MindMap Gallery Xiaohongshu operation
This is a mind map about the operation of Xiaohongshu. Contains basic settings, account positioning, Account maintenance rules, platform rules, content operations, store operations, etc. It’s full of useful information, friends in need should quickly collect it!
Edited at 2023-12-10 21:08:02One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
Project management is the process of applying specialized knowledge, skills, tools, and methods to project activities so that the project can achieve or exceed the set needs and expectations within the constraints of limited resources. This diagram provides a comprehensive overview of the 8 components of the project management process and can be used as a generic template for direct application.
One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
Project management is the process of applying specialized knowledge, skills, tools, and methods to project activities so that the project can achieve or exceed the set needs and expectations within the constraints of limited resources. This diagram provides a comprehensive overview of the 8 components of the project management process and can be used as a generic template for direct application.
Xiaohongshu operation
Basic Settings
Nick name
related to positioning
Industry name Nickname
avatar
symbolic positioning of identity
Selfie
photo
image photo
personal signature
One sentence reflects the positioning of personal accounts
In the form of nickname pinyin combination
Account positioning
Occupy the user's "mind"
method
focus
opposition
differentiation
Explore your own unique value, differentiate yourself from competing products, focus on a specific segment, and emphasize your own uniqueness and significance.
Account Development
From focused sectors to differentiated sectors and then gradually expand
Account maintenance rules
core theory
Imitate real-person operation, usually 7 days
Precautions
Pay attention to the system’s automatic recommendations when registering
Browse more related content for account positioning
Leave a comment of more than 15 words under the content
Browse Xiaohongshu stores of various brands and make additional purchases
Open Xiaohongshu’s push content frequently
Platform rules
Account violation
Multiple accounts and one mobile phone login
Nickname suspected of advertising and violations
Personal signature settings WeChat and other platforms
Weibo and email can be set up
The avatar is illegal, unclear, and contains a QR code
When chatting privately with friends, the use is not limited to WeChat contact information and QR codes.
Multiple accounts share the same LAN
Note violation
The notes were judged to be advertising and sales notes
Leaving contact information that is not compliant in the content body
Unoriginal plagiarized content, watermarks and QR codes in note pictures
Publish pornographic, vulgar, violent, horror, and gambling content
Forging abnormal data such as number of fans, readings, likes and collections
Inducing sharing, forwarding lottery and other behaviors
Current limiting rules
single article
reason
Not original
Unreported brand promotion
Solution
Do not modify the original notes
Continue to maintain the account and keep the account active
The next content is updated to original content without brand promotion.
multiple articles
reason
Many pieces of content were determined by the system to be unoriginal
Too much unreported brand promotion content
Serious violations, blacklisted by officials
Solution
Change account and restart operation
Delete illegal content, publish content and pay attention to traffic trends
Content operation
Purpose
Through the production, processing, and reconstruction of account notes, we can increase the visibility of the operating brand, thereby achieving the new attraction, activation, and retention of Xiaohongshu stores (personal private domain traffic), conversion to purchase, and dissemination of fission.
process
Determine the topic of your notes
Evaluation collection
Good product recommendation category
Tutorial sharing category
DIY production class
Determine the selling points of your note-taking product
Write and share as a user
Optimize pictures/titles/layout/content release time
Title Tips
Select topic keywords based on product functions
Select a combination of topic keywords from the hot search drop-down words
Select topics based on occupation, age, consumption level, seasons, and holidays
rhetorical question
contradictory title
exclamatory reduplication
Star-grabbing method
Title optimization
Do not set the keyword "too big"
Use drop-down words, the closer they are, the higher the popularity.
keyword combination
Use 2-3 keywords to create a sentence
Make good use of long-tail keywords
long tail dinosaur effect
Keyword setting practice
Featured product category name
Target group Category name
Hot spots categories
Main points
Enhance the trust of images and texts
Solve readers’ pain points
Guiding readers to generate interest/desire to purchase
Guide readers to like/collect/follow/order behavior
Copywriting conversion path
attract attention
Build the scene
Specify needs
meet needs
Add endorsement
generate trust
Guide to purchase
header image techniques
Before and after changes
Dry goods list
Weekly and monthly plans
Selfie title content
Appropriately include numbers and emoticons in the title
Flexible use of modal particles to stimulate demand points
Create suspense and arouse user curiosity
Put the title P on the first picture
Tags on images can promote selling points, product links, landmarks, etc.
writing material
self accumulation
own personal experience
Friends plant grass
Moments content
search channels
Baidu search, Sogou search, public account article search, Zhihu search, Weibo search, Douban search, Qianliao, Litchi, Himalaya, Dragonfly FM
Archiving tools
Graphite document, new media housekeeper collection, curtain, 360 web page collection, Baidu network disk, 360 network disk
Writing Skills
Beginning
Match the title
There is no difference in content
arouse reading interest
A concise self-narrated scene-based opening
"I" product experience from first-person perspective
main body
Logical and reasonable
Reduce readers’ reading costs through paragraphs, emoticons, and dividing lines
Brisk pace
Suitable for fragmented reading scenarios like Xiaohongshu
Never go off topic
Write content from the user’s perspective, rather than from the brand’s perspective.
Support originality
avoid violations
end
Summary of opinions
cause interaction
Do you have any other good ones that you can share in the comments?
guide attention
I will have more ××× content to share with you in the future
Evaluation optimization
Use matrix accounts to optimize the evaluation of notes
store operations
sales
Store traffic * store entry/details page conversion rate * purchase conversion rate * customer unit price * number of repeat purchases
content marketing
Advertising
Exposure of notes from brand partners, experts, and amateurs in the community
Brand advertising
Exposure of high-quality note content of brand accounts bound to the store
Performance advertising
official activity
Selection
Brand Positioning
Baby homepage
Details page copywriting
copywriting logic
Collect product materials
Product related text pictures
Video and other materials
Competitive product details page material
communication design style
According to brand positioning
Determine the style of the details page
Determine product selling points
2~3 core selling points
Selling point information processing
Before and after comparison
Scenario application method
deep digging method
Example method
Product image processing
Detail image
scene graph
Before and after renderings
Product endorsement display
Certification authority
media exposure
Best selling quantity
User reviews
Before and after comparison
Character endorsement
Guide customers to place orders
price anchor
Limited time limit
A few yuan for redemption
Price breakdown (daily)
proportional bias
Find the right mental account
marginal effect
Product information supplement
Instructions
Precautions
Return or exchange
Logistics information
Title keywords
Operational skills
Activity resource bit
coupon
Baby evaluation
Product endorsement
product experience
second touch rate
flow sedimentation
Store traffic
Mall search
Traffic generated by mall search and waterfall recommendation
event resources
The resource location obtained after successful registration for Xiaohongshu official activities
Off-site resources
Traffic generated through sharing and off-site (double micro)
Brand account operation
Brands independently create original graphics or short videos
Display brand UGC content: Invite users to @brand, and display specific UGC content on the homepage
View fan data, brand note data and cooperation note data on PC
Reach users accurately through private messages and connect brands and individuals
Production: Xiao Mingyue’s Growth 2023.12.12
Content source: Lu Yingying Knowledge IP Business Closed Loop 5-Day Wealth Camp Questions