How to promote hotel WeChat on official WeChat account?

Hotel official WeChat is more difficult to operate than other corporate official WeChat. Why do you say that? Because not everyone needs to use the hotel, and the content published is relatively simple, either hotel promotion or hotel press release. How should the official WeChat of the hotel operate? How to add powder? How to stand out from the big craze of WeChat official account?

The foundation determines the building. As far as basic operation is concerned,

The author has the following suggestions for the heads of WeChat operations in hotels.

In the early days of the establishment of Guanwei Hotel, it is necessary to clarify the positioning of Guanwei Hotel and distinguish the difference between "service number" and "subscription number" before making a choice.

Many hotels are confused about choosing "service number" or "subscription number" when applying for corporate office. Many WeChat operations are directly selected according to the requirements or preferences of leaders such as hotel general manager or marketing director. For example, the leader said that he must send WeChat every day, so he chose the subscription number. In fact, as a professional WeChat operator, I need to give you professional advice, make clear the difference between "service number" and "subscription number", and then make a choice.

From the comparison chart above, the first point that many people pay attention to is that the subscription number can push 1 messages every day, while the service number can only push 4 messages a month, so it returns with the leader. Leaders feel that if they can push messages every day, they will definitely not choose to push them only four times a month, otherwise it will be a waste of resources. However, many people ignore the most important part, which is the content in the red box. Corporate governance in the hotel industry is actually a channel based on "user operation". Let's give a simple example. Why do most media companies have subscription numbers? Because the media needs to push the latest information in real time, fans pay attention to it and want to get real-time information, so the type matches the needs of fans. However, as a service industry, hotel official micro should pay more attention to "user service and management" instead of always unilaterally pushing the information that the hotel wants to push. In other words, the fan needs of the hotel official micro are more focused on "service interaction", such as obtaining interesting experience opportunities and hotel special products. Therefore, the author suggests that the hotel industry choose "service number" when choosing official micro-registration.

Take it before singing. The corporate official micro-framework is the first impression for fans, which can clearly let fans know what they can get by paying attention to your official micro-framework.

Fans in different industries have different habits, some focus on "promotion", some focus on "content" and some focus on "interaction", which is why we should first think clearly about positioning. Not all new media need to put content first. Where is the first place to go in the hotel? The following guide chart is the suggestion provided by the author. As for the answer, opinions vary. ?

After the official micro-structure is completed, it will enter the operation stage. The first step is to find ways to attract fans to pay attention to the official micro-construction. Then you need to know what kind of content will stimulate users to pay attention to WeChat accounts.

About 75% people pay attention to a WeChat official account because it is "practical".

About 70% people pay attention to a WeChat official account because they are "interested".

User experience: clear and comfortable typesetting, good reading experience;

Content: valuable, interesting and practical to yourself;

Endgame: A picture clearly shows who I am and what I can offer you.

Regarding typesetting, I recommend some practical tools to you.

Regarding the content, the author first talks about the "title"

Mr Ogilvy, the great god of modern advertising and founder of Ogilvy, has a classic theory: the number of people reading the title is five times that of the text. What aspects should we pay attention to in the topic?

The first principle of the topic-truth. Truth is one of the important prerequisites for establishing a stable relationship with readers. Don't be a "headline party" that distorts the facts, and don't lie to cheat traffic. If you can't keep this bottom line, you can't build a really solid relationship with readers.

Speak human words, don't pretend. The title is equivalent to "advertising slogan", which is concise, accurate and to the point. Don't let your fans get confused after reading the headlines and don't know what "core ideas" they want to express. Hotel fans are very practical. A title that needs to be explained more than twice will increase the understanding cost of fans and reduce the number of reading clicks. Unless you have a way to turn your hotel official into a platform with "style experience", users don't care what you can provide, but they can find the fun of singing on your platform.

Find the conflict point. For example, "What surprised me most in Hong Kong was not 13 days1500 million box office, but 30 countdown posters ..." 。

Creativity is pleasant, interesting and insightful. For example, "why is your PowerPoint neither powerful nor clicked?" 》。

Having finished the topic, let's talk about "straight to the point"

First of all, I want to give a suggestion to all hotel management. The official micro-operator is the soul of this official WeChat account, which requires high accumulation, talent and creativity of the operator. Therefore, when recruiting this operation, the conditions can be relaxed appropriately, and don't use too many rules and regulations to limit your recruitment level. Generally, there is only one official micro-operation of the hotel. It is difficult for hotels to spend 6.5438+million yuan on third-party operations every year like Durex. However, in the era of mobile Internet, the value of new media represented by WeChat far exceeds the imagination of many companies. We should use the best talents to be responsible for the most effective user channels.

Speaking of the content of WeChat, the author mentioned before that the content of WeChat published by many hotels is almost all hotel promotions, hotel event press releases, award-winning information and so on. And the number of hits is very low. In fact, the WeChat operators themselves feel bored, and the hotel staff are not interested, let alone fans. Here, I want to give you a reminder: don't regard the official WeChat of the hotel as an internal publication of the company. I emphasized the concept of "user operation" earlier, so you must think about who your WeChat fans are. What do they want? What are you interested in? What can you offer fans? In terms of content expression, it can be diversified. Short video, H5, graphics and text are all feasible. The most important thing is to understand the content expression that users can accept most.

Don't let your fans "die" in your WeChat backstage. I suggest doing welfare activities for WeChat fans at least once a month, such as "Monthly WeChat Fan Feedback Day" and "Monthly WeChat Fan Party", so that your fans can accept your promotional information and give back appropriately, so that they can look forward to it every month and wait for the arrival of "Welfare Day".

Wechat operation tips are small but extremely important.

Learn to read official micro background data. Understand users' habits and know when they are used to opening your WeChat. Some people say that 9: 00 pm to 10 pm is the peak of traffic. Some people say that users generally have a high desire to read on Mondays, Thursdays, Fridays and Saturdays. I think the user habits of each platform in each city are different, and it is the key to know your official micro-user habits;

Avatar is very important. Headmap is also an important way of visual communication. Don't just find a picture as a header. If multiple messages are pushed, the header of each message can be used in combination.

It is necessary to build automatic reply content and keyword reply content when establishing enterprise official micro-platform in the early stage, but don't leave it alone after completion. Go to the background every day to see which keywords are sent by users and optimize them in real time.

Respond to users' messages in time. Everyone's mentality is to get a reply as soon as their news is sent out. Responding to users' messages in time can establish a better emotional connection with users.

The above are some personal suggestions for the official micro-operation of hotel industry enterprises, and the "powder-up strategy" for the official micro-operation of hotels.