How about working in new media operations?

Nowadays, whether it is a traditional enterprise or an Internet company, when talking about online marketing, new media marketing will definitely come to mind. Why is new media marketing so popular? Let the editor explain it to you in detail.

1. New media operations: individuals

1. The arrival of the era of content payment

This can be learned from some big names’ cases. Logical Thinking sold in 2015 I heard that the book sold for more than 100 million, Ma Dong spoke well and subscribed for 10 million in 10 days, etc. It can be seen from one of their incomes that users can pay for their favorite knowledge. With WeChat payment and Alipay payment tools With the convenience, it becomes very easy to buy something you like, and completing the transaction only takes a moment. As long as your product meets a certain need of the user, whether it is spiritual or material, someone will be willing to pay.

2. The rise and opening of new media platforms

Those currently open include Toutiao, Yidian News, Baidu Baijia, Sohu Self-Media, UC Subscription Account, and Penguin Self-Media , NetEase self-media, etc. In the second half of 2016, it can be said that self-media platforms are blooming and a hundred schools of thought are contending, all competing for original and high-quality writers, because traffic is generated by writers.

3. Support and subsidies for content entrepreneurs from major platforms

The three BAT giants have all launched financial support for original authors. Baidu has provided 10 billion to support new media operations and entrepreneurship. For example, Toutiao spent 1 billion to support short video entrepreneurs. Alibaba acquired UC Yunguan and also spent 1 billion to launch the "Quantum Project" to encourage content entrepreneurs. It is expected that there will be more support and encouragement in 2019. This shows that New media operation is a new outlet for the future Internet.

4. The new media operation profession has been valued by major companies

They have set up new media operation positions and recruited talents. At the beginning of 2016, Wanda Group recruited people with an annual salary of 700,000. The senior manager of new media operations attracted widespread media coverage. Later, a company offered the position of new media operations editor-in-chief with an annual salary of 360,000. We can also search for some new media operations professionals from some mainstream recruitment websites. It can be seen that salaries in first-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen are indeed quite high, generally between 100,000 and 200,000, and in second- and third-tier cities, salaries can also range from 50,000 to 60,000. Enterprises' emphasis on new media will promote the development of the entire new media environment. It is also a blessing that new media can serve enterprises. Now that enterprises continue to transform and upgrade, if they can really develop with the help of new media, it will make a great contribution to society and employment.

5. The value of learning new media operations

1) You can make money through content creation, just like the classmate mentioned at the beginning of the article. Income comes in every day

2) You can find a job with a good salary, and the annual salary in first-tier cities ranges from 100,000 to 200,000

3) You can provide it to yourself or an e-commerce platform Gathering fans and attracting fans through content is the fastest way. There is a "bad boy" self-media account that attracts 50 million followers a year by producing short videos.

2. New Media Operations: Enterprises

In the Internet era, more and more companies have added a "new media operations specialist" to their recruitment positions. The positions related to new media operations are like It sprung up like mushrooms after a rain. However, many people actually don’t know much about the new media operation industry, and they always have a stubborn prejudice against new media operations. New media operations are just "porters of the network". Those who write articles and push notifications have no technical content, so they only know a little bit. Anyone with a computer can do it.

1. The birth of new media operations

Traditional media are television and newspapers. At that time, information was produced by the media and then spread by the media themselves. New media is different. Everyone can speak freely. If you are a real "big V", if you post anything, it will be seen by tens of thousands or even millions of people, and your comment will be liked. The number can be in the thousands, which is beyond the reach of traditional media.

2016 is the era of the explosion of self-media. WeChat public accounts have not yet faded, and Toutiao has won the trust of a large number of self-media people. Tencent and Baidu have also joined the new media industry, creating content distribution platforms similar to Toutiao such as Penguin and Baijiahao, and they are willing to spend heavily to subsidize self-media authors to compete for user traffic.

More and more self-media channels are online, from Alibaba’s Big Fish account, NetEase, Sohu, to today’s Douyin and Kuaishou. The fact that so many large companies have invested energy and money in doing this shows that the role and significance of new media is really powerful.

The combination of traditional enterprise transformation and new media

Traditional enterprise operations focus on on-site thinking of products, and with the continuous changes of consumers, the current core changes are mainly reflected in ：

1) Changes in the main force of consumption

2) Result consumption shifts to consumption process

3) Consumers’ personalized demands increase

4) Mobile terminals have become the first choice for obtaining user information

5) Phuket for socializing and sharing

6) Comprehensive needs with a strong sense of experience

Aimed at the present moment With the changes in the consumer market, the core demands of the transformation of traditional enterprises are how to reach consumers' off-site time, interact with consumers, build consumers' off-site business districts, how to obtain consumer data, and interact with consumers in their off-site time. Leaving a deep impression on people's minds is not just about making the product familiar. For the relationship between new media operations, self-media operations and traditional media operations, please refer to "Differential Analysis of New Media Operations and Self-Media Operations".

For enterprises, the advantages of new media operations are as follows:

1. Mining user portraits

The end consumers of products have different characteristics, and the characteristics overlap New character labels will be generated, and consumption behaviors will vary greatly. The application of big data will make character portraits more complete and provide more accurate decision-making basis for corporate strategy formulation. Through new media operations, we can produce targeted content to meet the relevant content consumption of target groups. At the same time, we can obtain more portraits of consumer groups through marketing interactions and tap customer value.

2. Improvement of conversion rate

The marketing form of traditional enterprises is more of local promotion and promotion, which is costly and the transaction conversion rate is also quite low. In the past, the disadvantages of traditional marketing and new media were also revealed.

New media creates "hot topics" and enhances the visibility of brands or products through content output and user operations. Behind Internet celebrity stores are the contributions of new media operations. At the same time, new media operations can spread new value-added services, provide content that conforms to consumer values, communicate with consumers outside the scene, and provide interactions outside the consumption scene.

3. User data collection

Traditional companies can often only obtain user data through word transactions, while consumption habits, consumption frequency, and consumption preferences outside consumer scenarios are all Hard to grasp. The currently popular big data is a powerful tool for acquiring end consumers. Through new media operations, we can operate users. Through refined operations, strategic activities and copywriting content output, we can better grasp the trajectory of consumers outside the scene. .

New media operation is a necessary dimension for current enterprises. In the era of mobile Internet, enterprises all need marketing, and new media operation is the hottest carrier and channel for marketing. This is compared with traditional media. Can't. Of course, in addition to the above benefits, there are:

4. Let channel dealers trust the company more and solve the problem of fragile relationship between channel dealers and companies in the past;

5. It can make channel dealers greatly Improve shipping capabilities;

6. Using the fission model can allow channel providers to bring more channel providers;

7. Allow channel providers to bring better brand awareness ;

8. It allows channel providers to make money while allowing enterprises to make more money;

9. Operating channel providers through new media can also enhance the core competitiveness of enterprises. .