Activity operation is one of the basic skills of an excellent operator. From the goal to the plan, to the organization and implementation, the summary is a series of combination boxing. In today's era of scarce attention and users' aesthetic fatigue, the planning of the initial stage of the activity is particularly critical. Then, the topic of this issue, Jin Tan, will talk to you: How to do a good job in the operation of the games? How to plan a successful activity? Event operation skills (dry goods). Why is it so important to do a good job in event operation? 1 Good activity operation can generate fission sharing, promote communication and let more people participate. 2 enhance user activity, enhance user stickiness, and do more interaction and purchase later. Good activity operation can directly increase sales and create performance. 4 Doing a good job in the operation of the event can sometimes make you and your brand have a sense of existence and expand your popularity and reputation. Second, how to do a good job in activity operation? 1 planning and testing before the activity ① determine the target group of the activity, do a good job of user investigation and analysis, and draw a simple picture for the users to find out their * * * characteristics, pain points and concerns. Only when you know the target users well enough to meet their needs will your activities have a higher degree of participation and produce good results. (2) Defining the purpose of the activity, decomposing different target activities will have different goals and plans, and it is unrealistic for all activities to achieve the same effect. Before the activity, you need to think clearly: is it to pull new things, live powder, promote sales, or increase brand exposure? Only when the goal is clear can it be targeted. ③ Study the data of past activities. By analyzing the activity data accumulated before, we can form a guiding reference. Through the cases of previous years' activities, we can find out the possible problems in the activities and make preparations in advance. (4) Study the activity cases of outstanding peers, inspire and benchmark the cases of outstanding peers, and think about how peers can do an activity well. Usually, when you see a good advertisement, you will collect and sort out the ideas, forming the habit of accumulating materials instead of being clear at a glance. ⑤ Design the copywriting, theme, rules and gameplay of the activity, and conceive the materials needed for the preparation of the activity, such as copywriting, theme, publicity pictures, videos and a series of contents. Make the activity page and develop the tools needed for the activity. Activities need clear and simple rules to facilitate users' participation, and more importantly, the actual benefits they can get. ⑥ Make clear the communication channels and promotion methods of the activity, and formulate the promotion plan of the activity, including how to push the activity out, how to attract people to forward and share, and let more people participate. ⑦ Define the duration of the activity. The strategies adopted at different stages of the activity will be different. From the initial preheating and eye-catching, to the mid-term intensification, the outbreak of activities and the exertion of residual heat at the end of activities, it is necessary to plan in advance. ⑧ Internal testing, so that your activity planning can be tested in a small scope, can make it easy for us to find some unexpected problems when planning activities, correct the plan in time, and make the implementation process of the following activities more smooth. Test the process of users' participation in activities, including a series of processes such as discovering activities, browsing and understanding, participating in activities, commenting and interacting, forwarding and sharing. , and check whether there are any problems and shortcomings. Pet-name ruby activity planning and risk control in view of some problems that may occur in the activity, we should raise risk awareness and avoid them in advance. When planning activities, we should consider the situation and have several alternatives to remedy the accident in time. Because sometimes, some large-scale activities suddenly have accidents, and you have no time to think, so it is very important to make plans in advance. Personnel arrangement during the activity, define the activity objectives, break down the tasks, and make personnel arrangement during the activity in advance. Use Gantt Chart to break down tasks to everyone and follow up in time. ? Cost budget, think about the resources needed for activities, calculate the cost of activities, estimate the output, make clear the input-output ratio and allocate resources reasonably. This is the core of planning activities, and any activity is to achieve the goal of the activity at the lowest cost. ? Determine the monitoring indicators with reference to previous activities, and formulate monitoring indicators for the activities, which is convenient for us to evaluate the effect of the whole activity. ? Activity faq FAQ establishes help files, activity guides and frequently asked questions of users, communicates and trains with all team members in advance, and makes records and answers. 2 In the activity (implementation stage) 1 In the warm-up stage of the activity, what is needed is to continuously attract users' attention, seize their appetite, arouse curiosity and stimulate users' interest and desire. (2) Promote the use of various channels and resources to maximize the promotion activities and attract more people to participate. Drainage, fission, forwarding, so that activities continue to produce explosive points. ③ Control the activity progress, monitor the data, adjust and pay attention to the activity progress in time, decompose the steps, observe whether some data in the activity are abnormal, and adjust them in time. For example, if it is found that the conversion rate of activities is too low, then it is necessary to analyze the reasons, and it may be necessary to adjust the copy in time and change channels. (4) Record data collection information, data and user feedback for reference and preparation after future activities. ⑤ Find the breaking point from the activity, constantly hype the topic, learn to keep the activity hot, find the breaking point and spreading point from the activity, keep the topic controversial and let more people participate. At the end of the event, through event marketing, news release, etc. We will continue to ferment, exert waste heat, continue to attract users' attention and extend the activity. 3 After the activity (recovery, summary, iterative upgrade) ① Sort out the data, and timely sort out the monitored data and key indicators during the activity. ② Compare expectations, summarize, analyze, evaluate and compare the completion of the original plan. Compare the expectation of the activity, compare the effect of similar activities in the past, whether there is progress, and compare the data of outstanding peers, whether there is a gap. (3) Re-opening, recording the re-opening activities, preparing for the next activity, recording the problems in the process of activities, analyzing the reasons, summing up the advantages, and thinking about how to improve and perfect. (4) Develop sop and project execution instruction manual, and constantly iteratively upgrade the experience summarized from the reissue to form sop project instruction manual, so as to carry out the next activity more effectively and quickly. Three skills and precautions of event operation 1 integrates hot spots, hype and event marketing. As an operator, we should always pay attention to the hot events concerned by target users, learn to speculate and boost heating, and gather attention. Do a good job in event marketing, learn to take advantage of the situation to enlarge, let the media pay attention to you, get the opportunity to report and spread actively for free, brush the sense of existence and get more people's attention. 2 Plan important time nodes in advance and make activity memos ① Festival activities are fixed festivals every year and every month. Every festival is a good opportunity for activities. For example, as the Spring Festival approaches, there will be various activities to open red envelopes. You can make a new festival calendar, sort out the important festivals throughout the year, and plan the activity plan and progress for the next month at the end of each month. Regularly sort out the major events that will happen and arrange in advance that there may be some sudden major events every month, which requires us to plan ahead and follow up in time. 3 Platform and Channel Activities Every month and every quarter, each platform will have its own activity node plan, which is the most common and familiar. This also requires us to follow up in time and make the layout of the activities in advance. 4 own activities, such as brand anniversary, such as activities to increase fans, or activities to increase sales, and so on. ⑤ Cross-border cooperation, joint marketing and integrated marketing. Sometimes the effect of 1+ 1 is greater than 2, which maximizes the activity resources and opportunities of both parties and absorbs the fans and word of mouth of the other party. 3 when planning activities, we should understand the pain points, voice points, concerns and communication points of users. Make it an interesting, informative, interesting, valuable and attractive prize. Activities should combine users' emotions and pain points to stimulate users' desire to forward and show off. In addition, activities should be convenient for users to operate and share, with as few steps as possible to reduce users' time cost. A summarized activity operation can increase sales, enhance user activity, generate fission and forwarding, and bring more traffic. In the daily activity planning, for some important time nodes and some possible major events, we can make plans in advance and make a quarterly activity calendar. Before the activity, it is necessary to do a good job in user demand analysis, study the previous cases of peers and us, do a good job in risk control, and make plans for various possible situations. Small-scale internal testing, and timely improvement when problems are found. During the activity, do a good job of monitoring and recording data, adjust the implementation plan in time according to expectations, and follow up the work progress of each member of the team in time according to Gantt chart. After the event, we need to reflect on recovery and arrangement, analyze the monitored data, compare with previous expectations, compare with peers, find shortcomings, think about improvement plans, put them on record, and constantly iterate and upgrade, so as to make the operation of the event better and better.