What should be done at each stage of event promotion? You may wish to refer to my experience summary
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Essay competitions, regardless of their form, are a common practice in content-based communities to encourage output. How to collect as many high-quality articles that meet the needs of the activity as possible within a fixed time is the only indicator to evaluate the success of the essay solicitation activity. We recently held an online essay collection campaign. So far, half of the time has passed and the number of entries collected is more than twice that of last year. According to the current development trend and taking into account the rule that the growth rate slows down in the later stages of essay collection, there is every reason to believe that the number this time will be three times that of the previous one. The summary of this essay writing activity is summarized into the following three aspects, hoping to provide a reference for essay writing activities in content-based communities. A good product mechanism community As a place of active interaction, the basic product mechanisms will be clear and major changes will not be made easily. Here are two easily overlooked areas and one very useful product mechanism. 1. The community’s editing tools should be suitable for writing Don't ignore this. This will directly affect whether the user is happy with the writing. If they are happy with the writing, 2,000 words will come out, but if they are not happy with the writing, they may just close it directly. Moreover, many people now use mobile phones to write. It is possible to give up halfway through typing out 1,000 words on a computer, let alone a mobile phone. An easy-to-use mobile editing tool that can edit formats, allowing users to write more fluently. 2. The article presentation method is more conducive to reading After the article is written, can it be adapted to both mobile apps and PCs at the same time, especially when it comes to small details such as subheadings , pictures, and tables? This will have an impact on reading. Whether the hierarchy of subheadings is obvious, whether the size and clarity of the pictures are adapted to the app after being compressed, especially when encountering articles with multiple pictures, how to handle pictures of different sizes for better display; line breaks in table displays, etc. These are relatively small details, but they will affect other users' reading. Especially when there are more and more essays, the number of readings and replies to articles without any formatting will be significantly reduced. 3. Recommendation and reward mechanism This is the basic mechanism for all communities to encourage posting. It will set up recommendation and reward mechanisms and be responsible for the output of the articles in coordination with operational means. Automatically recommending written content to users with high affinity not only encourages content producers, but also allows ordinary users to see the content they need. Rewards do not only refer to tips. For authors, reminders of user replies, system highlights, and views and collections are all great encouragements to the authors. These data can be presented to authors intuitively, which further motivates them to produce content. A good activity plan The activity plan is a guide for carrying out activities. In the activity plan, the following three points should be paid more attention when formulating the activity plan: 1. Choose the right start time One reason why this event was successful was that it chose a good time. Because it is an activity aimed at the postgraduate entrance examination, and considering that the postgraduate entrance examination process is not yet completed and no one is willing to write, the previous essay solicitation was all held after the score line was announced. This time it started immediately after the postgraduate entrance examination. Although there was a New Year in between and we didn’t receive too many articles in the early stages, after a promotion and warm-up period, when the score line came out, the number of articles experienced a "boom". Choose the right time that suits the theme of the event and give the event promotion a fermentation period. The length of this fermentation period depends on the users and themes that the activity targets. If it is too short, the effect will not be achieved, and if it is too long, users will suffer visual fatigue. 2. Prepare 2-4 copywritings for different promotion periods The promotion of an event is not only important in the early stage, but also in the middle and late stages. Prepare 2-4 copywritings based on the extent of the activity and the effectiveness of the articles, with different promotional keywords at different times. 3. Follow up the promotion data of each channel and make timely adjustments Quantitative indicators and feedback are necessary to better guide the progress of activities. Promotion is carried out in multiple ways. Necessary data such as activity opening rate, number of writings, etc. of each promotion position within the site and off-site promotion channels must be analyzed and counted every promotion cycle in order to provide guidance for the next round of promotion. A good operating method The operating method here is more about "working hard". The reason why it is called “hard work” is that most of it needs to be done by others. 1. Early stage active user guidance Find some accumulated active users (top users in the community), write articles according to the requirements of the essay, then promote these articles on various platforms and provide guidance for the essay within the articles. This will attract users who have the same experience and want to write about it but are too lazy to start to try it. 2. Follow up every article in time For every article in the early stage, there will be operators and moderators who will promptly add essence to the content, make replies, and recommend it on various platforms. Authors publish articles in the hope of getting attention. Now that I have posted it, I hope that someone can see it, and get recognition and even some critical suggestions. Even if I post an article myself, after posting it, I will often check the platform to see how many people have read it, whether anyone has replied, etc. Doing this will also allow users who have just come in and are accustomed to skimming to understand the content of the article through replies. 3. Continuous promotion in various forms Simply promoting the essay contest will not achieve the purpose of promotion. We need continuous promotion to attract attention. Just like Melatonin became well-known so quickly, repeated use is not a bad thing. At the end of each activity, related articles are recommended. Especially the relevant articles recommended here must not be ignored, the amount brought by this part is very substantial. Because the community has not yet implemented a more accurate recommendation function, all relevant recommendations are manually edited by editors. Although this is troublesome, it allows you to modify the title of the essay in a timely manner based on the content of each recommended article, and the guidance is more targeted. The above are some summaries of this essay contest. Of course, the community sharing atmosphere is also a very critical foundation, but considering that the community sharing atmosphere has already taken shape, it will not be discussed in detail. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @刘灰灰 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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