How to build enterprise media matrix?

1. Self-media is a media platform managed by enterprises themselves, including but not limited to WeChat official account, Weibo, Baijia, Zhihu, Dayu, Tik Tok, etc. Self-media marketing means marketing yourself.

Why make a media matrix? Because the user's attention will not only stay on a certain media. People who read WeChat also play Weibo, brush Tik Tok and read headlines. Therefore, only when multiple media publicize at the same time and form a matrix can we cover the user's field of vision as comprehensively as possible. This is also in line with the characteristics of marketing, where users are, where we are, and always keep close contact with users. Of course, there is another matrix in this matrix. For example, a company can open multiple micro signals and Weibo numbers at the same time, such as the product numbers of Xiaomi and Haier.

However, after opening various media numbers, many enterprises experienced novelty at first, and then fell into mechanical repeated advertisements, operating purely for the sake of operation. No one forwarded it, but it was chicken ribs. This is the status quo of most small and medium-sized enterprises operating from the media. Therefore, enterprises should think clearly about what the purpose is before planning to do self-media, and only by operating around the purpose can they be valuable operations.

For enterprises, the purpose of making new media can be summarized as three aspects, namely, exposing brands, serving users and transforming sales. So positioning also needs to revolve around this. Take WeChat as an example, the subscription number can publish information every day, which is suitable for exposing brands; Service number has powerful development function, which can be developed in depth to better serve users. Transforming sales needs to establish a set of user solutions, such as customer service system and payment system.

2. All self-media marketing, in the final analysis, is the marketing of traffic and the economy of fans. No matter what kind of platform it is, it needs enough attention and interaction in essence.

But there are differences between different media, and the operation of new media needs to be carried out according to the characteristics of the platform. The same content, placed on different platforms, will also have completely different effects.

Wechat is essentially the socialization of acquaintances. Its spread is circular, based on the spread of personal friends, and it is closed. Suitable for professional expression of enterprises, mainly long articles.

Weibo is a collection of news events, an open platform and a platform for KOL communication. Ordinary users just eat melons. Suitable for enterprises to publish short messages, pictures and interactions.

Tik Tok, 15 second music short video platform, is extremely entertaining, mostly for young people under 30 years old, suitable for showing corporate cultural life.

The headline number is an information flow platform based on big data recommendation, and the strong is strong. The traffic base is large, but the overall cultural level of the user group is not high, which is suitable for simple and interesting expression of enterprises.

Operation is the top priority of enterprises from the media, including exposure, innovation, increment and transformation. The essence of operation is to enhance the data from the media by all conceivable means, including but not limited to full attention, effective forwarding, activity innovation, mutual promotion, interactive activities, voting, hot spots and so on.

Content supply is the shortcoming of the whole new media operation, and high-quality original content and creativity are scarce. Therefore, the content should be planned and disseminated. The content creation of enterprises mainly focuses on news, products and customer education. How to creatively and continuously introduce content is the core topic of self-media editing.

If you don't build enough teams to support it, you don't need to build a wide range of self-media We just need to build a "two little shakes" plus a hundred numbers. Wechat, Weibo, Tik Tok and Baijiahao have basically covered more than 80% of users.

3. Openness, submission and copyright

The opening of the white list is the saying that the new media reprints the copyright grant. Quality content has always been rare and highly sought after. By authorizing content reprinting, a long-term white list with a large space is established to ensure the source of content in quality.

Another thing that is ignored by many new media operations is submission. Putting the manuscript into the excellent big font in the industry can get a great degree of exposure, and the author unit will also be reflected in the article. Appropriate product implantation is acceptable. Not only does it achieve the purpose of advertising, but it is also a good public relations method, which can establish a deep connection with tuba.