Event Operation: How to plan an online event?

1. What is the purpose of online activities?

The indicators that need to be completed are (you can’t escape the following 3 points)

Attract new users

Active-enhance user awareness

Conversion - Driving user contributions

2. What is the activity process like? (To be refined)

① Clarify the purpose

Must be a quantifiable goal

If there is really no quantifiable goal, you have to come up with one even if you have to think about it in your head. Otherwise, you will easily use the excuse that the activity is being produced for the first time, which will prevent you from thinking about the activity to the fullest extent.

② Understand your audience

Portrait analysis, figure out what users want, and use user needs to achieve our goals

The mentality of users at different payment levels varies greatly. Without long-term and in-depth communication with users, it is difficult to discover their real needs.

③Activity budget

The budget depends on the ability of the event planner, the attractiveness of the event plan (a good mouth can add 2333 points), etc.

④Activity Overview

In addition to the purpose, theme, time, activity format, rules, and prize content

Choosing the right time will get you twice the result with half the effort

⑤Confirmation of distribution channels

Use all you can

Sometimes, if the campaign is good enough, it is possible to get additional and high-quality channel recommendations.

⑥ Page promotion production

A Gantt chart is used to schedule the work, as shown below (the specific work items need to be changed according to the actual situation)

⑦Preparation before launching the activity

Preheating, risk emergency plan (being spammed, unable to log in to the page, being blocked, etc.), full process inventory (customer service FAQ, picture copy, etc.), channel promotion copy, confirm key indicators of the activity

Let’s talk about preheating in particular. Important activities should be preheated as much as possible to ensure that most users can go through the entire activity cycle.

⑧Contents to be implemented during the event

Key activity indicator monitoring, user opinions, page UV...

⑧Wrap up after the event

Award announcement, summary and review

3. What kind of activities are good activities?

Clear purpose, attractiveness, short-term results, low user operation threshold, attractive to oneself

IV. Case

What I want to talk about next is such an h5 lottery page, as shown below

Situation (chronological order):

1. The cost of buying traffic is getting higher and higher. The game channels want to build their own game platform to increase user stickiness

2. After communication, it was confirmed that the leaders above the supervisor level did not have a very clear understanding of the platform. Most of them stayed at the point system = platform (of course, I didn’t have it either, haha), so there was no standard for finding a platform operator . This was said by the supervisor himself, haha

3. Before the H5 lucky draw page was made, the idea of ​​building a platform had been postponed for nearly a year. The direct reason was the market business demand. However, the fundamental reasons are speculated to be the following: first, no one can push everyone to understand the platform, because no one in the company has done it before; second, the company itself is a volume-buying company, and everything is based on the market's cost-benefit ratio. So... although my supervisor and I both want to build the platform, the resistance is really great.

4. However, great resistance does not mean sitting back and waiting for death. During this period, I did some research on major game platforms and decided to divide the platform into two major parts: activities and points system, and then break through them one by one. At that time, I also made a plan that now looks very naive, as shown below

(Pictures to be added, can't find 223333 right away)

5. Finally, we decided to create an H5 activity placed in the official account . First, we tried to attract new members to the official account. Second, we wanted to get out of the process of making the activity page. Third, we wanted to break the awkward situation. At that time, I thought that only when the page activity effect was proven to be effective, the construction of the platform points system would be able to get enough human resources to invest and trial and error.

result:

1. I won’t go into detail about the production process. Anyway, it was a lot of trouble. It took 2 months from the confirmation of the idea to the launch of a page. But the result was acceptable. The process was hard to work out.

2. The page has 10,000+ UV and 2.3,000+ PV. 30 people won prizes (pillows, power banks, game packages, etc.). The public account has average new user acquisition effect. The reasons are summarized as follows:

① The game is in the late stage of its life cycle

②Because of point ①, we are all old players, and old players said that they have been "cheated" by this kind of gift pack many times

③ Because the same game is mixed with other channels, the in-game promotion channels are limited

④ Every week we send out group emails to attract in-game players to follow the official account. Over time (5 months), the email effect has deteriorated because almost all the users who can follow the account have already followed it (I personally think this is the most critical reason).

Conclusion: The effect of the lucky draw activity is highly correlated with the user life cycle in the game. This page can definitely be reused in all the new games that are highly recommended.

The recent reuse results do match the conclusion. A new game event attracted nearly 50,000+ public account fans. 50,000 fans equals 13 to 16 in-game email group messages, which directly overturned the original calculation method of the new public account KPI (bulk email is a physical job, which is easily repeated and thankless due to the different background quality, resulting in low motivation for our operations)

Source: Distilled water Japanese food