How to operate a high-quality WeChat official account from scratch?

Introduction: Many people often ignore the analysis and mining of some data when operating official WeChat accounts, online stores or other media, and data analysis can often play a vital role. Taking the background data analysis of WeChat official account operation as an example, this paper analyzes the process and significance of data analysis and cultivates the thinking of data analysis process.

In the past two years, the number of WeChat applications in the official WeChat account has exploded, reaching tens of millions at present. The background data analysis of WeChat official account is very important for how to stand out among these public companies. However, many WeChat official account operators have no concept of data analysis, let alone establish their own data analysis methods.

Many operators only look at the number of fans of the official WeChat account and the total number of readings of a single article. The total number of fans can't measure fan activity. Some official WeChat accounts have hundreds of thousands of fans, but most users don't open books. Not as good as fans, but the segmentation is accurate. The official account of WeChat has a high opening rate and forwarding sharing rate, and has a wider spread.

First, WeChat official account positioning and user portrait analysis

I also opened a WeChat account in my spare time, thinking that I can explore and learn new media operations in my spare time, and I can make friends from all walks of life by building this platform. This company is mainly engaged in the dry goods of Internet product operation, creating an all-round learning and communication platform for workers engaged in operation and product-related and newcomers who want to engage in product and operation, focusing on experience sharing in new media operation, Internet product planning, e-commerce, Internet marketing and other fields.

Second, the source of user growth analysis

1. Search WeChat official account name.

In response to this approach, I want to emphasize that a good WeChat name is an important factor in the successful operation of a micro-signal. Why do you say that? The name of the micro signal is just like the name of one of us. If your name is too uncommon, or your name is too common, or your name is not male or female, will it often arouse users' search desire? Of course, the search for the official account name of WeChat WeChat is concerned. In some public companies, the name has a certain brand, or the positioning is vertical enough, and the proportion of users' growth sources will be higher. When users have this demand, they will search by keywords themselves. Such as JD.COM recruitment, headline number, P&G blackboard newspaper, operation and products, etc.

Good WeChat name features:

(1) Let others remember it at a glance and form a deep impression;

(2) It is very consistent with your micro-signal content positioning;

(3) Let users with specific needs feel that your platform should be able to meet his needs;

(4) Put an end to overly personalized WeChat names, such as English, Pinyin, uncommon words, names that make you feel uncomfortable when you see them, and so on.

Step 2 search for micro signals

Most of them come from the exposure of WeChat ID in other places. For example, some articles I wrote will be posted on some platforms and websites with my official WeChat account ID at the end of the article. WeChat ID needs a string of letters or numbers, which is difficult to remember and enter, so it is best to set the ID in combination with the name of the official WeChat account, which is not only easy to remember, but also easy to enter. Minimizing users' memory and input costs will increase the amount of attention to a certain extent. For example, WeChat official account ID:yunying-chanpin uses pinyin of operation and products to reduce the memory cost of users.

3. Menu in the upper right corner of the graphic message

Because this kind of deep attention path is rarely seen by ordinary people, the proportion of paying attention to the official WeChat account in this way is very low.

4. Business card sharing

Word-of-mouth communication directly reflects the quality of official WeChat accounts. The greater the proportion, the higher the quality of official WeChat accounts.

5 others

The fan sources of most accounts include three ways.

(1) Blue link under graphic message title:

(2) WeChat official account QR code

An online QR code: such as WeChat group and QQ group sending photos containing the QR code of WeChat official account; Inserting dimension codes into the video; Push

After sending or publishing articles, users can directly scan or press the QR code to pay attention, which is very convenient.

B offline QR code: such as through leaflets, commodity packaging boxes, express delivery, event posters, etc.

(3) Promote the Guangdiantong system.

Paid promotion, the current promotion cost is about 4 yuan a pink, which is a bit expensive.

Third, user attribute analysis.

At present, user attribute analysis includes six aspects: gender distribution, language distribution, province distribution, city distribution, terminal distribution and vehicle type distribution.

(1) Gender and Language Distribution

Because it mainly focuses on product operation and marketing planning, it is normal for men to outnumber women. 65438+ the other 0.7% should be that these users' WeChat has no gender set. There is no doubt about the language distribution, and most of the followers are Chinese.

(2) Distribution of provinces and cities

As can be seen from the distribution maps of various provinces and cities, the users of official WeChat accounts are mostly concentrated in Beijing and coastal developed areas, with Beijing being the largest, which is in line with the law that Beijing is the center of science and technology culture and the most active science and technology circle in Beishangguang.

The analysis of the distribution of provinces and cities is of great significance to the official account of local WeChat. It can identify the proportion of local users. The greater the proportion, the higher the quality of the official WeChat account, which is conducive to the development and promotion of local activities.

(3) Distribution of terminals and models

As can be seen from the distribution map of terminals and models, there is little difference between users using Android and ios terminals. However, due to the complicated version coding of Android models, many domestic Android models are unrecognizable and listed as unknown, and the recognized millet accounts for 2%. It reflects that Apple products, especially iphone, account for a relatively high proportion in the technology circle. According to Baidu statistics, the number of iphone users currently accounts for only 13%, while Android users account for 79%.

It is very important to analyze the distribution map of terminals and models of official WeChat accounts related to mobile phones or operating systems. The analysis of terminals and models can reflect users' preferences to a certain extent, and then optimize and guide the graphic content pushed by WeChat official account.

Fourthly, the content analysis of graphic reading.

There are seven main indicators of graphic reading analysis, which can be roughly divided into four categories:

(1) Number of graphic page readers and number of graphic page readers;

(2) The number of people reading the original page and the number of times reading the original page;

(3) The number of people sharing forwarding and the number of times sharing forwarding;

(4) Number of WeChat collectors

PS: These seven figures are very simple and clear, the higher the better, so I won't repeat them here.

Wechat backstage provides five channels of data sources for each indicator:

(1) WeChat official account dialogue: users click to read graphic messages or links pushed by WeChat official account every day.

Copy and send it to its friends.

(2) Friend Forwarding: Users think that pictures and texts are of high quality and forward them directly to friends, so the higher the quality of articles, the greater the forwarding volume of friends. From the forwarding times, we can see the preferences of users and guide the content of articles pushed every day. This is related to the retention and accumulation of fans of a newly opened WeChat official account.

(3) Friends circle: When articles are shared in friends circle, high-quality articles can often cause viral spread in friends circle. The reading volume of articles mainly comes from conversations and friends circle, which is determined by the title and content quality of articles. The title of the article determines the number of articles opened, and the quality of the article determines the number of articles forwarded (forwarded by friends and friends), so forwarding is the core of the surge in reading. A high-quality article often brings a lot of forwarding, and the reading volume is much higher than the number of fans.

(4) Historical news: In the case of a large amount of powder increase, the reading volume through this channel will increase, which is lower under normal circumstances. (5) Others: Articles are shared on platforms other than WeChat.

For example, the figure below shows the data of an article entitled "Zuckerberg made these 26 PPT's to improve employees' work efficiency" pushed by WeChat official account 2065438+6/7/24 (click to read the article). This article has caused a lot of forwarding in the circle of friends, so the reading volume is mainly from the circle of friends.

Based on the above data, we can calculate the following WeChat operational data indicators:

(1) Initial opening rate of articles = number of people reading articles in the dialogue channel of WeChat official account/total number of people reading in all channels.

As has been analyzed above, the reading volume of an article except the dialogue channel basically comes from the reading volume brought by the article being forwarded and shared to the circle of friends, and the forwarding and sharing reading constitutes the second spread. Here, we can actually calculate this data indicator: ① Primary conversion rate = number of people reading articles on WeChat official account dialogue channel/cumulative number of people concerned; . These two data indicators can not only measure the attractiveness of the article, but also judge the activity of WeChat official account fans. Some have 20,000 to 30,000 fans, but the average daily reading of articles is only a few hundred and one thousand; But some fans are only a few thousand, but the average reading can be thousands. What does this mean? If the initial opening rate of the article is continuously lower than 4% and the first conversion rate is continuously lower than 9%, then it can be judged that the fan activity in the official WeChat account is low and the quality in the official WeChat account is low, and the content of the pushed article should be adjusted or the operation mode of WeChat official account should be optimized later.

(2) Forward sharing rate = number of people sharing/total number of readers in all channels.

The forwarding sharing rate directly reflects the quality of the article. Because only good articles that are helpful to users will users be willing to forward and share articles. Generally, the forwarding sharing rate is only a few percentage points, and it is good to reach 10%, and some may reach more than 40%.

The forwarding sharing rate is a very important data, and it is also a value that operators should constantly improve, because the forwarding sharing number is a fission data. An explosive article can often cause viral spread in the circle of friends, so it is especially important to catch the content that fans like.

(3) Secondary transmission rate = number of forwarded readers/total number of readers in all channels.

This data is related to the secondary conversion rate (secondary conversion rate = the number of people who open the channel in the circle of friends/the cumulative number of followers), which can measure the loyalty of fans.

(4) forwarding rate = net increase of fans/forwarding sharing times

If the forwarding rate is low (< 25%), then you should consider whether some details in the article that guide users' attention are reasonable and whether they can be optimized and improved.

PS: The analysis of the five major data is also very meaningful to the boss who wants to advertise on the official account of WeChat, which is directly related to the promotion effect of your product.

1, to guide the tweet content of official WeChat account.

Characteristics of articles with high reading volume:

(1) The content of the article is refined, with high dryness and little moisture;

(2) It reflects the specificity of the official WeChat account and is consistent with the positioning of the official WeChat account;

(3) Fully grasp the current hot spots;

(The tweet header is carefully selected (details: ① The size is 720*400 pixels; 2 dark colors are more attractive than light colors to open articles; ③ The night scene is better than the daytime; (4) Good celebrity effect)

2. Guide the tweet time of WeChat official account.

(1) from a single day, it can be divided into three time periods: 7:00-8:30, 12:00- 13:00, 18:00-23:00, of which 20: 00 pm. This time, not only do you have enough time to brush your circle of friends, but the official WeChat account operators can also calm down and think about something after a hard day. There are also many people who deliberately stagger the peak of WeChat tweets at night and choose to tweet at noon.

(2) Considering a week, high-quality articles are generally pushed on Thursday or Friday.

3. Predict the impact of unexpected events on reading.

For example, everyone is busy visiting Taobao and JD.COM in their spare time, and the reading volume will inevitably decline; For example, some time ago, everyone was discussing the South China Sea issue after dinner, so you couldn't take the opportunity to push an article on a related topic to trigger a lot of forwarding, and so on.

4. Analyze and determine the source of fans and optimize the article publishing platform.

Understanding the source of fans has certain guiding significance for the graphic publishing platform.

-The end-