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Titanium Media Note: "I also want to get a micro-credit public number to play," This is the most recently heard a word. From the chalk career 30, the trend of female teachers, to serve the traditional magazine financial beauty reporter, are thinking about this thing. Micro-letter reduces the technical threshold and promotion threshold, making it possible for anyone to run a public number and realize their little dream.

The article to recommend to you today is from the titanium Media author Oriental Fool, who is the founder of the micro-credit School (Youth MBA).

The common number of Oriental fools has a distinctive label: education, and only the vertical field of education for children. Oriental Fool is Ibloomberg video program director, former Southern Weekend editor. In the past decade, the Oriental fools have been as a media person, that is to say, to do the juvenile business school, involved in the field of education for him, is Cross-border, is a new trial.

In the usual impression, the cross-border between the different industries is often accompanied by an uninterrupted wall of work and the constraints of the original working habits, which do not seem to have appeared in the Oriental Fools. When he talked about how he handled his present job, he himself:

Ten years of media experience has helped me make this public number a lot, the core of the ability to have two: one is the belief that "content is king"-there is material, there is depth, at the same time the story and interesting things must be hard demand; the second is a large field of vision, will not blinders, see a topic will stand in a longer span of time, A more solid coordinate to think and construct.

When I was a journalist, the interviewer was looking for one, and now suppose I was interviewing parents, and the response to the interview was a dozen--and something better than that? Importantly, this is clearly more than just a change in volume.

Operation Micro-credit, my role is not the editor-in-chief, but the first product manager.

At present, his young School of Business (Youthmba) Development momentum is good, in this, not only the current childcare, education market just need to exist, but also in the past decade to develop professional habits to look at and solve problems, the situation. It has repeatedly referred to three key points: content for the King, the transformation of the product manager's thinking, focus on the power of data analysis.

Under the full text of the dry goods, after the Titanium Media editor Published:

As a traditional financial media practitioner for nearly ten years, now presiding over a child education micro-credit number has been reluctant; as a guy who has long reported and studied China's rich and wealth changes, he is now dealing with a group of hot moms and educators at home and abroad every day-that's me. Since I made up my mind to take care of my public account of the Junior business School (Youth MBA), as of September 24 this year, the surprise discovery, the author of the public number of micro-letter subscribers have exceeded 40,000.

From media people to public number players: Why do I choose to cross borders

I have a relatively clear position on the "Youthmba Junior Business School". Now, we share the content is at home and abroad humanities education field, the story is strong experience article mainly. The start of the operation of this public number in the 2013 after the Spring Festival, for two reasons:

One is that my children are growing up. When I see some foreign about "how to be a good parent" topic of the article is very incisive, dry very much, while collecting, while trying to contact and meet the author (really occupational disease AH). Why not share these good things with my friends?

The second is the change of people's concept. In the past, when we interviewed Chinese entrepreneurs, especially industrialists, they talked about industrial layout, capital operation, business model and management. In recent years, political and business relations, immigration, asset transfer, health and children's education have become the most important thing for them. In today's complex political context, many people turn to the great environment from anticipation to pessimism. Instead, they pay more attention to the essence of the "ego"--in fact, in the face of health, safety and children's education, "ego" is "I". Rich people have one thing and Ping is no different, that is the humanities education of children. This is far from being rich enough to send a good school.

It's a humanities education, why it's called "Business School."

What is humanities education? This is an ancient, not new vocabulary. In short, it is the education of human nature: the yearning for freedom, the bloom of individuality, the natural cultivation of creativity, the breadth of knowledge, the health of body and mind, and so on. China's economy has been running for more than 10 of years, the material is extremely rich, but we suddenly found that the children are becoming more and more stupid, the most real thing lost.

It is called "the School of Juvenile business" and is linked to a long-standing obsession with the financial sector. In fact, the category of "business study" is very wide, it promotes people's systematic logical thinking ability and the design and operation ability of things. But when ordinary people hear the word "Shang", they understand that they are doing business, managing money, and so forth. Now the junior School of business also shares the content of the financial quotient, but the proportion is not big. We now synthesize the "quotient" into 10 categories: IQ (IQ), Emotional quotient (eq), financial quotient (FQ), German quotient (MQ), Gall quotient (DQ), Heart Quotient (MQ), Spirit Quotient (SQ), Zhi Shang (WQ), Health Quotient (HQ). The contents of each article provided correspond to different categories.

I was in America for a while in March or April, during which I visited several schools, educators, parents and children. For the first time, I felt a great disparity between us and Americans in the humanities education. We can not change too much, not to shake the education system, but the so-called spark can be a prairie fire, we could at least play their own advantages, the selection and provision of quality humanities education content, grafting domestic and foreign resources, to domestic parents and children to inspire.

From quantitative to qualitative: How can subscribers accelerate growth?

Let me tell you what I did with this public number: seven months, 40,000 subscribers. It's not really fast. But you know, from 0 to 10,000, we spent five months, from 10,000 to 20,000, with one months, from 20,000 to 30,000, 20 days, 30,000 to 40,000, and 10 days. It is worth mentioning that we have not done any promotion from beginning to finish.

(Figure 1: Data until September 24, 2013)

At the beginning of the micro-credit, I agreed to a rule with my two small partners: Monday Saturday, every day to share an article, no matter what difficulties encountered, must adhere to. Do one thing once the habit is formed, the energy is infinite. I have been keeping a diary for more than 10 years and have a deep feeling about it. To my relief, the 7-month operation of the junior School of business has only been interrupted for two days except Sunday. And on the second day, we'll make up for the article that hasn't been sent the night before.

In fact, as long as you are not three days fishing, two days screen, more than one article a week and not many people asked, the key is to make a commitment to do, if you do not, subscribers do not know the law of the article sent, your trust will weaken. I can still remember, once I was in the hospital to send, once in the plane immediately before Take-off, once sent to the United States after the very hard to find WiFi sent ...

From 0 to 500 is the first step.

The beginning of the approach is no different from the media, the article sent to themselves, and then wrote in the circle of friends: small partners, let us grow with the children, this is a micro-letter I chaired the public account, please pay attention to, support. After a few consecutive articles, some friends see that really valuable, pay attention to. Of course, some friends are purely to give me face, but also concerned about. It does not matter, because I am convinced that the road is a good horse. After sharing for half a month, there are new subscribers every day, and then someone starts to reply: You share a lot of dry goods.

March 10 is a Sunday, the young Business School micro-letter opened nearly one months, the Subscriber 600 people. I think since micro-trust is an interactive platform, let's have the first interaction: Ask the categories of content that friends are interested in. We divided into 6 categories, allowing users to do multiple-choice questions. 15 minutes after the release of the message. We received more than 120 replies, that is, the recovery rate is 20%.

I felt the power of mobile internet for the first time. From another point of view, when I was a journalist, the interview was one of a dozen, and now suppose I was interviewing parents, and the response to the interview was just a hit--is there anything better? Importantly, this is clearly more than just a change in volume.

In early July, the school's microblog subscribers topped 10,000. This time, I know, it is not just a micro-credit account, we are bound to consider derivatives, become a new media agency, or a club.

Content for the King

Recently, we have released a catalogue of 120 selected articles of the first quarter of the Youthmba Junior business School. When the catalogue was released, a friend asked: Where did these articles come from?

This is a very good question. Includes two aspects, the source itself, and whether or not the authorization is granted.

First of all, I am a writer myself. Ten years of media career, of which in the southern Press group seven years. When I write every story or column, no matter how many people I interviewed or how much material it was, it started with a new word blank document. There have been countless times of anxiety and sleepless nights, only to paste their own label products responsible. So, when I started my junior business school micro-letter, I asked my little friends, "the first and foremost work ethic is to identify the source and the original author." In fact, as you can see, the majority of the articles pushed by the Junior School of Business are written by Chinese parents and educators overseas, and we all get the authorization.

One of the greatest benefits of this age is the convenience of looking for someone. Whenever we discover that every overseas Chinese who is good at writing and willing to share, we will contact TA immediately.

Some are through the mail, some through micro-blog, Facebook messages, or through acquaintances introduced. We explain our ideas to each other and introduce what we are doing. If the article is reproduced in a micro-letter, we will request authorization; sometimes we manuscripts directly to each other when we see each other's interesting words, and if the other party does not have time to write, or do not want to write, we contact by telephone or Skype, let each other dictate, we organize, Release (Titanium Media Note: This is similar to the way new media operate).

It is common sense that things should be done this way. The so-called collection of sand into the tower, we have been authorized to publish articles, readers and authors can feel our professionalism and seriousness, trust will increase, stickiness will be enhanced. The increased stickiness of the reader will prompt them to recommend micro-letters to more friends or to share them in a circle of friends. And the author of the increase in stickiness, because of their own ideas to gain recognition, become more willing to have the motivation to share their experience.

Ten years of media experience has helped me to do this public number, the core of the ability to have two:

One is to believe in "content is king". Have material, have depth, at the same time story and interesting strong things must be hard demand;

The second is a large field of vision, will not blinders, see a topic will stand in a longer time span, a more solid coordinate to think and construct.

These two skills are borrowed from the present new media to host children's education, the former do not speak. In terms of the latter, it lets us jump out of education and see China. The integration of resources is global.

The difference is that the operation of the micro-credit number, my role is not editor-in-chief, but the first product manager. What are your audience characteristics? Do you provide the content and service is the audience really need, the product can continue to upgrade? Because of the 0 distance interaction with the audience, this allows us to more accurately produce quality content, provide quality services, in the traditional media accumulated core competitiveness is actually become stronger.

This is equivalent to answering two questions.

First, China's education and training, especially in the field of children's education, a new round of revolution, there will be more people outside the industry to participate in. There is no "who moved the cheese" one said, there is only division of labor and Cooperation.

Second, "New media is the nightmare of traditional media people" is a pseudo proposition. But one thing I agree is that the traditional media will become more and more narrow, the type, the service specific, accurate crowd is enough. Traditional media people still have much to do in cross-border or narrow areas. The new media is a catalyst rather than a Sering.

Now, our micro-letter backstage can receive more than 2000 replies a day, most of which are extracts of historical articles. There is also a part of it that gives us advice and advice. For the former, we are most gratified-now the micro-letter content in fact, the Assembly of a magazine. Subscribers look at the article received the day after the harvest, will be based on key words to view related articles, similar to the magazine "Thematic planning", a continuous enrichment of rolling topics. Below you can also see. This period of time we pushed the article has 10,000 reading volume, but the entire micro-letter content reading volume of nearly 60,000 people.

The power of the data

Starting in early August 2013, the micro-trust public platform backstage, with the "Data statistics" function. This is a great tool. Here you can see the number of subscribers growing every day, the number of subscribers to unsubscribe, you can see the user's sex ratio, provinces and cities and other attributes, more importantly, you can see the daily push to send the number of articles sent, how many people open the reading rate, each article how many people share forwarding. You can also see the total number of readings and the number of forwarding times involved in all articles of the micro-letter.

From this time onwards. I decided to open the data on the school's micro-letters. Every day to send the article, we will note how many people together with you to subscribe to Youthmba. We should be the earliest or perhaps the only public account that publishes subscriptions every day. It is our basic principle that we should not make fake or show off. Transparency allows everyone to see a pure, straightforward school for young people.

A bold figure in the chart below shows a net increase of 973 subscribers to the young school's micro-trust on the day of September 24.

The graph below shows that, in the first half, when subscribers rush to 20,000, the average growth of 250 people per day, and from the end of August, that is, the subscriber breakthrough 20,000, the growth rate significantly accelerated, the average daily growth of more than 600 people, after the subscriber breakthrough 30,000, the average daily new 800 to 1000

Figure 2: This is the subscriber change data for the past two weeks per day:

Figure 3: The gender ratio of the microblogging subscribers in the school of Business is about 2:1, or about 67% is female and 33% is male.

From the background of the head of the micro-letter subscribers can be seen, nearly 90% of subscribers are parents or prospective parents. But because we share the article although the case and the story mainly, but takes the idea collision, the humanities education mainly. Relative to their cultural level, income level.

Figure 4: Province distribution. Beijing and Guangdong are abreast, followed by Shanghai and Zhejiang. From the city distribution, the top five cities were Beijing, Shanghai, Shenzhen, Guangzhou and Hangzhou.

Figure 5: The upper column in the figure below is the September 24 all articles in the Junior Business School micro-letter were read 53,197 times, shared and forwarded 3,732 times. This data makes us happy. Because the September 24 afternoon to push the article, as late as the reading amount of 7,720 times, forwarding 308 times. That is to say, all the "old text" of our Junior business school has read more than 45,000 times in this day and forwarded more than 3,400 times. This shows that our article forms a content system, a virtuous circle. In addition, we should note that because our article basically does not link the Web page, so the "original reading Times" is generally 0 or single digits.

Figure 6: This is the total number of daily readings and the number of shares forwarded by the Junior School of business in the past half month.

According to the background data, the average opening rate of each article in our public number is 35% (that is to 10 people, 4 people opened the day to see), higher than most of the number of micro-letter 30% open rate.

There are many articles that continue to be paid attention to, such as "Why the United States does not encourage parents to tutor children homework", "education is China's largest fake and shoddy goods", "270 classic films into 7 minutes of film: watching movies is a great habit" and other articles.

Another notable figure is the forwarding rate. The recent January article, the forwarding rate is mostly more than 7%, some of which reached more than 10%.

Mistakes and illusions, expectations and visions

Of course, not all the results are smooth sailing, we sometimes have mistakes.

For example, August 27, we shared an article titled "An Entrepreneur's late confession to his wife," Hongdalen founder of Handsup, Taiwan's entrepreneurial think-tank. I saw Dalen on Facebook and found out that he was a passionate person with a passion for entrepreneurship, shared ideas with entrepreneurs, and had a passion for writing, so he manuscripts to him and wanted him to be our columnist, and he soon agreed.

The core of this article is that men are not easy to start a business, career and family difficult to balance, owe too much to his wife, ask for forgiveness. The words of brother Hung are pleading, there is a sense of scene between the words. The reading of the article in a week is 27417 people, forwarded to share nearly 2000 times. What is our mistake, is the day at the end of the passage of the "Manuscripts letter":

It's hard to get the fish and paws. Comrade Ma Yun has admitted that family and career can never be balanced. Therefore, I would like to dedicate this article to the lovely entrepreneurs and the family of TA.

We send out manuscripts and interview invitations today, and if you are an entrepreneur and love your family life, you can share your entanglements and the balance of your efforts to be heard. You can write down your story directly in the micro-letter, if dissertation, please send an e-mail to YouthMBA@sina.com; If you are not good at writing, please leave your contact form, we will contact you about the interview, help you write your story and then share with you.

The surface looks fine. In fact, the problem is too big: most of our subscribers are women, and it is their husbands, not their own, who tell their debt or balance. As it turns out, we received very few replies and emails. This point, I hope to give a little inspiration to fellow people.

There is another deep insight into the balance that needs to be mastered in the selection of content. One thing to keep in mind is that only by constantly providing parents with the content and practices that they can absorb, learn, or emulate can they become loyal users. And like "Education is China's largest fake and inferior products," such articles, when you choose, you know that you are likely to be very concerned, will bring a lot of new micro-credit subscribers, there will be a higher number of forwarding, but if you continue to push a few such articles, there will be a large number of subscribers unsubscribe. The reason is very simple, although we need emotional vent, we need someone to speak our hearts. But the child sits in front of, the day wants to go down, the operation is strong idea, method and suggestion is everybody's "dish".

This is simple, but it is very important. Because the proliferation of subscribers is apt to create an illusion that this represents identity, in fact, is not the case at all. On the other hand, sometimes push the article open rate, reading rate is very high, but who knows the user is a skimming type of light reading, or intensive reading? In a word, small but beautiful, small and fine things in this era is actually easier to achieve success. At the beginning of last year saw the Thunder army, I sent him a book-Pau Burlingham (Bo Burlingham) version of the "small, I was intentional."

Half a year to host the micro-letter public account experience, and I also is a transformation.

In retrospect, it was fun, and I worked with Hurun 5 years ago to write the Hurun Rich list: China's rich this decade of the book, I face the research and interview object, is the price of billions of, tens of billions of entrepreneurs, most of them are more and more enterprises, as if "big is beauty", in fact, many times they are helpless big, Become bigger and more dangerous by local governments and shareholders.

And now I am faced with, as an individual parent. More and more parents do not ask their children to excel in the class, but only the children's physical and mental health; the second is that some enterprises, educational institutions, they suddenly found that before the test to provide customers with discounted information to improve customer stickiness is no longer a panacea, these customers certainly do not exclude inexpensive things, But also more and more thirst for knowledge and wisdom fun to share.

The common point of education and news is that it has the function of enlightening the wisdom of the public.

They all want the world to be better, and they want everyone to be happy. Of course, as Wen Yan said, my experience was doomed when I was in the field of education, my thinking, model and the traditional education industry are very different. We are a trans-border person. We are the explorers of the new paradigm. We hope that more individuals, enterprises and educational institutions with abundant resources will contact us to explore the possibility of cooperation in content production and customization. Our vision is to be a quality content provider for children's humanities education. October will start to launch other knowledge-based products. It also plans to organize offline activities from big cities. In addition to sharing the meeting, we are also introducing overseas experiential cross-border knowledge projects that mainland children have never experienced. Flame, let's work together for Chinese parents and children to provide fresh and valuable think tank services.

(The writer of this article is Oriental Fool, formerly known as Zhang Hua, senior Media person, financial columnist, and trans-border education advocate.) ）