How does new media operation plan events and increase fans?

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Overview:

1. What is new media operation ?

2. Set goals

3. Make a cost budget

4. Write a plan

1. What is new media operation?

Here is a general definition of operations, combining some insights from others to have a professional understanding of operations.

1. According to the operation level: primary, intermediate, advanced

2. Differentiate based on the operation process:

Attract new customers (find out where customers are and acquire them at low cost)

Retention (keep customers using your products)

Customer acquisition (awakening customers who have no desire to buy)

3. 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 (considering product, marketing, investor relations, PR and other corporate resource allocation)

4. Division by operation content:

User Operation

Content Operations

Community Operation

Business Operations

Event operation, etc.

5. How to make customers stay stronger:

AUser Level

B Rights and Benefits

C Points

D EDM/Short Message

E Theme Activities

The definition of new media marketing, as described on Baidu Encyclopedia, is the operational method of carrying out brand marketing and product marketing strategies through online media such as WeChat, Sina Weibo, and Baidu Tieba.

Through planning high-quality, highly disseminable content and offline activities related to the brand, information can be widely or precisely delivered to consumers to increase participation, enhance awareness, and thus make full use of the Internet celebrity economy to achieve corresponding marketing goals.

Sina Weibo, WeChat, Baidu Tieba and other platform operations are only a subset of new media marketing, and new media marketing is also another subset of the entire system operation. Understanding this relationship will help us better understand what role new media marketing plays.

2. Set goals

Setting target reference standards:

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. There needs to be an ultimate goal

For example, for O2O projects, the ultimate goal is the daily order volume.

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

4. Don’t set goals too often, set them based on actual data

Improve brand exposure - how much does Baidu search index increase?

Improve customer loyalty——How much does the popularity of the product increase?

Here is an O2O life service category as an example:

1. Customers applying for registration: Daily increase in customers applying for registration Total customers applying for registration

2. Active customers: Daily activity rate = active customers on the day / total customers

3. Daily order information volume:

4. Daily order conversion rate = order information transaction volume / total browsing customers (minimum 8%)

5. Daily customer order volume = daily transaction volume price / transaction volume odd number

3. Make a cost budget

Make a budget based on the marketing plan, and make a budget for the marketing details involved in each marketing cycle. The budget should be as detailed as possible, with better controllability and more significant implementation effects.

New media marketing is an efficient and systematic cooperation to achieve goals/objectives. Therefore, it is recommended to pay attention to, study, and research the relevant systems to build your own focus, rather than focusing only on budget, publication price, cost-effectiveness and other issues that companies and CEOs are concerned about.

4. Write a plan

This article uses the local life WeChat service account as an example to describe some practical operation methods, and other types of applications can be used as a reference.

1. Overall marketing promotion strategy: (method + team execution)

Test the most effective promotion method, concentrate advantageous resources on a point that may explode, continue to expand, continue to analyze, until it explodes.

Where the target customers are concentrated, our brand will be concentrated there.

A team is guided by the overall goal and is integrated into each unit.

B testing is the most effective promotion method, which is to concentrate superior resources on a point that may explode, continue to expand, and continue to analyze until it explodes.

C Where the target customers are concentrated, our brand will be concentrated there.

2. Seed user period: (1,000 seed fans, lasting one month) - within the region, controllable

Characteristics of seed users: they often interact and communicate, help you forward to your friends circle, and help you actively promote your WeChat public account in QQ groups and WeChat groups. Seed users will often provide reasonable opinions and suggestions on your WeChat public account.

Promotion method: colleagues in the manufacturing industry, partners, invitation system

Dealer introduction, commercial circle, residential area, school, office building advertising

Friends, colleagues and partners in the manufacturing industry: Start adding experiences to your friends, colleagues and partners around you.

Activity invitation: Plan the "Let's Find the Differences" activity game, integrate the product design experience questionnaire into the game, register to get a 10-yuan coupon, recommend and also get a 10-yuan coupon, select the best fans, the number of fans must reach 1,000, and it will last for one month.

(H5 copywriting design should be interesting and social media-oriented)

Group management: Create two WeChat chat groups with 500 people, manage seed users, and collect product user feedback.

3. Original customer period: (50,000 seed fans, lasting three months)

In the initial promotion period, you should try various promotion methods, find the method you are best at, and let your fans increase naturally every day.

Finally carry out your overall goal. The benefit of having a method is that you can get a steady stream of fans every day, instead of gaining 500 fans in one day and then having no fans after three days. The following methods are some summaries of my team's actual combat exercises, which can be used as a reference for actual operations:

A. Weibo traffic generation

Because our market is positioned locally, we collected all the popular local Weibo accounts in the early stages of marketing, established interactive collaboration with these local Weibo accounts through the official marketing account, and shared traffic generation methods during the event.

Because Sina Weibo has a stronger media feature and is a point-to-surface marketing campaign, it is not part of the WeChat ecosystem and its effect is relatively weak. Of course, Sina Weibo, which already had a certain fan base in the early days, has reaped great benefits from the method of diverting traffic from Sina Weibo to WeChat.

B. Methods of attracting traffic into the group

Each account adds 500 local WeChat chat groups

No direct advertising in the group to enhance interaction

In the case of advertising, send a big red envelope to the group

During the theme event, send group messages and increase the red envelope

Method 1: How to get a group?

Start your friends, partners, and partners and ask them to invite you to join the group.

Method 2: Change group

After accumulating a certain number of WeChat chat groups, you can exchange groups with local operators

Method 3: Top Active Group

Select the groups with higher popularity, put them at the top, move them down to the advertising groups, interact frequently in the groups, get familiar with the WeChat group owners, and high-quality WeChat chat groups can be considered for investment cooperation.

C. New account traffic diversion method

Apply to register 10 new accounts (total of 50,000 followers)

For local area fans

Each new account will add 50 followers every day within 3 months

The elite team is divided into three groups, each person is responsible for three

Method 1: How to maintain a WeChat account?

Certain symbols are given to the new account: if you are a single girl born in 1992, working in the IT industry, where you live in Xiamen, etc.

Method 2: No advertising is required. For each person you add, you should briefly introduce yourself.

Method 3: Share the fun of life with friends at the right time, insert WeChat official account advertising activities when necessary, and carry out interactive communication in the circle of friends regularly every week

Method 4: For fans with stronger communication ability, you can send more private messages to interact with them independently.

Method 5: Use the method of adding fans to the group entered through process B. Before adding WeChat friends, interact and communicate in the group first, find the theme, especially the popular group, which has a higher success rate of adding fans.

D. Build an official website group

Each account builds 100 official online 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 packs (consumption coupons + canvas bags + notebooks + promotional 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.

F. 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 obtain stable 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 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.

E 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.

5. Traffic Part (Developing Traffic Mining Methods)

Once you have determined the goals and framework of the program, you need to find ways to achieve them. For example, we set a goal of earning 100,000 yuan per month in March.

To achieve this goal, we need to get 333 effective traffic every day. How can we get this traffic? What content can we use to attract users?

The content comes in the form of videos, articles, picture posters, h5, etc., and there are many channels, such as: WeChat public accounts, Weibo, Toutiao, Zhihu.

How do we know what kind of content can attract users? Which channel has a higher user conversion rate? At this time, we need to do testing. Different channels and different content have different conversion effects.

Author: Ye Luo Zhi Qiu

Source: Ye Luo Zhi Qiu