New media operation positioning methods and key points!

Before operating new media , the first thing we need to do is to have an accurate positioning, so that we will have some plans in mind when operating.

I believe that many operators will have a headache because of one problem, that is, why the click volume and reading volume are always unstable. In fact, the reason is very simple because we have not positioned the accounts we operate well, and do not understand what users need. We just push some content every day and push the content we have decided. Such operators have no "empathy", so to solve this problem, we must do a good job of positioning in the early stage. Now I will use a small case to tell you how to do a good job of positioning.

Case

I don’t know if you have seen Pechoin’s one-shot long-form advertisement. Last year, Pechoin’s long-form advertisement “1931” was widely circulated on WeChat Moments. This year, Pechoin launched another long-form advertisement, which has been read over 100,000 times. It is not a coincidence that it is very popular every time, but rather that Pechoin has fully demonstrated its creativity and has a clear positioning.

In this long-form advertisement, Pechoin continued its usual Chinese style and creatively combined it with the most popular culture of the moment to create a new interpretation. There are four reasons why Pechoin's long-form advertisement is so popular with the audience.

Firstly, palace dramas have been very popular recently, and Pechoin’s target audience is concentrated on young women aged 18 to 35, so the palace style was adopted, which is in line with the trend and in line with the audience’s taste.

Secondly, the story begins with a mystery about how several concubines in the harem aged overnight, which arouses the curiosity of the audience and makes them want to find out the truth.

Again, the product "Pechoin x Palace Limited Edition Fangsheng Gift Box" is used as the key clue to carry on the plot, to introduce the product highlight of "going against time". At the same time, many exquisite objects from the Chinese palace were inserted into the long-form advertisement, including the inspiration for the "Fang Sheng Gift Box", the protagonist of this long-form advertisement.

Finally, with the rise of rap culture, rap songs are increasingly used in brand advertisements. Pechoin also launched a rap advertising song this time, singing its own unique style.

In the MV of the advertising song, from the display of traditional oriental cultural elements such as lion dance, shadow play, Peking opera, embroidery, and Hanfu, to the plot of the struggle between beauties in the harem, to the contrast between the modern urban skyscrapers and the Forbidden City in Beijing, all of them fully interpret the oriental beauty that does not fade with the passage of time. At the same time, the lyrics of the advertising song echo the theme of oriental beauty of this marketing campaign, showing Pechoin’s brand perspective this time: showing the ultimate oriental beauty, resisting time, and retaining women’s beautiful faces.

From this case, we can see that riding on the popularity of palace dramas, Pechoin has applied unique oriental palace elements to its marketing activities, showing the charm of the collision between domestic products and current trends. As a shining light for domestic brands, Pechoin’s marketing campaign is based on the theme of oriental beauty, which can better evoke a sense of national identity and pride. The combination of oriental aesthetics and popular culture is more in line with the psychology of modern young women. In fact, long-picture marketing is not effective just by doing it. Often for implanted products, consumers are more interested in the storyline of the long picture. In fact, the final conversion rate brought to the brand is very small, and it only plays the effect of exposing the brand products. Therefore, in content marketing, long pictures are actually used more for auxiliary purposes. Diversified and innovative marketing methods are the operational positioning that brands should master.

Positioning of new media operations

So how should we position ourselves in terms of operations? Let me first briefly introduce to you what the operational positioning is?

Operational Positioning

Positioning refers to determining the position of something in a certain environment. Positioning also refers to determining the direction, place and boundaries. Positioning starts with a product. Then the product may be a commodity, a service, an organization or even a person. Therefore, whether it is an enterprise or an individual, once there is a problem with positioning, your subsequent operations will go completely astray. Therefore, the concept of positioning cannot be underestimated.

In 1972, Al Ries and Jack Trout proposed the positioning theory, which created a new marketing thinking and concept and was rated as "the most influential idea on American marketing in history." This theory holds that companies must create a "positioning" in the minds of potential customers. This positioning not only takes into account the strengths and weaknesses of the company itself, but also the strengths and weaknesses of competitors. Before new media operations, there must be a basic positioning. The clearer the positioning, the more effective it is. Therefore, it is necessary to clarify the positioning of new media operations, and then figure out who the users are and the corresponding solutions for the products, and finally do it. Only in this way can the content or activities be operated with half the effort.

In the new media operation process, positioning is like laying the foundation. Don’t do it blindly before thinking it through. Get to the heart of the matter, focus on what part of this area you can contribute to, then start practicing, breaking it down as deeply as possible, and then spreading it.

The positioning of new media operations also mainly includes four key points, namely the key points of positioning, the targeted user groups, what services to provide, and which platforms to choose. Next, I will explain the four key elements to you one by one.

1. Key points of positioning

The key points of positioning are very important. The user groups, services provided, and platforms are all determined by positioning. Then the key points of positioning can be divided into two categories; the first category is positioning based on its own direction. We all know that public accounts are divided into three categories, and operators need to choose suitable public accounts according to their own needs. The second category is positioning based on the direction of use. What I want to tell you here is that operators need to be clear about the purpose of use. Enterprises or individuals have different ways of choosing.

2. Target user groups

Speaking of user groups, it is also the most important link in positioning. The choice of user groups also directly depends on how you use them in the later stage. Only when we understand the user groups we are targeting in the early stage and give these groups some information they want in the operation, can we achieve recognition in the later stage. In this part, the most important thing for operators is to always know who their target users are and the characteristic analysis of these people. Now that we are here, let me explain to you how to position the target users.

The first step is to collect some information from the target users, such as a test survey. This method is low-cost and very practical. After collecting the information, what we need to do is to organize the information you have collected.

The second step: classify the information you have organized according to the attributes and actual situation of the users, and add notes and labels after classifying them. Here you also need to distinguish which are old customers and which are new customers, which are more active fans, or loyal fans, etc.

Step 3: Classify the categorized users according to gender, age, hobbies, etc.

The selection and classification of user groups is the most important factor in positioning, so everyone must be careful and patient.

3. Services

Earlier we classified and confirmed the groups, so after confirming the groups we need to determine which platforms we can use to provide corresponding service content to users. Each of our industries has its own characteristics, and we need to design reasonable content based on the characteristics of our own industry. So before designing, we also need to do a careful study of our own industry and products, and understand our own products by 200%, so that we can design and provide services based on the characteristics of our industry.

4. Platform

The positioning of the platform is very important. All self-media platforms present themselves to the outside world in three forms: text, video and pictures. Before we start positioning, we must first determine the form in which the content is presented, voice? text? Whether it is pictures or videos, only when the form is determined can the content be positioned. In fact, the most common forms of content presentation nowadays are still text and pictures. The usage rate of cool videos and voice messages with useful content is still lower than that of text and pictures, so we might as well use them reasonably according to the characteristics of our own official account.

The pitfalls of new media positioning

There is no way to avoid the positioning pitfalls in new media operations. What we operators have to do is to learn how to overcome the positioning pitfalls. We all know that as long as we understand the positioning skills and use positioning to clarify the goals and directions of various tasks, our work results will be more targeted. However, when we do not grasp the positioning accurately, we will fall into a vicious circle of positioning and be unable to extricate ourselves from the swamp of concepts. So today I will tell you how to overcome the positioning pitfalls.

1. Marketing

There is a book called "Positioning: The Biggest Idea About American Marketing Ever". As can be seen from the title of the book, the term positioning comes from marketing, and its purpose is to make the brand stand out in the minds of some potential customers. We need to base our decision on several logics: first, understand our potential customers and their minds; second, choose a unique positioning in the existing minds; third, get our brand positioning.

2. User portraits are a double-edged sword

First, the true positioner of a product is user-centric. Meeting user needs is certainly something that every product designer is very happy to do. However, for some companies, perhaps due to market environment, financial pressure, etc., not every product design can simply meet user needs. Moreover, if you pursue users too much and go to extremes, although there are great opportunities, there are also risks. If you are not careful, your business will not be outstanding and you will become unpopular in front of users, and your feelings will become empty. Therefore, operators need to be clear about the true positioning of the product. Second, the product positioner does not position the product, whether it is the product form that the boss has already defined (product positioning) or the group of people that the boss has already circled (user positioning). The true positioner must be clear, especially for those who are in operations. It is easy to "empathize" and become a positioning decision maker, and end up stealing the boss's job. "If positioning is no longer your business, does user portrait still have meaning?" The positioning described above is mostly from the perspective of product design. As for operations, when we know that all our work revolves around users, user portraits are actually the concrete continuation of user positioning and also the support for operations work.

3. Positioning verb or noun

For the boss mentioned earlier, positioning is a noun, a definite position; but for us in operation, positioning is a verb, we have to determine this position. This statement is a bit abstract. To put it simply, operators need to understand the market industry and the positioning of competitors and know how to differentiate themselves. I will briefly tell you about the three passes and four talents. By understanding the market industry, you can get the ranking of the product, and grade it according to dimensions such as the number of active users. By listing the corresponding industry leaders, competitors in front of the echelon, and potential competitors behind, you can understand their respective positioning. Only then can we find differentiated vacancies, communicate with the real positioning decision makers, obtain operational consensus, endorse this vacancies through operations, and concentrate company resources to create this vacancies. Remember: positioning is just a process of understanding, and the most important thing is to reach an operational consensus. Decision makers will have more or less an answer to the question of positioning in their minds, but being a passive operator is definitely not what they want.

At the same time, you are the best portrait

Here we need to introduce a concept - long-term integration must be subdivided. Integration means that the required skills become comprehensive, but segmentation requires segmentation of skill sections and vertical fields; so how does user portrait play a role? 1. You still need to maintain the idea of ​​granular refinement. For example, during your operations, can you refine the core users with the highest interaction - their age can be accurate to within 5 years, their city can be more specific, their accent can be included, etc. After accumulating experience for a period of time, when the operation is effective, we will reach a consensus with the positioning decision makers and propose the development of tools to assist the operation. In this way, the stupid method becomes an operational advantage over others: although it is also a development and operation tool, you are more familiar with its process. For example, there is a saying that goes, if you want to move others, you must first move yourself. For example, if I am organizing an event, the people I know best are definitely those born in 1996, Aries, and girls. Although the dimension is small, the design cycle of my event can be very short, and I can change to a different zodiac sign next month.

4. Fear of positioning

Finally, let me answer the question I asked at the beginning, "How can we overcome the positioning pit?" If you are not clear about the role of operational positioning, then you are digging a big pit for yourself. The first point is that product positioning and user positioning are determined by the real positioner. Operators can do the same thing and reach a consensus on operations, turning it into proactive operations. The second point: User portraits should pursue granularity, that is, the refinement of operations. Whether it is your own efforts or splitting it based on your own granularity, it can promote meticulous operational behavior.

If the initial product positioning is sharpening the knife and telling you what you can do; the subsequent user positioning is picking up your hands and telling you what you cannot do; then the final content positioning is the real slaughterhouse, which will tell you in a standardized way how to do it. So in the end, can you avoid the big pitfall of positioning?

Author: Spider

Source: Spider