Editor's lead: In product operation, activity operation is also one of its basic work. Then, how to plan different types of activities, so as to attract users to participate and enhance the brand image? This paper expounds the types and related points of activity operation. Let's have a look. What kind of operator is it if you can't do activities? To be a successful product operator, you must learn superb activity planning skills. The author leads product operators into a world of event planning, and comprehensively interprets the copywriting creativity and development skills of event planning in product operation. 1. What are the activities of the event operation? Activity operation includes activity implementation, activity planning and grafting related industries to build an industrial chain. Activity operation is one of the basic tasks of product operators. Activity operation is centered around content and users, and it is an extension of content operation and user operation, with the purpose of increasing brand communication, purchase conversion rate, platform activity and download volume. As shown in the figure, there are three main types of activity operation. 1) Communication-oriented activities aimed at brand promotion and entertainment. The popularity of brand promotion usually appears in the form of posters, gifts and white papers, which is shocking at a certain moment. Entertainment color, mainly to enhance the feelings between people, is very rich in forms, such as singing, answering questions, playing games and so on. 2) Marketing-oriented activities, mainly profit-making sales, supplemented by brand promotion. For example, the auto show held in various cities every year, the first CBA league. These activities are aimed at improving product awareness, taking the activities as the tipping point and absorbing the advertising and ticket resources of target users. This activity itself is a "magnet", which can attract users' enthusiasm and attention. 3) Mixed activity operation has the characteristics of the above two types. For example, Baidu Developers Conference and China Employment Wealth Forum. These activities are usually based on the user's order, and the user can only get the qualification to participate in the activities after placing the order, which is a brand promotion behavior in itself. An active operation is a combination of a series of tasks. Effective execution is not as simple as imagined and requires skill. We say that a product manager who can't do activities is not a good product activity operator, so how can he become a qualified product activity operator? Let's take where the activity copy goes as an example to analyze in detail how to become a qualified event operator. Where can I buy hi cards to play on May Day? See the figure below. 202 1 year-round play, looking forward to May Day to buy a play card, save up to 2500 yuan in the whole year, help 1 get a discount! Only 9.9 yuan was the copywriter of where to buy Hi cards on May 1 2002. It looks simple, but it makes full use of the opportunity of May Day, and its activity goal and time are very clear, which attracts the enthusiasm and attention of users to a great extent. As can be seen from the above activity copy, to become a qualified product activity operator, you need to master the following points. 1. The clear purpose is a hidden line. In fact, for the operation of activities, the most taboo is to do activities for the sake of doing activities. Operators of product activities must have a clear purpose before designing activities, such as improving user activity, spreading or generating income. In short, all activities should be designed around a certain purpose. As mentioned above, the purpose of where to buy a copy on May Day is clear: to spread the brand culture and profit from the promotion. If the purpose of planning activities is only for income, we will "deliberately" release cheap news to users. It doesn't seem so cheap. For example, the copy of where to buy hi-play cards on May Day reflects this point. Users can save up to 2500 yuan after purchasing products, which seems to save money for users. In fact, they use vouchers to encourage users to buy tourism products. If it is only to improve the user's activity, then, in the rule setting, we should pay attention to let users have active behavior. If it is only to spread the brand culture, then many communication nodes should be set up in the activity copy. It is very important to have a clear purpose. When planning an activity, we can use hot events and time points, but the core is to let users achieve the purpose of the activity according to the set rules. When engaging in product activity operation, please keep in mind the word "purpose", otherwise the product activity operation will not be done well. 2. Activity time is very important. When planning an activity, the activity time is very important. Many time nodes and hot events are very conducive to the promotion of activities, and sometimes they can be used as reasons for doing activities. Traditional offline activities are often carried out on holidays, celebrations and seasons. The popularity of the mobile Internet has given online activities many new choices and ways to play. In addition to celebrations, seasonal changes and holidays, hot events have also become the choice of many event operators. When planning an activity, the start and end time of the activity should be limited in scope. If you want to get the effect of the activity as soon as possible, you must get the activity online as soon as possible. If an activity can gain motivation, it will get twice the result with half the effort. This "momentum" is the time point. When determining the time, we should also avoid some time points with too strong momentum. For example, Alibaba's Double Eleven and Double Twelve, JD.COM. 6 18 of COM, etc. 3. How to attract users' attention? Activities to attract users' attention need to follow two principles: creativity and simplicity. Interesting activity itself is a good reason to attract users to participate, because it can grasp users' interests, meet users' personalized needs, and thus stimulate users to participate. It is often difficult for product event operators to design a brand-new event, so most event planning is based on successful events to "micro-innovate". "Micro-innovation" refers to learning from previous successful activities and seeking some changes. The change here can be the theme, the participation rules and the participation platform, but the activity subject mode is basically the same. Some product activity operators will fall into self-thinking if they are not careful when planning activities, mainly because they are familiar with the products, which makes all actions take for granted. Therefore, product activity planning also needs to communicate with users frequently, consider the problem from the user's point of view, and keep a heart of participation. Second, the reason for the activity: grasp the points that users are most interested in. The activity operation of products is planned and organized in line with the overall operation rhythm of products. As a product activity operator, the first question to think about is, what is the reason for doing activity planning? A legitimate reason can not only make it easier to gain external understanding, let users know what you are doing, and better mobilize users' enthusiasm, but also gain internal understanding, so as to coordinate various resources to support this activity. So, what are the legitimate reasons for planning an event? The activities of a medical beauty platform during 202 1 May Day were well explained by the copywriting. See the picture below for its activity advertisement. Just after the Spring Festival, have you fallen into the trouble of "gaining three pounds on holidays"? Are you worried about skin problems caused by bad weather? The goal of the activity copy of the medical beauty platform is very clear, so that users can see it at a glance, attract users' attention and participate in activities, and achieve the purpose of "cosmetic surgery". It can be seen that there are several legitimate reasons for planning activities. 1. Time and time are parameters used by human beings to describe the process of material movement and the occurrence of events. Many people have a strong sense of time, so it is easier for users to accept time as a reason to do activities. Time has many common reasons. For example, seasonal changes (seasonal clearance sale, seasonal promotion, etc. ), today in history (10 anniversary, 100 minus 50), various holidays ("May Day"-glorious labor, "November Day"-seven days of National Day, Spring Festival-family reunion, Dragon Boat Festival, Mid-Autumn Festival, Valentine's Day, Christmas and so on. ). The activity copy of the above-mentioned medical beauty platform takes advantage of the time reason-the legal holiday "May Day". People don't have to go to work during holidays, so they have enough time to rest and recover and avoid socializing. The platform of medical beauty makes use of this to plan plastic surgery activities, which is convenient for users, offers attractive discounts and meets users' medical beauty needs. 2. The product itself is different from the time, and the product itself can also do activities, which is not affected by the season. To do activities from the product itself, planners need to have enough knowledge of the product and be able to grasp the points that users are most interested in, guide and organize. In order to facilitate users to perform medical beauty surgery, the medical beauty platform has planned activities such as appointment ceremony, preferential ceremony, tasting new ceremony, peer ceremony and rescue ceremony. Users can also recommend discounts or cashbacks to friends around them after playing the medical beauty experience. This is the use of the product itself for planning. This is similar to a special topic. Many online games often use this method, such as battlefield activities and preferential service activities; There are also many "Queen's Day", "Mother's Day" and "Book Festival" commonly used by e-commerce. 3. All kinds of big events Many people are very concerned about all kinds of big events, such as college entrance examination, double eleven, World Cup and Olympic Games. We can use such a big event as a reason to plan activities and let users naturally participate. Take the medical beauty platform as an example. Some operators even choose to plan many preferential activities such as double eyelid cutting, acne removal and whitening for students at the end of the winter and summer vacation or the college entrance examination, so that students have enough time to recover during the holidays. These activities have won the hearts of many parents and students and the attention of a large number of users. Of course, there are many reasons for doing event planning, and the above three points are the most common, and product operators can choose according to the specific situation. Third, the activity elements: simple and transparent, to ensure the interests of users. The core of an activity is to meet the needs of users. Every activity is a process in which users participate in cognition and sharing. If the activity is to be successful, the activity planning must be attractive enough. In the Internet age, users' attention is scattered. If the product has no sense of existence and feelings, it is likely to be forgotten by users. Doing activities is the way to brush the sense of existence. Of course, it is not easy for users to remember the product by doing an activity casually. Let the activity have its own characteristics. Activities without characteristics are equivalent to burning money. Let's take the weekend activities in Happy Paradise as an example to see what the special activities are like. Weekend is a good day to vent at home, and it is also a day for small villagers to have fun, so the village head specially took out 65438+ 10,000 exchange codes and gave them to everyone for free. You can get it by answering 3 questions correctly, limited to 65438+ 10,000, first come, first served. Attention! The answers to the above questions are sent directly to the WeChat background, just send numbers! For example: 123. Only the first 654.38 million villagers who answered correctly can get the exchange code. If it is late, it will not be redeemed successfully. The "Happy Fun" weekend WeChat answering activity attracts users to participate in the game, allowing users to get rewards while playing. After the event was launched, many "small villagers" participated. In less than half a day, 65438+ million exchange codes were received one after another. From this activity, we can see the elements of a distinctive activity. 1. Activity rules should be simple. The purpose of the activity is to let users play and achieve the purpose of product operation in the process of playing. Under the principle of lightweight, the setting of activity rules should not be too complicated, and the more complicated the rules, the more impatient users will be. Try not to let users think too much. Product activity planning needs to hold the idea that users can't wait to participate in the activity, which is the premise for the activity to become an explosion. Why are "have fun" weekend activities so popular? One of the important reasons is that the user participation threshold is very low and the gameplay is simple and interesting. After the "Little Villager" enters the activity page to participate in the answer, he can directly send the answer to the WeChat background to get the redemption code. "Small villagers" can exchange props, gold coins and so on in the game after obtaining the exchange code. The gameplay is very direct and easy for "small villagers" to accept. If too many steps are set from the time the user sees the activity to the end of the operation link, each step will be destroyed. Therefore, first of all, there should be fewer active operation steps, and secondly, it should prevent users from jumping around in inactive process pages, which will make users lose their way, especially for APP products. In addition to simple rule setting, the expression of rules should be concise. The complete activity rules need a lot of words to explain, including operation methods, time, prize list, additional conditions, reward methods, precautions and so on. These are too cumbersome for users. In fact, users only need to know the most critical rules to participate, and nothing else is important. Therefore, when expressing rules on the active page, the core rules should be placed in the most prominent position at the top of the page, and the specific rules and exemption clauses should be placed at the bottom of the page. 2. The activity should be "transparent", including whether the user gets the reward, how the user gets the reward set by the activity, and what are the conditions for the user to finally get the reward. The whole process should be open and transparent for users to check and prove. Doing so will not only enable product event planners and users to communicate better, but also greatly reduce subsequent complaints. The copy of Happy Paradise weekend activities is very transparent. Users can clearly know the activity time, rules, precautions, how to get rewards and how to redeem them. The whole process is open. In many social networks, the use of profit impulse is very common, so the "prize party" was born, and many users who come for profit will be entangled in it. In view of this situation, the transparency of activities is very important. Redemption should be subtle and timely. After users make a profit in the activity, the product activity operator should cash it to users in time, just like the user interaction incentive in social networks. Cash should be subtle and timely. Prizes don't have to be expensive, they can be simple items (small plush toys, cartoon cup, etc. ). HAPPy and digested "little villagers" can get the redemption code after participating in the activity. "Little villagers" can use the redemption code to redeem corresponding gifts in the app, such as game bricks and customs clearance props, which is of great help to users' game clearance. Therefore, "small villagers" are very willing to participate in the activities. When setting the activity page, we should put the user's income in the most obvious position, because the audience is the user, which is in line with the user's self-interest psychology. We can see that many activity pages put prizes on the header, such as material red envelopes, gift boxes, spiritual levels, titles, privileges and so on. , convenient for users to exchange. This is also an essential element of a distinctive activity. IV. Activity principle: Scientific implementation and effective activity planning can not only improve brand awareness, loyalty, recognition, reputation and customer satisfaction, but also enhance brand image and promote product sales to varying degrees. Usually, activity planning has its own laws, so it is necessary to grasp its objective laws in the practice of activity planning and carry out it according to certain laws. So, what principles should be followed in the planning of design activities? Let's expand one by one. 1. Feasibility principle, also known as executable principle. It means that the activity planning scheme can be implemented and achieve good results, which is the comprehensive requirement of activity planning. Because, only the planning of operation activities is feasible and meaningful, and it will be adopted by users, otherwise, it will only be a moon in the water. For example, the e-commerce platform likes to launch various preferential spikes on holidays, planning activities on the grounds of holidays, so that more users have enough time to snap up on holidays, and the activities are also in line with the holiday atmosphere, so that the activity plan can be effectively implemented and good publicity and promotion effects can be achieved. Before putting forward the activity plan, a feasibility analysis is needed. The principle of analysis is based on scientific practice and market research, and it is not correct to do it only by feeling. In the feasibility analysis, we can start from three aspects: first, benefit analysis. You can analyze the effects, risks and benefits brought by the activity planning scheme to users, and fully grasp the impact of the activity on users. The second is economic analysis. Analyze the costs and benefits in the process of activity planning and implementation, and master the input and output of the whole activity. The third is scientific analysis. Analyze whether the integrity of the activity planning scheme is unified and whether each link is feasible. 2. The principle of making the best use of the situation The so-called making the best use of the situation means borrowing the advantages of others for your own use. An excellent event planner must know how to use the east wind skillfully. Taking advantage of the situation can be divided into taking advantage, taking advantage of the situation and taking advantage of the situation. Its biggest feature is to rely on others to stand on the shoulders of giants. Nongfu Spring planned an activity in the process of Beijing's bid to host the Olympic Games in 2008-"Selling water to donate to the Olympic Games, making a name for yourself" and "no matter how small the strength is, it is also a kind of support. From now on, as long as you buy a bottle of Nongfu Spring, you can donate a penny for the Olympic bid. " Nongfu Spring advocates the concept of "gathering sand into a tower", so that users can't tell whether it is a public service advertisement or a commercial advertisement. Nongfu Spring represents the interests of user groups, supports Beijing's bid for the Olympic Games, drives the behavior of society with the behavior of enterprises, and pulls the overall strength with the strength of individuals. This novel way has aroused widespread concern in society. After the activity of "Buy Nongfu Spring, Donate to Bid for the Olympic Games" was launched, the sales volume of "Nongfu Spring Olympic Clothing" reached more than 500 million bottles in the whole country within six months, double the previous year. "A penny" made a big article, and Nongfu Spring donated more than 500,000 yuan for Beijing's Olympic bid on behalf of users. Borrowing money from users can make users willing to pay. I have to say, this move is really good. 3. Win-win principle Win-win refers to the cooperation between people, organizations and enterprises, which can benefit both sides. The win-win principle of activity planning is that activities benefit not one party but many parties. First of all, the objects of event planning (enterprises and event operators) benefit. Enterprises or event operators provide practical activity plans for product operation by planning activities. A good activity planning scheme can make the product operation icing on the cake. Secondly, the activity planning itself should benefit. In a sense, planning is an innovation. Innovation should be fruitful, and activity planning should have a sense of gain. From the psychological point of view, the success of activity planning is a psychological need, which will bring cognitive needs to the planner. When the event planning case is presented, or after the planning is completed, people will have a feeling of coming out. The cognitive needs of this group are the basic needs of event planners. # Columnist #Kenfai, everyone is a product manager columnist. The former senior product manager of Netease has become a senior novice in product analysis, excellent interaction design and excellent demand management apprentice. This article was originally published in Renren Product Manager. It is forbidden to reprint Unsplash's title map without permission, based on CC0 protocol.