New Media Operations in My Eyes | Please Stop Calling Me a "Writer"

The slogan "Print media is dead" has been shouted from the day new media was born to today. The birth of the Internet has dealt a devastating blow to traditional print media. All traditional media have begun to pay attention to the construction of new media departments, and " new media operations " has become a hot and resource-scarce profession.

However, in the eyes of many people, isn’t new media operation just about writing jokes and publishing articles on Weibo and WeChat ? Indeed, many new media operators remain in the field of "writers" and even lament, "Writing and writing every day, where is the future of new media operations?"

A new media operations specialist working on the Internet platforms with WeChat and Weibo as the main media, if he only posts jokes, organizes pictures and texts, and distributes flyers with QR codes, then he will always be a "writer" rather than an "operator." In fact, new media is far more than just a copywriter . Operators must understand the company's products, users, market, marketing , copywriting, and brands. They must also have a keen insight into Internet hot spots and always maintain an innovative spirit. Only by possessing these comprehensive qualities can one become an operator who can truly bring brand benefits to the company and enhance one's own career development space.

1. What is the actual operation like?

Does operation depend on good copywriting?

The answer is far from simple. All effective operations are based on the processes of user research, content production, channel selection, data recovery, and optimization and adjustment.

Just like when we see a very touching copy in the subway, there must have been a user survey, and most of the target users are office workers who travel by subway. More than 30 versions of the content have been made. After user feedback, we found that the version we saw is the most popular with users. Ads have been placed in more than ten places, and subway ads have the best conversion rate . A large amount of data verifies that the conversion rate of subway media combined with the copy you see is high. N rounds of data testing and verification have been done before we feel that this ad touches our hearts.

Operations need to be informed by data, which is used to identify high-quality, highly contagious content and online activities that can reflect the brand's connotation, and how to meet the needs of target customers and push messages accurately. Only by incorporating research and data analysis into copywriting and activities can we effectively increase user engagement, improve brand awareness, make full use of the fan economy , and achieve marketing goals.

Therefore, the real operation is copywriting, activities + continuous data analysis and adjustment.

2. How to be a real operator?

There are so many tricks in operations. How should we get rid of the label of "writer" and become a real operator? I would like to position the following three points that an operator must understand.

2.1 Understanding Product Value

Everything is inseparable from the product. Operations separated from the product are equal to zero.

Operation is to convey the value of the product to the target users. As long as this value matches the needs of the target users, the value of the product can be maximized. Only by understanding the product can you be familiar with the product’s history and every functional point, understand the user’s usage scenarios, know what is most attractive about the product to users, be able to quickly locate and solve all problems raised by users, and even have your own thoughts on the product itself.

Operations also have temperament, and this temperament must be consistent with the temperament of the product. If the product is high-end, then create a grand and upscale platform. If the product is down-to-earth, then it is not a bad idea to make it in a funny style that is close to the daily lives of the public. This requires a deep understanding of the product's value.

2.2 Understanding User Needs

The type of target users is largely determined by the value attraction of the product. At the same time, changes in the behavioral characteristics of the target users also react to the product, affecting the strategic adjustment of the product. The target user portrait includes the user's age, gender, education level, occupation, region, income, family environment, values, etc.

The understanding of users is based on long-term contact with users, becoming one with users, and solving user problems. The Weibo fans and WeChat listeners that new media operators face every day are all users. Their joys, sorrows, anger, and happiness, preferences, and characteristics can all be imprinted in their minds through careful observation and repeated verification.

2.3 Scholars who understand communication

The essence of new media operation is still communication, but it is parasitic on the carrier of the Internet.

What is the most effective way to attract followers on Weibo and what method can make your circle of friends explode on WeChat? The form of operation has been changing, but the methodology has not changed, that is, the logic of communication: the three elements of triggering point, communication node, and communication form. The triggering point can be an emotional resonance, a piece of dry goods , or a hot event. With a triggering point, users can accept and forward it on their own; the sharing and promotion of some mainstream "opinion leaders" and some authoritative media can form effective communication nodes, increase the forwarding level, attract potential users, and play a role in promoting brand publicity and event promotion; different forms of communication may bring different effects. For example, broadcast and printed advertisements on TV, movies, etc. have a high stickiness among people who love to watch movies, and outdoor advertisements posted on subways, buses, etc. may be more attractive to office workers.

In a word, operators must push the right products to the right users through the right channels.

3.What are the techniques for new media operations?

In the practice of new media operations, all operation activities can be divided into content operations , user operations , and promotion operations.

3.1 Content Operation

Content is very important. People pay attention to you just for high-quality content (dry stuff) or to resonate with you (emotion). At the same time, the content not only includes text, but also pictures, layout, visual effects of expression, etc. On many WeChat platforms with good content, we can even see sets of pictures tailored for pictures and texts, and animated graphics personalized for each theme. Others strive to be innovative in QR codes and business cards, while others choose appealing H5 pages to attract users' attention.

When it comes to content management, the most important reference data is the image-text conversion rate, which is the ratio of your number of fans to your reading and forwarding volumes (including fans and non-fans). The higher the conversion rate of pictures and texts means that more people who were not your fans before can see your content, and through social dividends, have the opportunity to become your fans and audiences, and even interact with you.

3.2 User Operation

How to attract new users, how to retain old users, and how to make active users happier to play with you, this is the user operation of attracting new users, retaining old users, and promoting activation. It revolves around users, including user segmentation, user profiling, user research, user maintenance, user activation and user conversion. It means playing with users, and the number of users, activity level and paid conversion are the key points.

For new users, in addition to attractive content, you can also provide some first-time user discounts to increase the number of registrations or followers. For active users, we need to continue to promote the value of the product and make them feel like VIPs. The VIP level card system and some privileges are good measures to attract them.

Commonly used metrics for user activity are DAU (Daily Active User) and MAU (Monthly Active Users). The higher the user activity, the more loyal users there are.

3.3 Promotion and Operation

"Content is king, external links are queen." When we were initially in the "product shortage period", content was very important. As long as the product was good, there would be no shortage of buyers. Gradually, product competition became more and more fierce, and everyone began to pay attention to channels and marketing. Just like a minister (content provider) who wants to be promoted, he not only needs to have outstanding abilities, but also needs to be appreciated by the emperor (the link giver).

To do a good job of promotion, the first thing is resources, and the second is activities.

The first is resources, including channels and funds. If you can find the cooperation of some opinion leaders and authoritative media before the event starts, you will be well guaranteed to get attention. It would be best if you have funds for promotion or a cooperative organization. Multi-channel traffic diversion requires not only WeChat and Weibo, but also simultaneous promotion on various forums, Douban, Zhihu and other social platforms to increase product exposure.

The second is activities. Activities are also one of the better means of publicity. For example, online quizzes, small games , offline and online ( O2O ) shopping festivals, promotion meetings, small parties, etc.

3.4 Other Techniques

Research competitors and make analysis reports. Knowing yourself and your enemy, you will win every battle. For similar competitive products, you can do a comparative analysis of everything from company strategy and product features to UI interface design, button settings, and user experience, so as to give full play to your strengths and make up for your weaknesses.

Create a new media operation timetable. Operations can also be planned, such as holidays, shopping festivals, conferences with fixed times, etc. Making a schedule will help you get into preparation mode in advance.

Choose the right time to publish. Fixed time points can help cultivate user habits. After analysis, users are more active at 7:00-9:00 in the morning, 12:00-14:00 in the afternoon, and 10:00-12:00 in the evening. Inspirational, action-oriented, and activity-oriented content is suitable for sending in the morning and at noon. Some emotional content is suitable for sending at night when hormones are bursting.

Summarize

There are many theories and data to be explored in new media operations, and in fact, only practice can lead to a deeper understanding. Many new media operators hang out on Zhihu and forums all year round. They can talk a lot of theories, but when it comes to practice, they are probably not as good as a "writer". I believe that in actual operational practice, people who are truly capable and thoughtful will get what they want.

In short, if new media operators want to avoid being positioned as "writers", the key lies in the operator's own practice, vision and pursuit.

Don't be too specialized in operations and avoid limiting yourself to new media. You should always look up at the operations of the entire company and even the entire industry to truly become an operations and marketing expert and transform yourself into a senior and decision-making position.

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

The author of this article @MissFive compiled and published by ( Qinggua Media ). Please indicate the author information and source when reprinting!