[ONLINE TRAINING 线上培训] 企业如何做好视频号 PRACTICAL TIPS TO OPERATE THE CORPORATE WECHAT CHANNEL（中文授课）  Language: Chinese

 

微信视频号上线以来，经历了众多的改版。

视频号步着抖音的算法推荐的成功经验而来，却又天然带着微信产品系的特点：克制、隐藏，和你的所有人脉圈的流量入口。

• 企业是不是该做视频号？
• 视频号和抖音的区别是什么？
• 投入在视频号的运营上能给企业带来什么品牌和市场价值？
• 是不是做了视频号就不用做抖音号了？

这些问题不仅困扰着很多企业的市场部的工作人员，也是许多企业管理层在分配有限资源时，必须考虑的问题。

为了帮助企业既从整体传播策略又从微观运营的角度，整体来理解视频号，从而做出适合企业的决策。中国欧盟商会推出了本次课程，对进一步的运营提供借鉴思路和实践技巧。

 

Since the WeChat video channels (“channels”) was launched, it has undergone numerous revisions.

The channels number is based on the successful experience recommended by Douyin's algorithm, but it naturally carries the characteristics of the WeChat product line: restraint, hiding, and traffic access to all your circles.

• Should the company make a channels account?
• What is the difference between channels and Douyin?
• What brand and market value can the investment in the operation of the channels account bring to the enterprise?
• Is there no need to be a TikTok account if you make a channels account?

These issues not only plague the marketing staff of many companies, but also issues that many corporate management must consider when allocating limited resources.

In order to help companies understand the video number as a whole from the perspective of overall communication strategy and micro-operations, so as to make decisions suitable for the company. We launched this course to provide reference ideas and practical skills for further operations.

 

【课程受众】【Target Audience】

企业的市场部，企业的新媒体运营团队。

The marketing department of the enterprise, the new media operation team of the enterprise

 

第一节：视频号的特点以及与其他新媒体传播平台的区别

1. 不同视频平台之间的风格差异
2. 视频号的产品核心逻辑是流量，不是内容
3. 视频号需要更多的流量思维，强调推广
4. 要懂视频号的基本规则
5. 视频号迭代很快，要紧跟功能更新，随时利用

Section 1

The characteristics of Wechat video channels (“channels”) and their difference from other new media communication platforms

1. The style differences between different video platforms;

2. The fundamental of the channels is traffic, not content;

3. Running the channels requires a mindset that focuses on increasing traffic with the emphasis put on dissemination;

4. The importance of understanding the basic rules of the channels;

5. Due to the fast development of the channels, it is vital to update the functions in a timely manner and fully capitalize on them.

 

第二节：视频号的独特优势

1. 腾讯生态全导流：朋友圈、企业微信、社群、小程序、腾讯会议、直播、微店……
2. 开发社交私域，只有视频号能直接获取微信朋友圈流量
3. 激发企业真实商圈的社交潜力，强化现有客户粘性，
4. 线下真实流量加持，直接商业变现
5.  “转发”才是社交营销的生命之源
6. 企业天然人脉强化品牌内容
7. 视频号比公众号更加具有微信技术加持
8. 视频号更适合企业品牌宣传

Section 2

The unique advantages of the channels

1. The full direction of traffic in Tencent ecology: circle of friends, enterprise WeChat, community, small program, Tencent meeting, livestreaming, micro store ......

2. Only the channels can directly obtain the traffic of WeChat circle of friends, therefore beneficial to develop social private circle;

3. Channels can stimulate the social potential of the real business circle of enterprises and strengthen the loyalty of existing customers;

4. Boosted by offline real traffic addition, the channels can generate real commercial values;

5. "Share" is essence of social marketing;

6. The company's network can strengthen the brand content;

7. Channels have more WeChat technology support than official accounts;

8. Channels are more suitable for corporate branding.

 

第三节：视频号在微信生态中的推广方式

1. 朋友圈推广直接有效
2. 结合企业公众号文章做推广
3. 结合线下活动和线上社群做涨粉
4. 内容设计+话题+搜索
5.  每条视频都要做够全面推广工作

Section 3

Dissemination methods of the channels in WeChat ecology

1. Direct and effective dissemination in the circle of friends;

2. Dissemination by combining the channels and the enterprise official account articles;

3. Dissemination by combining the channels with offline activities and online community to broaden the connection;

4. Content design + topic + search;

5. Comprehensive dissemination work must be done for each video.

 

第四节：视频号的运营技巧

1. 与公众号不同，视频号天然带算法
2. 视频号也是信息流推送的模式
3. 视频号官方鼓励“爆款”，社交数据构成算法基础
4. 好友点赞非常重要，人脉直接转化为推荐
5. 做好转评赞一条龙：转发文案需要技巧
6. 视频号一条爆款重过千条无效：精品内容+重点推广+引导数据

Section 4

The operation skills of the channels

1. Different from the public official accounts, the channels are naturally equipped with the algorithm;

2. The channels are also disseminated by the stream of information;

3. The official of channels welcomes "video in vogue". The social statistics form the basis of the algorithm;

4. Likes from friends are very important, since they directly transform connections into recommendation

5. Make a suite of “Share-comment-like”: sharing requires skills

6. A single video in vogue is more important than a thousand mundane ones: high-quality content + focus on dissemination + guide data

 

第五节：视频号的内容制作

1. 抖音是陌生人弱互动，视频号是熟人强转发
2. 视频号的内容要做好整体策略
3. 定位核心熟人圈，风格定位很重要
4. 内容制作走质不走量，策划和拍摄更偏向传统TVC
5. 内容策划和制作的雷区和警戒线

Section 5

Content production of the channels

1. Tik-tok is about weak interactions among strangers, while the channels are strong connections among familiar acquaintances;

2. Comprehensive strategy must be done for the channels;

3. Positioning core acquaintance circle, style positioning is important

4. The quality of content production is more important than quantity. Planning and shooting should be more towards the traditional TVC;

5. Taboos of content planning and production.

 

第六节：企业视频号在整体传播矩阵中的玩法

1. 视频号是多平台矩阵中的一环，不能ALL IN ONE
2. 企业品牌传播和市场营销的多平台矩阵，设计好视频号的存在
3. 视频号的直播功能，打通腾讯会议可还行
4. 视频号与商业变现方法

Section 6

Enterprise channels’ strategies in the overall communication matrix

1. Channels are a link in the multi-platform matrix. It is unsuitable for ALL IN ONE;

2. In the multi-platform matrix of corporate brand communication and marketing, it is important design the presence of the channels;

3. The livestreaming function of the channels can be directed to the Tencent meeting;

4. Channels and the method to realize commercial values

 

Terms & Conditions:

Events have limited seating so to ensure your attendance we encourage advance online registration and payment for ALL events. We cannot guarantee entry to anyone not registered in advance.

 

Cancellation Policy:

If you cannot attend an event for which you have registered, please cancel your registration no later than one business day prior to the event. If you fail to notify us of your cancellation in a timely fashion, you will be charged for event costs.

To cancel you can: 1) email: yangzhao@europeanchamber.com.cn, or 2) cancel online if you registered for the event through the website.

 

 

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