| The object of the plan is Wechat official official account of Zhejiang News Application of Zhejiang Daily Media Group. The account launched in November 2014 and has operated for almost half a year. Its accumulated followers has reached 100 thousand so far. As more and more traditional media open Wechat account and regulations for official account strengthen, it is more difficult to operate a media account. Through user survey and Wechat background data analysis, I found the main problem of Zhejiang News Wechat official account as follows:firstly, monotonous user mix cannot meet large-scale promotion demands; secondly, the account style is too serious for users and some news are empty words; thirdly, other function is not available except news pushing; last but not the least, over-depending on activities to increase fans leads to low adhesiveness of users.According to the new concept:"News Plus Services " to provide more local news and funny services, I elaborate the plan in three respects:content, function and activity. The goal of the optimization plans to increase adhesiveness of users as well as to transfer traffic flow to Zhejiang News Application.As to content, on the basis of content analysis and user reading habit survey, I formulate a series of measures to optimize content, including to standardize everyday push news— lay emphasis on news, local news in particular, and to attach equal importance to political news and social news; moreover, to further clarify rules of issue.As to function, I put forward to play "service " card and attach importance to social relations, Including to put an API(application programming interface) with news page of Zhejiang News Application in he menu bar at the bottom of Wechat, which would meet users’ real-time news reading demands; besides, to set Wechat personal center and bring in accumulated reward points online system to enhance adhesiveness of users; meanwhile, to open API with convenient inquiries.As to activities, I propose fixing Thursday as "Wechat Well-being Day" online and co-promoting with Zhejiang News Application offline.Theoptimization plan has implemented since May 2015 and obviously improved user activity and loyalty in short term. |
PDF Full Text Request