Enterprise new media operation methods and skills!

What is the core reason why companies fail to do well in new media? What should corporate new media do? The article starts from the purpose of enterprises to engage in new media operations and sorts out and analyzes these issues for everyone to learn and refer to.

Yesterday a friend joined a new company in the fast-moving consumer goods industry, which is a traditional enterprise transforming into an online business. He didn't know where to start and didn't know what to do, so he came to ask me. I asked him what he was responsible for, and he said he was working on the company's new media and official accounts. The boss hoped that he could bring in goods, but he didn't know how to do it.

I believe that in addition to my friend, many people will encounter this problem. Not only operators, but also companies, are also confused.

1. What should corporate new media do?

This is a question that many people are thinking about, but many people have not thought it through clearly, and don’t even know why they should do new media. Now many situations are like this: the company hires a new media operation, and then writes relevant articles every day and posts them on the official account and Toutiao account; shoots some company product videos and posts them on Douyin, and occasionally does a promotional activity, hoping that the article will go viral one day and bring some conversions online... Is this okay? It's not that it's not possible, because this approach would have been fine five years ago.

In fact, the operation method of corporate new media is a very broad issue. Today, I will share a perspective, hoping it will bring some inspiration to everyone. Before I officially start, I need to make it clear that to solve a problem, I need to find the essence of the problem first so that I can solve the problem fundamentally. Therefore, we must first clarify the purpose of the company's new media, and work backwards from the goal to find the methods and logic to solve the problem. This is what everyone often refers to as "results-oriented."

2. What is the purpose of enterprises engaging in new media?

In commercial activities, the ultimate goal must be conversion. To put it bluntly, companies want to make money, and the purpose of new media is to make money online. As a communication method or channel, I think new media has at least three functions from the perspective of enterprises:

1. Branding

The purpose of a business is to expose its products or brands online. In this case, what needs to be done is to increase reading and exposure as much as possible, let more people know and understand, convey values, establish the company's brand image, and expand awareness.

2. Drain traffic and acquire customers

New media is a means of attracting traffic and acquiring customers. To achieve this goal, it is necessary to expand the audience range of the content, use the funnel principle to expand the open source method as much as possible, and then consider how to make subsequent conversions after the traffic comes in. Generally in this case, you can launch various types of products or columns according to the different circles of the product audience to meet the diverse needs of different users and improve user retention and sedimentation.

3. Sales channels

Those companies that directly use new media as a sales conversion channel are generally e-commerce companies. The purpose is also very clear, which is to use online channels and communications to directly bring conversions to the company's products. This requires good pre-sales and after-sales service experience as well as the logical design of user sharing and purchasing after purchase.

So, after we have clarified the three basic functions of corporate new media and their purposes under different functions, let us look back at what the core of corporate new media is.

3. What is the core of an enterprise’s new media?

Let me give you a conclusion here: the core of an enterprise’s new media must be positioning.

What is positioning?

Let’s first look at the essence of positioning:

Positioning refers to the mental resources that a company or brand possesses in the minds of customers. The so-called positioning is to make the brand occupy the most advantageous position in the minds of customers, or to make the brand a representative brand in a certain field or with a certain characteristic. When users have relevant needs on a certain day, they will think of this brand first. At this time, the brand occupies this position and, at the same time, occupies the minds of users.

For example: Don’t accept gifts during Chinese New Year or other festivals, but if you want to give gifts, just give… ?

When a company is first established, it needs positioning to determine its direction, so corporate positioning is the most important and core strategic strategy in market competition. Then, as one of the means of outputting corporate brands or products, the positioning of new media is equally important.

4. How to position new media?

Now that we understand the purpose and importance of new media positioning, how should we do the positioning?

There are three questions to think about:

1. Who are our users?

What we are going to use here is the old-fashioned "user portrait".

What is a user portrait?

In real life, when we introduce a person, we may say his name, gender, height, body shape, hobbies and other basic information to help you form an initial impression of the person in your mind; on the Internet, we can break this person down into countless words, which describe the person's personality and characteristics. We call these word combinations "labeling" of user information.

The composition of user portraits includes two levels: first, static information; second, dynamic information.

• Static data includes but is not limited to: gender, age, family status, income, job, hobbies, city, etc.
• Dynamics include but are not limited to: activity location, life goals, areas of interest, life attitude, etc.

How to get user portrait?

This can be done in three directions:

1. From the inside. The distillation and summary of the experience and resources within the company, such as the boss, management team or senior colleagues. From the company's many years of experience and understanding in the industry, we can obtain a lot of information about the industry, users and peers, which is of great reference value;
2. From the outside. In addition to analyzing peers and industries, there are also upstream and downstream industrial chains in the field where the company is located. They can effectively help you broaden your horizons, without being limited to a narrow range, thus affecting your judgment of the audience circle;
3. from the terminal. The easiest place to get user information is naturally the user himself. Therefore, it is necessary to survey and observe users, and even chat with users as if you were a companion, so as to gain an in-depth understanding of the problems and pain points that users need to solve, like a "first-line user".

But one thing to note is that user portraits are not static, because the market, industry and user behavior, consumption habits, etc. are constantly changing. As a basis for judgment, user portraits also need to be constantly iterated and optimized to maintain your sensitivity to market and user observations. Only in this way can you maintain a high level of analysis and judgment capabilities.

We obtain user portraits through user analysis + industry analysis + competitive product analysis, with the aim of determining our target audience and traffic pool.

2. Who am I?

Whether it is the company's physical products (hereinafter referred to as products) or content, they are first produced by the company and then come into the view of consumers. Therefore, "I" equals company positioning + product positioning + brand positioning.

How to understand?

From the first point, I know who my product is for (determine the target audience). As an enterprise, the products or content I output must meet certain needs of users. This requires me to think about what role I should play in helping users solve problems.

To sum it up in one sentence: I need to let users know what I do and what they can get by paying attention to me.

3. What can I do?

Before solving this problem, a thorough analysis of competitive products is required. Because competitive product analysis not only lets us know whether our core competitiveness continues to exist compared with competitors, and finds differentiated strategies from a marketing perspective, but also has another very important purpose: to maintain the same competitiveness as much as possible when comparing horizontally with competitors, which is essentially to improve competitiveness.

Therefore, in order to solve this problem, we need to combine the previous two questions and analyze the industry's competitive products to get the answer.

By clarifying the above three points, we can roughly get the ultimate positioning of new media in the enterprise.

So, what is the final positioning? This may require everyone to discuss it together, and to explain their understanding and opinions from different directions (fields, users, professionalism, capabilities, execution, capital, development...), and then form the final positioning after comprehensive analysis.

5. What are the positioning criteria for successful corporate new media?

Let’s think back to what is the essence of positioning mentioned at the beginning of the article?

Positioning refers to the mental resources that a company or brand possesses in the minds of customers.

Therefore, the ultimate positioning of corporate new media must be like this.

After determining the positioning, what should I do? What should we do to achieve the target effect? In the following content, I will continue to share with you, welcome to pay attention.

Author: Milk Notes

Source: Milk Notes

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