How do enterprises do well in self-media operation? Detailed explanation of six media platforms

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 is carried out. Then, according to their own product attributes, user characteristics, combined with the tonality of different media platforms, decide which platform to operate on, and different content forms and operation methods can be adopted according to different platforms. Lei Jun, chairman of Xiaomi, opened a small red book account in June 2065438+2009 to promote the newly released Xiaomi CC. So far, in the past nine months, Lei Jun has sent 70 short messages and gained 26,000 fans. Send 8 articles every month on average. Looking at Lei Jun's Zhihu account, Lei Jun started playing Zhihu as early as 20 1 1. At present, he has gained 372,000 fans, but he only answered nine questions in Zhihu, the last time 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 in Zhihu is very real. Unlike some platforms where more than 90% of fans are water, it is considered a big V in Zhihu. ) Then, why is Mr. Lei, who is 50 years old, still trying to blend in with a group of post-90s girls and posting content on their platforms, but turning a blind eye to Zhihu, whose per capita salary is 985 million? Because as an entrepreneur, Lei always knows where Xiaomi's users are. Show the beautiful 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's mobile phone in Little Red Book. Young ladies may place an order to buy it. However, if these contents are put on Zhihu, there is a high probability that they will not be bought by 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. Zhihu is not a good cargo platform for Xiaomi. This is Lei Jun, a business owner's choice from the media. Where the target consumers of the enterprise are, they will operate from the media. This is the first rule for enterprises to operate from the media. Content Planting grass is a prominent topic 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, and the make-up brand has obtained a perfect diary by launching a large number of medium and long tail KOLs in Xiaohongshu. For materia medica, the first thing is to choose a good platform. Why does HFP focus on the official WeChat account and the perfect diary focus on the little red book? That's 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 authoritative organizations as endorsements to deepen the benefits of ingredients to the skin, so that you can watch HFP advertisements with relish through words and unconsciously trust the brand. Perfect Diary belongs to the make-up brand, and needs to show the effect, so choose a content platform based on pictures or videos, such as Xiaohongshu, Bili Bili, Tik Tok, Weibo and so on. The perfect diary presents the painting method and tutorial of eye shadow, the effect of lipstick, and the evaluation and comparison of lipstick products of major brands, which is convenient for girls to have all kinds of makeup knowledge and bring goods unconsciously. Therefore, enterprises need to decide which platform to operate on, what content form and operation mode 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's1960s, Leo Bona, an advertising master and one of the six giants who influenced modern advertising, most admired the advertising concept of "congenital drama". He believes that every commodity has a natural dramatic side. The urgent task for advertisers is to find out the magic power that goods can make people interested, and then show it in advertisements, so that goods rather than creativity can become heroes in advertisements. However, most of today's advertisements are either boring brainwashing slogans or empty emotional and attitude demands that are separated from products by 108,000 miles. We just forget that what impresses consumers the most is the magical effect and dramatic application scenarios displayed by 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 obsessed with products. For example, when we search for Haidilao in Tik Tok, the most popular videos are the collection of fancy ways to eat Haidilao, the collection of online celebrities' ways to eat, and the challenge of how to eat all the Haidilao for 100 yuan. This is the drama of Haidilao. It is not just a place to fill your stomach, but a place where you can use 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 look at various topics initiated by Xiaomi: # Sleeping in bed # How to take a photo at home; # Take the world slowly # How to take a dramatic effect with the slow-motion mode of Xiaomi mobile phone; # 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 official Tik Tok of Audi, the hottest ones are # burning the engine in winter # and # living a broad life #. Both show Audi and show you the scenery, whether playing in the world of ice and snow or watching the magnificent coastline. Other performance topics initiated by Audi, such as # A wonderful car #, # The car mentioned by Duan Zishou #, # Strong sound #, # I won't repair it without a car #, # Self-cultivation of gold medal sales # and so on, have a relatively average broadcast volume. This is not only because it is difficult to shoot short videos of such performances and stories, so there are fewer users involved. Many brand official numbers also want to shoot stories and jokes like personal numbers (KOL network celebrities) on Tik Tok, which is actually a misunderstanding. Because the personal number has a character image that accepts fans, and there is a clear character setting 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 dramatic application scenarios it has, and then showing the magic of the product. Instead of blindly thinking about how to shoot funny jokes, the jokes lack attractive characters to run through. Even if one shot is good occasionally, 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, the official WeChat account bears this official website function. 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 make money by the contribution of official WeChat account. 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, it is understandable to do so. However, if we set the official WeChat account to face consumers and expect to win customers, it will be the opposite-the increase of powder is not to mention, and the loss of powder is certain. Because, consumers only care about how your products are, not how your business is. When the enterprise holds the year-end meeting and the boss makes 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 publishing point of view, what enterprises really need to do is to become the embodiment of their own product knowledge. As Luo Zhenyu said, we should "sell commodities as knowledge and knowledge as commodities". You can look at HFP's official WeChat account tweet and the little red book notes in the perfect diary. Instead of stressing on Twitter how good my products are, they will share skin care knowledge and makeup knowledge with consumers, and in the process of sharing this knowledge, they will sell the 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 various dressing knowledge for consumers. How to wear for meetings, dates, Mondays and weekends, fabrics in winter and tailoring in summer are all needed by consumers. 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 through 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 WeChat operation. 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 and enterprise WeChat, in addition to official WeChat account. Wechat itself is a huge product matrix today. To operate WeChat well, we need different self-media products to perform their duties and cooperate with each other. The official account of WeChat is the core carrier to precipitate users. However, in order to activate users, set up personnel and interact deeply with users, 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 divide 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, follow up some important events and hot spots of the society in time, make its own voice and express its attitude and position. Many enterprises may have questions. Compared with Tik Tok and WeChat official accounts, they can update two or three articles every day, and Weibo is more instant, maybe seven or eight articles a 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, instead of sending messages from one place to another, and send whatever comes to mind. There are no rules. Look at Audi's Weibo game. Audi's official blog is a fixed template of "Today should be XX" every day. Today should be cheerful, expected and loved. Today should be a girl's heart to launch different products and brand activities around this form. At the same time, on the basis of this format, there are also some social hotspots, such as "Today, it is appropriate to pay tribute to retrograde", "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 neglect the brand because of excessive pursuit of hot spots. Don't dislike that IP operation leads to a single form of content. You know, the ancient city bell tower 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 account imitations, and I don't know how it became popular so far. However, there is still one thing that needs special reminder 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 posted 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 against the army." Although Sony specially added a dog's head expression behind this Weibo, the comment area was overturned. Many comments say that this copy is suspected of gender discrimination and is 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 intervene casually. Zhihu If you think that Zhihu is a popular science and academic platform, and enterprises run Zhihu institutions to share various technologies and professional knowledge, then you will lose. Maybe it was on Zhihu in the early years, but in the past two years, with the rapid increase of users, 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 popular on various platforms, instead of calmly and objectively presenting facts and reasoning, and are highly professional technical science popularization. Let's take a look at the agency number of Tianyue. Tianyancha answered more than 800 questions on Zhihu, among which the top three answers were all related to current events. Tianyancha uses its own product characteristics to provide some public company registration information of the parties. For example, "What absolutely real entertainment circles broke the news?" Under this problem, the answer of eye check is to separate the companies under the names of major stars and the cooperative relationship with other stars. Another example is Audi's official organization number, and its three most praised answers are "Why is Audi a lamp factory?" What kind of brain-opening things can drones do? Is it reliable to fry steak with a car engine? ",is this kind of entertaining, brain wide open problem, not serious science car knowledge. Therefore, if an enterprise wants to play the Zhihu organization number, the most important role it should play is the player, providing 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. Its two most popular answers are about paying by WeChat or Alipay. This is the mentality of netizens-watching the excitement is not too big. The next two highly praised answers are: "If someone blows up all the storage servers of Alipay (physical bombing), will the public lose all the money in Alipay?" ","How much can I get by putting 6.5438+0 million in Yu 'ebao for one night? This strange and brain-opening question. Zhihu is different from other platforms in publishing content directly. This is a question and answer community. So 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, and so on). ). When you play around Zhihu, you should be an expert player with the mentality of playing Zhihu. Don't do boring science seriously, nobody 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 is mainly based 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, it is obvious that Little Red Book does not have the attribute of * * * *, which is far from the headlines of Weibo, WeChat and Tik Tok, and even has a certain gap with Zhihu and Bili Bili. Therefore, the best product definition of Xiaohongshu is 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 dominated by pictures. No matter what content is operated, the pictures must be exquisite, exquisite, high-precision and original. In this era of taking beauty as justice, the picture is not beautiful enough, but it is impossible for Xiaohongshu to plant grass. The role of Xiaohongshu is a Yan value party. 6b Standing at the opening ceremony 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, the little red book in Aauto Quicker, these two years it was Tik Tok, and this year it is 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 positioning 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 content 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 their brains from the media platform to him. One person is responsible for all self-media platform operations, from Weibo to WeChat, from headlines to watermelons of Aauto Quicker and Tik Tok, 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 typesetting, from backstage operation to event planning. In addition to the salary given to the operation, the enterprise has no money to invest. No input, hope to bring high output. Recruit an operator with a monthly salary of three or four thousand yuan. I hope he will bring you hundreds of thousands of fans and sell millions of goods. Then why didn't he do it himself? This huge system, if you think you can do all the work by recruiting an operator,