Online activity operation is a series of operation work by means of Internet and platform in order to promote user conversion, improve operation indicators and finally realize enterprise profitability. Today, we will sort out some knowledge of online activity operation simply and intuitively, and further understand and learn online activity operation. 1, online activity type Activity type varies according to the product life cycle stage. I made a picture (as shown below) of what kind of activities the specific product should do at what stage: 2. Activity operation process A complete online activity operation process will generally go through "planning-development-testing-preheating (publicity)-online-monitoring (data and risk)-closing (awarding)-reopening (effect analysis summary)" and so on. Each stage of an activity usually has a period of about 2-7 days, and the operation flow chart of the activity is as follows: 3. There are many operational links in the four key online activities, and the four most critical links in the medium term are activity timing, activity content, risk management and emergency plan, and activity operation data. (1) The most common time to choose an activity is various holidays, such as 1 1 month, Dragon Boat Festival and Spring Festival. The other is social hot events, such as e-commerce taking advantage of the Olympic Games to hold activities. (2) Activities include scheme writing, form selection, process design, rules and reward formulation, etc. Among them, the choice of activity form needs to be based on the number of users participating and the participation cost. Lottery can be used in activities with a large number of users and low participation cost, such as various forwarding lottery activities common in Weibo; If the participation cost is high, such as users need to download and register. , most users can get rewards, plus ladder rewards. The higher the user's completion, the higher the reward. (3) There may be some problems in the planning, development, testing, online and later operation of risk management and emergency plan, which may lead to the unsmooth or even premature death of the activity. Therefore, it is necessary to predict in advance the possible problems and risks in each link of the activity operation process, and formulate alternatives and solutions to nip in the bud and reduce the operational risks of the activity. (4) Activity operation data Activity operation data is the only criterion to measure the success of activity operation. Activity operation data indicators generally include PV, UV, click rate, conversion rate, sales volume, ROI indicators, per capita visit duration, per capita browsing depth and so on. Different activities have different promotion methods and push channels, and the corresponding concerned data indicators are also different, depending on the activity objectives. During the online operation, the activity data should be monitored in real time and adjusted according to the user behavior data and feedback. 4. Outline of the activity plan Generally, a complete activity plan includes: activity background, activity purpose, activity object, activity name, activity expected online time, activity form, activity stage, activity process, activity budget, user participation steps (flow chart), activity detailed steps (prototype+remarks), activity notes, activity description copy (how to participate in the activity, activity rules, prize setting) 5. Activity summary analysis General activity summary analysis includes: overall activity data analysis, activity input-output ratio analysis, and data analysis of each channel (channel platform, promotion time, activity effect, promotion budget, etc.). ), as well as the user behavior analysis involved in the activity. This is the end of today's online activity sharing. Please continue to pay attention to and support me and my "Cross-border Operation" Zhihu column and "Internet Operation Library" WeChat official account. & lt Cross-border Operation: There are no flowery words and superfluous words, only what you want to learn > (The article is original, please indicate the source if reproduced, thank you for your attention and support ~)