6 aspects to complete the new media operation plan

Today I will tell you how to write an operation plan.

This is today’s outline. Let’s go into detail about these sections:

1. Operational data analysis

It is best to start an operation plan with specific data analysis, so that the boss can better see the difference between his own data and the data of competitors.

Previous data analysis

If you join a company and start doing new media operations , you must start with analyzing its past data, including its average reading volume, publication frequency, the main keywords when publishing, how many users it has, the average daily user growth, etc.

These data can help you quickly analyze the current situation and advantages and disadvantages of the company's online operations.

Competitive product analysis

Why do we need to do competitive product analysis? Competitive product analysis can help our company better recognize the differences between itself and its peers, and understand the operating models of its competitors, which will be beneficial to its own operational development.

2. Analysis of operational objectives

After the data analysis is completed, you can find out your own strengths and weaknesses, and then start to finalize the operational goals.

Final goal

First, list the ultimate goals of the operation, for example, the number of fans in the public account background exceeds 100,000.

Specific goals

Then start to break down this goal into more detailed goals. For example, the overall goal is to break through 100,000 in the background of the official account, and the sub-goals are to drive xx traffic from Weibo, xx traffic from the official website, xx traffic from Zhihu, xx traffic from activities, etc.

3. Operational Strategy

Once you have actionable goals, you can start finalizing your strategy.

matrix

The new media matrix looks difficult but is actually very simple. It is divided into horizontal matrix and vertical matrix. You don’t need to think too much about the matrix. It is just to use other accounts like this main account to divert traffic. For example, I have a DOF operation class official account, so I will register accounts on Toutiao, Sohu, Penguin, and various IT forums, and then divert traffic to the official account after increasing the weight.

Operation method

You need to give your operations department an overall operation idea, such as two Weibo and one Douyin, or two Weibo and one Bilibili, or using short videos as the main platform and articles as the supplement.

Schedule

What is the weekly schedule? On which day of the week should articles be published? What articles to publish?

4. Departmental Arrangements

If a company really wants to operate new media, it will never let one person be responsible for everything, but rather have multiple people work together.

Department connection process

First, the process must be finalized. For example, if the company has a sales department, should the sales department first tell the operations department about next week’s promotional activities, or should the operations department select products based on the hot index? These are all things that need to be considered.

Staffing

It is recommended that a department have at least three people: one copywriter, one operations manager, and one media manager.

Copywriter: Responsible for content production.

Operation: Responsible for planning and platform management.

Media: Responsible for exchanging resources and placing advertisements with other KOLs, peers, and cross-industry partners.

5. Budget

Marketing costs

Overall marketing costs, such as:

• Registration fees for each platform
• Technology development costs
• Promotional activities expenses
• Advertising costs
• Human Cost

There is no need to explain this further. Do you ask people to work without paying them?

Benefit Estimates

This part is what the boss cares about most. How much benefit can I get by inviting these people over? The points of interest can be written from the following places:

• Estimated benefits of online traffic conversion to product sales
• Estimated benefits of online advertising
• Platform revenue
• …

6. Evaluation

This evaluation form must be completed. It can supervise the progress of the project and see whether the project progress is in line with expectations and make timely adjustments. The DOF Operations Classroom directly gives you this form in the hope that it can help everyone. Everyone must improve according to the situation of their own department and do not blindly apply the form.

People KPIs

Monthly, quarterly and annual indicators:

Data monitoring of each platform:

A simple but complete outline of the operation plan is as follows. It is not easy to write. If you like it, please give it a thumbs up.

Author: DOF Operation Class

Source: DOF Operation Classroom