Peninsula Metropolis Daily: The realization of influence communication power of the era of wisdom media

Author: Tiger Tiger (Public Newspaper Group Committee, President of Peninsula Metropolis Daily); Shan Junnan (Deputy President of Peninsula Metropolis News Agency)

Source: "Youth Reporter", No. 13, 2022

Focus on the pain points of the pain point and stimulate the vitality of content innovation

In the era of community communication into the mainstream intelligence media, expanding the influence of the media, first of all, we must firmly grasp the fundamental foundation of content construction, focus on the pain points of the combination of editing systems to integrate and transform, and stimulate the endogenous motivation of content creation.

Looking at this understanding, the Peninsula Metropolis Daily takes the content construction as the lead. In 2021, the three -pronged "construction, reduction, and transfer" of the three -pronged approach to the comprehensive reform of the editing system and strictly set the posts. The deputy position is not necessary, the management and auxiliary positions can be reduced, and the position settings are settled to the leader of the editing business and the front line of the integration production. , Operate the "Double Officials", implement the studio and unveil the list, and select the chief reporter, chief editor and chief commentator in the eclectic selection, and the dynamic assessment can go up and down, encourage rotation exchanges and business transformation; revise the assessment methods, clear the way The traditional assessment method "embolism" and the blocking point of integration and innovation, and the complexity into simplified power and release. The scoring right of the general manuscript of the department is placed to the head of the department, and the editorial committee's assessment and scoring weight of high -quality works will be increased. The benchmark for collecting, diversified production, and brand communication "has strongly stimulated the vitality of the content of the content of all platforms, and formed a gratifying situation of the micro -efficiency of the newspaper.

Under the strong stimulation of the reform, the editing and editing departments from the selection to planning, from paper media to merging media, the micro -depth interaction of the newspaper network, the news and publicity achieved a strong influence and great events. Among them, well -known brand columns such as "Ask Law Hotline" and "Ask Heating Hotline" meet the needs of citizens and have been recognized by relevant departments. Due to the top 10 anniversary of drunk driving, heavy reports have been launched in a row. For the first time, Qingdao is the first city in the country to start a strict investigation of drunk driving. CCTV, Xinhua News Agency, surging news and other media have reprinted many times.

Focusing on the party's century -old birthday, the "Centennial Centennial" and "Jiaodong Seal" and other columns, and jointly carried out the "Listen to the Story of the Past Story" with the Organization Department of the Qingdao Municipal Party Committee, and filmed 173 veteran videos. During the two sessions of Qingdao City, new media products such as the "Peninsula talks", "two sessions over one", and "I speak to the two sessions" and other new media products have become highlights of communication. During the two sessions of Shandong Province, we caught "new changes" and "Qingdao elements", and wrote exclusive news such as "Promoting 15 million positive energy circles, Qingdao guy Shanxin as the Provincial CPPCC listening to the masses" and other exclusive news; "Qingdao in Qingdao in government work report "Keywords" one draft to swipe the circle of friends. During the National Two Sessions in 2020, Zhou Yunjie, the first president of Haier Group in the provincial media, was launched in the provincial media. The rear reporters cooperated with the launch of the "Peninsula talks" topic, becoming a highlight of the National Two Sessions.

Conform to the characteristics of socialization and comprehensively improve the communication power

Social communication has a completely different internal mechanism from the media -centric mass communication. The penetration tension of content depends more on the social motivation of the content. To put it plainly, it is the ability to let users take the initiative to help you spread. Whether the content of the media can quickly break the circle, whether the content has social conversation value, whether it helps to reflect the sense of presence, enhance the social image, or help them maintain and expand their social networks, have become an important factor in the rapid spread of content. Essence Focusing on this, the Peninsula Metropolis Daily has improved around the communication, and the following exploration is mainly made:

(1) Encourage the cultivation of all -around journalists and focus on creating a personal IP of reporters. A number of immersive experiences such as "I am You" and "Liu Ge's New Vision" successively launched a combination of melting media columns such as "Liu Ge's New Vision", especially "Big Tong Unicorn Show" with short videos and witty and humorous talk shows. He has focused on hot news such as May 1st Tour, Qingdao Marathon, Fun Talking about the European Cup, and College Entrance Examination, which brings readers different feelings. Carefully created "Peninsula Political Ahead" deeply commented on the heavy brand column. The director took the lead and wrote, and the exclusive planned "Fouva Endless Creation", "International Fashion City" and "Global Investment Flowing Investment Conference" and other series of reviews, received official micro -level officials at all levels of Qingdao Multiple reposts show the influence of the peninsula. Last year, Xu Jie, a reporter from the Peninsula Metropolis Daily, was awarded the moral model of Shandong Province.

(2) In line with the trend of video transmission, adhere to the principle of priority of video, strengthen video production, and focus on creating a boutique video column. While carefully creating "Peninsula Broadcast" and "Peninsula Paecker" and other brand video columns, the character video column "Face" was launched, focusing on the characters with stories. The launch caused a strong response; the launch of the popular science video column "Lengzhi" Room ", followed the hotspots of the news, and performed popular science in the form of animation and video. The knowledge and interest were strong.

(3) Using intelligent media technology to capture hot spots from fragmented information and emotional opinions, explore the truth in a noisy public opinion environment, and to make a pronunciation leading public opinion. The Peninsula Metropolis Daily set up a public opinion studio last year to launch the supervision column "True · Exploration". It uses intelligent technology to capture user demands in time, focus on people's livelihood hotspots, and mobilize functional departments to actively act. After the first report, "The Secretary Gate has not been safe for five years", the Municipal and District Discipline Inspection Commission immediately intervened in supervision and handling. (4) Create a new financial media. Focusing on the professional content needs of financial and economic users, the establishment of the Troubleping Financial Client and the relevant video number and public account, keeping up with the central economic pace, focusing on political and economic, pan -finance, and corporate news, vigorously guide economic public opinion, pay attention to global economic developments, publicize publicity, publicize propaganda The northern, Shandong, and Jiaodong Economic Circle promotes the vivid practice of high -quality development, and moves towards the special and special financial vertical new media. In just two years, he has developed strong influence and attractiveness in the mainstream readers of the party and government, financial professionals, especially listed companies, especially listed companies.

(5) Adhere to responsibilities and pursue high -quality traffic, re -occupy the public opinion field with the help of intelligent media technology, comprehensively improve the communication power, and consolidate the foundation for the realization of traffic. The integration of the establishment of the traffic operation center has opened a central -level media account such as the study of the Peninsula News Number, People's Video Number, CCTV, Xinhua.com, and People's Daily Party Media Platform. By doing a good job of fine operations to pull over the increase of the amount of fans, it has achieved good communication effects.

Comprehensively promote the transformation of business, "Four New" to reshape the monetization power

For the city report, realizing operational transformation must not only accelerate the cultivation of new media, attach great importance to the realization of traffic operations, but also actively cultivate new formats and new models, drive the continuous upgrade of traditional business, and open up new space for business work.

In order to accelerate the cultivation of new media, new technologies, new formats, and new models, the Peninsula Metropolis Daily focuses on "communication power and monetization", timely match new assessment methods, and adjust the distribution reward method: First, establish the manuscript and works of the entire media center of the industry The traffic priority assessment orientation; the second is to tilt the assessment and reward to the new business and new business formats such as business videos, big data public opinion services, and other new business formats contracted by the business entities, and calculate the assessment of various departments in accordance with the hair profit of the project. These measures have strongly promoted the endogenous motivation of business transformation, which has driven the digitalization, online, content, and activity of traditional business, and ensure that the advertising operation broadcasters has risen steadily. In 2021 %, Accounting for 75%of total income.

(1) New technologies are strongly empowering business transformation. The Peninsula Media Big Data Development Company was established less than three years. Not only did the internal development and the numerals of the compilation and operation of the digital collaborative Zhongtai, the independent development and continuous iteration of the client and various application applets were achieved. Last year, it also had a full media planning center last year The "Volkswagen Business Card King" was jointly developed, which effectively reshaped and promoted the new capabilities of the new capabilities of various sections of the peninsula; various voting and ticket distribution systems independently developed have also strongly supported the transformation of business. While strongly supporting the internal integration and transformation of services, the company not only obtained the qualifications of high -tech enterprises, but also made breakthroughs in revenue.

(2) The new format has driven the comprehensive upgrade of traditional activities. Through big data empowerment and close integration of online and offline, the distance between the media and users has been effectively brought closer, the boundaries of business activities have been expanded, and the activity expansion and resource integration of the peninsula will be enhanced. In 2021, the first spring auto show held by the Automobile Center alone, tens of thousands of vehicles on the spot, achieved sales of 2 billion yuan, and created the "one spring and one winter" two Peninsula auto shows. With the guidance and support of the Shandong Provincial Department of Education, three consecutive provincial college student chorus art festivals and primary and secondary school teachers' chorus shows were held. Through the close combination of online and offline, the Peninsula Metropolis Daily and the province's millions of universities and middle schools and middle schools Teachers are connected together to become a powerful starting point for teachers and students to expand the large middle school. The second bid for the Qingdao International Edition; continuously organized a series of activities such as the "Red Classic Recitation Competition" and "315 Integrity Business Demonstration Brand Selection", which realized the dual harvest of social and economic benefits.

(3) The new model has become a powerful engine to operate revenue. Facing the severe situation that is unsustainable in the secondary marketing model of traditional urban newspapers, Peninsula Metropolis Daily is to directly realize the influence and communication ability through traffic operations. It is fully transformed into one marketing to create a new media ecological closed loop. In 2021 New media fans, live powder, advertising adsorption and traffic monetization have significantly improved. The official WeChat and Weibo adsorption advertisements of the Peninsula Metropolis Daily increased by 70%year -on -year. The second is the planning and packaging of the entire area of ​​the area, which has become a new starting point for the upgrading of traditional marketing business. The online and offline double -bay Forum, which is cooperated with Wind and Economics alone, leveraged a large number of housing companies to participate in extensive participation, which not only attracted much attention from the small town area, but also achieved considerable income increase.

(4) New media has become an important starting point for serving customers. Under the impact of major changes such as education such as "double reduction", the two full media centers of education transportation and healthy are new media services such as exploring schools, live broadcasts, interactive H5 hand -painted dynamic long pictures, and famous medical sciences Puyun lectures. It was recognized that last year still maintained a steady revenue and increased revenue; the increase in assessment revenue of all financial media centers reached 32%, and new media revenue increased by 170%. In particular, the entire media center of real estate gives full play to the role of independent development of inspection applets 3.0, increasing the frequency of house inspection, and has entered nearly a hundred new delivery communities to provide the owner with free home inspection services. At the same time, it reached a cooperation intention with a number of developers to take the first step to the development of the house inspection. Under the severe situation of continued downturn in the real estate market, last year, the center's assessment revenue increased by 21%year -on -year, of which new media revenue increased by 15%. At the same time, the commercial short videos produced by the Peninsula Metropolis Daily have also been highly recognized by various customers, becoming a new source of income from the peninsula. Reference format for this article:

, Tiger Tiger, Shan Junnan, the realization of influence communication in the era of wise media-thinking and exploration of the integration of the Peninsula Municipal Daily Media [J]. Young reporter, 2022 (13): 66-67.

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