Generally speaking, there are several principles for setting goals:
1. If you can directly obtain data from a third-party platform as the target, directly refer to the background target data values, such as WeChat and Weibo.
2. The third-party platform can't present data for you as a target guide, but it can be delivered to the technical department of the statistical report system for monitoring. We can start with daily indicators and then expand to weeks, months, seasons and years for statistics.
new media marketing
3. The team needs to have an ultimate goal.
For example, in the O2O project, the ultimate goal of the team is the daily order volume.
For example, a tool APP, the ultimate goal of the team is the daily activity rate.
4, each department decomposition target:
Business goal: X articles per week, of which X articles are original.
Results Objective: The exposure rate of Weibo and the growth ratio of fans compared with last month.
5. The goal setting should not be too general, and there should be specific figures.
For example, the monthly target is to increase the daily activation from 8000 to 12000, and the registration conversion rate is 40%.
Second, make a budget.
? Budget according to the promotion plan, and budget the promotion details involved in each promotion cycle. The finer the budget, the better, the more controllable and the more obvious the implementation effect.
? The operation of new media is an efficient and systematic coordination work to achieve goals/objectives. It is suggested to pay attention to, study and study relevant systems and build your own system. Instead of just focusing on issues that companies and bosses care about, such as budget, publications and cost performance.
Third, the writing plan
1, promoting the overall strategy (method+execution)
Test the most effective promotion method, concentrate superior resources on a possible explosion point, and constantly amplify the analysis until it is detonated.
Where the target consumers are concentrated, our marketing will be concentrated.
2. Seed user period
1000 seed vermicelli, one month, within the region, controllable.
Characteristics of seed users: frequent interaction, help you actively promote the official WeChat account, and often provide effective opinions and suggestions for your official WeChat account.
Promotion methods: friends and colleagues in the industry, partners, invitation mechanism, supplier introduction, business circle, community, school, office advertising; Friends in the industry, colleagues and partners, mobilize colleagues, friends and partners around them to join the experience.
Wechat group management: establish two WeChat groups with 500 people, manage seed users and collect opinions from product users.
3. Initial use period
In the initial promotion period, you should try various promotion channels, find the channel that you are best at, let fans grow naturally every day, and finally achieve your goal.
The advantage of having a channel is that you can get stable fans every day, instead of 500 fans a day and no fans for three days.
Methods: Weibo drainage; Group drainage; Small drainage; Self-built official WeChat group; Activity planning; Local official WeChat account, Weibo, community, website and other channels.
4. Brand promotion period
A. Continue the promotion mode of "initial user period" and obtain daily traffic stably.
B Local O2O service number or APP cooperation, after initial promotion, has accumulated a certain number of fans, which can be promoted together with local O2O.
C, ground promotion, you can cooperate with shopping malls, schools, communities and other business districts to plan and promote offline activities.
D. participation in industry conferences and exhibitions. You can make a good WeChat marketing plan by attending some industry conferences and exhibitions and bringing a QR code.
E, join the local industry alliance, promote products and promote the brand awareness of the service number in the local area.