APP promotion and operation planning, a new way of event operation!
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Suppose a scenario where people are shopping offline in a shopping mall, then e-commerce is equivalent to a department store, recruitment apps are equivalent to a talent market, reading apps are equivalent to a bookstore, and takeaway apps are equivalent to a food court. Most of the operations staff in most companies are thinking about how to plan events, boost popularity, attract more people to my store, and keep customers shopping for a while longer. So, next I will talk about how to implement and plan an event with high quality. First, determine the purpose of our activities First of all, we need to determine the purpose of an event. Under what circumstances do we plan an event? 1. KPI oriented. For example, for many app stores , a key KPI for their operations is the number of user downloads, so they often plan operational activities around user downloads. There are also news apps that have an indicator of user sharing, or user questions, or building posts, so they will operate and plan some activities to guide users, encourage them to share more, make more comments, and then give users certain incentives. 2. Cooperate with other departments. After developing some new features for a product, we hope that more users will use it and will plan new operational activities for the new features. 3. User benefits. For example, some holiday activities, membership activities, topic activities, and feedback from new and old users. The most important thing for operations is to communicate with users, get closer to users, and bring users closer to us. Therefore, we usually need to organize some holiday activities and hot activities. This is the purpose of the activities. Second, determine the theme of our event When we have determined the purpose of the event, the next thing we need to think about is the theme of our event. 1. Hot events. For example, recent hot topics, hot events, hot incidents, hot figures, etc. The hottest hot event before was the Olympics, and the hottest hot figures were Wang Baoqiang and Ma Rong. There are many hot topics for us to choose from. 2. Film and television dramas. For example, some Hollywood blockbusters, some popular variety shows, The Voice of China (now called The Voice of China), and Running Man. We can also organize activities around some big IPs, such as activities around IP topics like "The Mystic Nine" and "Zhu Xian". 3. Events involving specific groups of people. For example, for students, you can organize some activities around the start of school or summer vacation. There are also things like BILIBILI animation, whose core users are some two-dimensional user groups. We can carry out operational activities around events that interest the two-dimensional world. There are also many apps like Douyu that do e-sports live broadcasts . Almost all of their users are game players. We can organize activities around e-sports events. These are all gimmicks for activities. 4. Holidays. For example, because people have holidays, they will pay attention to holidays. Operators can seize this opportunity to organize activities, such as the Spring Festival, National Day, May Day, Women's Day, etc. As long as they are festivals that users pay attention to, we can organize some holiday-themed activities accordingly. Once a topic is determined and users get involved, their sense of participation will definitely be high. Therefore, determining the theme of an activity is still very important. We previously conducted a "BMW War" around the Wang Baoqiang and Ma Rong incident to determine who was the biggest victim in this incident. We conducted a simple voting campaign and user participation was very high. With this information point, users will find it very interesting after coming in. 3. Activity Creativity After the theme of the event is determined, it is only the first step in a high-quality event. The second link, which is also the most important, is our event creativity. What kind of event creativity we use to complete this theme is a key point. The creativity in copywriting can be achieved through the use of puns and buzzwords. Duiba’s activities also often use some Internet buzzwords and popular terms, such as “melon-eating crowd” and “as if the body has been hollowed out”. In addition to the creativity in event copywriting, there are also some fun forms of interaction to increase the fun of the event. Duiba previously worked with iQiyi on an event for "The Lost Tomb". Based on a point in the show that everyone complained about, namely that in the first few episodes, Erye's wife kept feeding Erye noodles and could only make one dish of noodles, we organized an event to feed Erye noodles, and also gave participating users a chance to win a lucky draw with a spinning wheel. The event had a very high number of participants. In addition to promoting the new drama "The Lost Tomb", this event also did a good job promoting the surrounding areas of "The Lost Tomb". There is also a common form of interaction - pop-up layer. We previously organized an event to celebrate TFBOY’s third anniversary, which combined the popular mobile game “Pokémon” with the interactive form of the Pokeball. We did an event for TFBAY to catch the three little ones, and the effect was very good. There are also some fun activities, such as the previous high diving (Olympic diving game), which have very high participation. To sum up, the first step of an activity is to clarify the purpose of the activity, the second step is to find a good activity theme, the third step is to set up novel copywriting and innovative gameplay, and the last step is the implementation of the activity. Therefore, among these links, whether the activity is of high quality and quantity, I think it is related to these three factors: theme, copywriting and gameplay. Among these three links, the theme and copywriting are what we can fully control, and whether we do well depends on the operation skills. However, the gameplay is not necessarily the case, because the gameplay involves different forms. In addition to the creativity of the interactive form of our activities, we also need the cooperation of product technology for development. Therefore, when operating the activities, we must also consider the templating of the operation tools , so as to effectively support the activities of the operations department. Mobile application product promotion services: ASO optimization services Qinggua Media information flow This article was compiled and published by @Duiba Business Director Lu Huiyou (Top APP Promotion). Please indicate the author information and source when reprinting! |
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