The corporate public sign has gradually replaced the official network and has become an important channel of outreach and communication with users. And how can the new media operation of the start-up company play its best role? The authors of this paper have taught you six steps to establish the operating logic of the public sign。
As a small and medium-sized company or start-up companyPublic serviceMeow, have you experienced the same passion-suspension-- the inability to do it, the fate to leave? Even if you learn to operate 18 martial arts, you can't get a company public sign。
It's because you don't meet the standards, because your activities are not attractive, or because you're not qualified。
As a full-time practitioner, i also often think about work。
There are a number of courses on public domain, up to the size of a million-year event, and smaller than the design of automatic response language. Is it true that when you run out of all the options, your public sign will be a big one
Recently, in a product manager course, i was given new insights into the public domain. In the curriculum, the teacher lists the minimum system principles of a product。
Making a product think:
First, the location of the product in the dotted methadone, for example, when your product is an atm machine, your point is starting to fall。
Second, what kind of certainty your product provides, and continued availability of certainty on which users can rely is key。
Thirdly, in order to ensure the steady provision of certainty, what elements of the system capacity are required and whether there is sufficient capital and capacity to support all the links。
Now we're assuming that the public sign is the product we're going to make, that the operator is the product manager, and how do we move this logic。
I. Understanding the public domain attributes
Before making a public sign, the product attributes of the public sign are understood and a point line is identified。
Definition:
The public sign is the external content display window of the enterprise。
Today, the public domain has increasingly become an external window for an enterprise that replaces the corporate network of officials, with some companies even having only one public name without the official network, or with a simple set-up of the network, especially if some internet enterprises do not even do so。
For example, i've got a network of good-sex salads and happy pizzas
Their network of officials is a public sign or an ap portal。
And now users, when they hear about a business, are used to flip their public names over instead of looking directly at their official networks。
It is also increasingly proving the importance of the public sign for an enterprise, which represents the network of officials and the portal of the enterprise。
The attributes of the public sign are product windows (shopping), customer service windows (sale before sale), content windows (information). It can be said that the public sign is a low-cost ecological closed ring, so it is necessary for a start-up company to operate properly。
And for the public domain operator, your position is: the content window, your task is to run your content and build your content tree from scratch。
But here's the question: do all businesses need to apply for a public number
It's not necessarily true. It's a question of whether you're in the public domain for business lines, business implications, and a comprehensive assessment of the value of doing business。
Public positioning
First of all, the location of the public sign, which is a much more immutable first question, whatever it is, is to think about what it is, just like people, what you are doing
Thinking about the positioning of the public: the public name is the point, the product business is the line and the business is the face。
Enterprise brandingIt's good, it's good, it's good, it's good. So it's not about running a department, it's about the business as a whole。
In the business context, the public sign is only one point, specifying what is the main business of the enterprise, what is the role of your public sign for the product business, and what is the significance for the enterprise。
Common company public identification:
But what we usually refer to as products designed for the needs of users, are these the functions that users need
Most companies use the public domain as a window for business information, but large companies do so without difficulty, because attention to the business dynamics of large companies is itself a group of user needs. For instance, rice, apples... Their public names are the things of every day。
When you're trying to locate your corporate publicity, you ask yourself: do you have a group interest in your business dynamics? Is this group enough to support your traffic? Do you serve only this group enough
If your answer is yes, that's no problem, business information is out of hand, and the problem is that most businesses are not sufficiently visible to support a market。
And our article is for start-ups, brands with little visibility for operators。
So what
Look at the purpose of your content operation and think about what your target users need. Focus on what? And what can you offer
For example, the product characteristics of a first-time home-based brand are: its variety, high quality and low price; target users: 25-35 years old, second-line, with a certain level of economic ability, quality of life, women。
We see the general focus of this user group through a map:
In the circle of attention of the target user, you can combine your product with the point where you can list as many things as possible, select one or two points for content, and focus on a particular area. Here we are the home industry, so we're living as an entry point。
Once the industry's location has been established, we're going to start the competition。
The only thing people fear most is car construction behind closed doors. So before you do anything, you have to see what people do, even if you've got your own clear idea, and what your main opponent is doing。
The most direct way to do this is to look at the most similar and good public sign in the industry, from the first article to the last one。
Analysis of content focus: type of column, layout style, frequency of dispatch, time, etc。
For the home industry, let's see the following public sign:
From 12 years to 18 years, the content has changed and its focus has been different: life, renovation, home and brand。
The earlier product categories are more complex and not focused, mainly in the home-based and practical dry goods category. It is understandable, however, that the public sign should be aligned with the development of the enterprise, which has been changing, and that the concept of brand positioning may change at any time。
Today, the corporate public sign has begun to be transformed into brand art, with content focused on branding, life art。
In the first phase, they set up a full content tree and now focus on the transmission of brand ideas when brands are gradually refined。
The purpose of this step is not only to analyse competitors, but also to assess what stage you are at, and what you are going to do is to learn what they do when they are at your stage。
Of course, it wasn't all the same, after all, when they were doing things that worked out, and when you were still dealing with the users, the market, it wasn't that time。
Consumption upgrades, as well as content upgrades, are no longer suitable for you at this time。
So you guys at this point, at the same time, take advantage of the current consumption upgrade to upgrade the content。
How to upgrade content is determined according to the specific target user. Home, for example, can no longer be a mere collection of good ideas for life or something。
But you can add other elements to the subject, such as adding a lot of characters to the content, telling a story about a person's life changes before the receipt, and finally drawing out the cashier's cabinet, the presentation of the cashier。
Satisfaction of certainty
In the curriculum, the teacher referred to the concept of certainty: the continuous provision of certainty on which users can rely is key。
What are the systemic capabilities that you need to ensure certainty in the provision of stability
For example:
These provide certainty on which users can rely。
And what kind of certainty does your public domain provide users with? We've already positioned the public on the “live aesthetics”, and the certainty we can offer is to share a life aesthetic story every night at 8 p. M。
So how do we build such a system of content — continue to classify, reclassify。
To find an entry point from these topics and to combine them with life aesthetics (not to mention that this is not a mere storytelling, that the content referred to above has been upgraded, that products cannot be written directly for the first brand, that they are not competitive in themselves, and that they can only be valued by giving them some life spirit)。
What are the advantages of building a product in this way? You'll find that this product is more human。
I've seen a lot of public signs of homemaking, and they've always used a variety of fine images to bake the beauty of a home: international qualities, fashion cards, currents, luxury...
You know, it's supposed to be the same thing. It's about the most ordinary people's lives。
It may be felt that this way of making a product does not improve the pressure of the product, so to whom is the pressure of the product? You're not even a regular brand. You can't move a user with a bunch of fancy words
It is obviously not possible, and the only thing that can impress the user is truth。
Similarly, if it was the initial brand of technology, which started with a call for all kinds of black technology, it would just keep the product away from users。
I've always rejected the writings i've been holding on to, and i've been promoting how good and beautiful i am. I don't know if they're for the users or for themselves。
V. Product efficiency
Do you have enough capital and capacity to support everything
Since the overall structure of the subject matter and content has been defined, the content output is followed by the content output, which is efficiency。
For start-up brands, if it's too slow to update, you forget that you're much longer than remembering your brand, so you don't get brand recognition。
That is why many micro-publics, day by day, day by day, even saturdays, form brand recognition。
Many start-up companies think it's wrong to invite one person to run the public domain and to publish one or two articles a week。
For the operator, the original two or three articles a week are already very efficient; but it's not enough for the product to operate, especially when you have to build up brand knowledge, you can only use content to stimulate users to know you。
The public sign of the start-up enterprise, preferably by updating an article one day and updating content in a given field on a permanent basis, will enable users to become aware of you. And this is a task that requires team-wide collaboration。
Six, let the user remember you
By that time, the brand effect had evolved。
When it comes to reading people, you might think about roxien-woo of logic; when it comes to constellations, you think about uncle alex; when it comes to emotional counseling, you think about wawaya; when it comes to advertising, you think about the paper loop; when it comes to operating the brain hole; when it comes to hot chicken soup, you think about mimo。
So, what's your product tied to
As we have said before, there is the overall tone of your content. When you create your own style, when you create user awareness, you start branding。
Summary
There are six steps in the business logic of establishing the public sign:
Knowledge of public identity: the public name is the external window for the enterprise, even more important than the official network. Public id: connect with the target user, find the target user's focus, combine the focus with the product, and position your content. Public contest analysis: find a reference, use it as an operational reference, and learn to optimize itself. Satisfaction of certainty: continuous provision of certainty on which users can rely. Product efficiency: mobilizing enterprise resources to support firm supply. Let the user remember you: how to let the user remember you, step by step, for at least a year。
Would it work if we did this way as a public call for an under-line student training institution? I think the theory works:
Analysis of the demand point of the target user and integration of a demand point with the product as the content. Find a reference and learn to optimize yourself. The satisfaction of certainty allows users here to get something useful for themselves. The regularity of the day, let the user get used to you, remember you. At least for a while without changing style, content, tone。
Of course, it will have to be refined and refined step by step, and this general structure, hopefully, will help you in the operation of the public domain。
