The 5 routines of event operation are the longest road I have ever walked!

An activity is an operational means to quickly achieve specific goals.

A good operation activity should have clear goals, the right posture, creative packaging, implementation, and review and summary.

A complete activity plan includes the purpose, time, form, creativity, publicity plan, input and output, risk control, etc., and should be as detailed as possible. This time I will mainly share with you the purpose, time, form and creativity of the activity. If you grasp these four aspects, the overall plan will be fine.

1. Purpose of the activity

(1) Clarity . The purpose of the activity should be clear. For example, if you want to pursue a girlfriend, you have to make it clear whether you want her to be your girlfriend, a sex partner, or a marriage partner.

(2) Measurability . This thing can be measured. What does it mean to win her over? Is it by holding her hand or kissing her lips?

(3) Feasibility . This can be done. You have to have some idea of ​​whether you can pursue a beautiful, rich and fair girl.

(4) Relevance : When you pursue her, do you want her to bring you something else? Is she another candidate for wife, or is she just an experience in your love life?

(5) Time limit . How many days will it take me to catch up with her?

After these points are determined, your goal will be very clear, which will facilitate you to build a data model, such as what level you have reached on the first day of pursuing a girl, what stage you will reach on the tenth day, and what stage you will reach on the thirtieth day. Finally, you can also better evaluate your results. You said you can do it in 10 days, but it only takes 20 days. Isn’t the effect very poor?

Activity time. Whether it is a promotion colleague, an operation colleague or a marketing colleague, they all pay attention to the calendar. Maybe everyone has a calendar next to them, and they keep circling the Mid-Autumn Festival and National Day, for fear of missing any of the holidays. Organizing activities is something that is very closely related to festivals, because festivals themselves come with their own aura and buffs. We need to plan every holiday well and control the time well.

2. Determine the form of the activity

What kind of gifts do you want to give to your users? What kind of activities can make them wholeheartedly help you achieve your KPI? When determining the form of the activity, first match it with your purpose. Then refer to the activities you have done well in the past, or refer to the good forms of other platforms and make a combination.

I summarized the activity forms from two aspects: reward methods and interactive forms. Reward methods include material incentives, scarce purchases, lotteries, competition comparisons, sharing, etc. The forms of interaction can also vary from strong to weak. Each form actually has its corresponding effect.

I believe everyone has an impression of PPmoney's Double 12 event. The most impressive thing is of course the high interest rate of 12.12% and the most direct and crude cash back. Cashback is actually the most direct material reward. As the gimmick and highlight of the event, we adopted a 12.12% bidding rate. The effect it brings is that the traffic will be very large during the bidding period, which is the corresponding effect of scarce buying. We will then guide this traffic to other forms of monetization. This is the value brought by this form.

At the same time, we will also make a distinction in the form of interaction. For example, the highly interactive “Shake” activity will have a large gap in traffic compared to other activities that do not interact with users. Activities need to interact with users so that users are more willing to participate.

3. Activity Creativity

First, let me give you an example. When we choose a gift for our girlfriend on Valentine’s Day , do we need to wrap it? If I give her a rose, would it feel different from giving her an everlasting flower, even though they are both flowers? But the everlasting flowers are definitely more touching, because they have been processed and will never wither, which means that the love for her is eternal. The everlasting flowers have been packaged. The same goes for activities. The things you give to users need to be packaged in order to better impress them.

In terms of event creativity, I will think from these two directions: how to package it? The first is the festive element. Different festivals have different elements. For example, when we think of the Mid-Autumn Festival, we will think of moon cakes (food), Chang'e (character), lighting lanterns (custom), etc. The second is the current hot topic. What’s hot right now? Alipay's heart-wrenching copywriting , Xue Zhiqian's divorce, Fan Bingbing's marriage, etc., can these be combined and utilized? When we combine new hot spots to convey them to users, users will have a new feeling. Therefore, the creativity of an activity requires that the available elements be distributed first and then combined. This will be a new idea. Creativity is very important. The success of an event sometimes depends on this creative point.

Let’s take a look at an example – a Father’s Day event case.

When you think of Father's Day, what comes to your mind? "Father's love is like a mountain. He goes home, calls to send blessings, gives gifts, etc." So what was the hot topic at that time? JD.com’s 618 mid-year carnival, the college entrance examination, a very popular NetEase advertisement, and the year-end promotion, etc. After we write down these points, we connect them and use the points that can be conveyed to users more clearly.

Finally, on Father’s Day, we held an activity called “Dad, I’m being willful for you this time and giving you a JD E-card worth 10,000 yuan.” First of all, we took advantage of “JD 6.18” and its overwhelming advertising. We told users that they could get JD E-cards for free and enjoy JD’s great discounts! So what is the investment scenario conveyed to users? You can use the JD E-card to buy a gift for your father. For Chinese people who are not good at expressing love, the best way to express love is to put it in a gift. In addition, the interactive forum topic "The most touching thing my father has done for me" allows users to express their feelings for their fathers, and provides further guidance for participation in the event. The whole activity is to make users feel that they are giving a gift to their father, and they can enjoy JD’s promotion without spending any money. The more interest points you bring to users, the more they will be impressed.

This activity increased the number of interactive visitors and messages on the forum by 100% compared to previous topic interactions. At the same time, the transaction volume increased by 10% while the intensity of the activity remained unchanged, indicating that users like the activity packaged for them this time.

After saying so much, is there a simple routine?

In fact, the purpose of organizing activities is to enhance the user's perceived value and thus promote his transaction. By applying Maslow's theory with a simple formula, you have many directions to improve the user's perceived value. From Maslow's theory, we know that we can improve customer interests through economic benefits, product benefits, service benefits, and security benefits. From top to bottom, you can also know which direction to start from to bring greater benefits to users. We can also achieve this by reducing user costs. Monetary cost, labor cost, time cost, etc. This is a very general formula. As long as you find the right direction, you can achieve it.

Are there any examples? I will show you a few small cases here (all of which are activities we have done).

By combining the coupon issuance and cash back activities, we have enhanced users' perceived security benefits of the platform, so even after we have reduced the costs, we can still achieve the expected results.

During Women's Day, we organized a campaign to double the income for girls. In fact, the purpose was to enhance the image and interests of female users . We focused on women, we kissed, hugged and lifted them up. Our female users felt that they were treated specially, and they would naturally be attracted.

100 million dream plan. Everyone has dreams, just like my dream today is to eat a hot pot after get off work. You may have small dreams of having a big meal, and you may also have dreams of buying a car or an apartment in the city. When we were doing cash back activities, we combined them with dream scenarios to make users feel that when they participated in the activities, they were actually slowly realizing their dreams, even if it was just a small step. Through this kind of packaging, we enhanced the psychological benefits of users.

In fact, the purpose of an activity is to identify the user's interests in order to truly impress the user.

If you are the boss of a company and your company is planning to hold an anniversary celebration, and Operations Wang and Operations Meow each offer their own plans, which one would you choose?

In fact, both plans have their advantages, but when used in anniversary activities, the idea of ​​Operation Cat will be more applicable. The idea of ​​​​Operation Wang is to refer to past activities that have achieved good results. As we mentioned above, this is a way of thinking about activities. If you do this, the effect of the activity will not be bad. However, compared with the operation cat's thinking, which is divided into early, middle and late stages, it will know which rhythm point to use to place advertisements will bring better results and the investment will be more worthwhile.

At the same time, finding KOLs also brings brand benefits and actual new customer acquisition effects to the company. During an anniversary celebration, you cannot simply increase the discounts, but also think about how to extend the event time while bringing in more benefits. The activity does corresponding things at each rhythm point, and when combined there will be a superimposed effect. This is the charm of the activity rhythm.

How to control the rhythm of the activity? During the preparation period, you need to make preparations, and during the warm-up period, there is an accumulation of traffic. There must be strong exposure in the early stage. When the effect weakens in the mid-term, some means should be added to improve it, and finally a hot spot should be created to attract users to return. This is a very common operation rhythm. Of course, controlling the rhythm is not a one-person job. You must work together with the team to do this well.

Let’s talk about the example of “JD.com 6.18”. Now JD.com is competing against Tmall , forming a dual structure. The transaction amount of JD.com’s “6.18” event reached 119.9 billion. What does that mean? You can buy as many bags as you like. How does JD.com control the event which lasts for 21 days?

JD.com’s 618 also has preheating, opening, mid-term and post-term. There will be small commercials and other warm-up activities, and there will also be channel advertisements everywhere at the beginning. I believe everyone has seen JD.com’s 618 advertisement. In the middle period, he also gave out coupons and held flash sales to stimulate users, and in the later period, he held encore activities, etc. Of course, there are many points that have not been mentioned. However, in terms of the rhythm of activities, whether it is a large e-commerce platform or a small platform, the routines are similar, they just add things based on some characteristics of their own platforms.

Let’s take a look at the cases of 0 yuan purchase on our platform.

When you buy a test project for 0 yuan, the initial traffic is very large, which means that the preheating is sufficient, and the effect will gradually decrease afterwards. By the second phase, we had planned the entire project time, determined what to do at what time, and controlled the rhythm of the activities. We are prepared to anticipate problems in the early stages and communicate with customer service in advance. Carry out interactive promotion during the warm-up period, and then launch a concentrated campaign when the product is launched, informing users everywhere.

In the mid-term, we fixed the release of new products on Wednesdays, flash sales on weekends, and superimposed activities. For example, the recent hot spot is iPhone 8, so we released it on the launch day. The rhythm of the whole activity is more complete, and ultimately our rhythm drives users. Doing activities is like doing exercises. You must not make the other person happy for the first ten minutes and then bored for the next half hour. It is not enough to have only this ability.

Finally, you need to summarize your techniques and experiences, and reuse those that work well and make users happy. Of course, you should also use what others find useful. You need to accumulate and review the activities you have done, and if you did not do well, you need to think about why you did not do well.

To summarize three points:

1. What was the situation of this event? Was it good or bad?

2. Data represents everything. What is the reason why your data for the first period dropped? What is the reason why the second phase data dropped and then went up? Analyze the reasons behind the data .

3. What are the positive aspects of the activity and can they be used next time? You need to think about the bad aspects and optimize them next time, or avoid them. The review of the event lays a better foundation for your next event.

I'm sure I've made mistakes while doing activities, so I'll share them with you.

(1) Do not reward excessively. This will cause great harm to your next activity. No comparison means no harm, right?

(2) Do not overly indulge users. We cannot abandon our principles just because of user complaints. This will spread the impact and lead to bigger pitfalls.

(3) Changing rules at will is absolutely not allowed and will greatly harm users.

(4) The idea is great, but the execution is extremely weak. We have a lot of ideas, but if we fail to execute them, then it’s all in vain.

(5) You really can’t be careless when doing operations. Operations are the most direct connection with users, and any mistake you make in any execution point will directly affect users. So everyone must avoid these minefields.

This is the end of my sharing. I hope you can gain something from it.