He gained 330,000 followers in one event, and used these 3 secrets to make his circle of friends explode!
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As we all know, online activities, especially online promotional activities, are still one of the most cost-effective promotion methods for start-ups. A truly excellent online promotion activity can bring great exposure and traffic to our products. However, despite the fact that there are countless events going online every day. But there are very few that can really set off a fire in our circle of friends.
Not long ago, Tencent released a report stating that only 3.75% of H5 applications will be opened. Why is it that among so many activities, less than one-tenth can stand out? Today I would like to share with you some of my thoughts.
I once did a case that was quite effective, which was an activity called 360 Children's TV looking for a spokesperson. I did this activity in June 2015. In the end, the number of fans of the official account increased by 330,000, and the PV reached 20 million, which is a good result.
One event increased 330,000 fans, there are 3 secrets
At the same time, most of our prize sponsorships, including online traffic, were replaced through BD. In other words, we achieved good results at a very low cost. Why were we able to do this activity well? I have summarized 3 tips. 1. Construction fission becomes propagation. 2. Deeply optimize the ranking list. 3. Plant the detonation point. ▌Fission Propagation What is fission-like propagation? When we launch an activity and users participate in it, they find that they can gain benefits by sharing the activity, so they will share it.
His friends in his circle of friends saw his sharing and joined in. They also thought it was good and shared it again in their circle of friends or WeChat groups . Over and over again, one person becomes two people, two people become four people, and the chain of activity transmission grows exponentially, which is called fission-like transmission.
At the end of 2014, I organized an event called the Cute Baby Battle Event. That event pioneered the cute baby voting model and gained 50,000 followers within a week. It was a fission-type communication activity. Every mother wants her child to be famous and become a star.
So mothers will encourage people around them to vote for their children. We seized on this mentality of parents and planned a fission-like communication campaign.
▌In-depth optimization of rankings
The picture above is a ranking list we made for the event at that time. As long as the user votes successfully, such an interface will be automatically generated. It will show the current ranking of the person the user voted for and how many votes he/she lacks from the previous one.
What are the benefits of doing this? Our ranking list only shows the votes for the top 60, because the top 60 will receive our grand prize. In order to ensure the fairness of the grand prize, the votes will not be displayed afterwards.
Why do this? For example, when you enter an event, this event uses the conventional ranking method, that is, everyone can see their ranking or how many votes they have. You find that you have just entered and there are more than 10,000 votes, you only have one vote, and the first place already has more than 20,000 votes. What will you do at this time? Your first reaction would definitely be to quit immediately. I am so far away from the first place, what is the point of continuing to play?
However, if you use our ranking mechanism, you cannot see your ranking at the beginning, and you don’t know how many votes you have away from the first place. You only know how many votes you have away from the previous place. If you vote at this time, you will find that one vote can help you move up a lot. At this time, if you can canvass for votes seriously, you can quickly improve your ranking, which will increase user participation enthusiasm, attract more people to join, and reduce the churn rate.
▌Bury the trigger point If an activity does not have a good trigger point, it will be difficult to become popular no matter how good the prizes are or how good the activity format is. Generally speaking, a successful product has 1-2 trigger points.
Let’s take the cute baby voting activity just now as an example. Our theme is 360 Children's TV's campaign to find a spokesperson. In order to allow more people to participate. We cast some of the most popular child stars in it.
This will give parents the feeling that they are competing with a certain child star and that their children are no worse than child stars, which will give them more motivation to participate in the event. This tipping point helped us attract more influential parents to attend the event. When influential parents come to our events, their enthusiasm and energy for canvassing for votes are enormous. How to plan a successful event? There are 5 steps
What steps should a complete event planning program be divided into?
1. Event product design 2. Resource integration and negotiation 3. Communication path planning 4. Channel operation 5. Data monitoring and review
▌Activity product design We need to polish an activity as if it were a product. We need to think about every detail and why we should do this. What does each page jump look like? Why should we add a button here, and why is the copy better written like this? We need to carefully polish the entire activity.
▌Integrate resources for negotiation It is difficult for us to launch an activity on our own. We also need more BD resources to help us spread better. Many times, we can adopt the method of resource exchange, allowing partners to provide prizes or better promote activities, so that everyone can win.
▌Communication Path Planning Most of the activities that companies do are not just for one purpose. Many activities are for the overall communication plan, and the activities are just one part of it. We must make a good overall communication path plan.
▌Channel Operation We need to choose better channels, better user groups, and better partners to help us promote our activities. At the same time, after the event is underway, we must also do a good job in event operations and user operations , retain as many users as possible and reduce churn, and detonate the trigger points we have set, etc.
▌Data monitoring and review This is something that many companies, especially startups, rarely do. They will not analyze why an H5 may be popular this time and not that time, or what effect will be achieved after adjusting the copy.
All activities need to be reviewed, including whether there are any problems with the overall logic and communication path. Only through constant review can we have better experience to carry out the next activity, rather than just completing one activity and calling it a day.
The activities that go viral on WeChat Moments all have these 9 characteristics
Today we will focus on the first step, event product design. What does an event product that will take the circle of friends by storm look like? I have summarized that most of the activities that can detonate the circle of friends have the following characteristics:
1. Mission 2. Quick access 3. Customization 4. Timely feedback 5. Unknown novelty 6. Development achievements 7. Social links 8. Scarce attributes 9. Greedy possession ▌ Mission
Give me a reason to play with you. Many people should know this picture, it is World of Warcraft. Why do so many people like to play World of Warcraft? I asked a lot of people and they gave me the same reason: we play World of Warcraft because it is different.
What makes it different? Because World of Warcraft is a game with a huge world view, it is not completely fictional like other online games. Many people play World of Warcraft not to level up or get equipment, but in the hope of defeating the Lich King and saving the continent. This gives the user a reason to play the game because he has a deep sense of mission.
When we are making games or mobile products, it is impossible for us to create such a huge worldview. As we all know, for a mobile game, the time a user stays on it generally does not exceed 1 minute. Within this 1 minute, it is impossible for us to convey too much information to the user. How can we achieve mission fulfillment? It is to give users a reason to play with you, a reason to participate in the game.
We have previously organized an activity called Saving Naughty Kids. Save the Bear Kids is an H5 game. The background of the story is that a child leaves school early, and when he goes out to play, he finds himself lost and encounters bad guys. We have to save this naughty child, and we may use many skills. For example, if we have an SOS alarm, our parents will come over to defeat the bad guys, or it can be precisely located. Through this game, some functions of the 360 watch are demonstrated.
Why are users willing to play this game? It was to save the naughty kid, out of a sense of justice. When we make an H5 game, we must give users a background and a reason to play it. This is very important.
▌Quick entry Many people say that this is an era of fragmentation, but I think that this is basically an era of dustification and people have no patience. None of us is too lazy to read even a thousand-word article. Under such a huge information impact, we no longer have the energy to distinguish what is useful and what is useless.
Therefore, an H5 game must allow users to enter and participate quickly, abandoning all complicated processes.
How will the user reach rate change when we switch pages? From the first to the second picture, we found that its reach rate dropped to 83.7%. From the second to the third picture, we found that its reach rate dropped directly to 60.6%. The first person who comes in will definitely click and open the game. By the second picture, which only asked a multiple-choice question, its user reach rate dropped to 20%.
So we must figure out, when making H5 applications, is it necessary to do it for every page? Does every line of copy have to be known to the user? You need to keep it simple and tell users the most important content so that they can understand at first sight what they can get by playing this game. This will reduce the game's attrition rate.
▌ Create quality We found that many manufacturers have begun to do customized production. Why? Because they found that people born in the 1980s and 1990s don’t like using the same things as others, they need personalized labels. They wanted me to use something that was my own.
A typical case is the Valentine’s Day marriage certificate that went viral during the Chinese New Year. Why are they so popular? First of all, on Valentine's Day, it is a very appropriate behavior for many people to get their marriage certificates. When you share this thing, many people will think it is true. Why would people want to share it? The most important reason is that this page has your name on it, which means that everyone’s page is different, and the marriage certificate generated by each person belongs to you. It is unique and created by yourself, not something that everyone has.
▌Prompt feedback Satisfaction comes from getting something at a glance. I can explain this to you with two examples. The first one is reading. The second is games. Why are there so few people who can read more than 10 books in a year, while many people like to play games and even become addicted to them?
Because reading is an action that delays gratification, while playing games is an action that brings immediate gratification. Why do you say that? When we find that after we finish reading a book, it is impossible for us to immediately gain money, fame, or even power through the act of reading. But the game is different. The game is about you fighting a monster. I can clearly know that after I defeat the monster, I can get experience, money, and even equipment. When my experience reaches a certain level, my level will be upgraded. When I have enough money, I can buy something better. That’s the power of instant feedback.
Talk about the application of timely feedback in activities. Let me give you a very typical case. 360’s financial platform once held an event. Participating users will have their own exclusive link. As long as you share the link and your friends click on it for you, you can get an interest rate increase. What does an interest rate increase mean? Raising interest rates means getting money, real cash benefits. Every day I only need to send this link to my circle of friends and WeChat group, and ask other friends to click on it for me. I can get a lot of extra interest every day. Why shouldn’t I do it?
For users, I can get limited-time benefits and interest rate increases every day. For the platform, as long as I pay a very low cost, I can let more people share my game interface and let more people know me. Why not?
▌Unknown and novel Curiosity brings excitement and fun to humans. Most people want to try more delicious food and go to more unknown places. Why? Because they want to know what the things I have never eaten taste like, and what the customs and culture are like in places I have never been to. What is the culture like? They all like to explore unknown and new things.
How can we apply this user curiosity to H5? For example, the common lucky wheel game. Every time you click on the lottery, you don’t know what prize you will win. But the action of clicking on the lottery is very simple. The act of lottery is to hope that you can gamble for a high-cost thing through a low-cost operation. Every time I click, I don’t know what I will win, which gives everyone a gambling mentality. Therefore, activities such as roulette and scratch cards are still very popular. Although they are old-fashioned, they are indeed very useful.
▌Development Achievements Achieving success is the driving force of human progress, and people always yearn for excellence. In games, we can use leaderboards, progress bars, and achievement symbols to reflect users' achievements.
Leaderboards are widely used in all of our products. If I want to stimulate users to share continuously, or stimulate users to attract new users, etc., you can make a ranking list. Everyone has a competitive spirit. Why can he get first place while I can only get second place?
Let’s talk about the progress bar. The progress bar means that you need to tell the user what step he is at now and let him know what your entire growth path is? What is the process of the whole activity? This way he will have more goals and a better sense of direction in the game.
A symbol of achievement means that what we give him is not only a prize, but also a spiritual reward. Many games will give users a badge as soon as they come in, but is it really useful? People always disdain things that they get very easily, but cherish a hundred times more things that they get after untold hardships. This is also human nature. So if you give people countless medals, your medals will be worthless. You should set the conditions for obtaining medals, for example, users can get a medal if they can contribute to attracting new users to your app or official account, etc.
▌ Social Links We are all being influenced, especially within our circle of acquaintances.
Take women as an example. If women go out shopping alone, 80% of them are unable to buy clothes by themselves. I looked at this and that, but found that I didn't buy anything at the end of the day. But you will find that if you bring your bestie or a friend to help you buy things, you will generally gain a lot that day. Why? When there are few people, people tend to trust those around them. We usually adopt the opinions they give us.
At the same time, if you are buying digital products now, there is no one around you who knows about it. You may go to 3C websites such as JD.com or Taobao. Many of us may look at the sales rankings to see what everyone is buying. Which one do you tend to buy? If a lot of people buy this product, then it shouldn’t be bad. I don’t understand it anyway, so I’ll just follow the crowd.
What does the application look like in an activity or game? One of the most commonly used methods is social wealth. Take Uber as an example. Uber has made such a setting on its APP.
If you share my referral code with other people, and they register using this code, I will get a discounted ride worth 30 yuan together with them. What does this mean for social wealth? When I share something, it benefits others and me too.
▌Scarce attributes Spring Festival train tickets are something we both love and hate, because we all have to go home during the Spring Festival, but Spring Festival train tickets are a scarce commodity that is always hard to get. So you will find that there are a lot of scalpers selling train tickets at the train station. Why? Because it is a scarce thing.
How is scarcity used in activities or games?
First of all, there is a limited number of prizes. You can’t not classify the prize categories, and you can’t give the first prize to 100 million people. First, the cost is unbearable. Second, if you do this, everyone will win a prize, and your game will be useless.
Another is the countdown and limited event time. We are doing an activity where users must complete the specified tasks within a limited time to receive corresponding rewards.
▌Greedy Possessiveness Most people want more things: money, power, fame and profit. Everyone is greedy.
How do we apply it in the game?
The main thing is to set up prizes in the activities. Including physical prizes and virtual prizes. Physical prizes are those that you can get in your hands or have directly deposited into your account, and you can use them directly in the future. Virtual prizes refer to spiritual rewards, such as titles, privileges, etc. This won't be useful in the short term, but you can show off to your friends.
Many people may have heard of these 9 characteristics. But how many people can actually apply it? Finally, let’s review a classic case
Finally, I will talk about a case to illustrate how these nine characteristics are specifically applied.
The picture above shows how the nine major features are applied in the four stages of the game. The four stages of the game are meeting, understanding, sharing and leaving.
First sight means the first time I saw this game on WeChat Moments or in a group, the first time I knew about it.
Understand means that I clicked on it and took a detailed look at the game interface, even the activity prizes and activity rules. After understanding them, I decided whether to really play this game next.
Sharing means that I think the game is really good and I want more people to know about it, so I will share it. There is also a situation where sharing benefits me.
Every H5 application has a life cycle. What we need to do is to make more people stay in it longer.
Let me take the case that I am most familiar with, 360 Children's TV's search for a spokesperson, and share what features I applied at each step in this activity.
▌First meeting stage 1. Quick entry. Our activity is divided into PC and mobile versions, and both PC and mobile versions can participate in the activity very conveniently. The main page directly shows you what form our event takes, what prizes we have, and who is the first place winner now. It's very simple to tell how many votes he has now and who is involved here.
2. Social links. We can join directly through the link shared by others.
3. A sense of mission. Because the theme of our event is 360 Children's TV is looking for a spokesperson. Parents will know that 360 is looking for a spokesperson. My child is amazing and so cute. I want the whole world to know that my child is good and can become a star.
▌Understanding stage 1. Quick entry. When making H5 applications, many people put a lot of information in a form and ask users to fill it out. We all know that if we ask people to answer a multiple-choice question, our attrition rate will be very high. So what about filling-in-the-blank questions? I need to upload photos, write information about the baby, my living address, parents' names, and so much other information. If I put it all on one picture, the loss rate will inevitably increase a lot.
So, I made some optimizations. In the first step, you only need to upload a photo. In the second step, you only need to fill in some information about the baby. In the third step, you only need to fill in your own life information. The content to be filled out is still the same, but the retention rate has increased.
2. Create customization. Every link we share and every picture uploaded are uploaded by you. The link you share will contain your child’s name and the child’s entry declaration. This will make parents feel that participating in this event is very meaningful. I am canvassing votes for my own children rather than helping to build momentum for the event.
3. Scarce attributes. Our prizes are definitely limited, and we divided them into different categories based on the number of people we estimated would participate in the event.
4. Unknown and novel. We have set up a random lucky prize. What is the concept of a random lucky prize? Every activity has a long-tail effect. The people who attend the end of every activity are basically not very enthusiastic about participating. How do we motivate these people? According to the 80/20 rule, the first 20% of people bring 80% of the traffic, but there is a very large long tail behind them. If we can get each of these people in the long tail to post to their Moments once a day, it will be a huge amount of communication energy that will continue to change in quantity.
This is what we did at the time. The first thousand people had a chance to draw the first prize. Everyone found that it was very easy for me to get into the top 1,000. I am already ranked 1,001. I just need to cast one more vote, or canvass for votes again, and I might be in. For users, the cost is very low. In this way, we can mobilize the enthusiasm of some of the long tail groups and allow them to better participate in the activities.
▌Sharing Phase 1. Social attributes. Canvassing for votes and showing off the baby.
2. Provide timely feedback. After voting, you will immediately know how many places and votes you are away from the top.
3. Quick entry. There is no need to enter the event page to search, you can directly enter the number to vote, minimizing the user's participation cost.
▌ Leaving Phase How can we prevent users from leaving?
1. Development achievements. I participated in the campaign to canvass for votes, because I felt I would be at a loss if I didn't. This is the principle of taking advantage of the cost of silence. Why are many people reluctant to come out after becoming addicted to games? Because he knows that I have invested a lot of time, energy and money in the game, and I would feel a great loss if I leave now.
2. Social links. Everyone around me is still participating, it would be embarrassing for me to leave. Since everyone is still participating, I won’t leave either.
3. A sense of mission. We set up the belief that products can make children become stars. Your APP |
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