Event Operations: 4 Aspects and 5 Key Points for Online Events

In life, you must have encountered the following scenes:

“All books are 50% off, what a bargain”

"Come and grab the red envelope with me"

"Would you like to join a group with me? You can get a 20 yuan discount if you add one more person."

"Today's 199 yuan promotion ends, and tomorrow it will return to the original price of 599, buy it quickly"

"Master, you have a 5 yuan coupon that you haven't used yet."

That’s right, these are the classic routines of online activities on various e-commerce platforms, including discounts, flash sales, group buying, limited-time purchases, etc.

When it comes to online activities, the first thing that comes to your mind may be these e-commerce activities that make you spend money. Due to the nature of e-commerce platforms, daily operations will inevitably lack vitality without these activities. It is no exaggeration to say that the activity of e-commerce platforms is largely supported by activities.

The nature of each platform is different, and the corresponding activity operation methods are also different. According to the scene classification of the activities, there are online activities and offline activities , on-site operation activities and off-site promotion and communication activities; according to the presentation of the activities, there are H5, pictures, texts, posters, etc.; according to the goals of the activities, there are attracting new users , retaining users , and promoting activation. There are many types of activities, so I will not list them one by one. Today I will mainly share my understanding of "activities".

Premise of the activity - finding the user's perception

In the past, I always put creativity first when organizing events, thinking that events that were not fun and that I didn’t want to participate in would not be effective, let alone bring in sales!

However, in fact, this is not entirely the case.

Let’s take an example. Is JD.com’s 618 event creative? For a consumer who is familiar with e-commerce routines, the 618 event is nothing more than discounts, price cuts, promotions and cash back. Where is the creativity in it? The only creative point is to find ways to tell you that he is selling it at a lower price so that you can buy it quickly!

It was not until later when I started my own Internet financial platform activities and analyzed the activities of the top 100 financial management apps on the Internet Lending Home that I found that they were basically all about red envelopes and interest rate hikes. Why? Because for the activities of financial platforms, interest rate hikes and red envelopes are users' favorites and are the strongest perception deep in their hearts.

Listing finding the user’s perception as a prerequisite for doing an activity means that before doing the activity, think about what the user’s favorite “ marketing tool ” or perception is, so that the activity can hit the user’s heart.

The goal of the activity - either performance or fans

You can't have your cake and eat it too. It can be achieved through on-site operation + channels .

Marketing tools for events – a combination of tricks

In the latest episode of "Go Fighting", the production team went to Foshan and asked the guests to learn martial arts by completing tasks and competing in rings, and to acquire different skills, including the Eighteen Dragon Subduing Palms, the Golden Bell Cover, the Seven Injury Fists and other seven skills. In the end, it was the handsome Sun Honglei who won the ring. In the show, he not only gathered all the weapons, but also cleverly threw combination punches in the ring. The same principle applies to event planning .

There are many reasons why we want to attend an event. But the one thing that you cannot resist the most is human greed. What I mean is, when I tell you there is only a discount, and when I tell you there are discounts, cash back and red envelopes, which one would you participate in?

The truth is self-evident.

The end of the activity - summary and review are essential

The event is over, but it doesn’t mean your work has stopped. The last item is the activity summary. There are several elements that must be kept in mind for the activity summary:

1. Comparison of the estimated and actual effects of the activity
2. Review of the event content
3. Data analysis of activity content (year-on-year and month-on-month)
4. The advantages and disadvantages of the activity and what can be learned from it for future activities.

Every activity actively examines these four aspects and naturally summarizes the rules. Although there are no surprises in the common things, they can maintain stability. It is very difficult to be creative every time when organizing an activity. It is more important to maintain the correctness and stability of the activity and to maintain continuous participation.

We can expand the scope of activities. For example, if you like a post on your Moments , it is a communication activity. Developing an H5 for an activity on the site can also be considered an activity. Activities are everywhere. The key point is which fans you want to activate and what goals you want to achieve.

Next, let’s look at the five elements of the activity:

1. Rules (clear and concise, no loopholes)

This is the foundation of an event, otherwise you will have to bear the losses yourself;

2. Creativity (you will never forget it after seeing it)

Do the routine first, make it the best, then add creativity;

3. Promotion (doing things, going all-channel)

Predict channel expansion in advance and be prepared for the influx of users;

4. Data ( funnel model , PV, UV conversion cannot escape)

You can embed points on every page, and ultimately it depends on the performance brought by the activity;

5. Process (the path should be simple and the participation should be short, flat and fast)

In H5 activities and WeChat official account activities, you need to think carefully about everything from entering the APP ( official account ) to the next jump (pop-up window), as well as the login status in the APP, the logged in/logged in status, and how to present unpaid/ paid users . Every path and process should make every fan who participates in your activity understand where the next step of the activity is. This is considered to be a clear understanding of the activity.

In addition to the above items, there is another important element that must be kept in mind when operating online events, and that is - sense of rhythm .

What is sense of rhythm? How to create a sense of rhythm?

Rhythmic activities are generally cyclical. For example, if an activity emphasizes warm-up + launch , so if one month is used as the benchmark, according to the existing plan and activity frequency, the first week is the warm-up stage, the second week can be launched + preview of next week's activities, the third week can continue with warm-up, and the fourth week will be a perfect launch. Through such an activity cycle, you can slowly create the atmosphere and rhythm of the event, let your fans know your timing and get used to it.

For example, if there is a coupon grabbing activity at 4 pm every Wednesday, then the time needs to be fixed and not changed every day, so as to cultivate users' usage habits and awareness of the activity.

When I was doing a red envelope traffic promotion, I only distributed them at 4 pm every Wednesday. Countless fans came to me to give feedback, asking why red envelopes were not distributed every day? Three months later, they said, Editor, please remember to post it on time! Regardless of the platform or type, the rhythm of the activity can be planned as a priority.

In summary, rhythm sense includes two aspects. One is the horizontal rhythm sense, which refers to the intervals between activities on the time axis. The other is the vertical rhythm sense, which refers to the richness of the same activity.

I have heard many truths but I still can't live a good life. Let's talk about how to operate an in-site activity~

When you open an APP, you see the banner at the beginning. You click on it to see rich activity content, so you scroll to the bottom of the page and click the button to participate in the activity. As a professional fan, it is enough to experience this stage. But how is the page you see presented to you? Roughly the following steps:

Brain-burning time - planning

Figure out how you would like the event to look like and do it based on the company's cost budget;

Prototype grooming - product

The prototype is a reference, but as a planner, you must not be influenced by the product manager ;

Visual Presentation - UI

The page presentation on the PC and mobile terminals will be completely different. The font, line spacing, page color, and buttons on the mobile screen must be visible on the first mobile screen.

Backend Development

The rules must be clear, otherwise the code written by the developers will be in vain.

Page implementation - front end

Bug Troubleshooting - Testing

Confirmation - Acceptance

When accepting an activity, you need to pay attention to the copy , mobile phone compatibility, whether the button jumps to the correct page, and whether the copy on the sharing and forwarding page is correct.

Keep your computer online

Different platforms have different configurations. Some are automatically updated and launched online in the background, while others are manually launched online, uploading banner images, pop-up windows, etc. Children who are participating in activities really need to persevere to the last step.

The on-site activities you have seen basically go through the above path. In order to maintain their originality for the activities, the event operators (planners) will not hesitate to fight at critical moments. Therefore, whenever an activity is launched online and there are no large-scale customer service feedback issues, financial losses, or complaints after the activity ends, the activity is successful. I feel a sense of accomplishment when I organize events. I once organized 10 such events within 3 months. The wheels were constantly turning. Even the product manager was afraid to see me. Every time a requirement was submitted, I would beat him up.

Activities serve performance. Without performance, the company cannot operate better. So be confident. If you encounter obstacles in your activities, you must remember one principle, that is - communicate well and don't quarrel easily.

There are many pitfalls in online activities, and you need to experience them one by one. As an event planner (operator), the successful launch of an event means that you can take a breath, because the next event and the summary of the previous event are waiting for you right away. Doing online activities is really a good exercise. I recommend that all those who are engaged in operations can try it.