In the last article "Eight Hot Marketing Routines for Tanabata and Olympic Games ...", it mainly introduced the common manual operation of hot spots. This paper mainly analyzed how to analyze hot spots in operation, and made some thoughts on the selection and integration of these routines. In order to make everyone better understand this article, the knowledge points that need to be shared with you at the beginning are: What are the differences in thinking between operation and market in the face of national hotspots? Operation is to do hot spot combination planning activities from the interesting functions/contents/users of products, while the marketing public relations department digs out the content of products from network hot spots. Sometimes, for the need of communication, colleagues in the marketing department will temporarily create a content that can be combined with communication on products. For the operation of hot marketing, hot planning that does not aim at improving product data is all hooliganism, but for the market, it is enough for users to feel that this product is fun and has exposure (the correctness of three views and politics is the bottom line of taking advantage of hot spots). Maybe you still feel a little abstract after reading these two differences. Here is a well-known case. In order to express the core point of the case, I am good enough to name this case "4 hours to escape from Shanghai, a self-satisfied operation". At the beginning of July this year, WeChat official account's "New World" and travel application "flight steward" planned a "four hours later, escape from Beishangguang" flash marketing campaign to attract Internet practitioners. And the data proved that the event did achieve good results: Weibo read tens of millions of topics, WeChat read more than one million, and rose by one million in three hours, which successfully caused a topic discussion in the gathering of civil artillery in Zhihu. From the brand point of view, flight steward's marketing campaign still has some effects. After all, the exposure of the product brought by the "New World" campaign of WeChat official account Chicken Soup is quite large, so you can score 91 points, and the other 11 points are afraid of its pride. Flight steward's Sina Micro Index flight steward's Baidu Index Station operation point of view, flight steward's escape from Beishangguang can only be given a low score range, which belongs to the activity planning that does not aim at improving product data. Why do you say that? First, there are mistakes in crowd focus and competitor selection. Are flight steward users really young artists? As far as I know, young artists like to travel on small green leather trains and stay in youth hostels. The competitors that flight steward needs to get rid of by marketing are really people who can't just leave? If you really want to leave, for people who are not very literary like me, it is estimated that I will choose to take out Ctrip to book air tickets and hotels. Secondly, a very fatal problem is "paying too much attention to the simplification of communication path and completely ignoring the path setting of upgrading product data". Users of the whole event only need to reply to the keywords in WeChat official account's "New World" to get the accurate meeting place. The interaction between users and flight steward's APP is not a strong connection, and the effect of providing product data will not be too good. Judging from the amount of downloaded data, it seems that the brand exposure has not played a very good role in bringing new ideas. The highest ranking of flight steward in the total appstore list in the first week of July was 61, and the best result appeared on July 7, instead of July 8, which was refreshed by friends circle yesterday. Flight steward's ranking trend chart on June 6th-8th Generally speaking, the marketing of "Four Hours Later, Escape from the North to Guangzhou" made WeChat official account's "New World" climax, which not only increased its fans, but also earned a high brand marketing fee from flight steward, and made a brand for its target group. For flight steward, this kind of self-made hot spot is very helpful for brand exposure, but it is only self-satisfied for operation from the data point of view. If the operation wants to plan activities with hot spots and does not want to repeat the mistake of self-satisfaction without data promotion, it can refer to how to follow up and plan activities rhythmically and effectively in the face of hot spots mentioned in this article. At the same time, at the end of my article, I will also give some suggestions on how to optimize the operation of flight steward if there is another hot opportunity of "fleeing from the north to Guangzhou after four hours". In the article "Eight Hot Marketing Routines for Tanabata and Olympic Games ...", we mentioned that hot spots can be divided into unpredictable hot spots and predictable hot spots, among which unpredictable hot spots such as celebrity gossip and social events are suitable for brands to make a poster or write a soft article. Predictable hotspots, such as traditional festivals and social hotspots, are more suitable for operating hotspots and making activity planning by forces to effectively improve data. Specifically, in the planning of activities, the operation can be studied by combining hot spots from three elements: marketing tools, interactive scenes and commodity packaging. Marketing tools can be understood as background configuration, and directly play a role in improving product data. Because of the sudden and short-term effectiveness of hot spots, few companies will develop a new marketing tool for hot spots alone, not to mention that the development of marketing work is a work of partial products, and there are many details to be considered in-depth products. The vast majority of companies operate to plan activities that take advantage of the hot spots. At the level of marketing tools, they use ready-made tools to better carry out micro-innovation, and tools can help operations achieve the purpose of activities. In addition to marketing tools, interactive scenes (the way to distribute marketing tools) and commodity packaging are the two elements that can best be combined with hot spots when planning activities. The essence of operating hot spots is that products combine with hot spots to build interactive scenes, and then the copywriting and tonality of commodity packaging are determined according to the interactive scenes. Whether to use lottery, e-commerce-like, full delivery, answering questions, killing seconds, assembling a group or creating a new scene when taking advantage of the hot spot, all of this needs to start with the analysis of the hot spot. Here, we focus on the recent hot spot European Cup as an example to study the process of operating the hot spot for event planning. 1/ Analysis of Hot Spots: If you want to make better use of hot spots to operate, and if you want to make interactive scenes independent of the public and have characteristics, you have to dig deep into all the information related to hot spots. When you dig up the information related to hot spots, the more interesting it will be to operate activities combined with hot spots. For example, what is the difference between the Rio Olympics and the London Olympics? What's the difference between it and the European Cup? 1) Hotspot information refers to the relevant objective popular science information of the hotspot itself, as well as the information about the external environment of the hotspot, including other important festivals or company trends foreseen, among which several external environments during the Olympic Games are Valentine's Day, the Great Promotion in 818 Suning, and the Japanese Unconditional Surrender Day. 2) Information sources collect all the contents related to this hotspot through search engines, Weibo, post bars, Tianya, news portals and vertical forums. The following is some of the "Rio Olympics" related content I found. The 31th Summer Olympic Games, also known as the 2116 Rio de Janeiro Olympic Games, was held in Rio de Janeiro, Brazil from August 5 to 21, 2116. Rio de Janeiro became the first South American city to host the Olympic Games and the first Portuguese-speaking city to host the Olympic Games. In addition, this summer Olympic Games is another Brazilian sports event after the 2114 World Cup. This is the third time that Rio has applied for the Olympic Games in the new century. This coastal city once applied for the Olympic Games in 2114 and 2112, but both failed. Rio de Janeiro is also the second city in South America to bid. Previously, Buenos Aires, the capital of Argentina, failed to bid three times. The 2116 Rio de Janeiro Olympic Games will feature 28 major events and 316 minor events. Golf returned to the Olympic Games, and rugby sevens joined the Olympic Games. On February 23rd, 2114, the Rio Olympic Organizing Committee announced the mascots for the 2116 Rio Olympic Games and Paralympics. Inspired by Brazilian animals and plants, the two mascots represent Brazilian animals and plants respectively, reflecting the enthusiasm and boldness of the samba country. Official website of Rio Olympic Games posted photos of these two mascots. They are between cartoon and reality, and they are a blend of various popular cultures in Brazil, with elements of animation and video games. On June 4th, 2116, the organizing committee of Rio 2116 Olympic Games announced the slogan "A New World" for the 2116 Rio Olympic Games and Paralympics in the Future Gymnasium of Rio Olympic Park, which implied that the Rio Olympic Games would create a better world to influence and change the next generation. On July 27th, 2111, Phelps won the 211m butterfly championship in Shanghai World Championships. In the 2112 London Olympic Games, he won four gold medals. So far, he won 22 Olympic medals, including 18 gold medals, becoming the athlete who won the most medals and gold medals in Olympic history [3]. On August 4, 2112, Phelps announced his retirement after the swimming competition in London Olympic Games. On April 5, 2114, Phelps announced his official comeback. .. 2/ Mining Hot Keywords After collecting hot-spot related information, you can mine hot-spot related keywords according to this information. These words can be divided into directly related words and associative words, mainly nouns, verbs and adjectives. In order to help you better open your brain, it is recommended to use the nine/twenty-five grid method for keyword mining. You may have other better ways, as long as you can force yourself to think of more interesting keywords. Do keyword mining with nine squares, write the hot keywords in the middle position, and then the first step (the most important step) is to fill in four words with different meanings in the squares around the hot keywords. If we can't think of it, we will search for words according to the five elements of the composition, namely when, where, what, why and who, which are the basic elements of the event statement. 9 squares and 25 squares, and then the words on the table are associated with cross-vocabulary, in-column vocabulary, and peer vocabulary, that is, to fill 25 squares. It is not enough to think of these words. In order to better find the keywords that can be used to gain momentum, we can classify these words. Verbs: jump, spit, stay up late, quiz, learn, cheer, avoid and take risks Adjectives: faster and excited Nouns: gold medal, schedule, itinerary, travel, raiders, samba dance, China team, Sun Yang, athletes, competitions and Rio, among which verbs are the key reference directions of interactive scenes, adjectives and nouns are the reference directions of commodity packaging. Finally, Baidu index can be used to see the overlapping part of the user portraits of users who pay attention to hot spots and the target users of the products themselves, which can be used as the key target users of event planning. (People in Beijing and Shanghai are the most enthusiastic about the Olympic Games) (The main crowd of the Olympic Games are male friends born in the 1981s and 1991s) 3. Analyze the operation purpose and marketing tools to plan activities by taking advantage of the hot spots. The operation purpose is nothing more than these five categories: innovation, promotion, retention, transformation and sales. Choose one of them as the core purpose and set the goal. Then look at the data associated with the core purpose and the existing marketing tools that can effectively improve these data. The confirmation of operational purpose before event planning revolves around data selection. Up to this point, the core elements of event planning (interactive scenes, marketing tools, commodity packaging) have basically been determined. Based on the above analysis, write a few ideas of Olympic activities that I think of. Idea 1 Theme: Rio Adventure Purpose: Increase the registration volume of the platform Hot spot: Combine with the common verb "adventure" in the European Cup Marketing tool: traffic package/cash. Interactive scenario: Registered users send traffic product packaging according to the score of crossing the barrier: Rio architectural style and Olympic color packaging Idea 2 Theme: Olympic Tucao Daily Hot: Humorous Tucao marketing tool: red envelope/discount coupon/ Experience the gold interactive scene: barrage (tucao collar red envelope) product packaging: sorting out the daily high-quality tucao output ideas Three themes: Sun Yang wins the championship, I will send traffic hotspots: Sun Yang is a sports star in China, His achievements have attracted much attention. Marketing tools: traffic packages and discount coupons. Interactive scene: quiz product packaging: Olympic swimming pool packaging ideas. Four themes: National Olympic Carnival hot spots: 28 sports marketing tools are always set up in this Olympic Games: red envelopes/discount coupons/experience money/physical prizes. Interactive scene: Bubble dragon (lottery) product packaging: ordinary Olympic packaging is ready. At the end of the article, I will talk about my own suggestions for optimizing activities in flight steward. If conditions permit, you can develop a page with New World * * *. Users can investigate this customized activity page by entering the keyword "Go and Go" in the search box of the product, and tell users to come at 11: 11, and start within 4 hours after grabbing the ticket. Those who don't grab the ticket can also get coupons to start on their own. This has two advantages: 31 places will not be split immediately, and the three hours from 7: 11 to 11: 11 is estimated to bring a very large download volume; Active users, flight steward's own users can also participate in the ticket-grabbing. Even if they only get coupons in the end and use them to stimulate them to use products, they are likely to become paying/repeat buyers. If you have a better idea, please leave a message in the comments section. ------------In WeChat official account "Product Novice Exchange", reply to the following numerical keywords to see the essence article 11-"Young people, why do you firmly choose to operate? 12-Firmly believe that operation is more important than doing the right thing to people 13-Five ambiguous relationships between operation and products 14-How to quickly grow into high-level operation 15-Which of the three career development directions of operation will you choose? 16-Three Thinking Models Commonly Used in High-level Operation 17-How to Effectively Job-hop 18-How to Improve User Retention with Data Analysis 19-Ten Steps to Become the Scarcest Operation on the Internet 11-The monthly salary of content operation is 3,111-31,111.