A qualified operator should have such an original intention!

First of all, this article comes from the sharing of the Operation Research Society. It reviews the "Most Beautiful Operation Goddess Selection" of Product Rookies this month at a pixel level, and tells you how to gain nearly 10,000 fans for your official account at zero cost. Those who have been struggling to gain fans are blessed.
Then, I was not calm when I wrote this text. I have been working in the operation research club for more than a month, and finally found a friend who has high requirements for details. What makes me even more uneasy is that when I looked at his (Yongsan, community number 65) activity review, I found that in addition to writing down all the key points I thought of, he also hooked up with the goddess who participated in the election behind my back, under the euphemism of a return visit, but everyone had already seen through his original intention.
Back to the business, I think a qualified operator does not necessarily have to have an operation methodology immediately, but must have an original intention to have high requirements for details. This original intention can be felt from the review of Yongsan’s goddess selection. This is an event that everyone is familiar with. We talked twice until 2 a.m. The night before the selection began, I was on a business trip to Beijing and was responsible for making suggestions, and he was responsible for making revisions. Many details of the entire selection event were thought out, such as whether the voting area should be placed behind or in front of the photo. You can find the answer in the text about our choices and considerations at the time.
Finally, the original intention of pushing this article is not to encourage everyone to participate in voting activities, but to suggest that new students in operations can treat every practical opportunity with care. No matter how insignificant it is, they should strive to make it a case of their own in the growth of operations.

———Review of the selection activity————–
Before we begin, let me first present the main data of this "Most Beautiful Operations Girl" selection activity so that everyone can have a global understanding of the entire activity.

The registration promotion was released on March 12, and the event was officially launched;

On the 15th, it was reprinted by Mantou Business School and read more than 4,300 times;

The number of valid registrations within 5 days was 114, and 100 were selected;

On the 19th, we were divided into 5 groups for push display and voting;

The number of people who read a single voting picture and text reached more than 6,000, with nearly 18,000 readings and a total of nearly 39,000 readings. More than half of the readings came from forwarding by friends, plus sharing in the circle of friends, which contributed a total of 80% of the readings.

(Analysis of the source of reading volume of a single selection picture and text)

The total number of voters in the five groups was 6,915 (it should be noted that this selection used the voting function provided by WeChat, so the number of voters is equal to the number of followers)

Excluding the one-week warm-up period after registration, and only counting the 7-day voting period, the number of new fans of the official account was close to 8,000.

(Increase in the number of fans of the product Cainiaohui)

OK, that’s pretty much the main data. For commercial activities, this data may not be considered excellent, but for a low-cost operational experiment like the research society, I can confidently give it a thumbs up!

Now, in conjunction with this Operation Goddess Selection Event, I will talk to you about “What are we operating when we operate an event”.

1. Planning: Think like a product manager

Design activities as if they were products. Designing a product is definitely not a matter of arbitrary imagination. Even when brainstorming, it must be done within a reasonable framework. What is this framework? In short, you can ask yourself 3 questions:

1) What are our characteristics?

2) What foundation do we have?

3) What resources do we have?

The biggest feature of the product Cainiaohui is the sharing of practical information in the field of operations. Its user base is young people who are engaged in operations or are interested in operations. Therefore, when conceiving this activity, the key word naturally came to mind: "operation".

The final activity was decided to be a voting activity with the theme of girls working in operations, based on the principle of being simple and fun. On the one hand, voting activities are the easiest way to stimulate participation and spread information; on the other hand, beautiful women are widely accepted by the audience.

Based on the principle of simplicity and fun, anything that would complicate the activity process must be discarded. Just like when you launch a product, it is impossible for it to be perfect. You have to make it “sufficient” while reducing the difficulty of use for users. This is the basis of user experience.

Therefore, we gave up the third-party voting function and directly used the WeChat’s built-in restriction of not being able to vote multiple times. This actually reduced the possible resentment caused by participants having to repeatedly canvass for votes, and also reduced our management costs for operating this activity.

After the tone of the activity is determined, the activity can be enriched by combining available resources, because the resources must be related to the theme of the activity. In addition to the event's own resources, the external resources used in this event are prize sponsorship from Mantou Business School and Hippo Dentist. The former is related to "operation" and the latter is related to "beauty"; there is also the help of Mantou Business School in promoting the event. Both have a large user base in the field of operation.

Finally, let me mention the main idea of ​​the first part again: since we have set the principle of simplicity and fun, we must not increase the complexity of participation in the event because of some self-indulgent ideas or creativity.

2. Content: Art in the left hand, copywriting in the right hand

The promotional materials needed for event launches cannot be separated from good art and copywriting. What is meant by good is the ability to construct the connotation of the activity by exploring the common characteristics and emotional appeals of the activity audience, and then combine them together to express it.

Specifically for this event, I thought: What is the usual state of girls who work in operations?

They may often work overtime and stay up late, they may rack their brains to write a good copy, they may often eat takeout or fast food...but what they definitely want is a better life.

So I started with these aspects to develop the copywriting, used contrast techniques, and wrote 6 sets of copywriting. The picture materials were matched with colorful stick drawings of fashionable urban white-collar workers, and presented in a simple and free layout. In order to avoid monotony, English translation was added to enhance the sense of fashion and style. You guys feel it.

(2 of the photos)

In addition to promotional pictures, the materials for this event also include banners, event posters and personal photos.

（Event poster）

It should be noted that when organizing an event, the consideration and implementation of all aspects need to be systematized. For example, when designing and producing so many promotional materials, the style must be unified and in line with the theme of the event.

Look at the pictures above. The main colors are warm, the fonts are lively and playful, and the overall style is feminine. I'm not a professional artist, and my PS skills are only half-baked. I can't brag about whether my work is good or not, but at least it doesn't make people feel out of place when watching it.

The content of the copy, language expression, WeChat layout, etc. must also follow a unified style. This is something we must pay attention to when doing any activity, especially when it is a collaboration among multiple people, and we must avoid confusing styles.

3. Execution: Only by focusing on details can we achieve better results

The execution of an activity must be the most important part of the entire activity.

It is impossible to provide detailed guidance on all the details of the entire event process in an event planning proposal; it depends more on the dedication of the executors. You need to think more proactively, discover problems carefully, make quick judgments and responses, and take action patiently.

In addition to editing and publishing the content, the execution of this event mainly involves the coordination of the official account backend functions, including setting up a series of keyword automatic replies, welcome messages for new followers, official account menus, message management and replies, etc.

There is a detail worth mentioning about WeChat's picture and text links, especially for public accounts that have enabled the message function at the end of articles. When we obtain the picture and text link, it is best to open it in WeChat and click "Copy Link" in the upper right corner menu to obtain it, like this:

Or you can copy the link from the computer version of WeChat. However, do not copy the link directly in the material management of the WeChat backend, because there are differences between the two links. You can take a look at the comparison:

Pushed picture and text link –>>http://mp.weixin.qq.com/s?__biz=MzAwNjA0NjcyNQ==& mid=402852161&idx=3&sn=034bf906b7989054e8412488f8ded928&scene=0#wechat_redirect

Material link –>>http://mp.weixin.qq.com/s?__biz=MzAwNjA0NjcyNQ==& mid=402849248&idx=3&sn=b0e331537ce03fa36bbd9d44f4d9666c#rd

The latter does not display the message function when it is opened.

About carefully discovering activity issues. For example, I will check the user messages in the message management every once in a while, because even though you have clearly introduced the rules for various keywords, there are still some users who send incomplete or even wrong keywords. When you see this, you should click on the chat history with the user and actively reply to him with the corresponding content.

For example, I will count the voting results at 24:00 every night, make a ranking list and update it to the keyword replies. It usually takes me about 15 minutes to make a new ranking list. However, some users are impatient and will send keywords to search within these 15 minutes, but what they receive are the old rankings from the previous day. In such a situation, I will check the message list after the update and proactively send them the updated rankings.

Generally speaking, any voting activity cannot avoid monitoring and preventing vote-rigging. Because we use the voting function that comes with WeChat, the monitoring method is to always pay attention to changes in the background voting data, and check and judge any sudden growth. You know what, this event really encountered a small problem...

In order to facilitate the subsequent quick voting needs, after the first group push on the official account, I moved the voting area in the picture and text to the front of the article; added a reminder for selection and voting in the welcome message for new followers; specially set up a menu for the official account; and there are keyword replies, etc.

(Pay attention to the guidance of automatic reply)

(Menu bar settings for activities)

(Key reply method for the convenience of canvassing)

The implementation of these details is the basic guarantee for the effectiveness of the event. If you want to improve the effectiveness of the event, you also need to think proactively and spend more time thinking about it.

For example, in the middle of this campaign, we saw that the number of daily votes was quite low, and we judged that the girls participating in the election might have become tired of canvassing for votes, so we came up with an idea to boost it. I picked out the top 20 girls and used their most beautiful photo to make a simple and unpretentious personal photo poster for each of them, which they could post on their Moments and other places.

(Posters for the top 20 girls)

I also put a lot of thought into making two color versions to suit the tones of different photos. I provided it to the top 20 girls on the second to last day of voting, and the number of votes on that day was immediately apparent.

4. Customer Service: Falling in Love with Users

We just talked about these girls, oh no, users~ So how should we do user operations in activities?

To put it simply, it is called customer service; to put it more complicatedly, it is about falling in love with the users. I'm not joking when I say this, nor am I trying to show off, I really did that.

From the moment I added these 100 girls on WeChat, I began to carefully look through their Moments, looking at their selfies, their life status and records, the content they forwarded and shared, etc. Through these, I tried to judge their general personality, interests and preferences, the industry they were engaged in, etc., and I made notes and labels on their business cards one by one.

I can't say that my judgment is definitely correct, but at least based on a certain degree of understanding, when interacting with each girl, I can chat with them in a friendly manner as if they were friends, and gain their trust silently.

Do not ignore the replies you receive after sending event notifications. Respond as soon as possible no matter how busy or confused you are. Even a simple expression is better than ignoring it.

The copy content and common answers of the event notification should not only be prepared in templates in advance, but also be well written. For example, some of my content templates are written like this:

(Chat Template)

Then, based on the different replies and reactions of each girl, if someone raises a question, I will patiently answer it; if someone wants to chat, I will chat with them; if someone does not show the intention to chat, I will not disturb them too much.

I even classified the girls according to their personalities and preset two language styles to deal with them: one is caring and warm, and the other is passionate and funny...

Uh, it seems that there is not much to say about this part. Just take a screenshot of the chat history~

(Chatting with the goddess)

Whether you are a boy or a girl, think back, when you were interested in someone of the opposite sex and added him/her on WeChat, what did you do? Whether it is operating activities or operating products, providing good user experience is neither difficult nor easy. The key is to be attentive.

5. Review: The harvest is always outside the activity

Finally, I would also like to talk about the fact that although this event is called "The Most Beautiful Operations Girl Selection", in my opinion, this is not a beauty pageant, and this is not actually the case.

The event is not really about who is more beautiful, but about the participants' operational and promotional capabilities. Although it is done in a rather vulgar form of canvassing for votes, I do not deny that one of the purposes of holding this event is indeed to help the official account increase its fans.

Let's think about it. In real work, the company often gives operations a promotion task, and even rudely requires us to share and forward it everywhere, and ask for fans, likes, and votes.

To be fair, the products we need to operate and promote are often not very attractive, but we must always find ways to do this job well, putting in effort and even personal gain.

Back to this event, in fact, the forwarded content itself is not offensive or repulsive. After all, you can see photos of 20 beauties in one article! When I shared it myself, I added this caption: "High-energy warning! Photos of beautiful women, more photos to save data, worth it even without WiFi!"

Among the participants of this event, a small number of votes only received very small single-digit votes. Does this mean that these girls are not beautiful and are not recognized?

I don't think so. The skills and effects of operations and promotions are different and depend on one's ability. But if we ourselves reject and refuse this kind of work that often occurs in the industry, then what else can we say?

After the event, I also selected a few participants to follow up and summarize the situation. The most common situation is roughly like this:

I mobilized my relatives and friends and sent WeChat messages to tell everyone that I had participated in this event and wanted to win the first prize. I asked everyone to vote for me.

During the follow-up interview, a girl said:

I tried posting it on my Moments, but it didn’t get many votes. Then I felt very sad, and even thought that if others came in and saw that I didn’t have a ticket, they would think that I had a bad character and didn’t have many friends, and then I would feel so ashamed. So I sent out red envelopes in several large groups and asked everyone to help vote. After that, I became even sadder. None of my colleagues voted for me, and only a few in my classmates’ group voted for me. However, a stranger who was bragging in a group voted for me and sent screenshots.

I believe that this situation is also often encountered in our operations. I share this here in the hope that we should not only face such problems, but also try to think about: How can I do this operation job well?

In this way, what we gain is not only the experience of this event, but also much more!

p.s. Attached is the Q&A section

"73-Guangzhou-Z: Actually, if we add a lucky draw for voters, will it encourage passers-by to vote?"

Answer: This is a good idea. I also considered it when planning the event, but due to the limitations of WeChat’s built-in voting function, I cannot see the voters’ information, so I had to give it up.

If you are using a third-party voting plug-in, this idea is indeed worth adding. If you expand it, you can actually get rewards in the comment area~

"104-Media Group-Bliss: If the top 20 girls make the most beautiful posters for the girls at the bottom, will it be motivating? And even if the girls at the bottom are not selected, will they still get a carefully made poster to comfort them? And thus increase the stickiness and human touch of the official account?"

Answer: Actually, this involves the screening and identification of users. It is difficult to make posters for all 100 girls under the current conditions. At that time, I judged that the top 20 girls were users who actively participated in this activity, so I just promoted their activity in a targeted manner.

If it is a commercial practice, the user group may be larger, which actually involves the issue of distinguishing between seed users and ordinary users. We need to give priority to serving active seed users and interact with them. Of course, this does not mean giving up on the rest of the ordinary users, but it needs to be solved through other means in the subsequent operation process.

"104-Media Group-Bliss: There are also follow-up visits. What are the criteria? Random?"

Answer: Regarding the follow-up visits for this event, I did not have a preset selection dimension. I mainly looked for a few people with whom I had interacted and chatted a lot during this period and with whom I had a pretty good relationship. Then, during the chat, I naturally inserted relevant topics and learned the information I needed.

I think that by doing this, on the one hand it will not appear abrupt and stiff, and on the other hand it will also help to ensure the authenticity of the feedback information.

Of course, if it is an enterprise-level behavior, then for the management and maintenance of users, there must be a set of identification. In the practice of user follow-up, it is natural to determine the dimensions and elements for screening users based on the content of the follow-up.

"73-Guangzhou-Z: There is a user experience problem. On the voting page, there is too little information about the girls, and the one-sentence display is brief. For complete strangers, there is a sense of alienation, which reduces the enthusiasm for voting. Is this because the main purpose of the event is to get girls to vote and follow the official account?"

Answer: The problem of less displayed information mentioned above does exist, but the reason has nothing to do with traffic. The reason is that, first of all, the principle of the activity is to be simple and fun. When making the registration form, not too many information items and requirements were set, purely to lower the threshold for registration.

Another consideration is that it is said that this is an age of looking at pictures, and highlighting the display of photos seems to be more direct and violent~
What I explained was just my consideration when doing the activity. As for whether this consideration is correct, there is actually no standard answer.

For reference only, the key is to analyze it in combination with specific circumstances

"73-Guangzhou-Z: Another thing is grouping. Why are there multiple photos instead of just one? Because it's quite expensive for each of the five groups to experience it."

A: Here’s what I think, if I’m here to vote for my friends, then I can just click on the target group;
But if I am interested in seeing photos of beautiful women, I won’t mind having too many photos or having too much trouble.

"104-Media Group-Bliss: Users who are willing to communicate and interact are our top priority for return visits, that's what I think."

A: Yes. For example, for tool-type products, some users just use them silently, while some users like to actively provide feedback.

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