How to manage an event well?

The content of this article is very dry, so it is recommended that you save it before reading.

Let’s first talk about the role and responsibilities of event operations under the large section of operations.

The importance of event operations

We all know that the "ability to manage users" is now increasingly valued by companies. Although the goal is to manage users well, to manage users well, first of all, you must have the ability to present products to users: lead event operations, control content operations, and support user operations.

Let’s first look at a picture, which is the core operation process that I summarized.

From this picture, we can see that brand marketing, channel expansion, market expansion and other means are mainly used to promote the brand and products.

Once users become interested in a brand or purchase a product due to a certain need, it mainly depends on operations to retain them. As for the part of retaining him, it is divided into back-end and front-end. The back-end is mainly for service, while the front-end mainly relies on user operations, content output, design and product presentation, and activity guidance, so that users can better feel that their needs can be met by the brand, thereby generating more paying behaviors .

Then in the process of front-end operation, event operation is the backbone supporting the entire front-end operation system.

For example, from the user operation side : we need to attract new users, activate users, convert users, and retain users, so what we present to users are also some activities to attract new users, activate users, and convert users;

Or from the content operation perspective : if we want to make some knowledge courses, then how do we attract traffic to these courses, or how do we sell the courses? This also requires activities to attract traffic and promote sales.

From the product perspective : if we have a new product to release, or some products that are nearing their expiration date and need to clear inventory, we also need potential activities and promotions to clear inventory.

From promotions on major festivals to increasing traffic to a product page, event operations require participation.

But just doing a fission event or completely planning a Double 11 event cannot be considered a good event operation.

Instead, it can exert its own activity capabilities in different operating scenarios.

For example, we can carry out new user acquisition activities, active activities and conversion activities for user operations; for example, we can sell products better; for example, we can increase the exposure and conversion of content, etc.

Although it is difficult to grow into such an operation, it is more joyful. Every time the data presented in an activity has more real value, you will feel your rapid growth more.

What are the steps to run a complete event?

In parts 1 and 2, I shared with you my understanding of operations and event operations. Now I will focus on sharing with you the 5 major steps of event operations .

Not only will I tell you what you should do, but I will also focus on sharing with you what experienced operations managers would do in some core links.

These parts are what I have not mentioned when I have looked at most of the event operation content on the market, and they are also the reason why everyone has taken so many courses but still cannot do well in event operation.

Step 1: Clarify activity goals and sort out resources

“When it comes to event operations, people usually focus on event planning and execution, but ignore goal setting and post-launch data optimization. When comparing planning and execution, the latter two details are the core that really make the difference.”

Clarify the activity objectives, both qualitative and quantitative.

Qualitative: Clarify the purpose of the activity. (To attract traffic? To promote sales? To be active?)

Quantification: Set the target quantity based on the nature of the activity.

For example, if the purpose of your activity is to clear inventory, then you should use the sales goal as the activity quantification; if the purpose of your activity is to increase traffic, then you should use the user growth data dimension as the activity quantification.

Specific target values ​​can be set based on previous year-on-year and month-on-month data analysis, combined with the goal breakdown of the activity to derive data estimates for the activity. Of course, you also need to sort out the resources that are currently available, such as how much budget you have, the current product situation, the current number of users, channel conditions, etc.

I would like to emphasize two key points here

First, the data estimates here are not entirely based on guesswork.

For example, if it is a promotional event, you need to focus on several aspects of data: the number of users, user conversion rate, average order value in previous years' Double 11, and pull out the product table to see the sales volume and growth rate of each product.

Then, based on this year’s user volume and product situation combined with previous growth rates, we can derive an estimated sales forecast for this year’s promotion.

When you estimate the activity target volume, you should also be able to determine the sales distribution for each channel, the sales target for each product, and the UV and user volume requirements.

Only when you have clear data estimates for each link can you control the achievement of the goals of the entire activity.

Second, when sorting out resources, you must communicate with the person in charge of each link to confirm the resource situation.

A friend of mine once did not confirm the product inventory with the person in charge before a promotion. He simply saw on the company's CRM system that a certain product had ample inventory and sold very well last year, so he promoted this product as a hot-selling product.

But the product was taken off the shelves shortly after the event started, resulting in the final sales results being far from the expected target.

Later I found out the reason was that although the inventory of this product seemed large, most of them were about to expire, and when the event started, the expiring products were taken off the shelves. So everyone should pay attention to confirm it when sorting out resources.

Step 2: Develop a plan

The steps here are: First draft - Final draft - Requirements list - Review

Generally, a complete planning proposal must include several dimensions: event theme, event purpose, time planning, gameplay/promotion method/operation strategy, goal breakdown, and budget details.

Here I put a plan I made for your reference. This article does not go into detail about how to plan an event. I will write a special article to discuss this part later.

If you have any questions, you can also ask me in the comment section or private message me.

When we finish writing the first draft, we usually arrange a meeting to discuss with the team to determine the feasibility of the planned content and then finalize the itinerary.

Based on the final version, we can start making a list of requirements .

The requirements list includes what you need to prepare for this event and who you need to cooperate with. Therefore, we need to sort it out from the user flow of the activity.

For example:

For example, if you are doing a public account fission activity, the user process is: first follow the public account, then text and posters will pop up, and after the user shares the exclusive poster, when enough friends scan the code, the user can receive the gift.

In the user flow of this activity, you can see that the corresponding text and poster pop up when scanning the QR code: posters, activity description page design, reply copy and corresponding technical development are required.

When users complete the invitation task and receive the gift, you need to prepare the user's collection process, logistics delivery information, specific gift selection and instructions, and after-sales policy.

These are all the needs of users to participate in fission activities.

In addition, it is also necessary to sort out the channels through which the entire activity should be promoted and the corresponding promotional materials needed. Then you can sort it out and fill in the corresponding information in the activity's requirements list.

After the requirements list is completed, the next step is review.

Your event planning is completed only after you have confirmed the activity rules, activity time, and every item in the requirements list that requires support with the corresponding person in charge. You can then begin to prepare the event execution plan.

Step 3: Formulate an execution plan

As shown in the figure, the preparation of an execution case is divided into 5 steps.

1) Create a project management table

The project management table has two major functions: one part is for managing things, and the other part is for managing people. All work and progress involved in the activity can be more clearly guided.

2) Task objective decomposition

In the past, traditional event planning often relied on experience and luck to achieve its goals. Now with digital management, we can more clearly use data decomposition to guide the data goals and actions of each link.

Let’s take an example:

We first break down the promotional aspects of an event. For example, if our goal for a promotional event is to achieve sales of 200,000, we have a total of four promotion channels. We evenly allocated 50,000 in sales to each channel, and then by breaking down the target items for each channel, we can form a achievable target value. It’s the same process as when we set OKRs.

Such a task objective breakdown table is one of the core factors that determine the success or failure of an activity and its sustainable growth. There are two main meanings. First, it allows the person in charge of each link to know more concretely how to achieve the goal before the event starts. Second, after the event, we can summarize and analyze the completion of each detail’s goals, and form a guide for setting goals for the next event. Operators who want to grow quickly must put in a lot of effort on this step.

3) Event material design

For the design of event materials, we need to provide designers with a "Design Requirements Form" and a "Prototype Drawing" (also known as DEMO) for each design draft.

In some large companies, prototype drawings are drawn by product managers, but in most companies, the event implementation phase is drawn by event operators, so this skill must be mastered by every event operator.

For the presentation of copy, graphics and the overall picture, you also need to look at more cases where other brands have done well. This requires years of accumulated experience, so that you can make corresponding prototypes based on different needs and the value you need to convey to users.

Currently, there are many tools that can be used to draw DEMOs: EXCEL, ProcessOn, and Ink Knife can all do it.

4) Activity Rules & FAQ

The listing of activity rules and FAQs is mainly used before and after the activity or before and after sales. This work is very important, especially when there are promotional products for sale. Because customer service and sales partners are the important links who face customers directly before and after sales, they need to be synchronized with the specific rules of the activities. Here I have summarized the nine major sections that an activity rule should include, you can take a look.

5) Data tracking requirements and data statistics table

What is the use of data burial? The greatest benefit is that it can monitor the data of the activity links in real time after the activity starts, so as to achieve the goal of timely optimization of the activity. Many event operators don’t know how to stretch the event after it is launched, mostly because this step is not done well.

Creation of data embedding points: extracted from user processes .

For example: if we hold a package lottery event, the user flow is: the user receives the package - scans the QR code on the card in the package - browses the event - clicks to participate in the lottery.

Then the corresponding data points will be available. For example, when the user receives the package, you need to know the "package quantity". When it comes to scanning QR code cards, the key is to look at the “scan volume”. When browsing the activity page, you need to look at the "page views". To participate in the lucky draw, it depends on how many “lottery participants” there are. If your system is developed by yourself, you need to draw up these embedded data into a table and send it to the technical staff before the event. You will get feedback on this data from the technicians once the event starts.

Data statistics table: mainly made from the overall activity data and data from various channels.

The purpose of the data statistics table is to provide real-time feedback to the entire team on the progress of the activity, combined with the OKR data of each link we provided previously, so that the team can advance the activity in a timely manner.

When you have completed the above 5 steps, congratulations, you have completed the production of the event execution plan.

Now we move on to the fourth step: follow up on the launch of the activity and monitor optimization

Step 4: Follow up on the launch and monitor optimization

There are three parts here. Before the activity goes online: we need to follow up on the execution work.

After completing the division of labor for an activity, many friends forget to follow up in a timely manner when they get busy. When the activity is about to be launched, they find out why the designer has not finished it or the system has not been set up. Therefore, you must pay attention to sorting out your daily work items, clearly list the active follow-up time for each item, and keep track of the preparation status of each task at any time.

When the activity goes online: you need to test the activity and do some preparatory work.

The first is the "Online Preparation Confirmation" : which projects need to be tested in the testing phase, which personnel are required to be responsible for what work after going online, and all of these need to be clearly stated so that the person in charge of each link can clearly confirm the work.

The second one is the "Activity Test Optimization Form": fill in the optimization suggestions based on the test items just planned.

After all optimizations are completed, everyone will be notified of the official launch of the event. There are two tables here. One is to send the "Event Official Launch Briefing" to the people involved: clarify the time, goals, tasks and milestones of the event, and unify everyone's attention on the start of the event.

The third one is "Work Priorities of Persons in Charge": clarify the work priorities of each link during the activity, so that the persons in charge of each link know what they should do and when.

After the activity is launched : we need to monitor and optimize the activity at any time.

After the activity is launched, what we need to do is monitor and optimize it . There are 2 key points here:

1. Go to the user level to view real-time feedback from users, such as customer service background, user groups, etc.

2. Perform real-time data analysis based on the user data embedding table just mentioned.

For example, in the package lottery activity just mentioned, when we find that the scanning rate of the package cards is not high, we need to follow up to see whether all the packages have been sent out, and then see if the design of the card is not attractive to users; if we find that the scanning rate is fine, but the click-through rate is not high, then we need to check the link from the user scanning the code to browsing the page, whether the pop-up method of the page is not obvious; if the first two data are fine, but the participation rate of the lottery is not high, then we need to see if the lottery button on the page is hidden too deep, or the prizes are not attractive, etc.

By monitoring and analyzing data and user feedback, you can optimize activities in real time after going online.

When the event is over, we will enter the final step of execution: offline activities and summary and review.

Step 5: End the activity, summarize and review

The event is over, but it’s not time to relax yet! Taking an event offline is also a very rigorous job.

In the past, we often saw coupons with BUGs on some large platforms, resulting in a large amount of economic losses and customer complaints, many of which were caused by incomplete offline operations of the previous activity. Place

When presenting an event online, we usually record each design draft online or after the system is set up, it will be recorded in such a table.

Because many times we have many activities online at the same time, and each activity has different content, presentation methods, and deadlines. If we only rely on our brains to remember, it will be easy for us to forget to offline certain activities or to complete the offline process.

The final summary and review is to see whether the expected goals have been achieved, which parts of the set OKRs have not been achieved, and which parts have been exceeded.

Find out the reasons through the data from previous tracking points and user feedback, so that you can summarize the experience for the next activity.

postscript

In this article, I have tried my best to tell you everything I know. I don’t know if I can help you learn step by step how to run an event well.

If you are still a little confused, it is recommended that you follow the steps and practice more on your own. Knowledge gained from books is always shallow. No matter how much theory you read, if you don’t get into the water, you will never learn to swim. Many times, reading a lot of theories is not as useful as choking on a few sips of water.

The same is true for good operations. Without practice, you will never learn. Only through practice and repeated practice can you truly grow. Generally, after 1-2 years of success and failure in activities, you will have a thorough understanding of it.

If you still have questions during the actual operation and want to communicate with me, you can tell me in the comment area or send a private message. I am happy to share my experience with you.

I wish all my friends to go deeper and further in their operational exploration journey.