How to plan an efficient marketing operation plan?

Introduction: This article will systematically guide how to promote mobile Internet products. Knowing it can at least increase your experience in operation and promotion for one year.

In the era of PC internet, the mainstream gameplay is to use traditional advertising cognition to enhance the brand index, which is equivalent to openness; Using Internet advertising transformation to improve performance is equivalent to closing the door. However, in the era of mobile internet, hype is becoming more and more popular, and social media advertising has gradually become a standard. Enhance the brand's exposure through topic hype and KOL promotion. For example, some time ago, the personality tag of the circle of friends was screened. In the early stage, QQ size was used to promote the momentum in space.

1. competing product analysis 1. Choose competing products and do a good job of positioning (it is best to choose two models, up to three models).

How to get competing products?

1. Baidu searches for similar product keywords. Suppose your product is a travel sharing APP, and enter the main keyword "travel app", which will generally rank in front of the natural ranking. The products in front of Baidu's bidding promotion are all competing products.

2. Search by keywords in major mobile application markets, such as 9 1 application market, App Store and pea pods.

3. Find the latest information on industry websites, such as travel apps. You can go to professional travel information networks, such as Xinxin Travel Network, Global Travel News, Powertrain Network and so on.

4. Consulting websites such as iResearch, DCCI and Alexa are relatively reliable channels.

There are other methods, such as participating in industry exhibitions, peer exchanges and other channels to obtain competitor information, which will not be introduced here. It is best to choose two products, at most three, for competitive analysis.

2, competing products analysis, draw a conclusion (choose the appropriate analysis method to analyze, draw a conclusion according to the analysis)

Generally speaking, competing products should be comprehensively analyzed from the aspects of users, market trends, functional design, operation and promotion strategies. Here we break it down into the following dimensions.

1, market trend, industry position;

2. Competitors' corporate vision, product positioning and development strategy;

3. Target users;

4. Market data;

5. Core functions;

6. Interaction design;

7. Advantages and disadvantages of the product;

8. Operation and promotion strategies;

9. Summary &; Let's leave now.

For the marketing director of the mobile Internet department, he can only care about the market part, regardless of the function and design, such as analyzing competing products from 1, 2, 3, 4, 7, 8, focusing on market data and operation promotion strategies.

Take a mobile travel APP. Operational data can be analyzed from download volume, number of users, retention rate, conversion rate, number of active users and active duration. The operation promotion strategy can be analyzed from the channel management of competing products, such as application market launch, mobile phone forum, market activities, soft text launch, social media performance and so on.

3. According to the conclusion, put forward suggestions.

Through the analysis of the above competing products, we can draw a conclusion with more market and commercial value.

Second, product positioning

It is important to discuss product positioning in a single space. Clear product positioning and target user group positioning are the cornerstones of operation and promotion. The more thorough and clear the analysis of the target user group, the more important it will be for the promotion of later products.

1, product positioning

In a word, clearly describe your products and what kind of products are used to satisfy users or user markets.

Such as Momo: a mobile social tool based on geographical location.

QQ Space: A platform for asynchronous information sharing and communication, which is a supplement to QQ instant messaging tools.

Radish Education Network: the most trustworthy online learning platform for Internet practitioners.

2. The core objectives of the product

The product goal is usually expressed as solving a problem in the target user market. The more thoroughly this problem is analyzed, the more accurate the core goal of the product will be. For example:

360 security guards solve the security problems of users using computers.

Wechat provides users with mobile applications with smooth voice communication.

3. Target user positioning

Generally, the target user group is located according to the dimensions of age, income, education and region.

4. Characteristics of target users

Common user characteristics: age, gender, date of birth, income, occupation, residence, hobbies, personality characteristics, etc.

User skills: proficient in computer office and strong foreign language ability.

Product related functions:

1, e-commerce: shopping habits, annual consumption budget, etc.

2, dating category: whether single, mate selection criteria

3. Games: You like 3D games. Do you have a similar game experience?

5. User Role Card

According to the characteristics of the target user group around the target user, the user role card is established. Here, take a price comparison APP as an example to establish a user role card:

Zhang San, 30, director of Internet operation, with an annual salary of 200,000, is married and lives in Beijing. He likes movies, basketball, singing and games.

Cheerful, sunny, literary and artistic youth

Proficient in computer operation, English and product-related functions;

1, like online shopping, like shopping websites: Taobao, JD.COM.

2. Online shopping costs about 20,000 yuan a year, and you can use credit cards to shop.

3. Shopping with ipad at home and shopping with mobile phone outside.

6. User usage scenarios

User usage scenario refers to putting the target user group into the actual usage scenario.

Take the above price comparison APP as an example. Zhang San went to a sporting goods store in Wanda Shopping Mall every day and saw that the price of Kobe's second-generation sneakers was 1400 yuan. He suddenly wanted to start. He scanned the QR code with the price comparison APP and found that the price in JD.COM was 800 and that in Taobao was 8 10. This app is recommended to be purchased in JD.COM. Zhang San quickly browsed the high-definition pictures and descriptions of the goods, so Zhang San gave up online shopping.

Third, the promotion plan

In the mobile Internet industry, the startup market is suitable for multi-faceted, trying all kinds of conceivable ways to maximize the brand effect with the least investment. Among the 65,438+000 methods we thought of, we constantly tested the most effective one and eliminated 99 of them. We concentrate our resources on a possible explosion point, constantly amplifying, constantly analyzing and waiting for the explosion. Eventually attract more registered users and increase their market share.

1, channel promotion

1, online channel

1, basically online-major download markets, app stores, platforms and download stations cover the distribution channels of Android version: the first step of promotion is online, which is the most basic. It doesn't cost money, as long as the coverage is the widest.

Download markets: Android, Machine Front, An Zhi, Application Exchange, 9 1, Wood Ant, N Duo, Youyi, Anji, Liu Fei, etc.

Application stores: geogle Store, HTC Mall, Li Fei, Crosscat, Cage, Amy, Wozacha, Meizu Store, Lenovo Developer Community, oppo App Store, etc.

Large-scale platforms: MM Community, wostore, Tianyi Space, Huawei Smart Cloud, Tencent Application Center, etc.

Clients: pea pods Mobile Wizard, 9 1 mobile assistant, 360 software housekeeper, etc.

Wap stations: Pickled Pepper, Skynet, Lexun, Yisou, etc.

Web download stations: Sky, Huajun, Extraordinary, Green Soft, etc.

IOS version distribution channels: AppStore, 9 1 assistant, pp assistant, Netease application center, synchronous push, Fast Apple assistant, itools, limited time free encyclopedia.

2. Operator channel promotion: China Mobile, China Telecom and China Unicom.

With a huge user base, you can pre-install products in the operators' stores and take advantage of the capabilities that the third party does not have. If it is a good product, you can also get subsidies and support from it.

The marketing department should have a special channel specialist, who is responsible for communication and cooperation with operators, and make a good plan for project tracking.

3. Third-party stores: All the above-mentioned Class A stores belong to third-party stores.

Due to the early entry and the accumulation of users, third-party stores have become many APP traffic portals, and there are nearly 100 third-party application stores across the country. Channel specialists should prepare a lot of materials and tests to connect with the application market. The rules of each application market are different, so how to communicate with the person in charge of the application market and accumulate experience and skills is very important. If you have enough money, you can put some advertising space and recommendations.

4. Mobile phone manufacturers' stores

Major manufacturers are pre-installed in their own brand mobile phone stores, such as Lenovo Music Store, HTC Market, oppo nearme, Meizu Market, moto Smart Accessories Park and so on. The channel department needs more operation specialists to contact the stores of mobile phone manufacturers.

5. Promotion of integral wall

The "integration wall" is a page that displays various integration tasks (downloading and installing recommended quality applications, registering, filling out forms, etc.). ) In an application, let users complete tasks and get points. Users complete tasks in the application embedded in the integration wall, and the developers of the application can get corresponding income.

The whole wall is lifted quickly and the effect is obvious. Most of them are in the form of certified public accountants, with prices ranging from 1-3 yuan. But considering the comprehensive cost of active users, the cost is high and the user retention rate is low.

Companies in this industry include Taipuxi, Wei Yun, Mi You and Wanpu.

The integration wall is suitable for large enterprises with funds, and it is necessary to develop user teams as soon as possible.

PS。 Integral walls are very popular these two years. Because Apple's iOS APP promotion is closed, the integral wall is growing in disorder, and everyone is using it. Finally, Apple really can't tolerate the phenomenon that the integrating wall is balanced, and continues to suppress and limit the integrating wall. In fact, this has a lot to do with the cultural differences between China and the West. Chinese companies love to expose their rankings. If they can spend some money to improve their rankings, the natural absorption will be huge. Western companies advocate fairness and think that the integrating wall destroys the balance.

However, it seems that China mobile advertising platform has also begun to try: precision marketing, deep data mining, overseas social platforms to buy high-quality traffic, and ASO hot words promotion. Now wechat integral wall is doing well. The biggest difference between WeChat integral wall and traditional integral wall is that the carrier is different. It takes the official WeChat account as the carrier and embeds the integral wall code in the official WeChat account. Wechat users are rewarded by completing various advertising tasks on the integration wall.

The basic process of "wechat integration wall" can be summarized as "paying attention to the official wechat account"-"completing the novice task (binding micro-signal, Apple account and mobile phone ID)"-"downloading the task"-"getting the reward". This series of operations is not too complicated. Basically, you can download a game or application within three minutes and get corresponding points or rewards, which undoubtedly reduces the user's time cost. Moreover, the cost for users to obtain content is much lower than before. Users don't need to download an App separately, they can complete tasks and redeem rewards in WeChat.

From the advertiser's point of view, WeChat integral wall can reduce the occurrence of brushing behavior and improve the authenticity of data. When registering, WeChat strictly restricted the binding with the mobile phone number, which increased the cost of "customers", and then paid attention to manual operations such as WeChat official account, which shielded malicious billing to a greater extent, thus ensuring the authenticity of the data.

6, brush list promotion:

This promotion is an informal means, but it is very popular in China. After all, most Apple mobile phone users will use the APP Store to download apps. If your APP is directly in the front position, of course, you can quickly get the attention of users and get a higher real download volume.

7. Social platform promotion:

At present, mainstream smartphone social platforms have clear potential users and can promote products quickly. This kind of promotion basically adopts the mode of cooperation and sharing, and there are various ways of cooperation. Companies in this industry include Wei Yun, Ninetowns, Tencent and Sina.

For example, in June of 20 10, if you are the one, a dating software, was spread and promoted on social platforms in Wei Yun, and its users reached 320,000 in the first month.

8. Advertising platform:

The quantity is fast and the effect is obvious. The cost is relatively high. Take the current mainstream platforms as an example, the price of CPC is between 0.3-0.8 yuan and CPA is between 1.5 yuan -3 yuan.

It is not conducive to the promotion and use of the team before venture capital financing.

Companies in this industry include admob, Multi-Alliance, Wei Yun, Mi You and Easy Move.

9. Change the quantity

There are two main ways to change the quantity:

1. In-app mutual recommendation. This method can make full use of traffic and increase exposure and download, but the exposure is not large, and applications with built-in recommendation bits can exchange traffic with each other, but this needs to be based on a certain number of users.

2. Change quantity with quantity. If you can't bring an application or the quantity is very small, you can find a network alliance to run in exchange for high-quality resources in the application store or convert them into money for promotion. This way is also a more practical way. Stores including App Store and Xiaomi can exchange the quantity, and some agents can also exchange the quantity with 360, which may be better than directly doing CPT at 360. Store: CP generally exchanges the quantity in the way of 2: 1.

PS。 There are many forms of exchanges and cooperation. Here is mainly about the exchange between apps. The specific forms of volume exchange include content cooperation, open-screen advertising, pop-up, focus map, in-app recommendation, etc. Some suggestions: First, when evaluating whether to change the quantity, you need to consider whether the users of the two are consistent, whether there is a competitive relationship, the brand image of the other party and so on. Of course, when changing the quantity, we should not stick to the constant quantity or change the quantity at the same time, but should pay attention to whether the resource values of both sides are basically equal. If resources are better, help more small partners with limited resources. I believe that they will eventually achieve mutual benefit.

As long as I have, as long as you want, try any cooperation opportunities when conditions permit, maybe you will discover the new continent.

Offline channel

1, pre-installed by mobile phone manufacturers.

It exists in factories and has a high user conversion rate, which is the most direct way to develop users.

It takes a long time for users to start mass production, and it takes 3-5 months from submitting test packages for testing-over-testing-trial production-mass production-sales to users.

Promotion cost: the pre-installation price of application products ranges from 0.5- 1 yuan, and the CPA price ranges from 1.5-4 yuan. Game products are pre-installed free of charge, and then divided into modes. The CPA price is between 2 and 3 yuan.

Industry companies: Huawei, ZTE, Coolpad, TCL, Bird, OPPO, Meizu, Hisense, etc.

Difficulties in operation: there are many brands, many personnel levels and many product projects, so it is necessary to have a professional team to recommend and maintain the relationship.

PS。 Mobile phone manufacturers can be further subdivided. For big manufacturers, we can say that domestic brands include ZTE, Huawei, Coolpad, Lenovo, oppo, Vivo, Xiaomi, Meizu and foreign brand Samsung. Small and medium-sized manufacturers mainly refer to small and medium-sized manufacturers in Shenzhen, such as Yitong, Banghua and Vito. You may rarely see these brands of mobile phones because their channel manufacturers are different from the above characteristics. They are all built below the fourth-tier cities, that is, below the county-level cities. Moreover, their sales methods are different. They don't advertise, but mainly rely on giving high commission to sales staff to sell.

The more the number of big brand manufacturers, the more difficult the relative negotiation, and the longer the start-up period of users. At the beginning, it is best to talk about some projects that are not very flagship models, establish relationships in the process, and then cover the entire product chain. Of course, if your company has strong funds or venture capital, it is another matter if you just want to install it quickly.

2, parallel brush machine

The quantity is fast, basically you can see the brush users in 2-4 days, and the number is large, basically you can brush tens of thousands of units a day.

The phenomenon of repainting is serious. Basically, a mobile phone will be brushed 3-5 times from the total batch to the channel to the store, which leads to a sharp increase in promotion costs, poor user quality and difficult monitoring.

Basically, the CPA of a single software is 1-2 yuan, and the price of chartering a machine is between 5- 10 yuan.

Industry companies: XDA, Cool Music, le cool, Brush Wizard.

3. Franchised stores

High quality of users, high viscosity, high conversion rate of users' payment, and fast speed of satisfying users.

There are many storefronts, and the training of shop assistants is complicated, which requires a perfect assessment and reward mechanism.

Basically, the CPA price is between 1.5-3 yuan, and the pre-installation price is between 0.5- 1 yuan.

Industry companies: Yule, Zhongfu, Yin Tian, China Post, Suning, etc.

Case: At the end of 20 10, Wei Yun cooperated with well-known domestic mobile phone chain stores, packaged the cooperative CDs in stores and sold them to users, and half of the 80,000 sets of CDs were activated.

2. Promotion of new media

1, content planning

Before content planning, it is necessary to locate the audience and analyze the characteristics of core users.

Adhere to the output of original content, and keep about three interesting contents every day in content update.

Catch the hot spots of a week or a day to follow up.

Creativity, or creativity, makes your products tell stories and personify.

2. Brand foundation promotion

Encyclopedia promotion: establish brand entries in Baidu Encyclopedia and 360 Encyclopedia.

Q&A Promotion: Establish Q&A on Baidu Know, Soso Q&A, Sina Aiwen, Zhihu and other websites.

3, forums, post it to promote

Post in the Post Bar Forum and find 20-30 forums with high weight to post. It should be noted that jobs must be elite jobs, not many jobs, but elite jobs. The essence post can appear in front of the community for a long time, thus obtaining the most ideal effect. Many people hire the water army to post blindly, but it is best to repeat the same post. One more thing, posts should never appear in the form of advertisements. No one will watch pure advertisements, and no one will follow them.

Machine Front, Android, An Zhi. . . You can see many industry forums at the bottom of mobile phone related websites.

It is suggested that the promoters post through the official post bar and the user post bar, and at the same time, they can contact the forum administrator to do some activities to promote. After posting, you should maintain the post regularly, answer the questions raised by users in time, and collect the feedback information from users so that the next version can be updated and improved.

The first lineup: Machine Front Forum, Android Forum and An Zhi Forum!

The second lineup: Magic Fun Network, Android Forum, Meizu Forum!

The third lineup: Storm Forum, Wood Ant Forum and DOSPY Forum!

4. Weibo promotion

Content: Personalize products, tell stories, locate Weibo characteristics, and insist on original content output. Catch a week or a day's hot spots in Weibo for follow-up, and keep a certain degree of continuous innovation. Here you can refer to the successful Weibo tuba in the same industry and learn their experience.

5. WeChat promotion:

The operation and promotion of WeChat official account will take some time to precipitate. Here, you can refer to several songs:

Content positioning: Content aggregation is recommended to combine products. The content is not necessarily much, but it must be accurate and conform to the positioning of micro-signals.

Accumulation of seed users: at the initial stage, you can give a KPI indicator and a threshold of 500 fans. Seed users can be recommended by colleagues, friends and partners, Weibo Drainage, official website Drainage and so on.

Trumpet accumulation: Open WeChat trumpet every day to introduce target customers.

Trumpet ahead of tuba: Through the accumulation of trumpet fans, recommend WeChat official account and import fans into WeChat official account.

WeChat mutual push: When the number of fans reaches a certain expectation, you can join some WeChat mutual push groups.

6. Public relations communication:

In a startup company, as a PR, you need to thoroughly understand the direction of the company at each stage, and then learn to send a strong voice to the market, investors and users. This voice is not blunt and widely announced, but throws a topic to make everyone interested in your story and drive everyone to lead their interest to your product. It is best to form a hot topic in the industry.

There are several strategies:

A, maintain a stable exposure with daily manuscripts. We will make a communication schedule regularly, and decide what voice to send out every month according to the changes of the company and products. Proper expression and continuous content output will gradually increase the exposure of the company and the attention of the industry.

Maintain existing media resources and actively expand new resources. I will continue to communicate with the reporters and media I used to know and tell them what our team is doing. I am convinced that only through repeated communication can we polish the shining point of the story and seize people's hearts. As a PR, it can also smell the interest points of media attention in time and make full preparations for the next report. In the case that the startup company does not have sufficient funds for PR, we need to carefully analyze the stage and progress of development, and what channels and resources are needed to support the company's voice and opinions. Therefore, our requirement for ourselves is to expand some new media resources in a planned way every week, so that we can have suitable channels to support the output of activities in the future.

B, the choice of channels determines the effect of communication. What story to tell and how to present the communication effect will be the best, which is especially important for the choice of channels. For example, in some interviews with the founders of the company, we may prefer the paper media with higher weight related to industry and finance, which is conducive to promoting large-scale communication; For the voice of products, we are more inclined to the new media of science and technology, which can attract more attention in the industry; For news with topical events, we prefer to choose large portals. For the self-media field, the strength is uneven, so it is a good choice to choose a self-media voice with neutral viewpoint and strength. But the cost is not the most cost-effective for startups. For TV media, choosing programs that match your potential users is a way to make products explode quickly.

C. Finally, remember to evaluate the marketing communication effect, which may include crowd coverage, clicks, readings and likes. Every data will tell you how to make the next content better. As a bridge connecting the inside and outside, PR should also be hidden among users and highlight the brand's personality in deep communication.

7. Event marketing:

Event marketing is definitely a physical activity and mental activity, which requires the whole team to maintain a keen sense of market, coupled with strong execution, and with certain media resources, events can be launched at the fastest speed. The premise of event marketing must be that team members need to contact a lot of fresh information every day, integrate this information, and develop the idea of recording some inspiration flashes at any time to share the collision with members in time. For the combination of creative points that can be labeled with products, we will immediately brainstorm and reason from beginning to end. If the scheme is determined to be feasible, we will immediately formulate a matching communication scheme, start to make a project budget and prepare channel resources.

8, data analysis:

Take some time to carefully analyze the data behind every Weibo, every WeChat and every channel every week, and you will definitely find the points of convergence and relevance behind the highly disseminated content. This is very conducive to the improvement of the content quality of the official Weibo and WeChat, and the operation is more grounded.

3. Offline promotion

Use publicity funds to print paper leaflets and various posters for publicity.

1, introducing posters

Put up posters in places where people have a large flow and can publicize them for free.

2. Flyers

Discuss with the cooperative merchants and expose the leaflet in the place where the merchants and users contact.

3. Push the card flyer

Make exquisite leaflets and distribute them in places and shopping malls where the office area is relatively concentrated.

PS。 Many people think that pushing is time-consuming, laborious and expensive, but it is not necessary. In fact, the early word-of-mouth publicity, push is very important. Push is one of the most direct communication and promotion methods with accurate users, which can make potential users feel trust in your products. And in the process of ground promotion, it is easy to find out which aspects of your product need to be improved to enhance the user experience.

The biggest advantage of push is to let our potential customers meet, not just watch. It is easier for people to remember the time when local promoters personally delivered product information to the public. Of course, in addition to the ground push, we should constantly expand and explore new channels, such as printing the product logo or the QR code of product introduction on the small gifts pushed by the ground, wearing T-shirts printed with the product logo on the ground push staff, putting umbrellas printed with the product logo at the bus station, whether the publicity effect is good, downloading the bus wifi app, renewing fees or rewarding old users, etc. Channel expansion is also different due to different product positioning.

Fourth, promote the budget.

Verb (short for verb) sets a goal.

An APP should pay attention to two indicators.

1, product operation stage

A. Seed stage: The main purpose is to collect user behavior data, compare it with the user model during product design, and make targeted optimization. The main data are: page path conversion, button click, startup times, startup time period, stay time, etc. At present, the amount of data is not large, but it is true. If users come from, you can make a free channel first, and it would be better if you could have some starting resources.

B. Promotion period: The main purpose is to expand the influence and attract users. The main concerns are: new, active, retained and channel data. At this stage, if we can cooperate with various resources in a multi-pronged manner, the number of users will be the best.

C revenue period: the main purpose is to create income through various activities and value-added services. The main concerns are: the number of paying users, the amount of payment, the conversion of payment paths, ARPU and so on.

2 product type

Such as tools, the number of starts is very important; Community class, active users and UGC are very important; Games, online people and arpu value are the key; Mobile e-commerce mainly focuses on transaction conversion rate, including order conversion rate and amount conversion rate. According to the product type and operation stage of APP, the evaluation table of APP data indicators is formulated.

Sixth, the team structure

This space briefly introduces the organizational structure of the mobile Internet operation and promotion team and the job responsibilities of its members, which has certain universality. Generally speaking, the structure of this market operation department is probably: one takes the lead, one does channels and traffic, one does social media, one writes copywriting, and then assists some handyman.

Seven, performance appraisal

Each company's performance appraisal indicators are different. For the marketing department of mobile internet companies, the indicators of each position are different. Only some identification points marked with * * * are listed here.

Eight, team management

This space focuses on team operation management, not only for the mobile Internet, but also for the team management of Internet companies. In terms of personal experience sharing, Internet team operation management should focus on three aspects:

Execution, target management, team cohesion.

1, execute

Regarding the case of execution, Tencent is an example for many Internet companies to learn. Ma Hua Teng sends an email at 4am, and the operation team can give the implementation plan in the afternoon. Many entrepreneurial small internet companies have developed rapidly because of their strong execution. When the company developed to a certain scale, the abnormal layers of approval mechanism hindered the implementation of the project. The author once stayed in a company that transformed from a traditional enterprise to the Internet, and had a deep understanding. A very simple promotion page could have been approved on the same day, and it had to be reviewed by the director-vice president -boss. It took a week to pass. As a result, the good project was dragged to death by time. So no matter how big the company is, individuals still respect the project responsibility system and flat management.

2. Management by objectives

From the day he got the KPI, the director of operations was full of data management. Judging from the annual target, quarterly target, monthly target and weekly target, an operation team without quantitative data target will run around like a headless fly. The team management process of the chief operating officer is actually a target management process.

3. Team cohesion

It is the responsibility of every operation director to maintain an efficient, happy and energetic working environment and maintain the cohesion of the whole operation team. Frequent job-hopping of team members will not be conducive to the progress of the project, so how to maintain the stability of the core members of the project is very important.

Here are some tips for managing an operations team:

1, annual target, quarterly target, monthly target, weekly work task list

Post these target data sheets in a conspicuous place to let yourself know. Make a weekly work plan for the team.

2. Monday morning meeting

Hold a morning meeting every Monday, assign the tasks of each team member this week, and record the problems in project operation.

3. Training on Wednesday

Organize training courses for each position every week to improve the professional ability of team members.

4, weekly work summary