2021 Operator Annual Work Summary——Universal Activity Program Planning

Introduction: With the rapid development of the Internet industry, event planning is a very necessary skill for event operations. This article provides you with a universal event planning skill, which you can pass on to everyone. Friends in need can take it up quickly!

The height of thought determines the depth of operation, and the depth of operation is reflected in the professionalism of the plan, and the professionalism of the plan is judged by the effectiveness of the activity.

Many people believe that operations are the intermediate link between service products and users. Here, I would like to emphasize again that I do not agree with this view.

I believe that operations are a combination of marketing and operations. First, marketing helps companies win markets and customers, allowing them to survive; then, operations are used to obtain customers and markets through marketing to achieve profitability.

If marketing is the top priority in operations, then program planning is the top priority in marketing, and the implementation of the program is the top priority to ensure the effectiveness of the program. This is why we dream of planning a hit program and executing a hit event. Why, one week has passed since New Year's Day in 2022, and I am still tirelessly compiling the "2021 Operator's Annual Work Summary-Universal Activity Program Planning".

1. Cultivate the thinking of program planning

Before we explain the formal event planning template, let's first briefly explore the development of planning thinking. How to cultivate thinking through the little things around you that are readily available, and by analyzing the planning centers of different industries, cultivate the overall nature of your own planning thinking.

1. Develop it from the little things around you

Planning can be divided into small-scale planning and large-scale planning according to the size. Some people may be curious about what is small-scale event planning and what is large-scale event planning?

We express our opinions on various social platforms, post to Moments, and participate in various topic activities. Some people's content is very attractive and well-received, while some people's content is really bland. The former treats these events as small activity plans and thinks about the more ignitable points; while the latter is completely self-entertaining and only focuses on expressing their own emotions.

The various online and offline activities we commonly see, as well as the brand advertising and conferences of major companies, are all part of the big plan. The common Internet activities such as wheel draws, card collection activities, tree planting activities, and chopping a knife are even more part of the big plan. These activities are becoming more and more common and numerous, and the need for professional manpower is increasing.

2. Learn from different industry giants

Since program design includes marketing and event design, and marketing is a particularly large category, we will not analyze it here, but mainly analyze program planning, which is closely related to operations, especially the most commonly used event program planning. Internet companies include social, e-commerce, content and other companies. Although they belong to the same Internet industry, different categories often have different program planning directions, levels of presentation, and focus.

For example, social and entertainment software tend to prefer topic-based, low-priced membership, information push, and SMS notification types.

For example, the workplace social software Maimai will push topic activities such as #How are you doing if you choose the wrong major#What will happen if you slack off for a long time; the short video entertainment software Douyin can add a variety of hot topics, such as #Human Cute Pet Cultivation Diary#My country is so great, etc.

E-commerce software often prefer discount activities such as full discount activities, discount activities, group buying, etc. For example, every year's 618, Double 11, and Double 12 activities.

Content-related activities often focus on cultivating authors and user habits, as they take into account the growth of content and users. For example, Toutiao and Zhihu offer training for self-media authors, and Qutoutiao offers red envelope rewards for users who have read for a certain period of time.

Therefore, as a planner, or someone who wants to engage in plan planning, you need to learn comprehensively from different types of large companies, clarify your own industry or the industry you expect to work in in the future in advance, and plan your plans based on the actual situation of the industry. At the same time, we can also try to introduce excellent planning solutions from other industries into our own industry to bring new growth.

2. Universal activity plan template

A person is anxious because he is not confident about the work he does;

A person is afraid because he is terrified of unfamiliar things.

All this is due to the lack of a leader or a simple, clear and easy-to-understand knowledge system. As the saying goes: A sparrow may be small, but it has all the necessary organs. So, what elements does the activity plan include, and what should be paid attention to in these elements?

Template required element 1: Activity name

Capable of capturing the mind, easy to understand, and easy to spread

Template Required Element 2: Activity Purpose

The objectives of the activities are divided into five categories: attracting new users, active users, conversion users, retention users, and fission users, which are mainly used to set the tone and direction for the activities.

Template Required Element 3: Activity Target

Why do we need activity goals when we have activity purposes? Are these two parts redundant?

In fact, the purpose of the activity is to set the direction and tone of the activity, and the goal of the activity is to formulate digital, specific, quantifiable, executable and assessable goals. These goals make the planners' goals clearer, and at the same time, they also facilitate the company's later assessment of internal personnel.

Template Required Element 4: Event Budget

Activity budgets are divided into two categories:

The first type is the budget estimated in advance by the program planners based on the activities. This type of budget is only for reference and cannot be implemented specifically.

The other category is the budget approved by the company. This type of budget is the specific expenditure budget for the event. Event planners need to make adjustments based on the final budget, as well as find prize partners to negotiate prices and budgets, and implement pre-orders, pre-production or procurement.

Template Required Element 5: Feasibility Design

Most new operators have no idea how to start an event, often because they lack a way to start a feasibility design. Feasibility design can refer to the RSM model of e-commerce activities.

R stands for Role. Through data analysis, users with the roles that meet the requirements for participating in the activity are screened;

S stands for Scene. Create common scenes that suit role users, so that role users can quickly enter the role and participate in activities through scenes.

M stands for Motivation, which refers to the motivation of users to participate in activities. The content in this area is relatively complex, mainly analyzing human nature. Some event planners want to use the seven deadly sins analysis, while others like to use the Enneagram personality analysis. If you don’t have too many ideas, you can analyze people’s basic needs for fame, wealth, power, and sex.

Template Required Element 6: Activity Form

There are many forms of activities, and of course more forms need to be developed by activity planners. Common types of activities include ranking interactions, game activities, discount promotions, and group buying activities.

Activities that attract new customers often use group buying activities, which are more effective. For example, the common group buying activities of 2 or 3 people are often designed based on exponential functions such as 2ⁿ or 3ⁿ under ideal conditions.

Active activities often use game activities, which are more effective; such as turntable activities, red envelope activities, slot machine activities, Ant Forest, Happy Farm, etc.

Conversion and retention activities often use discount promotions, which are more effective; our common 618, Double 11, Double 12, and member birthday activities are all discount promotion activities;

Ranking activities are often used for fission activities, which are more effective. This kind of ranking activity can rank users based on their number of orders, transaction volume, and number of new users invited, thereby achieving fission of orders or fission of new users.

Template Required Element 7: Activity Content

In Internet activities, users rarely see the original content of the activities. What we usually see are activity posters, detail pages, landing pages, advertising links, etc. Ordinary people often lack understanding of this content. But it does not mean that there is no such content or that this content is not important.

For example, when we participate in new product launches and sales events, do we have PPTs carefully prepared by the staff? The lecturer explains the PPT to make everyone understand the content of the event more clearly. If it is an innovative event, it is very necessary to explain the detailed content of the event to the seed event users.

Template Required Element 8: Activity Rules

The design of activity rules needs to serve the activity goals. At the same time, the rules need to be guiding, easy to read, understandable, and challenging. If the planners of an activity need to think for a long time before they can understand the logic behind the rules, it is a typical failure. At the same time, we do not recommend that activity rules that are not beneficial to users be displayed in small print in an inconspicuous place. This is not in line with user thinking, fan thinking, and honest brand thinking.

Template Required Element 9: Activity Flow

Each event needs to have clear information such as process, path, schedule, etc., which is convenient for communication and collaboration with other departments; it also makes it easier for the executors to have a clear direction, rhythm, and action. For process design, you can use the free ProcessOn online design tool for quick and easy design.

In order to facilitate the implementation, control, supervision and subsequent review of the event, it is recommended to consider the activity path data embedding actions in advance when designing the event. These data will become valuable assets for the company.

Template Required Element 10: Risk Plan

Risks and opportunities exist at the same time. When planning an event, you need to fully consider the risks from politics, laws and regulations, friendly companies, and ethics.

Template Required Element 11: Coordination Resources

An excellent event planning is definitely not something that can be completed by one person.

Product managers are required to plan the activities of the app;

R&D personnel are required to develop and test activity programs in the midst of busy development work;

Designers are needed to arrange the design of posters, rules, prizes, etc.

Purchasing staff are required to prepare the prizes in advance and warehouse staff are required to manage the activities, etc.

Template Required Element 12: Activity Review

Whether an event is effective or not, it needs to be reviewed. This is to better leverage strengths and avoid weaknesses, and also for the continuous iteration of subsequent events. This iterative thinking is absolutely indispensable for event planners. Review includes but is not limited to data review, path review, cost review, and copywriting review.

Finally, attached is the "Universal Event Planning Template", which makes event planning thousands of times more efficient through tool-based content and standardized SOP.

3. Finally

As an event planner or a prospective event planner, you need to be good at discovering the little things around you that are related to event planning, such as: circle of friends, topic activities, etc., and be good at cultivating your own event planning thinking through these little things; make rational use of the universal event planning template in this article to cultivate systematic large-scale event design thinking; at the same time, you also need to actively participate in and learn from the activities of other major Internet companies to provide yourself with more thinking and reference; in addition, actively gain insight into new marketing knowledge and operational knowledge in the market, learn quickly and apply what you have learned.