Former NetEase Senior Operation: 2 Key Points and 7 Suggestions for Event Operation

In operation work, we will find that online activities are a very good means to bring a large amount of traffic. How to do event operation? Who will do event operation? If your position is product operation/operation/event operation, you will definitely plan related online activities. The author has been working in the Internet for more than two years and has done a lot of activities of all sizes and sizes. Still, I think the best event is the next one!

No matter how big or small the activities are, I feel that there are certain general processes to follow. Let’s sort out the basic processes of event operation and the pitfalls that can be seen anytime and anywhere in the process.

The first focus: The most important thing in large-scale event operation is to seize the priority of time, plan early, plan early, prepare early, prepare early

Operations personnel should treat each activity as a project and act as the project manager of the activity to promote the entire activity process, including the work of post-event data analysis and experience summary.

The basic process of event operation is roughly: annual event planning → quarterly event planning refinement → event implementation and launch → preparation for online events → event online monitoring → event offline operation → event review and archive.

The following will share according to the process from the perspective of time, purpose, and activity operation to do

1. The first step is annual activity planning. To comprehensively plan the event theme and process and to connect the resources leaders of all parties in advance, the proposal should be given at the end of the previous year. Your to do list needs to include at least: clarifying the annual event budget, previous year's event data, and based on the above two points, by quarter, key holidays/major events, etc., leaving a quota for daily small events, and making a general event theme plan, budget, time point, etc.

2. The second step is to refine the quarterly event plan. The main purpose is to refine the event themes and plans for the next quarter, and arrange docking and preparation in advance. The time node is about two months before the event is launched. The general content must include: based on the subdivided time, budget, theme, and sessions of the annual event plan. The event plan needs to be further refined, including the number of large-scale event events, time, theme, event format, budget, and small daily hot activities.

3. The third step is to start the event. Here there will be some minor adjustments based on the activity level. Generally speaking, large-scale events need to be launched one month in advance, and of course they must also be decided based on the specific personnel of your company and the resource allocation of development and design. My personal suggestion is to communicate in advance with the department's schedule and capital bold. This is to be able to determine all work arrangements including personnel confirmation before the event is implemented and launched. You need to reconfirm the KPI of this event, whether to pull active or new, product promotion, active or download, or multiple KPIs in parallel, this must be confirmed. It is best to estimate the approximate activity traffic based on historical data and current product data to facilitate further refinement of the activity KPI in the future; in addition, you also need to propose 1-2 simple activity planning plans based on the product, annual plan, quarterly plan and KPI. This plan should include event name, event rules and methods, event prizes, and all other departments’ support and cooperation, including but not limited to resources including development, business, design, marketing, products, testing, etc.

4. Step 4: Department communication and coordination. You need to communicate with the departments participating in the event in advance. It is best to hold no more than 2 small meetings to determine specific activity plans, staffing, risk assessment and solutions, various working time points, etc. Finally, you need to formulate project management tools suitable for this event in advance. Generally, it is enough to use Excel. It is simple and clear, and it is easy to use. This does not require any rigid requirements. The project management table should include the following contents: overall progress control of the activity and progress control of the participating parties, activity risk records, including risk description, stages of possible risks, solutions, person in charge, etc.; activity resource records, the activity involves the source, progress, quantity and allocation of prize resources; activity project planning, you need to plan a relatively simple time node table according to the activity implementation stage, the main purpose is to monitor the progress of all parties, such as: tasks, personnel division of labor (decision makers, participants, person in charge), construction period, time node, delay date, delay reason, etc. Then you need to go to the gui worker with a small whip! Don’t forget what you are responsible for!

You may encounter a series of problems when starting the site. First of all, you will find that it is difficult for all parties to coordinate the schedule, so you can make annual planning and refine quarterly planning in advance, and make time for development and design in advance. It is definitely not a problem for you. Let's leave mobility time, otherwise you will have to work overtime until dawn (don't ask me how I know!)

5. The theme and rules of the fifth step of the activity must be combined with the product itself.

First of all, you need to take the audience into consideration, think carefully or confirm with the product department before communicating with all parties. After all, everyone has their own work to do. If you don’t confirm the play method at the beginning or don’t agree, the overall communication of this event will be difficult. It is advisable to confirm that the meeting should not be too long, and just confirm the key points such as personnel, time points, construction periods, etc.

Secondly, if you propose development needs such as modifying gameplay, or start from scratch again before overturning, you must follow up on the needs closely with products such as docking in advance, please care for your colleagues such as development and design.

Again, you must develop the habit of summarizing event bugs and stunning, such as risks occurring in the last event, and you must avoid them during the next event. Event operation is also a process that needs to be improved. The trial and error of each event is for the next better event. You also need to improve the security performance of the activity. To put it simply, it is to improve the anti-cheating mechanism and predict the server's affordability. You must communicate with the relevant responsible colleagues in advance.

Finally, when doing a relatively complex activity, such as an activity that includes more than 2 activity forms, you must set up Plan B. For example, the display space on the mobile terminal is limited, and the display method of some main activity pages may affect the activity effect, so try not to stipulate this part, and can be adjusted according to the actual data situation.

The second focus is small activities, modular daily activities, and the rapid launch of hot activities

Small activities that are not that big as the scale can be formed in a fixed column every day, or activities that are launched based on real-time hot spots. You need to prepare relevant resources about a week in advance, including confirming all work arrangements and personnel arrangements before the event is implemented. If it is a hot activity, it will test the speed of the operation team's response and the speed of cooperation between all parties. Therefore, the best way is to template daily activities, so that you can quickly launch events on pictures when you are following hot topics.

First of all, you need to confirm the event theme within the operation group, deliver the event theme, and give the required materials to the UI and prize requirements to the business. Then confirm the event launch date, delivery time point of each party, and other specific contents. The characteristic of real-time hot spot activities is to be fast, try to use existing activity tools/templates to ensure the launch date. If you cannot guarantee it, it is better not to go online. Do not follow the hot spots for the sake of hot spots.

Secondly, because you are temporarily joining the design schedule, the design resources may be very tight, so your needs should be as clear as possible.

After confirming the event again, you can prepare for the online event. It also needs to be determined based on the magnitude of the event.

Share practical cases of major events

Let me give you an example to see the specific process of the event construction.

After the annual plan and quarterly plan are completed, I will convene a small meeting of all parties to confirm the preliminary content such as personnel arrangements, event themes, etc., and then start to take a small whip supervisor. An activity is usually confirmed by demand, which is roughly divided into four lines and four lines:

Products: activity pages, logical requirements (there are fine-tunings in different companies, and sometimes this is also the responsibility of the operation);

Design: First come to the entire event page, deliver it to the front-end and server-side for development, and other promotional materials will be designed and produced. The large-scale event will take more than 5 days. It is recommended to design two sets of various promotional materials to give users a sense of freshness;

Development: The activity page front end and the activity logic backend. Here, the activity management backend needs to be set up before the activity starts. After the development is completed, the test is entered. The operation of this node requires cooperation in filling in the test data;

Promotion: You need to find business to confirm the prize resources for the event and confirm the promotion plan before, middle and after the event with the marketing department. The operation itself is equivalent to the PM of the event. In addition to doing a good job in the specific work of your own activities and completing the cooperation of other members in the group, you also need to fill in content, promote schedule, data monitoring, etc. These tasks were probably 1-2 days before the event was officially launched.

Therefore, according to these four lines, the contents to be delivered before going online are: confirm with the product whether the development function is completed, the online confirmation letter is issued, confirm with the designer the activity page and promotional materials at each location, confirm with the development and testing department that the function development is completed, the test confirms that the online environment activities are operating normally, and the online confirmation is launched. Of course, you also need to confirm prizes, event partners, marketing promotion warm-up and online promotion plans with colleagues responsible for operator promotion. The operation itself must confirm the launch time of prize configuration, event rules, all copywriting within the event, event publicity points, etc., promote entry materials, etc., and schedule content filling, data monitoring, and internal and external product promotion. You need to pay attention to the progress of all the above personnel and promote the entire project process.

Under this big process, I have some personal suggestions for you:

For novices, preparing a large-scale event is a lot of things. As the overall person in charge, you must take into account all aspects of the event. It is very necessary to improve the project management form for yourself when starting it;

Each link is followed by time. If Delay records the reasons and time points, evaluate whether it will affect the overall activity. Development and UI may delete requirements due to time reasons. Please follow your KP, stick to what you should stick to, and find the best way to compromise if you should compromise;

If there is no activity data background, please confirm the data you are concerned about with the product during development and hand it over to the development to make data burial points to facilitate the observation of activity data;

Operations need to explore all resources that can be used to arrange activity entrances or publicity activities;

It is very important to select products for events. Please take it seriously as the same focus as event planning. It can be based on dimensions such as product positioning, user group, and popularity. It is best to match the event-related aspects, with the gradient design of big prizes and small prizes. In addition, the possibility of pure cash direct recharge activities not being brushed is the same as that of Song Joong Ki as your husband;

Share practical cases of small events

Before the event goes online: One day or a few hours before the small event is officially launched, you need to do a good job in the event entrance layout, content filling, prize launch, etc., and you also need to choose in-product promotion or new media to cooperate in marketing promotion based on the form and size of the event; when the event goes online, the focus of operation is changed to online monitoring of the event.

During the event launch period: You need to monitor whether the event is operating normally every day. If there are any problems, you can quickly record and find relevant personnel to solve it; you may need to pay attention to: activity UV/PV, traffic of each entrance, other core KPI trends related to the product, etc., focus on whether there is abnormal data, analyze the causes, and quickly communicate with relevant personnel if there are any problems; you also need to monitor the quantity and winning rate in real time, and make appropriate adjustments based on the data situation; during this period, it is also necessary to ensure that the results and promotion of internal and other channels of the product and continuous promotion.

Regarding small events, I also gave some effective contents for personal testing:

It is recommended to prepare more than 2 sets of materials for activities that exceed 5 days to bring freshness to users;

When people drift on the Internet, there will inevitably be bugs, and problems other than risk estimates will occur. After solving the problem, they will be held accountable;

Pay close attention to the data situation and immediately discuss with the developer to resolve any abnormalities such as winning prizes.

The third focus: Move offline operations

The operation of the event offline is the work that needs to be done when the event is over. First, confirm the offline and confirm the product, close the various entrances of the event, and then organize the winning list according to the event rules and prepare the prizes for distribution. You can also interview the winners by phone to explore subsequent publicity points.

Finally, the activity is reviewed and archived. In addition to data analysis, it is recommended to make a complete review of the activity and form documents. In the future, activities and product operations can be used as reference. Several parts that may be included in the event review, such as: activity overview, which requires brief description of the event theme, form, time, and recording each port page of the event; activity data analysis, the effect of this event, KPI achievement assessment, etc., year-on-year and month-on-month data analysis with historical events; data evaluation of traffic to conversion rates from each entry; data evaluation of traffic to conversion rates from each channel; publicity effect evaluation, reflection and summary, such as what experiences and lessons brought by the event effect and publicity effects, how to adjust next time, how to improve, etc.

Here I will talk a few more words, a few tips:

1. You can perform data analysis on activities from different dimensions, but you must clarify the purpose of data analysis.

2. Please send the review and archive to all participants in the event. Large-scale events require meetings to be held to synchronize all parties, collect opinions and suggestions from participants, and further improve the event process;

In terms of event operation, I personally think the most important thing is: don’t forget your original intention, plan ahead, focus on topics, project management, compromise and persistence, and review of the event. The specific meanings are as follows:

Don’t forget your original intention: all follow-up work such as event planning should revolve around event KPI and positioning;

Planning ahead: Leave time to mobility, everything is in time

Interesting topic: The selection of topics must conform to the product positioning and product user group, and attract users

Project Management: Event operation is the project leader. Some things may not be your decision, but everything must be promoted and taken care of by you. Please use tools to manage your work, control the time points, pay close attention to the overall and details, and you must not be missing.

Compromise and persist: The partner has problems when meeting needs, and the priority is clear. Please stick to the bottom line. You must also find the best way to compromise.

Activity review: Data analysis, effect evaluation, archives are helpful to the next event, and this event is considered to be completed

This article comes from the submission of the author @Li Qing (WeChat: 18321284249). Please mark the author information and source when reprinting!