How to operate an event? One picture is enough! !

First of all, we must understand that activities are not done just for the sake of doing them . So first of all, we still need to analyze the essence behind event operations .

Everyone should remember that the essence of operation is to combine products and use various means to increase the quantity and quality of users . Whether it is content operation , event operation, or user operation , there is actually no clear boundary. They are all interdependent and complement each other.

Activity operation must be a purposeful means of user growth or conversion carried out within a certain period of time . Therefore, user operations still focus on the old four aspects: attracting new users , retaining users , promoting activation, and converting users. When we organize an event, it is ultimately to meet one or more of these purposes. For example, new customer benefits are for attracting new customers, daily sign-ins are for retention, holiday gift packages are for activation, instant discounts for first orders are for conversion, and so on.

This time, we will build the process structure of event operations step by step from scratch.

Step 1: Divide into “before the event”, “during the event” and “after the event”

Event operations can be divided into "before the event", "during the event" and "after the event". This is easy to understand, so I won’t go into details.

Step 2: Treat "before the activity", "during the activity" and "after the activity" as one object

Let's take "before the activity", "during the activity" and "after the activity" as an object respectively and see what properties they have?

1. Target: Before the activity

property:

• Goal Correctness : A correct and clear goal is a necessary condition for the success of an activity.
• Effectiveness of the plan: Once you have a goal, you must have an effective plan.
• Adequacy of preparation: If you have a good plan, you must be fully prepared.

2. Target: During the activity

property:

• Duration: The longer the activity lasts, the better the effect will be.
• Efficiency in time: The more efficient the activity is, the better the results will be.
• Activity diffusivity: The stronger the activity diffusivity, the more users it can cover.

3. Target: After the activity

property:

• User experience : User experience is an important criterion for judging whether our activities are successful.
• Self-helpfulness: Being able to constantly summarize and grow in activities is the source of our continuous progress.

As shown in the following figure:

Think about it, if an activity has the right goal, an effective plan, sufficient preparation, a long time span, high efficiency, great diffusion, good user experience, and is helpful to yourself, how can such an activity not be successful?

Step 3: Methods for analyzing the above attributes

First, we enter the "pre-event" stage. At this stage, we must ensure three things: the goal is correct, the plan is effective, and the preparation is sufficient.

1. Target Correctness

To ensure the correctness of something, the best and most intuitive way is to turn it into data, so we use the following method:

• Convert the goal into user data goals (e.g., clearly define how many new users to attract, how many users to activate, etc.)
• Budget digitization (clarify how much money to spend)
• Time digitization (clarify how much time is needed)

2. Effectiveness of the solution

An effective activity plan is the core of activity operation, so here we need to expand the space and focus on the plan. Let’s turn the "activity plan" into an object and see what properties it has?

Object: Activity plan

property:

• Creativity
• Operability
• Attractiveness to users
• User's virality

Next, we begin to analyze the above properties and start looking for corresponding methods:

(1) Creativity

method:

• Imitate some of the more mature and effective methods in the market, such as subsidy reductions, hot product promotions, full discounts and full increases, group buying, thematic interactions, prize guessing competitions, voting, H5 mini games , etc.
• Check out some creative websites and collect some creative ideas.

(2) Feasibility

method:

• Internal support: Let the company, leaders, product technology and other colleagues support this activity plan. Here, when applying for the project, you need to clearly explain the purpose, cycle, expected results, budget, risks, etc. of the activity .
• External support: Call more available external resources. This requires preliminary communication with some external resources at this stage to ensure the feasibility of the final activity.
• Make sure you arrive on time. This requires evaluating whether the human resources of your own team match the activity time of the target in order to determine the most appropriate plan.

(3) Attractiveness to users

method:

• Make the copy and content of the event as interesting as possible.
• Make the user operation as convenient as possible.
• The rules of the event are as easy to understand as possible.
• Find as many material prizes as possible within your budget to make them more appealing.
• Try to find attractive virtual prizes, such as certificates, titles, etc.

(4) User spreadability

method:

• Make the event a topic of conversation for users.
• The activity itself should be fun and create value for users.
• Make it profitable for users.

Well, if we start with these methods, we can basically ensure the effectiveness of the activity. Of course, there are various methods, far more than just the ones mentioned above. You can also summarize some useful methods of your own in actual operations.

3. Adequacy of preparation

To ensure that something is fully prepared, we can generally consider it from three dimensions: people, things, and events, that is, are the people in place? Are the items ready? Do you have a plan for emergencies?

method:

• Ensure that all design materials and supplies are in place in a timely manner, and ensure that online products are launched in a timely manner.
• Develop a detailed "Activity Implementation Plan" , which must clearly define several key elements such as people, time, and things.
• Prepare an "Emergency Plan" as much as possible, such as what to do if someone gets sick? What should I do if I can't find the item? What should I do if there is a technical bug in the product? Of course, what if the channel doesn’t cooperate? etc. Of course, emergencies are sometimes unavoidable, and it is impossible to consider every aspect of every activity. However, the more fully prepared we are in this regard, the lower the probability of problems occurring.

After completing the above, we have prepared all the key points of "before the event", and we have entered the "during the event" stage. The most critical points in this stage are : sufficient time, high efficiency, and the ability to spread.

4. Time sufficiency

In the current market, all kinds of activities are occupying our time, so the peak of an event is actually very short, usually as short as 1-2 days, or as long as 1 or 2 weeks, and then it disappears completely. The students have worked so hard and done so much work, it would be a pity to waste it in such a short time, so we have to find a way to extend the time. How to stretch it? We should give the event as much "foreplay" and "afterplay" as possible, that is, the "warm-up" and "afterheat" in the event operation.

method:

(1) Add a “warm-up” component to the activity.

• You can create some gimmicks and topics at the beginning of the event to get users started discussing.
• In the last few days before the event, you can use countdown to repeatedly stimulate users and increase their anticipation for the event.

(2) Enhance the “residual heat” part of the activity

• Summarize this event and write it into a picture-based and informative summary to share with users.
• Record interesting people or things that happen during the event and share them in a timely manner.
• Timely communication and discussion on users’ feedback and suggestions during the event can even lead to a new round of activities.

5. High efficiency within time

The activity time has been extended, but the actual activity only lasts a few days. Therefore, in addition to sufficient preparation beforehand, in order to ensure high efficiency during the event. We used the following approach:

method:

(1) Real-time monitoring and attention to abnormalities

During the event, you must maintain a high level of mental concentration to ensure the smooth progress of each link and always remain vigilant to abnormal situations.

(2) Discover problems and make timely optimization and adjustments

If a problem is discovered, adjustments should be made immediately according to the plan. If there is no plan, decisions should be made quickly based on the current actual situation to prevent the problem from escalating. Especially some market opinions, legal negligence and some technical cheating loopholes.

(3) Record data and collect materials in a timely manner and organize some user feedback information

This is also very important, laying the foundation for the subsequent "residual heat" part and work efficiency during review.

6. Activity Diffusion

The activity diffusion here is different from the user diffusion of the previous plan. It mainly refers to how to spread it as much as possible during the activity.

method:

1. Offline activities should be coordinated well with online channels, such as live streaming platforms , online videos, communities and other online channels.
2. At offline events, you should prepare as much content as possible that can guide users to forward.
3. Online activities can disseminate and push data and events in real time. Grasp the characteristic that "people like to join in the fun" and create a lively scene to attract more potential users to join.
4. Online activities can also be disseminated and pushed in a “countdown” manner to create a sense of scarcity and attract potential users to join quickly.

At this point, our event has been completed, but for event operations, we still have a very important stage, which is the "post-event" stage. At this stage, we need to obtain the real experience of this event for users, as well as the helpfulness to ourselves, in order to improve the effectiveness of the next event.

7. User experience

Our activities are all centered around users, so after each activity is completed, it is necessary to understand the real experience that this activity brings to users. It is also one of the criteria for measuring whether this event is successful.

method:

(1) Announce the results of the event in a timely manner in accordance with the event rules and implement it in an open and transparent manner (especially for events with prizes)

After a user participates in an activity, he must have expectations. At this time, their expectations must be met on time, otherwise the consequences will be serious. Moreover, the integrity of an event represents the integrity of a brand and the integrity of a company. Don't cheat.

(2) Ensure smooth user feedback channels to obtain sufficient user experience feedback

If we want to get the user experience, we must let the user experience feedback come to us, and we must keep the channel smooth. If conditions permit, it is best to actively contact the user to obtain some feedback. At this time, the role of "community" is very important. "Community" plays an important role in other places as well, which I will not elaborate on here. We will talk specifically about community in the later "Methodology" section, so stay tuned.

8. Self-help

To meet this attribute, we usually need to "replay" the activity. We need to sort out the activity from beginning to end and complete a review and summary of the activity.

method:

(1) Compare and analyze the activity plan and overall goals

We can review the goals of our event to see if we have achieved them. If achieved, what are the highlights of the corresponding plan? If not, what are the shortcomings of the corresponding plan?

(2) Compare and analyze specific methods and effects

As mentioned above, we have adopted various methods according to different effects, so we still need to compare whether the methods we adopted have achieved the expected results. Regardless of whether it has been achieved or not, what are the reasons? Where can we improve? Where needs to be strengthened?

(3) Analyze and summarize the areas of dissatisfaction

After an event, there are sometimes inevitably one or two points that cause regrets due to omissions or negligence. At this time, we need to summarize these places separately, find the reasons and solutions to prevent the same mistakes next time.

So far, we have broken down all the attributes of an activity and found some corresponding methods.

Step 4: Draw our activity operation structure diagram according to the execution process sequence

summary

We used object-oriented thinking to build the structure diagram of activity operations step by step. Of course, each activity has its own special circumstances, so we can't copy it completely, and there are various good methods that cannot be listed one by one. We need to understand the logic behind it, combine it with the actual situation, innovate, break through, and explore more effective methods, so that we can organize activities that gain great reputation. The next article will be the last one in our structure chapter. We will combine content operation and activity operation and return to the essence of user operation .

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

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