What does new media marketing do?

The encyclopedic explanation of the concept of new media operation 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. Let's talk about new media operation 1. According to the operation process, it is divided into: pull new (find out where users are, get users at low cost), retain (let users continue to use your products) and promote activities (wake up users who don't use products). According to the operation content, it is divided into user operation, content operation, community operation and commercial operation. Activity operation, etc. 3. How to better retain users: A-level users have B-level privileges and benefits; C-point DEDM/ SMS e-activity F mechanism; the operation of platforms such as Weibo, WeChat, Post Bar and Zhihu is only a subset of the new media operation, and the 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, set the target of 1. Business goal: 5 articles per week, including 3 hot spots. 2. Results Target: Weibo's exposure and fans increased compared with last month1000; Wechat articles have an open rate of 15% and a forwarding rate of 5% (which is the average high value of most public companies) to improve brand exposure-Penguin and Big Fish Index increased by 5% to increase user stickiness-product activity increased 10%. Third, the specific implementation is 1, and the overall promotion strategy is (method+implementation) (654330). Social marketing really doesn't have any magic. Occasional, but not inevitable. In the internet age, in order to compete for eyeballs, everyone is scrambling to stand out with words. In all kinds of exaggerated self-propaganda, what we get is not the truth, but the grandiose heart. As far as social marketing is concerned, it is the general trend and has unlimited potential, but it is by no means the magic of turning stone into gold. Even Durex Guan Wei, which has done relatively well in China, has 6.5438+0.44 million fans, and there are not many people who like, comment and forward in Weibo who can reach four figures. However, long-term refined operation can keep people interested in you concerned and add another firewood to the fire lit by enterprise marketing at a certain moment. An indispensable part of new media operation is activities, especially prize-winning activities, which can effectively enhance the activity of new media in enterprises 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 top ten articles read and liked on KFC WeChat are promotional information. Occasionally, users want to play something else and don't buy it. To some extent, users' cognition of enterprise new media is an advertising platform, and no one really wants to see advertisements. To be a new enterprise media, we need to explore, break the bubble blown by others, and work hard to detonate the network at the right time and place. (2) Where the target consumers are concentrated, our marketing will be concentrated. 2. Seed user period: (65,438+0,000 seed fans, one month)-Within the region, seed users can control (65,438+0) Features: frequent interaction, help friends forward, help actively promote official WeChat accounts in QQ group and WeChat group, and seed users will often provide effective opinions and suggestions to official WeChat accounts or other platforms. (2) Promotion method: introduction of friends, colleagues, partners and mechanism suppliers in the industry; friends, colleagues and partners in the advertising industry in business districts, communities, schools and office buildings: mobilizing colleagues, friends and partners around us to join the experience. (3) Activities: Plan the "Let's find fault" activity game, design the product experience questionnaire and integrate it into the game. If you register, you will be given a discount of 10 yuan, and if you recommend it, you will be given a coupon of 10 yuan, and the best fans will be selected. The number of fans will be 1 month. (H5 copywriting design should be interesting and social) 3 Initial user period: (5-8 thousand fans in three months) 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 (1) in Weibo. As our market is located locally, we collected all the popular local Weibo in the early stage of promotion, and established interactive cooperation with these local Weibo through the promotion of the official Weibo, and we can forward the drainage during the event. (2) add groups and change groups. Drainage skills 1: take the group. Mobilize friends, colleagues and partners around you to join the group. Tip 2: Change groups. When you have accumulated a certain number of WeChat groups, you can exchange group skills with local operators: top active groups. Screening out high-activity groups, climbing to the top and sinking advertising groups, frequent interactions within groups, good relationship with group owners, and high-quality WeChat groups can consider business cooperation. (3) trumpet drainage (it takes a lot of time to raise the number, and there is not enough time and energy at present. Not recommended) (4) Activity planning activities are conducted once or twice a week to strengthen users' memory habits and facilitate communication and sharing. Instead, the following activities, such as rote copying and H5 effect design. Event gifts: coupons, gift packages (coupons+canvas bags+notebooks+advertising shirts, etc. ), event prizes, and WeChat red envelopes, such as: regular activities 1: sending WeChat red envelopes, attracting fans into WeChat trumpet, establishing WeChat groups and starting to send 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. You 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. Skill: the creativity of the activity is very important, so make more fuss about the copy and expression. (5) Local channels such as official WeChat account, Weibo, community and website are also good if conditions permit. 4. Brand promotion period: (1 0,000 seed fans, lasting for three months) (1) Continue the promotion mode of "initial user period", and obtain daily traffic steadily. (2) Local O2O service number or APP. (3) ground promotion. You can cooperate with shopping malls, schools, communities and other business districts to plan and promote offline activities. (4) Participate in industry conferences and exhibitions. You can attend some industry conferences and exhibitions, bring a QR code, do a good job in marketing planning of WeChat, communicate with customers and partners at exhibitions or conferences, and recommend WeChat official accounts. (5) join the alliance. Join local e-commerce enterprise alliances, industry alliances, O2O alliances, etc. Share products and enhance the brand awareness of service number in the local area. Fourth, content operation (good content is king) 1, writing originality (PGC, OGC) It is of course best to write originality directly. Both company brands and personal brands can be implanted, and because the content is mastered by themselves, what users like and dislike can be fed back again and again in the original output. It can be said that originality is the best way to close the distance between operators and fans. This kind of article is also the most popular among fans and the key to personalized operation. (You can see more excellent originality and some large-size dry goods. ) 2.UGC topic operation is a very good means of operation. On the one hand, it can increase fans' sense of identity, on the other hand, it can also reduce operating costs-as long as users are given a topic to talk about, they will spontaneously generate content. No matter which industry you are in, there are always some topics that everyone talks about. For example: combing your hair late at night-what good cosmetics have you used? Cheng Xuyuan-What is the best language in the world? Of course, the topic itself can be more relaxed and the interactive content can be more diverse, such as: Hey, let's talk, what are you going to do this weekend? 3. Building a community There are two typical communities at present, one is the pyramid, and the other is the star pyramid: a pyramid-shaped community with big coffee and experts, ordinary members and small whites. There are administrators in the group to maintain order, and some people are responsible for initiating topics and organizing discussions. These communities take big coffee as the core of experts and attract members and whites with content output. Through the pursuit and dissemination of ordinary members and Xiaobai, the influence of big coffee and experts has been increased, and it has also provided them with the motivation for continuous output. The star-studded community is unorganized. Although there will be big coffee and experts in it, it only bubbles occasionally. Some activists in the group led to various topics for discussion. Ordinary members and Xiaobai mostly choose to stay because of big coffee, and they will also abide by the order and do not advertise. This kind of community is low in operating cost and large in number, but it is usually not stable enough to produce content continuously, and will gradually cool down and be forgotten by people. No matter what kind of community, it is easier to chat because some common topics are gathered together, which means that the community will have content output. You can try to build your own community, intentionally guide users to generate content, and sort out some valuable parts for export. As long as an industry is big enough, you will find that any content you want to write can find relevant articles or materials online. Therefore, organize the content channels and provide yourself with writing materials. You can go to these places to draw materials and provide inspiration for your own creation. 5. Hot spots followed by hot spots can be divided into two types, one is predictable hot spots and the other is sudden hot spots. Predictable hotspots: holidays such as Double Eleven and National Day are very easy to predict; For example, the final date of the European Cup is also announced long in advance. For predictable hotspots, we should have a hotspot calendar to 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 situation, scientific and technological product launches, etc. Sudden hot spots: Some hot spots are unpredictable, such as the recent pregnant woman jumping off a building and the Zhao Wei couple being punished. Almost all of them were caught off guard and instantly became the focus. For example, the biggest topic in recent days, after the Double Eleven, more than 4,500 express trains were burned at high speed. Although the event itself can be predicted, people generally didn't pay attention to it before. For such a hot spot, what we can do is to find it in time and respond quickly. Weibo, Baidu, sogou and other websites can query keywords in real time. Generally speaking, they can watch it once every morning and once at noon, so the hot spots will not be missed. Therefore, on the one hand, we can make a push plan for these hotspots. On the other hand, if you can't find anything to push at the moment, you can also brush what hot spots you can catch up with recently. 6. Column Operation Column operation is also a very good content operation strategy. It can guide content production well, even realize standardized output, and reduce operating costs. For example, send 3C information every week, interview with industry celebrities on Tuesday, funny articles on Wednesday, latest activities and project progress on Thursday, mobile phone recommendation of popular explosive products on Friday, audio and video on Saturday, and rest on Sunday. Such a plan makes our operation direction very clear, and newcomers can get started quickly after joining. However, in the planning of fixed columns, there are several points to be noted: (1) columns should take what users want to see as the first standard, and don't post what users don't care about; (2) the column should be sustainable, and there should be no articles to push after two or three issues; (3) The column should be clearly marked, such as the title format "This Week's Information |3C Industry Latest Topics", such as a fixed typesetting style. 7. Doing activities can also be considered to increase interaction with fans by doing activities, while reducing some push pressure. 8. Wonderful Highlights You can also choose "fried cold rice", pick out articles from a year or two ago, process and sort them out to make push highlights, and push them to users like a big gift package to facilitate their systematic reading. (Support template messages, which can easily include some articles) 9. Giving up treatment is not really giving up treatment, but giving up content production itself. For the official WeChat account, which is updated every day and read by loyal fans every day, "opening the skylight" (no articles on that day) is actually a serious mistake. And if there is really nothing to push, you can just send a text, or a picture, a voice. This interactive form can not only help at a critical moment, but also strengthen the personalized operation of the official WeChat account and create a more vivid image of the operator. But you can't abuse it, or users will be tired. V. New media channel expansion 1, new media network platform induction: (1) Social software: Tencent QQ, WeChat, Weibo, Momo, etc. (2) Self-media platforms: Headline, One Point, Big Fish, Penguin, Baijia, Time, Netease, Dongfang, etc. (3) Live broadcast platforms: Zhihu, Douban, Jianshu, Baidu Know, Baidu Drop-down Box, Baidu Encyclopedia, Baidu Library, Baidu Encyclopedia, Baidu Experience, Fantong, Guangdiantong, etc. (5) Other websites or material networks: social network, Petal network, Qiantu network, etc. 2. Maintain various new media platforms (1), QQ, WeChat, friends circle (custom circle, (2) Weibo (participating in topic discussion, time number, hot topics in Weibo, etc. ): Publish some brand trends, product trends, corporate executives' opinions, humorous jokes, interaction with consumers, product market competition, etc. Publish 20 -35 articles every month. (3) The articles on WeChat public platform (which need to attract powder, and long-term operation will increase credibility) are attractive, which is the most important place, and the content decides to increase attention and fans. Collect feedback from fans, and have fun test streams and prize-winning question-and-answer streams from time to time. (Refer to content operation) (4) Headline number, dot number and other self-media platforms (the platform will recommend reading and browsing news information, etc. Each platform has its own advantages and limitations, and make full use of its own advantages and data characteristics to achieve the effect of promotion or drainage. For example, small videos, voices and pictures can be posted on the headlines together, and Penguin can promote the WeChat public platform. In addition, if you want to learn new media operations systematically, then this course may be suitable for you: