How to run an activity well?

The annual 6 18 and double 1 1 are not only the carnival of consumers, but also the "two major exams" that operators must pass every year. For operators, whether they are doing 2C or 2B business, they must be inseparable from activity operation. So, how to hold an activity? For many new operations, it is not important to make my activities more creative and explosive. What is important is to make a qualified activity operation according to the basic logic of activity operation. -1- The essential activity of activity operation is the most common and explosive means of operation for every operator. In daily consumption, we can always see various types of operational activities or events. First of all, I want to take you to discuss a question: Why do we need activity operation? In my opinion, the significance of activity operation can be viewed from both short-term and long-term dimensions. In the short term, through the activity operation, it can help enterprises achieve the staged business indicators. For example, the company has just launched a new product, which has been verified by some seed users. There are still not many users at this time. Then, at this stage, enterprises hope to achieve user growth in a short time through some online and offline channels with the help of activity operation. In other words, the enterprise has gone through the stage from 0 to 1 and needs the next round of financing. In order to make investors more confident, enterprises need to obtain more beautiful business data performance through activity operation, and also need to prove that their business can reach scale or commercial income in a short time. In the long run, through activity operation, enterprises can continuously realize commercial realization and maintain long-term and stable user relationship. The ultimate goal of enterprise management is to realize commercial benefits, which are generally contributed directly or indirectly by users of products (such as watching advertisements). Although Taobao, JD.COM and other e-commerce platforms have gained a very large scale of users, and their growth potential is also slowing down, they still need a lot of activities every year to continuously stimulate users to raise customer unit prices and maintain users' stickiness to the platforms. After understanding why we should do the activity operation. Under the background of operation, let's look at the essence of activity operation. Activity operation can be abstracted as an operation mode that is organized by some incentive elements with the help of specific rules or forms, and finally promotes specific user behaviors in specific goals and scenarios. Generally speaking, behind any activity, there are incentives and rules &; Form, scene and business goal are four basic elements. Basically, when planning design activities, we need to find the appropriate activity forms and incentive methods around business objectives and scenarios, and then form the theme and form of activities that users are willing to participate in or pay for through some creative combinations, and finally implement them. Taking e-commerce as an example, the promotion activities of 6 18 are essentially through various welfare discounts and innovative welfare distribution forms (such as grabbing coupons in a limited time, reducing cross-store consumption, and interacting with small games). ), and finally let users make explosive purchases during the promotion cycle. -2- What are the types of active operations? So, what are the main activities we usually contact? Simply put, it can be divided into effect category and brand category. For the effect class, the main purpose is to achieve certain data indicators. According to the user life cycle of products, it can be divided into innovation, promotion, revenue promotion and recall. For brand categories, it mainly focuses on customer mental education, including some brand launches, live events, content planting and so on. In most cases, the marketing department and the public relations department are responsible for the operation of brand activities, and the operation is more to provide product-oriented publicity, such as product selling points and differences. Therefore, we mainly introduce the activity operation of the effect class in detail, which is what we often come into contact with in our daily operation. For the innovation-oriented activity operation, mainly from the key transformation path of users, users will experience key nodes such as first registration, first recharge and sharing after payment is completed. Therefore, the activity operation will focus on registration, recharge, or some collected content. More mature platforms or products, for newly registered customers, in addition to setting up new incentive measures such as gift packages, will also be equipped with new shopping specials. The main purpose of this is to let users reach a deal through some products with high frequency and low customer unit price. In some game products, there will be a novice special, the purpose is to simplify the game scene, so that users can get started as soon as possible and experience a cool feeling. For some recharge activities, it is mainly a platform for some major members to subscribe, such as knowledge payment, video and music. For example, Iqiyi, or Netease concert, among paying members, there will be a special discount for new users to recharge for the first time. The third common recruitment activity is solicitation and endorsement. This kind of activity mainly uses the chain of friends around users to achieve effective communication fission. For example, Pinduoduo's Cut a Knife, which we are familiar with, was actually a star project in early Pinduoduo. With the help of WeChat's traffic pool, it has achieved explosive growth in a short time. There are also many banks, and users will recommend friends around them to apply for cards and get high activity rewards. After users register, they need to stay active on your platform to maintain healthy business growth. For products or platforms, keeping early users active can more effectively promote the retention of subsequent users. Generally speaking, it is necessary to analyze the user's behavior through background data and find the magic number to promote the user's continuous activity. For example, for e-commerce platforms, "three single transactions" are generally promoted, that is, if users continue to complete three single e-commerce platform transactions during the new registration period, the retention rate will be higher. For some wallet apps, this magic number is "three scenarios", that is, users use your payment wallet to complete three different types of transaction scenarios, such as offline payment, phone bill recharge, or P2P transfer. In order to achieve the above goals, when designing activities, we can consider doing some task-based, time-limited spike-based, sign-in or competition-based activities to promote users' continuous activity. For example, during the Spring Festival every year, there are various activities similar to those in Five Blessingg. Also, for example, if a new customer spends at least three times in 99 yuan, the bank can get a premium package. In the game of the glory of the king, a growth task will be set to guide the players to grow step by step and cultivate a sense of accomplishment in the process of the game. Increasing customer unit price to increase business income is the focus of many companies in the mature stage of operation. Some common activities to increase revenue include all kinds of e-commerce platforms that are full of xx or minus xx, or launching paid members for some high-value users, or recharging polite activities to further stimulate users' consumption and realize income realization. For many game products that are paid by users, most of them do various payment-guided operation activities around the "recharge process". Finally, talk about the operation of the recall. It is quite challenging to recall users, which is why we often see that operators are more willing to pay attention to the operation planning of innovative promotion activities. In fact, when planning the recall, it is important to find out the reasons for the loss of users. It may be because our products are defective in function, or there are better competing products, which can meet the needs of users more effectively at a lower price, or because users have entered the next stage of their lives and no longer use the current products. In short, only by understanding the reasons for the loss of users can we intervene through operations or push new products to users. For example, a game product will push a recall package for users who have not been active for more than 14 days, and users will return it. For another example, many credit card products will set up five activities free of annual fees. If the customer has not traded for a long time, the bank will notify the user by SMS and complete the credit card task as soon as possible, otherwise the extra annual fee will be deducted. For many lending products, users will be attracted to use the platform by sending interest-free coupons or temporarily withdrawing cash when they have not spent for a long time. -3- Skills required for competition operation? Let's talk about what skills are needed for the operation of the event. Communication and presentation skills. Games operation generally involves cross-team cooperation in operation, products, market, technology and customer service. In this process, the ability of communication and expression is extremely important, especially at different stages, so that each team can fully realize the value and significance of this activity and what challenges it is facing at present. As the operator of the whole activity, the operator should be able to effectively coordinate the various teams and promote the timely delivery of the activity. Creative and insightful, good at catching hot spots. Activities often have similar goals, but they can achieve different forms of innovation in content. As an operator, on the one hand, we should be able to use data to gain insight into users' behavior, and then design activities that conform to users' behavior habits. On the other hand, you can usually accumulate more materials, including the operation of different industries, especially with the help of the rich operation of the game industry, to carry out portfolio innovation. With the help of the potential energy of hot spots, it is also an effective means to attract users' attention and participation, which requires each operator to have a certain ability to predict hot spots, rather than waiting for hot spots to come before remembering how to deal with them. Sensitive to data and good at summarizing. Data thinking runs through the whole activity. At the beginning, it is necessary to dismantle the data target, set up the activity buried point, and monitor the transformation of user paths at all stages of the activity. At the same time, through A/B testing and other means, effective data insight is carried out to find the most effective transformation method. So, what is an activity and what are the common types of activities? This is a basic understanding of everyone's activities as a whole. Next, I will take you to know more about how to plan activities. Preview in the next section: explain the implementation steps of activity operation in detail.