Does anyone know how 108 Guan Wei died?

Sharp knife, Hong Qi.

The newspaper said, "At present, there are only 24 government affairs Weibo with more than one million fans, accounting for only 0. 13% of the total government affairs Weibo. The phenomenon of' dead blog' and' sinking blog' is very common, with lagging management, long-term dormancy,' inaction' or passive slack, which leads to' Weibo asking for politics' becoming an empty shell."

In addition to the government affairs in Weibo, many companies' official blogs have been opened for more than one year, and thousands of articles have been published in Weibo, but the average forwarding still stays in single digits. Some official blogs have a shiny surface, but they don't know that millions of fans forward more than 100 data on average, which is actually the result of "forgery" by operating companies.

There are also many Weibo operating companies that have begun to seriously engage in content interaction. They do some hot access and brand portfolio content every day, and interact with fans for ten hours every day. They use well-known luxury goods such as ipad and iphone to gather fans for event prizes, and even use thousands of grassroots online celebrity resources to take them with them every day. However, after the event, the account returned to normal, and the activity of investing 10,000 yuan brought thousands of active fans, but it still had little impact on forwarding and dissemination. Soon after, the account returned to lifelessness.

Successful officials have the same characteristics, while unsuccessful officials have their own misfortunes.

The following is a summary of some "atypical" practices of official micro-government, which exist in many enterprises more or less without naming names.

Some officials are arrogant. I want to be on the leaderboard. How many millions of fans do I want? How many fans did I have last year? Today will not be worse than last year. This kind of official micro-thinking can't die!

Some officials, before starting to do it, are struggling whether it can be cheaper, so they only buy content, four articles, four articles a day. Although content is king, but only do four pieces of content a day, no interaction and no operation, can such an official micro not die?

Some officials have planned all the activities and contents for the next three months three months in advance, and they are ingenious and calculate the state of the world. Will this official micro-plan not die?

Some official micro-posts, all official micro-posts are submitted for trial one week in advance, and the forwarded content is also submitted for trial in advance. Can this official micro file live well?

Some officials are not allowed to use celebrity pictures to avoid infringement. Pictures can't be casually p, which is not allowed, which is not allowed. What can this official micro editor do?

Some official micro-posts require all excerpts from official website, and are not allowed to use non-prescribed content, including all pictures, for fear of mistakes, responsibility and negativity. Such official micro-posts are lonely and empty!

Some officials are forbidden to reply to comments. This rule is really incredible. Such officials can only observe silence.

Some officials demand consumption when an activity comes out. How many people go to the scene to spend money? Are officials all treasure bags of tinker bell, so they can only make angry xiaobian!

Some official micro-activities, giving prizes, can only give their own products, others are not allowed, so even if they are doing activities, who wants to participate?

For some officials, all prizes for Weibo activities can only be collected after on-site consumption. This abnormal regulation is simply "racial discrimination" against fans. How can I satisfy my fans? It is estimated that you will be drowned by the saliva of fans!

While taking care of the hosting companies, some Guan Wei continue to advertise and provide links on Guan Wei. I sent it, I sent it, I sent it, and I said that Guan Wei didn't take good care of it, 5555. Don't bully people like this!

Some officials, after being in charge for a period of time, felt itchy in their hearts and thought they could do it. They went into battle in person and made jokes every day, so they died!

Some officials who have just become famous stand out from a group of various "leaders" and point fingers one by one, leaving Bian Xiao at a loss. It's a barren land, and there are people fighting for it. The last five horses were cut into pieces!

Some official micro-companies have a good daily operation, and as a result, they are handed over to online advertising companies for unified management at the promotion festival, and this unity is dead!

Some officials did a good job. Finally, the leader said that the budget was used up this year. In a word, stop and die!

There are many official micro-programs, well done, not much done, but we find that well done official micro-programs have one feature, quick response! This conflicts with the rigid management thinking of most enterprises. Many enterprises just want to control, control and then control, thus losing the flexibility and response speed of the government.

The point is, what is Guan Wei's goal? Bring performance, or brand promotion? Different goals should have different paths. Guan Wei's goal is different, so the strategy is different-if it is called Guan Wei, as the official voice, it must be a spokesperson, brand and customer service; If you want to influence fans and achieve sales, you must use grassroots, play lurking, get close to the target group, and soft implant. We also found that some official micro-media began to transform to grassroots and de-V. Perhaps, in order to impress the target audience, can we not mind whether it is official micro-media or grassroots?

A hundred-legged worm dies without being stiff, but some of our big enterprises are stiff in the micro-era. Weibo, the official with the above problems, is either dead or sunk!

Economic report on Guan Wei

The economic base determines the superstructure. Official micro is a new thing, and what kind of achievements the enterprise has made in treating official micro will. If we calculate the economic accounts for the officials, we may understand why some officials do well, some do poorly, or some simply waste money.

Whether you admit it or not, today, enterprises without official positions are embarrassed to say hello to others. The official positions of many enterprises have become the faces of enterprises. There is a saying that is rude, the opportunity is given by others, and the face is lost by yourself. Face also costs money. Today, we will calculate Guan Wei's economic accounts and learn about Guan Wei's operating and operating costs.

The first type of enterprise, opening an official micro, and then recruiting a small series, is equivalent to starting to operate a micro. This is the most primitive and extensive enterprise operation mode. Equal to the cost of one person. There are many enterprises who will also serve as this person, such as the front desk, the clerk, and a staff member of the marketing department who is responsible for the official micro. But in any case, it needs one person's input. If you do this, you will be ignored, or your original work will be affected, or the government's operation will be unsatisfactory. I interviewed many such employees, and they said that they had gone to Guan Wei, but when I opened it, Guan Wei was half dead, and often didn't post content, or didn't reply. Their reasons are also normal. What they have to do is not only official, so they can handle it by the way, and there is nothing they can do about it. According to today's point of view, the cost of an employee is the lowest, followed by the corresponding rent, hydropower station welfare, tourism and holiday year-end bonus and so on. Basically, this cost is calculated at three times, and most bosses will agree. In this way, an official micro-company actually invests 6.5438+0 million yuan a month, and the possible effects are basically useless, let alone positioning, planning, image design, picture processing, activity planning and execution, interaction and data analysis.

The second type of enterprise, starting a micro-official, organizes a group of full-time people, which is more important, and plans to build its own team to take care of it seriously. I often take care of it for half a year, but I don't get much. For example, there may be100000 fans. This mainly depends on whether this team is professional and whether the company has the ability to manage and guide this team. Otherwise, you are resigned, and you can only pray that your team is talented. The boss should know this cost better than outsiders. One customer introduced himself, three people took care of Guanwei, and invested a lot of resources, including prizes, logistics and various support. It took millions in half a year, but the effect was not satisfactory. This involves the cost of learning. We all know, for example, to create a business department, a new organization, a branch company and a new team, the most difficult thing is to find and combine manpower. It may take a year to form a decent team, because it takes a long time to recruit new people, flow people, be competent and cooperate with the work. This team learns various operations and skills of Guan Wei, and it takes time to operate Guan Wei well. This time period is the cost of learning. In this regard, some Internet companies are very capable because of their many talents. Some officials in the industry have done a good job, mostly in IT Internet.

The third type of enterprises, open official micro, outsourcing official micro. Here, you can calculate the cost of the outsourcing company. Similarly, the simplest outsourcing is done by one person. The difference lies in whether this person is professional or not and whether he has official experience. It is often seen that some individual grassroots bloggers take over official Wechat business from some small enterprises under the brand of the studio, but this kind of grassroots is very different from official Wechat business. Although it helps, Guan Wechat business may not be able to do it well. Some scale consignment forwarders will form a specialized division of labor, such as operation department, media department, design department, creation department, customer service department and planning department. Although the official micro is small and comprehensive, it undertakes quite a lot of functions, such as being equivalent to a spokesperson and needing public relations and even crisis public relations talents, such as brand promotion. All vision and production represent enterprises and need brand and design talents. For example, it is equivalent to online customer service, dealing with many customers' complaints and various problems, which requires customer service talents, especially full-time talents who are very familiar with customer products and services; For example, it is equivalent to market research and needs relevant talents in the marketing department. Therefore, although the official position is small, the required level of knowledge and talent is not simple. But also involves interaction with KOL (key opinion leader), which requires public relations talents with professional knowledge and network proficiency. This is equivalent to the monthly outsourcing fee of some advertising services, ranging from tens of thousands of yuan a month. Traditional industry officials who do well in the industry and have a good reputation are mostly outsourced to professional companies.

Finally, no matter what kind of official micro-operation operation mode, enterprises must have people who understand, know how to react quickly, know the basic laws of social networks, and avoid rude amateurs managing experts, so as not to get the best service. Moreover, if no one in the enterprise understands social networks, the money spent may be wasted in any way.