The author of this article explains: In new media operations, it is necessary to clarify the project background, purpose, expectations and operation steps. The operational steps are divided into new acquisition, retention, activation and conversion. I started looking for new job opportunities at the beginning of the year and found an operation management position in a fintech company. The company has many business lines, including one involving online credit card applications, so I spent some time learning about the knowledge of online credit card applications and wrote Here is a rough operation strategy, friends who are interested can take a look. XXX's new media operation strategy for credit card online applications: 1. Background Currently, XXX has just been launched into the market, and consumers have low brand awareness, resulting in fewer users applying for credit cards online through XXX. Therefore, this plan will be based on my existing understanding of the company's products and from the perspective of new media, and strive to propose several practical operating methods to break through the current dilemma of difficulty in applying for new customers online for corporate credit cards. 2. Purpose Direct purpose: increase the number of online credit card application users through new media channels and achieve healthy growth in user scale and revenue; indirect purpose: improve brand exposure and brand credibility through new media channels. 3. It is expected that between 2019.4 and 2019.9, the number of online credit card application users through new media channels will grow by 15-25% per month. 4. Operational steps I will start from the four major stages of operation and analyze how to maximize the role of new media channels in each stage of operation to achieve operational goals. 1. The first thing to solve when recruiting new people is: how to find target users? How to expand the user traffic pool? We can first study the scenarios and processes of online credit card applications, find the key behavioral points and decision-making points of target users, and make corresponding traffic layouts based on different user behaviors. If users actively search through search engines, it means they have a strong willingness to apply for a card. We need to layout on mobile search engines, such as Baidu, 360, and Sogou’s bidding ads (new media mainly considers mobile layout). If the user reads the article through the new media channel and sees the advertisement, then we need to add a credit card online application entrance to the content output by the new media channel, or launch Tencent Guangdiantong; if the user browses in short videos such as Douyin When receiving information about credit card discounts, he will not apply immediately. He may search the official WeChat account of the credit card to find out the situation. At this time, we should also consider optimizing the combination of channels. In general, I will start with the following methods to attract new media channels: (1) Online advertising Advertising is one of the conventional methods of attracting new people, and it is most taboo to just throw it away. When advertising, you need to pay attention to the following points in operation work: 1) Channel expansion and negotiation: Find the channel where the user is, whether large or small, measure the best advertising billing method, and get the lowest price. For example, Tencent Guangdiantong's advertising, cooperation with self-media influencers to increase volume, soft article marketing, and cooperation with self-media traffic agencies (you can go to the new list to find traffic providers or KOL platforms) for matrix advertising marketing. 2) Optimize advertising materials (including copywriting, combination of graphics and text presentation, interactive experience on the page, etc.), test delivery time periods, conduct ab tests, eliminate channels with poor performance, and find channels with the most target users and the best quality. 3) When looking for cooperation with self-media influencers, it is necessary to find influencers with the same audience for cooperation. It is required that the product tonality and the personality of the influencer should match as closely as possible, and do not look for black spots or troublesome influencers. kol; Try to make social improvements in copywriting creation, and use the kol's perspective and tone to implement advertising to create passion and excitement with target users; Before cooperation, assess the quality of kol's fans in multiple ways, and during the promotion process, be brave Terminate cooperation with KOLs with poor promotion results. (2) Fine operation of public accounts. The fine operation of public accounts is nothing more than exploring the in-depth needs of users from aspects such as content, products, users, and activities, continuously improving user experience and user quality, and ultimately completing new acquisitions and traffic conversion. Hot article marketing: Can the continuous output of hot articles be a criterion for measuring the quality of a public account’s operation? If you cannot create hot spots, follow up on them in time. Internet hot spots will cause traffic to focus on one point for a period of time.

A good popular article will drive the reading of all articles pushed on that day, even historical articles. If the public account is of good quality and the content is stable and high-quality, relying on hot articles can also effectively attract new users and convert. Fan fission activities: Looking back on my work experience in recent years, I found that fan fission activities are the method with the lowest customer acquisition cost and the highest reuse rate. For users who apply for credit cards online, we divide them into two categories: the first category - new users, that is, they have the need to apply for a card but have not done so; the second category, the old users - those who have already applied for a card but their relatives and friends have not, and are in the new stage. Only the first type of new users will be discussed. The second type of old users will be discussed later in the promotion stage. So how do new users do fission activities? All marketing must start from human nature and mentality. What are the needs of online credit card application users? Where are the benefits? Quotas, points, physical prizes, annual fee exemptions, and cashback for card swiping can all be used as gimmicks for new fission activities. To give a few simple examples: with the help of friends, users can receive up to 8888 points for free, which can be obtained upon opening the card; or after collecting all 8 puzzle pieces, the user can receive corresponding physical prizes upon opening the card, etc. It's all good fan activity gimmicks. 1) Page optimization: When users click on a link through a public account tweet or menu bar, they enter the card application page. At this time, the beauty and interaction friendliness of the product page will be the key to whether the user jumps out of the page. Currently, our card application page provides users with too many types of credit cards, and the information is not focused enough. It will be difficult for new users to choose. Optimizing the page can start with card recommendation. Open the page and let the user spend 30 seconds to select user identity (student, white-collar worker, etc.), gender, claim range (1-2w, 2-5w, 5w), claim purpose and other issues. It also allows users to select 3-5 tags of interest (such as animation, food, travel, shopping, games, hotels, travel, etc.), and then recommends suitable bank credit cards to the user. Of course, users can also choose to skip this step. Improving the user experience in every detail of the page can not only improve the efficiency of users' card application, but also improve their satisfaction with the product. 2) User guidance and feedback mechanism: New media operation is not a cold machine, it should be down-to-earth and humane. We should have professional customer service personnel or user operations personnel to solve users' doubts in the process of using the product and integrate every link All got through. Self-media operation: The operation of self-media such as Toutiao, Penguin, Baijia, etc. is time-consuming and laborious, but as a part of new media channels, it cannot be ignored. In the early stages of brand promotion, you only need to do some daily operational work such as content synchronization. At the same time, in some details of user participation such as the menu bar of the self-media account, private message replies, etc., add credit card online application links or public accounts, customer service WeChat accounts and other drainage entrances. If the platform reward mechanism is adjusted or the brand operation strategy is adjusted, the channel resources can be integrated at any time. Short video marketing: The popular saying "Southern Douyin and North Kuaishou" is enough to prove how popular short videos are. We can make full use of the traffic of short video platforms to attract traffic for our products. For financial payment products, it may not be suitable for videos of handsome men and beautiful women, and funny and ugly videos. We can create our own IP and create a virtual character, such as a professional financial industry practitioner or a secret teller, to continuously provide users with short video platforms. Output professional and unpopular financial industry knowledge, which not only promotes products, but also guides fans to add WeChat ID, follow official accounts or download apps. Event marketing: Event marketing is divided into two types: one is to plan events yourself, attract media reports, and gain the attention of target users; the second is to focus on hot topics and follow popular events. Since it is difficult to plan event marketing operations by yourself, we currently adopt the second method of event marketing. At this time, the operations can do the following: always pay attention to what major events are happening in the areas that the target users are interested in, and you can also choose hot events that are of national concern. Once a hot spot appears, you should follow up as soon as possible and use public account tweets and self-media channel content to simultaneously express your voice (such as Toutiao, Weibo, Penguin, etc.). Hotspot events should be strictly controlled, and all follow-up hotspots must not violate national policies and regulations or affect the company's positive reputation.

The user incentive system can be divided into three aspects: material incentives, spiritual incentives (level privileges), and functional incentives. Combined with our products, the development direction of our user growth incentive system can start from points, virtual currency, virtual props, rankings, levels, and series of tasks. Choose any one of the forms and formulate corresponding rules. Notifications: Notifications are also a common means of promoting activity, such as system updates, holiday greetings, etc. Birthday greetings and notifications of birthday privileges will have greater appeal. 4. Conversion has gone through three stages: attracting new customers, retaining, and promoting activity, and finally reached the conversion stage. For operations, achieving healthy growth in user scale and revenue is the foundation of work and the key to reflecting the value of work. In the conversion stage, operations have many ways to achieve user conversion and traffic monetization. Limited-time limited activities: When a user enters the application page but does not complete the credit card online application, we should promote the user's first conversion from a marketing perspective after solving issues such as page interaction and content. For example: Proposing exclusive credit cards with limited time limit, "xx fan credit card, limited to 5,000 nationwide", "xxx animation co-branded credit card, only valid for application in March". Such activities should be combined with various new media channels to create momentum - such as Public account tweets, cooperative public account mutual push, self-media article synchronization, customer service personal account mass messaging, Weibo promotion, etc. Payment cashback discount: Many foreign credit cards support cashback for swiping cards, while many domestic bank credit cards only support cashback for overseas swiping. If bank credit cards support cashback for domestic swiping, I believe it will greatly promote online credit card applications. Material rewards such as full discounts, red envelopes, and draws: Credit card users who apply for cards through Duobei Financial Platform can participate in weekly full discounts/red envelopes/luck draws and other activities on the official account. Real material rewards are the most touching. Use material rewards to drive users’ decision-making in applying for cards. Other means of monetization: the public account has more fans and is more active. Advertising fees can be charged through various operating positions such as tweets, menu bars, pages, etc.; providing users with more value-added products, such as installments, MPOs machines, loans, insurance, etc. ; Connect to the mall and do e-commerce conversion 5. Resource support 1. Human resources are based on the most streamlined job matching method. The new media department needs one content operator, one user operator (and assume the customer service role), and one product manager . Department needs support: the design department and technology department are required to provide design and development support, and the brand department is required to provide corporate promotional content. Financial support: In the early seed user accumulation stage, advertising, new recruitment activities and prize funds are needed. 6. Operating budget In the first three months, the monthly operating expenses are estimated to be RMB 20,000 to RMB 40,000. Attachment: I believe that good operations cannot stop at new media. They should make full use of the resources provided by the company and integrate various resources to achieve healthy growth in user scale and revenue. We should not start from the channel, but from the user. Wherever the user is, we will be there. The method is flexible and keeps pace with the times. Only such operators can create more value. Due to time constraints, we did not sort out a more accurate user portrait, but only made a general strategy for new media operations. Furthermore, due to space constraints, there are still some contents and details that have not been completed, such as: phased operating goals, leverage signature actions for expected project growth, content positioning and breakthrough directions, etc. Later, I will become more familiar with the industry and business, and then Please add another one.