Follow these 5 steps to run your event, and you won’t go wrong!
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If you can’t even grasp the complete process of an online event, how can you possibly run a successful event? Event operation is one of the basic tasks of operators. It is closely centered around users and content, and is an extension of user operation and content operation . There are many junior operators who have just entered the operation industry and seem to be not very interested in event operations. Most of them told me that they have no idea how to do it, or they do not have enough resources, or they do not have creativity, or they cannot even grasp a complete online event process. How can they possibly operate an event successfully in this way? So how can we plan and implement a good event when content homogeneity is serious and the traffic boom has passed? You should follow these 5 steps step by step, and you will definitely be inspired! The first step is to focus on the goal The most important thing is why we should do this activity and what is the purpose. Why do this event? When people receive an activity operation task, they often think about how to complete it, but often neglect to ask why? You may think that asking why is unnecessary, but it is not. More whys help you think about the inevitable process of doing a good activity. Why do we need to do this activity? What is the purpose of the activity? Once you know the purpose of the event, it will help you better determine the content of the event operation. For example, you have been assigned an activity task, which is to promote a certain product. When you understand that the main purpose of promoting this kind of product is to increase user activity, you will focus more on the content and direction of the activity towards active old users. Then the effect of this activity will be better. The ideal situation is to convert the goal into a data. For example, if an app wants to increase the user base, this is the goal, and converting it into data is to increase DAU. Therefore, increasing DAU is the purpose of the activity. The purpose of an activity is the starting point for planning the activity and the source of thinking. If we grasp this point well, we will not deviate from our original intention in the subsequent steps. Step 2: Activity time is important Many time nodes are not only very beneficial for promoting activities, but can also often serve as reasons for holding activities. Traditional offline activities like to be held during store celebrations, holidays, and seasonal changes; the advantages of mobile Internet have given online activities more ways to play and choices. Not only store celebrations, holidays, and seasonal changes, but also a hot event can be a good choice. In addition, the start and end times of the activity should also have an approximate range. If you are in a hurry to get the results of the event, the event must be launched as soon as possible; if not, then you have room for choice. Because if the activity can take advantage of momentum, it will be more effective, and this "momentum" is the timing point. In addition to choosing the right time, we should also avoid certain times, such as Alibaba 's Double Eleven . If you are asked to coincide with Alibaba's Double Eleven, you will be dead. Therefore, these times are too fierce and have become national festivals. Try to avoid them, otherwise it will be a waste of money. Similar festivals include JD.com’s 618, Alibaba’s Double 12, etc. The third step is to determine how to conduct this activity to attract users’ attention! Fun activities that can attract users' attention must follow two principles: simplicity and creativity! 1. Simplicity. Oftentimes, if we are not careful when planning an event , we will fall into self-thinking. This is because we are too familiar with our products, so all actions become natural, thus ignoring the psychology of first-time participants in an event. It is difficult to break out of one’s own vicious thinking cycle, so when designing activities, you should communicate with everyone frequently and consider issues from the perspective of a novice user. 2. Creativity can capture the user's psychology. The activity itself is interesting and gives users a good reason to participate, which is a favorable factor to stimulate user participation and sharing. Capture users' interests, meet the personalized needs of different users, and satisfy users' vanity. Often it is difficult for operations staff to design a completely new event, so most event planning involves micro-innovations based on successful events. Micro-innovation refers to drawing on previous successful activity models and seeking partial changes. The changes here can be the theme, participation rules, participation platform, etc., but the main activity model is basically the same. Here are three more popular activity types among users: 1. Interactive activities The characteristics of interactive activities are that they are popular in form, most of the potential participants have relevant experiences, and they need to communicate with the organizers of the activity. For example, topics often initiated by Weibo jokesters include "What is the worst food you have ever eaten?" and "The weirdest reasons you have used for taking leave." 2. Novelty-seeking activities Curiosity-seeking activities are characterized by being unique, novel, and even bizarre. For example, when seeing news like this, people will generally click on it with interest, "A senior high school student dated 335 girlfriends in one year, and all the aunties in the cafeteria were his girlfriends", "A female academic bully appeared in Wuhan University and studied all night for three consecutive nights". 3. Privacy-oriented activities Privacy-oriented activities are a type of activity that is currently criticized the most. Of course, they are also a type of activity with a more obvious communication effect, because they are often related to sex, topics that are embarrassing to make public, and even the dark side of the heart. For example, "What is it like to fart in a public place?", "Are you wearing underwear when you go downstairs to pick up a package in the morning?", "When was your first sexual intercourse?", "Kissing Contest", "BOSS Complaint Contest", etc. Step 4: Optimize the plan during activity execution When the activity is launched, it becomes particularly important to monitor the results to see whether the activity is on the expected track. If it is within the adjustable range, act as soon as possible. At this time, what you need to monitor is data and emergencies: Data is divided into two types: real-time data and unit time data (generally daily data). We must have psychological expectations for data fluctuations and consider some normal fluctuations. If it exceeds the fluctuation range, it is considered an abnormal situation and the specific cause needs to be investigated. The possibility is equivalent to the "risk point" above. Pay close attention to all platforms where user feedback appears, such as user groups, Tieba, Weibo, Moments, etc. There must be plans for emergencies and special events. Especially when it comes to large-scale events, you don’t have much time to think about remedial measures. For example, server failure, system abnormality, etc. When these special circumstances arise, should our activities continue or be put on hold? These are all things we need to take into consideration. Step 5: Activity review is particularly important for operations Reviewing means re-enacting what you did in the past in order to gain a deeper understanding of it. Without a retrospective summary of the activities, the activities will only get worse and worse. Only by carefully sorting out, analyzing and summarizing the entire process of the activity can it be condensed into your experience, not just experience. Activity review can be divided into four steps: 1. Collect data All data about this event needs to be collected, organized and analyzed. First, take out the operational goals that were set when the event was launched, including how many new users are planned to be added, what the next-day retention rate is, how many new paying users there are, and what the Arup value is. Objectively take a look at the original activity goals again. At this time, you can also try to have team members review them to see if everyone has a clear understanding of the activity goals. 2. Year-on-year and quarter-on-quarter growth Evaluate the effectiveness of this event by comparing the event data with the same period last year and the same period last year. Perform a simple processing on the obtained data results. For example, if the user growth is 5,000, then what is the time period distribution of the user growth, and what events occurred at the time when the growth was the largest; conversely, the growth changes corresponding to the moment of promotional resources delivery can also be presented in advance to see if any part has not been fully executed. 3. Analysis of causes and current situation Analyze the benefits and shortcomings of this activity, analyze the reasons, and the measures that can be taken in the next stage. The team discussed and analyzed in depth the reasons for the results. Based on the differences between existing goals and results, some hypotheses were proposed, such as: Is the conversion of a certain channel overestimated? Or is it that the timing of delivery was not chosen optimally? Or is there something wrong with the promotional copy that failed to impress users? Are some functions of the Landing Page not working smoothly enough? 4. Self-reflection and summary After completing this event, the event operator needs to conduct a self-summary, analyze the successes and shortcomings of the event, so as to make the event better next time. Once you start reviewing, you will gradually realize the huge benefits of activity review in improving the effectiveness of activity operations. Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @艺林小宇 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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