A complete product promotion plan!

1. Concept of App operation and promotion

Quoting the concept from Baidu Encyclopedia: The planning, organization, implementation and control of the operation process is the general term for all management tasks closely related to product production and service creation. From another perspective, operations management can also refer to the management work of designing, operating, evaluating and improving the systems that produce and provide the company's main products and services. If you think about it carefully, in fact, APP operation and promotion is nothing more than the product wanting a profit model, and the operation practicing the profit model.

Any operation revolves around "users", including "attracting users" and "retaining users". To put it bluntly, it means: let users come and stay.

Three stages of operation: attract users, retain users, and make users spend money.

The three core objectives of the operation are to expand the user base, find a suitable profit model to increase revenue, and improve user activity.

We subdivide the division of labor and types of operations, and operations can be divided into:

1. Basic operations: the most daily and common work to maintain the normal operation of the product.

2. User operation: responsible for user maintenance, expanding the number of users and improving user activity. Communication and operations with some core users are beneficial for pre-promotion of activities through them, and first-hand research data and user feedback can also be obtained from them.

3. Content operation: guide, recommend, integrate and promote product content. Provide materials to other colleagues such as event operations, etc.

4. Event operation: Plan activities according to needs and goals, monitor the effectiveness of activities through data analysis and adjust activities appropriately to improve KPI and achieve promotion and operation of products.

5. Channel operation: Promote and export products through business cooperation, product cooperation, channel cooperation, etc. Promote and disseminate products through marketing activities, media promotion, social media marketing, etc.

2. What needs to be done to operate and promote App products?

Preliminary preparations:

1. Ensure the normal operation of the product.

2. Clarify product positioning and goals.

3. Select appropriate promotion channels and methods, coordinate internal and external resources and make detailed plans.

4. Determine team division of labor and execute it.

Initial work on the line:

1. Ensure the normal use of the product

2. According to the operation status, phased jump optimization products

3. Promotion strategy in the initial stage of launch (please see CP dry goods: how to choose promotion channels and promotion skills)

Daily work in the later period:

1. Product Updates

2. Content Operation

3. Event Planning

4. User Operation

5. Data Analysis

6. Feedback

How to customize appropriate promotion channels and methods for your App?

First consideration: product positioning Second consideration: habits and attributes of target groups Third consideration: company resources

3. What data indicators should be focused on during the operation and promotion process?

Which data indicators can better guide our work during the APP operation and promotion process? Download volume, number of users, retention rate, conversion rate, number of active users, active time, and payment rate are data indicators used by many companies as well 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 attention will vary depending on the operation stage.

At present, there are many APP data statistics and analysis tools on the market, the more famous ones are: Umeng, Baidu Statistics, Google Statistics, talkingdata, etc.

Analysis of relevant data indicators:

1. Retained users 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.

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.

3. Payment rate

Refers to the ratio of an app’s paying users to its total users. That is, the number of people who deposited / the number of people who registered * 100%

Registered user payment rate = Total registrations / APA

Average online paid rate = ACU / APA

Active user paying rate = UV / APA

Summarize:

A good operation must first start from the product and clarify the positioning of the product, and secondly clarify the positioning of the user group. The next step is to carry out promotion, and through reasonable promotion operations, the goal of retaining users can be achieved. Finally, use data statistics to prove that your promotion is effective. As mentioned above, any operation revolves around "users", and the ultimate goal is to keep users.