Watch the fifth season of "The Debaters" and talk about how to operate talents

"The Rap of China" is a program produced by iQiyi and produced by Miwei that incorporates debate elements. Since its launch in 2014, the show has now entered its fifth season. What makes this show so popular? What did Mi Wei do? What is talent operation ? How should operations talents be managed? What skills should operations students have to enter the industry? Let’s talk about it.

1. What is talent operation?

If you want to understand what talent operation is, let’s first look at the responsibilities of the two positions:

Example 1:

【Job Responsibilities】

1. Responsible for the development of influencers on Weibo, Meipai , Miaopai and other channels , and reach cooperation;

2. Assist and guide influencers in planning hot topics, fan activities, and personal content to enhance their popularity and influence; 3. Track and analyze influencers as a whole, and continuously summarize and improve work

【Job Requirements】

1. 1-3 years of work experience, with experience in online celebrity e-commerce projects or brokerage companies, film and television entertainment artists and other related fields is preferred

2. Have certain internet celebrity resources and strong coordination, public relations, communication, development and social skills;

3. Be familiar with the latest models such as Internet self-media , Internet celebrity economy , fan economy , video live broadcast , and community

Example 2:

【Job Responsibilities】
1. Responsible for the expansion of talent resources in short video community related categories;
2. Collect high-quality experts and circles in related fields, and invite them and maintain relationships;
3. Be able to track and analyze the talents under your responsibility as a whole, and constantly summarize and improve their work;
4. Assist and guide experts to better produce content and integrate into the community;
5. Plan and facilitate cooperation between experts and platforms in related fields.

【Job Requirements】
1. Enthusiasts in related fields, who are familiar with experts and industries in related fields, and who dream of making a big splash in the Internet field;
2. Have relevant work experience in related fields;
3. Optimistic and cheerful personality, clear and active thinking, strong learning and expression ability;
4. Have certain communication skills and judgment, and be sensitive to the trends in the xx circle;
5. Have a high sense of responsibility and strong teamwork ability.

To sum up: Expert/influencer operation is a job under user operation , which is a job that is subdivided based on refined operation. Experts and influencers have different names, but their positioning is similar. (The term "expert" will be used to replace similar jobs in the following text.) They are both KOLs of the platform and contributors to the top content of the platform.

Talent operation is to discover talents based on platform and user positioning, and to position/package talents according to their characteristics and fan features. The company is responsible for the talent's activity, number of fans, and the content or GMV produced by the talent. The entire chain connecting talents and users falls within the scope of talent operation.

2. QiPaShuo’s actions

Ma Dong once said in Chaos University:

The director team is actually content producers, which is different from content creators. The so-called content producers are organizational producers. Content creators are the source of content.

Therefore, the director team plays the role of expert operation in the "U Can U Bibi" team. Come, let's take a look at what they did:

1. Program positioning

The idea for the show came from a flash of inspiration between Ma Dong and Gao Xiaosong after drinking. Then the director team positioned the show based on the clicks - China's Talking Talent Show, and made it into a perfect PPT; (Source: Baidu Encyclopedia : The first season of "U Can U Bibi")

2. Discover talents

According to the positioning of the program, the director team tapped a team of professional debaters headed by Ma Weiwei and Huang Zhizhong, and also found Xiao Xiao, Fan Tiantian and other people who were born with this talent and would suffocate if they didn't live that way. These two groups of people formed a wonderful combination, which led to the continuous battles between professionals and amateurs in the later period.

3. Output content

The debate topic is the theme of the content, and the program team does not decide on the topic on a whim. They will use the data background of Baidu Knows, Zhihu, and Sina Weibo to select the issues that netizens are most concerned about in the fields of people's livelihood, humanities, emotions, life, business, entrepreneurship , etc., and mobilize netizens to participate in surveys and voting. Netizens can check whether their values ​​are mainstream, and the data they provide will serve as a reference for the program. Whether a question posted on the Internet can become a debate topic in the program depends on how actively netizens participate in this question. Only the topics with the most participation from netizens can be included in the program selection. (Source: Baidu Encyclopedia: The Rap of China Season 1)

4. Marketing packaging

Once you have content, you still need to package it. The means of marketing and packaging content include: celebrity hosts, celebrity guests, hot events on Weibo, etc. It also includes creating programs together with celebrity teams, all to bring continued popularity to the influencers.

5. Expert conversion

The director team managed these talents and created the King of Wonders of the Four Seasons. At the same time, the talents also brought transformation to the company, including:

(1) Content production

There are golden quotes in each issue that are widely circulated;

(2) Course Output

Ma Weiwei and others’ new company developed the “Speak Well” course, which has more than 250,000 paying users and is the number one among our known audio products (said Ma Dong). Kevin Tsai's "Emotional Intelligence Course" is also selling well;

(3) Program output

The video program "The Invisible Man" co-produced with Jiang Sida also had a lot of traffic .

Continuously producing content not only helps influencers build their personal brands , but also brings good conversions to the company, not only bringing continued popularity but also traffic. Traffic is money! (With the traffic, QiPaShuo can also do e-commerce, selling baba melon seeds, etc.)

3. The workflow of talent operation

After understanding the work content of expert operation on "QiPaShuo" and the benefits it brings to the platform, let's summarize the workflow of expert operation.

Step 1: Platform positioning

Talent operation requires a clear understanding of the platform positioning: positioning is the prerequisite for discovering talents;

Step 2: Discover talents

Discover talents based on the platform positioning. There are three types of mining:

• The first type is your own influencers . For example, if you are a short video producer and have influencers on your competitors or other platforms, you can directly poach them.
• The second is to discover talents . For example, if you are making beauty short videos, and there are beauty talents who create content on other platforms, you can guide them to become short video talents.
• The third is to focus on training on one’s own platform , identify those with potential, high enthusiasm and cooperation, and support them with traffic distribution or subsidy distribution strategies.

Step 3: Produce content

According to the platform positioning, we help and train talents to produce content and provide targeted guidance. For example, platform users have recently searched a lot for "how to put on makeup for a novice", so we can guide experts to produce content and continue to produce content, rather than just a one-time deal;

Step 4: Data Analysis

After the content is produced, it is necessary to analyze the data of the content, such as click-through rate , reading volume, forwarding volume, message volume, etc., and optimize and iterate the content based on the data;

Step 5: Expert Packaging

When there are many users on the platform, if the influencer is not given traffic support, he or she may not survive even if he or she is poached. Therefore, before poaching him or her, the influencer should be given an overall packaging design, which should include a series of plans such as traffic support strategies, etc. It needs to be specific to the official WeChat account, simultaneous preheating of the official public account, the time when the influencer goes online, the location of resources, the time when the resources go online, the design of the influencer's homepage, secondary fermentation on Weibo, etc.

Only after these steps are completed can there be conversion. Otherwise, the master will not survive. Of course, some platforms have introduced some MCN agencies to help influencers improve their content production capabilities and provide packaging, and they can also directly tap into these agencies.

4. Essential skills for talent operation

Talent operation is an emerging type of job. Many platforms need similar positions, which require you to have three skills:

The first skill: essential skills for operations positions

Copywriting ability + event planning ability + data analysis ability + content production ability + business operation ability;

The second skill: expert operation skills

Talent discovery and talent packaging capabilities; talent discovery is somewhat similar to investment promotion, but it is indeed a necessary skill for talent operations positions. Expert packaging is similar to event coordination. It is not just a small event, but requires the mobilization of all company resources.

The third skill: specific industry/circle

This is a plus. For example, if you are good at makeup, short video production, etc., these may be plus points for you to enter the industry; if you are a small expert yourself, your connections are all in this industry, and you are particularly knowledgeable about this industry, some platforms may be looking for you as an expert operation position.

Finally, I would like to say:

"The Rap of China" has been so popular for so long, and the continued operation of experts has contributed greatly to this.

Expert operation is not difficult, it is just a part of user operation. If you want to enter the industry, you can focus on cultivating your own expert operation skills on the basis of the necessary operation skills. It would be even better if you could integrate into a specific industry that you like.

Source: Yuemo