Recently, the team carried out an online poster promotion and operation activity, but the effect was very small, there was no quantification, and there was no way to assess it. Therefore, I will summarize an optimization suggestion for this operation and promotion activity, and draft it into an activity operation framework document that the follow-up team can directly use in the early stage.
The goal of the document
An optimization suggestion for the resumption of work poster promotion activities;
Give the decision-makers a popular science introduction to the online operation workflow and content;
As a working guide for the operation of the team's initial online (promotion) activities;:
First of all, do some popular science on the online operation of the Internet.
Online operations are generally divided into:
This time, we belong to the operation of promotion activities, and achieve the goal of promotion by holding activities.
A complete operational activity should include the following four processes:
Note: The granularity of the process content depends on the size of the activity and the ratio of personnel.
Try to simulate the main process of the entire event operation by reviewing the last poster event.
Step1: Before the event, the person in charge of the event needs to write an event planning plan
A plan written in 0.5 days can expose 70% of the problems of an event.
ps: Description of the content requirements of the event planning scheme (it can be assessed and quantified, which is an important prerequisite for planning optimization)
Event theme: The event theme is slogan, which is mostly used on banners. It must have an impact or make users fascinated by your text and click;
Reasons for the activity: 3 whys (Why should I do the activity? How does the activity help marketing? What kind of activity is considered a good activity?);
Purpose of the activity: (new, conversion, promotion, silence, churn, user feedback, brand building);
Activity KPI: If there are no quantitative indicators for activities, it is impossible to accurately measure the effect of activities;
Activity object: Only by clarifying the activity object can we understand the psychology of the target user, and we must obtain accurate user data for classified publicity;
Event time: start time, end time (preferably accurate to the hour, because the release time is also elegant);
Activity description: part of the activity copy, so that users can understand and decide whether to participate and how to participate;
Activity rules: part of the activity copy, so that users can understand and developers can understand, part of the content is displayed on the front end, and the other part of the content lets developers know how to implement the activity;
Activity carrying pages: posters, APPs, web pages, official accounts, etc.;
Promotion channel + time + description: Why choose this channel, how many potential campaign targets are there; how much is the investment budget;
Required development support: design, product, front-end, back-end;
Activity cost estimation: briefly describe the approximate cost of manpower, material resources, funds, etc. required for this activity;
Step 2: Review the event plan planning
Step3: After the activity review is passed, divide the tasks and compile the division CheckList
Step4: After the review is passed, the person in charge of the activity must immediately prepare all the information documents required for the activity
Text and materials provided:
Provide image materials and copywriting materials required for design and front-end development;
(It is recommended to provide 3 or more sets of title and cover materials for A/B testing. It is not the decision-making level that decides which version to use at the end, but the user has the final say)
The FAQ activity supports documentation output:
Provide it to customer service or related personnel to help solve the confusion caused by users participating in activities. FAQ should be detailed and standard.
If the scale of the event is large and the FAQ is not enough, it is necessary to provide customer service training documents in advance;
Risk control/cheating scheme:
It is inevitable that users with high technical level/smart mind will find our loopholes, so we must think about identification methods and measures (the cheating statement in the activity rules is very important).
Step5: Deploy monitoring indicators and conversion paths for key pages
Marketing strategies without sufficient multi-dimensional data support are like blind men trying to figure out an elephant.
Building a data-driven campaign operation model is inseparable from the following four points.
Split the North Star indicator:
Divide the North Star indicator, which measures the completion of activity objectives, into several sub-core indicators corresponding to each link of the operation. For example, if a WeChat public account evaluates its influence on users, the sub-indicators country email list divided are: article reading time, article reading completion rate, etc.
Set data buried point:
According to the sub-indicators that have been split, find the corresponding links of activity operations, and use technical means to complete data collection and burying points.
Data result collection:
Monitor and collect collected data in real time, organize statistics into activity data reports, and hand them over to professionals for analysis and comparison.