零资金投入,通过内容传播实现持续增长

995

网上看到个段子:一个运营朋友吐槽说,老板微信上常给他转发10W+的文章和那些炫到不行的H5,然后跟他说:你也做一个。老板忽略粉丝基数、自媒体属性、传播推广、技术与资金投入问题,就撂一句“别人一篇做成这样,你搞搞搞每天只有几百阅读量算个啥?”

这段子好笑也真实,或许个人自媒体和企业的新媒体在内容基因上有着天然的差异。所以在种种限制下,部分企业的新媒体运营处在一个自娱自乐的状态。

当处于这种状态时,企业运营者有义务去反思其存在的价值和运营目标。将目标匹配相应的数据指标,及时作出调整。本文通过四个步骤,帮助企业微信运营小白快速建立一套指标体系。在零资金投入的情况下,通过内容实现持续增长。

一、目标与指标的映射

一些初做运营的同学,每天都会去后台盯运营数据,但对数据好坏的权衡标准、横向间的对比内心却不清晰。所以,一套合理的指标体系可以让运营人员做到心中有数,从容不迫。

前期将目标与指标匹配,后期通过指标验证和监控目标。而内容作为载体,如同架在两者间的通道。目标、内容、指标三者间的映射关系如下:

目标、内容、指标三者映射关系

二、快速定位指标

企业微信运营的最终目的不外乎服务企业品牌、企业产品和企业利润。前期快速定位指标的方式,可以按照最小可行性原则将目标和指标的映射关系理清楚,建立一张脑图。

注意:这个步骤主要是帮我们快速聚焦,整理思路,无需要过多考虑指标的严谨性和全面性。梳理完毕后,可以拿出来和运营团队聊聊,因为这一步骤写出来就是为了让大家提建议。

这样做有两个好处:

  1. 目标匹配指标,快速输出一个运营全貌,建立全局观;

  2. 作为大纲指导后续指标的制定,深入细节时不偏离目标。

三、指标的细化

在正式细化指标前,一定要记得审视粉丝基数,以确认当前所处阶段。在这一前提下,可将指标可划为用户拉新、内容本身质量评判指标、内容传播指标三大类。

1. 用户拉新指标

拉新即用户增长指标,这里我们指抛开活动或其他特殊场景的运营,单纯从内容来看的情况,每发布一次即视为一次内容推广。

拉新指标统计的时间跨度指标如何选择?

运营初期,统计的时间跨度可以划小一些,以篇数或周为单元。如果运营了一段时间之后,可以月为维度(推荐后者,因为有较为规律的历史数据,更具可靠性)。

用什么样的方法来预测增长呢?

这里我们借助回归分析做粉丝增长随时间变化的预测。以月度为例,利用历史月度数据导入Excel,看粉丝数与时间(月份)呈现趋势线所呈现的规律。R平方值越接近1,两者越相关。如下图示例,依据趋势线判断时间和粉丝数呈线性相关。R平方值=0.9734,借助线性方程得到y值,即可预测下一月粉丝增长值为:

511.36*9-791.61=3811


示例

2. 内容本身指标

内容本身指标可划为数量和质量两个维度。数量维度按照新媒体不同专栏进行区分,依据各个专栏权重和产出量加以梳理即可。结果可以同时考核各专栏概况及作者的贡献情况。

质量维度,分为以下两个部分来看:

专家评分制

邀请2-10个行业专家对内容质量进行评分,并给出一些具建设性的意见。为统一相应的标准,可与专家共同商讨考评维度(需依据运营号属性、专业方向、投稿人整体水平等因素进行个性化设置)。

示例
加分项

加分项主要从运营者的角度考虑,内容的审编排通常花费运营人员大量时间,为规范化投稿,可将内容审编排的常见问题前置。比如要求投稿人提供封面图、按照排版标准给出规范的稿件、提供高质量配图等,给予相应加分,以提升审编排的效率。

3. 内容推广指标

基础项(微信基础指标项加权)

设定取数范围,选择最为关注的3-5个指标。依据历史数据均值制定基线及占分,加权后获取基础项各个指标总分。如:

(1)基础分选定:阅读量、分享量、好看量

(2)权重划分:

阅读量基线*0.4+分享量基线*0.4+好看量基线*0.2

随着数据的新增,达成率>50%需依据新均值调整基线。

加分项(自定义指标项加权)

加分项考虑到一些次要指标、其他渠道分发、里程碑式节点等重要性较低的指标项。建议按照原有数据划分三段式区间进行记分:

(1)阅读量里程碑式奖励

基于原有数据值,设定三段目标区间标记相应得分,一旦内容指标表现达到其中某一目标区间,即视为内容为该指标项带来里程碑式节点,获得额外加分奖励。

(2)收藏量

收藏行为可对用户触发二次、多次阅读,提高用户留存。一般长篇幅、干货类内容收藏量较大,也是读者对内容质量的认可。因此,单独列出并划分区间进行额外加分。

(3)主要分发渠道

分发渠道、转载是对内容传播范围扩展通道,如果企业新媒体以微信为主导,即可将分发渠道按其渠道相应的评分机制划分一个大颗粒度的区间来记分。

(4)打赏

打赏要看这一收入对于企业的重要性,内容运营者一般不会过多在意内容打赏,可设定较低权重。

四、指标的验证与监控

根据以上三个步骤,我们可以获得一个所谓的“万能公式”。每篇内容产出后,依据这一运营体系的万能公式,将重复性、需要计算的事务就交给计算机处理,这样我们就不必去盯每日某项数据的变动,看个总分,腾出时间去思考找问题源头和更高层面的问题。


已有172位网友发表了看法:
1Lgolden goose sale 2019-04-28 08:06:01 回复
I wish to express my affection for your generosity supporting people who should have assistance with your idea. Your real dedication to getting the message all over came to be pretty invaluable and has continually made most people like me to attain their
2Lfila shoes 2019-04-28 18:22:04 回复
I am just commenting to make you know of the impressive encounter my child experienced using your site. She picked up several pieces, which included what it is like to have an amazing helping character to let many people completely fully grasp some hard t
3Lcoach factory outlet 2019-04-30 00:34:15 回复
I definitely wanted to compose a remark to appreciate you for these fabulous pointers you are giving out at this site. My time-consuming internet lookup has now been paid with wonderful knowledge to write about with my visitors. I would mention that many
4Lhermes birkin 2019-04-30 09:03:47 回复
Thanks for every one of your work on this site. My mom enjoys setting aside time for investigations and it's really simple to grasp why. Most people learn all regarding the lively medium you deliver useful suggestions via the web site and as well recommen
5Lyeezy 2019-05-01 17:36:16 回复
I am just commenting to let you understand of the great experience my wife's princess developed using your site. She discovered many issues, which include what it is like to have a wonderful coaching mindset to make most people with no trouble know just e
6Ladidas yeezy boost 2019-05-01 19:02:44 回复
Thank you for your whole labor on this website. My aunt delights in carrying out investigations and it is obvious why. We know all about the powerful medium you convey useful guides on your blog and in addition invigorate participation from others about t
7Loff white jordan 1 2019-05-02 06:01:35 回复
I wish to express my respect for your kind-heartedness in support of all those that should have help with in this subject. Your personal dedication to getting the message around was extremely effective and has consistently allowed others just like me to a
8Lhuarache shoes 2019-05-04 02:10:51 回复
I not to mention my buddies have been following the excellent recommendations on your web page then before long got a terrible feeling I never thanked the website owner for those techniques. These ladies happened to be for this reason joyful to learn all
9Lyeezy boost 350 2019-05-04 06:49:05 回复
I simply wanted to construct a quick remark so as to say thanks to you for some of the fabulous secrets you are placing at this website. My considerable internet research has finally been honored with wonderful content to talk about with my visitors. I wo
10Lnike air max 2017 2019-05-05 05:35:41 回复
Thanks a lot for giving everyone a very wonderful possiblity to read articles and blog posts from this site. It really is very ideal and as well , full of a great time for me personally and my office friends to visit your site no less than 3 times in a we
11Loff white hoodie 2019-05-05 17:16:57 回复
I happen to be commenting to make you know of the beneficial discovery our girl enjoyed reading through your site. She noticed too many details, which include what it's like to have a great giving spirit to have certain people just comprehend specified ve
12Lbalenciaga sneakers 2019-05-06 22:28:16 回复
I am just writing to make you understand of the incredible encounter our child went through browsing your web page. She realized plenty of pieces, not to mention what it's like to possess a very effective giving character to have many more just know preci
13Ladidas superstar shoes 2019-05-09 16:22:59 回复
I wish to express my thanks to you just for rescuing me from such a dilemma. Right after surfing around through the the net and finding things which are not productive, I thought my entire life was over. Living without the approaches to the problems you'v
14Llacoste polo 2019-05-10 16:54:37 回复
I am just writing to let you know what a terrific encounter my friend's daughter developed checking your web site. She realized a lot of things, most notably what it is like to possess a wonderful helping mindset to have others easily master certain probl
15Lyeezy boost 350 2019-05-10 23:35:33 回复
I have to show my gratitude for your kindness supporting those people who absolutely need help with this topic. Your personal dedication to passing the message all over appeared to be exceedingly good and have constantly permitted some individuals like me
16Lcurry 4 2019-05-13 18:19:53 回复
I precisely needed to thank you very much all over again. I do not know what I would've undertaken in the absence of the entire information documented by you directly on my industry. It was before a troublesome condition in my circumstances, however , bei
17Lyeezy boost 2019-05-14 04:04:46 回复
I must express my respect for your kind-heartedness for those individuals that need assistance with that matter. Your real dedication to getting the message up and down appeared to be pretty important and have truly made those like me to reach their aims.
18Lbape hoodie 2019-05-15 03:14:48 回复
I intended to write you one very little word to help thank you very much once again considering the lovely views you have shown in this article. It has been pretty open-handed of you to make easily all most of us would've supplied as an e book to earn so
19Lnike air max 2019-05-18 09:23:57 回复
I just wanted to post a small note so as to say thanks to you for all the amazing ideas you are sharing on this website. My extended internet search has at the end been compensated with pleasant facts and techniques to share with my partners. I would tell
20Lyeezy boost 350 v2 2019-05-19 11:33:23 回复
I wanted to make a brief message in order to thank you for all of the amazing recommendations you are writing at this site. My considerable internet investigation has now been recognized with excellent tips to talk about with my friends. I 'd declare tha
21Lsalvatore ferragamo belt 2019-05-19 14:42:17 回复
My wife and i got so peaceful when Peter managed to finish up his homework through the ideas he got from your very own blog. It's not at all simplistic to just continually be freely giving secrets that other people have been making money from. Therefore w
22Lyeezy shoes 2019-05-22 13:56:59 回复
My wife and i ended up being really excited Chris managed to finish off his investigations because of the ideas he obtained from your very own web pages. It's not at all simplistic to simply happen to be freely giving ideas which often men and women coul
23Lcoach bags sale 2019-05-23 18:55:02 回复
I am just writing to make you understand of the beneficial discovery our princess obtained browsing your blog. She discovered many details, not to mention what it is like to possess a very effective giving spirit to make folks with no trouble fully grasp
24Lfila online shop 2019-05-26 22:10:02 回复
I truly wanted to jot down a message in order to express gratitude to you for some of the stunning tips you are writing at this website. My incredibly long internet investigation has finally been rewarded with good tips to write about with my friends and
25Lgolden goose shoes 2019-05-27 20:00:45 回复
I simply wanted to say thanks yet again. I do not know the things that I would've handled in the absence of those concepts documented by you concerning this theme. It seemed to be an absolute horrifying difficulty in my opinion, however , being able to se
26Lyeezy boost 350 v2 2019-05-29 16:45:07 回复
I precisely wanted to thank you very much once more. I am not sure what I might have handled without the creative concepts shared by you concerning this question. It was a challenging case in my position, however , taking note of this expert style you tre
27Lgoyard 2019-05-30 13:53:25 回复
Thank you so much for providing individuals with remarkably marvellous opportunity to read in detail from this web site. It is always so kind and as well , stuffed with a great time for me and my office mates to visit your website at the least thrice in a
28Lyeezy boost 350 2019-05-31 17:57:45 回复
I simply had to appreciate you once more. I'm not certain the things that I would have implemented in the absence of those points shown by you over this area. It truly was a very terrifying situation for me, nevertheless taking note of a new expert tactic
29Lair max 270 2019-06-07 09:24:50 回复
I would like to show my passion for your kindness in support of individuals that must have guidance on this important matter. Your personal commitment to getting the message around ended up being pretty helpful and have consistently helped those like me t
30Lnmd 2019-06-08 08:40:46 回复
Needed to write you this bit of word to be able to say thanks as before about the breathtaking tactics you have discussed at this time. It has been really extremely open-handed of people like you to deliver freely what exactly a number of people would hav

发表评论

必填

选填

选填

◎欢迎参与讨论,请在这里发表您的看法、交流您的观点。