How to do activity planning for website users

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How to do activity planning for website users

I work in a bi-color network, this is a positioning for the vast number of color fans to provide lottery information and interactive Community Services website. In order to solve some problems in the operation of the website, double color NET to the website has carried on a large-scale transformation, in order to tie in with this transformation project, lets the user be able a gentle acceptance, and gives some incentive to cooperate with the work to stimulate, we decided to hold an online activity, but organizes what activity, can satisfy the user demand, And can bring benefits to the website when the cost is relatively low?

After a series of stages of work, we finalized the content of the activity. In combination with the recent work, I would like to talk about how to start from the user's needs and habits, to the site tailored operations planning.

The first step examines and studies the user habits carefully.

This is a very important step and the basis of activities. Double Color network users are very clear, is like to buy lottery tickets, like to get lottery information fans, but we also have to take into account, these users in the age level distribution is very wide, from 20-50 years old have, and even higher age also have. After a period of investigation, we come up with some basic needs and habits, which are listed in this section:

1, the user's computer operation level is limited, the person who looks at the material more than the reply, returns the expression many, the symbol is many, the typing is few;

2, agree with some lottery research experts or veteran's views, like to find some information to read;

3, all hope that they can win, have good luck, more sensitive to the material rewards;

4, not good at using online virtual goods.

The second step closely combined with user needs and habits, analysis of site problems and industry situation

After the user needs and the custom survey analysis, the next job is to seriously analyze the internal situation of their own website, because the purpose of the activity is ultimately through the user participation, to solve the problem of the site, if there is no analysis of their own, it can not be combined with user needs, a good activity planning is more difficult to operate.

So in the 2nd phase, we spent 3 days sorting out a few analysis reports on the site, for reasons of secrecy, I do not publish, in short, the analysis here, is to combine user habits, combined with user needs, including their own products and user needs, habits, to find some of their corresponding relations Instead of playing a bat, for example, sending QB certainly a lot of people like that but double color network users are lottery fans, he may have no need for QB, if we do not add to the analysis will send QB, the result is finally sent out is QB to those non-mainstream boys and girls, so the effect of the whole activity, greatly reduced.

The third step is to develop the website activity theme and implementation plan

After the previous investigation and analysis work, the next step is to determine the activity theme. After analysis of the user, industry analysis, we finally decided to hold a "lottery to send thousand dollars" as the theme of the event, activities are prepared and implemented, starting from mid-July 2008, a period of one months, according to the company's financial approval, will send more than 10000 yuan cash rewards, as well as thousands of yuan in kind and virtual rewards.

Here's a quick way to say why we use the lottery. This is a combination of user habits and industry features:

1, the user has gained a lot of points in the forum, but they do not know how to use, and do not know how to integrate and our other unique virtual points exchange, and in view of their habit of a mouse, a little bit of expression such as "lazy people online" habit, we decided to do simple, easy to start, and everyone can start;

2, lottery is the way, because lottery tickets are lottery, this way, can maximize the user to reduce the strangeness of the activities, more easily accepted and understood. We also want everyone to get involved and take good luck.

The fourth step optimizes the activity plan, starts from the fine place, the detail has the very big influence to the effect

After defining the activity theme, we started to write the activity process scenario, as it involved the execution of the entire team, including division of labor, coordination and so on, from the operation, promotion, technology, customer service, financial and other aspects of a coordinated process, not to repeat. The details of the activities themselves are mainly mentioned.

1, must have a control of the whole progress of the activities, at any time to monitor the lottery problems, and even if it is resolved, as for the award and the setting of prizes, it is necessary to see their actual situation and decided, not blind, so that the situation is too embarrassing;

2, the user's temptation to set up, but also very important. For example, the new user registration, in our activities, if he did not score, how to participate in the lottery? This threshold seems very small, if we hold "he will be able to post a point ah" mentality to operate, may appear users do not care about your situation, so we are to send the user points, to the new registered users will send a certain amount of points, And then landed he can continue to take points, so that he has the sweetness, there are bentou, there is temptation, otherwise you set a threshold, the user came, there is no power, this is to learn Shi Yuzhu's journey, must follow the user's needs and habits.

3, the prize set to try to include the website products, on the one hand can reduce the bonus pressure, on the other hand can be connected to the user website product understanding.

4, to take into account some of the characteristics of the industry, such as a double color network is a lottery industry website, lottery Lotto is used to draw the way, then we also want to combine this feature, let users draw good luck, to reduce their participation in the activities of the unfamiliar feeling.

Finally, to do activities do not require this activity more dazzling, more avantgarde, more creative, the most important thing is to be realistic, consider the needs of users, only for users to consider, to meet their habits and needs, in order to achieve mutual win situation, is a good activity. It is not easy to do a good activity, everyone a lot of effort oh.