What you need to know about event operation | The basic process of operating online events

Online activities refer to activities that rely on the Internet, are initiated on the Internet, and are conducted entirely or mostly on the Internet. They are the process of publishing activity information on the Internet, recruiting activity personnel, and conducting activities on the Internet.

Clarify your ideas: The planning proposal for online activities is divided into two parts: the creative proposal and the execution proposal.

The two are both related and quite different. The creative case is the basis of the executive case. The creative case only needs to show the basic ideas and thoughts of the activity, while the executive case needs to show the details of the activity in detail.

1. Purpose of the activity

Is it to increase downloads, platform activity, or brand communication?

The goals complement each other, but to find the focus, you need to grasp the main goal to design the details of the entire activity in order to achieve the effect of the activity.

2. Activity Induction

1. Topic emotional guidance, photo selection, and sense of participation.

For example, Weibo. #How are you spending this Christmas?#When Christmas is coming, just @ whoever you want to spend it with. Leave a comment to tell us your Christmas wishes and download the CCTV recommended mobile app to have a chance to win 2 movie tickets and spend a romantic Christmas Eve with him/her.

1. Material Award Settings:

That is, what awards users can get in this event. It is recommended to "use big prizes as a stimulus and small prizes continuously". You can use a big prize as bait, and then give out small prizes every day or over a period of time, but it must be continuous, otherwise the user's enthusiasm for participation will decrease.

prize:

a. Brand related, customized and personalized.

b. Consider the energy and shipping costs.

It is recommended to choose items that do not require mailing: recharge cards, JD cards, movie tickets, WeChat red envelopes, lottery tickets, movie seeds...

3. Activity Form

Creative, interesting, and low cost to participate. After selecting the event platform, you need to plan the form of the event based on the characteristics of the platform and the purpose of the event.

Online activities include grabbing buildings, flash sales, forwarding with prizes, soliciting with prizes, online selection, registering to get coupons, etc. There are at least dozens of types if you count them one by one. The key is to choose and innovate based on the purpose of the activity and the characteristics of the platform.

1. Market analysis

Make a brief explanation from four aspects: product market, differentiation, competition, and active users, if supported by detailed data.

2. Activity Theme

The theme of the event must be simple and attractive. Solve a user's confusion: What is this event about and why should I participate?

3. Event time

That is, the duration of the activity. The duration of online activities should not be too long. If the activity duration is too long, it will affect the user's interest in participation. It is recommended to be completed within 15 days.

4. Activity Platform

The choice of activity platform is crucial, as it determines the way the activity is carried out and its final effect. Here, we will temporarily divide the activity platforms into self-owned platforms and public platforms.

Own platforms: own apps, Wap pages, WeChat, Weibo, etc.

The advantages are that it has various forms, you can develop functions according to your own needs, and you can also bring traffic to the official website; the disadvantages are that it has high technical requirements (general enterprises cannot operate it) and the promotion costs are high.

Popular platforms: such as Weibo, Qzone, Douban, Tieba, etc.

The advantage is that you can use the platform's own resources for promotion without any technical requirements; the disadvantage is that the form of the activity is subject to certain restrictions.

4. Activity Promotion

Large-scale activities require pre-heating, pre-guidance, and core target users; marketing promotion is generally divided into two aspects, on-site promotion and off-site promotion.

In-site promotion is relatively simple, which is about how to use the resources of the platform itself for promotion, such as advertising space on the homepage, text links, etc.

You should do off-site promotion within your means. Generally speaking, promotion methods include KOL forwarding, manual posting, cooperative promotion, etc.

5. Activity Feedback

Activity completion reminder encouragement:

a. Hi, Mr. Rich. Congratulations on your successful participation in this event. The list of winners will be announced on XX day. Please continue to pay attention.

b. Invite more friends to participate in the event to increase your chances of winning;

c. I’m really sorry that you didn’t win the grand prize in the XX event you participated in. I’m sending you a flying kiss of consolation. No thanks!

The list of winners will be announced, as well as the number of copies taken and the number remaining, with real-time feedback.

1. Cultivate brand credibility.

2. Continuously stimulate user participation enthusiasm.

6. Expected Results and Goals

The expected effect of online activities can be considered from several dimensions such as number of participants, downloads, PV and UV.

Goals need to be set in stages according to the progress of the activity, so that appropriate adjustments can be made during the execution of the activity based on the differences between actual results and goals.

7. Activity Notes

This part is the key to the implementation of the plan. The key point is "details", and all aspects of the activity execution must be taken into consideration. This can be considered from the following aspects: activity process, activity rules, and award setting. (If it is more feasible, the activity process can be presented in graphic form).

The activity rules should include a disclaimer section, such as how long it takes for a user to fail to provide valid contact information before being deemed to have automatically waived the prize.

It is recommended to weaken some format clauses or put them in an inconspicuous place on the event page, such as: "The final right of interpretation of this event belongs to XX." "This event is strictly prohibited from participating under a pseudonym or cheating in any way."

Summarize

It must be interesting and useful; activities with prizes must address the trust issue; and there must be a sharing mechanism (ice bucket challenge, smile challenge). (Trigger point: the law of individual characters, adhesion factors and the law of environmental power)

1. User participation cost, extreme simplicity.

2. Immediate feedback, feedback presentation.

3. Post-event feedback, prize announcement, and cultivating brand awareness.

Source: Zhuge io Data Coach