First, clarify the purpose of operation Before the formal introduction, we must first understand a business scenario: sales may enter Xiaohongshu earlier than operation. When some enterprises are small in scale, most of them adopt the strategy of sales-oriented, supplemented by operation. Forming an operation team is not the first step. The first step is to consider whether the KPI of the sales department can be achieved. At this time, sales may directly do operational work, and in order to obtain useful sales leads, they will first flood into major media platforms. However, the salesperson is not a professional operator, and it is very likely that he will randomly sort out some sales materials and pictures and send them to Xiaohongshu. With occasional luck, some customers' direct private messages will also come true. However, it is impossible to form a scale by piecemeal work, let alone become the core channel of enterprises. In order to make Xiaohongshu a stable channel, it is necessary to plan and coordinate the overall operation of Xiaohongshu before the official operation, so as to achieve better brand promotion and operation effect. Based on this scenario, the core purposes of two types of small red books are summarized as follows: 1. Publicity purposes: establish brand, corporate image and display product capabilities; 2. Transformation purpose: realize corresponding sales transformation through traffic operation; How to quickly build and test the effect with limited resources is the key to the operation layout. The layout can be divided into four stages: investigation stage, integration stage, preparation stage and formal operation stage. It will be introduced in detail below. Second, in the research stage, "observe competitors, find their weaknesses, absorb their advantages and beat them in an all-round way." Unlike the highly competitive Red Sea industry, some vertical industries don't have so many competitors. Some competing products will choose not to spend too much resources on the traffic platform, so the operational capabilities of competing products are also uneven. So that it is convenient for market personnel to quickly collect competitive information. Let's look at a table: operational planning can be based on this. The operation team should clearly understand the account matrix layout of competing products in Xiaohong's book and the operation of each account, as well as the corresponding seo search optimization → landing page delivery. At this time, I believe that some friends in the market and operation have already had corresponding strategies in their hearts. Next, let's put the strategy on the ground and enter the next integration stage. Iii. integration stage 1. Key point: planning operation matrix Looking back at the previous content, sales may operate Xiaohongshu first. Without the guidance of planning, many sales directly use personal accounts, which will lead to many problems. 1. The profile avatar is not uniform. 2. The published content is messy. 3. The cover picture has poor visual effect. 4. The release time is not fixed, so I thought of it. In my opinion, the tasks in the integration stage are mainly the following two points: 1. Summarize and integrate the existing accounts, standardize management, and meet the operational requirements in the next stage. 2. Establish new accounts, export brand culture and product capabilities, and support platform search optimization and landing page launch. I divide the little red book account matrix into two types, one is the core account and the other is the sales account. 2. Core account number: The core account number of brand image is the brand account number, which outputs the concept content of the brand, knowledge sharing of customer scenarios and product capability exposure corresponding to customer scenarios. Weaken marketing attributes and show corporate brand image and service ability to target customers more. If the enterprise has a certain operational capability, the product and service section can operate an account separately, and the content of product capability update/customer service can be displayed in this account. This account is not expected to have a lot of traffic and conversion, mainly search optimization. 3. Sales account: There are two types of sales accounts: scene account and salesperson account. If the operation team is understaffed, the sales department can take the place of operation. The operation department provides planning and materials, and the sales team adapts and publishes them in strict accordance with the requirements. 3. 1 ScenarioThere are limited customer scenarios in niche industries. For example, some SaaS systems provide enterprises with "target management+performance management" solutions, and some provide software and hardware solutions for offline stores that are unmanned for 24 hours. Scenario accounts should be set according to the demand scenarios of target customers. How many scenario accounts should be established according to the industry where the product target customer group is located, but if the energy is not enough, first establish account operations in several major industries. The output content can be divided into two categories: (1) product category 1. Presentation and introduction of customer demand scenarios and product capabilities II. Product function introduction, assembly and operation (2) Content operation class 1. The content of dry goods corresponding to the industry can be dry goods operation, industry introduction and product help to the industry 2. Communication and feedback from existing users. Try to adjust the copy and pictures, and don't involve plagiarism. The platform will judge the duplication of content on the platform, punish those plagiarized accounts and put them in a dark room. However, how can salespeople make useful and good content? They don't do business. Here, you can use other platforms to connect the output content of the creator, such as reed notes. Before, our products iteratively optimized new functions, and then the industry direction expanded. The company asked our team to try to create a new industry account promotion product, but we don't have enough in-depth understanding of the expanded industry and are in the trial stage. So we create a project to publish content by docking some creators in Reed Notes, and the creators receive and complete the task to output the content we need. New media people have always been a rapid iterative optimization process. This form of cooperation is very suitable for trying the effect of new fields quickly with less budget. If it is effective, it will further develop its business plan; if it is ineffective, it will reduce investment or give up this field. Fourth, the key tasks in the preparation stage: preparation and training. In the preparation stage, the team should adjust the existing sales account and create a new brand number according to the planning in the integration stage. The operation department should open a small red book account in advance to prepare for the advertising of information flow. Companies with advertising needs will begin to test the advertising effect of Xiaohongshu after opening an account and closely link operations. Moreover, content storage is also an extremely important link at this stage. The content is divided into two parts: the preparation of advertising materials, remarks and contents, mainly: 1 Login page materials, 2. Information flow and word packets, 3. The content characteristics of the creative title group for Little Red Book are different from other platforms, and the operation department needs to establish a small red book resource database for it separately. Provide content reference for other operators, make them adapt quickly, and improve the overall efficiency of cross-departmental cooperation. Next, talk about training. Before the official start of operation, at least two departments should participate in the training: the operation department and the sales department; The training details are divided into the following sections: (1) Multi-department training 1. Little red book operation details training II. Call skills training of multiple content libraries in operation department III. Little Red Book Content Design Training IV. Little red book effect data statistical process training 5. Sales communication and sales docking process (2) Training of Operation Department 1. Little Red Book Content Operation Training → Copywriting and Cover Effect Correction Training (? Rich in content) 2. Account operation training V. Formal operation stage 5. 1 Content production Xiaohongshu attaches importance to content originality and domain verticality, so the first step in the formal operation stage is to attach importance to content production, ensure continuous output, and meet account design and domain creation. There is no need to introduce the detailed skills of content production here. Let's check it again. There is a lot of content. 5.2 Content data analysis "Operation without data analysis is not a good operation!" The most important step in the operation is data analysis, which can directly reflect the promotion effect and trend of the current content and adjust and optimize the existing problems in the content in time.