I believe that people who are active on the Internet are familiar with the self-media accounts such as Wang Nima, Zhang Quandan, Baozou Comics, Baozou Big Event, Baozou Watching What Movie, etc. Wang Nima alone has more than 10 million fans on Weibo, and Baozou Comics has more than 7 million fans on Weibo. As a public relations strategy assistant for new media projects, I am also fortunate to be involved in the work.Out of respect for professional ethics, the following content will not be mixed with the company's commercial secrets. It is mainly to help everyone understand the problems of new media operations , focus on solutions and processes, and give some examples within the optional range for explanation. Thank you for your understanding.First of all, it is certain that working in new media is very promising, but not everyone is suitable for new media. Just like many people go for interviews for new media jobs, some companies themselves don’t know what new media is, and often ask job seekers questions like “Do you use Weibo?” or “Do you have a WeChat public account ?” In the eyes of unprofessional companies, new media operations are simply defined as copywriting or editing, or even just CTRL+C/V. The company does not understand how to operate, and is eager to achieve results, and then gives new employees some abnormal and difficult to complete KPI assessments. This is a completely vicious cycle.1. Not everyone is suitable for new media operations: If you don’t even know what new media operations areNew media operations work complements copywriting, editing, and design work, but that doesn’t mean they are the only ones.(1) Let’s first talk about what media, new media, and self-media are.Media refers to the medium for transmitting information between two parties.New media, in a narrow sense, is the media that mainly relies on network platforms to disseminate information, relative to old media, such as traditional television media, print media, radio, etc. Generally speaking, there are various angles. For example, new media refers to media that has the characteristics of timeliness, technological innovation, convenience, rapid multi-point dissemination, sociality in the Internet era, etc. I won’t go into details here. According to the platform classification, it generally refers to Weibo (mainly Sina Weibo ) and WeChat public platform .Self-media is a concept that has evolved with the development and classification of new media. The simplest and most obvious example is that many Weibo accounts prefer to be named XX Jun, XX Uncle, and XX Sister, and they pay more attention to humanization and interaction. Sina is also adjusting the weight balance between corporate accounts and personal accounts. More and more companies are choosing to develop multiple accounts and joining the Orange V team.Self-media is equivalent to an individual's voice and is an outlet for publicity for individuals and groups representing individuals. Self-media places more emphasis on cross-platform and multi-channel simultaneous updating and dissemination operations. In addition to Sina Weibo and WeChat , platforms such as Toutiao , NetEase, and Baidu Baike have all joined the competition for the self-media pie. Ideally, all personal accounts except news media can be classified as self-media, such as UP hosts who create videos on Bilibili, internet celebrities who show their talents on live streaming platforms , experts who write columns in the Zhihu community, and even posting a comment in the message area. These are all dissemination behaviors from one account to multiple points at a time.The era of self-media can be said to be an era in which everyone is a communicator and everyone is a media, and the Internet platform is a carrier and a model.(2) What are editing, copywriting, and new media operations?An editor is a person who handles manuscripts, including writing, organizing, and revising. Manuscripts can be text, pictures, audio, or video, so there are positions such as text editor, art editor, audio editor, and video editor. Before joining Baozou, I was the editor-in-chief of a physical magazine about animation information. The general workflow of a copy editor is planning and selecting topics, compiling and writing manuscripts, typesetting and proofreading, and finally completing publication.Copywriting generally refers to copywriters, who serve advertising companies and provide services to corporate branding and planning departments to achieve sales (as David Ogilvy said: advertising is to bring in sales) and other direct profits or indirect profit purposes, such as brand awareness, reputation, preference, brand image, and purchase intention. With the development of the Internet era, you can send a work report email to your boss, send a KTV announcement in a QQ group, or write a post in a forum, or even - the new media operation we will talk about next, or post a Weibo, all of these fall into the category of modern copywriting behavior.New media operations, finally it’s our turn to be the protagonist, which is to [1] use new media platforms [2] under the guidance of strategies, through planning, [3] content creation + publicity and promotion and other operational means [4] to achieve marketing goalsThrough the above 4 points, I will explain the differences between these three positions:
Editors and copywriters can serve both new and old media, but new media operations are mainly responsible for new media platforms.
Planning is required in editing, copywriting and new media operations. Planning is not only one of the origins of Internet operations positions, but also a work behavior.
Editors tend to integrate and modify, while copywriters are mainly responsible for content creation. However, new media operations include the focus of these two positions and are responsible for the entire process from planning to content completion and then to external output.
Copywriting and new media marketing are more purposeful
It can be seen that in addition to being mainly responsible for different platforms, new media operations also cover the work of editing and copywriting. Editing and copywriting are no longer two positions here, but two approaches to new media operations. In addition, operations work is responsible for a series of developments for the company, from operation and maintenance to management and profitability. Among the three, Internet companies rank the highest.In order of preference:Operations > New Media Operations (a branch serving new media) > Copywriting and editingThe development goals of the three are:New Media Editor - New Media Operation - Senior/Advanced New Media Operation - New Media Operation Supervisor/Manager (General and Senior) - New Media Operation Director (General and Senior) - Operation Director (Other CXO-level positions can be exchanged as needed)Assistant Copywriter - Copywriter - Senior Copywriter - Senior Copywriter - Copy Director - Chief Copywriter (all based on 4A company standards)Junior, intermediate and senior editors - responsible editors - executive editors - deputy editors - editors-in-chief (and senior editors-in-chief) - executive editors-in-chief - deputy editors-in-chief - editors-in-chief (and senior editors-in-chief)2. Not everyone is suitable for new media operations: If you don’t even know how to choose a companyAs the saying goes: A wise bird chooses the right tree to roost in. A strong company is made up of multiple excellent teams, and a successful project is inseparable from the concerted efforts of the teams.For example, if you originally planned to work as an advertising copywriter, the growth of a 4A-level advertising company relies on the support of the creative department, customer service department, media department and interactive department (mainly for the Internet), while advertising copywriting belongs to the creative department and is generally weak in the marketing communication process.As Russell Reeves (chairman of Ted Bates Advertising) said: "I don't care much about copywriting. I care more about the publicity plan. When a client comes to me with a problem, I will design a publicity plan for him, not an advertisement. If 10 years later, other conditions remain the same, but his business is getting better and better, I think it is the good publicity plan that made the difference. It is not just copywriting that can make a difference in this industry."The same is true for new media operations. If the company you work for has a poor business model , weak core business, inaccurate user positioning, limited capabilities of the boss or other departments, or the boss does not value the new media department, the resources are not strong enough, or the market environment is turbulent, and there are problems with the capital chain, the company's hematopoietic ability is bound to be insufficient. At this time, the possibility of relying on one or two people to turn the tide is too small. Don’t you see, even Zhuge Liang failed when faced with a strong competitor like the State of Wei, let alone many new media operators who are just entering the industry? Even if someone succeeds, the replicability is very small.In an era when Internet startups are springing up like mushrooms after rain (even though the capital winter is coming), job seekers should not underestimate themselves and should also observe the companies they are interviewing. The observation process is as follows:Overall strategy > corresponding tactics > local tactics > no mistakes in executionIf there is a problem with the decision-making, no matter how hard the executive layer works, it will be half the result with twice the effort.Some time ago, a friend of mine who wanted to make his own PPT public accountcame to me for advice. After listening to his description, I discouraged him. His strategy is to attract attention by sharing his creative experience and PPT templates, and then package the PPT templates he collected and sell them at a price of 200 to 300 yuan per set to generate profits. My opinion is:(1) Unclear user positioningWithout conducting any research, they roughly positioned their users at the low-end and high-end extremes.(2) Lack of understanding of user habitsLow-end users: Some of them have poor self-learning ability and tend to be lazy. Even if you give them a useful article, they don’t know where their problems lie. They hope to learn a skill from scratch (quick learning is preferred). If you are confused, why bother buying PPT templates?High-end users: The masters are already familiar with it; and even if the leadership users do not know how to make the product, they can hand over the task to their team members, or outsource it, spending some money and saving time and effort.(3) Insufficient understanding of market demandWithout understanding user attributes, we naturally don’t understand user habits. We don’t know which places (channels) they frequent, so we have no idea where to start promotion. The content output by WeChat accounts is also unequal - making it impossible to get a glimpse of the full picture of the market. The user's reaction may be like this: "There are so many choices here, why should I choose you?" As for Internet professional skills training, the most mainstream are operations, products, and technology positions. Others include design. If further classified, there are product operations , new media operations, JAVA engineers, front-end, UI, UE and other sub-position training. The last classification is "how to create good content", "how to write product requirement documents" and other specific skills training, and "PPT" training is the last demand. So this is a relatively niche market.(4) The business model cannot be expandedProfessionals do not use PPT frequently. It is usually used in meetings and speeches, and the frequency of use is limited. In addition, there are many free PPT templates on the Internet, which further compresses the development space of PPT WeChat accounts. At this time, the PPT WeChat account looks more like an intermediary "resource collector", unless the owner of this account is a big IP and can continuously promote and output it for stable accumulation. Otherwise, if you only make a few orders a week, the cost will outweigh the gains, and you will not be able to form a business model that can expand in volume, and you will inevitably die.3. Not everyone is suitable for new media operations: If you don’t even know the conditions for a high-quality account(1) Establishing a supply-demand relationship: I have stories, do you have wine?In short, it depends on what kind of account I want to create and what kind of people I want to see it for.In more depth: What resources do I have, what can I provide, what is the market demand, and who needs what I provide?The essence of doing business is "buy low, sell high", and the business model is based on asymmetric information, such as:
Asymmetric information supply and demand = I know, you don’t (British things, gossip love growth association),
Asymmetric skill supply and demand = I know how to do it, but you don’t (Practical Skills, Everyone is a Product Manager WeChat Official Account),
Asymmetric emotional supply and demand = I have all kinds of stories, you don’t (selected jokes, a small vest for memories)
I did an experiment a long time ago. I created a Sina Weibo account with the theme of anime communication. In the beginning, I mainly shared anime information, and almost no one was interested. Later, I changed to the method of drawing anime characters from people's photos. Within a month, I accumulated more than a thousand fans. After three months, I had 12,000 fans. I even opened my own online store and made a profit. However, I encountered the same problems as high production costs and a business model that could not be expanded. In addition, I was busy with work, so I gave up. During this period, I operated the business entirely on my own using my limited spare time, and did not use any company resources.The supply and demand relationship of this account is that my friends and I provide painting services, targeting low- to mid-end users who love anime or painting, and whose age ranges from college students to newlyweds. We meet their needs in commemoration (such as wedding anniversaries, commemorations of unrealized love affairs, travel anniversaries, etc.), gifts (such as confessions), and shows (such as showing oneself, relatives and friends), and create value.Specific supply and demand process: Post portrait cases on Weibo (equivalent to content filling done by operations before product launch) - Promote on various platforms, divert traffic to Weibo and fan communities - Obtain the first batch of seed users - Post portraits completed for seed users on Weibo, interact, attract Weibo users, and expand communities at the same time - Content re-output + promotion + user referrals - cycleThe advantage of doing this is that the cost is minimal and economic benefits are achieved, which is suitable for individual players. Of course, I also tried to buy fans for this account and spent 100 yuan. Although it is known as high-priced active fans, they are not my target users. As a result, my fans dropped every time I posted on Weibo (buying fans is not without effect, I won’t expand on it here)(2) The formation of personal IP - Wang Nima, Papi Jiang, and many more internet celebrities. Are you the next one?New media operations repeatedly emphasize content, but the premise of content creation is, first, who I write for and what they want to see (demand); second, what kind of person I am and what my style of communication with users is (supply).Take Wang Nima as an example. Wang Nima is a funny and silly person who is full of positive energy. He gives people the feeling that he is a spoof but not vulgar, and his serious nonsense can sometimes be shocking. He is a loyal friend of young people. He has vindicated the post-80s and post-90s in "The Big Event". Although he has never loudly promoted it or called himself that, for young people who advocate freedom and pursue independence, his infectiousness has penetrated into their bones. His widely circulated violent expression and videos with over 340 million views on Youku alone (early data, current data is not public yet) are his two major IP outputs.Unlike other bloggers who mainly rely on external platforms to direct traffic to Weibo, the rise of Baozou Comics is inseparable from Sina Weibo. Some entertainment stars and online writers already have film and television, songs and books. A singer can attract a lot of attention just by posting a message like "I got a haircut today", but for grassroots, this is something they desire but cannot achieve.So, before anyone invests in you, how do you attract everyone's attention and become an IP? There was even a girl who came to me and said that she was doing a live broadcast on Huya and even took off her clothes, but she just wasn’t popular.1. Choose the right promotion channelIf you want to write movie reviews or book reviews, you can go to Douban; if you want to shoot 2D videos, you can go to Bilibili; if you want to discuss the workplace, you can go to Chitu... Even Sina Weibo and WeChat, which have a very wide coverage, have "Internet media genes and social and chat genes" (from Dr. Wu Jun's book "The Wave of the Future").Whether it is Weibo, WeChat or Zhihu, if you want to become a big V, you must first choose a major and several secondary categories (or topics). Whether to follow the hot categories or explore potential stocks is also something to consider.For the former, taking Qidian Chinese website as an example, one of their editors told me: "Before you have the ability to lead the trend, you might as well follow the trend first." So you have seen many examples of a book becoming popular, and then many similar books appeared and also became popular. A truth: adapting to the market is much simpler than developing the market; the latter mainly refers to the bonus period. Before a communication channel or project is mature, there are many loopholes in the rules that can be exploited. For example, when Sina Weibo was just launched in 2010, there were fewer big accounts. Once high-quality content was produced, other related big accounts would repost it, so it was easier for grassroots users to accumulate fans than it is now. At that time, the promotion cost was relatively cheap. You could find some big accounts and repost them at a friendly price of only a few dozen yuan. But now, the big accounts have each occupied their own territory and the relationship chain has become stable. External players who want to break into the city gate have to pay a higher price than before.Before talking about the first point, I need to add that: when you have chosen the right promotion channel and know what kind of users you are facing, don’t blindly follow hot topics with your content, but try to make it coincide with their preferences. The WeChat public account of Baozou Comics has had such an experience and lesson. Some time ago, when almost every article had a reading volume of over 100,000, there were two articles with a striking difference in reading volume: one was about Lippi's appointment as the head coach of the Chinese national football team, and the other was about the scandal of Park Geun-hye's best friend interfering in government affairs. My WeChat public account is operated by Xia Yu Shuo (xysyy6). Its target audience is newcomers who are learning about the Internet. The friend who manages this account recently posted an article in memory of Castro in order to follow the hot topics, but the number of readers was not good.2. SkillsContent is king? That’s true, but the source of your content is your skills. I am just an amateur comics enthusiast, and I have accumulated 12,000 Weibo followers in just a few months without any resource investment. What if I am a skilled comic artist?Zhang Liang, the author of the book "Starting Operations from Scratch" and also a big name on Zhihu, wrote in the article "How I Got 100,000 Fans on Zhihu" that relying on the value of his 100,000 fans, he attracted more than a dozen publishing houses to offer olive branches. At the same time, he established a subscription account and opened a traffic main channel in less than 7 months. How do fans gather? Because he understands operations, which is equivalent to his skill, he uses his skills to help Zhihu users solve problems in Internet learning and wins fans.Let me talk about myself. I registered on Zhihu in July 2016. Zhihu users have deep feelings for Baozou Comics, but as a staff member of Baozou Comics, some of my initial answers did not win me many fans. It was not until my answer to the question “How did an operations director or operations manager grow” received over a hundred likes that I found the way forward - you can win the support and respect of others only when you truly help others with your skills and insights.What are skills in general?Skills can be technology or the ability to meet users' material and spiritual needs. The terms "great touch" and "great cow" refer to those who have extraordinary abilities in various fields. For example, celebrities in the gaming industry can be high-level players or clumsy players with different characteristics. For example, the game commentator Mystery Voice is well-known in the industry for his profound knowledge of various languages.Having skills alone is not enough. In order to avoid homogenization, you have to label yourself intentionally or unintentionally and establish other people's perception of you. Take the mysterious voice as an example. He is not only proficient in foreign languages, but also has a wide range of knowledge, an elegant and sometimes naughty voice, and a gentle personality. When people in the gaming circle mention these characteristics, they may think of him.As for me, friends who have read many of my answers on Zhihu and seen me gradually move from a security guard and courier to a management position in an Internet company will have an impression in their minds: this is an indomitable and inspiring fighter. In addition, in my QQ group, I constantly give some practical suggestions to new Internet practitioners. They all call me the master of routines and the old driver. Of course, I also have a tag on Zhihu, which is Baozou Comics.How to label?Through content dissemination, tell users what kind of person you are and that your views represent the interests of those who support your views. It is best not to please both sides, otherwise you will become a ball without edges and corners and no characteristics. For example, in the recent discussion about Mimi Meng's "The Workplace Doesn't Believe in Tears", those who support her point of view will easily be labeled as BOSS, leader, exploiter, etc., while those who oppose her point of view will easily be labeled as workers, interns, vulnerable groups, etc.For operators, whether it is chicken soup or anti-chicken soup, their role is to meet user needs. Users like to read anti-chicken soup articles, so it is obviously inappropriate to give them a bowl of chicken soup, and vice versa. Only children can distinguish between right and wrong, adults only care about benefits - after I write this paragraph, will you label me as a "pragmatist", "cold-hearted", or someone who has watched "See You Tomorrow"?3. OpportunitiesEveryone wants to be a big V, everyone wants to be a star, and become famous overnight. This situation does exist.Let’s take the once popular video “My Shampoo” as an example. Jackie Chan’s habit of speaking “duang” became popular on the Internet because of this video.The creator of this video is a B station up master named "Fei Se Toy". On February 8, 2013, he posted a video that spoofed Jackie Chan's Bawang shampoo advertisement, but it didn't go viral at the time. It wasn't until February 20, 2015 that he used the same subject matter to make his new video popular! The creator of this video is a B station up master named "Fei Se Toy". On February 8, 2013, he posted a video that spoofed Jackie Chan's Bawang shampoo advertisement, but it didn't go viral at the time. It wasn't until February 20, 2015 that he used the same subject matter to make his new video popular!At that time, even some mainstream media claimed that they were the initiators of this video. I later asked him what he thought of this kind of robbery, as shown in the picture:It seems like overnight fame, but in fact it is the result of various chemical reactions. But sometimes it is just a coincidence. When we see unpredictable popular events, we can only be wise after the event. Afterwards, Fei Se Toy was unable to continue making videos due to his overseas studies, and his popularity was short-lived. Examples of this include "Guazi Brother" and "Bai Yuan Brother" who suddenly became popular in late 2014. They are accidental, difficult to replicate, lack systematic operations and continuous content output, and are far behind professional internet celebrities.Despite this, their rise to fame is what many companies dream of. Seize opportunities, but also know how to operate them and don't die halfway. This is the last warning for becoming an IP.4. Pointing to the future: What is the way out for new media operations editors?(1) Professional WriterWriting does not just mean writing articles, it can also be creating videos or other forms. Writing here = content creation.For example, the famous gaming podcaster Ao Changzhang is a bank employee and has not established a company, but part of his income comes from the videos he created.(2) New Media Operations DirectorStart from the grassroots level of new media and become a working emperor step by step! This is the ideal of many new entrants to the workplace.Pictured is Shen Fangjun, New Media Director of Haier Group (Source: Shuying.com)(3) Entrepreneurial bossFrom the older generation of internet celebrities such as Jiaoshou to today's Papi Jiang and Mimi Meng, all are enjoying the economic benefits brought by new media fans. This path seems to be consistent, but it is extremely complicated. For example, people who use Weibo more or less know the big V "Liu Jishou", but may not know that this account is owned by a company called Fengqun Media, and they may not know that "Zhihu Great God", "My Ex is a Top-Notch Person", "Rich Man", "Public Account Bacteria", and "Jingfenjun" are all related to him.Does keeping a few tricks mean keeping a few tricks of yourself? In the eyes of professional operators, he is an IP;Is it a good idea to register so many classified Weibo accounts? From the perspective of professional operators, the company is simply increasing the coverage of different categories.The water is deep, please be careful when rowing.(4) Marketing promoterWhen something becomes popular, is it really just due to the content? Are the truth-tellers, analysis experts, trolls, and passers-by you saw in the comment section of the incident all real? Public relations companies, or the new media department and marketing-related departments of your own company, have made indispensable contributions as the behind-the-scenes operators.Qin Huohuo: A famous internet promoter, also known as the "King of Rumors". A lot of information about him can be found on Baidu. He was arrested in 2014 on suspicion of defamation and provoking disturbances.There are many other ways out. As long as people need to communicate, they cannot be separated from the media. New media operators are requested not to arbitrarily separate the new and old media, as that will hinder your thinking. For new media operations, if the initial idea is wrong, all the subsequent actions will go wrong. To become an excellent operator, you must have a big picture and a broad vision, otherwise you will eventually sink into the copy-and-paste process and become lost in the crowd.Okay, in this article we have expanded a lot of ideas. I will not talk about the basic introduction to new media operations, the required skills, and the process and tips for increasing followers here.
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This article was written by @下宇说 and is compiled and published by ( Qinggua Media ). Please indicate the author information and source when reprinting!
