This article was first published in 2019, but the content of the article is still useful today. The article is a little long, please be patient.
May 13, 2019 is a gray day for the operation team, especially for the operation team of paid knowledge/online education.
On the same day, the WeChat Security Center officially released the "Announcement on the Handling of Incentives to Share in Moments", which clearly stated that "the behavior of enticing to share Moments is illegal". App induced sharing. English-language products such as Fluent Reading, Mint Reading, and Rocket Words have all made the list.
For a while, many operation teams have become "observable from a distance but not to be played with" about the feng shui treasure of Moments. Every team is thinking: Where does Moments Marketing go from here?
01 Rough and efficient fission road
Looking back, in the past 3~4 years, from the initial group fission, there are book accounts to attack cities and loot villages, and use the most rude way to consecrate gods in one fell swoop; to the later tasks, treasures rose in the form of fans, and the service account suddenly became popular. The proportion of operation has the upper hand; in 2018, NetEase's drama class opened the door for distribution throughout the year, Qianchao followed up, Xinshixiang entered the game, and WeChat raised its hand to warn and seal the domain name, but it could not stop the high song of distribution. Today, there are a lot of people who are wearing a group coat and walking the distribution model.
Simple, rude, effective, and efficient, the fission has changed from a new term to an operator's mantra in three years. In the face of artificially high KPIs, everyone can only rush to it.
The form of punching cards is relatively hidden. Especially with the rise of Mint Reading, overnight the circle of friends has become a self-motivated student who loves reading English originals, and his head is hot, and he can't judge at all, "The good reputation I think is actually a meticulous design by the operation team."
With the imitation of more education companies, punch cards have indeed seriously damaged the user experience of advertising revenue in the circle of friends, and it is understandable for WeChat to take action.
Wechat's actions have already shown our attitude. At this time, we really don't need to stare at Wechat for reading, Pinduoduo, and why JD.com can share in various ways, it's meaningless! At this time, the circle of friends is used as a communication scene, and Kung Fu should return to high-quality content and form its own communication. And as a transaction scenario, we still have a lot to dig.
02 Work account circle of friends carries tasks
Since the appearance of mini-programs in the WeChat ecosystem, the three-chain (public account, personal account, and WeChat group) have become four-chain (public account, personal account, WeChat group, and small program); There are also preset connections.
As the most important part of the personal account circle, what operations can Moments do and what functions does it carry? This is what should be sorted out first before thinking about how to market this topic!
Just like when we want to analyze a person, we must first observe his behavior. Observe first, then think.
We can check the Moments of ourselves and the user to verify. In the case of voluntarily sending things, most Moments cannot escape two points:
Information transmission: news, gossip, school district housing division, personal tax adjustment, etc.
Self-expression: Inspirational articles on the public account, punch a card, post a fitness record, and turn to a big V point of view
Everyone is an independent individual, the telemarketing list circle of friends must be different, and our analysis may not be exactly the same, but at least as far as we can see, we basically understand the most common actions in the circle of friends, and roughly classify them.
Now let's change the angle. If we are not operating our own account, but a personal account with work attributes, what should the circle of friends look like?
First of all, we also need it to carry the function of information transmission, but the information transmitted should be related information of our products or services, promotion information, out-of-stock notification, and welfare arrivals...
Secondly, we also need to express ourselves, but the way of expression should be diverse, the content of expression should be positive, and the purpose of expression is to build trust and gain recognition.
Thirdly, we need to influence the actions of users through the circle of friends, and finally buy our products or services, otherwise for a job account with sales tasks, all the previous actions will become meaningless.
03 Reverse combing the circle of friends
We learned that the circle of friends of the job account should carry the three most important functions of "information transmission, shaping people, and influencin