I have been engaged in product design and operation strategy design of Internet operation for entity chain for almost 4 years. I once helped a retail customer (Texas lean on products to braised chicken) to use Internet activities, and achieved a 26% contrarian growth in the second half of 18. Also helped a jewelry customer (Bao Ruitong) to realize an activity attended by 70,000 people through the Internet; It also helped health massage customers (Jianhe Massage) to complete the industry integration, and the resource value increased by 10,000 times. Recently, I just gave an offline course to students and shared it with you. There is a lot of content, you can collect it and read it slowly, covering your face and talking! When I was sorting out and communicating with customers, many customers came up and said, choose products. Shall we have a team fight or a coupon? How much discount? How much less? This kind of rampage planning process is no good! In the era of refined operation, it is necessary to take users as the center and sort out every process. The biggest difference between Internet activities and traditional activities lies not only in operating tools, but also in operating strategies. If you want to do a complete Internet operation, or activity operation, you need seven key points. Planning stage: analyzing the background of the activity-confirming the purpose of the activity-planning the implementation stage of the activity process: activity promotion-basic content preparation-activity process tracking-activity resumption; Why use this process? Sorting out this key step can help us solve many problems encountered in the current activity operation. For example, many people are doing activities now. What is the biggest problem? Activity promotion! My activity design is awesome, but no one knows. What should I do? Then we will tell you in the activity planning stage that a complete activity actually has two sub-activities, one is promotion and the other is profit. In the process of activity promotion, some people don't understand the importance of copywriting and activity landing page, so we will tell you in the process, what is the focus of promotion? What routines are there and so on. Therefore, the key to refined operation is to use tools to help you sort out the complete activity process and key points, which is conducive to the perfect implementation of the whole activity. 1。 2. Background and purpose of the activity In fact, we do an activity and analyze the background and purpose of this activity. For example, on August 15, we want to take advantage of the good opportunity of the festival to improve a wave of sales performance; For example, when we are monitoring the background data, we find that the number of repeat customers has suddenly decreased recently, and we may have to do a repeat customer activity. How to sort out the background of the incident? We can do it from the following latitudes: when analyzing users, we should pay attention to different users' different preferences, sort out internal resources (activity support content) according to user characteristics, and refer to competitors to see what they are doing. This can open our minds; It will be more clear when planning the plan in the future. Internal resources: refers to the product resources, human support resources and promotion channel resources of this activity. We should sort out what resources we already have and what we need to strive for or lack. Through this combing, we have a clear understanding of some of our existing information. Let's take the medical beauty industry as an example. There is a large-scale activity every two and a half years, which has become an unwritten feature of the medical and beauty industry. The activities in the first half of the year are to lay the foundation for the basic performance of the whole year. If you do well, the activities in the second half of the year will be very good. Let's take the medical beauty activities in March and April as an example. The cost of expanding customers in the medical and beauty industry is high, and there will be relatively large competition activities in the industry at the beginning of the year; In the past, we always let consumers go back to the store through low-price discounts and other forms. According to the user's data analysis and industry background, we will do a package activity in March. The purpose is to attract new and old customers to buy. Through the design of this package, old customers can come to the store regularly in the later period, and the digestion time is almost 3-4 months, just enough for the activities in the second half of the year. Considering that there are many young people in the customer base now, combined with the popular products, we chose the product package such as whitening needle as the activity package product. (In fact, the process of choosing a package generally needs to be combined with business. ) 3. Activity Planning-Throw "bricks" and "jade" to plan activities. Some friends may say why the activity planning is taken out alone. The whole process is activity planning. Yes, but many people don't understand how to do activities with the idea of digital operation. The completed digital activity should be two activities. What do you mean? For example, in general industries, activities are in the form of discounts. This is one of our main activities, but in order to let more people know, I want to have a promotion action. Promotion is the fission activity of digital operation before our official activities. Take Alipay's activities in koi fish as an example. From the perspective of activity operation, Alipay koi fish is a lottery activity, which itself is fission and spread, with the purpose of promoting Alipay's free payment activities. Alipay has greatly exceeded people's imagination in the prize of the lucky draw, and combined with its good communication (and the brand number is ready), it has spread the activity. What is the ultimate goal of communication? It is the activity of promoting Alipay for free. This can improve the product data of Alipay. (If you don't know about Alipay's activities in koi fish, you can search for details. ) Let's take the activities of the medical and beauty industry as an example. The general means of medical beauty industry is to attract users to the store in the form of profit, but how to promote activities? We can design a party. The product of the team battle activity chooses a bait product as the team battle product; Let members complete a fission activity at a low threshold and display the promotion information of the activity on the team battle page, with the aim of promoting the discount activities of the store through this fission activity; Or you can do an opinion PK activity, choose controversial topics, and attract everyone to participate in sharing. For example, will you tell your boyfriend that you have plastic surgery, and other similar topics will attract everyone to participate in sharing. On the page of this activity, we should publicize the promotion activities of the store. So the activity planning part refers to planning two activities. 1 is the bait product of fission activity; The lower the participation threshold, the better; 2. The normal promotion activities of the store; Promote the activity information of 2 on the activity page content of 1. This kind of planning is called "throwing bricks to attract jade" method. A customer I served made a 399 beauty mask with a group, and the head of the group, 0 yuan, was free; After three customers are registered, they can send them in groups; The group page has promotional package information and purchase links; Through this form, the promotion package has achieved good promotion results. This promotion cost is very low. Secondly, the cost is given to its old members. And this is for accurate customers. The core points of two kinds of activity planning are product design, bait product and profit product. Characteristics of bait products: wide audience, low price and cost, and many use scenarios; For example, in the medical and beauty industry, nail art, facial care and other contents can be used as bait products; Profit-oriented product: it fits the target user group, has sufficient profit, and the price design is controlled within the whole price system, so the price system of the whole brand cannot collapse. For example, 1 yuan XXX, I have seen too many medical and beauty customers use 1 yuan for activities. Please stop this kind of behavior that hurts customers and brands in time! We should convey the brand positioning of enterprises through products, rather than blindly attracting customers with low prices. The design of these two products can give full play to the value of the products, and the bait products can be given to customers as promotion expenses; As a customer interest, etc. ; Profit products are our performance products. The design of this mode can ensure that the input cost of the activity is reduced, the effect is maximized and the performance income is maximized. The planning process steps of different activities are different. I have designed canvas for planning moderate activities such as team battles, horizontal alliances, red envelopes, live broadcasts, coupons distribution, and discount promotions. A very important point: knock on the blackboard! Being able to plan this process is actually a relatively standard activity, but the most important link in the logical planning of digital operation is ignored by many people: what is the continuous operation of members afterwards? For example, customer service follow-up (business process), member-to-store transformation (activity effect transformation) and follow-up operation (activity analysis of users with different dimensions, such as no transaction, no transaction and no participation) have all completed the operation of a series of activities, which is a high standard operation! 4. The preparation stage is detailed in the planning stage, and the implementation stage will be very easy. The preparation content is divided into two parts: offline material and online setting; Personnel training, this process is not repeated. 5. What are the characteristics of all activities in the promotion stage? Promotion. We designed a promotion activity to do "brick" activities; And our activities themselves need to be promoted. How? I will teach you a magical way of QR code, so that users can naturally gain in their own user pool when they participate. The store traffic harvesting plan is in my column. You can follow me if you are interested. The QR code of WeChat official account provides a function of scanning and pushing content (it needs to be developed based on the function provided by WeChat, but it is very simple). We can give all employees an employee-specific QR code and automatically generate event posters; When all members participate in the activities, they are actually concerned about our official WeChat account, 1 to push back the activities of bait products; 2. Record which employee is a member. The function of this magical QR code can not only gain all users, but also give full play to the enthusiasm of all employees by designing incentive policies. 6. Mobilization meeting in tracking stage, data of daily tracking activities and first-line feedback. Data is divided into several dimensions. In my subsequent column, I will share the operating system of digital operation of entity enterprises, so you can pay attention to my subsequent updates. Data section: members add data, and the active page opens PV. UV, sharing number, employee data, activity participation data, promotion transformation data. If you are a chain store, you should analyze the data according to different stores. First-line feedback: members' feedback on the activity and whether the whole experience process is good; Do you have any questions about this activity? Are there any good speeches? Store realization. 7. The resumption of trading is a summary after the event. The general manager of operations shall summarize the activities. In fact, the report on the resumption of operation can be completed according to the seven main points. Duplicate content 1- activity data, whether it meets the expectation; 2- First-line feedback content, whether there is a need for process upgrade, and the user's feedback on the activity process; 3- Employee performance analysis and store implementation analysis. 4- Operation strategy and personnel arrangement of subsequent members. ————————— The above is the operation process of Internet activities. The whole activity process may output many documents, such as the sop of the activity process. If you are interested in paying attention to private letters, I can send you the standard template of sop to make your activity planning simpler and the activity effect more valuable!