Standard SOP process for event planning

A complete event planning plan includes event theme, event objectives, event time, user participation flowchart, event budget, promotion channels, a rough event execution SOP and backup plan .

NetEase is very good at communication-related activities, and you can often see their event planning plans that go viral. This article is an event planning proposal for "NetEase Kaola".

1. Activity theme: (Choose one of the two)

1) I heard that Zhao Yazhi’s “ageless” index is perfect. Would you like to take a test?

2) It is said that work pressure makes you age quickly! Test the age-free index and give you a good way to retain your youth

2. Activity objectives:

The number of participants reached 50,000, the challenge spread to 150,000 people and 80,000 people participated

Event time:

Event preparation time: October 23rd - November 5th, product managers, designers, developers and business BD involved

Activity launch time: November 6, operations and designers intervened 2 days in advance, wrote promotional copy and posters for each platform, and optimized the testing process in a timely manner

Promotion time: November 6th - November 11th, operations will intervene to pay attention to tracking data and activity bugs

Activity offline time: November 12, the operation attention data will be offline in time, and the return will be considered depending on the situation, and a time for review will be arranged

illustrate:

It is estimated that it will take two weeks to develop the event H5, experts record videos or select existing paid courses, and develop the frozen zero secrets for content operation.

Refer to the 2018 happiness index test event from November 6th to Double Eleven

3. Activity creativity:

Step 1: Female users all want to be praised for their youth and want to stay young forever. Use emotional pictures, animations, background sounds and texts to guide users to click and participate in the event. Add three gifts (beauty and skin care secrets + expert video lectures + anti-aging beauty and skin care coupons) to attract users to participate in the test.

Step 2: Generate a user "ageless" report (including ageless index in several dimensions and beautiful cartoon girls posters) based on which skin care and makeup products + makeup and skin care methods and daily habits the beauty-loving female users choose.

Step 3: A sentence will pop up automatically in 3 seconds to release the desire to shop and stimulate users to share

Step 4: Share to receive triple gifts (including age-free list coupons)

Sharing words: (Designed according to different target user scenarios, multiple options are available, and you can reselect after sharing)

For example: I am the master of my youth! (Young white-collar worker)

This Double Eleven, you decide what to do (girls in the marriage and dating stage)

Love your work, but love yourself even more. It’s time to be nicer to yourself (Overtime Worker)

Want to keep me young forever, empty my shopping cart (find someone to pay)

…

Share and get: Beauty and skin care secrets + expert video lectures + anti-aging beauty and skin care coupons

The highlight of the activity is: inspiring the beauty-loving girls' hearts, and popping up sharing words after generating posters to increase users' sharing motivation

4. User participation flow chart:

5. Promotion channels:

According to the background information of the operation, the promotion is mainly carried out through Baidu bidding on NetEase’s own channels and PC with large traffic, Guangdiantong (mainly Moments and official accounts), Toutiao bidding (precise delivery based on user tags) and Weibo channels.

The planned click volume is expected to reach 130,000, with 50,000 participants at a time. Together with the secondary dissemination participation, the challenge target was reached with 80,000 people.

illustrate:

NetEase has a large number of users, and this activity with 50,000 participants is obviously a testing activity for a niche group. The selected delivery channels, promotion tags and promotion time periods should be targeted according to the population that fits the profile of Kaola's target users or potential users, so as to maximize the conversion rate.

Kaola user profile: female, white-collar workers in 1-2 tier cities in the northeast coastal areas, with upper middle income, focusing on product quality, fashionable, 20-40 years old, using Huawei, Apple, or beauty phones, expectant mothers/urban mothers, using their phones before going to bed during rush hour, charging and studying at night, etc.

We targeted special groups of people based on user portraits and placed advertisements, and conservatively estimated the number of clicks in the above table.

6. Activity budget:

First, use a two-dimensional table to assign values ​​to quantify the shortcomings of users in the process of participating in the activity, find the weak links and make targeted improvements, so that the money is spent wisely.

Note: The chart scores a certain activity conversion stage/step (X) from the intersection of channels, users, and content (Y). 0-10 points, low scores are represented by red, representing shortcomings that need to be strengthened; green represents high scores and does not need to be strengthened; yellow represents the intermediate state, which can be strengthened or not; white means not applicable.

1. NetEase has relatively strong experience in event operation, so there should be no problem with H5 product design. I give it an 8.

2. Double Eleven is already a big IP, and users should be more willing to participate in the event.

3. Icons can be specific to activity steps (X refinement) and conversion dimensions can be added (Y extension) for refined management.

Attachment: SOP for the implementation of first-level activities

illustrate:

1) The specific advertising billing methods of Baidu bidding, Guangdiantong and Toutiao bidding are not quite the same. In addition, NetEase Kaola has cooperated with them during its rapid growth period. The specific billing method requires communication with BD. Here, it is roughly charged at 0.5 yuan per click.

2) Coupons can introduce third-party advertisers to offer some prizes. Considering that Koala is mainly self-operated, it can cooperate with upstream brand suppliers and logistics service providers to spread the cost.

Activity tracking and Plan B

The interaction can be monitored by embedding codes at the nodes where users interact, such as clicking, entering the homepage, starting the test, answering questions at each step, filling in names, choosing sharing words, saving and sharing. If the conversion rate of a certain link drops sharply, adjust that link immediately.

At the same time, Plan B is formulated:

Directly skip the intermediate testing phase and let users select the sharing words and their favorite ageless image to directly share the activity gifts.

If BD communicates that the 4A advertising costs exceed the budget or the ROI is at a low value, and the conversion during the activity deviates significantly from expectations, Plan B will be initiated.

Author: Wood and Stone

Source: Jianshu