It’s the Spring Festival operation node again. Let’s talk about how event operations can attract traffic and promote activity?

Event operations usually involve attracting traffic , promoting activation, and acquiring new users to increase daily activity, weekly activity, and various indicator services. For ordinary products, a single indicator can indeed bring about an increase in the indicator as long as it attracts enough wool parties and traffic parties. However, for platform-based products such as Alipay , there are more challenges.

Judging from Alipay’s lucky draw activities in 2016 and 2017, it can be inferred that Alipay’s goal is social interaction . However, lucky draw has become a platform for QQ/ WeChat communication and exchange, which may not be a good thing for Alipay.

Taking a comprehensive look at the Alipay New Year's red envelope activity that lasted from the end of 2017 to 2018, we can see that Alipay's activity deployment after the Spring Festival in 2018 is a combination of online and offline routes.

In terms of promoting activity, Alipay actually made a brilliant move, taking full advantage of people's greed for small profits, creating viral spread and brand influence. There will definitely be a big increase in APP downloads and activity.

Alipay's daily red envelope redemption has indeed prompted a large number of people to tirelessly promote their own red envelope passwords, allowing more and more people to know about this Alipay activity. There are even articles commenting that Alipay’s activities have exposed and magnified the evil of human nature. Actually, I don’t quite agree with this view.

01

A golden quote from "The Wealth of Nations" that fits this topic: Man is born, and always will be, a selfish animal.

In a broad sense, the earliest ones should be the game 's gold-making studios. The nature is very simple: hanging up the machine, hanging equipment, hanging materials in the online game , and then trading them for cash on the game trading platform, or exchanging cash coins and then going to the game platform to exchange cash.

My personal understanding of the process of getting free stuff is: simple and easy to operate, and highly replicable, but whether you can make money is a matter of opinion. It can be said that the gold-making studio is an early example of getting free stuff.

Before mobile phone numbers were implemented with real-name registration, there was a very special circle within operators : the card-owning group.

They maintain a large number of numbers for operators and then use these numbers to participate in various activities.

For example, the star ticket giveaways/peripheral items/gifts offered by operators are based on information monopoly, which means they have monopolized the operators’ resources and then sold them at a discount.

For mobile phone numbers that are particularly good, due to the uniqueness of the numbers, they are also suitable for long-term storage. Anyway, just keep the card and it will be OK.

Moreover, the operators’ activities can also be subsidized - for those who keep their cards, the cost of hoarding cards is not high.

As for the operators, they also need the cooperation of card-maintaining parties, so that their daily active data and other data can also form beautiful data. In fact, this form has many overlaps with the current wool party.

Among the user groups, there are some special user groups, such as young mothers/housewives, who like to shop in groups, share discounts with each other, and inform each other of any special offers.

It can be said that a large part of the wool-grabbing party consists of this kind of group, and of course there are also some big guys with technical strength who take the lead in grabbing the wool.

In fact, the core is still this: It is human nature to get a bargain.

Of course, the easier it is to pick up a bargain, the better.

For example, the logic of the quiz game that is popular nowadays is actually very simple and crude.

There are 12 consecutive questions, even if the answer is 1 out of 3, it is essentially a YES/NO judgment flowchart. As long as one of the judgments is wrong, you will be PASSed (you can use the resurrection card to revive). Only those who answer 12 questions correctly in a row can share the prize money.

In a sense, the quiz-and-win game is a very concrete way of displaying event operations: it is an easy-to-understand way to participate, users are willing to participate and actively promote it , and there are event rewards that users are excited about.

02

This simple and crude process is very consistent with the product idea of ​​not making users think, not making users wait, and not making users annoyed.

Applying the business logic of the winning game to the current activity operation shows the same performance:

Participate in the event for the event reward, win/don’t win, if you don’t win, invite friends to participate to get the number of draws, draw again, and finally get the prize/thank you for participating.

If you don’t believe it, you can try a few activities. In fact, they are all similar.

03

For operators, they should pay more attention to the core of current operational activities: how to exchange internal resources, attract traffic from each other, and take advantage of hot spots?

Simon once spent time researching the origins of the gold coins and diamonds in " Honor of Kings ". As a result, I found some interesting points, which are:

Many game-related applications under Tencent will have various gift packs of "Honor of Kings", especially daily gift packs, which are used to entice users of "Honor of Kings" to actively open the application every day and sign in to get gift packs.

In fact, this is an atypical operation method of attracting traffic and promoting activation. Just think about the active players of "Honor of Kings" * a certain ratio, there will be a great improvement in various data of the application; and these resources, especially the resources of online games, are actually very low in cost - because they are all in-game data, not physical output.

PS: I still remember the pitfalls of King Arthur back then. For one event, I had to go through all the forums and distribution channels .

Taking advantage of a hot topic: On January 9, the Internet circle once again sparked heated discussions. According to reliable sources, the online question-answering platform "Cheese X People", which has been popular for more than a week, and Xbai Auto Installment, a subsidiary of Qudian Installment, have reached a business cooperation.

Xbai Auto Installment spent 100 million to support "Cheese Xren" in giving out money. Therefore, "Cheese Xren" also took the lead in becoming the first online question-answering platform with a turnover of over 100 million.

This topic has seen a big boost on the WeChat Index .

Simon just participated in the Cheese X-Man quiz event on the evening of the 10th. It is obvious that Cheese X-Man has been carrying out advertising promotion very faithfully: just download the advertiser's APP/follow Weibo, and you can get the answer to today's question.

Well, it’s a typical event operation and promotion .

Comparing the data of 30 days/7 days/24 hours; it is obvious that the peak at 9 o'clock that night, when it was announced that answers could be obtained by downloading the app, was the highest peak of the night.

Although the data on paper looks good, the monitoring of app downloads does not seem to be as popular as the index:

Baidu Index has not yet generated a demand graph:

In a sense, advertisers' lavish spending is more like a gamble. We will have to wait and see what the results will be.

For example, for tonight's quiz software, when Simon participated in the "Rush X Conference" event, he could clearly see that the online peak of the software and the process of the game formed a rapid decline, followed by a gentle wave chart:

It can be seen that: at the beginning, the number of online users dropped rapidly as the questions unfolded, but there were still many people like Simon who persisted to the end.

For players who are determined to participate, can we consider a method to increase user stickiness: answering medals. Different medals can be obtained by answering 100/500/1000 questions correctly. Then, even if the user fails to answer the questions at the beginning, he can still win other rewards by answering questions later, thereby enhancing the user's identification with the application.

Answering questions can also be a game - of course, it would be better if there is a prize.

For giants like Alipay, the risk factor of a big gamble is very high, but in fact they have more cards to play, such as reusing the resource exchange gameplay of "Honor of Kings".

For example: cooperate with the question-answering software and get the answer to one of the questions by logging into Alipay, so that mutual advertising and reverse flow can be achieved between Alipay and the question-answering software.

For example, if you use Alipay to make transactions offline, you can also get the answer to one of the questions.

You can also make a simpler and more crude optimization on last year's collection of 5 blessings: earn points from transactions, draw cards with points, more transactions more opportunities, the more 5 blessing cards you integrate, the more limited edition medals you will receive (valid for 1 year).

For large companies, creating gameplay is easy, but avoiding obvious loopholes is the key. So I can understand those who are in charge of event operations. They have to repeatedly consider and plan the details of the event. For example, at a certain terminal before, there were big problems at the beginning of an event, and the event lost a lot of money, so the event was hastily concluded.

I recently read "Games Change the World" and gained some different insights into event operations. Event operations can also be about attracting users to actively participate in event games. Just for your consideration.

We can think about it: what is the pre-sale on Double 11, how much discount you get when you spend a certain amount, how much calculation and order combination are required; and the general event operation how much discount you get when you spend a certain amount. It can be said that these are two extremes of different activity operations. For oneself, one is simpler, and for merchants, one is better.

The author of this article @Simon Shuce is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century