第 1 章 新媒體營(yíng)銷概述 ······················.1
1.1 新媒體營(yíng)銷認(rèn)知 ·····················.2
1.1.1 新媒體與新媒體營(yíng)銷的
基礎(chǔ)概念 ······················.2
1.1.2 新媒體營(yíng)銷和傳統(tǒng)媒體
營(yíng)銷的區(qū)別 ···················.2
1.1.3 新媒體營(yíng)銷變革歷程 ·······.4
1.1.4 新媒體營(yíng)銷的基本特點(diǎn) ····.6
1.1.5 新媒體營(yíng)銷的常見載體 ····.7
1.2 新媒體營(yíng)銷定位 ·····················.9
1.2.1 新媒體營(yíng)銷用戶定位 ·······.9
1.2.2 新媒體營(yíng)銷產(chǎn)品定位 ·····.10
1.2.3 新媒體營(yíng)銷平臺(tái)定位 ·······11
1.3 新媒體營(yíng)銷從業(yè)人員的職業(yè)
素養(yǎng)···································.14
1.3.1 新媒體營(yíng)銷從業(yè)人員的
基本素質(zhì) ····················.14
1.3.2 新媒體營(yíng)銷從業(yè)人員的
職業(yè)能力 ····················.15
營(yíng)銷實(shí)戰(zhàn) ···································.15
知識(shí)測(cè)驗(yàn) ···································.16
第 2 章 用戶畫像定位 ·······················.17
2.1 新媒體用戶需求分析 ·············.18
2.1.1 新媒體用戶的本質(zhì)
需求 ··························.18
2.1.2 新媒體產(chǎn)品的生命周期
與用戶需求 ·················.20
2.1.3 新媒體用戶需求與用戶
體驗(yàn)設(shè)計(jì) ····················.24
2.2 新媒體用戶心理分析 ·············.26
2.2.1 新媒體用戶心理分析
概述 ··························.26
2.2.2 新媒體用戶心理研究
理論 ··························.28
2.2.3 構(gòu)建用戶心理模型的
步驟和方法 ·················.29
2.3 新媒體用戶行為分析 ·············.30
2.3.1 新媒體用戶行為分析
概述 ··························.30
2.3.2 新媒體用戶行為分析
方法 ··························.30
2.3.3 建構(gòu)用戶行為模型的
步驟與方法 ·················.33
營(yíng)銷實(shí)戰(zhàn) ···································.35
知識(shí)測(cè)驗(yàn) ···································.36
第 3 章 新媒體圖文營(yíng)銷 ····················.38
3.1 新媒體圖文營(yíng)銷創(chuàng)作類型 ·······.38
3.1.1 新媒體圖文營(yíng)銷創(chuàng)作之
產(chǎn)品文案 ····················.39
3.1.2 新媒體圖文營(yíng)銷創(chuàng)作之
品牌文案 ····················.40
3.1.3 新媒體圖文營(yíng)銷創(chuàng)作之
推廣文案 ····················.41
3.1.4 新媒體圖文營(yíng)銷創(chuàng)作之
導(dǎo)購(gòu)文案 ····················.42
3.2 新媒體圖文內(nèi)容寫作 ·············.43
3.2.1 新媒體圖文的亮點(diǎn)標(biāo)題 ··.43
3.2.2 新媒體圖文的開頭鋪墊 ··.46
3.2.3 新媒體圖文的正文中心 ··.47
3.2.4 新媒體圖文的“神”
結(jié)尾 ··························.48
3.2.5 新媒體圖文的其他搭配
元素 ··························.49
3.3 新媒體圖文營(yíng)銷技巧 ·············.52
3.3.1 注重圖文排版···············.52
3.3.2 熱門選題搜索方法·········.54
3.3.3 圖文風(fēng)格整體把握·········.57
3.3.4 交流互動(dòng)體驗(yàn)深入·········.59
3.3.5 新媒體圖文營(yíng)銷的效果
追蹤···························.60
營(yíng)銷實(shí)戰(zhàn)····································.63
知識(shí)測(cè)驗(yàn)····································.64
第 4 章 短視頻營(yíng)銷···························.65
4.1 短視頻營(yíng)銷認(rèn)知····················.66
4.1.1 短視頻與短視頻營(yíng)銷······.66
4.1.2 短視頻營(yíng)銷類型············.66
4.1.3 短視頻變現(xiàn)方式············.67
4.1.4 短視頻行業(yè)發(fā)展情況······.70
4.2 短視頻營(yíng)銷視頻內(nèi)容策劃········.71
4.2.1 短視頻營(yíng)銷標(biāo)題的撰寫
技巧···························.71
4.2.2 短視頻素材搜集············.73
4.2.3 短視頻拍攝工具準(zhǔn)備······.74
4.2.4 短視頻后期剪輯工具······.76
4.2.5 創(chuàng)意視頻的打造技巧······.79
4.3 短視頻營(yíng)銷技巧····················.82
4.3.1 短視頻黃金發(fā)布時(shí)間······.82
4.3.2 短視頻平臺(tái)同步投放······.83
4.3.3 打造短視頻專屬 IP
（Intellectual Property，
知識(shí)產(chǎn)權(quán)）··················.85
4.3.4 系列短視頻觸發(fā)傳播······.88
營(yíng)銷實(shí)戰(zhàn)····································.88
知識(shí)測(cè)驗(yàn)····································.89
第 5 章 直播營(yíng)銷······························.91
5.1 直播營(yíng)銷認(rèn)知·······················.91
5.1.1 直播營(yíng)銷的概念············.91
5.1.2 直播營(yíng)銷的優(yōu)勢(shì)與價(jià)值···.92
5.1.3 直播營(yíng)銷的常見形式······.93
5.1.4 主流直播平臺(tái)及特點(diǎn)······.94
5.2 直播前期準(zhǔn)備·······················.96
5.2.1 直播團(tuán)隊(duì)組建···············.96
5.2.2 直播腳本設(shè)計(jì)···············.98
5.2.3 直播硬件·····················.99
5.2.4 直播預(yù)告宣傳與引流····.101
5.3 直播中期執(zhí)行·····················.102
5.3.1 直播產(chǎn)品講解·············.102
5.3.2 直播開場(chǎng)技巧·············.105
5.3.3 直播互動(dòng)活動(dòng)·············.105
5.4 直播風(fēng)險(xiǎn)防范·····················.106
5.4.1 直播帶貨行為及營(yíng)銷
主體的法律定性··········.106
5.4.2 直播帶貨行為存在的
主要法律風(fēng)險(xiǎn)·············.107
5.4.3 直播帶貨行為的法律
風(fēng)險(xiǎn)防范建議·············.109
營(yíng)銷實(shí)戰(zhàn)····································110
知識(shí)測(cè)驗(yàn)····································110
第 6 章 微博營(yíng)銷······························112
6.1 微博營(yíng)銷的認(rèn)知····················113
6.1.1 微博營(yíng)銷的誕生············113
6.1.2 微博營(yíng)銷的策略············114
6.1.3 微博營(yíng)銷的原則············115
6.1.4 微博營(yíng)銷的創(chuàng)新方向······116
6.2 微博營(yíng)銷推廣技巧·················118
6.2.1 微博軟文植入技巧·········118
6.2.2 微博硬廣告（簡(jiǎn)稱
“硬廣”）投放技巧·······.120
6.2.3 微博加粉互動(dòng)技巧·······.121
6.2.4 微博搜索優(yōu)化技巧·······.123
6.3 微博營(yíng)銷工具介紹···············.125
6.3.1 粉絲頭條···················.125
6.3.2 粉絲服務(wù)平臺(tái)·············.126
6.3.3 抽獎(jiǎng)中心···················.128
6.3.4 活動(dòng)中心···················.130
6.3.5 第三方工具················.133
營(yíng)銷實(shí)戰(zhàn)··································.133
知識(shí)測(cè)驗(yàn)··································.134
第 7 章 微信營(yíng)銷····························.136
7.1 微信與微信營(yíng)銷··················.137
7.1.1 認(rèn)識(shí)微信···················.137
7.1.2 認(rèn)識(shí)微信營(yíng)銷·············.137
7.1.3 微信營(yíng)銷常見誤區(qū)及
原則·························.138
7.2 微信公眾號(hào)營(yíng)銷 ··················.139
7.2.1 微信公眾號(hào)營(yíng)銷定位 ····.139
7.2.2 微信公眾號(hào)設(shè)置技巧 ····.141
7.2.3 微信公眾號(hào)增粉方法 ····.146
7.3 微信小程序營(yíng)銷 ··················.149
7.3.1 微信小程序營(yíng)銷設(shè)計(jì) ····.149
7.3.2 微信小程序引流方法 ····.150
7.3.3 微信小程序用戶裂變與
留存 ·························.151
7.4 微信視頻號(hào)營(yíng)銷 ··················.153
7.4.1 微信視頻號(hào)裝修 ··········.153
7.4.2 微信視頻號(hào)引流 ··········.156
7.4.3 微信視頻號(hào)運(yùn)營(yíng)技巧 ····.157
7.5 微信其他開放模式 ···············.158
7.5.1 第三方應(yīng)用嵌入模式 ····.159
7.5.2 微信支付模式 ·············.159
營(yíng)銷實(shí)戰(zhàn) ··································.161
知識(shí)測(cè)驗(yàn) ··································.162
第 8 章 社群營(yíng)銷 ····························.163
8.1 社群營(yíng)銷認(rèn)知 ·····················.164
8.1.1 社群及社群營(yíng)銷的定義··.164
8.1.2 社群營(yíng)銷的特點(diǎn)與優(yōu)勢(shì)··.166
8.1.3 社群營(yíng)銷三步法 ··········.167
8.1.4 社群營(yíng)銷的“六有”
原則 ·························.168
8.1.5 社群營(yíng)銷思維與社群
價(jià)值觀 ······················.169
8.2 社群營(yíng)銷的基礎(chǔ)構(gòu)建 ············.170
8.2.1 社群構(gòu)建的基本要素 ····.170
8.2.2 社群規(guī)則與營(yíng)銷目標(biāo)
制定 ·························.171
8.2.3 社群管理架構(gòu)與成員
劃分 ·························.173
8.3 社群營(yíng)銷的運(yùn)營(yíng)技巧 ············.175
8.3.1 社群優(yōu)質(zhì)內(nèi)容傳播·········.175
8.3.2 社群優(yōu)質(zhì)活動(dòng)聚攏用戶 ·.176
8.3.3 線上線下社群聯(lián)動(dòng) ·······.176
8.3.4 社群文化沉淀 ·············.177
營(yíng)銷實(shí)戰(zhàn) ··································.179
知識(shí)測(cè)驗(yàn) ··································.180
第 9 章 新媒體營(yíng)銷活動(dòng)策劃 ··············181
9.1 新媒體營(yíng)銷活動(dòng)策劃案 ··········182
9.1.1 活動(dòng)策劃與活動(dòng)策劃案···182
9.1.2 活動(dòng)策劃案格式與內(nèi)容···183
9.2 新媒體具體營(yíng)銷活動(dòng)策劃 ·······185
9.2.1 新媒體事件營(yíng)銷活動(dòng)
策劃 ··························185
9.2.2 新媒體饑餓營(yíng)銷活動(dòng)
策劃 ··························187
9.2.3 新媒體互動(dòng)營(yíng)銷活動(dòng)
策劃 ··························188
9.2.4 新媒體 IP 營(yíng)銷活動(dòng)
策劃 ··························189
9.2.5 新媒體口碑營(yíng)銷活動(dòng)
策劃 ··························193
9.2.6 新媒體軟文營(yíng)銷活動(dòng)
策劃 ··························195
營(yíng)銷實(shí)戰(zhàn) ···································198
知識(shí)測(cè)驗(yàn) ···································198
第 10 章 新媒體營(yíng)銷數(shù)據(jù)分析 ············200
10.1 新媒體營(yíng)銷數(shù)據(jù)分析認(rèn)識(shí)······201
10.1.1 新媒體營(yíng)銷數(shù)據(jù)分析
意義 ························201
10.1.2 新媒體營(yíng)銷數(shù)據(jù)分析
流程 ························203
10.2 新媒體營(yíng)銷數(shù)據(jù)分析類型······205
10.2.1 用戶行為數(shù)據(jù)分析·······205
10.2.2 渠道流量數(shù)據(jù)分析·······206
10.2.3 轉(zhuǎn)化收益數(shù)據(jù)分析·······207
10.2.4 市場(chǎng)行情數(shù)據(jù)分析·······207
10.3 新媒體營(yíng)銷數(shù)據(jù)分析產(chǎn)出
形式 ································209
10.3.1 新媒體營(yíng)銷數(shù)據(jù)分析
表格 ························209
10.3.2 新媒體營(yíng)銷數(shù)據(jù)分析
可視化表達(dá) ·············.209
10.3.3 新媒體營(yíng)銷數(shù)據(jù)分析
專業(yè)報(bào)告···················212
營(yíng)銷實(shí)戰(zhàn) ···································216
知識(shí)測(cè)驗(yàn) ···································217
參考文獻(xiàn) ·········································218