Basic process and core elements of activity operation

First of all, compared with the performance of mobile Internet products in the traditional manufacturing industry of China, it is obviously more eye-catching; Secondly, compared with last year's list, the position of tool APP has been replaced by content APP, and ByteDance entered the top five position together with Tik Tok for the first time, indicating that cmnet has entered the leading stage of content products. The underlying logic of content-based products is content production-content distribution-content consumption (realization). Among them, content production is the primary condition to determine success or failure. How to reduce the cost of content production has become a problem that many companies must face. In the case of high production cost of PGC content, only by working hard on UGC content production can we develop healthily and sustainably. Especially in the leading stage of mobile internet entering content-based products, it is more practical to study this topic. The cold start of content-based products, including short videos, online texts and other products, is not only driven by PGC means such as team self-made, authorized cooperation and signing KOL, but also through the planning and collection of UGC content through specific theme activities. Take short video APP as an example, through planning theme video collection activities, such as beauty talent video collection contest and tourism talent video collection contest. , promote the H5 page of the contest on social media, and collect short video UGC content. First, you can collect all kinds of high-quality videos, find excellent short video experts, reserve content for product launches, and realize cold start of content; Secondly, through the social media promotion contest, fans can be accumulated for the social media homepage, paving the way for the promotion and brand marketing of the follow-up APP. This article will discuss how content-based products can collect UGC content by resuming an activity. Based on actual cases, this paper desensitizes some contents and data, but the basic logic is the same. The analysis of this case is divided into two parts. Firstly, this paper shares with you "the basic process and core elements of activity operation". 1. Define the objectives, resources and time of the activity in combination with the product content direction and user needs. First of all, the activity planning can only be carried out after understanding the needs of users in the target market and having a clear plan for the content direction, so the students in charge of the activity operation should fully communicate with the students in charge of the content and determine the theme of the activity. Because the fundamental purpose of the activity is to guide relevant users to produce content through the promotion of specific content theme activities, and the platform can quickly collect excellent content and creators of screened themes, these two are the core elements, so we can set a specific number of high-quality content and creators as the activity target by combining existing resources (mainly prizes and promotion expenses). Tiktok's advertising screen at the most prosperous intersection in Shibuya evaluates the activity resources and budget, and determines the prizes and promotion plans. Prizes and bonuses are not only an important driving force to attract users to participate in activities, but also an important element in the promotion and publicity of activities, so we should pay attention to the setting of prizes and bonuses. I think there are two points to consider. First, the prizes should be linked to the content theme, such as the short video collection contest. Prizes can be selected related to short videos, such as cameras. Second, the first prize should be attractive enough. As the facade of the event prizes, the first prize has a direct boosting effect on promotion and can mobilize the initiative of users. In addition, in addition to material incentives, users' demands can also be met through exposure incentives or list incentives, which can stimulate users' enthusiasm for participating in activities. For example, the final winner will have the opportunity to show exposure in a specific offline big-screen advertising space. For example, Tiktok's challenge in Japan is that the winner will have the opportunity to board four large advertising screens at the busiest intersection in Shibuya, which will eventually attract more than 60,000 short video submissions and more than 300 million viewers. The activity time is how long the cycle of this activity is, which has a great relationship with the activity goal, the scale of this activity and the time required for the development of the activity page. It is necessary to analyze specific problems. If the bonus of the activity is rich and the collection content is high, the activity may take a quarter; If the goal of the activity is easy to achieve and the bonus is average, it will take months or weeks. Second, according to all the development resources of the company, evaluate the time required to develop the activity page to determine the final activity start time. 2. Design games and activities. The core elements of online game design are interesting and novel, from the description of the theme copy of the event, the design of the event poster, to the setting of the prize-winning mechanism to attract users to participate; Secondly, when uploading the content of the content collection activity, the entrance and path of uploading should be designed to ensure that users can upload the content conveniently. First of all, the active upload portal should be determined according to the specific scene and the equipment used by the user. Different content forms, content lengths and production scenes determine whether users use PC stations or mobile devices. For example, for the creation of long online novels, the author is more accustomed to and convenient to write on the computer, and the landing page of the activity is best based on the PC station; For short video shooting, video experts basically use mobile devices such as mobile phones to shoot, and the activities are based on applications. If this app is not online, you can upload videos through the H5 page. Secondly, do a good job in the path design of the upload mechanism and try to shorten the operation path. Judging from the factors affecting marketing transformation, one is to have large-scale accurate traffic exposure, and the other is to shorten the transformation link. Because each additional conversion link will increase the loss rate of content uploading, it is necessary to ensure the simplification and stability of the user uploading mechanism path, whether in PC station or mobile terminal. Finally, in addition to the main path upload mechanism based on PC station or mobile device products, there should be supplementary upload or submission methods. Considering the network situation in the target user's area (the network situation in different overseas countries and regions is very different), the user's habit of uploading or submitting content (users are not used to uploading content online), and even the uploading mechanism affects users' uploading content online due to bugs or other factors, there must be a second option for users to choose, such as leaving an official email address for users to upload content. 3. During the implementation of the activity, the team needs to communicate and adjust the plan in time, confirm the resources, and follow up the smooth launch. After the activity plan is planned and approved by the operation team, the next step is the implementation of the plan. The core elements of this step are the careful interpretation of the activity process and experience, the copy and visual effect of the activity, and the cooperation with other teams to ensure the smooth development of the activity. Do a good job in project management, ensure that all key nodes are completed on schedule and go online. The landing of the event involves the assistance of different departments, including design, development, data, advertising, new media and so on. First, design review and development review are needed to evaluate the time required to develop the activity page, then communicate with the data group in advance to ensure that the relevant data of the activity can be obtained to evaluate the final effect, and finally, be prepared to preheat and promote the activity with advertisements and new media. In this process, students in operation need to pay attention to the following points: first, at the event review meeting, set goals and determine the "deadline" of each module, including the time when the design draft comes out, when it can be developed, what data is needed for implantation, and the plan and timeline for preheating promotional advertisements and new media. , and discuss with the person in charge of each module to determine the specific time point, and draw a SOP Gantt chart for all participants after the meeting to ensure that everyone is in sync with their own affairs. Second, pay attention to the use of appropriate communication methods for different departments to quickly promote the implementation of each department. Activity operation is not only the brain of activity planning, but also the pusher to promote the whole activity, so it is very important for students to communicate with other departments during the implementation of the activity. Students from different departments may have different ways of thinking and starting points of thinking. For example. Design students pay more attention to the beauty and coordination of the page, technology students pay more attention to the difficulty of technology realization, development cost and cycle, while operation itself pays attention to whether it is conducive to improving key indicators and user experience. Therefore, when communicating with different departments, it is necessary to understand each other's starting point and comprehensively evaluate opinions from all sides. The third is to adjust the operation plan repeatedly in communication and pay attention to optimizing the details of the operation plan. The implementation of the activity landing is the process of realizing the operation plan in the collision of various roles. After planning the activity plan, the students who operate the activity need to draw the prototype of the interaction so that others can easily understand and realize it. But there is no perfect operation scheme or interaction. Students who do design or development will understand from their own professional perspective. In addition, local students will evaluate the copywriting and effect of the activity page from the perspective of local target users, and put forward suggestions for modifying some details. Therefore, the person in charge of the activity operation should keep an open mind, instead of denying other people's ideas, and actively communicate with others. Only in this way can we reduce the error rate and optimize the active data. 4. Preheating and promotion of activities. In event planning, what we need to consider is how to warm up and promote the event, and the core element is how to reach more target people before and after the event goes online. Many people know the promotion after the activity, but often ignore the importance of preheating. A successful activity is inseparable from preheating, which can make the activity get twice the result with half the effort. Preheating plays the role of informing, letting more potential users know about the activity and generating interest and desire to participate in the activity. Especially for UGC content producers, they need to be creative and produce high-quality content on the premise of understanding the theme direction and law of activities. Whether it is a long serial online novel or a creative short video collection, users need enough time to conceive, so it is more necessary to highlight the preheating. Secondly, during the warm-up period, we need to stimulate the enthusiasm of users through the benefits of activities, including prizes or advertising space exposure rewards. We can judge whether the user's interest in interest points is related to the audience's needs by preheating activities. If the effect is not good, it is necessary to analyze whether the prize is not attractive enough or the form is problematic, and adjust and improve it in time. If the preheating effect exceeds expectations, it can be judged that the activity is very popular and the number of participants may exceed expectations. Prepare for more participants in advance, such as increasing the number of prizes. How to preheat and promote? It is necessary to choose appropriate channels for preheating promotion and make full use of internal and external channels for exposure. Internal traffic includes its own APP and website, as well as its own social media account system. You can put the designed banner map in the eye-catching position of your APP and website or put the link of the activity in other parts of the page to ensure the best position for preheating publicity. Social media account system, including FB, Ins, etc. , which has fully covered its own fans and has strong timeliness, is a channel that cannot be ignored in preheating exposure. The preheating poster is the most common preheating material. For the preheating activities of UGC content collection, bonuses or other highlights can be presented on the preheating posters to attract participants who are interested in and in need of the activities. In addition, if there is enough time before the event goes online, you can use the relationship chain of fans' social media to spread, plan warm-up activities, use small prizes as rewards, and encourage users to forward warm-up posters. On the one hand, the cost is relatively low, on the other hand, users who are willing to forward are often users who are interested in activities. Birds of a feather flock together, and these people's relationship chains are often potential participants, thus achieving the purpose of low-cost diffusion. External traffic is mainly KOL cooperation, cooperation and mutual promotion, and advertising. Generally speaking, the company's advertising department is responsible for the promotion of external traffic, so the operating students need the participation of the students who put advertisements at the event review meeting, because they also need to know what the background and purpose of the event are, instead of waiting until the event goes online to hastily put forward the demand, which is inconvenient for both parties. The meeting needs to know the time when the advertisement reaches the planned output and the official delivery time, and synchronize it with the SOP Gantt chart for easy implementation. The operation needs to inform the advertising students of the goal, budget, specific time period and target audience positioning information of this activity. The advertising plan output by the students needs to include the allocation of the overall budget, the rhythm of advertising, the tracking of key links on landing pages, the estimation and suggestions of advertising effect, etc. At the same time, operators should pay attention to listen to each other's opinions when communicating with advertisements, because students in operation, as the planners of activities, may be fascinated by the authorities, thus missing some important links, and students in advertisements will raise some potential problems of users uploading links from the perspective of users seeing advertisements to clicking upload content. Taking video uploading as an example, the user's behavior paths include clicking on advertisements, entering pages, uploading videos, submitting videos, and submitting successfully. The operator focuses on video collection, thinking that under normal circumstances, there are already videos in the user's photo album. Click Submit to upload videos. However, students majoring in advertising will consider the whole scene from when users see advertisements to when they submit videos, because advertisements are displayed instantly. If there is no video in the user's album, you need to exit the page to shoot. In this process, when the user submits again, the page may disappear and the advertisement may not be shown to him again, which is a scene that the operator may ignore. Therefore, from the perspective of students who advertise, we may find some potential problems, and we need to give users who don't have local videos another choice, such as giving information to the official homepage, which will also have active links to let these users have upload channels. The enlightenment of this example is that the operation needs to communicate with other project stakeholders more than just asking them to implement the plan. Only in this way can we continuously improve and reduce or eliminate the problems after going online. 5. Data analysis and monitoring during the execution of activities, and timely optimization when problems are found. After the activity, we need to always pay attention to the changes of data, observe the current situation through data analysis, locate problems and solve them in time. Analyze the user behavior of the page. Observe the behavior data of the main path of user content upload, and analyze the specific data and conversion rate of each link through the funnel model, so as to clarify the problems and the direction of improvement. If the conversion rate of a link is lower than expected, it is necessary to analyze the reasons, whether there is a bug on the page or the visual effect of a button is not eye-catching, so as to locate the technical or design problems, communicate with relevant students, and determine the specific improvement plan and online time. Key indicators of analysis activities. By analyzing the key indicators of the activity, we can quickly understand the effect of the activity. Take the short video solicitation activity as an example. In this business scenario, the key indicators of the activity include the daily average number of videos successfully submitted by users, the daily average number of successful submissions and the number of functional households. Knowing these data, we can intuitively evaluate the overall effect of activity solicitation. Secondly, knowing the above data, we can also know the number of successful videos submitted per capita and the number of successful videos submitted per capita. Analyze the positive degree of users uploading videos from a micro perspective. If both data are greater than 1, users upload videos more than once on average. The bigger the number, the more active the users who upload videos, and the better the activity effect will be. Analyze the traffic source of the activity. As mentioned earlier, both preheating and launching have been planned in a targeted way, so we need to analyze the traffic source data in the activity in order to adjust it in time. This part of the work is more controlled by the students who put in advertisements. On the one hand, in traffic source analysis, it is necessary to compare the click cost and effect of picture material and video material, as well as the submission cost of different channels, so as to optimize; On the other hand, by quickly collecting user mailboxes, using user mailboxes to expand lookalike to accurately prepare similar audiences, and constantly optimize advertising costs. 6. Screening and secondary dissemination of high-quality content. Screening mechanism of high-quality content and social communication. If the activity can achieve the ideal situation of virus transmission, we must pay attention to the secondary transmission, not too Buddha. It is suggested that social media communication should be consciously added as a weight in the award-winning rules when planning activities. The fundamental purpose is to encourage users to comment, praise and share their interpersonal relationships while participating in the activities, so that the activities can start the process of secondary communication, which not only enhances users' sense of participation, but also expands the scope of activities. Taking short video collection as an example, we can add social media's praise or sharing of entries as an award dimension in the award rules, upload high-quality videos shortlisted by contestants to social media, encourage contestants to actively share and attract friends' praise. On the one hand, it can meet the exposure needs of participants and make them participate in the activities more actively, on the other hand, it can also achieve good secondary communication effect. Of course, when considering social media communication factors as part of the reward rules, we should consider preventing awards from being brushed, because if there are loopholes in the rules, someone may take advantage of them. In addition, creating topics and promoting them on social media or forums through soft articles is also a means that cannot be ignored. 7. Activity recovery and effect evaluation. Determine the results of the activity and complete the distribution of bonuses and prizes. In the event planning, for the setting of reward mechanism, specifically, in addition to the above-mentioned principles related to the theme of the event and the principle that the first prize is attractive enough, it is also necessary to consider the principles of localization and easy distribution. Localization principle refers to the investigation of users in the target market, and operators should pay attention to communication with local operations, and can't take it for granted to apply it according to domestic experience. To ensure that the reward mechanism is welcomed by the target users and can stimulate their enthusiasm for participating in activities. Convenient delivery means that when selecting prizes, it is necessary to consider whether the delivery link is convenient for the organizer to distribute to all winners. If it involves prize express delivery, it is necessary to consider the safety of prize express delivery and the logistics cost of prizes. Effect evaluation and activity recovery. Re-examination is a way to learn from yourself. I think the way to make rapid progress is to be good at learning from yourself. I believe many students have also thought about this issue. For career choice, do you choose to explore in a team or study in a team with big cows? In fact, it is still a rare opportunity to lead with Daniel, so it is fundamental to have self-study ability, and re-examination is a necessary skill to exercise self-study ability. How to resume activities? In short, it can be expanded in the following order: 1) Review objective: What is the purpose of the activity? 2) Evaluation result: How is the original goal accomplished? What are the achievements and shortcomings? 3) Analyze the reasons: What are the reasons for the success or failure of the goal, both subjective and objective? 4) Activity summary: Through the above thinking, analyze whether it is a feasible way to collect UGC content through activities, which links can be optimized and which methods can be copied in the next activity. In fact, the combing of the above links can be said to be the resumption of activities from the perspective of the basic process, which is applicable to other online activities. Every link needs to be transformed after the implementation of the activity planning, because how to improve the collection of UGC content as a whole, especially the collection of high-quality content, is the core index of the activity operation. On this issue, I will share my views with you in the next article.