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企业和个人如何玩转泛媒体?
2021-12-21 03:47:10

BENWENWANZHENGYUEDUKENENGXUYAO15-25ZHONG,QIANBANBUFENSHIHEQIYEFUZEREN,HOUBANBUFENSHIHEXINMEITICONGYEZHE。

ZHUANYANCHUNJIEYIGUO,QIYELUXUKAIGONG,XINYINIANDEJIHUAYEZHENGHONGHUODEKAIZHANZHONG。

DANDUIYUXINMEITIDEYIXIETONGXUE,JINNIANKENENGGUOLEYIGEJIANIAN,HENDUOYUDAOLERUXIADEWENTI:

  • 企业对待新媒体的态度变成了《从入门到放弃》,减少预算",要求变现。
  • 新媒体要同步的平台太多,20%的时间在写内容,80%的时间在琢磨标题
  • 这个世界变化太快,唯一不变的是发一篇文章掉一片粉,做梦都在掉粉。

CHULIDESHIQINGYUELAIYUEZA,"ZUOSHOUZHIBO,YOUSHOUSHEQUN。DANDUIZIJICHENGZHANGDELUJINGHENMIMANG。

对于新媒体,特别是微信运营的同学来说,似乎1.0的野蛮生长时代已经过去,那么企业新媒体如何做到二次觉醒呢?结合自己的一些经历,给大家开工时吹吹耳旁风。本文主要分三部分为趋势篇,企业篇,和个人篇三部分阐述。

  • 看清新媒体运营的现状及趋势
  • 企业对待新媒体的二次认知
  • 新媒体从业者技能加点get指南

什么是泛新媒体时代?

JINCONGYIGECONGYEZHEDEJIAODU,YUELAIYUEGANSHOUDAOFANXINMEITISHIDAIDELAILIN。SHOUXIANSHIXINMEITIZISHENDEXINGTAISHANGDEKUANFAN。

1.表现形式泛

XINMEITICONGZAOQIWEIXINTUWEN,TUOZHANDAOYINPIN,RULIZHI,XIMALAYA。ZAIDAODUANSHIPIN,RUMIAOPA,KUAISHOU。ZAIDAOSHIPINZHIBOFENGMI,YIZHIBO,YINGKEDENG。

2.结合领域泛

YUHULIANWANG+DUIYINGDESHI,XINMEITIZUOWEIZHONGYAODECHUANBOZAITI,YEDAZAILEYUELAIYUEDUODE+。XINMEITIJIEHEDASHUJU,ZUOYUQINGFENXI,XINMEITIJIEHERENGONGZHINENG,LIRUWEIRUANDEXIAOYING。

3.承载平台泛

CONGWEIBO,WEIXINZHEILIANGDAZHULIUPINGTAI,DAOXIANZAIXINWENKEHUDUAN:JINRITOUTIAO,YIDIANZIXUNDENG。GONGJUPINGTAI:UCLIULANQI,WIFIWANNENGYAOCHIDENG。DIANSHANG:TAOBAO,JINGDONGDENG。XINGCHENGLEBAIJIAZHENGMING,SHENZHIYOUTONGXUESHUOPINGTAITAIDUO,DAOZHIZIMEITIRENBUGOUYONGLE。

新媒体的第二重泛,是从运营的企业来说,扩开了边界,但是也越来越泛烂。

4.运营边界泛

XINMEITIYUNYINGZAIQIYEZHONGCHENGDANDEZHIZEYUELAIYUEKUANFAN,BIANJIEYEYUELAIYUEFAN。JIANDANLAISHUO,NIDEGANGWEISHILISHUYUNAGEBUMEN?

BIZHEJIUCENGYOUGUOXINMEITIGUIWEIZAISHICHANGBU,GONGGUANBU,HEYUNYINGBUZHEISANGEBUMENDEJINGLI。DUIYUSHICHANGBULAISHUO,XINMEITIGENGZHONGSHIHUODONGYINGXIAO,GONGGUANBUGENGZHUZHONGTOUFANGCHUANBO,YUNYINGBUZEGENGZHUZHONGYONGHUYUNYING。MEIGEBUMENDECEZHONGDIANBUYIYANG,YEBIAOXIANZAIXINMEITIZAIMEIGEQIYEZHONGDEDIWEIBUTONG。

5.帐号泛

JINGGUOJINIANDEFAZHAN,JIBENSHANGXINMEITILINGYUDEZHANKENGWANBI,MEIGEXIFENLINGYUDOUCHUXIANLEJIAOJIAOZHE,BIRUYANGZHUDEYOU“ZHUGUANBABA”DENG,BAOKUOBIERGAICIJINRIYEKAITONGLEGONGZHONGHAO。

QIYEZHEILIANGNIANYERENSHIDAOMEIYOUGONGZHONGHAOBUXING,YOUYIGEYEBUXING,YINWEIBUGOU。YOUXIEMINGMINGYIGEFUWUHAOKEYIJIEJUEDE,FEIYAOZHENGCHUYIGEDINGYUEHAO。YUCITONGSHI,JIHUMEIGECHUMINGDEDAHAO,DOUYOUJIGEMAOPAIYINGZIHAO。

6.内容泛滥

NALIYOULIULIANG,NALIJIUYOUSHENGYI。XIYINLIULIANGDEDIYIBUJIUSHIRUKOU,DUIYUXINMEITILAISHUOJIUSHIBIAOTI/TUPIAN。

SUOYINENGKANDAOQIYEYIGERENZAIXIEWENZHANG,QUEYOU5GERENBANGMANGGAIBIAOTIDEXIANXIANG,ZHIBOHUOLEDABANNIAN,QUEYIRANSHIZHUIZILIANDETIANXIA。DANGRANSHIBUSHUOMINGZHEIGEXIANXIANGBUHAO,CUNZAIJIHELI,KENDINGSHIFUHEXIANJIEDUANGUOQINGDE,DANSHIBIJINGLIEBIQUZHULEBUFENLIANGBI。

17年新媒体趋势预测

GUANYUYUCEBENSHENQISHIBINGBUKAOPU,YINWEIWEIZHIYINSUTAIDUO。JIURUTONGMAYUNZHIQIANHEYAMAXUNCTOZAI2003NIANDESHIHOUYUCEDIANSHANG,SHUOLEBANTIANJIUSHIMEIYOUSHUODAOYIDONGDUANSHANGQU。YINWEINEIHUISHOUJIDOUSHIFEIZHINENGJI。SHUOBUDINGXINDEAR,VRCHUXIANHOU,MEITIYOUYOUXINDEBIANGE,YETONGCHENGWEIXINMEITI。

泛新媒体时代,意味着新的一些机会,笔者按照平台维度,简单说下各个平台玩法及需要避免的误区。

WEIXIN:ZHONGQI

1. ZHENGTILIULIANGWENDING,DANFENSIDAKAIXIGUANYANZHONGXIAJIANGXIA,WEIXINGONGZHONGHAOFENFARUKOUKENENGJINYIBUBIANGE。MUQIANSOUSUORUKOUCHUXIANLEPENGYOUQUANJINGXUANDENG。DANRURUKOUTAISHEN。RUGUOCHUXIANXINDEBIANDONG,DIYISHIJIANfollow。

2.WEIXINGONGZHONGHAODEMATAIXIAOYINGBINGBUHUIJIAJU,DAHAOMIANLINWENTIGENGDUOSHIYINGSHOUYUTILIANGDEPINGHENG。

3.XIAOZUOFANGSHI(1-3REN)GERENGONGZHONGHAOJUEQISHITOURENGRANXIONGMENG,BINGJIANGGUAFENDABANZHANGWEILIULIANG。

4. JIBIERENDAGUANGGAOHUIYUELAIYUENAN,ZIJIMAIHUOHUIBIANDEZHULIU。

5.SUIZHEDINGYUEHAOGENGMINGGUIZEGAIBIAN,QIYEHEGERENJIANDEZHANGHAOMAIMAIHUIXINGQI(DANGRANZHEISHIWEIXINGUANFANGBUTICHANGDE,YAOZHUYIHELIDEFENSIZHUANYI,JUTIFANGFAKEYICANKAOBIZHEZHIQIANXIEDE《RUHEBANLUJIESHOUYIGEGONGZHONGZHANGHAO》)

6.     XIAOCHENGXUCHUANBODUIYUYOUXIANXIAMENDIANDEQIYESHIGEJIHUI,TONGSHIYEKAIQILEYISHEQUNERFEIPENGYOUQUANDEWEIYINBAOSHIDAI。

微博:转移

1.     YUWEIXINDE“LAOLINGHUA”QUSHIBUTONG,WEIBONIANQINGHUAQUSHIYUELAIYUEMINGXIAN。

2.     YIXIANCHENGSHIYONGHUJIZHONGFASHENG,ERSANSIXIANCHENGSHIYONGHUGUANMOZHUIXING。

3.CONGSHIJIANCHUANBOJIAODU,QIANJINIANYIBANDOUSHIWEIBOYINBAO,WEIXINCHENDIAN。HOUXUKENENGGAIXIE,WEIXINYINBAO,WEIBOERCIYINBAO。ZUIXIANZHUDEELIZIJIUSHILUOYIXIAOSHIJIAN。

4.CONGXINGSHIKAN,WEIBOYUNYINGBAOKUOTOUFANG,CONGTUWEN,HUIZHUJIANWANGDUANSHIPIN(MIAOPA)HEZHIBO(YIZHIBO)ZHUANYI。

其他自媒体平台:分化

1.     ZIMEITIPINGTAIHUIFENHUACHUBUTONGDEDIAOXING,BIRUJINRITOUTIAOPIANYULE,YIDIANZIXUNPIANWENYIDENG。

2.     ZIMEITIPINGTAIJIANGCONGCHUNNEIRONGFENFA,HUIZHUJIANCHANGSHIFENSIDESHENDUJUHEXINGSHI。

3.     ZIMEITIPINGTAINEIRONGTUWENYIRANSHIZHULIU,DANDUANSHIPINBILIJIANGHUITIGAO。QITIGAOSUDUHE4GZIFEIJIANGDIYIJIYONGHUYANGCHENGXIGUANYOUGUAN。

4.     ZHIBOCHUNKAOYANZHIQILIANGHUIQURUO,GENGJIAZHUZHONGCAIYIDENGFANGMIAN,QIEQUYUGONGZUOSHI,LIUSHUIXIANXINGSHENGCHAN。QIYEZHIBOHUIXINGCHENGCHAYIHUA。

企业的二次定位

拥有新媒体账号已经是企业标配,但是初衷可能需要改变。有的企业最初建立新媒体账号,是为了品牌传播,有的则是为了舆情监测。而有些则是为了跟风占坑。随着企业的发展,产品形态的进化,也是时候进行二次定位了。

1.     QIYEXINMEITIJIUJINGYAOZUOSHENME

微信:猥琐发育,别浪

QIYEDUIYUWEIXINDEDINGWEI,YIBANFENWEISANZHONG:1CHUANBO2ZHENGQIAN3TIGONGFUWU。YUHEXIONGZHANGBUKEJIANDE,JIBENSHANGHUISHEZHIMOUYIXIANGWEIZUIZHONGYAODEZHIBIAO。

(1)传播:三不唯

DUIYUCHUANBOCENGMIAN,WUYIKEYITISHENGPINPAIZHIMINGDU,TONGSHIYEKEYIZUOYUQINGCHULI。XIECHU10W+,ZHIZAOBINGDUCHUANBOSHIMEIGEQIYEMENGMEIYIQIUDE,DANQIYEYAOZUODAOERBUWEI:

BUWEIWEIXINLUN:SUOYOUDECEODOUWANWEIXIN,DANBINGBUDENGYUSUOYOUDEYONGHUDOUYONGWEIXIN,YAOZUODAOYINDIZHIYI。YOUXIERENQUNRUCHUXUESHENG,ZAIqqDEJUDUO,SUOYIXIANRANXUYAOKANZHONGQQGONGZHONGHAO/KONGJIANDECHUANBO,FANGZHIZAOCHENGSHUABIANPENGYOUQUANDEJIAXIANG。

BUWEIYUEDULIANGLUN:YUEDULIANGJIBENSHANGQUJUEYU1.FENSIJISHU2WENZHANGZHILIANG3WENZHANGKUOXISHU。ZHEISANZHEBINGBUSHIJUEDUIZHENGXIANGGUANDE,YAOZUODAOKEXUEPINGPAN,ERBUSHIKANJUEDUIZHI。

BAIWANDAHAOQINGSONG10w+,BINGBUYIDINGSHINEIRONG,ERSHIJISHUTAIDA。YANGSHENGHAOQINGSONG10w+,BINGBUSHIWENZHANGZHILIANGHAO,ERSHIRENQUNKUOSANXISHUGAO。YOUXIEMINGRENKOLWENZHANGYUEDULIANGDI,DANSHIZHAOYANGSHOUHENGAODEGUANGGAOFEI,YINWEIWENZHANGZHILIANGHAO,FENSIJINGZHUN。

BUWEIREDIANLUN:XIANGYAOTIGAOCHUANBOLIANG,YAOMEZAOREDIAN,YAOMEGENREDIAN。DANSHIYEBUNENGMANGMUGENFENG,YAOJIEHEZIJIZHUANYEXIANGGUANLINGYUQUGEN,YAOYOUTAIDUDEQUGEN。LINGWAIYEBUSHISHENMEREDIANDOUKEYIGEN,BIRUZHIQIANYOUYIKUSHIJIAN,MANGMUGENFENGHUIFANERHUISHANGHAIPINPAI。

(2)挣钱

DUIYUZHENGQIAN,MEITIJIEHUOHUASHIkesoCENGSHUOZHIJIEDESHANGYEZUIHAODESHANGYE。YUQINIUNIEDEKAOSANFANGGUANGGAO,HAIBURUMAIHUOLAIDEGENGJIAZHIJIE。DANGRANZUOHAOFENSIDEBEISHUSHIGUANJIAN。

HAIYOUYIDIANYAOZHUYI,JIUSHILIUHAOHOUSHOU,XIANZAIYIXIEDAHAOLIRULUOJISIWEIDENGFENFENZUOQILEAPP,SUIRANQIANYIDECHENGBENGAO,DANSHIWANYIBUXIAOXIN,NONGGEFENGHAO,ZHENSHIHUIYUYIDAN。

(3)提供服务

DUIYUDISANDIAN,TIGONGFUWUZHISHISHOUDUAN,YIBANDOUSHIfreemiumMOSHI。DANGRANRUHEGENGHAODITIGONGFUWU,ZAIWEIXINSHANG,FUWUHAOSUIRANYIJINGYONGJIBUKAN,DANSHIJIHUIRENGRANYOU,yoliKOUYU,ZHULILAIYE,TONGGUOCHANPINHUASHIXIANJIAZHI。

XIAOCHENGXUSHIYIGEJIHUI,DANSHIQIYINGYONGCHANGJINGHAISHIXIANXIAJUDUO,CHUANBOCENGMIANYESHOUDAOXIANZHI。KEYIZHANKENG,DANMUQIANBUYAOQIWANGGUOGAO。

微博:抱团搞事儿

微博这个套路基本上企业已经玩得很熟了,最重要的两个点,一是品牌传播,二是舆情监测。

DUIYUPINPAICHUANBO,WEIBOZIDAIDEYIXIESHANGYECHANPINYAOPEITAOSHIYONG。BIRUSHUOSHUJUFENXI,CHOUJIANGPINGTAIGAIMAIDEHAIDEMAI。FENSITONG,FENSITOUTIAOGAIZUODEHAISHIDEZUO。

这里要说明的一点趋势品牌是:抱团玩法。这个玩法最早是段子手集团的普遍玩法,用来大号带小号。所以快速形成了铜雀,牙仙,楼氏三大段子手集团。

DANGRANPINPAIYENENGZHEIMEWAN,WANJIELI,WANZHOUNIANQING。GENGDUOWANDEKUALINGYUDEHEZUO,YAO“SIPILAILIAN”DEWANGSHANGCENG。BIRUSHUOQUNIANDAHUODEHAIERWEIBONUDUIWANGJIANLIN,XIAMIANDEPINPAILIANHEBAOTUAN。

对于舆情监测,要建立监测及层级汇报机制。划定相应的舆情等级,不要等火烧眉毛了才等着去解决。

JINRITOUTIAODENGZIMEITI:XIANZHANKENGHOUSHAIXUAN

(1)   QUNIANNEIRONGFENKOUDARE,MEIJIADOUYOUXIANGYINGDEZUOZHEJIHUA。DANSHIMEIJIADIAOXINGBUYIYANG,YEHUIZAIMOUGELINGYUZHANLINGGAODI。BIRUJINRITOUTIAOKENENGSHIDAZHONGYULEHUA,BAIDUBAIJIAZHUZHONGSHANGYEKEJI。XUYAOYINDIZHIYI,XIANQUANBUKAITONG,RANHOUKANXIAOGUO,XUANZEYIJIAJINXINGZHONGDIANYUNYING。(XIATULAIZIYUZHIHUWANGYOU@FENGQINGYANG ZHENGLI)DAJIAKEYIDUIHAORUZUO,SHENQINGKAITONG。

(2)BANEIRONGZUOHAOSHIDIYIYAOWU,SHUNBIANBIAOTIDANG。BUYAOBENMODAOZHI。

(3)DUOCHANGSHIZHEIXIEPINGTAIDEYIXIECHUANGXINGONGNENG,BIRUJINRITOUTIAOWENDA,FAZHUANGTAISHIDEWANFA。

(4)BUYAOYIWEIBADUZHEQUANBUQIANYIDAOWEIXIN,HOUQIZHEIXIEPINGTAIYEHUIZUOSHEJIAOGUANXILIAN,SHUNSHIERWEI。

1.新媒体的组织架构

XINMEITIDEZUZHIJIAGOUCHANGYONGDELIANGZHONGSHEZHISILU,YIZHONGSHIANZHAOZHINENG,BIRUWENANXIEZUO,SHIPINZHIZUO,SHANGWUHEZUODENG,RANHOUSUOYOUPINGTAIJINXINGFENFA。LINGYIZHONGZESHIANZHAOPINGTAIZOU,WEIXINZHUANMENPEIJIGE,WEIBOZHUANMENPEIREN。BIZHEGENGJIAJIANYIDIERZHONG,YINWEIPINGTAIJIANCUNZAICHAYIHUA,ZHUANRENKEYIGENGHAODEFUZE。

XIATUJIANDANGUINALEQIYEXINMEITIDEYIGEJIAGOU,DANGRANYOUXIEZHINENGKENENGKUAPINGTAITONGYIRENFUZE,YEYOUXIEXUYAOGENJUJUTIXUQIUZAIQUKUOZHAN。

2.RUHEZHAODAOGENGHESHIDEXINMEITIREN

JINLIANGNIANXINMEITIYUNYINGDARE,JIASHANGRUMENMENJIANDI,XINMEITICONGYERENYUANYESHIWUHUABAMEN,CONGJIZHEZHUANDE,CONGJISHUZHUANDE,GEGEFANGXIANGDOUYOU。

NEIMEQIYERUHEZHAODAOHESHIDEXINMEITIRENNI?XINMEITINEIBUYEFENHENDUOGANGWEI,BIRUSHUOWENANXIEZUO,CHUANGYICEHUATOUFANGDENG。CHULEDUIYUZHUANXIANGJINENGDEKAOHEWAI,ZHEIJIXIANGYEBIZHEZHONGDIANGUANZHUDE。

(1)XINGYECHENDIAN

DANCHUNCONGCAOZUOJINENGLAISHUO,QISHIBINGMEIYOUDUODAMENJIAN,JIBENSHANGZHIYAOKENXUE,YIGEYUEZUYI。DANXINGYECHENDIANDEQUEBUYIYANG,TEBIESHIMOUXIELINGYU,"LIRUJIAOYUYILIAODENG,ZHUANYEXINGTUCHUHUIFEICHANGZHONGYAO。

(2)XINMEITIGAN

ZUOYIGEXINGYEJIUYOUYIGEXINGYEDEGANJUE,SHOUXIANWOBUJIESHOUWANQUANDEXIAOBAI,ZHISHAOMIANSHIQIANNIKEYIZIJIJIANYIGEGERENHAOWANWAN,CAOZUOXIAHOUTAIZAILAI。

XINMEITIGANYETIXIANZAIYIXIEJUTIDESHICAOXIAOXIJIESHANG,BIRUWENZUOWEIXINDETONGXUE,WEIXINHOUTAICHUANgifTUZUIDASHIJIM?DUOTUWENTOUTIAODECHICUNSHIDUOSHAO?WENSHEQUNDETONGXUE,GERENHAOQUNFANENGQUNFALIANJIEMA?GERENHAOYITIANZUIDUONENGJIADUOSHAOREN?

XINMEITISUIRANBUSHISHULIANGONGZHONG,DANSHIPINGSHIZUODESHIHOU,YIDINGYAOLIUYIYIXIEXIAOXIJIE。YOUQIZAIXIANZAIHONGHAIZHIXIA,JINGXIHUAYUNYINGYOUWEIGUANJIAN。

(3) TUOZHANSIWEI

新媒体发展太快,技能是一方面,另外就是学习思考的能力。我一般会问这么几个问题。

  • 新媒体如果翻译成英文,你会翻译成哪个?
  • 微信邀请人入群时,满多少人不能直接拉人进去,而是会发送链接?微信为什么要这么设置?
  • 简单说话你理解的QQ和微信社群的区别

ZHEIXIEWENTISHIKAIFANGXINGWENTI,KENENGMEIYOUBIAOZHUNDEDAAN,DANSHIJIBENSHANGNENGKANCHUTADUIXINMEITIDELIJIEYIJIQIANLI。

DANGRANHAODEXINMEITIRENZAISHICHANGSHANGYIRANSHIFENXIQUE,TEBIEYOUXIUYOUDEZHIJIEQUZUOZIMEITIQULE。SUOYIYOUSHIHOUHAIDECONGYOUQIANLIDESHIXISHENGZHAOQI。

DANGRANSHIXISHENGYEBUHAOZHAO,YOUSHIHOUZHENDEKANYUANFEN。CHULEYIXIEJIBENDAIYU,TAMENGENGKANZHONGHAOWANHEXUEXIXING,YIFENHAODEZHAOPINWENANTONGYANGZHONGYAO。BIZHEZHIQIANFALEYIZHANGTUPIAN,YOU30+DERENZHIJIETOULEJIANLI。

3.企业如何做好新媒体投放

XINMEITITOUFANGGANCHAOCHUANTONGMEITIYIJINGSHIQUSHI。ZHIQIANCHUANTONGGUANGGAOJIEDEMINGYAN,WOZHIDAOYOUYIBANGUANGGAOFEILANGFEILE,DANWOBUZHIDAOLANGFEILENAYIBAN?

XINMEITIQISHIYESHIYIYANG,YOUYUXINGYECUNZAISHUALIANGDENGXINGWEI,YOUSHIHOUQIANMOMINGQIMIAOZALEHENDUO,QUEBUZHIXIAOGUO。DUIYUQIYETOUFANGLAISHUO,XINMEITITOUFANGYOUJIGEJIHUIHEKENGXUYAOZHUYI。

(1)  微信投放

WEIXINTOUFANGZHUYAOFENPENGYOUQUAN,GONGZHONGHAO,SHEQUNJIDALEI。

朋友圈

TOUFANG,MUQIAN20WANJIUNENGQIBU,ANZHAOYIERSANXIANCHENGSHIDEJIAGEYOUSUOBUTONG。BIZHEMEIYOUGUODUODECHANGSHI,TUHAOMENKEYISUIYI。

XIANZAIPENGYOUQUANJIBENSHANGTOUFANGYERIQUCHENGSHU,KEYIJINGZHUNDAODAOMOUGESANXIANCHENGSHIDEXIAN,DUIYUDIFANGTOUFANGSHIYIGEHENHAODECHANGSHIRUKOU。

公众号:

DUIYUGONGZHONGHAOTOUFANGYIBANYICAIDANLAN,WENZHANGWEIZHU,HUOZHEGONGZHONGHAOZHIJIANDEMAIMAI。DUIYUCAIDANLANYIBANANZHAOZHOUHUOZHEYUESUAN,ZUIZHUYAOSHIJUTIDEDAILIANGSHUJU。

DUIYUWENZHANGLAISHUO,YIYUEDULIANGWEITOUFANGZHIBIAODE,GENGSHIHEYIGONGGUANCHUANBOWEIZHUYAOMUDE。DUIYUCHANPINXINGQIYE,FANGGOUMAIHUOZHUCELIANJIEDEMAIDIAN,KEYIJUTIKANDAOSUODAIDELIANG。

YOUYUXIANZAISHUALIANGFANLAN,YUEDULIANGDEZHENSHIXINGCUNYI。

DANCHUNDEKANYUEDULIANGJINXINGTOUFANGWUYICUNZAIYIDINGFENGXIAN,BIZHEZHIQIANLIANGGETOUFANGYUANZE:1TOULAOBUTOUXIN 2.TOUCHUIBUTOUFAN。JINLIANGTOUZIJISHUXIDELAOHAO,JINLIANGTOUCHUIZHILINGYU。LINGWAISHUOJIGEWOPINGCHANGPANDUANDEJINGYANFANGFA,DANGRANBUSHIQUANBUSHIYONG。

(2)社群投放:

SHEQUNTOUFANGDEXINGSHIYIBANYOU:SHEQUNGUANMING,GUANGGAOLIANJIEFASONG,QUNNEIRUZHU,SHEQUNMAIMAI,XIAOCHENGXUTOUFANG

YIBANSHEQUNGUANMINGYIDUANQIWEIZHU。

GUANGGAOLIANJIEFASONG,ZUIHAOSHIYIQUNZHUDEMINGYIQUFA,GENGJIAQUANWEI。ERQUNNEIRUZHUDEXINGSHIYIBANKEYIYIZHUANJIADEMINGYIRUZHU,JIDAJIASHANGWEIKE。SHEQUNMAIMAIJIUSHIZHIJIEZHUANRANGQUNZHU。XIAOCHENGXUTOUFANGSHIYINWEIXIAOCHENGXUDECHUANBOXIANZHI,SHEQUNXIANRANCHENGLEXIANSHANGCHUANBOGAOXIAODEXUANZE。

ZHEILIYAOSHUOMINGYIDIAN,SHEQUNTOUFANGSHIYIDINGYAORANGQUNZHUTIGONGQUNNEIDAZHIDERENYUANGOUCHENG,ZUIHAOYOUYIGEHUOYUEDUDEYUGUZHI(ZHOUHUOYUEDU=ZHOUQUNNEIFAYANZONGRENSHU/QUNZONGRENSHU)。

BUYAOZUOMANGMUDETOUFANG,BIRUYOUXIEMUYINGQUNMAIMAI,KENENGHUALE50JINLE100GEQUN,FAXIANJINQUDERENQUANDOUSHIXIANGNIYIYANGDEGUANGGAOZHU。

(3)微博投放

MEIQIANWANWANBUXING,YOUQIANYEYAOZUOHAOJINGXIHUATOUFANG。WEIBODEXIANGBIYUPENGYOUQUANDONGZHE1,2BAIKUAIDECPM,FENSITONGZHEIGECHANPIN,QIXINGJIABIYIRANHENGAO。XUAN

ZEYIGEXIFENLINGYUTOUFANG,ZUIHAODAIZHEHUATITOUFANG,XINGCHENGLIANDONGXIAOYING。

(4)其他自媒体投放

YIBANDOUSHIZOUfeedLIU,HUOZHESHISHOUYE,DIBUbannerWEIZHI。ZHEILIZUIZHONGYAODEJIUSHISHOUTUDEWENANJIHUAMIANDESHEJI。ZHUYIXINGJIABI,TONGYANGDUIYINLAIDEYONGHU,YIDINGYAOJINXINGSHENGMINGZHOUQIGENZONG,PANDUANSHIHOUYOUSHUALIANGDEXIANYI。

新媒体从业者如何跟上趋势?

SHANGMIANJIANGDESHIXINMEITIXINGYEQUSHIYIJIQIYEDEWANFA,DANYIQIEZHONGJIUXUYAOLUODIDAORENSHENSHANG。ZUOWEIXINMEITIXIAOHUOBAN17NIANYINGGAIRUHEGENSHANGQUSHI,TUOYINERCHUNI?

1.提升定向专业能力

XINMEITIYUNYINGDAZHIFENWEINEIRONGYUNYING,YONGHUYUNYING,HUODONGYUNYING。SHOUXIANYAOTISHENGZIJIMOUYIZHUANXIANGJINENG,ZHISHAOKEYICHAOGUO70%DEREN。ZONGZHISHIZAIgankQIAN,MENSHENGFAYU。

(1)NEIRONGYUNYING

NEIRONGYUNYINGCONGBIAOXIANXINGSHIFENWEITUWEN(XIEZUO,PS,MANHUADENG),YINPIN,SHIPIN(DUANSHIPIN,ZHIBO)DENG。

DUIYUTUWENLEINEIRONGYUNYING,CHUNPGCSUIRANHAO,DANSHIXIANGYAOCHIXUGAOCHANNANDUDA。PUGCJIANGHUIBIANDEZHULIU,JIKEYIZENGJIAFENSIHUDONG,TISHENGNEIRONGGUANGDU,HAIBAOZHENGLENEIRONGDEZHUANYEDU。

NEIRONGCHUANGZUOZUIZHONGYAODESHIXUANTI,DUIYU10W+,YEBUYAOHUANDEHUANSHI。14,15NIANDESHIHOU,KENENGYIPIANBAOWENKEYITUIHUOYIGEHAO。DANSHIZAI16NIAN,YONGHUDINGYUEXIGUANYIJINGXIAJIANG,YIPIANYUEDUBAIWANDEWENZHANG,KENENGFENSIZENGJIASHUDOUWUFAPOQIAN。KAOWENZHANGTUIHUO,GENGXUYAODESHIDUANSHIJIANDUOPIANBAOWENCAINENGCOUXIAO,SUOYIDUIXUANTIDEYANXUXING,KEDUXINGYAOQIUHUIGENGGAO。

NEIRONGCHUANGZUOCHULECHUANTONGSHANGDEJIBENGONG,HAIYAOYOUZIJIDUTEDEFENGGE,RANGFENSIXINGCHENGYISHIGAN。YISHIGANBUJINSHISHIXINGWENDEFENGGE,BIRUMIMENGDEDUJITANG,WANGWUSIDEYILUHEI。BIAOTI,PAIBAN,FAWENSHIJIAN,PINLVYETONGYANGSHUYU。LIRULIJIAOSHOUZHIQIANZHOUYIFATUPIANYUGAO,ZHOUERFAWEN。XINGCHENGGUDINGDEYISHIHOU,NENGYOUXIAOZENGJIAFENSIDEBIANSHIDU。

XIANGDUIYUTUWEN,YINSHIPINDENEIRONGFUGAILIANGGENGDA,RUMENMENJIANYEGENGGAO。TEBIESHIZHIBO,SHEJIDAOZHONGDUOHUANJIE。RUZHIBOQIANJIAOBENDEZHIZUO,HUANJIEDESHEZHI,QUDAODEXUANCHUAN。ZHIBOZHONGZHUJIANG(BO)DEXIANCHANGDESHIJIAN,QINGXUBAKONG,YIJIGUANZHONGHUDONG。ZHIBOHOUDENEIRONGCHENDIAN,ERCICHUANBO。

JIBENSHANGXUYAOYIGETUANDUIFENGONGHEZUOWANCHENG。ZAIZHONGDUOLIUCHENGZHONGYAOZHAODAOZIJIDEDINGWEI。LIRUQUNIANBIZHECANYUWANCHENGDEYIGEZHIBO,100DUOWANRENGUANKAN,ZHENGGEHUODONGYOU4GERENCANYUWANCHENG。

(2)  用户运营

XINMEITIDEYONGHUYUNYINGTONGYANGYEJIYUAARRRMOXING(YONGHUHUOQU,TIGAOHUOYUEDU,TIGAOLIUCUNLV,HUOQUSHOURU,BINGDUCHUANBO)。

ZAIZAOQIDEWEIXINGONGZHONGHAOFAZHANZHONG,RENKOUHONGLIJIAODA。SUOYIGENGKANZHONGDESHIFENSIDEHUOQU。NEIHUIXINMEITIRENDEJIANMIANYUDOUSHI“NIGONGZHONGHAOYOUDUOSHAOFENSI”。DANSUIZHEGONGZHONGHAOPOQIANWAN,WEIXINYONGHUSHUJIBENSHANGBAOHE,CHUXIANLEFENSIZENGZHANGKUNNANDEQINGKUANG。

HENDUOTONGXUEFEICHANGHUANGKONG,XIANZAIWULUNFASHADOUDIAOFENZENMEBAN?QISHIMUQIANJIEDUAN,DIAOFENSHICHANGTAI。ZHIQIANYOURENZONGJIE:WEIXINFENSI=TIEFEN+JINSANGEYUEJILEIFENSI。DUIYUYIJINGHUOQUYIDINGJISHUDEGONGZHONGHAOLAISHUO,BIQIXINTUOJIANGTU,ZUOHAOHOUMIANJIGEHUANJIEGENGWEIZHONGYAO。

XIAYIDEYONGHUYUNYINGJIUSHIYONGHUGUANXILIANDEGOUZAO,WEIXI。YIBANSHIZAIPINGTAISHANGZHIJIEYUNZUO,BIRUWEIXINGONGZHONGHAODEHOUTAIHUIFU,WEIBODESIXINDENG。

CONG14NIANKAISHI,SHEQUNDEGAINIANBEIZHUJIANBEIDAIHUO。FENSIZAISHEQUNZHONGKEYISHIXIANGENGHAODIJUHE,HUDONG。

怎样做好社群,需要先想好社群的共同价值观,选择对应的平台。目前较主流的有微信和QQ平台,两者间的区别也很大,根据自己的需求,不要唯微信平台。

可以预见的是越来越多的企业会招聘社群运营官,不仅要求需要有极强的抗压能力,能够随时随地解决问题。同时对统筹组织能力也提出了更高要求,毕竟一个人管上百个群是不现实的。寻找并把控群里的“地头蛇”尤为关键。

DANGRANSHEQUNYUNYINGYEHUISHEJIDAOSHUJUCHULI,RUFENXIQUNHUOYUEDU,LIEBIANSUDU。YIJIXUYAOZHAODAOHESHISHIJIANDIANWANCHENGSHANGYESHOUGE。

(3)  活动运营

HUODONGYUNYINGSHEJIBAOKUOCHUANGYICEHUA,LIUCHENGBAKONG,ZIYUANHEZUODENG。ZAIXINMEITIDEQIANQI,GENGDUODEHUODONGSHIZHENDUIYUZENGJIAFENSI,JIANDANCUBAO,XIAOGUOSHENHAO,BIRUWEIBODECHOUJIANGZHUANFA。WEIXINYOUTOUPIAO,XINNIANQIANDENG。DANSHISUIZHEWEIXINDAJIYOUDAOFENXIANG,ZHEIYANGDEHAORIZIYIQUBUFUFAN。

所以对微信类活动提出了更高要求。如果以增粉为目的,需要设置更加巧妙,对人性的深度把控。

QUNIANCHENGGONGDEJIGELIZI,BIRUSHUOQINGRENJIEDESHAIJIEHUNZHAO,XINGZUOTUCAO,DAZIPENGYOUQUAN,JIANJIAOTI。DOUSHIFEICHANGQIAOMIAODILIYONGBINGDUCHUANBOXIYINLIULIANG。JINGUANBIKAILEYIXIEYOUDAOFENXIANGDEGUIZE,FENGXIANYIRANCUNZAI。BIJINGZHEIMEDICHENGBENDEHUOQUFENSI,NIWONENGREN,WEIXINBUNENGREN。

DANGRANZUOWANHUODONGHOUYIDINGYAOJINXINGYOUXIAODEFUPAN,QIZHONGLIUCUNLVJIYONGHUHOUXUDEGOUMAIXINGWEIYAOCHIXUGENZONG。

LIRUZHEISHIWOMENMOUGEGONGZHONGHAOCHUNJIEQIJIANXINMEITIYIGEHUODONGDELIUCUNTU,KAN10RILIUCUNJIBENBAOCHIZAI83.8%。KEYIRENDINGFENSIXIANGDUIBIJIAOPIPEI,RENGXUHOUXUGUANCHA。

DUIYUGENGJIAZHUZHONGPINPAIPUGUANGDEHUODONG,QIYEDADUOHUICAIYONGH5XINGSHI。DANSUIZHEMUQIANH5DEFANLAN,DAKAILVJIJUJIANGDI。JUGUSHANCEOCHENG,XIANZAIH5DISANYEDAKAILVYIJINGDIYU0.05%。

想要博出彩也不是不可能,需要更有创意的作品,比如腾讯之前的出的吴亦凡入伍,薛之谦的动漫。网易去年更是出了很多精品。但是H5的品牌与形式间的平衡把握很难,你还记得吴亦凡入伍是为哪款游戏代言吗?

HUODONGCEHUAZHONGZIYUANDIAOPEINENGLITONGYANGZHONGYAO,ZENYANGDUANSHIJIANQIAODONGDUOJIAYIQIWANSHUA。YOUXIEQIYEWEICIZHUANMENSHEDINGLEXINMEITISHANGWUGANG。DANDUIYUSHENJIANDUOZHIDETONGXUE,DUOHUNQUNHAISHIHAODE,ZHIYAOSHUANGFANGLIYIYIZHI,HEZUOHAISHIKETANDE。

2.提升工具使用能力

磨刀不误砍柴工,对于新媒体人,写得好文章是第一步,用得好工具也是加分项。

LIRUWEIXINCHANGJIANDEPAIBANGONGJU,135,XIUMIDENG。H5ZHIZUOGONGJUih5DENG。ERWEIMAZHIZUOCAOLIAOERWEIMA。BANGONGDEXIETONGGONGJU,SHIMO,worktitleDENG。SHEQUNGONGJUQUNMI,XIAOUGUANJIADENG。

DANGRANZUINIUBIDESANGEGONGJUQISHIJIUSHIBAT,YAOLINGHUODEZAIGONGZUOCHANGJINGZHONGYINGYONG。RUZUIJINBIZHELAOSHISHOUDAOJIANGSHIFENDEQINGLIXIAOXI,NEIZENYANGQINGCHUJIANGSHIFEN?SHOUXIANKEYIQUBAIDUSOUSUO,FAXIANYOUMIANFEIRUANJIANKEYIZUODAO。YEKEYIRANGTAOBAOSHANGZHIJIEMAIWENDINGBANBEN,SHENZHIQUWEIXINWENNEIXIEJINIFAXINXIDEREN,RUANJIANSHINAMAIDE。

工具永远都用不完,最重要的是匹配。

3.提升数据化思维

SHUJUFENXIDEZHONGYAOXINGWUXUDUOYAN,ZHEIYEJIANGCHENGWEICHUJIXINMEITIYUNYINGHEZHONGJIDEYIGEFENSHUILING。SHUJUHUAFENXINENGLITISHENGZAILIANGFANGMIAN,GONGJUSHIYONGNENGLIYIJISIWEINENGLI。

SHOUXIANYAOZHIDAOJIEZHUSHUJUFENXI,XIANGYAODACHENGYIGESHENMEYANGDEMUBIAO。YONGSHENMEYANGDEWEIDUQUFENXI。

ZHEILIANGDIANXIANGQINGCHUHOUJIUSHICHANGGUIDECAIJISHUJU,LIRUWEIXINGONGZHONGHAO,CHULEZIDAIJICHUSHUJU,WEIXINDEblueview,HOUSITEHAITIGONGLEQITAWEIDUDEFENXI。RUGUOQUWANGZHANSHANGCAIJISHUJU,RUDOUBANYINGPING,KEYIYONGpythonXIEPACHONGDAIMA。RANHOUJINXINGSHUJUQINGXI,JICHUDEexcelJINENGYAOXUEHUI,ZUIQIMAZHIDAOvlookupZENMEYONG。SHUJUQINGXIWANHOU,YEKEYISHIYONGKESHIHUAGONGJUechart,BDPDENGZUOYIBUDEFENXI。

QIANQIDEFENXI,DOUSHIWEIHOUXUDEDIEDAIYANJIUZUOJICHU。BIRUXIATUSHIMIMENGZUIJINYIGEYUEDEWENZHANGDERECICIYUN,JIUNENGFENXIXIADANGXIADEYIXIEQINGGANREDIAN。

ZHEILIYAOSHUOMINGDESHIBUYAOWEIGONGJULUN,SHUJUFENXIDENAN,BUSHINANZAIGONGJUDESHIYONGSHANG,NANDESHINIXIANGDAOSHENMEXINDEWEIDUQUFENXI。

4.     将姿态放低

JIANGZITAIFANGDI,BAOHANLIANGGECENGMIAN。YIGESHISUOYUNYINGDEQIYEXINMEITI,LINGYIGESHIZIJI。

(1)将企业的姿态放低

BINGBUSHIYAOQIYELADIBIGE,ERSHIKANSHIQUGENGXIANGYIGE“REN”。MUQIANZIMEITIFENGSHENGSHUIQI,QIYECHULEHEQIYEJIANDEJINGZHENG,TONGYANGYEYAOHEYIXIEGETIJINGZHENG。JINGZHENGDEBUSHICHANPIN,SHIYONGHUDESHIJIAN。

RANGQIYEGENGJIADEQINMINHUA,GAIBIANGUYOUDEYINXIANG。QUNIANBIJIAOCHENGGONGDELIZIBIRUWEILONGLATIAO,CHULEFANGPINGGUODEWENAN,TAOBAOWANGZHANSHEJIDEYEGENGJIAYOUQU。

(2)将个人的姿态放低

ZHANGJIANGHOULANGTUIQIANLANG,XIANHEHOULANGLANGYILANG。SHUOSHIHUAXINMEITILINGYUBINGBUCUNZAIJUEDUIDEQUANWEI,YOUXIERENKENENGZAIHONGLIQINEIZANGOULEZUGOUDUODEFENSI,BEIFENGWEIDASHEN。XINGYEJINHUADETAIKUAI。

WANGWANGDAJIAKANDAOHONGLIQIDESHIHOU,HONGLIQIYIJINGGUOLEDABAN。

14NIANJINRITOUTIAOHAISHIFEIZHULIU,DAO16NIANBAIJIAQIFANG。MEIGEPINGTAIDEYOUSHIHEGUIZEYEBUYIYANG,JIUSUANSHIBIAOTIDANG,MEIGEPINGTAIBIAOTIDEZISHUXIANZHIYESHIBUTONGDE。

XUEXI,XUEXI,ZAIXUEXI。SHIXINMEITIRENDEYIZHIXUYAOKESHOUDEXINTIAO。YEZHUDAJIAKAIGONGDAJI。

作者:火火来源:公众号(gongyan42)

NEIRONGLAIZI: RUANWEN http://ruanwen.tingclouds.com

 
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