How to plan an online event?

Activities are a tool in operations work, and the goals and product data expected by operations personnel are achieved through activity tools.

1. What is event operation?

Event operations will design events based on product positioning, target groups, etc., and optimize events by managing effects and costs.

Activities are a tool in operations work, and the goals and product data expected by operations personnel are achieved through activity tools.

There are three aspects to a good activity:

1. Positioning of a good activity

All good activities have a very clear activity positioning, and the main participants and other participating users are determined based on the activity positioning.

It is necessary to position the event according to its purpose, products and other contents, and then gradually decide on channels, event formats and other contents based on the positioning of the event.

2. Data of good activities

Whether it is competitor activity data or previous activity data in the initial planning stage, they are very instructive and directional for a newly planned activity.

Things to pay attention to before executing the activity:

Competitive product activity data analysis, market demand data analysis, and past activity data analysis.

Things to pay attention to during the activity:

Participation data refers to data on user participation in activities, which is mainly reflected in user participation data and daily and weekly participation data.

Link data refers to the links between activities, such as the conversion of new traffic to new users, the conversion of new users to participation in activities, and other data.

Channel data refers to the traffic data, new user data, and conversion status of each channel brought by the channel to the activity.

Behavioral data refers to the behavioral data generated by users on the activity page. Specific data include heat maps, behavioral path maps, etc.

3. Channels for good activities

The channel of the activity needs to consider the target group and the positioning of the activity.

The establishment of channels first needs to start with collecting channels, then classify and screen all channels, screen out the appropriate activity population, and match and combine these channels accordingly so that different channels can be used when promoting the activity.

The main factors that increase the success rate of activities come from three directions:

(1) Event planning and execution.

(2) Data analysis and adjustment.

(3) Refined operation of activities.

2. Before event planning

Five preparations before event planning:

1. Conduct research in advance

For event planning, before planning an event, conducting research is the first step in event preparation, because through research you can determine the event method, object, purpose, type and expected effect.

The specific analysis and investigation mainly focuses on the following three aspects.

01. Analysis of competitor activities.

Competitive activity analysis mainly involves collecting and analyzing activity data and related information conducted by competitors.

02. Market demand analysis

Market demand analysis mainly involves collecting product market data to locate activity content and users, and to rationally formulate activity content based on market demand.

03. Analysis of the effects of previous activities

Analyze the product's measurement data and user situation by analyzing the product's past activities.

2. Clarify the activity objectives

First, study the situation of competitors and the industry.

First, you can clearly understand the pros and cons of different activity operation methods in your industry and provide sufficient reference for your own activities; second, you can clearly see what problems exist during the activity and what pitfalls can be avoided; third, you can see users' word-of-mouth evaluation of the activity.

Second, study your past operations.

What activities have been carried out before, which ones were effective, which ones were not, what difficulties were encountered in implementation, what valuable experiences were gained, and how to make in-depth improvements to the activities that were effective in order to achieve better and more sustainable results.

Third, clarify target users and user characteristics.

Clearly defined and segmented user groups, such as what kind of activities and content this user group likes, and what kind of publicity channels can effectively reach this group of users, are issues of object preference that are very worthy of study.

Fourth, clarify the resources you currently have.

How much budget or materials do we have, how many channels are there, how many users each channel is expected to attract, or how many desired actions can we guide users to take (such as publishing articles, forwarding Weibo, etc.).

3. Determine the type of activity

Determine the method and purpose of the activity. Because the purpose of the activity is different, the type of activity will also be different, such as invitation form, lottery form, subsidy form, game form, etc.

4. Plan activity time

For event planning, time selection is a core link. Whether the time selection is appropriate can determine the success of event planning and execution.

First, we need to find a good time for promotion. Second, we need to use different promotion methods, channels, copywriting, etc. during different promotion time periods.

5. Organize an event team

When planning an event, event planners need to organize a team to complete the event tasks together. They can be temporary such as developers, designers, marketing personnel, etc.

2. Activity Planning

Step one: research.

Who am I organizing this event for? What is my purpose in doing this event?

Step 2: Planning.

What should I do? During the planning process, it is best to take into account all kinds of details and emergencies, and then avoid making major changes during implementation. This is real planning.

Step 3: Preparation.

Can you do all the preparatory work, such as the copywriting and pictures needed for the event?

Step 4: Activity content.

It contains almost every detail needed for an event, the Sop (standardized document) of event planning

Step 5: Execution.

During the execution phase, you need to focus on the activity data and the user's current status, rather than just sending something out and calling it a day.

Step 6: Review.

Why do many event planners fail to make progress? Why do they not see much improvement after completing event planning time and time again? Because they do not review their past activities. They do not know what they did well, what they did not do well, what they should continue to use next time, and which pitfalls they should avoid. Without reviewing their past activities, their progress is very slow.

3. Details of the 10 steps of event planning

The first step is to determine the purpose and theme of the event

Step 2: Determine the activity goals and time

Step 3: Plan the event format

Step 4: Follow up on design, development and launch

Step 5: Promotion resources are ready

Step 6: Prepare risk control and alternative plans

Step 7: Pre-launch event warm-up

The eighth step is to keep an eye on the progress of the activity after going online: optimize the activity process or experience, record the peaks and troughs of the data, collect user feedback and discussions, and materials with dissemination potential that appear in the activity.

Step 9: Announce the results of the activity

Step 10: Activity summary, analysis and review

Author: Wang Xiaocan

Source: Wang Xiaocan