks, the office column and the weekend women's column contributed the most, each with 10+.
• With a testing mindset, LI found that users liked it a lot.

The only thing to do is to increase the dose, and the good medicine does not stop.

XNUMX. Data, data, data

(Important things to say three times)

This is also one of the ideas of the Internet.

Linkedin usually runs online promotions, sets up tracking codes, and then analyzes the data for optimization. Isn't that how an article is written?

To be sure, as the public account of Internet products, isn't it the same?

WeChat has not released all data, but the data provided by the backend of the public platform is very useful.

So, you should pay attention to the number of retweets and favorites, right?

• Although Zhang Xiaolong said that 80% of the articles on the official account are read from the circle of friends.
• However, if it is a segmented field, you must use SEO to win by surprise, and you don’t have to rely too much on the circle of friends.
• Because the traffic in the circle of friends belongs to the popular + entertainment category.

After the WeChat public account platform was upgraded, the sources of attention were further subdivided.

The number of "Scan QR Code" has been included in "All Sources", so that you can understand the effect of promotion through various channels, such as: SEO, the effect of mutual promotion, right?

• Study the data in the background, remember the study, be sure to study the data.

XNUMX. Many accounts only copy the title of Linkedin, not the article

"Title Party" does not mean casual.

First, the title must be relevant to the content, not completely irrelevant.

Second, don't have those badIdeology: Reckless, Counterattack, Life Winner, etc.The world is not a black and white world.

Why is the title so important in the official account?

Because of the popular public account, 80% of the articles are read from the circle of friends, which means that the articles are based on the forwarding of a group of friends.

• In the circle of friends, you cannot see the summary.
• In the big picture, you can only see a row of headers.

Therefore, in the information explosion of public numbers, it is very important to use titles to attract users to read.

• After Sheryl Sandberg's Husband Died, Linkedin Reposted Her Story Feature: "Gradually, I Was The Only Woman In The Room"
• But only changed her title: "Today we bless the man who inspired women around the world."
• As a result, LIs received 81 visits, which is 9% of the original 900 readings.

How do you write catchy headlines?

What kind of article title catches your eye the most? 

Take a look at the headline of Linkedin's proudest Office column:

• Quick way:You'll find that 6 out of 5 titles are "you" or "your", but remember, it doesn't work if you use it badly.
• Long term approach:Experience what the article gives you the most, then come up with a title creatively.No bullshit, this is the best way!

XNUMX. All roads lead to Rome

Purely content marketing is just one of them in order to become a super mega, don't think it's the only way to use broad communication;

• Use the red envelope mechanism to increase fans;
• Use some creativity to increase fans (pay attention to research rules to avoid being banned);
• Using your own SEO resources to increase fans is a method you can try.

Really all roads lead to Rome.

In addition, company support and authorization are required to carry out any major activities.

Like The Alliance (by Reid Hoffman, founder and executive chairman of LinkedIn), you have to form an alliance with your boss, trust each other, achieve each other, and see each other's OKRs as one of your tasks, Then your support will be unprecedented.

LI recognizes "how Google works", and "learning animals" with curiosity and strong self-learning ability will win everything.

• Don't stop asking, and don't stop learning.
• Keep working hard, there will be 100 million fans waiting for your update.

Extended reading:

What kind of article title catches your eye the most? 107 Most Attractive WeChat Titles

What kind of article title catches your eye the most? 107 Most Attractive WeChat Titles In the online marketing course, it is mentioned that the importance of copywriting titles accounts for 80% of the articles, so if you want to do a good job in WeChat marketing, write the most eye-catching WeChat article titles, you must……