How to plan an event The following is the complete process of planning an event. First, write down the specific methods, and finally describe them on 12 cases. First of all, we need to clarify: 1. Activity types: subsidies, red envelope topics for Didi and Meituan Takeout, keep’s #我要上头#, Weibo’s # Travel with Weibo # with prizes, Kung Fu Panda 3 movie review activity , Tieba’s lottery game, Alipay’s lucky draw, and Baidu Map’s #SakuraSongconeParkour# 2. Purpose of the activity: to attract new users, new ordering users or newly launched users of the APP to be active, to increase the number of visits and logins and UGC promotions, Increase the number of orders for a certain model or type of brand, and expand brand awareness and brand recognition. 3. Cut into the needs: scenarios of user needs, Didi’s Spring Festival carpooling users’ hot spots, Weibo’s #王峰上头# users pursue profits Psychology, O2O full discount activities and then the steps to plan the activities: The first step: Starting from the purpose, why do you want to do this activity, what is the purpose, this is the most important. You should first clarify the purpose and then think about the follow-up of the activity accordingly. The most ideal situation is to convert the "purpose" into a "data". For example, the app hopes to increase the number of users. This is the purpose. Converting it into data is to increase DAU (number of daily active users). So increasing DAU is the purpose of the activity. The purpose of the event is the starting point for planning the event and the source of thinking. By grasping this, we will not deviate from the original intention in the subsequent steps. Step 2: Determine goals and time. The goal is a piece of data, and the goal is to make this data concrete. Continuing from the above example, the activity goal is to increase DAU by 50% or to 10W. Because the expected magnitude will affect the form of the next planning activity. If the expectation is to increase DAU from 5W to 6W, there are many applicable activity forms, and the difficulty is not that great; but if the expectation is to increase DAU from 5W to 10W, then you will have to rack your brains, and many activity forms are not feasible because Didn't meet expectations. In addition, the start and end times of the activities should also have a general range. If you are eager to get the results of the event, the event must be launched as soon as possible; if not, then you have a choice. Because if an activity can take advantage of the momentum, it will get twice the result with half the effort. This "potential" is the time point. Step 3: Planning the activity format, goals and time is like drawing a box. This step is to plan the activity format within the box. In layman's terms, it means what kind of activities to do. This is the core step of event planning. The essence of planning an event is to find the best combination of event goals, user needs and product form. It's like archery: the target is a moving bull's-eye. No matter what posture you use to shoot, you must aim at the bull's-eye. User needs are like the direction of the wind. If you follow it, you will shoot powerfully and accurately. The product is a bow and arrow. The activity must be on the product, just like the target. Shoot the bullseye with a bow and arrow instead of throwing stones. There are several key points to pay attention to when planning activities: ① Try to make the activities as interesting as possible for users to "play", and we only achieve the purpose of our operation during the play process. So, even if it’s not a game, you can gamify the activity to make it more fun. Let’s take an example from Maoyan Movie: The page is too long and only part of it is cut off. There is also a movie list at the bottom of the page. The rules of the activity are to guess the movie based on these expressions and write a movie review. Prizes will be awarded based on the number of correct guesses. ② Convenient operation: From the time the user sees the activity to the end of the operation link, every additional step will cause great damage. First of all, there should be fewer steps for active operations; secondly, don’t let users jump around in non-active process pages. Users will not be able to find their way there, especially apps. ③ Rules are easy to understand When planning activities, make the rules as simple as possible so that users can understand "what to do and what to get" without having to study it. In addition, the rules should also be stated concisely. Complete event rules require a lot of text, including time, operation methods, award methods, prize lists, etc., which are all reading costs for users. In fact, users only need to understand the most critical rules to participate. Others are not important, and some terms are even just for exemption. Therefore, when describing the rules on the activity page, the core rules are placed in a prominent position at the top of the page, and the specific rules and disclaimers are placed at the bottom of the page. This part of the content is just there, and it doesn’t matter if users can’t see it. Take the case of Uber to see if the expression of the activity rules is easy to understand: When I saw the Uber activity rules, I was overwhelmed by the awkward copywriting. It was simply a test question to test IQ. It seemed that it was not designed to make people understand. Users understand, but hope to stump more people. I tried changing it: if you take Uber 3 times this Saturday and Sunday, you will get 6 free rides next week; if you take Uber 5 times or more, you will get 10 free rides next week! I think being easier to understand is the most important thing. A lot of the copy in his picture is meaningless, such as the first and last sentences. There is no need for such copy to enhance the atmosphere. Moreover, the title of the page can already achieve this effect. Moreover, because there is a "view details" entrance, there is no need to write too many detailed rules here, such as the maximum deduction of 15 yuan, payment date, event deadline, etc. Interested users will click on the detailed rules to read. ④ Highlight user benefits. Users will receive corresponding material or spiritual benefits by participating in the event. On the activity page, user benefits should be placed in an obvious position and have the highest priority. Therefore, many event pages put prizes at the top, such as material iPhones and red envelopes, spiritual privilege levels and titles, and then the event rules and operation area below.
⑤Visual progress marking activities generally have a series of operation behaviors. After each operation, the user should be given feedback, such as the number +1 or the progress bar taking one step. The purpose is to inform the user that the operation is successful and has been recorded, and it is also a spiritual incentive. The event page also needs to create a popular atmosphere, which is in line with Chinese people’s psychology of being lively. Therefore, many event pages will display "12,345 people have participated" in the header, and the number will be constantly refreshed. The picture below is the first product launched on Meituan that year. The page will display the countdown to the effective time and how many people have purchased it. The above five points are things that need to be paid attention to during the activity itself. Other than that, no more specific methods can be given. There is no shortcut to success, the only thing is to understand the methods, accumulate more, and work hard to achieve talent. After this step, the form, rules and logic behind the activity are determined. Step 4: Following up on design, development and launch activities is a project for which the operator is solely responsible. This link mainly reflects the role of the project manager. Regardless of PM implementation, UI design, RD development, application for resources, external cooperation, etc., operations staff must follow up and pay attention to the final effect and time. Step 5: Whether the promotion resource readiness activity is effective or not, promotion channels are also very important, including determining the launch schedule, material design and data statistics. This step and the previous step are performed simultaneously. Promotional resources are divided into on-site and off-site: on-site, mainly existing channels such as advertising spaces, push notifications, and system notifications, or targeted push for precise user groups. Off-site, generally requiring resource exchange or paid purchase. Find a product to cooperate with that is more suitable for promoting this activity, which will have a better conversion rate than the one on the site. In addition, the App Market and Appstore are also off-site channels. The former can apply for cooperation with launches, prize-winning activities, special topics, etc., and you can also pay to purchase recommendation slots; the latter is just to brush up the rankings. Step 6: Do a good job in risk control and alternative plans. List the risk points that may arise in the activity, and have alternative plans to deal with each risk point. There are probably several types of risk points: technical aspects, delays in launch time or bugs after launch, promotion aspects, resources not arriving on time for users, users not buying into the external environment as the main selling point of the event, and other hot spots breaking out, such as smog, six-year-old children, In terms of Malaysia Airlines' legal aspects, there are illegal activities, such as pornography, consumer rights cheating loopholes, loopholes in the rules found by users, fraudulent orders, irrigation, etc. Step 7: Pre-launch activity warm-up hotline has a very short period of time for activities to be hot. To break out, there must be a warm-up in the early stage and a closing in the later stage, one after the other to serve the peak of the activity. The simplest way to warm up is to tell you what activities will be launched on which day. A more complex method is not just to inform, but to have gimmick elements to attract users' interest and attention, and to invest promotion resources to expand the audience. The warm-up of the event is very important. It is related to whether the explosion point can be ushered in and how high the explosion point will be. The most typical example of warm-up is the Didi brand upgrade (this is a step of personal analysis. I have not discussed it with Didi’s Friends have communicated with each other, it may not be accurate) ① Release a communication picture such as "Goodbye Didi Taxi", causing users to speculate: ② Notify that something big will happen, causing users to speculate. Various interesting "Didi XX" are spread in the circle of friends. ③Start counting down when the announcement date is approaching: ④Integrate this information into Didi red envelopes: ⑤Officially change the name and release an official announcement: ⑥On Weibo and other platforms, launch #fightD contest#, which is actually to consolidate users’ awareness of Awareness of the new brand. Post-launch communication: Step 8: Always pay attention to the progress of the activity after going online. After the above seven steps, the activity is online. At this time, the main responsibility of the operation becomes monitoring the effect to see whether the activity is on the expected track. If it is within the adjustable range, act as soon as possible. What needs to be monitored is data and feedback: data. It is divided into two situations: real-time and unit time (generally on a daily basis). It is necessary to have psychological expectations for data fluctuations and consider how much up or down is considered normal. If it exceeds the fluctuation range, it is considered an abnormal situation and the specific cause needs to be investigated. The possibility is equivalent to the "risk point" above. feedback. Pay close attention to all platforms where user feedback appears, such as user groups, Tieba, Weibo, Moments, etc. While paying attention to the progress of the activity, you must also collect valuable information to prepare for the activity summary. For example: the process that can be optimized or the peaks and troughs of experience record data. Collecting user feedback and discussing interesting screenshots during the event. Step 9: There are so many things done before announcing the event results. In fact, this step is the most easily ignored because the official and the user's roles are reversed in this step. In the previous step, the official asked users to participate in the event, but in this step, users became more proactive in paying attention to the results, and the official profit stage has ended. So we remind everyone not to start at the end but end at the end. At this time, users are watching us with their eyes wide open. Whether they are satisfied or disappointed depends on this step. Just like when a consumer buys a house, when he sees the house and signs the contract, he is greeted by the real estate salesman with a smile. By the time the house is handed over, the consumer's money has already been given to the real estate company, and the consumer's mentality will be more subtle, hoping that the other party will provide better handover services and complete the entire transaction. Don't be like some real estate profiteers and turn your back on others. When announcing event results, you need to pay attention to these issues: ① Inform all event audience users. If the event is for all users when it is launched, then the results must also be displayed to all users when announcing the results; if they are only shown to some users at the beginning, then the results should also be announced when announcing the results. Just show it to this group of people. In short, the audience for announcing the event results must be the same as the audience for the event when it was launched. ② The channel for user feedback is on the activity results page, providing a channel for users to complain and inquire, and face possible subsequent problems with an open attitude.
This is just like the after-sales service of e-commerce. Even if there may be cheating, operations cannot avoid it, because this itself is one of the responsibilities of operations. ③Try to be completely transparent and fair when announcing the results, and list the ID, results and awards of each winning user. If allowed, you can even list the results of all participating users. Execute and publish in strict accordance with the event rules without any ambiguity or concealment, which is related to the credibility in the hearts of users. Step 10: The activity summary is first written to yourself, just like checking your test scores when you are in school. You have an explanation of your work during this period, and you have a beginning and an end to your work. The second is to summarize the experience of the activity, continue to carry forward the good things, and avoid the bad things next time. This is also wealth. Finally, it is given to superiors and colleagues for reporting and sharing purposes. No matter how difficult and arduous the process is, superiors need to judge the operation work based on the final results, and they also need to understand the progress of each step of the project; colleagues also need progress in other directions, and those who have made great contributions to the product will naturally have the corresponding say. Elements that need to be included in the activity summary: ① Background This summary should ensure that everyone can understand it, even colleagues who do not understand the project situation. Therefore, you need to write the background completely and clearly, and never assume that there is information that others should know by default. For example, Homework Helper is a K12 learning software. You can take photos to search for questions and ask questions to top students. The current problem encountered is that due to the high cost of answering, the solving rate of high school mathematics problems is relatively low. We hope to improve the solving rate of such problems through activities. ②The goal clearly informs the activity goal and how much to improve the data within the time frame. For example, the one-hour solution rate for high school mathematics problems is 90%, and the one-hour solution rate for junior high school mathematics problems is 98%. It is expected that through activities it will be improved to 95%, which is similar to junior high school mathematics. The event is from January 1st to January 7th. ③The effect here is the final effect, only the core data is written, and whether it meets expectations. There is no need to write process data and analyze the process. For example, after the activity, the high school mathematics solving rate increased to 95%, meeting the activity expectations. ④ Detailed analysis lists specific measures and data, analyzes the progress of each step of the activity, and draws conclusions. For example, in order to improve the one-hour solving rate of high school mathematics, the strategy is to expand the introduction of answer teachers and tilt the existing incentive levers towards high school mathematics. Then list each specific step separately. Each project is very different, so I won’t go into detail here. ⑤Experience summary summarizes the advantages and disadvantages of the activities and lists them separately. For example, the advantage is that the method of introducing teachers is high-quality and effective; the disadvantage is that there is insufficient preparation for low-quality answers. ⑥Follow-up plan: From the perspective of this event, analyze the inspiration it brought to you and use it to look forward to the follow-up work. If the activity is effective, can it be reused in the future, or can the modules in the activity be taken out and continue to play a role. For example, the next step will be to sort out the complete process of introducing teachers and implement it through the product. The above 6 points are the elements of the activity summary. Combining the above cases together is like this: Background: It can be seen from the data that the solving rate of high school mathematics problems is relatively low. It is hoped that the solving rate of such problems can be improved through activities. Goal: The one-hour solution rate for high school mathematics problems is 90%, and for junior high school mathematics is 98%. It is expected that through activities it will be improved to 95%, which is similar to junior high school mathematics. The event is from January 1st to January 7th. Effect: After the activity, the high school mathematics solving rate increased to 95%, meeting the expectations of the activity. Detailed analysis: In order to improve the one-hour solving rate of high school mathematics, the strategy is to expand the introduction of answer teachers and tilt the existing incentive levers towards high school mathematics. Experience summary: 1. The advantage is that the method of introducing teachers is high-quality and effective. 2. The disadvantage is that there is insufficient preparation for low-quality answers. Follow-up plan: 1. The next step will be to sort out the complete process of introducing teachers and implement it through the product. The case analysis above discusses the ideas, and the case analysis will be applied below. Each case is broken down into the following: Activity type Activity purpose Cut into the needs My point of view 1. Didi’s Spring Festival travel home ① Activity type: product module, can be regarded as an activity ② Activity purpose: cater to user needs, strengthen Didi’s User perception of travel products ③ Cutting into demand: Going home during the Spring Festival is a strong demand ④ My opinion: Didi has always been very down-to-earth, and this time it tells users that they can do a lot when it comes to travel. 2. Alipay Collection① Activity Type: Game ② Activity Purpose: Establishing user relationships and preparing for subsequent socialization ③ Cutting into needs: profit-seeking and fun ④ My point of view: No matter how some people complain, no matter whether Alipay can do a good job in social networking, At least this event has allowed you to add a lot of friends, and that's enough. 3. Meituan’s takeaway red envelopes ① Type of activity: subsidy ② Purpose of activity: increase market share, cultivate user habits ③ Cut into demand: pursuit of profits ④ My point of view: red envelopes are only a form of subsidies, and there should be other means to achieve subsidies . It's a pity that everyone has been continuing this gameplay and has no motivation to innovate. 4. Baidu Map’s “Sakura Cone Parkour” ① Activity type: Game ② Activity purpose: Exploration of Baidu Map’s O2O business model ③ Cutting into needs: profit-seeking and fun ④ My point of view: It is not difficult for Baidu to achieve good data results To achieve this, the more important thing is to combine online and offline well, the threshold for user participation is low, and it is very down-to-earth. 5. Same’s “Send a selfie and I’ll draw it” ① Activity type: games, topics ② Activity purpose: increase the amount of interaction and indirectly increase DAU ③ Cutting into demand: interesting ④ My point of view: Very interesting and creative, same has created a lot How to play.
6. Smartisan Mobile’s “Soft Article Contest” ① Activity type: topic ② Activity purpose: brand communication through the Weibo platform ③ Cutting into needs: interesting ④ My point of view: Showing off the style and matching the Smartisan user group 7. Weibo ①Activity type: topic ②Activity purpose: commercial purpose. At that time, Wang Feng’s new song was first released on Weibo Music, and the topic of operation planning detonated, with the number of topics reaching over 100 million ③Enter the demand: interesting ④My point of view: 1 operation It’s done manually, and it’s indeed naturally discharged