Here is a complete online community event planning plan

The work of operations is to perform a series of guiding actions based on a goal. The characteristics of this action are process-based, refined, and rhythmic.

What does it take to plan an operational event?

01. Purpose of the activity

The purpose of the event is crucial and is the core of the entire event. It takes some time to think clearly about the purpose of the event, whether it is to attract new conversions or retain users.

Attracting new users: It means attracting new users. If you hold an event in your store and invite three friends to join the group, you can give them a box of yogurt. Many users will actively invite their friends to join the group.

Promote activation and retention: Simply registering new users cannot achieve the purpose of operation, so it is necessary to promote activation and find ways to encourage the activity of new employees. Make users aware of the value of the product so that they will consume or achieve other goals you want. For example, red envelopes and holiday promotions are all designed to keep users using the product.

Conversion: The above two steps are preparations for this step. Only when an order is placed, the purposes of the previous two steps are achieved. Enterprises still focus on profitability, so the salaries for so-called operating positions, multiple growth and conversion indicators are relatively high.

02. Activity warm-up

The intensity of event promotion should be determined according to the size of the event. Regular events such as live broadcasts can generally be preheated 1-2 days in advance. Important events such as Double 11 can be preheated a week or half a month in advance.

Regarding the issue of preheating, we need to think about the forms and channels of preheating, what form of preheating should be used and which channels can be promoted to obtain traffic. We need to make choices based on the goals of the split. Our goal is to attract new customers and promote activity based on community planning, so:

At the event: Autumn is coming, silk scarves are offered as a benefit for forwarding to friends circle, and friends who share the circle of friends will be rewarded with a silk scarf.

In terms of channels: Moments and communities. Since the purpose is to attract new customers and promote activation, these two channels need to be combined and carried out simultaneously.

In terms of form: presented in the form of a poster, which is fast to produce and low in cost. It is the mainstream way of playing in the community.

03. Activity Node

It should be determined based on the time when the activity is launched. For example, if an activity is to be launched in 5 days, the deadline should be set 5 days later, and then a reasonable schedule should be planned. In this activity arrangement, we need to plan content operations according to the activity nodes.

04. Event reminder

Generally, reminders for live broadcast events can be sent out 1-2 days in advance through existing social networks, cooperative channels, Moments, and official accounts. The time period can be one hour before the live broadcast. Reminders for cooperative channels can be set at fixed time periods, such as 12 noon or 6 pm. Individual users can be reminded through private chats.

Warm up the event 1 hour before the live broadcast, confirm the time, equipment, live broadcast materials in advance, etc. to ensure that the event can proceed normally. If you are worried about problems with the live broadcast, you can use the extra time to prepare two plans to save the situation in time.

05. Release channel materials

The preparation of materials is not complicated, just a poster + matching copywriting is enough.

During the warm-up process, try to approach it from different angles to see how to write the copy that is more appealing, what users prefer to read, and optimize the copy and process bit by bit.

Here is a photo of an operator’s circle of friends. It is recommended that new operators add the operation accounts of high-quality companies in the industry, imitate, observe and learn.

How should the activity be implemented?

1. Event preheating and promotion

If the live broadcast time is Monday, you can do 2 warm-up on Friday.

Friday: For the first warm-up, you need to know what the customers’ needs are, let them have a certain understanding of the live courses, and use value points to attract them.

Sunday promotion: The promotion of the event is already based on user cognition, so we can add some user pain points to stimulate it and carry out operational packaging from different angles. Therefore, we can adopt two different ways of presentation in copywriting and posters.

In specific operations, it is still necessary to grasp the rhythm of publicity and avoid excessive screen-filling publicity, as such behavior can easily be blocked or even deleted by users.

There is another very important task in the operation process. In order to better operate and manage users, we need to import the new users attracted into the work account. It is easy for some low-quality users to appear by directly inviting people into the group. In addition, the rate of leaving the group after the live broadcast is extremely high, which is not convenient for management and subsequent conversion.

User attributes are roughly the same, but it is impossible to say that they are exactly the same, so it is necessary to package different value points from different angles to attract different user groups.

In the matter of WeChat account diversion, different means are used to stimulate users at different times, which is packaging operation from different angles.

Reminder for next Monday: The target users have already been mobilized in the front. As the live broadcast approaches, the focus is to remind users not to miss tonight’s live class and to leave preparation time for the class.

2. Before the live broadcast begins

One hour, half an hour and ten minutes before the live broadcast are all critical moments. We need to ensure that the user has entered the group, the host is in place, and whether there are any problems with the group message. In order to avoid problems during the live broadcast of the course, we need to conduct tests in advance. Here are the main things to note about WeChat group live broadcasts.

1 hour before the live broadcast: You can simply inform users of the live broadcast time.

Half an hour before the live broadcast: share posters and place bait to attract hesitant users to enter the live broadcast room.

10 minutes before the live broadcast: Generally, some users have already entered the live broadcast room. This is the time to liven up the atmosphere and inform users of precautions for the live broadcast.

3. Live broadcast starts

If your live broadcast room supports user messages, then during the live broadcast there will definitely be users who raise questions or make negative comments about the instructor's course. At this time, you will need "water army" or managers to provide positive guidance.

4. After the live broadcast ends

After the live broadcast officially ends, you can prepare a simple summary or a formal review of the event.

Activity planning: summary of the time spent from the start to the end of the activity, summary of the effect, activity highlights, optimization points, and expected value summary;

Data summary: Make a statistics of the data of this activity, including how many new people were attracted, how many people attended the class, and how many people were active;

Finally, remember to review the activity, what was done well, what was not done well, what should be continued to be used next time, and which pitfalls should be avoided. Without a review, progress will be slow.

Author: Retail Expert

Source: Retail Expert