案例:新媒体运营推广策划撰写技巧

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新媒体运营如何写推广策划案,我把它分为几部分,抛砖引玉,分享完大家讨论,对该主题进行互动交流。

新媒体运营推广策划案包括内容大致如下:

一、 运营是什么鬼?新媒体运营是什么?

二 、指定目标

三、 做预算

四、写方案

五、团队搭建及岗位描述

六、绩效考核

七、管理套路

八、问题解答

下面分别展开给大家做详细介绍

一 、运营是什么鬼?新媒体运营是什么?

这里普及下运营的一些概念,整合了其他人的一些观点,对运营有个系统化了解。大家可以参考如下这张图,看图理解运营:

1 根据运营级别划分:初级运营,中级运营,高级运营

2 根据运营流程划分:拉新(找到用户在哪,低成本获取用户),留存(让用户持续用你的产品),促活(唤醒不用产品用户)

初级运营(负责流程中三个环节一个子项目,如微博运营,微信运营,内容编辑,活动策划等)

中级运营(能力覆盖到三个环节中整个环节)

高级运营(三个环节贯穿,视野更大,资源更多,布局更长)

COO(考虑产品,营销,投资人关系,PR等公司层面资源调配)

4 根据运营内容划分:用户运营,内容运营,社区运营,商务运营,活动运营等。

5 如何让用户更好留存:A 用户等级 B 特权与福利 C 积分 D EDM/短信 E 活动 F 机制

新媒体运营推广策划撰写技巧!


新媒体运营概念,百科上的解释是利用微信、微博、贴吧等新兴媒体平台进行品牌推广、产品营销的运营方式。通过策划品牌相关的优质、高度传播性的内容和线上活动,向客户广泛或者精准推送消息,提高参与度,提高知名度,从而充分利用粉丝经济,达到相应营销目的。

微博,微信,贴吧等平台运营只是新媒体运营中其中一个子集,而新媒体运营又是整个系统运营中另外一个子集,明白这个关系更好的理解新媒体运营到底扮演什么角色。

二、定目标

制定目标参考几个原则:

1 如果能直接从第三方平台上获取数据作为目标,就直接以后台目标数据值为参考,比如微信,微博。别搞太多数据定义或计算公式,省事又直观,也可以避免对数据定义理解偏差而产生的误会。

2 第三方平台无法给你呈现数据做为目标引导,可以交付给技术部门去做统计报表系统来做监控。可先从日指标下手,再延伸到周,月,季,年去做统计。比如服务号的注册用户,订单量,订单转化率,客单价等。

3 团队需要有一个终极目标

比如对于O2O的项目来讲,团队的终极目标就是日订单量

比如对于一个工具型APP,团队的终极目标是日活跃率。

4 各部门对目标进行分解:

目标可以分为两种:

事务目标:每周X篇内容,其中X篇做原创;

结果目标: 微博曝光量、粉丝较上月的增长比例(早期基数低,可以设定每月50%-100%增长的目标,后期可以适当减少到10%-20%);微信的文章打开率15%,转发率5%(这是大部分公号的平均高值)。

5 目标设置不能太范范,要具体数字

比如:当月目标为日均新增激活从8000到12000,注册转化率40%(建议略高于原本的期望值,效果会更好)

那种“提高了品牌曝光度”、“增加了用户粘性”这种陈述性语句通通封杀。

提高品牌曝光度——百度指数上升多少

增加用户粘性——产品活跃度提高多少

这里以一个O2O生活服务号为案例制定推广目标

新媒体运营推广策划撰写技巧!


1 注册用户:日新增注册用户 总注册用户

2 活跃用户:日活跃率=当天活动用户/总用户

3 日订单量:

4 日订单转化率=订单成交量/总访问用户 (保底8%)

5 日客单价=日总成交价格/总成交单数

三、做预算

根据推广方案做预算,每个推广周期涉及到的推广细项做预算,预算最好越精细越好,可控性更强,执行效果更明显。

新媒体运营推广策划撰写技巧!


四、写方案

本文以本地生活服务号为案例展开描述,其中涉及到一些具体的实操手段,其他类型应用可以借鉴参考.

1 推广整体策略:(方法+执行力)

A 团队以总目标为主线,分解到各部门。

B 测试最有效推广方法,集中优势资源在一个可能爆发的点上,不断放大,不断分析,直到引爆。

C 目标消费者集中出现在哪里,我们的市场推广就集中在哪里出现。

2 种子用户期:(1000名种子粉丝,为期一个月)—区域内,可控

种子用户特征:经常互动,帮你朋友圈转发,帮你主动在QQ群,微信群推广公众号,种子用户会跟经常对你的公众号提供有效意见和建议。

推广方法: 行业朋友和同事,合作伙伴,邀请机制

供应商导入,商圈,小区,学校,写字楼发广告

行业朋友和同事,合作伙伴:发动身边同事,朋友,合作伙伴加入体验。

活动邀请:策划“大家来找茬”活动游戏,设计产品体验调查问卷融入游戏中,注册就送10元优惠劵,推荐也送10元优惠券,评选出最佳粉丝,粉丝截止到1000名为止,为期1个月。(H5文案设计要有趣,社交化)

微信群管理:建立2个500个人微信群,管理种子用户,收集产品用户意见。

3 初始用户期:(5万名种子粉丝,为期三个月)

初始推广期要去尝试各种推广渠道,找到你最擅长的渠道,让粉丝自然每天增长。最终完成你的目标。拥有渠道的好处就是,每一天你都能获得稳定的粉丝,而不是一天进500粉丝,再过3天就没有粉丝关注。以下方法是个人团队实战的一些总结,可以借鉴操作:

A 微博引流

由于我们的市场是定位在本地,所以前期推广时候收集全所有热门本地微博,通过推广官方微博,与这些本地微博建立互动合作,活动期间可转发引流。

由于微博的媒体属性比较强,是点到面推广,不属于微信生态圈内,效果也比较弱,当然前期已经有一定粉丝基础的微博,从微博到微信的引流已经获得了很大红利。

B 加群引流

技巧一:如何获取群?

发动你身边朋友,同事,合作伙伴,让他们拉你入群。

技巧二:换群

当积累了一定的微信群后,可以与本地运营商互换群

技巧三:置顶活跃群

筛选出活跃度较高群,置顶,下沉广告群,群内经常互动,与群主搞好关系,质量高的微信群可以考虑商务合作。

C 小号引流

技巧一:如何养号?

赋予小号一定的标签:如你是92年未婚的女生,从事互联网行业客服工作,居住地厦门哪里等。

技巧二:不要有广告嫌疑,每加一人,要自我介绍你的状况

技巧三:朋友圈定时分享生活趣事,必要时候插入服务号广告活动,每周定时朋友圈互动交流

技巧四:对于传播力比较强粉丝,可以单独多私聊互动。

技巧五:从B步骤所加群内添加粉丝引流,加人前先群内互动交流,找主题,特别是活跃度高的群,加粉成功率更高。

D 自建官方微信群

步骤一:明确建群的目的,建立群规章制度

步骤二:配官方客服,围绕群主题定期互动,解决问题。

步骤三:发展一些意见领袖做帮手,共同发展群。必要时给与物质上激励。

E 活动策划

活动以一周一次频率来执行,加强用户的记忆习惯,利于传播分享,以下活动作为备选,执行时候,团队参与进来,死磕文案及H5效果设计。

活动礼品:优惠券,大礼包(消费券+帆布袋+记事本+广告衫等),活动奖品,微信红包

技巧:活动创意很关键,在文案和表现形式上多做文章,这个以后单独写文章把一些经典活动展示出来。

F 本地公众号,微博,社区,网站等渠道投放

活动执行时候,可以在本地公众号,微博,社区等渠道投放,随时监控投放效果。

如厦门地方社区小鱼网,活动开始时,我们BD会跟洽谈网站,微信,微博三个媒体广告合作或联合推广。

4 品牌推广期:(10万名种子粉丝,为期三个月)

A 继续”初始用户期”推广方法稳定获取每天流量

B 本地O2O服务号或APP合作

经过初期推广后,已经积累了一定粉丝量,可以与本地O2O一起合作推广。

C 地面推广

可以针对性与商场,学校,社区等商圈

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