First of all, if the activity is to be successfully implemented, a set of clear activity paths (very critical) need to be designed to provide implementation guidelines. Then implant the operational goals you need to achieve (key nodes implant AARRR) and data tracking for each stage of the path.
Figure 4: Basic Activity Path
Because it is impossible to perform only one activity in a day's work, and there are other tasks to be completed. When carrying out several tasks in a day to execute the plan, it is obviously very inefficient to switch back and forth to execute. At this time, you can put this The set of activity paths are decomposed and interspersed into your daily SOP management.
Provide implementation guidance and orientation;
Implant AARRR (establish core indicators for key links) and implant data feedback nodes (collect data from a node, and feedback whether the current situation meets expectations, and needs to be adjusted in time if it does not meet expectations);
It is easy to disassemble and integrate into SOP management.
Because the systematic SOP management has been discussed before, the SOP will not be described here, so the following case disassembly focuses on the implantation of AARRR and the implantation of data feedback nodes.
1. AARRR implantation
First, before talking about how to implant, let's talk about the advantages and application scenarios of the AARRR model (basic model, not elaborated). AARRR can provide us with a more directional plan for the overall process, and it can flexibly deform AARRR, so it has a wide range of applicability. Basically, it is used for operational execution work, especially long-term strategic planning, that is, it has a life cycle. Cycle operation modules: community country email list operation, new media operation, product operation, etc.
Figure 5: AARRR model
According to the tactics corresponding to AARRR sorted out by the activity path, the activity path is updated. (The more core role of topic discussion is daily maintenance, or activation-transformation. Others such as drainage and fission do not play a big role, so there is no omnipotent solution in operation, and a combination of multiple solutions is required, which can be complementary here. Or strengthen the combination, you need to plan according to the core KPI of your current stage.)
Figure 6: Specific implementation of implantation
2. Data Feedback Node
The establishment of data feedback nodes is mainly to detect abnormal situations in time and make dynamic adjustments, as well as later review analysis. For example, the low online activity of the group directly affects the final participation, but it is difficult to objectively quantify the participation. , at this time, we can use the interaction of grabbing red envelopes or gift delivery to observe the online activity of group members.
Because I have already described the specific analysis method in detail in the previous article "Community Operation: An Active Data Analysis Model for Communities", this article will not repeat the description, but only explain the collection of data.
In addition to the data fed back by the community, there is also an analysis of operational strength. This is a group of data that is convenient for us to perform phased reviews to measure our ROI, and to apply the SWOT model for analysis (described below) to find our superiority. Weaknesses and Opportunities.
Figure 7: Data feedback node implantation (same as data embedding)
03 Establish strategic positioning through data
When the data reaches a certain level of magnitude, it has a certain analytical value. Here is an assigned data. These two data can establish a set of formula models according to their own design, such as an example: the degree of participation Y = 40% conversion + 40 activity + community index, operation intensity X = 40% capital cost + 40% labor cost + 20% time cost (because the core indicators, actual environment and obtained data of each operating system are different , here only show the ideas for your reference and modification.)
Figure 8: For details, see the previous section "Data analysis model for active community"
Based on the above operation intensity X and participation degree Y, the following scatter plot can be drawn. In fact, at this time, the situation we analyze based on this figure is relatively limited:
Analyze excellent cases: replicate cases with low X and high ROI and high ROI;
Analysis of insufficient cases: the shortcomings of X high and Y low, and effective optimization;
Then, in the case of X high Y high, X low Y low, does this need to be optimized or maintained, and what should I do next? If there is no rich operational experience to effectively analyze the situation, it is difficult to find an execution direction solely by data analysis.
So what to do?
In the case of limited actual combat experience, we can try to use the SWOT analysis model to analyze this type of data to obtain the next operation direction.
Figure 9: The above scatter plot data is for reference only
1. SWOT analysis model
Mainly divided into 4 sections: S (strengths) advantages, W (weaknesses) disadvantages, O (opportunities) opportunities, T (threats) threats.
Flexible use can assist us in objective analysis, discover more vision, and provide direction. It is generally used for the competitiveness analysis of traditional corporate strategies, and the next strategic development is carried out according to the corresponding development situation. Here I have initially refined and adjusted the model so that it can be adapted to our operational work.