Tips on how to get an operational plan with millions of PVs!

There are two types of information platforms on the market. One is content-based , which does not involve individual users and is based on information within the industry. Representative examples include NetEase News’ “Entertainment Circle Pictorial Biography”. The other is data-based , which is based on the data produced by individual users on the platform. Representative examples include Alipay’s “Annual Bill”.

Overall, judging from the proportion of types, most of the summaries are data-based. There are many reasons, the most important of which should be triggered by C-end users, using data to reflect individual differences, and stimulating users' ability to spread and gain brand benefits. As for the content-based ones, they generally need to focus on larger platforms. In the process, whether you can sort out the "legitimate" and have the identity to speak, as well as whether you have enough content to choose and package, requires more effort, but it may not necessarily be outstanding.

Next, we will analyze and organize the 14 products in 5 categories and the content category "Entertainment Circle Pictorial Biography" collected based on the data type of "2019 Internet Product Annual Summary Activity Inventory".

1. Product Research Summary

One detail is that there are four products that can only be opened in the APP, namely:

Zhihu, Sina Weibo, JD.com, Alipay

The corresponding guesses may be:

• Zhihu, which continued last year's app-only opening, has set up a lot of activities, including the Time Museum and red envelope gifts. On the other hand, the fonts have been designed, which requires the support of the App release.
• Sina Weibo is a social platform, which is beyond reproach. It involves one-click social networking, and if you need to quickly reach people, it is best to use your own traffic pool.
• JD.com has made richer designs this year, including videos, motion effects, etc. The best choice for guaranteed effects and data security is to use its own APP;
• Alipay, data security, can be seen from the need to activate facial recognition (fingerprint recognition) when activating the bill.

Annual inventory-type activities are the operational activities that can be most relevant to users in a year. Now more and more products are no longer satisfied with summarizing and evaluating with keywords at the end, but have added more interactive activities to drive the improvement of new customers and growth indicators. The most important of these fourteen should be Zhihu, which includes red envelopes, museums, video summaries and other aspects. Each item can be used for a separate activity.

2. Content Features

In the planning of annual inventory activities, the two most important dimensions are data (content) and presentation (including design, interaction, etc.). After summarizing the content of the above five types of products, you will find that even if multiple product pages are the same, the content can be summarized into the following categories:

• Extreme data
• Product Data
• Social Data

1. Extreme data

Extreme data, as the name suggests, is the dimensional mining of some extreme values. The most common copywriting words here correspond to "most XX", "often", etc. The limit value is generated only when there is a comparison, which can be broken down into several types of comparisons:

• Comparison between user A and product
• Comparison between user A and yourself
• Comparison between user A and all product users

This type of data appears most frequently among the three categories, accounting for about 40%-50% of the content.

The comparison between user A and the product is usually a timeline, such as:

"2019 has passed, and before I knew it, I have spent XX days with Alipay."

——Alipay annual bill 2019

"X year X month X day was your first day at the E-E-E movie studio. You spent XX wonderful days and nights here."

——2019 Tencent Video Annual Summary

The comparison between user A and himself is reflected in the 2019 Fan Deng Reading Annual Summary:

"During your time with Fan Deng, you can always do better than before. Compared with last year, you have read XX more books this year. The new data milestone is the best proof of your hard work."

However, since there is no comparison data from the previous year, Fan Deng should have treated the number of books read in the previous year as "0". There is no problem from the product logic, but for users, replacing it with something like "qualitative change" may be more perceptible. And comparisons at different time periods, such as:

"You like to prepare lessons from 2pm to 5pm. The free time between classes can be turned into efficient output in your hands."

——2019 seewo year-end summary

Comparing user A with the total number of product users is also a common and high-frequency method. There is another difference here, which is applied in different scenarios. One type is that XX% of users agree with you; the other type is that you surpass XX% of users.

"Agreeing with XX% of users" is generally reflected in group identity. By being similar to most people, you can encourage users. After all, human herd mentality is still a very strong force.

"You like to open Zhihu at XX (time period), and XX% of new knowledge-seeking young people have the same habit as you. A cup of Huggies tea is your daily afternoon tea."

————2019 Zhihu Annual Summary

"You have surpassed XX% of users" can create a comparative difference and reflect the user's uniqueness and sense of superiority. The differences are shown in numbers:

"In this year, you have read XX answers to XX questions, and your curiosity exceeds that of XX% of young people who are new to knowledge. Your curiosity is the fuel for exploring the universe of truth."

——2019 Zhihu Annual Summary

The following are contrasted by content:

"'XX', created in 1984, is the oldest song you have heard this year. Occasional nostalgia often brings a different sense of freshness."

——2019 NetEase Cloud Music Annual Report

2. Product Data

Product data: This category is summarized based on each company’s product functions and features. Generally, options include “what you have that other companies don’t have” or “strongly recommended product functions”. Generally, this type of data is packaged in the form of user interaction information, which contains the needs for product promotion. For pure function promotion, users will not care who is who. Only when it is relevant to the user or hidden deep enough, will it not be singled out and criticized by users for this data dimension.

In terms of product characteristics, Zhihu has some information functions, which is reflected in the timeliness of UGC content updates. Baidu Maps experienced the voice interaction function of Baidu Maps and the scope of the function.

"On X/X, you read questions related to "Notre Dame de Paris fire""

————2019 Zhihu Annual Summary

"You have had XX voice interactions with Xiaodu this year. Whether it's weather, routes, travel, or locations, you can ask it anything you want to know."

——2019 Baidu Maps Annual Summary

"Today is the XXth day that you have become a Tencent Video VIP. Your membership level is X, and your current available membership points are XX points. You can redeem the following great gifts at the Tencent Video Personal Center..."

——2019 Tencent Video Annual Summary

If it is not brought up, do you know that Tencent Video points can still be exchanged for gifts? And is the location in the "Personal Center"? Of course, whether the "gift" is a real gift is another matter.

3. Social Data

Social data: This type of data connects user A and user B in this product through a certain relationship. This type of dimension usually carries the product's hope that users will share in a "one to three" fission manner. The basis of basic volume is the participation in the activity. When the activity has restrictions on the opening end, it may bring about the activity of the App. The connection between people is an important reason why things can go viral. Among the 14 products surveyed, Sina Weibo, which has social attributes, is the most complete and direct. "This year, they all care about you." - Sina Weibo's 2019 annual summary. Below are 3 avatars corresponding to friends, and there is an entrance to "give them a surprise." When you click on this entrance, a message will be sent quickly and these three friends will be reminded, so the activity can be spread most directly.

Other non-social products will use text descriptions to encourage users to actively engage in social behaviors. For example:

"You have received XX likes this year, and your seriousness is still recognized. The one who gave you the most likes is @xx. Do you want to go and say hello to him/her?"

——2019 Zhihu Annual Summary

In these three categories of data dimensions, there are also some "red lines" that should be avoided. This is not a platform, so don’t talk about money!

Payments involving fees are relatively taboo and can easily make users "wake up". Apart from the annual bill of the platform, I have basically never seen "You spent XX yuan here". The platform has no qualms about releasing this data because of the nature of the product. These products are not the focus of final consumption expenses, but are just platforms that provide convenient services.

The characteristics of the above three categories are summarized as follows:

3. Key points of operation

1) Who is the audience?

We mentioned a lot of commonalities in data content above. Under the category of education, there is one biggest difference, which is who is the audience viewing the report? We can see from the products above that for C-end users, they basically generate their own data. The audience of the education industry (except for institutions such as Shande for adult development) is non-human. In other words, it is the students who generate the data, and the customers who pay for the children are the parents. Regardless of the person being used, the content is not personal experience, etc. More careful consideration is needed.

2) How to stand out from the crowd of products?

First of all, there are at least three dimensions to explore in event planning:

• Data content
• Social Touch
• Content presentation

In terms of data content, the output needs to be valuable to users, or have special meaning that can "fool people". If I tell users some obvious data that they already know, they will probably just think that the planner of this product is a fool.

For example, "You will eat three meals a day" is not something that the activity should say. If the data dimension is limited and there are no more dimensions, some processing can be done. For example, it can be adjusted to "Most of the time you eat three meals on time, but 18% of the days, you only eat two meals. Although you are busy at work, you will definitely thank yourself for your hard work during these days when you are successful in the end." The way data is combined is "Under XX background, you generated XX data", and users are positively motivated through emotional copywriting.

The difference between data content and social touch is that data content can make users excited just by looking at it, while social touch reflects the user's social image and can embody a sense of superiority. People generally want others to see their unique side. This point hits the users and is the key point that users can actively spread among the crowd.

In terms of content presentation, after the content dimensions and copywriting are determined, design and animation are responsible for packaging.

As humans are visual animals, the first thing we consider is whether a product is attractive or not; this is where we determine whether a product is worth pondering and re-watching.

This year, JD.com’s summary of dynamic interaction is one of the highlights of its products. Currently, 80 to 90 percent of activities are still mainly carried out through single-page sliding. When the fixed form is gradually templated, increasing the fun will trigger the user's aha moment. JD.com also uses swiping up and clicking interactions in its more than ten pages of content, and the page combines automatic playback with user triggers. The picture is more dynamic, and the color tone adds warm red and pink tones.

3) When will the promotion take place?

Although most companies will launch their own annual reviews from the end of November to mid-January, timing is a factor that has a strong impact on the results. Judging from the data generated by the time everyone invests in Internet products today, each person will receive an annual inventory of at least five or six, or as many as a dozen products.

In 2019, we were bombarded with no less than 20 product activities. At first, I was quite sensitive to the content, but as the number of my reports increased, I began to feel a little "annoyed". In terms of the time of launch, naturally the earlier it is launched, the greater the impact it will have on occupying the minds of users. However, it is recommended to put it behind one or two products that users have higher expectations, such as "Alipay" and "NetEase Cloud Music". After undertaking such product activities that can safely sweep the screen, it can increase user perception and enhance the desire to view.

IV. Content-based inventory summary

For this type of content, it is indeed difficult to stand out because the public information field can be gathered in one category, and the dimensions are not sufficient for screening. In 2019, there was only one screen-sweeping activity, which was also from NetEase - NetEase News Client "Entertainment Circle Pictorial Biography".

The difficulty of this type of summary mentioned at the beginning is "justification". In other words, it should be easier to understand, that is: what is the correlation between so many major events and the product. When you see a piece of news, do you think of "Toutiao" or "NetEase Cloud Music"? It can be put on anyone, but it is still difficult to associate this information with the product.

In terms of content, the NetEase News client "Entertainment Circle Pictorial Biography" selected a total of 10 major events in the entertainment circle, and added small stories and details in the middle to enrich the content. The use of sound effects and motion effects was added during the process, allowing people to review the major events in the entertainment industry this year in a relatively immersive way.

The entertainment industry is a content dimension that is relatively easy to stand out. In an era where entertainment is paramount, it is always something that everyone can talk about. Even if you don't understand some individual events, it will not affect the overall content. And after sharing, there is a high probability that your friends will know and communicate about it, which will serve as a topic of conversation and spread the message.

However, due to the relatively few successful cases of this kind, no in-depth research has been conducted.

If you are also interested in year-end review activities, you can compare the above dimensions with the content at hand. I look forward to communication~

Author: Xiaojing Luo

Source: Xiaojingluo