A complete online event promotion planning plan!

The Chinese Valentine's Day is coming soon. Have you planned your Valentine's Day activities?

Every holiday is the most headache-inducing time for the operation cat. What kind of activities should be organized?

Planning an event is something every operator will go through, but they often fall into a thankless circle, spending a lot of energy and investing a lot of money, but in the end getting little results.

What exactly is the problem? The reason people often give is that the reward is too little? Or is the event copy not attractive enough? But this only sees the surface of the problem and the real cause is not explored.

A while ago, a friend of mine held a vlog event. The shortlisted users had the opportunity to receive official traffic support, which sounded very tempting. But after 5 days, only 40 people signed up. After analysis, it was found that 80% of the users on this platform did not know what vlog was, let alone participate in it.

Therefore, when planning an event, you must consider the overall purpose of the event, who the target users are, what their demands are, and whether the gameplay of the event can attract them, rather than blindly launching it when you have an idea.

The author has planned an online event with PV over 1 million and over 80,000 new users. Today, let’s talk about what factors should be considered if we want to double the effect of the event?

1. Activity Planning Stage

1. Product status

What life cycle is the product currently in? Is it the introduction stage, growth stage, or maturity stage? This is because the operational objectives of different product life cycles are different.

During the product introduction phase, the most important thing is to help users quickly get through the novice period and successfully retain them. During the growth phase, the key is to promote user activity and conversion.

2. Purpose of the activity

The purpose of the activity should be combined with the current status of the product to attract new customers? To promote activity? Or do you want brand exposure?

3. Objectives of the activity

According to the purpose of the activity, activity goals need to be set. How to set activity goals? It can be analyzed from two perspectives: one is the data of similar activities in the past, and the other is based on daily active users. In short, the activity goals should be well-founded and not made up on impulse.

4. Target users of the activity

Who are the target users, what are their needs and characteristics, including age, occupation, etc.

Image source: Made by the author

5. Activity coverage

Is the user base covered by the activity large enough and can it penetrate into different user circles?

6. Market Hotspots

Are there any hot spots that can be combined, such as holidays, Valentine's Day, and Mid-Autumn Festival? Are there any hot events that can be leveraged?

7. Theme of the activity

Formulate a theme for the activity. The theme is the backbone of the entire activity. For example, Xiaoniao Micro Flyer launched the "Girls' Day Babies Want Bags" activity on Girls' Day, which captured the current popular "girlish heart" psychology and quickly became popular in the circle of friends.

8. Plan activity creativity and gameplay

The creativity of the activity needs to be planned around the target users. You can list several issues that users are most concerned about and then carry out creative planning.

Secondly, what form does the activity take, what is the threshold for participation, and is the participation process convenient?

9. Rules of the event

Are the rules of the activity clear and are there any loopholes?

10. Activity time

The event time should be combined with the user's usage habits. If your users are students, then if you hold large-scale events on weekends or holidays, more people will pay attention.

11. How to increase engagement

Can users get the value of the event immediately? What are the benefits for users to participate in the event?

Image source: Ele.me Spring Festival event

12. Activity Spreadability

A good campaign can encourage users to spread the message spontaneously, and through secondary dissemination, it can increase the exposure of the campaign. Therefore, we need to think about how to encourage users to forward the message? What are the reasons for users to forward the message, such as providing topics for conversation, establishing a good personal image, expressing opinions, etc.

13. The rhythm of the activity

How to keep users opening the activity page? In the first two days of the event, a large number of users flocked in and it was very lively. But after the novelty period of these days, are there still users willing to participate? Therefore, it is necessary to grasp the rhythm of the activity. If the time span of the activity is long, it is necessary to set up multiple activity hotspots.

14. Activity Cost

How much will it cost for user incentives, event promotion, etc.? Can I exchange resources or seek sponsorship?

15. Apply for activity budget

Is the activity budget reasonable? What is the ROI of the campaign? How to get budget from leaders?

16. Activity development requirements

Is it necessary to develop an activity page? What are the technical difficulties?

17. Activity design requirements

The design requirements of an event generally include event page design and event promotion material design.

18. On-site promotion

What on-site promotion resources are available? How to efficiently plan site resources?

19. Off-site promotion

What are the off-site resources, what is the conversion rate of these resources, and do these off-site resources need to be paid for? When choosing off-site channels, it is best to cooperate with platforms with highly overlapping user groups.

20. Activity plan

The activity plan needs to enable your superiors, colleagues, and partners to understand your activities and be willing to cooperate with you.

21. Page development requirements

What kind of functional points should the activity page have, what is the logic of the functions, and how should the interaction of the page be designed to be user-friendly?

22. Activity tracking

What data needs to be monitored for the activity and what are the statistical dimensions? The statistical dimensions refer to the perspectives from which people analyze things. For example, when analyzing active users, you can look at it from the dimension of time, the dimension of region, or a combination of both dimensions.

23. Activity project establishment meeting

Which departments need to be notified, which personnel will participate, who will preside over the meeting, and will the meeting minutes be synchronized via email after the meeting? It is very important to synchronize via email or DingTalk to avoid someone shirking responsibility later.

24. Risk Assessment

Sort out the risks that may be faced to ensure the smooth progress of the activities.

1. Are there any technical risks, are the functional points clear, and will development be delayed?
2. Are there any mechanism risks? Can users cheat? Are there corresponding anti-cheating mechanisms?
3. Is there any risk of participation? After the activity goes online, users are not interested and the number of participants is dismal?
4. Are there any risks of public opinion? Will there be any phenomenon of users provoking conflicts? If these phenomena occur, will they spread on the platform or even spread to external platforms, bringing negative evaluations to the company?
5. Are there any legal risks if users violate regulations, such as pornography, violence, plagiarism or infringement?

25. Risk Plan

Are there any corresponding risk plans for the estimated risks?

For example, if development is likely to be delayed, do we need to secure more development resources or delay the start of the activity?

2. Activity Execution Phase

1. Division of activities

What tasks are involved in the activity and who is responsible for it?

2. Departmental collaboration

Which departments need to participate in the collaboration and what is the collaboration process?

3. Event Scheduling

When will the various activities be completed? Such as when will the activity plan be reviewed, when will the page development be completed, etc.

Image source: Made by the author

4. Internal testing of the activity page

Have you used different models for testing? Have you tested in different version environments? Is the activity process smooth? Is the activity data wrong?

5. Activity page application scenario test

Have you conducted small-scale tests among user groups and collected feedback?

6. Event page copywriting

Is the campaign copy clear and can it catch the user’s attention in a short period of time?

7. Activity forwarding copy

Carefully prepare more than 3 forwarding messages, preferably one that can put oneself in the user's shoes.

8. Event soft articles

Does the article stand from the user's perspective? What is the logical structure of the article? What is the core idea of ​​the article? Does it guide users to participate in the activity immediately?

9. Event promotion

How to plan preheating and formal promotion, how to control the promotion rhythm, and how to package the selling points of the event? When packaging an event, it is best to arouse users’ curiosity and sense of participation, and attract their continued attention.

10. Activity online monitoring

Are there any bugs on the event page, how are the event visits and participation, and the progress of various event work.

11. User Feedback

Do you pay attention to user feedback inside and outside the site? For example, activity comment areas, user groups, user friend circles, etc. Are there effective feedback channels provided to users? If there is positive feedback, it can be reinforced. If there is negative feedback, it must be tracked and handled in a timely manner.

Image source: Bilibili event comments

12. Activity data analysis

During the event, data needs to be observed every day, such as the daily UV/PV of the event page, the daily number of participants in the event, the daily number of new registrations for the event, etc. At the same time, you can build an activity funnel model to analyze the conversion rate of each step of the activity. If you find that the conversion rate of a certain step is too low, you can optimize it in time.

3. Closing stage of the activity

1. End of the activity

At the end of the event, the results and prizes will be announced in a timely manner. When announcing the winning users' information, be as detailed as possible, including the user's ID, score obtained, ranking, and corresponding prizes, to ensure that the event is fair and open.

2. External publicity of the event

When the event is over, not only should the results be announced, but it should also be packaged and promoted to the outside world again to expand the brand's influence.

3. Activity review

Looking back at the goals of the activity, were the goals set at the time reasonable?

How effective was the activity? Was it overachieving or far behind the target? What is the reason for over-achievement and what is the reason for under-achievement?

What are the highlights and shortcomings of this event? What is the improvement plan?

When planning an event, the worst thing is to do useless work, resulting in money being spent but no results. Therefore, I hope this self-examination checklist can help everyone grasp a clear direction of action before taking action.

Event planning is both a brain-intensive and hard work, and there are too many things to consider, but hard work pays off. When the event goes online, watching the rising data and the overwhelming forwarding in the circle of friends, it is all worth it!

Author: Momo

Source: Momo