How to write a new media marketing promotion plan?

What role does new media marketing play? How to set goals, make budgets, and write promotion plans?

Next, we will discuss how to write a promotion plan for new media operations based on these points. It is divided into several parts here, and I hope it will provide some inspiration for new media practitioners.

1. 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.

New media operation is an operation method that uses emerging media platforms such as WeChat , Weibo, and Tieba to promote brands and market products .

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 can help us better understand the role of new media operations. I will not elaborate on this here.

Divided by operation content: user operation , content operation , community operation, business operation, event operation , etc.

2. Set goals

Next, what we have to do is to set goals. Generally speaking, there are several principles for 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. If the third-party platform cannot present data to you as a target guide, 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. There needs to be an ultimate goal

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

For example, for a tool- type APP, the 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.

Result target: the growth rate of Weibo exposure and fans compared with the previous month (the base is low in the early stage, and the monthly growth target can be set at 50%-100%, which can be appropriately reduced to 10%-20% in the later stage);

5. Goal setting cannot be too general, but requires specific numbers. For example: the monthly goal is to increase the average daily new activations from 8,000 to 12,000, and the registration conversion rate is 40% (it is recommended to be slightly higher than the original expected value, the effect will be better). Declarative statements such as "increased brand exposure" and "increased user stickiness" are all banned.

Increase brand exposure—how much does the Baidu Index increase?

Increase user stickiness — How much does product activity increase?

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

Registered users: daily new registered users, total registered users

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

Daily order volume: Daily order conversion rate = order volume/total visiting users (minimum 8%)

Daily average order value = daily total transaction price / 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. Promotion of overall strategy (method + execution)

The team takes the overall goal as the main line and breaks it down into various departments.

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

Our marketing efforts will be concentrated where our target consumers are concentrated.

2. Seed User Period

1,000 seed fans, for a period of 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 methods: Industry friends and colleagues, partners, invitation mechanism, supplier introduction, advertising in business districts, communities, schools, and office buildings;

Industry friends, colleagues, and partners, mobilize colleagues, friends, and partners around you to join the experience (for details, please see Ma Haixiang’s blog "Sharing Experience in Using Internet Platform Resources to Promote an Event").

Activity invitation: Plan a "Find the Differences" activity game , design a product experience questionnaire and integrate it into the game, and get a 10 yuan discount when you register?

A 10-yuan coupon will also be given for recommendation, and the best fans will be selected, with the number of fans reaching 1,000 for a period of 1 month (the H5 copy 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, let your fans grow naturally every day, and eventually achieve 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 generation

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 attract traffic

Add 500 local WeChat groups for each account, no direct advertising within the group, to enhance interaction.

During advertising, red envelopes are sent to the group.

During the event, messages will be sent to the group and red envelopes will be added.

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

Once you have accumulated 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

Register 10 small accounts (a total of 50,000 private fans can be added), add fans in the local area, add 50 fans to each small account every day, and complete it within 3 months. The team is divided into three groups, and each person is responsible for 3.

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 appear to be advertising; introduce yourself to every person you meet.

Tip 3: Share interesting things in your life on WeChat Moments regularly. Insert service account advertising activities when necessary, and interact with friends in the circle of friends on a weekly basis

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. Build your own official WeChat group

Each account builds 100 official groups and customizes labels for each group, such as seed user group, activity group, product trial group, etc.

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 and provide material incentives when necessary (for details, please refer to Ma Haixiang’s blog “Operational Ideas, Methods and Strategies of WeChat Groups”).

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 packs (consumption coupons + canvas bags + notebooks + promotional shirts, etc.), event prizes, WeChat red envelopes .

Regular activity 1: Distribute WeChat red envelopes, add fans to WeChat accounts, create a WeChat group and start sending red envelopes.

Regular activity 2: Get a 10 yuan coupon for registration, get a 10 yuan coupon for recommendation, and get 20 yuan for recharging 100 yuan.

Regular activity three: Follow us to win gifts, scan to receive gifts, and enjoy discounts when booking through WeChat.

Activity 4: Answering questions on WeChat: It is best if the questions asked are related to the service account, allowing users to find relevant answers on your website, deepening their impression of the service account and enhancing awareness of the service account brand.

You can refer to some WeChat activities of No.1 Store for this.

Activity 5: Retweet to win prizes: You can initiate a forwarding activity on Weibo or WeChat, and receive gifts when you forward.

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

C. For ground promotion, you can cooperate with shopping malls, schools, communities and other business districts in a targeted manner to carry out offline event planning and promotion.

D. Participate in industry conferences and exhibitions. You can do this by bringing your QR code and making a good WeChat marketing plan. Go to the exhibition or conference to communicate with your customers and partners and recommend the WeChat public account .

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

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, a PR person needs to have a thorough understanding of the direction of the company at every stage, and then learn to convey a powerful voice to the market, investors , and users. This voice does not have to be bluntly advertised.

Instead, throw out a topic to make people interested in your story, and encourage them to draw interest in your product. It is best to make it a hot topic in the industry. Here are a few strategies:

(1) Maintain stable exposure with daily articles

We will regularly make a communication plan, and decide what message to convey to the outside world every month based on changes in the company and its products. Appropriate expression and continuous content output will gradually increase the company's exposure and industry attention.

(2) Maintain existing media resources and actively expand new resources

I will continue to communicate and exchange with the reporters and media that I am familiar with, and tell them what our team is doing.

I firmly believe that only through repeated communication can the highlights of a story be polished to capture people's hearts. As a PR, you can also sense the media's interests in a timely manner and make full preparations for the next round of reports.

When startups do not have sufficient funds for PR, we need to carefully analyze what channels and resources are needed to support the company's voice and opinions at what stage and progress of development.

Therefore, we require ourselves to plan to expand some new media resources every week, so that we can have appropriate channels to support the output of events in the future.

(3) The channel you choose determines the effect of communication

What story to tell and how to present it to achieve the best communication effect are particularly important in terms of channel selection. For example, for some interviews with company founders, we may prefer industry and finance-related print media with high weight, which is conducive to promoting large-scale dissemination;

When it comes to product announcements, we prefer new media related to technology, which can attract more rapid attention within the industry; and when it comes to news related to topical events, we prefer large portal websites.

In the field of self-media , the strengths vary greatly. It is a good choice to choose self-media with neutral views and strong voices.

However, the cost is not the most cost-effective for startups. As for television media, choosing the right programs that match your potential users is a way to quickly achieve explosive growth for your product.

(4) Remember to evaluate the effectiveness of marketing communications

These may include population coverage, clicks , readings, likes, etc. The data from each time will tell you how to make the next content better.

As a bridge connecting the inside and the outside, PR should also hide among users and highlight the brand's personality in in-depth communication.

Summarize:

Successful promotions have their own characteristics, but unsuccessful methods are the same. Promotion requires innovation and creativity, and what needs to be done in the early stage of promotion is to accumulate fans.

Source: Ma Haixiang's blog