Preliminary Study of Official Website and WeChat Platform--Corporate Governance

2016-9-2

2016-09-02

I. Operation strategies of the management of WeChat official account: 

1. Location (the user positioning, service, platform positioning), first of all, you have to definite the WeChat official account, clearly, like a brand planning, who is your audience, it relates to the essay you will publish and the definition of your fans.

2. Operation (Content operation, the user operation, product operation), Content operation is continuing to produce valuable content for users, users can get the information from WeChat official account. User operation is to analyze your users, what they want, what are some of the characteristics, what is their income, interest, what they concern most, that is how to attract your customers. Product operation is to plan all the contents, activities and interactives around your products. You can promote, introduce and sell in the WeChat official account.

3. Data analysis (WeChat itself has the function of analysis, graphic analysis is to update pushed the contents of the WeChat official accounts, read the original effect of clicks, share, forward for daily updates. Data is the summary of the events in the past, and if we use it effectively, we can help the operators clearing up their thoughts. What kind of articles your user click rate is higher, when to push the articles will increase your reading number, etc.

4. Interactive & feedback (Instantly communicate with users, reply message, share the prize, give feedback to users’ suggestions etc.). At the beginning of the operation, interaction with the users is very important. Because only the fans pay attention to you at the hard period, they are most important and most loyal. They can help you share and promote your essay. If you can’t satisfy them, you will lose them too. It’s difficult to have more than 100k reading times and bring economic benefits.

5. Resource sharing (Push each other’s essay, help others will also achieve yourself). If your article is good enough, besides putting  it into your own WeChat official account, you can also contribute to other public media platform such as Weibo, today's headlines, So Hu media, BBS in a wide range of industries and so on.

II. Website Content Management Strategies:

1. In order to let users who don't understand you can know the business ability and team ability of your enterprise at the first time, your team need to update the company's operations, recent business, what's happening in the team, the company’s further development plan at real-time / immediately in our website (Avoid letting some trade secrets out).

 2. A proactive original good articles (Original = 99% + 1% of the personal feeling) is like the light in the darkness. It can give confused people direction and can give significant guide to individuals and the whole industry. So the good original article will have the effect in increasing the knowledge anduide you in the future. Even the worse article, it also can witness the growth of your company, is also the growth record of the company. Users are more interested in industry insight and business, so I suggest the original articles on company's website is about these themes. Because only something of value can attract the users to promote then form the habit of reading and check it regularly. Enterprise brand is formed naturally.

III. The articles published in WeChat and official website can be classified into these 2 categories:

1. Industry insight - WeChat, website;

2. Founder/partner stories - WeChat, website;

3. The group/team building activities - WeChat, training website;

4. Life feeling/publicity/public welfare activities - WeChat, website;

5. Commercial/business activities - WeChat, website;

6.Personnel recruitment/change - web site;

7.Identify system/company/corporate governance /business/company culture - website.

IV.Fix the update time and check regularly to avoid missing:

Check out the WeChat official account at 15th of each month, there are main 2 categories:

a) PIONEER - service Account (Enterprise nature), once a month;

4 articles, industry dynamic (1), company business (1), team activities (1), character report or life/work feeling (1).

b) ‘Liberté Initiale’ - Subscribed Account (Personal, brand nature), we can publish article once a day. Suggest to publish articles once a week. The article is about the products, no limitation on the theme.

Joanna Yao

Sep. 2th.2016