New media operation—build operational thinking!

New media operations are commonly known as "raising children". It is a very systematic construction process. There is no best method, only the most suitable method. How to build a complete operational thinking? Please listen to me and I will share with you slowly.

Case

Alipay is one of the softwares that everyone uses nowadays. On September 29, Alipay launched a lottery event on the Weibo platform. I think many friends hope to be the lucky one like me. Merchants will give away mobile phones, shoes, air tickets, etc. But looking back at the whole event, do you have such doubts? At a time when online traffic is already so expensive that it makes people cry out in despair, the Weibo ecosystem has billions of readings in a single day, which has penetrated the entire Weibo ecosystem and then quickly spread to various platforms, triggering widespread discussion. Is it just as simple as a one in three million chance of winning and a list of luxurious prizes? Then I will analyze this marketing campaign for you.

Firstly, there was no preheating for this event of Alipay. There was no online or offline channel to release information before the launch. However, even under this circumstance, the number of reposts of Koi exceeded 1 million in just six hours. Because the concept of "Koi" is inherently spreadable, the first sentence of the Weibo copy of this event was, "I wish you to become a Chinese Koi." The word Koi is very consistent with the ecology of Weibo. Weibo is simply the hometown of Koi. Secondly, the word Koi itself is very popular, with a mixture of ridicule and hope, and a temperament that is both good and evil, which is very suitable for dissemination. Finally, choosing the concept of Chinese Koi is like choosing an excellent advertising slogan. After seeing the copy, users can directly participate and repost it without having to paraphrase or invent new concepts. This is equivalent to reducing the resistance to dissemination to a minimum. If the Alipay team did this intentionally after careful consideration, it would be really smart.

After the event was released on Weibo, Alipay’s WeChat account also followed up with the news. The tweet instantly reached over 100,000 views, which is believed to have provided a large amount of effective traffic to Weibo, the main battlefield.

"The probability of one in three million" became a hot topic. As the event progressed, the probability of winning this event reached an extremely exaggerated one in three million. Faced with such a probability that means "there is no chance that you will win the prize", Alipay cleverly used it and turned it into a hype point. First, during this period, Alipay’s Weibo account repeatedly mentioned the one in three million probability of winning, making people realize how incredible this matter was. Things have come to this, how can the probability of winning being one in three million not arouse everyone’s curiosity? Who doesn’t want to know who a miracle happened to? It can be said that this marketing campaign has already shown the potential to go viral by the middle stage.

Having said so much, have you learned anything from this marketing campaign? It doesn’t matter if you don’t understand. I have summarized a few points for you.

1. We must fully create topics at every stage of the operation process and use all possible means to amplify the topics.
2. Let marketing activities ultimately achieve results that far exceed people’s daily imagination.
3. Make the copy itself spreadable and powerful, reduce the resistance of users when spreading, and even the copy can drive the spread.
4. Use the topic + welfare method to expand communication channels and platforms.

The concept of new media operation

The operation concept is mainly divided into two parts: new media operation and new media forms as carriers. Among these two aspects, new media operation occupies the main part, so I will focus on new media operation.

The first thing we need to learn is the five abilities that operators need to master.

1. Copywriting skills

As a new media operator, writing ability should be a relatively basic skill. You should be able to adopt a variety of options in article style and make timely adjustments according to needs. Operations often require the role of coordinator. Concise and clear copywriting will definitely express ideas clearly. Many people who have just started this job may feel that their writing skills are not good and they don’t know how to write. But don’t worry, copywriting and articles are not exactly the same, because articles require gorgeous and beautiful words, and are written for readers to appreciate and experience carefully. However, copywriting is just a tool used in your work. The purpose is to let users understand what you want to express. What you must remember is that sometimes, the more straightforward the copywriting, the better the effect. When it comes to copywriting, I'll tell you seven points. As long as you apply these seven points, they are "attention-grabbing titles", "strict outline logic", "clear article ideas", "pleasing visual layout", "super high-quality illustrations", "music that fits the style", and "resonant writing style". If you master these seven points, you will definitely write better copy.

2. Planning ability

In terms of planning ability, you need to always keep seven questions in mind when planning, "What topic?" "What reason?" "Where?" "What goal?" "What group of people?" "What user participation method?" Therefore, when doing new media, planning ability is a must. Who is the target of each article, how to write it to make it easier to spread, how to plan an event, how to activate fans, and improve brand or product sales conversion rate, these are all encountered in the process of new media operations, and operators need to constantly learn and summarize. Planning ability determines your position in new media operations. Having planning ability can make your articles get more readers, videos have a higher click-through rate, and attract new fans faster and with higher quality. Therefore, it is very necessary to learn planning knowledge.

3. Marketing capabilities

As an operation, event planning is essential! In new media marketing, the most common thing is to write articles, organize some activities, implant brands and products into articles, and conduct soft-text promotion. What we need to do is to analyze the user attributes and formulate different marketing strategies to achieve the new media operation indicators. It can be seen that all new media work is done around attracting new customers and conversions, and this is a systematic marketing plan. We need to break down all indicators into each link of the operation and make targeted operation plans. Regarding this marketing capability, I will also tell you five small points. For users, we need to attract, retain, activate, fission, and convert user value.

4. Hot spot follow-up ability

The reason why new media uses the word "new" is because what new media operations need to do is to keep an eye on hot spots and follow up in a timely manner. However, if you blindly pursue hot spots but ignore the needs of the enterprise, then what you operate will become ineffective. So when you follow up on hot spots and discover hot spots, you must pay attention to not ignore the relevance of the enterprise.

5. Analytical skills

During the new media operation process, a large amount of data will be accumulated. We need to pay attention to these data changes at all times and use the data to guide our own operation direction. What we need to do is to compare the data of success and failure to analyze the operation ideas. New media operators need to have certain data analysis capabilities and be able to take appropriate measures to adjust. Therefore, as a new media operator, you must understand the most basic data analysis, monitor the process, summarize the data, etc. As long as you capture the titles and articles that users like, the reading volume will naturally increase.

New media takes advantage of "hot spots"

Next, what we need to learn is how to explore events and hot spots as new media operators. Not every hot spot is so easy to get in touch with. Before getting in touch with each hot spot, we need to think repeatedly to find the most suitable hot spot, and then get in touch with the hot spot in the most correct way. Then I will use three points to tell you how to take advantage of the hot spots.

1. The hotspot itself

How to understand the hot spot itself, for example, the "freestyle" some time ago, so many domestic businesses will quote this topic, quickly seize the hot spot, combine the hot spot itself, use hot celebrities to endorse the brand, etc., use the hot spot itself to promote their own products. The advantage of this method of riding on the popularity of something is that public attention will be increased accordingly, and it has the strongest acceptability and recognizableness. But the disadvantage is that excessive marketing may lead to word-of-mouth differentiation.

2. Take advantage of the situation

Leveraging marketing is the most common and widely used marketing method. Combine the brand itself with hot information to form a new marketing method. By following the trend, creating momentum, and leveraging the momentum, the product promotion is integrated into hot information that the public is familiar with, so that the public can understand the product in this environment and accept the product's marketing methods. This method also has advantages and disadvantages. The advantage is that by taking advantage of hot topics, you can achieve good marketing results at the lowest cost. You can also use the public's existing awareness of hot topics to integrate the brand. However, it is important to note that marketing by taking advantage of hot topics should not be excessive! Otherwise it will be the perception of some users.

3. Contrast

In hot topics, contrast refers to an attitude or view that is different from other viewpoints, and may also be in a competitive relationship. It is also a commonly used marketing method, which is to clearly display the differences and similarities in actual functions and quality between the company's products or services and those of competitors through various intuitive methods to the public, making it easier for the public to judge and choose. Through the clever design of the comparison link, new products with unique selling points can be "strongly" compared with those of competitors in front of consumers. Judging from the results, comparative marketing is indeed a clever method in saving publicity steps, creating word-of-mouth and enhancing corporate momentum.

Operational thinking is important for any platform. There are six types of operational thinking. I believe that as long as you can master them, you will be able to better control the operation.

1. Process thinking

We must grasp the overall situation in operations. Only in this way can we better complete the next step of work. We simply put process thinking as "problem-process-analysis". We should also use this thinking to analyze some important decisions in normal times. For example, we all face problems, such as where to go after graduation. At this time, you can use this thinking to get the answer. Similarly, as a new media operator, you also need to master this thinking, the title of the copy (whether it attracts the audience) - process (simulate real scenarios) - analyze the pros and cons of the process. After analyzing the problem, choose the corresponding solution, and finally you will get the most perfect solution.

2. Refined thinking

The most difficult part of operational work is the control over details. Whether it is in activities or copywriting, it takes time to polish. If some problems are overlooked, the user experience will be very poor. So my suggestion is to make a list, list the details that often lead to pitfalls, and take out the list for comparison the next time you do something similar.

3. Ecological thinking

It is difficult to create and maintain a good ecology by yourself. For example, in a WeChat group of 100+ people, some people often post problems they encounter. At this time, some people will answer or agree with her questions and answers. Then the news of the outbreak will keep the WeChat group from disbanding. However, if this ecological environment is applied to daily operations, the effect will definitely be perfect.

4. Logical thinking

Logical thinking is a tactical thinking. The "Funnel Model" and "Beidou Model" are logical thinking tools commonly used in operations. The "Beidou Model" requires us to develop the habit of finding the key path to achieve our goals. As shown in the figure above, we break down the expected results into multiple sub-goals after analysis and evaluation, then find the implementation path for each sub-goal and select the key path according to the contribution. It should be noted that the "Beidou Model" is applicable to scenarios with "clear goals and missions to be accomplished", that is, during the execution process, the expected goals cannot be changed, but the decomposed sub-goals and implementation paths can be adjusted.

5. Lateral thinking

Lateral thinking is about exploring other solutions to achieve goals. Lateral thinking is often called innovative thinking. Tactically, it can bring more options to choose from; strategically, it may generate new products or opportunities. For operations personnel, making good use of lateral thinking can help them solve difficult problems encountered at work more elegantly. The focus of lateral thinking is to extract the elements of the initial plan (there can be multiple ones), and then design or discuss more plans for the refined elements. The key point is to think about whether there are other options. This process usually generates many ideas, and then chooses the appropriate plan to implement.

6. Global thinking

Global thinking is to think about and discover the main contradictions of a problem from the whole to the part and from multiple angles. Global thinking is a strategic thinking. Therefore, we need to treat it like a war, thinking and deploying from multiple aspects such as environment, time, combat power, logistics, etc. If a breakthrough is found in a certain area, we can win the battle in one go. Apply global thinking to product operations. From a holistic perspective, you should try hard to discover user needs, technical strategies, potential risks, etc. that you have not considered; from a local perspective, you should measure whether your thinking is in-depth from multiple angles.

Logical thinking is the foundation. If used well, the probability of accomplishing a task will increase a lot; lateral thinking is advanced, which can help everyone find the best solution path; global thinking is a breakthrough, which can control the direction of the product or business within one's own vision.

Well, I mainly introduced two major points in the operation concept. The first is the operation concept, and the second is the operation thinking.

Finally, you can print out the important content of our mind map, or save it on your mobile phone. Learning, like cultivating a hobby, is not something that can be achieved overnight. Finding an efficient learning method can help us quickly understand and absorb new knowledge.

Author: Spider Operation

Source: Spider Operation