Concept Contact Combat: How to do a good job planning holiday activities

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

September 1 afternoon, the 19th phase of the Phpwind operation Counseling Online interview, the guests for the senior website operation consultant, best-selling book "Play Earn Your website" author Chen Guangfeng and Dragon Lane activities planning Editor-in-Chief Jiang. Share the following interview with you.

The first part: Guest speaker for senior website operation consultant, best-selling book "Play Earn Your website" author Chen Guangfeng.

Phpwind Millet dregs: First of all, please give us the first guest of today Chen Guangfeng Teacher, please brief us to introduce ourselves.

Chen Guangfeng: Hello everyone, I am "Play earn your website--website operation necessary Manual" a book author Chen Guangfeng, thank you for your support and guidance, very happy to be phpwind millet slag invitation with you to discuss the holiday event planning related topics.

Phpwind Millet Dregs: The festival is moved day, joyful Day, captures people's holiday psychology, moves in the music, is willing to sell, the manufacture hot spot, the plan effective activity, finally realizes the festival marketing. Then ask Chen Guangfeng teacher, generally common holiday activities have which, can introduce some typical success stories?

Chen Guangfeng: Holiday activities from the time, the more important one year is the Spring Festival, Valentine's Day, 38, Labor Day, Dragon Boat Festival, the Chinese festival, the Mid-Autumn Festival, National Day, Christmas and New Year's day, the associated activities of our website will usually be based on the special nature of these holidays.

From the main purpose of the activities, mainly to "enrich the content of the Web site" as the goal of activities, to "promote interaction, enhance stickiness" as the goal of activities, to "promotional" as the goal of activities to "improve visibility, enhance the brand" as the goal of activities. Do activities can be said to be a website marketing and promotion of the most important work, good activities are the lowest cost marketing methods. Today, a lot of shopping sites have launched a student-targeted promotional activities, such as the introduction of excellence Nets "School has a good gift, special offers to save you in the end" special shopping activities, very targeted. We are familiar with some of the local portals, but also carried out a number of large-scale activities. Dragon Lane in the festival held in the "Tinian Pagoda * Tanabata Beauty Meet the Journey", Xiamen Small fish Network held "peony Moonlight fish fish to make mid-Autumn Festival" mid-Autumn Festival Cake Carnival activities are very popular, this year has been the fourth session.

Phpwind Millet Slag: Well, the case of the light front is really very good, interested friends can go to 17v.net activities to share the forum download Xiamen Small fish Network Bo cake activity mode of innovation data.

Phpwind Millet residue: holiday activities is a part of the festival marketing, just you also talked about the holiday activities can enrich the content of the site to promote interaction, enhance stickiness, improve brand awareness, so what to do before the event planning to do what preparation, need to clear the question?

Chen Guangfeng:

1. Clarify the purpose of the activity and identify the subject. In planning activities, first of all, according to the actual situation of the site (including the activities of the time, the expected cost of investment, etc.) and market analysis (including the competitor's current activity behavior analysis, target user group analysis, psychological analysis of netizens, product characteristics analysis, etc.) to make accurate judgments, and in the SWOT ( Situation analysis method), after the analysis, to extract the most important, but also the current most worthy of promotion of a theme.

2. Prepare resources. List the relevant promotional resources, human resources, material resources, including the departments and personnel involved, the activities of the activities of the various costs, according to the actual situation of specific, careful calculation, in clear form.

3. Meet the meeting. The main person in charge of the activity plan after the initial activity plan, organize the related personnel to open a meeting, the details of which are involved in the full discussion, amendment.

Phpwind Millet dregs: Well, thanks to the Light front guide. 3rd seems to be just a procedure, but it is very important, many times the solution is not a problem, communication is the key. Especially for the active control person, whether the integration of team resources to mobilize the enthusiasm of the relevant staff, efficient and effective activities of each step is very important.

Phpwind Millet Slag: After preparation, grassroots webmaster How to do a good holiday activities planning, Chen Guangfeng teachers have to follow the relative standard of the process?

Chen Guangfeng: To determine the purpose → hot analysis and mining → to determine the theme → formation scheme → combination of communication → implementation and summary. General activity Planning We can follow this process. Of course, each link may also involve some specific points. In my "Play earn your website--the website operation must manual" a book inside has a chapter specially to talk about the website plan, the interested friend may take a closer look.

Phpwind Millet dregs: I had the honor to read the book of the Light front, very good. So how to more effectively attract users to participate in our activities?

Chen Guangfeng: 1, packaging users to participate in the activities of the benefits. After defining the only activity theme, the audience can also accept the message we want to convey, but there are still many people who remember the ads, but did not participate in activities or the formation of purchase impulses, why? That's because they don't see a point of interest that is directly related to them, so A very important point in the planning of activities is to direct the point of interest, if it is to participate in prizes, promotional promotions, you should directly tell netizens the amount of discount, and if it is public activities, you should tell the most attractive points to attract attention, only in this way, the target group in contact with direct interest information after the user involved, To achieve the goal.

2, strengthen the promotion of the activity itself. Most of the time, the activities we do are only promoted on our own website, and we do not consider other potential users on the Internet. For a lot of users already, maybe that's enough, but for some of the sites we started or didn't have a lot of users, consider using these popular "holidays" to attract some new users. What is the most interesting thing about the holiday? According to the "Hot analysis and excavation" we mentioned above, we found that the day before and after the Tanabata festival, "blessing language of the Tanabata festival" more than 200,000 days, now from the Mid-Autumn Festival there is a period of time, "Mid-Autumn Festival holiday Arrangement 2010" Of the search volume is also soaring. Our local portals have certain entertainment properties and media properties, "Tanabata Festival Blessing Language" related content can be very good match with the entertainment attribute, "Mid-Autumn Festival holiday arrangement 2010" Also with our media attributes coincide, as long as the reasonable appearance, is useful to the user, simultaneously can bring the new user.

Phpwind Millet dregs: Thanks to the light front guide. I suddenly think of primary school Chinese teacher composition class said one sentence: to write good compositions, first of all to move themselves. How to attract users to participate in activities, perhaps you can think of themselves as a potential user. The benefits of participating in activities should be clear enough temptation, at the same time to participate in the activities of the process to be simple and not too complicated. Promotion can also be divided into the promotion of the station, outside the station to promote, outside the promotion has a search for the extension of the long tail, new social media marketing, traditional media promotion and so on.

Phpwind Millet Slag: Now very popular an internet brand landing promotion, then the site holiday activities how better to combine with offline?

Chen Guangfeng: And. Local Web site to do offline activities have a congenital advantage, so that the line and the combination of offline mainly in the activities of the flow control. If a netizen participates in an activity is divided into activities → participation activities → activities follow-up three stages, we can put the activities of registration and follow-up online operations, participate in this link arrangement online, that is, offline party or exchange. This line under the form of online interaction, under the line to deepen the user and users, users and the feelings of the site before the line to break the ground space and time restrictions, enlarge the activity effect.

Phpwind Millet residue: Well, it should be good to follow this process. So how to solve the problem of activity funnel, that is the end of activities, netizens walked away, forgotten the status quo?

Chen Guangfeng:

1, the follow-up interaction of activities. Just last question we talked about the three stages of activity, usually at the end of the day, many members will be immersed in that atmosphere, and some because of the activity was very excited to come up to make a feeling, bask in pictures, some miss also will show some regret what, in the follow-up stage of activities, We and into the activities of the summary, release the relevant photos, let users comment on the activities of the good place, there are areas need to improve and so on. This will not only broaden the influence, but also absorb more experience and make better arrangements for the next event.

2, a variety of activity combinations. It is unrealistic to want to conquer one or two short activities. Want to sustained and rapid development, long-term activities and short-term activities of the combination of continuous, constantly stimulate the user's memory nerves, it is possible to our website logo deeply printed in the minds of netizens.

Phpwind Millet Slag: According to the type of holiday activity you just introduced, what is the local website suitable for?

Chen Guangfeng:

Because the local website has including entertainment, media, local and other multiple attributes, at the same time the local site needs rich content, more users and interaction, higher visibility, so it is no exaggeration to say that all the holiday activities can be carried out, but the actual operation we need according to the current resources, grasp the "goal-oriented" Activities planning principles can be.

Phpwind Millet Slag: Well, the local website is suitable for doing a lot of activities, but also can do a variety of activities. Recommend everyone to study the activities of the Dragon Lane, is really continuous, wonderful constantly. Money never mind, different regional models can be used for reference ha (*^__^*).

Phpwind Millet Slag: said the local Web site, then, industry portal suitable for what kind of activities?

Chen Guangfeng:

Industry portal may do holiday activities to consider more factors, the most important is our industry attribute what? How can it be closely related to the current festival? Can it be expressed in the form of essay writing, Ticket Grabs, sweepstakes, (online) meetings, lectures and other competitions? Set what kind of interest point? We can use a formula to reason our thinking: the current festival + industry attribute keyword + manifestation + interest point = active theme. For example, tourist sites to the national day to carry out an activity, we immediately according to the formula left can be a "National Day travel photos Big collection win World Expo Double ticket" such a train of thought, and then consider the enforceability and so on.

Phpwind Millet Slag: A lot of webmaster friends reflect the activities under the line is very hot, but the site traffic is not high, less registered users, how to improve offline activities to the online conversion rate?

Chen Guangfeng:

This problem mainly lies in the balance line and offline relationship, through the control activity flow to complete. Where did these friends come from in the offline activities? If it is from the website, then there is no such problem, if it is from the line down, then we can be part of the activities or activities of the subsequent settings to be completed online, such as the activities of some wonderful photos (video) need to register a member of the website to browse or download, Since they agree with our offline activities, there is nothing wrong with the support of the line.

To put the interactive link and part of the live display of the prizes online to do, to emphasize the activities after the sharing and benefits such as show photos can get virtual points or something.

Phpwind Millet dregs: Thank you for sharing so much, and finally, what do you think the key to the success of the holiday activities? For the upcoming Mid-Autumn Festival, National Day, New Year's Day and other activities planning webmaster friends some suggestions.

Chen Guangfeng:

1, occasion. We choose to do holiday activities, are to achieve greater results, the holiday itself has a certain atmosphere of public opinion, how we put this "potential" of the power to play a larger, need more brains. This year's more popular events have the Shanghai World Expo, newspaper TV network for several months of continuous publicity, momentum is strong, we see in daily life many enterprises and commodities have occasion "Expo."

2, analysis. In the planning of the site activities in the early stage, analysis and research is very necessary, only through the analysis of the whole situation, can more clearly understand the user's most concerned about the problem, found the problem can be targeted to find exciting points, must not be arbitrary.

3, streamlined. Theme a topic to be clear, at a glance. A lot of planning copywriting in the planning activities often want to perform a lot of activities, that only colorful activities can cause users to participate in fact, it is easy to cause primary and secondary, while increasing the cost of activities.

4, execute. A good activity planning, plus a good execution team, is the successful website activities. and whether the implementation can be successful, the most direct and most fundamental reflection of the operational planning scheme. Planning to achieve a good implementation, in addition to the need for careful thinking, detailed arrangements for the activities are also essential. The timing and modalities of the activities must be carefully analysed with regard to the place of implementation and the implementation of the personnel, and should be as comprehensive as possible in the specific arrangements.

5, the Mid-Autumn Festival, National Day, New Year's Day are good opportunities, you can plan a series of activities, continuous activities so that users deeply remember you, Love is you.

The second part, the guest speaker of the Dragon Lane activities planning Editor Jiang

Phpwind Millet slag: Under the Dragon Lane activities planning editor Jiang to share with you about the Dragon Lane Tanabata Valentine's Day activities planning, operation experience, please brief self-introduction.

Jiang: Host, webmaster friends, hello, I am from the Dragon Lane Jiang, Tanabata series of activities of the main control. I am very happy to have such an opportunity to communicate and learn. In fact, I am a new site operation, but also this year began to follow the money Total learning website promotion and activities planning. The implementation of the activities of the Tanabata festival is smooth, today here and everyone chat, also not to share experience, more is want to tell some new webmaster: anyone, there is no foundation is not important, do it with heart, will reap sweet. I hope we all work together.

Phpwind Millet dregs: Ginger is very cute, for "attentively do, will harvest sweet" applause! Please introduce the Dragon Lane 2010 Tanabata series of activities?

Jiang Dragon Lane:

Our Tanabata activities with Changzhou Tinian Pagoda cooperation, they are responsible for providing venues, we are responsible for investment and the implementation of the whole package of activities. Tinian Pagoda hopes to obtain the ticket income, our income certainly is from the investment. Activities are mainly divided into online and offline two pieces, frankly, online activities are also for the line under the activities of the Evening festival.

Offline on the evening of August 16 Tinian Pagoda arranged two scenes, the main stage by a couple to participate, mainly the interactive game between lovers; we made a free matchmaking meeting for thousands of people. On the line we did let the couple bask in the photo to win the night Tinian Pagoda Bell ticket, a top floor to get the night ticket link, also set up a blind date registration entrance. To do these online arrangements, one is to publicize the event, another we send out a lot of free admission tickets, to ensure the number of the scene. To that day, two scenes in the scene went to more than 3,000 people, Tinian Pagoda admission tickets are 10 Yuan/Zhang, the ticket is 25 yuan can be boarded the tower, that night their box office sold more than 30,000 yuan, plus other two consumption, the total income of more than 50,000, to achieve their expected effect, so we are still more satisfied.

In addition, just now you said Changzhou Tinian Pagoda is responsible for providing venues, then the online kicking floor free tickets, Bell ticket is how to solve?

Jiang: If he is only responsible for providing venues, we will not agree with him to become the organizer, so those free tickets, bell tickets including on-site activities and Tinian Pagoda related materials are provided by them. Plus the cost of advertising on traditional media, it's worth 4, 50,000. Those who give back to our crown, co-organizer and cooperation units, we are to do a Shinshu, to achieve three win, four win effect. And 450,000 is almost also our funding requirements for event organizers.

Phpwind Millet dregs: Planning This activity to carry out the activity how many time, several people?

Jiang Dragon Lane:

This activity was Tinian Pagoda in late July to find us, I hope we give some suggestions. The real thing to do is about July 25. It took 22 days to get to the Tanabata festival that night. I am the main planner of this event. Of course, specific projects will be implemented by various departments, we are a very cohesive team. Hey。

Phpwind Millet dregs: This time the Tanabata Valentine's Day cooperation units have several? Have you had any cooperation before? How do you define a partnership?

Jiang Dragon Lane:

Excluding Tinian Pagoda and we are all as the organizers of the event, we also recruit a crown, one of the organizers and four partners. In fact, in this process there are probably 7 or 8 units to find I hope to be able to provide sponsorship for this event, I am very tactful refused, hey, I hope that the presence of businesses in the activities are at least in the industry, the "people".

These businesses are our old customers of the Dragon Lane, the previous cooperation is also more pleasant. As for the establishment of cooperative relations, such as the Crown and co-organizer of our sales staff will take the activities of the program and investment programs to their customers to do the introduction, but such as cooperative business, the basic is to see our activities of the registration, the initiative to seek sponsorship. Oh。

Phpwind Millet slag: Well, Jiang's activities and investment plan is very good, interested friends can go to 17v.net activities to share downloads.

Phpwind Millet Slag: I personally like the Tinian Pagoda * Tanabata beauty Meet the sofa and the bench you organize the user to participate in the activities of the Guide, witty humor, so that people read it very warm. How did you come up with that?

Jiang Dragon Lane:

In fact, we posted a blind Date application post, there are more than 500 netizens replies, most of them are replies to questions. Every one of me will go to reply, do answer every question of netizen. But it's going to be a lot more work, and certainly to work time to do it, so sometimes to reply to 2 o'clock in the morning more, even so, I would like to certainly have a lot of netizens, the heart is full of doubt, and lazy post ask, also not necessarily will be very careful to see other people's questions and my answer. If he is not clear, may not be willing to participate in activities, then our attendance will certainly be affected.

So I thought, since there's so much doubt, why I don't specialize in one place, users may have doubts about the place for them to directly answer it, so that users at a glance, and I as a "blind Date" to write an example, may be able to let netizens to the scene after not so shy, can encourage them more courage. So I wrote a guide post like this. In fact, the effect is really good, hehe, that night really saw a lot of netizens about under the third tree. I don't know how to be flexible, haha.

If the previous activities are relatively large offline activities, the uncertainties will be more, we will do so, mainly to see the post posted after the Netizen's response, if the advisory phone or advisory posts more, we will have such a small tip, although it is a bit long, but in fact, it also reduces the workload of their own and colleagues, Workers.

Phpwind Millet Slag: The heart close to the user, put yourself in the user's shoes, it is worth each of us to learn, follow! Thank you!

Phpwind Millet Slag: In order to let the local young lovers in Changzhou to participate in the Dragon Lane Tanabata series activities, you carried out which stations, outside the promotion?

Jiang Dragon Lane:

Station, we mainly use the company's idle advertising, because it is impossible to do an activity on their own to the other customers themselves from a good position to pull down the ads. In fact, if there is a better publicity position, I believe there will definitely be a breakthrough in attendance. More arrayed is likely to be in the station SMS mass, we give the station 740,000 registered users have made the night of activity notice, the effect should be good.

Stand outside, because I also follow the money in the total learning network to promote, so also use QQ group, SNS and other methods carried out activities to promote, including to inform the relatives and friends to participate in, oh, in fact, the young people together in the festival is still quite happy, so invite them to participate in activities are basically no point of refusal. In addition, Tinian Pagoda in Changzhou Daily, evening and Changzhou Radio also cast some ads, but the amount of small, the effect I am not easy to comment.

Phpwind Millet residue: Jiang's activities closed report on the promotion of the way and effect of writing a very detailed, interested webmaster interview can be and interview recorded a download read.

Phpwind Millet Slag: In the planning of the implementation of the Dragon Lane Tanabata series activities, the biggest problem that bothers you is what, finally how to solve?

Jiang Dragon Lane:

In fact, our communication including the implementation of the activities are relatively smooth, the place that bothers me, I said, there may be some webmaster friends think I'm showing off what, in fact, really is very annoying things.

At that time, we set up a naming business, the contribution of course is the most, also should enjoy the highest treatment, two co-organizer, funded hoe, at the same time for the stage activities to provide some prizes. Who knows our business at the same time recruit back to a 4S shop as the co-organizer, he took out the prize is a car about 80,000 yuan, draw a car for a year of use, but also in the field to do small auto show. Oh, my God, it's so windy! Completely put my name to cover the edge of the business, if such netizens must be directed to the car, the activity ended must know that a company sent a car to the Dragon Lane netizens, who will remember my name of the business? But I do not stipulate that the organizers can not take such a good prize. It's a real worry. But if this operation, businessmen and merchants must have contradictions between, then we will not be people inside and out. I've lost my sleep over it. Oh。

I also asked for our money always, he told me some truth. We do the website, do activities, are fastidious virtuous circle, if in order to get benefit from a merchant, offend other merchant, harm other merchant, is absolutely not take. If give up a little benefit, can achieve the best of both worlds, bring business and netizen more lasting support, these benefits give up, it is very worthwhile. He also told me to stand in the overall situation, look to the long-term, do not stare at the hands of a little bit, refused to put.

Finally, of course, we gave up the 4S shop as a partner, the activities of the economic benefits is a little, but our entire activities, even in the field may have a conflict of interests, our business is also humility and even mutual assistance, which in the past activities are indeed rare. And that 4S shop, also has signed another cooperation agreement with us, ready to do a separate line activities, the contribution is higher, calculate down, we have nothing to lose. So say, willing, have shed, there will be.

Phpwind Millet dregs: Small win by Wisdom, big win by virtue. Do website, do activities, are to pay attention to virtuous circle. ¬--is awesome!

Phpwind Millet Slag: There are many webmaster reaction activities funnel problem, that is, the activity ended, netizens walked away. Have you ever been planning an event that has encountered such problems and how to solve them?

Jiang Dragon Lane:

Our Dragon Lane site has an interactive group dedicated to events and activities of the hype. This activity from the early Tinian Pagoda clouds to the end of the late dating activities really have single men and women together, they have a very strong hype, netizens attention is very high.

Activity site is only two hours of time, it is difficult to leave a very deep impression in the hearts of netizens, so the late report and continuous speculation is very important. You have to be guided by the latter to continue to focus on this activity, to deepen the user's image of your site and site activities. You have done this activity, in the end what kind of appearance, the scene net friend saw, but did not arrive at the scene the Netizen is your next activity latent object, they did not see. Timely release of the report post, continuous event hype, so that more users see your scene, the next event they will naturally come.

Our staff that night is about 22:30 away from the field, the activities of the report posted at 23:03, so fast to let users see their participation in the activities of the scene, how can they not be happy? Not to the scene of the Netizen is naturally regret, the next time to compete for the registration. So, speed, efficiency, is life.

Phpwind Millet Slag: Just a lot of netizens small window ask you how hype. Can share the early Tinian pagoda clouds and late-dating activities after the end of really have single men and women together with the relevant hype posts?

Jiang Dragon Lane: July I learned that May and Tinian pagoda cooperation tanabata activities, because before with Tinian Pagoda has been a large half year did not cooperate, so first put a small ammunition, let netizens again to the pagoda "have feelings", this is our post: http:// After the Bbs.hualongxiang.com/read.php?tid=6549040&keyword=%b7%ef%bb%cb%bb%d8%ca%d7 event, we did several discussion posts hidden inside the forum, Then the Lord pushed a hype post: Http://bbs.hualongxiang.com/read.php?tid=6663594&keyword=%C3%F7%CC%EC%D2%AA%B8%FA is actually very small pediatrics, hehe, laughed. But the netizen still likes this kind of thing very much, very curious, after incredibly still have netizen calls come over to ask this thing, really very interesting.