How to do the new media operation matrix?

The first step is to sort out the development stages of new media in schools. The official account matrix of WeChat was not established at the beginning, and the focus of different stages is different.

For example, the new and new media promoted by partial brands mainly try to build an external matrix in the initial stage; ;

To establish a matrix in WeChat, you need to establish an account first and find the core force point.

Taking @ Meilishuo as an example, the matrix construction started on 20 12, and the outer matrix includes Weibo and QQ space. At the end of 20 12, @ Meilishuo opened the WeChat subscription number. In the growing period, the matrix in WeChat was initially distinguished by function or person. When it matures, the matrix in WeChat is further subdivided. For example, 20 15 has been entered for "@ obscene".

Jiugongge in WeChat wallet.

Step 2: Subdivide population and demand.

After the enterprise decides to build the internal matrix of WeChat, it needs to subdivide the target users. The first is the subdivision of similar groups. Some enterprises operate for a certain group of people, such as the reading account "@ You Shu". The users are mainly people who love reading, including many women, ranging in age from 20 to 50. In the growing period, after the number of users of @ Youshu increased, it was divided into a group of mothers who are more interested in parent-child reading and a group of professionals who have a stronger demand for oral English learning. So "@ Youshu" set up a matrix account in WeChat (as shown in figure 1- 1).

account name

Subdivided population

Subdivision demand

There are books

20-50 years old

read a book

Youshu Chinese culture

30-50 years old

Interested in China studies.

There are books for parents to read.

25-35 years old

Parent-child reading needs of 0-6 years old

There are books to listen to every night.

35-45 years old

Need emotional comfort

Speak with a book

25-40 years old

It is necessary to learn English.

Figure 1- 1 "Youshu" matrix account in WeChat

The second is the subdivision of different groups. Some enterprises operate different groups of people and need to subdivide the matrix to realize classified management.

For example, @ @ Xuebajun and @ Qianchat both operate three types of people (@ Xuebajun operates students+teachers+parents, @ Qianchat operates listeners+lecturers+publishers), so it is necessary to set up three or three separate accounts.

Step 3: Style building

"Style construction" refers to the "gene" of an enterprise. For example, the gene of @ Beauty Theory is fashion, so all personalized construction will focus on the tonality of fashion; The gene of @ Xuebajun is learning, so the identity of @ Xuebajun must be related to learning.

Step 4: Build a team

Founder Liu Chuanzhi once said that the three most important things for an enterprise are to build a team, formulate a strategy and lead a team. Wechat official account matrix operation team has two staffing methods: by business module and by function.