Below in order to be more clear and easy to read, I will list the directory of it~
Switching to new media operation step 1: recognize the real new media operation
Switching to new media operation step 2: AARRR funnel to understand the operation
Switching to new media operation step 3: create new media operation portfolio
? The first step to change the new media operation: recognize the real new media operation
New media people into the pit must see (b station UP - Kaka):?
b station UP - Kaka
Please don't easily switch to new media (b station UP - Bean's Han)
Bean's Han
Bean's Han
The above two up are both practitioners in the new media industry, and they talked about new media operation at the same time. They also talked about the point of new media operation:?
1. Know yourself
Your knowledge of yourself must be deep, and you must understand your character traits, your professional strengths, and your desires.
2. really really tired
New media operation work basically to carry a computer at any time, because to work at any time, basically every day to think about your work how to carry out, if you are afraid of tiredness, you really need to consider carefully, but tired at the same time growth is also a lot, such as can know a lot of big cattle.
3. Public number update
To carry out the public number of the topic, public number of the first draft of the final draft of the public number of the public number of the layout, the public number of the public number of the dissemination of
4. Various channels to promote
such as microblogging, Xiaohongshu, Zhihu, today's headlines and so on the channels of
5. Background maintenance
Published in the circle of friends, user authorization maintenance, user WeChat inquiry maintenance
This is the first time that I've ever seen a new media industry, and I think that I've been a part of it for a long time, but I'm not sure if I can say that I've been a part of it since I've been a part of it for a long time, but I'm not sure if I can say that I'm a part of it for a long time.
Switching to new media operation step 2: AARRR funnel understanding operation
1. New media operation job recruitment requirements
From the above chart we can see that the new media job search needs to understand the various platforms of the new media. platform, good writing skills, the ability to seize the hot ability, copywriting ability, excellent planning ability, fission poster design ability, data analysis ability, and teamwork negotiation ability.
2. How to understand the requirements
Return to the definition of new media: new media operation is to help users in the purchase of products through new media means to better achieve the user's original goal of purchasing the product (referral rate), which will allow more users to recommend more users to buy the product or to buy more products (repurchase rate).We then combine the above competency requirements, the overall purpose is to allow customers to buy, out of pocket. How should we understand the competency requirements around this overall purpose?
A. Pull new (so that your potential customers began to notice you):
In various channels there are our potential customers, such as public, Zhihu, Douban, microblogging, App, search engines, etc., which requires us to master each new media channels.
After familiarizing ourselves with the various platforms, we have to start outputting content. Contemporary society, content is king, so on this basis, we must write good content, and then put it on various platforms for potential users to pay attention to us, which requires us to have good writing skills.
In the era of traffic, the highest degree of attention is what is inevitably hot ah, so this requires us to have the ability to seize the hot ability.
Then we use the hot Or original article, also published to the various channels, but found that the slow growth of fans, this time we need to engage in some activities to stimulate customers, such as posters for free, etc., this is to have excellent planning ability.
We all know that if you write your own article every day, it will be very tired, this time you need to reproduce the article, this time you need to cooperate and negotiate ability.
?A. Promotion (so that your potential customers began to use your home products):
In this stage, we have attracted the attention of the customer, we need to get the customer's information, to facilitate the next step.
So how do you get it? You have to write the form to get the information when he signs up for your product. Then what people listen to your words obediently registered, this time it is necessary to human weakness, we give him the benefits, let him go to the registration form. How to write this benefit, is the part of the copywriting ability. And so the copy in accordance with the 299 gift form to write out, we have to design a good-looking picture to increase the attraction, which requires fission poster design capabilities. Finally, after this series of activities, we can put the article, and then through the customer's response to analyze the correct content and delivery channels, which is the ability to analyze data.?R. Retention (so that your customers stayed to pay attention to your family's products):
Customers pay attention to us for the first time because we write an article, if we do not follow up (send an article), then it is possible that the customer will never open this public number, and thus deleted later.What should we do at this time?
We can increase contact by consistently creating content that the customer likes, or we can use cell phone text messages, email to give him a lot of very valuable dry text, benefits, coupons, perks and so on. The content varies from session to session, and we want the user to feel like we're with them all the time so that the user is more sticky, and in the process is cycling through the various capabilities above. R. Revenue (getting customers to shell out money for our product): Ultimately everything we do is about getting the user's money out of their coat pocket. This requires that our product can actually solve the customer's needs. After the user has paid attention to it and agrees with your product, but hasn't bought it yet, we need to analyze it and then find out which part of the process is problematic to adjust.?R. Recommendation (so that customers recommend our products):
To this step, is to let the customer in the purchase of the use of the past feel good, the customer can recommend to the people around him.
Transition to new media operation step 3: produce new media operation portfolio
? 1.New media operation portfolio - public
We again review the process of this operation, it can be clearly felt that it is a 'growth hacker' a funnel. Whenever we need to speak with a portfolio, so we can create a new media account of our own, and then run that account with the goal of selling a product. We can do a public number project according to their own interests, or expertise, or a variety of resources car, and then through the sales of products as the goal, to try to zero promotion operation of this account, and so the account fans 1 month from 0 to 300 growth, you also have a professional operational thinking and operational skills. You can click on the link /register?inviteCode=IN9MV to learn the free study room course and seven days of growth of the half-skimming private school to get project experience.?2. Benchmarking Dismantling Public - Optimizing Self-Public
?A. Why Dismantle Public
?a. For Competitor Analysis:
?
The dismantling of the public number can quickly understand the competitors, for example, there are 2 young people are selling cell phones, but one person's cell phone sold 10 in the morning, but the other one did not sell one, then the person who sells not much has to analyze the person who sells a lot of why this person this much, so as to improve their own marketing goals.?b. Study the bottom of the iceberg:
We all know that the bottom of the iceberg thinking model, ten years ago, the red article and then modified the title, typesetting will still be red, why? Because the author of the article operates the underlying thinking model, poking directly at human nature, and human nature is not out of date.?c. Learning to adopt the optimization:
You can learn from the excellent place, such as logical layout format, so as to optimize the modification of their articles. Excellent articles are certainly top-notch in both content and layout, and in case our content is OK, we can learn their layout format to optimize our own articles.?B. Should be dismantled those public
?a. Selection criteria:
Before we start to dismantle the public, we must choose the excellent public, then these excellent public need to comply with the characteristics of the public must be a year and a half of the growth rate of fast, if it is a long period of stable growth, certainly the platform reasons, the public is the most important thing. If it is a long time, stable growth, sure platform reasons, their model is difficult to imitate; We do public number ultimate goal is to make money, so we have to choose has been realizing the benefits of good; When we analyze the time to analyze which have the uniqueness of the model novel and creative, so that we can better attract the user; Sometimes we can also go to study the research team staffing?b. How to find a good public number:
You can find friends and family to recommend,?b. How to find a good public number:
You can find friends and family to recommend,?
?a. Gathering information:
We can look at the history of their accounts when dismantling their articles, and it is possible that the style of the public number may change over time during different periods of development;A.S.: What is a good way of analyzing a public number?
?b. combing the pulse:
We can analyze by combing the development history of the large number of people positioning; can also be combed through the large number of content articles operation, different period of time articles are still different; operation of the public number of the promotion of the public number also responds to the different stages of the development of the number of the operation of the large number. promotion; study the big number of cash ways, which is the same as the previous said; disassemble the characteristics of others, for example, some public number in each article at the end of the end of a sentence of gold, and the gold sentence can increase the user's sharing and so on.?D. Deconstructing Public Number Recommendation Tools
a. BlueMCb. Portal
c. Xinbang
d. Qingbo Index
f. Microblog Index ?
e.WeChat Index: compared with other data, WeChat Index is the most objective and comprehensive ?
g. Sogou search: you can search the public face of the content ?
f.OneNote Notebook: organize and record notes
h.Mindmaster:
? Transfer to the new media operation expansion: lifelong learning method is the most core competence
1. Efficient and practical tools
A. Love today: this software is highly recommended to you, love today this software is mainly function is the statistics of the time of the overhead, you can set up the project according to their own needs, and you can Specify the time of completion of the goal, thus forcing yourself to invest in learning every day.
B. Graphite document: This one is also I want to strongly recommend to everyone, graphite document is a document for real-time upload, modify, and can be more collaborative document modification, anyway, I think it is better than to know the notes much better. And graphite documents also support Markdown, convenient for us to text editing.
C. American Drama Listening to Words: American Drama Listening to Words is a software that I saw on Zhihu, and then it's really convenient to download it afterward, and you can choose from American Drama without subtitles, English subtitles, Chinese subtitles, and bilingual subtitles, and there are a lot of movies that you can watch.
D. All History Friends who like history don't want to miss out on it, and this APP can be called the history of the book, and you can check the history of the world. The first thing you need to do is to look up Li Bai, you can, relationship mapping is ready for you, portfolio is ready for you; there are also maps of China's ancient and modern times, the development of science and technology, paintings appreciation, music listening, too much I can't say it all, has been recommended to the side of the friends and relatives, hahaha
2.Self-improvement books
A. How to study efficiently
B.The Way to Learn
C.The Principles
D.The Complete Copywriting Handbook
E.Content Marketing
F.Setting the Talent Free
3. Courses for continuous refinement?
How to learn: a practical way of thinking about subjects that are difficult to learn: This course can accurately recommend courses to you based on your industry position, very humane, interested partners can take a look.
New media study room and full-stack new media seven-day growth plan: these two are project-based new media operation courses, and also are all free, adhering to the learned is earned, what are you waiting for, take action ~