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县级微信公众号占领90%用户的成功之路

县级微信公众号占领90%用户的成功之路

导读:(1)研究用户查询习惯和用户心理,本地餐饮娱乐信息查询整合进微信公号,粉丝爆增;(2)线下品牌推广,二维码广告牌覆盖全县商家;(3)把握网站核心入口,微信公众号自定义菜单导入流量;(4)微信打通社区登录,提升了注册量和发帖量。

巫溪,重庆最偏僻的国家级贫困县,2013年人均GDP在重庆倒数第一,坐落在大山深处的县城人口不到10万。在这样一个互联网“荒漠”地带,巫溪网2013年网站流量超过2000万,微信公众号粉丝达到了3.5万,绝对数量很小,但已经占领了当地近90%的微信用户,成为重庆区县最大的微信公众号。
巫溪网站长张宁(网名笑灵通),被称为“重庆奇葩站长”,他说这个外号源于自己乐于分享和树立品牌的习惯。几年来,他像挤牙膏似的将自己的做站经验一一分享给所有地方站长。事实上,他运营微信公众号也和挤牙膏似的,不浪费一点,在任何地方都可以看到他的精细所在。在移动互联网时代,他宣称“地方社区不在移动互联网迅速占领制高点,距离被对手秒杀只有6个月!!!”在地方站缺人缺技术的“痛点”下,他是如何走到今天的?一起来看看他的运营之道。
以下为访谈全文:
小微:巫溪网公众微信号粉丝数量目前是3.5万,你的粉丝增长主要经历了哪几个阶段?
巫溪网:巫溪县城区人口是10万,微信用户预计在4万左右,巫溪网公众号的粉丝目前是3.5万,也就是说,一桌巫溪人吃饭,10个人中9个可能都关注了我的公众号。这个绝对数量在重庆区县是第一,相对比例也是第一。巫溪网公众微信开通于2012年9月,2013年2月开始发力推广,用了1年的时间粉丝破万!我们第二个10000用了4个月时间,第二个10000只用了3个半月。
小微:从0到粉丝破万,以及后面的粉丝迅速增长,你用了哪些方法?
巫溪网:首先还是定位!最初的几个月,我对公众微信的定位有失误。认为它与之前的QQ群、微博一样,只是网站内容的推送渠道。推广上只是用网站、微博和QQ群联的资源做一些推送,而且微信推送的次数也极其有限。导致用了几个月时间才满1000粉。后来我感觉以前我们每天有8个小时与网友互动,移动互联网给了我们机会能24小时与网友沟通,这对我们并不是坏事,是一个机会,我开始重新审视公众微信。从战略上定位公众微信为地方门户移动互联网的重要组成,与论坛的重要性均等。
我用了一周时间把本地吃喝玩乐号码放到巫溪网微信,效果非常明显,粉丝数爆炸性增长。再从细节上优化微信公号的消息推送和菜单定制。网友关注后的第一次信息推送很重要,很多公众号只是写点欢迎关注等客套话,站在网友的角度觉得有些无所适从,不知道关注这个号后他应该如何进行下一步。我们是直接推送导航菜单,如0巫溪新闻、1餐饮美食,让用户只需要回复一个数字就可以直达他所需的内容。认真研究用户查询习惯和用户心理。
比如查宾馆,就有住、宾馆、酒店、开房、钟点房几个关键词,在外宣上用暧昧的“开房”,提高网友查询乐趣。为了提高趣味性,我们还史无前例的编辑了“小姐”这一个隐藏词条,当然我们不会真提供相关信息。但我们原创了一个幽默回复,让大家会心一笑的体验查询功能,同时强化了我们无所不查的品牌形象。事实上我在给新用户推荐巫溪网微信时,前面说到可以查吃喝玩乐都只会听听,当说到还可以查这个时,都会诧异的表示马上要尝试。而且这个词条也成为他们之间的一个生活小乐趣,让他们乐于为我们做朋友间传播。同时,我加大了线下微信二维码和巫溪网公众微信品牌推广。
小微:你的线下品牌推广主要方式是哪些?
巫溪网:线下品牌推广,我主要采用二维码广告牌的形式。我的要求是让巫溪网广告牌在巫溪覆盖程度达到“无处不在、令人发指”。你到巫溪来,出了车站,就会看到“查询班车信息,到巫溪网”的广告牌,到商家那也会看到“关注巫溪网,免费查询巫溪吃住行 游购娱信息”的牌子,另外还在政府门口挂60平方的户外二维码广告,全城的厕所、商家的桌面、吧台、网吧桌面,巫溪每个人每天都会接触到我的“巫溪网”。
小微:做这些成本大吗?有什么成功的经验分享给我们?
巫溪网:我做贴牌总共花了不到2万元人民币,效果却出奇的好。贴牌第一要考虑的是材质,要根据不同的位置贴不同的材质,这样才能保证效果的前提下控制成本。KTV、宾馆的洗手间、夜市用桌贴,普通场所用KT板,个别场所用淘宝上面买的高档广告牌,5星级宾馆用桌面立牌。
第二要考虑的是位置,位置很重要,并不是最醒目的地方最好,因为那是各商家竞相争夺的地方,留存时间短。我看重用户目光停留时间和广告牌保持时间,从优先级考虑,厕所、洗手台、吧台、大厅、包间、门口。厕所贴牌,看似简单也是有讲究的,我一般都贴在冲水的开关那,容易被看到又不会被撕掉,厕所洗手台我也会贴,人人都会洗手停留。另外就是吧台,客人在吧台停留时间长。
第三要考虑的是贴牌上的内容,要包括网站名字、二维码、网址,另外是吸引商家的内容“本店已被巫溪网收录”,商家看到这个内容会很愿意让我贴,还有就是笑话,有些人喜欢在贴牌上写满QQ号什么的,其实没用,用笑话可以吸引人注意,停留时间更长。总之就是要提高网站的线下存在感,不要自以为是,静下心来想,在这个社会中,每天上网的人还是比较少,特别是在小县城里,所以线下存在感很重要。
小微:和商家的合作,你是怎么说服商家的?你的公号还接入了一部分政府的内容,是怎么说服政府的?
巫溪网:说服别人,得自己够强大,如果不够强大,这些都不现实。微信初期,我都不收钱。我找了个收集小分队,拿个登记表,穿个正式服装,找商家说不要钱,把你们收集到巫溪网,要不要?商家一般都不会反感,会把电话等一些信息给你。收集完,我们把这些放在公号里提供查询,然后在这些商家进行贴牌,目前已在当地200个商家贴了2000多个广告牌,基本涵盖当地大商家。和政府的合作项目,主要还是老百姓需要的一些服务,如天气、景区监控等,我们只是调用了政府的接口,这些都是公共资源,也是政府的一个信息公开资源,所以政府也愿意。
小微:你从PC时代做站过来,目前站长对PC的发展都不太乐观,纷纷进入移动互联网,你是怎么看待移动和PC的关系的?你觉得微信有什么好处?微社区对公号有什么帮助?
巫溪网:微信的好处其实最重要的是给PC增加了个入口,今年3月份开通微信公众号自定义菜单以后,网站PV提高了50%,在全行业PV滑坡的大背景下能上50%是很高的高度。另外,我的品牌价值也在提升,每天微信的打开量在3-4万,这是一次次的强化。营收和APP下载的提高这两方面就更不用说。网站核心在内容和入口,把入口做好,内容才会值钱。越让用户爽,用户才不会让你死,微信也是同理。
我更看重打通版的微社区,DZ在PC时代解决了QQ登录的问题,现在打通版解决了微信登录问题,提升了用户体验,极大提升了DZ版的注册量和发帖量。
小微:在地方做网站,最大的痛点是什么?你有10年做站的经验,最大感受是什么?
巫溪网:10年前,我在阳台上捣鼓了半个月,做出了巫溪第一个网站,当时要是没有康盛这些平台,小网站根本不会起来。现在移动互联网更是一块肥地,PC站长要是不赶紧,就会被新的移动互联网秒杀,新站长很容易有机会弯道超车。小地方做站最缺人、技术实力,这些都是康盛的强项和优势,可以帮地方站解决,地方社区会是微社区很好的一个战场。交流、分享、共成长是我十年做站的一个成功要素。这十年中的前几年,我都在默默做站,跟外面交流极少。直到前几年,我才开始和各地的站长交流很多,也慢慢的会分享自己做站的经验,哪怕我有一点点的进步,我都会和站长分享,也欢迎全国中小地方网站与我交流。(文章来源:Discuz!)

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