WeChat Official Account Operation Strategies: Standardization and Creativity
Event language(s)
Chinese 中文
企业微信公号全面运营管理攻略:标准创意两手抓
Course Context 课程背景 | ||
In the mobile era, an increasing number of companies are using WeChat official account as an important channel for brand building and communication with their audience. Since 2014, the production of WeChat Account content has become a mature industry, including traditional media which is in transition, marketing accounts that earn advertising revenue by publishing soft articles, direct marketing accounts that earn revenue by selling products directly, and individual bloggers who mainly earn "appreciation or like" revenue.
移动时代,越来越多的企业将微信公众号作为重要的品牌建设以及与受众沟通的渠道。2014年至今,微信公众号内容生产已成为成熟产业,主要有:传统媒体转型的媒体类公号、以刊登软文获得广告收入的营销号,以直接销售产品为收入的直销型公号,以获取“赞赏”收入为主的个人博主等。
Compared with private WeChat account, WeChat official account has some essential difference:
企业级微信公号的性质则有本质区别:没有盈利目的,其目的是:1、不断在更多受众中树立品牌认知。2、企业员工及合作伙伴及时获取公司新闻。3、为销售及经销商在客户沟通中提供产品及服务的软文及案例。4、在同行中不断树立行业主力军的品牌形象。5、体现企业社会责任以及遇到危机时的发声渠道、6、与客户交流的渠道等等。
These operational requirements bring together the traditional Corporate Branding, marketing, advertising, customer acquisition and customer relations.
WeChat official account is considered as the channel of brand output, the concrete embodiment of corporate image and an official voice. Therefore, the first problem in corporate WeChat account operating is not to have more follower, but to establish the brand image.
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Who Should Attend ? 课程受众 | ||
Marketing teams of the company 企业公众号运营人员、新媒体小编、市场专员等 | ||
COURSE OBJECTIVES AND OUTLINE 课程目标与大纲 | ||
Session 1: The advantages of WeChat official account and successful cases
Session 2: Taboos in WeChat official account operation
Session 3: WeChat official account copywriting strategies
Session 4: Completeness – key points towards a perfect copywriting
Session 5: Planning of successful copywriting
Session 6: Published articles need to be closely related to the latest hot topics
Session 7: Promotion and fan boosting tips
Session 8: WeChat Data analysis
Session 9: Cases studies |
Speaker(s)
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WeChat Official Account Operation Strategies: Standardization and Creativity
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