There are many benefits for enterprises to build a new media matrix - expanding brand voice, enriching content forms, improving publicity efficiency, reducing operational risks, and saving advertising costs...
Even so, there are very few companies that can really make the new media matrix produce such an effect.
More companies often enter the market rashly and leave the market sadly. After spending a lot of energy and time building a matrix account, they post a few articles and find no immediate effect.
However, these new media matrices that are not far away may not have considered the following three points from the very beginning:
Sort out matrix requirements and clarify action goals
With the gradual enrichment of communication tools, enterprises have evolved from relying too much on external "content resources" to highly relying on their own "content assets". Building a new media matrix has become the choice of many enterprises.
So, under what circumstances do companies need to establish a new media matrix?
1) Establish a brand image
Operating a matrix account is more conducive to the centralized establishment of a brand image.
2) Improve fan stickiness
Operating matrix accounts, the content of each account is more vertical, the fans obtained are more vertical, and the stickiness of fans is relatively high.
3) Get customer leads
Customers' information acquisition channels are scattered on multiple online new media platforms, and the online matrix can gather traffic for enterprises and attract more customer resources.
......
After the enterprise thinks clearly and is determined to do a new media matrix, if it wants to unify the behavior of the entire team, it needs a goal.
Just try to follow the trend, without goal guidance and correcting the strategic direction, it is easy to get nothing.
It is best to have a clear qualitative and quantitative description of this goal .
For example, for a company that needs to expand its user coverage, the goal of "increasing followers by 5 million a year" must be more instructive than "letting more people use brand accounts".
But this goal cannot be set arbitrarily, and it needs to be reasonable and enforceable .
If the matrix can only increase fans by 50,000 in a month, and expect the marketing matrix to bring in 5,000,000 fans a year, it will not be recognized by everyone in the team. A team that cannot be twisted together is doomed to fail to achieve the goal.
In general, the clearer and more specific the purpose, the higher the degree of completion . Conversely, vague goals lead to chaotic organization and meaningless actions, which is why many corporate new media matrices cannot continue.
Analyze the current situation of the enterprise and set up a matrix structure
After clarifying the goal, there is another question worth thinking about—is the current matrix structure suitable for the enterprise?
Building a matrix structure is equivalent to arranging troops . The formation needs to be flexibly arranged based on weapons and equipment, food and grass reserves, enemy formations, and combat environments. Different industries, stages, and scales of enterprises will also require different matrix structures. .
In general, common matrices have several structures:
1. Radiation
Suitable for well-known brands with many product lines or distributors.
Multiple sub-accounts are brought up by the master account, and each account is operated under the endorsement of the brand, and the sub-accounts are also corporate accounts.
The advantage lies in being able to use brand endorsement to quickly drive sub-account traffic.
Such as Midea, Haier and other brands.
Example image reference
2. Blue V+personal mode
Suitable for service enterprises
If the accounts are not connected, it will help to establish a brand image, and because the personal account has a real person and is operated independently, it is more in line with the user's viewing preferences.
For example: Meituan Matrix account, Blue V account display official activities, notices, etc., personal account displays the daily life of Meituan employees, and keeping pace with each other can attract more traffic.
Example image reference
Three, centripetal
It is suitable for blue V with weak brand power and needs to enhance brand influence.
Develop multiple accounts with independent personalities, and present a complete series of content, but all point to the brand. Multiple accounts direct traffic to the brand, which can enhance brand power.
Example image reference
4. Depth
Blue V is suitable for a certain group of people and can provide them with a variety of products/services.
Create sub-accounts in the segmented fields of categories, and publish different content according to categories.
The advantage lies in opening up the upstream and downstream, enhancing the stickiness of fans, locking fans in the matrix, and increasing loyalty.
Assuming that a beauty brand uses this method to build a matrix, it can be divided into: makeup tutorial accounts, makeup grass accounts, etc.
Example image reference
Five, funnel
It is suitable for blue V that needs to realize sales transformation.
Use one or more sub-accounts to create non-commercialized content to attract fans. The sub-accounts are used as the face of the funnel, which can reduce users’ aversion to advertisements, attract fans to the greatest extent, and attract users who are willing to buy to the master account to place orders. .
Assuming that a basketball equipment brand uses a "funnel" to build a matrix, users who need to purchase basketball equipment can be diverted to the parent account through sub-accounts such as NBA highlights, Lakers fans, and Bulls fans.
Example image reference
Of course, these models are not completely fixed, and enterprises need to adjust flexibly based on their own actual conditions.
Centralized management to improve efficiency
Determining the matrix structure is just the beginning. If you want to use the new media matrix to pull the target, the enterprise will encounter the following problems:
Accounts are massive, decentralized and privatized, how to collect them?
How should personnel be organized across levels, in different places, and with many changes?
Data is numerous, complex and changing at any time, how to count?
The content is massive, repetitive and easy to lose, how to settle it?
...
Matrix resource management has never been a simple proposition.
How can we manage accounts, personnel, content and data in the matrix?
Many enterprises use the tool combination of "form + WeChat group" , use EXCEL form to record accounts and data, and use WeChat group for communication and feedback, but this model often lacks efficiency and flexibility .
for example:
Didi’s new media matrix has a demand that when online car-hailing drivers want to change cars and buy a car, Didi’s account can appear in front of their eyes.
There are more than 300 matrix accounts doing this now, and the headquarters needs to regularly monitor the number of published works and traffic scale of the accounts.
However, the accounts are all in the hands of the person in charge of each region and sales, and the headquarters wants to know the data of these accounts, what should I do?
At each cycle node, let the person in charge of the relevant line ask, fill in the form to collect?
On the other hand, if the headquarters requires each account to publish a certain number of works every week, how can we be sure that this matter has been implemented in the end?
Go through every account and count them?
These tasks are extremely tedious and time-consuming.
The low management efficiency makes it difficult for managers to quickly mobilize matrix resources to respond to changes in the market environment. The lack of information between groups also prevents members from promoting each other's growth. The entire organization is rigid, inflexible, and difficult to sustainably develop.
Choosing and using digital and online collaboration tools/systems to solve efficiency problems is very important for a new media matrix organization that wants to win in the long run.
Liberate the burden of management and travel lightly to go further.
write at the end
Enterprise new media matrix is a trend, an opportunity, but also full of challenges.
The so-called soldiers and horses are not moved, and food and grass go first. Only by considering the three points of purpose, structure and management efficiency in advance can we help companies fight this traffic war.
If an enterprise wants to efficiently manage its new media matrix , welcome to Matrixcom to experience a one-stop, digital matrix management system.
*Matrix is more suitable for companies with more than 50 accounts
Search " Xinbang Matrix Link " on Baidu or go to the official website of Matrix Link (matrix.newrank.cn) to experience it.