Abstract: Under the influence of the epidemic, some colleges and universities in China have adopted the online "cloud" graduation method to send off the 2020 graduates. In terms of publicity, it has changed from offline to online in previous years. We have specially planned seven online activities in the new media module, which together with the "Cloud Flag Raising", "Cloud Party" and "Cloud Reunion "*** make up the "Cloud Series" of the 2020 graduation season. "This series of planning provides a good idea for campus new media publicity work. In this paper, we will analyze the "cloud series" comprehensively, and put forward thoughts and suggestions on the topic planning of school media.

Keywords: new media; campus media; college publicity work;

Introduction: affected by the epidemic, Heilongjiang Province has not yet fully released the college students to return to school, the school this year, graduation season publicity to the line mainly, especially the graduation season held a graduation season of all-media publicity coordination meeting, the deployment of arrangements for the graduation season publicity work. New media module special planning "cloud blessing" "cloud remembrance" "cloud walking" "cloud dialing spike" "Cloud group photo", "Cloud commendation", "Cloud ceremony" and "Cloud party" of other departments on campus. "Cloud Flag Raising" and "Cloud Reunion "*** together form the graduation season cloud series. This series of topics has been praised by many domestic university media colleagues, but also put forward suggestions and shortcomings. This article will elaborate on the production of the "cloud series" part of the planning, sharing experience and growth.

01

Introduction of the "Cloud Series" part of the plan

1. "Cloud Blessing"

The plan was to build a platform for graduates to recall their alma maters and send messages to their alma maters, and the H5 presentation format was chosen for the design. The H5 presentation format was chosen. During the production process, it suddenly occurred to me that the graduates blessed their alma mater, and the alma mater could also bless them. Considering the fact that text is the least concerned module in H5, we especially chose to present the effect of "Alma Mater's blessing to graduates" in the form of phone call. We put the simulation phone interface in the front of the H5 to guide readers to interact with it from the first page. After the phone call, we set up a two-page campus view to cushion the message module and opened two different forms of pop-ups and message boards for graduates to choose from.

2. "Cloud Reminiscence"

The planning was inspired by graduation photos from previous graduation seasons. Due to the impact of the epidemic, students could not return to school to leave the most precious memories with their alma mater, so we wanted to fulfill this need of graduates through the technology of AI synthesis. During the production process we introduced a WeChat applet for graduates to leave their precious impact with the school's iconic buildings through a self-service approach.

3. "Cloud Walk"

This series was inspired by the graduation walk in previous years. In previous years, our school would organize students and faculty to participate in hiking the campus during the graduation season to take another look at the corners of the campus and cherish the memories. During the planning, we considered that if it was just a pile of pictures and text, it would lack a sense of interaction and novelty. Accordingly, we synthesized SVG click unfolding animation with png accompanying animation to present the effect of clicking the button on the horizontal screen and Longbao taking you on a cloud walk around the campus. In terms of image selection, we used a long panoramic image that is more conducive to horizontal screen display, covering the school's spring, summer, autumn and winter, iconic buildings, night and day, etc. The total duration of the unfolding effect is 30 seconds, which maximally meets the rhythm of new media communication.

4. "Cloud tasseling"

Tasseling is a rite of passage at graduation and an essential part of the degree conferral ceremony. In order to meet this demand of graduates, we cooperate with Jitterbug to develop video stickers, graduates can choose their own degree type, type of bachelor's degree, etc., to complete the action of tasseling, and take a photo with the president of the heart to commemorate the occasion. With the help of the Jitterbug platform can record this process, permanent collection.

5. "Cloud photo"

The planning was inspired by a ceremony of graduation, the awarding of diplomas and then take a photo with the principal. It is worth noting that the program setup for this planning was verified. Only the graduates of the class of 2020 can enter the photo interface after entering their college name and student number to verify and pass. To ensure the seriousness and authority of this group photo.

6. "Cloud Recognition"

The planning was also inspired by a ceremony at graduation. Without the offline graduation recognition, we moved the session online. The Class of 2020 Outstanding Graduates, University Outstanding Thesis and Graduation Design recipients are recognized online.

02

"Cloud Series" Planning Sources and Design Concepts

1. Planning Sources

Most of the activities in this series come from the conversion of offline activities. Due to the epidemic can not return to school, the graduates have some regrets, some of the large-scale offline activities in previous years to move online, this "sense of ceremony" to a certain extent to appease the mood of graduates, but also reflects the school's humanistic concern for graduates.

2. Design concept

What is particularly worth mentioning is that in terms of design, the "Cloud Series" adopts a variety of new media interactive means, presenting a full range of perspectives from both audio and visual. We use H5 and audio interaction to complete the "Black University gave you a graduation phone call"; the use of AI and WeChat small program fusion to complete the group photo; the use of SVG animation effect to complete the cloud wandering campus; the use of video stickers and AI synthesis to complete the tasseling session...... From planning to design, we always stand in the perspective of the graduates' senses, put ourselves in their shoes and think differently, reflecting the service-oriented, humanistic and "new" characteristics of new media.

03

"Cloud Series" problems and reflections

From the production level, the cloud series of planning are "hardcore" and "resistant". And by a number of mainstream media, including the People's Daily, including the attention of the report. Related series of selections in the college school media session circulated widely, many colleges and universities call to consult and learn from the selection. However, we also found that in the process of dissemination within the school, the initial response was average. After communicating with many college school media people and self-study, I summarized the following problems, which are also some of the problems often encountered in series planning.

Cloud series part of the selection of data (intercepted)

1. Series planning is easy to monotonous and boring

In order to pursue unity and wholeness, in the production of the series planning, most of us will be biased towards the use of a more uniform layout templates and relatively consistent title, which often leads to the reader's reading fatigue. In the process of analyzing the cloud series, we found that the overly consistent pursuit of headline consistency greatly affected the dissemination speed and breadth of the tweets. In the analysis of the click-to-read rate, we found that even when the content and presentation are novel, readers are influenced by the headline and have little interest in clicking to read.

2. Insufficient strength of series planning

In the new media environment, it is more difficult to cultivate readers' interest in reading compared with the paper media era. Many colleges and universities produce a series of plans to improve the rationality and integrity of the news propaganda, and cultivate regular fans, this is not wrong. However, it is worthwhile to think about how to make new innovations in a series of planning. Need to make it clear that the series planning is not to facilitate the editor to choose the subject of laziness, a good series of planning is more difficult than ordinary planning.

3. Focus on good uploading and communication

The new media language series planning and traditional paper media planning can never be equated, do not copy the hard way. The first thing that every school media operator must think about is to identify the fans and service groups in their hands. At the same time, we should also do a good job of uploading the role of communication bridge, in a timely manner, the design of publicity work, deployment and the spirit of guidance conveyed; but also timely and scientific and reasonable to pass the students' ideas to the upper level. This is not empty words, but do a good job so that everyone is satisfied with the key to planning!

4. Focus on multi-level dissemination and public opinion control

After the release of the new media works, how to disseminate, triggering the "screen" is a point we need to think about. In the analysis of WeChat graphics, we found that the open rate of the circle of friends is dominant. That is to say, the number of people who clicked on the tweet through others' sharing of the circle of friends accounted for the vast majority. Accordingly, the concept of "content is king" is once again born, relying solely on the title to attract readers is not enough to inspire the enthusiasm of forward reading, real quality content is the key factor that may trigger forward sharing.

But campus media operators must be vigilant in controlling public opinion, and must not be forced to deliberately guide students to forwarding, so as to avoid the occurrence of vicious incidents of public opinion dissemination. Often, public opinion triggered by internal dissatisfaction will be accompanied by more secondary public opinion, and student opinion leaders or let the incident form a reverse propagation, creating a huge risk of public opinion.

04

What should be done for campus new media series planning

I would summarize this question as "more", "faster" and "better". " "Save" four aspects.

1. multi - broaden operational thinking, multi-dimensional planning

Broadening operational thinking is necessary to ensure the continuous output of content. In the topic planning seminar, the editor-in-chief of campus media can categorize and integrate the topics reported by student journalists, and columnize and serialize them. On the one hand, the topic can be made practical and detailed, but also to achieve the purpose of in-depth excavation. At the same time, it is also necessary to do a good job of competition, the merger of similar themes, to take the way of cooperation and competition to open the selection of the conflict, but also to improve the team's sense of cooperation and competition.

2. fast - keep up with current hotspots, prepare in advance

Hotspots happen all the time, campus media people should learn to find hotspots, whether it's through the microblogging hot search or big data platform analysis, or through the self analysis of the circle of friends screen brushing, the current hotspots outside the school to grasp accurately, is a good selection of topics The accurate grasp of the current hotspots outside and inside the university is an important key to good topic selection and planning. Whether to rub or not to rub the hotspot can be analyzed from the following aspects: theme, entry point, logic, whether it is executable or not, the integration degree with school students, and the prediction of public opinion. At the same time, after determining the selected topic, it is also necessary to predict the direction of the hotspot, and launch different content at different time nodes.

3. Good - to form a unique style, pulling live accounts

Most campus new media will find that many colleges and universities materialize a mascot for campus media, and carry out personality-based operations. In addition, some colleges and universities in the visual, from the header image, content layout, color matching, past links, end picture, in the look guide, etc. have formed a unique style, make a deep impression. In doing series planning especially focus on this point.

4. Province - do a good job of fan operation and maintenance, twice the result with half the effort

The most important feature of the series planning is that it lasts a long time, so it is easier to get the favor of fixed fans. How to do a good job of the key fans of the operation and maintenance of the series of planning for the dissemination of the effect plays a very critical role. Planners can focus on forming interactions with fans in copywriting, guidance, and activity design, and accurate dissemination to fans. Many colleges and universities will establish some communities by organizing some activities online, and targeted communication in community operation often achieves good results.

This article is reprinted by the authorization of the knowledge of the youth said from an Oleg (ID: yzalk0828 by Dong Shukai), reproduced, please indicate the source!