It only takes six steps to formulate a complete and efficient operation and promotion plan.

in recent years, with the rapid development of mobile internet, the traffic from PC has been slowly transferred to the traffic from mobile terminal, and the trend of mobile internet is irresistible. Enterprises of different internet types have set up independent departments to operate for mobile terminal. The author has been engaged in e-commerce and website operation for more than ten years, and has been exposed to B2B,B2C, third-party platforms (Tmall, Taobao), mobile APP and other types of website operations. Starting from the position of mobile Internet marketing director, I will explain how the mobile Internet department formulates an operation and promotion plan from several aspects. As for the mobile Internet, mobile e-commerce is a virtual and vague text of the general trend, so I won't start talking about it. Dear friends, are you ready? Let me share my years of promotion and operation experience for you and tell you how to make a complete operation and promotion plan. First, the analysis of competing products 1. Choose competing products and do a good job of positioning Baidu to search for similar product keywords. Assuming that your product is a travel sharing APP, you can enter the main keyword "travel app", which is generally ranked in front of the natural ranking. The products in front of Baidu's bidding promotion are all competing products; Use keywords to search in major mobile application markets, such as 91 application market, application treasure, pea pods, etc. Find the latest information on the industry website, such as travel APP. You can go to professional travel information networks, such as Xinxin Travel Network, Global Travel News, Powertrain Network, etc. to search for information related to the APP. 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 are not introduced here. It is best to choose two products, up to three, for competing product analysis. 2. Analysis of competing products, and draw a conclusion Generally speaking, a comprehensive analysis of competing products should be carried out from the aspects of users, market trends, functional design, operation and promotion strategies, etc. Here we refine it into the following dimensions: market trends, industry status; Corporate vision, product positioning and development strategy of competitors; Target users; Market data; Core functions; Interactive design; Advantages and disadvantages of products; Operation and promotion strategy; Summarize &; Let's move. For the marketing director of the mobile internet department, he can only care about the market part, and the function and design can be ignored, and analyze the competing products of each part, focusing on market data and operation promotion strategies. Take a mobile travel APP here. The operational data can be analyzed from the download volume, the number of users, the retention rate, the conversion rate, the number of active users and the active duration. The operation and promotion strategy can be analyzed from the channel management of competing products, such as application market launch, mobile forum, market activities, soft text launch, social media performance and so on. 3. According to the conclusion, it is suggested that through the analysis of the above competing products, a conclusion with more market and commercial value can be roughly drawn. Second, product positioning will discuss the importance of 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, it will play a key role in promoting the later products. Product positioning: clearly describe your products in one sentence, and what kind of products are used to satisfy users or user markets; Product core goal: the product goal is often expressed as solving a problem in the target user market. The more thorough the analysis of this problem, the more accurate the core goal of the product; Target user positioning: generally, target user groups are positioned according to age, income, education and region; Target user characteristics: commonly used user characteristics: age, gender, date of birth, income, occupation, residence, hobbies, personality characteristics, etc. User role cards: user role cards are established according to the characteristics of target users around the target users; User usage scenario: User usage scenario refers to putting the target user group into the actual usage scenario. Third, the promotion plan mobile Internet industry, the startup market is suitable for multi-faceted, try all the ways that can be thought of, and maximize the brand effect with the least investment. Among the 1 methods that come to mind, one of the most effective methods is constantly tested, and 99 of them are eliminated. Concentrate the resources in your hands on a possible point of explosion, constantly enlarge and analyze, and wait for the explosion. Finally attract more registered users and increase their market share. Online channels 1. Basic online coverage of major download markets, app stores, big platforms and download stations: The first step in promotion is to go online, which is the most basic. No need to spend money, just the widest coverage. Download markets: Android, Machine Front, An Zhi, Application Exchange, 91, Wooden Ant, N Duo, Youyi, Anji, Feiliu, etc. Application stores: geogle Store, HTC Mall, Lifei, Crosscat, Kaiqi, Amy, Wozhacha, Meizu Store, Lenovo Developer Community, oppo App Store, etc. Large platforms: MM Community, wostore, Tianyi Space, Huawei Zhihuiyun, Tencent Application Center, etc. Clients: pea pods Mobile Wizard, 91 Mobile Assistant, 36 Software Manager, etc. Wap station: pickled pepper, Skynet, Lexun, Yisou, etc. Web download stations: Sky, Huajun, Extraordinary, Green Soft, etc. IOS version distribution channels: AppStore, 91 Assistant, pp Assistant, Netease Application Center, Synchronous Push, Quick Use Apple Assistant, itools, and limited time free encyclopedia. 2. Operators' channel promotion: China Mobile, China Telecom and China Unicom have large user bases, so they can pre-install products in operators' stores, and take advantage of the capabilities that the third party does not have. If they are good products, they can also get subsidies and support from them. The marketing department should have a special channel specialist who is responsible for communication and cooperation with operators, and make a plan for project tracking. 3. Third-party stores: The above-mentioned Class A all 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 1 third-party application stores in the country. The channel specialist should prepare a lot of materials, tests and so on 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 the funds are sufficient, you can put some advertising spaces and recommendations. 4. Mobile phone manufacturers, stores, and major manufacturers all pre-install stores in their own brands of mobile phones, such as Lenovo Music Store, HTC Market, opponearme, Meizu Market, moto Smart Parts Park, etc. The channel department needs more operation specialists to contact the mobile phone manufacturers' stores. 5. Integration Wall Promotion "Integration Wall" is a page that displays various integration tasks (downloading and installing recommended high-quality applications, registering, filling out forms, etc.) in an application for users to 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 integral wall is lifted quickly and the effect is obvious. Most of them are in the form of CPA, and the price ranges from 1 to 3 yuan. However, considering the comprehensive cost of active users, the cost is high and the user retention rate is low. Companies in the industry include tapjoy, weiyun, Youmi and Wanpu. The integrating wall is suitable for large-scale enterprises with funds and needs to develop the user team as soon as possible. 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 APPStore to download apps. If your APP is directly in the top position, of course, you can quickly get the attention of users and get a higher real download volume. However, the price of the brush list is relatively high. The price of the top25 in the domestic list is about 1, yuan per day, and the price of the top5 needs more than 2, yuan per day. Because this kind of promotion cost is relatively high, it is usually done together with news hype, so it is easy to become famous quickly. 7. Social platforms promote the current mainstream smartphone social platforms, with clear potential users and the ability to promote products quickly. This kind of promotion basically adopts the mode of cooperation and sharing, and the cooperation methods are diverse. Companies in the industry include weiyun, Ninetowns, Tencent and Sina. 8. The number of advertising platforms is fast and the effect is obvious. The cost is relatively high. Take the current mainstream platform as an example, the price of CPC is .3-.8 yuan, and that of CPA is between 1.5 yuan and 3 yuan. It is not conducive to the promotion and use of the team before venture capital financing. Companies in the industry include admob, Multi-League, weiyun, Youmi and Yidong. 9. There are two main ways to change the volume: recommend each other within the application: this way can make full use of the traffic and increase the exposure and download volume. The magnitude is not big, but the exposure is good. Applications with built-in recommendation bits can exchange the volume with each other, but this needs to be based on a certain number of users. Buy quantity for quantity: if you can't bring quantity to an application or the quantity is very small, you can find a network alliance to run quantity in exchange for high-quality resources in the application store or convert it into money for promotion. This way is also a more practical way. Stores including Appbao and Xiaomi can exchange the quantity, and through some agents, they can also exchange the quantity with 36, which may have a better effect than directly doing CPT at 36. CP generally exchanges the quantity in a 2:1 way. Offline channel 1. Mobile phone manufacturers pre-install it before leaving the factory, and the user conversion rate is high, which is the most direct way to develop users. It takes a long time for users to start the quantity, and it takes 3-5 months from submitting the test package for testing-over-testing-trial production-mass production-sales to users. Promotion cost: the pre-installation price of application products ranges from .5 to 1 yuan, and the CPA price ranges from 1.5 to 4 yuan. For game products, free pre-installation and subsequent sharing mode are adopted, and the CPA price is between 2 and 3 yuan. Companies in the industry include Huawei, ZTE, Coolpad, TCL, Bird, OPPO, Meizu and Hisense. The operation is difficult, 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. 2. The number of parallel brush machines 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 machines a day. The phenomenon of re-brushing 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, a single software CPA is in 1-2 yuan, and the price of a machine for charter flights is between 5-1 yuan. Companies in the industry include XDA, Kule, le cool and Brush Wizard. 3, licensed storefront users have high quality, high viscosity, high conversion rate of users' payment, and fast meeting 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 .5-1 yuan. Companies in the industry include Leyu, Zhongfu, Tianyin, China Post and Suning. New media promotion 1. Content planning Before content planning, it is necessary to do a good job of audience positioning and analyze the characteristics of core users. Adhere to the output of original content, and keep about three interesting contents a day in content update. Catch the hot spots of the week or day to follow up. Creativity, or creativity, makes your products tell stories and personify. 2. Brand Basic Promotion Encyclopedia is promoted in Baidu Encyclopedia, and 36 Encyclopedia establishes brand entries. Question-and-answer classes are promoted in Baidu Know, Soso Ask-and-Answer, Sina Love Ask, Zhihu and other websites to establish question-and-answer. 3. Forums and post bars to promote Machine Front, Android and An Zhi. . . Many industry forums can be seen at the bottom of mobile phone related websites. It is suggested that promoters post and promote by official posts and user posts, and at the same time, they can contact the forum administrator to do some activities to promote. After posting, you should maintain your posts regularly, answer questions raised by users in time, and collect 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 and Meizu Forum; The third lineup: Storm Forum, Wood Ant Forum and DOSPY Forum. 4. Weibo promotion content: personify products, tell stories, locate the characteristics of Weibo, and insist on the output of original content. Seize the hot spots of the week or day to follow up in Weibo, and maintain a certain degree of continuous innovation. Here, we can refer to the successful Weibo tuba in the same industry and learn from their experience; Interaction: Pay attention to relevant Weibo accounts in the industry, maintain interaction and improve brand exposure; Activities: If necessary, you can plan activities, Weibo forwarding, etc. 5. It takes a certain time for WeChat to promote the operation and promotion of WeChat WeChat official account. Here, you can refer to a few songs: content positioning: combining products to make content aggregation recommendations, the content does not have to be much, but it must be precise and conform to the positioning of micro-signals; Seed users' accumulation: at the initial stage, you can give a KPI index and a threshold of 5 fans. Seed users can be recommended by colleagues, friends and partners, Weibo Drainage, official website Drainage, etc. Trumpet accumulation: launch WeChat Trumpet and introduce the target customer base every day; Trumpet leading tuba: Recommend WeChat WeChat official account through the accumulation of trumpet fans, and import fans to WeChat WeChat official account; WeChat mutual push: When the number of fans reaches a certain expectation, you can join some WeChat mutual push groups. Regarding the sharing of WeChat promotion experience, we will not discuss it here. 6, PR spread PR is not a hard advertisement, it is very important to learn to tell a moving story in the right way. In the Internet age, everyone is the source of communication. No matter Weibo Kol, WeChat WeChat official account, columns of media websites or major social networking sites, I have to study how to use these platforms to tell the story of a good brand. On the contrary, these platforms will also be the best channels for users to generate UGC for brands. In a start-up company, as a PR, you need to thoroughly understand the direction of each stage of the company, and then learn to send a powerful 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 products. It is best to form a hot topic in the industry. 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, in addition to strong execution and certain media resources, so that the event 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 these information, and also need to develop the idea of recording some flashes of inspiration at any time and 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 make a matching communication plan, start making project budget and prepare channel resources. 8. Data Analysis Take some time every week to carefully analyze the data behind every Weibo, WeChat and every channel, and you will definitely find the fit and relevance behind the highly disseminated content. This is very conducive to the improvement of the content quality of official Weibo and WeChat, and the operation is more grounded. IV. Promotion Budget According to the above promotion plan, make budget matching for each channel, and finalize the final budget for the first phase with the boss. Five, to develop a target APP, we should pay attention to two indicators: 1. Seed period of product operation stage: the main purpose is to collect user behavior data, compare it with the user model during product design, and optimize it purposefully. The main data are: page path conversion, button click, startup times, startup time period, stay time and so on. At this stage, the amount of data is not large, but real. If the user comes from, you can make a free channel first, and it would be better if you could have some starting resources. Promotion period: The main purpose is to expand the influence and attract users. The main concern data are new, active, retained and channel data. At this stage, if we can cooperate with various resources in a multi-pronged manner, it is best that the number of users can explode. Revenue period: The main purpose is to create revenue through various activities and value-added services. The main concern is to find data