What's the difference between new media operation and Internet operation?

is a series of operation means to publicize, promote and market products by means of modern Internet and by using emerging media platform tools such as WeChat, Weibo and Post Bar. By planning brand-related high-quality and highly disseminated content and online activities, we can push news to customers widely or accurately, improve participation and visibility, so as to make full use of the fan economy and achieve corresponding marketing purposes. A detailed understanding of new media is a new media form compared with traditional media such as newspapers, television and radio. At the same time, it is a broad concept and a communication form that provides information and entertainment for customers based on the mobile Internet. The new media operation is to use WeChat Weibo and other self-media platforms for brand promotion and product marketing; Planning brand-related, high-quality, highly disseminated content and online activities; Push news widely or accurately to customers, improve participation and visibility, so as to make full use of the fan economy and achieve corresponding goals. In the era of highly developed media, everyone is a participant in the media and may become a media, so this new media operation activity came into being and became a profession. Characteristics of New Media The new media currently refers to media forms that are more relevant to social media, such as WeChat, Weibo, BBS, SNS, etc., which are more self-media, and they have the following communication characteristics: 1. Two-way communication mode The traditional media information dissemination mode is unidirectional, linear and cannot be selected. It shows that the publisher of information releases information to the audience in a specific period of time, and the audience passively accepts the information and lacks information feedback. This kind of static communication makes the information flow weak and the communication effect is not good. The new media communication mode is two-way, and each audience is not only the receiver of information, but also the disseminator of information, so it has strong interaction and obvious communication effect. 2. The development of wireless mobile technology from fixed reception mode to mobile reception mode makes new media have the characteristics of mobility. Through mobile Internet technology, browsing the web and watching TV with mobile phones are dynamic, which is not limited to fixed places. 3. The communication behavior is more personalized. New communication methods such as Weibo, WeChat, blog and podcast make everyone become the publisher of information, express their opinions individually and spread the information they care about. The content and form of communication are entirely my domain, and I am the master. On the one hand, the personalized mode of communication makes people realize the release of information and affects the pleasure of others. 4. Real-time communication speed Compared with the traditional communication mode, the spread of new media has become more rapid with the help of Internet technology, and it is no longer difficult to receive information in real time and make corresponding feedback in real time. 5. Diversification of communication content

From traditional media to new media, the biggest change is reflected in the diversification and integration of communication content. Traditional paper media displays text information and picture information through plane, but now, with the help of new media forms, it has become possible to simultaneously disseminate information with words, pictures, sounds and so on, which has increased the amount of information and enhanced the breadth of information. Internet product operation

Internet product operation specialists should organize and manage user groups purposefully, increase user stickiness, user contribution and user loyalty, carry out targeted user activities, increase users' enthusiasm and participation, and plan activities according to the needs of market operation. Because of the need to be able to analyze product and market data, and promote product improvement on this basis, and always maintain a keen user feeling. Everything exists because it is needed. It is better to say "being is being needed" than "being is being reasonable". From a building, to a person, to a pen and an apple, this truth is satisfied. Everything can be regarded as a product. Its quality depends on how much it is needed and how much it meets the needs of the outside world. BMW cars, toilet paper and men are all products for women. Successful people must be people who meet the needs of the public well. This has nothing to do with "good or bad". What is not needed gradually fades out of history and dies, or is transformed into a new way of being needed. 1. The product connotation product is a combination of a series of functions that meet the needs of users. Highlighter pen used in conference room: writing pen cover (to protect the refill) color ink fluorescent refill replacement boyfriend: it brings you happiness (can play, humor), makes you admire (talent, ability), makes your friends envy (handsome, tall), makes you feel safe (rich, steady) 2. Product manager The product manager is the designer, builder, operator and the first user of the product. The product manager conducts market research and collects users' needs. The product manager determines the product function and makes the product plan. The product manager is responsible for or directs the product operation and presides over the version update. The product manager should understand people, so as to understand users, and get used to seeing problems from the users' point of view. They want to "become users anytime, anywhere". Product manager's worldview: Everything is a product, and its value depends on how much external demand it meets. Product operation has a cost, so it has a very clear goal: to expand the user base and improve user activity. Improve the product experience and find a suitable profit model/increase revenue. 1. Operation principle: The principle is: from the complicated surface, see how the operation system achieves four major goals (user base, activity, product experience improvement, profit model/income). 2. The basic operation of operation must be goal-oriented and data-based. 2.1 Data is the basis for optimizing the experience, measuring the operation effect and showing the operation results. 2.2 Data indicators include visits, posts, users, active users and growth. 3. Product VS Operation. 3.1 "Product/Function" is a set of functions that meet the fundamental needs of target users. QQ Show: Virtual Image, Dress-up, Save Image, Show Image Qzone: Write diary, photo album, play music, watch other people's Qzone search: enter keywords, get good answers, watch the answer 3.2 "Operation/revenue" refers to the business means adopted to expand the user base, improve user activity, find suitable business models and increase income. QQ Show: Red Diamond (income, activity), Grade (activity), Tips (user group, income, activity) Pets: Food Mall (function that users don't want, just to collect money), Activity (income, activity) 3.3 Products and operations are independent product teams, and "product/function" and "operation/revenue" will be divided. Ideas and methods of product operation editing 1. How to expand the user base 1.1 Channels Tencent Startup Company: Some reasons for social media to use social media 1.2 Content (in a broad sense): products and product-related information are good, and users will spontaneously spread it for you 1.3 Communication is to convey the information of products and products to users through channels, which is essentially a relationship between products and users. 1.4 Common methods: Pre-promotion of prize incentive activities, viral communication, relevance between activities and products, activity process optimization, costs and benefits "1 Become a fan of @ XXX; 2 Forward comments on this Weibo; 3 At least @N friends will have the opportunity to get (a beautiful gift)" 1.5 Playability of social applications, collection and collation requirements, gamification design, interesting copywriting, social design communication, convenient participation and seamless connection with Weibo. Initiated in a small scale and spread rapidly, the key figures or nodes promoted the activity, the official Weibo promoted it, official website publicized it, and the correlation between the activity and the product was combined with the hot spot. At 17:2 on June 23rd, 211, it rained cats and dogs again in Beijing. The serious accumulation of water in many road sections in Beijing has certain characteristics, which can be recognized by users in advertisements, and the need for self-expression and ridicule in a humorous way. The production is simple. Every object, the star effect of Haidilao body Sina blog/Weibo: celebrity operation strategy opens Weibo: recommend innovation works investment products 2, How to improve user activity User demand is the fundamental driving force for business development: how to subdivide user demand and its changing trend? How to grasp user demand 2.1 Demand structure 2.2 People's demand 2.3 The change of demand from 1. to 2.-Based on the profound understanding of user demand, QQ Show is the network expression of QQ users' true self, which is used to meet users' needs of "beauty, fashion and self-expression" 2.4 Common operating means 3. Improving product experience 4. Business model of Internet products: Develop users and take users as the core. No matter which of the three internet business models, we must first develop a free user base. 4.1 The value of the advertising Internet: to become a platform for direct interaction between advertisers and users. CP/SP: Providing content and platform to gain advertising revenue Users: Obtaining consulting and services, bringing traffic Advertisers: Putting advertisements, paying advertising fees, and obtaining sales revenue of products or services 4.2 Transaction service providers: Providing trading platforms, obtaining fees and other income merchants: Providing goods, obtaining sales revenue, and paying fees at the same time Users: Obtaining goods, paying for goods 4.3 Value-added services CP/SP: Providing services, Get the benefits of value-added services users: get services, meet the needs, and pay. 4.4 The essence of business model is digital operation. Editing digital operation is like using advanced positioning systems to effectively attack targets in modern wars. Two Ideas of Methodology Scope and Latitude of Data Operation Analysis