Product activity operation and promotion planning plan!

Activities are a very important way to quickly attract new and active users, such as: new user attraction activities, paid activities, active activities, traffic-generating activities, etc. If an activity is done well, the effect it brings is immeasurable.

However, many of our friends clearly wrote solid planning documents, but when they implemented the activities, they were full of loopholes and bugs?

Today, I will talk to you about the complete product activity operation and promotion planning ideas. I hope it will be helpful to you.

1. Competitive product analysis

1. Do a good job of positioning and choose competing products

Generally speaking, it is best to choose two products for competitive product analysis, or at most three. So, how do we acquire competitive products?

1. Go to App Store or App Market and search using keywords

2. When searching for keywords on Baidu, the top-ranked products are all competitors

There are other ways, which I will not go into here.

2. Competitive product analysis and conclusion

Generally speaking, a more comprehensive competitive product analysis should be carried out from the aspects of users, market trends, functional design, operation and promotion strategies, etc. Here we refine it into the following dimensions:

1. Product functional structure

2. Market Analysis

3. User analysis

4. Demand Research

5. Functional Analysis

6. Operational Analysis

7. Summary

Focus on market analysis and operation and promotion strategies.

Take a mobile lifestyle app as an example. The operational data can be used to conduct competitive analysis based on download volume, number of users, retention rate, conversion rate, number of active users, active time, etc.

The operation and promotion strategies can be analyzed from the channel management of competitors, such as application market launch, mobile forums, marketing activities, soft article launch, social media performance, etc.

3. Draw conclusions and formulate emergency measures

Through the above competitive product analysis, we can roughly draw a conclusion with relatively more market commercial value, and then formulate a reasonable APP operation and promotion plan based on the conclusion.

2. Product Positioning

The importance of product positioning is shown by devoting a separate section to discussing it.

Clear product positioning and target user group positioning are the cornerstones of operation and promotion; the more thorough and clear the target user group analysis is, the more critical it will be for subsequent product promotion.

1. Product positioning

Describe your product clearly in one sentence, and what kind of product you use to satisfy users or user markets, such as:

Momo: A mobile social tool based on location.

QQ Space: A platform for asynchronous information sharing and communication, which is a supplement to the QQ instant messaging tool.

Qinggua Media: Sharing Internet products and APP promotion and operation information.

2. Product core objectives

Product goals are often expressed as solving a problem in the target user market. The more thorough the analysis of this problem, the more accurate the core goal of the product.

For example, 360 Security Guard solves the security issues of users using computers; WeChat provides users with a mobile application that allows smooth voice communication.

3. Target user positioning

Generally, the target user group is located based on age, income, education level, and region.

4. Target user characteristics

(1) Common user characteristics: age, gender, date of birth, income, occupation, place of residence, interests and hobbies, personality traits, etc.

(2) User skills : Proficient in computer work and strong foreign language skills.

(3) Product-related features:

• E-commerce : shopping habits, consumption budget, etc.
• Dating category : whether single, and criteria for choosing a partner.
• Game category : Do you like 3D games? Do you have experience in similar games?

5. User role cards

Create user role cards based on the target user groups and target user characteristics.

6. User usage scenarios

User usage scenarios refer to placing the target user group into actual usage scenarios.

Taking the above APP as an example, Xiao Li saw a product that was discounted to 870 yuan and wanted to buy it. He used the price comparison APP to scan the QR code and found that the price on JD.com was 680 yuan and the price on Taobao was 620 yuan. The APP actively suggested buying it on Taobao.

3. Promotion plan

In the mobile Internet industry, the startup market is suitable for multi-pronged attack, trying every conceivable approach and method to maximize brand effect with minimal investment.

Among the 100 methods that you can think of, constantly test out the most effective one, eliminate 99 of them, concentrate your resources on one point that may explode, constantly magnify it, constantly analyze it, and wait for the outbreak.

Ultimately attract more registered users and increase your market share.

1. Channel promotion

Product operation is inseparable from promotion. We must learn to find problems from operations, summarize good experiences, and create high-quality channels, such as online promotion, offline promotion, points wall promotion, etc., which will not be introduced one by one here.

2. New media promotion

Next, I will focus on the new media promotion in App promotion methods, including the following aspects:

(1) Content planning

Before content planning, you need to do a good job of audience positioning and analyze the core user characteristics.

Insist on producing original content, and keep updating about three interesting contents a day.

Catch the hot spots of the week or day and follow up.

Creativity, creativity, let your product tell a story and humanize it.

(2) Brand-based promotion

Encyclopedia promotion: Create brand entries in Baidu Encyclopedia and 360 Encyclopedia.

Q&A promotion: Create Q&A pages on Baidu Knows, Soso Q&A, Sina iAsk, Zhihu and other websites.

(3) Weibo promotion

• Content : humanize the product, tell stories, identify the characteristics of Weibo, and insist on producing original content; follow up on hot topics of the week or the day on Weibo, and maintain a certain level of continuous innovation. Here you can refer to the more successful Weibo accounts in the same industry and learn from their experience.

• Interaction : Follow relevant Weibo accounts in the industry, maintain interaction, and increase brand exposure.

• Activities : When necessary, you can plan activities, forward on Weibo, etc.

(4) WeChat promotion

The operation and promotion of WeChat public accounts requires a certain amount of time to settle down. Here are a few steps for reference:

• Content positioning : Combine products to make content aggregation recommendations. The content does not have to be large, but it must be refined and in line with the positioning of the WeChat account.

• Accumulation of seed users : In the initial stage, a KPI indicator can be given, with a threshold of 500 fans. Seed users can be recommended by colleagues, friends, partners, Weibo, official website, etc.

• Accumulation of small accounts : Open a small WeChat account and import target customer groups every day.

• Use the small account to guide the big account : recommend the WeChat public account through the accumulated fans of the small account, and import the fans to the WeChat public account.

• WeChat mutual promotion : When the number of fans reaches a certain expectation, you can join some WeChat mutual promotion groups.

(5) Event Marketing

Event marketing is definitely a physical and mental job, which requires the entire team to maintain a keen sense of the market. In addition, it requires strong execution capabilities and certain media resources so that the event can be launched as quickly as possible.

The premise of event marketing is that team members need to be exposed to a large amount of fresh information every day. In order to integrate this information, they also need to develop the habit of recording some flashes of inspiration and creativity at any time and share them with other members in a timely manner.

For creative ideas that can be applied to the product, we will immediately brainstorm and reason about the events. If we determine that the plan is feasible, we will immediately make a communication plan to match it, start making a project budget and prepare channel resources.

(6) Data analysis

Spend some time every week to carefully analyze the data behind each Weibo, WeChat, and each channel. You will definitely find the fit and correlation behind the highly disseminated content. This will be very helpful in improving the quality of your official Weibo and WeChat content, and your operation will also be more down-to-earth.

3. Offline promotion

Use publicity funds to print paper leaflets and various posters for publicity.

Introduction posters : Post posters in places with high traffic and where free publicity is available.

Flyers : Discuss with cooperating merchants to expose flyers in places where merchants come into contact with users.

Ground promotion flyers : Make exquisite flyers and distribute them in places where office areas are relatively concentrated and shopping malls.

4. Promotion Budget

According to the above promotion plan, allocate budgets to each channel and finalize the first phase budget with the boss.

5. Set goals

For an APP, I think the focus indicators are determined by two aspects:

1. Product operation stage

(1) Seed stage : The main purpose is to collect user behavior data, compare it with the user model during product design, and make targeted adjustments.

The main data of concern include: page path conversion, button clicks, number of launches, launch time period, length of stay, etc.

At this stage, the amount of data does not need to be large, but it must be real. As for the source of users, you can start with free channels. It would be even better if you can have some first-release resources.

(2) Promotion period : The main purpose is to expand influence and attract users.

The main data of concern are: new, active, retained and channel data.

At this stage, it would be best if we could coordinate various resources in a multi-pronged approach to achieve an explosion in user volume.

(3) Revenue period: The main purpose is to generate revenue through various activity operations and value-added services.

The main data to look for include: number of paying users, payment amount, payment path conversion, ARPU, etc.

2. Product Type

For example, for communities, active users and UGC are very important; for games, the number of online users and arpu value are key. According to the APP product type and the operation stage, formulate an APP data indicator assessment table, as shown in the following figure:

Here is a sorted chart to illustrate. These are some data indicators I collected on the Internet a long time ago. I think they are quite practical and can be used as a reference when making a plan.

6. Analysis of APP data indicators

The data indicator system of APP is mainly divided into five dimensions, including user scale and quality, participation analysis, channel analysis, function analysis and user attribute analysis.

User scale and quality are the most important dimensions of APP analysis, and their indicators are also the most compared to other dimensions. Product managers should focus on the indicators of this dimension.

1. User retention and retention rate

Retained users and retention rates usually reflect the loss of users acquired in different periods. Analyzing this result is often to find the specific reasons for user loss.

After an APP gains a certain number of users, there will be more users at the beginning. As time goes by, there will be a continuous loss of users. The retention rate will gradually decrease over time and generally reach a stable level after 3-5 months.

Among them, reading information, social communication, and system tools are the three types of applications with the highest retention rate, and the retention rate stabilizes at around 10% after 4 months.

Only when the retention rate is improved will more users stay and more and more users will actually use the APP.

Next-day retention : Since they are all new users, we analyze the reasons for user loss based on the product’s novice guide design and new user conversion path. Through continuous modification and adjustment, we can reduce user loss and improve the next-day retention rate. Usually, if this number reaches 40%, it means that the product is excellent.

Weekly retention : During this period of time, users usually go through a complete usage and experience cycle. If users can stay at this stage, they are likely to become more loyal users.

Monthly retention : Usually the iteration cycle of a mobile app is 2-4 weeks for one version, so monthly retention can reflect the user retention of one version and the update of one version.

It will always affect the user experience to some extent, so by comparing the monthly retention rate, we can determine whether each version update has an impact on users.

Channel retention : Because the channels come from different sources, the quality of users will also vary.

Therefore, it is necessary to conduct a retention rate analysis for channel users, and after excluding factors of user differences, compare the next-day and weekly retention rates to more accurately identify product problems.

2. Active Users

Users are constantly added and lost every day. If you only look at the number of daily active users, it is difficult to find the essence of the problem, so it is usually combined with the activity rate and the entire APP life cycle.

The activity rate refers to the ratio of active users to total users. This ratio can help you understand the overall activity of your users. However, as time goes by, the user activity rate will gradually decrease.

Therefore, after a long life cycle (3 months or half a year), if the user activity rate can be stably maintained at 5%-10%, it is a very good performance of user activity. Of course, it cannot be fully applied and depends on the characteristics of the product.

above.

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Author: Operation Uncle

Source: Operation Uncle