These 10 failed operation cases may allow you to learn more

Compared to a year ago, there are now a lot of useful information on the Internet, such as seven tips to quickly increase your followers to 100,000, how young people born in the 1990s can make 100,000 a month, the quick writing secrets for product copywriting , and it only took me two years to go from a specialist to a director... It seems that there is a force driving people to habitually summarize their own successful experiences, which of course also includes most of the articles I update on major websites.

Success is often not replicable, but failure can be traced. The most reliable way to succeed is to make fewer mistakes and take fewer detours. After seeing too many positive success stories, reading some "failed" operation cases may help you learn more and avoid repeating the same path.

Digging into my own failures is like rubbing salt into the wound, so I handed these inhumane tasks to down-to-earth and courageous friends who reviewed the past. The common reasons for "failure" are:

• Problems with crowd positioning result in good activities covering a small number of people
• The problem of target disassembly is that the data of each link is not estimated
• Team communication problems, information flow is not smooth and timely
• Problems with process establishment, key details not tested internally

1

Xiaoxian will first talk about his own case. In September, we planned an activity to help the 2017 graduates find jobs and get offers through campus recruitment . The general form is to share a series of online job-hunting micro-courses in WeChat groups . The guests who shared their experiences are students who have practical experience in resume preparation, interview skills, content operation, event planning , user management, and channel promotion .

I am not optimistic about the single micro-class model, and I prefer the series of micro-class models, so the goal set for this project is to have 2,000 college students participate in the course sharing. But the actual situation is rather bleak. Even after multiple pushes, only 500 college students joined the group, of which nearly 200 were recruited from 51 College of 51job.

If we analyze the reasons, it is mainly a problem with the channels, and we are too confident in the product's coverage of college students (the actual situation is that there are relatively few college students among subscribers). There shouldn't be any major problems with the course content, because after the campus recruitment project ended, we streamlined the content on the same topic and exported it to another account. Then, based on the audience of subscribers to that account, we targeted the course as an entry-level introductory course for operations. After this change, it actually had the effect of flooding the circle of friends for a while.

2

When a new product is launched, we plan to hold an online press conference with 10,000 people to attract new users and let them interact with the product content (the product is pure UGC).

Find 200 core seed users 2 weeks in advance, and 10,000 testers will be dispersed into 20 WeChat groups, with 10 seed users in each group to liven up the group atmosphere, inform the purpose of the group, and warm up the activities. On the day of the press conference, they will participate in the interaction to grab red envelopes, download the APP to experience the product, and it would be best if some people are willing to spread the word.

As a result, the "online press conference for tens of thousands of people" did not take place. There were only about 700 downloads and a total of 1,200 people participated, which was far from the expected 10,000 people; the product experience group became a chat group; only a small number of people downloaded the APP after the red envelopes were grabbed; product function design problems and some bugs caused users who downloaded the app to complain (the bad reputation made users who did not download the app even more reluctant to download) or even directly uninstalled the app.

3

We are an automotive self-media alliance. At the Chengdu Auto Show in September, we plan to organize a program in which an automotive self-media kol will lead a fan group of 100 people to watch the auto show. We hope that through this event we can make our voice heard in the market and encourage more automotive self-media to join the alliance, while also driving traffic to the self-media within the matrix.

Frankly speaking, our approach is very simple. We use the self-media we already cooperate with to publish articles through public accounts and other channels to recruit fans, a total of one hundred people. But the tragedy is that a week after the post was published, the number of fans in the group was very small, less than 20 people, and even some self-media people who had communicated in advance to participate in the event were unable to attend due to personal reasons.

Analyzing the reasons for the failure, I think there are several aspects: the automotive self-media that posted the articles are basically not in Chengdu, and the self-media people in Chengdu themselves are not active in the event, so the effect of the posts is limited; some self-media that posted the articles did not participate in the event themselves. Without the leadership of the self-media, the fans' enthusiasm for participating in the exhibition was very low; the fan structure analysis of the self-media within the matrix was not conducted, and in fact most of the fans themselves are not in Chengdu.

4

The Taiwan Ministry of Labor and Development Agency has organized the "Golden Exhibition Award" to promote "employment for people with disabilities" to reward companies that employ people with disabilities and winners who invent assistive devices (assistive items needed for work) for people with disabilities.

The situation at that time was that the night before they needed to enter the site, planning and execution A discovered that a large billboard was missing, and it needed to be corrected due to layout size issues. The designer had already gone off work, and other colleagues had already supported the on-site operations and were unable to provide assistance.

5

Let me tell you about what happened to me during this year's National Day event. I was doing an offline promotion activity. It was a large event with a site of 160 square meters. What happened was: the part-time sales staff and the customers directly quarreled and fought with each other.

The incident happened suddenly and the fight started right away. The venue was packed and was at a standstill for a while. The person in charge and I immediately pulled the two people apart and away from the venue. Because the customer was very emotional, we asked the promoter to temporarily stay away from the event site and then tried to comfort the customer, but the customer's behavior was still very emotional, so we moved him away from the scene to mediate.

The reason for pulling customers away from the scene is that a crowd has formed at the scene, which seriously affects the development of the event, so the customers need to be pulled away from the scene quickly. Any two parties in conflict must separate as quickly as possible. The problem cannot be quickly mediated face to face, so the two parties must be isolated.

6

In August this year, we organized an offline street interview event for the Chinese Valentine's Day. As an outdoor host, I need to interview passers-by about some topics related to Chinese Valentine's Day. We will give flowers to passers-by who cooperate with the interview as a small token of our gratitude in return.
I was hosting the event with another female colleague, and neither of us had any experience in event execution, let alone outdoor hosting. Because it was the first time for our operations team to do offline street interviews, our director was worried and came to the scene.

The day before the event, we were all busy rehearsing the opening and taking notes on the questions we were going to ask, and didn't think about other details. At the scene, both of us hosts were a little nervous, and then they saw someone coming and called us to come on, talking at the same time (to be honest, it was very annoying because we needed a little time to adjust our state).

Then the director saw a middle-aged man (with a fierce look) next to a car, and pushed us up, saying that it was just a practice and we could just catch anyone we wanted. Then we got on. We hadn't even gotten to the point before we had a brief introduction when the cameraman came up, followed by several colleagues with their phones, starting to film each other. The old man being interviewed suddenly got angry: "What the hell are you filming for! Believe it or not, I'll smash it for you!"

The scene was extremely awkward. The other party looked furious, and I was also terrified. All I could do was keep apologizing. The chief planner came up and stopped the old man, apologized to him, and said that he would delete it immediately to smooth things over. Then we quickly retreated. Luckily he didn't catch up with us, because he was about to rush to the cameraman and was about to attack us.

7

Our company has a lucky draw session at every annual meeting. We just opened a public account last year and hoped to attract fans through activities, so we conducted an online lucky draw through a third-party platform.

Unfortunately, the third-party platform crashed not long after the lottery started. Later, we called the resource center and found out that the third-party platform was deployed on the Alibaba Cloud server and it crashed. In the end, several prizes were not drawn, and the key point was that the first prize was not drawn. I was criticized a lot by my colleagues at work. There were probably more than a thousand users participating in the lottery. This is basically an act of force majeure, which we did not expect at all. However, due to the lack of data, there is no way to do it manually.

8

Once, we organized a parent-child activity. The event site was a large enclosed conference room, which was divided into several game areas and a waiting and rest area.

The number of people who signed up for the event was not large (also within the expected range), but after the event started, somehow more and more people came to the scene, far exceeding expectations. The situation began to slowly get out of control. In a place with insufficient space, it was crowded with children running around. The children were becoming more and more disobedient, and the order on the scene was in jeopardy.

At this time, a staff member told me (I was the on-site host) that there had been complaints at the scene. A parent was making trouble and saying that we were unfair and did not give her daughter the opportunity to play games. At the same time, all the game areas on site were surrounded by children, making coordination difficult. It could be said that it would be difficult to carry out the game normally if things went according to plan.

9

When I just graduated from university and started working, the company was celebrating its tenth anniversary and was planning to hold a celebration. Nearly 1,000 channels and agents were invited to attend the event. As a newcomer at that time, I was responsible for all the materials for the conference, including roll-up banners, signboards, hand cards, banners, table signs, etc.

As a result, the crystal trophy awarded to the agents at the event was made incorrectly. I should have set up 10 agencies with different names, but I ended up setting them up with 10 identical ones. However, there was only one hour left before the awards ceremony and the on-site event could not be cancelled.

When I was doing the material review before, I only looked at one, and thought there was no problem, so I didn’t look at the other 9. This is predictable during the event planning stage. If every trophy is checked, this problem will definitely not occur on site, or other alternatives can be found by checking the day before the meeting.

10

This is very similar to the coupons given out during promotions on e-commerce platforms. A high-end skincare counter used coupon text messages for the first time during the department store’s anniversary celebration. The operator was unable to effectively control the number of requests, resulting in the original plan to send out 7,000 trials increased to 15,000 trials, and the number of commercial text message purchases was not enough.

In fact, no matter you are an experienced operator or a human being, there will inevitably be some problems when facing a new project. For operations with a growth consciousness, when faced with the same failure, we will think about how to improve similar things next time, and how to continuously improve ourselves to become experts in a certain type of operations.

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

The author of this article @陈维贤 Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!