Dry Goods —— New Media Short Video Operation Promotion Planning Scheme

Before making a planning plan, let's think about what the planning work is. Planning is actually logical thinking+creativity. Many planners plan just for the sake of planning. Before making a plan, they didn't think clearly about the goal of making a plan and what problems they planned to solve. Logical thinking is to think clearly about the goal and framework of the scheme and how creativity can do a good job. Simply put, logical thinking is what to do+how to do it. What is the goal of this plan? What can be done to achieve this goal? Creativity is how to do this project well. What role does new media marketing play? How to set goals and budgets? How to write the promotion plan and how to evaluate the performance? How to match the team position? How to manage the new media team? Based on these points, this paper discusses how to write a new media operation promotion plan, hoping to inspire new media practitioners! 1. What is new media operation? 2. Set goals 3. Make a budget. Write a plan. Team building and job description. Performance evaluation. Management program. Answer the question 1. What is the operation of new media? Here, some concepts of operation are popularized, some viewpoints of others are integrated, and a systematic understanding of operation is obtained. You can refer to the following figure to understand the operation: 1 divided by operation level: primary operation, intermediate operation and advanced operation 2 divided by operation process: innovation (find out where users are, acquire users at low cost), retention (let users continue to use your products) and activation (wake up users who don't use products). Primary operation (responsible for three links and one subproject in the process, such as Weibo operation and WeChat operation). Event planning, etc. ) Intermediate operation (the ability covers the whole of three links) Senior operation (the three links run through, with wider vision, more resources and longer layout) Chief Operating Officer (considering the allocation of company-level resources such as products, marketing, investor relations and PR) 4 According to the operation content, it is divided into user operation, content operation, community operation, commercial operation and event operation. 5 How to better retain users: A user level B privileges and benefits C points DEDM/ SMS E activity F mechanism Encyclopedia explanation is the operation mode of brand promotion and product marketing by using emerging media platforms such as WeChat, Weibo and Post Bar. By planning brand-related high-quality and high-communication content and online activities, we can push news widely or accurately to customers, improve participation and popularity, so as to make full use of the fan economy and achieve corresponding marketing purposes. The operation of platforms such as Weibo, WeChat and Post Bar is only a subset of new media operation, and new media operation is another subset of the whole system operation. Understand this relationship, we can better understand what role the new media operation has played. Second, the target setting refers to several principles: 1 If you can directly obtain data from a third-party platform as the target, directly refer to the background target data values, such as WeChat and Weibo. Don't make too many data definitions or calculation formulas, which is convenient and intuitive, and can also avoid misunderstanding caused by misunderstanding of data definitions. The third-party platform can't present data for you as a target guide, so it can be handed over to the technical department of the statistical report system for monitoring. We can start with daily indicators and then expand to weeks, months, seasons and years for statistics. For example, registered users of service number, order quantity, order conversion rate, customer unit price, etc. The team needs to have an ultimate goal. For example, in the O2O project, the ultimate goal of the team is the daily order volume. For example, a tool APP, the ultimate goal of the team is the daily activity rate. 4. Breakdown of objectives by departments: objectives can be divided into two types: business objectives: X articles per week, of which X articles are original; Results Target: the growth ratio of Weibo's exposure and fans compared with last month (the base in the early stage is low, so the monthly growth target can be set at 50%- 100%, and it can be appropriately reduced to10%-20% in the later stage); The article opening rate of WeChat is 15%, and the forwarding rate is 5% (this is the average high value in most WeChat official account). 5 don't be too general in setting goals, but give specific figures. For example, the monthly target is to increase the daily average activation from 8000 to 12000, and the registration conversion rate is 40% (it is suggested that the effect will be better if it is slightly higher than originally expected). Declarative statements such as "increasing brand exposure" and "increasing user stickiness" are prohibited. Improving brand exposure-how much user stickiness does Baidu index increase-how much product activity does it increase? Here, taking an O2O life service number as an example, we set the promotion target of 1 registered users: daily newly registered users, total registered users, 2 active users: daily activity rate = daily active users/total users, 3-day order volume: 4-day order conversion rate = order volume/total visiting users (guaranteed 8%), and 5-day customer unit price = daily total transaction price/3. The finer the budget, the better, the more controllable and the more obvious the implementation effect. The operation of new media is an efficient and systematic coordination work to achieve goals/objectives. It is suggested to pay attention to, study and study relevant systems and build your own system. Instead of just focusing on issues that companies and bosses care about, such as budget, publications and cost performance. Four. Writing scheme This paper describes the local life service number as a case, involving some specific practical means. For other types of applications, please refer to the overall promotion strategy of. 1: (method+execution) to test the most effective promotion method, concentrate superior resources at a possible explosion point, and continuously amplify the analysis until the explosion. Where the target consumers are concentrated, our marketing will be concentrated. Group a is divided into various departments with the overall goal as the main line. B test the most effective promotion method, concentrate superior resources on a possible explosion point, and constantly amplify the analysis until it is detonated. Where the target consumers are concentrated, our marketing will be concentrated. 2 Seed user period: (65,438+0,000 seed fans, one month)-In the region, controllable seed users features: frequent interaction, help you forward in the circle of friends, help you actively promote the official WeChat account in QQ group and WeChat group, and seed users will often provide effective opinions and suggestions for your official WeChat account. Promotion method: introduce industry friends and colleagues, partners and mechanism suppliers, and advertise industry friends and colleagues in business circles, communities, schools and office buildings. Partners: mobilize colleagues, friends and partners around to join the experience. Activity: Plan the "Let's find fault" activity game, design the product experience questionnaire and integrate it into the game. Register to get the discount of 10 yuan, recommend to get the coupon of 10 yuan, and select the best fans. The number of fans will reach 1 0,000, and the duration will be 1 month. (H5 copywriting design should be interesting and social) WeChat group management: establish two WeChat groups with 500 people to manage seed users and collect opinions from product users. 3 Initial user period: (50,000 seed fans, lasting for three months) During the initial promotion period, you should try various promotion channels and find the channel that you are best at, so that fans can grow naturally every day. Finally accomplish your goal. The advantage of having a channel is that you can get stable fans every day, instead of 500 fans a day and no fans for three days. The following methods are some summaries of the personal team's actual combat, which can be used for reference: A Weibo Drainage As our market is located locally, we collected all the local popular Weibo in the early promotion, and established interactive cooperation with these local Weibo by promoting the official Weibo, which can be forwarded during the event. Because Weibo's media attributes are relatively strong, it is a peer-to-peer promotion, which does not belong to the WeChat ecosystem, and the effect is relatively weak. Of course, Weibo, who has a certain fan base in the early stage, has also received a huge bonus from Weibo to WeChat. B plus group drainage. Add 500 local WeChat groups to each number. Don't advertise directly in the group. When strengthening interactive advertising, send red envelopes in the group and add red envelopes. Tip 1: How to win the league? Mobilize friends, colleagues and partners around you and let them pull you into the league. Tip 2: Change groups. After accumulating a certain number of WeChat groups, you can exchange groups with local operators. Tip 3: Top active groups screen out high active groups, Top and sink advertising groups, which interact frequently within the group and have a good relationship with the group owners. High-quality WeChat groups can consider business cooperation. C trumpet drainage registration 10 trumpet (* * * can add 50,000 private fans) add local fans, and add 50 fans to each trumpet every day. Within three months, the team was divided into three groups, each responsible for three skills. One: How to raise the number? Give the trumpet a definite label: If you are an unmarried girl in 1992, you are engaged in customer service in the Internet industry and where you live in Xiamen. Tip 2: Don't be suspected of advertising. For each additional person, introduce yourself. Tip 3: Friends circle regularly shares interesting life stories, inserts service number advertising activities when necessary, and interacts with friends circle regularly every week. Tip 4: For fans with strong communication skills, they can have more private conversations and interactions alone. Tip 5: Add fan drainage from the group added in step b, and interact with people in the group before adding people to find the theme, especially the group with high activity, and the success rate of adding powder is higher. D self-built official WeChat group 100 official groups. Customize labels for each group, such as seed user group, activity group, product trial group, etc. The first step: clear the purpose of building the group and establish the rules and regulations of the group. Step 2: Cooperate with the official customer service and interact regularly around the group theme to solve the problem. Step 3: Develop some opinion leaders as helpers, and work with the development team. Give material rewards when necessary. E activity planning activities are conducted once a week to strengthen users' memory habits and facilitate communication and sharing. The following activities are optional, the team participates in the implementation, and the copywriting and H5 effect design are memorized. Event gifts: coupons, gift packages (coupons+canvas bags+notebooks+advertising shirts, etc. ), event prizes, and WeChat red envelopes. Regular activities 1: Send out WeChat red envelopes, pull fans into WeChat trumpet, set up WeChat group and start sending out red envelopes. Regular activity 2: Send 10 yuan coupons immediately after registration, and send 10 yuan coupons immediately after recommendation. If you recharge, you will get a coupon of 100 yuan to 20 yuan. Regular activity 3: pay attention to winning gifts, sweeping gifts, and making an appointment with WeChat to enjoy discounts. Activity 4: WeChat answers questions: It is best to ask questions related to the service number, so that users can find relevant answers on your website, deepen their impression of the service number and strengthen the brand of the service number. This can refer to some WeChat activities in Store 1 ... Activity 5: Forwarding with prizes: Forwarding activities can be initiated on Weibo WeChat, and gifts can be given when forwarding. Skills: Activity creativity is very important. Make more fuss about copywriting and expression. After that, write an article to show some classic activities, and you can always pay attention to our official account of 9 1 operating WeChat (Yunying -9 1). F. When activities are carried out in local channels such as WeChat official account, Weibo, community and website, they can be carried out in local channels such as WeChat official account, Weibo and community, and the implementation effect can be monitored at any time. For example, in small fish net, a local community in Xiamen, at the beginning of the event, our BD will cooperate or jointly promote the advertisements of the negotiation website, WeChat and Weibo. 4 Brand promotion period: (654.38+ one million seed fans, lasting for three months) A Continue the promotion method of "initial user period" and steadily obtain daily traffic. B. After initial promotion, the local O2O service number or APP cooperation has accumulated a certain amount of fans, which can be promoted together with local O2O. C ground promotion can cooperate with shopping malls, schools, communities and other business districts to plan and promote offline activities. Participate in industry conferences and exhibitions. By attending some industry conferences and exhibitions, taking the QR code, making a good WeChat marketing plan, communicating with your customers and partners at exhibitions or conferences, and recommending the official WeChat account. E Join the alliance, join the local e-commerce enterprise alliance, industry alliance, O2O alliance, etc. , share products and enhance the brand awareness of the service number in the local area. 5PR (public * * * relationship) separates PR because PR has been warming up since the project was established, and every stage of promotion needs PR infiltration. In a startup company, as a PR, you need to thoroughly understand the direction of the company at each stage, and then learn to send a strong voice to the market, investors and users. This voice is not blunt and widely announced, but throws a topic to make everyone interested in your story and drive everyone to lead their interest to your product. It is best to form a hot topic in the industry. V. Traffic Part (Developing Traffic Mining Method) When you have determined the goal and framework of the scheme, you should try to accomplish the goal. For example, the goal we set in March is to earn 65,438+10,000 yuan a month. In order to achieve this goal, we need to get 333 effective flows every day. How do we get this traffic? What content is used to attract users? The content is in the form of videos, articles, photo posters, h5, etc. There are many channels, such as WeChat official account, Weibo, today's headlines, and Zhihu. How can I know what kind of content can attract users? Which channel has a higher user conversion rate? At this time, you need to do a test. Different channels have different content conversion effects. Test the content first. We can make five different contents and send them to the same channel. According to the obtained data, we can judge which content is most attractive to users. To test channels, you can put the same content in five different channels to see which channel has the best conversion effect, so that you can know which channel the target users are active in! After testing, we can find channels and content with high conversion rate. At this time, you should consider how to amplify this effect and get more effective traffic. Team building and job description of intransitive verbs There is a way to recruit people: reverse the goal, decompose the key tasks, decompose the ability and manpower needed to complete the key tasks, draw professional portraits of these positions, and reverse the entry time of team members according to the stage goals. Take chestnuts for example. For example, the company's WeChat service number should reach 50,000 fans within six months. To achieve this goal, we need activities planning, channel promotion, public relations and other tasks. What kind of people do you need to complete these tasks? What time does it arrive? In fact, the HR of many Internet companies is unprofessional and unfamiliar with the specific tasks of various departments. So I often joke when recruiting people. For example, candidates ask you how to evaluate the team performance of new media and the salary system of sales team. Many HR are vague and don't know where the boundary is. Therefore, department heads should communicate closely with HR to let them know what kind of people your department really needs. Establish a new media promotion team to be responsible for the promotion of new media. The new media promotion team consists of the following members, covering job responsibilities and job descriptions. The number of people can be fine-tuned according to the indicators of the project. The principle of (1+ 1+2+ 1) can be adopted for the initial project. 1 New Media Promotion Manager (1)-Responsibilities:1,responsible for the daily operation of the company's WeChat and Weibo WeChat official accounts, increasing the number of fans and raising the attention; 2. According to the established content direction, release all kinds of high-quality communication content that meets the requirements; 3. Improve the activity of fans, interact with them, and analyze and summarize their online behaviors; 4. Mining and analyzing the needs of WeChat users, collecting user feedback, analyzing user behaviors and needs, and immediately grasping current hot topics; 5. According to the operational requirements, independently plan and organize various online and offline activities to increase exposure and increase the number of fans and user stickiness; 6. Monitor the promotion effect and data analysis, and evaluate and improve the promotion effect. Requirements: 1, Internet belief, preferably heavy users, new media promotion scheme, strong execution. 2. Familiar with new media, Weibo and WeChat, familiar with large size, and having operated official accounts of Weibo Grassroots and WeChat is preferred! 3, have judgment, can analyze hot events, know how to follow the trend, have a self-deprecating spirit, and be able to laugh at yourself moderately; 4. Those who have combat experience, have never been to forums, played in Weibo, and brushed WeChat will be fine. Never give up, regardless of the Ming Sao male show! 2. Copywriting:-Introduce job responsibilities 1 initial user period. Clear project objectives, quickly understand customer needs, closely cooperate with relevant cooperation departments, and provide fast, accurate and wonderful desk support; 2. Responsible for the writing of publicity copy and publicity materials copy; 3. Responsible for writing creative content and writing relevant copywriting content for online activities, advertising communication and online public relations manuscripts; 4. Precipitate the experience of creative output and content writing to form knowledge management for other projects to learn from. Job Comments: Copywriting planning position is a text output position, which requires good writing skills, creativity and hot awareness. Event marketing communication had better have a successful case. 3 new media operation specialists (2)-Job description: 1, responsible for the daily operation and content construction of various new media matrices of tool products, including but not limited to Weibo, WeChat official account, Xiaohongshu, Tik Tok, Zhihu, etc. 2. Independently plan and design new media sections, and plan and write high-quality and high-communication content; 3. Good at tracking hot events, keen insight into market dynamics, planning and landing hot events, creative content and activities, and maximizing exposure and communication effects; 4. Understand the promotion mode and channels of new media, seek the cooperation of valuable external platforms or resources, and expand the content dissemination and influence. Requirements: 1, bachelor degree or above, more than 2 years experience in new media operation; 2. Strong copywriting ability, strong ability to write articles independently, strong emotional ability, strong insight and innovation ability; 3. Work in an orderly way, have good communication and coordination skills, and have the ability to promote and implement; 4. Experience in video shooting and editing is preferred. 4. Channel Manager (BD Development) 1 —— You can introduce job responsibilities during brand promotion1,cooperate with local merchants in charging treasure business, and provide strategic support services for members' marketing activities free of charge; 2. Collect feedback from merchants on the use of smart charging treasure products, and help solve problems encountered by merchants in the use process in time; 3. Cooperate with all departments of the company to timely handle the feedback market information, help improve operational efficiency and improve user satisfaction; 4. Establish a high-value cooperative relationship with customers and maintain customer sentiment; Qualification 1, one year or above sales experience, and good sales performance, experience in finance, catering and internet sales is preferred; 2. Love sales, be good at challenges, be positive and optimistic, and have a strong desire for success and self-motivation; 3. Passionate and innovative ideas, pursuing a win-win situation for personal career development and company interests, and paying attention to career sublimation opportunities and high-quality working atmosphere; 4. Strong interpersonal communication skills and logical thinking skills; Integrity, honesty and reliability; 5. Adapt to the rapid development of the Internet industry, be energetic and have the ability to accomplish tasks well under strong pressure. 5PR (Media Manager) Responsibilities: 1. Formulate communication strategies and communication implementation plans according to customer needs; 2. Make the communication cost budget, complete the communication task with good quality and quantity, and control the communication cost; 3. Lead the team to complete the communication task timely and accurately according to the determined communication plan and budget; 4. Understand the media, have strong media communication skills, timely and accurately convey the communication content to media reporters, and complete the manuscript release; 5. Have a sense of crisis public relations, be able to communicate with relevant media in a timely manner, conduct crisis public relations early warning and properly handle it. Education: 1. Familiar with and understand the mobile phone industry and the Internet industry, with more than five years of public relations service experience in related industries; 2. Good media literacy, including being familiar with all kinds of media and having the ability of media value analysis and media effect evaluation; 3. Excellent communication and interpersonal skills, good media resources and media relations, and rich vertical media resources in the core public and mobile phone industry are preferred; 4. Have the ability of budget control and project management, be able to coordinate the media and management team efficiently, and supervise the quality and speed of work of all parties; 5. Have good coordination ability and execution ability, and can work under certain pressure. Seven. Performance appraisal entrepreneurial projects may have many chores in the initial stage of entrepreneurship, such as product research and development, product testing, marketing resources, material preparation and so on. Therefore, my suggestion is to set the target and KPI after the trial operation period of the product.