Internet Activities: Telling a Very Obscene Story
| When you see this line of words, you have already been deceived by me. Yes, I am that shameless title party, but since you are here, why not finish reading it? The title party can be regarded as a self-cultivation of operation. Being able to tell stories and tell good stories is also an indispensable part of operation. I could call the title: Telling a very cute story, and you probably wouldn’t click it. But when you see “very pornographic”, you would already think in your heart there is an 80% chance that I am a clickbait title, but you still couldn’t help but click it. Either title has nothing to do with what I want to say in this article, I just want you to see these words, and it is obviously much easier to attract you with hormones than other ways. Humans are naturally defenseless against elements such as pornography, violence, and curiosity. These things are obviously more effective when you cannot directly bring them benefits. Clickbait is the first excellent factor of a good campaign. It may not be decisive, but it is a starting point. The second factor of the activity is the gimmick, which has a similar effect to the clickbait headline. There is essentially no difference between Liu Erzhu from Tagou going to a hair salon and Shi Yongxin from Shaolin going to a hair salon, but the feelings you get when reading these two news stories are completely different. A good gimmick will make the event more influential and powerful, and can even be elevated to the level of shaping the brand image. A good story will definitely attract you deeply from the very beginning, but it is also subtle and makes you unable to stop. It subtly makes everyone accept its setting and makes every reader think it is awesome. There is a term in communication studies to describe this characteristic, which is personal socialization. Why do I keep talking about storytelling? Because a good event needs a story. I said in the previous article (if you want to read Vin’s previous article, you can click to read the original text to learn), the essence of this activity is no different from prostitution. The operator promises benefits to users, and users complete a certain behavior. What could be more naked than this? But you have to enter the house first and then take off your clothes, right? I remember seeing a big promotion event held by JD.com last year. They made a special page. To put it bluntly, the special page of e-commerce is just an aggregation of products, but their creativity is very good and they made up a good story. The title of the event is: Starting from Strawberry Music Festival, they sold everything from tickets and glow sticks to camping tents and moisture-proof mats. I believe that if it weren’t for JD.com, a relatively serious platform, they would probably put condoms in and sell them together. Later they gave this trick a high-sounding name, called situational consumption, which is the third factor influencing the activity. The above three points are all soft factors in event planning. If used well, they can add a lot of color to the event, which is equivalent to the existence of sexy lingerie. But everyone is not here to see the lingerie, right? The following are the factors that determine whether an activity can be implemented. The first is whether there are any bugs or logical flaws. The simpler the activity, the easier it is to execute because its logic line is short, for example: forwarding Weibo/WeChat - forwarding list lottery - prize drawing. At this time, as long as there is no problem with the technology, there is basically no possibility of bugs in the activity. Moreover, in most cases, the lottery process is operated by the organizer, and whether the grand prize really exists remains to be verified. Therefore, users can only get some insignificant gifts. Eighty percent of the time, you can win a quilt or rice cooker because you are a girl, you are good-looking, and you used a real avatar. If for some reason you need to plan a large-scale online event, a better approach is to use simple activities with a different skin, which will not appear to be lacking in content and will reduce the probability of bugs. When you really need to plan a relatively complex and complete activity, after writing the plan, you must follow the reverse logic, use different methods in each link, and consider multiple situations to ensure that users can still return to the forward logic when they accidentally exit, fail to open the page, fail to receive the verification code, or fill in incorrect information and need to return to modify it. Since the old form of activities lacks appeal to users, current operators usually rack their brains to find ways to make activities more interesting without adding any more links, such as H5 mini-games, shake-to-red envelopes, etc. Too long links will make users lose their patience to continue. They will not complete a series of complicated things such as following WeChat accounts, downloading, registering, and real-name registration for a few cents. This is also the second thing we need to pay attention to in the activity, which is to make users feel that "I'm getting a good deal." Why did Alipay’s red envelopes attract so much criticism during the Spring Festival, while WeChat’s red envelopes received so little praise? A big reason is that the users’ input and output are not equal. When you set the alarm early and logged into Alipay five minutes before the event started, you almost poked the phone screen when the time was up, and finally Alipay kindly reminded you that you got a 5 yuan voucher. Wouldn't you want to curse? Let’s take a look at how WeChat does it. You can watch TV and eat dumplings peacefully, and when the time is up, shake your phone and grab some red envelopes from the WeChat group. This is the consequence of unequal efforts made by users. What users really care about is that they can get tangible benefits through the activities. When you cannot satisfy them, they will leave you. As for the fact that Alipay's cancellation of gesture passwords for red envelope grabbing affects user security, this is just a high-sounding excuse. In "Wulin Wai Zhuan", Lao Bai also said that he could not compare to Chu Liuxiang in terms of lightness skills because he was barefoot and facing the wind at that time. Organizing events is actually a pleasure, and doing an event well is a skill. If your event is popular with users and can effectively increase the number of users, then you are already a qualified event planner. |
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