活动运营技能指南
[{
"id" : "2",
"name" : "活动运营",
"children" : [ {
"id" : "3",
"name" : "活动风险",
"children" : [ {
"id" : "5",
"name" : "拉新指标",
"children" : [ {
"id" : "7",
"name" : "SMART分工原则",
"children" : [ ]
}, {
"id" : "9",
"name" : "明确沟通机制",
"children" : [ ]
} ]
}, {
"id" : "11",
"name" : "技术风险",
"children" : [ {
"id" : "13",
"name" : "功能点细化",
"children" : [ ]
}, {
"id" : "15",
"name" : "开发排期",
"children" : [ ]
} ]
}, {
"id" : "17",
"name" : "用户作弊",
"children" : [ {
"id" : "19",
"name" : "技术规避",
"children" : [ ]
}, {
"id" : "21",
"name" : "止损评估",
"children" : [ ]
}, {
"id" : "23",
"name" : "风控机制",
"children" : [ ]
} ]
}, {
"id" : "25",
"name" : "市场舆论",
"children" : [ {
"id" : "27",
"name" : "顺势而为",
"children" : [ ]
} ]
}, {
"id" : "29",
"name" : "法律政治",
"children" : [ {
"id" : "31",
"name" : "事前规避",
"children" : [ ]
}, {
"id" : "33",
"name" : "文案过法务",
"children" : [ ]
} ]
}, {
"id" : "35",
"name" : "用户投诉",
"children" : [ {
"id" : "37",
"name" : "投诉入口",
"children" : [ ]
}, {
"id" : "39",
"name" : "提供相应的SOP",
"children" : [ ]
} ]
} ]
}, {
"id" : "41",
"name" : "项目立项会",
"children" : [ {
"id" : "43",
"name" : "邮件通知发放材料",
"children" : [ ]
}, {
"id" : "45",
"name" : "项目相关人员到场",
"children" : [ ]
}, {
"id" : "47",
"name" : "运营介绍活动策划",
"children" : [ ]
}, {
"id" : "49",
"name" : "活动开发工期评估",
"children" : [ ]
}, {
"id" : "51",
"name" : "邮件确认分工",
"children" : [ ]
}, {
"id" : "53",
"name" : "执行管理与协调",
"children" : [ ]
} ]
}, {
"id" : "55",
"name" : "GRAI复盘法",
"children" : [ {
"id" : "57",
"name" : "目标",
"children" : [ ]
}, {
"id" : "59",
"name" : "结果",
"children" : [ ]
}, {
"id" : "61",
"name" : "总结",
"children" : [ ]
}, {
"id" : "63",
"name" : "分析",
"children" : [ ]
} ]
}, {
"id" : "65",
"name" : "活动主题",
"children" : [ {
"id" : "67",
"name" : "服务热点",
"children" : [ ]
}, {
"id" : "69",
"name" : "热点名人",
"children" : [ ]
}, {
"id" : "71",
"name" : "目标人群",
"children" : [ ]
}, {
"id" : "73",
"name" : "用户痛点",
"children" : [ ]
} ]
}, {
"id" : "75",
"name" : "活动背景",
"children" : [ {
"id" : "77",
"name" : "产品数据",
"children" : [ {
"id" : "79",
"name" : "为了提高下载量、日活、月活、留存率",
"children" : [ ]
}, {
"id" : "81",
"name" : "电商类:销售额、订单量、转化率、客单价、复购",
"children" : [ ]
}, {
"id" : "83",
"name" : "社区类发帖量、评论量、点赞量转发量、浏览量",
"children" : [ ]
} ]
}, {
"id" : "85",
"name" : "市场热点",
"children" : [ {
"id" : "87",
"name" : "春节、情人节、双十一、中秋节,不客气预测的热点不适合拿来策划活动",
"children" : [ ]
} ]
}, {
"id" : "89",
"name" : "竞品动态",
"children" : [ {
"id" : "91",
"name" : "比较适合市场跟跟踪型的公司",
"children" : [ ]
} ]
}, {
"id" : "93",
"name" : "目标人群",
"children" : [ {
"id" : "95",
"name" : "为了满足用户需求",
"children" : [ ]
}, {
"id" : "97",
"name" : "为了提升某类人群在产品上的数据",
"children" : [ ]
} ]
}, {
"id" : "99",
"name" : "领导观点",
"children" : [ {
"id" : "101",
"name" : "趋势的预判以及他们关注的重点方向",
"children" : [ ]
} ]
} ]
}, {
"id" : "103",
"name" : "TIP活动形式模型",
"children" : [ {
"id" : "105",
"name" : "营销工具",
"children" : [ {
"id" : "107",
"name" : "现金红包",
"children" : [ ]
}, {
"id" : "109",
"name" : "折扣卷",
"children" : [ ]
}, {
"id" : "111",
"name" : "体验卷",
"children" : [ ]
}, {
"id" : "113",
"name" : "兑换卷",
"children" : [ ]
}, {
"id" : "115",
"name" : "满减卷",
"children" : [ ]
}, {
"id" : "117",
"name" : "增值服务",
"children" : [ ]
}, {
"id" : "119",
"name" : "实物奖励",
"children" : [ ]
} ]
}, {
"id" : "121",
"name" : "场景",
"children" : [ {
"id" : "123",
"name" : "抽奖",
"children" : [ ]
}, {
"id" : "125",
"name" : "满送场景",
"children" : [ ]
}, {
"id" : "127",
"name" : "分类电商",
"children" : [ ]
}, {
"id" : "129",
"name" : "秒杀",
"children" : [ ]
}, {
"id" : "131",
"name" : "邀请",
"children" : [ ]
}, {
"id" : "133",
"name" : "拼团",
"children" : [ ]
}, {
"id" : "135",
"name" : "排名",
"children" : [ ]
}, {
"id" : "137",
"name" : "竞猜",
"children" : [ ]
} ]
}, {
"id" : "139",
"name" : "包装",
"children" : [ {
"id" : "141",
"name" : "人群",
"children" : [ ]
}, {
"id" : "143",
"name" : "场景",
"children" : [ ]
}, {
"id" : "145",
"name" : "故事",
"children" : [ ]
} ]
} ]
}, {
"id" : "147",
"name" : "活动目的",
"children" : [ {
"id" : "149",
"name" : "拉新目的",
"children" : [ {
"id" : "151",
"name" : "新增",
"children" : [ ]
}, {
"id" : "153",
"name" : "新增注册",
"children" : [ ]
}, {
"id" : "155",
"name" : "新增下载",
"children" : [ ]
} ]
}, {
"id" : "157",
"name" : "促活目的",
"children" : [ {
"id" : "159",
"name" : "产品日活(峰值)",
"children" : [ ]
}, {
"id" : "161",
"name" : "月活(排重)",
"children" : [ ]
}, {
"id" : "163",
"name" : "某项功能的日活(渗透)",
"children" : [ ]
} ]
}, {
"id" : "165",
"name" : "留存目的",
"children" : [ {
"id" : "167",
"name" : "次日留存",
"children" : [ ]
}, {
"id" : "169",
"name" : "3日留存",
"children" : [ ]
}, {
"id" : "171",
"name" : "7日留存",
"children" : [ ]
}, {
"id" : "173",
"name" : "30日留存",
"children" : [ ]
} ]
}, {
"id" : "175",
"name" : "品牌目的",
"children" : [ {
"id" : "177",
"name" : "百度指数",
"children" : [ ]
}, {
"id" : "179",
"name" : "微信指数",
"children" : [ ]
}, {
"id" : "181",
"name" : "微博指数",
"children" : [ ]
}, {
"id" : "183",
"name" : "话题阅读量",
"children" : [ ]
}, {
"id" : "185",
"name" : "媒体传播量",
"children" : [ ]
} ]
}, {
"id" : "187",
"name" : "转化目的",
"children" : [ {
"id" : "189",
"name" : "付费人数",
"children" : [ ]
}, {
"id" : "191",
"name" : "新增付费人数",
"children" : [ ]
}, {
"id" : "193",
"name" : "销售总额",
"children" : [ ]
}, {
"id" : "195",
"name" : "付费订单总量",
"children" : [ ]
}, {
"id" : "197",
"name" : "人均客单价",
"children" : [ ]
} ]
} ]
}, {
"id" : "199",
"name" : "活动PRD",
"children" : [ {
"id" : "201",
"name" : "项目综述",
"children" : [ ]
}, {
"id" : "203",
"name" : "功能点展示样式与逻辑",
"children" : [ ]
}, {
"id" : "205",
"name" : "配置页面与后台",
"children" : [ ]
}, {
"id" : "207",
"name" : "数据埋点与统计",
"children" : [ ]
} ]
}, {
"id" : "209",
"name" : "基于用户生命周期设置营销工具",
"children" : [ {
"id" : "211",
"name" : "新手期",
"children" : [ {
"id" : "213",
"name" : "新手红包",
"children" : [ ]
}, {
"id" : "215",
"name" : "新手特权",
"children" : [ ]
} ]
}, {
"id" : "217",
"name" : "成长期",
"children" : [ {
"id" : "219",
"name" : "100元热选三件",
"children" : [ ]
}, {
"id" : "221",
"name" : "满减",
"children" : [ ]
} ]
}, {
"id" : "223",
"name" : "成熟期",
"children" : [ {
"id" : "225",
"name" : "换购",
"children" : [ ]
} ]
}, {
"id" : "227",
"name" : "衰退期",
"children" : [ {
"id" : "229",
"name" : "签到红包",
"children" : [ ]
} ]
}, {
"id" : "231",
"name" : "流失期",
"children" : [ {
"id" : "233",
"name" : "无门槛红包",
"children" : [ ]
} ]
} ]
}, {
"id" : "235",
"name" : "活动数据",
"children" : [ {
"id" : "237",
"name" : "活动推广",
"children" : [ {
"id" : "239",
"name" : "广告曝光量",
"children" : [ ]
}, {
"id" : "241",
"name" : "用户点击率",
"children" : [ ]
}, {
"id" : "243",
"name" : "用户行为漏斗",
"children" : [ ]
} ]
}, {
"id" : "245",
"name" : "页面数据",
"children" : [ {
"id" : "247",
"name" : "活动页面UV PV 付费用户",
"children" : [ ]
}, {
"id" : "249",
"name" : "各级页面转化率交易金额",
"children" : [ ]
}, {
"id" : "251",
"name" : "新增注册用户",
"children" : [ ]
} ]
}, {
"id" : "253",
"name" : "行为指标",
"children" : [ {
"id" : "255",
"name" : "参与量分享率",
"children" : [ ]
}, {
"id" : "257",
"name" : "客单价",
"children" : [ ]
}, {
"id" : "259",
"name" : "消费品类",
"children" : [ ]
} ]
} ]
} ]
}]