Seeking traffic when there is no traffic, there is a flow of traffic!The city media operation model should change!

Author | Hu Hanzhong

When there is no traffic, it is necessary to flow, and there is a flow of traffic. This is the problem of lack of mode design and effective operation in media communication.

When the media creates its own APP, what experience can I learn from the new mode of spreading to the mobile Internet?

Today, the media tea will share an article, focusing on analyzing operating issues such as online communication, fans, and APPs in media integration.

01

The explosion was launched, and then?

At present, many media are facing such an embarrassing status quo: on the one hand to create a strong public account, but on the other hand, there is no business and operating model planning. While creating a third -party platform account such as the public account, it is not considered, or Without the ability to consider the application of traffic and the operation mode.

Except for some county media, most media have not achieved full financial allocation of all employees, so operations are still the topic that cannot be around. When the New Media Group stayed up late with a variety of explosive information on the entire network, the unit still relying on the traditional methods that cooperated with the government's functional departments to obtain a meager income to support operational survival. Even the e -commerce projects that lead leaders such as mayor and other leaders have achievements and no performance, and there is basically no profit at all.

The spread of information is just the first step of media effect. If it comes to the communication effect, it can report excellent data, but it is lacking in marketing, which reflects the backwardness of the operating model.

When people are complacent for their fans, they may ignore a focus -these fans are not yours, they are all platforms. After creating an account with a very high traffic, if there is no business model design and operation follow -up, there will be no valuable connection between the entire network users and you.

The media's operation is not whether there is traffic, whether there is a new operation model that adapts to modern communication methods, whether it can be in its service area, in addition to allowing people to receive news information, it also makes people perceive all aspects of economic life. If the audience is looking for consumer service needs, it can be found in the APP service, and the local media will have a local magic weapon.

02

The media may learn from the training mode of training

Many industries have extremely mature operating methods and relatively fixed operation processes. They explored mature diversion from short video platforms such as Douyin, maintenance to the company's WeChat community, and continuous operation of independent apps to attract and serve members. Process.

Let's imagine the scenes in life: when the user searches information through a platform such as Douyin, or just browse short videos at will, it will definitely come into contact with various types of interest. To you, if you are attracted, the course party will ask you to provide mobile phone numbers and identity information, pay attention to corporate WeChat signals, and guide to the community.

In addition, the information will be continuously received after entering the group. It is intended to guide the organizer's video number or independent APP application. The organizer will continue to output and look forward to a certain sharing that can impress you, so as to pay to enter its membership system.

03

What is the design direction of the Dili Rong Media APP?

The acquisition and conversion process of traffic are similar. Many media are used to looking at new things from the perspective of negative reports. For example, exposed articles such as "9.9 yuan wealth management harvesters, half a year of flowing water" and other exposure articles. After publishing articles, the study of the phenomenon is so far, and no in -depth analysis of its essence is not carried out.

1. These professional applications are suitable for contemporary networks, and its level of communication is no less than online TV stations

The community gameplay such as wealth management class is equivalent to the previous television newspaper. Their production level on the Internet has reached or surpassed the TV station. TV stations can be regarded as a new model of highly adapting to the current communication environment.

2. There are a lot of these business models worthy of the media to learn from learning

The first is to rely on but not depend on a single volume platform. These institutions have adopted a model that blooms around and published on the entire network. Douyin, fast hands, and little red books will not be small; secondly Groups and other methods allow the target users to enter the group, and the community plays a role in continuous communication; once again, it provides multiple information services, which may trigger consumption at any time.

The reason why these apps for financial management or learning have room for survival and reasons is that they have applied a whole set of traffic strategies. At the same time, the final service is the own app, which is based on its own base.

The media obtained traffic through the platform, but did not follow the operating model. When the media is still cheering for its so -called explosive models and the operating model has not changed at all, the media will face absolute payment without any income.

When many prefecture -level media are conducting the APP design, their ideas are still the most complete news platform. Even if there are advanced considerations, it is just integrated with the local smart city projects to create a one -stop platform that integrates news and services as a family. This design seems to be powerful and all -encompassing, but isn't it really to make us look forward to?

First of all, for the media at the prefecture -level or even non -heavy provinces, the window period of the super app has passed. At the same time, the financial resources of the local finances are not allowed to invest more than 300 million yuan in funds like Shanghai to create a similar "surging news". Super news platform.

Generally, cities can innovate and create a super -strong news platform, which is not high, and people's attention will not be high. Therefore, for prefecture -level media, the direction of pure news does not have the value that must be paid attention to. At the same time, the application of government service categories is extremely low. Except for users who need to solve difficulties and have demands, everyone will basically not open the APP. This is similar to that when there is no need to rent a house and the demand for job search, people will not pay attention. Essence

The media emphasized too much about the journalism of its apps and the uniqueness of independent APPs, and unlike the environment of the entire Internet as the wealth management industry. Only in the last critical period, application behavior occurs on its own APP. Therefore, in the independent news APP window period, and want to complete the closed -loop closed -loop scenes on its own APP, if you do not learn the new business model that adapt to the new traffic environment in the APP development and application, No matter how tossing, you can't cross the dilemma of "wanting traffic when there is no traffic, and flowing in white when there is a flow", which cannot produce efficiency.

04

The Yuan universe in the city Rong Media APP

The media is keen to report novelty, such as the Yuan universe. However, the city's financing media should just establish a local living tribe that serves different people. Here, the media can maximize the real society and provide local people with unique value.

The Land City Rong Media APP can learn from the model of the knowledge industry, and even can even imitate certain interest learning apps to attract users through drainage and social models. At the same time, targeted services are opened through different hosts and different channels.

Corresponding to real life, the media can also attract local people with different needs to their own news, government affairs, and local service platforms, and to subdivide people through video services. To some extent, it can be understood as a professional channel on the app. During the prosperity of traditional TVs, many professional channels are opened. Then in the era of post -traffic, whether the city -city media APP can also imitate the operation method of training institutions to guide people of different interests to different service scenarios on their own APPs in different service scenarios on their own apps. What about it?

The media without a mode of change will become a dream bubble. At present, many media have already entered the strange circle of traffic and traffic. They are excited for the number of numbers in the background, but they do not design the strategy of valid gathering crowds. They do not find traffic based on the entire network, and finally achieve value on the controllable platform.

It is true that in today's network environment, it is inseparable from the traffic of byte systems and Tencent system, and the strategy of drawing on training institutions and financial management, or can create its own platform and ecology in the existing network environment, and take care of it. Local business services use live or content e -commerce methods to fix them in their own traffic pools to create their own moat and traffic fortress.

This article is authorized to reprint from the WeChat public account "Radio and Television Industry". Original title: The media of the media fusion of the "Four Gu Jian" operating articles: Without the fusion of the model, it is "boasting the father to chase the sun"!

Author: Hu Hanzhong, Deputy Director of Jingzhou Radio and Television Station Rong Media Command Center Office

The picture of this article is provided by the petals beauty

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