With the development of the times, the traditional marketing promotion can no longer meet the development needs of enterprises. The emergence of emerging online media provides new opportunities for enterprises, but it also puts forward higher requirements for the marketing promotion of new media. Here we provide a complete new media marketing promotion scheme for your reference. What role does new media marketing play? How to set goals, make budgets, write promotion plans, and evaluate performance? How to match the team position? How to manage the new media team? The following points are combined to discuss how to write a promotion plan for new media operations. It is divided into several parts, hoping to inspire new media practitioners. 1. What is the operation of new media? Here, some concepts of operation are popularized, some viewpoints of others are integrated, and a systematic understanding of operation is obtained. You can refer to the following figure to understand the operation: New media operation is an operation mode of brand promotion and product marketing by using emerging media platforms such as WeChat, Weibo and Post Bar. By planning brand-related high-quality and high-communication content and online activities, we can push news widely or accurately to customers, improve participation and popularity, so as to make full use of the fan economy and achieve corresponding marketing purposes. The operation of platforms such as Weibo, WeChat and Post Bar is only a subset of new media operation, and new media operation is another subset of the whole system operation. Understand this relationship, we can better understand what role the new media operation has played. By operation level: primary operation, intermediate operation and advanced operation. Primary operation (responsible for three links and one subproject in the process, such as Weibo operation, WeChat operation, content editing, event planning, etc. ). Intermediate operation (the ability covers the whole of three links). Advanced operation (three links running through, wider vision, more resources and longer layout). According to the operation process, it is divided into: innovation (find out where users are, get users at low cost), retention (let users continue to use your products) and promotion (wake up users who don't use products). Chief Operating Officer (considering product, marketing, investor relations, PR and other company-level resource allocation) is divided into user operation, content operation, community operation, commercial operation, event operation and so on. Second, set goals Next, all we have to do is set goals. Generally speaking, there are several principles for setting the target reference: 1. If you can directly obtain data from a third-party platform as the target, you can directly refer to the background target data values, such as WeChat and Weibo. Don't make too many data definitions or calculation formulas, which is convenient and intuitive, and can also avoid misunderstanding caused by misunderstanding of data definitions. 2. The third-party platform can't present the data to you as a target guide, but it can be delivered to the technical department of the statistical report system for monitoring. We can start with daily indicators and then expand to weeks, months, seasons and years for statistics. For example, registered users of service number, order quantity, order conversion rate, customer unit price, etc. 3. The team needs to have an ultimate goal. For example, in the O2O project, the ultimate goal of the team is the daily order volume. For example, a tool APP, the ultimate goal of the team is the daily activity rate. 4. Dividing objectives by departments: objectives can be divided into two types: business objectives: X articles of content per week, of which X articles are original. Results Target: the growth ratio of Weibo's exposure and fans compared with last month (the base in the early stage is low, so the monthly growth target can be set at 50%- 100%, and it can be appropriately reduced to10%-20% in the later stage); The article opening rate of WeChat is 15%, and the forwarding rate is 5% (this is the average high value in most WeChat official account). 5. The goal setting should not be too general, but should be specific figures. For example, the goal of the month is to increase the daily activation from 8000 to 12000, and the registration conversion rate is 40% (it is suggested that the effect will be better if it is slightly higher than originally expected). Declarative statements such as "increasing brand exposure" and "increasing user stickiness" are prohibited. Improve brand exposure-how much does Baidu index rise? Increase user stickiness-how much does product activity increase? Here, take an O2O life service number as an example to set the promotion target: registered users: new registered users every day, active users of total registered users: daily activity rate = daily order volume of active users/total users: daily order conversion rate = daily order volume of total visiting users/daily customer unit price (guaranteed 8%) = daily total transaction price/total transaction odd number. 3. Budget According to the promotion plan, budget the promotion details involved in each promotion cycle. In addition, Fun Marketing Network believes that new media operation is an efficient and systematic coordination work to achieve goals/objectives. It is recommended that you pay attention to, study and study relevant systems and build your own system. Instead of just focusing on issues that companies and bosses care about, such as budget, publications and cost performance. Fourth, the writing scheme This paper takes the local life service number as a case to describe, which involves some specific practical means, which can be used for reference by other types of applications. 1. Promotion of the overall strategy (method+execution) The team takes the overall goal as the main line and breaks it down into various departments. Test the most effective promotion method, concentrate superior resources on a possible explosion point, and constantly amplify the analysis until it is detonated. Where the target consumers are concentrated, our marketing will be concentrated. 2. The seed user period is one month 1000, and the area is controllable. Characteristics of seed users: frequent interaction, help your circle of friends forward, help you actively promote the official WeChat account in QQ group and WeChat group, and seed users will often provide effective opinions and suggestions for your official WeChat account. Promotion methods: friends and colleagues in the industry, partners, mechanisms, supplier introductions, advertisements in business circles, communities, schools and office buildings; Friends in the industry, colleagues and partners, mobilize colleagues, friends and partners around them to join the experience. Activity: Plan the activity game of "Let's find fault", design the product experience questionnaire and integrate it into the game. Register to get the discount of 10 yuan, recommend to get the coupon of 10 yuan, and select the best fans. The number of fans will be 1 month (H5 copy design should be interesting and social). Wechat group management: establish two WeChat groups with 500 people, manage seed users and collect opinions from product users. 3. The initial user period is 50,000 seed fans for three months. In the initial promotion period, you should try various promotion channels, find the channel that you are best at, let fans grow naturally every day, and finally achieve your goal. The advantage of having a channel is that you can get stable fans every day, instead of 500 fans a day and no fans for three days. The following methods are some summaries of individual team's actual combat, which can be used for reference: a. Weibo Drainage As our market is located locally, we collected all the local popular Weibo in the early promotion, and established interactive cooperation with these local Weibo by promoting the official Weibo, which can be forwarded and drained during the activity. Because Weibo's media attributes are relatively strong, it is a peer-to-peer promotion, which does not belong to the WeChat ecosystem, and the effect is relatively weak. Of course, Weibo, who has a certain fan base in the early stage, has also received a huge bonus from Weibo to WeChat. B, add group drainage and add 500 local WeChat groups to each number. There is no direct advertisement in the group to strengthen interaction. When advertising, give out red envelopes in the group. During the activity, the group will send a group and add a red envelope. Tip 1: How to get a group? Mobilize friends, colleagues and partners around you and let them pull you into the league. Tip 2: Change groups When you have accumulated a certain number of WeChat groups, you can change groups with local operators. Tip 3: Top active groups screen out high active groups, top-level and sinking advertising groups, with frequent interactions within the group and good relations with the group owners. High-quality WeChat groups can consider business cooperation. C, trumpet drainage registration 10 trumpet (* * * can add 50,000 private fans), add fans for local areas, add 50 fans for each trumpet every day, and complete it within 3 months. The team is divided into three groups, each responsible for three. Tip 1: How to improve the numbers? Give the trumpet a definite label: If you are an unmarried girl in 1992, you are engaged in customer service in the Internet industry and where you live in Xiamen. Tip 2: Don't be suspected of advertising. For each additional person, introduce yourself. Tip 3: Friends circle regularly shares interesting things in life. Insert the service number advertising campaign when necessary, and interact with the circle of friends regularly every week. Tip 4: For fans with strong communication skills, they can chat and interact privately. Tip 5: Add fan drainage from the group added in step b, and interact with people in the group before adding people to find the theme, especially the group with high activity, and the success rate of adding powder is higher. D. Self-built official WeChat groups: build 100 official groups for each number, and customize labels for each group, such as seed user groups, activity groups, product trial groups, etc. The first step: make clear the purpose of the League building and establish the rules and regulations of the League. Step 2: Cooperate with the official customer service and interact regularly around the group theme to solve the problem. Step 3: develop some opinion leaders as helpers, work with the development team, and give material rewards when necessary. E. Activity planning activities are conducted once a week to strengthen users' memory habits and facilitate communication and sharing. The following activities are optional, the team participates in the implementation, and the copywriting and H5 effect design are memorized. Event gifts: coupons, gift packages (coupons+canvas bags+notebooks+advertising shirts, etc. ), event prizes, and WeChat red envelopes. Regular activity 1: Send WeChat red envelopes, pull fans into WeChat trumpet, establish WeChat group and start sending red envelopes. Regular activity 2: Send 10 yuan coupons immediately upon registration, 10 yuan immediately upon recommendation, and 100 RMB 20 yuan immediately upon recharge. Activity 4: WeChat answer: It is best to ask questions related to the service number, so that users can find relevant answers on your website, deepen their impression of the service number and strengthen their cognition of the service number brand. This can refer to some WeChat activities in Store 1 ... Activity 5: Forwarding with prizes: Forwarding activities can be initiated on Weibo WeChat, and gifts can be given when forwarding. F. When launching activities through local channels such as official WeChat account, Weibo, community and website, it is realized to launch activities through official WeChat account, Weibo, community and other local channels, and the launching effect can be monitored at any time. For example, in small fish net, a local community in Xiamen, at the beginning of the event, our BD will cooperate or jointly promote the advertisements of the negotiation website, WeChat and Weibo. 4. The brand promotion period is 654.38+10,000 seed fans, lasting for three months. A. Continue the promotion mode of "initial user period" and obtain daily traffic stably. B Local O2O service number or APP cooperation, after initial promotion, has accumulated a certain number of fans, which can be promoted together with local O2O. C, ground promotion, you can cooperate with shopping malls, schools, communities and other business districts to plan and promote offline activities. D. Attend industry conferences and exhibitions. You can attend some industry conferences and exhibitions, bring a QR code, make a good WeChat marketing plan, communicate with your customers and partners at exhibitions or conferences, and recommend official WeChat accounts. E. Join the alliance and join the local e-commerce enterprise alliance, industry alliance, O2O alliance, etc. , share products and enhance the brand awareness of the service number in the local area. 5.PR (public * * * relationship) separates PR because PR has been preheating since the project was established, and every stage of promotion needs PR penetration. In a startup company, as a PR, you need to thoroughly understand the direction of the company at each stage, and then learn to send a strong voice to the market, investors and users. This voice is not blunt and widely announced, but throws a topic to make everyone interested in your story and drive everyone to lead their interest to your product. It is best to form a hot topic in the industry. There are the following strategies: (1). Maintain a stable exposure with daily manuscripts. We will make a communication plan regularly, and decide what voice to deliver to the outside world every month according to the changes of the company and products. Proper expression and continuous content output will gradually increase the exposure of the company and the attention of the industry. (2) Maintain existing media resources and actively expand new resources. I will continue to communicate with reporters and media I used to know and tell them what our team is doing. I am convinced that only through repeated communication can we polish the shining point of the story and seize people's hearts. As a PR, it can also smell the interest points of media attention in time and make full preparations for the next report. In the case that the startup company does not have sufficient funds for PR, we need to carefully analyze the stage and progress of development, and what channels and resources are needed to support the company's voice and opinions. Therefore, our requirement for ourselves is to expand some new media resources in a planned way every week, so that we can have suitable channels to support the output of activities in the future. (3) The channel you choose determines the effect of communication. What kind of story to tell and how to present the communication effect will be the best, which is particularly important for the choice of channels. For example, in some interviews with the founders of the company, we may prefer the paper media with higher weight related to industry and finance, which is conducive to promoting large-scale communication; For the voice of products, we are more inclined to the new media of science and technology, which can attract more attention in the industry; For news with topical events, we prefer to choose large portals. For the self-media field, the strength is uneven, so it is a good choice to choose a self-media voice with neutral viewpoint and strength. But the cost is not the most cost-effective for startups. For TV media, choosing the right program that matches your potential users is a way to make the product break out quickly. (4) Remember to evaluate the effect of marketing communication, which may include crowd coverage, clicking, reading, liking and so on. Every data will tell you how to make the next content better. As a bridge connecting the inside and outside, PR should also be hidden among users and highlight the brand's personality in deep communication. V. Team Building and Job Description Regarding recruiting people, here is a method: reverse the goal, decompose key tasks, decompose the ability and manpower needed to complete key tasks, draw professional portraits of these positions, and reverse the entry time of team members according to the stage goal. For example, the company's WeChat service number should reach 50,000 fans within six months. To achieve this goal, we need activities planning, channel promotion, public relations and other tasks. What kind of people do you need to complete these tasks? What time does it arrive? In fact, the HR of many Internet companies is unprofessional and unfamiliar with the specific tasks of various departments. So I often joke when recruiting people. For example, candidates ask you how to evaluate the team performance of new media and the salary system of sales team. Many HR are vague. I don't know where the line is. Therefore, department heads should communicate closely with HR to let them know what kind of people your department really needs. Establish a new media promotion team to be responsible for the promotion of new media. The new media promotion team consists of the following members, covering job responsibilities and job descriptions. The number of people can be fine-tuned according to the indicators of the project. The principle of (1+ 1+2+ 1) can be adopted for the initial project. 1, introduction of new media promotion manager (1) during the initial user period (1), job responsibilities: responsible for the daily operation of the company's WeChat and Weibo WeChat official accounts, increasing the number of fans and enhancing the attention; According to the established content direction, publish all kinds of high-quality and transmissible content that meet the requirements; Improve fan activity, interact with fans, and analyze and summarize their online behavior; Mining and analyzing the needs of WeChat users, collecting user feedback, analyzing user behaviors and needs, and immediately grasping current hot topics; According to operational requirements, independently plan and organize various online and offline activities to increase exposure and increase the number of fans and user stickiness; Monitor the promotion effect and data analysis, evaluate and improve the promotion effect. (2) Requirements: Internet belief, preferably heavy users, making new media promotion plans with strong execution. Familiar with new media, Weibo, Wechat, familiar with large size, have operated grassroots in Weibo, and the official account of Wechat is better! Have judgment, can analyze hot events, know how to follow the trend, have the spirit of self-mockery, and be able to laugh at yourself moderately. I have combat experience, never mix forums, never play Weibo and brush WeChat, forget it, never give up, regardless of the male show! 2. Introduce the user period in the initial stage of copywriting planning (1), clarify the project objectives, quickly understand the customer needs, closely cooperate with relevant cooperation departments, and provide fast, accurate and wonderful desk support; Responsible for the writing of publicity copy and publicity materials copy; Responsible for writing creative content and writing relevant copywriting content for online activities, advertising communication and online public relations manuscripts; Precipitate the experience of creative output and content writing to form knowledge management for other projects to learn from. (2) Post-trial copywriting planning post is a text output post, which requires good writing skills, creativity and hot awareness. Event marketing communication had better have a successful case. 3. The new media operation specialist introduced (2) the initial user period (1). Job responsibilities: responsible for the daily operation of WeChat official account; Responsible for the writing and publishing of copywriting content, fan management and interaction; Collect users' opinions and suggestions; Analyzing and excavating users' habits, emotions and experiences, and grasping news hotspots in time can complete theme planning and activity planning, and track the implementation effect of planning cases; Positioning the target customer base and improving the visibility of products in the target customer base; Active thinking, market planning ability and execution. (2) Requirements: Experience in WeChat promotion and operation; Good copywriting ability, strong learning ability and good at innovation; Have innovative spirit, dare to innovate, and have great enthusiasm and investment in new media marketing; Familiar with the characteristics of online media communication, have a unique understanding and control of social media communication; Strong insight into micro-media; Experience in media operation is preferred. 4. Brand promotion period (1) can be introduced 1 channel manager (BD expansion). Responsibilities: Participate in formulating channel strategy and expanding target plan; According to the needs of the company's business development, find and explore cooperation resources that are beneficial to the company; Responsible for the business development and cooperation of the company's WeChat service number, and establish good business cooperation relations with various promotion channels. Analyze the promotion data, adjust the promotion strategy in a targeted manner, and improve the number of fans, orders and activity. (2), job requirements: