From the "May Day" routine of operation, let's see how to "take advantage of the festival"
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Not long after Qingming Festival, May Day comes. Unlike others who have already begun to concentrate on waiting for the May Day holiday, most operations personnel, especially event operators and self-media operators, are probably scratching their heads now to plan a copy (activity) that will be explosive enough. I think many people who work in operations will have a new discovery: there seem to be suddenly more festivals around us? As a qualified operator, it is essential to be familiar with all the festivals, big and small. Especially for event operations and self-media operations, for them, these are no longer simple festivals, but living hot spots that can be processed and leveraged again. It is no exaggeration to say that as long as you can think of it , "every festival is a hot spot." Today, I would like to take advantage of the much-anticipated "May Day" hot topic to talk to you about the conventional tactics used to leverage the "May Day" in previous years, the special points of this year's "May Day", and extract the tactics of "leveraging on festival momentum" and share them with you. 1. Previous May Day routines Official accounts and Moments are the main platforms for content distribution nowadays. If we observe the types of articles on them, we can basically understand the general routines of "May Day". Types of articles on May Day in Moments The picture above shows the related keywords that popped up when I searched for "May Day" directly on WeChat . There is no doubt that these categories should be the mainstream article types on the topic of "May 1st". However, since self-media and event operations are the most sensitive to various festivals, it is not difficult to understand why the most common people who try to take advantage of the "May Day" hot spot are the copywriters and the sales promotion party. 1.1 Copywriters The copywriting group can be typically divided into two categories: strategy and knowledge. Since it is the May Day holiday, the dominant strategy is undoubtedly "travel strategy". Travel guides can actually be divided into tourist attraction guides and traffic consultation guides (such as highway toll guides). WeChat article about "May Day Travel Guide" Although it is only April 20th, operations that are sensitive to hot spots have already completed the first wave of attacks. From the WeChat Index , we can clearly see that the index of the word "May 1st" began to grow in early April, and April 14th was a significant turning point. "May 1st" exploded from this moment and the index rose sharply. Obviously, this is the beginning of the operators' efforts. WeChat Index for May Day The other type of knowledge-based articles is mainly about imparting knowledge to readers as a knowledgeable teacher. Usually, many people forward and share these articles (pretending to be knowledgeable. However, if this type of article wants to stimulate forwarding, the title is very important.) For the examples below, I don’t think they are very clickbait titles , and I don’t want people who forward them to pretend to be so. "The Origin of May Day" Of course, in addition to this type of knowledge that outputs "May 1st's origin", there are also articles of other types of knowledge, such as this article by the author that uses May 1st to talk about hot topics. 1.2 Promotion Party Chinese people always like to find ways to "give money" to consumers. Any festival can be used as a reason for discounts and promotions. Even if there is no festival, you can create one. Typical examples are " Double Eleven " and " JD 618". I remember when I was working at Midea, Suning ’s “Air Conditioning Festival”, “Refrigerator Festival” and “TV Festival” took turns during the summer vacation, with constant promotions. It is conceivable that they would not miss such a good gimmick as the "May 1st Sale". Image from eLong app As you can see, eLong’s app has already released a “May Day” special edition, and the related “May Day promotional activities” have also been launched online. It can be said that “everything is ready, waiting for you to fall into the trap.” 2. The special points of this year's "May Day" However, this year's "May Day" in addition to the copywriting and promotion party of previous years, there is another style of articles that have emerged, such as "** people, you had a fake May Day" or "May Day holiday cancelled" and so on. What makes this year different is that May 1st falls on a Monday, which together with last week’s Saturday and Sunday forms a “three-day holiday”. It gives us a feeling of "an ordinary weekend" and also provides a fertile breeding ground for this kind of clickbait headlines. However, I personally believe that unlike promotional content that can bring about direct GMV growth, guide-type copywriting is also more in line with the product itself. For example, if you are a public account in the tourism field, then there is nothing wrong with taking advantage of the "May 1st" hot topic to write a travel guide. After all, it is consistent with the readers' usual perception of you. However, pure clickbait like this year's has caused most public accounts to scramble to report on it. I don't know how much help it can have on the branding of its own products and the conversion of effective fans, other than bringing in a short period of reading and forwarding. Therefore, the author has always believed that whether it is content production or leveraging marketing , one thing that must be implemented is that your plan must fit your product and be able to truly bring value to the product. After reviewing the "May Day" routines of previous years and taking a peek at the highlights that various companies are vying for this year, let's talk about how to take advantage of this "festival" hotspot. 3. Some suggestions on “taking advantage of festivals” 3.1 Find the fit between festivals and products The so-called finding the fit between festivals and products can actually be broken down into three steps. 1) Understand the background of the festival, including its origin, target groups, related rituals, etc.; 2) Understand the characteristics of the product, including main functions, corresponding needs, target users , etc.; 3) Explore the similarities between festivals and products, and find out where the two can be connected, so as to guide users to associate the festivals with our products and strengthen user awareness. Many operators can do the first point perfectly, but few can do the third point. This results in their solutions having a big enough impact to attract the attention and participation of large-scale users, but it is difficult to bring them back to the product and bring real value to the product. 3.2 Clarify the output format There are only two forms of output: content and activities. The so-called content, at its core, is the production and distribution of content. The production of content can be based on the fit points in the previous step, and the distribution of content is to better reach our target users. Although there are many self-media channels that distribute information such as Toutiao, Yidian Zixun , and NetEase News, most self-media people are still accustomed to using WeChat public accounts as their main battlefield. But this does not affect our use of those distribution platforms as our traffic channels. In terms of distribution and drainage, we need to pay attention to: 1) Choose a platform with high user matching. High user matching means higher conversion rate ; 2) Choose a leading platform with considerable traffic and a large user base; 3) Carefully study the characteristics of the distribution platform and make targeted adjustments to the article style based on the user characteristics of each platform. For example, there are the clickbait titles on Toutiao and UC. However, from the perspective of brand building, the author does not recommend clickbait titles. If you choose a title that has nothing to do with the content of the article just to get a few clicks , it will easily cause users to be disgusted. As for activities, generally speaking, the activities we often use are mainly of two types: our own platform activities and joint activities. The so-called own-platform activities mean that everything from planning and preparation, resource supply to execution can be dominated by the platform itself, and everything is under its own control. Its promotion channels are mainly its own apps, self-media and other paid channels; and joint activities, as the name suggests, are to carry out activities in conjunction with other platforms. The more common positioning of the two parties in cooperation is generally: one party provides material (service) resources, and the other party increases traffic resources. For activities on the platform itself, the purpose of the activity will focus more on promoting the activation of old users or stimulating conversion and payment; while for joint platform activities, the party providing material resources is often for the purpose of acquiring new users. After all, most of the users reached through the other party's platform are not their existing users. When choosing a cooperation platform, the user matching between the two should undoubtedly be put first. "Promotion" as a means of inducement is applicable to both activity models, and the specific choice can be made based on the purpose and resources of the activity. "Promotional activities" mainly provide targeted promotional products to different user groups and different scenarios. Promotions like eLong’s are mainly purchased from two dimensions: business district and hotel type. The business district meets the needs of different users in different geographical scenarios, while hotel types such as designers, couples , and parents-children meet the needs of different user groups. 3.3 SNS activity “hypothesis” Today I would like to talk to you about another low-cost and easy-to-explode form of activity - h5 activity based on SNS. SNS activities are mainly based on users' autonomous dissemination in their circle of friends, so they rely to a large extent on the level of user participation. This also determines that such activities need to focus on human factors. From the perspective of the entire process of the activity, there are different emphases on the human factors that need to be considered in the aspects of user browsing, participation, and sharing. At the browsing level, it may be necessary to consider the novelty and interest of the title, the recognizability of the content, and the consensus of users; at the participation level, it is more about low operation thresholds and interesting activities; to encourage users to share, it is necessary to base it on their sense of accomplishment and arouse their desire to show off and compete. Of course, you don’t need to have all of these factors in one campaign, you just need to choose the ones that best suit the campaign’s positioning. If the theory is simply stated dryly, it may be difficult for people to have a concrete impression. Let’s take an example to illustrate this. This example is purely the author's YY and the effect has not been verified in the market. For example, I am currently working in a K12 education company, and we would like to take advantage of the “May Day” hot topic to plan an H5 event. First, find the fit between the festival and the product. Holidays: May Day, Labor Day, work, occupation, position Product: Test product, End user: Children, Decision maker: Parents Fit point: What is the child’s future occupation/position? Basic idea of the activity: Because parents are the decision makers, the participants of this SNS activity are set as parents. Parents can generate reports by doing interesting test questions: Based on the test, you are a *** parent, your educational philosophy and methods are ***, and you can train your child to be **** - User return: Each report can be embedded at the end, "If you want to test your child's comprehensive ability more scientifically, you can take our ** test" Activity design based on human factors: Browsing level: Titles that are likely to attract others’ attention and gossip, such as “crying with joy, his (her) child will be ****” Participation level: 1) Low operation threshold is important, please treat users as idiots. So I chose the old-fashioned but easy-to-operate method of answering questions; 2) Fun: mainly reflected in the selection of topics and the final report, with both fun and professionalism; Competitiveness: relying on the title, your child will be so good in the future, I don’t believe that my child will not be as good as yours, so I want to have some fun too. Sharing level: Showing off: It is parents’ nature to show off their children (especially now), so in the design of the final report, you must praise the parents’ educational methods in a harmless way, strengthen the advantages and weaken the disadvantages; as for the children’s future careers, everyone must have an idea of which ones to choose. User sharing can establish a win-win image at the same time: I am a good parent who understands education and I have a promising and good child. As of now, there seems to be no SNS activities targeting the "May Day" period on the market. If readers think it is worth a try, they might as well give it a try. The above are some of the conventional means of leveraging the past "May Day" (in fact, most holidays are like this) that I would like to share with you on the topic of "May Day", as well as some ideas for leveraging SNS activities that I personally think are worth a try. PS: Finally, here is a "2017 Holiday List" for reference by operations colleagues. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @糖愫尔 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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