How to completely complete a Weibo event promotion?

As we all know, a good event operation can often bring a lot of traffic to the product, but the difficulty lies in how to do a good event.

In my opinion, the so-called Weibo event operation mainly includes three major stages: the preliminary preparation stage, the event stage, and the event closing stage.

An outstanding Weibo activity is often the result of the combined effect of time, place and people.

Although it is often difficult for us to control the timing and location, we can actually try our best to maximize the harmony among people.

In this way, even if the event is not outstanding, you and I, as operation editors, can still have a clear conscience.

Next, I will take a recent Weibo campaign I did as an example to explain how a complete Weibo campaign should be conducted in my opinion.

Preliminary preparation stage

Step-1: Determine the Weibo topic required for the event: How to choose an appropriate topic keyword

The film that is involved in this cross-border collaboration between film and games with Paramount Pictures is the romantic spy film "Allied" set against the backdrop of World War II. As we all know, the theme of "The Journey of Flower" is a fantasy fairy tale based on ancient costumes. From an intuitive point of view, World War II has nothing to do with fantasy and fairy tales. If we directly use a very straightforward topic name such as #花千骨x谍部落格#, it will not only seem awkward, but also fail to give this linkage a certain connotation and meaning. Therefore, when determining the topic name, we can only dig deep into the commonalities between the two and cleverly establish the connection between them.

From the existing data, we can know that:

Allied is set against the backdrop of World War II and tells the story of a British agent, Max, and a French spy, Marianne, who fall in love during a mission to assassinate the German ambassador, thus staging a heart-wrenching love story.

"The Journey of Flower" tells the story of the pure and tragic love between the young girl Hua Qiangu and the immortal Bai Zihua of Changliu, which is about responsibility, growth, and choices.

From the above story introduction, we can clearly find that although the background time periods of the stories are different, they have one very obvious thing in common: they mainly tell the story between a man and a woman.

Moreover, derived from the word "spy", isn't the life of a "spy" also about "responsibility, growth and trade-offs"? So based on this, and in line with the characteristics of "The Journey of Flower", as well as the requirements of simple, clear, easy to understand, short and concise topic words, we set the Weibo topic keyword for this cross-border linkage as #仙谍联盟#. This not only echoes the official topic #谍联盟#, but also has the characteristics of fairy tales.

While determining the topic keyword as #仙谍联盟#, we also gave this topic a main theme: subverting the three realms and emotional entanglement. With this as the core point, we will complete this cross-border linkage Weibo activity between film and games.

Step-2: Improve the topic page settings: informative, effective, and attractive

Fairy Alliance Topic Page

Regardless of whether it is a daily topic or a marketing topic, I always feel that as a topic host, you should "package" the topic page well, especially when it comes to event marketing.

Because it not only gives participating users a detailed and beautiful visual experience, but also shows your attitude and professionalism in operation.

On the topic page settings, after setting up the topic administrator, I personally think it is necessary to set the following contents: background image, all the basic settings (avatar, introduction, about, layout settings).

In terms of application management, I personally think it is necessary to add applications including host recommendations, recommended users, sweepstakes, and voting. Among them, I suggest the lucky draw is the best! must! want! Do! of. Because topic lotteries can effectively promote the growth of fans - users can get a lottery private message pushed by the system by participating in the original creation or forwarding of topic Weibo, and users who click on the lottery will automatically follow the topic host Weibo. As for the setting of sharing Weibo for topic Weibo, I suggest to associate it with the activity Weibo, which will effectively increase the exposure and participation of your activity to a certain extent. Of course, I want to point out here that although you can set the winning rate and select the region of the winner in the topic lottery, you should not deliberately use this as a gimmick to "cheat fans". In the long run, this will cause immeasurable damage to the credibility of your account.

Special note: If a Blue V is the topic host and has not purchased the corresponding resources, the site will have certain demotion measures in terms of topic exposure, which will affect the ranking of this topic on the hot topic list. If you are doing a topic activity and want to be on the hot topic rankings, it is recommended that you apply for the topic through your personal account.

Topic activity operation stage

First- Grasp the rhythm and push the full free communication channel

There is no doubt that on Weibo, the popularity of any topic comes and goes quickly. Therefore, in topic operation, it is crucial to control the rhythm of operation. This is also where the ability of a Weibo operations editor can be particularly tested.

Taking the cross-border collaboration with "Allied" on Weibo as an example, two weeks before the movie was released (11.30), we had completed the application for the topic host and the preliminary settings of the topic page, and also started the Weibo operation of the relevant topic.

In the early stage of operation, we mainly did the basic maintenance of the activity topic - maintaining a line of #SpyAlliance# topic every day to combine our game (product) with the topic theme of "Subverting the Three Realms, Emotional Entanglement" for user interaction on Weibo.

About a week before the movie was released (11.20), after we launched the first topic activity, the frequency of Weibo operations on related topics also increased accordingly. What I want to point out here is that although we are engaged in Weibo operations, we must not limit ourselves to Weibo. We should cultivate a global awareness and learn and make good use of the company's communication channels and resources as much as possible.

For example, in this cross-border collaboration with Allied, in addition to the Weibo platform, we also pushed event-related information on the official forum of The Journey of Flower, the official WeChat account, the ticker in the game, and emails. Moreover, the related push was not limited to one time or just a push was enough.

During the activity, we will carry out the second and third push through all our own channels in a targeted manner according to the activity’s effect. At the same time, we will also carry out a series of sub-activities in other channels to stimulate user participation. Of course, based on the characteristics of communication and platform, the main platform of the event should still be concentrated on Weibo, which must not be forgotten.

In addition, it is important to mention here that: after the event Weibo is released, it is best to set up the automatic reply to keywords as soon as possible. This will allow you to quickly respond to users' questions about the event and save yourself time answering questions (ps. When setting keywords, it is recommended to set all the keywords that may appear, and divide them into two situations: with and without double hashtags); of course, at the same time, sending group private messages related to the event is also a must every day during the event.

As of December 5, relevant information has been pushed three times in other proprietary communication channels.

Keyword automatic reply rule settings

Send group private messages related to activities

Second-Simplify the rules for participating in activities, expand the scope of participation in activities, and reduce the cost of user participation

It is undeniable that in the initial stage of the event, there were some obvious problems in our activity settings - at the beginning of the event, we were thinking about using the gimmick of the event to deliberately let players endorse (give positive reviews) for our game (product). This not only limits the participants of the activity to "game players", but is also not conducive to its diffusion and dissemination on a larger scale; on the other hand, judging from the topic page, the vast majority of users' "good reviews" are "good reviews for the sake of good reviews", so the content discussed under the topic page is mostly junk content, which has no value at all, and even reading it yourself will make you feel unspeakably embarrassed. Of course, not to mention, the content of this activity has nothing to do with the topic.

The first topic activity

Through the account interaction analysis and fan growth on the Weibo Data Assistant, we can clearly see that this activity did not bring about a significant improvement in account-related data (fans, interactions) after its release.

Overall interaction on @花千骨手游 Weibo from the launch of the first topic activity to December 4

Analysis of the fan trends of @花千骨手游 on Weibo from the launch of the first topic activity to December 4

For a Weibo operations editor, it is not terrible if the activity does not achieve the expected results. What is terrible is that after noticing that the activity has not achieved the expected results, no timely measures are taken to adjust and optimize the activity settings according to the specific situation. Therefore, even if we adjusted the way to participate in the event, to be precise, we added new ways to participate in the event, and at the same time pushed the updated event-related push notifications to each communication channel.

Of course, one thing that needs to be particularly mentioned here is that taking timely measures to adjust and optimize the settings of activities does not mean to completely deny previously released activities in a rush for quick success, but to make gradual adjustments by increasing the ways to participate in the activities or increasing the intensity of rewards.

As the release date of the movie "Allied" approaches, it is necessary to take advantage of the corresponding time and the popularity of the movie and launch simple and crude new activities in a timely manner to take advantage of this wave of popularity.

Therefore, two days before the movie was released, we simultaneously launched two prize-giving forwarding campaigns (one was launched through the Weibo campaign platform, and the other was launched independently, with the main purpose of testing their respective effects). After these two activities were launched, the effects far exceeded our expectations. As of December 4, the two activities brought a total of 17,000+ fans to the @花千骨手游 account (of course, it is undeniable that a large part of these are invalid event fans, but judging from the data, it is indeed quite good).

On November 28, spontaneous Weibo retweets with rewards

On November 28, a reward-based forwarding activity was launched through the Weibo activity platform

At present, the event has not ended yet, and as the movie is released over time, the related popularity will decrease accordingly. In the next step, while continuing to distribute movie tickets, we will launch a new "Write a movie review and get free movie peripherals" activity based on specific circumstances, and use this to improve the account data. As for the final effect, it remains to be seen.

Of course, in the daily operation of Weibo, I personally do not agree with the assessment approach that only focuses on KPI, but once you enter the world, you have no choice. Even if we are under pressure from KPI tasks, we must not forget our original intention and truly operate Weibo with our heart in daily operations.

Topic activity closing stage

After each event, regardless of whether there is a mandatory requirement, I personally recommend that the operations editor carefully complete a concise conclusion of the event. This can be used to comprehensively analyze the event, and secondly, it can be used to draw lessons from it, which will also help with self-improvement.

Of course, different people have different habits when it comes to closing an activity. I am used to completing my activity conclusion through the following aspects: activity purpose, activity form, activity information, communication channels, main stages/time nodes of the activity, activity effects (including the effects of each stage), activity effect analysis (whether the activity objectives were achieved or not), activity experience and reflection.

Through the above aspects, we can clearly and objectively evaluate the situation of this event.

Finally, the above content about Weibo event operations is based on my practice and personal feelings. Any similarities are purely coincidental. If there is any bias, I hope you can forgive me. Because I am still in the early stages of learning.