So I want to regard myself as a successful cross-professional new media operation experience, hoping to give you some reference.
I, a copywriter who studied English in a university and worked overtime until I cried in my former advertising company, failed miserably in the 20 19 full-time postgraduate entrance examination. Looking for a job, I met an epidemic in 2020. I finally returned to the workplace in a few months and successfully switched to new media operations. It's still a little enlightening to think about it ~
Welcome to my column ~ /p/ 172523086.
Next, I will use my career change experience to tell you the working status and skills that you should have to do new media operations across majors. At the same time, before preparing to change careers, I will also introduce some small ways to improve your work ability. I just want to tell you that I can, and so can you!
It may be very long. Put it in the catalog.
First, cross-domain new media: understand the operation of new media.
Second, cross-domain new media: understand the daily work of operation
Third, cross-domain new media: operational core skills and ways to improve
Fourth, cross-professional new media: cross-professional preparation
Why do you want to do new media operations across majors?
As graduation approaches, many students are confused. They majored in finance and communication engineering. Is it feasible to change careers on a zero basis?
In fact, as long as you are willing to learn new media across majors, there is no problem at all!
However, you need to seriously consider these three issues:
Tell me about myself. I studied English in college, and I passed TEM-4 and Band 8. But I was really not interested in English, so when I was in college, I went to Magic Capital and became a glorious writer. In other words, the daily task of writing product copy is to write and write. You can understand that any company that needs words can come to me.
I will do everything from the copywriting in my circle of friends to the company's product manuals and communication manuscripts. In fact, from my description, you can see how diverse and extensive my work is. However, everyone can write, the threshold is not high, everyone can comment on my writing, and as a small screw in the company, it is easy to get bored when writing. ...
Over time, my work has become more and more passive, and some people have commented on me and changed my face, completely deviating from my initial intention. After a while, I don't think it can go on like this. This job is irreplaceable. Of course, I didn't expect to change careers at that time, but I wanted to take the postgraduate entrance examination.
I am a person, and I mean what I say. To tell the truth, I worked hard during that time, but when I met the curriculum reform, I hung on a topic. The desire of graduate students was dashed. In addition, I really didn't have much savings after the epidemic, so I moved my mind to change careers (I can also go to graduate school on the job ~) and put down my obsession.
It's easy to change careers in Zhihu Douban all day. There is a position that has something to do with writing. Look for it. I have to say that the "going to work" group is really hidden. I found a Miss hr who is active in the group to help me read my resume. Of course it's paid.
With the blessing of "money ability", my goal will soon be much clearer.
My lady gave me two directions, one is to continue to do copywriting, and the other is to do new media operations. I have known about the operation of new media for a long time. In my previous impression, new media operation was equivalent to writing an official WeChat account. But HR says it's not as simple as you think. The ceiling of the operation industry is very high, and your copywriting ability is good. You can try.
At that time, I was eager to change careers, and I knew that choice was very important. I chose the new media operation related to my writing ability because it is related to my interest. At the same time, I also refer to mbti personality test and 16 personality analysis. The purpose of professional personality test and analysis is to help you know yourself, your personality and the suitable occupation. Among them, career advice can be used as a reference for your future career planning or sideline development according to your own situation.
Enfp's me is really suitable for a career like new media operation. If you just graduated or don't know your interests and specialties, you can also take a test.
Link: /ch
After setting a goal, I opened Zhihu to search for information. I watched the video of the operation crazily and read many books about the bosses' operations. Because a friend from Zhihu mentioned that the practical project of taking new media courses can make his resume look better, they compared all the courses on the market. In order to run this position, he spent three months practicing.
I like collecting information very much. This time I organized the information into several folders. If you are interested in taking a look, please take a look at the operating notes of litchi, and I will update them regularly ~)
I have some experience in operation, so I want to talk to you briefly about the operation in my eyes from the perspective of my career change.
In fact, many answers about some subdivision of operation have already been introduced, and the subdivision is very detailed. And I think it is basically difficult for operators to have a clear division of functions. Product operation, community operation and content operation can all be traced back to new media operation.
Briefly introduce the definition of new media,
New media operation is to help users buy products through new media means, so as to better achieve the original purchase goal and let users recommend more users to buy or buy more products themselves.
From the human point of view, the operation of new media always revolves around these key elements: promoting activities, bringing forth the new, retaining and realizing, so thinking and operating around this central idea can be regarded as new media operation.
The operation of new media was indeed equated with the operation of official WeChat account at the beginning. With the traffic portal occupied by Zhihu, Today's Headlines, Tik Tok and other giants, the cost of marketing and acquiring users of official WeChat accounts is getting higher and higher, while the opening rate is decreasing.
Therefore, enterprises have put forward new requirements, hoping that new media can also acquire potential users and be responsible for transformation. As a result, the functions of new media operations are constantly changing. Tik Tok and Aauto Quicker, which are very popular now, also belong to new media. Running these can also be regarded as new media operation ~
After talking about the new media operation in my eyes, of course, I have to understand the daily work of the operation.
The new media operation post is mainly responsible for obtaining the number of customers. In this process, I need to be responsible for content creation, activity planning, channel maintenance, business cooperation and so on. Even for the sake of heat, it is common to work overtime in the early morning to catch up with hot spots.
Therefore, we should always pay attention to stand by and chase hot spots ~
1) Determine the topic of the month.
There are four tweets every month, so you need to decide the general theme of the tweet at the beginning of the month.
But the theme must not be absolute, and the topics are divided into hot topics and conventional topics.
Conventional topic selection is like dry goods articles related to your own industry, answering users' questions, and the content of UGC in the message after the last question. The other is hot topic selection. Predictable hotspots, such as major events/festivals, such as the Mid-Autumn Festival is a family reunion, and I think the atmosphere of reunion is also reflected in tweets, such as regular marketing nodes such as Double Eleven and Tanabata.
There is also an unpredictable hot spot. For example, the current hot topics of Standing in the thirties range from Hermes bags in Gu Jia to fish farming in Xupao, which is unpredictable, so it is the wisest choice to determine the general writing scope. With the promotion of products or new content, the topic list of the month is basically fixed.
2) Content creation
Operation, you can operate only if you have content, so you need to write some tweets from Weibo and WeChat, mainly WeChat. In my operating career, I spent 60% of my time writing content. Once I have decided the tweet plan for the month, I will ponder how to combine the current hot spots, write catchwords close to life, and browse major Weibo and news websites, hoping to get some inspiration.
Like "Let's climb the mountain together", "WeChat pats you", "No, sir" and "Houlang", I will use them in tweets. Although the era of the title party has passed, I still think it is necessary to rub hot spots, because everyone will pay attention because they are interested ~
If the writing is not smooth, it's really super painful, and it's especially exhausting to call back over and over again.
Some situations really make me feel bad. For example, you stayed up all night writing and spent more than a day polishing, but users didn't buy it. Also, the amount of text you sent immediately after writing in two hours caught up with the manuscript, which was extremely high and won everyone's praise.
Sometimes think about it, the degree of public preference is also a mystery.
I have written too much, but there are also routines, so in the third part, I will say some suggestions for improvement. But you will definitely sum up your own methods in the process of operation, otherwise it will be lazy to always rely on search for inspiration, so be diligent ~
3) Data analysis
After the tweet was sent, the story has just begun. From the moment it is sent out, it is necessary to constantly monitor recommendation, praise, reading, reading rate, click to see, etc. And pay attention to the attention of this tweet. These data are available in the background, and you can directly see them by simply doing some calculations.
Tweets are becoming more and more difficult to do now because the WeChat push mechanism has changed, and many tweets have fallen off after being pushed, so there have been many selling tweets such as "closing down without a star".
Therefore, in 2020, it is very normal for tweets to lose powder in data analysis, but 65438+ million+valuable boutique content also exists. I use data analysis to find out what articles users like, such as dry goods. Stories? Question and answer class? These, as well as the analysis of the influence of titles on articles, can be seen from the data analysis.
Therefore, for new media operations, you must learn to test the data, draw conclusions from the analysis results, and optimize the content in the next article, so that your content will become more and more popular.
4) Planning activities
As a new media, how can we not plan activities? Take my daily work in the official WeChat account as an example. For example, we will have a party. My job is to set the browsing goal and actual order conversion of this activity first, and confirm all the materials and contents of the activity.
After writing a complete activity plan and tweet, we need to cooperate with our colleagues in the channel to let some large-scale (such as what to do in Shanghai on weekends) and local numbers push our activities. This not only requires a certain budget, but also requires me to dock with the other party, arrange the appointment time, and need communication skills.
Of course, what if there is no budget?
How to attract the most people with the least money is also a topic I think about every day. Basically, I will use fission. Using the power of fission, we can quickly achieve the effect of spreading one thing and two things. We will take some preferential measures to promote fission, such as sharing welfare, reducing the purchase by two people by ten yuan and so on.
It seems that there are not many skills to be included in these jobs, but it is still necessary to change careers. Many small partners who look at the problem want to switch to new media operations or just join the job, and they are very confused about the operation. So after understanding what new media operation is, the second step is to understand the related skills of operation and how to improve these skills.
The systematic study of these skills comes from my previous new media course. Only after taking the course can I really understand what new media operations should do. Thanks to my online school and semi-skilled private school, it took me a month to understand the general framework of an operation. Inspired by these basic knowledge, I can make targeted improvements according to my own operating skills.
take for example
A preliminary understanding of the core theory: 6W's marketing thinking framework, user portrait, user journey and influence.
Construction of content part: copywriting structure, dry goods/stories, writing title and general writing workflow.
Data analysis tools: crawler tools, UTM links and data acquisition tools.
(Some of my notes)
To sum up, I think the necessary skills of operation include marketing theory, copywriting ability, data analysis and so on. Next, I will combine my previous and present work experience to answer them one by one, and put forward the promotion methods that I think are effective for you.
Understand marketing theory (communication/marketing)
Understanding marketing theory will help you understand what you should do at every stage of operation, write more insightful copy and plan more attractive activities. With the support of theory, you must have a bottom in your heart, because you know what users think, so that you can guide users more importantly.
As shown in the figure, the user's purchase journey is funnel-shaped, and every step is lost. Knowing this, we can make an operation plan according to the user's purchase journey and guide users to make purchases from every link.
Another example is the six principles of attraction. If you don't know which elements consumers are easily influenced by, how can you write a copy that appeals to them?
The quickest way to understand the theory is to read a book, read Zhihu's summary, read the summary of the official WeChat account, see how the bosses do it, see their thinking system, and then imitate it. There must be methodology and a world outlook.
Recommended books:
Operating from scratch, the light of operation: my internet operation methodology and confession, influence and mob.
User research (understanding the target audience)
To sell products, you need to know who to sell them to.
Through user research, you can more accurately understand the problems encountered by users, provide corresponding solutions according to these problems, and then update and iterate your products according to feedback.
The survey can be conducted through questionnaires, one-on-one interviews, or by finding a third-party company. This part needs employment before it can be put into actual combat. If you are prepared, you only need to be familiar with the operation method of Mike Form/Questioner Star questionnaire.
The basic norms and operations of one-on-one interviews are as follows:
Content production (different types of articles, posters, videos)
I want to say a little more about copywriting.
I know the importance of copywriting too well. Excellent copywriting can deepen users' goodwill towards the brand and even directly lead to purchase.
You will remember keep's "self-discipline gives me freedom", and even earlier Vanke once set foot on the red carpet and dreamed of the stone road. Good articles can touch people's hearts no matter where they are. Copywriting can be exercised and is a necessary daily homework for operation.
Although Mi Meng was blocked, I really recommend reading her article. The rhythm and insight of the article are very strong. See how people "incite people". I don't agree with her values, but the copywriting effect caused by this title party+absolute statement is absolutely first-class.
Organize the stamp links of the complete works [/]
Don't be too hard on yourself at first. It is enough to express the event completely and clearly. What you need to do is how to better combine products and mobilize users' buying mood. In short, read more other people's works and keep writing.
WeChat official account reference:
New world, Zhang Jiawei
Book recommendation:
Confessions of an Advertiser, Advertising Copywriting Training Manual
In addition to the content, the activity plan should also be written well, so put it together. Event planning has three purposes: innovation, improving conversion rate and expanding brand influence. In this regard, it is also recommended to watch more large-scale new media platforms (@ New World) and even the activities of some professional advertising companies (in the past, several English websites were recommended for copywriting).
Data analysis (optimizing overall operation)
Data analysis has nothing to do with your mathematical ability, but with the pattern. He doesn't want complicated excel formulas, but all analysis must focus on innovation, promotion, retention and realization.
Through data analysis, we can find the existing problems in the data, and prepare for better optimization of copywriting planning. In this regard, try to make a job number or report to the class to participate in actual combat projects, and you will soon learn.
For example, all new media marketing processes can be monitored by data, and many tools are used. The most common ones are Google Analytics of Google and Baidu Statistics of Baidu, but you have to have the right to monitor the website. Of course, some data can also be detected outside the web page, such as Watchlist.
Lifelong learning (constantly mastering new skills)
New media is constantly updated and iterated. With the constant change of marketing channels and environment, as an operator, you should also keep lifelong learning. I won't say hello to you in advance when the times are eliminated ~
Read reference books and take online classes (three classes, socket college, semi-private school, warm stone, etc. ) and reading more about the experience of Zhihu's predecessors are compulsory courses. You will feel more confident when you make more preparations for the job interview.
The next step is to verify whether you can really enter the hard-core moment of new media operation and show the prepared content to the fullest.
This paper introduces a useful tool, which HR often uses in interviews to collect specific information and abilities related to the interviewer's work.
STAR rule, the abbreviation of situational task action result, can help us organize, classify and output key information effectively in the process of resume preparation.
situation
Background of the task or event, including who, what, place, time and manner.
work
What kind of goal do you want to achieve and the specific tasks you have to undertake in this process.
action
How? how? Analyze this situation and decide the ways and steps to take.
result
Describe the results and what achievements have been made in the end.
* * Make preparations before the interview ~
For example, rehearse self-introduction in advance, prepare questions and answers that the interviewer may ask, and tell M how much he loves this job and how suitable he is for this job during the interview.
In short, we should have a correct attitude, be fully prepared and be confident!
There are still some precautions to look at ~
1, recognize yourself: you can't make a hasty choice just because the operation is very popular. It is best to do some professional tests in advance.
2. Make good use of tools: Learning to use some operational tools can greatly improve your efficiency, such as 135 editor of WeChat official account, maker sticker of WeChat official account map, Mike form of questionnaire, etc.
3. Rethinking: Rethinking allows us to check and fill the loopholes after the action and help the next action to do better.
4. Maintain self-confidence: it is really not difficult to operate, and many people have successfully changed careers, so we should underestimate the enemy strategically and attach importance to the enemy tactically.