"Micro-community" into electricity dealers gather users another field, how to cultivate is confused

"Billion Power network News" May 19, micro-letter public number operation began to be widely concerned, "micro-community" to become a user of the electricity quotient of another field, but how to cultivate this land has become a lot of electrical and brand business confusion. Billion power network to several micro-community operations in the small achievements of the electrical business enterprises to understand some of the operational experience and practical experiences.

From development member to precipitate member

For micro-communities, different companies have different positioning. In the 7 days chain Hotel micro-letter public number "7 Days" (now renamed the "Platinum Club") operations director Xu Open it seems that micro-letter is a platform for the development of members, and micro-community can be a member of the platform for sedimentation. According to billion power network, the current total number of platinum fan has reached 1.4 million, micro-community total visits in about 440,000.

Member policy change is a topic of strong user interaction

The main location for the micro community is the interaction of the fans. "The micro-community has turned the public account ' One-to-many ' one-way push information into a fan ' many-to-many ' mode of communication, the real value of which is to supplement the public number of interactive ability. "Ma Honeycomb micro-letter public number" Ma Cellular tourism Strategy, the responsible person told billion power network.

The person in charge, the MA honeycomb at the end of 2013 opened the micro-community, but has not spent energy operation, from the beginning of March this year, the MA Honeycomb officially began to force the operation of micro-community. Currently, the total number of visits to the micro-community has reached 2.238 million, with more than 10,000 topics.

Ma Honeycomb Micro Community

The trick of teasing the user

Users of different enterprise types are also excited about different content. According to the cosmetics brand PBA micro-letter public number Operation director Zhou Ronggui introduced, the topic of award collection, causing a wide range of spit topic, there is the topic of the most likely to arouse concern. But in these ways, he bluntly said, "the most direct, most violent, but also the fastest way is to have incentives for profitable activities."

But on the side of the leech, the situation is slightly different. Ma Honeycomb tourism Strategy operators think that prizes are not the best way to drive users, interesting content or can allow users to obtain certain information, to achieve certain purposes (such as companions, friends) content, users are more willing to participate actively.

and 7 days chain hotel's micro-letter users more concerned about the membership policy, according to Xu Open revealed that members of the policy adjustment, preferential activities of the content of the micro-community in the platinum group is the most likely to cause user interaction. For example, the last 7 days will be renamed "Platinum Tao", and issued a series of new policies, the user feedback is very much.

In order to "tease" users, motivate users to contribute more content in the community, enterprises need to be in the topic set up enough Kung fu. Zhou Ronggui told billion power network, the more interesting topics, the more wonderful the more exciting participation enthusiasm. PBA initiated in the Micro community "if our General manager is your predecessor, would you ...?" Say that you think men are the most unreliable nonsense "and other topics have caused a lot of thread and spit.