Event Operation | How to organize an event with a high degree of completion?

How can an operator carry out an activity more scientifically and have some control over the activity?

This is something a lot of people have asked me recently, so I decided to write an article specifically to talk about this.

Let me give you a reasonable expectation first. I will try my best to avoid content such as "A good community needs XXX" and "A good activity needs XXX". I will use "How can we have it" and "How can we do it well" as the tone of my writing. If one day, I deviate from this tone, then I may need you to remind me.

This article does not involve user analysis before the event, but it will restore my complete thinking path when doing the event. I believe that after reading this, it will be able to solve some of your specific problems to a certain extent.

So, let’s get to the point!

Regarding this article, I will try my best to restore my daily thinking path when planning activities. The content is roughly divided into the following parts:

Activity objectives: interpretation of qualitative objectives and decomposition of quantitative objectives

Activity path: Sorting out the activity path and supporting each node

Progress management: personnel arrangement and progress management

Content filling: copywriting and speech strategies

Risk Management: Always Have a Plan B

Data analysis: analysis of activity data

Activity review: the correct way to review

1. Activity objectives: interpretation of qualitative objectives and decomposition of quantitative objectives

Many people often hear their boss say "We need to recruit XX new people this month!" Then I worked hard to set up all the activity parts and quickly launched it online. Such results usually make the activity uncontrollable.

I personally believe that a good event operation does not rely on occasional creativity to make the event a hit, but rather on the ability to have absolute control over the goals. You can clearly know how to carry out each activity in order to achieve the best overall result, the greatest value, and be controllable.

When I understand the goals of an event, I usually divide the event goals into qualitative goals and quantitative goals.

Qualitative goal interpretation:

The interpretation of qualitative goals is more about the long-term value of doing this thing, that is, the user's perception of the value of what you do ( whether you are valuable to users depends on the number of times users perceive you. The better the perception, the higher the user's recognition of you )

This is more complicated to understand, so I will try to explain it in simpler terms. When a user participates in your event, the copy, pages, and the entire service process that he or she comes into contact with can enable him or her to deeply feel what the brand wants to convey to the user and the clear positioning of the event. For example, the popular case library that I previously managed, what I wanted to convey was that it could become a reference book for operators to look for cases. Therefore, the direction of my copywriting will focus on emphasizing this point.

Quantitative target breakdown:

Regarding the decomposition of quantitative goals, it is actually to transform each step into a formula as much as possible to make it calculable, so that you will know where to intervene in operational means and bring about data improvement through intervention.

The idea behind this is that the key to whether an event is successful lies in the acquisition and conversion of traffic. That is to say, we need to obtain target traffic as much as possible and improve the conversion rate of each link, and ultimately ensure that our final conversion volume is in line with expectations. In summary, the following formula is formed.

Conversion volume = traffic x conversion rate between each step

The funnel chart looks like this:

The values ​​on the vertical axis represent the conversion rate of each step in the total

The value on the horizontal axis represents the loss rate between each step and the previous step.

Therefore, when doing activities, our goal is to increase the conversion rate at each step and reduce the loss rate.

As shown in the figure above, if I want to eventually convert each part of the traffic, I need to achieve the conversion volume and corresponding conversion rate of each part:

Step 1: The target traffic is 10,000, and the corresponding conversion rate is 100%

Step 2: The target traffic is 8,000, and the corresponding conversion rate is 80%

Step 3: The target traffic is 1600, and the corresponding conversion rate is 16%

Step 4: The target traffic is 500, and the corresponding conversion rate is 5%

Some students may ask why the first step is 100%. This can be understood as the first group of people we contact when we push the activity, that is, the initial traffic that has just entered the funnel.

Therefore, in order to complete the first step of traffic acquisition, we need to calculate the traffic converted from each channel and sum them up. If we find a traffic gap, we need to supplement the customer acquisition channels.

For example, when I want to acquire 10,000 traffic, I will first take stock of the existing resources, that is, take stock of my own channels, for example:

I have 5,000 WeChat friends, the conversion rate is assumed to be 20%, and the conversion volume is 800 people

My public account has 10,000 followers, the conversion rate is assumed to be 10%, and the number of conversions is 500.

So the total number of users they can bring to me is 1,300 , right?

There is still a gap from the target traffic, that is, 10000-1300=8700 people

So when your own channels are not enough to meet the target of 10,000 people, you need to expand other channels until all the numbers add up to 10,000 people to meet our traffic needs. The detailed decomposition formula is as follows:

Target traffic = Channel 1 traffic * Channel 1 conversion rate + Channel 2 traffic * Channel 2 conversion rate + ... Channel N traffic * Channel N conversion rate

In addition to expanding traffic channels, another common method is fission. I won’t go into details here. We'll talk about it again when we have a chance.

In addition, regarding the conversion rate mentioned above, we follow three principles when making assumptions:

1. If you have experience with similar activities in the past, you can make assumptions based on previous data.

2. If you have no experience in this type of activity in the past, you can refer to the industry average, which can be obtained from predecessors or data reports, or you can use third-party tools such as Xinbang and New Media Manager to search.

3. If you don’t have either of the first two options, just make the decision based on your own instincts. As you gain experience in activities, you will become more and more confident.

After saying this, there is another reminder:

Among the channels you use, you can prioritize them according to the final conversion of the activity, and gradually eliminate channels with low conversion rates and low cost-effectiveness. Then the quality of the remaining channels will become better and better, which will be more beneficial for your activities!

2

Activity path: Sorting out the activity path and supporting each node

I take the common public account task treasure fission as an example. Usually the path of task treasure fission is as follows:

Step 1: Scan the QR code

Step 2: Follow the official account and read the task description

Step 3: Share to Moments

Step 4: New users scan the QR code

Step 5: Complete the task and receive the reward

However, after the path is sorted out, we need to put forward arguments for each point, try our best to find support points that support users to complete the tasks in each link, and pay attention to sorting out the user's psychology in the process.

For step 1: Scan the QR code

Indicator: Scan rate

User touchpoint: poster

element:

• Building trust - brand/big shot/expectation
• Main and subtitles——Scenario/Demand/Pain Points/Crowd
• Activity selling point——user benefit point/solution
• Limited time, limited quantity, limited price - sense of urgency and scarcity
• Participation threshold - reducing user concerns
• The short-term benefits of the final push - the boost to trigger action

Strategy:

Support strategy 1: Continue to optimize copywriting elements

Support strategy 2: Multi-version testing and verification to select the best

Support strategy 3: Create a group to organize batch forwarding and increase temporary benefits

psychology:

Trust

Scarcity

For step 2: Follow the official account and read the task instructions

Indicator: Attention rate

User touchpoints: follow and reply to the public account

element:

Mission Description: Rules for receiving

Poster generation: Automatically generate posters

Talking assistance: reduce the cost of posting circles and copy with one click

Strategy:

Support strategy 1: Optimize speech

Support Strategy 2: Tiered Rewards

Support strategy 3: Reply to keywords to get support

psychology:

Lowering the barrier to entry

Step 3: Forward to Moments

Indicator: Task completion rate

Touchpoint: Template message reminder

element:

Progress reminder: XX people are still left to claim

Unfollow reminder: friends unfollow will deduct the number of people, encouraging users to continue posting

Strategy:

Support strategy 1: Optimize speech

psychology:

Loss aversion

For step 4: Same as step 1

Step 5: Complete the task and receive the reward

Metric: Unfollow Rate

Touchpoints: Messages and Forms

element:

Copy reminder: If this user unfollows you, he will lose the opportunity to receive benefits

Strategy:

Support strategy 1: Delivery query/collection progress query

Support strategy 1: Keep paying attention to advanced benefits and establish follow-up expectations

psychology:

Loss aversion

3. Progress management: personnel arrangement and progress management

Generally, when we manage the progress of an activity, we need to first clearly divide the various modules of the activity. If we do not divide the main structure of the activity, we will most likely fall into endless details, and the overall promotion of the activity will be delayed in entering the next step.

As an event planner and leader, don’t think that you can handle everything by yourself, especially when it comes to large-scale events. It’s easy for your mantra to become “I’ll do this” and “I’ll do that”. In the end, everyone will come to you, and everyone will seem to be directing you, and you will become the executor, which will cause a lot of pressure. Therefore, the division of activities must be clear and orderly.

Usually an activity will have the following modules:

Channel construction (media, KOL, etc.)

Material design (posters, prototypes, etc.)

Communication plan (speech copywriting, etc.)

Content preparation (such as courses, presentation PPT, etc.)

Tool configuration (such as TaskBao settings, etc.)

So how do we divide the work and manage these? We can establish a project management table to assist us in progress management.

I need to emphasize here that there is no so-called standard version of the project management table, but one prerequisite is that it can help participants quickly locate the specific matters of the section they are responsible for.

I personally prefer to have a coordinator in each section, and all matters should be coordinated with the coordinator, who will then assign specific tasks to the executors. Otherwise, it is easy for the same person to be contacted by four or five people for a task, which will lead to repeated communication and a huge waste of project time. The complexity of communication is inversely proportional to the feasibility of the project, which means that there is more time spent on nonsense and less time on getting work done.

4. Content filling: copywriting and speech strategies

Usually, when we organize an event, it involves many aspects of copywriting and speech, which can be roughly divided into the following types. I have also tried to write out some points for your reference.

1. How to invite KOL/KOC

Usually when we organize an event, we will invite KOL/KOC to help us spread the word and increase the volume, so we need a set of words to impress others to participate. Yesterday a friend happened to ask me about this, and I gave the following answer:

I would choose to help an activity spread because of the following reasons:

I know you very well, we are good friends

The activity itself can arouse my interest, and the publicity is not detrimental

Help you spread what I can gain

Therefore, in this regard, it is necessary to focus on solving the problem of interest points.

2. Moments copywriting

I believe some people have heard the term "Circle of Friends Script". In fact, this thing is not that mysterious.

Arouse interest - strengthen curiosity - describe pain points - provide solutions - promote actions (benefits) Sometimes posting just one circle of friends is not enough, you can refer to what is said above and make each circle of friends have a clear direction. The more closely they are linked, the more they will continue to attract people.

3. Private Poke Talk

To be honest, we don’t like being disturbed for no reason, so when we send private messages, the first thing we need to pay attention to is how not to cause disgust. When private stamping, we can follow the following principles:

1. As a friend, I noticed that you have been paying attention to content in the XX field recently.

2. I have something to recommend to you, I hope it will be helpful to you.

3. This thing can solve problems 1, 2, and 3

4. If it is useful to you, that would be great. If not, sorry to bother you.

The most important thing to pay attention to when doing private messaging is to always take the other person's feelings into consideration and not impose them on others.

5

Risk Management: Always Have a Plan B

Due to increasingly strict regulation of WeChat this year, many tools that were previously available are no longer available. So when it comes to risk management, I need to emphasize that risk management is not something you only pay attention to when you are doing an activity, but you should actively and proactively understand the relevant rule changes at ordinary times.

Here I suggest that everyone, when you have free time, go to the official platform to read the official documents first, otherwise you will really fall into the abyss if you step into the pit, and you may even pack up and leave. As long as you are familiar with the official documents, I dare say you are basically better than 90% of operators.

The WeChat ecosystem is one of our most important positions, so you must be familiar with the rules of WeChat. You can find the WeChat rules on the PC side. You can find the WeChat Open Community, which contains official operating documents. You can learn the latest operating specifications there. Read them often to avoid pitfalls.

In addition, when organizing an event, we will use various tools. Since most of the tools are developed by third-party service providers, they have certain instability. For example, when the traffic is too large, it may cause paralysis, so we need to make more preparations. For example, preparing a second tool and establishing a second activity path are better methods. As the saying goes, it is better to be prepared.

6. Data analysis: analysis of activity data

After the event, we need to organize the data in a timely manner. The data from this event is very meaningful because it will serve as a reference for the next time we hold a similar event.

Compared with the final activity data, what is truly valuable is often the data in the process, such as the conversion rate of each channel and the conversion rate of each step. This data can be applied to other types of activities. It can also help you make more accurate result estimates before launching the next event, so that you will have greater control over the event.

In addition, data needs to be analyzed. If you don’t analyze it, you may not be able to find the reasons for the success or failure of the event. Regarding data analysis, I would like to give some small suggestions here.

Look at the rate, not the volume

Data to compare

The analysis is based on

Conclusions must be accurate

7. Review and sedimentation: the correct way to review

Reviewing is not a simple summary. Many times, after most people have reviewed, even with a summary, they will still make the same mistakes as time goes by. Why does this happen? What is the reason?

I believe that reviewing is a summary of the past, and proposing a new implementation plan based on it, or even forming a new SOP, which is a symbol of the end of a stage. The review process generally goes as follows:

1. After things are done, review them as soon as possible. This is what I learned when I worked with Alibaba’s iron army partners. Because you will feel the deepest and have a complete experience when you review them as soon as possible, don’t put it off until the second or third day just because you are tired, otherwise many details will be easily forgotten and lost.

2. When reviewing a situation, the first thing to do is to sort out the overall picture of the matter and extract the key decision points, clearly explaining the basis for the decision and how you thought about it. This is very important! When everyone speaks out, you will feel the differences in the way each team member thinks and where the differences in frequency are. The next time you communicate and collaborate, you will greatly reduce the communication costs.

3. Summarize what was done well and what was done poorly, and use the PDCA cycle to iterate. Continue to use and upgrade the good parts, propose improvement plans for the bad parts, and gradually experiment to find the best one.

4. After completing the above process, write a new implementation plan, reference documents, and the overall SOP, and continue to iterate the SOP. To add, what many people often overlook is that SOP needs to be constantly iterated, rather than being static. It is not a dead thing, but a very flexible thing.

Finally, I hope you will gain something from reading this carefully!

Author: Shiguan Operation

Source: Shiguan Operation