社群電商用戶運營規(guī)劃 -【XX品牌】2022全年新媒體運營項目說明

【XX品牌】2022全年新媒體運營項目說明,,,,,,,,,,,,,,

,年度目標量化,,,,,,,,,,,,,

,一、會員數(shù)據(jù),,,二、會員權(quán)益,,,三、精細運營,,,四、專題活動,,,五、目標營收,

,＞30萬,,,＞10,,,＞2個/月,,,＞10,,,＞200萬,

,,,,,,,,,,,,,,,

,"【會員數(shù)據(jù)】

建立會員和品牌的溝通渠道，累計更多會員關(guān)注，提升會員關(guān)注量保持品牌影響力。",,,"【會員權(quán)益】

有含金量的會員權(quán)益是保持品牌和會員強關(guān)系的紐帶。",,,"【精細運營】

有質(zhì)量的會員活動

是保持影響力的關(guān)鍵。",,,"【專題活動】

每月開展1次合作品牌合作

提供全套線上線下運營方案。重大節(jié)日增補專項推廣",,,"【目標營收】

社群運營最終目的是會員變現(xiàn)，

轉(zhuǎn)變電商思路創(chuàng)新營收模式。",

,,,,,,,,,,,,,,,

,①總閱讀量,,,①線上權(quán)益,,,①病友交流群,,,①減免贈活動,,,①品牌營收,

,＞50萬,,,＞5項,,,＞10個,,,＞2個/月,,,＞120萬,

,每篇文章閱讀量,＞10%,,,,,慢性病友群,定期線下活動,,,,,,

,,,,會員資產(chǎn)，會員特權(quán)，會員關(guān)懷，增值服務，定制服務,,,基于微信群，每個群配一個?？扑帋熤鞴芎椭恚碡撠煷蚶砣盒畔?，提高群活躍度，定期挖掘內(nèi)容。,,,配合品牌聯(lián)合活動推廣,,,"藥廠合作線上線下活動

（15萬元+贈品+物料）/次",

,②文章總數(shù),,,②線下權(quán)益,,,②專家問診群,,,②增值服務,,,②銷售營收,

,＞30篇,,,＞5項,,,＞5個,,,＞2次/月,,,＞80萬,

,每篇文章掉粉量,＜0.03%,,,,,專家問診群,定期線下會診,,,,,,

,,,,折扣，積分，贈品，問診，送藥上門,,,基于微信群，每個群配一個專家和助理，助理負責打理群信息，提高群活躍度，定期挖掘內(nèi)容。,,,"1、贈送保險產(chǎn)品

2、搭售其他產(chǎn)品",,,"線上活動營收

為線下導流門店銷售額增長",

,,,,,,,,,,,,,,,

,年度目標分解達成計劃,,,,,,,,,,,,,

,目標項,TTL,第4月,第5月,第6月,第7月,第8月,第9月,第10月,第11月,第12月,第1月,第2月,第3月

,會員數(shù)據(jù),＞30萬,,,,,,,,,,,,

,會員權(quán)益,＞10,,,,,,,,,,,,

,會員活動,＞2個/月,,,,,,,,,,,,

,專題合作,＞10,,,,,,,,,,,,

,目標營收,＞100萬,,,,,,,,,,,,

,,,,,,,,,,,,,,,

,,,,,,,,,,,,,,,

,流程階段,"項目角色→

工作內(nèi)容↓",,商務經(jīng)理,運營經(jīng)理,店鋪維護,數(shù)據(jù)專員,店轉(zhuǎn)專員,策略師,文案,美術(shù)指導,技術(shù)支持,客服長,客服專員

,"項目合作

（前期溝通）",服務類型,優(yōu)化提升,,,,,,,,,,,

,,客戶接觸,客戶行業(yè),√,,,,,,,,,,

,,,客戶產(chǎn)品,√,,,,,,,,,,

,,,客戶需求,√,,,,,,,,,,

,,,客戶特點,√,,,,,,,,,,

,,,項目特點,√,,,,,,,,,,

,,項目調(diào)研,淘寶行業(yè),√,√,,,,√,,√,,,

,,,市場趨勢,√,√,,,,√,,√,,,

,,,競品分析,√,√,,,,√,,√,,,

,,,用戶分析,√,√,,,,√,,√,,,

,,,產(chǎn)品分析,√,√,,,,√,,√,,,

,,,SWOT分析,√,√,,,,√,,√,,,

,,項目提案,公司介紹,√,√,,,,√,,,,,

,,,項目規(guī)劃,√,√,,,,√,,,,,

,,,營銷策略,√,√,,,,√,,,,,

,,,成功案例,√,√,,,,√,,,,,

,,,服務內(nèi)容,√,√,,,,√,,,,,

,,,服務報價,√,√,,,,√,,,,,

,,,合作協(xié)議,√,√,,,,√,,,,,

,"品牌規(guī)劃

（戰(zhàn)略方向）",服務類型,優(yōu)化提升,,,,,,,,,,,

,,品牌規(guī)劃,品牌定位,√,√,√,,,√,√,√,,√,

,,,品牌Slogan,√,√,√,,,√,√,√,,√,

,,,品牌VI,√,√,√,,,√,√,√,,√,

,,,品牌風格,√,√,√,,,√,√,√,,√,

,,店鋪規(guī)劃,店鋪定位,√,√,√,,,√,√,√,√,√,

,,,店鋪VI,√,√,√,,,√,√,√,√,√,

,,,店鋪風格,√,√,√,,,√,√,√,√,√,

,,,首頁布局,√,√,√,,,√,√,√,√,√,

,,,頁面邏輯,√,√,√,,,√,√,√,√,√,

,,渠道規(guī)劃,渠道規(guī)劃,√,√,√,,√,√,√,,,√,

,,,渠道策略,√,√,√,,√,√,√,,,√,

,,,銷售分解,√,√,√,,√,√,√,,,√,

,,,廣告計劃,√,√,√,,√,√,√,,,√,

,,,廣告策略,√,√,√,,√,√,√,,,√,

,,營銷策略,活動策略,√,√,√,√,,√,√,,,√,

,,,活動創(chuàng)意,√,√,√,√,,√,√,,,√,

,,,活動流程,√,√,√,√,,√,√,,,√,

,,,活動計劃,√,√,√,√,,√,√,,,√,

,"店鋪上線

（基礎(chǔ)搭建）",服務類型,優(yōu)化提升,,,,,,,,,,,

,,開店申請,開店流程,√,√,√,,,√,√,√,,√,

,,,資料準備,√,√,√,,,√,√,√,,√,

,,,在線提報,√,√,√,,,√,√,√,,√,

,,,簽署協(xié)議,,,,,,,,,,,

,,,店鋪上線,√,√,√,,,√,√,√,,√,

,,活動規(guī)劃,月度專題,√,√,√,,,√,√,√,√,√,

,,,活動創(chuàng)意,√,√,√,,,√,√,√,√,√,

,,,活動流程,√,√,√,,,√,√,√,√,√,

,,,產(chǎn)品規(guī)劃,√,√,√,,,√,√,√,√,√,

,,,UE規(guī)劃,√,√,√,,,√,√,√,√,√,

,,頁面設(shè)計,首頁設(shè)計,√,√,√,,,√,√,√,√,√,

,,,單品模板,√,√,√,,,√,√,√,√,√,

,,,專題設(shè)計,,,,,,,,,,,

,,,單品套圖,√,√,√,,,√,√,√,√,√,

,,,互動實現(xiàn),√,√,√,,,√,√,√,√,√,

,,,活動banner,√,√,√,,,√,√,√,√,√,

,,產(chǎn)品上線,產(chǎn)品規(guī)劃,√,√,√,,√,√,√,,,√,

,,,價格策略,√,√,√,,√,√,√,,,√,

,,,爆款策略,,,,,,,,,,,

,,,庫存預估,√,√,√,,√,√,√,,,√,

,,,上線流程,√,√,√,,√,√,√,,,√,

,,,單品優(yōu)化,,,,,,,,,,,

,,,單品推廣,√,√,√,,√,√,√,,,√,

,,后臺設(shè)置,活動設(shè)置,√,√,√,√,,√,√,,,√,

,,,活動報名,√,√,√,√,,√,√,,,√,

,,,店鋪優(yōu)化,√,√,√,√,,√,√,,,√,

,,,寶貝優(yōu)化,√,√,√,√,,√,√,,,√,

,,客服培訓,活動策略,√,√,√,√,,√,√,,,√,

,,,活動創(chuàng)意,√,√,√,√,,√,√,,,√,

,,,活動流程,√,√,√,√,,√,√,,,√,

,,,活動計劃,√,√,√,√,,√,√,,,√,

,,倉儲物流,發(fā)貨規(guī)劃,√,√,√,√,,√,√,,,√,

,,,退換貨規(guī)劃,√,√,√,√,,√,√,,,√,

,,,QC標準,√,√,√,√,,√,√,,,√,

,,,實時庫存監(jiān)控,√,√,√,√,,√,√,,,√,

,,,物料采購,√,√,√,√,,√,√,,,√,

,,,快遞合作,√,√,√,√,,√,√,,,√,

,"基礎(chǔ)運營

（轉(zhuǎn)化率）",服務類型,優(yōu)化提升,,,,,,,,,,,

,,運營執(zhí)行,SEO優(yōu)化,√,√,√,,,√,√,√,√,,

,,,首頁布局,√,√,√,,,√,√,√,√,,

,,,流量路徑,√,√,√,,,√,√,,√,,

,,,優(yōu)勢賣點,√,√,√,,,√,√,,√,,

,,,產(chǎn)品關(guān)聯(lián),√,√,√,,,√,√,,√,,

,,,專題活動規(guī)劃,√,√,√,,,√,√,,√,,

,,,淘寶關(guān)系維護,√,√,√,,,√,√,,√,,

,,,會員營銷,√,√,√,,,√,√,,√,,

,,,掌柜說維護,√,√,√,,,√,√,,√,,

,,,活動報名,√,√,√,,,√,√,,√,,

,,,幫派維護,√,√,√,,,√,√,,√,,

,,,店鋪裝修,√,√,√,,,√,√,√,√,,

,,優(yōu)化推廣,競品分析,,√,√,,√,,,,√,,

,,,圖片優(yōu)化,,√,√,,√,,,,√,,

,,,標題優(yōu)化,,√,√,,√,,,,,,

,,,出價調(diào)整,,√,√,,√,,,,,,

,,,關(guān)鍵詞優(yōu)化,,√,√,,√,,,,,,

,,,專題頁推廣,,√,√,,√,,,,,,

,,,明星店鋪,,√,√,,√,,,,√,,

,,,活動報名,,√,√,,√,,,,√,,

,,數(shù)據(jù)分析,店鋪日報,,√,√,√,,,,,,,

,,,店鋪周報,,√,√,√,,,,,,,

,,,店鋪月報,,√,√,√,,,,,,,

,,,店鋪月報,,√,√,√,,,,,,,

,,,競品分析,,√,√,√,,,,,,,

,,,活動分析,,√,√,√,,,,,,,

,,,平臺環(huán)境監(jiān)控,,√,√,√,,,,,,,

,,,SKU銷售統(tǒng)計,,√,√,√,,,,,,,

,,,廣告效果監(jiān)測,,√,√,√,,,,,,,

,,,流量來源分析,,√,√,√,,,,,,,

,"營銷推廣

（流量）",平臺類型,平臺活動,,,,,,,,,,,

,,淘寶活動,平臺流量需求,,,,,,,,,,,

,,,異業(yè)專題,√,√,√,,√,√,√,√,√,,

,,,聚劃算,√,√,√,,√,√,√,√,√,,

,,,車品專題,√,√,√,,√,√,√,√,√,,

,,,免費資源,√,√,√,,√,√,√,√,√,,

,,,淘金幣,√,√,√,,√,√,√,√,√,,

,,,試用中心,√,√,√,,√,√,√,√,√,,

,,,周末購,√,√,√,,√,√,√,√,√,,

,,,商城積分,√,√,√,,√,√,√,√,√,,

,,,VIP會員,√,√,√,,√,√,√,√,√,,

,,"站內(nèi)推廣

轉(zhuǎn)化率0.5%",店鋪日常推廣,,,,,,,,,,,

,,,鉆石展位,√,√,√,√,√,√,√,,√,,

,,,直通車,√,√,√,√,√,√,√,,√,,

,,,淘寶硬廣,√,√,√,√,√,√,√,√,√,,

,,,支付寶,√,√,√,√,√,√,√,,√,,

,,,淘滿意,√,√,√,√,√,√,√,,√,,

,,,淘寶客,√,√,√,√,√,√,√,,√,,

,,,友情鏈,√,√,√,√,√,√,√,,√,,

,,"站外推廣

轉(zhuǎn)化率0.1%",特殊活動推廣,,,,,,,,,,,

,,,外部團購,√,√,√,√,√,√,√,,,,

,,,新浪微博,√,√,√,√,√,√,√,,√,,

,,,EDM,√,√,√,√,√,√,√,√,√,,

,,,SMS,√,√,√,√,√,√,√,,√,,

,,,品牌官網(wǎng),√,√,√,√,√,√,√,,√,,

,,,線下媒體,√,√,√,√,√,√,√,,√,,

,"客服銷售

（咨詢轉(zhuǎn)化率）",服務類型,優(yōu)化提升,,,,,,,,,,,

,,主動營銷,活動推廣,,√,√,√,√,,√,,,√,√

,,,軟文推廣,,√,√,√,√,,√,,,√,√

,,,信息收集,,√,√,√,√,,√,,,√,√

,,,SNS維護,,√,√,√,√,,√,,,√,√

,,常規(guī)工作,售前接待,,√,,,,,,,,√,√

,,,售后處理,,√,,,,,,,,√,√

,,,物流處理,,√,,,,,,,,√,√

,,,店鋪觀察,,√,,,,,,,,√,√

,,,競品巡店,,√,,,,,,,,√,√

,,CRM,營銷推廣,√,√,√,,√,√,√,,,√,√

,,,會員維護,√,√,√,,√,√,√,,,√,√

,,,客戶關(guān)懷,√,√,√,,√,√,√,,,√,√

,,,數(shù)據(jù)分析,√,√,√,,√,√,√,,,√,√

,,,物流優(yōu)化,√,√,√,,√,√,√,,,√,√

,,標準規(guī)范,標準用語,,√,√,,,,,,,√,√

,,,常見FAQ,,√,√,,,,,,,√,√

,,,運費標準,,√,√,,,,,,,√,√

,,,快捷回復,,√,√,,,,,,,√,√

,,工作流程,售前接待流程和標準用語,,√,,,,,,,,√,

,,,售后問題處理標準和流程,,√,,,,,,,,√,

,,,退換貨標準及流程,,√,,,,,,,,√,

,,,危機公關(guān),,√,,,,,,,,√,

,渠道規(guī)劃,渠道,類型,,,,,,,,,,,

,,商城分銷,代銷,√,√,√,,√,√,√,,√,√,√

,,,分銷,√,√,√,,√,√,√,,√,√,√

,,渠道拓展,B2C,√,,,