Yi, small program activity operation 1, commonly used small program marketing game: group, old with new, spike, limited time discounts, discount codes, coupons, back to the limit, giveaways, full reduction, full delivery, auctions, wish list, cut price 0 yuan purchase, deposit expansion, community group purchase, group solitaire, I want to give gifts, pay the raffle, friends divided, friend booster, the second half-price, make up a single blind box, crowdfunding, pre-sale, fissure PK list Coupon treasure, targeted coupons (silent customers, potential customers) 2, small program mall activity operation: A, pre-event planning: objectives, themes, programs, processes, division of labor, materials, copy content, implementation, incentives, data collection and evaluation and analysis, target planning: the purpose of the target, traffic channel sources, crowd positioning, selection of products pre-event chain dismantling, activity pre-warming B, activity implementation: activity time Selection, activity point of interest planning, activity breaking point design. C, activity objectives: rapid fission, rapid single, improve the customer single (combination, full gift), improve the conversion, traffic precipitation (attention, membership) C, after the event to close: review, optimization of the event effect review: expected goal achievement, channel data activity link review: activity content, process link, personnel division of labor, material preparation activity problem review: Unexpected problems, unplanned problems, customer experience, customer problems Activity optimization: this summary, the next improvement and enhancement 3, small program mall distribution and fission: small program mall distribution is commonly used in the industry alliance, anchor distribution, one piece of hair, community group purchasing, distribution recruitment, agent investment and so on. For details, see the "private operation business model" small program mall is different from other platforms mall is based on WeChat social relations fission function. Do small program mall fission basis: controllable stock of users - seed users (seed users: activity, willingness to high) to share to guide the chain - minimalist action and thinking, anthropomorphism, I sex, reliability diversion induced erbium design: self or altruism, social value, emotional value, personality enhancement of a variety of ways to play the planning, fission of the six-word decision: Spell: group; than: PK; send: coupon; cut: cut price; help: help exchange: different industry 4, small program mall all chain fission SOP: a, inventory comb all available fission channels: own, public domain, external resources B, a variety of fission way of scoring table: enforceability, influence, difficulty into the degree, the cost of C, the design of the point of interest, sharing fission chain estimation and determination of the key indexes D, the activities of the program Determine and publicity and promotion E, personnel division of labor and resource allocation, monitoring, performance F, A/B test G, feedback, adjustment, implementation H, review and optimization of the second, the video number of live event operation 1, live event planning: theme and content: live theme, live time, effect prediction live users: crowd positioning live policy: live selection, live activities, preferences, draws live rhythm: time nodes live Time - Estimated effect - activity customization - live theme - live process -Related information inventory traffic channels -Design fission sharing activities -Production of promotional posters -Establishment of Live group - community operation (daily activities and content output) preview, points of interest, receive coupons, booking 2, live event implementation: pre-live traffic water storage and preheating: pre-live water storage, momentum, preheating, the whole field of grass, to increase the interest of the traffic empowerment, scenario empowerment, merchandise empowerment, team empowerment, scripting empowerment, system empowerment Live broadcast: anchor interpretation, background support; adjust the enthusiasm, mention the conversion, the point of interest to explain, limited time and limited offers, welfare live control, product explanation, sales promotion single, crisis public relations, coupon push, live lottery, live goods, comment reply after the live broadcast: to do the traffic precipitation, to do the re-buy; data review, strategy optimization, three, the circle of friends content and activity operation: enterprise weibo circle of friends content and activity operation include: Product seeding, activity information, knowledge sharing, IP life daily, interactive games, activities with the preview preheating, consumer feedback, friend circle games, friend circle benefits, friend circle content secondary dissemination, friend circle interaction (message Q&A), user research (let the user make a choice), etc. Comparison of the initiative to push, the friend circle content is relatively undisturbed, the customer receives a better, higher degree of exposure of the information, semi-private interactions Low-cost dissemination, applicable to the persona, quality publicity, preview 1, the circle of friends activities and content: the persona to create class: life scene, serious work, affinity and care, love of life professional output class: knowledge sharing, skills and methods, science and technology customer interaction class: customer feedback, customer participation forwarding class: public number content recommendation, video number content recommendation activities: activity guide, activity interaction and registration, activity preview, Highlights product publicity category: corporate activities, corporate news 2, the circle of friends activity material: brand publicity material: brand culture: brand story, brand read, brand file brand exposure: market publicity, marketing activities product base material: product selling points, highlights: product upgrades, product discounts, product mix competitor analysis: product advantages, product differentiation daily operation material: after-sales issues: the use of the guide, logistics query, Maintenance, traceability operations related: activities, Q&A, optimization of the conversation, customer complaints handling other materials: hot events: current events, industry news, company policy UGC content: experience sharing, positive feedback, the public number of the content and activities of the operation of the public number of the appointment of live events, promotions, new products can be in the public number of the advance preview, and can be booked to remind to improve the activities of the opening rate of participation rate 2, the public number of the appointment of live events, promotions, new product launches can be in the public number of the advance preview, and can be booked to remind to increase the activity of the Open rate participation rate 2, the public number of the push and message: the service number of the push function can also be used as a tool to activate some inactive users. The message area of the public number is also an important tool for interaction with users. 3, the public number of the menu and attention and keyword reply A, after the user sweeps the code to pay attention to, will receive a new attention to the welcome language, at this time, the businessman can set up keyword replies and activities in this link to guide the link. Keyword reply generally match the professional articles or the corresponding commodity business details page or search landing page; activities to guide including registered members, benefits, community to join, activity registration, etc. B, in the public number sub-menu directly set the mall entrance, new user entrance, members of the area, etc. to become a direct entrance to the small program. The menu bar can be used for small program mall or services to undertake, but also in specific activities to carry out new entrances, to enhance the visibility of the activity and diversion rate; in addition to the basic settings of the menu bar, the enterprise can also be grouped according to the WeChat backstage users to show different menu bar entry combinations, the menu bar of the higher-order design, and continue to optimize the click-through rate. V. Private domain community activity operation how to carry out an activity in the community VI. Private domain product activity operation 1, experience, sharing and evaluation product use feeling sharing effect case sharing recommendation sharing product use tips methods and techniques trial experience, activity experience, new product experience product evaluation, scene evaluation, collocation evaluation, effect evaluation 2, consumer participation in the product selection process: product selection packaging design product selection promotion copywriting Selection activities planning selection of factories and supply chain visit VII, the organization of private domain activities internal management monthly activity objectives and rhythm of activity interpretation and target decomposition of the day target decomposition to the person guidance, training kick-off meeting: (activities, goals, incentives) scenarios, tactics exercise activities in preparation for the daily mechanism for the establishment of benchmarking collection of members to invite the program promotional program activities program fission and pull new program activation program to motivate the program PK program training plan Internal atmosphere of the program benchmarking excavation, talk precipitation eight, private domain marketing activities of the digital operation: only read the big data behind the "temperature of the person", in order to achieve the right time and the right "person" communication dialogue, into his / her heart. Combined with the customer life cycle characteristics and customer personalized labels, we can realize the design of multiple scenarios of marketing activities, efficiently reach the target group through the activity push, provide support for the full life cycle management mechanism of the members and the landing of the refined operation, and create the effect of 1,000 people, 1,000 faces of marketing pre: how to automate instead of manually, collect and analyze the key customer data, and assist in the formulation of marketing strategies mid: how to integrate the collection and management of customer loyalty information, and improve the campaigns. management of customer loyalty information to improve the effectiveness of campaign release? Late stage: How to enrich the dimensions of data analysis and visualize the complete customer journey? It is recommended to synchronize system data transmission in a timely and automatic manner to improve internal operation efficiency; enhance data governance capabilities to achieve cross-channel resource integration of corporate brands; and optimize customer marketing campaign experience by combining with intelligent campaign recommendation engine. Digital marketing can not be separated from the empowerment of data, simple and efficient marketing automation tools can realize the automated processing of enterprise data, feed digital marketing with data analysis, assist marketing personnel to provide constructive advice and insights for the marketing digital planning, thus promoting more accurate marketing strategy and business decision-making generation. 1, marketing campaign type multi-scenario template design: each type of marketing campaign should be equipped with a rich marketing campaign template designed based on the typical marketing The marketing campaign types should be equipped with rich marketing campaign templates based on typical marketing scenarios, and the interface function is designed in a simple and clear way. Marketing personnel can also quickly match the corresponding marketing campaign types and scenarios for marketing campaign content management according to the needs of marketing campaigns.2. Marketing campaign content management: workflow creation based on marketing campaign scenarios, editing of highly templated content orchestration and tracking of marketing campaign status management should be the basic functionality of the marketing automation platform. Marketing personnel can quickly get started with simple training, and can quickly and easily complete the creation, design, testing and release of automated marketing campaigns by selecting and dragging and dropping, as well as tracking the results of campaigns in real time through the status management of the campaign interface. Highly automated and simple and direct marketing campaign content management can make the enterprise marketing staff work efficiency has been greatly improved, and from a large number of repetitive, cumbersome marketing campaigns to liberate the work. 3, marketing campaigns target population management: after cross-platform, multi-touchpoint data omni-channel pull through the structured data of the customer has been further explored in-depth, transformed into a visualization of the consumer behavioral events, user labels, multi-dimensional image and life cycle, which can be used as a platform for consumer behavior, user labels and life cycle, which can be used for the marketing campaigns. image and life cycle, which can provide more refined and multi-level crowd division support for marketing activities. Marketers can select the whole domain, specify labels and label groups, and specify specific life cycle types to achieve accurate reach of the target population, greatly reducing the operational errors and omissions of manual crowd selection. 4. Marketing campaign communication channel management: marketing campaigns are still inseparable from the mainstream digital channel integration, email, SMS, social media platforms, and third-party e-commerce platforms, and other digital channels to help enterprises achieve the most direct 1-to-1 crowd reach. Direct 1-to-1 crowd reach. Email and cell phone numbers are the only identifying information for long-term customer use and cross-platform identity binding, making information tracking simpler and more direct. Targeted placement of campaign advertisements provides key value for user identification, image integration analysis and life cycle management, etc. 5. Marketing campaign effect analysis: In order to effectively quantify the output effect of marketing campaigns, marketing automation tools should be equipped with multi-touchpoint, multi-channel marketing campaign data tracking and real-time monitoring functions. In the designated analysis cycle for marketing activities effect data insights, and visual analysis of the dashboard or reports and other ways to show, and use the data as an objective basis for quantitative output, assisting marketing personnel to judge and optimize the marketing decision, to make better strategic decisions

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