Pinduoduo event operation analysis!

On the eve of Double Eleven, Pinduoduo launched a wave of simple and crude red envelope activities to attract people, which tempted many people to join the "Pinduoduo flyer distribution team", helped it attract a lot of new users, and activated many old users by the way. The activity is still going on, but it has entered the long tail stage.

The reason why it is called the "Pinduoduo Flyer Distribution Team" is because of a small scenario. One day when I was walking and just finished pasting its support link on WeChat, I looked up and happened to catch a flyer. I was shocked! Participating in this activity seems to be similar to handing out flyers, and the money earned is about the same. Moreover, if you calculate carefully, it is hard to say which one makes more money. When I was a student, I worked part-time distributing flyers. It usually took me one or two hours to finish a flyer and I could earn about 80 to 100 yuan each time.

Although Pinduoduo has moved this action online, you still have to care about other people's actions after sending it. The difficulty does not seem to be much smaller, and the quantity is not much smaller. It seems to be an easy thing in terms of time, but it is actually quite time-consuming, and the final amount received is only one or two hundred yuan. They look similar, don’t they?

Complaints aside, sending red envelopes to people as a way to attract new users and activate online activities is simple, direct and effective, and is a must-have for all APPs. This time, Pinduoduo has done a much better job. Many details are worth pondering and learning, which is very characteristic of Pinduoduo.

Personally, I think that the most difficult things to learn from when running an event and the things that have the greatest impact on success or failure are the details. Pinduoduo’s excellence this time also lies in the details. For a seemingly very simple event, I actually summarized 6 details that can be learned (it must not be because I am too inexperienced…)

First sort out the user experience process, and you can find the first detail

Detail 1: Single path

The clearer the instructions we receive, the less we have to think and the easier it is to follow them. I have seen many places emphasizing the importance of a single path, but most of them fail to do so. This time, Pinduoduo basically achieved a completely straight line.

The difference and importance of this detail can be better felt by making a comparison. In the key sharing process of the event, the decision that Pinduoduo asked us to make was "whether to invite or not", while many other decisions we made were "who to invite through which channel". Taking Weishi as an example, the first of these two decisions is obviously easier.

This is somewhat contrary to the routine in sales, where asking you which one you want is often more successful than asking you whether you want to come. But there is a big difference between this kind of activity and sales. The decision about "which one" in sales will correspond to different costs and results, and the salesperson will tell you or even guide you about the decision factors. They have a bunch of ways to reduce the difficulty of your decision-making.

However, the results of the decisions regarding "which channel" or "which friend" in the event are basically the same. The costs and decision-making factors are different, and you need to think about them yourself. It's like seeing something you can buy or not, and you're not very interested in it. There are still many choices, and there's no shopping guide. In this case, if your interest is not up to a certain level, we won't make it too hard on ourselves and will choose to walk away without buying.

Back to the path analysis, when we choose to invite, Pinduoduo's guidance is also direct. It directly jumps to the WeChat chat list and tells us that we can paste the password. Compared with thinking about who to invite on the event page, there is more information to refer to when thinking in the chat list. The chat list scene is a scene that helps us think about "who to invite" more than the event page.

In addition, since most of the social relationships of Pinduoduo's user base are on WeChat, eliminating the question of "which channel to share on" really saves us effort and helps Pinduoduo increase conversion rates.

Although the role of a single path cannot be ignored, its role cannot be played out if we are not interested enough in the activity itself. So a single path is more like an accelerator and requires a subject to be useful. Our interest in the event is this subject, and Pinduoduo has also put a lot of effort into the details when creating this subject.

Detail 2: The setting of activity rewards is attractive and credible

The setting of rewards is basically the core of the activity. After all, we participate in activities either for the process to be interesting or for the results to be satisfactory. But if we want to make it attractive and credible at the same time, we have to rely on the support of details.

Let’s talk about temptation first. Temptation is strongly related to our expectations. Making a reward look enticing and keeping it enticing can increase conversion and advocacy rates.

How does Pinduoduo manage to be so attractive? First of all, we need to know what our expectations are for event rewards. After being educated by the market, our expectations for the rewards of an activity have increased from just having a piece of cake to not only having a piece of cake fall from the sky, but also having it be extremely big or have a 99% chance of hitting us.

After realizing this, Pinduoduo's initial reward is a red envelope of nearly 100/200 yuan, and it will hit you 100% when it comes. It’s very tempting, but if you want to withdraw cash, you need to keep recruiting people to make up the number. It is obviously unrealistic to keep this process tempting all the time, so its approach is to tempt people first and then irritate them, making full use of our control over expectations and input costs.

It starts with a few dollars per person, then the amount of money required to attract new users is large, and finally, when you have attracted enough people, you will start to only pay 1 cent per person. At this point, no matter whether you leave or stay, the money is earned by Pinduoduo.

As for credibility, although everyone has high expectations, they are all smart people. This leads to everyone being very conflicted, wanting to be hit by a pie while doubting the authenticity of the pie. Pinduoduo did two things to make us believe that the red envelopes were real and obtainable:

• One is to convey positive information, including the initial amount and the reward are very close, WeChat payment reminder, and the amount of money sent.
• Another thing is constant hints, such as sharing posters after getting the reward, or notifying you after your friends you helped got the reward. These hints make us believe while constantly saying "you can do it too", which becomes a strong stimulus.

Once the paths and rewards are completed, the basic activity is complete, and the remaining details are additional points based on these two major items.

Detail 3: Time limit to promote action

Appropriate time limits can help us make clearer judgments about our investments and increase the sense of urgency, thus motivating us to take action. Compared with several days of activity time, 24 hours is an effective judgment information to help us measure our investment, and it is also a lower-cost investment.

For those of us who joined the event for the first time, watching the time decreasing by seconds, we thought that once the time limit was up, the cash would also become invalid, which would create a sense of loss of money, and thus accelerated our decision to forward the message. For those who succeed once, they can repeat the cycle over and over again, and the accumulated rewards are more attractive than the ranking list. For those who have failed, there are many opportunities to start over.

Detail 4: Closer relationships between copywriters

Copywriting has always been Pinduoduo's feature and advantage. The copywriting in this event also continued the feature, that is, writing copywriting in the same way as talking with friends. Feel it:

• Title: Receive 100 yuan in cash by WeChat transfer (does it sound like daily settlement, 100 yuan a day)
• Help success: Thank you for helping me, I will give you some cash
• Share the title of the poster that successfully received the money: Thank you everyone, I have successfully received the cash
• Password copy (part): Please help me, love you

However, copywriting is a big topic, so I won’t go into details here. In addition, we can only say that Pinduoduo’s copywriting style is an effective one, but it may not be suitable for every APP or activity.

Detail 5: Rules and restrictions to prevent fraud

For the platform, users who only provide assistance without recruiting others will only have input but no output after reaching a certain critical point, so Pinduoduo must limit the number of times people provide assistance, one reason is to prevent people from being fleeced. If there is no limit, if one person creates 10 groups of 500 people, he or she can basically fleece Pinduoduo. In addition, there is a rule that people who provide assistance can also receive red envelopes, which encourages those who only provide assistance to receive red envelopes that are closer to the withdrawal amount during the process of assistance, and under temptation, they join the army of recruiting people.

Detail 6: Social bonus, secondary dissemination

For activities that rely on social media communication, it is necessary to carry out secondary operations in terms of communication, but how to do it needs to be explored and remains to be discovered.

This time, Pinduoduo used an old method to conduct secondary operations on the content, packaging password codes with topical or story-rich stories to accelerate dissemination.

Password dissemination is an important link and is very worthy of secondary operation. The result of content packaging is to give another option to those who are unwilling to forward the original password, and to activate again those who have already forwarded the original password. Something with small cost and big benefit.

Phew, I finally finished my long-winded talk. This is my first analytical article. The original intention of writing this topic has been mentioned in the previous article. Personally, I believe that event operation is a matter of details determining success or failure.

The gameplay and form are relatively easy to "learn from", but the details can easily become something that "the eyes remember but the brain doesn't, and the brain remembers but the hands don't". Therefore, even the smallest details are worth thinking about carefully, worth thinking about together, and worth thinking about repeatedly.

Author: Balloon

Source: Balloon