Review: Sharing of event operation planning process

Operational activities are one of the common methods used by companies to attract new customers and promote activation. However, there are countless activities held by companies every year, but only a few can truly achieve the expected results. Summarizing and reviewing an activity can help the next activity develop better and avoid pitfalls. The author of this article reviewed an operational activity in which he participated and summarized some experiences to share with you.

1. Document Background

Recently, the team carried out an online poster promotion and operation activity, but the effect was minimal, there was no quantification, and there was no way to evaluate it. Therefore, I would like to take this opportunity to summarize some optimization suggestions for this operation and promotion activity, and draft an activity operation framework document that can be directly used by the subsequent team in the initial stage.

2. Documentation Objectives

• An optimization suggestion for the promotion of the poster for resumption of work;
• Provide decision-makers with a scientific introduction to the online operation workflow and content;
• As a working guide for the team's initial online (promotion) activity operations:

First, let’s do some basic knowledge about Internet online operations.

Online operations are generally divided into:

This time we are operating a promotional event, and we will achieve the promotion goal by holding events.

A complete operation activity should include the following four processes:

Note: The granularity of the process content depends on the size of the activity and the ratio of personnel.

Try to simulate the main process of the entire event operation by reviewing the last poster activity.

Step 1: Before the event, the event organizer needs to write an event planning plan

A plan that takes 0.5 days to write can expose 70% of the problems of an event.

ps: Description of the content requirements of the activity planning plan (which can be assessed and quantified, and is an important prerequisite for planning optimization)

• Activity theme: The activity theme is the slogan, which is mostly used in banners. It must be impactful or make users fascinated by your words and click on them.
• Reasons for the event: 3 whys (Why should I do the event? How does the event help marketing? What kind of event is considered a good event?);
• Activity purpose: (attract new customers, convert customers, promote activation, call silent customers, call churn, user feedback, brand building);
• Activity KPI: If there are no quantitative indicators for activities, it is impossible to accurately measure the effectiveness of the activities;
• Activity target: Only by clarifying the activity target can we understand the psychology of target users and obtain accurate user data for classified publicity;
• Activity time: start time, end time (it is best to be accurate to the hour, because the release time also has its considerations);
• Activity description: part of the activity copy, allowing users to understand and decide whether to participate and how to participate;
• Activity rules: part of the activity copy, which is understandable to users and developers, part of the content is displayed on the front end, and the other part lets developers know how to implement the activity;
• Event hosting page: poster, APP, web page, public account, etc.;
• Promotion channel + time + description: Why choose this channel, how many potential activity targets there are; how much is the advertising budget;
• Development support required: design, product, front-end, back-end;
• Activity cost estimation: briefly describe the approximate cost of manpower, material resources, funds, etc. required for this activity;

Step 2: Review the activity plan

Step 3: After the activity is reviewed and approved, divide the tasks and compile a checklist

Step 4: After the review is passed, the event organizer must immediately prepare all the documents required for the event.

Text and material provided by:

Provide pictures and copywriting materials required for design and front-end development;

(It is recommended to provide 3 or more sets of title and cover materials for A/B testing. The final decision on which version to use is not made by the decision-makers, but by the users.)

FAQ activities support document output:

Provide it to customer service or relevant personnel to help resolve confusion users may have when participating in activities. FAQs should be detailed and standard.

If the event is large-scale, FAQ alone is not enough, and customer service training documents need to be provided in advance;

Risk Control/Cheating Scheme:

It is inevitable that some highly technical/smart users will find our loopholes, so we must think of ways and measures to identify them (the cheating statement in the activity rules is very important).

Step 5: Monitor key pages and deploy conversion path tracking points

A marketing strategy without sufficient multi-dimensional data support is like a blind man touching an elephant.

Building a data-driven event operation model requires the following four points.

Split North Star Metric:

Split the North Star indicator that measures the completion of activity goals into several sub-core indicators corresponding to each aspect of the operation. For example, if a WeChat public account is assessed on its influence on users, the sub-indicators include: article reading time, article reading completion rate, etc.

Set up data burial points:

According to the sub-indicators that have been split down, find the corresponding links of the activity operation and use technical means to complete the data collection and embedding.

Data collection results:

Monitor and collect collected data in real time, organize it into activity data reports, and hand it over to professionals for analysis and comparison.

Data correction model:

Through data feedback, we can discover potential problems, which links have low conversion rates, and which links have blind spots. Analyze the causes, develop correction strategies, and test the results in the next event to continuously refine the event operation model.

Step 6: Acceptance of the finished product of the activity function (page) (multiple versions should be provided to support A/B testing)

Step 7: Trial operation (select the version with the highest conversion rate in the traffic pool A/B test and put it into the traffic pool of the real business link)

Step 8: Data analysis (monitoring user operation tracks and using statistical analysis results as the basis for optimization decisions)

Step 9: Summarize and optimize (through each data analysis, continuously adjust to a better solution)

Step 10: Cost attribution and optimization point analysis

After analyzing the cost items, no areas for optimization were found, and the room for optimization of project costs was predicted.

Finally, it is not just online operations that need such a framework document, but also offline marketing, after-sales deployment and secondary marketing, because this is the prerequisite for the team to quickly replicate and expand.

Author: Zhiliang LAN

Source: Zhiliang LAN