14 cases, summarizing 6 growth strategies!

I did an activity called " 7-week growth case analysis " on my knowledge planet "Product Daily Thoughts". During this period, I maintained a rhythm of analyzing 2 growth cases every week for 7 consecutive weeks, completed the analysis and study of 14 growth activities, and summarized 6 thoughts and reflections, hoping to share them with you.

The 14 growth cases are:

• Maimai referral bonus activity
• Geek Time Red Packet Expansion Activity
• Krypton Space Free Seat Friends Help
• Mafengwo's 100w red envelope event on May Day
• Chunyu Doctors' charity campaign to refund consultation fees
• Chaos University Lucky Ring Tossing Event
• Leke invites friends to earn time rebate activity
• Himalaya 423 Listening Festival Book List Activity
• iQIYI invites friends to form a team to rush to the top of the list
• Alipay Friends Charging Game
• Daily Youxian Friends Help Withdrawal Activity
• Lao Lu Shi Tang invites friends to send books
• …

It should be additionally explained that these 14 cases were not randomly selected, but rather we tried to pick out one or two different types of growth strategies, in order to ultimately draw some common and characteristic conclusions through comprehensive comparative analysis . I have extracted 6 dimensions from them and would like to share with you what aspects you should think about and pay attention to when creating a high-quality growth campaign. Let’s get straight to the point:

1. Invitation Method

The core of growth and acquisition is invitation. The common invitation methods based on WeChat environment are Moments and Friend Conversations. The two have different scenarios and preset contexts. The specific differences are as follows:

1. Circle of friends . The altruistic factor aims to share benefits and hides the motivation of attracting new customers.
2. Chat dialog box . The selfish factor is to ask for help from others. The motive is obvious, but the altruistic factor is hidden (friends will also receive rebates after helping).

2. Cost Control

The key to whether growth activities can achieve results lies in controlling costs, and there are a lot of restrictions hidden behind this. Of course, the more restrictions there are, the lower the effect will be, and constant weighing is required during actual application. The cost control measures I have summarized are as follows:

1. No cost control required . Rewards are mainly zero marginal cost resources such as e-books
2. Control through time . Set the duration of the activity, after which the activity ends.
3. Control by attracting new members . Set an upper limit on the number of people who meet the conditions to receive rewards, and stop issuing rewards after exceeding the limit.
4. Controlled by rebate cap . Set an upper limit for the total bonus pool, set an upper limit for the total rebate for a single person, and set an upper limit for the rebate for a single person per day.
5. Restrictions on prize usage. For example, cash withdrawal is not allowed, the usage period is limited, the usage categories are limited, the usage limit is limited (for example, a certain amount of payment is required to get a discount), etc.
6. Restricted by exchange mechanism . For example, no matter how much the bonus pool is, it will eventually be exchanged for coupons of a fixed amount; for example, there is a limit on the number of times a single coupon can be exchanged.
7. Controlled by upper limit of assist times . Set an upper limit on the number of friends who can help you and the number of times you can help them. Once this limit is exceeded, rewards will be stopped.

3. Ways to attract new customers

The core processes of most growth strategies are poster fission (corresponding to the context of the circle of friends) and friend assistance (corresponding to the context of the chat dialog box). The specific implementation methods of each process are as follows:

1. Poster fission. Main path: A follows -> A gets a poster -> A shares the poster -> B follows/joins the group (A gets the reward) -> B gets another poster -> ….
2. Friends help you redeem prizes . Main path: A obtains basic rewards -> A invites helpers -> B completes helpers to increase the value of rewards (A redeems rewards) -> B obtains basic rewards again ->…
3. Friends help with the lucky draw . Main path: A obtains basic lottery chances -> A invites helpers -> B completes helpers to increase the lottery chances (A consumes the lottery chances) -> B obtains basic lottery chances again ->…
4. Team up to top the leaderboard and share the rewards . Main path: A forms a team -> A invites someone to join the team -> B joins the team (the number of team members increases, and the bonus is doubled) -> B completes buying cards (the team bonus value increases) -> B completes selling cards (the team bonus value increases) - B forms another team ->...

The fourth type superimposes a distribution mechanism, which is relatively complex and should be used with caution.

4. Acceleration Engine

On the basis of completing the core process, the following methods can make the growth faster , cover a wider range, and achieve the goal in a shorter time:

1. First time reward bonus . By doubling the first-time support reward and other means, we encourage users to take the first step in inviting friends.
2. Critical action bonus . For example, in Chunyu’s charity campaign, after friends complete the support, if they complete a first consultation , they will receive additional charity rewards . For example, in the Alipay charging game, in addition to help from friends, you can also get charging opportunities by completing other payment behaviors.
3. Cumulative bonus bonus . For example, if friends help a certain amount , there will be additional rewards .
4. Friend distribution bonus . After a friend completes the assistance, if he or she completes the order conversion through his or her invitation, there will be additional bonus.

5. Overlapping gameplay

On the basis of completing the core process, the following methods can be used to make users more interested in participating and to jointly promote other businesses for common growth :

1. First draw the lottery and then fission . For example, Geek Time’s red envelope drawing mechanism allows you to draw a basic red envelope first, and then invite friends to help you.
2. First personalize and then fission . For example, Himalaya’s personal book list mechanism customizes the book list based on your historical data, and then invites friends to help you unlock the book list to get rewards.
3. 2 tiers of rewards. For example, you can first get a reward opportunity by providing assistance, and then accumulate multiple reward opportunities to draw the grand prize . For example, Chaos University’s ring-tossing activity and Mafengwo’s treasure chest opening activity.

6. Gameplay Comparison

Different detail strategies , although with the same goal, will lead to differences in user participation , which will result in deviations in the effect . In actual use, it is necessary to make choices based on specific circumstances. The specific differences are as follows:

1. Real-time assistance vs cumulative assistance . Real-time assistance means that you can get bonus rewards if your friends help you, and cumulative assistance means that you can only get rewards if you reach a certain number of assistances. In comparison, real-time support feedback is more timely and gives users more motivation to share.
2. Base Reward vs 0 Base . Basic reward means a default reward amount is given before assistance is provided, but it can be redeemed only after assistance is provided; 0 base means the reward starts from 0, and the reward amount can only be increased after assistance is provided, but it can be directly redeemed after the increase. In comparison, having basic rewards will make users more motivated to share because the expectations are visible.
3. Consumable power vs cumulative power . Consumable assistance means that the reward opportunity obtained after inviting friends to help is consumable , and cumulative assistance means that the rewards for friends' assistance will only continue to accumulate , and you can get the reward directly when it reaches a certain amount. In comparison, consumable assistance can repeatedly stimulate user participation (after consumption, it can also increase reward opportunities by attracting new users) , but there are also more restrictions to consider.

Finally, I would like to summarize some of my personal experiences and insights on these 14 cases:

1. Integrating the reward process into the business will have a stronger conversion effect.

Most entrances to new customer acquisition activities are relatively independent, but if they can be integrated with the business, the effect will be better. For example, in Chunyu Doctor's online consultation, when the payment is completed and the consultation process begins, it will be prompted that the consultation fee can be reduced by participating in the activity . For example, when paying water and electricity bills, Alipay invites friends to collect energy and receive red envelopes for charging fees. For example, after completing an order, Daily Youxian will guide users to share and receive red envelopes.

2. Cost control is extremely important.

This point is emphasized in almost all cases. The specific approach requires comprehensive control of dimensions such as time, number of people, and frequency, otherwise the ROI will easily be uneconomical.

3. Each step of the conversion path is critical and needs to be continuously optimized.

For example, guiding copy, activity rules, button layout, etc. Especially if the registration and login process after sharing is streamlined, the conversion rate can be very high.

The above is what I want to talk about with you today. Of course, my understanding of growth is still superficial. I should gain more after real practice. I hope you who have experience will leave a message to share your experience~

Related reading:

1. User operation: new funnel model for conversion analysis!

2. User operation: How to use B-side operation thinking to increase user growth?

3. Product operation: How to use data analysis to drive product user growth?

4. APP user growth: One model solves 90% of growth problems!

5.How to increase users? Take Pinduoduo and Xiaohongshu as examples

6. Triggering user growth: Is user operation just about attracting new users?

7. User operation: What else can you do to attract new users without fission users?

8. User operation: how can financial products awaken dormant users?

9. User Operation | How to perform user behavior path analysis?

Author: Shen Yue

Source: Internet Reading Notes (ID: pmboxs)