How to build an enterprise media platform

Network has become the main battlefield of commercial warfare, and how to seize the network site has become a problem that major enterprises must face. How to build a self-media platform and how to promote it by taking advantage of the situation is a compulsory course for every enterprise. Self-media platform is not only low-cost and convenient to manage, but also the Jinjiao of enterprises in this era, and its own media can better shape the corporate image.

Self-media is a proper term to describe the characteristics of the Internet era, and "WeMedia" has created a new media. The definition of "self-media" can be understood as that in the era of mobile internet, news is no longer spread through traditional media, and ordinary people become witnesses and publishers of news. The era of mobile Internet is the era of grassroots news. Everyone can become a news publisher and publish what they have seen and heard from the media platform. SNS websites such as blogs, Weibo, WeChat, forums /BBS, video websites and Facebook can all become self-media.

The characteristic of self-media is to catch it in time. With the self-media platform, enterprises can publish information at any time. Large-scale self-media platforms are no less than other traditional media, and there are also a few big V's with over 10 million fans on blogs and Weibo. However, it is difficult for a single self-media to be immune. Nowadays, network users are diversified, and different people have different platforms for attention. To cover as many users as possible, it is necessary to establish the entire matrix of self-media platforms, each self-media can form a ripple effect, and a voice can be transmitted through multiple self-media platforms to maximize the value of self-media platforms.

Official website: Since the beginning of the media, official website has assumed the role of establishing corporate image, promoting corporate products and shaping brand influence. Enterprise official website is generally composed of "enterprise introduction, product information, brand dynamics, media reports, service center" and other sections. The establishment of websites by enterprises is an important platform for enterprises to show their own strength, communicate with customers and carry out crisis public relations in the Internet era.

Enterprises can set up official websites and put relevant information online, so that customers can fully understand the products and services of enterprises. Customers can contact the enterprise website immediately after they see it and have further discussion intention. In addition, through search engine optimization, customers can enter the enterprise official website through keyword search to help enterprises find potential customers.

Enterprise official website is the most authoritative self-media platform for enterprises, and it is also the first place where corporate public relations crisis occurs. If something bad happens to the enterprise and the brand, and the enterprise official website doesn't make a statement, the media reports are prone to deviation, so we should make good use of official website, the first platform for crisis public relations.

Besides having the necessary functions, Enterprise official website should be updated in time to present the latest enterprise news on the webpage, which will not only help to optimize the website, but also enhance the user experience, making people feel that it is a "living" website.

Blog: News Distribution Center With the rapid development of the Internet, Internet web2.0 has emerged, in which netizens can read and write and users can participate in editing. Blog websites and Wikipedia are called the beginning of web2.0, which focus on the original sharing of content by netizens. As a means of self-media marketing, corporate blogs come quietly.

Blog marketing, as the starting point for enterprises to socialize from the media, can choose blog, mobile phone number or email address registration in official website such as Sina, Tencent and Netease. Fill in the basic information and blog nickname, and register successfully. Then through the official certification blog, enhance the trust of enterprises in media marketing.

Only by defining blog positioning, paying attention to blog interaction, updating blogs regularly and paying attention to blog visual effects can we gradually reflect the self-media marketing value of enterprises. Blog marketing is different from corporate official website. Official website mainly promotes enterprise product information and enterprise news hotspots, while blog marketing focuses on attracting potential consumers. From the consumer's point of view, the soft article can write more about the user's experience in using the product, the benefits the product brings to the user or the designer's vision of the future product. When posting a blog post, add keywords to facilitate the target search of potential users. We should pay attention to the interactivity of user comments, narrow the distance between enterprises and potential consumers, and let them support and trust enterprise products. User comments are mixed. Don't use functions such as ending comments unless you are in crisis public relations. You can choose audit mode to handle timely messages and prevent malicious comments. Updating blogs regularly, improving the exposure of corporate brands and implanting corporate brands in users' hearts are the key points to enhance corporate blog marketing. If you don't publish blog posts frequently, it is inevitable that the marketing value will sink into the sea. You can prepare the blog posts to be sent regularly in the draft box, so that the blog posts can be published regularly. The content of blog posts should not be too short, and the quality of blog posts is important, which can form a group of users who pay attention to blog posts. Pay attention to the visual effect of blog, a single boring blog post is not interesting, add pictures and texts, upload videos, add blog music, reply comments and add cute expressions to increase the marketing value of blog.

Weibo: Micro-portal blog, as a long and soft article, is sent regularly to let users know more about corporate brands and let enterprises show the initial value of self-media marketing. With the development of technology, when the mobile phone terminal is pushed to replace the personal computer and become the most common online terminal, people can read online news anytime and anywhere, and people are online 24 hours a day. Weibo is short in content, fast in onlookers and fast in popularity, which makes self-media marketing advance by leaps and bounds. Auxiliary search engine marketing and SEM network integrated marketing make the marketing planning and promotion of enterprises even more powerful. Weibo can bind a blog, publish a blog or form a long microblog, which will be presented in graphic form in Weibo.

Sebrina was named "Queen of Weibo", and her Weibo was kind and natural. Actively interact with fans, close the distance with fans, make the number of fans higher and higher, make the people-friendly image deeply rooted in people's hearts, and form fan marketing in Weibo. Many people think that only well-known entertainers and large enterprises with deep pockets can quickly produce marketing effects for Weibo's marketing. On the contrary, the overwhelming advertisements from the media era have aroused the disgust of the audience. Comparatively speaking, grassroots and small and medium-sized enterprises rely on careful care and sincere interaction, but it is easy to cause netizens to watch and forward. With little capital, enterprises register and establish official accounts, combine Weibo marketing with corporate culture, make short and pithy soft articles humorous and friendly to the people, make marketing methods creative and interactive, let users take the initiative to pay attention to enterprise product information, and make corporate brands realize efficient marketing value.

The essential construction of Weibo's marketing needs the careful planning of Weibo's content and the patient maintenance of Weibo's operation. Send Weibo for a long time, you must not be enthusiastic, and you must not over-publish information frequently. Find out the audience and time and place of search news, such as the rest time of office workers. "8: 00-9: 00 am" subway and bus rush hours, "10: 30-1:00", "15: 00- 16: 00"

Enterprises use micro-blog matrix for content planning. Weibo is divided into six parts: brand image display module, user interaction module, customer service module, activity module and external chain drainage module. Use Weibo marketing to implant a brand into the brain of the audience. Brand Logo and avatar are the initial parts to attract netizens' attention. The choice of Logo and avatar should be consistent with the company's own image, with bright colors and unique design to attract the attention of netizens. Focus map and carousel animation can be exaggerated, funny, attract netizens to watch and forward, so that the corporate brand image will spread. Enterprise product labels should be suitable for audience types, "birds of a feather flock together, and people are divided into groups". If the brand audience is young people, choosing label group classification, such as post-90s generation, can realize fast, accurate and stable content distribution channels in Weibo. Weibo and Weibo, the sub-brands of an enterprise, should mainly serve the main brands. Relaxed, natural and humorous content can make * * people-friendly, entertaining, United and iconic, such as Jumeiyou Chen Ou's "I Speak for myself", and * * is the corporate image, and Chen Ou is also one of the labels of Jumeiyou brand image.

Weibo marketing should pay attention to the interaction with users, such as participating in hot topics and events, joining relevant micro-groups, user comments and forwarding interactions, which reflects the image of people-friendly enterprises and increases the channels for potential consumers to know and understand brands. Customer service module, once the back-end service content, has pushed customer service to the front-end key operation due to the popularity of Weibo; Product consultation, after-sales service, complaint handling and crisis public relations are properly handled, so that users can sincerely recognize corporate brands and share Weibo content. Let users rely on it, and handle new product launch, preferential promotion, new store opening and offline activities in the activity module. Activity planning is more interesting and the threshold is lower. For example, doing activities like I love discounts and letting users participate in prize-winning contests is the first choice to increase user stickiness. Weibo marketing bundles brands to spread official website, links e-commerce channels, blog forums and media reports, which are the module contents of external chain drainage. Building a Weibo rectangle will make Weibo's planning three-dimensional and content-oriented, and patiently maintain the rectangular Weibo, and Weibo's marketing effect will be more effective and faster.

The enterprise should set up a media operation specialist to establish a unified logo and a prefix or suffix brand name for the company's official blog, Weibo and individual employee Weibo. The image of flesh-and-blood employees is also one of the best ways to spread the positive energy of the brand.

Wechat: A new tool of CRM, Wechat, is an instant chat software on a mobile phone with QQ number bound. You can quickly send voice messages, videos, pictures and texts through the network, and support multiple groups of chats. Wechat web version has been put into operation. Click on the WeChat web version, scan the QR code to authenticate and log in to the computer.

Wechat is a "point-face-point" self-media marketing method. Concerned users purposefully "scan" the QR code or "search" the user account. Put an end to the accidental fun way of "shaking". This "one-on-one" and "pastry" WeChat is an acquaintance social media, so WeChat pays more attention to the maintenance of deep customer relationships.

WeChat marketing includes personal WeChat and corporate public WeChat, which can be operated together. WeChat official account is divided into subscription number and service number.

Personal WeChat account marketing refers to users marketing products in a circle of friends and publishing messages with personal WeChat accounts. The selected picture content should be related to the brand image and product positioning of the enterprise, and the published content should be kind and natural, and too much promotion and other content should not cause customers' disgust. If you promote the product, you can preheat the content soft text in advance and release the order phone number. Promotional discount activities can be released during the day, and graphic content that should be mainly communicated with users at night can be released.

After the release of WeChat 5.0, the WeChat public platform has also undergone great changes. The most obvious change is that the WeChat public platform is divided into service number and subscription number. Wechat service number and subscription number have their own advantages, and the positioning of service number tends to provide services. General banking enterprises mainly provide customer service. After the service number is authenticated, they can apply for WeChat payment, but the subscription number cannot. The information of the service number is limited to one * * per month, and its * * information is directly displayed in the WeChat conversation with a message reminder; The positioning of the subscription number tends to provide consultation. The information of the subscription number * * is one piece per month, and the display position is under the subscription number folder of WeChat conversation, without any information reminder.

Basic service enterprises are suitable for WeChat service numbers, telecom operators, airlines, power companies, banks and so on. These enterprises provide basic services and do not need to send more information to promote products. A large number of users will continue to use enterprise products and open the WeChat public platform, which means diversified service methods, such as WeChat payment. Service number has more functional interfaces and is convenient to provide more services, which is a good way to maintain deep customer relationship management.

Mass consumer goods are suitable for subscription numbers, such as catering, clothing, automobiles and other fast-moving entertainment industries. Such enterprises need to constantly promote their new products. Only by persistently publicizing product information can they enhance consumers' desire to buy, ensure their market position and find market gaps. After users browse the good information, they will share it with friends, thus promoting brand communication. Enterprises should pay attention to moderately promoting news when they are * * news, and too many advertisements will become junk advertisements.

In the "material management", organize the material, click "send message" to select the object, area, and "graphic message" soft text, etc. You can also use the assistants of official WeChat accounts and private micro-signals to send messages to all official WeChat accounts to facilitate interaction with users, or use auxiliary business platform tools to edit more graphic messages to attract users and let them know the corporate brand image. In the official WeChat account platform, the content of * * object is more important, because the function can selectively promote the object or one-to-one * * interaction, and the operation process needs to know the interests and preferences of * * object. Make a topic and communicate with the object.

App: The popularity of business card smart terminals in the era of mobile Internet has promoted the development of mobile Internet. As a third-party application of mobile terminals, App has gradually become popular with the development of mobile Internet. In the application of App, enterprise App, as a new marketing method of enterprises, has become a self-media platform that every enterprise will inevitably build, and enterprise App will become an intangible asset of enterprises and form a competitive advantage of enterprises. There are two main functions for enterprises to build App applications: on the one hand, to accumulate various types of online audiences; On the other hand, use the App platform to obtain massive traffic and directional traffic.

As a bridge connecting enterprises and consumers with mobile terminals, enterprise App conveys corporate brand concept, deepens corporate brand image, establishes corporate brand reputation and enhances the stickiness between enterprises and customers.

So how should companies build their own apps? The construction of enterprise App should start from five points: 1. Corporate brand implantation: embedding corporate brand Logo into mobile phones can quickly establish a marketing bridge with customers; 2. Enterprise information * *: timely * * enterprise real-time news, illustrated and accurately spread, enhance the exposure of enterprises in the eyes of consumers, and enhance consumers' understanding of enterprises; 3. Anytime and anywhere: Enhance the interaction with consumers, so that consumers can interact with enterprises anytime and anywhere; 4. Social communication tools: The enterprise's App needs to support the forwarding and sharing of various social tools, which becomes a way to expand brand communication and realize the instant dissemination of brand information; 5. Precision marketing: Promote information and activities according to the preferences of target customers with strong marketing background through enterprise databases.

Interaction: the construction of a complete media network in official website has opened the media era; Blog, as the distribution center of news information, makes enterprises pay attention to the marketing of self-media platform; Weibo is a marketing method of fan economy, which belongs to horizontal rapid diffusion to increase the number of customers; As a deep customer relationship marketing service, WeChat is a vertical push to increase customer stickiness; The emergence of App enables enterprises and individuals to have a complete and exclusive self-media platform.

Whether it is PC-based self-media or mobile-based self-media, only by connecting all the self-media in series to form interaction can we build a complete self-media network.

Public WeChat can be promoted through Weibo, and the original link of WeChat can also be used to promote Weibo, blog posts and videos. Due to the revision of WeChat, public micro-signals are gathered in a "subscription number" or "service number" at the client, which has largely become a "hidden media", which is very unfavorable for the promotion of corporate and personal brands. Therefore, the public micro-signal will launch its own app after reaching a certain level, and the customers accumulated on WeChat will be drained to the app through the WeChat platform. When users install your APP on the mobile side, you can really seize a place in the user's mobile Internet interface.

Building a self-media platform based on Web2.0 is a new marketing method with operational content, data analysis and user interaction as its core. However, the mobile interactive network is changing with each passing day, and there is no obvious boundary between Web 1.0 and Web2.0. Youku Tudou and others can upload original videos very early, and YouTube's official website platform can share original videos. Beautiful photos can be uploaded by editing videos with mobile phones, and netizens are podcasts. These can be used as a means to market viral videos from the media. Operators should attach importance to the development of self-media platforms. In the future, there may be a self-media platform integrating self-made products, videos, graphics, social chat, e-shop links and other services. The mobile Internet makes all forms of self-media possible.

In the era of mobile Internet, the Internet platform of enterprises should form a multi-level three-dimensional structure: forums, blogs, Weibo, WeChat, App, etc. , and all media should form a benign interaction. When forming a media matrix, enterprises should also introduce the concept of all employees from the media, so that each employee can consciously forward the relevant content of the media about the enterprise, respond with one voice, expand the ripple effect of communication, and form their own public opinion field.