Event operation and promotion | Large company event operation process and routines!

Activities are an effective means to drive rapid growth in product indicators. A good activity can often bring huge benefits to the product. However, students who are just getting started in operations often face the dilemma that when their supervisor proposes to organize an event, they don’t know where to start. This article will combine my personal internship experience in the TOP10 companies to briefly explain the basic framework of an online event from planning to review.

According to the timeline, the workflow of a single activity can be roughly divided into four steps: "preliminary planning - design and launch - monitoring and adjustment - review and optimization". The core points of each link are different, and the personal ability requirements for operators are also different. Let's take a look at them one by one~

01. Preliminary planning: everything is goal-oriented

Determine the goal: The essence of event operation is to improve the corresponding indicators in line with the rhythm of the product life cycle. The core goals of activities in different periods are also different. Generally, they can be simply summarized into four categories: attracting new customers, retention, conversion, and activation.

Therefore, in the pre-planning stage, it is necessary to clarify the core goals and results measurement methods of this activity, that is, what effect we hope to achieve through the activity, what indicators to use to measure the output, and how to break down the indicators to find the focus.

Assuming that our core goal is to achieve sales growth, can the core indicator sales volume be further broken down into “sales volume = traffic * conversion rate * average order value”, and then the activity ideas be broken down into how to obtain sufficient traffic and improve activity conversion rates?

Users and themes: After clarifying the goals, the next step is to determine the target users and themes of the activity. The portrait characteristics of the target users determine the overall tone of the theme design. Packaging an event with a theme that hits the user's interests can help gain internal understanding and secure more resources, while also helping to be perceived by users and increase target user engagement.

There are usually four ways we determine the theme of an event:

① Specific time points: such as Mid-Autumn Festival, the beginning of the school year, and Golden Week;

② Social hot spots: such as the release of blockbuster movies and fighting the epidemic;

③ Product features: such as clustering topics;

④ Self-created hot spots: such as Tmall Double 11 and Xiaomi Mi Fan Festival;

Gameplay design: Gameplay design is the core part of the entire activity. The rationality and participation of the gameplay directly determine the overall effect of the activity. There are many types of gameplay, such as check-in, flash sales, group buying, red envelopes, sharing, etc. in e-commerce, and first charge, treasure hunt, first kill, limited-time login, etc. in games. Different gameplays have different focuses and bring different benefits. It requires operation students to accumulate more thoughts and innovations~

Closely related to the gameplay are resources, and the main ones that require operational coordination are:

① Human resources: art, design, testing, etc. (usually there is a dedicated contact person, but remember to communicate well with all the baba)

②Material resources: promotion space, event budget, etc.

Copywriting planning: Generally speaking, the page copywriting and scripting involved in the event are completed by the event operator alone, so the ability to output text is also a very important ability~ PS: After the copywriting is confirmed internally, it is best to submit it to the legal department for review, especially for large platform events!!!

02. Design launch: Coordinate resource scheduling to launch on time

Page design: As an all-round operator, we don’t need to design the page ourselves, haha…

But!!! In order to improve the efficiency of communication with designers and developers and avoid rework, event operators are advised to draw a static page prototype first, and then hand it over to designers and developers together with other detailed requirements such as visual elements and overall style.

Axure is generally used as a prototype tool. In urgent cases and when the page is simple, EXCEL or PPT can also be used... (NetEase Yanxuan requires operation students to output Axure page prototypes)

(This is the first prototype I drew in my life)

Test launch: When the page and function design is completed, we enter the test launch stage. Generally, there will be dedicated QA students to help us complete the debugging of the page functions. However, because it involves the docking of multiple departments, in order to avoid information omissions and errors in the communication process, the operation must personally test all functions one by one, and proofread the text content word by word to ensure correctness.

PS: In fact, in the design and launch phase, there is not much work that operations students need to do, but strong communication skills are needed in the process to let designers and developers understand your ideas and ensure the accuracy of the output. At the same time, it is also necessary to ensure the timeliness of the output of each link and ensure that the page can be launched as scheduled.

03. Monitoring and adjustment: make action adjustments based on data

Data monitoring: After the activity is officially launched, regular data observation is required for operations. Generally, the first 12 hours after the launch are the key monitoring period, and the data of this stage can be recorded in detail.

There are three main focuses of data monitoring:

① Channel drainage efficiency: Through horizontal comparison of drainage situations of different channels, problematic channels can be identified and channel materials, copywriting, etc. can be quickly adjusted according to actual conditions. If the effect is not good, consider changing channels or adjusting resource allocation;

② User participation process: monitor the loss of traffic at each key node after entering, and confirm whether the understanding/participation/operation threshold is too high for ordinary users. If so, adjust the operation process in time and guide users to operate again; (Tips: clarify the user path in advance and do a good job of data embedding)

③ Cost and output control: Determine whether the actual cost exceeds the budget and predict whether the output can meet the target. If the output cannot be achieved without any problems, you may need to consider increasing the front-end traffic to improve output, or planning the next activity to make up for the shortfall in output; if the effect of the activity exceeds expectations, consider applying to your superiors for more resources to expand benefits.

04. Review and Optimization: Results Evaluation and Process Thinking

Normally, after we finish an activity, we need to summarize the data and review the process. In the process of reviewing the activity, we can refine and summarize the process into a set of optimized and reusable methodologies.

I usually use the GRAI review thinking method to review activities, which mainly includes:

① Goal review: What were the original activity goals/expectations and how well did we achieve them?

② Result evaluation: Compared with the original goal, what problems did we encounter in the process, what highlights or shortcomings did we have;

③ Cause analysis: What are the reasons for achieving/failing the activity goals?

④ Summary: Through the above analysis, how can the original process be optimized? Is there a better way to solve some problems?

Let me share with you another little trick for reviewing the event: be sure to keep regular records of data during the event.

For problems that arise during the process, regardless of whether they have been resolved, detailed records must be kept so that when reviewing the process, you can better view the conditions, causes and optimizations that occurred during the activity from the perspective of the entire process.

During the operation of the event, there are many other things that need your attention, such as emergency plans and process risk control. Due to limited space, I will not go into details here~

In the future, we will provide more in-depth and detailed descriptions of each link of the above-mentioned activity operations in combination with actual cases.

Author: Gao Shan

Source: Feicha Adventure (ID: gh_89d54415eb1e)