There is no clear definition of operation and special work. Many companies basically recruit operators directly with compound job descriptions, including activity planning and execution, traffic control page operation of new media from media operation data analysis, others (handyman), etc. This is especially true for small companies. In fact, Internet operation bears many pressure indicators of the company, such as GMV (gross sales revenue) and traffic conversion indicators. Today, I'm going to get rid of the messy work items and sort out the general process of online activity operation for everyone. Online activity operation is not limited to online, offline resources or activities with sufficient activity budget. The effect of o2o is also excellent. As long as you are full of confidence in the planned activities, you should try your best to get traffic, and just do it. First, according to the time node (the traditional promotion period of holiday market), the activity schedule is given, and the theme and time point of the activity are preliminarily formulated (all the following arguments are based on your website, and the market and design department personnel can give normal support, so they will not be emphasized further); According to the historical data of your own activities (if any), the strength of competitors and the overall expectation of the market, investigate and determine the strength of the activities. Of course, the final determination of the strength of the activities should be communicated with the product personnel of your company or your boss. Second, confirm the process plan of the activity and the specific implementation docking plan, including the final determination of the strength, how to present, the rules of product selection, the pre-heating and promotion of the activity, and make a web page prototype according to the activity idea (Axureexcel can be used), as long as you think it is easy to use and can explain your presentation ideas. Discuss and confirm with department leaders and product personnel before entering the process execution stage. Third, according to the previous activity data+historical year-on-year traffic conversion data combined with the forecast of promotion channels, we can estimate the desired effect of this activity: how much traffic, conversion sales amount, as the ultimate action goal of this activity and the analysis basis for the resumption after the activity. At this time, we can start scheduling with the marketing department staff and website operation and maintenance, and confirm the promotion channels and the presentation position of the website pages. Fourth, submit the final version of the prototype copy theme and design and front-end docking, and start designing the activity page. At this time, it is necessary to keep close communication with the design and try to let the design or front-end designer understand the effect you want. Usually, if the communication is not smooth at this stage, the design or front-end will be repeatedly changed, and the workload and working time will be greatly wasted. All design effects should be revised and determined as far as possible before the design requirements are finished. Some companies may develop common templates for activities independently, and directly find a design header to build their own pages. You don't even need a front-end design. Fifth, according to the pre-determined product selection rules, collect the products and submit them to the design front end (without a common template), and wait for the link of the final page to be given, and adjust the final product layout order according to the presentation mode, aesthetic collocation, price sales and other factors. Of course, this link can be completely determined before submission. Sixth, submit the completed links and materials to the marketing department for pre-heating and formal promotion. The promotion channels include: SEM WeChat WeChat official account, Weibo, SNS Internet Alliance Hard and Wide, SMS EDM offline promotion of DM single page, apppush, etc. Of course, if you are a platform merchant such as Taobao Tmall JD.COM, you can also participate in the marketing tools of the platform to buy locations such as through trains. After all, the traffic of these platforms is very good. Vii. When the activity is officially launched, we should monitor the page traffic data in real time, click the data conversion data, replace the high-flow and low-conversion products, and adjust the low-flow and high-conversion products to a conspicuous position to improve the click-through rate. The overall page is adjusted according to the sales situation. Replace the products that were sold at 1 during the monitoring period. This stage lasts until the end of the activity. Eight, the data analysis of the end of the event, through the analysis of the traffic source of the overall page views, the click rate of uv pages reaching the product details page, the conversion rate from uv to effective orders, the click and sale of selected products, compared with the previously set goals, different data points analyze different reasons to find out the explosion of this event and the reasons for the high-flow and low-turn single products. Make an analysis report and make a good data reserve for the later product optimization. The above eight items are not completely in numerical order, and some matters can be carried out at the same time. The implementation, planning and operation of a single activity are not completely in accordance with this process, and in many cases, every node that needs to cooperate in these links often does not go as smoothly as we expected. I believe everyone should understand that "things will not be as smooth as we expected, nor will they be as difficult as others told us." I cooked the chicken soup above at your discretion. The above, not all activities can match the general, for personal reference only, the above steps are not applicable to all online activities, and some companies may have formed a relatively complete activity process system, so some nodes may be different. Having said so much, I feel it just because there are too many pits in recent activities. The following is a brief list of the precautions in every detail of the event: the general promotion efforts should highlight the price signal as much as possible, and how much money should be reduced from the free coupon to kill the gifts, etc., and the efforts of several folds may be somewhat painless. But then again, that's all there is to promote sales. Pre-heating activities can be carried out through various social games, etc., through which coupons and other preferential efforts can be delivered. It is not limited to the usual routine page display. There will be more whimsy in more gameplay. This year's dedication, WeChat picture red envelope, only you can't think of it. The product layout is definitely to put the main products or explosive products at the top, and users can access them through the F-shaped browsing path on the traffic pc webpage. The first screen layout should try to accommodate the explosive products, while the mobile phone side is directly browsing in a straight line. The products in the first few screens are directly regarded as the most viewed products, so it is very important to ensure that your explosive products are on the first screen. What are the bases for selecting products according to the intensity of activities? Including the recent sales volume, favorable rate, price and other specified selection basis, of course, it is better to use an ultra-low customer unit price commodity as a drainage gimmick, and combine the above factors with the products that product personnel need to promote for page layout. The page presentation mode is not determined by slapping your head. Design has its own set of aesthetics, and operation has its own set of aesthetics. Your direct boss may also have another set of aesthetics. At this time, it is necessary to determine the requirements of page design. The most direct way is to evaluate the requirements with reference to the excellent cases of competitors. It is not necessary to have its own characteristics (the theory is empty), which is consistent with the promotion theme, and the floors are fast and direct, reducing the operating costs of users and making the pages beautiful. Promotion, it is a very distressing thing that there is no place to put the special page of the event planned by yourself, especially in large companies. All categories compete for the first page of the first page, so it is very important to consider the number of pits exposed by the event first when planning the event. It is not effective to rely solely on external drainage or one acre and three points of one's own category. Of course, you can ignore this point by controlling the operation and maintenance authority of the pit. The above (operation flow of commodity activities) is my humble opinion on the operation of activities. I hope it will help you. 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