New media video director - planning and marketing todo

new media features

• interactivity
• • Content and users The
    works are spread to users, and users can like, comment, and share the content. If the content is not good, it will also complain, and watch the barrage. Since users keep sharing, it can go viral. For example, when communicating with users, the content of "Never Expect" will be deliberately left behind. For example, the first page with multiple characters, according to the statistics of the lecturer, this page is the most suspended operation.
• • Between
    users Users will complain, share, and barrage. The number of barrages will affect the quality of the content. For example: "Can the British do Chinese college entrance examination English" barrage at station B. You may think the content is boring, but through the content of the barrage, you can feel interactive.
• • Content works with merchants
    Content and merchants. Product placement: soft placement of advertisements; while watching and buying: Taobao live broadcast, such as "Chuangshiji" Fan Ye spicy sauce.
• personalise
• • Subscription: Customized according to individual needs
    Traditional media, providing content unilaterally; new media, audiences can subscribe to what they want to watch. For
    example, the number of subscribers to "The Big Incident" is enough to meet profitability
• • Follow: only watch the content you are interested in.
    Follow a broadcaster, but the following is accidental. It is possible to follow a certain content or unfollow it at any time. For example, "WeChat Official Account" and short video "One Piece" will open various platforms to help the dissemination of content.
• • We Media
    We Media Elements: Personality Charm, Differentiation, Guiding Public Opinion
    Example "Logical Thinking"
• verticality
• • By category: the category is more and more subdivided, for example, "Beva's Children's Song" has a huge number of broadcasts
• • By style: Diverse styles, such as "Ms. Diaosi", "Eclipse"
• • By circle: people are divided into groups, for example "Care and Gossip Growth Association"
• diversity
• • Multi-channel: video, short video, WeChat, FM, traditional media
• • Diversified forms: text, video, audio
    Examples of "Logical Thinking" text, audio, video, lectures

Communication platform

How to Promote Your Content

This is an era when the fragrance of wine is also afraid of deep alleys!

Establish your own brand value

• Brand concept
• • Brand Premium: Example: LV's New Fashion Woven Bag
• • credit guarantee
• Brand Positioning
• • Content positioning: For example, "Poison Tongue Movie Public Account"
• • Audience targeting
• style of the brand
• • maintain coherence and consistency
• • Visualized Features
• Brand planning
• • Do's and Don'ts in stages
• • Follow the law of development
    Discover -> Know -> Remember -> Like -> Unforgettable

build trust

• Content: Not necessarily diverse, but must be accurate
  Example: Uncle Tongdao and his constellation comics
• Channels: Use platform traffic to seek only the right platform
• Timing: Event Marketing is an Opportunity and a Risk

Build trust through communication with users at the right time, through the right channel, and with the right content

If you don't interact, you will die

• Emotional Interaction: Example - Weibo Maze
• Participation
• Community system
  The first forum, post bar, membership system: find groups with the same knowledge through membership system, and build a sense of circle group. With limited membership, maintenance is performed.

If you don't respond to every message yourself, don't talk about interaction!

Internet aesthetics

• parental emoji
• network emoticons

Summarize

Brand first and then promote, don’t put the cart before the horse, good content is always king!

How to make money

For example: "The Wedding Dress in the Backpack" graphic serialization, interviews, 10-episode documentary online version PGC cooperation -> "The Wedding Dress in the Backpack" TV copyright exclusive sale -> Book publishing

Weaknesses: no prior planning, no best timing, no sustainable profit model

How to make money

• Advertising and Marketing
  Revenue Model: Works -> Fans -> Traffic -> Advertising (Hard or Soft Advertising)
  Income Source: Advertisers
  Profitability Features: Traffic is the key, audience is imprecise, come and go quickly
  Profit example: PAPI sauce advertising Auctions: Risky
• PGC cooperation
  Income model: works -> promotion -> traffic -> share
  Source of income: platform side
  Profitability characteristics: promotion is the key, rely on platform traffic, low income
  Profit example: Youku PGC cooperation conference
  Stand out: Youku self-channel rankings
• Content Payment - Membership
  Income Model: Works -> Fans -> Payments
  Source of Income: User Profitability Features: High Content Requirements, Strong Sustainable Development, Accurate Vertical Classification
  Profitability Example: Korean drama "Descendants of the Sun" with high input and high output , attracting a large number of paying members
• Content E-commerce
  Income Model: Works -> Fans -> Traffic -> Products -> Sales -> After-sales
  Sources of Income: Users, More Sources of Income, Higher
  Levels High
  Profitability Examples: Live Taobao Store, "One Piece"
• IP Development
  Income Model: Works -> Fans -> Diverse Content -> Products or Services -> Sales
  Source of Income: Consumers
  Profitable Features: High-value IP, Large and Loyal Fans, High Risk and High Return Profit Examples: Hollywood movies, "How to Train Your Dragon" is easier to develop IP with non-human IP

Summarize

Make the most of your profit!

unit test

1 single choice (25 points)

The following correct descriptions of the characteristics of new media communication are
A. Timeliness, executable
B. Difference, diversity, visualization, and universality
C. Interactivity, personalization, verticality, and diversity. √
D. Strong participation and diverse platforms

2 single choice (25 points)

Conditions for becoming a brand?
A. Fashionable and trendy
B. Is the product practical
C. Need celebrity endorsement
D. Product premium, credit guarantee√

3 single choice (25 points)

What is the current way to monetize video in the market?
A. Advertising and marketing √
B. PGC cooperation, IP development √
C. Content e-commerce, content payment √
D. Playing in movie theaters x

4 single choice (25 points)

Which of the following options is not a profitable feature of advertising marketing?
A. Come and go quickly √
B. The audience is imprecise. Traffic is the key √
C. Traffic is the key √
D. Promotion is the key x