Operation strategy Analysis of Petal Net: Weibo + social Marketing

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About the second half of last year to focus on the petals of the micro-blog more, that period of time is the petals of the micro-blog promotion do a very fierce time. Before and after the petals of friends also chatted several times, for some experience. Here's a quick list of the work you've observed on petal operations.

New User Boot issue

In order to allow users to enter the community after the content can be seen, not the ice, petals require users in the registration process to choose their own interest in the topic, classification, and after the user selection, the default to help users focus on the field-related artboards. This is actually a strategy to solve a new user startup problem in a community. Individual guesses these artboards are edited in advance, corresponding to the specific classification.

This is a step that almost every community has to do, and take it out today and mention it alone. The attributes of each community are different, and the practice is different in this step. Sina Weibo in all new user registration is the default to pay attention to about 20 of the V Certified users, these users cover public knowledge, stars, local government public security accounts. Be aware of the need for users to select topics of interest in the new user registration process and focus on the celebrity users who have expertise on these topics. The current practice is to allow users to select interested websites and topics for attention in the process of user registration.

All these strategies are mainly to allow new users to enter the site after the content can be seen, on the other hand also expressed the direction of the operators. For example, officials can send some fans to a number of cooperating celebrities in this step, or send some subscribers to some cooperative websites. Finally, this step is also to the user to pass: see so many celebrities have been using XX site/See here there are so many high-quality Web content can be read, you choose the right!

Petals Official Account

Petals official accounts operating on the site also played a very positive role. The official account of the petals has mainly done these things:

1, the release of Petals Weekly, petal interviews and other activities, and the content of each period to be consolidated into a unified sketchpad.

2, according to hot spots and festivals to organize and publish the corresponding artboards. Like "petals of New Year wallpaper".

3, some other high-quality artboards.

The official accounts of the website basically play a role in demonstrating and disseminating and promoting thematic activities based on operational needs. Official accounts run better, such as Pop, which publishes daily activities and regularly publishes quality-guided content.

Petals Weekly

The petals of the weekly itself do not have much creative place, and the general website of the EDM wake-up Mail is almost. But the petals do a good job is to build a special Web index page, in fact, the Web browsing experience better. Each issue of the topic selection and organization is also good.

Petal Interview

The model of Petal interview is to carry out individual interviews with some experienced and angular typical users on the website. Personal guessing is the form of an e-mail interview, edited after the interview and published on the official page. It's a good idea, but there are some limitations.

Value：

To be interviewed for the user to bring great honor, may let this part of the senior users better retention and active;

To other users to bring a certain demonstration effect.

Shortcomings：

If the quality of the interview object is not particularly high, not even angular, then the response should be very weak. To be successful in such interviews, it is important to find users who have an impact on community users. At least a little height, the average user jumps to the height of the jump.

Because the current interview of the user is not very high quality, so the response is also very limited to other users to play a demonstration and influence is very weak.

After observation: Random browsing the petals interviewed 10 dozen users, the last two months have collected/turned over the content of only 1, but also a webmaster. Most of the other interviewees have not shared new content for some time after being interviewed.

A question can also be seen through the petals of the interview, even if the quality of the typical users to stay, the way the interview is difficult to play a role. Let alone a few more influential and well-known users. Celebrities are the key to detonating a community, but how do you introduce celebrities and let them stay? Is there any more economical way besides the way Sina directly deals with the iphone and Tencent Weibo? This is where I've been wrestling.

Social Marketing

Petals in the second half of last year on the social platform to do a lot of work, the effect is quite abundant. Although nothing particularly successful, creative, but focused on a lot of energy.

On Weibo, starting with a 4-day white iphone, the lottery with a third-party platform seems to have been sent out. Since then almost one or two times a week to do the award-forwarding activities for two or three consecutive months. and forwarding activities also invited a few large forwarding. It seems to have signed a long-term cooperation with @ we love to tell cold jokes, to help the petals forwarding activities microblog, and every day to turn n the content of the micro-blog. That time @ We love to tell cold jokes this microblogging forwarded a microblog offer at 900. Petals The amount of money invested in Weibo marketing should not be small. Fan growth is also clear, from the previous more than 200,000 straight to more than 500,000, the average of each tweet forwarding is more than 100.

Micro-letter on the petals do also relatively early, at the end of the November micro-letter "rectification" before the petal micro-letter and some other larger number of the mutual recommendation between the work is booming. Probably at the end of November, because the mushroom Street equals forwarding test activity large area contaminated circle of friends led to micro-letter closure of the public account content outside the chain. Before everyone is to allow users to receive information after clicking on the custom page, so you can take a variety of strategic marketing, mutual push. After the "rectification" micro-letter sent content can only come from the public platform backstage editor, only the bottom of the "read the original" to the site to bring poor value, reading experience also greatly reduced. Since then the micro-letter public account operation has been basically quiet. The large basic in the day-to-day maintenance, no more resources to invest in creative and planning activities.

Summary: In fact, the operation of the petals of the whole do not have a special bright spot, but each is done beautifully. The weekly, the interview is very exquisite, micro-blog, micro-credit marketing sustained investment. It has been the view that many times the operation is executive power!

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