The highest realm of activity operation: product activity & activity productization!
Event planning is a standard skill for every operator , so, diligent you, tell me what successful events you have led? Don’t you see, there are too many viral marketing in the circle of friends. Today there is a cute baby competition, tomorrow there is the most beautiful hot mom, today there are gifts for collecting likes, tomorrow there is a lottery for winning an iPhone 6S by forwarding. It’s so annoying! However, the data of such activities are often very good. As long as the operator has a little experience, it is not difficult to increase the number of followers to over 10,000. So, your boss says, XXX, you also go and do an activity like this for me! So, you immediately start writing event plans... Wait a minute, let me tell you a reality: the user retention rate of such so-called new customer acquisition activities is not high. 50%? It should be considered a relatively high number. Among the remaining users, some are not our target users, they just haven’t unfollowed us yet. Another part are target users, but how many of them have thought about actively experiencing your product? In other words, such activities are not of high value to our ultimate goal, which is conversion, order conversion, or conversion of function usage rate. So, how can we build a qualified event operation? I think there are two core points. 1. Principles of product activity marketing : Marketing should be combined with products and cannot be separated from products. The meaning of "product activation" is that the activity concept must start from the product's perspective, so that the process of users participating in the activity is close to experiencing the product. Several common product activation solutions: Various voucher red envelopes are commonly seen in products with payment links, such as Meituan , Didi Taxi , etc. Maybe you would say that this simple and crude way of playing for the rich can also be considered a good activity? First of all, from the product perspective, the outlet for the use of vouchers must be products. This limits users to consuming these coupons, vouchers, and discount coupons only by experiencing the products. Then, as long as the product is slightly good, users are very likely to have a good impression of the product, and then stay, and even actively share it with friends when the next wave of promotions comes. Secondly, from the user's perspective, vouchers are directly linked to monetary discounts, and users are generally more interested in them because they are motivated by benefits. Moreover, since users spend time and energy to participate in, receive, and even consume the vouchers, it means that they are your dream target users. You should know that the value of one precise user is far greater than that of ten invalid silent users. Product module can be regarded as a setting in the activity mechanism that the participation method is to experience a certain product link, such as Baidu Knows "Tiantian Ai Da Qu": Users can complete a check-in by answering a question marked with #天天爱答题# every day. If you sign in for 20 consecutive days, you can receive 20 yuan of phone credit. In this way, users establish a connection between activities and products, and they change from users driven by the interest point of "wanting prizes" to real active users who both "want prizes" and "use products". The activity of writing comments and getting xx prizes, which can be seen everywhere in WeChat, has little meaning if it is just an ordinary message. However, if it is changed to commenting on new products and new features, and giving xx prizes to the first three likes, it sets the threshold of "experiencing the product" for participating users, and the effect will be different. I won’t talk about the case of the H5 mini -game “Surround the Nervous Cat” which was popular for a while but ended up being ineffective. Here I will only share a representative case so that you can understand the essence of this activity more specifically: hot spot + product + sense of participation. Example: Uber Monkey's Walk
|
<<: Rules and strategies for being popular on Tik Tok!
>>: How to play with Tik Tok’s recommendation rules?
Recommend
Disassemble Xiaohongshu's competitive keywords and master the brand placement strategy
Xiaohongshu’s brand marketing cannot be separated...
Are you going to cause trouble during the festival? If you don't understand these, you are just amusing yourself
As the saying goes, every festive occasion makes ...
[Children's concentration training] "3 modules to easily cultivate children's high-quality concentration"
Children's daily performance I am forgetful a...
This "nemesis" of the African giant snail was found in inland China for the first time
On October 19, 2024, when the friends in Guangdon...
[Taoguba] April 6, 2022, the main rising leader's true classics, the exclusive main rising wave leader's time energy system teaching dry goods
[Taoguba] April 6, 2022, the main rising leader...
Ford invested $4 billion to build autonomous driving, but can it catch up with Waymo?
On July 25, Ford announced the establishment of a...
How to solve the problem of poor mobile phone signal? It turns out to be so simple, I finally learned it
If the mobile phone signal is too poor, then all ...
Sorry, the other party withdrew an eagle...
Crested Eagle The Crested Eagle is a national sec...
This "plug-in" is not simple, the "housekeeper" of the extravehicular power distribution is very capable
On September 30, the Wentian Experimental Module ...
13 low-cost traffic-generating tips for the oral medical beauty industry!
The article shares with you 13 methods for low-co...
Lychee disease really exists, and the consequences are serious! These 4 types of people should not eat lychees
Lychee, as a treasure among summer fruits, is ric...
[Longtou Taishan] "Longtou Daily Limit Code Course and VIP Information" Market Sentiment Strategy PDF Article
【Longtou Taishan】"Longtou Daily Limit Code C...
The battle for set-top boxes: a historic test for the State Administration of Radio, Film and Television
The Internet is impacting more and more tradition...
Dell's new Venue 8 tablet is a pure Android tablet
Since Google launched Nexus 7, more diverse sizes...
Bluepill: LinkedIn's open source iOS parallel UI testing tool
[[182653]] Not long ago, LinkedIn introduced the ...