How to organize activities with 0 budget and still attract and retain a large number of users!
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I. Introduction, my understanding of activities 1. Don’t do it for the sake of doing it, consider the purpose 2. Brand awareness 3. Quality is more important than quantity 4. Operations must have the awareness of doing big activities with small costs II. Basic links of activities 1. Basic elements (title, pictures, event introduction, participation rules, selection rules, award settings, precautions, etc.) 2. Preliminary preparations 3. Guidance work during the event 4. Summary and dissemination work after the event III. The importance of user resource accumulation for event operations IV. How to overcome some common difficulties in event operations 1. No budget 2. No prizes 3. No high-quality users to participate 4. No ideas, no creativity 1. Introduction: My understanding of activities 1. Don’t do it just for the sake of doing it, consider the purpose First of all, your leader will not explain everything to you in great detail. You need to think it through yourself. There should be a purpose for doing an activity, not just for the sake of doing it. For example, my activity is purely for the purpose of encouraging people to build buildings, so just simply participating in it is enough. So maybe this activity doesn’t need to be so creative. If the purpose of this activity is to increase high-quality UGC, then the activity must be well conceived. I think there are big and small events. Big events may take half a year or a whole year, such as large-scale competitions, while small events may take half a day. When you organize an event, you must know what your purpose is. For example, are you doing it to increase UGC, build a brand, and do it in a very impressive way, or are you just doing it to please your boss? 2. Brand awareness In fact, when doing any activity, you have to consider the brand. First, it has to be done in a decent manner. Second, it has to have a basic voice. We need to consider whether this activity can bring positive and active reputation and influence to my website and products, and whether everyone can recognize my product instead of thinking that the tone of my activity is low. It doesn't have to be high-end, but it must be down-to-earth. I still think it’s better to do fewer activities, but to make the activities highlight them. We should pursue the quality of activities rather than the quantity. Generally, I prefer activities that can contribute UGC. I think as a community, UGC is the most important. Activities that can bring influence to the community and can promote users are the ones that need to be focused on. I don't really like doing those activities that can be done with just a few words, such as posting some words or brushing up on the floor. Because I think this kind of activity won’t have much impact, so I usually only spend five or ten minutes doing it, it won’t take a long time. 3. Quality is more important than quantity. This has been mentioned above. When it comes to organizing activities, quality is more important than quantity. I have written an article before about "organizing activities with zero budget". You can find it in my official account. I remember an event that Renren.com organized back then. At that time, Renren.com was at its peak. It held a participatory event with more than 10,000 participants, but in the end, even the first place could not be selected. The reason was that the quality of the UGC of that event was too poor. A good platform and a good activity are two different things. 4. Operations should be aware of how to achieve big results with small costs I think as an operator, you must be cost-conscious. It’s not about how much money the company gives you and how much work you do. This understanding is definitely wrong. We can make this event more outstanding, more on-brand and more focused within limited resources, and make it larger in scale, with higher levels of participation and more enjoyable for users. Many large companies have large budgets for events, but that doesn’t mean their events are well conducted. An event that is financed with a lot of money is not necessarily a great event. II. Basic aspects of the event 1. Basic elements (title, pictures, event introduction, participation rules, selection rules, award settings, precautions, etc.) Activities are actually not that difficult, because there are only a few basic elements of an activity. It depends on whether you have considered each aspect better than others. In fact, work is like this. Basic skills are the most important. It depends on whether you can pay more attention to the details of your work than others. In fact, the difference in operations lies in the basic skills and the degree of care. Title: I will not explain the basic principles here. You can go and read the article on how to title in my official account. Pictures: There are two types of pictures, one is used for recommendation, and the other is some introductory pictures in the activities. In addition, these pictures may be made by the company's designers or by the operations staff themselves. The pictures made by designers may be better looking than those made by our operations staff, but the operations staff should tell the designers the requirements for the picture and not let them guess. That is, you should try your best to help the designers think more thoroughly and imagine specific usage scenarios, such as what the scenario would be like if this picture was placed on the homepage as the focus picture. For example, if I want to recommend this picture on an APP, then this picture will definitely be different. For example, the length, time, and content of the copy... These will naturally be different when used in each scenario, so we must try our best to consider it clearly and not put all the responsibility on the other party. Instead of saying to the other party: I want a certain picture, you designers can come up with it yourself. An operator must have the most basic PS skills and must learn the basic techniques of PS. It is unlikely that someone who does not know PS will become a good operator. Activity introduction: The most basic thing is to express the activity clearly. The number of words should not be too many, within 200 words, and the activity should be introduced clearly in the most concise words. Participation rules: Tell everyone how to participate in the event. This must be made clear, for example, whether you reply to a post, post a post, click on an icon, upload profile pictures, etc. This process must be described clearly to users. When writing the activity rules, you need to think about the activity scenario, that is, you need to imagine yourself as a user and think about how you would participate in the activity. You need to ensure that there are no problems with the activity process and use the simplest words to let everyone understand what you want to express. In addition, you can emphasize those places that need to be emphasized, whether it is marked in red or something else, to draw the user's attention. Activity time: It is divided into activity time and selection time. It is best to make the time accurate to the second, for example, 18:00 on July 20-18:00 on July 27, but you have to end the competition on time. Judging rules: Tell everyone what rules will be used for judging, whether by voting, judging committee, or some other method. If it is simply based on voting, this is also the method adopted by many activities, but this method must avoid users from swiping votes. However, many of the activities I have done before did not simply use voting as the selection criteria. I would add a judging session to ensure that the selection results were within my expected range. If you are organizing an event to grab buildings, you can spend some time thinking about the number of buildings, such as 6, 66, or other specific numbers, or festive numbers like 1314 for Valentine's Day. If this activity is conducted in a voting and judging manner, then it involves the issue of the selection of judges and the proportion of judges and votes. You don't need too many judges, 10 or 5 will be fine. Generally, I will look for some people with bigger backgrounds, such as famous figures on the Internet, or famous and influential people in the community. This will improve the level and grade of the activities. For example, I am making mobile phones now, so I will look for some famous KOLs in the mobile phone circle, or some people who have a good relationship with you and have a certain reputation in the mobile phone circle; of course, you can invite your leaders and the most prestigious people in the community to be your judges. How to determine the ranking based on weight? For example, if each judge accounts for 50% of the votes, the first place gets 2,000 votes and the second place gets 1,000 votes, then the first place will get 100 points on a 100-point scale and the second place will get 50 points. The same applies to the judges. Then multiply the two parts by their respective weights (50%, 50%), add them together, and that’s the final total score, and you can calculate your ranking. The rules are actually very simple. The key is whether you can break them down into details so that users can understand them and avoid letting users complain that your evaluation is unreasonable. Award setting: Everyone must pay attention to this award setting. It is best to put pictures of the event prizes, because not everyone knows what the prizes look like. It is best to put pictures of the physical prizes, and the more realistic and lifelike the better, rather than product pictures with heavy processing traces. For example, if it is a doll, it is better to put it on the table, or ask a girl to hold it. This way, users will be more likely to accept it. This is like a girl’s bare-faced photo and portrait. Everyone will definitely like the bare-faced photo because it is real after all. Notes: Notes must be written because they are to prevent users from breaking your rules. For example, if you don’t write “malicious vote-rigging will result in disqualification,” some users may rig the votes. Then the prizes will be taken away, but you still have to give them out, and the activity will lose its meaning. For example, at the end of the event, it is usually added that "the final right of interpretation of this event belongs to xxxxx." For this kind of common words, everyone should try to keep them to prevent any accidents from happening during the final event. If the rules of your activity are not clearly written and users break through, then you must fulfill your promise, because users cannot be deceived. If you deceive users, you will lose the support of the people. 2. Preliminary preparations I have accumulated a lot of resources before to ensure that there are people participating in my activities as soon as possible. For example, I will ask some users to prepare materials before the event starts, especially some UGC activities, such as essay writing and photo sharing. On the first day of posting, you can contact a group of good users, and then you can get good participation on the day of the event, which looks good. I think the accumulation of user resources is something that operators must do on a daily basis. For example, if you see a great person on Weibo, you can contact him by asking for his QQ, phone number, WeChat, etc., and accumulate knowledge little by little. For example, I tried hard to find various beautiful women resources and go to places where beautiful women gathered to attract users. For example, if you want to make a mobile phone, you usually have to look for some KOLs in the mobile phone circle. I think this is the basic work of operation. Your leader may not ask you to do this deliberately, you have to take the initiative to do these tasks. For example, accumulate some website resources. If you are doing an event and need to promote something, you can exchange some promotional positions with others and make it look very impressive. Resources are always the difference between operations. You have to ensure that every activity you do can make progress, and that you can think a little more than others about every aspect. In this way, you will gradually become much stronger than others. 3. Guidance work during activities For example, if you are doing a participatory activity, such as a karaoke activity, and let users upload some music works, what work needs to be done in the mid-term? If there are some good songs in the event, can I ask the editor to help promote them? In the process of promotion, I can promote the event, which will bring more traffic and more people will participate. In fact, this is what ensures that my activities can be more outstanding, that is, making good use of resources inside and outside the company, as well as how to promote some good UGC to attract more people to participate. For example, if your activity is in the form of posting, then replying to posts is an important form of activity. You must ensure that there are many posts participating on the first page. You cannot say that if there is no participation on the first page, then the activity will be considered dead. When I was doing activities before, I did a process that many people were unwilling to do, which was to select the good works in the activities (many environments were not so good at the time. For example, many Taobao activities are very flashy now. It is much better to do Internet now. There are various systems. Unlike when we did activities, there were many people participating every day, but), and then number them: No. 1, No. 2, etc., and put them on the first floor. I didn’t put them on the main floor because I was afraid that there would be too much content in the main floor, and it would be too stuck... Then the first floor would be about who No. 1 is, what the work is, and a link is put. In this way, the first floor eventually became a place to display works. I don't recommend you to do this now because it looks too tacky. However, you can still consider occupying the first floor as a display area in the discuss forum. However, if there is a dedicated platform for display, it can save a lot of trouble. Actually, what I mean is that I want everyone to pay attention to the progress of the event and UGC every day. Don’t be like many people who organize an event and then excerpt UGC when it is over. I really think such people will never become good operators in their lifetime. So I said yes, especially if you want to do a high-quality event, you must pay attention to UGC and do every detail well. Of course, activities that only require one sentence are more casual, because it is really difficult to make them outstanding. 4. Summary and dissemination after the event Many people tend to overlook this aspect, and many people think that everything is fine after the event is over and the awards are given out. They also fail to consider that they can continue to spread the information after the event is over. For example, after your event is over, if there are some good UGC, such as articles, pictures, jokes, etc., you can consider making an inventory or promoting each content individually. You can organize them and make a collection of XX activities on XX website, and put it on Weibo or other existing platforms for secondary dissemination. Also, after the activity is completed, can you make a report or summary? It doesn’t necessarily have to be a PPT. The main thing is that you need to think about what went wrong with the activity and where improvements can be made. By accumulating this, your activities will get better and better. I believe that when organizing an event, we should strive for perfection, that is, do better than anyone else in the company. For many things, we should strive to do things that leave ourselves at peace with ourselves and satisfy ourselves. You can think about the dissemination and summary work in the later stage of this activity. I think it is still necessary to do it. 3. The importance of user resource accumulation to event operations has been mentioned before. Everyone must pay attention to it and regard user resource accumulation as the basic homework of operation work, and must spend time to do it. Some famous people on the Internet, such as Jiaoshou, Milk Tea Sister, etc., as well as some well-known models, photographers, etc., these resources are accumulated in daily life. Don’t be shy when you contact these people. Don’t think that you won’t look for KOLs because the platform is small, or you can’t find them. Don’t have this idea! The method is actually quite simple. If you meet a relatively awesome person and you can't deal with him, you can ask your leader to introduce him to you. But after you get this person here, you must do something practical for him, such as an exclusive interview, publishing a weekly magazine, making recommendations, etc., and give some practical benefits. You can't just say let's keep in touch and then do nothing. This is definitely not okay. In this way, if you have dealt with the first person, you can then go on to deal with other users. For example, xxx has already joined our platform, so can you also do an exclusive interview with him? This is easier than the first one. We should still pay attention to user resources in our daily lives. For example, if the company has a large-scale event and needs some KOLs, and you have these resources, then you have a say, right? This user resource will also be related to your application for other companies. For example, if you tell the other company that you know a lot of KOLs, this will definitely give you a higher chance of interview success. Don’t disbelieve this! IV. How to overcome the common difficulties in event operation 1. No budget A good event does not necessarily require a lot of money. If you don’t have a budget, I think you should first treat it with a calm attitude. If there is no budget, then can we strive for some channel resources for cooperation, such as exchanging some materials and promotional space, and use the resources at hand to complete these tasks. When I was doing basic operations at Mop, there was no budget at all. In addition, the company did not allow you to look for big clients, such as Lenovo, Coolpad, etc., because they thought they might advertise on your website. So we could only look for resources that had no chance of becoming your customers. Come to think of it, everyone is much happier doing operations now. For example, if you have a lot of resources, you can use these resources to exchange for some movie tickets, peripherals, promotional space, etc., to make this event more exciting. 2. No prizes Since I started working in operations, the budget has never been very large. It was the most difficult time when I was at Mop.com. Except for the dolls and peripherals, the rest of the budget was zero. So at that time, I could only find a batch of prizes through my friends or connections. When I was at Kuwo, Laozhu (Zhuhengshao’s boss) and a few friends helped me a lot. I would also like to thank Lao Zhu here, who provided me with more than 60,000 yuan in prizes, which helped me get through the first three months. The prizes were mainly cosmetics, cups, and more than 400 items. When I left Kuwo, the prizes had not been used up yet. Of course, I think this kind of facial recognition behavior is not very good, because favors are the most expensive. When you are in trouble and someone helps you 60,000, you should be grateful, and then you may have to pay back 600,000 or even 6 million. But then again, there’s nothing we can do without a budget! I have a friend who runs a photography studio, Feiyu Photography. He provided me with wedding dresses, photography opportunities, etc., and he helped me several times later. There was also the Mop Goddess event when I was doing it. I asked for prizes from everywhere, and a lot of it was thanks to friends, connections, and reciprocity. I did a very good job at that time. I remember the first activity I did on Mop.com was to ask a friend for a bottle of perfume, some mascaras, etc. That activity tripled the data of the section I was responsible for. Of course, that activity also requires some skills. It is a beautiful legs contest. Of course, this kind of activity is no longer allowed by Internet monitoring. I also wrote an article last year about how to organize an event with zero budget, and a lot of people paid attention to it. When doing anything, you must first learn and see how others do it and how your competitors do it. Based on the work of others, you can find out where they can improve and do better. Then you can do better than others. You cannot just do an event today and there will be no improvement compared to this time. I think for problems like this, everyone should have the mindset that the second time must be better than the first time. I suggest that everyone think more about it every day when they are working. There is really no harm in it. If you accumulate it, you will be much better than others. Not only when doing activities, operations, or any other work, you must have this kind of domineering attitude, that is, you must do it better than others, and you must do it better than others. If there is someone in my team who has absolutely no such "ambition" and thinks that it is natural for me to be worse than others, then I will definitely fire him. We must be bold in doing things. We are all human beings. Why should I be worse than them? You must think so! 3. No high-quality users to participate I mentioned this above, you need to accumulate user resources on a regular basis. Also, if you really don’t have any, then ask your colleagues and friends if they have any good resources, and then introduce them to you to recruit people. If you really don’t have any KOL, then if the company is relatively large, then you can go to other departments to ask for some resources, promotional positions, etc., to make this event more grand. Accumulating user resources is a hard job in itself. Don’t be lazy and don’t even think about having all kinds of skills. I have explained the principle of this high-quality user in my previous sharing article, which is the user pyramid model. The more users you have at the top of the pyramid and the higher their quality, the more valuable you will be. 4. No ideas or creativity This is also relatively simple. If you have no ideas or creativity for the activity, then you need to watch more and learn more in your daily life. For example, I am now in charge of a picture community, so I must pay attention to other picture activities, such as Huaban and Douban. You should watch and learn more, think more, and gradually consider further. Therefore, you must spend time to watch and learn from other people's strengths. In this way, many ideas and creativity will gradually improve, just like people, the more experiences they have, the more they will understand. There is also daily brainstorming and collective thinking, which is also very necessary. Question session: Q: Regarding activities, you need to read more. Can you tell me which websites or books I can read to gain a sudden insight into the activities? A: Regarding activities, I think you should look at the specific practical things. If you want to organize an activity, I recommend you to look at some excellent activities that have been done or are being done, and see where they have more highlights. This requires you to spend time to watch and learn. Q: How to measure the quality of an activity as accurately as possible? A: There is no strict standard for the success of an event. It is more based on your own satisfaction or the satisfaction of your leader. You should do your job with a clear conscience. But if your leader has set a goal for the event, such as how many high-quality users should participate in the event, or set it by quantity, the event itself is actually not difficult. The key is that you must have that intention. Q: After organizing so many activities, do you think users are more attracted by the participation format of the activity itself or by the attractive prizes? There is a misconception that when organizing an event, sometimes overemphasizing the prizes tends to weaken the theme. A: To determine whether an activity is successful or not, one must think about what aspects of the activity he or she can do better than others. The basic elements of the event, such as copy, pictures, rules, and logic, must be explained clearly. These are meticulous tasks that require careful consideration. The theme of the event is definitely very important, and creativity is definitely the most critical. For example, when you do a UGC event, the quality of participation is definitely the most important. However, if there are 10,000 people participating in the event and the participation rate is very low, and no classic works come out in the end, then such an event can be said to be meaningless. It is not the case that the more participants there are, the better; the best is to have both a large number of participants and high quality. Even if there are only three or four hundred people participating, I can guarantee that the quality of these three or four hundred people is extremely high. I can promote each post separately. In a beauty event that I did before, 80 out of a hundred participants had very good works. In fact, they were all the beautiful girls I had accumulated in my daily work, and I pulled them over one by one. It was very difficult for me to choose the first place in this event because they were all beautiful. Similarly, for example, if you are running a mobile phone community and you ask users to write a review, if you have a lot of awesome users, then you should let your users write it. You have already laid out a lot of classic works before the event, so if you are not awesome, who will be awesome? If you finish this activity and you can't find any satisfactory work, I think you need to reflect on yourself. This is how work is. You must have an unsatisfied spirit and think about how you can do better. You can't just be satisfied with a word of praise from your leader every time you finish a task and then stop thinking about making progress. We have to demand more of ourselves. Q: When an activity is carried out using an in-app function, if you do not have access to Weibo or WeChat, and your company does not have external resources such as media support, how can you achieve greater impact and participation? A: I don’t think your lack of knowledge of Weibo and WeChat can be used as an excuse. Whether you can do your job better depends of course on the premise that you can do your job better and at the same time broaden your horizons. If you usually only focus on your own little piece of land, then your final gains will definitely be limited. The extent to which I can achieve and the upper limit are all limited. So how can you get 150 points or 200 points? The resources are not in your hands, why don’t you fight for them? If the company doesn’t have some media resource partnerships, why don’t you expand them yourself? If you feel that this work is not within the scope of your job responsibilities, then see if the company has a relevant department? To coordinate resources. I have never seen anyone who only cares about doing his job well and doesn't care about anything else. Operations require comprehensive capabilities. You need to be a generalist on the basis of being a specialist. Your thinking must be broad. APP Top Promotion (www.opp2.com) is the top mobile application promotion information sharing platform in China, focusing on Apple and Android application promotion and operation methods , experience and skills, channel ASO optimization , and App marketing information free sharing. Welcome to follow the official WeChat account (appganhuo). This article is compiled and published by APP Top Promotion. 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