Event review: How to run a successful event?

This activity was based on the WeChat service account , which aimed to encourage users to output content and promote activity. The activity had an ultra-low threshold of participating by leaving a message, and achieved a high response rate (9.44%).

In this event, there are multiple channels of cooperation and multiple ways of participation, including direct comments, backstage messages, and form filling. However, each has its own advantages and disadvantages. This article will review the following four aspects:

Goal Review

Result Statement

Process Analysis

Classification Summary

1. Review of goals

1. Event Background

The background of the event is very simple. On the one hand, the official account should attract active fans through the event. On the other hand, inspired by the People's Daily's call for college entrance examination essays, it wants to use prizes to stimulate users to actively say something and provide materials for subsequent official accounts.

Moreover, on Zhihu, there are many questions about the new concept, and many people have answered them, some of which are of relatively high quality, so we thought of using this as a starting point for the activity.

2. Activity theme: Tell your new concept story

The reason for choosing this topic is that from the perspective of the official account, the positioning of the official account itself is relatively narrow. It is a channel for the company to promote New Concept English. The headlines pushed are basically related to the new concept. Both soft and hard articles have been written, but there is little interaction with users, and it is unclear what the new concept is positioned among users, so this method is used.

3. Goal Setting

No specific goals were set for this event. There was no estimate of how many new people it might bring in, nor was there an estimate of how many people would participate in the event.

Because there was no previous experience, the results could not be estimated, the brain did not store the relevant activity data, and did not predict the number of activities, so the data in this area was relatively vague.

2. Results

The activities carried out by the official account, or all activities, will ultimately be attributed to one or more of the four aspects: attracting new users , retaining users, promoting activation, and monetization.

1. Attract new fans: This activity increased the number of fans by more than 1K. From a cost perspective, the price of each fan is about 6 yuan, which is relatively high.

2. Activation promotion: message rate = number of messages/number of readings = 9.44%. Compared with the previous user message rate of 5%, the activation promotion was successful.

3. Retention : According to the background data (data on re-posting after the event), retention rate = net increase/new increase = 45%. Compared with the situation where another service account loses a large number of fans as soon as it posts, it attracts target users .

3. Process Analysis:

1. Duration of the activity

From June 15th to June 24th, a total of 10 days, based on the data from users filling out the activity form, it can be seen that the Dragon Boat Festival holiday did not have a very obvious impact on the popularity of the event.

By comparing the user's meter adjustment situation and the number of article readings, we found that the two are positively correlated. Therefore, if you want to get more

The most important thing is to increase exposure .

2. Analysis of participation methods

The picture below shows the ways to participate in this activity, which are divided into this account and other accounts. Because we consider whether other accounts are willing to directly post the QR code of our official account, we also considered two corresponding methods. The direct situation is shown in the table below.

From the above picture we can see that the way for users to participate in this activity is extremely simple. They can participate in the activity by simply commenting or leaving a message. However, there is no link in the whole process that involves dissemination. Without dissemination, there will be no significant increase in fans.

When we first started designing this activity, we set three thresholds. The first step was to encourage people to leave messages. Anyone who left a message would receive a prize. The second step was to share the poster on WeChat Moments . Taking a screenshot and sending it to the teaching assistant would give you English learning materials. The third step was to fill out the form to participate in the lucky draw.

The above steps are rather cumbersome, and we are worried about the effect of the activity (because there is no relevant activity data before), so we just need to leave a message to participate in the lottery.

Now reviewing this matter, I found that the three parts originally envisioned can actually become three ways of participation. Users can choose one way to participate, or they can participate in multiple ways, because some users are not willing to write, but those who want information are more willing to spread it.

There is a hidden pitfall in this activity: how to contact the winning users after they have completed their participation?

If the user is participating in the article commenting, you can directly reply to the user to wake him up; if it is a background message, then the user cannot be contacted for more than 48 hours, which will affect the user's activity experience if you are not careful; if it is a message filled in a form, then if the WeChat account filled in by the user is incorrect, we cannot contact the user, which is not good for subsequent awarding and user experience .

Moreover, the subsequent contact with users is also time-consuming and energy-consuming.

Therefore, next time you organize a similar event, you must have a dissemination link, and let users actively find you (such as adding an assistant to receive prizes, etc.). This will not only reduce the subsequent workload, but also retain users for future event promotions .

In order to quickly find activity defects and clarify the activity process, you can use flow charts more often when setting up activity links in the early stage. They are simple and clear, and can quickly identify the crux of the problem.

3. Communication channels

a. Own public account, published three times, two headlines, one sub-item, total reading volume is 4K+, and the number of comments is 200+

b. Other public accounts, a total of 7 cooperative public accounts were found, 3 of which were placed on the headlines, and the rest were placed on the second article, with a total reading volume of 27,000+ and a comment volume of 100+

c. Moments: Posters are sent from time to time. Posters are long images, similar to the picture documents sent on Weibo. The effect of sharing pictures and texts to Moments is unknown.

Based on previous experience of distributing posters to get free classes, it is more attractive to distribute simple, clear posters that make the purpose of the activity clear at a glance without having to click on the picture.

d. Video dissemination: Based on the topic, make a video like "Please, Junior Sister" and publish it on some media such as Tencent, with a playback volume of 30,000+ (excluding Weibo)

The following is the playback situation on Tencent Video . At the end of the video, there is a freeze frame, event information and a public account QR code to attract traffic .

e. External media dissemination, such as Toutiao , Baijiahao , Sohu and other foreign media platforms to release event information. Compared with previous data, the reading volume is not optimistic.

Taking Toutiao as an example, the number of views of the promotional article was 221, and the number of recommendations was 0;

Articles with similar titles have 9,150 views and 95,000 recommendations.

Judging from the data results, the most important communication channel is still based on the closed loop of WeChat. It is not easy to increase WeChat fans from other platforms. The era of wanting to get someone to follow a public account simply by an article and a little reward is really over.

4. Communication rhythm

a. The rhythm of communication on WeChat is as follows:

Basically, there is exposure every day. Although the reading volume is not very stable, I personally think that the rhythm is well controlled.

b. External media exposure platform, where the content is exposed and disseminated on external media accounts at a rate of one article per day, but it is not recommended, resulting in unsatisfactory exposure in external media.

5. WeChat article analysis

The basic data of this public account activity article is as follows

Note: Forwarding rate = forwarding volume / reading volume; comment rate = number of comments / reading volume; open rate = public account conversation reading volume / number of recipients

Comparing the activity data with the headline data from previous times, except for the comment rate being significantly higher than other headlines, there is no obvious advantage in the opening rate and forwarding rate. The low open rate is attributed to the title, and the low forwarding rate is attributed to the content.

From the second headline below, a simple and crude analysis of the forwarding rate of event promotion articles, the probability of people forwarding such articles to their friends circle is relatively low, unless they need to accumulate, or help, or vote, they will forward them.

Based on past experience and in combination with other public accounts posting promotional articles on the headlines, even if the name of the grand prize appears in the title, such as winning an iPhone, giving away a Kindle, etc., the opening rate of the articles is significantly lower than that of normal tweets, indicating that users have become immune to this type of information. In the future, when organizing activities, such content should no longer be used as titles.

6. Award Setting Analysis

There are five levels in this event. The first prize winner is an OPPO mobile phone worth 3,000 yuan, the second prize winners are five Kindle readers, the third prize winners are 30 New Concept Books, and the fourth prize winners are 50 New Concept Vocabulary Books (exclusive for New Oriental). The fifth prize is to participate and get a free mini program course (the courses in this mini program are not free)

Because this event was held in conjunction with Weibo, the number of prizes was relatively large, with a total cost of approximately 10,000 yuan. However, based on the final winnings, WeChat’s cost was approximately 6,500 yuan, so the cost to fans was approximately 6 yuan.

7. Analysis of user message information

Based on user content feedback and user analysis conducted during the form-filling process of other public accounts, it can be concluded that most users are female, aged between 20 and 30, and are college students or people just entering the workplace.

An analysis of the number of words in the messages shows that most are over 100 words, indicating high quality messages. The most popular message was 4,999 words long and took three days to write. There were also many users who left messages between 1,000 and 2,000 words, which shows that the new concept still has a certain influence in everyone's mind.

4. Summary

1. Regarding event promotion articles, in order to increase the opening rate, words such as event promotion will not appear in the title to lower the user's mental threshold. At the same time, analyze more from the user's perspective, and come up with several titles from different angles, and everyone votes for the most attractive article.

2. When doing similar activities in the future, we will pay attention to the spreadability and encourage users to spread the word. For example, you can get information, prizes, etc. by taking screenshots and sending them to teaching assistants on WeChat Moments.

3. When setting up the process in the early stage of the activity, use flowcharts more often and streamline the language description, which will help to quickly sort out the activity process and find the shortcomings of the activity.

4. This activity can be reused as a small activity with the duration shortened to one week to stimulate users to leave messages or fill out questionnaires to further accurately draw user portraits for targeted activities.

For example, now is summer vacation, you can first conduct a summer survey to stimulate messages, and then carry out stimulating activities based on user behavior. (This is also something I am considering recently)

Author: May, authorized to publish by Qinggua Media.

Source: May