What in the world is the new media operation 丨 an article to take you to solve 99% of the confusion

New media operation as a product of the Internet era, along with the rapid development of the Internet, has become a must for companies to enhance the means of generating revenue, new media operation jobs practitioners are also increasing. This article will help you understand the new media operation through two angles. What is new media operation 1. Official definition: the operation means of product marketing through mobile Internet means, utilizing all kinds of social networking sites, platforms and software. To put it in human terms: the whole process of utilizing websites and software that people use with high frequency (such as Little Certain Book, Certain Degree Poster, Certain Sound, etc.) to promote products, attract traffic and even promote transactions through a series of operational means. From this, it is easy to see that the "new media" in new media operation refers to all kinds of emerging or highly popular platforms and websites, and "operation" can be understood as a series of operations to achieve the purpose of marketing. When the two are linked together, it is easy to understand ~ part of the common new media operation channels 2. In the definition, we note that "operation" refers to a series of operations, and thus to achieve the purpose of marketing, so this series of operations in the end refers to what? Let me introduce an AARRR model to help you understand the operations process as a whole. First of all, AARRR is a "funnel" model. As the name suggests, the further down the funnel you go, the fewer users you have. Acquisition (Acquisition) for all transactions, the buyer is always essential to the important factors, and the new as the first stage of the operational process, the essence of the purpose is to get more potential users. Take a simple example, when you see a short video platform APP advertisement on the elevator or cell phone by chance, and are attracted to it, and then download the mobile software. Then for the operation of this APP, you are the potential users he acquired in the new stage. The second stage is called activation, which literally may be understood as "promoting user activity", but more than that, it can be understood as activation of users. Let's continue the previous example to illustrate it concretely. When you download the above APP, you don't register and log in, but just brush the short videos on the APP for fun. Because you did not register, you just use it as a visitor. Retention (Retention) The third stage is easier to understand, all products and APPs are facing a serious problem - "user loss". In this stage, the ultimate goal of operation is to keep users active and concerned. To be specific to the example, if the handheld game you play every day doesn't have the rewards of daily, weekly and monthly tasks, is it less important for you to log in the game every day? Retention is to ensure that you are active, because your time is limited, the more time you invest in my game, the less likely you are to be attracted to other games, leading to the loss of users. RevenueThe fourth stage is the favorite part of the business, any business needs to close the deal and make a profit. Maybe you're asking, isn't that what sales is supposed to do? Well, you're right, but not quite. For consumers, to complete the payment may only need a foot in the door, then the operation of the timely push some preferential policies, issue some coupons, can help companies better reach the product sales. Recommendation (Refer) the last stage is also a more difficult to understand the link, once you understand the views I'm going to express below, there will be a sense of enlightenment: first let's recall their own shopping habits, whether they are inclined to buy a friend's recommendation of the goods or friends around them have bought? This is the community effect, users recommend to their friends, but also an important factor in the sustainable development of the enterprise. If your product is good enough, the user will naturally recommend to their friends spontaneously, then this user for you to bring not only a transaction, but all heard his recommended friends have become your potential users. If your product is not good enough, is this stage can not be completed? Not also, remember you in a treasure, a more and more to buy something after receiving a positive feedback back X small card? This is also a form of recommendation, because you left a favorable review in order to get the merchant's bounty, indicating your attitude of recommending others to buy. The above five stages, composed of the AARRR funnel model, if we stand in the number of target users of the product point of view: pull the new stage: cast a wide net, the most target users; promote the stage: as much as possible to let the target users into registered users; retention stage: focus on improving the retention rate of registered users; revenue stage: try to find ways to make the retained users pay for the transaction; recommend the stage: through the product as well as supporting services, to fight for paid users to spontaneously to the Recommendation stage: Through the product and supporting services, strive for paid users to spontaneously recommend to the neighboring people. As you progress through the stages, the number of users you are dealing with decreases, which is the beauty of the funnel model. You need to harvest as many users as possible at each stage to accomplish better revenue results. Above, we through the definition, workflow two levels of interpretation, to you in detail what the new media operation and the operation of the work steps, I hope to help you Oh ~