How does new media form a matrix

For FMCG industry, the marketing effect is very obvious, because FMCG has a large audience. As long as the marketing is done well, the sales volume will increase obviously. How to build a new media matrix? Generally, it takes six steps.

◆ Self-analysis

Different brands have different stages of development. Before building a new media matrix, we must first understand our own actual situation.

1. In the initial stage of starting a business, you need to choose a new media platform with more traffic during the bonus period according to your own situation.

2. In the later mature operation stage, we can consider developing a relatively new traffic platform. For example, a drinking water brand established a matrix earlier.

20 12 grasped its own characteristics, attracted users through QQ space, and later increased the stickiness of fans through WeChat official account. Now it's doing well.

◆ Determine the target group.

After the framework of the media matrix is determined, the target group can be determined. For the FMCG industry, the age coverage is relatively wide, and it is necessary to segment the user groups according to the product characteristics. The key to subdivision is the same group. For example, some enterprises conduct marketing for a certain group of people.

For different groups, you can consider using different accounts to operate. At the same time, we should pay attention to content marketing and be creative. For example, video number operation can try sitcom mode, oral broadcast mode and interview mode. And there are many ideas.

◆ Platform confirmation

In terms of matrix layout of platforms, we must first have a more intuitive understanding of these platforms. For example, some conventional pan-content platforms and new media platforms should be understood.

For these platforms of Tencent, they can all be enabled. On this basis, choose a core platform. The user groups of different platforms are different, and the corresponding efforts should be different. For young people, WeChat can be used as the main platform, and WeChat official accounts, video numbers and applets have all started to create a new WeChat media matrix.

◆ Account construction

After the matrix is determined, consider the account construction. Enterprises need to show different personalities on different platforms. For example, the fast-moving consumer goods industry is mainly close to life, so it must have a certain affinity. If we focus on brand building, we must focus on product promotion and communication. If we focus on products, we must have a personality image that enjoys life.

In short, the personality image cannot deviate from the values of the enterprise. Role attributes should not only be combined with corporate image, but also be transformed according to platform style. For example, the video number, we must seize the golden three seconds. If you run an official WeChat account, you should make a good cover picture, cover title and so on.

◆ Personnel allocation

After the platform and matrix are determined, it is time to choose a specific operator. There are two common ways to set up an operation team, one is to set up according to the business model, and the other is to configure personnel according to the platform.

The two modes have their own advantages. The former is relatively flexible and changeable, and the latter is more subdivided, which can be selected according to the actual situation of the enterprise.

Tencent is the work content of new media, which usually includes launch operation, user operation, content operation and activity operation. According to these categories, it can be subdivided into more details. Each module is responsible for its own content and then integrated, which is a relatively reliable operation team.

◆ Establish operational objectives.

Whether doing things or operating, having a clear goal can get twice the result with half the effort. To operate new media, we need to set a strong goal in advance, and these goals should be subdivided to match the types of various departments.

Generally speaking, the construction of Tencent's new media should focus on content marketing, business operation, mutual promotion and mutual assistance, present the same information in different forms, and maximize economic benefits while reducing costs.