wechat search WeChat official account: get more detailed information after planning Jianghu attention. The value of "activity operation" is as follows: attracting users' attention, stimulating users' contribution and strengthening users' cognition of all online activities on the Internet, and the final effect can not be separated from these three points. How to plan an activity The following is the complete process of planning an activity from beginning to end. Write the specific method first. 1. Activity type: subsidy, Didi and the red envelope topic of Meituan takeaway, keep's # I want to make headlines #, Weibo's # Take Weibo to travel # prize, Kung Fu Panda 3 film review activity, the lottery game of Post Bar, Alipay Jifu, Baidu Map's # Sakura Cone Parkour #2. Activity purpose: pull new, new order users or new start-up users of APP are active, and pull access to login and UGC. Expand brand awareness and brand recognition. 3. Cut into the demand: the scene of user demand, the hot spot of Didi's Spring Festival carpool users' attention, the profit-seeking psychology of Weibo's # Wang Feng Headline # users, and the full reduction of O2O activities. 4. The first step of planning the activities, starting from the purpose, why do you want to do this activity, what is the purpose, this is the most important. It is reasonable to define the purpose first, and then think about the follow-up of the activity accordingly. The ideal situation is to turn the "purpose" into a "data". For example, app hopes to increase the scale of users, which is the purpose, and turning it into data is to improve DAU. So promoting DAU is the purpose of the activity. The purpose of activities is the starting point of planning activities and the source of thinking. Grasping this well, we will not deviate from our original intention in the following steps. The second step is to determine that the goal and time purpose is a data, and the goal is to concretize this data. In the example above, the goal of the activity is to raise DAU by 51% or to 11W. In this step, it is necessary to determine this target expectation, even if there is no specific figure, there must be a general order of magnitude. Because the expected magnitude will affect the form of planning activities in the next step. If it is expected that the DAU will be raised from 5W to 6W, there are many applicable activities, and the difficulty is not so great. However, if the expectation is raised from 5W to 11W, you will have to rack your brains. Many forms of activities are not feasible because they cannot meet the expectation. In addition, the start and end time of the activity should also have a general range. If you are eager to get the effect of the activity, the activity must be launched as soon as possible; If not, then you can have a choice. Because if an activity can gain momentum, it will get twice the result with half the effort, and this "momentum" is the time point. The third step, planning the goal and time of the activity form is like drawing a frame. This step is to plan the activity form within the frame. In layman's terms, it is what kind of activities to do, which is the core step of activity planning. The essence of planning activities is to find the best combination of activity objectives, user needs and product forms. Like archery: the target is the bull's-eye. No matter what posture you shoot, you should aim at the bull's-eye. The user's demand is just like the wind direction. The powerful and accurate product that you will shoot along it is a bow and arrow. The activity should land on the product, just like shooting the bull's-eye with a bow and arrow instead of throwing stones. There are several key points to pay attention to: ① Try to be as interesting as possible, and the activity is for users to "play", only to achieve the purpose of operation in the process of playing. Therefore, even if it is not a game, you can make the activity gamified, which will be more interesting. It is true that many products have nothing to do with games, but they can also be transformed into the form or angle of games. Give an example of a cat's eye movie. The page is too long, only a part is cut. There is a movie list at the bottom of the page. The activity rule is to guess movies and write movie reviews according to these expressions, and award them according to the number of guesses. 2 Convenient operation From the time the user sees the activity to the end of the operation link, every step will be greatly damaged. First of all, there are fewer steps in active operation; Secondly, don't let users jump around in the pages of inactive processes, users will find their way, especially app. ③ When planning activities, make the rules as simple as possible, so that users can understand them without studying them, and they can see at a glance that "what they do will get them". In addition to simple rule setting, the expression of rules should also be concise. A complete activity rule requires a lot of words, including time, operation method, award method, prize list, additional conditions, precautions, etc., which are all reading costs for users. In fact, only the most critical rules can be understood, and users can participate. Others are not important, and even some terms are just for exemption. Therefore, when the rules are expressed on the active page, the core rules are placed in a prominent position at the top of the page, and the specific rules and exemptions are placed at the bottom of the page. This part of the content is just available, and it doesn't matter if the user can't see it. Take a case of Uber to see if the expression of activity rules is easy to understand. When I saw uber's activity rules, I was devastated by the awkward copywriting with different characters. This is simply a test question to test IQ. It seems that the purpose is not to make users understand, but to make more people stumped. I tried to change it: take Uber 3 times this Saturday and Sunday, that is, use it 6 times for free next week; Accumulate 5 times or more by Uber, and get a chance to apply it for 11 times for free next week! You can compare the above copy, and I think it is most important to be more understandable. Many copywriting in the above picture is meaningless, but it increases the reading cost, such as the first sentence and the last sentence. There is already a lot of this text, so there is no need for such a copy to set off the atmosphere, and the headline 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 reduction of 15 yuan, the date of receipt, the deadline of activities, etc. Interested users will click on the detailed rules to read. (4) highlight the user benefits. Users will have corresponding material or spiritual benefits when they participate in activities. In the activity page, the user's income should be placed in an obvious position, with the highest priority. Because the audience of the page is the user, it is in line with the user's self-interest psychology. Therefore, many activity pages put prizes in the first picture, such as iPhone, red envelope and gift box of material category, privilege, rank and title of spirit category, and then the activity rules and operation area are below. There are many such cases, so I won't elaborate here. ⑤ Visual progress marking activities generally have a series of operations, and users should be given a feedback after each operation, such as the number +1 or the progress bar taking a step. Objective To inform the user that the operation is successful and has been recorded, and it is also a kind of spiritual encouragement. The activity page also needs to create a popular atmosphere, which is in line with China people's psychology of being lively. Therefore, many activity pages will show "12345 people have participated" in the header, and the numbers will be constantly refreshed. The picture below shows the first product that Meituan.com launched that year. The page will show the countdown of effective time and how many people have bought it. Although from now on, Meituan is not an activity platform, it was still active at the beginning of its establishment, so this case can also be used for reference. The above five points are the things that should be paid attention to in the activity itself, and no more specific methods can be given. There is no shortcut to success, only to know the method, accumulate more, and fight for talent. After this step, the form, rules and logic behind the activity are determined. The fourth step is to follow up the design, development and online activities, which is the project with full responsibility for operation. This link mainly reflects the role of the project manager. Regardless of PM landing, UI design, RD development online, application for resources, foreign cooperation, etc., operators should follow up and pay attention to the final effect and time. The fifth step is to promote the effectiveness of resource-ready activities, and the promotion channels are also very important. These should be prepared before the activities go online, including determining the online scheduling, material design and data statistics. This step and the previous step are parallel and carried out at the same time. Promotion resources are divided into in-station and out-of-station. In the station, it is mainly the existing channels such as resource bit, push and system notification, or outside the targeted push station of accurate user groups, it is generally necessary to exchange resources or pay for them. Looking for products that are more suitable for promoting this activity will have a better conversion rate than in the station. In addition, the application market and Appstore are also off-site channels. The former can apply for cooperation such as launching, prize-winning activities, and special topics, or pay for recommendation. The latter is to brush the list. The sixth step is to do a good job in risk control and alternatives, list the possible risk points of the activity, and have alternatives to deal with according to each risk point. There are probably several types of risk points: technical aspects, online time delay or BUG promotion after online, users whose resources are not in place on time, users who are the main selling points of the activity don't buy the external environment, and other hot spots break out, such as smog, six-year-old children, Malaysia Airlines law, illegal acts, such as pornography, cheating loopholes in consumers' rights and interests, and users find the rule loopholes, and pay attention to the progress of the activity after online. After the above seven steps, the activity goes online. If it is within the adjustable range, act as soon as possible. What needs to be monitored is data and feedback: data. Divided into real-time and unit time (usually by day), we should have psychological expectations for data fluctuations and think that it is normal to go up and down. If it exceeds the fluctuation range, it is considered as an abnormal situation, and the specific reasons need to be traced. Possibility is equivalent to the "risk point" above. Feedback. Pay close attention to all platforms where user feedback will appear, such as user groups, post bars, Weibo, friends circle, etc. While paying attention to the activity process, we should also collect valuable information to prepare for the activity summary. For example, an optimized process or experience records the peaks and valleys of data, collects users' feedback and discusses interesting screenshots in the process of activities. Step 8: Write a summary of the activities to yourself first, just like checking your exam results at school, and have an account of your work during this period, and do things from beginning to end. The second is to sum up the experience of the activity, and the good places will continue to be carried forward, and the bad places will be avoided next time. This is also wealth. Finally, it is for superiors and colleagues, with the purpose of reporting and enjoying it. No matter how hard the process is, the superior should judge the operation work according to the final result, and also need to know the progress of each step of the project; Colleagues also need progress in other directions, and those who make great contributions to products will naturally have the corresponding right to speak. If you want to know more about activity ideas! Come and pay attention to us! Wonderful moment! Update every Monday, Wednesday and Friday to get more information about public relations planning. Please search WeChat WeChat official account: Plan Jianghu attention to get a free plan.