Ask Du Niang first:

"Online activities refer to the process of relying on the network, initiating on the network, all or most of the activities are carried out on the network, publishing activity information on the network, recruiting activists and carrying out activities on the network."

Rest.

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.

First, the case of activity creativity

The creative case of the activity should be simple 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 divided into two parts.

Creative source (introduction), the basic content of the activity. 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.

B. Case of activity implementation

The case of activity execution is carried out after the case of activity creativity 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 making the implementation case, otherwise we will waste a lot of time on planning.

The case of activity execution is a very good test of the basic skills of planning. Here, let's briefly talk about the qualities that an online event planner should have:

Network sense-You should know something about the Internet, especially the characteristics and laws of Weibo, WeChat, Douban and other platforms commonly used for activities.

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.

All right.

I. Purpose of the event

Is it 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 induction.

1, topic emotional guidance, photo selection, sense of participation

For example: Weibo.

# How do you spend this Christmas # When Christmas comes, you can spend it with whoever you want. 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 settings:

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.

award

A, brand-related, customized and personalized.

B, energy transmission cost

I suggest you try to choose things that don't need to be mailed.

Top-up cards, JD.COM cards, movie coupons, WeChat red envelopes, lottery tickets, movie seeds. . .

Three forms of activities

Creative, interesting and low 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

This paper briefly expounds the product market, differentiation, competition and active users. If there is detailed data support,

2. Activity theme

The theme of the activity must be simple and attractive.

Solve a user's confusion: what is this activity about and why should I participate?

3. I-word duration

That is, the time of activities, online activities should not be too long, and the activity time is too long, which will affect users' interest in participation. It is recommended to complete it within 15 days.

4. Activity platform

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:

Home 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 platform:

For example, Weibo, Qzone, Douban and Post Bar.

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.

Promotion of 43 activities

Large-scale activities need warm-up, early guidance and core target users.

Marketing is generally divided into two aspects, in-station promotion and out-of-station 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, the promotion means include

KOL forwarding, manual posting, cooperative promotion, etc.

Verb (abbreviation of verb) activity feedback

Activity completion reminder and encouragement

Evil laugh (short for Evil Grin)

A.hi, local tyrant. Congratulations on your successful participation in this activity. The winners will be announced on XX, so please stay tuned.

B. Inviting more friends to participate in activities can improve the chances of winning the prize.

C. It's a pity that you didn't win the grand prize in XX activity. I will send you a comforting kiss. Don't thank me!

Publicize the winners' list, how many copies have been taken and how many copies are left, and give real-time feedback.

1. Cultivate brand credibility

2. Constantly stimulate users' enthusiasm for participation.

Intransitive verbs affect expectations and goals.

The effect of online activities can be expected from the following dimensions: 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 plan implementation. 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 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."

Total.

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 and environmental force law)

Second, the cost of user participation is extremely simple.

Third, immediate feedback, feedback presentation.

Fourth, after-the-fact feedback, award-winning announcement and brand awareness.