Wechat search WeChat official account: get more detailed information after planning Jianghu attention. Original link: How to plan a successful dry goods activity? A: "Online activities refer to the process of relying on the network, initiating on the network, all or most of them are carried out on the network, publishing activity information on the network, recruiting activists and carrying out activities on the network." The planning case of online activities is divided into two parts: creative case and execution case. There are both connections and great differences between them. Creative cases are the basis of executing cases. Creative cases only need to show the basic ideas and ideas of the activity, while executive cases need to show the details of the activity in detail. The creative case of the activity should be concise and clear, without too much content, but it should show the creativity of the activity. Generally speaking, an event creative case will have 2~3 ideas to choose from. The framework of creative cases is relatively simple, generally speaking, it is divided into two parts, the source of creativity (introduction) and the basic content of activities. Just make it clear at two points. Creative source: the inspiration of the activity, if it can be combined with the current hot spots, it would be better. Basic content of the activity: explain clearly the theme, time, platform and how to do it. Activity execution case The activity execution case is carried out after the activity creative case is determined. Some companies have no creative cases when planning activities. Nevertheless, even if there is no creative case, we must communicate the creativity and basic content of the activity before doing the implementation case, otherwise it will waste a lot of planning time. The case of activity execution is a very good test of the basic skills of planning. Here is a brief talk about the qualities that a network activity planner should have: network awareness-having a certain understanding of the Internet, especially the characteristics and laws of Weibo, WeChat, Douban and other common platforms. Creativity-the platform of activities is limited, and the forms of activities come and go, so whether an online activity can be successful requires a good creativity. Systematic thinking-the activities from creativity to implementation involve the allocation of various resources, and it is necessary to consider the overall environment, the actual situation of the company and the situation of the products. It is necessary to consider the problems with systematic thinking, otherwise the planned things will be a dead letter. Communication and expression skills-an activity often needs to contact and communicate with different departments from creativity to implementation. If you want the activity to develop in the direction you want, you must actively express and communicate. Note that it must be active. Answer accurately 1. Is the purpose of the activity to increase downloads, platform activity or brand communication? The purposes complement each other, but to find the key points, we need to grasp the main purpose to design the details of the whole activity in order to achieve the effect of the activity. Second, activity guidance 1, topic emotional guidance, photo selection, sense of participation Take Weibo as an example # How did you spend this Christmas # When Christmas comes, you can be with whoever you want @ Jingjing Jingjing. Comment on your Christmas wishes and download the mobile phone software recommended by CCTV. Here, you will have the opportunity to win two movie tickets and spend the romantic Christmas Eve with Ta. One in ten people can win the prize. What are you waiting for? It's time to fight for character! . Please stamp → _→: Download address 2. Material reward setting: that is, what rewards users can get in this activity. It is suggested that "the grand prize is exciting and the small prize is constant". You can use the grand prize as bait, and then there will be small prizes every day or for a period of time, but it must continue, otherwise it will reduce the enthusiasm of users. Prize A, brand-related, customized and personalized. B. suggest the cost of sending energy. Try to choose prepaid cards, JD.COM cards, movies, WeChat red envelopes, lottery tickets and movie seeds that don't need to be mailed. . . Third, the activity form is creative, interesting and low in participation cost. After selecting the activity platform, the form of the activity should be planned according to the characteristics of the platform and the purpose of the activity. The forms of online activities include building grabbing, spike killing, prize forwarding, prize collection, online selection, registration and coupon delivery. There are dozens. The key is to combine the purpose of the activity and the characteristics of the platform to choose and innovate. 1. Market analysis is briefly described from four aspects: product market, differentiation, competition and active users. If it can be supported by detailed data, the theme of the event must be simple and attractive. Solve a user's confusion: what is this activity about and why should I participate? 3. The activity time is the time to execute the activity. Online activities should not be too long, which will affect users' interest in participation. It is recommended to complete it within 15 days. 4. The choice of activity platform is very important, which determines the way and final effect of the activity. For the time being, the activity platform is divided into its own platform and mass platform. Own platform: own App, Wap page, WeChat, Weibo, etc. The advantages are various forms, which can develop functions according to their own needs and bring traffic to official website; Disadvantages are high technical requirements (general enterprises can't operate) and high promotion cost. Mass platforms: such as Weibo, Qzone, Douban, Post Bar, etc. The advantage is that it can be promoted by using the resources of the platform itself, and there is no technical requirement; The disadvantage is that the form of activities is limited. The promotion activities of the four activities need preheating, early guidance and market promotion of the core target users, which are generally divided into two aspects: on-site promotion and off-site promotion. In-station promotion is relatively simple, that is, how to use the resources of its own platform to promote, such as advertising space on the home page, text chain and so on. Promotion outside the station should be done according to one's ability. Generally speaking, promotion means include KOL forwarding, manual posting and cooperative promotion. V. Activity Feedback Activity Completion Reminder Encouragement 1. Hey, local tyrant. Congratulations on your successful participation in this activity. The winners will be announced in XX, so please pay attention. 2. More friends can participate in activities, which can improve the chances of winning the prize. It's a pity that you didn't win the grand prize in XX activity. I will send you a comforting kiss. You're welcome Publicize the list of winners, how many copies have been taken and how many copies are left, and give real-time feedback. A. cultivate brand credibility. B. constantly stimulate the enthusiasm of users to participate. 6. The effect expectation and effect expectation of target online activities can be considered from the number of participants, download volume, PV and UV. The goal needs to be set in stages according to the progress of the activity, so that it can be adjusted appropriately according to the difference between the actual effect and the goal during the execution of the activity. Seven. Activity remarks this part is the key to the implementation of the plan. The focus is on "details", and all aspects of the implementation of the activity should be considered. It can be considered from the following aspects: activity process, activity rules and award setting. (If it is executable, you can make the activity flow into a graphic form). Activity rules: the activity rules should include exemptions, such as how long the user does not provide effective contact information, which will be regarded as automatic waiver of the reward. Some format clauses are suggested to be weakened or put in an inconspicuous place on the activity page, such as "the final interpretation right of this activity belongs to XX". "It is strictly forbidden to participate in this activity and it is strictly forbidden to cheat in any way." To sum it up. 1. Give users a reason to participate in this activity? Interesting and useful; Award-winning activities should solve the trust problem; Communication and sharing mechanism (ice bucket challenge, smile challenge). (tipping point: personality law, adhesion factor, environmental force law) 2. User participation cost, extremely simple 3. Immediate feedback and feedback demonstration. Fourth, after-the-fact feedback, award-winning announcement and brand awareness. 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 on public relations planning. Please search WeChat official account: Planning Jianghu attention to get free planning for business cooperation consultation. Customer service telephone number: 400-895-37 1 1 The picture cannot be used for commercial purposes. Once discovered, defending rights according to law will be more exciting to read: brand marketing phase I creative eye brand marketing phase II brand consulting brand marketing phase III Internet operation road brand marketing phase IV planning and operation brand marketing phase V planning and operation brand marketing phase VI planning and operation annual meeting. China Open Day Classic Case Review of Western Australian University Case The 4th WinneRobot robot contest and 20 18EarlyRobot World Championship China Open Dry Goods What you don't know is the core point of dry goods planning for the party. Jianghu tells you three kinds of activity planning.