Analysis of user marketing activity system!

There are many introductions to marketing activities for "individual consumer users" on the Internet, but there are few articles introducing marketing activities for "individual service providers/users" (hereinafter referred to as: Big C). Which users belong to Big C?

1. Big C Marketing Activity System

First, let's take a look at the modules that the system should include:

Then, we disassemble each module one by one:

1. Type of activity

The flow and components of an activity vary greatly depending on the type of activity.

For example, "task-based activities" require users to pay more attention to their own progress in obtaining rewards, while "user PK-based activities" require users to pay more attention to the progress of their competitors. Activity types can be used to control different types of activities separately, which is conducive to the precipitation of common configurations such as activity templates.

2. Event creation

Generally includes two templates: activity rules + page configuration

1) Activity Rules

Activity rules are the soul of an activity, and activity strategies are mostly reflected through rules.

Here we take “task-based activities” as an example for analysis. This type of activity can be explained in simple terms as "Who does what and gets what reward?".

• "Who": refers to participating users. The configuration of participating users should be able to group multiple users according to user tags to support setting different activity rules for different users. Tags include user basic information, user level, behavior data, other professional attributes, etc.
• "What was done": refers to the task. The task can be multi-level, and each level can also be a different type of task. The so-called different types refer to business data of different dimensions. Then the smallest unit of a task is the "data source". The application of the task data source is to filter and define the target task data according to the labels of the business data (for example: Meituan special delivery orders delivered within the specified time from 12:00 to 13:00 on weekdays);
• "What rewards do you get": refers to task rewards. Rewards should be set according to user groups and task levels. Because the company I work for has been experiencing the situation of "activity rules remain unchanged, but reward distribution changes", the reward module has other settings that have little to do with the activity rules. Therefore, the activity rewards here are planned as independent modules, see the following three for details.

2) Page configuration

Event-related pages usually include: entrance, event page, affiliated pages, and event sharing.

• Activity entrance: display can be controlled according to product ports or user groups;
• Activity page: It can be split into different components according to the actual usage scenario. Creating a page means combining and piecing together the components. Common components include: web page title, main visual image, background color/image, activity title, validity period, button, ladder task, data display, description copy, and other incentive/momentum functions;
• Subsidiary pages: Several commonly used subsidiary page templates can be preset, and quick configuration pages are supported. Such as: activity rules page, history page, etc.;
• Activity sharing: Configure text and pictures for different sharing channels.

3. Reward Management

Rewards generally include cash rewards and physical rewards:

• Cash rewards: You need to consider the budget pool from which the rewards will be issued and the time point for issuance. The budget pool can also be used to add warnings for insufficient expenses and over budget. In addition, the function of manually issuing rewards needs to be considered. In real business scenarios, there will be situations where doctors need to be incentivized outside the rules, such as: omission of channel data leading to inaccurate activity data, special approval from leaders, etc.
• Physical rewards: Consider adding prompts or pages based on the reward distribution process, such as a page for collecting user delivery addresses.

4. Activity maintenance (activity modification)

The activity maintenance (activity modification) mentioned here mainly refers to the changes that occur after the activity is released online. The reason why activity creation and activity modification are separated is that the functions and processes involved in these two links are very different.

Modifications made after the activity goes online need to be stored in the temporary storage area first, and then published after the modified content is reviewed and approved.

In addition, an activity replication function can be added. Especially for activities that are run online for a long time and are carried out in a phased cycle, most of the rules do not change much, and copying activities can reduce the time of editing activities. Finally, remember to keep a log of your activity changes.

5. Event Management

Display and query all configured activities, including activity status, type, name, time, etc.

6. Activity Status

The activity status includes the review process status before release (1~6) and the status visible to users after release (7~9). The status varies depending on the business form and requirements. The following are the status of the activities I am involved in:

1. Created: The activity has been created but not submitted for review, similar to a draft;
2. Under review: Submitted for review, but no result is available;
3. Approved: The activity will be effective and can be published after the approver approves it;
4. Review rejection: The approver rejects the activity, but the activity can continue to be edited;
5. Expired: The activity start time has arrived, but the activity has not been approved;
6. Invalid: The activity is terminated in the above five states;
7. Not started (warm-up period): The activity has been published, but the start time has not yet arrived, and the activity preview is displayed to users;
8. During the activity: During the activity, there may be multiple stages;
9. Ended: The activity has ended, and the activity results are displayed to the user, including system end and manual end.

7. Activity Reach & Data Synchronization

1) Activity Reach

Activity reach includes reaching participating users and reaching collaborative roles.

When reaching participating users, the form of reaching them should take into account the ports used by the users; when reaching out to nodes, the key nodes of the activity should be considered; and the purpose of reaching out to collaborative roles is to better support and promote the activity.

2) Data Synchronization

Collaborative role data synchronization and observation data are sent out regularly.

8. Activity Data

Refers to an active data warehouse that can observe data in multiple dimensions. It can effectively support data application and operational review and analysis.

9. Special Reminder

Finally, don't forget to do special configuration, such as:

• Individual users in the participating user group who are not eligible to participate/are given more rewards;
• Individual products that cannot be included in the business data source;
• Is it related to other activities?

Depending on each industry and company strategy, different special configurations should be considered for support.

2. Conclusion

Any system is designed to better support business goals. Nowadays, all industries are leveraging the Internet to improve their ecosystems. A complete operational activity system can respond to the market faster and more accurately, thus gaining competitive advantages for enterprises.

Carrying out refined operations can help companies effectively improve data such as new customer acquisition, activation, retention, orders and sales. Function is like the structure of a product, and operation is the product's decoration. Even the best structure needs proper decoration to stand out.

Sharpening the knife does not delay the chopping of wood. Having good tools can reduce the proportion of "tool man" type jobs. If you have other opinions or questions, please feel free to discuss in the comment section. I hope this article can help you...

Author: Su Xiaojiang

Source: Su Xiaojiang