A friend said to me at a gathering in the circle.

"I was in charge of an event before, and the company spent hundreds of thousands of dollars. Is that impressive?"

I don't know whether what he meant was that the company was wealthy or that he felt extremely proud of being able to manage large projects.

But when I asked him about the effect and feedback, he quickly waved his hands and said, "The effect must be good. We spent hundreds of thousands of dollars, and at least our reputation has been raised."

"Then you don't have any activity review?"

"Yes, I will hold a meeting with my superiors to summarize the experience and achievements of this time. I will let the leaders give full play to their abilities and make passionate speeches. When they see so many reports from well-known media, they are happy and feel that there is an effect."

"I said, it's a review, not a summary."

"Is there a difference? It's just called differently, right?"

Liu Chuanzhi once mentioned that the difference between reviewing and summarizing is that it requires depersonalization, completely returning to the original state of the object, dissecting all the links related to it, recalling and analyzing them one by one, and ultimately getting a better possibility.

I personally think that a more efficient method is the 6W2H rule.

6W2H, also known as the eight-factor analysis method, is a value-oriented standardized thinking process.

You need to raise questions in eight aspects, including choosing the goal (What), the reason (Why), the participants (Who), the time (When), the location (Where), the method (Which), the how, and the cost (How much ), and then choose the most cost-effective method and path to achieve the predetermined goal.

When used in activity review, it can actually be condensed into 5 dimensions.

Because the who, where and when can be integrated, so can the how and how.

The people who participate in the review are all members of the team. The location is generally in the company's conference room, of course, it may also be in a coffee shop. The time needs to be planned in advance, because if it is inserted into the meeting, you need to be prepared for the meeting to be delayed.

Apart from the simplified part, the following analysis dimensions are the core.

First of all, what is a review? （What）

The word "replay" originated from chess terminology, also known as "re-game", which refers to replaying the record of the game after the game is over in order to check the strengths and weaknesses of the players and the key gains and losses. By "playing the game" every day and rehearsing according to the game record, you can effectively deepen your impression of the game and find loopholes in the offense and defense of both sides.

Liu Chuanzhi said that after completing a task, regardless of whether it is successful or not, one should sit down and sort out factors such as the initial thoughts at the time, the problems that occurred in the middle, and the reasons why the goal was not achieved. The next time one does the same thing, one will naturally be able to learn from the previous experience and lessons.

In fact, reviewing games is not only used in Go, it can also be used in a series of "chess games" such as operations , stock trading, business games, life planning, etc.

Holding an event is itself a process of setting up and breaking the situation.

And reviewing is an essential skill in this process.

So, why do we need to review activities? Why

Every time a company spends money to hold an event, it is not because the company is in a good mood and wants to spend money to show its presence, but more to obtain long-term direct or indirect benefits.

Every activity is actually a battle. Regardless of success or failure, we need to analyze the deeper reasons behind it and be better prepared for the next battle.

When reviewing, you can review and explore from multiple dimensions such as activity data, user feedback, activity release time, etc. to find your own shortcomings and advantages that need to be maintained.

So how do you do a review? (How) What are the possible methods? (Which) How much is the input-output ratio?

The book “Review” gave a “four-step method”, which can also be used here in the review of event operations .

Four-step method: review goals, evaluate results, analyze reasons, and summarize experience.

First, review the activity goals.

Whether the overall goal has been achieved, whether each small goal broken down from the entire activity has been achieved, and which goals encountered bottlenecks during completion. Which goals exceeded expectations? Is the return on investment (ROI) consistent with the envisioned goals?

Second, evaluate the results.

After determining the result, we need to evaluate it.

For example, we once conducted a CP pairing activity for college students, but because the title of the article was not well drafted when it was published, the communication effect was very poor.

On the contrary, the task indicators did not focus too much on mutual promotion, but there was an easter egg there.

Finally, the user growth results basically achieved the overall goal.

However, if you do not conduct an in-depth review and only make a rough summary, you may be misled by the "data that the goals have been basically achieved."

Because, although the overall goal was achieved, the contribution of the split goals was completely different from expectations.

After discovering that the results are abnormal, the next step is to analyze the reasons.

In fact, choosing a title is such an important thing that we will not ignore it during the early preparation. We have listed many samples almost according to the title techniques. The reason why the communication effect is not good is not caused by attitude.

Later, we reviewed the situation and found that the title technique was not universal. The numbers and keywords listed in our titles did not take into account user needs.

Regarding the in-depth analysis of the title of this case , I will write a separate article in the following article.

When analyzing mutual promotion channels , it was found that this activity is more compatible with their audience, which can be seen from the user's message engagement.

The last step is to summarize the experience.

In addition to solving the problems we find now, we also need to prevent them before they occur.

Just like the case mentioned above, if we only know that the title needs to be combined with user needs and that mutual promotion and cooperation can discover more traffic if it is accurate, it is not enough.

We need to further extend and diverge based on the problems we discover.

For example, think about how to analyze user needs and how to better combine titles with user needs? The topic of user needs analysis requires a series of analysis and research.

In addition, regarding the traffic from mutual promotion cooperation channels, it is completely a blind cat catching a dead mouse. How to find more accurate channels next time? How to exchange resources with the lowest cost and precise channels? These all require further in-depth thinking.

Jack Ma said: "Winners should reflect on themselves and think clearly about where they got lucky. Losers should also reflect on what they did well to win."

Reviewing is an important skill for running an event well. It can help us avoid falling into the same pit again and again and not make the same mistakes again. It can prevent you from missing out on a better next time.