I. Name: zaker Theme Tour
Second, the purpose of the activity:
1. Further subdivide the existing commodities to obtain more accurate target users and provide more valuable information;
2. The adjustment of products needs to be based on the editor's clear idea of commodity subject classification and a lot of combing work.
Third, the activity content: select a theme, edit and play the selected content, and package the goods;
1. Preliminary idea:
Regularly launch theme tours (once every two weeks)-the tourism sector can refer to Ctrip's weekend tour, with the general direction of "hotels, natural scenery, theme vacations, outdoor sports" and "popular recommendations". The theme tour we want to do is to select some relatively eye-catching things from a smaller angle, and add a series of copywriting to make the selected products more interesting, and at the same time guide users to see more other contents that have not been selected in this topic;
In addition, you can pay attention to hot spots, festivals (such as the upcoming Thanksgiving), popular variety shows (where is Dad going ...) and stars (restaurants, Weibo favorites) from time to time, or you can try it.
2. Lift two chestnuts ...
A. Take your parents on a trip-"When you are old ……", with the purpose of leisure and health preservation, and enjoying the natural scenery such as coastal islands, forest oxygen bars, lakes and mountains; The hotel can choose garden hotel, classical flavor and healthy valley; If users are on the high side, they will participate in Zen tea, burn incense and pray ... refer to the previous "touching" family copy or the love copy between parents, and try to attract users.
B. Thanksgiving Day-"Invitation to Thanksgiving Day", making a special product around Thanksgiving Day. The party pays attention to the activities of major hotels, such as the sumptuous dinner at Four Seasons Hotel in Guangzhou and Shangri-La, going to the hot springs with the most grateful people, having a party with many friends on the outdoor island, barbecuing in an RV, ... Thanksgiving gifts/travel/revelry ~ Other festivals can also do similar activities, such as selecting goods, copywriting and packaging, which all require content and script editing. The principle is that even if I can't afford it, I will be tougher after watching the activity. )
Fourth, the activity cycle:
Do a regular column every two weeks.
Verb (abbreviation for verb) required resources:
1. Promotion resources:
Design the corresponding cover and banner according to the theme of each issue.
Carousel &; Directional push, cover promotion is best at regular intervals.
Topics, channel entrances, and other fixed topics, related cooperation.
2. In editing, the products can be accurately subdivided, and the products and technologies can be adjusted according to the content. Add a long-term entry in the Play tab to view the theme tours edited in the past.
3. Our copywriting skills, users don't hate advertisements, and the key is to keep the brand characteristics that are brilliant. Some soft articles in the circle of friends are even willing to switch to advertisements ... We don't have this experience, if we have similar advertising colleagues' experience in creative communication and commodity packaging ... for learning.
An intransitive verb. final
"Most users leave because the product itself does not bring any value to users", I think that based on the existing product form, even with rich user interaction &; In welfare activities, users get very limited valuable information. Need to subdivide and integrate existing goods.
The first plan is mainly about content operation, user operation, sharing single-point authentication and a series of welfare activities. The second plan has a more detailed explanation, so that users can get the most valuable information and the most interesting gameplay for them. Even if I can't afford it, I'm excited! That was a success.
Play-tourism plate activity planning II
Users. Operating activities
Second, the background and purpose of the activity:
Travel channels are heavily read, and the online travel market has become more and more mature in recent years. People (especially young people) are getting used to booking hotels online, and they also like to travel independently. Before they travel, they will go online to learn about local travel strategies. At present, ZAKER Tourism Channel mainly launches a series of domestic tourism consultation and introduction based on the hot spots of the season, and its function is often to tell readers what strange, interesting and beautiful scenery has happened there. It subtly intensifies people's yearning for their destinations. So can we ZAKER provide such one? You can collect exquisite travel notes there.
So the first step now is to gather ZAKER's users who like to travel together, mobilize their activity and enhance their viscosity. Create a life circle for tourists and gourmets. By giving some rewards to tourism users, they can be promoted to publish their own travel experiences here in a sustainable way. Therefore, there is an opportunity to further tap the tourism consumption potential of such users.
How to mobilize the enthusiasm of users to participate on the basis of valuable content and user operation; Community operation work.
Third, the main content:
1. According to the mature experience of the Seven Deadly Sins verified by the market, we can make the following attempts:
A. Lust: # The most wonderful "snap-up" experience of travel # # Travel adventure # (similar topic)
B vanity: personal homepage authentication, personal business cards of travel experts, photographers and gourmets (similar to food day talk columnists).
C. greed: hotel coupons (for example), big discounts, spending less than xx, or direct vouchers of several hundred, but the time may not be so convenient and the validity period is short …
D. Lazy: convenient, lightweight, easy to operate and fast in user experience; Need technical support, no good ideas for the time being.
E. peep: this is just a brain hole. "He also saw people nearby, and he also went ..." Pick some prominent or handsome or beautiful users.
The train of thought of the first three items is relatively clear and easy to realize, so it can be put on hold for the time being until the train of thought is clear;
Therefore, from the perspectives of topic, user points, talents and user welfare, the general activity flow is as follows:
2. Theme
2. 1 Initiate a topic, # The most wonderful "snapping" experience of travel # (If you are not active at the beginning, you can mobilize the wisdom of boys and girls and the power of the network, and you can make up whatever you want ... and the tips can be anonymous ... It is actually an opportunity to write about Minions seriously ... The audience will like to watch it);
2.2 Select user comments, and editors with better content can praise them manually in the background to keep them at the forefront of the answers and keep the wonderful Minions at the top forever;
2.3 Related commodities (lovers' hotels, theme hotels ...), or if we have a corresponding theme (for young couples), we can promote it together with the topic;
2.4 Activity gifts, bonus points or in kind
3. User identity
3. 1 Ordinary users: the point system (focusing on the participation of the fun part, how many points are given as gifts ... such as zaker notebook, Netease Cloud Music does this), and graded according to the points.
3.2 Talent users: It is difficult for ordinary users to find real tourism talents, and the frequency, especially the quality, cannot be guaranteed by continuous comments. The temporary idea is to refer to the mode of eating and talking, and find some people who have rich tourism resources offline (such as club leaders).
After a batch of certified users, the mode is similar. They can send some activities organized by themselves to attract other tourism users. In addition, according to the type of activity, we can also push some products accordingly, or recommend a series of zaker products according to their group attributes.
There are many ways to authenticate users, which involve product changes such as personal homepage, and may also take into account the product schedule, even if both parties need adequate preparation. Talent doesn't have to be judged by topics or hot reviews. )
4. User benefits
On the basis of the waterfall of the existing commodity list, it costs a lot of money to try sleeping and eating, and the effect is limited (there is no price advantage compared with where to go), which is relatively easy to realize: personalization, affection, compulsion ...
Form:
Personal tailor Tourist Album (a few photos with templates are printed again);
Print orders, praise and send movie ticket coupons;
Lovely condoms ... (for lovers &; Sexy topic)
Benefits will be finalized according to the specific content before each activity.
Fourth, the activity cycle
Subject: Twice a week.
User welfare: at least once every two weeks in combination with the topic content.
Verb (abbreviation for verb) required resources:
1. Promotion resources, home page carousel, other fixed special promotion points, channel entrance.
2. topic coordination, # interesting topic # objectively speaking, time is actually infinite. The frequency of sending two or three times a week may help to form a brand effect, but if there are products that are mainly promoted in the current period, we will try our best to promote them.
3. User's personal homepage and talent certification need the cooperation of content departments to expand high-quality talents and product technology …
4. User benefits, movie ticket coupons, customized templates, gift funds ... (The price will not be very expensive)