The official WeChat account is mainly for celebrities, governments, media, enterprises and other institutions to carry out cooperation and promotion business. Here, we can promote the brand to hundreds of millions of WeChat users through WeChat channels, reduce publicity costs, improve brand awareness and create a more influential brand image. The slogan of WeChat official account is "No matter how small an individual is, he also has his own brand", which shows its importance to brand promotion.
WeChat official account authentication
WeChat authentication, also known as WeChat official account authentication. You need to have a certain reputation in the industry, and at least 500 subscribers can apply for certification. It is difficult for ordinary enterprises and individuals to pass. Only qualified celebrities and companies can apply for WeChat official account authentication. You can promote your official WeChat account QR code through Weibo, websites and other channels to gain more subscribers and expand your influence.
2014,65438+2004124 October, the wechat team announced a new public platform wechat certification update notice. The specific content is: the WeChat public platform has opened the subscription number enterprise type certification, and the process is completely consistent with the service number. All successfully authenticated accounts (including those authenticated by WeChat and those authenticated by Weibo) can automatically get customized menus. The Weibo authentication portal of enterprise organization type has been closed, and at the same time, because WeChat authentication does not support personal authentication, an individual's subscription number can apply for Weibo authentication of the associated individual.
Assistant use of WeChat official account
You can bind a private micro-signal in the settings, send messages by using the official WeChat account assistant, and check the message sending status at any time.
How to add friends
Wechat public platform can't actively add friends, but can only be added as friends by others. Certified users can search on the WeChat public platform. Click on friends in WeChat → Add friends → Scan QR code → Place the QR code pattern of users who need to pay attention in the view box → Add people who are concerned. After adding attention to become a fan, the users you follow can send messages to interact with you through the WeChat public platform.
Account application
With the QQ number, you can log in to the WeChat public platform and confirm to be a public account user. The Chinese name of the application can be repeated, so don't worry about someone grabbing your official WeChat account.
After confirming the public account, enter the WeChat public media background.
Backstage is simple. It mainly includes real-time communication, message sending and data management. Users can manage their fans in groups and communicate in real time in this interface.
Release mode
Its most important way of publishing and subscribing is to let WeChat users scan and subscribe by publishing the QR code of the official WeChat account. Any WeChat WeChat official account user will find a QR code in the following format in the settings, and the brand ID will be placed in the middle of the QR code.
You can also subscribe to WeChat WeChat official account in other ways. For example, by subscribing to micro-signals, you can directly click "Add Friends"-"Search by Number" on WeChat and enter "Account number (combination of letters, numbers and underscores, which must start with letters)" to find and pay attention to the content you are interested in. However, for the official WeChat account that is currently open for application, most micro-signals are similar in format to gh_5a8ce 1d 1bc8b, which is not conducive to memory and search (in addition, you can send your favorite WeChat WeChat official account ID to your friends by sending a business card).
Message push
Wechat WeChat official account can achieve accurate message push through user grouping and geographical control in the background. Ordinary public accounts can send five kinds of information: text, picture, voice, video and graphic. The authentication account has higher authority, can have a custom menu, and the service number can also get all advanced interfaces to provide better experience and service.
Classified subscription
Unfortunately, at present, the public platform can't do more detailed classified subscriptions. I believe that in time, if the public platform can subscribe to information more accurately, the experience will be better.
As far as the interruption of push is concerned, the increase of user subscription may also increase this trouble, but as far as I know, the next version of push will completely cancel the sound reminder, thus distinguishing private information from content messages. The most important thing is probably the choice of content and brand-people will like a small amount of exquisite information and can leave at any time.
Human nature setting
Group assistant
Since the public account can't log in on the handheld device, the official WeChat account can be bound to a private WeChat account and send messages to all fans in the official WeChat account through the assistant of the official WeChat account on the private account. Every time you send a message, you will be asked, "Are you sure you want to send it?" The message submission process is slightly slower than the general micro-signal sending process.
Auto reply
Because it is a one-to-many peer-to-peer mode, the WeChat public platform has an automatic reply option in the background, and users can automatically handle some commonly used queries and questions by adding keywords (multiple keywords can be added). The background intelligence of WeChat platform is not so high, so you can't learn by yourself, but it's still good after matching keywords.
You can try to interact with our official account and see how it automatically replies. But automatic reply is not a particularly good choice for non-star small media or brands. We all like the fun and warmth of real communication.
Certification type
When logging in to WeChat platform, we can see that there are three main categories of public authentication accounts on the platform: reading, media and stars. Interestingly, this order also embodies the same connotation as platform naming. The WeChat public platform puts "subscription", that is, the brand of content category, in the first place. I believe this is not an unintentional move-this detail reveals the core positioning of the "public" orientation of WeChat public platform.
At present, there are two official WeChat accounts, and there are some differences between "certified account" and ordinary "public account". Anyone can register the official WeChat account, but at least 500 people need to pay attention to applying for certification. This brand certification can better control the high-quality content of the official WeChat account in the early stage. In a massive open platform, this kind of demonstration and training is undoubtedly quite necessary for the development of the platform.
For certified media, the details page of WeChat will have some brand certification details and official links.
"My brand is seen by hundreds of millions of people" at the bottom of the platform login page fully demonstrates WeChat's confidence in this brand platform.
It is worth noting here that WeChat can achieve the viral spread of the brand through personal attention pages and friends circle. Everyone's personal information page will have their own brand LOGO. Your friends can also know your preferences and concerns when they pay attention to you. Of course, you can also choose whether to display the brand.
statistics
On August 29th, 20 13, the data statistics function of WeChat public platform was officially launched.
Statistical analysis of data (4 items), so far the users and published data of public platforms can finally be quantified.
Data statistics functions can be roughly divided into three categories: user analysis, graphic analysis and message analysis:
User analysis looks at statistics such as the increase in the number of users, the cancellation of attention, and user attributes in any time period; Analysis of mass sending graphic messages, viewing the statistics of mass sending effect of graphic messages in any time period, including the analysis of the number of senders, readers and forwards; Message analysis can view the statistics of messages sent by users, including the times and times of message sending; The official account of WeChat has become a developer, and you can view the relevant statistics of interface calls.