What do you think of when you think of new media ?

What is new media? Every era has new media with its own characteristics. In the past, new media might have been letters, radio stations, and blogs, but today’s new media specifically refers to the channels and containers of mobile Internet for mobile Internet - “two microblogs and one terminal” (Weibo, WeChat , Toutiao, Yidian Zixun , etc.). It is the mobile Internet that has changed the content production, distribution, and profit model, as well as the cost structure!

The six accounts in the picture are the most representative new media accounts in 2016. The lowest valuation is 30 million for Ten Points Reading, while the valuations of PAPI, Logical Thinking , Yitiao, and Tongdao Dashu are all above 300 million yuan. Among them, the price of Mi Meng's Toutiao account is said to have increased from 400,000 at the beginning of the year to one million, and the cost of one video is about 1.3 million (denied by the official). Their characteristics all fall into the category of self-media content.

However, content entrepreneurship has become a red ocean, and its characteristics have also undergone a very big change, roughly in three aspects: from amateur self-media to professional self-media; from UGC to PGC; from personalization to team-based;

New Media Landscape in 2016

At this time last year (December 30, 2015), I met with some friends in the circle and talked about the characteristics of the future development of new media channels. At that time, "Logical Thinking" had just been launched on the Get App in a very low-key manner. No one expected that payment would become so big in 2016. "In the Line" was still only played by KOLs in the technology circle at that time. No one would have thought that Wang Sicong's answer on Fenda would attract more than 200,000 people to pay to listen. In addition to payment for knowledge , we mentioned three trends at that time, and now all of them have been realized.

Trend 1: Content is king. A large number of the early big accounts that relied on chicken soup or copying will die. Original content will become more and more important, and it is necessary to create content that users are interested in.

Result: In 2016, WeChat launched the original creation and comment functions, and accounts that simply copied and pasted were completely killed.

Trend 2: De-WeChatization and development on multiple platforms simultaneously. Vertical account operations are becoming increasingly important and may even extend to the fourth and fifth tier cities. Result: In 2016, we will find that regional large-size brands will have more and more regional influence and commercial value. The most typical examples are traffic broadcasting, automobiles , and education. For example, Hangzhou Traffic 91.8 had a total revenue of more than 10 million yuan from pure soft text in 2015. In 2016, it was fully commercialized and launched its own app.

Trend three: Short videos will be a new hot spot.

Result: PAPI maintained its popularity for a year and gained fans through all channels.

The current landscape of new media is still divided into four parts. The first is self-media, the second is media organizations, the third is government new media, and the fourth is corporate new media. Self-media accounted for 94%, media organizations accounted for 5%, government affairs accounted for 1%, and corporate new media accounted for zero (refer to Xinbang ’s top 100 list in 2014). Therefore, self-media has been the most dynamic online content producer in the past three years.

How do companies engage in new media?

Should companies engage in new media?

It turns out that from big Internet brands to some traditional big brands, everyone is doing new media. For example, China Mobile, JD.com, Tmall , Alipay , Jumei, Coca-Cola, Starbucks, etc.

Is there an account that is doing really well and doesn’t cost a lot?

BMW had a big case this year. It was not broadcast through WeChat Moments, but it attracted many people to forward it. It just released an H5 through the official subscription account, and then my circle of friends was flooded with it, regardless of whether I was doing advertising or operations. Why it became so popular without spending a penny. Because the official account has a certain brand awareness, this creative idea is very well done, and just like the Wu Yifan h5 released by Tencent, the technology is very cool. Although this was made by a BMW third-party company, it also shows that if you want to have fun and have good ideas, the cost can indeed be very low.

How to implement corporate new media?

My personal opinion is to build a new media matrix, but start with WeChat.

In 2014, there were more than 10 million applications for WeChat public accounts . If we use population statistics, there is one public account for every 110 people.

This picture is the official version released by WeChat in 2014. The cumulative number of registered users is 1.12 billion, and the monthly combined active accounts are 440 million. It covers a very high-quality user group. The latest data in 2016 shows that the daily active users are 800 million, undoubtedly ranking No. 1 among all social products today. Whether it is from the number of users, activity rate, or population division, it is the first choice.

The cost of running a public account and an app

Some business owners told me, I already have an official website, and I want to use WeChat or APP, which one is more suitable for me? In terms of cost, official accounts are definitely more advantageous.

1. The official account has a native account system, and the development difficulty is very low.

2. Real-time information push system. Some large companies have replaced text messages with WeChat.

3. Natural social system.

4. Complete payment system.

Two major advantages of public accounts over apps

1. Low development cost.

2. The cost of acquiring users is low.

How to create a service account?

1. Provide users with valuable services rather than articles.

2. Do less advertising-related marketing .

3. Access services provide customer service, not sales.

How to create a subscription account ?

1. Mainly PR and content shopping guide. Different channels have different characteristics, so the content you create should also be different. WeChat is more suitable for product promotion. The most typical example is Alipay. It stopped updating for several days in the first half of 2015 and opened its own account on Toutiao. The same content received 70,000 to 80,000 views on WeChat, but only a few hundred on Toutiao. Finally, they returned to WeChat after two weeks of operation.

Why are Alipay and WeChat popular while Toutiao loses? Due to the closed nature of WeChat, Alipay has accumulated a certain user base, so if they position their content as PR, people will read it. They tell users what big moves Alipay has made recently and what new products it has launched, and communicate with users in a very funny way. Its entire tone and positioning are based on the fact that users are born after 1990 and are interested in Internet users and new things.

But Toutiao is open and recommends things to users based on user tags. For Toutiao accounts that do not have a definition of fans, your title and content must be very clear, and the keywords cannot be too broad. 2. Originality is the main focus, and distribution is through multiple channels. I won’t go into much detail about this, just check the traffic conditions on WeChat or use the driving instructor.

How do companies position their public accounts?

The definition of brand marketing is very broad because it is used in all aspects of product promotion and marketing. It just means that some of the previous operating techniques are now transferred to the new media platform. Let’s first look at the four processes that a good brand must go through: First, let users find you. Second, let users know you. Third, make users like you. Fourth, let users remember you.

How do you enrich it in the process?

1. Sort out brand accounts.

First of all, what is your brand positioning? What exactly is your identity? Intermediary or terminal? 2B or 2C? There must be a clear positioning. For example, Mogujie sells fashion peripherals and uses content to drive product purchases. JD.com is the earliest e-commerce platform to enter the market. Its positioning is promotion and all its content is about buying.

Second, details. For example, the content of articles in WeChat public accounts, the focus points in the articles, and the brand introduction at the end of the article were all not available in the early period of self-media operation bonus period. When everyone has a certain degree of recognition of the brand, everyone starts to do this. In fact, this is to focus on brand value.

2. After the brand is sorted out, the next step is to build the entire account system. What is account system construction? Taking the PC enterprise official website as an example, it refers to the column buttons of the official website and the different categories of services in the App. The bottom button in the public account.

Take JD.com and Dianping as examples in the picture above. JD.com is divided into three sections: JD Shopping, Retail, and My Services. Dianping is divided into: Activities, Food, Drink and Entertainment, and My Account.

In fact, it can be summarized as products, services, and content, which is equivalent to carefully selecting large-capacity products in the App into this section, doing subtraction, so that your users can use them directly in WeChat. However, in order to distinguish between WeChat accounts and APPs, some functions must be used after downloading the App. 3. Word-of-mouth marketing. Xiaomi mentioned in word-of-mouth marketing: user relationship is the product chain, product is the engine, and social marketing is the accelerator.

The four processes of word-of-mouth marketing represent the changes in user consumption concepts. When we talked about brand marketing and user interaction before, the most essential feature was that the scope of communication was very large in the past. For example, brand communication in the past was basically through TV advertising. Now a big migration has taken place because the entire communication environment of mobile Internet is no longer the same as before, where users can only passively accept it.

Nowadays, most of the word-of-mouth marketing people do on WeChat is still achieved through the release of soft articles. For example, the most typical example is that KOLs write original content in their own accounts. According to comments, the one with the best conversion rate is Mi Meng. Although she was criticized for the tone of her articles in 2016, it cannot be denied that her number of fans and conversion rate are really good. JD.com, Shenzhou, Didi, and Kaola have all placed advertisements.

This type of advertisement does not simply say that this product is good or that this review is good. Instead, based on the advertiser's product features, she will write some opinions and content, and finally recommend the product in line with the content. For example, the advertisement of Koala says “If you don’t look good on the outside, who will look at your inner self?” It means that girls should be nicer to themselves, and the cosmetics recommended at the end of the article are all big brands…

4. Can the slots be made?

This is actually not limited to WeChat, it is more about social marketing. It mainly refers to companies doing some event marketing themselves, using complaints as breakthrough points.

Of course, the "Shenzhou BEAT" and "Spartan 300" mentioned in the above picture are both reverse examples. The first one caused controversy because everyone thought it was a malicious attack on the opponent. The second Spartan warrior in the brand account, although able to attract users, is inconsistent with the brand’s style. I still can’t remember what his product is called.

So my suggestion is that when we do slot marketing, we should not think that it is vulgar, but we should do some exposure based on the attributes of the product. I think the most representative examples of slot marketing this year include Shenzhou’s “LOVE U” and Xin Shixiang’s “Four-Hour Escape from Shanghai” and “Book Throwing Campaign”. They are all very positive energy. Shenzhou also got back its previous bad reputation of "BEAT U" because of "LOVE U".

5. Should I follow the hot spots?

If the hot spot is followed well and well integrated with the product, that’s great. The “10W+” in the picture says it all. 6. What kind of activities are good activities? First of all, you have to ask yourself, what is the core purpose of this communication? What are the reasonable goals of this communication? What resources are needed and what are the costs? What are the possible risks?

The only difference between a good campaign and a bad one is that the user path must be short, the sharing mechanism must be carefully considered, and the transaction data must be embedded.

7. How to interact with users on WeChat? What can be interacted and participated in on WeChat? Original + Commentary. Before, everyone has always said that as a WeChat service account, if the reading volume can reach 12%, it means that your account is operated very well. But subscription accounts are different. The opening rate of some self-media accounts can reach 25%.

Operations should comply with

Should we carry out the annual activity plan? How to determine the theme of holiday marketing? As a service account, it publishes four times a month. Does the content of each release require cooperation from colleagues in other departments? You must have a plan because you need to plan activities according to the rhythm of the brand and product. After the proposal is approved, the project must be assigned to the right person so that it can be launched on time.

All good activities are driven by interests and induced by emotions (see the seven deadly sins). Either because it is beneficial to me, or because I agree or disagree with this matter. The pursuit of profit is a common aspect of human nature. Emotional drive takes advantage of human greed, anger, ignorance, hatred, love, evil and desire, so the idea can be designed based on this.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by @操作鹤手 (Qinggua Media) by the author @操作鹤手. Please indicate the author information and source when reprinting!