What is the key to an online event that engages users?

Recently, the performance is poor, we are going to engage in activities, this is the mantra of many bosses, engaging in activities, generally the performance will be improved, but the cost of activities has always been a headache for the boss. If you spend 200 yuan to successfully run an activity of 2,000, then this kind of activity is considered a successful activity. In many cases, we reach direct paying users, but it is difficult for us to reach the friends around the customer, and now that the traffic is getting more and more expensive, the distribution fission can save our advertising costs.

Many people, feel that they are suitable for their own things, rarely will take the initiative to share with friends, even if they share, but also share with a few close friends at most, this is not enough motivation to share, if you give him money, he will be more willing to share, this is interest-driven, let customers who agree with your products give you publicity, he can also get money, the use of distribution model, will definitely be able to stimulate the motivation of users to share to a greater extent.

Let's take an online book review event we did recently as an example to talk about how to make the event more attractive. More than 10,000 people participated on the first day of the event, which produced nearly 3,000 high-quality book reviews, and the number of participants is gradually increasing. Whether an event works well or not depends on how attractive the event is to users.

Many friends who do activity operations lament that it is becoming more and more difficult for users to be satisfied, and they are embarrassed to do activities without sending a few iPhones and iPads. In fact, this makes the attraction of an event too simple. Prizes are certainly attraction, but they are not the whole story of the event's attraction, or even the key to the event's attraction.

Prizes are the most direct attraction of the event, and it is important whether they are rich or not, and the method of setting them is also important. Be sincere. It can be selected by the user himself, rather than being randomly issued.

Be valuable. It can't be something like chicken ribs. There should also be levels, such as first, second and third prizes.

An event, if your ** amount is not enough, then no matter how good the content is, it is very important to do a good job in channel distribution, this is a test of the company's resources, we must pay attention to the warm-up of the event, and do not easily launch the event before it is not ready.

Doing activities is to find the right people to participate, if you are a mutual fund platform, your user portrait should be an investor, but the user analysis is wrong, and you find a group of wool parties, it will be very embarrassing, we can analyze the target users through various channels and tools, and then get a specific user portrait.

To do anything, we need to formulate a goal plan, with a goal, we can have a direction to execute, generally do activities, operation of this piece, nothing more than for fan data, APP volume, or directly sell products, we must be clear goals, goals are different, and the specific implementation is separated by thousands of mountains and rivers.

We have to package our products according to the user's psychology, which is a gimmick in layman's terms: it can also be said that endorsement, many people who are engaged in Internet knowledge payment, organize an event, and invite many peers to do brand endorsement, which is very strong.

As the number of people engaged, the event page effectively became a miniature community. The high-quality content generated by the early participants will further stimulate the willingness of later users to share.

We hold activities to attract users, so that users can actively participate in our activities to attract new users, promote activity, conversion, retention, etc., so as to achieve product and brand promotion. In recent years, with the emergence of a variety of forms and types of activities in the market, many users and consumers have become stranger and have no novelty, and the attraction to them is relatively small. However, there are still some activity modes that have been attracting users in the process of long-term operation and answering holes, and have an enduring effect, so let's take a look at them.

1) Fun games: Add fun games to the activity or insert activities in the game, which can help casual users pass the time. For example, our common game games**, sharing to get gold coins, physical strength, etc. can attract users to share. Interesting game activities can achieve the user's **, so as to achieve a large number of attention, many game applets are borrowed from this model to publicize, get the user's conversion.

2) **Activity** The activity is to take advantage of the luck psychology of users, and everyone expects that they can win the lottery. In WeChat, our common marketing methods include WeChat***reply**, Circle of Friends likes and awards, ***comment likes and other activities, these ** models have achieved good results in the activities, and are also favored by the majority of users and consumers. (3) Vouchers, red envelope subsidy vouchers, and red envelope subsidies are directly linked to the interests of users, which can quickly attract many users to participate, and they are often linked to life service activities.

But this kind of activity can't be too much, if too much will hurt those users and potential users who have a real willingness to spend, if it takes a long time to cause the loss of brand image, so this type of activity is good to do once in a while. For example, our common Meituan and Didi have this kind of activity, which is very useful for both new users and recalling old users.

4) Discount**Discount**The use of discount** in the shopping mall is relatively large, which can attract users simply and directly. In the process of product sales, the merchant promises to give users certain benefits or discounts to allow users to purchase goods. Among them, the more famous is the discount activity of Double 11, which has attracted a lot of attention.

The above four activity modes are flexibly and widely used in different activity scenarios, and have also achieved good results. If you are still not sure what mode to use to promote the event, you may wish to try these activity modes and continue to use the old model on the basis of innovation. Come and choose, create voting activities for free, quickly generate voting activity pages, massive templates, stable and smooth cluster servers:

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The activities of the restaurant should be combined with your specific situation, mainly depending on your location and what kind of consumer groups are around.

For example, if you are in a commercial area, most of the people who come to dine are passing customers and staff of various shops, you can choose to send free soup, so that they can enjoy a warmth while shopping, and give guests a sense of intimacy;

If you are in a residential area, most of the people who come to eat are surrounding families, you can combine different festivals to organize activities, so that they feel as if they are eating at home and give them a sense of home;

In the vicinity of the school.

In the vicinity of the agency unit.

In a word, "people-oriented, flexible".