How do new media people make the company's year-end report? 3 major work summaries that make the boss wow

How should new media professionals prepare their company's year-end report? Three key work summaries to impress your boss.

At the end of the year, many companies require new media professionals to prepare year-end work reports and summaries, so Chen Weiliang put in extra effort and is sharing his year-end report materials here. ^_^

XNUMX. Why do year-end reporting?

Define the purpose: summarize this year and look forward to next year.

The purpose of giving an annual report is to report to the boss on the issue he cares about most: how to survive better next year.

Your past determines your future: to know how the company will survive next year, you need to know how it fared this year.

Therefore, the greatest significance of the year-end report can be summarized in eight words: summarize the past, see the future clearly; summarize this year, and look forward to next year!

3. 1 parts and XNUMX misunderstanding of the year-end report

Each part wants to understand what you want to achieve?

1) Summary of this year's work

• aims:What have you done this year, how has it been completed, and what outstanding achievements have you had?

2) Lessons learned this year

• aims:What working methods have been precipitated, experience gained, and whether it can be reused next year;
• WhichInternet marketingWhat is the reason for the inadequacy?How to avoid it in the future?

3) Next year's work plan

• aims:What do you want to do next year, what goals do you want to achieve?Why set such a goal, for the company'sE-commerceStrategic significance
• ReachPublic account promotionWhat are the difficulties of the goal and what does the company need to support?

Mistakes in year-end reporting

• not clarifying myselfWechat marketingThe content, scope and definition of the work.
• First of all, you need to know what you are doing, such as:Web PromotionWhat should be done?

counterargument

• Not clarifying the content of your work before reporting

1. Operation, the speaker wrote a dozen original articles by himselfCopywritingand characters
2. Team leader, talk about how to do original work, reprint, etc.
3. BrandsPositioningPlanning, Keynote Reading and User Growth
4. When I was a supervisor, how many 10W+ articles did I lecture and write like an editor?

examples of success

As an SEO or new media manager, what you should be saying is:

• What is the core goal of the entire new media team department?
• How is it done?
• How the department serves the company's overall goals and strategy;
• How to help the entire company achieve its goals;
• How to build a team?How to recruit, employ and treat people?

XNUMX. Several report dimensions of the new media work summary

1. User growth

a. Growth numbers

• For example: the total number of users has increased this year;
• Average monthly net increase; the highest in a single month;
• What is the overall growth trend this year?

b. Source of growth

• For example: before relying on mutual push, now mainly rely on originality;
• Before relying on internal, now mainly rely on external;
• Previously paid for access, now free access to user growth.

c. Growth quality

• Such as: low net worth users before, now more high net worth users;
• Before, they were mostly their own employees, but now they are more customers;
• In the past, there were mostly third- and fourth-tier cities, but now there are mostly first- and second-tier cities.

2. User Active

The two most important dimensions are the number of comments and the number of likes.

a. Like

• For example: How many likes do you usually read in 3W? What is the change in one year?
• At the beginning of the year, 3W read and liked 15, and now it has stabilized to 150.

b. Comments

• For example: How many comments are there on average in the headline comment area?

c. Other

• Background messages, participation in online and offline activities, clicks on the menu bar, etc.

3. Reading volume

a. Pure reading volume

• Such as: total reading volume this year; average monthly reading volume; daily average reading volume;
• The average reading of headlines; the average reading of non-headlines.
• These figures are then compared with the same period last year.

b. Highlight articles

3 dimensions

1) Readership: How many articles on Toutiao have exceeded 10, 5, and 3 views this year? (Divide into three tiers based on your usual readership)

2) Number of people sharing: How many articles exceeded 5k, 2k, etc. this year?

3) Sharing percentage: How many articles this year exceeded 60%, 50%, etc.?

(The proportion of sharing is very important, representing incremental users)

c. Composition of reading volume

3 dimensions

1) Session open rate: Represents the account's activity level (consumption of existing resources).

2) Percentage of shares on WeChat Moments and percentage of reposts to friends: (Bringing incremental growth)

3) Growth trend: How much at the beginning of the year? How much at the end of the year?

(The boss pays more attention to increment rather than consumption of stock)

4. Content scale

a. The amount of articles pushed

• For example: how many articles were posted this year?How many headlines?How many non-headline articles?

b. Content composition

• Such as: number and proportion of reprints; number and proportion of originals;
• What are the originals: contracted drafts, self-created, UGC, etc.
• The changing trend of the proportion: In the past, it mainly relied on reprinting. Is the proportion of originals getting higher and higher this year?

c. Content innovation

• Such as: what explorations have been done this year: it has always been text before, this year in long pictures, comics, audio, video, etc.
• In terms of content operation method, I learnedMimon, Xinshixiang, tried UGC content collection, etc.

(The exploration of content innovation is also a point that the boss is more concerned about)

5. Content distribution

a. Whitelist group

• For example: how many whitelist groups have been established for promotion: how many accounts in the whitelist group have participated in the promotion;
• The volume of each account is 50W+/10W+
• The specific cumulative number of original reprints: What are the highlights?One day, a certain article was reprinted by XNUMX accounts, etc.

b. Network-wide distribution

• For example: the whole network distribution after the public account promotion: Zhihu, Toutiao, Sina Weibo, etc. What is the effect?

6. Account positioning

(The three dimensions of 6.7.8 are more related to thinking at the strategic level than data)

• Such as: responsible for company account products, content positioning;
• Content and matrix planning: What explorations have been made to talk more about this aspect?
• rather than the increase in the number of readers

7. Branding

• Such as: exploration and adjustment of account tone this year: exploration and adjustment of visual style, official account avatar,
• Top bottom banner, typography design, etc.

8. Team situation

Supervisors and managers need to focus on explaining.

a. Team composition changes

• For example: 2 people at the beginning of the year and 5 people at the end of the year;
• Organizational structure: how to divide labor?

b. Changes in team capabilities

• Such as: changes in the strength of the content team: no one could do original work before, but now there are two people who can;
• No one was responsible for user growth before, now there is
• There has been a very important breakthrough in team capability.

c. Team training

• For example: How many trainings have you organized as a teamleader?
• Internal, external: how is it organized?
• How is everyone's ability to grow?

Fourth, the reporting method of experience and lessons learned

1. What did you do right?

What was the experience gained?

2. What did you do wrong

What lessons have been learned?

a. The lesson must be sincere

• Such as: Don't say to the interviewer like in the interview: My shortcoming is too much pursuit of perfection

b. Three taboos

• 1) Avoid the important and ignore it: treat the boss as a fool, and say it without pain or itching, and avoid talking about the real problem.
• 2) Explicit derogation and secret praise: On the surface, it is not enough, but in reality, it changes to praise oneself.
• 3) Shirking responsibility: I do not have enough work, and drag my team and colleagues into the pit.

3. Which can be reused

Most importantly, what the boss values ​​most:

• Whether the experience sharing you have extracted can allow others to gain value from it, which is beneficial to the future development of the company.

Attention points

Don't be overly Annunciation and overly low-key.

Good news but not bad news:

• The year-end summary should reflect the value of credit.
• The lessons learned from mistakes can avoid similar problems and warn others.

Too understated:

• I take credit for the credit, explain the mistakes in detail, and think that the leaders see it in the eyes,
• If the leader is unfamiliar with the business and there are many people in the department,
• It will cause: lack of ability, poor grades, negative image misunderstandings that don't understand thinking...

XNUMX. Reporting skills for next year's work plan

The boss is more interested in the future.

1. Set goals first

a. State the goal:

• To reach 100 million users next year;
• The headline reading volume has been pulled to 5W+;
• Ranked in the top ten in the industry segment...

b. Explain the reason:

• Why set this goal?
• What is the value of the company and the help to other businesses?
• What is the value to the company's overall long-term growth strategy?

2. Talk about the plan again

How to implement the goal?

a. The result is reversed:

• The total number of users will be 100 million next year, and now there are only 50.
• Then next year, there may be daily competition, and if you can add 20 content, you can add more to 30;
• But it's still 20 short, so it may be that some mutual promotion, some external channels, some Guangdiantong, etc. are needed...

b. Implementation plan:

• The grasp of originality, whether to increase the proportion of originality next year, now half of the original and half of the reprint,
• Whether to achieve 80% originality next year, because originality is more and more valuable;
• Will it expand next year?Small tradeTeam size; whether to establish an account matrix; whether to re-plan account positioning?

3. Show Difficulty

For example: What are your concerns?

• What difficulties might you encounter during implementation?
• There are too few people in the team, you or the two of you can't be busy, and the proportion of originality can't be raised...
• There is no external promotion staff, all the work is done by one person...
• The boss makes requests every day, the reading volume is not enough, the user growth is not enough, etc., but there is never any cost support...
• The review pressure is too great, a manuscript is reviewed in three layers, and it is difficult to complete the review in three days...

(Also, you can talk more about your life difficulties, because this is the best opportunity of the year to talk about your difficulties and get a raise, bar none.)

4. Ask for support

• This is a smooth logic: after talking about goals, plans, and posing difficulties, you need to get the boss's support
• The first is attitude support, increasing the importance of the new media sector;
• The inclination of resources, financial support, personnel support, etc.

(It will be brought up during the year-end report. If it is not mentioned, it will never be given to you. It is possible if it is mentioned.)

5. Industry observation

a. Support your reasons:

• I talked about difficulties and asked for support. Why does the boss listen to you?
• Only when you stand at the height of industry observation and show your professional attitude will it be easier to convince the boss.

b. Data case speak:

For example, you talk to your boss about broad-based communication.

Next year, the scale of Guangdiantong's fan increase will definitely be larger than this year, and the price will be higher and higher, and the head demand will be greater.

• One is still investing in Guangdiantong;
• For the mother and baby account of Rice Cake Mom, the cost of getting a fan is 8-10 yuan;
• For the financial account of Kung Fu Finance, it is difficult to get a fan of 10 yuan, because the fans of the financial account are valuable, and he needs 15 yuan per one;
• The emotional education account of the new list is currently around 4 yuan for Guangdian Tongfen;
• The military and military sub-planes invest 80W broad-point inflation fans every month

Six, four things need to be clear before reporting

1. Clear the way of reporting

There are 2 options

1. Tell your boss:Just let him understand, you can explain it clearly, and there is general data on the PPT.
2. Send it to your boss:Be sure to be clear, don't get confused when you look at the PPT data, what does each data represent?How did it come?must be clear.

2. Specify the reporting time

• Have a clear time horizon.
• 切勿老板给你5或10分钟，你准备了30分钟，还拖10分讲了40分钟
• If your boss doesn't give you time, take the initiative to ask about the time reserved for the year-end report.

3. Clarify the reporting object

• Mainly the boss
• At the same time, are there direct leaders and superior leaders listening?
• Does the whole company have to listen?

4. Make it clear

• Is PPT required?
• After the presentation, is there an answer?
• Is there a question section?Leaders ask questions, etc.

Seven, presentation skills

1. Be fully prepared and don’t grind your guns

• At the end of the year, work is relatively busy, and many people are in a hurry to grind their guns, but they are actually pitting themselves.
• After a year of hard work, the report does not perform well.
• Usually pay more attention to accumulation, and take two or three days in advance to prepare.

2. No detail equals no point

If you want to talk about the details of your work in a year, the boss will only think that you are running accounts and can't grasp the key points.

• Remember: boss, only focus on the size of the strategy, time is precious.

3. Don’t lie and don’t exaggerate

This is the bottom line and must not be broken.

• When reporting, falsely reporting figures or sharing the work results of others is against credibility and against the development behind the company.

(The first three are basic reminders, and the last four skills are the key points)

4.pyramidprinciple

When expressing:

• Let’s talk about the achievement of the goal first, and then how to achieve it?
• Say the big first, then the small;
• Let’s talk about conclusive things first, then causal things;
• Let’s talk about the results first, then the process.

5. Data plus qualitative conclusions

Say a piece of data first, and then give it a personality, such as:

• This year, the number of users has increased by 13 (data), exceeding the annual target by 30% (qualitative)
• The total reading volume in several years is 800 million (data), which is 1.5 times the total reading volume last year (qualitative)

Saying a number and then characterizing a number is the correct way to report.

6. Learn to use comparatives

If there is no comparison, there is no judgment standard, and the report is compared from two aspects:

a. Compare with yourself:

• Compared with the same period of last year, each dimension is compared separately
• Such as: total, likes, headlines, etc...

b. Compared with peers:

• Compared with peer accounts, each dimension is compared separately
• Such as: open rate, activity in the comment area, etc...

7. Learn to find bright spots in mediocrity

Many people feel that personal work performance is not good, account data is not good, and it is not easy to report.

Learn to find bright spots in the dull:

• There are no mediocre achievements in this world, only mediocre expressions.

counterargument

Mediocre expression:

• This year’s headline readings dropped from 3 at the beginning of the year to 2.5 at the end of the year.
• This is because of our strict and standardized content positioning, which makes it impossible for us to do a lot of content with high reading volume.
• The impression to the boss may be:Not only bad grades, but also bad character

examples of success

• This year, we stick to user value and re-tighten content and positioning.
• Actively discard a lot of content that is highly read but has no actual value.
• Even under such circumstances, the number of reads of our headlines remained at 2.5.
• Under the adherence to the high-quality strategy, the number of readings has not declined significantly.

question Time

Question:

Raise your hand!teacher.

I am now the team leader in the new media department.

The supervisor's marriage leave is not in the company, so I made an 18-year department plan based on the materials provided by the supervisor.

• When reporting to the director level, do you only need to say the big data achievements and trends, as well as the goals of future planned time nodes?
• Do you need to talk about the growth of the leading team and the members of the department?
• Is the growth of the team not something the boss is particularly concerned about, and the focus is on work planning and focus, right?

Reply:

If you are a supervisor and do this year-end report, you should try to talk about some team situations.

Because if you don't talk, he doesn't know how you're leading a team, or managing an entire department?

(Not the main development, but also to mention a few words)

The grades belong to everyone. When talking about personal faults, don't bring everyone along;

When you talk about your grades, bring everyone with you.