What is the complete method of the most active operation?

Introduction: Doing business is inseparable from activities. This paper talks about the views on the operation of activities, which is divided into three parts: the value of activities, how to plan activities, and case analysis. The full text is nearly 7000 words. I suggest you take your time and watch it several times.

main body

Activity operation, as its name implies, is an operation means to quickly improve relevant indicators in a short time by organizing activities.

Split the key words of this sentence:

Short-term: carry out activities in a short time.

Fast: achieve results in a short time in a simple and direct way.

Improve indicators: define the purpose, improve the corresponding indicators of activities, and achieve KPI.

Specifically, a complete activity flow may include the following steps:

Planning-development-testing-publicity-launching-index monitoring-reward distribution-effect evaluation

I. Value of the activity

1. It's not just about making a good cup of coffee.

The Internet and coffee shops have something in common.

Two. How to plan activities

The first step is to proceed from the purpose.

Why do you want to do this activity? What is the purpose? That's all that matters. It is reasonable to define the purpose first, and then think about the follow-up activities accordingly. The ideal situation is to turn "purpose" into "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 will not deviate from our original intention in the next steps.

The second step is to determine the goal and time.

The purpose is a data, and the goal is to concretize this data. In the above example, the goal of the activity is to increase DAU by 50% or reach 10W. In this step, it is necessary to determine this target expectation, even if there are no specific figures, there must be a rough order of magnitude.

Because the expected range will affect the form of planned activities in the next step. If the DAU is expected to be upgraded from 5W to 6W, there will be many applicable activities, and the difficulty is not so great. But if you expect to increase from 5W to 10W, you will have to rack your brains. Many forms of activities are not feasible because they can't meet expectations.

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 carried out as soon as possible; If not, then you can have a choice. Because if an activity can get motivation, it will get twice the result with half the effort, and this "motivation" is the time point.

The third step is to plan the activity form.

Goals and time are like drawing a framework, and this step is to plan the form of activities within the framework. 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 a moving bull's eye. No matter what position you shoot, aim at the bull's-eye.

User demand is like the wind direction, and you will be strong and accurate if you follow it.

The product is a bow and arrow, and the activity should land on the product, just like shooting a bull's eye with a bow and arrow instead of throwing it with a stone.

When planning activities, there are several points to pay attention to:

Try to be interesting.

Activities are for users to "play" and only 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. Take a cat's eye movie as an example.

This page is too long, only a part has been cut. There is a list of movies at the bottom of this page. The activity rule is to guess movies and write film reviews according to these expressions, and reward 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, there will be great losses for each additional step. First of all, there are few active operation steps; Secondly, don't let users jump around in the pages of inactive processes, users will find their way, especially apps.

③ The rules are easy to understand.

When planning an activity, make the rules as simple as possible, so that users can understand without research and see at a glance "what you do, what you get".

In addition to simple rule setting, the expression of rules should be concise. A complete activity rule needs many words, including time, operation method, reward method, prize list, additional conditions, precautions and so on. These are the reading costs of users. In fact, only the most critical rules can be understood and users can participate. Nothing else is important, and even some clauses are just for exemption.

Therefore, when expressing rules on the active page, the core rules are placed in a prominent position at the top of the page, and the specific rules and exemption clauses 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 Uber as an example to see if the expression of activity rules is easy to understand.

When I saw the rules of Uber's activities, I was devastated by the clumsy copywriting of different roles. This is simply a quiz 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; Bring Uber more than 5 times, and you will have the opportunity to apply for it for free next week 10 times!

You can compare the above copy, I think it is most important to understand it better. Many copywriting in the above picture is meaningless, but it increases the reading cost, such as the first sentence and the last sentence. There are many such words, and there is no need for such copywriting to set off the atmosphere. The title of the page can already achieve this effect.

And because there is a "view details" entrance, there is no need to write too many details here, such as the maximum reduction 15 yuan, the date of receipt, the deadline of activities and so on. Interested users will click on the detailed rules to read.

④ Highlight the interests of users.

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 will put the prizes in the first picture, such as material iPhone, red envelope, gift box, spiritual privilege, grade and title, and then the activity rules and operation area are all below. There are many such cases, so I won't elaborate here.

⑤ Visual progress recognition

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 to take a step. Objective To inform the user that the operation is successful and has been recorded, which is also a kind of spiritual encouragement.

The activity page also needs to create a popular atmosphere, which is in line with the lively psychology of China people. Therefore, many activity pages will display "12345 people have participated" in the header, and the numbers will be constantly refreshed.

The picture below shows the first product launched in Meituan.com that year. The page will show the countdown to the effective time and how many people have bought it. Although from now on, Meituan is not an activity platform, it was still very 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, so I won't say much about the specific methods. There is no shortcut to success, only knowing the method, accumulating more, and fighting for talent. After this step, the form, rules and logic behind the activity are determined.

Step 4: Follow up the design, development and release.

The activity is to run the project with full responsibility, which mainly reflects the role of the project manager. Regardless of PM landing, UI design, online research and development, resource application, foreign cooperation, etc. Operators should follow up and pay attention to the final effect and time.

Fifth, the promotion resources are ready.

Step 6: Do a good job in risk control and alternative schemes.

Step 7, preheat before going online.

The outbreak of online activities is very short, about a day or two. But for this short-term outbreak, there should be pre-heating and post-closing, which serve the peak of activity in series. This is the rhythm of controlling activities.

Among them, the activity warm-up is very important, which is related to whether the explosion point can be ushered in and how high the explosion point is. The simplest way to warm up is to inform, such as when to go online and what activities. A more complicated way is not just to inform, but to have the elements of gimmicks to attract users' interest and attention, and to invest promotional resources to expand the audience.

The most typical example of preheating is the upgrade of Didi brand, which is my analysis step. I haven't communicated with Didi's friends, so it may be inaccurate.

(1) released a communication picture similar to "Goodbye by taxi" (below), which caused users to guess.

(2) Inform that something important will happen, which will lead users to guess. Various interesting "Didi XX" spread in the circle of friends.

(3) The countdown begins as the publication date approaches, as shown below.

4 implant this information into the Didi red envelope, as shown below.

⑤ Officially changed its name and issued an official announcement, as shown below.

⑥ Launching the # D Contest # on platforms such as Weibo is actually to consolidate users' awareness of new brands. It belongs to the spread after online, as shown below.

Step 8: Pay attention to the progress of the activity at any time after going online.

Step 9, announce the results of the activity.

After doing so much, in fact, this step is the most easily overlooked, because the roles of the official and the user are reversed. Earlier, the official begged users to participate in the activities. This step became the result of users' more active attention, and the official income stage has ended.

So remind everyone not to anticlimactic. At this moment, users are paying close attention to us, and it depends on this step to make them satisfied or disappointed. Just like a consumer buying a house and signing a contract in front of the house, he is greeted by a smiling face of real estate sales. When the house is delivered, the consumer's money has been given to the real estate company, and the mentality will be more subtle. I hope that the other party will have better delivery service and complete the whole transaction.

Don't ignore people like some real estate profiteers. Announcing the results of the event requires attention to the following issues:

① Inform all users of the activity audience.

If the activity is aimed at full users when it is launched, it should also be shown to full users when the results are announced; If you only show it to some users at first, you will only show it to these people when the results are announced.

In short, the audience users who announce the results of the activity should be consistent with the audience users when the activity is launched.

② Channels for feedback to users.

On the activity results page, provide a channel for users to complain and ask questions, and face possible problems in the future with an open attitude. This is the same as the after-sales of e-commerce. Even if there is the possibility of profligacy, the operation cannot be avoided, because it is one of the duties of the operation itself.

③ Try to be completely transparent and fair.

When publishing the results, list the ID, achievements and awards of each award-winning user. If allowed, you can even list the scores of all participating users. Execute and publish in strict accordance with the rules of activities, without any ambiguity or concealment, which is related to the credit in the hearts of users.

Step 10, activity summary

First of all, write to yourself, just like checking the exam results at school, give 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 continue to carry forward the good places and avoid the bad places next time. This is also wealth.

Finally, it is for superiors and colleagues, with the purpose of reporting and enjoying. 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.

Elements included in the activity summary:

For example, the next step will be to sort out the complete process of introducing teachers and landing through products.

The above six points are the elements of the activity summary, which is the case when the above cases are combined:

Background:

As can be seen from the data, the problem-solving rate of high school mathematics is relatively low, and I hope to improve the problem-solving rate through activities.

Goal:

The answer rate of high school math problem 1 hour is 90%, and junior high school math is 98%. It is expected to increase to 95% through activities, which is similar to junior high school mathematics. Activity time is 65438+1October1-65438+1October 7th.

Effect:

After the activity, the problem-solving rate of high school mathematics increased to 95%, which reached the expectation of the activity.

Detailed analysis:

In order to improve the problem-solving rate of high school mathematics 1 hour, the strategy is to expand the introduction of answering teachers and tilt the existing incentive lever to high school mathematics.

Experience summary:

1. The advantage is that the method of introducing teachers is of high quality and good effect.

The disadvantage is that we are not prepared for low-quality answers.

Follow-up plan:

1. The next step will be to sort out the complete process of introducing teachers and landing through products.