Viewing the whole process of activity operation from the perspective of platform

Editor's lead: With the vigorous development of the Internet era, the activities and operations of Internet platforms are very important for the business of Internet companies. Based on my own work experience, the author shared the whole process of activity operation from the perspective of platform, and described in detail the main stages and four key points needing attention in the process of activity operation. Let's have a look. Everyone is familiar with the activity operation, which can be seen from the activity planning of traditional enterprises to the popular Internet industry, e-commerce industry and new retail industry. This paper will analyze and interpret the core modules of Internet platform activity operation, and make the activity operation more understandable through structural decomposition. Key words: what is it? What's the use? How to use it? I. Significance and Classification of Activity Operation As we all know, the essence of activity operation is marketing, that is, meeting the existing or future needs of users through marketing activities and channel communication. So what is activity operation? According to my operating experience in the past five years, it can be summarized as: through activity planning, effective channel and resource integration, a means to achieve a certain goal! So as to promote brand promotion, increase user scale and improve performance indicators through activity operation. We don't have the same caliber to distinguish the categories of activities, but we need to achieve the principle of "mutual independence and complete exhaustion". According to the purpose of operation, activities can be divided into three categories, namely, "user activities" to promote new users, active users, members and other indicators. "promotional activities" to improve business indicators such as profit, order, gmv and customer unit price; A "brand activity" to enhance brand image, popularity and brand added value. Since activity classification is not the focus of this article, I will not go into details here. Second, do a good job in the theme and gameplay of the event operation. As marketers, enthusiasm and hot spots must be deeply hidden in our subconscious, especially in the event operation posts. Whether it is festivals, celebrity weddings or viral advertisements, we can use the opportunity to carry "private goods" for marketing. "Being hot and chasing hot spots" is definitely a way to use marketing nodes, but usually we don't often encounter such occasional hot events, and the heat is sudden and short, leaving us less reaction time. At this time, as marketers, we need to make fixed statutory festivals, self-made e-commerce festivals and other events into special marketing calendars in order to market users more timely and targeted. Three. Complete activity operation process attachment: a picture shows the whole process of activity operation. According to the golden pyramid principle, we divide the activity operation into three stages, namely, the preparation period before the activity, the formal period during the activity and the end period after the activity. There is corresponding work to be done in each stage, among which four key points are scheme planning, resource coordination, publicity and promotion, and data replication. 1. Scheme planning represents the output of marketing strategy, creative highlights and overall planning. A complete activity plan should generally consist of activity theme, activity time, creative play, promotion strategy, merchant selection strategy, transportation strategy, venue arrangement, project division Gantt chart and so on. But different goals will have different emphases. Therefore, when planning activities, it is necessary to highlight one or several factors according to the actual situation. 2. Resource coordination Resource coordination is the focus of activities. Through communication and promotion, urge all functional departments to realize your ideas and plans. The landing of an activity needs the cooperation of many parties, and the new media and design team are responsible for the presentation of content and vision; Products and technologies are responsible for product prototyping and development. The business team is responsible for the distribution of activities, the selection of suppliers and the quality control of products, and the promotion of the media; Customer service is responsible for handling customer complaints. 3. Promotion If event planning is the ammunition depot of marketing activities, then promotion is the booster of marketing activities. As a bridge to communicate with users, its importance is self-evident. Whether it is user activities, promotional activities or brand activities, reaching users through all channels is the guarantee for us to improve the effect of activities. Among them, new category activities rely largely on channel promotion to attract new users, because users can't find them through their own private platform before establishing contact with our products. The factors that affect the promotion effect mainly include two aspects: one is the channel, and the flow of the channel and the coincidence degree of users' portraits determine whether more target users can be reached. The other is the content. The presentation form and interest points of the content determine whether the activity can attract users to participate in the activity more deeply. 4. Data review and summary can accumulate experience, find out the highlights and shortcomings of the activity, and quantitatively evaluate the effect of the activity. Generally, the scheme review and implementation review can be used to judge whether the strategy of this activity is effective and whether the implementation process is of good quality and quantity. By measuring the input-output ratio and target completion rate of roi, the data is used to prove whether the activity has achieved the goal. Finally, you can organize and file these activities as a case. Four. Conclusion Different industries and different subjects have different preferences for activity operation. We should not just memorize every module in activity operation, but understand the meaning behind each module. Only in this way can you be comfortable in the new marketing environment. In addition to the above-mentioned activity operation module, we also need to understand our product iteration, our marketing tools, and analyze our market situation and competition in time. Because only by fully understanding your own advantages and competitors and knowing yourself and yourself can you plan a more targeted marketing strategy.