With the development of the times, the traditional means of publicity and marketing can no longer meet the development needs of this huge enterprise. The emergence of new network media provides new opportunities for the development of enterprises, and also puts forward higher requirements for new media marketing means.
What role does new media marketing play?How to set goals, make budgets and establish promotion plans?The following editor will discuss how to do a good job in new media marketing based on these points, hoping to give some inspiration to new media practitioners.
1、 What is new media operation?
Here we popularize some concepts of operation, integrate some views of others, and have a systematic understanding of operation.
New media operation is the operation mode of brand promotion and product marketing by using WeChat, microblog, post bar and other emerging media platforms.By planning high-quality and highly publicized brand related content and online activities, we can widely or accurately push messages to customers, improve participation and popularity, so as to make full use of fan economy and achieve corresponding marketing purposes.
2、 Targeting
Next, we need to set goals. Generally speaking, we should refer to several principles when setting goals:
1. If you can directly obtain data from a third-party platform as a target, you can directly use the target data value in the background as a reference, such as WeChat and Weibo.Don't make too many data definitions or calculation formulas, which is convenient and intuitive, and can also avoid misunderstandings caused by misunderstanding of data definitions.
2. The third-party platform cannot present data to you as target guidance, and can be delivered to the technical department to do statistical reporting system for monitoring.You can start with daily indicators, and then extend to weekly, monthly, quarterly and yearly statistics.For example, the registered users of the service number, the order quantity, the order conversion rate, the customer unit price, etc.
3. The goal setting should not be too standard, but should be specific. For example, the goal of the current month is to increase daily activation from 8000 to 12000, the registration conversion rate is 40% (it is suggested that the effect will be better if it is slightly higher than the original expectation), and the declarative statements such as "increased brand exposure" and "increased user stickiness" are blocked.
3、 Budgeting
Budgeting is based on the promotion scheme, and the promotion details involved in each promotion cycle are budgeted. The more refined the budget, the better, more controllable, and more obvious the implementation effect.New media operation is an efficient and systematic coordination work to achieve goals/objectives, so it is suggested to pay attention to, learn from, and delve into relevant systems to build their own systems;Instead of focusing on the budget, publications, and cost performance, the company and the boss are concerned about.
4、 Write Scheme
This paper describes the local life service number as a case, which involves some specific practical means, and other types of applications can be used for reference.
1. Promote the overall strategy (method+execution)
Test the most effective promotion method, focus on the advantageous resources at a possible point of explosion, continue to expand, continue to analyze, until the detonation.Where the target consumers are concentrated, our marketing will be concentrated.
2. Seed user period
1000 seed fans, for one month, within the region, controllable.
Characteristics of seed users: often interact, help your circle of friends forward, help you actively promote public accounts in QQ groups and WeChat groups, and seed users will often provide effective opinions and suggestions to your public accounts.
Promotion methods: friends and colleagues in the industry, partners, invitation mechanism, supplier introduction, advertising in business districts, communities, schools, and office buildings;Industry friends and colleagues, partners, mobilize colleagues, friends, partners to join the experience.
3. Initial user period
50000 seed fans for three months.
In the initial promotion period, you should try various promotion channels to find the channels you are best at, so that fans will naturally grow every day and eventually achieve your goals.
The following methods are some summaries of individual team practice, which can be used for reference:
A. Weibo drainage
B. Swarm drainage
C. Small drainage
D. Self built official WeChat group
E. Event planning
F. Local public account, microblog, community, website and other channels
The reason why PR is independent is that PR has been warming up since the establishment of the project, and PR penetration is required at every stage of promotion.
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