Enterprise operation from the media needs to start from the target consumers, where the target consumers of the enterprise are, and where the operation from the media will go. Then, according to their product attributes and user characteristics, combined with the tonality of different media platforms, they decide which platform to operate on, and different content forms and operating methods can be adopted according to different platforms. In order to promote the newly released Xiaomi CC, Lei Jun, chairman of Xiaomi, opened a small red book account in June 2065438+2009. So far, in the past nine months, Lei Jun has sent 70 short messages and gained 26,000 fans. Publish an average of 8 articles every month. Looking at Lei Jun's Zhihu account, Lei Jun started playing Zhihu as early as 20 1 1. Now he has gained 372,000 fans, but he only answered 9 questions in Zhihu, and the last answer was more than two years ago. It seems that there are more people engaged in Internet and technology industries in Zhihu, and they prefer to discuss topics related to mobile phones and Internet technology, which is more in line with the tonality of Lei Zong and Xiaomi. Besides, General Lei has more fans in Zhihu than Little Red Book. (The number of fans is 372,000, and the data on Zhihu is very real. Unlike some platforms where more than 90% of fans are water, it can be regarded as a big V in Zhihu. Then, why is 50-year-old General Lei still trying to blend in with a group of post-90s girls, trying to publish content on their platforms, while ignoring Zhihu, whose per capita salary is 985 million? Because as an entrepreneur, Lei Jun always knows where Xiaomi's users are. Show the beautiful scenery photos taken by Xiaomi 10 super wide-angle lens, the exquisite mobile phone case designed for Xiaomi CC9, or download the colorful colors and cool new wallpaper of Xiaomi mobile phone from Xiaohongshu. Young ladies may place an order to buy it. But if these contents are put on Zhihu, there is a high probability that they will not be ridiculed by buy buy and buy buy, but will be ridiculed. On the Zhihu, you should tell them about Xiaomi's various black technologies, company strategy and technical route, future planning and feelings of home and country. Long and thirsty, users do not necessarily pay the bill. For Xiaomi, Zhihu is not a good platform for carrying goods. This is the choice of Lei Jun, a self-media business owner. Where are the target consumers of enterprises, they will operate from the media. This is the first rule for enterprises to operate from the media. Content Planting grass is a prominent theme in recent years, especially in the beauty industry. The skin care brand HFP has achieved great success by launching a large number of official WeChat accounts in the middle waist, and the make-up brand Perfect Diary has achieved great success by launching a large number of medium and long tail KOLs in Xiaohongshu. For collecting herbs, the first thing is to choose a good platform Why does HFP pay attention to the official account of WeChat, and the perfect diary pays attention to Xiaohongshu? This is because HFP focuses on skin care, so it needs to educate users, so it chooses social media such as WeChat official account and friends circle. HFP shares stories and knowledge of various skin care ingredients, and then uses celebrities, scientific experiments, comparison before and after use, figures and authorities as endorsements to deepen the benefits of ingredients to the skin, so that you can watch HFP advertisements with relish through words and trust the brand unconsciously. Perfect Diary belongs to a make-up brand, so it needs to show its effect. Therefore, it chooses a content platform based on pictures or videos, such as Little Red Book, Bili Bili, Tik Tok and Weibo. The perfect diary presents the painting method and tutorial of eye shadow, the effect of lipstick, the evaluation and comparison of lipstick products of major brands, and gives girls all kinds of makeup knowledge at will, and unconsciously brings the goods. Therefore, enterprises need to decide which platform to operate on, what content forms and operation methods to use for different platforms according to their product attributes and user characteristics and the tonality of different media platforms. This is the second rule for enterprises to operate from the media. Based on these two rules, let's talk about the specific gameplay of different media platforms. 0 1 In Tik Tok in1960s, Leo Bona, an advertising master and one of the six giants who influenced the modern advertising industry, most admired the advertising concept of "natural drama". He believes that every commodity has a natural dramatic side. The urgent task for advertisers is to find out the magic power that can interest people, and then show it in advertisements, so that goods, not ideas, can become heroes in advertisements. However, most of today's advertisements are either boring brainwashing slogans or empty emotional and attitude needs separated from products by 108,000 miles. We just forget that what impresses consumers the most is the magical effect and dramatic application scene of the product itself in users' lives. On the other hand, Tik Tok is a sharp weapon to show the drama of products. In the media matrix of enterprises, Tik Tok should play the role of a magician, show the charm and magic of products in a dramatic way, and make consumers fascinated by products. For example, when we searched for Haidilao in Tik Tok, the most popular videos were about the collection of fancy ways to eat Haidilao, the collection of online celebrities' ways to eat Haidilao and the challenge of how to eat all Haidilao at 100 yuan. This is the drama of Haidilao. It is not just a place to fill your stomach, but a place where you can exert your creativity and imagination, eat to your heart's content, play to your heart's content and eat in various ways. Only by showing these pictures to consumers can you impress them to come to Haidilao for consumption. Let's take a look at the official Tik Tok number of Xiaomi's mobile phone. How to make consumers want to buy millet? Then show them what they can do with Xiaomi's mobile phone, so Xiaomi made a series of tutorials on "shooting big movies with mobile phones". Let's take a look at various topics initiated by Xiaomi: # Sleeping in bed # How to take a photo at home; # Slow World # How to use the slow motion mode of Xiaomi mobile phone to shoot dramatic effects; # Super Wide-angle Shooting # How to shoot a more shocking picture in super wide-angle mode? This is Xiaomi's drama. Among all the topics initiated by Audi official Tik Tok, the most popular ones are # Engine Burning in Winter # and # Enjoying the Vast Life #. They all show Audi taking you to see the scenery, whether playing in the world of ice and snow or seeing the magnificent coastline. However, other performance topics initiated by Audi, such as # A wonderful car #, # Duan Zishou said the car #, # Strong voice Hong Guanren #, # There is no car I can't repair #, # Self-cultivation of gold medal sales #, etc., have a relatively average broadcast volume. This is not only because it is difficult to shoot short videos of such performance paragraphs and stories, so there are fewer users involved. Many brand official numbers also want to shoot stories and jokes, such as Tik Tok's personal number (KOL network celebrity), which is actually a misunderstanding. Because the personal number has a character image that accepts fans, there is a clear person set as an internal clue to dominate all videos, which is not available in the official number. The role of enterprise Tik Tok should be a magician, fully thinking about what role the product plays in users' lives and what eye-catching application scenarios it has, and then showing the magic of the product. Instead of thinking about how to shoot funny jokes, these jokes lack attractive characters to run through. Even if an occasional shot is good, it is difficult to form a joint force due to the lack of coherence between videos. You know Leo Bona's famous saying is that we want consumers to say, "This is really a good product" instead of "This is really a good advertisement". This famous saying is very suitable for Tik Tok. Wechat micro signal is the brand ambassador. Enterprises should first make it clear that the official account of WeChat is official website, an enterprise in the mobile era. In the PC era, an enterprise needs to have its own official website to show its strength and image. An enterprise that doesn't even have official website is not worthy of consumers' trust. In the mobile era, it is this official website function that WeChat official account undertakes. Enterprises need to display brand image, product line, consultation and after-sales service through official WeChat account. This is the most important role for the official account of WeChat, and it is the brand ambassador of the enterprise. If the enterprise ignores this role definition and tries to turn the official WeChat account into a tool to suck powder and a means to get customers, then I can only say, good luck. In today's Internet environment, it is unrealistic to rely on the contribution of official WeChat account to make money. What's more, many companies don't even understand how the official WeChat account should be published. In reality, most brands have made the official WeChat account into an internal magazine, which contains leaders' speeches, industry trends, company news, employee stories and so on. Of course, if the company defines the official WeChat account as targeting employees, distributors and shareholders, then it is understandable to do so. However, if the official WeChat account is set to face consumers and is expected to win customers, then it will be the opposite-not to mention the increase in powder, but the loss of powder is certain. Because, consumers only care about what your products are like, not what happens to your business. When an enterprise holds a year-end conference, the boss gives an important speech. What happens in the industry and what does it have to do with consumers? Qian Zhongshu is right: "If you eat an egg and think it tastes good, why do you know the hen who laid it?" From the perspective of publishing, what enterprises really need to do is to become the embodiment of knowledge in their own product fields. As Luo Zhenyu said, we should "sell commodities as knowledge and knowledge as commodities". You can check the official WeChat account of HFP, Weibo, and the little red book notes in the perfect diary. They don't emphasize how good my products are everywhere in Weibo, but share skin care knowledge and makeup knowledge with consumers. In the process of sharing this knowledge, they sell goods by the way. If I want to start a business as a clothing brand, then what I share on the official WeChat account is definitely not the various selling points of my clothes and the news of my company, but the knowledge of various dressing combinations for consumers. How to dress for meetings, appointments, Mondays and weekends, winter fabrics and summer tailoring are what consumers need. Peter drucker said in his book Post-capitalist Society: "Knowledge is the only meaningful resource today". What is a product? In fact, it is a set of knowledge that is effective for users and can be confirmed by consumption. Knowledge is productivity. Knowledge is the personalized flow of enterprises. WeChat official account should transfer knowledge to consumers on the basis of users, rather than talking to themselves on the basis of enterprises. However, how to publish is not the most important thing in the operation of WeChat. We still have to emphasize that WeChat is not equal to the official account of WeChat, and WeChat operation is not equal to writing a manuscript. Zhang Xiaolong said "WeChat is a way of life". Wechat is more than just a media. Enterprises should not regard WeChat official account as a free advertising space, but should operate it as a system. Enterprises should operate WeChat platform, including personal number, WeChat group, applet, enterprise WeChat and so on, in addition to official WeChat account. Today, WeChat itself is a huge product matrix. To operate WeChat well, different self-media products need to perform their respective duties and cooperate with each other. The official account of WeChat is the core carrier to precipitate users, but in order to activate users, set up personnel and interact with users deeply, we need to use personal micro-signals and their circle of friends, or make good use of corporate micro-signals to communicate with consumers, and then use micro-signals to plan, promote, drain and split activities. The applet is implemented as a product display and e-commerce platform. That's how wechat plays. Compared with WeChat and Tik Tok, Weibo has stronger news attributes and more public media properties. Therefore, Weibo Platform should play the role of the official spokesperson of the enterprise, make a timely voice for major events, new product releases and various marketing activities of the enterprise, and follow up some important events and hot spots in the society in time, make its own voice and express its attitude and position. Many enterprises may have questions. Compared with official accounts of Tik Tok and WeChat, they can update two or three articles every day, while Weibo is more instant, with seven or eight articles every day, so enterprises don't have so much news to send. So what should Weibo say? The suggestion for everyone here is that Weibo should do IP operation, not one east and one west, and send whatever comes to mind, without any rules. Look at Audi's Weibo game. Every day, Audi's official blog is a fixed template of "Today should be XX". Today should be cheerful, expected and loved. Today should be a girl's heart to introduce different products and brand activities around this form. At the same time, on the basis of this format, it is also related to some social hotspots, such as "Today, it is appropriate to pay tribute to retrograde people", "Wash your hands frequently every day", "Today, it is appropriate to distribute sugar" and "Today, it is appropriate to be yourself" on March 8. This not only standardizes the official blog content, but also maintains the consistent tonality of the brand, so as not to ignore the brand because of excessive pursuit of hot spots. Don't dislike that IP operation leads to a single form of content. You should know that the clock tower in the ancient city can gain more than 6.5438+0 million fans just by punching in every day. Including Tik Tok, the form of two people walking and chatting can attract countless accounts to imitate, and I still don't know how it became popular. However, there is one thing that needs special reminding when operating Weibo, that is, you must always play Weibo, grasp the tonality, pay attention to the three views, and beware of rollover. Sony China published an article on February 15 this year, saying, "If your girlfriend asks you your red number again, she will use the lens model to fight back against the army." Although Sony specially added a dog's head expression behind this Weibo, the comment area was overturned. Many comments said that this kind of copywriting was suspected of gender discrimination and was an insult to female photographers. Although Sony just wants to play an ordinary trick, today's Weibo is so magical. When it comes to major events or sensitive topics, it is best for enterprises not to get involved casually. Zhihu If you think that Zhihu is a popular science and academic platform, and enterprises operate Zhihu institutions to share various technologies and professional knowledge, then you will lose. Maybe it was in Zhihu in the early years, but with the rapid increase of users in recent two years, Zhihu became popular. The most easily praised answers in Zhihu are jokes, chicken soup, cleverness, making up stories and emotional catharsis, which have long been proved to be popular on various platforms, instead of calmly and objectively presenting facts and reasoning. This is a highly professional technical science. Let's take a look at the organization number of Tianyue. Tianyancha answered more than 800 questions on Zhihu, among which the top three answers were all related to current events. Tianyancha used its own product features to provide some public company registration information of the parties. For example, "What absolutely real entertainment circles broke the news?" Under this problem, Tianyancha's answer is to divest the companies under the names of major stars and the cooperative relationship with other stars. Another example is Audi's official organization number. The three most praised answers are "Why is Audi a lighting factory?" What kind of brain-opening things can drones do? Is it reliable to fry steak with a car engine? ",is this kind of entertainment and brain-opening problem, not serious knowledge of popular science cars. Therefore, if an enterprise wants to play the Zhihu organization number, its most important role should be the player, and provide users with some interesting knowledge with the professionalism related to its own products. If you don't believe me, look at Alipay's Zhihu organization number again. The two most praised answers are about whether to pay with WeChat or Alipay. This is the mentality of netizens-it is not too big to watch the excitement. The next two highly praised answers were: "If someone blows up all the storage servers of Alipay (physical bombing), will the public lose all the funds in Alipay? ","How much can I get if I put 654.38+0 in the balance treasure at night? " This strange and brain-opening question. Zhihu is different from other platforms in publishing content directly. This is a question and answer community. Therefore, for enterprises, finding good questions is much more important than writing good answers. The dimensions of evaluating a good question include the user's attention, the number of answers, the heat and the quality of the question itself (whether it is interesting, whether it is open-minded, whether it can arouse the user's curiosity, etc.). ) When you play around Zhihu, you should be an expert player with the mentality of playing Zhihu. Don't do boring science seriously, no one cares about you. 05 Little Red Book In terms of product attributes, Little Red Book has both Weibo's side-taking online celebrities as the main body, and sharing content mainly depends on food and clothing; There is also the side of Tik Tok-after all, Xiaohongshu is also vigorously developing video and live broadcast. But personally, I think Little Red Book is very similar to Zhihu in recommendation algorithm. However, after this year's virus incident, Xiaohongshu obviously has no public attribute, which is far from the headlines of Weibo, WeChat and Tik Tok, and even Zhihu and Bili Bili have a certain gap. Therefore, the best product definition of Xiaohongshu is still the community where women grow grass. The self-media gameplay of Xiaohongshu can refer to the content gameplay of Weibo, Tik Tok and WeChat official accounts. Please be careful that the content is not too long and not too long. However, the most important thing to play little red book is that little red book is a community with pictures as the main part. No matter what content it operates, the pictures must be exquisite, exquisite, high-precision and original. In this era when beauty is justice, the pictures are not beautiful enough, but it is impossible to plant grass on the little red book. The role of Xiaohongshu is a Yan value party. 6b Standing in the opening class of kotler 2020 at the beginning of this year, I mentioned the outlet of the content platform in my speech (see "2020, where does the growth come from? Three growth models and core formula analysis). Where is the way out for the content platform? Six or seven years ago, it was Weibo; three or four years ago, it was the official account of WeChat; two years ago, it was Tik Tok; and this year, it is Bili Bili. After years of precipitation, Bili Bili is crossing the popular cognitive gap and generating new traffic dividends. Everyone can pay more attention to this platform and make preparations early. For the year of 2020, I think every enterprise should see the importance of having its own marketing position and operating its own user pool. Product, self-media and marketing activity IP are the three major marketing positions of enterprises. Today, this article first talks about self-media. For self-media management, the biggest challenge faced by most enterprises is actually not the practical level, but the conceptual level. As mentioned above, Tik Tok is a magician, WeChat is a brand ambassador, Weibo is an official spokesperson, Zhihu is a player, and Xiaohongshu is a Yan value party. Different platforms have different role definitions, different content creation methods and different marketing methods. If an enterprise wants to manage the media well, it must choose a suitable platform, set different roles for different platforms, and match different contents and promotion methods. This requires systematic planning, continuous investment and strong operation team support. But in fact, many companies just spend thousands of dollars to recruit an operation, and then throw all the brain holes from the media platform to him. One person is responsible for the operation of all media platforms, from Weibo to WeChat, from headlines to Tik Tok Aauto Quicker watermelon, from Zhihu to Xiaohongshu, from big fish to hundreds of penguins. One person is responsible for all content creation and all work, from writing to shooting, from design to layout, from backstage operation to event planning. Enterprises have no money to invest except the wages given to the operation. No input, hope to bring high output. Recruit a monthly salary of three or four thousand yuan, hoping that he will bring you hundreds of thousands of fans and sell millions of goods. Then why doesn't he do it himself? This whole huge system, if you think you can do all the work by recruiting an operator,