How to Do Activity Operation —— Interpretation of Chapter 5 of I Do Operation in Ali

The 9-word principle of activity operation: can land, spend less money, do not abort! This is Wu's 9-character principle of planning Netease Cloud Music Review through train.

1. Why do e-commerce platforms love to do activities?

The peak during the activity is often "artificially formed trading peak, which suppresses purchasing power during the warm-up period and overdraws purchasing power after the activity". The value before and after this peak is often lower than the average sales when the store is not doing activities. Every activity also consumes a lot of energy of the merchants. So, what is the significance of the activity to the platform, merchants and consumers? Can the activity really touch the hearts of consumers?

1. For the platform, doing activities is an exercise for the whole team, as well as an encouragement and promotion of team morale. Ali is especially convinced of this. When there is no large traffic, many problems (including system stability, product experience, business cooperation, operational efficiency, etc. ) cannot be exposed. For operators, they are in a state of high tension during the activity. Operators' mastery of processes and details, and handling of crisis events are all very tests and exercises, and they can also make great progress.

For the platform, doing activities can also enhance user activity, increase sales and enhance brand influence. But for a mature platform like Ali, the training of the team again and again has far-reaching significance. It is the peak traffic that pushes up the overall operation level and platform volume step by step, laying a well-deserved leading position for Ali in the field of e-commerce.

2. For businesses, doing activities is the most efficient way to acquire new users. We are talking about new users, not new customers. There is a difference between the two. Customers refer to people who place orders to buy, while users include people who are interested in goods such as ordering, browsing, collecting, and joining shopping carts!

Nowadays, businesses are more and more aware that consumers need to be cultivated! "Take out some benefits, package them into larger benefits together with the benefits of other businesses, and attract potential users together (in this case, you may also enjoy the platform's traffic subsidy (free traffic) or red envelope subsidy (red envelopes or subsidies given by the platform to consumers are used in one store))" is better than "accumulating a little at ordinary times"! Even if this activity has little profit or even a small loss, in the long run, more potential customers will buy again in the future, or some customers will buy goods in the future because of a micro-amoy content or other activities. Ali's algorithm will remember some products that people like and make many automatic machine recommendations. These positive effects are far greater than the actual effect on the day of the event, and should not be underestimated!

It is an emotional need for consumers to give themselves a reason to buy things. E-commerce should provide fresher reasons for this demand, cooler products and more value-for-money prices, so that consumers can happily "pick up their hands".

Every time I think it is impossible to complete the activity goal, I can basically achieve it after trying my best, and I will definitely surpass it next time! The team and themselves are growing! That kind of feeling is wonderful, magical and fulfilling!

Two. Definition and capability requirements of activity operation.

Definition of activity operation: refers to the orientation of different attributes (usually including transformation orientation and communication orientation). Generally speaking, it means: selling goods or doing tonality), operating work for different purposes (including: increasing transaction volume, adding new users, increasing daily activities, increasing UGC volume, increasing customer unit price, enhancing brand goodwill, etc. ), including planning, preparation, implementation and resumption. Compared with content operation and user operation, activity operation is more explosive and can improve an index in a short time.

Every activity has a priority purpose. The purpose of this activity is to serve the operational strategy. The wisdom of making KPI is: don't want everything, stare at an indicator for a while. This way, operators will not be at a loss.

Ability requirements for activity operation.

Activity operation is usually the most easily perceived operation means for ordinary users. It has a variety of forms, a wide range of integrated resources, a huge momentum, immediate feedback, and easy to get a sense of accomplishment, so it has become a job that young operators are more willing to try and like.

The difference between Xiaohongshu's maternal and child activities and mobike is that the former is online and the latter is a combination of online and offline activities; The former is mainly responsible for sales volume and conversion rate, while the latter is mainly responsible for user growth. Combined with the requirements of other companies' activity operation ability, key words can be extracted: creativity, planning, integration of resources, data analysis, communication ability and pressure resistance. For companies with large self-owned traffic, they can use existing users and self-media communication to operate activities, but for start-ups to operate activities, they also need extradition ability. No-cost or low-cost extradition is usually conducted on social media.

Relationship between activity operation and marketing department.

In daily work, the activity operation often acts as the interface of the operation department and participates in the activity planning together with the marketing department. Event operators are the people who have the closest relationship with the marketing department, and they are also the people who are most likely to jump ship. Their main differences are:

1. Different levels of activities lead different people. Tmall has an activity grading system, which is divided into S, A, B and C levels from big to small. The integrated marketing group of Tmall Marketing Department only undertakes S-level and part of A-level activities, and other regular activities are connected by the activity operators of each project, and the traffic resources allocated by the marketing department are obtained through activity rating.

2. The types of activities you are good at are different. The integrated marketing group of the activity operation marketing department is good at converting traffic into purchasing power in activities, paying special attention to data, with clear goals, and most of the activity positions are online; The brand marketing group of the marketing department pays more attention to the activities and event marketing of communication and word of mouth. Active positions include online and offline, and the proportion of pure activities is increasing. The marketing department is responsible for long-term brand value, and constantly creates, disseminates and promotes these intangible values. Ali is increasingly pursuing the unity of quality and efficiency. When brands introduce traffic through vocalization, they will generally be equipped with in-station activities to undertake transformation, and the combination of the two is very close.

Most people know better what the marketing department is doing. These safeties are easier to spread on social media, and it is easier to see the real value presented offline in landmark buildings or bustling blocks. Many of the cool cases we have seen are also dominated by the marketing department, and even spend a lot of money to hire external creative teams or event execution teams to complete them. If you are doing activities in a startup company, it is recommended to be down-to-earth and start with online or offline transformation activities. Those cases of brushing the screen can be used as reference (but in reality, the workload is huge, so don't try to brush the screen easily).

The basic four elements of holding an activity (in any company, as long as you do activity operation, you need to master these contents): activity rhythm, activity stunt, activity benefit point and activity play method.

3. Activity rhythm: As long as it is released on the same day, there will be no activity. Even for traditional offline activities, flyers or text messages will be released in advance to announce upcoming activities. Senior operators have a sense of rhythm-one of the arts of operation. The operation of the incident is like setting up a game. The first few moves didn't work, and finally they came naturally, full of applause and flowers in full bloom. But it is difficult for outsiders to see the details of this process.

Activity rhythm is usually divided into: build-up period (unnecessary), warm-up period, formal period, fermentation period (unnecessary), end/return/recovery period. There are articles to be done at each stage, and each event operator has its own heavy responsibility, not the process.

Campaign period: usually 5 to 10 days before the start of the warm-up period. Work focus: reveal some highlights of the activity, put the complete forecast in the next stage, keep the appetite of users, and also carry out warm-up activities to arouse users' speculation and attention. If the company does not have that great appeal, it can generally weaken this stage last year. After all, in the online world, there is too much information and users' patience is limited.

Warm-up period: usually 3 to 5 days before the official period. Work focus: the announcement of highlights and interests. On the e-commerce website, it is manifested as: active product exposure, playing games, lottery, collecting coupons, collecting, adding shopping carts, etc. Among them, the most concerned is the collection and addition of shopping cart data, because this is most likely to be converted into official sales. For other types of activities, this stage may strive for all-round exposure in the form of registration and ticket sales. The more important the event, the more you will exert your strength during the warm-up period.

Formal period: generally 1~3 days, with emphasis on improving the conversion rate. For e-commerce websites, controlling the choice of goods makes the shopping process smooth, which is conducive to maximizing traffic and converting it into sales. For the offline activities of brand communication, it is mainly to let users "turn from road to powder" and make the effect of on-site experience exceed expectations. Note: Instead of meeting expectations, it exceeded expectations to stimulate people present to promote it on social media. Offline activities are never just for the dozens of guests present, but hope to form a second communication through this active communication to the online.

Fermentation period: E-commerce activities usually have no fermentation period. When doing event marketing, pay special attention to the fermentation period. Compared with general activities, the biggest difference between event marketing and general activities lies in whether it can catch fire with no effort, and low cost causes great communication. The official period is just hot. If the fire doesn't spread, the impact will be too limited. Therefore, during this period, many opinion leaders and comment media will be invited to package the aspects worth spreading during the official period and play them from all angles. Network voice is likely to be more powerful than live activities, and this time the goal has been achieved.

Outcome: The event will be held in Shenshi during the official period! Even if there is no fermentation period, there should be an end! The meaning of the ending can not be ignored! Internally, it is to summarize the experience of resuming trading and learning, externally, it is to announce the successful conclusion of the event, the highlights and explosions in the whole process of packaging activities, and to be a beautiful public relations. Tmall's "double 1 1" is very good. There are not only enough bright spots, but also a return visit promotion by using the remaining traffic.

In Ali, except for S-level and A-level activities, other routine activities are generally only 4 days warm-up period +3 days formal period, which can be completed in one week. The official time will be arranged as much as possible from Wednesday to Friday when the traffic on the website is the largest.

4. gimmicks and benefits: they are a natural couple and always play together. But it is divided into two words: follow-up and interest points, mainly to remind everyone that the theme of the event must be "both hard and soft"!

Shantou is the "soft" part, which attracts the attention of the activity. For example: festivals (Valentine's Day), anniversaries (anniversaries), milestones (with 654.38 million registered users), event hotspots (World Cup) and so on.

The benefit point is a "hard" part, indicating the benefits that users can enjoy. For example: discount, cash back, two people walking with one person free of charge, increasing user rights and interests, etc. At the point of interest, within the scope of not breaking the law, it should be attractive enough!

In Ali, one of the things that Ma Xiaoyu, the author of this book, often does is to take out the budget and call relevant people to brainstorm how to spend this budget, which is particularly level and attractive enough. The choices we often face are: small benefits that everyone can enjoy and big benefits that few people can enjoy. Although some friends will say that the former will make people feel that there are tangible benefits, while the latter's participation is too low. But through many experiments, it is found that in most cases, the latter is more attractive. Example: 1: "10% off the audience" is not as good as "0. 1 yuan spike", "100 yuan is less than 10 yuan" is not as good as "the highest consumption is given to iPhone 8 Plus". Example 2: In Weibo, bloggers of online celebrities often give out prizes to attract fans to forward them. Different delivery methods have different effects. A: If you forward it to Weibo, you will get a brand-name lipstick. 100 lucky people, the brand is random. B: Forward it to Weibo, draw lucky fans, and contract your lipstick for life. 100 All the famous brand lipsticks will be sent. Often the effect of B is better. It is topical and easy to attract more people to watch.

The combination of soft and hard is also the golden rule of making flags! The banner we see on the web page is basically a combination of the two. Shantou+points of interest+explosive pictures are the guarantee of banner click-through rate.

5. Activity play: it is the link between gimmicks and interests, and it is also the amplifier of activities. Good gameplay should be: novel, fun and easy to operate! Gameplay actually shows the influence of "scarcity", one of the six influencing factors, on people. The activity gameplay is: don't let users get the profit points in vain, but give them after doing something fun and interesting.

Examples of gameplay: visiting brand streets, catching cats, gathering in Five Blessingg on rainy days, gathering praises, and asking questions about knowledge ... In fact, many activities are old wine in new bottles, which are not particularly innovative and original gameplay, but have changed the past in visual effects and copywriting logic, making it easier for users to get started.

A few years ago, Tmall "Shuang 1 1" didn't have the game of "visiting the brand street" to draw coupons. At that time, coupons were all collected casually on the page. Now, "going to the brand street" has almost become the standard of Tmall's "double 1 1". In fact, the people who proposed this game at that time were under great pressure: on the one hand, "Shuang 1 1" needed new growth points, highlights and gameplay, on the other hand, they were worried that this game would lose some users. And the result? This effect is surprisingly good! Later, Tmall developed many small games to let merchants make phone calls in their own stores. The principle is the same: after users participate in interactive activities, coupons and red envelopes are issued. In this way, the same person not only plays more times, but also may share it with people around him, which greatly mobilizes the enthusiasm of users during the warm-up period. Coupons received by users after paying the fruits of labor are more likely to be used during the official period.

Intransitive verb BD partner

BD (business development) itself is a position tied with operation. However, due to the need to integrate various resources in the operation of the event, "BD" partners are also used here. One of the important skills of event operation.

With the above elements, the activity is basically formed, but sometimes it still feels lack of resources (maybe attractive prizes, maybe good ideas, maybe perfect venues, or some content that enriches the activity), and the most common thing is: lack of ability to reach the target group! You know, the more things in BD, the better. If there are too many things, it may also lead to unclear main lines of activities and distraction. Therefore, you should replace your own strength with others' and strengthen the alliance. Startups mainly exchange ideas and content for each other's users. P113-p114 tells an example: little marlin has joined the master APP (craftsman handicraft e-commerce platform). Its resources include: craftsman's works, craftsman's stories, craftsman's live display, etc. ), and then it achieves its goal through BD (Quick Access to Accurate Users). The users it needs are a group of people with money, leisure, taste, experience and requirements for quality of life.

The core skill of BD: win-win! Before talking about cooperation, know in advance what the KPI of the other party is and whether the proposal is helpful to the KPI of both parties; Pre-set the questions that the other party will ask in advance, team role-play, and practice simulated scenes; Make a list of your own resources, although not many, but very sincere.

Leverage effect in activities: key person marketing.

In the implementation stage of the activity, it is necessary to emphasize "key person marketing". At every stage of the activity, key people are needed to amplify the effect, which is also one of the most profound scenes of "leveraged thinking" in the four modes of thinking operation. When it comes to key people, it is easy for many people to think of KOL (Key Opinion Leader). Here, KOL is replaced by key people to expand the scope of such people. KOL mostly refers to those who are already very hot, have been commercialized and need to spend money, while the key groups are more extensive, including those kols that are emerging, have potential and are forming, as well as loyal users and star employees. For companies with no money or resources, it is particularly important to impress key people without spending money when doing activities.

Key figures have three main functions: 1. Invite key people to try out products or visit stores and make experience reports; 2. Invite key people to participate in the offline activities of the brand, interact with the media and ordinary users, and share experiences; 3. Invite key people and brands to distribute benefits together to expand their influence (for example, users can enjoy discounts or benefits by entering the exclusive discount code of key people when purchasing).

Why are key people willing to do it for free? Any cooperation is a win-win situation! Those key people are willing to participate in some brand activities for free through resource replacement during the gap period. First of all, if they are willing to become commercial KOL, they need content accumulation, and it costs money to accumulate content. If no one invites you, you need to spend your own money to experience the product. If there are brand sponsors at this time, they can naturally save money. Secondly, we need to learn from each other in the same brand with the same tonality, increase exposure, get to know some insiders and expand contacts through offline activities. Finally, when they have some fans, in order to maintain the stickiness of fans, we should give them some benefits and share the discounts given by the brand to fans, which will enhance the stickiness of fans. The key point of cooperation with key people: find the meeting point of demand with your heart!

Four steps of key person marketing:

The first step: find the key person; The second step is to directly contact the promotion experience; The third step: stimulate sharing; The fourth step is to enlarge the event.

The sixth chapter will introduce the excavation and maintenance of key figures. Key people are so important that we should pay attention to maintaining key people in our daily work and treat them as very few users at the top of the pyramid.

Eight. How to write the activity recovery report?

What is a double quotation? It is to reinterpret the completed project and have a deeper understanding of this matter. The structure of the resumption report can usually be divided into six parts: activity background, activity goal, process review, activity data, experience summary and follow-up plan.

Ali people pay special attention to the re-offering, and can even make the re-offering a personal brand exposure. Inside and outside the team, bosses need to see what the operators have paid for the activity, what are the highlights, what are the data results, what is the influence and what is the unique value. Generally speaking, the resumption report should pay special attention to the activity data.

First, the content of the reply: generally there is no fixed template, and everyone has their own structure. However, structured data reports can be stored for next visit or horizontal comparison. Xiao Cocoon, the author of this book, has an Excel table, which is specially used to compare the key indicators of previous activities. When there are dozens of activity data, some laws can be seen slowly. For example: browsing conversion rate (IPV_UV/UV, the ratio of independent visitors to baby details page, reflecting the attraction of the active page), purchase conversion rate (purchasing UV/IPV_UV, the ratio of independent visitors to transactions on baby details page, reflecting the attraction of goods), etc.

Noun explanation:

UV: the number of visits to each page of the store. An IP that visits the store many times in 24 hours only counts as a PV, and the total number of visits to all pages of the store in 24 hours can be accumulated. IPV: refers to the number of times the buyer clicks into the baby details page after finding the baby in your store, which can be accumulated. IPV_UV is an independent visitor who has browsed the details of the goods. Note: IPV ultraviolet rays are not cumulative either.

E-commerce activities of commodity sales usually include the following data when they are resumed:

(1) Draw the flow curve during the activity, and mark the accumulation period, warm-up period, formal period and end period. See if the traffic meets the expected rhythm.

(2) Data related to gameplay. For example, how many people participated, how many people won prizes, how many people shared them, how many coupons/red envelopes were distributed, the proportion of users during the official period, and the total amount of orders using coupons/red envelopes?

(3) Official traffic, browsing conversion rate, purchase conversion rate, customer unit price, GMV (gross merchandise volume), how much more than usual (generally only monthly average and daily average), which channel's traffic is getting more and more accurate.

(4) Grasp the typical tree benchmark. At the commodity level, what are the best-selling and fastest-growing products? Similarly, what is GMV's ranking and biggest progress?

(5) Excellent banner display. Each activity will put several groups of banners in the resource position, and you can also see the click situation of each banner. Banner's ideas with high click-through rate will be displayed during the re-release, trying to find out their similarities.

(6) Data related to communication. How much exposure and forwarding did the key people bring, and which key people can continue to cooperate next time.

A good resumption report is not only a good opportunity for your appearance, but also a bargaining chip for your next activity and business development. Some difficult business cases often look at previous activity cases. Some representative results data can be made into H5, which can be used as a powerful brand endorsement for subsequent investment promotion and attract big businesses to sign contracts.

What we need to learn is: data display logic and clever data display angle from face to point. The same result, from different angles, gives people different feelings. You can use different data display angles, foster strengths and avoid weaknesses, and grasp the most prominent points in the case, and the effect will be very obvious.

9. Advanced: Learn to do activities with Ali-Ali's activities have been ahead of most companies after long-term polishing and evolution. Three directions of high-level activity operation: activity serialization-activity productization-activity branding.

Representative works of 1. series of activities: Global Supreme Country Week, Magic Gathering Cost-effective, Universal Taobao, etc.

Serialization of activities means: when planning activities, think about whether it is possible to do a series of activities by yourself. Is it possible to continue? Compared with those scattered activities, serialized activities can be supported by more resources, with greater momentum and easier to be remembered by users.

2. Representative works of activity productization: Juhua, China Zhizao and Tmall International Pavilion.

Is poly cost-effective an activity or a product? For merchants, most people think that poly-cost-effective is an activity with a lot of traffic; But for Ali insiders, poly cost-effective is already a mature product. In the early days, it was a series of first-phase activity pages, where operators invited investment, screened goods and filled in the pages one by one. Now, it can basically complete a series of work without manual operation.

Activity serialization is usually the predecessor of activity productization. First, test the operation by developing relatively low-cost activities. If the effect is good, it is possible to make a product. For example, the series of activities of Global Business Week, which Ma Xiaoyu was in charge of before, has been precipitated into a channel after many attempts.

3. Masterpiece of event branding: "Double 1 1", Super Brand Day.

Every company wants to create its own festival. Tmall took the lead, Taobao seized the "double 12", JD.COM seized the "6 18" year, and Suning seized the "8 18" shopping festival. How to create a trump card activity of your own is a problem that every company that has begun to take shape should imagine.

The "double 1 1" analysis of 20 17-day cats is shown in the next chapter.

10. Newcomer project management.

Project management is actually a kind of ubiquitous and profound knowledge. Our daily work and every task can be regarded as a project. Because there are many people involved in the activity, the time is usually tight and the task is heavy, and the essence of project management can best be reflected in the activity. After many activities, we will find that the most difficult thing in the activities is not creativity, but project management. Especially when I am a PM (Project Manager), the pressure and challenges are unimaginable.

The responsibilities and rights of 1 Afternoon:

(1) Plan, organize, lead and control the project;

(2) Establish, unite and motivate the project team;

(3) Having the responsibility and power to manage the project;

(4) Determine the project management procedures used in the whole project.

From the moment you become a project manager, you should know that the project manager is the biggest contributor to the success of the project; The project manager bears the greatest responsibility for the failure of the project. Risks and benefits coexist. PM has no umbrella, so it can't muddle along in the gap. It must stand out as the backbone of the team. When you really can't stand it, you need to move your boss out, confess your difficulties, find support, and don't get fat! If you persevere, maybe the boss will miss the best opportunity to intervene and can do nothing.

2.PM communication mechanism:

(1) Three key time nodes that must be communicated and confirmed: definition stage, planning stage and execution stage.

Don't do anything that is not confirmed. If it is confirmed, it will be all over the fire.

(2) Communication form: What needs to be communicated in person, which needs to be confirmed by email, which can be communicated by telephone, which can be confirmed orally, and when to reply at the latest.

(3) communication target: what content should be known to the boss, brother departments, customers and others; What should all members of the project team know?

3.PM communication misunderstanding:

(1) Don't assume that the other party thinks what we think, and don't assume that the other party knows in advance.

(2) Don't think that you are too quiet to talk.

(3) Don't use the same communication method to communicate with people of different styles.

(4) Don't passively wait for the other person to speak.

(5) Don't easily think that the other party will think that they are repeating themselves. Double confirmation is better than omission.

4.4 essential tools. PM- Gantt Chart: You can see information such as major items, sub-items, person in charge, timeline, etc. On a map, clear and clear. It is widely used in project management, especially in the execution stage involving complex problems, such as complex scenes in which multiple sub-tasks are carried out simultaneously across departments.

PM needs to let the person in charge of each sub-project know their starting and ending time and the person who connects up and down, and urge the person in charge to complete the task before the deadline to push the project forward.

5.PM project summary report: The main part is similar to the above-mentioned resumption report, but the evaluation of project members' performance is added.

(1) Determine whether the goals set by the project have been achieved.

(2) Evaluate the performance of individuals and groups participating in the project.

(3) Integrate a formal project summary report, including: complete project plan, achievements, main lessons, highlights and suggestions.

Newcomers to the activity operation need to pay attention to:

1. There must be a history of blood and tears behind those glamorous activities, and it is not easy for anyone!

2. pursue perfectionism in the process, but don't be too demanding on the results. It is very good that large-scale activities can reach 70% to 80% of expectations from planning to final presentation.

3. Wu, who planned the through train of Netease Cloud Music Review, set a nine-word principle when planning activities: landing, spending less money, and not having an abortion! There is no other reason!

4. Practice your hands with small activities at ordinary times. After you are familiar with the process, you should deliberately participate in big activities, in which you can break through and tear yourself. This is also the necessary process of promotion and job hopping!