How to quickly build a knowledge system for topic event planning?

Many event operators will painfully discover after hosting a few events that they know the basic routines for running events, but there are basically only a few ways to play the events. I have always wanted to make breakthroughs and innovations, but I can't find a way.

I have observed a lot of small games on public accounts and found that a good activity is always a good topic of conversation. As for how to do a topical activity, I have summarized the following three ideas: interesting, useful, and competitive.

The idea is very cliché, but many people do not have an accurate definition of the above three words. If you don’t believe me, ask yourself, what is your definition of these three words? How to apply?

1. Interesting

When people talk about fun, perhaps the first thing that comes to mind is contrast. Contrast is indeed one of the angles, but just knowing the concept does not help in any practical sense.

Traditional education is also misleading about fun. Baidu searched for the word "interesting", and the results were as follows:

So from childhood to adulthood, we don’t have a clear definition of what is interesting, and we feel that interesting is a relative concept. What you find interesting may not be interesting to others. So I always feel that fun exists in one’s heart.

A Zhihu user gave a very accurate definition of interesting: it is an accident. He thinks you should be like that, but you are not.

So there are three directions of fun: vertical and horizontal . The third is the reverse .

1.1 Vertical

To put it simply, vertically speaking, it means doing something more deeply, professionally, and even extremely than ordinary people.

To give you an example, you know that your friend can play the piano, but you didn’t expect that he can actually play Beethoven’s "The Tempest", which is extremely difficult. The moment you know it, you will be very interested and happy to share with your friends that you have a friend who is very good at playing the piano.

If you apply this idea to activities, you can create many ways to play. No need to wait for the right hotspot for your product.

For example, there are 100 ways to eat McDonald's French fries. The normal way consumers eat French fries is to dip them in ketchup and eat them. There are probably three or four types of people who are interested and have some ideas. But the fact that you can invent 30 ways to eat it is itself a good topic. At the same time, it serves as a way to call on consumers to participate, and I believe that many people will participate.

The same goes for the once-popular article “How to Eat a Bowl of Instant Noodles in Style”.

1.2 Horizontal

The horizontal explanation is: there can be more knowledge connections on one thing.

1.3 Reverse

The contrast is that people think it should be like this, but the reality is just the opposite.

The following Taobao H5 before Double 12 overturned many consumers' perceptions. For example, the 40-49 age group has the highest proportion of COSPLAY searches, and the people who buy the most grass hairpins are not the youngest people, but women between 35 and 39. It attracted a lot of attention for Taobao's Double 12 event.

1.4 The key lies in the accumulation of daily examples

The above ideas are just a direction. When it comes to event planning , it requires the accumulation of examples. The accumulation of examples is more like an understanding of the user's level of cognition. Only by knowing what they are concerned about in their daily lives can we have more topics to talk about in the activities and generate more connections.

I made the following two classifications.

Daily jokes:

• Short term: Hot words (Pipi Shrimp, let’s go);
• Long-term: interesting things caused by regional differences (Lanshou Xianggu, long johns), appearance and figure (showing photos), interesting things caused by the generation gap, a person’s personality, etc.

Menstrual hot spots:

• Resistance to pressure and power (conflict): boyfriend and girlfriend, boss and employee, parents and children, mother-in-law and daughter-in-law, man and mother-in-law, blind date and single, etc.
• Nostalgia, a return to a previous state: such as things done in youth, eating under the table, reading novels, passing notes, etc.

The above two cases are collected from daily life. We can see many such examples from many pan-entertainment H5 activities, such as collecting information from boyfriends and girlfriends: testing your degree of affection and where your emotions belong; for singles: when will your romantic luck come and who will be a good match for you, answer questions to prove why you are still single.

The collection of topics can only be accumulated by everyone in daily life. But once you have done a good job of classification and summary and laid the framework, it will be easy to decide what activities to do under what circumstances.

2. Useful

The useful explanation on Baidu is that it is functional and useful. People often call objects, people, events, behaviors, etc. that are materially helpful to them or can bring them practical benefits useful.

Usefulness can also be divided into two types: one is daily use and the other is for vertical industries.

daily

It helps users express their ideas (such as the relatives calculator during the Chinese New Year in 2017, what is your mother's brother's name?; such as Hammer's poster generator), helps users solve behavioral disorders (functional products), and is a purely material reward.

Vertical Industries

The most effective and cheapest thing is industry information.

3. Comparison

Comparison means blindly comparing oneself with high standards without considering one's own specific circumstances and conditions. Don't get me wrong, "comparison" is a neutral word that can be used in a derogatory or complimentary sense.

3.1 Prove who you can be and who you really are

You can prove what kind of person the user is by answering questions, drawing lots, constellations, names, zodiac signs, or a generator.

3.2 How many people follow me/support me

This type of activity is quite common. The most beautiful employees, showing off cute babies, etc. are activities that you never get tired of trying. However, in order to come up with new tricks based on the old tricks, operators need to have a deep understanding of users. As mentioned above, in daily life, we only need to collect industry cases, user interviews or complaints bit by bit and classify them. There are no shortcuts.

3.3 What have I done (amazing things)

For example, Alipay ’s annual list.

4. Everything is in practice

The above classification examples are just a reference to provide a framework of ideas. In order to have practical significance, you need to spend a lot of time besides reading, collecting cases, playing, analyzing the case data, comparing the similarities and differences of different cases, and doing the activities yourself. Build your own framework from these large amounts of slow work. This framework does not have to be the same as others. The one that suits you is the best.

When doing operations, the most taboo thing is to be self-satisfied. I read a lot of useful information and felt that I had mastered it even though I had no operational experience.

All the useful articles can only be regarded as a direction, and you can think in this direction, but in fact you need to spend ten or a hundred times more time to go deep into every detail and do the hard work. Otherwise, you will only understand a lot of principles.

mutual encouragement.

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