Collection | Re-understanding 100 keywords for new media operations

In the Internet age, new media has almost reconstructed the business relationship between brands and users, and the meanings of many nouns that we were familiar with in the past have also changed. Starting from this article, we will reinterpret a hundred marketing terms that are either familiar or unfamiliar, hoping to help everyone better understand new media and improve their operational skills.

1. IP

Individuals or brands with a core fan base and value in developing derivative products.

2. Super IP

It can be simply understood as the header IP.

3. Potential Energy

It can promote the development of brands or personal IP and form an inherent communication power of self-growth and self-propagation.

4. Exposure

Re-understand the meaning of exposure. Exposure here does not only refer to being seen by users, but also refers to the value exposure that can be felt by users and can guide or motivate users to spread.

5. Build momentum

In the past, our understanding of creating momentum was more external, involving publicity and promotion through traffic outlets. Compared with the promotion through external traffic channels, shaping the value of content is the key to improving the conversion rate of word-of-mouth promotion of events.

6. Take advantage of the situation

Cleverly leverage current events, hot topics or trends to reduce promotion costs and increase the value of each marketing path.

7. Cost

The cost structure has changed from the production cost of materials to the creation cost of content.

8. Platform

A platform will no longer refer to just a website, a company or an organization. Any IP that can gather a large amount of traffic and connect to massive resources will have the value of a platform.

9. Content

Everything that can be perceived by users is content.

10. Originality

The core of originality no longer refers to the originality of content, but the originality of value. For example, the "Listen to a Book Every Day" column series reconstructs the value of books and helps users obtain massive amounts of information in a lighter and faster way.

11. Expression

The core of expression is no longer speaking, but listening, and the purpose is communication. Only by listening carefully to the users’ voices can we enhance the value of expression and improve the efficiency of communication.

12. Personality

Personality is a carrier for the embodiment of branding.

13. Charming personality

Only by giving the personality more emotional factors can it resonate with fans, otherwise it is just a cold name.

14. Brand

The purpose of building a brand is no longer to promote yourself, but to make users understand you better.

15. Trust

Trust is the underlying foundation of IP.

16. Viscosity

The value of an IP is not determined by how many people pay for it. This is the most valuable indicator for measuring the stickiness of an IP. A hundred people willing to pay for your service are far better than ten thousand onlookers.

17. Personality Credit

Personal credit is the value foundation for connecting resources. In the future, whether it is a company, brand or individual, they will need to establish their own personal value.

18. Traffic

Through testing, find a traffic channel that is effective for you, and continue to increase your investment to make it your core channel. When you increase your investment to a certain peak, the cost of traffic will decrease. The strategy of switching traffic from one shot to another will only increase costs, and in the future there may not even be a splash.

19. Bring your own traffic

Maintain a hundred hardcore fans, they will believe everything you say, pay for whatever you sell and recommend it to their friends, then you will have the value of your own traffic. Self-generated traffic is based on the personality credit value. The higher the personality credit value, the higher the value of self-generated traffic.

20. Word of Mouth

The core of word-of-mouth is a valuable "information". This information is easy to understand and spread. In simple terms, it is just a good story. This story has a certain positive energy and a certain "talking point" value.

21. Efficiency

The characteristic of the Internet is speed. Everything happens very quickly. The changes that have taken place in the past year may be more than the total changes that have taken place in the past decade. But in addition to speed, efficiency is also required, and efficiency is sometimes achieved through "slowness". The so-called "slow work" refers to basic work, such as the design and decoration of a store. Although an interesting and fun design takes a long time to make, once completed, it may cause viral spread.

22. Commercialization

The boundaries of commercialization have been completely broken, with incidents of upstream attacking downstream, downstream counterattacking upstream, and two completely unrelated companies scrambling to enter a common market occurring frequently. In the future, brands will need to fully understand the derivative value of their business during the commercialization process and seize or establish defensive countermeasures in advance, otherwise they will lose their jobs if they are not careful.

23. Creativity

There are two trends in the evolution of creativity: one is the mixed reconstruction of cross-border content, and the other is to make solemn things accessible to the people.

24. Resources

In addition to finding resources for their own, future businesses must also learn to incubate resources and become resources for others.

25. Channels

Fans are channels.

26. Scene

A space that connects people, objects and stories.

27. Products

A product no longer refers to just a pack of tissues or a mobile phone. Every article, every function, and every connection point that can solve user needs is a product. A brand's marketing strategy is also a product.

28. Brand

Only when it evolves into an IP can it have value and significance in the new media era.

29. Diversification

The essence of brand diversification is to establish a mutually beneficial ecological matrix that can generate valuable flow among various business segments.

30. Content Power

The content begins to have discussion value, dissemination value, social currency purchasing power and circulation power.

31. Trends

User thinking is the trend, and only by judging the trend can we make plans.

32. Imagination

From single to derivative to mixed or cross-border, this reform is imagination, expanding the boundaries as much as possible and giving IP unlimited imagination space.

33. Traffic characteristics

A content supply state of customized and limited supply can meet the individual and emotional needs of users and divide users into groups of content labels.

34. Scale

When the scale reaches a certain critical point, the business will undergo a qualitative change and at the same time complete a dimensional business evolution, thereby placing an infinite distance between itself and its peers. For example, Xin Shi Xiang, which also made its fortune by writing chicken soup for the soul, has completed the layout and evolution of a knowledge payment platform.

35. Hot sale

A hit product is not just for attracting traffic , its core value is to set the tone for the brand. The process of creating a hit product is a process of product promotion. If a hot-selling product is not handled properly, it will drag the brand into a cheap trap.

36. Values

Values ​​are a contract between IP and fans.

37. Detonation

Tipping points are the product of social events and emotions.

38. Concentrated Detonation

A concentrated outbreak of rich, multiple, fresh, scenario-based, limited-time and limited-quantity content, with multiple super IPs working together.

39. Communication

Compared with the communication method, the choice of communication channel is crucial.

40. Niche

Self, individuality, difference. The minority can surpass the majority.

41. Temperature

Giving the product a spiritual level of warmth beyond its functional attributes, what impresses users is not the material aspect of the product, but its temperature.

42. Fission

When users’ demand for a product changes from need to want, need will not produce fission, but want will.

43. Sense of ritual

Define an application scenario and find its pain points and emotional connection value.

44. Sense of participation

The basis of participation is the establishment of a sense of ritual, which gives users an action to establish a connection with the brand.

45. Reverse

Reverse thinking, anti-traditional, unexpected, vitality and freshness.

46. ​​Sense of Demise

Users want it now and refuse to wait.

47. Internet Celebrities

Represents the individual with the highest traffic capacity of IP.

48. Emotions

Stable emotional expression is vitality.

49. Emotional Experience

The core of user needs.

50. Speed

The speed should be fast and slow.

51. Configuration

The key to configuration, in addition to multiple channels, is more importantly to change channels. In the past, e-commerce details pages were mostly about products and promotions, but the details pages of content e-commerce are becoming more content-oriented, and the content of the details page itself can be used as a tweet. In addition to external omni-channel configuration, it is also necessary to try internal reconfiguration.

52. High-quality traffic

The core of high-quality traffic is seed users . The seed users here do not refer to the first batch of users when a new store opens, but the core users of a brand or product. They are loyal fans of the brand or product. In addition to high-frequency repurchases, they have a strong desire to introduce the brand to their relatives and friends. They are like seeds that continue to take root and sprout, and each one of them can become a high-quality publicity channel.

53. Investment

The investment here mainly refers to trying to incubate value in brand content. External investment is for profit, and internal investment is to empower oneself, so as not to let the brand remain unchanged for decades. In the words of Ma Huateng , there must be a certain degree of redundancy within the enterprise. Redundant departments may not seem to generate profits in the short term, but they bear the responsibility for the future of the company. Haier New Media, WeChat , and Alibaba Big Data were all born in this way.

54. Cross-border

The purpose of cross-border is to remix content and create new value.

55. Influence

The ability to influence users' thoughts and actions in ways that are palatable to them.

56. Attention

Influence determines user attention.

57. Contrast

The greater the contrast, the more unique the IP will be and the more cross-border it will be.

58. Uniqueness

The uniqueness of IP comes from its focused style positioning, and this uniqueness will also feed back into the quality and vitality of the IP itself.

59. Positioning

Positioning labels content and brands, and accurate positioning can attract specific groups of people.

60. Derivatives

A mature IP is repeatedly deconstructed and re-created in various types to derive a new IP. The new IP comes with the traffic of the original IP as soon as it is born and can serve as an independent IP to divert traffic.

61. Ultimate Item

The new IP derived from it will inevitably be more refined and niche, and the ultimate products it creates will have the opportunity to quickly become the leader in a more refined field.

62. Acceleration

Utilize mature traffic centers to form an acceleration platform, and then use this acceleration platform to quickly process new traffic centers.

63. Produce content

Content is divided into self-produced and user-produced. If you want users to actively produce content, either your content is strong enough to drive user participation, form interaction first, organize the user's interactive content into systematic content, and let users feel superior to stimulate them to further produce content. Or set up reasonable material incentives.

64. Reshape

Establish a style that is different from other brands in the same industry, take a different approach starting from the niche market, and reshape the industry culture.

65. Fanatic

That is, a personalized user group. Instead of focusing on middle consumers, it is enough to please a group of fanatics with special preferences and rely on them to shake up the market.

66. Extension

Continuously extending the brand scenarios, giving new connotations to new spaces, providing a more systematic ecosystem for brand content output, and enabling users to obtain exclusive consumption experiences.

67. Emotional Premium

Consumers are no longer willing to pay just for the use value of the product itself. Instead, the emotional premium brought by the product will attract more attention from users.

68. Experience

Consumption is no longer a simple buying and selling. When it comes to monetizing the traffic generated by IP, users pay more attention to the consumption process.

69. User

Users are no longer a passive group. In many cases, their demands influence the content, and even the users themselves participate in the content production process.

70. Self-growth

Whether a brand can understand the commercial spirit of the times and create a hit product depends on whether it focuses on the creation of IP and achieves self-growth through the connectivity of IP.

71. Continuity

A true IP has continuity and is pursued for its scarce value over a long period of time, rather than relying on some kind of coincidence.

72. User Operation

No operation is closed. It is related to users. It is necessary to establish a unique emotional connection with users, obtain user feedback, and make timely adjustments to grasp the direction more effectively.

73. Innovation

Only innovation has the chance to explode, and explosion is a trend, and trends are short-lived, so we must keep innovating.

74. Hatching

Different traffic centers combine to incubate new traffic centers.

75. Disintermediation

One of the essences of the Internet is disintermediation. Anyone who has traffic capabilities, user acquisition capabilities, and content production and distribution capabilities can become a super IP of this era.

76. Connect

The key to the development of new media operations lies in the continuous formation of multiple centers and new connections in the grid superposition of discrete fragments in the Internet era. IP is a connection.

77. Precise connection

The key to accurate connection is to find where users are active, that is, the connection points between the brand and users, such as Cloud Music’s community, offline pop-up stores, literary and artistic communities or supermarkets. Find scenes in the contacts, find stories in the scenes, and thus form connections.

78. Lead

The purpose of leading is not necessarily to become the boss, but to constantly refresh yourself and give users a sense of freshness.

79. Share

Content and content production methods must be oriented towards social sharing.

80. Elements

All “elements” that can be perceived by users are content, and finding elements is the key to content innovation.

81. Scarcity

One of the purposes of scarcity is to be different. This difference does not necessarily have to be new, it can also be old. Redefining and interpreting old things so that they appear in front of others in a completely new look can also create scarcity value. For example, Taobao and Shaxian must have created cute healing centers, which became popular on the entire Internet for a while.

82. Value Chain

The value chain has two core criteria: one is usefulness to others, and the other is usefulness to oneself. Usefulness to oneself is a prerequisite, but usefulness to others determines the breadth and width of the value chain.

83. Definition

The purpose of definition is to redefine.

84. Popular

What is popular is not necessarily what is popular among the masses; what is niche can also be popular. Faced with such a huge base of 1 billion Internet users, the size of any niche market is astonishing. Find a niche market and occupy it, then wait for it to explode. High-quality niche markets will often eventually detonate the mass market.

85. Content

Store decoration, brand packaging, product details pages, etc. are all moving towards a content-based trend. The packaging of the future is not just about making a box, but about communicating with users, and all touch points can be used for communication.

86. Carrier

When all contacts and elements are content-based, they will become carriers of IP.

87. Attached

Added value will replace the main value and become what users care about most. When product functions become homogeneous, the basis for users to make choices is the added value beyond the functions. Jiang Xiaobai ’s copywriting is a classic example of added value becoming mainstream value, and the Forbidden City Taobao is a behemoth created by added value.

88. Symbolization

The symbolization of IP makes content and products easy to search.

89. Lenovo

The symbolization of IP is often accompanied by specific carriers, such as a specific image or unique style, so that users will associate it with the product as soon as they come into contact with similar symbols.

90. Path

When IP becomes the most efficient traffic for active search, it forms a transaction entry with the shortest monetization path.

91. Community

The middle link between content and business.

92. Professional

When it comes to producing high-quality content, professionalism remains the core competitiveness.

93. Recognition

Unique and highly recognizable, it can satisfy the vanity of users.

94. Mutual promotion

Proper use of all available resources is much faster than relying solely on one's own resources.

95. Culture

A form of spiritual sustenance for a specific group of people.

96. Big Data

The front-end has powerful data standard collection, accumulation and analysis capabilities, which can accurately explore consumers' real and potential needs.

97. Iteration

The human mind is constantly iterating and upgrading due to the influence of cognitive upgrades. Whether any model is sustainable and developable depends on the main population. There is no model that is always applicable.

98. Universal Elements

The public's pursuit of beautiful things in the world, such as love, family, justice, and dignity.

99. Spread

Fans are both recipients of content output and disseminators of content.

100. We Media

The self-media incubation of all platforms is a green channel for content entrepreneurship on specific platforms, but to create a powerful IP, we must go beyond this and use the platform but not depend on it. Forming an independent IP is the right way.

The author of this article is @水煮操作 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century