Complete online event operation process!

Online activities must be able to produce short-term rapid pulling effects, which is the main function of the activities. The long-term driving effect should be achieved through the operating model. For example: The operating model of a certain company is to acquire new users through Weibo and Douban, and enhance user activity through level and point tasks, so as to achieve long-term results.

1. Overview of online activity operations

Online activities must be able to produce short-term rapid pulling effects, which is the main function of the activities. The long-term driving effect should be achieved through the operating model. For example: The operating model of a certain company is to acquire new users through Weibo and Douban, and enhance user activity through level and point tasks, so as to achieve long-term results. In this process, companies need to carry out some activities to achieve short-term pull in order to promote overall sustainable operations.

Activities in Internet products are essentially a means of operation that infinitely amplifies certain incentive factors through specific scenarios or specific rules/forms on the Internet, and ultimately promotes specific user behaviors.

We must first give users an incentive, and then this incentive will be presented through rules and forms. That is, through what kind of game rules can users get this incentive. And package it into a specific rule and form.

Ultimately, these incentives must point to a specific behavior that we want users to perform.

• The operation of Internet activities needs to focus on improving specific operational indicators within a specific time period.
• In the operation of Internet activities, there are many invisible back-end strategies and rules/mechanism designs.
• When operating Internet activities, we need to think about how to better utilize the characteristics of specific online platforms/channels to achieve our goals.

2. Activity Classification

Activity classification determines the type of activity, and determining the classification basically determines the purpose and form of the activity.

Online activities: classified according to user growth path and life cycle

The five important links in the corresponding user life cycle are: promotion and customer acquisition, transaction conversion, user retention, repeat purchases and sharing fission. See the figure below for details:

3. Event Calendar

Plan event themes based on the event calendar.

The most important part of event operation is to determine the theme of the event. Only after the theme of the event is determined can other aspects of the event be determined.

Event calendar schedule:

From the perspectives of folk festivals, seasonal nodes and e-commerce festivals, activities are scheduled according to the time dimensions of years, months, weeks and days.

At the end of each year, an activity calendar for the following year will be drawn up. After the activity calendar is finalized, a series of tasks such as the theme and form of the activity will be planned and then allocated to the annual plan, which is the daily work of the event operators.

The time planning of the work plan is divided into annual plan planning to month, quarterly plan planning to week, and monthly plan planning to day.

Note: The most effective action in operations is repetition. We need to identify certain specific activities throughout the year so that users can form habits and be full of expectations.

Activity level classification:

With the events calendar, there's something to do every month of the year.

Among them, which activities require more resources, which activities have longer cycles, and which activities have higher intensity need to be distinguished based on the activity level.

It can be divided into four levels of SABC:

4. Activity Process

Activity Execution SOP Description:

Purpose

scope

Appendix: Departments involved in different cycles

Responsibilities

Different activity departments have different responsibilities. The heads of each department will make arrangements and checks based on their project responsibilities, reasonably formulate project schedules based on the scope of activities, and strictly implement them according to the schedule to prevent project delays. Delivered to the coordination post for supervision.

Event planning and execution:

During the planning period, maintain sufficient information communication, clarify the purpose of the activity, develop an implementation plan and hold a division of labor meeting. (Holding a strategy meeting helps the event run smoothly)

Initial planning meeting (information communication)

Hold brainstorming sessions for creativity/communication, focusing on project background, requirements, activity concepts and formats, etc.

The basis for the success of an event is sufficient information communication to avoid process omissions, time waste and unnecessary rework caused by information bias and distortion.

Planning and coordination meetings

Based on the opinions from the initial planning meeting, write an event planning plan, submit it to the leader for approval, and after approval, release it to the event project team members to prepare for the coordination meeting. The main arguments are the planning proposal framework, form and content design, basic project costs, and publicity and hype focus.

Planning decision-making meeting

Modify the activity plan based on the opinions of the coordination meeting, submit it to the leader for approval, and after approval, release it to the activity project team members to prepare for the decision-making meeting. It will be based on the opinions from the coordination meeting, and will focus on determining the content and execution, publicity plan, material plan, budget, personnel division of labor and activity execution SOP.

Focus: Determine the activity execution schedule on site and promote the activity. If the executor finds any problems during the execution process, he/she needs to collaborate with the planners in a timely manner to improve the SOP.

Author: Wen Qingquan

Source: Wen Qingquan