How to do a good job of self-media operation, 6 major self-media platform to play in detail

Enterprise operation of self-media needs to start from the target consumers, where the target consumers of the enterprise, where to start self-media operation. According to their own product attributes, user characteristics, combined with the tone of different self media platforms, to decide which platform to choose to operate, according to different platforms can be used in different content forms and operation play. Lei Jun, the chairman of Xiaomi, opened a Xiaohongshu account in June 2019 in order to publicize the newly released Xiaomi CC. So far, close to 9 months Lei totaled a **** sent 70 notes and harvested 26,000 fans. On average, 8 articles are posted every month. Then look at Lei Jun's Zhihu account, Lei Jun started to play Zhihu as early as 2011, and currently a **** harvested 372,000 fans, but he only answered 9 questions in Zhihu, and the most recent answer has been more than two years ago. It seems that the crowd engaged in the Internet, technology industry on the Zhihu more, but also more like to discuss cell phones, Internet technology-related topics, more in line with the tone of Lei and Xiaomi, and again, Lei's fans in Zhihu than Xiaohongshu much more. (372,000 this fan volume is very can, know the data is very real, unlike some platforms more than 90% are water, in know the fans can be regarded as big V on the tens of thousands of fans) Then, why the 50 Lei total is still trying to fight with a group of 95 after the little girl, fight on their platforms to send the content, but also do not take care of the per capita of 985 annual salary of a million of know the way? Because as an entrepreneur, Mr. Lei knows very well where the users of millet are. In Xiaohongshu to show a little millet 10 ultra wide-angle lens shot super beautiful landscape photos, to millet CC9 design beautiful phone shell, or millet phone colorful colors, cool new wallpaper to download, the young ladies may be ordered to buy. But if these contents are put into Zhihu, the probability is that what you get in return is not buying, but group ridicule. In Zhihu, you have to talk to them about millet's various black technology, company strategy and technology route, future planning and national sentiment, long-winded, dry mouth, the user is still not necessarily buy. For millet, Zhihu is not a good platform to bring goods. This is Lei Jun, a business owner, in the choice of self media. Where the target consumers of the enterprise are, where to do self media operation. This is the first rule of business operation of self media. Content seeding is an obvious science in these years, especially in the beauty industry, skincare brand HFP through a large number of mid-waisted public numbers, color cosmetics brand Perfect Diary through a large number of middle and long-tail KOLs in Xiaohongshu, have achieved great success. For herbology, the first point is to choose a good platform. Why HFP focuses on the public number and Perfect Diary focuses on Xiaohongshu? That's because HFP focuses on ingredient skincare, so it needs to educate users, so it chooses social media such as the public number and circle of friends.HFP shares the story of various skincare ingredients, knowledge, and then use celebrities, scientific experiments, before and after comparisons, figures, and authoritative organizations to do endorsement, deepening the benefits of ingredients on the skin, so that you can read HFP's advertisements through the text, and unconsciously have trust in the brand. Perfect Diary belongs to the makeup brand, so it needs to show the effect, so it chooses Xiaohongshu, B station, Jieyin, Weibo and other content platforms that are dominated by pictures or videos. The perfect diary presents eye shadow painting and tutorials, lipstick effect, major brands of lipstick product reviews and comparisons, by the way, to the girls popularize a variety of makeup knowledge, unknowingly bring the goods. Therefore, enterprises need to choose which platform to operate according to their own product attributes, user characteristics, combined with the tone of different self media platforms, and different platforms should be used in what form of content, operation play. This is the second rule for enterprises to operate self media. Based on these two laws, let's talk about the specific play of different self-media platforms.01 Jitterbug In the 1960s, Leo Burnett, an advertising guru and one of the six giants of modern advertising, most highly respected advertising concept is called "innate theatricality". He believed that every product has an innate dramatic aspect. The most important task for advertisers is to find out the magic of the product that can make people interested, and then express it in advertisements, so that the product, not the idea, can be the hero of the advertisement. However, most of today's ads are either boring and uninteresting brainwashing slogans, or empty emotional and attitudinal appeals separated from the product by 18,000 miles, and we have forgotten that what most impresses consumers to buy is the magical effect and dramatic application scenarios of the product itself in the user's life. Jitterbug is a powerful tool to show the drama of the product. In the enterprise's self-media matrix, the role played by Jitterbug should be a magician, the charm and magic of the product, with a dramatic approach to show, so that consumers for the product magic. For example, if we search for Haidilao in Jittery Voice, the hottest videos are about Haidilao's collection of fancy eating methods, the collection of net red eating methods, and how to eat all of Haidilao's shopping and eating challenges for 100 dollars. This is the drama of Haidilao. It's not just a place to fill your stomach, but a place where you can be creative and imaginative, eat to your heart's content, have fun, and eat in fancy ways. You shoot this out to consumers to impress them to come to Haidilao to spend money. Then look at the official millet cell phone jittery voice number, how to make consumers want to buy millet, then show them what they can do with millet phones, so millet has produced a series of tutorials on "cell phone shooting blockbusters". Let's look at the various topics initiated by Xiaomi: # bed-ridden photo method # how to take portraits when staying at home; # take the world slower # how to use the slow motion mode of the Xiaomi phone to shoot a dramatic effect; # ultra wide angle shooting # how to use the ultra wide angle mode to shoot a more shocking effect. This is Xiaomi's drama. Among all the topics initiated by Audi's official Jieyin number, the hottest ones are #Winter Burning Engine Order# and #Live the Vastness of Life#. Both of them show Audi taking you to see the scenery, whether it's playing in the world of ice and snow or seeing the magnificent coastline. Other topics of a performance nature initiated by Audi, such as #One Car Good Show#, #Segmenter Speaks of Cars#, #Strong Voice Red Hall#, #No Car I Can't Repair#, and #Gold Medal Sales Self-Cultivation#, had a more average playback volume. This is not only because it is difficult to shoot this kind of short video of the nature of performance segments and stories, so there are even fewer users participating. Many brand official number, also want to learn the personal number (KOL netroots) on the Shake sound like to shoot the story nature, paragraph nature of the video, this is actually a misunderstanding. This is actually a misunderstanding, because the personal number has a character image to undertake fans, and there is a clear persona to serve as an internal clue to unify all the videos, which the official number does not have. The role of the enterprise jittery number should be a magician, fully thinking about what role the product plays in the user's life, what dramatic application scenarios, and then show the magic of the product. Instead of thinking about how to shoot funny segments, segments lack of charismatic characters to do through, even if occasionally a particular one is well shot, but due to the lack of coherence between the videos, it is difficult to form a synergy. You should know that Leo Burnett's famous quote is that we want consumers to say, "This is a really good product," not, "This is a really good advertisement. This famous quote is extremely suitable for Shakeology.02 WeChat micro signals are brand ambassadors. The first point that enterprises should make clear is that WeChat public number is the official website of the enterprise in the mobile era. In the PC era, an enterprise needs to have its own official website to show its strength and image, and an enterprise that doesn't even have an official website is not trustworthy in the eyes of consumers. In the mobile era, the public number takes over the function of this official website. Enterprises need to show the brand image through the public number, show the product line, provide advice and after-sales service functions. This is the most important role that the public number of the enterprise should take on, it is the brand ambassador of the enterprise. If the enterprise ignores this role definition, and tries to turn the public number into a tool for attracting fans and a means of customer acquisition, then I can only say, good luck. In today's Internet environment, it is unrealistic to rely on the public number to write and distribute articles to increase the number of fans. What's more, many companies do not even have a whole lot of understanding of how the public number should be sent. In reality, most of the brands have made the official public number of the enterprise's internal magazine, leadership speech, industry trends, company news, staff stories and so on blah blah blah. Of course, if a company defines its public number as being oriented to its employees, dealers, and shareholders, then there is nothing wrong with doing so. But if the public number is set for consumers, and also expect to rely on it to get customers, then this is the opposite - not to mention the increase in the powder, the powder is sure to fall. The reason is that consumers only care about how your product works, not what's going on in your business. The enterprise held a year-end conference, the boss made an important speech, what happened in the industry dynamics, what does this have to do with consumers? Qian Zhongshu is right: "If you eat an egg and think it tastes good, why do you need to know the hen that laid it?" From the perspective of publishing, what companies really need to do is to become the embodiment of knowledge in the field to which their products belong. This is true, as Luo Zhenyu said, to "sell the goods as knowledge, the knowledge as goods". We can go to see HFP's public tweets and the perfect diary of the little red book notes, they are not in the tweets are not emphasizing how my product how good, but with consumers to share skincare knowledge, make-up knowledge, in the sharing of this knowledge, by the way, the goods to sell. If I want to start a clothing brand, then what I share in the public number is definitely not the various selling points of my clothes, all kinds of news about my business, but for consumers, all kinds of knowledge about dressing with. How to wear for meetings, how to wear for dates, how to wear on Mondays, how to wear on weekends, what fabrics to wear in winter, what cuts to wear in summer is what consumers need. Peter Drucker said in the book "Post-Capitalist Society": "Knowledge is the only meaningful resource today. What is a product? It is actually a set of knowledge that works for the user and can be confirmed through consumption. Knowledge is productivity. Knowledge is the personified traffic of the enterprise. WeChat public posting, should stand in the user's position to consumers to transfer knowledge, rather than standing in the business position to talk about themselves. But how to post is not the most important thing in WeChat operation, we still want to emphasize that WeChat is not equal to the public, WeChat operation is not equal to writing and posting. Zhang Xiaolong said "WeChat is a lifestyle", WeChat is not just a media, enterprises can not treat WeChat public number as their own a free advertising space to look at, but to treat it as a system to operate. Enterprises have to operate the WeChat platform, which in addition to the public number also includes a personal number, WeChat groups, small programs, and enterprise WeChat. WeChat today itself is a huge product matrix, to operate WeChat needs different self media products to play their respective roles and cooperate with each other. The public number is the core carrier to precipitate users, but to activate users, establish a persona, and users for in-depth interaction, you need to use personal micro-signals and their circle of friends, or make good use of the enterprise WeChat and consumers to do communication, and then through the WeChat fan group used to plan activities, do promotion, diversion and fission. The small program is used as a product display and e-commerce platform for cash. This is how WeChat plays.03 Compared to WeChat and Weixin and Jitterbug, the two content platforms, Weibo's news attributes are stronger and more public **** media nature. Therefore, the microblogging platform should assume the role of the official spokesman of the enterprise, for the enterprise's major events, the release of new products, a variety of marketing activities in a timely manner, and some important events in society, hot spots to follow up in a timely manner, to send out their own voices, to express their own attitudes and positions. Perhaps many enterprises will have doubts, compared to the jittery voice, WeChat can be daily, or a week to update two or three, microblogging is more instantaneous, may be a day to more seven or eight, and the enterprise does not have so much news can be issued, then microblogging in the end to say what it? Here to give you the advice is to do IP microblogging operation, do not send a East, West, what do you think what to send, no rules. Look at Audi's microblogging game, Audi official blog daily are "today, appropriate XX" this fixed template, today appropriate to open, today appropriate to look forward to, today appropriate to love, today appropriate to girls around this form of introduction of different products and brand activities. At the same time, on the basis of this format, it is also associated with some social hotspots, such as "Today, it is appropriate to pay homage to the retrograde", "Daily, it is appropriate to wash your hands diligently", "Today, it is appropriate to give out candies" for White Valentine's Day on March 14th, "Today, it is appropriate to give out candies" for Goddess Day on March 8th, "Today, it is appropriate to give out candies". On March 14, White Valentine's Day, "Today is the day to give out candy", and on March 8, Goddess Day, "Today is the day to be true to yourself". This not only standardizes the content of the official blog, but also maintains the consistent tone of the brand, so that the brand will not be neglected due to excessive pursuit of hot spots. Don't mind the IP-based operation leads to a single form of content, to know the ancient city clock tower, every day just to the point on the "clang ~ clang ~ clang ~" clock, can harvest more than 1 million fans. Including the jittery voice inside, two people walking along the road while conversing in this form, can lead to countless accounts to imitate, I still do not know how it is on fire. But operating microblogging there is a special tip, that is, we must play hard microblogging, grasp the tone, pay attention to the three views, beware of overturning the car. Sony China on February 15 this year sent a, "girlfriend again asked you lipstick red number, with the lens model counter will be an army." Although Sony also deliberately added a dog's head emoji after this microblogging, but the comment area is still overturned, many comments that this text is suspected of sexism, is an insult to female photographers. Although Sony more just want to play a common terrier, but today's microblogging is so magical ah, involving major events or sensitive topics, the enterprise is best not to casually interfere.04 Zhihu If you think Zhihu is a popular science and academic platform, the enterprise operates the Zhihu institutional number, is to share a variety of technical and professional knowledge, then you have lost. Perhaps the early years of Zhihu did, but with the surge of users in the past two years, Zhihu has gone to the masses. In Zhihu the most likely to get high praise for the answer, the same is a variety of paragraphs, chicken soup, jittery, make up stories, emotional catharsis, this in various platforms has long been verified in the popularity of the content, rather than calm and objective facts and reasoning, very professional level of technical science. Let's take a look at Tianyecha's organization number, Tianyecha answered more than 800 questions on Zhihu, of which the three most highly praised answers are all related to current events and hotspots. Tianyecha utilizes its own product features to provide some public company registration information of the parties. For example, under the question "What are some absolutely true showbiz revelations? "Under this question, Tianyecha's answer is to strip out the companies under the names of major celebrities, as well as partnerships with other celebrities. Another example is Audi's official organization number, whose three most-liked answers are "Why is Audi a light factory? ", "What kind of mind-bending things can drones do? " and "Is it possible to fry a steak with a car engine?". ", are such both entertaining and brainstorming questions, rather than a serious popularization of automotive knowledge. Therefore, if enterprises want to play the Zhihu agency number, the most important role is to play the role of the player, with their own product-related professionalism, to provide users with some interesting and fun knowledge. If you don't believe me, look at Alipay's Zhihu Organization, the two most highly praised answers are about whether to pay with WeChat or Alipay, which is the mindset of the netizens - watching the fun is not too big. The next two highly-liked answers were "If someone blows up all the storage servers of Alipay (physical bombing), will all the money of the public in Alipay be gone? " and "How much return can I get if I put 1 million dollars in Balance Deposit overnight?" This kind of strange and brain-opening questions. Unlike other platforms where you just post content directly, Zhihu is a Q&A community. So it's much more important for businesses to find out what a good question is than to write a good answer. The dimensions for evaluating a good question include the amount of user attention to the question, the number of answers, the heat, and the quality of the question itself (whether it's interesting, cerebral, and provokes user curiosity, etc.). Playing Zhihu, to hold a mindset of playing Zhihu, to be an expert player, do not be serious about doing boring science, no one cares about you.05 Xiaohongshu from the product attributes, Xiaohongshu both microblogging side - to the net red ladies as the main body, sharing content to food, wearing as the dominant; and jittery sound side - after all, Xiaohongshu is also vigorously developing video, live broadcast, etc.. But in the recommendation algorithm I personally feel that Xiaohongshu is very similar to Zhihu. However, after this year's viral events, it is clear that the small red book does not yet have public **** attributes, which is far from microblogging, micro letter, jitterbug headlines, and even Zhihu, B station have a certain gap. So the best product definition of Xiaohongshu is still a women's grass community, women's life community. Little Red Book's self-media play can microblogging, shaking tone, public number content play for reference, pay attention to the content length is not easy to be too long, do not make a long speech. However, the most important point to play the little red book is always: the little red book is a picture-oriented community, no matter what content is operated, the picture must be exquisite, exquisite, high precision, and preferably original. In this era of face is justice, the picture is not beautiful enough, but in the small red book can not be planted successfully. The role of the Little Red Book is a face value party.06B Station Earlier this year, in the Kotler 2020 opening year class, I mentioned the wind mouth of the content platform in my speech (see "2020, where does growth come from? Anatomy of Three Growth Models and Core Formulas" article). What is the windfall of content platforms? It is the microblog of 6 or 7 years ago, the public number of 3 or 4 years ago, the jittery tone fast hand small red book of the past two years, and the B station of this year. To be after years of precipitation, B station is crossing the popularization of the cognitive divide, generating new traffic dividends. We can pay more attention to this platform and make preparations early. For this 2020, which has suffered a blow to the head, I think every enterprise should see the importance of having its own marketing position and operating its own user pool. Products, self media and marketing campaign IP are the three major marketing positions for enterprises in my opinion. Today's article first talk about self media. For self media operation, the biggest challenge faced by most enterprises is actually not at the practical level, but at the conceptual level. As mentioned earlier, Jitterbug is a magician, WeChat is a brand ambassador, Weibo is an official spokesman, Zhihu is a player, Xiaohongshu is a face party Different platforms have different role definitions, different ways of creating content and different marketing plays. If enterprises want to run a good self media, they must choose the right platform, set different roles for different platforms, and match different content and promotion techniques. This requires systematic planning, continuous investment and strong operational team support. But in fact, many companies spend thousands of dollars to recruit an operator, and then throw all the self media platforms to him to take care of a person. A person is responsible for all the self-media platform operations, from microblogging to WeChat, from headlines to jittery fast watermelon, from Zhihu to Xiaohongshu, from the big fish to the penguin hundreds of everything; a person is responsible for all the content creation to do all the work, from the writing to filming, from the design to the graphic layout, from the background operation to the activities of the planning of everything. Enterprises in addition to open to the operation of the salary, in addition to then no penny input. No input, not to mention, but also hope to bring high output. Recruitment of an operation to give 3, 4 thousand dollars a month, hope that he brings you hundreds of thousands of fans, selling millions of goods. Then why doesn't he do it himself? This whole set of huge system, if you think that recruiting an operation can all be done,