The specific process of operating a complete event!

This article uses a concert ticket lottery event organized by the author as an example to analyze how to track the effectiveness of the event and how to solve unexpected problems.

01

I mentioned before that I would launch a Jay Chou concert ticket lottery event. But why use tickets for the lottery? Because Jay Chou is very popular and has a strong star effect.

Let me first talk about the data of this event - it went online at around 15:00, and at 18:00, the official account had nearly 3,000 new fans.

To be honest, I am not satisfied with this result. I estimated that the number of fans increased by about 16 per minute on average. This is far inferior to last year's Koi event.

Of course, the cost this time was only that of two tickets - a few thousand dollars.

Then I will talk about the specific content and solutions to the problems encountered.

02

The theme of our initial poster was called "The Strongest on Earth". At first, I asked our customer service account to post it on WeChat Moments. I wanted to test it on a small scale to see if there were any problems and observe the emotions of Jay Chou's fans.

Well, after I posted it on WeChat Moments, some people said that we got the poster wrong. The Strongest on Earth was the theme of last year’s concert, and this year’s is Carnival.

Shameful! Shameful! Shameful! It's so embarrassing.

Don’t rush to read on, think about how you would deal with this kind of situation if you encountered it?

My way of handling things is to prioritize. When encountering this kind of thing, the team members below are extremely anxious, but I am not anxious because I know one thing: it is useless even if you anxious yourself to death, because these things cannot be changed immediately.

The first step was to communicate with the designer and change "The Strongest on Earth" to "Carnival" immediately.

The second step is to reply and "explane" in the background of the official account, which is actually to use normal language to tell them that "The Strongest on Earth is just a title, not the theme of the concert."

Modified automatic reply

The previous reply did not include the above paragraph. I added it temporarily after I found the problem. I just wanted to tell fans that "The Strongest on Earth" means we think Jay Chou is very powerful and the best. It is just a title we gave him on our own initiative. It is not the theme of this concert.

It took about twenty minutes for the designer to modify the drawing (don’t complain that it’s too slow, many designers pay attention to details and will even modify the drawing because of a single element block), and then I changed the drawing in the background.

I was afraid that fans would forward the wrong picture, so I specifically emphasized in the text that they should forward the poster of "The Strongest on Earth" . Moreover, the lucky draw poster would also be sent out at the same time. I also added a few words on the lucky draw poster: Don't forward this picture, but this other one.

Why don’t I use words with numbers and directions like “the first one”, “the second one” or “the picture below”, “the picture above”?

Because I have fallen into the pit before . Everyone's network environment is different, and the size of the pictures replied is also different. Therefore, after the user replies to the keywords, the order of the pictures received may also be different.

To be on the safe side, I decided to avoid using such words, so I ended up using "another" instead of the number.

The upper left corner has been modified

I really think this picture is ugly and has no class at all. My boss asked a designer to make a version, and then when the design was completed, I saw it and thought: Oh my God, this is incredible, the cover is Jay Chou himself .

I would say that it would be very risky if this picture were to be spread out , and it needs to be changed. It might infringe on the portrait rights, and the person is a very popular star, so wouldn't that just be asking for trouble?

Then he took my advice and redesigned it, which is the picture you see now.

We are doing this kind of activity in the name of the company, and we will avoid many possible risks if possible to avoid getting into trouble.

03

For today’s launch, we used Moments as the launch channel, and of course there was also the Weibo topic. Weibo can actually be ignored. We haven’t done much on Weibo and don’t have many fans. Our traffic pool is in the WeChat ecosystem, and I’m not very good at Weibo.

Subsequent channels include QQ groups, WeChat groups, and public account articles.

The main channels are these three.

In order to expand the effect of this event, I joined many Jay Chou's fan QQ groups . I also checked the messages in the groups from time to time and found that some people were selling tickets, some were asking for tickets, and of course, more people were chatting.

Tomorrow I plan to cover the channels of QQ groups and Moments. In addition, this event will last for seven days, which means that there will be promotions for all seven days. In order to prevent the users of the channel from getting tired or being kicked out of the group, I decided to take turns every day.

This means that not all channels will be online every day.

If this event can bring in 10,000+ fans, I don’t think it’s a big loss. If it’s 15,000, then it’s a profit.

Although the cost is only 5500 (two tickets), because we are in a vertical field, we still have to give a discount and do a screening for those who come in.

Let's see how it turns out tomorrow.

04

Today I told them that they would be attending Jay Chou's event last week, and asked them to improve what needed to be improved, and to go through the process personally to see if there are any parts that don't work or if they have any questions, and provide feedback in a timely manner.

Then, XXX came to me and said, "Can you put our WeChat ID in the keyword reply?"

I refused in my heart at that time, but I looked at her for a while and finally agreed.

Why do I disagree with this approach in my heart? Because the purpose is not focused enough .

When we do activities, it is best to focus on one goal at a time. If you can take into account two or more goals at the same time without any sense of incongruity, that would of course be the best.

Think about it carefully, when users reply to keywords, their goal is very clear: votes .

If we forcibly add a clause here: If you are considering buying fruit in Hangzhou, please add XXX on WeChat (I am just saying this as an analogy), how many people do you think will add you?

Another thing is that all the replies to this keyword are centered around "Jay Chou" . If we suddenly say something irrelevant, users will think we are low-class and it will not be a good experience for users.

I finally added it for her, but when the leader went through the process later, he still cut out this paragraph.

Then XXX sent me a few more pictures, which were about community fission. She said to me: Can we do like them (as shown in the picture below) - she still wanted to lead them into the group.

A very simple fission flow chart

I took a quick look at the picture and said to her, "Think about the purpose of our event first. If we use their method, it will be a different purpose. Theirs is to create community fission, while ours is to increase the number of followers for the official account."

How to use two completely different purposes?

This picture is a very simple flow chart. This gameplay is also very basic, so I won’t elaborate on it. It is nothing more than bringing people into the group to make conversions and guide dissemination.

Then I told her: "I know you want to divert traffic to WeChat, but we are in a vertical field. If we blindly divert all the traffic, we still need to conduct a secondary screening. Although we also need to screen in the official account, the screening and maintenance of the official account is lower than that of the WeChat group. Do you understand what I mean?"

Then I continued, "Do you know what problems will arise if this leads to a WeChat group?"

1. Your workload will increase a lot. You need to screen which ones are WeChat merchants, which ones are our precise users, which ones are sales, etc.
2. If a large number of new friends add you in a certain period of time, it may trigger Tencent's mechanism;
3. There is a limit to the number of friends that can be added to a WeChat account every day.

After I said this, she probably thought it made sense and eventually agreed with my point of view.

(PS: If you want to do a cold start in a vertical field, you can cast a wide net to attract traffic regardless of group attributes.)

So, why did XXX have such an idea? She was determined to increase traffic on WeChat account because there were indicators.

I have always felt that KPI is not humane enough. Sometimes I even hate it . In order to achieve KPI, people will really do anything to achieve it. The example of XXX above already shows this tendency.

Compared with KPI, I prefer OKR. Although I don’t know much about it, I still know the core logic of OKR.

I don’t want you to ignore the user experience and the basic quality of operators just to complete your task targets. What I hope is that you can have time to think about your life, work, and every little thing in your life. It’s good to have time to think.

I’m afraid that all your time will be slowly filled with work. In that case, you are destined not to grow very fast.

I have mentioned the path and methods of learning more than once. If you look through my previous efficient learning diaries on my public account (Yu Xi Qian Feng Xiu), I think you will gain something.

Finally, let me say

There are actually only so many operating routines, but routines alone are not enough. There must be content to drive users to take corresponding actions. It’s like if you read my articles, if my articles are all spam, I don’t think you will pay attention to me.

How to determine whether an article is spam? In fact, it is very simple. After you read an article, can some of the author's views refresh your cognition and attract you to stop and think? If so, then OK, this person is worth your attention.

So, what is the essence of whether an operation is good or bad?

Author: Rain Wash Qianfengxiu

Source: Rain Washes Thousand Peaks Show