How to carry out new media work?

The so-called new media operation , simply put, is an operation method that uses emerging media platforms such as WeChat , Weibo, and Tieba to promote brands and market products .

Among them, the battlefield of new media operations is all platforms that can maximize information output, which means that each company’s choice of new media operation platform can be based on its own products and company’s actual situation. New media is definitely not as simple as operating WeChat or Weibo accounts. It can be inferred from the concept that new media operations ultimately serve brand building and product sales.

How can we better operate new media to achieve our goals?

1. New Media Positioning

First of all, we need to clarify what our core products are, what our core selling points are, what resources we have, etc. Use this information to locate user groups, determine content tags, and plan targeted content dissemination.

After we determine the new media strategy, do we consider outsourcing to external parties?

I personally think that for a company, the best way to communicate through new media is to build its own media communication system. At the same time, expand cooperative resources to facilitate detonation at key nodes. Because now traditional enterprises' promotions are beginning to lean towards new media, and building their own media system can control the rhythm and serve the company's product marketing .

2. What is operation? 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. You can refer to the following picture to understand the operation:

1. Classification by operation level

• Primary operations (responsible for one sub-project in three links of the process, such as Weibo operations, WeChat operations , content editing, event planning , etc.);
• Intermediate operations (capabilities covering all three links);
• Advanced operations (three links throughout, with a broader vision, more resources, and a longer layout);
• COO (considers company-level resource allocation including product, marketing, investor relations, PR, etc.)

2. Divide by operation process

• Attract new users (find out where users are and acquire them at low cost);
• Retention (keep users continue to use your product);
• Activate (awaken users of different products).

3. Classification based on operation content

• User Operation
• Content Operations
• Community Operation
• Business Operations
• Event Operations
• …

4. How to better retain users:

• A. User level;
• B. Privileges and benefits;
• C. Integration;
• D.EDM/SMS;
• E. Activities;
• F. Mechanism.

The concept of new media operation is explained in the encyclopedia as an operation method that uses emerging media platforms such as WeChat, Weibo, and Tieba to promote brands and market products. By planning high-quality, highly contagious content and online activities related to the brand, messages can be widely or accurately pushed to customers, thereby increasing participation and raising awareness, thereby making full use of the fan economy and achieving corresponding marketing goals.

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 will help us better understand the role of new media operations.

3. Set goals for operations

There are several principles to refer to when 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. The team needs to have an ultimate goal. For example, for a financial 020 project, the team’s ultimate goal is the daily order volume; for a tool- type APP, the team’s ultimate goal is the daily activity rate.

4. Each department breaks down the goals. Goals can be divided into two types: transaction goals : X pieces of content per week, X of which are original; result goals: the growth rate of Weibo exposure and fans compared to the previous month (in the early stage, the base is low, and a monthly growth target of 50%-100% can be set, which can be appropriately reduced to 10%-20% in the later stage); WeChat article opening rate of 15%, and forwarding rate of 5% (this is the average high value of most public accounts).

5. Goal setting should not be too broad, but should be specific in numbers. For example: The goal for the month is to increase the average daily new activations from 8,000 to 12,000, and the registration conversion rate to 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.

Improve brand exposure - how much the Baidu index rises

Increase user stickiness - how much product activity has increased

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

1. Registered users : daily new registered users; total registered users

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

3. Daily order volume:

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

5. Daily average order value = daily total transaction value / total number of transactions

4. How to write a plan

This article uses the local financial service number as an example to describe some specific practical methods, which can be used as a reference for other types of applications.

1. Overall promotion strategy: (method + execution)

• Team A takes the overall goal as the main line and breaks it down into various departments.
• B tests the most effective promotion method, which is to concentrate superior resources on a point where an outbreak may occur, and continuously amplify and analyze it until it explodes.
• C Wherever the target consumers are concentrated, our marketing efforts will be concentrated there.

2. Seed user period: (1,000 seed fans, for 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 method: Industry friends and colleagues, partners, invitation mechanism.

Financial business introduction, advertising in business districts, communities, schools, and office buildings

Industry friends, colleagues, and partners: Encourage colleagues, friends, and partners to join the experience.

Event invitation: Plan a small event game , design a product experience questionnaire and integrate it into the game, receive a 10 yuan coupon for registration, and also receive a 10 yuan coupon for recommendation, and select the best fans, with the number of fans reaching 1,000 for a period of 1 month. (H5 copywriting 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, and let your fans grow naturally every day. Finally accomplish 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 plus group drainage

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.

B self-built official WeChat group

• 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. Provide material incentives when necessary.

CActivity 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 .

D. 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 steadily obtain daily traffic

B. Local O2O service account or APP cooperation

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

C. Ground promotion

We can cooperate with shopping malls, schools, communities and other business districts in a targeted manner to plan and promote offline events .

D. Participate in industry conferences and exhibitions

You can participate in some industry conferences and exhibitions, bring the QR code, make a good WeChat marketing plan, communicate with your customers and partners at the exhibitions or conferences, and recommend the WeChat public account .

E. Join the alliance

Join local financial enterprise alliances, industry alliances, O2O alliances, etc. to share products and promote the local brand awareness of service accounts.

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, as a PR, you need to have a thorough understanding of the direction of the company at every stage, and then learn to convey a strong voice to the market, investors , and users. This voice is not a blunt advertisement, but rather a topic that makes everyone interested in your story and how to draw everyone's interest to your product. It is best to make it a hot topic in the industry.

Here are a few strategies:

Maintain steady exposure with daily manuscripts. 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.

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.

The channel chosen determines the effectiveness 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 high-weighted print media related to industry and finance, which are conducive to large-scale dissemination; for product voice, we prefer new media in the technology field, which can attract more rapid attention in the industry; and for news about event topics, we prefer to choose 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.

Finally, remember to evaluate the effectiveness of marketing communications, which 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.

5. How to make content more valuable? Using content to ignite the market

 Soft articles can make ordinary products distinctive, arouse consumers' interest in products without them realizing it, and allow corporate brand advertising to invisibly penetrate consumers' minds, thereby increasing market share.

Soft article planning and packaging:

Clearly understand the brand's advantages and product features, plan the company's brand copy, use user psychological characteristics to break down consumers' defenses, and use new media marketing planning to use soft advertising to inform consumers of the brand. In addition, with its own brand and product packaging advantages, it can once again break down consumers' psychological defenses.

Update direction of soft article writing:

Every company has its own news events, but they just don’t know how to plan and package their own corporate brand. In fact, soft articles are things that happen around companies, but they just don’t make better use of these resources.

The soft article update is packaged and planned in combination with the company's own situation. Prophet Planning explains the planning ideas: combining the company's own activities and events, such as the company's public welfare activities, the company's own activities, and the company's brand culture to combine these events for combined packaging to achieve the company's influence in the industry.

Soft article layout skills:

When updating corporate soft articles, the first step is to plan the corporate brand, use a unified text brand image in the soft article updates, package the corporate brand through a series of planning, and accurately deliver the content based on the psychology of the target user group to achieve corporate brand exposure. Combined with the core positioning of the title, guide potential user groups to recognize the brand and achieve the expansion of the brand's influence.

Corporate soft article brand planning:

Enterprise soft copywriting planning must understand the product and brand advantages of the enterprise, use the brand advantages of the enterprise to inform the media, attract consumers' attention, and promote consumer purchases through media exposure and marketing hints to achieve sales of company performance.

Soft article planning must highlight the core features of the product and the brand advantages, allowing consumers to feel the joy in the product purchasing experience, achieving consumer word-of-mouth publicity and brand exposure.

Corporate brands use popular events to package their brands, associate the company with the popular events, and let consumers experience the brand's advantages in the association. By using scare marketing in soft articles, consumers' awareness is aroused and sales conversion is achieved by using user psychology.

New media operation and marketing planning is to study user psychology, write content that users like based on user psychology, and then write content based on user needs, so that users will continue to pay attention to and trust the company. The core of new media operation is to analyze user psychology, write content based on user psychology, appeal to user needs psychologically, and achieve brand exposure.

6. Team Building and Job Description

Regarding recruiting, here is a method: work backwards from the goal, break down the key tasks, decompose the capabilities and manpower required to complete the key tasks , draw up professional portraits of these positions, and work backwards from the stage goals to determine the time for team members to enter the team.

For example, if a company’s WeChat service account wants to reach 50,000 followers within half a year, achieving this goal requires activities planning, channel promotion , PR and other tasks. What kind of people with different abilities are needed to complete these tasks? When will it arrive?

In fact, many HRs in Internet companies today are unprofessional and they are unable to familiarize themselves with the specific work tasks of each department. Therefore, there are often jokes when recruiting people. For example, when applicants ask how you evaluate the performance of your new media team and the salary system of the sales team, many HRs are very vague and don’t know where the boundaries are.

Therefore, department heads should communicate closely with HR to make them clear what kind of people your department needs.

Establish a new media promotion team, which is responsible for new media promotion, covering job responsibilities and job descriptions. The number of people can be fine-tuned based on project indicators. The (1+1+2+1+1) principle can be adopted for initial projects.

VII. Performance Appraisal

There may be a lot of chores in the early stages of launching a startup project, such as product development, product testing, marketing resources and material preparation, etc. So my suggestion is to wait until the product is over the trial operation period before setting goals and KPIs. I am a person with a strong sense of purpose and I look at the data every day. So I always feel uncomfortable if I don’t set goals and KPIs.

In the early stages of a business, the KPI assessment of each department should be as simple as possible. Don't involve a lot of salary incentives. Be realistic and give cash based on how much is accomplished.

For example, for the KPI of new media operations, what is the monthly follower target? How much can I get for completing and not completing goals?

The following takes Weibo and WeChat as examples:

Weibo Assessment Indicators

Number of Weibo messages: number of Weibo messages published daily, posts/day.

Average number of forwardings: the sum of the number of forwardings for each message/total number of messages. Generally, it is calculated as the daily average number of forwardings or the monthly average number of forwardings, times/message. The principle of the average number of replies is similar. The average number of reposts (comments) is related to the total number of fans and the quality of Weibo content. The higher the total number of fans and the more the Weibo content meets user needs, the higher the number of reposts and comments will be. Therefore, this data can reflect the total number of fans, content, and quality of fans. In theory, the larger the fan base, the more reposts will be. The more the content fits the users, or the more target groups you have among your fans, the higher this figure will be.

From this table we can see the growth in April and May. The number of fans increased by about the same in the two months. The number of Weibo messages increased by 36% in May, but the total number of reposts increased by nearly 100%, comments increased by 64%, and the number of search results also increased. It should be said that after analyzing the Weibo content in April, some adjustments were made in May, with more emphasis on user needs. Therefore, while the total amount increased, the average number of reposts and replies on Weibo also increased, which shows that the Weibo post made progress in May compared to April. In addition, the number of search results directly increased the exposure rate, which shows the marketing effect.

Summarize:

1. The average number of reposts and comments can measure the quality of your Weibo operations.
2. The number of search results can be used as an assessment of brand communication
3. Only by looking at all the data comprehensively can we provide guidance for Weibo marketing.

WeChat Assessment Indicators

ASubscription Number :

Evaluation indicators: delivery rate, picture and text reading rate, original page reading rate, forwarding rate, and collection rate.

Subscription fans: There are three indicators: new followers, unfollowers and net increase in followers.

For companies that have just launched WeChat, we can set a goal of completing 500 user subscriptions in one month, and then gradually increase the number in each following month. If there are more than 20 subscribers every day, that would be 600 in January.

User interaction volume: the user’s interaction with you on WeChat. I mean meaningful interactions, such as 91 Operation Network (WeChat ID: yunying-91). When you add WeChat, the automatic reply reads: Enter 1 to get mobile Internet information , enter 2 to get e-commerce operation information , and enter 3 to get product planning information. This is actually a very good rule.

BService Number:

Service accounts can set corresponding assessment indicators based on product characteristics, such as for O2O service accounts.

1. Registered users: daily new registered users; total registered users
2. Active users: Daily activity rate = active users on that day / total users
3. Daily order volume:
4. Daily order conversion rate = order volume/total visiting users (minimum 8%)
5. Daily average order value = daily total transaction price / total number of transactions

7. Management routines

If you ask me if I have a set of management routines, I will simply summarize a few experiences:

A. Morning meeting on Monday, training on Wednesday, summary on Friday

Monday morning meeting: 9:00-10:00 every week, to discuss last week's problems and this week's deployment

Wednesday training: 2 days of team training according to the training schedule

Friday summary: Feedback from each department on issues each week is summarized into a table.

B. Quantitative goals

After the project is approved, we start to set annual goals and break them down into quarterly, monthly, and weekly goals.

Break down the goals into each department and break them down into daily work tasks.

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

This article was compiled and published by @Enmei Venture Capital Circle ( Qinggua Media ). Please indicate the author information and source when reprinting!