How to operate your enterprise group App?

It’s another July. I still remember that I was busy organizing shopmall event planning last July; but this July, I was struggling with how to promote the APP. This is the life of an operator , always shuttling between various activities, promotions, planning, and content plans. After five years of working on the Internet, I now have to put together an overall APP operation plan. I feel ecstatic and overwhelmed at the same time. I am ecstatic because I finally have a stage to display my five years of experience, but I am frustrated because even with five years of experience I don’t know where to start.

Without further ado, whether it is ecstasy or collapse, these are all emotions. Let’s return to rationality and talk about how to operate an enterprise group APP.

Internet informatization gives rise to enterprise group APP

What is an enterprise group APP? Simply put, it is an APP made based on the Internet informationization requirements of a certain group. Its user groups include all employees of the group, owners of all properties under the group, merchants under the group's business, target user groups of the merchants and relevant personnel who are concerned about the development of the group's business; its goal is to realize the Internet informatization of the group's properties, make it more convenient for the group's people to eat, live, travel and have fun, improve the group's work and learning efficiency, and gradually Internetize the group's traditional business.

Early stage operation: focus on product positioning and seed user cultivation

After clarifying the user groups of the enterprise APP and the goals of making the APP, we can then position the group APP. This positioning includes product positioning, function positioning, user positioning, and content positioning. During the positioning process, operations need to coordinate with product managers to conduct investigations using common questionnaires and interviews. Random checks are sufficient, but they must cover the required population, which is the user group mentioned above.

Next, as the product takes shape, operations begin to cold-start the content, enriching the APP content in a short period of time to make it more substantial. While the content is cold-starting, develop some seed users A. These users are not recommended to be external, but are internal members of the company, and are mainly used for APP grayscale testing. After the basic functions, basic content and seed user A of the group APP are completed, this part needs to be grayscale tested. After the grayscale test is completed, the APP should be launched.

Mid-term operations: Develop a four-stage operations plan

After the APP is launched, a series of operation plans will be formulated based on the degree of product perfection.

It can be divided into several stages: the first stage is to promote the app to the owners and merchants of a property owned by the group (depending on the specific situation, the running-in period will be one to three months). In this stage, the main focus is to run in the product functions and promotion content to make the product more perfect; the second stage is to comprehensively promote the APP in all properties owned by the group (depending on the situation, this stage will take three to six months to run in); the third stage is the first launch of the group APP in major application markets , ASO and open it to consumers in major properties (depending on the situation, this stage will take six months to one year to run in); the fourth stage is to decide whether to promote the group APP to the whole people based on the company's overall strategy, and conduct paid promotion on major mobile high-traffic channels such as UC, Toutiao and offline channels. After that, the entire APP entered the normal operation mode and could use advertising model and e-commerce model to generate profits.

Content, users, promotion and operation are all launched

In terms of content operation, continuous adjustments should be made according to the operation plan. In the early stage, the focus should be on content positioning to understand user preferences; in the mid-term, the UGC model should be adopted to allow users to generate content themselves; in the later stage, thematic planning should be adopted to reorganize the content to make it more essential. The content is in the form of a combination of text, pictures and videos, mainly using hot marketing methods to keep up with current affairs. The content should be new, timely and interesting. I won’t go into detail on how this will unfold.

In terms of user operation , user portrait classification analysis is required from the very beginning of the product. And establish an interactive mechanism with users, including creating QQ groups, WeChat groups , teams, complaint mechanisms, and customer service mechanisms to ensure healthy user interaction. Of course, in order to activate users, retain users and achieve user conversion, we must adopt activities and other methods, and integrate marketing with the marketing department when necessary.

In terms of APP promotion , we should pay full attention to the first launch, ASO, paid promotion and event promotion. The operation plan is implemented at different stages, with the ultimate goal of achieving full coverage of APP promotion channels and continuously optimizing the promotion channels.

The difference between group APP operation and ordinary APP operation is that the user base of group APP is more precise, has deeper stickiness, and even integrates users' food, accommodation, and transportation. This feature is destined to eventually adopt a deep operation model. The arrival of smart cities, smart communities, and smart malls will prompt some large groups to invest in the fields of Internet informatization and intelligence, and the group APP will be a good entry point for this transformation process.