Sunday 19 December 2021

The operating process template for the activity scenario

This template is combined with the author from many years of experience in activity operation, resulting in a set of more general activity templates, to help the operation of small partners to clarify the idea of event planning, quickly complete an event planning program.

this template has a certain scope of application, has its own experience limitations, expression can not be complete, please refer to the actual situation.

writing according to the template is not the goal, quickly put the activities related ideas clear is the focus.

activity operations - the operating process template for the activity scenario

the planning process for the event is divided into the following sections according to different time stages:

"event planning stage" to clarify the objectives, determine the theme, activity description, promotion plan, cost budget, the formation of the program document

"activity implementation stage" to refine the program, activity approval, project project, follow-up development scheduling (involving development), on-line acceptance, full promotion and follow-up, coordination and coordination of all links, fine user layering

"activity re-opening phase" goal achievement, problems encountered from start to finish, issues worth continuing to build on, things that must be prevented from happening again, issues that need to be improved and promoted, other issues (including people and things)

the planning stage of the event

this link is mainly in the formation of the program before the clear activity objectives, the formation of activity prototype, activity resources, etc. , as far as possible to influence the decision-making issues in this link to think clearly, and then start the follow-up detailed implementation, to avoid overturning the heavy waste of work.

first, clear objectives (to determine the necessity and feasibility of planning this event)
what is the goal of the event?
first of all, make it clear, what is the purpose of planning this event? brand? pulling new? to live? marketing conversions? in general, activities are a means of assisting in the overall or partial completion of objectives. for example, if you need to sprint 30 million sales this quarter, the goal of this big event is clear: it must be to boost sales conversions.

activity expectations: what effect do you want to achieve through the activity?
before doing the activity, through experience estimates are good, precision deductions are good (not detailed here), there is a reasonable expectation, no expectations, cost estimates are also not calculated.

is there any need to do the activity?

make clear your goals, figure out what to do, and then decide how to do it. in practice, it is easy to reverse the situation, for example, to valentine's day, do a raffle ...

remember: not to do activities for the purpose of doing activities, but because this activity is the best way to achieve this goal, to do activities. activity objectives are clear, follow-up crowd, delivery channels, budget can be clearly done.

can it be achieved?

determining the objectives and necessity of the activity, consider feasibility, that is, what you want to do, but with the current situation and resources, can support the completion?

raise a chestnut:

In order to increase the number of designer ugc contributions, we are ready to plan a designer competition in q3, where the marketing department, training department, product technology and other departments to work together to complete, and involve a certain budget input. however, the second half of the market department needs to carry out a national tour, there is no market manpower support, development has other 0 projects in progress, there can be no development support, while the company level based on open source savings considerations, such activities budget is too large, at this stage is not considered, therefore, at this stage, the activity is not feasible, should find a more suitable alternative as soon as possible.

can the activity be sustained and reused?

let's do an activity more or less to occupy some human resources, or even develop resources, if it is a one-time activity, it is actually a pity. but if a one-time to make a long-term nature, but often to invest more costs at once, in the effect is not clear under the premise of doing, the risk is great. so what do we do?

a market-proven product feature has the same operational impact as a monster equipment upgrade.

activities, in fact, is a new product of the early trial, verification, we in the planning stage to be forward-looking. if validation activities are effective, can they be reused or made continuous? since it is validation, then the product development involved can be done first simply? otherwise waste a lot of manpower development, the results of verification results are not ideal, then this pot operation does not back who back? so you need to think about the form of planning activities and reduce the risk points.

fully understand the factors affecting this goal and the status quo, it is good to plan the corresponding activities, budget, have reliable expectations, facilitate follow-up analysis of the complex.

second, determine the topic
A good theme is half the success of an event, the theme must be attractive, let people see what kind of activity, how users participate, what kind of benefits can be obtained. Core to be simple rough, for example, under the order to reduce 30 yuan, the second half price, free smoking iPhone X ... Nothing is necessary.

there are many common theme ideas, such as: the continuation of previous themes, the reference of the industry's successful hot activities, the organic combination of social hot spots, goal-oriented bold innovation, combined with the past activities to resume, to avoid re-stepping pit ...

reference competition is also one of the way, but reference competition to dig to the essence, learn ideas, there must be necessary extension, otherwise others look at, give you the evaluation of only 2 words: plagiarism!

The description of the activity

when you've determined the theme, you're ready to determine how the activity is played. at least a few elements to include: time / object / brief / process / rule description

active time, generally expressed in interval format, xx time-xx time. there is strict time control, but also accurate to minutes and seconds. for example, double 11 activities limited time to buy.
some small partners whether the program landing or out of the street activity page, do not write the year, in fact, is not a good habit, over time, regardless of their future re-entry or activities of external publicity, will make people feel unclear, and may even have controversy.

the object of the activity is a direct representation of who can participate in this activity and who cannot. for example, anniversary events are limited to old users who have purchased software.
so who meets the criteria and which doesn't, take your seat on your own. otherwise if you don't write, new users buy your product and don't get the discount, there's a debate.

a brief description of the theme of the event, a few words can let colleagues in other links understand what is specific, so that they can assess the difficulty of implementation, the activity has a preliminary concept of the whole.
For example, under the order to reduce 30 yuan, is the order immediately reduced or after the unified return of the coupon, free draw iPhone X is real-time draw or fixed time draw, different programs to achieve the difficulty is certainly not the same.

make a simple and clear representation of the process of the activity, which is an essential supplementary note to the description of the activity.
in general, relying on the timeline, from the warm-up stage, to the activity on-line, inter-activity process (different play rhythm), closing, data export, etc. , each link should be clear.

flowcharts should also be supplemented when necessary to make them clearer.

the rule description. is the so-called no rules do not square circle, there must be rules for activities. the time and object mentioned earlier are actually one of the rules, but there are often many "peripheral rules" to add. for example, items purchased during the event are shipped uniformly within 48 hours of the end of the event;

1) the situation in the process should not miss the special extreme situation;

2) accumulate some "common sense", activities do more, a lot of common public demand points, we can reach a consensus, the default common, do not have to write every need to say it again;

3) a brief description of the activity can give customer service or good relationship users to chat, help to find gaps;

fourth, the promotion plan

an event that doesn't have an advance promotion plan is enough to keep a team busy.

smart operational partners will prepare a table in advance to list the plans in advance:

includes promotional materials to be used, standard language, channels, tags... ;

user marketing strategy (what point in time, to whom to send what content, how to push, who to push);

of course, the early stage can be listed outline, specific content and other program review through and then perfect, otherwise once there is any adjustment, all materials have to be rewritten, it is likely to do more than half the effort.

Cost budget


The cost budget is derived from the expenses involved in the entire programme of activities. of course, labor costs are also costs, approval time does not have to write, but the heart to have a number.

Some activities have specific cost breakdowns that can be given in advance. for example, the cost involved, the value of the event prize 2w, promotional 2w, material printing 1w, if there is no other expenditure, then the event cost budget is 2 plus 2 plus 1 x 5w. in the case of those budgets as bonuses, indicate whether taxes are included."

but some activities are not able to give a specific value 100%, such as selling a gift of a prize worth 100 yuan, then the final cost here is 100 x actually sold. so how many are actually expected to be sold? this is to return to the activity goal mentioned earlier, and estimates are generally made based on the target value.

then combine other promotional costs, before similar activities have reference values? is there any empirical value to refer to in this activity? according to the activity process steps to measure participation in conversion, etc. , make the final budget cost, apply for the filing. here is a very test of the accumulation of the past and grasp of this activity, pay attention to statistics and before and after the dimensions consistent.

sixth, the formation of the program document

When all the ideas are ready, the programme of activities can be exported for arraignment. to facilitate the presentation, individuals are accustomed to writing in the form of ppt, and here is a simple framework to use as a reference template:

  1. scenario title, author, time
  2. the background of the event
  3. activity purpose/target value
  4. the theme of the event
  5. activity description (time/object/brief/process/rule description).
  6. event support (people / actions / budget)

other questions to add

note: most activities can be applied to this template, but there may also be some special activities, such as several departments jointly organized offline activities, each have their own program, but also involved in part of the crossover, this time the operation of small partners need to be in their own programs specifically pointed out that in the middle and late period before the activities to pay close attention to prevent problems related to the implication.

after the above content is confirmed, can be submitted to the relevant person in charge to confirm whether it is feasible, whether different types of work team leader to do the preliminary needs review, in accordance with our company's usual practice, is the need to initiate a demand review meeting, the relevant personnel pulled together, confirm that can do, no problem, you can start the following link.

The activity execution stage

After the person in charge passes the basic activity plan, he or she refines the activity needs, follows up each link to the ground, and needs some forms or tool assistance.

Refine the activity plan

1, activity requirements must contain a list of content

Activity program: the activity plan ppt when the demand is raised, after a demand review to adjust and modify, to ensure that the program is up-to-date (after the project may still have fine-tuning, the main reason is more affected by the review time)."

activity page: page design interaction, description of each module, such as module text, links, special instructions, activity rules

activity flow: business process diagram, judgment logic, encountered various situations and prompt text

other text: search/share page tags, keywords, descriptions...

i don't know, but on my team, my requirement is that the operating partner must master the basic product design capabilities and the ability to prototype and map. first, no one knows better than yourself how to express a planned activity more accurately, second, to improve human effectiveness, improve overall efficiency, and third, long-term can also exercise very well to operate students' product logic thinking, planning activities will be more handy in the future.

of course, if involved in more complex product logic, especially to do background and a variety of complex interface calls, or let the product students to assist in the completion of it, mainly in order not to destroy the existing product functions.

The promotion of activities

as mentioned earlier, the framework that was put in place before the requirements were raised can be further refined after the requirements have been confirmed.

3, some activities common sense, such as

  • naming rules for activities;
  • rules on the activity page are flexible;
  • horse running lights and other nickname processing methods, display rules;
  • how to deal with anomalies? fallback scheme?
  • active blacklist, abnormal user prevention?
  • need special support for other links?


accumulate some "common sense", activities do more, a lot of common public demand points, we can reach a consensus, the default common, do not have to write every need to say it again;

here, as in point 1, in order to facilitate product development and other children's shoes to better understand the overall situation, personal habits to integrate content into the prototype.

second, the approval of the activity plan

Before the project, the activity plan must be approved, otherwise the huge start of construction, the result may end up because some levels of approval failed, then gg.

approval is your refined plan.

is each activity usually funded? what is the scope of the expense budget? do i need to develop support? need other department support, etc. approval levels are not the same, but related to funding activities, at least to the director level approval, here is not detailed.

The project project



The program approval, it is necessary to start to the project. actions through project projects are organized by the project manager. project manager roles are different from company to company, and in line with the principle of efficiency, the general activity proposal is played by a small operating partner. (over time, operating partners will find out how versatile you are.) project projects are usually based on the activities before and after the online involved personnel, the organization of project meetings, before the meeting to the detailed needs of the mail to relevant colleagues, it is best to have a definite first and second person in charge of each link;

fourth, follow-up development and scheduling (involving development links)
review each link to give completion time, consensus, vision, front end, technology, testing, operation and maintenance ... make a schedule table, list the time node and each link responsible for the content to submit;

After the schedule to people, pull the relevant personnel to build groups, specifically to communicate the event related matters;

Acceptance. each link at a specified point in time to confirm that the content delivered by their respective links is accurate;

The whole promotion and follow-up

Before and after the line from warm-up, in progress to the end stage, the implementation of the promotion is particularly important, operating small partners need to control the rhythm of the whole process, always observe the progress of activities, and prevent unexpected situations, so that timely grasp and urgently submitted to the corresponding responsible person for repair.

It is also necessary to adjust the activity strategy in a timely manner based on the feedback from the activity.

All links to coordinate and cooperate needs adjustment changes and other situations of communication and coordination, sometimes because of some sudden situation, the project may be delayed or a link delayed, need to communicate in a timely manner.

Fine user layering. In the course of activities, it is usually necessary to jointly operate with users, update user labels, refine user layering and services, concentrate efforts, and deepen operations.

For example, the creation of activity dedicated groups, during the event unified into the group, after the event in accordance with the established community tag to guide users gradually transfer. user operations are then continued.

The activity resumes the stage. this summary is the beginning of the next one.

Whether the activity goal has reached the goal. Activity effect analysis, activity expectations are in line, goals are achieved, high or low? cause?

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