The concept of new media operations, as explained in the encyclopedia, is the operation method of using emerging media platforms such as WeChat, Weibo, and Tieba for brand promotion and product marketing. By planning high-quality, highly disseminable content and online activities related to the brand, we can push messages to customers extensively or accurately to increase participation and visibility, thereby making full use of the fan economy and achieving corresponding marketing purposes. 1. Let’s talk about new media operations 1. Divide according to the operation process: Recruitment (find where the users are, acquire users at low cost) Retention (let users continue to use your product) Promotion (awaken users who are not using the product) 2. According to the operation content Division: user operation, content operation, community operation, business operation, event operation, etc. 3. How to better retain users: A user level B privileges and benefits C points DEDM/SMS E activities F mechanism Weibo, WeChat, Tieba and Zhiba Hu et al. platform operations are only a subset of new media operations, and new media operations are another subset of the entire system operations. Understanding this relationship will give you a better understanding of what role new media operations play. 2. Goal setting 1. Business goal: 5 pieces of content per week, 3 of which are hot topics. 2. Result goal: Weibo exposure and fans increased by 1,000 compared to the previous month; WeChat article open rate 15, forwarding rate 5 (This is the average high value of most public accounts) Increase brand exposure - Penguin, Big Fish index increases by 5 Increase user stickiness - Product activity increases by 10 3. Specific execution 1. Promotion of overall strategy: (method execution ) (1) Test the most effective promotion method, concentrate superior resources on a possible outbreak point, continue to amplify and analyze until it explodes. There is really no magic in social marketing. It happens by chance but it is not inevitable. In the Internet age, in order to compete for eyeballs, everyone is vying to stand out with their words. In all kinds of exaggerated self-promotion, what we get is not the truth, but the exaggerated heart. As far as social marketing is concerned, the general trend is true and the potential is unlimited, but it is by no means the magic that turns stone into gold. Even for Durex’s official Weibo, which is doing relatively well in China, with 1.44 million fans, not many likes, comments and retweets on Weibo can reach four digits. But long-term refined operations can keep people interested in you paying attention, and at some point add firewood to the fire ignited by corporate marketing. An indispensable part of new media operations is activities, especially activities with prizes, which can effectively increase the activity of corporate new media and increase user stickiness. Take the statistics of KFC WeChat in the new list as an example. In the past six months, most of the ten most read and liked articles on KFC WeChat are promotional information. Occasionally, if they want to do something else, users don’t buy it. .To a certain extent, users’ perception of corporate new media is an advertising platform, and no one really wants to see ads. What you need to do corporate new media is to break the bubbles blown up by what others say and work diligently, and then you can expect to detonate the Internet at a certain moment when the time, place and people are right. (2) Wherever the target consumers are concentrated, our marketing will be concentrated there. 2. Seed user period: (1,000 seed fans, for one month) - within the region, controllable (1) Seed user characteristics: frequent interaction, help forwarding in Moments, help actively promote public accounts in QQ groups, WeChat groups, seeds Users will often provide effective opinions and suggestions on official accounts or other platforms. (2) Promotion methods: industry friends and colleagues, partners, introduction of mechanism suppliers, advertising in business districts, communities, schools, office buildings, industry friends and colleagues, partners: mobilize colleagues, friends, and partners around you to join in the experience. (3) Activities: Plan the "Let's Find Differences" activity game, design a product experience questionnaire and integrate it into the game. If you register, you will receive a 10 yuan discount_, and if you recommend, you will also receive a 10 yuan coupon, and the best fans will be selected. The limit is 1,000 fans. The deadline is 1 month. (H5 copywriting design should be interesting and social) 3 Initial user period: (5-8 thousand seed fans for three months) The advantage of having a channel is that you can get stable fans every day instead of 500 fans in one day , there will be no fans paying attention in another 3 days.

Star-type communities are unorganized. Although there are celebrities and experts in them, they only pop up occasionally. There are some activists in the group who bring up various topics for discussion. Most of the ordinary members and novices will choose to stay because of the presence of the big shots, and they will also abide by the order and not post advertisements. This kind of community has a relatively large number because of its low operating costs, but usually because the structure is not stable enough and cannot continue to produce content, it will gradually cool down and be forgotten by people. No matter what kind of community it is, everyone gathers together because of some common topics, so they can chat more easily, which means that the community will produce content. You can try to build a community yourself, intentionally guide users to generate content, and sort out the valuable parts for external output. 4. Content library As long as an industry is large enough, you will find that you can find relevant articles or information online for any content you want to write about. So sort out content channels to provide yourself with material to write about. You can go to these places to get materials to provide inspiration for your own creations. 5. Keep up with hot spots. Hot spots can be divided into two types: predictable hot spots and sudden hot spots. Predictable hot spots: For example, Double Eleven, National Day and other holidays are very easy to predict hot spots; for example, the date of the European Cup finals is also announced well in advance. For predictable hot spots, we should have a hot spot calendar. List them one by one, and even prepare activities or materials in advance. This calendar includes but is not limited to: holidays, entertainment news, movie schedules, world events, international situations, technology product launches, etc. Sudden hot spots: Some hot spots are unpredictable, such as the recent pregnant woman jumping off a building, Zhao Wei and his wife being punished, etc. Almost all of them are difficult to predict and become the focus instantly. There are also more than 4,500 hot topics in recent days, such as the Double Eleven. The express delivery was burned on the expressway. Although the incident itself was predictable, people generally did not pay attention to it before the incident. For such hotspots, all we can do is timely discovery and rapid response. You can query real-time keywords on Weibo, Baidu, Sogou and other websites. Generally speaking, you check them once every morning and once at noon, so that hot spots will not be missed. Therefore, on the one hand, we can make push plans for these hot spots, and on the other hand, we can , if you can't find content that can be pushed at the moment, you can also check out the recent hot spots to follow. 6. Column-based operation Column-based operation is also a very good content operation strategy. It can guide content production very well, and even achieve standardized output and reduce operating costs. For example, 3C information is published every Monday, interviews with industry celebrities are published on Tuesday, funny articles are published on Wednesday, the latest activities and project progress are published on Thursday, popular mobile phone recommendations are published on Friday, voice and video are published on Saturday, and Sunday is closed. Such a plan makes our operational direction very clear, and new employees can get started quickly after joining. However, in the planning of fixed columns, there are the following points that need to be paid attention to: (1) The column should be based on what users want to see as the first criterion, and do not post things that users do not care about (2) The column should be sustainable and cannot be published after two or three issues. There is no article to recommend (3) The column should have clear identification, such as the title format "This Week's News | The Latest Topics in the 3C Industry", such as a fixed layout style, etc. 7. When doing activities, you can also consider doing activities to increase interaction with fans and at the same time reduce some push pressure. 8. You can also choose "fried rice" for highlight collections. Pick up articles from one or two years ago, process and sort them out to make push collections, and push them to users like a big gift package to facilitate their systematic reading. (Supports template messages, which makes it easier to include some articles) 9. "Give up treatment" Giving up treatment does not really mean giving up treatment, but giving up content production itself. For a public account that is updated every day and has loyal fans who read it every day, "opening the skylight" (no articles that day) is actually a serious mistake. And if you really don’t have anything to push, you can just send a paragraph of text, or a picture, or a piece of voice. This form of interaction can not only help support at critical moments, but also strengthen the personalized operation of public accounts and create a more vivid image of the operator. But don't abuse it, otherwise users will get tired.

5. Expansion of new media channels 1. Summary of new media network platforms: (1) Social software: Tencent QQ, WeChat, Weibo, Momo, etc. (2) Self-media platforms: Toutiaohao, Yidianhao, Dayuhao, Penguin, Baijiahao, Shijiao, NetEase, Dongfanghao, etc. (3) Live broadcast platforms: Huoshan, Huya, Kuaishou, Douyu, Paparazzi, Inke, KK, NOW, Longzhu, Panda, etc. (4) Other platforms : Blog, Zhihu, Douban, Jianshu, Baidu Zhizhi, Baidu drop-down box, Baidu Encyclopedia, Baidu Library, Baidu Encyclopedia, Baidu Experience, Fantong, Guangdiantong, etc. (5) Other websites or material networks: social networks, Huaban.com, Qiantu.com, etc. 2. Maintenance of various new media platforms (1), QQ, WeChat, Moments (custom circles, high daily usage of social software) regularly update logs to maintain interactions with customers and publish logs It is the company’s product introduction, market size, and development progress. (2) Weibo (participate in topic discussions, hourly accounts, Weibo hot spots, etc.): Publish some brand news, product news, corporate executives’ opinions, humorous jokes, interaction with consumers, product market competition, etc. Publish 20-35 items every month. (3) WeChat public platform (you need to attract fans yourself, and long-term operation will increase credibility). Articles must be attractive. This is the most important thing. The content determines how to increase attention and fans. Collect fan feedback, conduct fun test activities from time to time, and conduct Q&A activities with prizes. (You can refer to content operation) (4) We-media platforms such as Toutiaohao and Yidianhao (the platform will recommend reading, browsing news and information, etc.) Each platform has its own advantages and limitations. Make full use of the advantages of each platform and its data characteristics to achieve Promotion or traffic flow effect. For example, Toutiao can post short videos, voices, pictures and texts together, and Penguin account can promote the WeChat public platform.