App operation promotion that thing "dry"

How many apps are there in your phone? What kind of mobile app attracts you? Do you often use it or let him have it? or just get in there and unload?

A successful application, the development of the app is only the first step, more important than the former is "foster" App,app is like a need to constantly packaging and put into the "star", the need to constantly create "topic" to attract users, rely on a version of the optimization of the upgrade and enough content, activities to support, otherwise it will soon disappear in people's vision Therefore, more difficult than app development is the follow-up operation and promotion.

　First, what is the app operation promotion

First of all to understand the concept of operation promotion, citing the concept of Baidu Encyclopedia, Baidu Encyclopedia is explained: the operation of the planning, organization, implementation and control, and product production and service creation is closely related to the management of the general term. From another perspective, operations management can also refer to the management of the design, operation, evaluation and improvement of systems for the production and delivery of the company's main products and services

Thinking carefully, I think the encyclopedia is too general and complex interpretation. In fact, the Internet app operation promotion is nothing more than the product wants to profit mode, and operation to practice profit mode.

Three phases of operations: attracting users, retaining users, and letting users pay.

Three core objectives of the operation: to expand the user base and find the right profit model to increase revenue and increase user activity.

User groups are a must-have for any app product to make a profit. Therefore, at present, many take the app free download mode, First circle the user, and then to achieve profitability.

If we subdivide the division and type of operations, operations can be divided into:

1. Basic operations: The most common daily work to maintain the normal operation of the product.

2. User operation: Responsible for the maintenance of users, expand the number of users to enhance user activity. For the communication and operation of some core users, it is advantageous for them to promote the activities by preheating, but also get firsthand research data and user feedback from them.

3. Content operation: Guide, recommend, integrate and promote the content of the product. Provide materials to other colleagues, such as activities and operations.

4. Activity operation: According to the demand and target planning activities, through the data analysis to monitor the activity effect appropriate adjustment activities, so as to achieve the promotion of KPI, to achieve the promotion of product operation role.

5. Channel operation: Through business cooperation, product cooperation, channel cooperation and other means, the product to promote the output. Promotion and dissemination of products through marketing activities, media promotion, social media marketing, etc.

　Second, the app product operation promotion What to do?

Pre-preparatory work:

1. First of all ensure that the product can operate normally.

2. Clear product positioning and objectives.

3. Select the appropriate promotion channels and methods to coordinate the internal and external resources and develop a detailed plan.

4. Determine the division and execution of the team.

Initial work on line:

1. Guarantee the normal use of the product

2. According to the operation condition, the stage jumps optimizes the product

3. Promotion strategy (e.g.) on-line initial

Post-day work:

1. Updates to the product

2. Content Operations

3. Event Planning

4. User operations

5. Data analysis

6. Comments and Feedback

　　Iii. what common channels and ways of promotion are available at present

At present, we have no very clear application promotion channels and ways, at present, we are groping in the stage. In addition to the regular Android and Apple markets, the rest of the promotion channels and methods vary from company to resource.

1. What are the popular promotion channels?

See two images below:

Android App Promotion Channel summary analysis (June 12)

The latest and most comprehensive iphone application promotion method and resource collection

2. How do I customize the appropriate promotion channels and methods for your app?

First consideration: Product positioning

Second consideration: Target group habits and attributes

Third consideration: Company resources

　Iv. What data indicators need to be focused on during the operation and promotion process

As we all know, with the operation of promotion, if there is no data to feedback, we will be equal to a headless fly in the drill. Which promotion is the best? which is the best? What kind of activity is most attractive to users? And so on, it needs data to support it. Using the data to speak is the basis for us to get a better job result later.

So what are the data indicators in the app operation promotion process that can better guide us in our work? Download volume, Number of users, retention rate, conversion rate, number of active users, active duration is a review of many companies as data indicators, but also a basis for improving the work of optimization.

Of course, the product phase is different, we are concerned about the data indicators are certainly different. For example, in the early days of the app, we focused more on downloads and users. We will then focus on the data of active users, retention rates, conversion rates, and more. So, the different phases of the operation, the focus of our data will vary.

　　Five, app download tracking statistical analysis Service Tool

At present, the market on the application of statistical analysis tools more, more famous are: Friends, Baidu Statistics, Google statistics, webmaster statistics. In the current situation, the Friends League statistics tool is the preferred statistical analysis tool for many app developers. Some companies will also develop a statistical background according to the special needs of statistics.

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