Operational activity analysis丨Today’s Toutiao gold coin activity!

The creativity of an event is often an important factor affecting its effectiveness. A novel event can not only bring in traffic and create traffic fission, but also, as the event is productized, it can become an operational functional module, generating huge commercial value.

But this is also one of the most headache-inducing problems for event planners, after all, inspiration is not always available. Success stories like “Alipay Collect Five Blessings” and “WeChat Red Envelope Shake” are the results of continuous exploration and experimentation by professional teams.

As people with zero experience, we need to stand on the shoulders of our predecessors, collect, disassemble and assemble these classic and novel event cases, and refine them into a set of practical methodologies, absorb and internalize them into our own abilities, so as to master event operations with ease.

02. Type of activity

Subsidy

Readers who make money by reading news

04.Activity Process

Activity process: 1. Every time you successfully invite a new user to download and use this APP for the first time, you will receive a bonus cash red envelope. The event page can be shared with friends via WeChat, QQ, face-to-face, link, etc.

2. When your invited friends read 3 articles or videos carefully every day, you will receive a cash reward of 3 yuan. You can get a total reward of 9 yuan in 3 days. If the inviter is inviting a friend for the first time, he or she can immediately receive an additional reward of 1 yuan. Each user who sends the invitation is limited to once.

3. Increasing rewards: If a friend who is successfully invited reads one article or video every day, you can get 200 gold coins each time, with a maximum of 10 times per day.

4. Gold coins will be automatically converted into cash every morning and placed in the App account.

5. After accumulating a certain amount of cash and reaching the withdrawal limit, you can apply for WeChat withdrawal. The withdrawal will generally take 3-5 days to arrive in your WeChat account. 6. Repeat this cycle. flow chart

Develop a task section to allow users to directly access their reward amount and clarify daily tasks.

If a friend downloads, registers and reads three articles, he will receive 300 gold coins, or 3 yuan, which adds up to 9 yuan in three days. Get 1 yuan for your first friend invitation. Friends can earn double the money for reading every day, totaling 22 yuan. The total amount is 32 yuan. If the friend completion rate is 30%, the average customer acquisition rate per friend is 9.6 yuan.

The investment costs include development costs and customer acquisition costs. The return on investment mainly depends on the advertisements in the articles. The development cost is a one-time cost, which is assumed to be 20,000 yuan. The customer acquisition cost is a continuous cost. Assuming that 50% of the 1 million users are recommended users, the investment is 4.8 million and the customer acquisition time is 3 months. Assuming that the headline advertisement is 0.2 yuan per article and 3 articles are read every day, the daily profit is 600,000 yuan, and the investment will be recovered in 8 days after obtaining 1 million users. (The data are all hypothetical)

① Marketing risk: Even with monetary rewards, users may not persist in reading the news every day. Therefore, activation measures are also needed.

② Number of users: The base number of active users is very important, and daily active advertising is needed to maintain revenue.

③Product content: The quality of the content in the article is very important and can attract users to read.

All Toutiao users, as well as users who have been attracted through promotion and fission.

It ranks first among Apple News apps, with daily downloads of around 100,000.

The number of downloads for Android phones shows a cumulative total of 2.7 billion, with 6.87 million downloads in the past month.

Small-scale, short-term means of attracting new customers and promoting activation, holiday events, etc.

Shopping Festival Events

The number of existing APP users can be used to attract new users and generate fission conversions through the number of existing fans. Merchant product list, etc.

Attract new customers:

By promoting new users to download the APP and browse products through referral codes or exclusive links, the promoter can earn 300 gold coins every day. The more products the promoted users browse and the more they check in, the promoter can earn 300 gold coins every day for the first three days, and double the gold coins if they check in for 7 consecutive days.

Promote vitality:

Pre-heating:

Assuming there is 200,000 yuan of promotion funds, the initial plan is to convert the number of users who fully browse the products every day into gold coins. In the early stage, you need to establish the continuity of browsing products, check in every day, and get multiple rewards by checking in continuously.

On the day of the event:

Convert gold coins into coupons, or partially withdraw cash, and use them during holidays to stimulate consumption and orders.

Related reading:

1. Activity operation: an inventory of mainstream gameplay such as group buying, bargaining, and distribution!

2. Three key points of event operation: How to increase users’ willingness to participate in activities?

3. Event operation: How to do a live broadcast sharing that can attract 10,000+ users?

4. What you need to know about event operation | The basic process of operating online events

5. Event Operation: If these 4 points are met, there is no event that cannot be done well

6. Event operation: How to run a good event? Share 4 points!

7. Event operation: 6 common types of event link title copywriting!

8. Event operation, complete analysis of the gameplay of flash sales

Author: Cool Karate Product Person

Source: Cool Karate Product People