Summary of online activity planning process

After participating in the planning of a large-scale activity, the accumulated activity experience is summarized into a methodology that can be reused in the future. Product operation is not divorced from home. Through this activity planning, I have a deeper understanding and started to have my own understanding of the "productization of activities" in the "sense of participation".

How to operate the activity design into a product? A thousand people have a practice. What I do is to seek common ground while reserving differences in product design and activity planning. There are similarities in technology between them, but they also have their own uniqueness. Just like the comparison in the table below. We focus on the activity process and summarize it one by one.

The process of activity planning can be divided into two stages: activity creative scheme and activity implementation scheme, with different emphasis in each stage. The following summarizes each node one by one.

The purpose of the activity is to determine the benchmark of product use in product requirements. Any demand must be a combination of product purpose and user demand. Activities are no exception, and the purpose of activities and products are roughly the same. Can be summarized into the following categories:

1) Racine: That is, using activity rewards to develop new users and attract target groups to become our new users.

Is it effective to pull new ideas through interest? Personally, it can be divided into two situations, which may not be very effective for users who only care about activity rewards. But for users who have no purpose, they are willing to take the time to experience our products and then fully understand our products, so they are likely to become our target users.

2) Promotion activity: that is, activating existing users, using activity rewards to attract existing users to become active and make repeated investments.

3) Retention: In the traditional concept of mobile Internet, retention is an important indicator to measure the quality of new users. Due to the characteristics of the mutual gold industry, it is determined that the financial products on the current platform have the greatest impact on user retention. Therefore, without financial products, other factors have little effect on user retention. And basically no activities are aimed at promoting retention. First, it is because the improvement of user retention mainly depends on the internal strength of the product. Second, promotion activities are also a way to enhance user retention in terms of impact. Therefore, at present, the main form of retention activities is to recall users (actively) by means of incentives such as coupons.

In addition to the three major activities of the traditional mobile Internet, combined with the industry characteristics of the mutual gold industry, there are the following common activities:

4) Improve the conversion rate: The unique user main path registration-authentication-investment in mutual gold industry improves the importance of the conversion rate, and the path is suitable for the classic funnel model analysis. The promotion activity is mainly aimed at reinvested users, and the transformation is aimed at new users and new users in stock. At present, the common practice in the industry is to improve the transformation through telemarketing and novice activities. This way is undoubtedly the most effective way at this stage, but if the number of new users reaches the first in lufax and other industries, in addition, more effective novice activities should be designed as an auxiliary means.

5) Brand promotion: At present, the mutual gold industry is in the stage of letting a hundred flowers blossom and a hundred schools of thought contend. How to quickly spread the brand of your platform? How to let users distinguish the brand of their platform at a glance among many brands? This is a problem that needs to be solved in brand promotion of all platforms. However, there are not many pure brand promotion activities in the industry, because at this stage, the industry is dominated by mixed activities of product promotion+innovation or survival. Other more mature industries will have more detailed brand promotion activities, mainly focusing on H5 communication marketing, such as Plato's personality test banned by WeChat some time ago, and "planting the sun" of Baidu takeaway. Are all good cases. The carrier of brand promotion activities is mainly H5, which emphasizes sharing. There are several points to share, hot spots, autocorrelation (worse than me, say me, useful to me) and fun (games, tests).

In actual activities, the purpose of activities is not single, and it is common to have multiple purposes mixed together. For example, the activities of pulling new products are mixed with the purpose of promoting investment transformation. The analysis should be based on the actual situation.

The purpose of the above activities is to characterize and guide the activities. When actually planning activities, we also need a quantifiable activity goal to decompose and implement. At the same time, it is also an indicator (KPI) used to evaluate the actual effect of the activity. The function of KPI is not only to assess the actual effect of the activity, but also to adjust the rhythm of the activity. The more detailed the KPI, the better we can control the progress of the total KPI. When one month's goal is broken down into four weeks' goals, we only need to pay attention to this week's goal separately in each week. At the same time, we can infer whether we can achieve our goal after the activity according to the current goal.

Different types of activities have different activity times.

Novice activity: the activity time can be calculated on an annual basis or it can be effective for a long time. Because the novice activity faces the newly registered users, there is no need to consider the problem of aesthetic fatigue in the activity time, because it is a new activity for each newly registered user.

Ordinary activities: it varies from 1 day to two months according to the actual situation. If it is longer, it will easily lead to aesthetic fatigue. Moreover, the longer the activity time, the more variable factors and the more complicated the activity will be. For example, the change of activity prizes, the change of activity conditions and so on.

Brand activity: For H5 brand marketing, it basically exists for a long time.

What issues need to be considered when the activity time is too long?

1) Aesthetic fatigue, if an activity lasts for two months without any change, the freshness and participation of users with basic stock will be concentrated in the first three days of the activity (as can be seen from the pulling effect of the activity on the website PV and investment amount).

Therefore, if you plan an activity for a long time, you should consider the following ways to solve the problem of aesthetic fatigue.

2) The problem of adding active variables.

Encounter the above problems, first of all, at the beginning of the activity design, the background configuration entrance should be reserved, so that it can be modified quickly when changes occur. Second, after the change, we should promptly notify the customer service sales team, unify external publicity, and change the caliber.

When evaluating the activity cost, the return on investment (ROI) is used, and the formula is as follows:

Return on investment of this activity = total investment attracted by this activity/cost paid by this activity * 100%.

Basically controlled above 1000%.

Activity theme includes two aspects: activity background+activity type.

Active background benchmark user scenario. Activity type is the result of product purpose+user demand.

Active object: the target user of the activity. According to the existing user investment data, we can divide investment users and non-investment users. Segmentation can also be divided into high-net-worth customers and low-net-worth customers according to the investment amount interval. When designing activities, you can design activities according to users with precise positioning.

When determining the target users, you must refer to the investment data. We can also divide the target users according to demographic data. Such as gender, age, region and so on. The investment styles of future users can be divided into conservative, cautious and adventurous.

The positioning of the target user of an activity is actually a process of establishing a portrait of the user of this activity. Starting from basic user data (demographic data) and user investment data respectively.

Functional design of benchmarking activity design. Therefore, it can also be divided into two steps, with the mainstream (logic) design of activities as the mainstay and the detailed design as the supplement. For example:

1) activities participate in the closed-loop process: registration/login (first time)-> View activity rules (not required, but at any stage)-> Start participating in the activity (multiple entrances are allowed)-> Redeem prizes-> Redemption succeeded-> Customer service confirms and sends prizes (non-physical prizes are not required)-> Users get prizes-> Customer service confirms and guides users to share laundry list.

2) After sorting out the main process, you can cover the branch process according to each step. In actual user scenarios, users will encounter various scenarios when participating in activities, and it is impossible for a main process to cover all the branch scenarios.

The process design of activities should adhere to the principle of simplicity, fun and easy participation as far as possible. People are naturally lazy, and our activities are not real games, so gamification design can only be used, not too much, otherwise it will lead to high learning costs for users.

3) After covering the branch scenario, the detailed design of UI and experience can be further improved. The purpose of detail design is also to practice the principles of simplicity, fun and easy participation. How to do the detailed design? Excellent activities have the following characteristics in detail design.

There is no difference between activity project management and product project management. It can be managed according to the normal project management process.

1) Project establishment: determine the activity plan and output the basic activity requirement document. Pull R&D, test and design together, and confirm the three-party requirements logic and time point. Whether there is a risk point in the realization of technology and test confirmation technology, and the time point when the design confirms the design progress. Send the project mail by mail after the meeting.

2) Design stage: In case of sufficient time, solicit opinions from all parties on the first draft of the design for modification. R&D started the background work of R&D. Test writing of test cases.

3) R&D stage: After the design drawings are delivered, enter the project R&D stage until the project R&D is completed.

4) Test phase: During the test phase, the products need to participate in the test in an all-round way to ensure that the actual effect reaches the expectations of all parties before.

5) On-line stage: After on-line, it is necessary to coordinate the marketing department and customer service sales department to carry out corresponding publicity programs and customer service feedback.

After the project is established, we need to closely understand and pay attention to the publicity plan of the marketing department. If the responsibility of the product is how to make the product better, then the responsibility of the marketing department is to promote the product better.

When designing the activity plan, the design of the activity promotion plan should start simultaneously. Activity promotion includes in-platform promotion and off-platform promotion. The product or operation is responsible for the promotion scheme within the platform, and the marketing department is responsible for the cases outside the platform.

In-platform promotion mainly uses the operational functions in the platform to promote, including on-site letters, short messages, APP push messages, launching pop-ups and WeChat official account articles.

Off-platform promotion is mainly the cooperation between marketing department and external resources, including soft text delivery, paid promotion and VIP user promotion.

The main risks of this activity include:

1) technical risk: online delay and online bug.

2) User risk: the target users don't buy it. The reason is that the analysis of the target users is not in place at the beginning, and it needs to be constantly adjusted after going online. If the logic of the whole activity is deviated, there may be a risk that the whole activity will fail.

3) Promotion risk: resources are not in place on time, or plans are not prepared on time. That's why we need to keep an eye on the promotion plan of the marketing department.

4) External environment: Other hot spots have attracted the attention of the original users. Violated the rules of WeChat platform, such as inducing sharing.

5) Legal risks: violation of the advertising law, non-compliance with the regulatory provisions of the mutual gold industry, etc.

6) Activity design loopholes: including rule loopholes and technical loopholes. It may lead to brush machine, irrigation, bonus hunter and other consequences, so it is necessary to check in advance and take countermeasures.

At present, the activity design mainly aims at the latter three common risks.

After the activity is carried out, it is necessary to continuously monitor the effect of the activity. Mainly from two aspects of monitoring:

1) activity data: compare the actually observed data with the KPI set during the activity design, evaluate the activity effect, and predict the achievement degree of the final activity purpose. Optimize activities according to schedule.

2) Collect feedback from all parties: after the activity, collect feedback from all parties (process, experience, etc. ) for continuous optimization.

1) Release form, logical flow, activity result copy. It should be considered as a part of programming at the beginning of programming.

2) The published results shall be based on the principles of transparency and attractiveness, and all users shall be informed.