Methodology! How does the operation use hot spots to plan activities?

In the last article "Eight Hot Marketing Routines of Qixi Olympic Games ……", the common hot spots of manual operation were mainly introduced. This paper mainly analyzes how to analyze the hot spots in operation, and makes some thoughts on the selection and integration of these programs. In order to make everyone understand this article better, the knowledge points that need to be shared with you at the beginning are: What are the differences between operation and market thinking in the face of national hotspots? Operation is to do hot spot combination planning activities from interesting functions/contents/users of products, and marketing public relations department digs out product contents from network hot spots. Sometimes, for the need of communication, colleagues in the marketing department will temporarily create a content that can be combined with communication in the product. For the operation of hotspot marketing, hotspot planning that does not aim at improving product data is hooliganism, but for the market, it is enough to make users feel that this product is fun and has exposure (three views and political correctness are the bottom line for using hotspots). Maybe you still feel a little abstract after reading these two differences. Here is a well-known case. In order to express the core point of the case, I well named this case "4 hours to escape from Shanghai, a smug action". At the beginning of July this year, the official WeChat account "New World" and the travel application "flight steward" planned a flash marketing campaign of "Escape from Beishangguang after four hours" to attract Internet practitioners. And the data proved that the activity did achieve good results: Weibo read tens of millions of topics, WeChat read more than one million, and the powder rose by 65,438+million in three hours, which successfully caused topic discussion in the civilian artillery gathering in Zhihu. From the brand point of view, flight steward's marketing activities still have certain effects. After all, the official WeChat account "New World" activity has a great exposure to products, and it can score 90 points. In addition, 10 is afraid of its pride. Flight steward's Sina Micro-Index and flight steward's Baidu Index Station operate from the perspective that flight steward's escape from Beishangguang can only give a low score range, which belongs to an activity planning that does not aim at improving product data. Why do you say that? First, there are mistakes in crowd focus and competitor selection. Are flight steward users really young artists? As far as I know, young artists like to travel by small green leather trains and stay in youth hostels. Are the competitors that flight steward needs to get rid of through marketing really people who can't just leave? If I really want to go, for a person who is not very literary, I guess I will choose to take out Ctrip to book a plane ticket and a hotel. Secondly, a very fatal problem is that "too much attention is paid to the simplification of communication path, and the path setting of upgrading product data is completely ignored". Users of the whole event only need to reply to the keywords in the official WeChat account "New World" to get an accurate meeting place. The interaction between users and flight steward APP is not a strong connection, and the effect of providing product data will not be very good. Judging from the amount of downloaded data, it seems that brand exposure has not played a very good role in bringing new ideas. Flight steward ranked 60th in the appstore in the first week of July, and the best result appeared on July 7th, instead of July 8th, which was refreshed by friends circle yesterday. Flight steward ranking trend chart from June 6th to 8th Generally speaking, the marketing of "four hours later, fleeing from the North to Guangzhou" made the official account of WeChat "New World" climax after climax, which not only increased the number of fans, but also earned flight steward a high brand marketing fee and made a brand for its target group. For flight steward, this homemade hotspot is very helpful for brand exposure, but from the data point of view, it is only self-satisfaction for operation. If the operation wants to plan activities with hot spots, but does not want to repeat the mistake of complacency without data promotion, it can refer to how to follow up the planning activities rhythmically and effectively in the face of hot spots mentioned in this article. At the same time, at the end of my article, I will give some suggestions on how to optimize the operation of flight steward if there is another hot opportunity of "fleeing from the north to Guangzhou in four hours". In the article "Eight Hot Marketing Routines of Qixi Olympic Games ……", we mentioned that hot spots can be divided into unpredictable hot spots and predictable hot spots, among which unpredictable hot spots such as celebrity gossip and social events are suitable for brands to make a poster or write a soft article. Predictable hotspots, such as traditional festivals and social hotspots, are more suitable for operating hotspots and planning activities to effectively improve data. Specifically, in the planning of activities, we can study the operation from the combination of marketing tools, interactive scenes and commodity packaging. Marketing tools can be understood as background configuration, which directly plays a role in improving product data. Due to the sudden and short-term effectiveness of hot spots, few companies will develop a new marketing tool for hot spots alone, not to mention the development and marketing work is a product-oriented work, and there are many details that need to be considered in depth. Most companies plan to use hot spots to carry out activities. At the level of marketing tools, they use ready-made tools to better carry out micro-innovation, and tools can help operations achieve the purpose of activities. In addition to marketing tools, interactive scenes (distribution methods of marketing tools) and commodity packaging are two elements that can best be combined with hot spots when planning activities. The essence of business hotspots is that products combine with hotspots to build interactive scenes, and then the copywriting and tonality of commodity packaging are determined according to the interactive scenes. Whether it is using lottery, e-commerce, full delivery, answering questions, killing seconds, fighting together or using hot spots to create new scenes, all this needs to start with the analysis of hot spots. Here, we focus on the recent hot spot European Cup as an example to study the process of operating hot spots for event planning. The process of operating hotspots is 1/ analyzing hotspots. If you want to operate hot spots better, and if you want to make interactive scenes independent of the public and distinctive, you have to dig deep into all the information related to hot spots. When you dig out the information related to hot spots, it will be more interesting to operate activities in combination with hot spots. For example, what's the difference between the Rio Olympics and the London Olympics? What's the difference with the European Cup? 1) Hotspot information This refers to the objective popular science information about the hotspot itself and the information about the external environment of the hotspot, including other important festivals or company trends foreseen. Among them, there are several external environments that all companies need to face during the Olympic Games, such as Valentine's Day, 8 18 Suning Year, and Japan's unconditional surrender day. 2) Information source is through search engine, Weibo, Post Bar, Tianya, news portal, vertical. The following are some related contents of "Rio Olympics" that I found. 3 1 Summer Olympic Games, also known as 20 16 Rio de Janeiro Olympic Games, was held in Rio de Janeiro, Brazil from August 5 to August 2 1 6. Rio de Janeiro became the first South American city to host the Olympic Games and the first Portuguese-speaking city to host the Olympic Games. In addition, this summer Olympic Games is another Brazilian sports event after the 20 14 World Cup. This is Rio's third Olympic bid in the new century. This seaside city once bid for the Olympic Games in 2004 and 20 12, but both failed. Rio de Janeiro is also the second bidding city in South America. Previously, Buenos Aires, the capital of Argentina, had failed to bid for it three times. There were 28 major events and 306 minor events in Rio de Janeiro Olympic Games in 20 16. Golf returned to the Olympic Games, and rugby sevens joined the Olympic Games. 20 14, 16 On February 23rd, the mascots for the Rio Olympic and Paralympic Games were announced by the Rio Olympic Organizing Committee. Inspired by Brazilian animals and plants, the two mascots represent Brazilian animals and plants respectively, reflecting the enthusiasm and boldness of the samba country. Official website posted photos of the two mascots for the Rio Olympics. They are between comics and reality, and they are a blend of various popular cultures in Brazil, with elements of animation and video games. On June 4th, 20 16, the organizing committee of Rio 20 16 Olympic Games announced the slogan "New World" for Rio 20 16 Olympic Games and Paralympics in the Future Gymnasium of Rio Olympic Park, implying that Rio Olympic Games will create a better world, so as to influence and change the next generation. At the 20 16 London Olympics, he won the fourth prize. 20 12 On August 4th, Phelps announced his retirement after the swimming competition in London Olympic Games. On 20th1April15th, Phelps announced his official comeback. .. 2/ Mining Hot Keywords After collecting hot related information, you can mine hot related keywords according to this information. These words can be divided into direct related words and associative words, mainly nouns, verbs and adjectives. In order to help you open your brain better, it is recommended to use the 9/25 grid method for keyword mining. You may have other better methods, as long as you can force yourself to think of more interesting keywords. Do keyword mining with nine squares, write the popular keywords in the middle position, and then the first step (and the most important step) is to fill in four words with different meanings in the squares around the popular keywords. If we can't think of it, we will search for words according to the five elements of the composition, that is, when, where, what, why and who, which are the basic elements of the event statement. 9 squares and 25 squares, and then associate the words on the table with cross-vocabulary, in-column vocabulary and equivalent vocabulary, that is, fill 25 squares. It is not enough to think of these words. In order to better find keywords that can be used to gain motivation, we can classify these words. Verbs: jump, vomit, stay up late, quiz, study, cheer, avoid and take risks Adjectives: faster and more exciting Nouns: gold medal, schedule, itinerary, travel, raiders, samba, China team, Sun Yang, athletes, competition and Rio, among which verbs are the key reference directions of interactive scenes, adjectives and nouns are the reference directions of commodity packaging. Finally, using Baidu Index, we can see the overlap between the user portraits of users who pay attention to hot spots and the target users of the product itself, which can be used as the key target users of event planning. People in Beijing and Shanghai have the highest enthusiasm for the Olympic Games. The main crowd of the Olympic Games is male friends born after 1980s and 1990s. Analyze operational purposes and marketing tools, and plan activities by using hot spots. The purpose of operation is nothing more than these five categories: innovation, promotion, retention, transformation and sales. Choose one of them as the core purpose and set the goal. Then look at the data related to the core purpose and the existing marketing tools that can effectively improve these data. The confirmation of operation purpose before activity planning revolves around data selection. At this point, the core elements of event planning (interactive scenes, marketing tools, commodity packaging) are basically determined. Based on the above analysis, write some ideas of Olympic activities that I think of. Theme 1: Rio Adventure Purpose: Increase the registration of platform hotspots: Combine the common verb "adventure" in European Cup marketing tools: traffic package/cash. Interactive scene: registered users send traffic product packaging according to the clearance score: Rio architectural style and Olympic color packaging creativity 2 theme: Olympic tucao daily hot spot: humorous tucao marketing tool: red envelope/coupon/experience gold interactive scene: barrage (tucao collar red envelope) product packaging: sorting out daily high-quality tucao output creativity 3 theme: Sun Yang wins the championship, I will send traffic hot spot: Sun Yang is a sports star in China, and his achievements have attracted much attention. Marketing tools: traffic packages and discount coupons. Interactive scene: quiz product packaging: packaging creativity of Olympic swimming pool. Four themes: carnival hotspots of the national Olympic Games: 28 sports marketing tools are always set in this Olympic Games: red envelopes/discount coupons/experience money/physical prizes. Interactive scene: Paopaolong (lucky draw) product packaging: ordinary Olympic packaging is ready. At the end of the article, I will talk about my suggestions on the optimization of activities in flight steward. If conditions permit, you can use the new world to develop a page. Users can investigate this customized activity page by typing the keyword "Go" in the search box of the product, and tell the user to come at 10 and leave within 4 hours after grabbing the ticket. Those who don't get the tickets can also get coupons and leave on their own. This has two advantages: 30 places will not be split immediately, and it is estimated that the three hours from 7: 00 to 10 will bring a very large download volume; Active users, flight steward's own users can also participate in the ticket grab. Even if they only get coupons in the end and use them to stimulate them to use products, they are likely to become paying/repeat customers. If you have a better idea, please leave a message in the comments section. -Reply to the following numerical keywords in the official WeChat account "Product Rookie Exchange", and check the essence article 0 1- "Young people, why do you choose to operate firmly? 02- Firmly believe that operation is more important than being right for people 03- Five ambiguous relationships between operation and products 04- How to quickly grow into high-level operation 05- Which of the three career development directions of operation will you choose? 06- Three thinking modes commonly used in high-level operation 07- How to effectively change jobs 08- How to improve user retention with data analysis 09- Ten steps to become the most scarce operation on the Internet 10- Monthly salary of content operation 3000- 30000.