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Where is the problem?
This is often not because the investment is not enough. In fact, many companies' new media departments have invested heavily and even become "public welfare departments." Even, I have seen a WeChat draw from a company. The prize is Apple Watch. As a result, only a few dozen people participated – equivalent to spending 2,998 yuan, only dozens of fans, most of which will immediately cancel the attention.
It is not because the ability is not good. In fact, many companies hire high-paying experts to hire new media at high cost, hire the best creative teams, and even lead directly from a director... Many times, we can't solve a problem, neither because of lack of investment, nor because Lack of ability, but because of the perspective of the problem. For example, in war, the past was divided into vehicles and weapons. But to convert the perspective, let the weapon have the vehicle function, there is a tank; let the vehicle have the weapon function, there is a chariot. Again, we need to transform our perspective and revisit the composition of a business.
We know that any enterprise, for its users and consumers, actually only does two things:
1, to meet the demand (construction) - product department responsible 2, transfer information (sales) - the market, sales and other departments responsible for the former is "product value", the latter is "media value." This is the classification of most companies and the way they have been inherited for a long time. What is the problem with this?
Since we are going to "transform perspectives", we have to break this classification and revisit the things themselves - what if we remove the borders and regard "satisfying demand" and "delivering information" as the basic functions of all corporate behaviors? Now everyone says "the Internet breaks the border", we also break the border, we will find such a matrix: "cosmetic", "after-sales service" these products, have the function to meet the demand; similarly, the "public", "micro These media also have the function of transmitting information. For these two parts of the training, one is called "product manager class", one is called "advertising copy class"
It is the product manager class that tells how to make the product meet the demand. It is the advertising copy class that tells how to use the media to deliver information. But what about the rest? If you let the media part, like the product, be designed to meet the demand; let the product part, like the media, be designed to convey information, what will happen? Transform the perspective, you will find that everything is Products, everything is media. The media should be productized and the product should be made media.
Today, I don’t talk about “product manager class†or “advertising copy classâ€, just talk about:
1, media productization - how to make the media meet the needs;
2, product mediation - how to let products pass information
First, media productization
Many companies fail to operate public numbers, communities, etc., often because companies regard them as marketing methods or simple voice channels, and even become "intra-corporate magazines" (such as the "Zhang Dong National Day speech: scratching food Safety"), lack of content value, naturally no one will look. The excellent public number can meet the specific needs of others, and has the product value - such as "Mi Meng" to meet the needs of others to build a sense of superiority. So what we have to do is to productize the media – let the media have product attributes that meet the needs.
So how do you design media like a product manager? First you have to know what is called a "product."
My definition of "product" is: "Anything that can continuously meet the needs and get attention is called a product." It sounds very round, it doesn't matter, let's look at an example: look at the public masters who are often called black by Li No recent article, you will feel this is not like a product: 
(1) create a demand; (2) the demand can be continuously satisfied; (3) be able to obtain attention continuously, let consumers think of you
1. Create demand
Any product is designed for a user's needs, not for business needs. If you look at Master Kong's public number, you will find: Can't tell, its existence is to meet what user needs. Yes, I can say "to increase attention", "in order to obtain sales", "to spread the wonderful speech of the chairman" to design a public product. The product is designed for the needs of the user. For example, Li called the beast's own public number. The positioning requirement is to "find the pain points of the work and see what my content can help."
Once I found out that the creative person vomited that Party A “over-emphasized the short-term dissemination of KPIs†and wrote “Strategic of the copy: why the KPI was not used too muchâ€, pointing out that the most important thing about the copy is not how much the amount of communication is, but how to help and Collaborate with the company's strategy. This article has alleviated the pain points of work to a certain extent - people can use the content of the article to convince others, or change their views.
Products must be designed for the needs of users - this is probably the basic common sense that middle school students can know. Many people do not use this basic common sense when designing new media, often because they only use the media as the media, not the product. So when you plan any kind of “productized media†such as the public number or the community, you should first ask yourself: “Is this self-media designed to meet the needs of users?â€
For example, I have seen that some of the main public consumption methods of corporate public numbers are “red envelopes†and “drawsâ€. As a result, the fans are poorly sticky and the results are not good. Why is this? Because the user demand for this number is only "money demand", and the media is not the best way to meet the demand for money - the way to make money is much more, why should I specifically meet this by paying attention to the public number? Demand? This is like why a "cell phone with a lighter function" will never be the same, because the phone is not a good way to meet the demand for cigarettes.
So what needs can a self-media generally meet?
The easiest thing to think about is to help users spend their time – helping users to pass or spend a boring time with great content. This is also the demand that many popcorn movies can satisfy. But there is actually a second, larger range of needs, tool requirements—the content created by the media—not just for a while, but for helping users complete another task. In fact, a lot of self-media content is not to help people kill time, but to save time and help people to better complete a task that is supposed to be completed. Even some of the public account content can replace some of the functions of “physical products†to some extent: such as “Kai Shu storytellingâ€, instead of the work of parents to tell stories to their children.
2. Continuously meet the needs
Any product, not only needs to "create and meet a certain demand", but also needs to "continue to meet this demand." For example, Jiaduobao meets the "fear of getting angry" demand at different times and in different places. And if you meet the demand for getting angry last month, this month meets the demand for vitamin supplements, or in this bottle to meet the needs of weight loss, that bottle can not be called "a product" to meet the needs of refreshing. The demand that the product meets must be “sustainableâ€.
And if you look at the article published by Master Kong, you will find that different articles are simply meeting the needs of different readers.
"Yu Fan teacher recovers soon...", satisfies the needs of gossip, and does the work of the public "Caring Gossip Growth Association";
"Love apartment, outside the cover, hilarious attack", to meet the needs of the pursuit of drama, the work of the public number "Basha Entertainment";
"The smog is not willing to go...", the work of the public "China Environmental News";
"Master Kong uses fresh water to irrigate a group of flowers" to satisfy the needs of charity care, and to do the work of "beautiful China";
Even, "Master Kong Master Wei Junxian, marketing thinking in the digital age", talk about marketing thinking, and do the work of "Li called the beast"!
"Caring for the Eight Diagrams Growth Association", positioning the "gossip demand", and then continuing to meet for several years, so it is a "product" (like Jiaduobao).
The article of Master Kong's public account looks more like a product that meets the requirements of various departments (for example, the chairman's speech, at the request of the president's office), rather than the product of continuing to meet the needs of readers.
Therefore, since the media should be a "television drama", continue to meet certain needs, rather than one after another - to meet the needs of different readers.
This is also the reason why some companies have a 10W+ article after the explosion, and often the subsequent readings have not risen at all - you are making movies, not TV shows. If it is a TV series, we will look forward to the fourth episode because of the first three episodes. If it is a movie, we will not look good because of the "Old Cannon" played by Wanda Cinema, and we will look forward to the next "The Villain Angel".
3. Continuous access to attention
How does the media gain attention? The first way many people think of is to rely on push notifications (such as subscription numbers). However, if a self-media relies on push notifications, it is doomed to have no sustained and active ability to gain attention. It is destined to open at less than 10%, and is destined to compete more and more fiercely with hundreds of numbers. And any successful product must have the ability to “continue to get attentionâ€â€”assuming the market is disbanded, it can still be thought of as a purchase. These products solve this problem: "When should consumers think of you?"
For example: "Assume that the marketing department of Jiaduobao and the sales department are dissolved, all the advertisements disappear, and you can't see their advertisements in all channels. Do you think of Jiaduobao?"
"of course"?
"When?"
"When you are afraid of getting angry - like eating a hot pot."
This shows that through years of hard work, Jiaduobao has established a trigger in the memory of people, and it is easy to think of it every time “fear of getting angryâ€. The productized self-media can also form a kind of "trigger" - it may be forgotten in peacetime, but it will be thought of at a certain time and in a certain situation. This kind of trigger may be some time (such as Luo fat 60 seconds of voice every morning), or it may be an event (such as Wang Ziru after the new mobile phone conference), in short, put your product (self media) with another One thing to bind, so that your product can continue to gain attention.
So when should your users think of you for your public account?
After all, you can't take all the time of others, you can only locate in a certain situation - if you are selling cakes, there is no need to let the user think of you when you are in the toilet.
Second, product media
I just talked about the first aspect: "Media Productization", you need to design your own media like design products, so that it can continue to get attention and meet the needs. In addition to being able to "mediaize productization", designing products like media, in addition to "product mediaization" - designing products like design media.
Many times, the product itself is the biggest self-media – if you can sell millions of bottles a year, then the drinks themselves are self-media and can bring value.
Product mediation - this is not a new move, it has been very early. For example, in my memory, the product is operated as a self-media. The most impressive thing is this product: Yes, the heroic card that we collected when we were a child when we were a little kid, almost possessed all the characteristics of a self-media:
Providing content - equivalent to subscribing to the story of Minamata;
Selling for other products - stimulating children to buy more crispy noodles for collecting cards;
Initiating communication - the children competed to collect each other, the amount of transmission is definitely not comparable to the general social planning.
Treat products as media – this value is sometimes even more useful than internet marketing:
An advertisement can only be contacted by consumers for a few seconds, and the budget is a million-level budget. The product itself may be in contact with consumers for a few hours, even days, or years. If the product has media attributes, it will have great value. Therefore, since it can be said that "everything is a product", it can also be said that "everything is the media" - your product itself, not just the public number, can also have media value.
In fact, all the techniques you use in the media and advertising copy--contrast, social currency, visual sense, bound focus circle, etc., can all be used on the product itself, so that the product can also provide content and bring Traffic, triggering propagation.
Conclusion
If I need to make a prediction for 2016's self-media or Internet marketing, then my first thought is:
Everything is a product, everything is in the media.
In the future, there will be more and more marketing methods, which will be operated as products. (For example, the release of a hammer is not so much a marketing as a product that meets the demand for hammer powder.) There will also be more and more products that are operated as media. Advertising like a product manager; making products like an advertiser.
Why are you investing so much money on WeChat? Is the public number inactive?
Abstract In the era of media, many companies often face such a problem: "Why is it so inefficient to invest so much money on WeChat? Is the public number inactive? Many people’s first reaction to this is to increase capital investment, Increase manpower input, but in fact, usually,...
In the era of media, many companies often face such a problem: "Why is it so inefficient to invest so much money on WeChat? Is the public number inactive? Many people’s first reaction to this is to increase capital investment and increase Human input, but in fact, this is not a question of funding, nor a problem of manpower.