Less than a year later, I left my job.
Reason: working alone is too lonely.
20 14, adding new media editor. There are three people in the team, the editor is me, the planner is me, the copywriter is me, the customer service is me, the designer is an intern, and there is a leader in charge of auditing.
After two years, I resigned again.
Reason: Actually, an airborne director came in. He kept his mouth shut about Durex and asked everyone about the quality requirements of 4A company's manuscript, but did not give the corresponding working environment and salary.
As soon as Durex advertises, the director will transfer it to me, let me analyze and learn, and share my experience with you. If it wasn't my job, I really thought it was sexual harassment.
Having said that, I really want to say to all the new media directors who love learning Durex marketing-please don't use Durex to represent new media, okay?
Why? Let me show you one by one.
First, time is ahead. Durex 1998 entered China, and the brand operation was poor 18. Can you catch up by analyzing several popular articles?
Second, users precipitate. Durex Weibo has 201.8000 fans, and WeChat estimates that there are 200,000 active fans. Can user operations with a difference of 2 million be transformed by imitation?
Third, the nature of the product. Because of its particularity, Durex's products are dirty and customers don't like them. But for those who sell traditional products to your aunts and uncles, can you copy this theory to operate the products and ensure that they will not be regarded as hooligans?
Fourth, the creative team. Durex's operation in Weibo was entrusted to the third-party operator-Huanshi Interactive, and the most important operator was Pengyuan Jin, CEO and CKO of Huanshi Interactive. As we all know, Durex, Coca-Cola, JD.COM and Intel are all their customers. To put it bluntly, the product you spent 3000 yuan on may bring you 7000 yuan, but don't expect it to bring you 30000 yuan. One person's ideas are called ideas, and a group of people's ideas can be called ideas.
Fifth, advertising. Because of some regulations, Durex can't advertise in traditional media, but it hasn't given up advertising. Video, live broadcast, hot search, friends circle advertisement, etc. They have been released one after another, and these don't burn money. Not to mention the market research, data analysis and user maintenance that ordinary companies will ignore. Companies that want to repeatedly apply for 300 yuan's promotion budget should not only see thieves eating meat but not being beaten, okay?
Sixth, labor costs. Excuse me, new media directors, do you know the monthly salary of each new media team in Durex? If you don't know, you must know the total monthly salary of everyone in your team.
Durex's success in new media has never been just a simple joke, and a lot of human and financial resources have been invested behind it.
So most companies don't need to learn Durex's new media operation.
I can't learn either.
20 17 start your own business. At present, there is a small team of 8 people, including 3 copywriters, designers 1 person, 2 promoters, customers 1 person and handyman 1 person.
We mainly do content operation. Acting for less than 20 new media accounts such as WeChat official account, Weibo Blue V, headline number and Baijia number. The customer service industry is also very scattered, such as health care, catering, jewelry, training and so on.
Once I interviewed an editor, and when I came up, I said Durex, Mimeng, papi sauce ... I was embarrassed to interrupt him and told them that we didn't have Durex Mimeng and papi sauce. He frowned. I think my interruption made him unhappy. I was just about to apologize when I heard him say, "What does it have to do with the product? I'm talking about the way they chase hot spots. Isn't that what every new media person needs to learn?
Hehe, well, it's really not. At least my team doesn't learn. I spit silently.
Then he told me with great interest that his former director often led them to learn Durex, Mimeng and papi sauce, and he learned a lot.
Oh, that's great. I keep smiling.
Learning is very important, but it is definitely not the case.
Those new media directors who make you learn from Durex, with all due respect, are all spicy chickens.
Finally, I recommend some learning platforms for new media newcomers:
Shantou business college, laojin bullshit, brain hole operation