Analysis of local portal management Flow (II.): Application flow and activity marketing flow

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Second, the application of the flow of advantages, disadvantages, misunderstandings and access methods

Advantages：

A, through the application of the channel can have exclusive or unique solution to the problem of users, so the user viscosity high, so that the site flow more stable

B, the application of the channel advertising high value (industry ads are very easy to launch)

C, application-type flow can enhance the site brand

Shortcomings：

A, the application-type flow has its target user group, so the user scope is narrow, traffic reaches a certain stage will stop.

B, the application channel channel for the winning customer base is also very narrow, so that the scale of income is limited.

Misunderstanding：

A, the application-oriented flow management platform, or the market is immature, the time is not, the channel is difficult to activate.

(a part of the site, operating a channel failure, simply blame the failure of the local market is immature, local users "do not understand or lazy", the platform is not good and so on. can also cite a variety of supporting their own argument, such as users will not publish information, users do not agree with the effect of the local network is very poor, many people do not understand, or the platform has a variety of problems and so on

But the reality is that such arguments are untenable.

What's the problem?

The concept of operation is not correct, if you can not reverse their operating concept, then any operating channel of such sites can not be activated.

Operating Channel features:

First: To understand the operation of the channel, is a pioneering nature, that is, from scratch, or to directly face the local traditional industry or direct competition in the industry, to public relations, to tough, not the times headwind, do not need to pay much effort can do things, so psychologically to prepare first, once entered must have "win" Belief, constantly overcome difficulties, do not reach the goal does not look back.

Second: The operation should have a certain resource support, and must maintain the continuity of operation. (Continuity is very important, if you choose the operating channel, you must ensure the continuity of operations, otherwise, regardless of how the operation, resource investment, will be interrupted in operation, so that the effect of efforts to zero, avoid!)

Third, the operation of the channel must be responsive to demand-oriented, and constantly improve the ability to solve user problems and effects. (for example, the talent channel, initially to provide users with the most complete, the most accurate information as the goal, in the medium term to understand what the recruitment needs of different customers, the latter to the customer recruitment effect and job seekers to find the real effect of the work-oriented continuous improvement of service and adjust the operating mode)

Iii. the advantages, disadvantages, misunderstandings and ways of obtaining the activity marketing flow

Advantages：

A, the activity flow growth is faster, and the growth amplitude is obvious

B, the content precipitation of the activity flow and the user sedimentation effect is obvious

C, the flow of activities, through different forms of activity, can make the network application of more diverse ways, in the local market more limited space, you can more flexible to create a variety of reality and network of the application model. (such as: Small to Eat, Network K song, home diary, etc.)

D, the activity flow, like a warm current, can let the customer and netizen unceasingly deepen to the network cognition, thus for the site steady flow and the income build an effective "ladder".

Shortcomings：

A, when there is activity flow growth, no activity when the flow will fall to normal

B, to carry out activities more labor-intensive, the quality of the implementation team higher requirements

Misunderstanding：

A, engage in activities is to earn popularity and visibility, but it is difficult to get real benefits, so sometimes feel thankless, with the site's business in-depth, activities will be diluted.

B, engage in activities and can not bring stable traffic to the site, do the site also rely on the basic keywords flow and operating flow, activity is a supporting role.

C, engage in activities, do not make money, or engage in activities can not demand money, or gain or loss, can not fully look at and formulate activities to carry out the way.

(First of all, activities can create stable flow, the way is to make the activity continuous.) Through analysis, at home to win millions of local sites, no exception activities are the core of operations, first of all, in the density of activities, can at least do weekly activities, and even every day there are different types of activities and then staged, such results will make the activity from point to link into the line, naturally created a stable " Activity Flow ", at the same time the activity itself the marketing effect is obvious, to win the help is very big, the local station wins the million of sites, wins the 50%~80% All is the activity marketing to drive. The value of visible activity is so high. )

How to operate a site in this way:

The first thing to understand is the form of activity, which is generally the following:

1, group activities, can also be called "club activities", such as the local photography club, car Friends club, Donkey Friends Club, Pet Club and so on

2, industry activities, depending on the small activities of a certain industry, such as relying on a small food channel to eat, netizens try to eat, relying on Home channel award-winning home diary, home user experience record, such as relying on the real estate channel to see the group, reading Room diary and so on

3, business activities: such as auto show, housing exhibition, furniture exhibition, wedding exhibition, clear and clear business activities

4, other creative activities, such as K song, online voting, dating friends, Network Spring Festival Gala, Miss City and so on

5, with local governments or local traditional advertising companies to organize or participate in the types of activities, such as the local government's various competitions, the local large and medium-sized enterprises and institutions of the year of various activities, such as opening, building opening, important festivals, carnival and so on

The above forms of activity can also be categorized as follows:

1. Non-winning activities

Such as: group activities, the main purpose is to promote the popularity of the site, such as the organization of photographic activities, the organization of car friends activities, such activities are non-profit

such as: industry activities, small part of the exploration and eating, netizens try to eat, such activities are mainly for the purpose of a certain industry to do the operation of the market, although not profitable but can be driven by netizens and merchants of some kind of experience, thus conducive to the marketing of the industry products.

2. Win-Accept Activities

such as: Typical business activities, auto Show, housing exhibition, furniture exhibition, large-scale performances and so on

This type of activity has a considerable win. is a large local site to operate the necessary options. It is also the only way to break millions win.

(How to make the activity possible to connect:

Take one months as an example: such as organizing group activities, photography activities one months, pet activities one months, such as industry activities, users try to eat, one months 2~3 times, home customer experience, one months 2~3 times, such as voting activities, once a month and so on, so the various types of activities interwoven, will make activities one after another, From a single point of slow link into a line, thereby achieving a stable "activity flow")

In short: small activities of the normal, big activity branding

Source: Jingmen Online Original: http://www.jm.ccoo.cn

Related article reading: Local Portal management Flow analysis (i)