What exactly is new media operation? You will know after reading this article!

The explosive development of science and technology has brought us into a brand-new new media era, and the rise of new media has greatly changed people's media consumption habits, especially young people. Nowadays, many enterprises acquire more potential users through new media channels to realize transformation, and new media operations emerge as the times require. So what exactly is new media operation? The focus of this lesson is to lead you to quickly understand new media and new media platforms, industry development trends and job division, learn successful cases of new media operation, and understand the capabilities required for new media operation. This lesson will be explained from five aspects: 1. Understand the operation of new media what is new media? It is a new form of media supported by new technologies, which spreads information through channels such as Tik Tok and Zhihu ... What is the "newness" of new media? 0 1 traditional media-single-point radial communication under paper media, editing and publishing 02 new media-online communication of ——Tik Tok and Zhihu, which can be both publishers and communicators, has three characteristics: technical: due to the continuous updating of technology, the media has developed from newspapers to broadcasting, to computers, mobile phones and the internet of everything, and the digital age is inevitable. Timeliness: the time is closer to us, and the hot spots that have just appeared can spread in a short time, breaking through the barrier of time and space. Sociality: from the era of minority control to the present participation of the whole people; From the initial unilateral acquisition, it has become an independent new community ecology through messages, praises and barrage with creators and other audiences. What is new media operation? Use the emerging media platform tools to carry out a series of operations of publicity, promotion and marketing, so as to carry out brand exposure, promotion and product marketing for their own enterprises. The main goal is to drain and realize. Advertising, community marketing and live sales through new media platforms are all new media operations. Classification of common new media platforms: new media mainstream platforms: At present, new media platforms such as Tik Tok, Aauto Quicker, Xiaohongshu and Weibo have large traffic and strong liquidity, and new media operations are mainly concentrated on these platforms. Second, the role of new media operation on enterprises What is the purpose of operation? Brand-according to the positioning of the enterprise, three squirrels are exported. In the past 30 days, the brand GMV has broken through the positioning of 300 million three squirrels: it has refreshed the owners all over the world, including snacks, comics, movies, costumes, squirrel towns, expression packs, etc ... All three squirrels have launched corresponding personalized settings around this positioning through new media channels (Tik Tok, Zhihu and WeChat official accounts), no matter which channel they reach the users of the three squirrels. Brand-the promotion of brand influence, one person brings a city with fire: Datang city that never sleeps-the video of Miss ——Pica Morning Tik Tok Tumbler brought a surge of tourists to the scenic spot, and various places began to imitate Miss Tumbler. Datang city that never sleeps has become the most popular scenic spot in the annual report of Tik Tok 20 19. Brand-establish a positive image. Red Star Hongxing Erke 7.20 low-key donation of 50 million. Starting from the channels of new media, establishing a positive image and showing the temperature of the brand will help to enhance brand awareness and realize effective marketing communication. Brand-Seize the Important Time Node Tmall Double Eleven Carnival: Double Eleven is no longer a festival in single dog, but a national shopping carnival. Product-product promotion/sales users-innovation/promotion/retention/transformation III. What capabilities do new media operations need? Division of work functions of new media operation: work content of community operation: objective: maintaining user activity/earning income core KPI: number of users in the community/activity, contributing income Work content: diverting community users from Tik Tok or other channels to promote daily maintenance of products, Such as lottery splitting, and maintaining powder-increasing activities: goal: increase the number of fans and retain users/earn income core KPI: number of fans/retention rate/income examples Work content: plan and organize online and offline activities to achieve exposure and fan interaction, set up growth activities, design the whole process planning and set up conversion paths, so that users can better realize the operation of purchasing page content: goal: understand user needs, output valuable content/obtain the realized core KPI: reading volume. Examples of work content: topic selection, channel material, hot spot tracking, writing original graphic processing, video editing, live user interaction, background message interaction, content distribution of various platforms, data analysis, and product operation. Work content: Goal: combine user feedback and realize profit by optimizing products. Core KPI: analyze product and market data, recommend product improvement, understand user growth and product research and development thinking, complete iterative feedback of product development and design innovation, and meet the hard power required for new media operation: new. Market demand data of new media operation posts: new media+short video operation+e-commerce operation+product operation+content operation+user operation+community operation and other new media industry-related posts > 1 10,000 job recruitment information. The new media era has given us a historic opportunity: in recent years, the market scale of China's new media industry has maintained a high-speed expansion trend. In 20 18, the market size of the industry was about 905.5 billion yuan, and the short video industry exceeded150.6 billion yuan. In the future, with the introduction of relevant industry standards and the maturity and popularization of related Internet technologies such as 5G, China's new media industry will usher in a golden period of development, and the future market prospect is very impressive. According to statistics, the demand for new media operators has soared by 10.8 times, making it the fastest growing profession in recent years. At the same time, the demand for front-end development engineers, algorithm engineer, UI designers and data analysts has more than tripled, ranking among the five fastest-growing jobs. According to the current development trend, as well as the growth and diversified development of domestic residents' spiritual entertainment, it is estimated that the number of new media enterprises in China will reach 4,723 by 2023. But as of July 2020, the number of enterprises has reached 4 1 10.9. Generally speaking, China's new media industry will usher in a golden period of development. The market scale of new media industry is expanding at a high speed, and there is a big talent gap in enterprises. The future market prospect is very impressive. V. Successful case analysis of new media marketing: Yuan Qi Forest has a four-year valuation of 654.38+0.4 billion, looking back on its previous performance: 2065.438+09 Tmall 665.438+08, Yuan Qi Forest sold 2.26 million bottles of drinks, and the category of water drinks 120 19 won the double eleven, and Yuan Qi Forest was the second in the whole network, defeating it. Sales exceeded 800 million, close to last year's brand story level: established on 20 16, an innovative beverage brand with independent research and design, currently there are six categories: vitality water, burning tea, pet muscle, sour plum juice, green tea and fruit tea. Yuan Qishui and Shaocha are the core products of major channel platforms. Choose differentiated brand positioning to meet the needs of consumers. Positioning strategy: differentiated category segmentation: healthy drinks are targeted to attack the market and make differentiated products of sugar-free sparkling water drinks that are deeply loved by young people: establish a brand-new concept of "0 sugar, 0 fat, 0 calories", and support pseudo-Japanese style with healthy elements: enhance brand grade and reputation; The brand positioning of _ _ Yuan _ forest "sugar-free" beverage is in line with the pursuit of light food, natural and healthy diet by urban young people. In terms of target users, Yuan _ Forest has identified the interests and preferences of young audiences, and female users around the age of 24 in first-and second-tier cities have become the main audience market of the forest. Judging from the current user portrait, it fully meets expectations. Channel priority and online exposure: Yuan Qi Forest chooses to conduct marketing on the highly-gathered Internet, and opens Yuan _ Forest Tmall flagship store, Yuan _ Forest JD.COM flagship store and Yuan _ Forest Xiaohongshu official store. Secondly, the content marketing on platforms such as Bili Bili, Xiaohongshu, Tik Tok and Weibo is a powerful exposure for today's young consumers. Accurate launch of new media channels: Tik Tok: 0 1 cooperation with online celebrities, live broadcast of products, evaluation, etc. Start brand 02 network celebrity scene marketing, causing * * * sound. Its core is also positioning "0 sugar, 0 fat, 0 calories" to promote the little red book: the content of planting grass occupies the mind, and healthy living has attracted much attention. In the past year, there were 35,853 notes about the little red book planting grass in Yuan Qi Forest, with a total interaction of more than 5.9 million, which was broadcast live 1209. Interact with consumers with the little red book APP. Billie Billie: In 2020, we sponsored the Billie Billie Party under the title, inserted advertisements with stalks, and incorporated "0 sugar, 0 fat and 0 calories" into it. The full-fledged wind has produced a hilarious effect, which laid the foundation for Yuan Qisenlin's brand communication with a certain volume, further rooted the brand rejuvenation label in the hearts of users, and gained the sense of identity of users. The video was played 1.0 1.5 million times in Weibo. This assignment (assignment 65438+1October 20th): Analyze the reason: Find a short video (live broadcast expert) that you are willing to pay. Why are you willing to pay for this short video product (willing to watch this person's live broadcast)? What do you want to sell most if you want to do short-sighted delivery or live broadcast? Why do you want to sell such products? Homework submission method: pdf format (unlimited words ~) Homework deadline: Homework should be submitted before 4pm on Monday (65438+1October 24th). If it is out of date, please take the time to finish reading it ~