New media operation and promotion planning and writing skills!

How to write a promotion plan for new media operations? I have divided it into several parts to stimulate discussion and interact on the topic after sharing.

The new media operation and promotion plan includes the following contents:

1. What is operation? What is new media operation?

2. Specify the target

3. Make a budget

4. Write a plan

5. Team Building and Job Description

6. Performance Appraisal

7. Management routines

8. Questions and Answers

The following will give you a detailed introduction

1. What is operation? What is new media operation?

Here we will popularize some concepts of operations and integrate some opinions from other people to have a systematic understanding of operations. You can refer to the following picture to understand the operation:

1. According to the operation level: primary operation, intermediate operation, advanced operation

2. Divide by operation process: attract new users (find where users are and acquire them at low cost), retain users (keep users using your product), and activate users (awaken users who don’t use your product)

Primary operation (responsible for one sub-project in three links of the process, such as Weibo operation, WeChat operation, content editing, event planning, etc.)

Intermediate operation (capabilities cover all three links)

Advanced operations (three links throughout, with a broader vision, more resources, and a longer layout)

COO ( considers product, marketing, investor relations, PR and other company-level resource allocation)

4. Divided according to operation content: user operation, content operation, community operation, business operation, event operation, etc.

5 How to retain users better: A User level B Privileges and benefits C Points D EDM/SMS E Activities F Mechanism

The concept of new media operation is explained in the encyclopedia as an operation method that uses emerging media platforms such as WeChat, Weibo, and Tieba to promote brands and market products. By planning high-quality, highly contagious content and online activities related to the brand, messages can be widely or accurately pushed to customers, thereby increasing participation and raising awareness, thereby making full use of the fan economy and achieving corresponding marketing goals.

The operation of platforms such as Weibo, WeChat, and Tieba is only a subset of new media operations, and new media operations are another subset of the entire system operations. Understanding this relationship will help us better understand the role of new media operations.

2. Set goals

There are several principles to refer to when setting goals:

1 If you can directly obtain data from a third-party platform as a target, use the background target data value as a reference , such as WeChat and Weibo. Don’t come up with too many data definitions or calculation formulas. This is convenient and intuitive, and can also avoid misunderstandings caused by deviations in understanding data definitions.

2 The third-party platform cannot present data to you as a target guide, so it can be delivered to the technical department to create a statistical reporting system for monitoring. You can start with daily indicators, and then extend to weekly, monthly, quarterly, and annual statistics. For example, the number of registered users of the service account, order volume, order conversion rate, average order value, etc.

3. The team needs to have an ultimate goal

For example, for O2O projects, the ultimate goal of the team is the daily order volume.

For example, for a tool-type APP, the team’s ultimate goal is daily activity rate.

4 Each department breaks down the goals:

Goals can be divided into two categories:

Business goal: X pieces of content per week, X of which are original;

Result goals: The growth rate of Weibo exposure and fans compared to the previous month (the base is low in the early stage, so you can set a monthly growth target of 50%-100%, and it can be appropriately reduced to 10%-20% in the later stage); WeChat article opening rate of 15%, forwarding rate of 5% (this is the average high value of most public accounts).

5. Don’t set goals too generally, set specific numbers

For example, the monthly goal is to increase the average daily activation from 8,000 to 12,000, and the registration conversion rate is 40% (it is recommended to be slightly higher than the original expectation, the effect will be better)

Declarative statements such as "increased brand exposure" and "increased user stickiness" are all banned.

Improve brand exposure - how much the Baidu index rises

Increase user stickiness - how much product activity has increased

Here we take an O2O life service account as an example to set promotion goals

1 Registered users: Daily new registered users Total registered users

2 Active users: Daily activity rate = active users on that day / total users

3-day order volume:

4-day order conversion rate = order volume/total visiting users (minimum 8%)

5. Daily average order value = daily total transaction value / total number of transactions

3. Make a budget

Make a budget according to the promotion plan and the promotion details involved in each promotion cycle. The budget should be as detailed as possible, with greater controllability and more obvious execution effects.

4. Write a plan

This article uses the local life service account as an example to describe some specific practical methods, which can be used as a reference for other types of applications.

1 Overall promotion strategy: (method + execution)

Team A takes the overall goal as the main line and breaks it down into various departments.

B tests the most effective promotion method, which is to concentrate superior resources on a point where an outbreak may occur, and continuously amplify and analyze it until it explodes.

C Wherever the target consumers are concentrated, our marketing efforts will be concentrated there.

2 Seed user period: (1,000 seed fans, for one month) - within the region, controllable

Characteristics of seed users: frequent interactions, forwarding to your friends circle, and actively promoting your public account in QQ groups and WeChat groups. Seed users will often provide effective opinions and suggestions for your public account.

Promotion method: Industry friends and colleagues, partners, invitation mechanism

Supplier import, advertising in business districts, communities, schools, and office buildings

Industry friends, colleagues, and partners: Encourage colleagues, friends, and partners to join the experience.

Activity invitation: Plan the "Find the Differences" activity game, design a product experience questionnaire and integrate it into the game, receive a 10-yuan coupon for registration, and also receive a 10-yuan coupon for recommendation, and select the best fans, with the number of fans limited to 1,000 for a period of 1 month. (H5 copywriting design should be interesting and social)

WeChat group management: Establish 2 WeChat groups with 500 members each, manage seed users, and collect product user opinions.

3 Initial user period: (50,000 seed fans, for three months)

During the initial promotion period, you should try various promotion channels, find the channel you are best at, and let your fans grow naturally every day. Finally accomplish your goal. The advantage of having a channel is that you can gain stable fans every day, instead of gaining 500 fans in one day and then having no fans in three days. The following methods are some summaries of personal team practice, which can be used as reference:

A Weibo traffic diversion

Since our market is positioned locally, we collected all the popular local Weibo accounts during the early stages of promotion. By promoting our official Weibo accounts, we established interactive cooperation with these local Weibo accounts, which we could forward and divert traffic during the event.

Since Weibo has strong media attributes and is a point-to-surface promotion, it does not belong to the WeChat ecosystem and has a relatively weak effect. Of course, Weibo, which already has a certain fan base in the early stages, has already gained great benefits from the diversion of traffic from Weibo to WeChat.

B. Add group to drain

Tip 1: How to get a group?

Mobilize your friends, colleagues, and partners and ask them to invite you to join the group.

Tip 2: Change group

After accumulating a certain number of WeChat groups, you can exchange groups with local operators

Tip 3: Pin active groups to the top

Filter out the groups with higher activity, pin them to the top, lower the advertising groups, interact frequently within the group, and build good relationships with the group owners. High-quality WeChat groups can be considered for business cooperation.

C Small drainage

Tip 1: How to maintain an account?

Give your secondary account certain labels: for example, you are an unmarried girl born in 1992, working in customer service in the Internet industry, where you live in Xiamen, etc.

Tip 2: Don’t be suspicious of advertising . Introduce yourself to each person you add.

Tip 3: Share interesting things in your life on WeChat Moments regularly , insert service account advertising activities when necessary, and interact with friends on WeChat Moments regularly every week

Tip 4: For fans with stronger communication ability , you can interact with them privately more often.

Tip 5: Add fans to the group added in step B to attract traffic . Before adding people, interact and communicate in the group first and find a topic, especially for groups with high activity, the success rate of adding fans is higher.

D Self-built official WeChat group

Step 1: Clarify the purpose of creating a group and establish group rules and regulations

Step 2: Contact official customer service, interact regularly around group topics, and solve problems.

Step 3: Develop some opinion leaders to help you develop the group together. Provide material incentives when necessary.

E-Event Planning

The activity is carried out once a week to strengthen users' memory habits and facilitate communication and sharing. The following activities are provided as alternatives. When they are carried out, the team will get involved and work hard on the copywriting and H5 effect design.

Event gifts: coupons, gift packages (consumption coupons + canvas bags + notepads + advertising shirts, etc.), event prizes, WeChat red envelopes

Tips: Activity creativity is crucial, and more effort should be put into the copywriting and presentation form. Later, you can write a separate article to showcase some classic activities.

F Local public accounts, Weibo, communities, websites and other channels

When the activity is being executed, it can be placed on local public accounts, Weibo, communities and other channels, and the effect can be monitored at any time.

For example, for Xiamen local community Xiaoyu.com, when the event starts, our BD will negotiate with the three media advertising cooperation or joint promotion on the website, WeChat, and Weibo.

4 Brand promotion period: (100,000 seed fans, for three months)

A Continue the "initial user period" promotion method to obtain stable daily traffic

B Local O2O service account or APP cooperation

After the initial promotion, a certain number of fans have been accumulated and can be promoted in cooperation with local O2O.

C. Ground Promotion

We can cooperate with shopping malls, schools, communities and other business circles to plan and promote offline activities.

D. Participate in industry conferences and exhibitions

You can participate in some industry conferences and exhibitions, bring the QR code, make a good WeChat marketing plan, communicate with your customers and partners at the exhibitions or conferences, and recommend the WeChat public account.

E Join the Alliance

Join local e-commerce enterprise alliances, industry alliances, O2O alliances, etc. to share products and promote the local brand awareness of service accounts.

5. PR (Public Relations)

The reason for separating PR is that PR has been preheated since the project was established, and PR needs to be involved in every stage of promotion.

In a startup company, as a PR, you need to have a thorough understanding of the direction of the company at every stage, and then learn to convey a strong voice to the market, investors, and users. This voice is not a blunt advertisement, but rather a topic that makes everyone interested in your story and how to draw everyone's interest to your product. It is best to make it a hot topic in the industry.

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