How does a new media director write a promotion plan?

Today’s topic is how to write a promotion plan for new media operations . I will divide it into several parts to stimulate discussion.

What the hell is an operation ? What is new media operation?
Second goal
3. Make a budget
Four writing plans
Five team building and job description
6. Performance Appraisal
Seven management routines and eight questions answered

What the hell is an 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. According to the operation level: primary operation, intermediate operation, advanced operation
2. Divide by operation process: attract new users (find where users are and acquire them at low cost), retain users (keep users using your product), and activate users (awaken users who don’t use your product)
Primary operation (responsible for one sub-project in three links of the process, such as Weibo operation, WeChat operation , content editing, event planning , etc.)
Intermediate operation (capabilities cover all three links)
Advanced operations (three links throughout, with a broader vision, more resources, and a longer layout)
COO (considers product, marketing , investor relations, PR and other company-level resource allocation)
4. Divided according to operation content: user operation , content operation, community operation, business operation, event operation, etc.
5 How to retain users better: A User level B Privileges and benefits C Points 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.

Second goal

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 The third-party platform cannot present data to you as a target guide, so 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 O2O projects, the ultimate goal of the team is the daily order volume.

For example, for a tool- type APP, the team’s ultimate goal is daily activity rate.

4 Each department breaks down the goals:

Goals can be divided into two categories:

Business goal : 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 (the base is low in the early stage, so you can set a monthly growth target of 50%-100%, and it can be appropriately reduced to 10%-20% in the later stage); WeChat article opening rate of 15%, forwarding rate of 5% (this is the average high value of most public accounts).

5. Don’t set goals too generally, set specific numbers

For example, the monthly goal is to increase the average daily activation from 8,000 to 12,000, and the registration conversion rate is 40% (it is recommended to be slightly higher than the original expectation, 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 the product activity increases

Here we take an O2O life 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-day order volume:

4- day order conversion rate = order volume/total visiting users (minimum 8%)

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

3. Make a budget

Make a budget according to the promotion plan and the promotion details involved in each promotion cycle. The budget should be as detailed as possible, with greater controllability and more obvious execution effects.

Four writing plans

This article uses the local life service account 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 <br />Seed user characteristics: frequent interaction, help you forward to your friends circle, help you actively promote the official account in QQ groups and WeChat groups , seed users will often provide effective opinions and suggestions for your official account.

Promotion method: Industry friends and colleagues, partners, invitation mechanism

Supplier import, advertising in business districts, communities, schools, and office buildings

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

Activity invitation: Plan the "Find the Differences" activity 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 limited to 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 Weibo traffic diversion

Since our market is positioned locally, we collected all the popular local Weibo accounts during the early stages of promotion. By promoting our official Weibo accounts, we established interactive cooperation with these local Weibo accounts, which we could forward and divert traffic during the event.
Since Weibo has strong media attributes and is a point-to-surface promotion, it does not belong to the WeChat ecosystem and has a relatively weak effect. Of course, Weibo, which already has a certain fan base in the early stages, has already gained great benefits from the diversion of traffic from Weibo to WeChat.

B plus group drainage

• Add 500 local WeChat groups for each account
• No direct advertising in the group, enhance interaction
• When advertising, send red envelopes to the group
• During the event, send it to the group and add a red envelope

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

After accumulating 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.

C Small drainage

• Register 10 small accounts (a total of 50,000 private followers)
• Add fans in the local area
• Each account will add 50 followers every day, and it will be completed within 3 months
• The team is divided into three groups, each responsible for 3

Tip 1: How to maintain an account?

Give your secondary account certain labels: for example, you are an unmarried girl born in 1992, working in customer service in the Internet industry, where you live in Xiamen, etc.

Tip 2: Don’t be suspicious of advertising. Introduce yourself to each person you add.

Tip 3: Share interesting things in your life on WeChat Moments regularly, insert service account advertising activities when necessary, and interact with friends on WeChat Moments regularly every week

Tip 4: For fans with stronger communication ability, you can interact with them privately more often.

Tip 5: Add fans to the group added in step B to attract traffic. Before adding people, interact and communicate in the group first and find a topic, especially for groups with high activity, the success rate of adding fans is higher.

DSelf -built official WeChat group

• Each account will create 100 official groups
• Customize labels for each group, such as seed user group, activity group, product trial group, etc.

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.

E- Event 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 packages (consumption coupons + canvas bags + notepads + advertising shirts, etc. ), event prizes, WeChat red envelopes

• Regular activity 1: Distribute WeChat red envelopes, add fans to WeChat accounts, create a WeChat group and start sending red envelopes.
• Regular activity 2: Get a 10 yuan coupon for registration, get a 10 yuan coupon for recommendation, get a 20 yuan coupon for recharging 100 yuan
• Regular event three: Follow us to win gifts, scan to get gifts, and enjoy discounts when booking on WeChat
• Activity 4: Answering questions on WeChat: It is best if the questions asked are related to the service account, allowing users to find relevant answers on your website, deepening their impression of the service account and enhancing awareness of the service account brand. You can refer to some WeChat activities of No.1 Store for this.
• Activity 5: Retweet to win prizes: You can initiate a forwarding activity on Weibo or WeChat, and receive gifts when you forward.

Tips: Activity creativity is crucial. Pay more attention to the copywriting and presentation form. I will write a separate article to showcase some classic activities in the future. You can always follow our 91 Operation Public Account (yunying-91) to obtain it.

FLocal 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)

AContinue the "initial user period" promotion method to steadily obtain daily traffic

BLocal 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 circles to plan and promote offline activities .

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 .

Join the Alliance

Join local e-commerce 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 TV media, choosing the right program that matches your potential users is a way to quickly achieve explosive growth of 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. 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 to be responsible for new media promotion. The new media promotion team is composed of the following members, covering job responsibilities and job descriptions. The number of people can be fine-tuned according to the project indicators. The initial project can adopt the (1+1+2+1+1) principle.

1 New Media Promotion Manager (1 person) —-Introduction of initial users

Job Responsibilities:

1. Responsible for the daily operation of the company's WeChat and Weibo public accounts, increase the number of fans and improve attention;

2. Publish various high-quality and communicable content that meets the requirements according to the established content direction;

3. Improve fan activity, interact with fans, and analyze and summarize fans' online behaviors;

4. Explore and analyze WeChat user needs, collect user feedback, analyze user behavior and needs, and instantly grasp current hot topics;

5. According to operational needs, independently plan and organize various online/offline activities to increase exposure, increase the number of fans and user stickiness;

6. Monitor promotion effects and data analysis , and evaluate and improve promotion effects.

Job Requirements

1. Have faith in the Internet, preferably be a heavy user, be able to formulate new media promotion plans, and have strong execution capabilities.

2. Be familiar with new media, be familiar with Weibo and WeChat, be familiar with big accounts, and it would be better if you have operated grassroots Weibo accounts and WeChat public accounts!

3. Have good judgment, be able to analyze hot topics, know how to take advantage of them, have a self-deprecating spirit, and can make fun of others and make fun of yourself moderately;

4. Those who have combat experience but have never been on forums, used Weibo, or used WeChat, forget it. No matter whether you are openly flirting or not, never give up!

2 Copywriting planning: —-Introduction of initial users

Job Responsibilities

1. Clearly understand project goals, quickly understand customer needs, and work closely with relevant collaborative departments to provide fast, accurate and wonderful desk support;

2. Responsible for the writing of promotional copy and promotional materials copy;

3. Responsible for creative content writing, writing relevant copy for online activities, advertising communications, and online public relations manuscripts;

4. Accumulate the experience of creative output and content writing to form knowledge management for reference by other projects.

Job review: The copywriting planning position is a text output position, which requires good writing skills, creativity, and a nose for hot topics. It would be best if there are successful cases in event marketing communication.

3 New Media Operations Specialists (2 people) - Initial user introduction

job description:

1. Responsible for the daily operation of WeChat official account;

2. Responsible for the writing and publishing of copywriting content, fan management and interaction;

3. Collect user opinions and suggestions;

4. Analyze and explore the usage habits, emotions and experience of netizens, keep abreast of news hotspots, complete special planning and event planning, and track the execution effect of the planning;

5. Identify target customer groups and increase product awareness among them;

6. Active thinking, market planning and execution capabilities.

Job requirements:

1. Have experience in WeChat promotion and operation ;

2. Have good copywriting skills, strong learning ability and good at innovation;

3. Be innovative, dare to innovate, and have great enthusiasm and investment in new media marketing;

4. Be familiar with the characteristics of online media communication and have a unique understanding and control of social media communication;

5. Have strong insight into micro media;

6. Experience in self-media operation is preferred.

4 Channel Manager (BD Development) 1 - can be introduced during the brand promotion period

Job Responsibilities

1. Participate in formulating channel strategies and expansion target plans;

2. Find and tap cooperative resources that are beneficial to the company according to the company's business development needs;

3. Responsible for the company's WeChat service account business development and cooperation, and establish good business cooperation relationships with various promotion channels

4. Analyze the promotion data and adjust the promotion strategy in a targeted manner to increase the number of fans, orders and activity, etc.

Job requirements:

1. Strong business negotiation and independent market development capabilities, those with channel development and management experience are preferred;

2. Have strong communication, interpersonal, organizational and coordination skills;

3. Proficient in using Office software and Internet browsing;

4. More than two years of experience in business cooperation and channel development.

5. Experience in APP channel promotion or service account cooperative promotion is preferred

5. PR (Media Manager)

Job Responsibilities:

(1) Responsible for the expansion of platform media resources;

(2) Establishment, process control and coordination of online promotion channels;

(3) Integrate various market resources, formulate cooperation implementation plans, and carry out in-depth cooperation;

(4) Responsible for the project's crisis public relations, media resource public relations and other related work;

Job requirements:

(1) College degree or above, major in marketing, Internet and other related fields;

(2) More than 3 years of experience in advertising media;

(3) Strong communication skills, good business negotiation skills, and good at maintaining good cooperative relations with partners;

(4) Have good written communication skills;

(5) Candidates with background in Internet finance industry are preferred;

6. 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:

1 Weibo evaluation indicators: The data involved in Weibo marketing generally include the number of Weibo messages, the number of fans, the number of followers, the number of reposts, the number of replies, the average number of reposts, and the average number of comments.

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.

Taking Company A’s brand Weibo as an example, it only had about 14,000 followers on April 1st, but reached 26,000 followers by the end of May!

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.

Summary: 1) The average number of reposts and comments can measure the quality of your own Weibo operations; 2) The number of search results can be used as an assessment of brand communication; 3) Only by combining all the data can you guide Weibo marketing.

2 WeChat assessment indicators:

ASubscription Number :

Evaluation indicators: delivery rate, picture and text reading rate, original page reading rate, forwarding rate, collection rate <br />Number of subscribed fans: There are three indicators: number of new followers, number of unfollowed followers 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.

B Service 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-day order volume:

4-day order conversion rate = order volume/total visiting users (minimum 8%)

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

Seven management routines

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

A Monday morning meeting, Wednesday training, Friday summary

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.

C Prepare three tables

Financial budget table: the budget of the entire operation team, including staff salaries, marketing, etc.

Performance appraisal form: How to link it with salary incentives to evaluate team members.

Job Description Form: The description of each position in each department should be detailed. Job descriptions should be based on the current needs of the project and should avoid being too broad or empty.

D Assign tasks – Coach – Check tasks

I prefer to let my subordinates operate their own projects along this line, which is conducive to their growth and should not be restricted by rules and regulations.

For example, for an event, I will set an expected goal, such as a certain number of followers and a certain number of orders. The event planning and execution will be done by internal team members. I will coach them if there are any questions or resource coordination required. The specific execution, such as finding resources and channels for exposure, will be left to the team to carry out. Finally, I will only be responsible for checking the tasks.

Let me go over the whole idea again. Before forming a new media team, you need to make a budget based on your goals, develop an implementation plan, recruit suitable candidates, and give corresponding assessments.