What is the activity operation and what is it doing? Baidu Encyclopedia's explanation is that "Operatingactivities" means that activity companies operate for different activities and activities of different nature, including activity planning, activity implementation, grafting related industries and building an industrial chain. Operation from scratch defines activity operation as an operation means to quickly improve relevant indicators in a short time by organizing activities. I try to explain the concept of activity operation in a more popular way. Activity operation is to extend a "hand" to attract users to pay attention to products, use products, spread products and play with products. These hands are the operation strategy. It's just that the concept of activity operation may still be vague and difficult to understand. Let's continue to talk about what the activity operation does. The specific operation of the activity is to analyze your existing resources, plan an activity form, carry out the activity as scheduled, control it well in the implementation process, and make a recovery and summary after the activity, hoping that the next activity will be better. 1 Activities can take many forms. In traditional industries, the common forms are: ① product discount-the marketing staff outside the barbecue shop shouted "beer is half price, barbecue beer is waiting for you", ② cross-industry cooperation-eating hot pot in a hot pot restaurant in winter, sending shopping vouchers to the shopping mall, "You can get a 15% discount on clothes with vouchers", and ③ playing with users-couples theme restaurants to launch "giving special dishes in the store with a deep kiss for 30 seconds". ④ Let users pass it on from mouth to mouth-restaurant managers often tell customers at the right time that "sending a close circle of friends can get a 15% discount", and ⑤ Let users spontaneously create new product series-leisure bar will launch "Customers will mix drinks for themselves and friends on weekends". The core of the activity form of the Internet industry remains unchanged. Subsidies are product discounts; The cooperation between travel platform and travel platform to launch "special plane service" is cross-industry cooperation; The forum and Douban will launch many group activities to play with users; Many products share or send points or cash for users to spread, as well as Weibo topics, pulse topics and so on. Github open source library makes developers crazy and is MySpace for code players. I can create my website at will, that is, let users create new product series. There are many forms of activities, so choose which one to combine with your own products and activities; Just like food can be tried for free, clothes can be tried without atmosphere, but it is not impossible to refer to each other. Food can be used as a food festival, participate in food programs, and clothing can also be used as a clothing day to participate in fashion shows. There is no purpose of the activity, and only by forcing yourself to do it can the effect of the activity be unsatisfactory. Bosses and leaders often urge operations to make activity plans without the necessary conditions for activities. Under the pressure of rank, operations can only be planned according to the old routine. The purpose is usually to increase the number of users or activity of products, without penetrating analysis of more subdivided indicators. Users are actually transformed by level. Increasing the number of users is to let users enter the next level from one level. If there is a clear user classification, we need to analyze the needs of users at that level if we want to increase the number of users at that level. According to the frequency and time of users' use of products, for example, new users don't understand the products, they will put advertisements in the target area in a stunning or attractive way; Ordinary users are curious about products, and they expect products to meet their expectations. They should take the initiative to push exclusive benefits to such users, just like registering gifts for new users to help them grow up, which is conducive to making users active; Active users have a certain sense of belonging, so they should pay attention to the creation of product tonality, do more activities in line with product atmosphere, and strengthen users' cognition of products; The earliest seed users are more willing to get better and better products. If you are the earliest user of WeChat, will you have an invisible sense of superiority? Maintain early seed users and have a grateful attitude. Without them, there would probably be no current product volume. 3 Several key points that should be paid attention to in activity planning. First of all, try to design the activities as interesting as possible, just like the saying "there are many beautiful faces, but few interesting souls", in other words, "there are thousands of beautiful activities, and interesting activities are one in a million". "Interesting" seems difficult to define. Take Momo's online greeting as an example. The usual "Hi, I'm doing XXX, and you?" ; A little enchanted said, "Girl, your signature is very special. I guess you should like XXX. Do you have time to talk? " . I hardly know strangers. In fact, I don't know what kind of greeting girls prefer. I usually comment on my friends on WeChat, so I send greetings in groups, in order to get them to reply me her name. I usually add some ideas according to the time at that time. For example, on New Year's Day, I sent a message to a girl who didn't comment: "Good luck on New Year's Day, girl. Happy New Year. Let's start by remembering your name. We have been friends on WeChat for a long time, and we still don't know your name (cute face). It is difficult to define interesting activities. If you think the activities you design are interesting and can impress people around you, I believe at least they are not so tacky. Secondly, the rules of activities should be simple and easy. If you see an activity poster, its rules are written in a few lines, and you are definitely not in the mood to read it, let alone follow the steps. Rules should consider users' feelings, make users respected, and make users who participate in this activity feel interesting and love life. If you want users to spread activities, don't design the rules of activities very complicated, so that users can understand what they can get at a glance, and the rules of action they pay are also very clear. Figure: Uber 201611monthly activity (source network) posters look dense, and the title is well written. At first glance, users will know that it is a 10 free trip, and then users will pay attention to how to get a free trip. The details are so dense that I have no patience to read it until now. I tried to modify the rules of the activity, highlight the figures, and let users know how to get free travel. As for the specific validity period of free travel, you can put it in the details. Will it look better? Finally, a good activity plan should be coordinated with proper activity execution to ensure the normal activities. After the planning case is finalized, the activity operation should closely communicate with the design department and the development department, so that the design department can understand the UI effect you want, and the development department can schedule it for you online. At the same time, when cooperating with offline activities, online activities should reserve enough warm-up period to promote offline activities on the same day (and two days before). Whether it is live broadcast or media advertising, it should be combined with the execution cycle of the activity.