It is not difficult for beginners to plan an activity idea. However, how to consider the activities thoroughly, clarify the ideas and processes of operational activities, and avoid duplication of work needs to be settled. There is a very important way of thinking in operational activities, that is, pushing back. Kyubi no Youko is going to talk about the idea of "pushing back" and how to run an activity well from the perspective of writing a summary of activities. The main function of this part is to review the background of the whole activity and see if the activity has deviated from the original intention of planning. In addition, explaining the background of the event is also convenient for filing and can be appreciated by more people. Including activity name, activity time, activity purpose, activity rules, publicity channels, etc. Activity name: In short, interesting and informative. There is a kind of user who knows what your activity room is doing at first sight; Interesting is a knowing smile; It is expected that those related to users' interests should be highlighted. If you can use numbers, try to use numbers. Focus, concise and clear. Activity time: according to the purpose of each activity, short-term activities are generally reasonable for 5-7 days, and too long and too short are not conducive to communication. Purpose of the activity: Don't be greedy when making. The more specific and simple the purpose of a single activity, the better. The more targeted and simple the information, the easier it will be accepted by users. For example, the purpose of the activity is "innovation", which can be disassembled into "new registration" or "new transaction". For example, the purpose of the activity is to "improve users' ARPU", which can actually be refined into "improve users' ARPU from 2000 to 3000 to 5000". Activity rules: you need to write succinctly and clearly. There is a way to test whether it is concise and clear. You can dictate in one sentence and see if the other person can understand. Publicity channels: Many times, activities did not break out, not because the activities were not done well, but because there were no good channels! The smell of wine is also afraid of the deep alley. Therefore, when summing up the activities, you can list the specific publicity programs of each publicity channel, including design pictures, copywriting, channel user classification and so on. The highlights of the event can be recorded in the highlights of the event planning. For example, the form of activities is novel, users have a good reputation, excellent sharing copy, effective sharing promotion mechanism and so on. If the overall effect of the activity is good or the user feedback of a certain link is good, we can record it and reuse it directly on another page. In addition, you can also record the excellent teamwork during the activity. For example, the page design takes less time, the dynamic effect is good, the front-end development has strong adaptability, and the online time is sufficient. Remember to thank your team. The effect of each activity is the result of the joint efforts of the team! I think this part of activity reflection is the focus of writing activity summary, which can be summarized in three sentences: find out the problem, find out the reason and propose the solution. What if the effect of the activity is not up to standard? We can break down the activity target first. For example, the target is the number of trading users. The way to get the number of trading users is: browse the product page-put it in the shopping cart-generate an order-pay the order-complete the transaction. For this path, we can collect the conversion rate of each key path and find the problem through the data. Whether the data is healthy or not can refer to the purchase conversion rate of similar products (refer to the funnel model of e-commerce). If the product itself has many dimensions, we can also compare the data of each dimension. For example, six funds participate in the activity at the same time, so we can list the table and compare and analyze the relationship between the fund's rate of return, initial subscription amount, page position, button clicks and the number of subscribers. Do operations must be good at using data. In addition, the optimization of activities can be considered. For example, visual optimization, from small to large, can consider the aesthetic degree and the adaptability of different mobile phone screen sizes, from large to large, can make an A/Btest to measure the impact of page layout on activities. For example, a lottery page can bring a lot of traffic, and you want to use this traffic to convert it into sales. Then we need to seriously think about the layout of the page, relate the visual starting point of users, and let users pay attention to the products related to sales while drawing the lottery. These small changes have much to do with sales. We can also reflect on the process and interface of the activity. The ideal process and interface should be that users do not need to read and think, blindly click a few times and then complete the most important part, and then decide whether to continue sharing. When planning an activity, it is easy for operators to be greedy. They want to put all the important information and functions on the main page, which makes the page dazzling. But in fact, users' attention is often concentrated, and the space of WAP pages is limited. In most cases, it is only suitable to highlight one message. If you want to highlight two or three messages on a page, it is likely to make users lost. At this time, you must know how to choose. In addition, does your activity experience conform to user habits? Before, my team did a voice recording activity, using the method of clicking to start recording voice, with text prompts attached. However, during the test, we found that almost all users unconsciously pressed long to start recording (thanks to WeChat), so we modified the rules of recording language. That is, when your product habits conflict with the usage habits of mainstream products, you must respect the user's usage habits while ensuring that the functions are not affected. In addition to these parts perceived by users, we can also evaluate whether there are any problems in the implementation of the activities and how the whole team cooperates. For example, when the design drawing comes out, it is found that the style is inappropriate? Entering the cutting process, it is found that due to the framework of the design, the adaptability of each paragraph is poor and the visual experience is low. Online development tells you there are bugs? The rules of the activity platform are unclear? Active traffic exploded and the page was forced to go offline? Almost every question raised here involves reinventing the previous workload, so in the process of activity planning, after the main person in charge makes a preliminary activity plan, it is necessary to organize relevant personnel (design, clipping and development) to hold an evaluation meeting to understand the purpose of doing the activity and evaluate whether the workload is proportional to the output. If the output can cover the cost, then the activity can be determined. Then fully discuss and modify the details involved. In addition, try to write a detailed requirements document, including design style, activity flow, activity logic, etc. , used for GG development, testing and problem control. Mentality: The more detailed, the better. Solve problems instead of blaming yourself. "All business models have no barriers. The real barrier is refined operation, which is more meticulous than others' consideration. Every detail is 20-30% higher, and dozens of links are the final effect of multiplication and amplification. This sentence is fully applicable to the stage of activity planning and summary. When writing an activity summary, we can first make ourselves clear and imagine how I will optimize every process and solve every problem when I return to activity planning. In addition, there will be some unexpected situations in the process of each activity, and it is easy to produce "if I had done something, I could have avoided all this." This kind of emotion is very torturous and useless. Everyone should understand that there will always be a situation in every activity, and many situations are normal. What we should do is to concentrate all our energy on solving problems instead of spending too much time blaming ourselves. It is necessary to resume activities seriously and carefully. Don't worry about the mentality during the resumption. We don't expect the activity of 1 to be phenomenal. Just remember not to step into the same 1 pit in the next activity. This is continuous progress! There must be a strategic mentality that does not care about the gains and losses of one city and one pool, and there must be tactics to grind iron into needles!