Solid info! 5 ideas for new media operations!

Today I’m going to talk about the overall idea of ​​new media operations, hoping it can give you some inspiration.

1. Understand the entire marketing system

Be familiar with the entire marketing system, and summarize the overall new media operation process through online inquiries and industry information.

2. Deeply think about the general direction

1. Position the company's purpose of launching new media

If it is the e-commerce industry, we need to consider the specific products and whether to focus on brand promotion or sales.

2. Determine your target audience

Analyze purchasing groups by product characteristics

The amount paid, age group, geographical location, and shopping time of the purchasing population.

3. Analyze the purchasing population

Scenario-based: Through telephone follow-up or online chat tools, interview the purchasing population in different scenarios to find out the circumstances in which they made their purchasing decisions. For example, the brand and product are clearly identified; or when you need to buy such products, the product is ranked high, which determines the purchase decision, etc.

Labeling: whether the consumer is a professional or an outdoor enthusiast, a homebody or a dating expert, etc.

Personalization: favorite places, areas of interest, etc.

4. Determine whether to push content or satisfy services

Determine what type of graphic content to push to the target group, or just provide query services or meet social needs.

3. Release channels and construction

New media platforms include Weibo and WeChat.

There are also Penguin Media Platform, Toutiao, UC subscription account, Yidian Zixun, Sohu Media Platform, Baidu Media Account, Maimai, certified QQ space, Miaopai, Yingke Live, Youku Video Channel, Tencent Video Personal Channel, etc. Moreover, these platforms are recommendation mechanisms and do not have any fan base requirements.

4. Activities (taking the official account as an example)

1. Main online activities

Fission activities: planning activities that go viral on WeChat Moments WeChat activities: such as personality tests, large characters, and paradise umbrellas on the Plato APP

Red envelope: Nothing is as simple and straightforward as giving money. You can use the Alipay password red envelope method. If it is a corporate service account and has a certain budget, you can directly send WeChat red envelopes. Those who are good at this include "Jinnu Mobile Send" and "Baidu Service Account". You can follow their account to see how they send red envelopes.

2. Offline activities

Manual type: focus on gift giving; hold offline training sessions and meet-and-greet events

Self-service: Common ones include wifi access, free printers on WeChat in shopping malls, etc.

5. Promotion

1. News source promotion: Expose and spread through news releases (People's Daily, NetEase News, vertical health websites), self-media platforms (Toutiao, Sohu, Tencent Open Platform), WeChat, Weibo and other social media

2. Video sponsorship: sponsorship of TV and online variety shows, brand advertising placement in movies and TV series, and brand placement in online movies

3. Short video promotion: Make your own videos related to brand culture or products for promotion on social media and short video platforms

4. SEM search engine keyword bidding advertising: search engine advertising

5. Public account promotion: paid promotion or mutual promotion by large accounts

6. Social platforms: QQ, Weibo, Maimai, Momo;

7. WeChat Group: Join a large number of other people’s WeChat groups, build your own WeChat groups, and promote in the groups skillfully.

8. Circle of friends: create a personal account and add a large number of fans;

9. Video platform: create or download videos, add your own promotional information and then upload them

10. Search engine: You need to give it a good name and make it a search engine entrance such as Baidu Knows and Wenku.

11. Question and answer platform: Wukong Q&A, Weibo Q&A, Baidu Knows, Zhihu Q&A, Soso Q&A, 360 Q&A, etc.

12. Forum community promotion: Tieba, Tianya Forum, Mop, Xici Hutong, 19th Floor, etc.

13. Self-media platforms: Zhihu, Jianshu, Douban, Toutiao, Penguin, Dayu, Sohu, Phoenix, Baijia, Yidian, Weibo Toutiao, etc.

14. Weibo platform: free blog post promotion, paid fan channels, hot searches, topics, etc.

15. Encyclopedia: Baidu Encyclopedia, Wikipedia, 360 Encyclopedia, Sogou Encyclopedia, etc., with high weight and high ranking

Source: Jianshu