If I admire online education companies the most, it depends on who I learn from. I have participated in the work related to the ecological transformation of WeChat before, and I have seen a circle of competing products in the industry, which is the best one to learn from. So I made great efforts to study the contents related to who learned (high road) operation and got some experience for reference. I want to share it with you here. If there is anything wrong, please leave a message to correct me. First, the process is the main process of learning from WeChat ecological transformation. Introducing external (other matrix numbers) traffic into the matrix number → tweeting or menu bar of the matrix number or pushing to the community or template message for 48 hours → pushing in the group to guide users to pay attention to the teacher's personal number → guiding the teacher's personal number to watch the live class → completing the transformation is the most intuitive process. At present, because of some strategies of WeChat, whoever borrows from it chooses to try to transform it in qq group, and I don't know the specific effect. This article still focuses on the WeChat ecology to analyze the uniqueness of who borrows from whom. Every detail of the whole process is from whom to learn and polish, which is well worth learning by all those who do WeChat ecology. Specifically talk about who to learn from and what to do at each step. Second, the service number matrix of WeChat official account and the account who studied it are mainly located in the service number, mainly in junior high school, and each learning section has dozens of service numbers. In terms of disciplines, the number of service numbers outside the language is also considerable. The advantage of service number is that it can be developed to a greater extent. Through the template message, the sent message will also be directly displayed on the user chat interface, making it easier to reach the user and improving the user conversion rate. Who to learn from+Gaotuban service number > 100, choose any one. The headline reading of the official WeChat account is 2000+, and the total number of fans is expected to be10 million+. The fan activity is quite high. At present, the service number matrix is mainly academic subdivision, and users are continuously subdivided into vertical communities through 48-hour push and activities in WeChat official account tweets. Then fission and transformation are carried out through the community. (I won't say the specific user tag, I'll talk about it when I have a chance. Who should I learn from? There are elementary schools, junior high schools and senior high schools, which operate the contents of official WeChat accounts respectively. If it is a K 12 company, primary schools and junior high schools can be merged into primary and secondary schools, so that the traffic will be more concentrated. Of course, refined operation is also great. The naming of matrix numbers is also very particular. Take primary schools as an example, there are: a guide to high marks in primary schools, a class for famous teachers in primary schools, and a learning camp in primary schools. , covering all the points that users are interested in, can bring a lot of long tail natural traffic to the whole matrix. Users will unconsciously pay attention to who they learned the matrix number from when searching for junior high schools and junior high schools. At the same time, because the matrix number keeps pushing attractive content, users keep paying attention to the new official WeChat account, bringing new users, entering the community, listening to live lessons, and finally paying naturally. The tweet of the normal tweet service number has four chances every month, and the tweet title learned from whom is very attractive. At the same time, the number of tweets is up to the upper limit of eight, eight of which are activities to promote articles, which will maximize the push opportunities. Each title has also been carefully polished, and the title with the best transformation effect is selected through continuous testing. Specific copywriting is also worth learning. Interested students can carefully study their own copywriting, and there should be a lot of gains. 48-hour push: WeChat official account mechanism: We can push within 48 hours after new users become active. The 48-hour push is thus generated. Defining active actions mainly includes: paying attention, sending keywords, scanning codes, clicking on the menu bar, and registering binding. As long as the user has these actions, we can reach them. It can also be marked after the user has some active actions to prepare for the later refined operation and push. For different types of service numbers and different types of users, configure the corresponding content to attract users to click on the link for the next transformation. Frequency: The frequency of pushing the matrix number after new attention is relatively high, reaching 6 or 7 times, and less on the second and third days. See the figure below for the push time of the two matrix numbers. (The specific push content can be experienced by yourself. You can put some recent popular fission activities, group joining activities, mission treasure activities, etc. , or simply do some diversion and active action). The first day's push content was within a few hours after the attention. Because users only pay attention, their interest in the official WeChat account is still relatively high, and they can be transformed as soon as possible. The pushed content of the next day is pushed according to the time point. When the user is free (push in the morning, middle and late). Content attracts users, gives users tangible benefits from the user's point of view, and combines time periods and hot spots to make users more interested. The author has tested that if all the information of the same type is pushed within 48 hours, the user experience is poor and the negative emotions are higher; If it is of different types, such as sending books and materials, the user's goodwill is relatively high and it is not easy to clear customs. Template messages Template messages are also interesting. Because the official WeChat account they learned is a service number and the amount is relatively large, the template message is more operable (sealing some numbers is acceptable, which may be another point for them to make matrix numbers. The style of the template message is also very interesting, and the color is outstanding. Who can excellent copywriters learn from can greatly improve the click. 48-hour push+template message+active push, high-frequency reach users, cross-drainage transformation matrix number users. The core of transforming copywriting is copywriting, which is familiar with users' pain points, attracts attention, directly pokes the key points, gives users a sense of surprise and exclusiveness, and constantly attracts users' attention. So as to realize higher conversion rate. For example, 0 yuan's book collection, someone @ you, emergency distribution, Hengshui Nine-subject champion's notes, college entrance examination "stealing points" skills, college entrance examination composition perfect score template, and current affairs hotspots all let users "take the bait". Push at a certain frequency according to the user's schedule, and who to push with the next day is mainly between 6: 00 and 22: 00, with about 4 articles per day. Precautions for pushing posters: the number of free books collected at the top should be large, not too prominent, and it should be closed immediately, so that users can participate in the nationwide free postal service faster and reduce the decision-making cost of users. Bright colors and real pictures are more attractive to users, so I won't say much. Probably, there will be a countdown at the top of the group entry page, a picture will guide the user to click the button in the middle, and XXX students will snap it up successfully below to promote the user to scan the code and enter the group. At the same time, the page is also risk-controlled, and the same user cannot obtain different levels of QR codes for many times, effectively blocking the wool party and malicious troublemakers. The push time of fission community is as shown in the above figure, and there will be a certain number of messages, but it will not harass users too frequently. The specific push copy is also very particular. You can try to join the club where you study together. The main purposes of pushing fission groups are: 1, to let users join more groups (expand disciplines) 2, to split more new users 3, to divide the matrix number 4, to let users add personal numbers 5, to let users sign up for live classes 6, to let users get more information 4, and to chat privately with personal numbers is to remind users to attend classes, send them materials and courses, and carry out transformation. Close the distance with users in the form of pictures, voices, small videos and PPT, and complete the transformation. Take the course 19: 45 as an example. The time of private chat message is as shown on the right: the push frequency will be higher during class, reminding users to attend class. The release time of friends circle is mainly concentrated in these periods: the main content of friends circle is teaching-related, giving users dry goods and improving users' goodwill.
5. After registering for the trial class, the users of the live class will jump out of the pop-up window to guide them to pay attention to the corresponding service number, and push the template message of the course through the service number to push a new round of 48h message push to the users. After the user signs up for the trial class, he will receive a successful short message to guide the user to pay attention to the corresponding official WeChat account. After that, a short message will be sent to users every day 15 minutes before the class starts. At this time, users will see the movies before class when they log in. The live class reminder includes: SMS, official WeChat account template message, personal number, community message, APP message and other small programs. As shown above, it is more convenient to obtain user authorization. Short video matrix drainage: who can learn matrix from? It's also good. Enterprise wechat: at present, we can see that useful enterprise wechat has been preserved and transformed in the market, and we can follow it up. Qq group transformation: You can stop chatting and chat privately. At present, you can also develop robots to effectively avoid brushing. VII. Summarize the operation logic 1 learned from whom, and remind users frequently to remind users to let you see me-cover a wider range as much as possible so that you can't hide it-and there are more means of reaching. High-frequency reminder, WeChat official account reminder (template message), community reminder, personal number reminder, short message reminder, telephone reminder, APPpush reminder to users, aiming at improving the class completion rate. Based on the content and service, there are pre-class reminders, lecturer introductions, after-class homework reminders, playing links, and announcements for the next class. 2. Use it and make a profit. Fission, group newspaper, book donation, distribution and other modes, learn early, use early and use well. Continuously expand the scale of private domain traffic, combine it with delivery, pull people from public pool, turn it into customer pool, and then expand branches through customer pool. The three processes of pulling, transferring and expanding have formed a virtuous circle, and the welfare promised to users is excellent, and users naturally have motivation. Teachers generally belong to the type of "enlargement" in the transformation curriculum. Let students learn the method directly. Although there is sometimes a lack of explanation of the principle, all kinds of "big tricks" really make students learn well. Strengthen user motivation and realize payment conversion. Eight, the sentiment was finally inspired by the author himself and shared with you. 1, improving copywriting ability: grasping user psychology, user needs, product selling points and humanized copywriting, etc. Need to be familiar with the pain points of users, be eye-catching, poke the key points directly, give users a sense of surprise and exclusivity, and constantly attract users' attention. Constantly test and optimize copywriting to improve user conversion rate. Who did you learn that from? Too extreme. Worship. 2. Add more conversion contacts: establish your own service number matrix with different subdivisions and convert users through high-frequency push. Add more contacts for user conversion. 3. Organize your own sop and database: analyze which copy has better click-through rate, which materials are popular, which in-kind rewards users are interested, and which posters have higher conversion rate, and form your own database that can be reused. 4. Establish community and personal numbers in combination with your own products, and broadcast classes live to give users more value. 5. Try and observe more new ways of playing. 6, the specific transformation of the copy can be privately trusted in the background or directly experienced, which will be very rewarding.