Highlights of "active operation" commonly used in private domain

1. applet activity operation 1. Commonly used small program marketing methods: group assembling, old bringing new, spike, limited-time discount, discount code, coupon, return limit, gift, full reduction, full delivery, auction, wish list, bargain 0 yuan purchase, deposit inflation, community group purchase, group collection, I want to give gifts, pay the lottery, and divide friends into friends. Potential customers) 2. Activity operation of small program mall: a. Pre-activity planning: objective, theme, scheme, process, division of labor, materials, copy content, implementation, incentive mechanism, data collection, evaluation and analysis, objective planning: objective, traffic channel source, crowd positioning, product selection, link dismantling and activity preheating before the activity B. Activity execution: activity time selection and activity interest point planning. C. Activity objectives: rapid fission, rapid completion, promotion of customer list (combination, full gift), transformation and promotion, and flow precipitation (attention, membership). C. Closing after the activity: resumption, resumption of activity effect optimization: expected goal achievement, resumption of channel data: resumption of activity content, process links, division of labor, and material preparation activities: unexpected problems and unplanned problems. Distribution and fission of small program mall: the distribution of small program mall usually includes horizontal alliance, anchor distribution, one-piece distribution, community group purchase, distribution recruitment, agent investment promotion and so on. For details, please refer to the Complete Collection of Business Models for Private Sector Operation. The applet mall is different from other platform malls in that it can be based on the fission function of WeChat social relations. The basis of the fission of the small program mall: controllable stock users-seed users (seed users: high activity and willingness) share the guiding link-minimalist action and thinking, personification, self-interest, reliable drainage and seduction design: self-interest or altruism, social value, emotional value, people's design to enhance diverse gameplay planning, fission six words: fight; Ratio: PK; Send: coupons; Chop: bargain; Help: help change: different industries 4. Full-link fission SOP:a of applet mall: A. Inventory and sort out all available fission channels: self-owned, public domain and external resources B. Scoring table of various fission methods: enforceability, influence, difficulty, cost C, interest point design, fission link sharing estimation and key indicators determination D. Determination and promotion of activity plan E. Division of labor and resource allocation, monitoring, performance F, A/B test G, feedback. Live event planning: theme and content: live theme, live time and effect estimation. Live users: crowd positioning live broadcast policy: live broadcast product selection, live broadcast activities, discounts, lottery live broadcast rhythm: time node live broadcast time-expected effect-activity customization-live broadcast theme-live broadcast process-relevant information inventory flow channel-design fission sharing activities-make posters-establish live broadcast groups-community operation (daily activities and content output) announcements, welfare points, coupon collection and reservation 2. Live event execution: water storage and preheating before live broadcast: live broadcast. Adjust enthusiasm, promote transformation, explain points of interest, limited time discount, live welfare control, product explanation, promotion, crisis public relations, coupon push, live lottery, live goods, reply to comments after live broadcast: do traffic precipitation, repurchase; Data recovery, policy optimization. Content and activity operation of friends circle: The content and activity operation of enterprise WeChat friends circle include: product planting, activity information, knowledge sharing, IP daily life, interactive games, activity coordination and preview preheating, consumer feedback, friends circle games, friends circle welfare, secondary dissemination of friends circle content, friends circle interaction (answering messages), user research (allowing users to make choices) and so on. And the content of the circle of friends is relatively undisturbed. Better customer acceptance, higher information exposure, semi-private interaction, low-cost communication, suitable for personal design, product promotion, preview 1, friends circle activities and content: personal design and creation category: life scene, serious work, affinity and care, love life. Professional output category: knowledge sharing, skills and methods, popular science customer interaction category: customer feedback, customer participation and forwarding category: WeChat official account content recommendation, video number content recommendation activity category: activity guide, activity interaction and registration, activity preview, tidbits. Friends circle activity material: brand promotion material: brand culture: brand story, brand concept, brand file brand exposure: market promotion, market activity product basic material: product selling point, highlight: product innovation, product discount, product portfolio competing product analysis: product advantage, product differentiation daily operation material: after-sales problems: user guidance, logistics inquiry, maintenance, traceability operation related: activity answering, voice optimization, other handling customer complaints. The content and activity operation of the official WeChat account 1, the service reservation live broadcast activities, promotion activities and new product listing activities of the official WeChat account can be announced in advance on the official WeChat account, and reminders can be reserved to improve the opening rate and participation rate of the activities. 2. Push and message of official WeChat account: The push function of service number can also be used as a tool. The message area of the official WeChat account is also an important tool for interacting with users. 3. Menu and attention of official WeChat account and keyword reply. A. After scanning the code for attention, users will receive a message welcoming new attention. At this time, the merchant can set keyword reply and activity guide link in this link. Keyword replies generally match the professional articles or business details pages or search landing pages of the corresponding products; Activity guidance includes registered members, welfare collection, community participation, activity registration, etc. B, directly set the mall entrance, new user entrance, member area, etc. The public number submenu becomes the direct entrance to the applet. The menu bar can be used to undertake small program malls or services, and it can also add new entrances when specific activities are carried out to improve the visibility and drainage rate of activities; In addition to the basic settings of the menu bar, enterprises can also group according to the background users of WeChat, display different menu bar entrance combinations, design the menu bar at a high level, and continuously optimize the click-through rate. V. How to carry out an activity in the community? Intransitive verb private domain product activity operation 1. Experience, share and evaluate the experience of product use. Share cases and recommend sharing product experience, methods and skills, trial experience, activity experience, new product experience, product evaluation, scene evaluation, collocation evaluation and effect evaluation 2. Consumers participate in the process of product selection: product selection, packaging design, product selection, promotion, copywriting, product selection, event planning, product selection, factory and supply chain visit VII. Organization and internal management of private activities, goals and rhythm of monthly activities, interpretation and goal decomposition, daily goals decomposition to people's publicity and training kick-off meeting: (activities, goals, incentives) scenarios, daily reporting mechanism for preparation of speech rehearsal activities, benchmarking member invitation scheme, promotion scheme, activity scheme fission and innovation scheme activation scheme incentive PK scheme internal atmosphere scheme benchmarking, speech precipitation 8. Digital operation of private marketing activities: Only by understanding the "people with temperature" behind big data can we communicate with the right "people" at the right time and enter his/her heart. Combining the characteristics of customer life cycle and customer personalized labels, we can realize the design of multi-scene marketing activities, reach the target audience efficiently through activities, provide support for the life cycle management mechanism and refined operation of members, and create the pre-marketing effect of thousands of people. How to use automation instead of manual work to collect and analyze key customer data and assist the intermediate stage of marketing strategy formulation? How to collect and manage customer loyalty information in an integrated way to improve the effectiveness of event release? Later stage: How to enrich the dimensions of data analysis and visually show the complete customer journey? It is suggested to automatically synchronize the data transmission of the system in time to improve the internal operation efficiency. Improve the ability of data governance and realize the integration of cross-channel resources of corporate brands; Combine intelligent activity recommendation engine to optimize customer marketing experience. Digital marketing is inseparable from the empowerment of data. Simple and efficient marketing automation tools can realize the automatic processing of enterprise data, feed back digital marketing with data analysis, and assist marketers to provide constructive opinions and opinions for marketing digital planning, thus promoting more accurate marketing strategies and business decisions. 1. Multi-scenario template design of marketing activity types: Each marketing activity type should be equipped with rich marketing activity templates on the basis of typical marketing scenario design, and the interface function design is concise and clear. Marketers can also quickly match the corresponding marketing activity types and scenarios according to the needs of marketing activities for marketing activity content management. 2. Marketing activity content management: workflow creation based on marketing activity scenarios, highly templated content editing and marketing activity status management tracking should be the basic functional configuration of marketing automation platform. Marketers can get started quickly through simple training, create, design, test and publish automated marketing activities simply and quickly through selection and dragging, and track the results of the activities in real time through the status management of the activity interface. Highly automated, simple and direct content management of marketing activities can greatly improve the work efficiency of enterprise marketers and liberate them from a large number of repetitive and cumbersome marketing activities. 3. Target crowd management of marketing activities: After cross-platform and multi-touch data are pulled through all channels, customer structured data can be further explored and transformed into visual multi-dimensional portraits of consumer behavior events, user labels and life cycles, which can provide more refined and multi-level crowd division support for marketing activities. Marketers can choose the whole world, specify labels and label groups, and specify specific life cycle types, so as to achieve accurate access to the target population and greatly reduce the operational mistakes and omissions in manual crowd selection. 4. Marketing communication channel management: Marketing activities are still inseparable from the integration of mainstream digital channels. Digital channels such as e-mail, short messages, social media platforms and third-party e-commerce platforms can help enterprises to reach 1 to 1 people directly. E-mail address and mobile phone number are the only identification information for customers' long-term use and cross-platform identity binding, and information tracking is simpler and more direct. The targeted placement of campaign advertisements provides key value for user identification, portrait integration analysis and life cycle management. 5. Effect analysis of marketing activities: In order to effectively quantify the output effect of marketing activities, marketing automation tools should have multi-touch and multi-channel marketing activity data tracking and real-time monitoring functions. In the specified analysis period, we can gain insight into the effect of marketing activities through data, and show it in the form of visual analysis dashboard or report. With data as the objective quantitative output basis, we can help marketers judge and optimize marketing decisions and make better strategic decisions.