Event Operations | How to trigger an event with 30,000 people in 3 days with a budget of more than 3,000 yuan?

It's not a problem if the idea is old, it's a problem if you don't know how to use it. The author of this article uses the "Finding Koi" activity in which he personally participated as an example to teach everyone how to use "strategy + creativity" to achieve the best effect of the activity.

With nearly 900,000 views and nearly 30,000 participants, how did I successfully operate/host an online event with a budget of less than 3.5k?

First of all, this is an internal (nationwide) activity for large companies, and has certain limitations on the scope of the population. If it is an activity for all users, I believe the effect will be better.

Of course, based on different specific situations, event operation goals and user groups, the approach will be different, and specific strategies need to be adjusted. Therefore, this activity sharing is more meaningful for reference of internal enterprise activities operation. But overall, event operation strategies and planning are essentially universal.

First of all, it must be said that strategies are not afraid of being old or outdated. As long as they are slightly innovative, they will not be considered outdated and useless!

The activity of forwarding Koi has been around for a long time. It is better to put it in a new bottle because users have a certain understanding of it. And the rise of WeChat red envelopes, isn’t it still a traditional Chinese custom, concept and cultural tradition? So I'm not afraid of old ideas, I'm just afraid of not knowing how to use them.

For enterprises, following the trend is not a bad thing.

The theme of this event is: Find the Koi of XXXX (my unit)

Because it is necessary to cooperate with the launch of the product (learning category), it has been two months since the popular Alipay Koi event. However, as there are still no large-scale or many similar events within the company, it can still attract the attention of target users.

1. Do a good job in event planning/creativity and package the event well

Give your event a title, such as holidays, or follow the trend of the "21 Check-in Plan", or like my event, which is actually to promote new products/projects, but it is packaged as "Looking for Koi".

When putting new things in old bottles, you must combine the characteristics of the products you want to promote and integrate all resources to package your activities. For example, if I need a lot of resources to promote a product, I will select some high-quality products in this Koi event, classify them and list them as Koi gifts, and then attach eye-catching physical gifts (learning gifts related to my products such as Kindle Paperwhite, watches, calendars, Bluetooth headsets), with a total budget of less than 3.5k. Attract user attention and participation.

In this section, don’t just list what your product has, because people may not be interested if they haven’t used it yet, and also as far as learning is concerned (learning is inherently anti-human).

There must be relevant tangible items. Note that they must be items that can make users want them, such as a simple new version of Kindle, Bluetooth headphones, etc. As long as it fits your theme/learning product concept and can be used by the general public, it’s fine.

2. Decide on the main platform/main channel for the activity (conducive to user growth and expanding influence)

Weibo/WeChat are still the best main platforms for dissemination , and you don’t have to limit yourself to your original platform (such as your product, app, and your internal publicity).

"Wherever the users are, we are there", so Douyin/Kuaishou are also very good promotional channels. When I was thinking about promoting this event, my goal was actually to promote the launch of the company's internal learning platform. There is also an interactive community platform internally, but if I think outside the box, I can also use platforms with more users, such as WeChat and Weibo. Based on the idea of ​​better spreading to the target audience, I still chose WeChat because there are more colleagues among WeChat friends. However, only half of our user base are born after 1990, so video platforms such as Tik Tok are not very suitable.

(According to WeChat user data, each person has an average of 128 friends, and this spread is a compounding behavior)

To achieve user growth, hacker growth, and design a good mechanism to induce sharing, the most important point we must grasp is diffusion. How to achieve a communication method where one person tells ten people, and ten people tell a hundred people. This is the biggest fundamental reason for rapidly expanding influence.

First of all, you must let your users share. To solve this problem, you must think from the user's perspective and give him a "goal" for his behavior. Otherwise, he would just look at a simple picture or a piece of news and forget about it because it has nothing to do with him. As for why he wants to share, why he wants to share, the action of sharing must have a behavioral purpose, which may be for prizes, or it may be to show himself to his circle of friends (cultured and knowledgeable, interesting and profound, loving and socially conscious, tasteful, etc.). In our event, sharing is of course for the prizes.

When you see the number of background users growing rapidly as the activity is launched, you will feel the so-called joy of the operators, and suddenly you will sigh how important hacker growth is to user operations. Of course, if we can achieve hacker growth through technology, the number of users will be even more exciting. For internal company activities, if the number of participants is close to 10%, I think the effect is already ideal.

3. The simpler the participation method, the better

All users have the idea of ​​getting something for nothing. Although they may not all sit and wait for something to happen, laziness is human nature. Reducing the difficulty of participation can attract more different user groups to participate. As for a product or user, if you ask him to make a little effort or take simple actions to participate, he will be more aware of your product or activity and attract more attention. This is why national activities are often impossible to achieve.

Retweeting and sharing are the simplest measures. They not only allow users to participate, but also make them feel that they are not very difficult things to do. The number of users joining will be relatively large.

For this event, I set up levels in the process part in order to screen the target population. For example, you must reply to the corresponding work number and register to participate before you can enter the lottery. Therefore, the number of people who can finally reach the final lottery is greatly reduced. But my goal was achieved, because the ultimate goal was to spread and promote the product, not to hold a lottery. Of course, we are also reflecting on the participation methods and how to make the operation channels and steps of the activities more reasonable and optimized.

The best course of action is direct, preferably in one step. For those with complicated steps, such as two or three layers, it is necessary to consider whether they can be spread layer by layer. Otherwise, it will become an inverted pyramid with a low conversion rate.

A negative example is the Alipay Five Blessings campaign case mentioned by product guru Liang Ning. It attracted nearly 200 million people to participate, but in the end only more than 20 million people received red envelopes, which disappointed more than 100 million people. The reason is that the final Jingyefu is too difficult to obtain. It is easy to spread but it is not easy to collect all five blessings!

4. Broaden the distribution channels as much as possible (for target groups)

Your target group is mainly the employees within the company. For example, if I am facing the internal employees, then I will cover all internal channels as much as possible, including the TV advertising space they can see, the push information and banner space of all internal company apps, official emails, and the information push of the main platform of the event (because the sharing of China Merchants Bank was banned, the push message did not involve the words of sharing and forwarding, so it was a little tortuous), as well as major WeChat groups.

You need multiple channels to reach your target users. Important things should be said three times.

Summarize

My conclusion is that simple, crude and effective activities are actually the most budget-saving, but if the goal is to increase conversion rate, you must work hard on the technology.

As for the users, the activities must emphasize the rules and points of attention many times, because the users who participate in the activities are crazy and blind, and they hardly read the rules or participate as required. It would be best if they can do it through technical settings. Secondly, users participate in activities because they trust your activities or your products/brands. You must give feedback according to the rules and on time, and complete the closed loop with a beginning and an end.

After the event, in addition to announcing the results, I also put all the resources on display. The concept is "Even if you are not a koi, you can still get a learning gift package." Re-promotion was carried out.

At the end of the event, we should make full use of the exposure during the announcement phase for secondary publicity. The replies and follow-ups of Alipay’s Koi event “Xin Xiaodai” well illustrate the importance of this point. The last step is to review the event, including data summarization and conclusion, user portrait and behavior analysis, which will help you plan and execute the next event.

Source: Wang Xiaoxiang