How to carry out a more complex “S-level content” operation? ?

Content-based platforms usually produce or introduce "S-level content" to temporarily increase operational data or serve as the top content of the product. Such as "invite well-known influencers to do live broadcasts", "obtain the copyright of a heavyweight program", "launch a star course online", etc.

• "S-level content" has two meanings in this article: difficulty "S-level". Operation projects involve many partners and relatively more uncertain factors, which poses certain risks. For example, if you invite a big V user to live broadcast, what should you do if the specific live broadcast time may be variable? How to estimate the user level so as not to cause server downtime?
• Content quality “S grade”. The content itself has its own traffic, or there is a high probability that it can be widely disseminated. For example, if you have the live broadcast rights for the "Rocket Girls Concert", the content itself will attract more users to follow. How can its effect be amplified?

Our product obtained the TV live broadcast rights for a certain girl group’s concert for the first time. In order to do a good job in this operation project, the operation team faces the above two major problems:

1. How to ensure the normal operation before, during and after this live broadcast.
2. How to amplify the operational effect of this content?

I will use this actual case to illustrate how to carry out a more complex "S-level content" operation.

The following is the basic idea of ​​this article:

1. Clarify bullet point information. When faced with tasks communicated by superiors, we can use 5W2H1E to further clarify key information. Including the goals of this project, the personnel who need to cooperate, etc.
2. Landing page plan and related requirements. The planning scheme mainly includes landing page design, user path design, traffic source entrance, data reporting, etc. After communicating with relevant partners, a project establishment email will be issued to inform everyone.
3. Execute in the early, middle and late stages. What are our goals in these three stages: before, during and after the content officially starts? What should we do specifically?
4. Effect evaluation and adjustment. How big is the gap between the actual effect and the expected effect? Where exactly does it appear? To help us correct it in time.
5. Risk identification and prevention. How should we manage risks in more complex operational projects?

1. Clarify the key information of the project

When we receive a task from our superiors, there is a high probability that the information is not complete. As the person in charge of this content operation , we need to communicate as soon as possible to clarify the key information of this project, which is the basic guarantee for the overall project operation. If key information points are missed, it is very likely to cause operational accidents.

We can use the "5W2H1E rule" to clarify the key information of the task. Why, What, Where, When, Who, How, and How Much, Effect. Asking these questions together can help us fill in the gaps in our thinking.

【Case】

The leader conveyed the task: "We have obtained the live broadcast rights for a well-known girl group's concert at the end of this month. You will be responsible for the operation of this project."

Analysis: Obviously this information is incomplete. Our first reaction is that we have a lot of questions to ask, so we ask them one by one. If we can use the "5W2H1E rule", it can help us make a list of questions and obtain the key information of the project.

Why: The ultimate goal of competing for the live broadcast rights this time is to verify the effect of promoting payment conversion rate and overall user activity?

where: Live broadcast in our TV products, no copyright for mobile products

when: October 20, 19:30

who: The operation team is responsible for this, and needs to communicate with "Rocket Girls Live" partners, our products, R&D, project managers, etc.

how much: We can devote our maximum resources to recommend

Effect: The goal of this operation is to increase the number of paying users by 3 times month-on-month.

After communicating with the list of questions, isn’t this “big topic” much clearer now?

2. Program planning and related requirements

After clarifying the key information, we need to make an overall plan and develop a "battle map" for the entire project. It needs to include landing page planning, user path analysis, data reporting, traffic sources and evaluation, etc., in order to communicate with relevant personnel and put forward our needs. It is also necessary to clarify the relevant persons in charge, time points, etc., in order to facilitate the work of all parties.

1. Landing page planning, user path sorting, data reporting

The goal of this project determines what kind of landing page we plan. It is also necessary to sort out the logic of key functions to ensure smooth user paths. The need for data tracking can help us analyze problems and adjust solutions.

Deliverables: landing page requirements document (including page prototype, user path analysis, data reporting, etc.)

Delivery targets: designers, R&D (front-end, back-end, test engineers), project managers, etc.

1. Traffic sources and evaluation

For such important content, calculating traffic has two meanings:

1. What are the traffic channels that can be used? To help us arrange relevant traffic channels.
2. Report to the relevant operation and maintenance department to assess server pressure.

Delivery content: Total traffic calculation (traffic channels)

Delivery target: Persons in charge of each traffic channel and operation and maintenance colleagues

1. Sort out the requirements based on 1 and 2, and send a requirement email

When there are many departments and people involved, a demand email can be sent after communication to synchronize the background information of the overall project with everyone. This will be more conducive to subsequent follow-up and communication, so that relevant colleagues can be informed of matters that require their cooperation.

【Case】

The live broadcast of "A Well-known Girl Group's Concert" requires planning of the landing page, user path, traffic calculation, etc.

Through landing page planning, user path analysis, traffic sources and evaluation, we can get the following project requirement email. The overall framework of the demand email can be divided into: 1. Introduction to the demand, 2. Description of the demand background, 3. Planned promotion channels, 4. Visual design requirements, 5. R&D requirements. Among them, the landing page requirements and the planned promotion channel table are more critical.

Screenshot of the landing page requirements:

Some screenshots of planned promotion channels:

3. Execution at the beginning, middle and end

This section will combine the above cases to further explain in detail what are the key goals at each stage around the core goal (promoting paid conversions) before, during and after the live broadcast? What should be done to ensure its normal operation and to make some operational actions to expand the communication effect.

You can also formulate early, mid and late stage operation strategies based on your actual cases.

The following analysis is for your reference:

1. Before the live broadcast

(1) Number of new user visits (UV). Pay attention to the number of users from each channel and make timely adjustments if the expectation is not met.

(2) Whether the reservation conversion rate and coupon collection conversion rate meet expectations. If not, funnel analysis is needed to find out which link has problems and make timely adjustments.

1. Live

(1) Number of returning users. Attract as many users as possible to watch the live broadcast. Its operating method is to send push or text messages to users who have made reservations to remind them to come and watch. Use social accounts such as official accounts and Weibo to publish live broadcast information, etc.

(2) Paid conversion rate. It can be set that members can watch for free, and non-members can watch for free for 15 minutes. In addition, the coupon needs to have a red dot reminder to remind users that they can use the coupon to activate VIP membership.

1. After the live broadcast

（1）Ensure information alignment. The landing page is changed to a return visit page, and the poster copy is replaced with "Live Replay"; expired content is removed.

(2) Secondary dissemination of content. Distill the highlights of the live broadcast content and produce related special topics, short video collections, WeChat and Weibo tweets, etc. Further expand the dissemination of this content.

(3) Paid conversion rate. New users who watch a 5-minute replay can get a VIP coupon. Users who have watched for 5 minutes are more likely to be the target users of the content. Issuing coupons to such users can further increase the payment conversion rate.

IV. Effect Evaluation and Adjustment

Effect analysis can help us find out what has not been done well in time and make adjustments. It can be divided into two methods: "phased effect evaluation" and "overall project effect evaluation".

1. Staged effectiveness evaluation. Whether the effect has met the expected stage. For example, did you achieve the target number of new visitors during the warm-up period? If it is not achieved, you also need to consider which link has a problem and make adjustments immediately.
2. Overall project effectiveness evaluation. That is, after the overall completion of the project, an overall evaluation of the effectiveness of this operation project will be conducted to guide subsequent similar work.

【Case】

During the warm-up period of the live broadcast of “A Well-known Girl Group’s Concert”, it was necessary to follow up on the progress and effects of each channel every day. After 3 days of watching, it was found that the number of reservations did not meet expectations. What should be done?

Analysis method: Based on the current traffic source data, compare it with the estimated traffic in the "Promotion Channel Table" to see which channel has the problem. And make phased and overall optimization strategies. (As shown below)

Phased optimization strategy: Analyze whether there is room for optimization in this channel. If not, consider increasing the delivery volume in other channels.

Overall optimization strategy: Applicable to after the completion of the entire project, judging from the overall effect which channels have better or worse quality. So as to adjust the investment ratio in the subsequent overall planning.

V. Risk identification and prevention

Complex operational projects involve many factors, and the content is important, many resources are mobilized, and the number of users is large. Therefore, a certain level of risk identification and prevention awareness is required. Only in this way can we ensure that the overall project can resist risks and has a high probability of achieving normal operation.

In my work experience, there is no fixed routine to learn risk identification and prevention capabilities. It is necessary to continuously accumulate experience in actual work, which may be the fastest way to improve the ability to identify and prevent risks.

Here are some of the risks in this case for your reference:

1. Model compatibility issue. Before the landing page went online, we learned that a certain model was not compatible. Assume that solving this problem requires delaying the launch progress. The solution is to investigate the user proportion of this model and find that the user proportion of this model is only 4%. In this case, the compatibility of this model can be ignored to ensure that it is launched on time as planned.
2. The live broadcast content has been temporarily changed. Just one day before this live broadcast, the copyright owner suddenly notified that the event would be changed from a "concert" to a "meet and greet". That evening, we promptly notified designers, R&D and colleagues from various channels to help change the copywriting information. There will definitely be such risks if the live broadcast content is temporarily changed, and this needs to be taken into consideration during the planning process. Such as retaining PSD files and keeping information synchronized with the copyright holder in a timely manner.
3. Traffic reporting problem. Most "S-level content" comes with its own traffic, so the traffic level must be evaluated in advance. Communicate with operation and maintenance colleagues in a timely manner, carry out server stress testing, and prepare for monitoring during live broadcasts.
4. Problems with missing data reports. In my work experience, there have been problems with missing data reporting, which resulted in the inability to conduct subsequent effect evaluation. My preventive measure is to include this step as an item in the requirement document template so that it will not be missed every time the requirement template is used.

The above is the basic idea of ​​how to create "S-level content" once. Inexperienced operators should also pay attention to the following problems that are easy to "get into the trap":

1. Limited by the case of "celebrity live streaming", in actual operation it is necessary to formulate plans based on the characteristics of the content.
2. The 5W2H1E rule is just a tool to help us clarify tasks. There is no need to rigidly use the tool to analyze every item.
3. For page development requirements, you need to communicate with R&D colleagues in advance about which method is more efficient. For example, if the wireframe diagram is clear enough, there is no need to spend time making a high-fidelity prototype.

For your reference, I hope it will inspire you.

Source: Awei