How to plan a new media marketing promotion plan?

What role does new media marketing play? How to set goals and make a budget? How to write a promotion plan and how to evaluate performance? How to match team positions? How to manage a new media team?

Combining these points,

Discuss how to write promotion plans for new media operations.

I hope it will provide some inspiration to new media practitioners!

1.What is new media operation?

New media operation is 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.

Divided by operation level: primary operation, intermediate operation, and senior operation.

Divided by operational process: attracting new users (finding where users are and acquiring them at low cost), retention (keeping users using your product continuously), and activation (awakening users who are not using your product).

Divided by operation content: user operation, content operation, community operation, business operation, event operation, etc.

2. Set goals

Generally speaking, there are several principles for 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.

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.

3. The team needs to have an ultimate goal.

For example, for O2O projects, the team’s ultimate goal is 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:

Business goal: X pieces of content per week, X of which are original.

Result target: The growth rate of Weibo exposure and fans compared with the previous month.

5. The goal setting should not be too general, but should have specific numbers.

For example: The goal for the month is to increase the average daily new activations from 8,000 to 12,000, with a registration conversion rate of 40%.

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.

New media operation is an efficient and systematic coordination work done to achieve the goal/objective, so it is recommended to pay attention to, learn, and delve into the relevant systems to build your own system; rather than just focusing on budget, publication examples, cost-effectiveness and other issues that companies and bosses care about.

4. Write a plan

1. Promotion of overall strategy (method + execution)

Test the most effective promotion method, concentrate superior resources on a point where an outbreak may occur, and continuously amplify and analyze it until it explodes.

Our marketing efforts will be concentrated where our target consumers are concentrated.

2. Seed User Period

1,000 seed fans, for a period of one month, within the region, controllable.

Characteristics of seed users: They interact frequently, help you actively promote your official account, and often provide effective opinions and suggestions for your official account.

Promotion methods: Industry friends, colleagues, partners, invitation mechanism, supplier introduction, advertising in business districts, communities, schools, and office buildings; Industry friends, colleagues, partners, mobilize colleagues, friends, and partners around you to join the experience.

WeChat group management: Establish 2 WeChat groups with 500 members each, manage seed users, and collect product user opinions.

3. Initial user period

During the initial promotion period, you should try various promotion channels, find the channel you are best at, let your fans grow naturally every day, and eventually achieve 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.

Methods: attract traffic through Weibo; attract traffic through joining groups; attract traffic through small accounts; build your own official WeChat group; plan events; and distribute traffic through local public accounts, Weibo, communities, websites and other channels.

4. Brand promotion period

A. Continue the "initial user period" promotion method to obtain stable daily traffic.

B. Cooperate with local O2O service accounts or APPs. After the initial promotion, a certain number of fans have been accumulated and can be promoted in cooperation with local O2O.

C. For ground promotion, you can cooperate with shopping malls, schools, communities and other business districts in a targeted manner to carry out offline event planning and promotion.

D. Participate in industry conferences and exhibitions. You can do this by bringing your QR code and making a good WeChat marketing plan.

E. Join the local industry alliance, push products, and promote the service account’s local brand awareness.

5. What is the purpose of the promotion plan?

We always have a certain purpose before doing anything, and the same is true when making a plan. So after we know what a product promotion plan is, we need to clarify the core purpose of the promotion plan. Understanding the core purpose can help us avoid going astray when thinking about how to write a promotion plan.

1. In the initial stage of product creation: the purpose is to solve the operational goals and operational strategy direction, as well as the system preparation, personnel preparation and business model required to match the goals and strategic direction.

and operational phase discussions.

2. During the product development stage: The purpose is to determine the operational objectives and necessary operational preparations within a relatively short period of time. At the same time, it is necessary to review the previous business model and verification results, and make subsequent recommendations on how to make adjustments.

3. During the product maturity stage: the purpose is to decompose the operational design and plans at each time point, arrange the research on competing product operational strategies and the management of market dynamics.

4. During the product decline phase: The purpose is to develop operational exit steps, timing, and subsequent placement work.

6. How to write a good promotion plan

Now we know what a promotion plan is and what the purpose of writing one is, so we should start writing one. The best way to learn is by doing. Let’s take Zhihu’s content marketing promotion as an example.

3.1 Objectives

All work needs to start with a goal, and marketing work is no exception. If we don’t have a clear and definite goal, we won’t know whether we have done a good job after the work is completed. Or messed up? Therefore, the first step in the marketing promotion process is to determine a clear and reasonable goal.

So what is clear and reasonable? Let’s take the example of writing content marketing articles on Zhihu. We will start with “clarity” and then talk about the “reasonableness” part.

Clarity: Clarity simply means quantifiable. So for Zhihu's content marketing articles, obtaining stable traffic on Zhihu is not a clear goal, but improving the ranking of a content marketing article to the top 3 within 30 days is.

Reasonable: The second is reasonable. Reasonable means that all existing resources and industry levels are taken into consideration and the proposed goals are achievable but have some challenges. For example, if the number one article you chose has more than 1,000 likes, it is unreasonable for you to surpass it within a week, unless you go to Taobao; if your goal is to rank in the top 30 within a week, and the total number of answers to this question is only 31, this is obviously unreasonable. Specifically for our content marketing articles, we set the goal to achieve the top three comprehensive ranking of articles within 30 days. According to past data, we have reached the top four within a month. So if we choose the right topics and channels, this goal is achievable and slightly challenging, so this goal is reasonable.

3.2 Strategy

Now you are clear about our goals, but when making a promotion and marketing plan, it is not enough to just propose goals. We also need an executable strategy to achieve our goals by formulating reasonable strategies.

So what kind of strategy is reasonable? This requires us to analyze our users, channels, and content topics. We will first talk about users, then channels, and finally content topics.

Users: When we determine the user group, we often need to analyze the product first. The user group of the product to be promoted is the same as the group that our content marketing articles target. By pushing ourselves

We analyzed the products we have sold. We found that the users of our products are mainly new media practitioners with 0-3 years of experience. Therefore, in the content marketing section, we also need to position our users as new media practitioners with 0-3 years of experience.

Media practitioners; Channels: After talking about users, let’s talk about channels. We do content marketing on Zhihu, so our main channel is Zhihu. The remaining channels are to guide people to Zhihu and give likes to Zhihu’s content marketing articles;

There are three things to keep in mind when choosing a topic:

One is the number of views and people who follow the question, and the other is the number of likes from people who have answered the question. When choosing, you should first choose the questions with the most views, with more than 50,000 views and more than 1,000 followers. After confirming the topic, you should constantly monitor the number of daily views and choose the one with the largest daily viewer change.

Topic selection; when paying attention to the number of likes for answered questions, you can ignore the top two and directly look at the number of likes for 3rd to 5th place. If their number of likes is not many, 100 likes or so, then you can use them to select topics.

3.3 Execution

Strategy is just a general direction for us. Once we know our general direction, we need to determine the more detailed parts to facilitate the execution of our plan, and this part is called execution. When it comes to executing this part specifically in content marketing, we will talk about four aspects: topic selection, content creation, channel release, and optimization.

Author: Zhong Zhensen

Source: Zhong Zhensen