《新媒体技术基础（双语）》课件-新媒体技术基础实训

新媒体技术职业技能等级证书（初级）NewMediaTechnologyVocationalSkillLevelCertificate(Junior)新媒体技术基础实训BasicTrainingofNewMediaTechnology新媒体平台日常维护Dailymaintenanceofnewmediaplatforms01实训任务SimulationTasks新媒体平台日常维护模块包含3个项目，9个任务。Thedailymaintenancemoduleofthenewmediaplatformincludes3projectsand9tasks微信平台基础设置微信日常内容发布微信粉丝维护WeChatfanmaintenance推送计划制定Pushplanformulation热点事件捕捉Captureofhotevents内容转载维护ContentReproductionandMaintenance用户评论管理Usercommentmanagement反馈信息收集Feedbackinformationcollection粉丝维护管理Fanmaintenanceandmanagement平台注册认证Platformregistrationandauthentication基础功能设置BasicFunctionSettings页面模板设置PageTemplateSettings微信平台基础设置BasicSettingsofWeChatPlatform微信日常内容发布WeChatDailyContentRelease工作任务-实训项目WorkTask-TrainingProject实训子任务Trainingsubtask知识与技能点Knowledgeandskillpoints公众号账号类型、账号数量限制、注册流程及所需材料、认证流程及所需材料Officialaccountaccounttype,accountnumberlimit,registrationprocessandrequiredmaterials,authenticationprocessandrequiredmaterials关注时回复设置、关键词回复设置、自定义菜单设置、自定义配置Followreplysettings,keywordreplysettings,custommenusettings,customconfiguration列表模板、综合模板、视频模板Listtemplate,comprehensivetemplate,videotemplate推送时间分析与选取、工作计划安排Pushtimeanalysisandselection,workplanarrangement热点采集平台、热点采集类型、素材归类与管理Hotspotcollectionplatform,hotspotcollectiontypes,materialclassificationandmanagement转载类型、各类转载的设置内容Reproductiontypesandsettingsforvarioustypesofreposts精选留言、置顶留言、回复留言Selectedmessages,pinnedmessages,andrepliestomessages问题描述、问题类型识别、问题定级、问题上报Problemdescription,problemtypeidentification,problemgrading,problemreporting粉丝分类、消息群发、消息内容编辑Fanclassification,messagegroupsending,messagecontentediting1.1平台注册认证Platformregistrationandauthentication公众号类型Typeofofficialaccount企业号EnterpriseNumber服务号Servicenumber订阅号subscriptionnumber不同类型的对象注册公众号需要的材料也不同

Differenttypesofobjectsneeddifferentmaterialstoregisterofficialaccount个人类型公众号暂时不支持微信认证。

PersonaltypeofficialaccountdoesnotsupportWeChatauthenticationtemporarily基础功能设置BasicFunctionSettings自动回复Automaticreply关注回复：文字、图片、视频、音频Followandreply:text,pictures,videos,audio关键词回复：文字、图片、视频、音频、图文Keywordreplies:text,images,videos,audio,graphicsandtext1.2自定义菜单Customizemenu展示内容Exhibit曝光活动Exposureactivity服务入口Serviceentrance电商导流一级菜单Firstlevelmenu最多3个名称最多4个汉字或8个字母Upto3names,upto4Chinesecharactersor8letters二级菜单SecondaryMenu最多5个名称最多8个汉字或16个字母Upto5names,upto8Chinesecharactersor16letters电商导流E-commercediversion1.3页面模板设置PageTemplateSettings设置成自定义菜单或自动回复，加强往期文章的曝光和阅读。Setitasacustommenuorautomaticreplytoenhancetheexposureandreadingofpreviousarticles本质：文章分类Essence:ArticleClassification推送计划制定Pushplanformulation确定当日推送的内容Determinethecontenttobepushedonthatday素材处理Materialprocessing(9:00-10:00)编辑排版Editingandtypesetting(10:00-12:00)审校Proofreading（14:00-16:00）发布Release（21:00）2.12.2热点事件捕捉Captureofhotevents常规热点Regularhottopics固定发生日期的事件，比如节日、节气、赛事、明星生日、企业周年庆、电商大促日等。Eventswithfixedoccurrencedates,suchasfestivals,solarterms,events,celebritybirthdays,corporateanniversaries,e-commercepromotiondays,etc新媒体管家-营销日历NewMediaManager-MarketingCalendar实时热点Realtimehotspots突发事件，偶然发生，无法预测和提前准备的，比如引起广泛热议的社会事件、突然火起来的人物或流行语等。Suddenevents,accidentaloccurrences,unforeseeableandunpreparedevents,suchaswidelydiscussedsocialevents,suddenlypopularcharactersorphrases,etc新媒体管家-热搜榜NewMediaManager-HotSearchList捕捉采集：标题、文章、图片CaptureandCollection:Title,Article,Image2.3内容转载维护ContentReproductionandMaintenance

联系作者，加白名单，授权账号，即可转载到自己公众号Contacttheauthor,addawhitelist,andauthorizeanaccounttoreprintittoyourofficialaccount开放转载Openreposting非开放转载Nonopenreposting“分享”形式转载

Reproductionintheformof"sharing"在原作者公众号【阅读全文】Ontheoriginalauthor'sofficialaccount[Readthefulltext]前提原作者开启赞赏

Prerequisite:Theoriginalauthorinitiatesappreciation转载者不能修改正文和作者Repositorsarenotallowedtomodifythemaintextandauthor能在开头添加推荐语

Canaddarecommendationatthebeginning文章底部自动显示文章来源Automaticdisplayofarticlesourceatthebottomofthearticle赞赏全部归原作者、Appreciationbelongsentirelytotheoriginalauthor3.1用户评论管理Usercommentmanagement评论可以带火内容HSE大学经济学院助理教授AlekseiSmirnov和哥本哈根大学助理教授EgorStarkov构建了一个数学模型，详细研究论文《坏消息变好消息：评论审核制度下的逆转》已发表在《美国经济杂志：微观经济学》上。不良评论通过作者（商家）的妥善回复或处理，成为吸引理性消费者的积极信号，提升认可与忠诚，促进转化。勤于互动敢于互动善于互动强化正面评论逆转负面评论Diligentininteractiondaringtointeractgoodatinteractionstrengtheningpositivecommentsreversingnegativecomments精选优质评论负面评论能带来毁灭，也能促进成长CommentscanbringviralcontentSelectedhigh-qualityreviewsNegativecommentscanbringdestructionandpromotegrowthNegativecomments,throughproperresponsesorhandlingbytheauthor(merchant),becomeapositivesignalthatattractsrationalconsumers,enhancesrecognitionandloyalty,andpromotesconversion.AssistantProfessor,SchoolofEconomics,HSEUniversityAlekseiSmirnovandEgorStarkov,assistantprofessorattheUniversityofCopenhagen,haveconstructedamathematicalmodelandconductedadetailedstudyonthepaper"BadNewsBecomesGoodNews:ReversalunderReviewReviewSystem",whichhasbeenpublishedintheAmericanEconomicJournal:Microeconomics.3.2反馈信息收集Feedbackinformationcollection直接回复/处理根据规定或经验自行解决判断问题等级问题/投诉级别划定与界定上报相关人或部门对方背景信息、反馈问题/诉求、已进行的沟通内容及过程跟踪与回复跟踪处理进度，将进展或处理结论及时通知投诉者或留言者Directreply/processingResolveonyourownbasedonregulationsorexperienceDeterminetheleveloftheproblemRegulationsandDefinitionofProblem/ComplaintLevelsReporttorelevantpersonnelordepartmentsBackgroundinformationoftheotherparty,feedbackissues/demands,communicationcontentandprocessalreadyconductedTrackingandResponseTracktheprogressofthehandlingandpromptlynotifythecomplainantorcommenteroftheprogressorconclusion3.3粉丝维护管理Fanmaintenanceandmanagement碎片化时间Fragmentationtime个性化需求PersonalDemand信息大爆炸Informationexplosion粉丝分类Fanclassification精准Precise历史行为分析：兴趣、渠道偏好、在线时间、付费情况等

Historicalbehavioranalysis:interests,channelpreferences,onlinetime,paymentstatus,etc粉丝分类Fanclassification消息群发Massmessaging编辑发送内容Editandsendcontent选择恰当的时间Choosetheappropriatetime人群特征PopulationCharacteristics内容加工Contentprocessing02实训任务与目标Trainingtasksandobjectives内容加工模块包含3个项目，8个任务。Thecontentprocessingmoduleconsistsof3projectsand8tasks.图文编辑GraphicandTextEditing短视频制作Shortvideoproduction内容发布ContentRelease图片素材搜集Collectionofimagematerials活动图片设计Eventimagedesign图文排版校对Proofreadingofgraphicandtextuallayout短视频拍摄Shortvideoshooting短视频剪辑Shortvideoediting活动内容发布EventContentRelease社群宣传推广Communitypromotionandpublicity工作任务-实训项目WorkTask-TrainingProject实训子任务Trainingsubtask知识与技能点Knowledgeandskillpoints图片素材网站、图片风格识别、图片选取Imagematerialwebsite,imagestylerecognition,imageselection不同场景图片的特点与尺寸、图片加文字/logo/贴图、更换图片背景、已有模板修改Characteristicsandsizesofdifferentsceneimages,addingtext/logo/texturetoimages,changingimagebackgrounds,andmodifyingexistingtemplates图文排版工具、图文信息设置、图文编辑排版、图文内容审核校对Graphictypesettingtools,graphicinformationsettings,graphiceditingandtypesetting,graphiccontentreviewandproofreading视频时长分配、镜头数量、景别类型与选择、脚本编写Videodurationallocation,numberofshots,scenetypeandselection,scriptwriting视频尺寸、视频时长、字幕、视频标题/简介/标签等设置Videosize,videoduration,subtitles,videotitle/introduction/tags,andothersettings发送对象、发送时间、发送平台Sendingobject,sendingtime,sendingplatform群名称、群公告、群待办、群备注、红包/接龙/直播等群工具使用Useofgrouptoolssuchasgroupname,groupannouncement,groupto-dolist,groupnotes,redenvelopes/followups/livebroadcasts,etc活动图片处理Eventimageprocessing图片裁剪、翻转、加滤镜Crop,flip,andfilterimages1.1图片素材搜集Collectionofimagematerials图片素材库B自媒体平台Selfmediaplatform哪里有内容，哪里就有素材，比如知乎、豆瓣、今日头条、微博、简书、天涯、虎扑等平台上的内容配图，注意是否有版权问题。A搜索引擎SearchEngines直接在搜索引擎上搜索图片关键词。不过素材重合度较高，不要照搬。C素材平台Materialplatform花瓣网、昵图网、千图网、千库网、懒人图库、素材中国等主要渠道厉害的自媒体人，赢在对世界的敏感度、对生活的思考、与众不同的观察、异于常人的洞察、特别的经历以及自己多年的生活积累……图片同样可以日记月累，通过恰当的分类（比如图片风格、适用行业等）进行存储，以不变应万变。Apowerfulselfmediapersonwinsbytheirsensitivitytotheworld,thinkingaboutlife,uniqueobservations,extraordinaryinsights,specialexperiences,andyearsofaccumulatedlifeexperience.Imagescanalsoberecordedandstoredthroughappropriateclassification(suchasimagestyle,applicableindustry,etc.)toadapttochanges.Searchforimagekeywordsdirectlyonsearchengines.However,theoverlapofmaterialsishigh,sodonotblindlycopythem.Whereverthereiscontent,therearematerials,suchascontentillustrationsonplatformslikeZhihu,Douban,Today'sHeadlines,Weibo,Jianshu,Tianya,Hupu,etc.Payattentiontowhethertherearecopyrightissues.HuabanNet,NituNet,QiantuNet,QiankuNet,LazyGallery,MaterialChina,etcImageMaterialLibrary1.2活动海报设计Eventposterdesign确定尺寸明确主题海报构图海报制作1324确定海报尺寸。海报可以垂直或水平设计，手机海报最常用的是垂直设计。尺寸有640px*1008px、720px*1280px、800px*2000px、1080px*1920px等。常用640px*1008px和720px*1280px。在设计之前，要充分了解活动的目的，以及宣传重点。比如：针对新品上市，就应该从新产品本身出发，借助品牌原有的影响力，结合当下热门话题与潮流趋势，创新发挥，思考能够展现新产品卖点的设计方向。配色得当、内容有层次。切记内容堆砌，造成观赏者视觉疲劳。必须精选出产品最大的卖点，重点突出。基于海报制作工具中的模板，进行再设计，快速高效完成海报制作。常用的海报制作工具有创可贴、图怪兽、稿定设计、可画等。PosterproductionBasedonthetemplatesintheposterproductiontool,redesignandquicklyandefficientlycompleteposterproduction.ThecommonlyusedpostermakingtoolsincludeBandAids,PictionaryMonsters,DraftDesign,andPictionary.Propercolormatchingandlayeredcontent.Remembertopileupcontent,whichcancausevisualfatigueforviewers.Itisnecessarytoselectthebiggestsellingpointoftheproductandhighlightthekeypoints.PostercompositionClearlydefinethethemeBeforedesigning,itisimportanttofullyunderstandthepurposeoftheeventandthekeypointsofpromotion.Forexample,whenlaunchinganewproduct,weshouldstartfromthenewproductitself,leveragethebrand'sexistinginfluence,combinecurrenthottopicsandtrends,innovateandthinkaboutdesigndirectionsthatcanshowcasethesellingpointsofthenewproduct.DeterminesizePosterscanbedesignedverticallyorhorizontally,withverticaldesignbeingthemostcommonlyusedformobilephoneposters。Sizeavailable640px*1008px、720px*1280px、800px*2000px、1080px*1920px,etc.Commonlyused640px*1008pxand720px*1280px1.3图文排版校对Proofreadingofgraphicandtextuallayout图上文字摆放Textplacementontheimage图文混排Mixedarrangementofgraphicsandtext文章清晰整洁、层次和逻辑感增强Thearticleisclearandtidy,withanenhancedsenseofhierarchyandlogic

带来美的感受和体验Bringingafeelingandexperienceofbeauty图是主体or文是主体？Istheimagethesubjectorthetextthesubject?文本行距、图文间距、对齐等Textlinespacing,texttextspacing,alignment,etc避免错误和敏感信息Avoiderrorsandsensitiveinformation2.1短视频拍摄Shortvideoshooting明确主题start撰写脚本拍摄明确主题Clearlydefinethetheme撰写脚本Writeascript拍摄Shot背景与角度Backgroundandangle背景符合主题，避免使用浅色背景，拍摄角度要灵活Thebackgroundshouldmatchthetheme,avoidusinglightcoloredbackgrounds,andtheshootingangleshouldbeflexible景别JingBie远景、全景、中景、近景、特写，多景别组合LongRange,Panoramic,MidRange,CloseUp,CloseUp,MultipleSceneCombinations横竖屏Horizontalandverticalscreens根据发布平台、视频主题、背景、时长等确定Determinebasedonthepublishingplatform,videotheme,background,duration,etc光线Light户外拍摄时，不要逆光拍摄Whenshootingoutdoors,donotshootinbacklight景深DepthofField由近及远的清晰范围，浅景深、大景深，手机相机中的背景虚化Clearrangefromneartofar,shallowdepthoffield,largedepthoffield,backgroundblurringinmobilephonecameras技巧Skill2.2短视频剪辑Shortvideoediting利用剪辑软件，实现视频裁剪、分割、合并，添加马赛克、水印、字幕，调整视频速度、亮度等编辑操作。Usingeditingsoftwaretoachievevideocropping,segmentation,merging,addingmosaics,watermarks,subtitles,adjustingvideospeed,brightness,andothereditingoperations.剪映Jianying快影QuickShadow快剪辑QuicklyeditVUEVlog猫饼CatCake大片Blockbuster巧影CleverShadowVedioleap蜜蜂剪辑Beeediting爱拍剪辑Lovetoshootandedit爱剪辑Loveediting视频编辑王VideoEditorWangVEGASPro18快剪辑QuicklyeditAviDemuxCamtasiaappPC3.1活动内容发布EventContentRelease新媒体传播渠道多元化，不通渠道人群不同，为扩大宣传覆盖面，企业会将同一信息、文案或视频等内容发布到多个渠道。平台platform内容content22:0020:0018:0016:0014:0012:0010:0008:0006:0004:0002:0000:00用户user时间time内容发布四要素：Newmediacommunicationchannelsarediversified,withdifferentaudiencesthroughdifferentchannels.Inordertoexpandthecoverageofpublicity,enterpriseswillpublishthesameinformation,copy,orvideocontenttomultiplechannels.Fourelementsofcontentpublishing:3.2社群宣传推广Communitypromotionandpublicity初始推荐强信任Strongtrust低成本Lowcost精准Accurate高转化Highconversionrate1.利用打卡、签到等工具，提升社群成员的参与度，提高社群的活跃度。1.Utilizetoolssuchascheck-inandattendancetoincreasetheparticipationofcommunitymembersandenhancetheactivityofthecommunity.2.新成员的介绍与成员故事分享，促进成员相互了解，建立关系。2.Introducenewmembersandsharetheirstoriestopromotemutualunderstandingandestablishrelationshipsamongmembers.3.借助热点制造话题（公司周年庆、新品上市等），激发成员兴趣，提升社群的参与度。3.Utilizehottopicssuchascompanyanniversarycelebrationsandnewproductlaunchestostimulatememberinterestandenhancecommunityengagement.4.寻找社群kol，定时分享见解或经验，提升社群活跃度。4.SearchforKOLsinthecommunity,regularlyshareinsightsorexperiences,andincreasecommunityactivity.5.适时举办线下活动，保证社群的活跃，增加社群的黏性。5.Organizeofflineactivitiesinatimelymannertoensuretheactivityofthecommunityandincreaseitsstickiness.6.设置奖励（晒单红包等），刺激用户发言积极性。6.Setrewards(suchaspostingredenvelopes)tostimulateusers'enthusiasmforspeakingup.社群运营的6个方法：6methodsofcommunityoperation:数据收集与初步分析Datacollectionandpreliminaryanalysis03新媒体技术职业技能等级证书（初级）NewMediaTechnologyVocationalSkillLevelCertificate(Junior)传播数据收集与初级分析Disseminationdatacollectionandprimaryanalysis互动数据收集与初步分析Interactivedatacollectionandpreliminaryanalysis转化数据收集与初步分析Conversiondatacollectionandpreliminaryanalysis传播数据采集Spreaddatacollection传播趋势分析AnalysisofCommunicationTrends传播效果分析AnalysisofCommunicationEffectiveness互动数据采集Interactivedatacollection互动数据分析Interactivedataanalysis用户反馈分析Userfeedbackanalysis转化数据采集Conversiondatacollection用户关注转化分析Userattentionconversionanalysis成交转化率分析AnalysisofTransactionConversionRate第三方指数分析Thirdpartyindexanalysis工作任务-实训项目WorkTask-TrainingProject实训子任务Trainingsubtask知识与技能点Knowledgeandskillpoints微信公众平台数据中心提供的数据项、传播数据指标、数据有效时段Thedataitems,disseminationdataindicators,anddatavalidityperiodprovidedbytheWeChatpublicplatformdatacenter数据分析时段、数据分析指标、数据图表制作、分析诊断Dataanalysisperiod,dataanalysisindicators,datachartproduction,analysisanddiagnosis数据指标选取、数据时段选取、数据趋势查看、分析诊断Selectionofdataindicators,selectionofdatatimeperiods,viewingofdatatrends,analysisanddiagnosis利用第三方指数平台查询并分析传播关键词的热度变化趋势Utilizethird-partyindexplatformstoqueryandanalyzethetrendofpopularitychangesofspreadingkeywords微信公众平台数据中心提供的数据项、互动数据指标、数据有效时段Thedataitems,interactivedataindicators,anddatavalidityperiodsprovidedbytheWeChatpublicplatformdatacenter互动分析和活跃分析，包含分析时段、分析指标、图表制作、分析诊断Interactiveanalysisandactiveanalysis,includinganalysisperiod,analysisindicators,chartmaking,andanalysisdiagnosis用户反馈归类、用户反馈问题查看、用户问题统计、销售线索识别Userfeedbackclassification,userfeedbackproblemviewing,userproblemstatistics,salesleadidentification微信公众平台数据中心提供的数据项、转化数据指标、数据有效时段Thedataitems,conversiondataindicators,anddatavalidityperiodprovidedbytheWeChatpublicplatformdatacenter关注转化率相关指标计算、分析时段、分析指标、图表制作、分析诊断Payattentiontothecalculationofconversionraterelatedindicators,analysistimeperiods,analysisindicators,chartmaking,andanalysisdiagnosis转化漏斗图制作、转化过程各环节分析诊断Productionofconversionfunnelchartandanalysisanddiagnosisofvariousstagesintheconversionprocess实训任务与目标Trainingtasksandobjectives数据收集与初步分析模块包含3个项目，10个任务。Thedatacollectionandpreliminaryanalysismoduleconsistsof3projectsand10tasks.1.1数据分析流程Dataanalysisprocess数据分析不是运营的终点，而是流程中的一环，能够串起运营闭环。Dataanalysisisnottheendpointofoperations,butalinkintheprocessthatcanconnecttheoperationalloop.调整运营策略（中级）Adjustoperationalstrategy(intermediatelevel)采集与处理数据Collectandprocessdata分析数据Analyzedata010302将运营成果可视化。常用工具有新媒体平台后台数据模块、第三方分析工具、本地Excel等。Visualizeoperationalresults.Commontoolsincludenewmediaplatformbackenddatamodules,third-partyanalysistools,localExcel,etc.平台、用户、内容、活动Platform,Users,Content,Activities评估目标实现情况，验证运营策略的实施效果，总结经验教训。Evaluatetheachievementofgoals,verifytheeffectivenessofoperationalstrategies,andsummarizelessonslearned.1.2采集与处理数据Collectandprocessdata传播数据Spreaddata互动数据Interactivedata转化数据Convertdata漏斗模型funnelmodel包含一次传播与二次传播Includesbothprimaryandsecondarydissemination展现量、阅读量、播放量、访客数、粉丝数、分享数、评论数、转发数、邀请数等。Displayvolume,readingvolume,playbackvolume,visitorcount,fancount,sharecount,commentcount,forwardcount,invitationcount,etc.点赞数、评论数、收藏数、打赏人数、打赏金额、抽奖人数、抽奖金额等。Includinglikes,comments,favorites,numberoftippingrecipients,tippingamounts,lotterynumbers,lotteryamounts,etc.用户/粉丝之间，用户/粉丝与作者之间的互动数据Interactivedatabetweenusers/fans,andbetweenusers/fansandauthors加购数、付费人数、付费金额、退款人数、退款金额及相关比率等。Numberofadditionalpurchases,numberofpayers,paymentamount,numberofrefunds,refundamount,andrelatedratios.购买-付费过程数据Purchasepaymentprocessdata采集的数据项Collecteddataitems1.2采集与处理数据Collectandprocessdata数据指标计算Calculationofdataindicators数据加工与处理DataProcessingandProcessing常用图表类型Commoncharttypes点赞率=点赞人数/阅读（观看）人数Likerate=numberoflikes/numberofreads/views评论率=评论人数/阅读（观看）人数Commentrate=numberofcomments/numberofreads/views分享率=分享人数/阅读（观看）人数Sharerate=numberofshares/numberofreads/views完播率=视频被完整播放的次数/视频播放总次数Completionrate=numberofcompletevideoviews/totalvideoviews留存率=单位时间末留下的用户数/单位时间初用户数Retentionrate=numberofusersleftattheendoftheunittime/numbe