How to prepare the 2016 annual report? How to make a marketing promotion and operation plan in 2017?
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2016 Annual Report Guidelines 1. Overall operational data UV, number of orders, number of transactions, and revenue in 2016. 2. Daily average operation data 3. Monthly operating data 1) Overall UV, number of orders, number of transactions, and revenue for each month. 2) UV, number of orders, number of transactions, and revenue by platform (Web, Wap, APP, new media , offline) for each month. 4. Effect data 1) The investment costs of each channel in each month. 2) The revenue generated by each channel in each month. 3) ROI of each channel in each month. 5. Channel data 1) Sort by UV. TOP20 channels; 2) Sort by income. TOP20 channels; 3) Sort by ROI. TOP20 channels; 4) Sort by order conversion rate . TOP20 channels; 5) Sort by spending, TOP20 channels. 6. Marketing activities 1) What activities were carried out? 2) Activity operation data (reading volume, number of participants, UV, number of orders, revenue) 3) Activity effect: ROI. 7. Staffing 1) Number of personnel. 2) Staff salaries. 3) Personnel work tasks and completion rate. 4) Ranking of personnel cost-effectiveness. 8. Competitive product analysis website APP New Media 1) Number of fans. 2) Amount of reading. 3) Number of channels covered. (List the main channels to see which ones the other party cooperated with and how they cooperated) Activity What activities were carried out and how was the participation rate? Summarize each activity. Without a retrospective summary of the activities, the activities will only get worse and worse. Only by carefully sorting out, analyzing and summarizing the entire process of the activity can it be condensed into your experience, not just experience. 9. Industry status Based on competitive analysis, visually estimate your industry ranking. Plans for 2017 1. Annual goals 1) Income target. 2) UV target. 3) Brand goals. 2. Annual budget Establish a budget based on 2016 operating data and 2017 operating goals. It is important to retain adjustable space. Promotion channels in 2017 1. Website promotion 1) Search. Baidu SEM , 360SEM, Sogou SEM, Shenma SEM. Baidu SEO . 2) Website navigation. hao123 website navigation, 360 website navigation, sogou website navigation, 360 website navigation and so on. The mobile browsers include QQ Browser , UC Browser, Xiaomi Browser, etc. 3) Network alliance. Yiqifa, Linktech, Baidu Alliance. 4) Portal community. Four major portals, local communities, and so on. 5) Cross-industry cooperation. 6) Lifestyle classified websites. 2. APP promotion 1) App Market / App Store Xiaomi App Store , Baidu Mobile Assistant (including 91 Mobile Assistant and Android Market ), Huawei App Market , App Store , 360 Mobile Assistant , Meizu App Center, PP Assistant , UC App Store, OPPO Software Store, Jifeng Market , Sogou Mobile Assistant, Meizu Store, Wandoujia , Anzhi Market , Gionee Easy-to-use, Mumayi, Lenovo Le Store , App Store , Wo Store, Mobile MM, etc. In addition, some browser app stores can also cooperate, such as QQ Browser, etc. The gameplay here is to first go online with the basics, and don’t miss out on anything that can be put online. Then make use of some resources, such as new product launch , first release, activities, exchange volume and so on. If you have some budget in the middle, it is recommended to increase the volume to do ASO optimization and give some good reviews. 2) QQ group. QQ groups and WeChat groups are gathering places for precise users. If done well, you can obtain a group of seed users . 3) Wap. There are too few channels for APP promotion now, and WAP traffic is so large. If you have the money, you can make good use of it and jump directly to the app download page. I had a friend who often used this method to push up the app store rankings, which was really weird. 4) Exchange quantity. Start small, bit by bit. Make use of all available resources. 5) Zhihu. I have a friend who insists on interacting with users on Zhihu. He has accumulated nearly 30,000 followers, nearly 50,000 likes, and more than 10,000 thanks. He once gave an answer, which was reposted by many Zhihu netizens on Sina Weibo , bringing him more than 10,000 new APPs that day. 6) Community. Through prize-giving activities in the community, a group of seed users can also be attracted. 7) Super APP. In this era where everyone is their own media , every APP is also a traffic media. You can exchange traffic with APPs , pay, or participate in activities. 8) Brand advertising. For example, television, building celebrities, subways, buses, cinemas, videos, etc. are suitable for brand exposure, but they require a lot of budget unless you are particularly good at making a name for yourself or have some special tricks. I really hope that one day I can get something for nothing, haha. 9) Colleges and universities, communities. Accurate offline promotion channel, and relatively efficient. If the quality problem can be solved here, it will be a very good channel. Offline is the most efficient channel for game promotion . 10) Advertising platform. Duomeng, Dianru, Dianle, Qincheng Interactive, Yunju, Youmi, Jupeng, Rehulu, Midi and so on. The resource forms include recommendation wall, interstitial, banner, push , points wall , etc. 11) Pre-installation and flashing. The effect is average, suitable for applications such as Baidu, Taobao, assistant, security, browser, etc. 12) About the gameplay on iOS The authentic way to play is: rush to the top of the list . Points wall rush. Brush the charts . Machine brush. ASO . Directly flash the machine, optimize the points wall, copy the main APP, change the skin to make a vest, etc. Recently, some apps have directly put 20 keywords into the TOP10. In addition, some can be used as associative words. Hot search. When I worked for my previous company, every time we did TV commercials, they were automatically promoted, but the results were average. But I heard that financial management APPs are quite effective. 13) Precision channels Tencent Guangdiantong , Sina Weibo Fantong , Toutiao , Momo Information Flow , Sina Fuyi, Shenma SEM channel, admob, inmobi. 14) Social Marketing Launch activities through Weibo, WeChat and other channels to attract user participation and gain downloads. There is a product in Nanjing called Scallop, which has gained considerable downloads from Weibo and WeChat through small games such as word memorization competitions and naming. This costs very little, but the effect is very good. The " Luo Yixiao incident" proves that if WeChat is used well, it can generate amazing traffic and create rich residual commercial value for big Vs. 15) Event Marketing Durex is doing well in this area. 16) Viral Marketing Alipay’s “Jingyefu” event marketing; PAPI Jiang’s rise from 22 million to a low-key breakup with Luo Pang; Durex’s trial-wearing marketing with hundreds of people; Apple’s Fengweilong pull-tie’s shift to Internet marketing , and so on. 17) Influencer or Internet celebrity marketing This requires two conditions: good product quality and a celebrity recommendation. The source of Zhihu's early seed users was to invite big names in the industry to join, expand the influence of the product through the leadership of these big names, and transfer their fans. The same is true for the recent Baidu Pie. 18) DSP DSP has always performed relatively well abroad and is also developing continuously in the country. 19) Subsidized promotion Typical cases include Didi Taxi , UBER, and Ele.me. Now there are companies that are unwilling to spend money on channels and are willing to spend money on customers, which is more accurate. 20) Cross-industry cooperation Tencent and JD.com: JD.com is interested in Tencent’s traffic entrance, and Tencent is interested in JD.com’s payment exit. 21) Beauty video live streaming platform For example, Tmall and JD.com’s e-commerce + live streaming model on Double Eleven 22) Free channels Chuangyebang , IT Ear, 36Kr , Internet Analysis Salon, NetEase Recommended News, Operation Uncle, Qinggua Media, etc. can all be promoted through activities and articles. 23) Administrative channels Previously, there was a product related to educational examinations that ranked first in the APP STORE overall list. It was said that it was a product that educational institutions designated as a must-use for students, so it achieved a large amount of traffic without spending any money. Final words Here are some suggestions for you: 1. Grasp user needs. This is the basis of operations. 2. Make good products; products are the biggest marketing. 3. Promotion is a boost, and marketing is just the icing on the cake. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @袁小茫 (Qinggua Media) when it is reprinted. Please indicate the author information and source! |
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