14 steps of Internet activity operation

Internet operation includes activity operation, product operation, user operation, content operation, etc. In fact, all of them can be interconnected, but each operation module is independent and has a set of general methodology that can be sorted out. This article will take you through the 14 steps of Internet activity operation. The first part shared 1-8 steps of activity positioning. Positioning is not only to locate the theme and direction of the activity, but also to locate the people and purpose of the activity. The theme of the activity has the function of guiding the whole activity, and whether the theme of the activity is wonderful and appropriate directly affects the effectiveness of the activity. Positioning the direction of the activity must be to locate the impact of this activity on the future development of users and activities. Positioning the activity crowd is actually very important for the activity and will also affect the selection of prizes. In fact, the purpose of positioning will be relatively simple, mainly to position the main purpose of this activity, whether it is to promote innovation or promotion, or brand promotion. Positioning in activities is the first step of operation and the direction of implementation, so for an activity, the first point of activity positioning must be planned in detail and positioned accurately. 2. Activity type: Voucher: Collar _ and Lottery: Jiugongge, Turntable, Shake, Scratch, Open Treasure Box, Hit Golden Eggs, Spread/Survey, Test, Voting, Game, Points: Ranking, Points redemption is festival-specific: traditional festivals in China, special group festivals, western festivals, 3. Activity purpose: pull new ones, new users who place orders or start apps are active. Enhance the number of orders for a certain product or a certain type of product, and expand brand awareness and brand recognition. 4. Cut into the demand: the hot spot that users pay attention to. 5. Why do you want to do this activity from the purpose? What is the purpose? This is the most important. The ideal situation is to turn the purpose into a piece of data, such as Kuailai New Media APP, Kuailai New Viewer APP, Kuailai New Zhiying APP, hoping to increase the scale of users. This is the purpose, and turning it into data is to enhance DAU. So promoting DAU is the purpose of the activity. The purpose of activities is the starting point of operational activities and the source of thinking. Grasping this well, we will not deviate from our original intention in the following steps. 6. Determining the goal and time is a data, and the goal is to concretize this data. In the example above, the goal of the activity is to raise DAU by 5% or 2W W. In this step, it is necessary to determine this target expectation, even if there is no specific figure, there must be a general order of magnitude. Because the expected magnitude will affect the form of planning activities in the next step. If it is expected that the DAU will be raised from 1W to 5W, there are many suitable activities, and the difficulty is not so great. However, if the expectation is raised from 5W to 15W, you will have to rack your brains. Many forms of activities are not feasible, because they can't meet the expectation. In addition, the start and end time of the activity should also have a general range. If you are eager to get the effect of the activity, the activity must be launched as soon as possible; If not, then you can have a choice. Because if the activity can take advantage of the situation, it will get twice the result with half the effort. This "potential" is the time point. 7. What kind of activities to do in the form of activities is the core step of activity operation. The essence of activity is to find the best combination of activity goal, user demand and product form. There are five key points to pay attention to in operational activities: ① Try to be as interesting as possible, which is to let users "play" and only achieve the purpose of operation in the process of playing. Therefore, even if it is not a game, you can make the activity gamified, which will be more interesting. 2 Convenient operation From the time the user sees the activity to the end of the operation link, every step will be greatly damaged. First of all, there are fewer steps in active operation; Secondly, don't let users jump around in the pages of inactive processes, users will find their way, especially APP. 3 rules are easy to understand. When planning activities, make the rules as simple as possible, so that users can understand them without research, and they can see at a glance that "what to do, what to get". At the same time, the expression of rules should be concise. (4) highlight the user benefits. Users will have corresponding material or spiritual benefits when they participate in activities. In the activity page, the user's income should be placed in an obvious position, with the highest priority. Because the audience of the page is the user, it is in line with the user's self-interest psychology. ⑤ Visual progress marking activities generally have a series of operations, and users should be given a feedback after each operation, such as the number +1 or the progress bar taking a step. Objective To inform the user that the operation is successful and has been recorded, and it is also a kind of spiritual encouragement. The activity page also needs to create a popular atmosphere, which is in line with China people's psychology of being lively. Therefore, many activity pages will show "123,456 people have participated" in the header, and the numbers will be constantly refreshed. 8. Follow-up design, development and online activities are the projects that are fully responsible for operation, and this link mainly reflects the role of the project manager. Regardless of PM landing, UI design, RD development online, application for resources, foreign cooperation, etc., operators should follow up and pay attention to the final effect and time. (Unfinished, the next part is to be continued) The eight steps mentioned above are part of the 14 steps for Internet activity operation. I wonder if it will help the partners who are new to Internet activity operation?