How many operators can really write a small event copy?In the operation work, no matter it is user operation, content operation, or operation personnel with other titles, they may be exposed to activities to a greater or lesser extent. A small and simple activity post actually has a lot of details to write, and many easily overlooked places need to be paid attention to and optimized. Whether an event is successful is not only determined by how gorgeous your copy is, how generous the prizes are, or how big the hat of the event is.
Too many operations staff only stop at launching the event online, while ignoring the data observation during the event and the feedback summary after the event. The following content is what I record for myself every time after completing a small activity, some of the things I need to consider and improve, and it has gradually become like this. Personally, I think these contents are the most basic things that must be considered when organizing an event. They are small, fragmented, and easily forgotten. They are records of my work, and I hope they can be helpful to you!(In order to cultivate user habits, we will launch a regular small event every Friday. The form of the event is also relatively limited. Most of them are in the form of traditional theme posts, so the article may be one-sided. Please forgive me~)Confirm before the event:1. What is the purpose of the activity?
To promote user activity
To attract new products
For user research, test whether users are interested in certain content
Get certain content or certain specific users that you want through users
Although our activities are held regularly and most of them are for active users, we also have different activity purposes at different times. Depending on the purpose of the activity, the way of participating in the activity may also be very different.2. What was the reason for launching the activity?Is it based on timeliness, such as holiday hot spots, news hot spots, etc., or is it based on the needs and interests of product users?Just click to do it, for example, forwarding will send learning materials, and learning materials are the user's needs.3.How to participate in the event?Replying to posts, starting new topics, forwarding, inviting, collecting likes, etc. As far as the community is concerned, I personally feel that there is no way to escape these ways of participation. Of course, we will also have activities such as raffles, roulette, gifts for answering questions, and shake games.4. What are the prize settings and cost estimates for the event?What is the budget of the event, how many people are expected to participate, what is the ratio of the number of winners to the total number of participants, how many awards are there, what are the names of the awards, how to get the awards, the cost of each award, and what is the total cost of the event.It is best if the prizes you choose match and are related to the event. For example, if you are holding a Spring Festival event, it would be more appropriate to give out red envelopes, but it would not be appropriate to give out pumpkin lanterns, as pumpkin lanterns are more suitable for Halloween events.5. What is the copy for the event?The content to be included in the copy needs to include the event time, participation method, award setting, award evaluation rules, award announcement time, award redemption time, delivery time (whether shipping is free), special instructions (anti-cheating instructions, or other instructions to be made, etc., depending on the event.)6.What are the promotion time and channels?Its own channels may include self-media platforms , product push notifications, QQ group promotions, focus pictures, WeChat, Weibo, etc.In addition, there may be some cooperation or payment channels.Before choosing a channel, you can first make a list of all your existing channels and then choose the appropriate channel for promotion .Promotion time and promotion channel are inseparable. After the channel is determined, push can be carried out according to the active time of channel users.7. Prepare the first batch of participants and content in advanceBefore the event starts, an important task that needs to be done is to prepare a group of vests, a group of seed users , and a group of good content that meets the requirements of the event in advance. A very important part of whether an event is successful is determined by the first batch of users and content that participate in the event.It is very important to create a situation with many participants and a lively atmosphere in the early stage of the event.Observations during the activity:1. Observe data at any time:① Promotion effect data (channel effect, time effect), conduct secondary and tertiary promotions based on the data.② Activity participation data: You can appropriately delete content that does not comply with activity requirements and rules, actively interact with activity participants, give them encouragement, and be aware of every activity participant and content.2. Make relevant adjustments to the event based on the number of people participating in the event and its content, improve the copywriting, improve the promotion, and improve the maintenance of participating users.3. Deal with possible cheating behaviors or activity loopholes and remedy them in a timely manner.End of the event:1. When announcing the list of winners, both the winners and non-winners must see the news.2. Contact the winning user for the first time. Request to provide consignee's name, address, contact information, zip code, etc.3. Contact the winning user for the second time. When sending out gifts, the winners will be notified that the gifts have been mailed and encouraged to post their receipts after receiving them.4. Contact the winning user for the third time. After the gift is shown as received, if you see that the user has not posted their order, you can contact them again to encourage them to post their order and remind them to continue to pay attention to the next event. If the next event has already been launched, you can also inform them.Personally, I think that encouraging users to post their purchase orders is a very important task after an event. This is because posting purchase orders not only gives winning users a sense of satisfaction, but also allows more users to see the prizes and know that you have held an event. The activities are held regularly, and perhaps next time they will attract more users to participate.5. Contact all non-winning users. We can contact users who did not win awards through private chat, thank them for participating in the event and supporting our work, make them feel valued, and recommend the next event to them.6. Contact those high-quality users who participated in the event. Among the many users participating in the event, there are always some special ones. Contact them and keep in touch with them. Maybe they will be the seed users of your next event, and maybe they will also be your wealth for a long, long time.8. Write a summary of your activity.
