No idea for event operation? Maybe you should read this article...

As an employee of the company, it is more accurate to say that you are working hard for the company's products rather than for the company. Products are the core and lifeblood of the company. All employees of the company work together in unity, whether it is content, channels or activities, to directly or indirectly promote the company's products and ultimately make profits for the company.

The company makes profits through its products, while channels, activities, etc. are the means by which the company promotes its products. Channel delivery can be targeted at precise target groups with controllable costs, but an event may not necessarily bring precise users depending on its different event types and plans. Therefore, it is definitely worth talking about how to run a good event and how to prevent a large number of new users from leaving after the event.

There are many forms of activities, and the first thing we need to determine is the purpose and opportunity of the activity.

In fact, every company can be represented by personification. Some companies are like little girls without their own opinions, who just follow what others do; some companies are like middle-aged men, mature and well-behaved; and the company I work for - Lazy Investment, is full of vitality, free and comfortable, and has a good reputation, just like a precocious model student. What I hate most are companies that habitually imitate others. They just follow other people’s activities and even the format of the activities is exactly the same. Why don’t you clone them?

If you want to organize an event, no problem. But you must use a variety of means (activity forms) at the right time (activity opportunity) to achieve the ideal goal (activity purpose).

Let’s talk about activities first

After an event, we have to go through the following five stages:

Activity opportunity - Activity purpose - Activity process - Activity results - Activity improvement

1. Activity Opportunity

The opportunity for an activity should be based on the right time, place and people. Unless you are Adam and Eve, you can create human beings and create needs. For example, Taobao’s Double 11 is a festival that was created out of thin air. But you are not Taobao, nor are you Jack Ma, so you don’t have that ability. Why don’t you “ride the wind and waves” instead of “rowing against the current”? The most labor-saving way is to take advantage of the momentum, the momentum of festivals and the momentum of hot spots. What I hate most is the 3.5th anniversary celebration or the 4.5th anniversary celebration. Aren’t your anniversary celebrations too cheap?

I can understand the frustration of some companies that really want to soar but can't find the right opportunity. You have to find a better reason, right? Lazy Touzi organized a 518 Financial Management Festival some time ago. Although it was also a created demand, at least the name was nice enough: 518, which is a homonym of "I want to make money". This is just like naming your own child. They insist on naming him Liu Chan or Liu Neng. I really don't know what the parents are thinking.

2. Purpose of the activity

a. The purpose of the activity is your capital

It's just like playing the stock market. If you don't have money, don't get involved. If you insist on playing even though you don't have money, you will only lose miserably.

Some time ago, I watched a drama at Xiao Ke Theater called "Million Dollar Promises", which was about playing stocks. I only remember one actor saying this: "When you make a decision, a light will flash, and the color of that light determines the final result."

This applies to everything. When used in activities, it means: the purpose of the activity must be pure and not too complicated; you must treat the activity seriously and work hard, and don't try to take shortcuts. Once you mix too many impurities into your goal, the result will often not be so bright and clean.

b. Activities are not the purpose, the purpose behind the activities is the real purpose

This sentence is actually not difficult to understand, but it is not easy to do, because there are always people who struggle and take things seriously, and they tend to go astray. These people just don't have clear thinking, they are too self-centered and too narrow-minded.

Take my last original article as an example: In "14 questions that trouble new media operations , which one hits you? ” I mentioned that I don’t like fat boyfriends, and some people said I was making a personal attack. I would like to ask these people, why do I have to like fat people? Do I have to like everyone? Who I like has nothing to do with you? Even if I like Takeshi Kaneshiro, it has nothing to do with you, right?

Some people always worry about other people's affairs as if they were their own. There are always people who take meaningless things seriously. This kind of people will never be able to run an event well.

c. The first thing to determine is the target audience

Who would you like to see this event? What kind of fans are you hoping to attract?

Generally, activities are aimed at attracting precise users, but due to the different attributes of the activities, there will be two results: the first is to directly attract more precise users; the second is to attract a wider user group, and then do layers of screening in the later stage to retain the precise users.

Everyone says that if you want to attract votes, you should attract targeted users, and everyone despises those common activities of canvassing for votes. In fact, if accurate users can be easily attracted with money, I believe everyone will do so. But the reason why some people choose the latter is that there is no way to obtain accurate user groups, so we have to settle for the second best; or directly attracting accurate users is too slow and time-consuming, and companies want to be faster, otherwise they will be caught up by others or even far surpassed.

But whether it is to attract new users with precision after suffering first and then enjoying the sweetness, or to attract a large number of new users after enjoying the sweetness first and then suffering and then screening, the direction is correct. But there is one type of activity that is absolutely wrong: the fans attracted are completely different from the target audience.

Look at the picture below, the red circle is the target audience you want to reach. Circles 1 and 2 are for attracting new users with precision, circle 3 is for attracting a large number of new users and then screening, and circles 4 and 5 are for attracting new users who are completely off target audiences. Therefore, even if it is a campaign to canvass votes, as long as you can include or be included by the target group, the activity is on the right track. However, if your activities attract people who have no overlap with your target group, there will inevitably be a large number of people leaving in the later stages.

If you want to prevent a large number of users from leaving the event, you must ensure that the target audience of the event is circles 1, 2, and 3, rather than circles 4 or 5.

d. Every decision you make, while bringing you positive feedback, will inevitably be accompanied by some negative effects.

Just like when I'm looking for a man, I always want a muscular man with a high IQ. But muscular men are often simple-minded, and those with high IQs always have big bellies. Finally I decided to find a smart man with a decent body.

Some questions about the audience

1. Is the cost of acquiring precise users higher than that of ordinary users?

Trying to acquire accurate users through an event is not only costly but also difficult to operate. Difficult operation means spending more money or time. If the activity is only for capturing accurate users, then you can just rely on channel delivery. This is because the event has brand promotion attributes, and events with brand promotion attributes are often not very precise.

2. Only capturing the target audience will result in the loss of potential users. How to solve this problem?

The budget must be spent wisely. You haven’t even captured the most core users, but you’re already thinking about how to capture marginal users. This is a bit too much worry.

3. How to ensure that we acquire more accurate users?

Take the WeChat group that I operate myself as an example. The group name is "Different New Media Operations", but the members attracted are not all new media practitioners. There are also other people such as Product Wang and Design Lion. But can you say that these people are not helpful to the group? On the contrary, those “outsiders” in your eyes also make significant contributions to the group. Therefore, although the group members are not precise enough and cannot be very precise, the community can continue to output value in the end. For me, the goal has been achieved; for you and me, we can all draw nourishment from it. Best of both worlds, isn’t it?

In summary, the purpose of an event is not only to attract accurate users, but also includes brand promotion and other purposes. Therefore, whether the activity attracts accurate users should not be the only criterion for judging the quality of the activity.

3. Activity process

Now that the opportunity and purpose of the activity have been discussed, the next step is the most tedious activity process.

During the event, everyone has to play an operational role. Not only do you have to endure hardships and work trivial tasks, you also have to be prepared to face unexpected problems at any time and make timely adjustments.

There are always people who hope to come up with solutions before problems arise, but this is impossible. You can't be perfect in everything, you can only give the best solution within your limited ability. The rules formulated by this optimal solution will inevitably have both positive and negative effects, some of which you can foresee.

Think of solutions to foreseeable problems in advance. For unforeseen negative factors, you can only solve them in a timely manner after the problem occurs, and this is when your reaction speed is tested.

If you can't have your cake and eat it too, choose the most expensive one.

4. Activity results and improvements

Needless to say, the results of the activity are well known. We will have to wait for the results to be announced and make a good summary of the activity to avoid falling in the same place twice.

It is not easy to organize a beautiful event. There are too many factors to consider and the judging criteria are not unique. Depending on the situation, trade-offs must be made. Everyone wants to achieve an ideal country, but you live in a real world, so you have to be practical.

Let’s talk about retention

Retention rate depends on three points: content quality, timely interaction, and two-party connection.

1. Content

The content of the event 1 to 2 weeks after the event will be determined based on the type of event. Take new media operations as an example:

If it is a small event that brings in limited fans, then ensure that the proportion of original articles is within 1 week after the event ends, and follow more hot topics. Whether it is an original article or a hot article, it is to ensure the activity of users. Because compared to general articles, original articles are unique and hot articles are timely, both of which can increase user activity to a certain extent.

With activity, retention will be there. What I fear most is that some people bring in new users but ignore them. It’s like a man chases the woman he likes and then suddenly becomes cold to her. Do you think the woman will feel good?

If it is a large-scale event that brings in a large number of users, and the attributes of these users are similar to those of previous users, it is also sufficient to ensure the quality of articles within 1 week after the event (original + hot topics).

There is another situation: a large number of fans brought by a large-scale event have different attributes from the old fans. At this time, should we follow the tastes of new users or accommodate old users? I think it depends on the ratio of the two sides. If the number of old users is large, then continue to follow their tastes. If the fan base is small and brings in a large number of new users, then tend to favor the tastes of new users more.

For example, after Mimi Meng wrote an article called "To the Bitch" and became famous, she immediately wrote a copy of "To the Bitch" just to please these new users.

In short, the quality of the content must be guaranteed after the event.

2. Real-time interaction

I just said that the worst thing is that you ignore new users after they come.

So what should you say if you want to interact with new users?

New user having questions? Answer the question quickly and with a nicer attitude, don’t be like He Caitou. You're not a bald, middle-aged, creepy uncle. We all make a living by our looks.

New user approaching you? Flirt quickly, and do it just right, be cute and act silly, but don't go crazy.

New users not responding? Very normal. If he doesn't talk, you should take the initiative.

Not only should there be interaction, but the interaction should also be timely. New users have little patience with you, so you need to be fast.

A new user who just follows you is like a girl you just chased after. You must not let your guard down.

3. Two-party connection

In fact, today’s topic was also discussed in my community a few days ago. A master gave a four-word answer: value output.

This word is so broad that it can be used anywhere.

But then I thought about it and it seems that it should not be value output, but the connection between two parties. There are so many companies that can output value, but why do I like them but not you?

I follow a large number of operation-related public accounts, and the content they output is first-class, but I like it more than other public accounts, more because I like to operate Gupo's Tuige. Because we are a perfect match, the turtle is attracted to the mung bean.

The fans that the operator attracts must be of the same liking to him. Otherwise, if he attracts a bunch of users that he dislikes just for the sake of KPI, you will definitely not be able to have a good time with each other!

Summarize

In order to avoid a large number of users leaving the event, first determine whether the purpose of the event is correct and reasonable, and then find ways to improve the retention rate.

Remove the firewood from under the pot rather than trying to stop the boiling by adding more water. I'm sure you understand the meaning of these two idioms.