The most complete and detailed APP promotion channels and planning schemes in history
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For a successful application, developing the APP is only the first step. What is more important than the former is the operation of the APP. The APP is like a "star" that needs constant packaging and investment. It needs to constantly create "topics" to attract users and rely on version-by-version optimization and upgrades and sufficient content and activities to support it. Otherwise, it will soon disappear from people's sight. Therefore, what is more difficult than APP development is the subsequent operation and promotion . Currently in the market, no one has very clear channels and methods for APP promotion . At present, everyone is still in the stage of exploration. Except for the conventional Android and Apple markets, the remaining promotion channels and methods vary from company to company due to different resources. Here, Ma Haixiang has specially compiled the most complete and detailed APP operation and promotion planning plan for everyone. Here’s an outline: 1. Competitive product analysis 2. Product positioning 3. Promotion plan 4. Promotion budget 5. Setting goals 6. Analysis of APP data indicators 7. Team structure 8. Performance evaluation 9. Team management 1. Competitive product analysis The APP analysis method is the same as the competitive product analysis done when analyzing any other product. Here I have sorted out some of the competitive product analysis content that has been summarized before. The content is more suitable for newcomers and is shared with everyone. 1. Choose competitive products and position them well Generally speaking, it is best to choose two products for competitive product analysis, or at most three. So how do we obtain competitive products? A. Search similar product keywords on Baidu. Suppose your product is a card game with the Three Kingdoms theme. You can enter the main keyword "Three Kingdoms". It will generally be ranked ahead of the natural ranking. The products ahead of Baidu's bidding promotion are all competing products. B. Use keywords to search in major mobile application markets , such as App Store, App Store , Wandoujia , etc. C. Find the latest information on industry websites. D. Consulting websites such as iResearch, DCCI, Alexa, etc. are relatively reliable channels. There are other methods, such as obtaining competitor information by participating in industry exhibitions, peer exchanges and other channels, which are not introduced here one by one. 2. Competitive product analysis and conclusion Choose the appropriate analysis method to analyze and draw conclusions based on the analysis. 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) Market trends and industry status. (2) Competitors’ corporate vision, product positioning and development strategies. （3） Target users : (4) Market data. (5) Core functions. (6) Interaction design. (7) Product advantages and disadvantages. (8) Operation and promotion strategies. （9）Summary & action points. For the marketing director of the mobile Internet department, he can only care about the market part and ignore the function and design. For example, he can analyze competitors from parts 1, 2, 3, 4, 7, and 8, and focus on market data and operational promotion strategies. Take a mobile travel app as an example. The operating 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. Make recommendations based on the conclusions 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 practical operation and promotion information . Cool Social: Focus on the development trend of mobile social networking and explore the commercial value of mobile social networking. 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 Common user characteristics: age, gender, date of birth, income, occupation, place of residence, interests and hobbies, personality traits, etc. User skills: Proficient in computer work and strong foreign language skills. Product-related features: a. E-commerce : shopping habits, annual consumption budget, etc. b. Dating: whether single and criteria for choosing a partner. c. Games: 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, Zhang San came to a sporting goods store in Wanda Mall every day and saw Kobe II sneakers priced at 1,400 yuan. He was immediately tempted to buy them. He used the price comparison APP to scan the QR code and found that the price on JD.com was 800 and the price on Taobao was 810. The APP actively suggested buying it on JD.com. Zhang San quickly browsed the high-definition pictures and product descriptions of the goods. Because the store could provide free shipping, Zhang San gave up buying it offline. 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 APP operation is inseparable from promotion. We must learn to find problems from operation, summarize good experience, create high-quality channels, and improve products. For channel promotion, the following points can be used as a reference: (1) Online channels A. Basic online launch: Android version release channels covered by major download markets, app stores , large platforms, and download stations. Because in Ma Haixiang's view, the first step in promotion is to go online, which is the most basic and does not require money, only the widest coverage. Download market: Android, Jifeng, Anzhi, App Store , 91, Mumayi, Nduo, Youyi, Anyi, Feiliu, etc. App stores: Geogle Store, HTC Mall, Liqu, Crosscat, Kaiqi, Aimi, Wochacha, Meizu Store, Lenovo Developer Community, OPPO App Store , etc. Large platforms: MM Community, Wo Store, Tianyi Space, Huawei Zhihui Cloud, Tencent Application Center, etc. Clients: Wandoujia Mobile Wizard, 91 Mobile Assistant, 360 Software Manager, etc. Wap sites: Paojiao, Tianwang, Lexun, Yisou, etc. Web download sites: Sky, Huajun, Feifan, Greensoft, etc. iOS version release channels: AppStore, 91 Assistant , pp Assistant, NetEase App Center, Syncios , Kuaiyong Apple Assistant, itools, limited time free collection . B. Promotion through operator channels: China Mobile, China Telecom and China Unicom have a large user base and can pre-install products in operator stores, leveraging capabilities that third parties do not have. If the product is a good one, they can also receive subsidies and support from them. The marketing department should have dedicated channel specialists to communicate and cooperate with operators and come up with plans for project tracking. C. Third-party stores: The above-mentioned Category A all belong to third-party stores Due to their early entry and large user base, third-party stores have become the traffic entrance for many apps. There are nearly a hundred third-party application stores across the country, and channel specialists have to prepare a large amount of materials, conduct tests, and connect with the application market. The rules of each app market are different, so it is crucial to communicate with the person in charge of the app market and accumulate experience and skills. If you have sufficient funds, you can place some advertising spots and make recommendations. D. Mobile phone manufacturer stores Large manufacturers pre-install stores in their own brand of mobile phones, such as Lenovo Le Store , HTC Market, Oppo Nearme, Meizu Market, Moto Smart Parts Park, etc. The channel department needs more operation specialists to contact the mobile phone manufacturers' stores. E. Points Wall Promotion The " points wall " is a page that displays various points tasks (downloading and installing recommended high-quality apps, registration, filling out forms, etc.) within an app, allowing users to complete tasks and earn points. When users complete tasks within the app embedded in the points wall, the developer of the app will receive corresponding income. The points wall grows quickly and has obvious effects. Most of them adopt the CPA model, with prices ranging from 1 to 3 yuan. However, considering comprehensive costs such as active users, the cost is relatively high and the user retention rate is low . Companies in the industry include tapjoy, Weiyun, Youmi, Wanpu, etc. The points wall is suitable for large teams with funds that need to develop users as quickly as possible. F. Ranking promotion This type of promotion is an informal method, but it is very popular in China. After all, most Apple mobile phone users will use the APP Store to download APPs. If your APP is directly in the top few positions, it can of course quickly attract users' attention and obtain a higher real download volume. However, the price of manipulating the rankings is relatively high. The price for the top 25 on the domestic list is about 10,000 yuan per day, and the price for the top 5 is more than 20,000 yuan per day. Since this type of promotion is relatively costly, it is usually done in conjunction with news hype, which makes it easy to become famous quickly. G. Social platform promotion The current mainstream smartphone social platforms have clear potential users and can promote products quickly. This type of promotion basically adopts a cooperative profit-sharing model with various cooperation methods. Companies in the industry include Weiyun, 9you, Tencent, Sina , etc. For example, in June 2010, the dating app If You Are the One, which was self-promoted on the Weiyun social platform, had 320,000 users in the first month of its launch. H. Advertising Platform The volume increases quickly and the effect is obvious, but the cost is relatively high. Taking the current mainstream platforms as an example, the CPC price is between 0.3-0.8 yuan, and the CPA is between 1.5 yuan and 3 yuan. It is not conducive to team promotion and use before entrepreneurial financing . Companies in the industry include admob, Duomeng , Weiyun, Youmi, and Yidong. I. Exchange There are two main ways to exchange volume: ①. Mutual recommendation within the app This method can make full use of traffic to increase exposure and downloads. The scale is not large, but the exposure is good. Applications with built-in recommendation positions can exchange traffic with each other, but this requires a certain number of users as a basis. ② Buy volume for volume If you are unable to bring traffic to an app yourself or the traffic is very small, you can look for an online alliance to increase traffic in exchange for high-quality resource positions in the app store or convert it into money for promotion. This method is also a relatively practical method. Stores including App Store and Xiaomi can exchange traffic. Through certain agents, you can also exchange traffic with 360, etc., which may have better results than doing CPT directly on 360. Store: CP generally exchanges traffic in a 2:1 manner. (2) Offline channels A. Pre-installed by mobile phone manufacturers It exists when it leaves the factory, has a high user conversion rate, and is the most direct way to develop users. The user ramp-up cycle is long, and it takes 3-5 months from test package submission - passing the test - trial production - mass production - sales to the user. Promotion cost: The pre-installation payment price for application products ranges from 0.5 to 1 yuan, and the CPA price ranges from 1.5 to 4 yuan. For gaming products, free pre-installation and subsequent profit-sharing model are adopted, with the CPA price between 2-3 yuan. Companies in the industry: Huawei, ZTE, Coolpad, TCL, Bird, OPPO, Meizu, Hisense, etc. Operational difficulties: There are many brands, multiple levels of personnel, and many product projects, which require a professional team to make targeted recommendations and maintain relationships. B. Parallel import flash machine The volume increases quickly, and you can basically see users flashing their phones within 2-4 days. The number is large, and basically tens of thousands of phones can be flashed in a day. The phenomenon of repeated flashing is serious. Basically, a mobile phone will be flashed 3-5 times from the wholesale to the channel to the store. The promotion cost has increased dramatically, the user quality is poor, and it is difficult to monitor. Basically, the CPA of a single software for flashing the machine is 1-2 yuan, and the price of chartering a machine is between 5-10 yuan. Companies in the industry: XDA, Coolle, Leku, and Flash Wizard. C. Licensed goods store The users are of high quality and stickiness, the user payment conversion rate is high, and the speed of meeting users is fast. There are many stores and the training of store employees is complicated, which requires a complete assessment and reward mechanism. Basically, the CPA price is between 1.5-3 yuan, and the pre-installation price is between 0.5-1 yuan. Companies in the industry: Leyu, Zhongfu, Tianyin, Zhongyou, Suning , etc. Case: At the end of 2010, Weiyun and a well-known domestic mobile phone chain store carried out a pilot cooperation, placing the cooperative CDs in stores for packaged sales to users. Half of the 80,000 sets of CDs were activated users. 2. New media promotion Next, Ma Haixiang 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) Forum and Tieba promotion Jifeng, Android, Anzhi..., you can see many industry forums at the bottom of mobile phone related websites. The author recommends that promoters post promotional posts in two ways: official posts and user posts. At the same time, they can contact forum administrators to do some event promotion. After posting, you should regularly maintain your posts, promptly answer questions raised by users, and collect user feedback so that you can update and improve the next version. The first team: Jifeng Forum, Android Forum, and Anzhi Forum. The second team: Moqu.com, Android Forum, and Meizu Forum. The third lineup: Storm Forum, Mumayi Forum, and DOSPY Forum. (4) Weibo promotion Content: humanize the product, tell stories, identify the characteristics of Weibo, 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. (5) 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. (6) PR communication PR is not hard advertising. It is very important to learn to tell a moving story in the right way. In the Internet age, everyone is a source of communication. Whether it is Weibo Kol, WeChat public account, column of media website or major social networking sites, I have to study how to use these platforms to tell a good brand story. Conversely, these platforms will also be the best channels for users to generate UGC for the brand. In a startup company, as a PR, you need to have a thorough understanding of the direction of the company at every stage, and then learn to convey a strong voice to the market, investors , and users. This voice is not a blunt advertisement, but rather a topic that makes everyone interested in your story and how to draw everyone's interest to your product. It is best to make it a hot topic in the industry. Here are a few strategies: ①. Maintain stable exposure with daily articles We will regularly make a communication plan, and decide what message to convey to the outside world every month based on changes in the company and its products. Appropriate expression and continuous content output will gradually increase the company's exposure and industry attention. ② Maintain existing media resources and actively expand new resources I will continue to communicate and exchange with reporters and media that I am familiar with, and tell them what our team is doing. I firmly believe that only through repeated communication can the highlights of the story be polished to capture people's hearts. As a PR, I can also smell the media's interests in a timely manner and be fully prepared for the next report. When startups do not have sufficient funds for PR, we need to carefully analyze what channels and resources are needed to support the company's voice and opinions at what stage and progress of development. Therefore, we require ourselves to plan to expand some new media resources every week, so that we can have appropriate channels to support event output in the future. ③. The channel you choose determines the effect of communication What story to tell and how to present it will achieve the best communication effect are particularly important in terms of channel selection. For example, for some interviews with company founders, we may prefer paper media with high weights related to industry and finance, which are conducive to promoting large-scale communication. When it comes to product announcements, we prefer new media related to technology, which can attract more rapid attention in the industry, and when it comes to news related to topical events, we prefer large portal websites. In the field of self-media , the strengths vary greatly. It is a good choice to choose self-media with neutral views and strong voices, but the cost is not the most cost-effective for startups. As for television media, choosing the right programs that match your potential users is a way to quickly achieve explosive growth for your product. Finally, remember to evaluate the effectiveness of marketing communications, which may include population coverage, clicks , readings, likes, etc. The data from each time will tell you how to make the next content better. As a bridge connecting the inside and the outside, PR should also hide among users and highlight the brand's personality in in-depth communication. (7) 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 . (8) 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. (1) Introduction posters: Post posters in places with high traffic volume and where free publicity is available. (2) Flyers: Discuss with cooperating merchants to display flyers in places where merchants come into contact with users. (3) Promotional 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, Ma Haixiang believes that the focus indicators are determined by two aspects: 1. Product operation stage A. 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. B. Promotion period: The main purpose is to expand the 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. C. 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, AR PU, etc. 2. Product Type For example, for tools, the number of launches is very important; for communities, active users and UGC are important; for games, the number of online users and arpu value are key; mobile e-commerce mainly focuses on transaction conversion rate, including order conversion rate and amount conversion rate. According to the APP product type and the operation stage, an APP data indicator assessment table is formulated, 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 the monthly retention rate can reflect the user retention of a version. The update of a version will always affect the user experience to a certain 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, so it is necessary to conduct a retention rate analysis on channel users. After excluding factors related to user differences, comparing the next-day and weekly retention rates can help more accurately determine 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, if after a long life cycle (3 months or half a year), the user activity rate can still be maintained at 5%-10%, it is a very good performance of user activity. Of course, it cannot be fully applied and depends on the product characteristics. 7. Team Structure This article briefly introduces the organizational structure and member job responsibilities of the mobile Internet operation and promotion team. It has a certain degree of universality. Generally speaking, the structure of this market operation department is roughly: one person takes the lead, one person is responsible for channels and traffic, one person plays with social media , one person writes copy , and some people do miscellaneous work to assist. 1. Marketing Operations Director Job Responsibilities: (1) Responsible for the overall content planning and operational strategy formulation and implementation of the mobile Internet products developed by the company. （2）Responsible for formulating quarterly and monthly operation plans. (3) Organize data reports on each product’s operating channels, and regularly collect and analyze intelligence on similar competitive products. Complete the planning and execution of activities and keep follow-up records. (4) Build and improve App promotion and distribution channels to promote App downloads and usage. (5) Expansion and maintenance of various Internet marketing channels such as online media, website alliances, blogs, forums, community marketing, SNS, etc. (6) Responsible for effective communication with various media in the mobile Internet field, mobilizing various resources, and promoting the joint promotion of the company's Internet products and related channels and media to enhance the market visibility of the company's products. (7) Responsible for operating and promoting the company's own products through Weibo, WeChat and other online promotion methods, collecting relevant marketing success cases and conducting analysis. (8) Responsible for producing content and topics, able to carry out promotional activities in conjunction with hot events, and timely monitor and handle various positive and negative events during product operation activities. (9) Track the effectiveness of promotional operations, analyze data and provide feedback, and share promotional experiences; explore and analyze the usage habits, emotions and experience of target users, and grasp news hotspots in real time. (10) Plan, organize, evaluate and optimize promotion plans. (11) Analyze App operation data and continuously optimize operation plans based on the analysis results. Job review: In terms of job responsibilities, the marketing director should be responsible for content planning, operational strategy and plan formulation, channel construction and supervision, new media promotion implementation tracking, APP operation data analysis, team building and management. 2. Copywriting planning Job Responsibilities: (1) Clearly understand project goals, quickly understand customer needs, and work closely with relevant collaborative departments to provide fast, accurate and excellent desk support. (2) Responsible for writing promotional copy and publicity materials copy. (3) Responsible for creative content writing, and writing relevant copy for online activities, advertising communications, and online public relations manuscripts. (4) Accumulate the experience of creative output and content writing to form knowledge management for reference by other projects. Job review: The copywriting planning position is a text output position, which requires good writing skills, creativity, and a nose for hot topics. It would be best if there are successful cases in event marketing communication. 3. Channel Manager (BD Development) Job Responsibilities: (1) Conduct in-depth research on the company's products and the industry to which they belong, and formulate an expansion plan that adapts to the company's development strategy. (2) According to the company's business development needs, find and explore cooperative resources that are beneficial to the company. (3) Responsible for business development and cooperation, and establishing good business cooperation relationships with other clients and promotion channels (major markets). (4) Analyze promotion data and adjust promotion strategies in a targeted manner to increase downloads, installations, and activity. (5) Assist in the operation and promotion of APP products, overall planning and special planning. Job review: As the name suggests, a channel manager is responsible for expanding various Internet traffic channels. All channel cooperation that helps increase APP traffic falls within the scope of work. The job responsibilities of a channel manager are to formulate channel expansion plans, lead BD specialists to expand various markets, analyze data, and complete the traffic indicators set by the operations director. 4. New Media Promotion Manager Job Responsibilities: (1) Have faith in the Internet, preferably be a heavy user, be able to formulate new media promotion plans, and have strong execution capabilities. (2) Be familiar with new media, be familiar with Weibo and WeChat, be familiar with major accounts, and it would be even better if you have operated grassroots Weibo accounts and WeChat public accounts! (3) Have good judgment, be able to analyze hot topics, know how to take advantage of the situation, have a self-deprecating spirit, and be able to make fun of others and make fun of yourself in moderation. (4) If you have combat experience but have never been on a forum, used Weibo, or scrolled through WeChat, forget it. No matter if you are overtly or reclusively showing off, never give up! Job review: This position requires the type of person who "cannot live without a mobile phone and thinks it is more important than sex", who can work with copywriters to master various social media channels, and who has a nose for and practical experience in event marketing and hot topic creation. 8. Performance Appraisal Each company has different performance evaluation indicators. For the marketing department of a mobile Internet company, the indicators for each position are also different. Here we only list some common evaluation points. 1. Marketing Operations Director This position is responsible for the team's overall KPI indicators, such as APP operation data indicators, sales indicators, etc. How to effectively break down the team indicators into weekly, daily, and personal indicators is a question that the marketing operations director has to think about every day. 2. Copywriting planning A. Copywriting ability: solid writing skills, strong expression ability, clear thinking logic, and unique and agile creative thinking. B. Creative ability: Ability to complete creative copywriting planning based on the company's brand positioning, bringing a big leap in product sales and operational promotion. C. Docking capability: Ability to communicate, coordinate and allocate work with channel department, design department, promotion department, customers, etc. D. Work attitude: discipline, teamwork awareness, and sense of responsibility. Make score allocation based on these assessment indicators and appropriately increase the scores of indicators AB. 3. Channel Manager The channel assessment indicators are directly linked to the APP operation data. For this data indicator, please refer to the data in the app operation goals in the previous article. So which data indicators can better guide our work during the APP operation and promotion process? For example: download volume, daily number of new users, retention rate, number of active users, average revenue per user (ARPU), usage time, and active duration are data indicators used by many companies as a basis for improving and optimizing work. Of course, the data indicators we focus on are definitely different at different product stages. For example, in the early days of the APP, we paid more attention to the number of downloads and users. After that, we will pay more attention to data such as active users, retention rate, conversion rate, etc. Therefore, the focus of our data will be different at different stages of operation. 4. New Media Promotion Manager New media promotion has different evaluation indicators due to different channels, such as Weibo, WeChat, Douban, Zhihu, and other soft-text promotion channels. The operations director can set different evaluation indicators based on the channels. Here we take Weibo and WeChat as examples: (1) Weibo Assessment Indicators The data involved in Weibo marketing generally include the number of Weibo messages, the number of fans, the number of followers, the number of reposts, the number of replies, the average number of reposts, and the average number of comments. Number of Weibo messages: The number of Weibo messages published daily, 10 per day. Average number of forwardings: the sum of the number of forwardings for each message/total number of messages. Generally, the average daily or monthly forwardings are calculated. The principle of the average number of replies is similar. The average number of reposts (comments) is related to the total number of fans and the quality of Weibo content. The higher the total number of fans, the more the Weibo content meets user needs, and the higher the number of reposts and comments will be. Therefore, this data can reflect the total number of fans, content, and the quality of fans. In theory, the larger the fan base, the higher the reposts will be. The more the content fits the users, or the more target groups you have among your fans, the higher this data will be. Taking Company A’s brand Weibo as an example, it only had about 14,000 followers on April 1st, but reached 26,000 followers by the end of May! From this table we can see the growth in April and May. The number of fans increased by about the same in the two months. The number of Weibo messages increased by 36% in May, but the total number of reposts increased by nearly 100%, comments increased by 64%, and the number of search results also increased. It should be said that after analyzing the Weibo content in April, some adjustments were made in May, with more emphasis on user needs. Therefore, while the total amount increased, the average number of reposts and replies on Weibo also increased, which shows that the Weibo post made progress in May compared to April. In addition, the number of search results directly increased the exposure rate, which shows the marketing effect. Summary: The average number of reposts and comments can measure the status of one's own Weibo operations; the number of search results can be used as an assessment of brand communication; only by combining all the data can Weibo marketing be guided. (2) WeChat assessment indicators Article assessment indicators: delivery rate, picture and text reading rate, original page reading rate, forwarding rate, and collection rate. There are three indicators for the number of subscribed followers: the number of new followers, the number of unfollowed followers, and the net increase in followers. For companies that have just launched WeChat, we can set a goal of completing 500 user subscriptions in one month, and then gradually increase the number in each following month. If there are more than 20 subscribers every day, that would be 600 in January. User interaction volume: the user's interaction with you on WeChat. I mean meaningful interaction. For example, the automatic reply reads: Enter 1 to get mobile Internet information , enter 2 to get e-commerce operation information , and enter 3 to get product planning information. This is actually a very good rule. User conversion volume: After the user finally enters the relevant words through your rules, our follow-up status and transaction status. 9. Team Management This article focuses on team operation management, which is not only for mobile Internet, but also suitable for team management of Internet companies. Based on the author's personal experience, Internet team operation management should focus on three aspects: execution, goal management, and team cohesion. 1. Execution Regarding the case of execution, Tencent is a role model for many Internet companies. Ma Huateng sends an email at 4 a.m., and the operations team can come up with an implementation plan in the afternoon. Many small Internet startups grow rapidly because of their strong execution capabilities. However, when the companies grow to a certain scale, the abnormal and multi-level approval mechanism hinders the implementation of the project. The author used to work in a company that was transforming from a traditional enterprise to the Internet. He has a deep understanding that a very simple promotional page, which could have been approved on the same day, had to be reviewed by several levels, including the director, vice president, and boss. It took a week before it was approved. As a result, a good project was dragged down by time. Therefore, in large companies, I still prefer project responsibility system and flat management. 2. Goal management From the day the operations director received the KPI, data-based management was on his mind. He broke down the goals layer by layer from annual goals, quarterly goals, monthly goals, to weekly goals. An operations team without data-quantified goals will run around like a headless fly. The operations director's team management process is actually a goal management process. 3. Cohesion It is the responsibility of every operations director to maintain an efficient, happy and dynamic working environment and keep the cohesion of the entire operations team. Frequent job-hopping and poor stability of team members will be detrimental to the progress of the project, so it is crucial to maintain the stability of the core members of the project. Summary and comments: APP marketing and promotion requires attention to the planning of operation plans. With the fierce competition in the mobile Internet field, tablet computers and smart phones have occupied more than half of the PC market. APP's third-party applications have become particularly important. If the developed APP software wants to be marketed in the e-market, it must have a complete APP operation plan, otherwise it will be counterproductive. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @马海祥Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map |
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