How to create a hit event?

Many event operators dream of creating a hit event to gain fame and profit. This chapter will take the recent mini program fission case as an example to break down the entire process of a fission activity from thinking to planning to the final launch. Before I start, it is necessary to explain that due to the complexity of fission forms and modes, it is not necessary for all companies to develop a set of fission gameplay on their own. Personnel in each department need to make assessments in advance to avoid wasting resources.

The biggest purpose of fission activities, namely viral marketing, is to achieve business indicators, which can be brand exposure, number of new users, user order rate, etc. Therefore, when doing activity fission, first determine the indicators you want to achieve. For example, if my leader gives me the goal of attracting 10,000 new users to the mini program within a week, then all my subsequent event planning and promotion will be designed around this goal.

After clarifying the goal, be careful not to just randomly decide on the gameplay or execution of the activity. The most important next step is to break down the activity goals. Here we introduce a method of target decomposition - the branch method. The biggest advantage of the tree branch method is that it breaks down the goal layer by layer and breaks it down into very small pieces. The entire goal is clearly visible and you know what needs to be done in each step. Finally, as long as the sub-goals are completed, the big goal will be completed.

There are three common ways of growth: sticky growth, paid growth, and viral growth. The tree diagram below shows the channels that can be used or expanded for the mini-program that the author is responsible for. Here it is also split into the above three ways, but the definitions are slightly different. (Note: Since the app is a fixed entry point for traffic, the app entry point is defined as naturally added for the convenience of statistics.)

After breaking down the goals, you can first do simple data calculations and estimates of the new additions that each channel may bring. Since this article mainly discusses the idea of ​​fission, we will first assume that if we do not adopt the activity growth method, we can see how many new users can be added based on the current data from all channels.

The purpose of breaking down the data is to have an idea in advance of what effect the activity needs to achieve, in which directions it can be promoted or expanded, what the gaps are, and how to solve them. According to the data in the table, if no fission activities are carried out, the new gap will be 6,850 people, and it will be impossible to achieve the KPI indicators assigned by the leaders.

Many operations people come to this conclusion, thinking they have found the key to achieving their targets, and rush into planning. But in fact, the next step is not to rush to formulate the activity methods and gameplay, because there is another key factor that determines the success or failure of the fission activity - users. The user's flow determines whether he is willing to participate in your activity, whether he is willing to share fission with you, and whether your activity is successful or not, so the analysis of user flow cannot be skipped.

In the past, I thought that as long as the theme of the event was well determined, even if users were unwilling to participate or share the event in the end, the failure of the overall event would be due to the lack of available promotion channels and the narrow coverage of the event.

Many operators have had this cognitive bias like me, which led to brainstorming and deciding on the details and execution of activities without carefully considering the user flow characteristics. Therefore, this time we specifically considered the following questions from the user's perspective:

1. If users are needed to help with fission activities, what can they get after sharing their help?

Users participate in activities for the purpose of making a profit, and what this profit point is is crucial. It can be:

① Gifts or cash red envelopes of great value, and users will definitely receive the reward after making the contribution.

② The shared support posters are worth showing off to users. For example, sharing a poster to support a pair of AJ sneakers and sharing a poster to support a rice cooker. Although both are raffles, the fact that the gift is AJ sneakers will make users feel that it is of high taste and it is very face-saving to share the event.

③ After sharing, users can gain valuable information. For example, industry information, case analysis, internal testing invitation code...

④ Other benefits can be obtained. For example, status and position

2. What concerns do users have that may cause them to be reluctant to share their activities?

There must be reasons why users are reluctant to share:

① Face issue : Users feel that forwarding or inviting friends to participate in lucky draws is low-class, and the value of the gifts is not that great. Even if the gifts are of great value, they do not want to be labeled as “wool-pulling party” or “wool-pulling” in their circle of friends, as this is inconsistent with their own personality.

② Psychological issues : Users have participated in many similar fission activities before but never won a prize. They are afraid of being scammed again, and end up helping the official to attract new users and feel that they have suffered a great loss.

③Selfish issues : Users will feel that if they attract more people, their chances of winning will be lowered, so they are more willing to hide it.

3. How to solve the user flow problem

To achieve user flow, you need to think from the user's perspective and have empathy. How to reach empathy?

① Spiritual motivation method : You can learn from NetEase H5 event gameplay. The content or theme of the event is very thoughtful and directly hits the user's flow. For example, the recently popular 100 Things to Do in Life. Then we can also take advantage of the epidemic hotspots and design an activity like "The 100 things you most want to do after the epidemic is over!" This kind of activity not only fits the hot topics but also hits the emotions that users want to express, making them feel that someone finally understands them and cares about their feelings.

② The method of selling anxiety : Why is online education and training becoming more and more popular nowadays? Because companies create a sense of urgency for you that if you don’t study, you will be eliminated by the times, and sell your knowledge anxiety.

③ Ideological identification method : Use everyone’s patriotic feelings to stimulate users’ empathy. For example, the People's Daily previously initiated "Cheer for Brother Zhong" and "1.4 Billion Red Flag Bearers".

④Sense of participation. The sense of participation is very important, making users feel that if I forward the activity, I will have a piece of the medal.

Before the activity goes online, you need to predict all possible situations to reduce the probability of errors. For example, before launching a fission activity, you need to think about the following questions:

① The activity is still only supported and shared in existing channels/communities, and cannot achieve the purpose of further dissemination.

② The participants of the event are still the original wool-gathering party/black industry users, and the event gifts are taken away by them.

③ Risk control issues of fission.

④ If viral marketing is effective, how can we ensure bandwidth issues?

⑤ And many more questions.

1. Screening of fission activity gameplay

Regarding fission, it is best to use some classic fission gameplay. What is classic gameplay? Classic gameplay means that the gameplay that your parents know how to play is the classic gameplay . These gameplays do not require additional official explanation of the activity rules. As long as users enter the activity page, they will naturally know how to play. This is the enduring activity gameplay.

What are the classic ways to play? For example , bargaining, grabbing dolls, throwing rings, stacking blocks, and giving thumbs-up to others… (Pinduoduo recently came up with a new way to play, euphemistically called grabbing employee internal purchase prices, but in fact it is a disguised form of fission forwarding.)

2. Determine the method of fission assistance

① The activity clearly defines the upper limit of the number of people who can help - similar to forming a team, inviting a certain number of users to form a team to share the rewards, such as inviting 5 friends.

② There is no upper limit on the number of people who can contribute to the event - similar to a bargaining event, the more people you invite, the greater the probability of successfully bargaining for gifts.

3. Determine the activity fission gameplay

Combining the previous activity goals, user flow, possible problems with the activity and other dimensions, we finally begin to develop a feasible fission gameplay plan. For example, this time I used the bargaining method.

Estimating the effectiveness of an activity is actually estimating traffic. By estimating the traffic, we can roughly determine the final effect of an activity, so we don’t have to wait until the activity is launched to realize it. In this stage, you can evaluate in advance whether the activity plan is feasible, whether it is worth further development, whether it has value, etc. 4

The effect estimation can be simply listed in the table below, showing the conversion rate at each level. I would also like to remind everyone who is familiar with statistical data: do not be deceived by data. The absolute value of the data itself has no value. Only the conversion rate has value. Why? Many operators become complacent when they see high activity data, and think that the activity is very effective, but this may just be a vanity data, so you must pay attention to the conversion rate and increase.

This part is more literal. After the activity goes online, promote it step by step, keep an eye on the activity data, correct any problems encountered during the promotion, and strive to achieve the maximum effect during the activity. Since the specific circumstances of each company, structure, and activity are different, the problems encountered after going online are various and require specific analysis of specific problems. Therefore, I will not elaborate on them here. Everyone should remember that the main action at this stage is to "keep a close eye" to reduce the probability of errors.

Activity review is very important. Every activity review is to accumulate experience and knowledge for the next time. Of course, event review is not just about summarizing the data performance of the event. It is also important to summarize the experience of the entire project process to avoid repeating the same mistakes in subsequent activities. The activity review will be discussed separately later, so I will not elaborate on it here.

Although mastering the above knowledge points does not guarantee that you can create a hit event, learning these underlying methodologies can bring you closer to creating a hit event and avoid detours.

Author: Kaka's Product Notes

Source: Kaka's Product Notes (gh_e5aa104aafcb)