How to promote hotel WeChat public account

The hotel’s official WeChat account is more difficult to operate than other corporate official WeChat accounts. Why is this said? Because not everyone needs to use the hotel, and the content released is relatively simple, either hotel promotions, hotel press releases, etc., then how should the hotel’s official WeChat operate? How to increase fans? How to stand out in the craze of WeChat public accounts?

The foundation determines the building, and in terms of basic operations,

The author has the following suggestions for the WeChat operation leaders of all hotels

In the early stages of establishing the official WeChat account of hotel companies, It is necessary to clarify the positioning of the official WeChat account and distinguish the difference between "service account" or "subscription account" before making a choice

Many hotels are confused about whether to choose "service account" or "subscription account" when applying for corporate official WeChat account. Tangled, many WeChat operators choose directly according to the requirements or preferences of the hotel general manager or marketing director and other leadership. For example, the leadership said that WeChat must be sent every day in the future, so they choose a subscription account. In fact, as a professional WeChat operator, you need to give you professional advice and clarify the difference between a "service account" and a "subscription account" before making a choice.

From the comparison chart above, the first thing many people notice is that the subscription account can push one message a day, while the service account can only push four messages a month, so they reported it to the leadership. I feel that if I could push messages every day, I would definitely not choose to only push messages 4 times a month. Otherwise, wouldn’t it be a waste of resources? However, many people ignore the most important part, which is the content in the red box. The corporate official Weibo of the hotel industry is actually a channel focusing on "user operations". Let’s give a simple example: why do most media companies’ official WeChat accounts have subscription accounts? Because the media needs to push the latest information in real time, and fans pay attention because they hope to obtain real-time information, so the genre matches the needs of fans. However, as the official WeChat account of hotel companies in the service industry, they should pay more attention to "user service and management" instead of always pushing information that the hotel unilaterally wants to push. In other words, the needs of fans of the official WeChat account of hotel companies are more focused on "Service interaction", such as obtaining fun hotel experience opportunities, special offers, etc., so the author recommends that the hotel industry choose "service account" when registering on the official WeChat account.

Before starting the show, the company’s official WeChat account frame is the first impression shown to fans. It can clearly let fans know what they can gain by following your official WeChat account.

Fans in different industries have different habits. Some focus on "promotion", some focus on "content", and some focus on "interaction". That is why it is necessary to think about the positioning first, not all new fans. The media needs to put content first. What is the first priority for hotels? The following map is the suggestion provided by the author. As for the answer, everyone has different opinions. ?

After the official WeChat account is set up and enters the operation stage, the first step is to find ways to attract fans to follow the official WeChat account. Then we need to know what kind of content will inspire users to follow the WeChat account?

About 75% of people follow a WeChat official account because it is “practical”

About 70% of people follow a WeChat official account because of “interest”

User experience: The layout is clear and comfortable, and the reading experience is good;

Content: valuable, interesting, and practical for me;

Tail image: One picture can clearly say who I am Who can provide you with something.

As for typesetting, the author recommends some practical tools to everyone

As for content, the author first talks about the "title"

The master of the modern advertising industry Mr. Ogilvy, the founder of Ogilvy & Mather, has a classic theory: the number of people who read the title is five times the number of people who read the text. What aspects should we pay attention to in the title?

The first principle of titles—truth. Truthfulness is one of the important prerequisites for building a solid relationship with readers. Don’t distort facts by making headlines, and don’t lie to defraud traffic. If you can’t keep this bottom line, you won’t be able to build a truly strong relationship with readers.

Speak like a human being, don’t pretend.

The title is equivalent to an "advertising slogan". Make it concise and clear, with accurate information and direct to the point. Don't let your fans get confused after reading the title and wonder what "core idea" you want to express. Hotel fans are very practical. A title that requires two or more explanations will increase fans’ understanding costs and reduce the number of reading clicks. Unless you have a way to build your hotel's official WeChat account into a "style experience" platform, users don't care what you can provide, but they can find the fun of chatting on your platform.

Find the points of conflict. For example, "The most amazing thing about Hong Kong's 囧 is not the 1.5 billion box office in 13 days, but the 30 countdown posters...".

Creative, interesting and knowledgeable. For example, "Why does your PowerPoint have neither Power nor Point?" 》.

After finishing the title, let’s talk about the “main topic”

First of all, the author would like to give a suggestion to all hotel management. The official micro-blog operators are the soul of this public account. For the operators The requirements for accumulation, talent, creativity, etc. are very high, so when recruiting this operator, the conditions can be relaxed appropriately, and don't use too many rules to limit your recruitment level. A hotel's official WeChat account is usually operated by one person. It is difficult for a hotel to spend 10 million a year for third-party operations like Durex. However, in the era of mobile Internet, the value of new media represented by WeChat is far beyond the imagination of many companies. , we must use the best talents to be responsible for the most effective user channels.

Speaking of WeChat content, the author has mentioned before that the WeChat content released by many hotels is almost all about hotel promotions, hotel event press releases, award-winning information, etc. The number of reads and clicks is very low. In fact, The operators themselves find it boring to use WeChat, and even the hotel staff are not interested in clicking, let alone the fans. Here I would like to give you a reminder: Do not regard the hotel’s official WeChat account as an internal company publication. I emphasized the concept of "user operation" earlier, so you must think about who your WeChat fans are? What do they want? What are you interested in? What can you offer your fans? In terms of the expression form of content, it can be diversified. Short videos, H5, graphics and texts are all feasible. The most important thing is to first understand the way of expressing content that is most acceptable to users.

Don’t let your fans “die” in your WeChat backend. The author recommends doing welfare activities for WeChat fans at least once a month, such as "Monthly WeChat Fan Feedback Day" and "Monthly WeChat Fan Party" to allow your fans to accept the promotional information you push, but also to give appropriate feedback and let them I look forward to it every month, waiting for the "welfare day" to arrive.

Tips for WeChat operation, although small, but extremely important

Learn to read official WeChat backend data. Understand the habits of users and know when they are used to opening your WeChat. Some people say that 9 to 10 pm is the peak number of clicks. Some say that users generally have a higher desire to read on Mondays, Thursdays, Fridays and Saturdays. The author believes that every day Users of each platform in each city have different habits. Understanding the habits of your official Weibo users is the key;

The header image is very important. The header image is also an important way of visual communication. Don’t just find a picture as the header image. If you are pushing multiple pieces of information, the header image of each piece of information can be combined and used.

When establishing the company's official micro platform in the early stage, be sure to build automatic reply content and keyword reply content, but don't forget about it after building it. Go to the backend every day to check the keywords sent by users the most. Which, real-time optimization.

Reply to users' messages in a timely manner. Everyone hopes to receive a reply immediately after sending their message. Replying to users' messages in a timely manner can establish a better emotional connection with the user.

The above are some of the author’s personal suggestions for the operation of the official WeChat account of enterprises in the hotel industry, regarding the “strategy for increasing fans” of the hotel’s official WeChat account.