From 0 to 1, the secret of starting new media operations

Nowadays, both Internet companies and traditional companies are paying more and more attention to new media marketing . More and more people are starting to engage in such a profession, and even majors such as "New Media and Society" have been opened abroad. This article is also an arrangement and summary of the author’s various knowledge about new media marketing. I hope it can help more practitioners, especially those who are interested in learning about new media marketing.

These past two days, my screen has been bombarded with a passage of text, which mainly said that as long as you learn these, you will be able to do a good job in new media operations , and then listed a large number of hard and soft skills, knowledge points and the like. In fact, I agree with this point of view. I have always felt that operations do not have to be a specialist in a certain area, but must be a generalist in many aspects.

What do new media operations need to do?

content

There is no so-called bonus period now, and you can't survive in this new media circle by relying on a little cleverness such as a sharp entry point or a small interaction. Now is the time to compete with real ability and strength, and the most basic manifestation of strength is content.

Recently, some friends with ideas chatted with me and said that they wanted to create a public account with certain content. My first sentence was always recognition and encouragement, and the second sentence was always to advise them that if you can produce good content, as long as you stick to this point, you will definitely be able to go on. However, it is not easy to continuously produce good content .

Therefore, content has become a problem that must be solved in new media operations.

In terms of form, it is divided into: text, pictures (animated and still images), audio and video.

Now we can recall that there are N big names in basically every field.

I won’t go into the details of how to create good content today, but here I will give you an example of how you can create content from a different perspective.

For example, if there is a public account that focuses on food, assuming that most people who like food are girls, which is actually the case, haha... then the content must revolve around girls and food. This is the general thinking behind content production. But, can we change the perspective at this time? Everything and everyone has multiple sides, just like everyone's needs are also multiple sides.

Whether it is girls or food, you can use the "Nine-square Grid Method" to engage in divergent thinking. Please see the following figure:

The user is a girl, and the theme is food. From any two combinations of the above two pictures, countless entry points for content can be created, such as: young and handsome chefs, nutritious meals for weight loss, ingredients with skin care effects... and each point can be expanded.

Activity

This activity can be understood as interaction, whether operating a public account, Weibo, or other platforms. No matter which platform or software, the development company provides us operators with many support plug-ins for activities, such as voting, answering questions, lucky draws, etc.

So to do a good job of an event, it needs to have strong enough appeal, enough promotion, and clever enough communication design. Many friends may be distressed and say that they can’t think of so many activities and don’t know what to do. In fact, the easiest way is to “copy” .

Let’s take “food” as an example: if others do goddess competition, we can do chef competition; if others do essay competition with prizes, we can name a dish; if others hold offline meetings, we can just make dinner appointments…

Now everyone is talking about the fish pond theory. How can fish survive in a pool of stagnant water? The same goes for new media platforms. They must be active and hold events regularly to let users feel that the platform is alive and is always working hard. If you don’t participate in an activity once, or twice, but keep doing it, it will definitely have an effect.

user

As mentioned above, if we keep doing activities, it will definitely work. In fact, users are generally divided into the following categories:

• Active and enthusiastic : He is involved in almost everything, always comments and likes, participates in every activity, and actively offers suggestions, etc…
• Calmly watch : low-frequency interaction, not unfollowing, just quietly following
• Probabilistic users : This type is the most uncontrollable. They may have already followed but only open it occasionally, or they may come across it by chance...
• Peers : Peers account for a high proportion now, but this group of users can basically be ignored, because you have to do your job well whether they are there or not.
• Dead fans: That's dead fans

The two points mentioned above, content and activities, are all for user services. We constantly change themes, track hot spots, and change formats to try to meet the appetites of different users; we constantly organize interactions and plan activities to constantly guide those activists, mobilize users who are calm and watching, and capture probabilistic users with the greatest probability possible.

The new media people mentioned here need to be good at user operations, which is actually mainly about chatting. Wasn’t there a Taobao shopkeeper who was very popular some time ago? He utilized personalized user operations to add points to his "service", create differentiation, increase dissemination points, and improve user stickiness . No matter you are funny and coquettish or well-educated, you have to be a person with good image. Being serious is not enough. Being serious does not necessarily mean having good image. Only with good image can you be remembered . (Many colleagues self-deprecatingly say that they are just people to chat with, and that’s the truth, haha, it’s fate~)

In addition to chatting, you need to learn how to analyze and manage users. Labeling users is a common method to facilitate grouping, precise management and push notifications. Occasionally doing user surveys, Q&A interactions, and chatting are actually all user analysis and management work (dear bosses, don’t think that we new media people are not working hard just by chatting, in fact, we are working hard).

Promotion

I admit that this point is a bit clickbait, because everyone is concerned about this topic: how to increase followers? How to promote? How to improve reading stats, etc.

In my opinion, good content is promotion; good activities are also promotion; accompanying a user well is also promotion. Promotion is not limited to spending money on advertising.

From this we can see that promotion is of course an essential skill for new media practitioners.

Let’s quote an article I wrote before. There are several main ways to promote:

• Advertising promotion : It is to promote in major media, online and offline where customers can be reached
• Big account promotion : Find a big account that matches your target user group, and have KOL promote it to attract fans.
• Fan community : an organization that provides a service or value by gathering a group of similar users.
• Buying powder : I won’t mention it
• Mutual promotion : It should be called joint promotion. It can be done through some activities and content linkage. Hard promotion has a general effect.
• Event planning : Events attracting fans are relatively benign
• Local promotion : For example, many projects targeting college students use local promotion as the simplest and most crude method.

(For details, please refer to a previous article "Don't listen to the big names talking about content and positioning anymore, here is the promotion tips ")

The core thinking of new media operation

User Thinking

I shared with many friends that we who are currently engaged in new media should not rush to achieve some kind of success in one or two years. Think about it, the big names today all have a lot of accumulation in the past. Some of them are accumulated in traditional offline environments, some are accumulated on the Internet in the PC era, and some are directly professional accumulations. Then, combined with the trends of new media, they apply their past advantages to new carriers.

So what is the core of our new media industry now?

It is the new media way of thinking, which I personally think is: user thinking.

In fact, this word is not as mysterious as imagined. Many words are hyped up, and the principles are actually very simple.

Which businessman does business without considering the feelings of his customers? Right?

This is what user thinking is: thinking about problems from the user's perspective, deeply analyzing user needs, and designing products, producing content, planning activities, and promoting methods based on their needs.

Think back to what I said above. Wasn’t it all based on users ?

• You don’t know what content you want to write, so ask the users
• If you don’t know what kind of event to plan, ask the users.
• If you don’t know where to promote your public account, ask users

So why is user thinking so important in this era? They are all spoiled.

Information is becoming more and more fragmented, brands are becoming less and less popular, there are more and more products, and services are getting better and better... Then we ourselves are users, and we also feel that our own feelings are becoming more and more important, there are more and more choices, and personalized requirements are becoming more and more obvious...

So, we spoil ourselves and ask others to continue pampering us. Well, as operators, whether dogs or cats, we should stand at attention, line up and kneel down to lick the cats~ Hahahahaha

(In addition, there are various ways of thinking such as extreme, free, and fast, but I would like to remind you that differentiation, that is, innovation, may not be enough in the beginning, but you must try to innovate, and creativity is also developed slowly)

How to build a new media operation team

Combined with what needs to be done mentioned above, and then make specific division of labor, there are some other types of work that have not been introduced, but it does not mean that these positions and work content are not important, such as art design, technical support, etc. The general principle of team building is to be flexibly adjusted according to the stage of company development.

First of all, there must be an operator who needs to understand and deploy the work of the entire new media operation department and coordinate internal and external resources of the company. In most cases now, WeChat editors have to take on the responsibility of operational planning. In another case, new media operators also take on various tasks such as content and design. (This is not to say who is more important or less important, but the division of labor should still have a certain emphasis.)

My personal suggestion is that if it is a general small project or a traditional company transforming to do mobile new media promotion, then a configuration of 2.5 people is more ideal.

• Operations is responsible for overall planning , supervision and execution of work, promotion and event planning, and data analysis .
• The copywriter is responsible for content production and setup maintenance on the WeChat platform, as well as some user operations work.
• The last 0.5 refers to the art design . Most companies have designs, so just share them.

As a new media operations manager, when considering staff arrangements, think like this: if you can recruit a person and assign him a full workload, then hire him; if you cannot assign him a full workload, then don't recruit him.

As for some phased design work, technical development work, and even event planning work, which may be highly professional but do not require the support of such a person all the time, you can choose to outsource them in stages or use resources to solve the problem.

However, if it is a large enterprise, and it pays special attention to new media projects, then it is better to have a clear division of labor, because new media work is indeed a meticulous job with a lot of scalability, operation + copywriting + design + planning + promotion...

What are the new media

New media is a relative concept . It is an emerging media compared to traditional media (print media, TV, radio, etc.). So is new media just Weibo and WeChat? I believe that new media practitioners will have this kind of distress to some extent. For example, many people ask me what I do? I said I was working in new media operations, and the next question was what does new media do? For example, I would like to talk about Weibo and WeChat, and do promotion on them. Then there was a long "Oh~".

Then let’s take a look at what exactly are new media. Are they only Weibo and WeChat?

WeChat

It is undoubtedly the first choice and the current super app. As the old saying goes: where the users are, there you are . I believe that most of the company’s business partners can be found on WeChat. I won’t say much about this point, as everyone has a consensus on it.

Let’s talk about the features separately: CRM. My view has always been that WeChat is a CRM . Its social attributes cannot be changed, and it is indeed very convenient for communication. Therefore, its characteristics are facilitating communication and managing one's own network.

Weibo

Many people say that Weibo is dead. I don’t quite agree with this extreme view. Of course, if you write an article, you must write this in the title, otherwise no one will read it. A centipede is still alive even after its death. Even if Weibo goes downhill again, the number of users on it is large enough, so Weibo is also one of the new media battlefields.

Features : wide coverage and fast dissemination speed, which is conducive to hot spot communication, event marketing , and large-scale topic promotion.

In addition, let me say one more thing. Aren’t many people asking how to find seed users ? In fact, it is very easy to accomplish on Weibo, because the crowd labels on Weibo are actually clearer than those on WeChat, and WeChat does not support fuzzy search for users, so how do you find them?

For example: taking fruit as an example, I will search for "fruit" on Weibo, and then you will see many accounts related to fruit. Those who had bought fruit and those who loved to eat fruit all came out. Then you can filter, follow, chat, and interact...

For example: Search for "teacher", see the picture below

Zhihu

A serious Q&A community . In the beginning, there were more questions and answers about technology and the Internet, but now the coverage is getting wider and wider. Then your potential users will ask questions or interact on it, and as an entrepreneur , you must "consider" yourself a professional problem solver in this field, so you can attract accurate users through your wonderful content.

Douban

A gathering place for literary and artistic people . The requirements for content are higher, and soft articles are extremely soft. Colleagues all say that if you want to learn about soft articles, go to Douban, where every article is a soft article. If it is about movies, travel, books, etc., or if there is a point of convergence when extending user needs, then this is also feasible.

I won’t introduce other social apps like Momo, Maimai and other platforms that serve as gathering platforms for niche groups of people one by one, and there are also various forums like QQ and Tieba. The general principle is: appear where the users are.

By the way, let’s review the three steps of promotion:

1. Who are your users?
2. Where are your users?
3. How do you attract it?

How to learn new media operations

The last content is also what many people are concerned about. In fact, the core is: learning, summarizing, communicating and practicing.

To be frank: your times are much better than my times. We didn't have so much training back then. You can listen to the sharing. I spend money to attend classes taught by some seniors, buy their materials, and buy books, etc. Then I use all kinds of time to read articles, check public accounts and headlines, and also get to know all kinds of people in various groups. I learn a lot from communication. The process of communication is also a process of sharing and summarizing. The last step is practical operation. You can test what you have learned, both good and bad, during the practical operation, and what you finally get is something that truly belongs to you.

Conclusion

Finally, I would like to leave you with a word of advice: God helps those who help themselves .

First of all, you have to work hard enough. There are so many heroes in the world. Even if you have a good master and teach you a lot, you still have to rely on yourself to cultivate your inner strength, practice your moves diligently, and experience them with your heart to become a great hero.

I have written so many articles, shared so many times, and have many friends who have added me. I interact with every person who actively asks questions or communicates with me. If the problem can be solved specifically, then we will solve it specifically. If the problem cannot be solved specifically, at least we can discuss ideas and provide some suggestions. At the very least, we will suggest a solution.

However, not everyone will take the initiative. Of course, everyone has a different way of getting along with others. There are also many friends who have been quietly browsing my circle of friends for many days and then suddenly come over to hook up with me.

The main point I want to emphasize is that only by taking the initiative can you achieve excellence . In this era, the pace is getting faster and faster. No one has to remember to be responsible for anyone or to help anyone, let alone just meeting someone by chance. Well, let's be more proactive, learn a trick and figure it out, after all, it's you who are growing, and the salary increase will be paid into your account...

so!

Only initiative can lead to excellence!

Let’s encourage each other!

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