Why is your event promotion plan ineffective?

Someone asked, what is the job of operations? In general, there are only nine words: make a plan, execute it, and summarize it. Plans accompany the entire life of operations work. When I was doing product operations, I submitted new plans almost every week. There were big plans, such as a points system, and small plans, such as copywriting testing.

For Internet companies, there is no end to product development. WeChat has been around for 7 years and is still being constantly improved. Version 7.0 has just been launched.

It is not difficult to make a plan, but it is difficult to make an effective plan. Based on my experience of constantly falling into traps, climbing out and continuing to fall into traps, I can tell you that if 1 out of 10 plans we make is effective, we will be so happy that we will fly away.

Calm down and analyze the situation. If the plan doesn't work, is there something wrong with the plan or with you? And how to come up with an effective plan?

Here I will analyze from the following 4 aspects from an objective perspective to find out where the problem lies in the ineffectiveness of the plan.

1. How did the plan come about?

2. Is there anything wrong with the method?

3. Are there any problems in implementation?

4. How to make an effective plan?

There are only two sources of solutions: one is copying others', and the other is coming up with your own ideas. Both solutions have their own advantages and disadvantages.

Copying other people's solutions: The advantage is that others have verified that they are effective, so copying them can ensure the effectiveness of the solution; the disadvantage is that others have already played with it, and users have been washed out, so if they use the same solution again, the effect will be much weaker.

The solution I thought of myself: The advantage is that it is completely original and has never been seen on the market. Once it works, its effect will be unstoppable. The disadvantage is that the failure rate is extremely high and the time cost is very high. It is said that a team plans to spend half a year to plan an H5 and create a phenomenal hit. If the response is mediocre after going online, wouldn’t that be a waste of half a year?

My advice: Just follow other people's plans on a daily basis, make sure you achieve some results at work, and keep your job. At the same time, I am planning my own plan. If I get lucky, it is not impossible that I will create a hit.

If the plan is copied from someone else, this problem can be ignored. Since we are copying someone else's plan, the reference object must be effective. If your own attempt does not meet your expectations, 100% of the problem lies with yourself.

I have also met people who denied the way of playing because they did not operate well. You can say this when reporting to your boss, but don't deceive yourself when reporting for yourself.

If the plan is your own idea, and after it is implemented, it has no effect, you must analyze whether there is a problem with the plan itself. Take community operation for example. I recently created a WeChat group with more than 140 people, all of them are young ladies.

Why do we want to create this group? Because a large part of future transaction relationships will come from the community, especially toC business, so you must master the rules of the community. Just like I told you, you don’t have to use the gameplay and routines, but you must know them.

After this community was established, it turned out to be pretty much as expected, with extremely low activity. Apart from me, almost no one else was talking in the group. The value of a community depends on its activity level. Without activity, it would be a dead group. I must come up with some solutions to solve this activity problem. I have thought of two solutions: one is activities, and the other is to find KOLs .

As for activities, I know clearly that as long as the rewards are adequate, users will be happy to do anything. So I organized some fun and interesting activities such as giving small gifts to the best red envelope grabbers, giving movie and TV cards to the lucky draw assistants, and giving QQ coins to the first place in the Jump Jump game. However, the results were not ideal after implementation.

Let me put it this way, the user who won first place in the event did not go to claim the prize. Apart from a few people occasionally being active during the event, there was no other voice. It seems that the plan to make the community active through activities does not work.

To create a KOL in the group, I know this very well. If a community wants to form stickiness, the highest level of play is to let members establish connections. I decided to support one or two people in the group to become KOLs. One can lead five, and five can lead ten. Little by little, the activity of group members can be boosted.

I privately contacted a girl who works in the beauty industry and is very familiar with the field, and asked her to share some beauty knowledge in the group, such as facial masks, lipsticks, etc. Sure enough, the girls' enthusiasm was aroused, and the discussion in the group was in full swing. I couldn't get a word in at all. Why? Mainly because I don’t understand this. Does anyone know about the ex-boyfriend’s facial mask?

When talking about execution, the focus here is on cases where you copy other people's plans and execute them yourself. In operational work, most people just copy other people's plans, and most of them are ineffective.

I have two friends, one is a fairy who runs a porcelain business, and the other is a young man who makes pancakes. Don't get me wrong, they are not a couple, but they have one thing in common: they are both keenly aware of the value of community operation, and have both created communities. However, one is in heaven and the other is in hell.

The fairy who runs a porcelain business has gathered her customers in the community, with over 100 people. She said that as long as she posts some photos in the group, people will come to inquire and then place orders to buy.

I thought to myself, is it that simple? After asking her in detail, it turned out that in addition to sending some photos, she would also do the work in advance according to the customer's needs. For example, if a customer bought the product to plant plants, the fairy would make a hole in the bottom of the porcelain and inform the user of precautions. Similar thoughtful work has won her a good reputation and a very high conversion rate.

I saw a young man who made pancakes. He created a WeChat group with more than 300 people. Due to his busy work, he hardly took care of it. Over time, the group of 300 people became an advertising group. Not only did the pancake man advertise, but there were also advertisements for people selling clothes, making small programs, and all kinds of advertisements. Not only did it fail to generate conversions, but it also wasted a lot of time.

The same plan, when implemented by different people, will bring completely different results. When analyzing a problem, we all need to step out of it and analyze it as a bystander. No one wants to admit that they are wrong, but not admitting it cannot change the fact that they are wrong.

Just like I never admit that Daniel Wu is more handsome than me, but it still cannot change the fact that Daniel Wu is indeed more handsome than me.

Pixel-level imitation

If copying someone else's plan doesn't work at all, you can only say that you are stupid and didn't imitate it well enough. In the projects I have done, I have almost never failed when I imitated other people's plans.

The group fission we did last time is a good example. How detailed was the simulation of that plan? Even the exclamation mark is the same. In the copy, if a word or a sentence is not used correctly, the effect may be very different. Those who have placed Guangdiantong ads will have a deep understanding of this.

Detailed plan

Now I understand that whether one can make a detailed plan really depends on the person. Some people can rehearse the activity in their mind and check for omissions and gaps before the plan goes online. Some people do not have this ability. When they receive the plan, their minds are blank and they can only complete the major items on the surface. As for the details, they do not exist.

Therefore, when you make a plan, first check whether you belong to the former. If not, quickly send the plan to an experienced person and ask him to help take a look and fill in the gaps.

Having said so much, the ultimate goal is to hope that the plans everyone makes are effective. Effective work can not only gain recognition from colleagues and bosses, but more importantly, it can increase your own confidence. Confidence is more important than gold. I can do it, I can do it, double-click six sixes, we are the best.

Source: Tiger Talk Operations