In the operating company, Internet operation is discussed every week. In order to be of practical help to everyone, our topic will not be too big. A topic like "What do you think of VR technology" will not appear in the operating company, but the application case of VR in operation and promotion can enter our topic. Today's sharing is selected from the discussion on how the operating organization obtains the first batch of users of the official WeChat account. It comes from the practice sharing of eight operators, and it is functional, content-oriented, activity-oriented, and opportunity-oriented ... (You are welcome to leave a message in the comment area at the bottom and share your experience in getting the first batch of 1000 subscribers). Product rookie has pushed 2 14 pictures and texts in these 365 days, and accumulated continuously. According to the standards of the enterprise, it can be said that the official account of WeChat is too qualified. However, according to personal disclosure, every operation article he wrote can bring nearly 160 new followers, which can be said to have received good feedback. I can't say that my articles are good, but each one is a summary of my own practice. Every operation experience is unique, and whether it is successful or not, it is worth recording. There are many articles about how to operate the official WeChat account. Here, I will focus on sharing with you the acquisition process of the first batch of 1000 followers of the product rookie exchange, because it is very valuable for reference. The attention of the product Cainiao Hui ranged from 0 to 1000, and it took more than two months. At first, the main method was to share it with friends circle every time you finished writing an article, and then share it with WeChat group for forwarding. If the article is of high quality, it will also guide everyone to forward it by sending red envelopes. It can be said that as long as I know a little about my friends, I will ask for my attention. Once a college student came to Shanghai to play, the first thing they did was not to eat and drink, but to pay attention to the product rookie exchange first. At that time, the attention was less than 500. In addition to weekly tweets, there is no less tossing about the matter of rising powder. The following is the cumulative user trend chart of the product rookie exchange from 0 to 1000. I can clearly see the three points with relatively high growth slopes: August 2 1, September 29, 10 and 13. Let me briefly talk about what I have done at these three points. The first point: I pushed the same birthday summary article as this one and shared my experiences from Shanghai to Beijing and from Beijing to Shanghai at the age of 23. It should be that chicken soup went to a circle of friends to find my friends, so nearly 100 friends paid attention to the product rookie exchange on this day. The second point: Steve Jobs' resume, I went to their user group to share my experience of how I failed in the school recruitment interview and entered Baidu through social recruitment. Perhaps the content borrowed the local atmosphere, and nearly 300 new followers were added that day. The third point: I planned an activity to send Alipay password red packets, and the effect was good. I added 500 followers that day. The way for users to participate is very simple, that is, reply keywords in the product rookie exchange from 2 1: 00 and get the Alipay password red envelope. In the promotion of this activity, a poster was made at that time and then distributed in the community, friends circle and Baidu Post Bar. It doesn't matter how long it takes for the official WeChat account to reach 1000 followers. What matters is the continuous content update after 1000 followers. The improvement of attention is a visible achievement in the process of making an official WeChat account. If you want to be the official account of WeChat, before any reprinting and word of mouth in the early stage, I suggest that you can rely on the increase of attention and insist on writing articles like me. 1. Transform the existing platform and account of the enterprise: for example, there are Weibo and blogs, push the QR code at the back of each article and post it on official website, or you can bring the official account information of WeChat in the emails and messages sent to customers. In addition, offline products such as product packaging, business cards, company brochures, posters and hard work can also be used. 2. Dry goods promotion: write practical articles related to WeChat official account and send them to other media platforms, forums and QQ groups in the same industry. The information of WeChat official account is mentioned in the article or supplemented at the end of the article. The account signature and avatar can also use QR code if possible. Here can be used as bait, such as sorting out more information and articles about related industries, stating concern and replying to XX. 3. Event planning: WeChat official account, studying, you can open a book club and a gourmet dinner on platforms such as Douban. There are funds to design some online and offline gift-giving activities. You can use virtual coupons if you have no money. If you don't have these, try to give something valuable, such as knowledge and experience in this industry, such as giving people a sense of belonging and identity. At that time, I made an official WeChat account within the group, mainly to promote the 20th anniversary celebration of the group. Let me also talk about how the first fans got here. 65438+ 2. Taking advantage of hot activities to absorb powder: During the annual meeting at the end of the year, the annual lottery was held through the official account of WeChat WeChat, and the number of fans rose from a few hundred seconds to two thousand. Our basic employees were two thousand, and of course there were also employees' families. However, I didn't expect that many employees' families didn't pass the customs. I read our official WeChat account article with great interest to understand the activity dynamics, haha. 3. Deeply cultivate the content and write something that employees like according to their temperament: Don't tell lies, the annual meeting will be lucky, and a third-party platform will be used, and then the third-party platform will hang up, and employees and their families will vomit wildly. Immediately follow up an article to explain the situation and gain the trust of the audience. In the final analysis, it is the key to open the popularity of push activities, and the follow-up depends on content and activities to stimulate and gain the recognition of target users from an emotional point of view. We are sharing the experience of original maternal and child products consumption. Shortly after we started to do it, we summed up the method of obtaining the first batch of users by ourselves: content+channel. The first is positioning, which helps other novice mothers to make purchase decisions by sharing their baby's feelings about using maternal and child products. The second is the tonality of the content, insisting on originality and the real sharing of ordinary users. The third is to transfer water from other channels. At the same time, I made a headline number and insisted on updating it every day to attract headline users. In addition, take advantage of the content quality and share the posts to the corresponding users' WeChat group and QQ group. I made the campus number. The method of powder absorption mainly has the following three functions: checking grades, CET-4 and CET-6, taking off a single confession, and finding lost things. Learning and entertainment are both correct. 2. Content | Hotspots: The content is mainly based on the combination of schools, and of course, it will also rely on various third-party platforms to analyze and imitate articles with high reading volume in campus accounts, such as "* * University, this is my resume". 3. Welfare: Use the Chinese New Year to provide various information about grabbing red envelopes and join enterprises or businesses around the campus. 4. Voting activities: such as the most beautiful campus beauty contest, the most United class contest, dormitory contest, selfie contest, etc. 5.seo and WeChat group: Do seo online, search school information, you can find my official WeChat account information, and then add all the students from schools to your own WeChat, and establish WeChat group to facilitate the spread and direct scanning of QR code on WeChat. Generally speaking, the activities that can bring more than 1000 fans to my platform mainly include giving out red envelopes, taking selfies, checking CET-4 and CET-6, etc. 1. Find an acquaintance: At the beginning, Sina Weibo asked every employee to find a friend to register for Weibo. If you want your friends to play, you must tell them the core value of the product. Under normal circumstances, entrepreneurship will have a certain relationship in a certain circle. Cold start will let friends use it first, and the feedback will be more real. I still remember that at the beginning of Baidu takeaway, after work, I distributed leaflets on the desks of every colleague in Baidu to mobilize internal employees to start road construction in Erqi, Xi. 2. Looking for talents: If you have thighs and start a business in BAT, you can initiate recruitment activities or promotion and put them in the location of the target users for promotion. In this process, you will inform users of the core gameplay of the product. If you don't have thighs, you can send messages to the target users through vertical forums, Weibo, etc. The most important thing is to tell users the core value, and more importantly, tell them what his income is, otherwise everyone's time is precious. Why play with your product? 3. Find an institution: If it is an innovative tourism product, you can find some friends' institutions to use it. If necessary, you can make a PPT and tell him the core value of the product and what the differentiation is. 4. Find a community: QQ group is a place where a large number of like-minded users gather, which is easy to find through group search. The product is aimed at users who learn Japanese, so they can join a large number of Japanese groups, promote them by clicking on users or send them directly in groups. Pay attention to the content as far as possible not to be like advertisements, and have a good relationship with the group owners to avoid being kicked. 1. Write high-quality content in the early stage: There are many sources to obtain the first wave of seed users by operating WeChat official account, which can be friends circle, friends circle, WeChat group, friends' WeChat group and so on. However, the reason why users are acquired is not the relationship and number of friends, but the content or value provided. Therefore, in addition to setting relevant replies in the background of the official WeChat account, the preparatory work in the early stage also needs to polish the contents of the first article or even the next 5-6 articles in a targeted manner, so as to achieve continuous high-quality output, whether it is to find an approved person or a partner, it is indispensable. If it's just a piece of content, then I think this wave of users' acquisition is of little value. 2. Guide users to spread: The first wave of users may only be 10, but you clearly know that the purpose of acquiring this 10 user is to let them share and forward themselves, so the sharing and forwarding of 10 users may bring users above 10 again. Therefore, the previous thinking problem is that the purpose of users in the early stage is not to complete KPI or gain a sense of accomplishment, but to help them acquire users in the later stage. 3. Activity planning: After the content output is guaranteed, targeted activity planning is required. For example, the content source of the seminar is shared by guests, discussed by everyone on weekdays, and held on Tuesday. Because we have a formal recruitment threshold, we are not very prominent in the sharing mechanism. If we are individuals, we will definitely encourage sharing at this time. For details, please refer to how to obtain the first wave of seed users in the group before the "most beautiful operation selection" activity of the Institute. Related methods are actually interoperable. The threshold for obtaining the first wave of seed users is much lower than that for obtaining the first wave of seed users. Recall that when the company first started to do WeChat, it used to kill its internal employees and encourage them. The most effective thing is to encourage employees within the company and get immediate results! Since we are a start-up company, we will send an article like "Our app is online" at the beginning, and then let the employees turn around, which will soon usher in a large wave of relevant people in the industry. These people in the industry have their own circles, relative to some "friends" they share. The viscosity and spreading power are higher, and it absorbs powder faster than making content. Of course, the content must keep up, and the content is used to screen users. After all, employees are of different ages, and we will soon find that many fans who come in are not our target group. Therefore, after screening the first wave of fans through content, we began to find core users through articles, activities and communities. -Reply to the following numerical keywords in the official WeChat account "Product Rookie Exchange" to view the dry goods of operation 0 1- "Young man, why do you firmly choose to operate? 02- Firmly believe that operation is more important than being right for people 03- Five ambiguous relationships between operation and products 04- How to quickly grow into high-level operation 05- Which of the three career development directions of operation will you choose? 06- Three thinking modes commonly used in high-level operation 07- How to effectively change jobs 08- How to improve user retention with data analysis 09- Ten steps to become the most scarce operation on the Internet 10- Monthly salary of content operation 3000- 30000.