If you learn these tricks, you will be a qualified event operator.

Event Operations

As an event operator, you will usually be involved in the following work:

• Plan an event
• Ensure development is online
• Activity Execution
• Effect evaluation
• Summary

Planning an event is very simple, you just need to write an event plan ; ensuring the development and launch is also very simple, as long as the programmer is awesome; executing the event is still very simple, monitor the monitoring data, make sure there are no abnormalities, and ensure that the event process can be executed smoothly; evaluating the effect is very simple, how much money the company has invested, whether the expected effect has been achieved, whether the ROI is low or high, just give your evaluation clearly and pragmatically; summarizing is still very simple, what did you do from the beginning to the end of the event, why the effect was achieved or not, and what lessons have been summarized?

But putting these together, it might not be that simple...

When I was marking large assignments in the cloud classroom before, I encountered all kinds of strange activity plans.

So, sometimes, even seemingly simple tasks cannot be done well.

Well, let’s pick out some key talents, and students who are interested in engaging in event operations can try to practice them.

Clear Purpose

A clear purpose is actually a hidden line. The most taboo thing is to do an activity just for the sake of doing it.

There must be a clear purpose before designing an activity. This activity must have a goal to be achieved, whether it is for user activity, for dissemination, or for revenue. In short, all designs should revolve around this fundamental purpose.

If the purpose is to keep users active, then the rules should be set in a way that allows users to have active behaviors;

If the purpose is to spread, then more spread nodes must be set up. The most crazy thing is to set up the possibility of spread on every node. Those who are interested can study various game designs that use social platforms for promotion;

If the purpose is to earn money, then you have to pretend to give users a low price, but in reality it is not that cheap but it looks very cheap. You can study e-commerce to find this out.

If you still remember, Brother Liang has said several times that operations must think and act from the company's perspective, so the purpose is very important. Activities can leverage time nodes and hot events, but the core is to allow users to achieve the purpose of the activity according to the set rules.

This is the most critical, and also the most easily overlooked by newcomers in event operations. Often, they design an event and it seems that users are having a great time, but the boss asks: What is the purpose of doing this event?

I was just stupid.

Therefore, if you want to engage in event operations, please make sure to keep the word "purpose" in mind, otherwise you may not be able to do it well.

After talking about the purpose, let’s talk about the rules.

Logic and Expression

Why do I list these two together? Because I found that many people design activities without explaining the rules clearly.

It doesn't take much effort to follow the rules, but it does require logic and expressive ability.

Logic is to make 1, 2, 3, and 4 clear to you, and expression is to let others know the rules of your activity with the least number of words.

The rules of the event usually cover this information:

1. Activity time (divided into: registration start and end time, activity start and end time)
2. How to participate
3. Award conditions
4. Awards
5. Award Time
6. Award Method
7. Consultation channels

For example, an event requires registration first, then completing some actions required by the event during the event hours, and finally awarding prizes after the event ends.

Then you will probably write:

1. Registration period: January 1, 2017 - January 7, 2017

2. Registration method: Fill in your mobile phone number and share the event to your circle of friends to obtain the qualification to participate in the event.

3. Event time: January 8, 2017 - January 14, 2017

4. Participation method: Users who successfully register can receive a lucky bag every day. Open the lucky bag to get card fragments. Collect the fragments to exchange for cards. Each card represents a chance to win a prize.

5. Award settings:

• Collect all Card A to exchange for 100M mobile data
• Collect all Card B to exchange for a 500 yuan holiday product discount coupon
• Collect all Card C and you can exchange them for an iPhone 7 Plus 128G with full network support

6. Card exchange period: January 15, 2017 - January 21, 2017

7. Card exchange method: Enter the event page during the card exchange period and click on synthesis to exchange cards and prizes.

8. Customer complaint consultation: 24-hour hotline: 123-456-7890. Follow the prompts to make consultation.

Seems simple enough, but wait, is there something missing?

some.

How much are the prizes in total? Is there a first come first served basis? What should I do if the prizes have been distributed or have expired?

So you see, the three most important points in writing rules are:

1. Logical
2. Clear expression
3. Careful and conscientious

It’s hard to practice being careful and serious, so practice logic and expression first.

Data and rigor

A reader previously said that the company has no data, or very little data.

In fact, the amount of data is not important. What is important is whether you have the necessary data.

For an activity, it is generally required to monitor the activity effect. The activity effect here will be divided into many layers:

LV1 , the shallowest layer, is the effect of the activity reach, which includes the data collection of the delivery channels . The data of the delivery channels has two layers. The first layer is the display effect, how many people see it, how many people click on it; the second layer is the participation effect, how many people click on the delivery content and then come to the page, and what related operations are there.

LV2 , which is a little higher than the shallowest, is the effect of activity participation. This requires the ability to view users' subsequent behaviors after visiting the activity page based on channel sources. These behaviors are completely defined by your rules. If you want to attract registrations, you need to look at the conversion rate from UV to the number of registered users; if you want to attract transactions, you need to look at the conversion efficiency of completing order payments through the product list on the page; if you want to consider dissemination, you need to see how many people have shared this page.

LV3 , which is higher, involves deeper data. To attract registrations, we need to look at the related behaviors of registered users, whether they leave after registration, or stay, have deeper retention and even subsequent conversions; to attract transactions, we need to see whether users continue to consume in the next period of time; for dissemination, we need to see the effect of the return flow of the shared pages, whether it brings secondary dissemination, etc.

Based on this, two other data needs will arise.

The first part is called data monitoring.

The first part is which indicators corresponding to the purpose of the activity need to be monitored. The monitoring may be real-time or non-real-time, but the most important thing is to figure out what the data monitoring is for. One is for operation and maintenance guarantee, and the performance pressure brought by concurrency must be considered. This is system-level monitoring. The other is to ensure effectiveness, which requires verifying through relevant data that the activity process is proceeding normally.

The second part is called data statistics.

The purpose of the activity must be quantifiable so that statistics can be made.

The need for statistics is not as urgent as monitoring, but it is essential. The data preparation work is usually confirmed and completed with the data department before the event starts, so as not to delay the subsequent statistical work.

All of this depends on whether the developer GG or developer MM has done a good job of embedding data in the relevant activity pages and processes. Of course, there are now third parties that provide data support without the need for embedding data, so it depends on the trade-offs.

The requirement for data is to be rigorous, and here is a little trick.

First, draw out the user's process in the activity, arranging it from LV1, and then check what kind of data needs to be obtained in this process, and then organize the data requirement table, which will be much easier.

Finally, data is not dead, it is alive, so the correlation between data is very important. When doing analysis, we can generally see the difference between rookies and veterans. Newbies will only focus on the surface data, while experienced people will want to know the similarities and differences of other data beyond these surface data, so as to obtain more information. This information is important evidence to help improve activities.

Of course, the novice will ask, what data other than the surface data is important? The answer is that it varies from product to product.

When doing a registration activity, the surface data tells you that the effect is not good, so why is the next question to ask. In addition to the design of the activity itself, it is important to whether the registration process itself is light and simple. As for the existing users, what kind of people can tolerate the original process and what kind of people will not accept the original process. In fact, the data has been there for a long time, but you may not know it. However, you can know that this involves secondary mining and cross-analysis of the data, which cannot be covered in today's content.

The joke teller is trained

I previously read an article written by Youcan about the experience of a joke teller, which left a deep impression on me. It asked how far is the distance between a non-joke teller and a joke teller?

Well, about 365 days of consistent practice will get you that far.

Many people have a headache about the theme of an event. In fact, the theme of an event is very similar to the practice of coming up with jokes.

There is no special reason, just practice makes perfect.

A joke teller may need to start with imitation and practice persistently for a long time, such as writing two jokes a day and then sending them to others to see if he can make them laugh.

If you keep practicing like this for a year, you will probably be able to become a master.

The same goes for event themes. You can start by imitating other people’s theme naming methods, and then constantly modify and polish them until you finally come up with a theme that others will want to participate in.

Similarly, the same goes for honing event copywriting . Keep writing in all kinds of styles, keep trying to show it to others, and ask them if they have the urge to participate in the event after reading it. Until one day, when you have written an event title and event content, and others excitedly ask you when the event will be available, then you have basically accomplished your magic skill.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

This article was compiled and published by @张亮 (Qinggua Media). Please indicate the author information and source when reprinting!