TAN XIAOZHENG™

Practical Brand Management Trilogy (Part 2):Effectiveness of Corporate New Media Communication

中文网页：https://mp.weixin.qq.com/s/5iTvjlG187gprHdBqzsV8Q?token=2129903203&lang=zh_CN

Speaker: Tan Xiaozheng (Founder of Dongke®)
Background: Graduated from the Animation Department of Central Academy of Fine Arts (CAFA), 15 years of new media operations experience, specializing in brand communication for the animation industry.

I. The Nature and Evolving Role of New Media

  1. Definition of New Media
    • Digital Mediums: Internet-based platforms spanning mobile devices, PCs, VR, etc., enabling “peer-to-peer communication.”
    • Core Value: Dual function as communication channels and sales channels (e.g., e-commerce, social platforms).
  2. New Media vs. Traditional MediaTraditional MediaNew MediaOne-way communication (TV, print)Two-way interaction (social, short videos)Hard-sell ads, centralized controlFlexible content, high user engagementSingle function (ads/news)Multifunctional (communication, sales, customer service)
  3. Expanded Social Functions
    • Public oversight, cultural preservation, entertainment guidance, crisis management, customer retention, and sales conversion.

II. Core Framework for Corporate New Media Operations

  1. Infrastructure
    • Primary Platforms: WeChat Official Accounts, Weibo, Douyin (TikTok), corporate websites, enterprise apps.
    • Support Tools: BOSS Zhipin (recruitment), DingTalk (internal communication), e-commerce platforms (conversion).
  2. Key Competencies
    • Content Creation: Original content development and event execution.
    • Cross-Channel Coordination: Integrate online (social/video) and offline (stores/events) activities.
  3. Cost ManagementThree Major CostsDetailsOptimization TipsStaffingCopywriters, designers, operatorsClarify roles to avoid overlapSecurityData privacy, reputation risksImplement audits and trainingIterationTech updates, content upgradesFocus on core platforms

III. Strategies for Effective Communication

  1. Audience Segmentation
    • Primary Audience: Media entities (e.g., Weibo influencers, industry KOLs) — prioritize their needs.
    • Secondary Audience: Target customers — leverage primary audience influence for wider reach.
  2. Case Study: Japanese Film Sumikkogurashi Promotion
    • Multi-Touchpoint Coverage: Launched official website and Twitter simultaneously with trailers and visuals.
    • Media Alignment:
      • Designated PR contacts (e.g., Fukazawa, Ohgiya for promotions; Tanabe/Ono for distribution);
      • Provided standardized press kits and HD assets to streamline media coverage.
  3. Community Management Principles
    • Cautious Group Creation: Avoid resource-draining groups. Focus on:
      • Employee communication groups
      • Customer/interest communities
      • Partner networks
      • Industry-specific knowledge groups
    • Continuous Engagement: Regularly gather feedback to identify user needs.

IV. Brand Communication Pitfalls and Solutions

  1. Common Mistakes
    • Prioritizing mass exposure over vertical niche penetration;
    • Blindly chasing trends, diluting brand identity;
    • Over-reliance on platform traffic, neglecting owned assets.
  2. Solutions
    • Brand Charter: Define communication tone, visual guidelines, and message hierarchy;
    • Regular Updates: Send monthly industry briefings and keep websites current;
    • Leverage Vertical Media: Partner with authoritative outlets (e.g., “Sanwenyu” in animation).

V. Integrating Brand Management with Corporate Strategy

  1. Internal Collaboration
    • Cross-Department Synergy: Align branding with product, legal, and customer service teams;
    • Long-Term Value Focus: Build loyalty via membership systems and fan engagement over short-term conversions.
  2. Key Insights from Tan Xiaozheng
    • “Brands Are Like People”: Build trust through authentic dialogue, avoid monologues;
    • “Empower the Brand”: Use new media to enhance brand equity, not just feed platform algorithms.

Next Session: Corporate Strategy vs. Product Strategy explores brand-product alignment.
Note: Full Japanese case studies and brand diagnostics available via official channels.