Point Guest dining O2O: Catering public number personification operation strategy

About catering O2O Big Lecture Hall

Catering O2O is initiated by the point of a guest, a catering industry to learn exchange platform. Regularly invite the industry's most front-end guests to share experience, interactive communication, intimate contact. The principle of the platform is: only do original, dry goods only, make food and beverage.

Share guest: Qin Dynasty

Guest profile: Catering boss conforming-the only one to board the People's Daily micro-letter public number, operating less than a year, relying on more than 60,000 fans, won the 2 million Yuan Angel venture, the valuation reached 10 million yuan, it became the first domestic financing success of the vertical class from the media.

Three experience of enterprise public number operation:

1, understand the nature of the connection is a person.

2, no company, only people.

3, speak Human, office personnel.

In the mobile internet age, people can surf the internet at any time via mobile terminals such as smartphones. Mobile phones become http://www.aliyun.com/zixun/aggregation/39353.html "> body organ Extension, this reality determines that the Internet connection has transcended the connection between objects and objects, the essence of human connections." In theory, the Internet has put everyone together, creating an unlimited network of communications and new channels.

This mode of connecting everyone, the end of the traditional world of information transmission path reduction, intermediary to remove, the separation of the separation, everyone is a node, everyone can speak, everyone is the media. That is often said to the central, flat.

Enterprises to open micro-bo, micro-trust public platform, the purpose is to use this Internet tool voice, and target users to communicate, to achieve marketing purposes, precipitation users.

So, how to achieve the best communication effect? It is necessary to recognize the relationship between the subject of communication and the object of being transmitted: people and people.

The reason why we emphasize the connection between people and people is because in the mobile Internet era, users have a strong rejection of the stereotyped, the concealed, the official kind, the rigid, the free opposite things.

Therefore, in essence, the internet age, there is no organization, no company, only people, only to recognize.

Therefore, I do not advocate the enterprise public number with the company name, brand name to name, unless the name is particularly fun cute, otherwise, very few people are willing to open their hearts to a cold business, think about it, we struggled to operate the public number, not just want to seize the user's heart?

So I usually recommend the enterprise to do two-hand preparation: One is to register a company name or brand name of the public number, the right to be brand protection, and the other is to register a personified with the brand can be associated with the public name. For example, we have previously helped a "Hawthorn tree couple hotel" planned two virtual accounts "under the Hawthorn Tree old", "Hawthorn under the static Autumn", respectively to the two characters for the role of positioning and design, old main outside, static autumn Lord, old outward, silent autumn silence, around the two characters design a variety of interesting topics, with the user mingle, Soon precipitated a group of loyal fans, to ensure the full House in the trial effect.

The main purpose of this is to make the company brand personification, storytelling, scene, to commercialize, give the brand charm personality, let the company like a person to communicate with users.

After the role of the company is positioned as a person, it is crucial to create a new communication context. Like a person, everyone has their own style of speaking, depending on the temperament and personality of the brand.

A public number to form a clear, unique, stable temperament and character is very necessary. You can not let the user feel that you today is a quick speech careless dare to love to hate people, tomorrow but swallow dull timid, this will not only split the user, but also let take off.

So, how to shape a public-speaking style, this is a great challenge to the operators, you have to build your content around this style, design your activities, integration of your product information.

Note that many of the enterprise's public number style is the operator's own style, this is very troublesome, because once the substitution style changes, so you can not ignore the first to pay attention to style design, the boss's style should also be considered with the Internet as a whole communication requirements.

If the boss is too rigid and not vivid, then bold to give this job to the third, their quiet to do a handsome man good.

The style of design can refer to three aspects: one is your target audience are what the crowd, they have what kind of commonness; the second is the positioning of your products, style; the third is to study the character of the founder of the company, the combination of three more reliable.

No matter how to shape, in the interaction with the user should always remind themselves that is not the words, the first need not to pursue gorgeous rhetoric, cool skills, with the simplest level, grounding the language is often most able to impress the user.

Question and answer session

Q: What do you think of the third party developer of Micro-trust platform?

A: Third party is an integral part of micro-trust ecology.

Q: How often is it written? How many times a week is good?

A: Service number one months four times, enough in fact.

Q: What about the micro-credit public number in catering industry?

A: The catering public number is no different from other industries, in the era of Cross-border, all the industries are entertainment.

Q: Do some recreational activities to maintain?

A: Of course, the activity is also a style drop, there are too many types of activities. For example, the New Dong rice noodles like to engage in the world to eat spicy competition, wrestling wrist competition, hidden movie ticket treasure, Quebec pull the theme of the film; Huang Taigi like to engage in the global cargo Congress, the alien speech, called a duck in front of the duck village is very good; everything to fun as the center, their fun, users will play with you, will stay in your this, forming sticky.