[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"case-zh-CN-36260":3},{"id":4,"slug":4,"category":5,"cover":10,"title":11,"summary":12,"description":13,"content":13,"client":9,"service":9,"highlights":14,"results":15},"36260",{"id":6,"slug":7,"name":8,"description":9},"3439","news","新闻资讯","","\u002Fimages\u002Fhero.webp","净水门店小红书发了412篇笔记只留资7条，问题在哪？","门店做内容运营，最怕用单一指标否定一个平台。先给每个平台定清楚它负责哪一段，再用对应的指标去考核，投入才不会白费。","\u003Cdiv>\u003Cp>\u003C\u002Fp>\u003C\u002Fdiv>\u003Cdiv class=\"document\">\u003Cdiv class=\"section\">\u003Cp class=\"paragraph text-align-type-left\" style=\"text-align: left; line-height: 1.15; margin: 0pt 0pt 8pt;\">\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">很多门店做新媒体会掉进一个误区：把\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">'\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">发布量\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">'\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">当成\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">'\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">结果\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">'\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">——笔记发了\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">412\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">篇，留资只有\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">7\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">条，于是判断\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">'\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">小红书没用\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">'\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">。陕宁怡口净水项目的前半程正是如此，团队营销仍是传统动销打法，需要新模式突破困境，与建众在五一和国庆两次合作。建众的判断是：内容发布量只是必要条件，真正的变量是\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">'\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">渠道角色的错配\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">'\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">——小红书适合种草蓄水、视频号适合信任沉淀与直播转化。调整后的打法是小红书批量内容持续蓄水，视频号\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">309\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">条内容配合直播做成交，通过\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">'925\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">直播\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">'\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">实现订单数破百、转化率超\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">80%\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">、贡献业绩占比\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">10%\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">；同时用创新认筹会员模式打通异业，异业订单数增长\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">105%\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">、异业订单销售额增长\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">300%\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">；团队端手把手教\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">AI\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">工具，实现\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">OMO\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">能力全面刷新。最终整体销售达成\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">900\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">万\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">+\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">、环比增长\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">20%\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">。门店做内容运营，最怕用单一指标否定一个平台。先给每个平台定清楚它负责哪一段，再用对应的指标去考核，投入才不会白费。\u003C\u002Fspan>\u003C\u002Fp>\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Cp>\u003C\u002Fp>",[],[]]