The most comprehensive guide to event operations from entry to advanced!

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1. Activity Form

I have divided the activities into five categories, each with several subcategories:

Welfare activities

There are many forms of welfare activities, mainly providing various benefits to users.

Including: check-in, lottery, group buying, vouchers, new customer gifts, etc....almost covering most of the Internet activities.

We explain in turn:

1. Check-in activities

for example:

There are many specific ways to play the sign-in activity, such as daily sign-in, continuous sign-in, cumulative sign-in, etc.

The valuable items given away include points, vouchers and other things.

There are two forms of sign-in: automatic sign-in upon login and manual sign-in.

The sign-in function is usually initially launched as an operational activity, and will be solidified into a product function after the effect becomes stable.

Regarding the sign-in activity, the sign-in in the game is more mature and you can refer to various top games.

This article only discusses the form of activities, and the specific design logic will be discussed in subsequent articles.

2. Lucky draw

for example:

The ways of playing the lottery are also quite common, such as the turntable, nine-square grid, smashing golden eggs, etc. In e-commerce, there are also so-called 0 yuan purchases and other limited-time sweepstakes and draws.

Specific ways to participate in the lottery include logging in to enter the lottery, or completing certain designated actions to enter the lottery.

In fact, sweepstakes are very common in most Internet products and games. When the prizes have little value, it is difficult to attract users to participate or continue to participate.

The value of the prize and the probability of winning need to be balanced, which needs to be taken into account when designing the specific plan.

3. Group buying/group buying

As shown in the figure:

Group buying and group buying are also common.

Specific forms of participation include automatic group buying and group buying where users have to actively invite others.

The gameplay of group buying/group buying has evolved into the core function of many products. Typical examples include Meituan and Pinduoduo, which started out as group buying/group purchasing.

4. Vouchers/red envelopes

Vouchers/red envelopes are a product feature in themselves, but they have many usage scenarios and many forms of activities can be carried out around them.

The specific forms of distribution include no threshold, discounts for purchases over a certain amount, gifts for inviting new members, gifts for recharge, etc. It depends on the specific product stage and operation rhythm.

Game activities

for example:

H5 mini-game activities are common in WeChat and major APPs.

The mini-game format is more interesting for users and is easier to attract user participation.

I would like to add here that many products have to choose between point tasks and mini-games when trying to gamify.

In fact, the essence of the two is the same. The difference is that the form of the game is easier for users to accept and they can participate to a certain depth. The point tasks are much different in form, and there is no sense of immersion and cultivation.

Topic activities

for example:

It is commonly seen on Weibo and various community-oriented products, so I will not go into details here.

Data aggregation activities

for example:

This type of activity is common on major apps. The activity itself is not difficult. The difficulty lies in whether the previous data is stored in place and whether the copy of the activity itself is suitable for the users of the product.

This type of activity takes advantage of a lot of basic human psychology and can easily attract user participation and forwarding.

For most apps, this activity is a must-have at the end of the year.

Other types of activities

1. Guessing

for example:

There are many scenarios for guessing in sports, entertainment and financial apps, and the activities can be simple or complex, so I will not go into details here.

2. Answer the questions

for example:

Quiz activities are less common than lotteries. Two typical products are Fantasy Westward Journey and WeChat Reading, where answering questions has become a stable product function.

3. Voting

This is very common on WeChat, so I won’t go into details here.

4. Testing

for example:

Others include destiny tests, love tests, wealth tests, personality tests, etc.

Testing activities themselves are not complicated, they just need to be well integrated with the product and cannot be done simply for the sake of testing.

5. Collection

for example:

Typical examples include the activities of Alipay and Baidu, which require completing certain behaviors to collect certain items, and after collecting them all, you can get something of value.

The above five points are the summary of activity forms that I have sorted out. There must be some activity forms that have not been sorted out yet, and you need to sort out, integrate and iterate them on your own.

How are activity ideas generated?

Based on the above activity forms, there are three steps when we output activity ideas for activities:

Are there any existing activities that can be applied?

This model is the simplest and can be summed up in one word: "copy". When you are a novice in event operation, you basically rely on "copying" to exercise your basic execution capabilities.

The above five categories of activities can be used as reference.

Are there any similar activities that you can refer to?

If there is no directly reusable activity, look for similar reference activities.

For example, whether some elements of a purely offline activity can be replaced online, whether some elements of a game activity can be replaced in an APP, etc.

For example, if I were running a fresh food e-commerce business, I could replace the ring-tossing game used in offline night markets with an online H5 mini-game. The prizes in the set can be exchanged for coupons, points, fresh products, etc.

Combining multiple old elements into new elements

Innovation has many forms. In addition to disruptive innovation, disassembling and combining multiple old elements into new elements is also a form of innovation.

For example, simple answering of questions can be turned into answering of questions + lottery, answering of questions + guessing competition, etc. I will not go into details here.

3. How to collect activity ideas

In addition to the activity ideas I mentioned above, are there other ways to collect ideas?

Pay attention to direct competitors’ activities

This goes without saying. What activities are competitors doing every day, whether it is necessary to follow up on their activities, etc. These are the daily tasks that must be done in every activity operation.

Pay attention to the activities of leading Internet products

For example, what activities is Douyin doing, what activities is WeChat doing, what activities is NetEase Cloud doing, which forms of activities have you never seen before, and which ones do you think may be effective, you need to pay attention to and make records.

Build a personal activity creative library

This is a very important point! After seeing so many activities, when I really need them, I can’t remember what kind of activities they are. What should I do?

I have mentioned in my old article: "Self-Help Guide for Internet Newcomers (Part 2) - Building a Personal Knowledge System" that Internet product operators must establish a personal knowledge system.

Then the activity operation must have its own activity creative library: as shown in the figure:

This is the activity library I made two years ago. It is categorized and marked for easy temporary search. I give it to you as a reference.

In the past two years, we have done less event operations and the event library has basically not been iterated.

IV. About the theme of the activity

The event themes are mainly divided into: traditional festivals, product functions, Internet festivals, and hot topics.

In addition to the activity forms mentioned above, a complete activity also needs to be packaged with a theme.

Traditional Festivals

I won’t go into details here, you can refer to the game activities. There must be various activities on every traditional holiday. The themes of this type of activity are natural and easy for users to accept and understand.

Product Function

For example, if we launch a new feature, in order to allow more users to better experience the product function, we will package a theme event to guide user participation.

Let’s open our minds. For example, if the product has a “People Nearby” feature, we can package an activity with the theme of “Finding true love among people nearby” to guide users to experience this feature.

This is basically not done in actual product operations, I am just giving an example here.

Internet Festivals

For example, Double 11 and 618 are festivals deliberately packaged by e-commerce platforms, so I will not go into details here.

Current Affairs

This is usually an activity combined with current hot topics. The most common one is during the World Cup, when various platforms are focusing on this hot topic, as shown in the figure:

Like other sudden hot spots, it tests the ability to operate and grasp the scale. If it is not handled well, it is easy to be criticized or even cause a public relations crisis. I will not go into details here.

Durex is an example of a brand that is good at creating buzz.

The above is basically a summary of the theme and format of the event. If you have any other good forms of activities, please add them.

Finally, growth is the key to solving all problems!

Author: Yao Wei 1701

Source: Yao Wei's writing desk ( yaowei_writing )

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