As a tv station news reporter, choreographer, host, to Hunan Satellite TV's fast man and super woman to do artist promotion, brand marketing, in the campus MCN (a kind of Internet celebrity brokerage operation mode) company incubated tens of millions of fans of Internet celebrities, today, she is an all-media operator, using a variety of media technology and channels to repackage enterprises, help enterprises with a new image on the vibrato, Kuaishou, Xiaohongshu, video number and other social media platforms, touch the "net" butterfly change. Her name is Gong Yuwei, last month, with the comprehensive ability of planning, shooting, editing, expression and other comprehensive capabilities, Gong Yuwei won the honor of Shanghai Gold Medal All-Media Operator in the New Vocational and Technical Skills Competition organized by the Ministry of Human Resources and Social Security, and will represent Shanghai in the national competition. A few days ago, the reporter met Gong Yuwei in Gong Yuwei's studio in Zhengtai Qidi Zhidian Port.
"Mother and Baby Red" became the leader of the new profession
Tall, dignified and generous, fluent in expression, Gong Yuwei's first impression of the reporter is like a beautiful and capable Internet celebrity anchor. But Gong Yuwei said that the anchor is only a small part of her work. Since the first child in 2016, Gong Yuwei tried to start a self-media, sharing baby-rearing knowledge every day, and by the time she gave birth to her second child in 2018, she has become a mother and baby celebrity on multiple social media platforms, and thus accumulated rich experience in all-media operations. Subsequently, she began to expand her thinking and try to do self-media operations for enterprises, that is, to generate creative planning through big data analysis, produce new media products, and distribute them to social media platforms such as Douyin, Kuaishou, Xiaohongshu, and video numbers, or implant film and television dramas, immersive theaters, talk shows, etc., to achieve all-media brand operation and transformation.
In March 2020, the Ministry of Human Resources and Social Security included the all-media operator into the national occupational classification directory and gave a definition: the occupation needs to comprehensively use various media technologies and channels, and use data analysis, creative planning and other methods to process, match, distribute, disseminate, feedback and other work on information.
In October 2020, the State Administration of Radio, Film and Television held an anchor training class, and Gong Yuwei came to Shanghai Songjiang as a training teacher to teach more than 100 enterprises courses such as founder IP creation, live e-commerce operation, and all-media operation theory and practice. She found that there are many traditional enterprises in Songjiang that do not have brand awareness and lack Internet operation thinking, and the talent gap of all-media operation is very large. So soon after, she moved from Hangzhou to Songjiang, hoping to help more Songjiang enterprises achieve online transformation and better market-oriented business transformation.
Help traditional enterprises break through the cocoon into butterflies
There is a local catering enterprise in Songjiang that mainly produces and sells soy products, and has 3 chain hot pot restaurants. The company's original online sales channels are more traditional and single, only selling soy products through micro-stores, and draining hot pot shops on public reviews. Later, Gong Yuwei's team created a personal IP for the business owner on the Douyin platform, and successfully established a personal image of "passing on Chinese food culture to foreigners and letting Chinese food go to the world", absorbing 600,000 fans in two months, and commercial advertisements have been found.
Gong Yuwei works as an employment instructor in many colleges and universities, has a talent pool resources for college students, she will select some outstanding talents to recommend to enterprises, help enterprises lay out the local life media matrix, and improve brand exposure and conversion rate through planting grass, red punch cards, personal IP output and other ways. Some time ago, she recommended a number of live broadcast anchors, live broadcast operations, field control, central control and other talents for a garment processing company. "This company has been doing OEM processing profits, so it found Gong Yuwei, hoping to open up online sales channels and enhance its own brand awareness." We have built a live broadcast room for the enterprise, and also recommended the whole chain of sales talents, and now the daily online sales of the company have been greatly improved. Gong Yuwei said.
Gong Yuwei said that the all-media operator is an all-round player, not only with personal IP creation ability, planning ability, PPT production ability, expression ability, but also to understand the attributes of various media platforms such as Kuaishou, Douyin, Xiaohongshu, Video Number, and Baijia Number. At the same time, it is necessary to master consumer psychology, understand what young people want, how to use young people's products, young people's vision, and young people's words to be recognized by this group. Let everyone plant grass first, and then pull grass.
"I want to make more cases in Songjiang to help enterprises cultivate Internet thinking, build all-media operation channels, and create entrepreneurs' personal IP; at the same time, the talents of college media majors with language expression ability, operational thinking, shooting and editing ability are diverted here, so as to send or incubate all-media operation talents for enterprises and help traditional enterprises touch the 'net' butterfly change." Gong Yuwei was passionate.
■ Reporter Fu Jingwen Courtesy of the interviewee
■ Text editor Jia Li Lu Yiyi
■ Column Editor Ding Yijie ■ Column Editor-in-Chief Zhou Wanbo