Case Review | How to create a screen-sweeping event with 0 cost?

The case reviewed in this article is an activity that the author implemented at the end of October this year. The activity did not cost a penny and only had the assistance of a small partner. In the end, the entire activity was successfully completed. In a sense, the activity achieved the purpose of screen fission.

• “Is fission difficult to do?”
• “Does the screen-sweeping event cost money?”
• “Can one person do a screen-sweeping activity?”
• …

If you are in a small operations team that is struggling to find ways to grow but has no resources (funds, manpower, etc.), perhaps this activity case will give you some inspiration.

After reviewing this activity, I want to tell you that: fission is not difficult to do, you don’t have to spend money to create a screen-sweeping activity, and you can also invest a small amount of manpower to create a screen-sweeping activity, or even one person can do it...

The case reviewed in this article is an activity that was carried out at the end of October this year. The activity did not cost a penny and only had the assistance of a small partner. In the end, the entire activity was successfully completed. In a sense, the activity achieved the purpose of screen fission.

Without further ado, let me get to the meat of this article .

Content structure of this article:

1. Feasibility Analysis
2. Two necessary SOP preparations
3. 4 key links that determine success or failure
4. 3 important factors that affect the effectiveness of activities
5. 3 risks that can be prevented in advance
6. Activity data
7. Some thoughts on the activity

01 Feasibility Analysis

1. Purpose of the activity

There must be a purpose for everything you do, especially operational activities. If an activity you are doing has no direct relationship with your current work indicators, then this activity is not worth doing, at least it has no value to the company.

So whether you are doing fission activities or other operational activities, please clarify the purpose of this activity before doing it.

The direct purpose of this event is threefold: first, to attract new members and activate the community ; second, to increase traffic to the product through the event; and third, to broaden the content format of the product and establish a good relationship with real estate self-media . The indirect purpose is to enhance the brand influence and exposure of the company and its products.

2. Necessary conditions for community fission activities

①Target audience

The most important element of fission activity is people, that is, who are the group targets of fission. This object must be concrete and have a community characteristic, such as: a vertical industry, a certain interest or hobby, etc. Of course, the portrait of this group is very likely to be consistent with the user portrait of your current company's products.

The target audience of this activity is people who pay attention to the real estate market. As long as the user pays attention to the real estate market and real estate buying and selling, he is the target audience of the activity.

②User pain points

After determining the target object, the next thing to do is to study the characteristics and needs of this target group, which is what we often call the user's "pain points". The fission of knowledge-based payment communities mostly takes advantage of users' " anxiety " and " profit-seeking " psychology to arouse resonance and spread. Find this point and visualize it.

The theme of this event is the current sluggish real estate market. Many home buyers don’t know how the real estate market and housing prices will develop in the future, whether they should buy a house, and how to buy a house. They need someone who can give them some professional advice or guidance on buying a house, which is the user's pain point.

③Tools

Making good use of tools is an essential condition for carrying out an activity, especially when there is a shortage of manpower and resources, you need to use some tools to improve the efficiency of the activity. So before starting the activity, think about whether this activity requires the help of certain tools to complete, and whether the tools cost money (don’t spend money on them, because you don’t have money).

Before starting this project, I analyzed some of the tools that might be needed for the event, including live streaming tools and social networking tools. One is a platform for live events, and the other is a tool for community management. When looking for tools, in addition to testing usability and whether they can meet the needs of the event, you should also look for free ones!

Once these aspects are sorted out, the activity will be more feasible, so you can write a plan and start working on it.

02 Two necessary SOP preparations

SOP (Standard Operating Procedure), commonly known as standard operating procedure, describes the standard operating steps and requirements of an event in a unified format to guide and standardize daily work.

——From Baidu Encyclopedia

Specifically for this activity, there are two necessary SOPs in the early stage, one is to make a time schedule, and the other is to conduct user research.

(1) Time schedule

The purpose of a time schedule is to clearly display the time nodes of each step of the activity, allowing operators to control the progress of the activity.

For this event, I divided the time into the event preparation period and the event publicity and promotion period. The early stage focuses on resource preparation and material preparation, while the later stage focuses on event promotion and control of the live broadcast process.

(2) User research

Friends who work in operations should have had this experience. Whether it is organizing an event or creating content, sometimes they think an idea is good, so they start working on it immediately and rarely do any user research. One of the main reasons is that people subjectively believe that users are like this and they know them very well, so there is no need to do anything extra. However, the reality is that many times you only understand part of it, or you are just "self-entertaining".

So in order to better understand what home buyers are currently paying attention to, I conducted research in two aspects: one is a regular questionnaire, and the other is to pull all the hot articles on the platform in the past month for statistical analysis.

One of the questions in the questionnaire

Statistics of keywords appearing in the titles of the 100 most popular articles on the platform

Through questionnaires and analysis of hot articles on the entire network, we can basically understand what content users are currently paying more attention to. This survey result is also consistent with the user pain points analyzed in the early stage, which once again proves that the activity is in line with user needs.

04 Four key links that determine success or failure

Although this event is relatively "frugal", it has many activities, which are reflected in the four aspects of " multiple subjects, multiple channels , multiple communities, and cross-platforms ".

(1) Multiple agents: lecturer invitation

This event is conducted in the form of a sharing class. Although we are engaged in operations in this industry, we do not yet have the professional knowledge and ability to share with users, so we need to invite senior experts in this industry to share.

Inviting lecturers is neither simple nor easy. It is easy if you have money, but not easy at all if you don’t have money. And we are the poor ones. So even though you have a beautiful imagination before it starts, when you actually go to invite the lecturer, you may feel depressed or even angry.

"How can these people be like this? It's too realistic."

"X, why are you being so arrogant? You are so indifferent."

…

The lecturer directly said that it is normal to have no money and no negotiation

What I want to tell you is that this kind of thing is completely understandable. You don’t need to be depressed or angry. People are all profit-seeking, either for money or fame, especially many "experts". There is no reason for them to share with you unconditionally, right?

Even so, you still have to ask others. Here is an experience to share. If your company cannot give others substantial money, fame and fortune, then you have to find a way to find out what other needs they have besides money, fame and fortune. Find out their needs, then analyze your own resources and what benefits this event can bring to them. Combine your own resources with the other party's needs and package them as conditions to impress them.

For example: In this event, I found that these lecturers have a common need - they need to promote their own paid courses or official accounts , and what we can give them is the opportunity to promote them in this event. This combination is beneficial to both parties, and the chances of a successful invitation will be much greater.

(2) Multi-channel: Control the rhythm of channel promotion

Channels include internal channels and external channels. Internal channels vary from company to company, and generally include various advertising positions on the APP, self-media matrix, communities, etc. External channels are the channels of partners, such as official accounts, communities, etc. All channels should be inventoried and listed early in the preparation stage so that they are fully covered when the event begins to be promoted.

During the publicity and promotion period, the promotion rhythm of each channel is also different. For example, you may only post event soft articles once a day, but you can post them twice or three times a day on the social network, and the time of posting can also be controlled. By controlling the best time to reach users for promotion, we can maximize the effect.

In addition, the soft articles, posters, copywriting and other materials promoted by each channel should also be different.

Remember, if your channels are diversified, you must grasp the characteristics of each channel when promoting, and allocate the promotion time and materials for each channel well, so as to avoid chaos. If your channel is single, you need to prepare different materials, such as posters, soft articles, and sales talk, etc.

(3) Multiple communities: community fission and traffic pool management

Community fission is the most important purpose and the most important link of this event. The scale and management of the community traffic pool greatly affect the effectiveness of this event.

In this link, I made a plan, which is mainly divided into two parts. One is the fission and attraction of new members in the community, and the other is the management of the community.

The user path of the plan is to allow users to scan the code to enter the community through event posters and other materials.

A more detailed process can be seen in the following figure:

In the community fission and new member acquisition phase, new users enter the community by scanning the QR code. At this time, the community assistant promptly distributes words to guide the newcomers. On the one hand, it allows new members to feel a sense of ritual when joining the group, and on the other hand, it reminds new members of the conditions for participating in activities.

Through the guidance of the sales talk, newcomers will forward the event copy and posters to their friends circle or community, and then take a screenshot and send it back to the community, thus completing the purpose of generating new users.

In addition, you will find that not everyone will forward the content according to the guidance. This situation can be further reminded in two ways. One way is to use the Internet water army to create an effect so that users will follow the trend. Another way is to @ all members to urge when the group is full.

When the community is full, the assistant will distribute useful information and live broadcast links so that users can get what they want in a timely manner.

When the community has reached full membership, the operation and management of the community will mainly focus on promotion before and after the course. Community members will be notified of the day’s shared content in multiple time periods and in multiple forms before the live broadcast begins, so that users don’t miss the live broadcast. After the live broadcast ends, community members will be notified again that those who missed it can watch it again, and the next live broadcast will also be announced.

In short, you need to make community users remember your event and participate in it. But remember to grasp the rhythm and form and don't disturb the users.

(4) Cross-platform: Live broadcast process control

Nowadays, live broadcast sharing is generally done on third-party platforms, and both event organizers and sharers may not be very familiar with them. Therefore, after determining the sharing platform, the event organizer must not only familiarize himself with the operation of the platform tools, but also sort out the live broadcast process. And synchronize the platform tool operation methods and live broadcast process to the instructor to ensure that the instructor knows your process.

After the live broadcast begins, as the organizer, all you have to do is warm up the classroom and briefly introduce the event and the lecturer. At the same time, organize some small accounts as water armies to ask some questions and liven up the atmosphere.

Warm-up before the live broadcast

After the live broadcast, on the one hand, we should briefly summarize the situation of this sharing class, and on the other hand, we should preview the next sharing class. This is the opportunity for the event organizer or lecturer’s brand to be exposed again, which can make users remember you, so don’t waste this opportunity to make users remember you.

Next event preview after the live broadcast

The last thing to note is to control the live broadcast time to avoid it being too long or too short, which will affect the experience. The live broadcast time of this event is controlled at about 1 hour.

04 Three important factors that affect the effectiveness of activities

(1) Poster

The main communication medium for this fission activity is posters. There are several points to note when using posters for communication:

①Poster copy

Posters are not like articles and can only carry very limited information. Therefore, poster copy must not only be concise and accurate, but also highlight the key points so that users can quickly understand what you are talking about.

This poster copy includes the main theme of the event, the theme of each lecturer’s sharing class, and text guiding people to scan the QR code and join the group.

The main theme of the event is derived from the content that users are concerned about based on the previous user survey, and is refined using the keyword combination method. In order to cooperate with this major theme, when confirming the specific analysis content with the lecturer, it is also necessary to formulate some keywords and directions to avoid the lecturer's content being inconsistent with the major theme.

The text guiding people to scan the QR code and join the group highlights two details. One is scarcity and the other is urgency.

②Poster design

This poster design includes the main poster and personal posters. The design chooses relatively calm tones, mainly because it matches the theme of this event.

(2) Talking skills

When conducting activities, it is essential to use sales talk. On the one hand, the role of sales talk is to let users quickly know the content you want to convey, and on the other hand, it is to improve the efficiency of operations.

For this event, I organized four major areas of speech, including lecturer invitation , community management , forwarding in circle of friends and opening speech for live broadcast. These speech methods all follow one principle, which is to make things clear in short words as much as possible and be able to be reused continuously.

Social media and friend circle speech

(3) Tools

As the saying goes, if you want to do your work well, you must first sharpen your tools. The use of tools can help improve efficiency. This event used two important community management tools, of course, both are free.

Both of these tools are very useful. I would like to recommend them to you. One is Wetool and the other is Guru .

Wetool is used for community management, including welcoming new members to the group and issuing guidance and forwarding scripts. In addition to these functions, its basic functions such as social distribution are also very useful. (PS: Wetool did not pay me any advertising fees, it is just a tool for good use)

The function of Guru is to generate community live codes. We all know that once the number of people in a community reaches 100, users can no longer scan the code to join the group. At this time, you need to change to a new QR code. The function of the live code is to automatically switch the QR code without you having to change it manually, greatly improving efficiency.

05 Three risks that can be prevented in advance

There are risks in all activities, especially this kind of multi-theme, multi-channel, cross-platform activities. Here we summarize several risks of this event so that if you are going to do this kind of activities in the future, you can prepare avoidance measures in advance.

(1) Uncertainty about the selection of lecturers and time

Since the lecturer's invitation was not based on any agreement or contractual relationship, both parties decided to participate based on their trust in each other. If the lecturer changes his mind at the last minute or the plan changes, it will be a passive situation for the organizer.

This time, a lecturer had to change his time at the last minute, which put the organizer in a very passive position.

Therefore, if you are organizing an event and do not have a substantive agreement or contract with the invited guests, after confirming the sharing and the specific sharing time with the guest, you must ask for the guest’s phone number and confirm it with the lecturer by phone or other means.

(2) Timing of channel promotion

There must be enough publicity and promotion period before the event starts, otherwise the traffic pool will be too small due to the publicity and promotion period being too short, and the expected effect will not be achieved. There were only three days for promotion before the event, and there was a weekend in between. It has greatly affected the publicity effect.

Therefore, you must leave enough time for publicity fission and make full use of all available channels.

(3) WeChat event posters were blocked

On the first night after we started promoting, we found that the growth rate of the community had become very slow. So, I used several of my own secondary accounts to post the event posters on my Moments, and found that I could see it, but others couldn’t. After trying several times, I confirmed that the QR code was blocked by WeChat.

Logically speaking, our activity has just started, and the number of new people joining the group is not that large, so we will not be targeted by WeChat. But I think it might be because I used a trial version of free software.

After discovering this situation, we immediately modified the QR codes of all promotional posters, and as a result, more people joined the community.

Therefore, if you are doing fission activities and using tools such as live codes, if you find that the community growth slows down at a certain time, you should promptly check whether the poster QR code has been blocked or the WeChat account has been blocked.

06 Activity data

07 Some thoughts on the event

(1) User pain point research

"During the downward period of the real estate market, how will housing prices go? Should I buy a house at this time?" This is what users care about most, and our activity is exactly what users need.

(2) Motivation for activity communication

Users can get free courses from industry experts and interact with them, which is what they need and gives them motivation to spread the word.

(3) Channel promotion rhythm

There should be sufficient time for publicity, and the channel coverage should be wide, so that all available channels can be utilized. The accumulation of traffic pool must be completed before the sharing class begins.

(4) Content production

We don’t hold events just for the sake of holding events. We want to provide users with truly valuable content, so that users will not only not scold you, but will also have a good impression of you.

(5) Alternative plan, plan B

If your event has sufficient staff and time, be sure to prepare multiple plans. Whether it is the user path process plan or the poster copywriting and design, you need to make plan B and plan C. Multiple options can better test which one works best, rather than choosing only one option and letting it be good or bad.

(6) Don’t always think about saving your ultimate move and knocking out your opponent with one move

This is what my leader said to me after the event, and I think it makes a lot of sense. Rationally weigh resources and capabilities; every outbreak is the result of long-term preparation and countless attempts.

Is there a fatal move?

Yes, but you don’t know how to use it…

Final Thoughts

As mentioned at the beginning of the article, sometimes when operators want to organize an event, they often encounter insufficient resources. In this case, in addition to measuring the resources they have at hand, look outward and learn from their peers. Some of their good experiences can help you avoid detours and give you more ideas.

This event was also conducted based on some excellent cases and combined with the actual product operation , so you will find that the routines are always the same, the key is how you use them.

Finally, here's a photo of a person doing something like this, with a bunch of clones behind him...

The above is a brief review of this event. I hope it will be useful to you who are reading this article.

Source: Qingyuan