MindMap Gallery New Media’s annual target of 34 orders 1 million
This is a mind map about the annual target of 34 new media and 1 million, with the main contents including: annual plan execution timetable, data analysis and optimization, conversion resources, content strategies, and annual goals.
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New Media’s annual target of 34 orders, 1 million
Annual Target
Fan growth
Kuaishou's annual target fans have increased to 40,000, currently 8,100, 31,900, Douyin's annual target target is 20,000, currently 900, Video Account's annual target fans have increased to 20,000, and currently 2,100
Playback volume
Average monthly playback volume of 100,000-150,000 yuan, preparing for fans and conversion
Customer Conversion
An average of 500 new customers per month, a 10:1 conversion rate, and 5 transactions per month
Content Strategy
Video Planning
Topic Planning
1. Interpretation of market trends
Issue 1-2 are released every month to analyze the supply and demand changes, price trends, policy impacts, etc. of the local real estate market.
2. Property evaluation
2-4 periods per week, going deep into different real estate projects and conducting comprehensive evaluations in terms of location, supporting facilities, apartment types, prices, etc.
3. House purchase strategy
It is an issue every two weeks, covering practical knowledge such as home purchase process, loan calculation, tax payment, etc.
4. Real estate investment analysis
One issue per month, analyze the skills and popular investment areas for investing in real estate.
5. Oral documentary
2-3 issues are released every week, talking about some popular topics and broadcasting, increasing account activity, etc.
Shooting style
Live person appears
Maintain a professional and friendly image, and the language is easy to understand.
Live shooting
Use on-site shooting more often, so that customers can intuitively feel the real situation of the property.
Animation special effects assistance
When explaining complex concepts or data, use animation effects to enhance interest and ease of understanding.
Post-production
Editing Optimization
The rhythm is compact, removing redundant content and highlighting the key points.
Add subtitles
Add clear and accurate subtitles for customers to understand.
Background music
Choose music that fits the atmosphere of the content to enhance appeal.
Live broadcast planning
Live broadcast theme
Special session for new houses: 5 times a week, explain yourself or invite developers and sales staff to introduce new properties and lead customers to view houses in the cloud.
Recommended second-hand housing: Display high-quality second-hand housing sources 1-2 times every two weeks and answer customers’ questions about second-hand housing transactions.
Real estate knowledge lecture: Once a month, real estate experts are invited to explain real estate policies, investment strategies, etc.
Interactive Q&A: Collect customer questions once every two weeks and answer them in a centralized manner.
Live broadcast process, the duration is 1 hour first, and it is slowly extended by 2 hours.
Opening warm-up: 5-10 minutes, introducing live broadcast themes and benefits and topics (find 2-3 hot topics).
Content explanation: 30-40 minutes, detailed introduction according to the topic, and introduce the property (1-2 talks).
Interactive session: 15-20 minutes, interact with the audience through Q&A, lottery, etc.
Ending guidance: 5-10 minutes, guide the audience to follow the account and add contact information
Live broadcast promotion
Preview release: 1-2 days before the live broadcast, preview videos and pictures will be released on various platforms to attract viewers to make appointments.
Fan Community Notice: Post live broadcast messages in the fan group to encourage fans to share.
Build a group
Promote or match the group building of a house more handy
Convert resources
Establish private domain traffic
Guide and follow: Guide customers to follow their accounts many times in videos and live broadcasts, add WeChat or enter the fan group.
Information gift: Provide real estate-related information packages, such as purchasing and evaluating the advantages and disadvantages of each property, market reports, etc., to attract audiences to leave contact information.
Customer follow-up
Regular return visits: For potential customers who leave contact information, visit 2-3 times a week to understand needs.
Personalized recommendation: Recommend suitable properties based on customer needs and budget.
Promote transactions
Assist in house viewing: arrange customers to view houses on-site and provide professional accompanying explanations.
Negotiation assistance: Provide professional advice and assistance when a customer negotiates with the seller or developer (such as applying for discounts, fake phone calls) to facilitate transactions as soon as possible
Data analysis and optimization
Data indicators follow
Video data: playback volume, likes, comments, forwarding, completion rate, etc.
Live broadcast data: number of viewers, online duration, interaction rate, number of new fans, etc.
Customer conversion data: number of potential customers, conversion rate, transaction amount, etc.
Analysis and optimization
Weekly review: Analyze the data every week, find out the content or live broadcasts or the number of live broadcasts, and summarize the experience and lessons learned.
Adjustment strategy: adjust content topic selection, shooting style, live broadcast process, etc. based on data analysis results, and continuously optimize operation strategies.
Annual plan implementation timetable
First quarter (January - March)
January-February: Complete account building and basic content creation, publish 25 videos, conduct 15 live broadcasts, optimize content and live broadcast processes, and accumulate fans.
March: The number of fans increased to 10,000, and private domain traffic began to be established to collect potential customer information, match and convert to transactions
Second quarter (April-June)
April: Increase the frequency of content creation and live broadcasts, summarize the shortcomings in March, fine-tune the direction of work, increase the conversion rate, and increase the number of fans to 15,000.
May: Carry out cooperation with other real estate bloggers, implement special price listings in major sales offices, and cooperate with win-win cooperation.
June: Summarize the work content in the first half of the year (video, live broadcast, conversion, etc.), and the improvement is insufficient, especially for the summary of the conversion.
Third quarter (July - September)
July: Optimize customer follow-up process and improve conversion rates.
August: Try new content forms and live broadcast themes to keep fans active.
September: Complete 80% of annual fan growth target and 80% of customer conversion target
Fourth Quarter (October-December)
October: Consolidate customer conversion results and increase transaction amount.
November: Conduct annual data summary and analysis to evaluate the completion of various indicators.
December: Develop a new real estate media plan for the next year.