Methods and key points for operating and promoting online activities!

I think the most important thing in the process of doing an event is to consider how many highlights you have made. The highlights are the various details that you have taken the time to consider. Activities are generally divided into four stages: activity preparation, activity planning, activity execution, and activity summary.

Next, I will talk to you about the activity process and details around these four stages.

About Activities and Event Operations

First, when organizing an event, brand factors must be considered; events are not done just for the sake of doing them.

Brand positivity is very important. For example, when doing a photo activity and posting pictures of beautiful women, you must consider the scale. In the past, Mop did a lot of photo activities, such as posting photos of beautiful legs, but later the Internet monitoring agency prohibited it because it involved the bottom line of some netizens posting photos. Later, things like breast, back, and foot beautification were not allowed. Some companies have not experienced Internet monitoring and do not understand some of the government’s strict requirements. When we organize activities, we must make sure to promote the positivity of the brand and not lead it in a negative or unproactive direction.

Second, budget. But it doesn’t mean that you can’t do an event without a budget.

When I was organizing events before, the budget for everything was very small. I spent a lot of time looking for companies to cooperate with and finding friends to get prizes for the events. But when you encounter such difficulties, don’t avoid or complain. Only by going through these hard days can you hone your will. When one day your budget is sufficient, you will know how to spend money and how to save money. When doing operations, one must be cost-conscious and learn how to accomplish big things with little money, which is also a way to improve operational capabilities.

Third, everything should be based on the results.

Results oriented. During the entire activity, you must control the overall direction and not let it go astray. Many people have a problem with their activities. Once an activity is launched, they will just ignore it and wait for users to participate. They cannot influence the development trend of the entire activity. The operators who run a good event will strictly monitor the entire event.

Furthermore, event operation is ultimately based on user operation and content operation, and can be said to be an extension of user operation and content operation.

User operation and content operation are two basic skills of operation work. Basic skills are very important, including the copywriting and guidance during the event. If you can't even write the copy well, your writing skills are very poor, you don't understand the basic psychology of users, and you lack the awareness of empathy, then there will be many problems not only in doing activities, but also in doing other work. Doing operations is like being a Kung Fu learner in martial arts novels. You have to practice a lot of basic skills and go through a lot of hardships. Only when you have a solid foundation can you reach a relatively high level and increase your skills many times.

Set a clear purpose for the event

During the event preparation stage, the first thing to be clear is the purpose of the event.

Whether brand communication is the basic demand determines how much resources you can invest. Whether the purpose is to sell products; whether the purpose is to increase user stickiness and cultivate user habits, these are the regular purposes of community-type platform activities.

The reason why we need to maintain a certain frequency and ensure high quality when conducting activities is to cultivate user habits. One type of activity I don’t really like is the kind of activity that requires simple replies to grab posts. The quality of users attracted by such activities is generally not high. I think an event doesn't necessarily need thousands or tens of thousands of participants. I emphasize quality more. Maybe there are only thirty or fifty people participating in an event at the beginning. It doesn't matter, but by slowly accumulating and cultivating user habits, you will accumulate a group of high-quality users with needs. This is what I think is a better and positive goal and direction for the activity.

The other type is to carry out activities based on completing KPIs and pursuing data goals. Generally, I will organize activities on major holidays. In this case, the number of new users will increase significantly. I will add more forms and richer links. For example, during Christmas of 2015, Qihoo Community held a flash sale event with more than 20,000 prizes. Of course, many of them were gift certificates, Q codes, virtual currencies and the like, and there were probably only a few hundred physical items.

I think if you want to organize an event, you should either not do it, or if you do it, you should make it unique, or win by the number of prizes or at least some other aspect. If you ask people to scroll through thousands of floors just for three or two prizes, it is actually a waste of users. I did a Christmas flash sale on Mop that year, and I got 82,000 replies on Mop.com and 20,000 replies on individual posts, which added up to 110,000 replies. There is no meaning in simply grabbing buildings. At most, it can only increase the data and fool the leaders.

In fact, once you understand the purpose, you can decide the activities and frequency. If I were asked to do a small participatory event purely to attract everyone's attention, I would estimate that I could post it in 5 minutes, because I know the goal of the event and the quality of the users I have accumulated is not high, so I won't spend too much time on it. But if it is a brand event, or an event to cultivate user habits, I usually spend more time on it.

Sometimes, a lot of preparation work will be required for a picture or a prize. Sometimes, I may spend a whole afternoon perfecting some details and polishing them together with the editor of my department and colleagues from other departments. Even the frequency, if I think some activities are more effective, I will extend the activity cycle. I never think that once an activity is launched, it should be carried out in the same way. I think some things can be changed at any time and should not be too rigid.

Activity preparation stage

1. Accumulation of user resources.

When I was on Mop, I usually looked for various internet celebrities such as writers, models, beauties, videographers, etc. When it came time to organize an event, I basically didn’t have to worry, as people would naturally come to me. As I wrote in my previous article, it is normal that the quality of my activities is relatively high compared to some platforms such as Renren, mainly because I have accumulated a lot of advantageous resources.

Don’t think that Mop had a higher traffic volume in the past. In fact, the platform I was responsible for did not have a particularly high traffic volume in the beginning. I remember when we were doing beauty events, there were always hundreds of people participating, and at the peak there were over four hundred people. Once there were more than a hundred people participating, and almost all of them were beauties, so I couldn’t even choose the first place.

Compared with Renren, Renren's traffic was very high in 2010, with PVs of almost hundreds of millions. They had more than 10,000 participants in the same type of activities at that time, but the quality of the activities was not very good. In many cases, it was the platform that provided support. The large traffic can certainly cover up your attention to the details of the event or strategic issues, even if the event itself has problems and is completely lacking in control. But what if you leave this platform one day? what to do?

Whether the activity meets expectations is really a matter of misunderstanding by the operations staff.

2. Understand and learn from your competitors.

When I was working on the community, there were no platforms like today’s sharing, exchange meetings, and Bird Brother’s Notes. Usually we will study and observe what our peers do, learn from their strengths, and also discover their shortcomings, which are precisely your breakthroughs. In the process of using people as a mirror, we can summarize the elements of an activity and improve them, so that we can do it better when we do it ourselves.

I really recommend that you research your competitors. Why was Xiaomi later surpassed by Huawei? As we all know, Huawei’s slogan was "pixel-level imitation", which was a comprehensive study of Xiaomi's marketing and operation behaviors. Knowing the other party's shortcomings and combining them with my own strengths, I will definitely be able to do better than the other party overall.

3. I think it is necessary to use departmental content and external resources

This makes it easier to copy it to more users and allow more users to participate.

Coordinating resources is actually a basic operational ability. In addition to your own platform, you can spend more time and effort to build good relationships with colleagues. It’s not as simple as sending an email to people when you are doing an event and they will support you. In fact, a lot of work is done on a daily basis. So when you have nothing to do, just have a meal together and get along well with each other. When you are in need, they will naturally help you.

4. Then another point is the practice of daily basic skills

This is something I think is very important.

I find that many people will write a poem when they are doing an event, and they spend a lot of time polishing the words and sentences. Then when the article page is opened on WeChat, the poem takes up the entire screen. What do you think is a problem with this? What is the essence of event operations? It is about getting users involved as quickly as possible and helping them understand the rules of participation as quickly as possible. They care about prizes and their own rankings, not other fancy things. Spending time studying things that are not the core of the activity and showing off your talents is putting the cart before the horse. What a waste of time!

Event planning stage

1. Tips for event planning:

1. Everyone knows that activity creativity is critical in the planning stage of an event.

For example, when Li Er Chai Si was doing activities, their creativity was very good, such as selling remaining time. What is creativity? When the first person came up with this, everyone thought it was great, but when this idea is used over and over again, it becomes meaningless.

The further you wait, the harder it becomes to come up with creative ideas. Nowadays, people who are doing creative work often feel like they have run out of creative ideas. There is nothing wrong with everyone discussing creative ideas, but in reality, in many cases, several people sit in a small dark room discussing for an entire afternoon. The discussion is very intense and lively, and they may even argue until their faces turn red, but the ideas they come up with in the end are very mediocre.

Why? I think many operators don't know how to take advantage of users. I often discuss many of the activities I do with everyone. Also, when chairing a meeting, you should generally ask everyone to prepare in advance. There is no point in having a discussion without any preparation. I would rather not have such a meeting.

2. Do not violate the ultimate purpose of the activity and do not deviate from the purpose.

For example, the purpose of organizing an event is to obtain UGC. Don’t distort the original intention due to factors such as the event process.

3. At the same time, it should cater to a more appropriate group of people.

Think clearly about what kind of people this activity is intended to attract. For example, some communities are clearly platforms for women related to mothers and babies, but the activities they organize end up attracting a group of male losers. This is an obvious misalignment. Our activities should be centered around our target audience.

4. There needs to be a sufficient threshold, but it should not be too high.

Many people will set up activity links to be very complicated, with N steps, requiring users to click through many pages. Some users cannot understand them and don’t know how to participate. This is definitely a problem. Users will know how to participate at a glance. I think this is the best activity setting. The rules of the activity should be clear and easy to understand. A sufficient threshold does not mean no threshold.

5. Be innovative and combine with current hot topics.

You can combine it with current hot topics. This will easily attract users and also bring in some SEO traffic. It will also attract many users to participate. At the same time, users will be enthusiastic about participating when they see hot spots.

6. Another thing to consider is communication.

What does dissemination mean? Every activity we do must take into account its dissemination point. This requires careful consideration of how to tap the power of users.

Regarding the event copy, I think this is more critical. In fact, this can be presented in a separate PPT.

Four key points of copywriting planning:

1. Activity title

When we were in the forum before, many people played the "clickbait" game. Why did we practice this clickbait game? Why is it so important? It can be said that the title is half the success of the event. For example, when we are working on a new media, some people may come up with very unsophisticated titles, or we may not understand what the title is about at all. Some people only spend a dozen seconds to come up with a title, but when I create an event, it usually takes me 5-10 minutes to think of the title.

The safest way to give an event a title is one that allows users to understand what kind of event it is at a glance. This actually requires some skills to be practiced. Don't make it too complicated. Let everyone understand what this activity is about. This is a more compromise solution. I have previously talked about how to come up with relevant titles on my official account, including the method of splitting characters.

2. Activity promotion picture

Don’t spend too much time worrying about this, but don’t leave it entirely to the designer, because some drawings are not that complicated and you can study them yourself. The elements of a promotional image must reflect some key things about the event. For example, if we are doing a photo sharing event, you can add everyone's avatar as a picture element to reflect the relevance. Avoid being too fanciful. You can also clearly state the event time and prizes. big

The most important principle for users to remember is that users should be able to obtain the key information of the activity when reading every page and every line. Even by looking at this picture, you can know what kind of event it is, when the event starts and ends, and what kind of prizes can be won. Don’t make pictures just for the sake of creating them for an event. If you just make a pretty, irrelevant picture and post it without any content, it’s obvious there’s something wrong. The most ingenious and successful thing is that no matter whether users look at the title, the picture or the content, they can understand how to participate.

3. Activity Background

Many activities will have a brief introduction at the beginning about why they are done, and the number of words must be controlled. It doesn't need to be too long, 200 words at most will be enough. Allow users to read the activity rules section below more quickly.

4. Activity time

At least write down clearly the start and end date of the activity. Don't use vague time like "from now on". It's better to give a specific time, such as 16:00 on March 8, and then make sure I rank the users by that time. This will give users an idea, and then they will come to see that I will consider every detail for them. If you can't guarantee the time, then it's fine to list it within one day.

5. Award Selection

How are the awards for this event selected? Is it based on voting or judging? Or can I set up voting + judging by judges, or some other rules? All of these can be confirmed. Taking my past as an example, some people will cheat in voting, some people I think may not meet my requirements, some people are popular and have a lot of supporters, some people have great works but don’t have many friends, and are not suitable for this competition system.

In order to avoid these factors at that time, I found some official personnel and some core users, and also invited well-known people on the Internet. When I did activities on Mop in the past, I invited some well-known users, moderators, alliance leaders, Internet celebrities, etc. You all know Jiaoshou. He was very well-known on Mop in 2005 and 2006. Then, when I organized an event, I invited him to be a judge, and everyone felt that the level of this event would be much higher. Of course, it would be better if you could invite celebrities, but celebrities would be very expensive and others might not necessarily participate. The judges I invited at that time were like this. As everyone knows, some judges are actually very busy and will not give you any evaluation.

So I will write reviews for some of them, ask for their opinions and then publish them. In this way, users will see that the quality of the event is particularly high and that there are opinions from such great judges, so they will be more willing to participate. Moreover, the people you invite to participate are likely to be fans of the judges. For example, our 360 mobile phone spokesperson Wang Kai, we can invite his fans to participate, which may very well encourage other people who were not originally interested to participate.

Finally, you can weight this score. Voting and judging scores can each account for half, or you can give them some other weighting. In this way, you can have a clear expectation of the event and have a good control over the ranking of the participants. If you let the activity develop completely on its own, that would be very mindless.

6. Award Setting

At that time, I took pictures of the awards of these activities and displayed them at the events. For example, if the prize is a mobile phone, don’t assume that everyone knows what the phone looks like. I have seen some people post pictures that look like photos. This is the same as people nowadays like to see photos of girls without makeup, because they don’t know what they really look like. Therefore, we will also place some pillows, dolls, etc. together with the pictures at the event so that people can see it clearly.

At the same time, the price is marked, such as how much the phone is worth, so that users have an idea. These are all details. In the early years of community operations like virtual currency, there was no need to use physical displays. Also, don’t give money directly as a reward. Money is very vulgar and no one needs it. Even if I get a mobile phone, I won’t care too much.

What do users want? They are things that are not usually available. Now even Apple phones have become street machines. On the contrary, some dolls are very popular among people. Because they are not available in normal times, some dolls are still worth the hype. For example, a 12cm doll on Mop.com in 2008 was sold for 6 yuan, and later for more than 30 yuan. I remember a 30cm doll that cost 38 yuan at the time was sold for more than 800 yuan online. What does this indicate? Now, a few hundred or a few thousand users may not really care that much. What they want is irreplaceable.

7. Some more details

For example, setting up award quotas, participation prizes, consolation prizes and the like. Some people would feel disappointed if they don’t win a prize, so in order to increase their motivation, a consolation prize is essential.

Note: For example, if the real person does not match the picture, you can disqualify him to avoid such cheating. Or you can indicate: "The right to interpret this activity belongs to xxx", so as to avoid unnecessary disputes. The copywriting is far more than just this content, many media will make it into special topics.

What I have talked about are the basic factors, which are indispensable. I will not go into other complicated ones. Many of them are details and it depends on how you play them out. Consider why users want to participate in the event? How to participate in the event? What benefits can they get from participating in the event? Ultimately, users participate in activities to win prizes. The key is how I control it. We have to control the progress of this activity. This is what you have to do.

What is the threshold? It means that many people can participate. Generally, we set up activities so that 80% of users can participate. Not everyone can participate, but it ensures that most people can participate.

Increase the chances of event success

The highlight of an event can also be understood as the selling point of the event. What makes it different from others is actually where you put the most thought into it.

How to increase the chances of event success?

I think we should plan ahead and make the best use of the situation. Don’t cram after the event has been launched. Consider the cost of user participation and raise the stakes.

First, leverage

Take advantage of hot spots, festivals, people, etc. For example, Papi Jiang is very popular recently, you can go and see how to combine with her. At the same time, you can find materials for many things after you look at them more. For example, she often writes some very interesting things and contributes a lot of materials. Therefore, you can pay attention to what some hot figures are doing on a daily basis. Not only can you take advantage of the situation, but you can also absorb materials and learn skills from those successful people.

Second, leverage

We can collaborate across platforms, operate an event together, direct traffic to each other, and exchange resources. This is very basic.

Third, pay attention to details

For example, we can spend more time thinking about the prizes. For example, when we are doing activities now, it would be boring if we always give out small prizes such as mobile phone accessories. In fact, we can use our own mobile phones to exchange dolls with other companies. A mobile phone worth two or three thousand yuan can be exchanged for 100 dolls, and 100 dolls are enough for us to run activities for several months.

Exchanging prizes is a very good way. It is normal for everyone to leverage each other's strengths. Don't be too conservative. There is nothing big about promoting for others. They won't take anything away from you, nor will you gain anything extra. If users like you, they like you, and if they don't like you, they don't like you. There is no point in trying to bind users' behavior in any way possible.

In addition, the judges and interactive sessions could be made more attractive and more fun. In our previous activities, we would add a "buy tickets" session, which was very interesting. In fact, it originated from the users' own creativity. Users can use MP (community virtual currency) to purchase tickets held by different administrators. Different tickets correspond to corresponding discount draws and other activity permissions. In short, put in more effort and make some fun elements so that users can find the process interesting.

Fourth, pre-game users

Don’t wait until the event starts before operating it. You should spend a lot of time preparing before the event starts, such as finding some childcare. I accumulated a lot of user resources just to do this.

Because I have a lot of resources, I have goals when I do many activities. I can tailor something special for certain people. For example, the goddess of Mop, Witch Flower Tea, is the best user I have ever met. I have been organizing activities for her for three consecutive years. Before the activities, I actually discussed a lot with her and asked her if she had any ideas and suggestions. She would give me a lot of ideas.

Activity execution phase

1. Activity Tracking

You must monitor the progress of the activity every day, pay attention to the status of users, and constantly adjust the details of the activity to ensure expectations. For example, if users are found to be cheating in a certain selection activity or some rules have loopholes, the operation staff will need to make timely adjustments. Never just launch an activity and then forget about it.

I used to spend a lot of time every day monitoring activities on BBS. For example, after launching an activity, in order to make it easier for users to read, instead of scrolling through thousands of posts to browse some high-quality UGC, I would take the initiative to organize the users' works. I would occupy the first post of the reply, and then arrange them in order of No. 1 XXX, title, link, good works, No. 2, and No. 3, saving the users' browsing costs.

Of course, there was an easier way later, but it was a very painful process, but the rewards were huge. Extract high-quality works and acquire high-quality customers. The activities are nothing more than centered around users and works, with people being the most important. You can pay attention to Douban, which has many good picture activities that give full play to the creativity of users.

2. Hotspot mining

In the process of doing activities, you should be good at finding some highlights to hype. For example, if you are doing an activity to collect and select short stories or paragraphs, and someone submits a particularly good work, you can recommend it separately to increase his chances of winning the award. You can also collect and organize good content and disseminate it on platforms such as WeChat and Weibo. Some people will see that so many people are participating in this event and there is so much good content, and they will be attracted to take a look. Gradually you will find that this event has played a very good role in dissemination.

3. Award announcement

The announcement of awards must be done as fairly as possible, and attention should also be paid to the quality of the top winning works. If some inferior works are allowed to take the best places, it would be very problematic. It is a clear sign of loss of control over the event and a dereliction of duty by the operators. I usually ensure that the first and second place winners are those who truly deserve the award, and others can operate and control it appropriately.

Improve the efficiency of activity execution

How to improve the efficiency of activity execution

Why is it called operation and doing activities? Because activities are created, not waited for.

There are two key factors in organizing activities: one is guidance and the other is adaptability.

1. Guidance means that you have to consider how to get more high-quality people to participate at every link, and at the same time strive for both large quantity and high quality. In the first hour after your event is launched, the replies should not be filled with meaningless content. Instead, you should provide advance guidance to allow those who have found good sponsors to participate and contribute some high-quality content. Then, other users will see that the event is very popular and will actively participate, thereby attracting more people.

Another example is the management of negative comments. When I organize an event, I will delete all the comments that insult others. Even if someone reports me, I will just let them do it because I consider the interests of the participants first and will not consider too many irrelevant factors. We can think from the perspective of the participants. How would it feel if they came to participate in your event with great difficulty but were scolded by onlookers? Will they participate next time?

Therefore, during the operation of the event, we must also maintain the comments in a timely manner and not leave them alone, otherwise you will find that the quality of the event will be very low.

2. Resilience means making timely adjustments based on the progress of the activity. For example, when the activity effect is good, we should appropriately increase the activity cycle. We should not change the time casually, but it does not mean that we cannot change the time. The activity cycle should be planned in advance as much as possible, but we can make appropriate adjustments when necessary. If you find that the development trend of an activity is not good, make timely adjustments. If the quality of the activity is relatively low, you can temporarily find some high-quality people to participate. Don't wait, be proactive. Event operation is the same as user operation. It is impossible to do it well if you wait for people to participate every day.

If you suddenly find that the quantity is not enough, you can also find some other resources temporarily; regarding vote-rigging and violations, the premise is that you have written it clearly in the rules. If your rules are not clear, you haven't thought them through thoroughly, or you haven't thought them through completely, and other users take advantage of your loopholes to break through, then you can only blame the fault of your operators, and don't blame the users.

In this way, you should try to describe the violations as completely as possible, so that you can punish the person. Generally speaking, don't vote fraud. Voting fraud is not good. I find that many people will help users to vote fraud, which may be more problematic. I have always felt that it is very easy for many people to write a program to swipe votes. We have done it in the past. It is very easy. In many cases, you can tell whether it is a vote-rigging program or not. It is too easy. Moreover, after watching this thing for a long time, we all know what is going on. But you really shouldn’t do this. It is indeed not very useful and it is unfair to many people. You can achieve this goal through other means, but don’t interfere too much with user behavior.

Activity summary stage

What can you gain after the activity is completed? This is something you need to think about carefully. Secondly, I think activities are also a relatively effective means of accumulating users. Don’t just leave the activity aside and ignore it. What have you gained? Even if you have gained dozens of users from this activity, can you get their QQ and WeChat accounts of the better users? What can you do? I think there are some very good activities, such as the Bird Brother Academy. You can also add a QQ group under the activity, but not a WeChat group. You cannot add more than 100 people to a WeChat group. This way you can accumulate a lot of users.

What are the benefits of joining a QQ group?

It means that you can reach users as soon as possible. As I mentioned many times in my previous articles, don’t care about some platforms claiming to have hundreds of millions or tens of millions of users. How many users can you reach directly? Do you have the user's contact information? If this information is just used to register your platform, it doesn’t make much sense because users don’t even know who you are.

I think the most important thing about an event is to get the contact information of some good users, so that we can continue the next event, right? When there is an event, you can say, "We have an event, do you want to participate?" "Many people will naturally come to participate, and more and more people will discover me."

I think it's all about the details, and you can also find some good potential stocks in it, right? This can build momentum for future activities, because there will be some good people in it, including many good writers and people who shoot videos very well, as well as many beautiful women. It's really good to slowly keep these people here. This way the traffic will be very high, isn't it cool? Similarly, we can find some good joke tellers and internet celebrities, because we have done many activities before and found that those internet celebrities will also come to participate, which is really good. We can collect them slowly.

There is also experience, a lot of activity experience. I think that if you have perfected many details, you will be clearer about the thresholds in the activity. Only in this way can you operate it yourself and avoid any mistakes in the future.

Right, don’t be afraid of hard work, especially when you are in the early stages of operation, you really need to consider every detail of the event carefully. When I was doing activities, I would spend an entire afternoon studying the picture in the activity, considering how this activity could attract users to participate, whether the elements in the activity were sufficient, and whether my picture was well made. I spent a lot of time on this. Actually, PS wasn’t very popular back then, and we didn’t even know how to smooth the skin, so we could only look for some tutorials.

I think the process actually tells you where the problems are and how to avoid them next time, so that you can avoid detours. Then you can pay attention to the highlights of the event and continue to insist on it next time. There are also some summarized experiences, such as the judges, where the rules need to be strengthened, I can make certain parts of the event more interesting, I can also organize some (activities) to mobilize the users' initiative and give full play to their creativity, constantly summarize, remember them in mind, and continue to use them next time.

You really need to take a good look at it and be clear about what the highlights of the event are. You don't want the event to have no highlights at all after it is completed. The event should be mediocre, or just done to get by. If you work like this in the end, you will just be doing things to get by in your life.

Many people are like this. What makes people different? It's in the details, in daily life. Even if you think a little more than others, a little more than others every day, you will find that in a day or two, a month or two, a year or two, you will find that the gap between many people is widening in this way. Two people enter the company, but after two years, their abilities are very different. That's how it happens. You will find that the salaries of two people gradually differ by many times. This is the reason.

Then you need to think about whether this activity has met your expectations. If this activity is completely out of your control, just like what I said just now, you have no idea what is going on, and it just passes by naturally and does not meet your expectations, I think there is a problem. I think this is, or is not, irresponsible, but at least it is irresponsible to yourself.

Then you need to think about what the goal of the next stage is. For example, if 50 people participate in this event, that’s no problem. But can you set a goal for yourself to have 60, 70, or 80 people participate next time?

This goal is not set casually. For example, if you set it at 30 people this time and 300 people next time, it may not be very reliable. At least you have a good expectation for yourself, right? And you can build up confidence slowly. Keep improving yourself during the activities, keep getting to know a lot of great people, and gain a lot of experience in the activities, including lessons and the "bumps" I mentioned. I will summarize more than others, and slowly your abilities will improve more than others. That's what I mean. It's meaningless to do activities just for the sake of doing them.

Make progress bit by bit and pay attention to the details.

Activity Notes

1. Activity operation is the explosion point when daily operations accumulate to a certain extent.

For example, there are a lot of content in daily life, some copywriting, and formulated rules; then are we clear about the context of the entire activity? Do you have a sense of the overall situation? If you can manage an activity more thoroughly, you will gradually find that it is actually the same as managing a project. This is how small projects turn into big things. When you have accumulated a certain amount of users, you should consider organizing activities. This way, the activities will naturally be done better.

For example, at work, you may finish an eight-hour day's work in three hours, and then you don't know what to do after that. Such a person will gradually become unsuccessful. Can you give yourself a chance to recharge and learn outside of the eight hours? I think many aspects may not be enough, so I will spend some time learning things that I don't understand well. For example, I used to do SEO and new media, which were not counted as my KPI, but I spent a lot of time studying them, and later I found that these things are useful. The more you know, the more you will be able to understand many things. Learning ability is one of the differences between operators and operators.

2. Don’t just do formalities

You must grasp the core link. The activity is about how to participate and what benefits you get after participating. Users care about these things. They don’t care about other things. They don’t care how good your writing is. Of course, your writing cannot be too bad, such as typos. Of course, time should still be spent on the core links.

3. Activities are made

Don't send out events and wait for users to participate.

4. Prizes are not everything

Don’t think that you can’t do an event without prizes or money. You can do it without money. For example, when doing the same event, Xiaomi has a lot of prizes, but we don’t. However, we still do the event. For example, I used to say that a certain platform spent millions to do an event, but we were lucky to spend a few hundred yuan. Users do care about prizes, but prizes are not everything.

5. Grasp the user's psychology

Why should users participate? Think from the perspective of others, what would happen if a bunch of people were scolding you? I will never participate in your activities in my life. I can only explain one thing that your operation staff has never considered my feelings, so why should I participate in your activities? Next time I participate in your activities, will there be a bunch of people scolding me?

Think about it from the perspective of others. It is difficult to have no money, but first of all, you should not do things very frequently, so the cost will increase first, so you would rather do less than be very good. I have never asked my subordinates to do activities. They have always proposed a plan that I think is good and then we do it. It is never asked them to do activities. This is a process of mutual recognition, right? It is OK for you to convince me. If you can't convince me, then do it my way.

6. Quality is more important than quantity

Don’t simply pursue quantity. Quality is really more important than quantity. For example, Kong Yansong, who was super popular in 2009 and 2010, was the first girl in the Maopu Leg Competition. In fact, it was just a user of some quality in the event. Some explosive points appeared to bring this event up. People know that this platform has very high quality activities, so that more people will participate in the event and make their reputation come out.

7. Do less activities with low thresholds, like grabbing a building, and it doesn’t make any sense.

Anyway, I don’t do this because it’s too simple. At least the three lines of love letters are better than one line. Although there are only two more lines, this is creativity. Even if you add a little bit of thought to the original foundation, it may not be a masterpiece that shocks the world and makes ghosts cry.

8. Action is more important than theory

You must learn more, practice more, and summarize more. This is the same as operation. Sometimes you should not be superstitious about anything. Many theories are understandable and you need to practice yourself and summarize experiences and lessons.

That’s all today. I think it’s more useful to speak without any imagination. Of course, many of my views may not be very correct, but I think even if one or two points can be useful for your daily work, I will be satisfied!

Author: Class

Source: Strawberry Jun

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5. The most comprehensive guide to event operations from entry level to advanced level!