The most comprehensive activity planning and operation strategy, 5000 words, multiple case studies.

As an operator, event planning and operation always go hand in hand. Today, I will talk to you about how to run a complete activity. The article is more than 5,000 words. Enjoy it slowly. First, please think about these questions: 1. Why do you want to do activities? What is the purpose (benefit) of doing activities? Doing activities is nothing more than trying to quickly improve operational indicators in a short time, which can be simply summarized as: ① attracting new potential users; ② Active inherent users; (3) increase product sales and conversion rate; ④ Enhance or shape the brand image. 2. What are the types of activities? What are the presentation methods (online and offline)? After determining the purpose and goal of the activity, the operator should start thinking about the specific presentation of the activity. The purpose and goal are listed separately here because there is still a big difference between them in actual activities and operations. We often plan an activity or a series of activities for a certain purpose; With this idea, we should think deeply about the goal, time, form, promotion channel and so on. The goal of the activity is to digitize the purpose. For example, an APP operator wants to design an activity "pull new". After defining the purpose of "pull new", he puts forward that the goal of the activity is "50,000 new users", which is the purpose of the activity operation and also a KPI. One thing to note here is that an excellent operator should not only pay attention to the KPI of the activity, but should think from the overall situation of product operation. There are many ways to achieve this KPI. We should choose a scheme that can not only achieve the activity goal of "50,000 new users", but also activate existing users, and even help to shape the product and brand image. What are the forms of the activity after the purpose and goal of the activity are defined? Common forms of activities: (1) voting (Weibo, the best popular singer of Miguhui Digital Music Alliance, and crowdfunding semi-acquaintance voting) (2) subsidy (Mei Tuan, Hungry, Full Reduction) (3) lucky draw (Double Eleven stores participate in the lucky draw) (4) interaction (topic interaction: Jiangxi Yichun construction site collapse #, Xinjiang Akto County earthquake with a magnitude of 6.7 # Live interaction: Liu cooks live) (5) Games (double eleven catching cats, friends bursting personality tags, QQ space bursting "suitable for hugging" and so on. 3. What links does a complete activity include? What is the core of the whole activity operation? (1) A complete online activity operation link roughly includes: determining the purpose → activity planning → activity development → activity testing → publicity preheating → online promotion → data monitoring → result announcement → resumption summary (2) A complete offline activity operation link roughly includes: determining the purpose → activity planning → activity publicity → user registration → waiting for the activity to start → activity holding → resumption summary. For example, for the promotion of offline activities, you need to consider the push time, push frequency, push channels, copywriting promotion and so on. In the user registration stage, you need to consider the mechanism of user registration, the number of activities and so on. The user registration mechanism generally considers whether some registration thresholds can be set according to the purpose of the activity. Users need to complete a small task to complete the registration, such as forwarding the activity copy, which makes the opportunity to participate in the activity scarce. The number of participants generally depends on your venue, activity budget and on-site staff. Waiting for the activity to start, you need to remind the registered users of the activity, warm up the activity, interact with users and so on. What is the activity reminder method? SMS or email; What is the reminder? Simple text can still be considered as a high-profile email. Obviously, the workload of using the latter is greater than that of the former, but is the user experience of high-pressure mailbox better? Are users more willing to make it a circle of friends and promote the whole activity accordingly? Based on the above considerations, there are many factors that affect the final effect of an activity, but the following four points are the key core points of the whole activity operation: the determination of the purpose and goal of the activity; Monitoring and analyzing activity data; Forecast and plan of activity risk; Recovery and summary of the activity process. Specific steps of online activity planning: 1. Determine the purpose and theme of the activity. Why do you want to do this activity? What's the purpose? Be sure to take this into account before you start planning your activities. The purpose of activities is like the steering wheel of a car and the rudder of a ship. Only when the operator is clear about the purpose of the activity will he not deviate from the main line or original intention in the later stage of the activity operation, just as the driver of a car or ship can only reach the destination smoothly by grasping the steering wheel and rudder. After the purpose of the activity is determined, it is best to turn the purpose of the activity into a goal, that is, to turn the purpose into a specific kpi, which has been mentioned before and will not be repeated here. Next, decide an activity theme. To put it bluntly, it is an activity stunt. The theme is formulated to achieve your activity goals, so the theme of the activity must be attractive enough. The determination of the theme provides a concrete and powerful focus for the promotion of the later activities, and users can also establish a preliminary impression on the products to be promoted through the theme of the first time! For example, the popular "Netease Weiyang Black Pork" these days is the propaganda theme of Netease's promotion of its cross-border works-"Netease Pig who eats Netease customized pig food in the toilet and does not take injections or medicines". In the history of China, never has a pig farm received so much attention, nor has a pork brand received so much attention before its launch. World internet conference, which just opened in Wuzhen, as a cross-border work of Internet companies, made its debut in Netease Weiyang, taking a road that is not very similar to traditional meat brands. In addition, Lenovo President Yang and other bosses also endorsed "I can prove that pork in Ding Lei is really delicious". It can be said that it is full of gimmicks. Case study: If the advertising auction of papi sauce in April this year is the "first shot of new media", then Netease Weiyang black pork can be called the "first shot of internet agriculture". Netease black pork auction: ① Internet companies have enough gimmicks to raise pigs across the border, and the outside world is very curious and expecting Netease pork. ② With the upgrading of consumption, China users have higher demand for safe and delicious products, and Netease Weiyang has met their expectations. (3) After world internet conference in Wuzhen, Internet tycoons endorsed Weiyang pork in succession. 2. The analysis and determination of the target users of the activity, to put it bluntly, is which users my activity is aimed at and what their characteristics are. Determining the characteristics of target users is mainly to guide the selection of preheating channels for the publicity of later activities, because the portraits of users in different channels are different. Only by choosing the channel where the portrait of the target user is consistent with the portrait of a platform user can we achieve better publicity, preheating and momentum. 3. Determination of activity time Many time nodes are not only very conducive to the promotion of activities, but also often become reasons for doing activities. Traditional offline activities like to choose celebrations, holidays and seasons; The advantages of the mobile Internet give online activities more ways to play and choose, not only for celebrations, holidays, changing seasons, but also for a hot event. Of course, if you choose a hot event to do the activity, the material of the activity must be consistent with the hot event in order to achieve twice the result with half the effort. Some time nodes have to be avoided if they can't follow the trend. For example, Tmall Double Eleven and JD.COM 6.18, these two days, everyone was busy shopping except for their daily work, and basically had no time and energy to pay attention to other unrelated activities. Different festivals have their own labels. Such as roses, chocolates, advertisements, dating, etc. Valentine's day; Red envelopes, Spring Festival travel rush craze, gifts, blind date, etc. During the Spring Festival; National Day travel, reading, etc. 4. Determine the form of the activity Before determining the purpose, goal, theme, user and time of the activity, plan the main line of the activity. This step is to determine the interaction mode, rules and tone of the activity, that is, how you want to interact with users and how users participate in your activities. This step is a key step, which will directly affect the number of participants in the activity, thus affecting the final effect of the activity. Criteria for determining the interaction mode and activity rules: ① Simple process and less thinking. Many times, if you don't pay attention when planning activities, you will fall into self-thinking. This self-thinking stems from being too familiar with your own products, making all actions take for granted, thus ignoring the psychology of a first-time participant. It is difficult to jump out of the strange circle of personal thinking, so we should always communicate with you when designing activities and consider the problem from the perspective of a small white user. The activity process should allow users to participate in the game without thinking or through simple thinking, and the participation process should be simplified. If you can scan the code, don't let the user WeChat search WeChat official account and pay attention; If you can give it directly, don't let users share links or send screenshots; If you can fill in your name and phone number, don't ask the user to fill in any additional information. The number of users is like a funnel, from seeing the activity to completing the activity, each step is decreasing. In order to avoid the loss of users, it is very important to simplify the participation steps! (2) Fun micro-innovation activities are fun in themselves. A good reason for users to participate is to stimulate users to participate and share favorable factors. Grasp the user's interest points, meet the individual needs of different users, and satisfy the vanity of users. Many times it is difficult for operators to design a brand-new activity, so most of the activity planning is a little innovative on the basis of successful activities. Micro-innovation refers to learning from previous successful activity patterns and seeking some changes. The changes here can be themes, participation rules, participation platforms, etc. , but the activity theme mode is basically the same, such as the following two activities. Case analysis: A's personality theme is topical, and the topic is related to everyone; B to meet the individual needs of different users, each picture is different, giving users a sense of exclusivity, thus facilitating users to share. C language is easy and fun, the degree of praise and criticism on the label is better, and the words of praise and criticism on the label are better. The label is mainly praise, supplemented by black. D participation threshold is low, the gameplay is simple and the path is short. (3) The profit reward of users can be in kind or coupons, virtual currency, props, titles, etc. If it is in kind, buy it first, take a photo and put it in the most conspicuous place on the activity page. Many times, although users know that the winning rate is very low, even if they participate, they may not win the prize, but when they see the photos of the prizes, they will recognize this activity from the heart and cater to the psychology of users who are greedy for petty gain and cheap. (4) Taking advantage of the situation (holidays and hot events) psychology has a "psychological awakening" effect. Operators should seize the current hot news events and hot people in time when planning activities, and follow the trend in combination with their own activity plans to achieve the purpose of communication. A holiday skills: holidays can be predicted, and activities should be warmed up in advance; Dig deep into the most suitable point between activities and holidays, so that the two can be organically combined; Be good at using the characteristics of festivals, aim at accurate activity crowds, and effectively make use of the situation; Organize a holiday schedule, including holiday labels and classic cases. B Skills of using hot events: Hot events often happen suddenly and unpredictably, of course, some events can be predicted (US presidential election, iphone7s release, Olympic Games, World Cup, etc. ). The skills of using events when doing activities are the same as those of holidays. Unpredictable hot events take advantage of the situation skills: pay close attention to hot spots and make corresponding plans in time; The activity is simple, interesting and highly relevant; Carefully follow the trend and avoid negative hot spots. When event planning meets opportunities, what kind of sparks will it collide? Case study: In Alipay's happiness gathering activities, the huge amount of 210.5 million cash-filled red envelopes satisfied the profit-seeking psychology of users; Activity B began to warm up more than 20 days before the Spring Festival, went online ten days in advance, and released a collection strategy to give users enough time to participate in the collection; The competition and challenge of gathering C activities satisfy the psychology of users to compare and show off. D The whole activity of collecting blessings relies on the gimmicks of Spring Festival, Spring Festival Evening and sending blessings, which is in line with the lively and festive psychology of China people. 5. Operators of activity development and testing activities should also follow up when designers design activity interfaces and developers realize activity functions, and constantly coordinate and optimize activities. After the activity is developed, it needs to be tested to confirm that the function is perfect. 6. It is very necessary to publicize, preheat and build momentum before the event is launched. It not only plays the role of transmitting information and reporting events, but also determines whether the tipping point can be sucked in advance. Preheating can convey the direct interests of the event, so as to tap the explosion point in advance and consciously become a topic of communication, just like Alipay's blessing-gathering activities mentioned earlier. Operators can also predict the effect after the activity is launched according to the preheating effect. Why do you want to predict the effect after the activity goes online will be mentioned later. For example, if an operator wants to plan an online sharing activity, he can inform the audience in the form of posters and articles one week in advance what kind of activities will be launched one day. Whether the activity information can be delivered to the target population accurately and timely is very important. Informing is the premise of all activities, and preheating can realize the function of informing. Therefore, warm-up before activities is essential. 7. Predict the risk of the activity and plan the possible risks and solutions in advance: bugs appear after the activity goes online, and the solution: solve them with the developer quickly. B. the poor publicity of the activity leads to poor effect of the activity. Scheme: increase the publicity channels of activities and choose channels with large traffic; Change the promotional copy of the event. C activity prizes are not attractive and users don't buy it. Scheme: replace the activity prizes; Modify the winning mechanism of activities and increase the number of prizes. D users cheat, trumpet brush data, water injection scheme: modify the activity rules to limit trumpet; Monitor activity data in real time and seal up accounts suspected of cheating. E. The rules of online platform for activities are not clear, and there are problems such as inducing sharing or attention in activities. Program: adjust the participation mechanism of activities; Prepare more accounts and domain names. 8. Online activities and data monitoring activities are short-term means to stimulate business indicators. As an activity operator, only by monitoring the activity data in real time can we know what happened during the activity, and the operator also needs to know the information reflected by the data. If the activity effect is not good, operators can find the problems in the activity by interpreting the real-time data of the activity, and make timely adjustments and optimizations to make the activity return to the right track and achieve the expected results. 9. Announcement of the results of the activity It is very necessary to announce the results of the activity in a timely, open and transparent manner, which can not only let the users who have worked hard to participate in the activity know whether they have won the prize, but also accumulate word-of-mouth for the following activities, because this will make the users who participated in the activity realize that the activities planned by XX Company are indeed likely to win the prize, but they just didn't win the prize. Moreover, the information of the award-winning users can be as detailed as possible (user ID, score, ranking and corresponding prizes), indicating that the award-winning users selected by the activists are truly fair, just and free from tricks, and the brand image has been improved. 10. Recovery activity summary Without recovery activity summary, the activity will only get worse. Only by carefully sorting out, analyzing and summarizing the whole process of activities will it be condensed into your experience, not just your experience. The second round of summary can help you find out the shortcomings of the activity itself: whether the goal of the activity has been completed and how well it has been completed? Is the user interaction in the activity not smooth enough and where can it be optimized? What are the emergencies in the activity and what are the solutions to these emergencies? What is the reason for the fluctuation of activity data? The reasons of data fluctuation are analyzed in detail, and the primary and secondary factors, internal and external factors and so on are divided. Replica summary can help you know whether there are any competitor's replica activities during the activity. If there is replication, can you set up some technical barriers to increase the difficulty of the next activity replication? For example, on the day when the personality tag was hot, there were actually many versions in the circle of friends. The second round of summary can also help you collect user preferences (feedback from users during the event) and screen out high-quality channels, so as to facilitate the selection of publicity channels for the next event. Author: Xu Panhui, WeChat official account: operation and products.