How to plan a successful operation event (online event version)

“Online activities refer to activities that rely on the Internet, are initiated on the Internet, and are conducted entirely or mostly on the Internet, and the process of publishing activity information on the Internet, recruiting activity personnel, and conducting activities on the Internet.”

Clarify your thoughts

The planning proposal for online activities is divided into two parts: the creative proposal and the execution proposal.

The two are both related and quite different. The creative case is the basis of the executive case. The creative case only needs to show the basic ideas and thoughts of the activity, while the executive case needs to show the details of the activity in detail.

a. Activity creative proposal

The creative proposal for an event should be simple and clear, without a lot of content, but it should showcase the creativity of the event.

Generally, there will be 2-3 creative ideas to choose from for an event proposal. The framework of a creative proposal is relatively simple and is generally divided into two parts: the source of creativity (introduction) and the basic content of the activity. Just make two points clear.

● Creative source:

That is, the inspiration for the event. It would be even better if it could be combined with current hot topics.

● Basic content of the activity:

Just clearly state the theme of the event, the time, the platform on which it will be held, and how it will be done.

b. Activity Implementation Plan

The event execution plan is carried out after the event creative plan is determined. Some companies do not have a creative plan when planning an event. Even so, even if there is no creative plan, the creativity and basic content of the event must be communicated before the execution plan is made, otherwise a lot of planning time will be wasted.

The execution of an event is a test of a planner's skills. Here we briefly talk about the qualities that an online event planner should have:

● Internet sense:

You need to have a certain understanding of the Internet, especially platforms such as Weibo, WeChat, Douban, etc. that are commonly used for activities. You need to understand their characteristics, rules, etc.

● Creativity:

There are limited platforms for activities and the forms of activities come and go, so whether an online activity can be successful requires a good idea.

● System thinking:

From creativity to execution, an activity involves the allocation of various resources, and needs to consider the larger environment, the actual situation of the company, and the situation of the product. It requires systematic thinking, otherwise the planned things will be just empty words and will never be implemented.

● Communication skills:

From creativity to execution, an activity often requires contact and communication with different departments. If you want the activity to develop in the direction you want, you must take the initiative to express and communicate. Note that it must be proactive.

Detailed plan

1. Purpose of the activity

Is it to increase downloads, platform activity, or brand communication?

The goals complement each other, but to find the focus, you need to grasp the main goal to design the details of the entire activity in order to achieve the effect of the activity.

2. Activity Induction

1. Topic emotional guidance, photo selection, and sense of participation.

For example, Weibo.

#How are you spending this Christmas?#When Christmas is coming, just @ whoever you want to spend it with. Leave a comment to tell us your Christmas wishes and download the CCTV recommended mobile app to have a chance to win 2 movie tickets and spend a romantic Christmas Eve with him/her.

One out of every ten people will win a prize. What are you waiting for? It’s time to test your luck! Please click →_→: Download address

2. Material Award Setting:

That is, what awards users can get in this event. It is recommended to "use big prizes as a stimulus and small prizes continuously". You can use a big prize as bait, and then give out small prizes every day or over a period of time, but it must be continuous, otherwise the user's enthusiasm for participation will decrease.

prize:

a. Related to the brand, customized and personalized.

b. Consider the energy and shipping costs.

It is recommended to choose the ones that do not require mailing:

Recharge cards, JD cards, movie coupons, WeChat red envelopes , lottery tickets, movie seeds. . .

3. Activity Form

Creative, interesting, and low cost to participate.

After selecting the event platform, you need to plan the form of the event based on the characteristics of the platform and the purpose of the event.

Online activities include grabbing buildings, flash sales, forwarding with prizes, soliciting with prizes, online selection, registering to get coupons, etc. There are at least dozens of types if you count them one by one. The key is to choose and innovate based on the purpose of the activity and the characteristics of the platform.

1. Market analysis

Make a brief explanation from four aspects: product market, differentiation, competition, and active users, if supported by detailed data.

2. Activity theme

The theme of the event must be simple and attractive.

Solve a user's confusion: What is this event about and why should I participate?

3. Activity time

That is, the duration of the activity. The duration of online activities should not be too long. If the activity duration is too long, it will affect the user's interest in participating. It is recommended to be completed within 15 days.

4. Activity Platform

The choice of activity platform is crucial, as it determines the way the activity is carried out and its final effect. Here, we will temporarily divide the activity platforms into self-owned platforms and public platforms.

Own platform:

Own App, Wap pages, WeChat, Weibo, etc.

The advantages are that it has various forms, you can develop functions according to your own needs, and you can also bring traffic to the official website; the disadvantages are that it has high technical requirements (general enterprises cannot operate it) and the promotion costs are high.

Popular platform:

Such as Weibo, Qzone, Douban, Tieba, etc.

The advantage is that you can use the platform's own resources for promotion without any technical requirements; the disadvantage is that the form of the activity is subject to certain restrictions.

4. Event Promotion

Large events require preheating, early guidance, and core target users

Marketing promotion can be roughly divided into two aspects: on-site promotion and off-site promotion.

In-site promotion is relatively simple, which is about how to use the resources of the platform itself for promotion, such as advertising space on the homepage, text links, etc.

Off-site promotion should be done within one's ability. Generally speaking, promotion methods include:

KOL forwarding, manual posting, cooperative promotion, etc.

5. Activity Feedback

Activity completion reminder encouragement:

a. Hi, Mr. Rich. Congratulations on your successful participation in this event. The list of winners will be announced on XX day. Please continue to pay attention.

b. Invite more friends to participate in the event to increase your chances of winning

c. I’m so sorry that you didn’t win the grand prize in the XX event you participated in. I’m sending you a flying kiss of consolation. No thanks!

The list of winners will be announced, as well as the number of copies taken and the number remaining, with real-time feedback.

1. Cultivate brand credibility.

2. Continuously stimulate users' enthusiasm for participation.

6. Expected Results and Goals

The expected effect of online activities can be considered from several dimensions such as number of participants, downloads, PV and UV.

Goals need to be set in stages according to the progress of the activity, so that appropriate adjustments can be made during the execution of the activity based on the differences between actual results and goals.

VII. Activity Notes

This part is the key to the implementation of the plan. The key point is "details", and all aspects of the activity execution must be taken into consideration. This can be considered from the following aspects: activity process, activity rules, and award setting. (If it is more feasible, the activity process can be presented in graphic form).

Activity Rules:

The activity rules should include a disclaimer section, such as how long it takes for a user to fail to provide valid contact information before being deemed to have automatically waived the prize.

It is recommended to weaken some format clauses or put them in an inconspicuous place on the activity page, such as:

"The final right of interpretation of this event belongs to XX."

"This event is strictly prohibited from participating under a pseudonym or cheating in any way."

Summarize

1. Give a user a reason to participate in this activity?

It must be interesting and useful; activities with prizes must address the trust issue; and there must be a sharing mechanism (ice bucket challenge, smile challenge).

(Trigger point: the law of individual characters, adhesion factors and the law of environmental power)

2. User participation cost, extremely simple.

3. Immediate feedback and feedback presentation.

4. Provide feedback after the event, announce prizes, and cultivate brand awareness.

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