Website Media Operation Example: Analysis of Yahoo's World Cup report plan

&http://www.aliyun.com/zixun/aggregation/37954.html ">NBSP; World Cup is around the corner, many sites are worried about the World Cup, a supreme feast, watching other people gluttonous, but I do not know how to swallow. Inadvertently see a secret: Yahoo World Cup reporting program. When I think of a meeting, I had a room with tong teacher, and this time he had a chance to see how his team would make his moves.

Analyzing this reporting program, we see the key to online media coverage: integration, speed, and depth. Only the network media can combine the fast and the deep, simultaneously has the dissemination function. This is the great advantage of new media!

I. Information channels

The information channel of Yahoo World Cup report plan comes from following several aspects:

• Self-mining news: Through the frontline interview, live, celebrity interview to achieve.

• Cooperation media: Through media cooperation, the exchange of resources to achieve.

• Social media: Through the Amoy Lake SNS community, interactive columns to achieve.

Ii. Forms of Expression

The information form of the Yahoo World Cup report program, which we often say is how media works, is achieved by:

• Reports: Interviews, live broadcasts, interviews.

• Activities: A wealth of activity planning and award-winning incentives.

• From the media: to attract attention, the tipping point of information from celebrities, Yahoo in the blog as the main product of the media is not an advantage, so to avoid weaknesses, using the form of celebrity columns to achieve. In addition to football experts, they integrate the Huayi brothers such resources, Star talk about the ball become a big bright spot.

• Social media: Social media has two advantages of information contribution and dissemination, Yahoo uses Alibaba Group's most advantageous Taobao as a communication channel, using Amoy Lake as a social media position for social media operation. Do not take Taobao as the media, Taobao huge number of users have no less than any community-type site!

Iii. Integration Forms

After the channels and forms (means) are determined, the problem of media operation is how to integrate these links.

Let's look at this Zhang Baotu (collated according to the report):

According to this plan, the following division of Labour can be carried out:

• The editing department is responsible for the operation of facts, media cooperation and celebrity columns.

• The community sector is responsible for interaction and community operation.

• Each link is considered embedded advertising, advertising through the name, prizes and other means embodied. Yahoo's partners-Ali Group's big Taobao figure everywhere.

Through the above analysis, we see the World Cup of Internet media coverage of the way is changing, social media, the composition of more and more use of the method of implantation. It can be foreseen that the second killing activities of the World Cup propaganda will be staged in Taobao, and Weibo will become a new way of transmission.