項(xiàng)目一 認(rèn)識(shí)新媒體營(yíng)銷(xiāo) ................................................................................ 1
任務(wù)一 新媒體的產(chǎn)生與發(fā)展 ..................................................................................... 2
一、新媒體的定義與類(lèi)型 ..................................................................................... 2
二、新媒體產(chǎn)生的背景 ......................................................................................... 7
三、新媒體現(xiàn)狀及發(fā)展趨勢(shì) ................................................................................. 9
任務(wù)二 新媒體營(yíng)銷(xiāo)的特征 ....................................................................................... 13
一、鮮明的用戶畫(huà)像 ........................................................................................... 14
二、穩(wěn)定的用戶群體 ........................................................................................... 14
三、成熟的變現(xiàn)模式 ........................................................................................... 15
四、嚴(yán)格的平臺(tái)監(jiān)管 ........................................................................................... 17
任務(wù)三 新媒體營(yíng)銷(xiāo)的崗位 ....................................................................................... 18
一、新媒體營(yíng)銷(xiāo)的工作內(nèi)容 ............................................................................... 18
二、新媒體運(yùn)營(yíng)的能力需求 ............................................................................... 20
項(xiàng)目二 新媒體營(yíng)銷(xiāo)策略 .............................................................................. 24
任務(wù)一 新媒體營(yíng)銷(xiāo)的基本策略 ............................................................................... 26
一、新媒體渠道卡位 ........................................................................................... 26
二、系統(tǒng)策劃營(yíng)銷(xiāo)方案 ....................................................................................... 29
三、利用營(yíng)銷(xiāo)技巧創(chuàng)新 ....................................................................................... 29
任務(wù)二 新媒體營(yíng)銷(xiāo)模式 ........................................................................................... 32
一、饑餓營(yíng)銷(xiāo) ....................................................................................................... 32
二、事件營(yíng)銷(xiāo) ....................................................................................................... 34
三、口碑營(yíng)銷(xiāo) ....................................................................................................... 35
四、情感營(yíng)銷(xiāo) ....................................................................................................... 37
五、互動(dòng)營(yíng)銷(xiāo) ....................................................................................................... 39
六、裂變營(yíng)銷(xiāo) ....................................................................................................... 41
七、借勢(shì)營(yíng)銷(xiāo) ....................................................................................................... 43
八、IP營(yíng)銷(xiāo) ............................................................................................................ 44
九、社群營(yíng)銷(xiāo) ....................................................................................................... 46
十、跨界營(yíng)銷(xiāo) ....................................................................................................... 48
項(xiàng)目三 短視頻營(yíng)銷(xiāo)與運(yùn)營(yíng) .......................................................................... 52
任務(wù)一 短視頻營(yíng)銷(xiāo)的意義 ....................................................................................... 53
一、電子商務(wù)變現(xiàn) ............................................................................................... 53
二、增加品牌曝光 ............................................................................................... 54
三、擴(kuò)大口碑傳播 ............................................................................................... 54
四、傳遞價(jià)值導(dǎo)向 ............................................................................................... 55
任務(wù)二 短視頻選題 ................................................................................................... 56
一、直接展示產(chǎn)品 ............................................................................................... 56
二、策劃周邊營(yíng)銷(xiāo) ............................................................................................... 57
三、產(chǎn)品用途延伸 ............................................................................................... 58
四、聚焦產(chǎn)品優(yōu)勢(shì) ............................................................................................... 59
五、借助場(chǎng)景植入 ............................................................................................... 59
六、呈現(xiàn)口碑效應(yīng) ............................................................................................... 60
七、日常文化傳播 ............................................................................................... 61
任務(wù)三 短視頻賬號(hào)運(yùn)營(yíng)策略 ................................................................................... 62
一、矩陣式運(yùn)營(yíng) ................................................................................................... 62
二、項(xiàng)目式運(yùn)營(yíng) ................................................................................................... 63
三、系列式運(yùn)營(yíng) ................................................................................................... 64
任務(wù)四 短視頻拍攝技巧 ........................................................................................... 65
一、拍攝設(shè)備準(zhǔn)備 ............................................................................................... 65
二、拍攝構(gòu)圖技巧 ............................................................................................... 68
三、拍攝運(yùn)鏡技巧 ............................................................................................... 71
項(xiàng)目四 直播營(yíng)銷(xiāo)與運(yùn)營(yíng) .............................................................................. 74
任務(wù)一 認(rèn)識(shí)直播營(yíng)銷(xiāo) ............................................................................................... 76
一、直播營(yíng)銷(xiāo)概述 ............................................................................................... 76
二、直播營(yíng)銷(xiāo)類(lèi)型與平臺(tái) ................................................................................... 80
三、直播營(yíng)銷(xiāo)必備元素 ....................................................................................... 84
任務(wù)二 直播團(tuán)隊(duì)建設(shè)與營(yíng)銷(xiāo)內(nèi)容策劃 ................................................................... 88
一、直播團(tuán)隊(duì)建設(shè) ............................................................................................... 88
二、直播營(yíng)銷(xiāo)內(nèi)容策劃 ....................................................................................... 90
任務(wù)三 直播預(yù)熱與實(shí)施 ........................................................................................... 92
一、直播預(yù)熱 ....................................................................................................... 92
二、直播實(shí)施 ....................................................................................................... 96
任務(wù)四 直播營(yíng)銷(xiāo)復(fù)盤(pán) ............................................................................................... 99
一、數(shù)據(jù)分析 ....................................................................................................... 99
二、經(jīng)驗(yàn)總結(jié) ..................................................................................................... 102
三、直播營(yíng)銷(xiāo)總結(jié) ............................................................................................. 106
項(xiàng)目五 微信營(yíng)銷(xiāo)與運(yùn)營(yíng) ............................................................................. 111
任務(wù)一 認(rèn)識(shí)微信營(yíng)銷(xiāo) ............................................................................................. 112
一、微信平臺(tái)簡(jiǎn)介 ............................................................................................. 112
二、微信營(yíng)銷(xiāo) ..................................................................................................... 114
任務(wù)二 微信個(gè)人號(hào)營(yíng)銷(xiāo)與運(yùn)營(yíng) ............................................................................. 117
一、微信個(gè)人號(hào)營(yíng)銷(xiāo) ......................................................................................... 117
二、微信個(gè)人號(hào)營(yíng)銷(xiāo)技巧 ................................................................................. 119
任務(wù)三 微信公眾號(hào)營(yíng)銷(xiāo)與運(yùn)營(yíng) ............................................................................. 121
一、微信公眾號(hào)營(yíng)銷(xiāo) ......................................................................................... 121
二、微信公眾號(hào)運(yùn)營(yíng) ......................................................................................... 124
三、微信公眾號(hào)文章 ......................................................................................... 129
任務(wù)四 微信小程序與視頻號(hào)營(yíng)銷(xiāo) ......................................................................... 132
一、微信小程序營(yíng)銷(xiāo) ......................................................................................... 132
二、微信視頻號(hào)營(yíng)銷(xiāo) ......................................................................................... 137
項(xiàng)目六 微博營(yíng)銷(xiāo)與運(yùn)營(yíng) ............................................................................ 144
任務(wù)一 認(rèn)識(shí)微博平臺(tái) ............................................................................................. 146
一、微博的起源與發(fā)展 ..................................................................................... 146
二、微博平臺(tái)的傳播特征 ................................................................................. 148
三、微博平臺(tái)的營(yíng)銷(xiāo)價(jià)值 ................................................................................. 149
四、微博賬號(hào)創(chuàng)建 ............................................................................................. 151
任務(wù)二 微博平臺(tái)基本板塊 ..................................................................................... 156
一、微博視頻板塊 ............................................................................................. 156
二、微博發(fā)現(xiàn)頁(yè) ................................................................................................. 157
任務(wù)三 微博平臺(tái)運(yùn)營(yíng) ............................................................................................. 166
一、微博賬號(hào)定位 ............................................................................................. 166
二、微博競(jìng)品賬號(hào)分析 ..................................................................................... 167
三、微博內(nèi)容發(fā)布形式 ..................................................................................... 168
四、賬號(hào)運(yùn)營(yíng)規(guī)劃 ............................................................................................. 175
五、微博數(shù)據(jù)分析 ............................................................................................. 178
任務(wù)四 微博營(yíng)銷(xiāo)推廣策略 ..................................................................................... 180
一、增加微博賬號(hào)粉絲量 ................................................................................. 180
二、提升微博賬號(hào)活躍度 ................................................................................. 182
三、利用微博營(yíng)銷(xiāo)工具 ..................................................................................... 185
項(xiàng)目七 抖音營(yíng)銷(xiāo)與運(yùn)營(yíng) ............................................................................ 189
任務(wù)一 認(rèn)識(shí)抖音短視頻營(yíng)銷(xiāo) ................................................................................. 190
一、抖音短視頻概述 ......................................................................................... 190
二、抖音直播概述 ............................................................................................. 207
任務(wù)二 抖音短視頻內(nèi)容策劃與執(zhí)行 ..................................................................... 211
一、抖音賬號(hào)定位 ............................................................................................. 211
二、抖音短視頻選題策劃 ................................................................................. 214
三、抖音直播策劃 ............................................................................................. 218
任務(wù)三 抖音短視頻拍攝與剪輯 ............................................................................. 220
一、抖音短視頻創(chuàng)作團(tuán)隊(duì)的組建 ..................................................................... 220
二、抖音短視頻拍攝技能 ................................................................................. 222
三、剪輯短視頻的步驟 ..................................................................................... 228
任務(wù)四 抖音營(yíng)銷(xiāo)推廣與數(shù)據(jù)分析 ......................................................................... 230
一、抖音短視頻的推薦機(jī)制 ............................................................................. 230
二、抖音短視頻的推廣引流 ............................................................................. 232
三、抖音短視頻的數(shù)據(jù)分析 ............................................................................. 234
項(xiàng)目八 小紅書(shū)營(yíng)銷(xiāo)與運(yùn)營(yíng) ........................................................................ 240
任務(wù)一 認(rèn)識(shí)小紅書(shū)營(yíng)銷(xiāo) ......................................................................................... 242
一、初識(shí)小紅書(shū) ................................................................................................. 242
二、小紅書(shū)的流量運(yùn)行機(jī)制和流量結(jié)構(gòu) ......................................................... 248
三、小紅書(shū)的營(yíng)銷(xiāo)與運(yùn)營(yíng)方向 ......................................................................... 250
任務(wù)二 小紅書(shū)賬號(hào)搭建 ......................................................................................... 251
一、從零到一創(chuàng)建賬號(hào) ..................................................................................... 251
二、加深用戶記憶四要素 ................................................................................. 255
三、快速實(shí)現(xiàn)個(gè)人賬號(hào)定位 ............................................................................. 256
四、小紅書(shū)賬號(hào)裝修與設(shè)計(jì) ............................................................................. 257
任務(wù)三 小紅書(shū)選題策劃 ......................................................................................... 258
一、小紅書(shū)筆記的選題方法 ............................................................................. 258
二、小紅書(shū)筆記的封面選擇 ............................................................................. 262
三、小紅書(shū)筆記的內(nèi)容創(chuàng)作 ............................................................................. 263
任務(wù)四 小紅書(shū)的運(yùn)營(yíng)與投放 ................................................................................. 266
一、搭建專(zhuān)業(yè)運(yùn)營(yíng)團(tuán)隊(duì) ..................................................................................... 266
二、打造小紅書(shū)賬號(hào)矩陣 ................................................................................. 268
三、品牌內(nèi)容投放 ............................................................................................. 269
四、營(yíng)銷(xiāo)工具選擇 ............................................................................................. 273
項(xiàng)目九 嗶哩嗶哩營(yíng)銷(xiāo)與運(yùn)營(yíng) ..................................................................... 278
任務(wù)一 認(rèn)識(shí)嗶哩嗶哩 ............................................................................................. 280
一、嗶哩嗶哩的發(fā)展歷程 ................................................................................. 280
二、嗶哩嗶哩的平臺(tái)特征 ................................................................................. 283
三、嗶哩嗶哩的使用指南 ................................................................................. 286
四、嗶哩嗶哩的用戶特征 ................................................................................. 287
五、嗶哩嗶哩的營(yíng)銷(xiāo)價(jià)值 ................................................................................. 289
任務(wù)二 嗶哩嗶哩賬號(hào)創(chuàng)建與管理 ......................................................................... 290
一、賬號(hào)注冊(cè)與升級(jí) ......................................................................................... 290
二、賬號(hào)認(rèn)證 ..................................................................................................... 292
三、分區(qū)投稿 ..................................................................................................... 294
任務(wù)三 嗶哩嗶哩平臺(tái)內(nèi)容創(chuàng)作 ............................................................................. 303
一、投稿渠道 ..................................................................................................... 303
二、內(nèi)容策劃 ..................................................................................................... 306
三、視頻拍攝 ..................................................................................................... 308
四、直播錄制與剪輯 ......................................................................................... 310
任務(wù)四 嗶哩嗶哩互動(dòng)管理與數(shù)據(jù)運(yùn)營(yíng) ................................................................. 314
一、互動(dòng)管理 ..................................................................................................... 314
二、數(shù)據(jù)運(yùn)營(yíng) ..................................................................................................... 316
項(xiàng)目十 其他新媒體營(yíng)銷(xiāo)方式 ..................................................................... 320
任務(wù)一 APP營(yíng)銷(xiāo) ...................................................................................................... 321
一、APP營(yíng)銷(xiāo)的特點(diǎn)和模式 .............................................................................. 321
二、APP營(yíng)銷(xiāo)推廣 .............................................................................................. 323
任務(wù)二 二維碼營(yíng)銷(xiāo) ................................................................................................. 328
一、二維碼制作 ................................................................................................. 328
二、二維碼營(yíng)銷(xiāo)渠道與技巧 ............................................................................. 329
任務(wù)三 H5營(yíng)銷(xiāo) ........................................................................................................ 331
一、H5營(yíng)銷(xiāo)頁(yè)面制作 ........................................................................................ 331
二、H5營(yíng)銷(xiāo)策略 ................................................................................................ 334
三、H5營(yíng)銷(xiāo)推廣 ................................................................................................ 335
參考文獻(xiàn) ..................................................................................................... 338