Senior operators tell you: 2 key points and 7 suggestions for event operations!

In operational work, we find that online activities are a very good means to bring in a large amount of traffic. How to operate an event? Who will operate the event? If your position is product operation /operation/event operation, you will definitely plan related online activities. The author has been engaged in Internet work for a little over two years and has done many large and small events, but I still think that the best event is the next one!

Regardless of the size of the event, I feel that there are certain common processes to follow. Here we will sort out the basic process of event operation and the pitfalls that can be found anywhere and at any time in the process.

The first focus: large-scale event operations

The most important thing in large-scale event operation is to seize time priority, plan early, and prepare early

The operations staff should treat each activity as a project and act as the project manager to promote the entire activity process and conduct data analysis and experience summary in the post-activity stage.

The basic process of event operation is roughly: annual event planning → quarterly event plan refinement → event implementation and launch → preparation for online launch → online event monitoring → offline event operation → event review and archiving.

Below, we will share the process from the aspects of time point, purpose, and activity operation to do.

The first step is annual activity planning

In order to roughly plan the theme and process of the event and to coordinate with the responsible persons of all parties for the necessary resources in advance, the proposal should be submitted at the end of the previous year.

Your to-do list needs to include at least: clarify the annual activity budget, the activity data of the previous year, and based on the above two points, set aside quotas for daily small activities by quarter, key holidays/major events, etc., and come up with a general activity theme plan, budget, time points, etc.

Examples:

(The picture shows our activity plan for April)

The second step is the refinement of the quarterly activity plan

The main purpose is to refine the theme and plan of activities for the coming quarter, and arrange docking and preparation in advance. The time node is about two months before the launch of the activity. The general content needs to include: based on the detailed time, budget, theme, venue, etc. of the annual activity plan, the activity plan needs to be further refined, including the venues, time, theme, activity form, budget of large-scale activities in this quarter, and the venues and budgets of small daily hot activities.

The third step is to launch the activity

There will be slight adjustments here depending on the level of activity.

Generally speaking, large-scale events need to be launched one month in advance. Of course, this also depends on your company's specific personnel, development and design resources. My personal suggestion is to communicate the department’s schedule in advance with it in bold and capital letters. This is to ensure that all work arrangements, including personnel confirmation, can be confirmed before the activity is implemented and launched. You need to confirm the KPI of this event again, whether it is to increase activity or new customers, product promotion, activity or downloads, or multiple KPIs in parallel. This must be confirmed. It is best to estimate the approximate activity traffic based on historical data and current product data, so as to facilitate further refinement of the activity KPI later.

In addition, you also need to propose 1-2 simple activity planning plans based on the product, annual plan, quarterly plan and KPI. This plan should include the name of the event, event rules and gameplay, event prizes, and support and cooperation from all other departments, including but not limited to resources including development, business, design, marketing, products, testing, etc.

Step 4 Communication and coordination among departments

You need to communicate with all departments involved in the event in advance. It is best to hold no more than 2 small meetings to determine the specific activity plan, staffing, risk assessment and solutions, various work schedules, etc. Finally, you also need to develop a project management tool suitable for this event in advance. Generally, you can use Excel, which is simple and clear and easy to use. This is not a hard requirement. The project management table should include the following contents: overall progress control of the activity and the progress control of all parties involved, activity risk records, including risk descriptions, stages where risks may occur, solutions, persons in charge, etc.; activity resource records, the source, progress, quantity and distribution of prize resources involved in the activity; activity project planning, you need to plan a relatively simple time node table according to the activity implementation stage, the main purpose of which is to monitor the progress of all parties, such as: tasks, division of labor (decision makers, participants, persons in charge), duration, time nodes, delay dates, delay reasons, etc. Then you need to take a small whip to supervise the workers (tian)! Don’t forget what you are responsible for!

You may encounter a series of problems during the implementation. First of all, you will find that it is difficult to coordinate the schedules of all parties. So I am not asking you to make annual plans in advance, refine quarterly plans, and book the time for development and design in advance. Leave some flexible time, otherwise you will have to work overtime until dawn (don’t ask me how I know!)

Step 5: The theme and rules of the activity must be combined with the product itself

First of all, you need to take the audience into consideration, think carefully or confirm with the product department before communicating with all parties. After all, everyone has their own work to do. If the gameplay is not confirmed or approved at the beginning, the overall communication of the event will be difficult. The confirmation meeting should not be too long. It is enough to confirm key points such as personnel, time points, duration, etc.

Secondly, if you propose development requirements such as modifying the gameplay midway, or overturn the previous work and start again from scratch, you must follow up closely with other products in advance, and please care about colleagues such as development and design.

Once again, you must develop the habit of summarizing the bugs and surprises of activities. Risks that occurred in the last activity must be avoided in the next activity. Event operation is also a process that needs to be improved. Every trial and error of an activity is for a better next event. You also need to improve the security performance of the activity. Simply put, it means improving the anti-cheating mechanism and predicting the server's carrying capacity. You need to communicate with relevant responsible colleagues in advance.

Alternatives

Finally, when doing a more complex event, such as an event that includes more than two types of activities, you must set up Plan B. For example, the display space on mobile devices is limited, and the display method of some main activity pages may affect the effect of the activity, so try not to set rigid regulations on this part, and adjust it according to the specific actual data situation.

(Picture shows the past holiday theme activities)

Second focus: small events

Modularize daily activities and quickly launch hot activities;

Small activities of a smaller scale can be activities that form a fixed column on a daily basis, or activities that are launched online based on real-time hot spots.

You will need to prepare relevant resources about a week in advance, including confirming all work arrangements and personnel arrangements before the event is launched. If it is a hot event, the biggest test is the reaction speed of an operation team and the cooperation speed of all parties. Therefore, the best approach is to template your daily activities so that you can quickly upload activities online with replacement pictures when following hot topics.

First, you need to confirm the event theme within the operation group, deliver the event theme, provide the required materials to the UI, and provide the prize requirements to the business department. Then confirm the launch date of the event, delivery time points of all parties and other specific details. The characteristic of real-time hot spot activities is that they must be fast. Try to use existing activity tools/templates and ensure the launch date. If you cannot guarantee it, it is better not to go online. Don't follow hot spots just for the sake of following hot spots.

Secondly, because it is a temporary addition to the design schedule, design resources may be very tight, so your needs should be as clear and specific as possible.

After the activity is confirmed again, you can prepare for the launch, which also needs to be determined based on the scale of the activity.

(Picture shows some periodic activities)

Real-life examples

Large events

Let me give you an example to show you the specific process of event building.

After the annual plan and quarterly plan are completed, I will call a small meeting with all parties to confirm the personnel arrangements, activity themes and other preliminary contents, and then start to supervise (gui) the work (tian) with a small whip! An activity is generally divided into four lines after the demand is confirmed:

First, products: activity pages, logic requirements (different companies have fine-tuning, and sometimes operations are also responsible for this);

The second is design: first come out with the entire event page, deliver it to the front-end and server for development, and then start designing and producing other promotional materials. For large-scale events lasting more than 5 days, it is recommended to design two sets of various promotional materials to give users a sense of freshness;

The third is development: the front end of the activity page and the back end of the activity logic. Here the activity management back end needs to be set up before the activity starts. After the development is completed, the test will be entered. The node operator needs to cooperate in filling in the test data;

The fourth is promotion: you need to find the business department to confirm the event prize resources, and confirm the promotion plan before, during and after the event with the marketing department. The operation itself is equivalent to the PM of the event. In addition to doing the specific work in your own event and cooperating with the work of other members in the team, you also need to do content filling, promotion scheduling, data monitoring, etc. This work will be done about 1-2 days before the event is officially launched.

So according to these four lines, the content to be delivered before going online is:

• Confirm with the product whether the development function meets the requirements and send a confirmation letter for online launch
• Confirm the event page and promotional materials for each location with the designer
• Confirm with the development and testing department that the function development is complete
• The test confirmed that the online environment activities were functioning normally.
• Online confirmation.

Of course, you also need to confirm the prizes, event partners, market promotion preheating and online promotion plans with colleagues in charge of business promotion. The operation itself needs to confirm the online time for prize configuration, event rules, all internal event copywriting, event publicity points, etc., arrange the promotion entry materials, fill in the content, monitor the data, and schedule internal and external product promotion. You need to pay attention to the progress of all the above personnel and promote the progress of the entire project.

Examples:

(Picture shows the Peach Blossom Season theme event)

In this big process, I have some personal suggestions for everyone:

1. For novices, preparing for a large-scale event is complicated. As the overall person in charge, you must take into account all aspects of the event. It is very necessary to improve the project management form for yourself when starting;
2. Follow up each link according to the time point. If there is a delay, record the reason and time point, and evaluate whether it will affect the overall activity. Due to time reasons, development and UI may reduce requirements. Please stick to what you should stick to and find the best compromise according to your KP;
3. If there is no activity data backend, please confirm the data you are concerned about with the product during development and let the developer do the data tracking to facilitate the observation of activity data;
4. Operations need to tap into all available resources to arrange event entrances or promotional activities;
5. Product selection is very important. Please treat it as seriously as event planning. You can base it on product positioning, user groups, popularity and other dimensions. It is best to match it with the event. The grand prize and small prize gradient design, in addition, the possibility of pure cash direct charging activities not being swiped is the same as the possibility that Song Zhongji is your husband;

Small event practical cases

Before the event goes online: One day or a few hours before a small event is officially launched, you need to arrange the event entrance, fill in the content, launch the prizes, etc. You also need to choose in-product promotion or new media to cooperate with the market promotion according to the size of the event. When the event goes online, the focus of operations shifts to online monitoring of the event.

During the online activity period: you need to monitor the normal operation of the activity every day. If there are any problems, you can quickly record them and find relevant personnel to solve them. You may need to pay attention to: activity UV/PV, traffic at each entrance, other core KPI trends related to the product and other data, focus on whether there are abnormal data, analyze the reasons, and quickly communicate with relevant personnel to solve any problems. You also need to monitor the number of followers and the winning rate in real time, and make appropriate adjustments based on the data. During this period, you also need to ensure the effectiveness of product promotion and other promotion channels and the continuation of promotion.

Regarding small-scale activities, I also have some proven and effective content to share:

1. It is recommended to prepare more than 2 sets of materials for activities lasting more than 5 days to give users a sense of freshness;
2. When people are online, bugs are unavoidable, and problems beyond risk assessment will occur. After the problems are solved, the accountability record will be pursued;
3. Pay close attention to the data and discuss solutions with the developer immediately if any anomalies such as award fraud occur.

The third focus: offline operation of activities

The operation after the activity is offline refers to the work that needs to be done when the activity ends. The first step is to confirm the offline of the product and close all entrances to the event. Then, according to the rules of the event, compile the list of winners and prepare for the prize distribution. You can also interview the grand prize winners by phone to explore subsequent publicity points.

The last thing I want to talk about is activity review and archiving.

In addition to data analysis after each event, it is recommended to do a complete review of the event and form a document that can be used as a reference for future events and product operations.

An activity review may include several parts, such as: activity overview, which should briefly describe the activity theme, format, time, and record each port page of the activity; activity data analysis, the effectiveness of this activity, KPI achievement evaluation, etc., year-on-year and month-on-month data analysis compared with historical activities; data evaluation of each entrance traffic to conversion rate ; data evaluation of each channel traffic to conversion rate; publicity effect evaluation, reflection and summary, such as what experiences and lessons the activity and publicity effects have brought, how to adjust and improve next time, etc.

Examples:

(Picture shows an April Fools' Day themed event)

Here are a few more tips:

1. You can analyze the activity data from different dimensions, but you must be clear about the purpose of the data analysis.
2. Please send the review archive to all people involved in the event. Large-scale events require meetings to synchronize all parties, collect opinions and suggestions from participants, and further improve the event process;

For event operation, I personally think the most important things are: don’t forget your original intention, plan ahead, keep the topic relevant and interesting, project management, compromise and stick to it, and review the event. The specific meaning is as follows:

• Don’t forget your original intention: all subsequent work such as event planning should focus on the event KPI and positioning;
• Plan ahead: Leave some time for maneuvering so everything is in time
• The topic should be interesting: the topic and product selection must be in line with the product positioning and product user group to attract users
• Project management: Activity operators are the project leaders. Some things may not be decided by you, but you are responsible for everything. Please use tools to manage the work, control the time points, and pay close attention to the overall situation and details.
• Compromise and stick to it: When there are problems with meeting the needs of the cooperating party, the priority is clear, please stick to the bottom line, and find the best way to compromise
• Activity review: data analysis, effect evaluation, archiving will be helpful for the next activity, and this activity is considered complete

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