Eight aspects to plan an efficient marketing operation plan

In recent years, mobile Internet has developed rapidly, PC traffic has gradually shifted to mobile traffic, and the trend of mobile Internet is unstoppable. Various types of Internet companies have set up independent departments specifically for mobile operations . The author has been engaged in e-commerce and website operation for more than ten years, and has been involved in B2B , B2C, third-party platforms ( Tmall , Taobao), mobile APP and other types of website operations. Below, I will start from the position of mobile Internet marketing director and explain from several aspects how the mobile Internet department can formulate an operation and promotion plan. As for the empty and vague words such as mobile Internet and mobile e-commerce are major trends, I will not elaborate on them.

The article is long, so let’s make a simple directory first:

1. Competitive product analysis
2. Product Positioning
3. Promotion plan
4. Promotion budget
5. Promotion goals
6. Team Structure
7. Performance Appraisal
8. Team Management

1. Competitive product analysis

1. Choose competitive products and position them well

1. Search similar product keywords on Baidu. Suppose your product is a travel sharing APP, you can enter the main keyword "travel app", which is generally ranked ahead of the natural ranking. The products ahead of Baidu's bidding promotion are all competing products.
2. Use keywords to search on major mobile application markets , such as 91 App Market, App Store , Wandoujia , etc.
3. Find the latest information on industry websites. For example, for travel apps, you can go to professional travel information websites such as Xinxin Travel Network, Global Travel News, and Jinlv Network to search for APP-related information.
4. 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. It is best to choose two products for competitive product analysis, but three at most.

2. Competitive product analysis and conclusion

Generally speaking, a more comprehensive competitive product analysis should be carried out from aspects such as users, market trends, functional design, and operational promotion strategies . Here we break it down 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 operational 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 that has more market commercial value.

2. Product Positioning

The importance of product positioning is shown by the fact that it is discussed in a separate article. Clear product positioning and target user group positioning are the cornerstones of operation and promotion. The more thorough and clear the analysis of the target user group 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.

like:

• 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.

2. Product core objectives

Product goals are often expressed as solving a problem in the target user market. The more thoroughly this problem is analyzed, the more accurate the core objectives of the product will be. like:

360 Security Guard solves the security issues that users encounter when using computers.

WeChat is a mobile application that provides users with 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

(1) Common user characteristics

Age, gender, date of birth, income, occupation, place of residence, interests, hobbies, personality traits, etc.

(2) User skills

Proficient in computer work and strong foreign language skills

(3) Product-related features:

1. E-commerce : shopping habits, annual consumption budget, etc.
2. ** Category : Single or not, mate selection criteria
3. Games : Do you like 3D games? Do you have experience with similar games?

5. User role cards

Create user role cards based on the target user groups and target user characteristics. Here we take a price comparison app as an example to create a user role card:

Zhang San, 30 years old, Internet operations director, annual salary 200,000, married, living in Beijing, likes movies, basketball, singing, games, etc.

Cheerful, sunny, artistic youth

Skilled in computer operation, proficient in English and product-related features:

① Like online shopping, favorite shopping websites: Taobao, JD.com

② Annual online shopping spending is around RMB 20,000, and shopping is done using credit cards.

③ Use IP AD to shop at home and mobile phone to shop outside

6. User usage scenarios

User usage scenarios refer to placing the target user group into actual usage scenarios. Let’s take the price comparison APP mentioned above as an example. Zhang San comes to a sporting goods store in Wanda Mall every day and sees Kobe’s second-generation sneakers priced at 1,400 yuan. He is immediately tempted to buy them. He uses the price comparison APP to scan the QR code and finds that the price on JD.com is 800 and the price on Taobao is 810. The APP actively prompts and recommends buying on JD.com. Zhang San quickly browses the high-definition pictures and product descriptions of the goods. Because the store can provide free shipping, Zhang San gives up buying 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

(1) Online channels

① Basic online launch - Android version release channels covered by major download markets, app stores , large platforms, and download sites: The first step in promotion is to go online, which is the most basic. No need to break the bank, just maximum coverage.

1. Download market: Android, Jifeng, Anzhi, App Store , 91, Mumayi, Nduo, Youyi, Anji, Feiliu, etc.
2. App stores: Geogle Store, HTC Mall, Liqu, Crosscat, Kaiqi, Aimi, Wochacha, Meizu Store, Lenovo Developer Community, OPPO App Store, etc.
3. Large platforms: MM Community, Wo Store, Tianyi Space, Huawei Zhihui Cloud, Tencent Application Center, etc.;
4. Client: Wandoujia Mobile Wizard, 91 Mobile Assistant, 360 Software Manager, etc.
5. Wap sites: Paojiao, Tianwang, Lexun, Yisou, etc.
6. Web download sites: Sky, Huajun, Feifan, Greensoft, etc.
7. iOS version release channels: AppStore, 91 Assistant , pp Assistant, NetEase App Center, Syncios , Kuaiyong Apple Assistant, itools, limited time free collection .

② Operator channel promotion: China Mobile, China Telecom, China Unicom

With a large user base, the product can be pre-installed in the operator's store, leveraging capabilities that third parties do not have. If it is a good product, it 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.

③ Third-party stores: The above-mentioned A categories 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. Channel specialists need 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.

④ Mobile phone manufacturer stores

Major manufacturers pre-install stores in their own branded mobile phones, such as Lenovo Music Store , HTC Market, OPPO Nearme, Meizu Market, Moto Smart Parts Park, etc. The channel department needs more operations specialists to interact with mobile phone manufacturers' stores.

⑤ Points wall promotion

The " Points Wall " is a page within an app that displays various points tasks (downloading and installing recommended high-quality apps, registering, filling out forms, etc.) so that users can complete tasks and earn points. When users complete tasks within an application embedded in the offer wall, the developer of the application will receive corresponding income.

The points wall grows quickly and the effect is obvious. 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.

⑥ Ranking promotion

This type of promotion is an informal means, 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 certainly quickly gain 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.

⑦ 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 approach with various cooperation methods. Companies in the industry include Weiyun, 9you, Tencent, Sina , etc.

For example, in June 2010, the popular software If You Are the One was self-promoted on the Weiyun social platform, and the number of users reached 320,000 in the first month of its launch.

⑧ Advertising platform

The volume increases quickly and the effect is obvious. 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.

⑨Exchange

There are two main ways to exchange volume:

1. Recommend each other 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 in exchange for volume . If you are unable to bring traffic to a certain app yourself or the traffic is very small, you can look for an ad network 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 one. Stores including App Store and Xiaomi can exchange traffic. Through certain agents, you can also exchange traffic with 360, etc. This may have better results than doing CPT directly on 360. Store: CP generally exchanges traffic in a 2:1 manner.

(2) Offline channels

① 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.

② Parallel import flashing

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.

③Official 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

(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.

It is recommended that promoters post promotional posts in the form of official posts or user posts. They can also 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, Anzhi Forum!
• The second team: Moqu.com, Android Forum, Meizu Forum!
• The third team: Storm Forum, Wood Ant Forum, DOSPY Forum!

(4) Weibo promotion

• Content : humanize the product, tell stories, identify the characteristics of Weibo, and insist on producing original content. Follow up on the 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. Regarding the sharing of WeChat promotion experience, I will not discuss it in detail here. You can join my WeChat public account yunying-91 to communicate.

(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 steady exposure with daily manuscripts. 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. Maintain existing media resources and actively expand new resources. I will continue to communicate and exchange with the 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 a story be polished to capture people's hearts. As a PR, you can also sense the media's interests in a timely manner and make full preparations for the next round of reports. 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 the output of events in the future.
2. The channel chosen determines the effectiveness of communication. What story to tell and how to present it to achieve the best communication effect are particularly important in terms of channel selection. For example, for some interviews with company founders, we may prefer high-weighted print media related to industry and finance, which are conducive to large-scale dissemination; for product voice, we prefer new media in the technology field, which can attract more rapid attention in the industry; and for news about event topics, we prefer to choose 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. However, the cost is not the most cost-effective for startups. As for TV media, choosing the right program that matches your potential users is a way to quickly achieve explosive growth of your product.
3. Finally, remember to evaluate the effectiveness of your marketing communications. These 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 every Weibo, WeChat, and every channel, and you will definitely find the connections and correlations behind the highly disseminated content. This will greatly help improve the quality of content on your official Weibo and WeChat accounts, and make operations 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 and free publicity
2. Flyers : Discuss with cooperating merchants to expose flyers in places where merchants come into contact with users.
3. Ground promotion 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

An APP should pay attention to two indicators

1. Product operation stage

• 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 true. 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.
• 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.
• 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. Formulate an APP data indicator assessment table based on the APP product type and the operation stage

About data indicator analysis:

(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 to 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 channels come from different sources, the quality of users will also vary, so it is necessary to conduct a retention rate analysis for channel users. Moreover, after eliminating the factors of user differences, comparing the next-day and weekly retention rates can help us more accurately identify 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.

6. Team Structure

This article briefly introduces the organizational structure and member job responsibilities of the mobile Internet operation and promotion team, which is somewhat universal. In general, the structure of this marketing operations department is probably: 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 formulation and implementation of operational strategies for 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 and analyzing relevant marketing success cases.
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 operational promotions, analyze data and provide feedback, and share promotion experiences; explore and analyze the usage habits, emotions, and experience of target users, and keep abreast of news hotspots.
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: From the perspective 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 wonderful desk support;
2. Responsible for the writing of promotional copy and promotional materials copy;
3. Responsible for creative content writing, writing relevant copy for online activities, advertising communications, and online public relations manuscripts;
4. Accumulate the experience of creative output and content writing, form knowledge management, and provide reference for 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 it belongs to, and formulate expansion plans that adapt 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 establish 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, etc.
5. Assist in the operation and promotion of APP products, overall planning and special planning

Job review: As the name suggests, the channel manager (BD expansion) 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 the 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. Familiar with new media, know Weibo and WeChat like the back of your hand, familiar with big accounts, and it would be even better if you have operated grassroots Weibo accounts and WeChat public accounts!
3. Have good judgment, can analyze hot issues, know how to take advantage of the situation, have a self-deprecating spirit, and can make fun of others while making fun of themselves moderately;
4. Those who have combat experience but have never been on forums, used Weibo, or used WeChat, forget it. No matter whether you are openly flirting or not, never give up!

Job review: This position requires someone who "can't live without a cell phone and thinks it's more important than sex" and can work with copywriters to master various social media channels. Have a good sense and practical experience in event marketing and hot spot detonation.

VII. 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 overall KPI indicators of the team, 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

1. Copywriting ability: solid writing skills, strong expression ability, clear thinking logic, and unique and agile creative thinking.
2. 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.
3. Docking capability: ability to communicate, coordinate and allocate work with channel department, design department, promotion department, customers, etc.
4. Work attitude: discipline, teamwork awareness, work 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.

• Downloads
• Number of new users per day
• Retention rate
• Number of active users
• Average revenue per user (ARPU)
• Time of use

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.

1. Number of Weibo messages : number of Weibo messages published daily, posts/day.
2. Average number of forwardings : the sum of the number of forwardings for each message/total number of messages. Generally, it is calculated as the daily average number of forwardings or the monthly average number of forwardings, times/message. 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 and the more the Weibo content meets user needs, the higher the number of reposts and comments will be. Therefore, this data can reflect the total number of fans, content, and quality of fans. In theory, the larger the fan base, the more reposts will be. The more the content fits the users, or the more target groups you have among your fans, the higher this figure 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.

Summarize:

1. The average number of reposts and comments can measure the quality of your Weibo operations.
2. The number of search results can be used as an assessment of brand communication
3. Only by combining all the data can we guide Weibo marketing.

(2) WeChat assessment indicators

Article evaluation indicators: delivery rate, image and text reading rate, original page reading rate, forwarding rate, collection rate

1. Subscription fans : There are three indicators: new followers, unfollowers and 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.
2. User interaction volume : the user’s interaction with you on WeChat. I mean meaningful interactions, such as 91 Operation Network (WeChat ID: yunying-91). When you add WeChat, 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.
3. User conversion volume : After the user finally enters the relevant words through your rules, our follow-up status and transaction status.

8. Team Management

This section focuses on team operation management, not only for mobile Internet, but also for team management of Internet companies. Based on my personal experience, the operation and management of Internet teams should focus on three aspects:

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, no matter how big the company is, I personally 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, breaking 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. Team cohesion

It is the responsibility of every operations director to maintain an efficient, happy and dynamic working environment and keep the entire operations team cohesive. 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.

Here are some tips for operations team management:

(1) Annual goals, quarterly goals, monthly goals, and weekly work tasks

Post these target data sheets in a conspicuous place so that you can be aware of them. Create a weekly work schedule for the team.

(2) Monday morning meeting

Regular morning meetings are held every Monday to assign work tasks to each team member for the week and record problems encountered during project operations.

(3) Training on Wednesday

Organize training courses for various positions every week to improve the business capabilities of team members.

(4) Weekly work summary

Regularly summarize the work progress and goal achievement of the week before leaving get off work on Friday.

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