User fission strategy: 10 methods of “using old customers to bring in new customers”!

Advertising traffic is too expensive? SEM prices have also increased? So what I’m going to share today is how to “bring new customers to old customers” by making good use of existing users through social channels .

Today, I will tell you how to increase product traffic through 10 specific methods.

The first way to play: Invite with courtesy

How to play:

An old user invites his friends to register your product, and then both the old user and his friends receive rewards. This is the core gameplay of the polite invitation.

· Upgrade gameplay:

Based on this gameplay, the incentive for sharing can be increased by making some adjustments to the rewards.

For example, the common way to play is to invite friends to register, and both parties will receive 20 yuan. Then old users will get 20 yuan for every invitation. If you invite 3 people, you will get 60 yuan. But if the reward is made into a tiered system, for example, the reward for inviting the first person is 20 yuan, the reward for the second person is 21 yuan, and the reward for the third person is 22 yuan. So inviting 3 people would cost 63 yuan.

Monetary incentives are significantly stronger than normal. Of course, this also requires companies to make reasonable adjustments based on their own budgets. It can be said that all big companies are playing this game.

· suggestion:

In the invitation-reward system, both new and old users must be rewarded. Even if the rewards for new and old users are different, you should never reward only old users or only new users.

Because only old users are rewarded, the sharing ratio of old users will be reduced. For example, if you bring a user to register for an APP, you will be rewarded with 20 yuan, but the friend you brought will not get any reward. Would you feel pressured if you let your friends know? Would they think you were taking advantage of your friends?

Similarly, it is not enough to only reward new users, as old users will have no motivation at all. Therefore, it is recommended to reward both new and old users.

· refer to:

You can pay attention to Mobike ’s half-year card, which has a tiered invitation and gift incentive system.

The second way to play: fission red envelope

How to play:

Let’s send red envelopes in WeChat groups . Everyone is very clear about the red envelopes in WeChat groups. Everyone scrambles for them together, and there is a limit on the number. The gameplay of fission red envelopes is borrowed from WeChat group red envelopes.

The product sends a big red envelope to the user. After the user shares the red envelope on WeChat Moments or in a group, he or she can click in to claim his or her share of the reward. Because the number of people who can receive the red envelope is limited, the old user’s friends can also receive the red envelope through Moments or groups. In order to increase the fun of fission red envelopes, you can learn about WeChat group red envelopes. After all users have received the red envelopes, you can try your best.

· suggestion:

If it is an APP product. Borrowing our previous practical methods, generally, after old users share the red envelopes, new users can enter their own mobile phone numbers to receive them, then download the APP, register and log in using the mobile phone number, and the red envelope will be directly in the account.

· refer to:

Meituan Takeaway

The third gameplay: stored value fission

How to play:

This gameplay is suitable for products with stored value functions, such as e-commerce platforms, online education platforms, etc. The way to play is this, I recharged 100 yuan myself. But I can invite a friend to register and use the product. He doesn’t need to recharge and can directly use the money in my account to make purchases. Currently, the family account promoted by Taobao is based on this kind of value-added fission gameplay. This approach is more suitable for products that already have a good user base.

· refer to:

Taobao

The fourth way to play: share benefits

How to play:

This gameplay is suitable for platforms that provide virtual products or some platforms that provide services. For example, an online education company, an online K12 product we previously served, provided paid online courses. But some courses have a function called share and listen for free. When users share this course, they can listen to it for free. Therefore, changing from paid to free can effectively motivate users to share.

· suggestion:

Not all courses are available for free listening. Instead, we share several popular courses for free. Through hot-selling products, old customers can bring in new customers .

The fifth way to play: group play

How to play:

This isn’t a new way of playing though. But isn’t this how Pinduoduo developed? The specific way to play is that someone starts a group and can buy an item at the group purchase price, and the users share this group, so that more people join the group, and finally everyone can buy the product at the group purchase price.

· Upgrade gameplay:

From the perspective of operational indicators, group buying is actually a very flexible activity. It can be aimed at attracting new customers or at converting paid customers. Let me explain here.

How to play for the purpose of drainage:

For example, the original price of a product is 100 yuan, and if three people join together, the group purchase price is 70 yuan. At this time, the group leader can share it on social channels to form a group, which can bring in 2 traffic.

How to play for paid conversion purposes:

This gameplay, in fact, looks like a group purchase on the surface, but in reality it is not a group purchase at all. It just creates a feeling of being a good deal for users. For example, when you enter the product page, the original price is 100 yuan, and if three people join together, the group purchase price is 70 yuan. Then there are a bunch of groups with 2 items missing 1 on the product page. You just click on it and pay 70 yuan directly. (Don’t ask me how to implement this. 2 missing 1 is fake data. Ask the programmer in your company. It will take only a few minutes.)

The sixth way to play: card collection marketing

How to play:

When the user completes a task, such as completing a payment, a card will be given to the user. When you collect several cards, you can get certain rewards. The common way to play this card collection is to collect the five blessings on Alipay . Collect all the cards and share the prize money. During the card collection process, users will share and exchange cards, thus increasing the frequency of sharing among users. However, the way Alipay works may not be suitable for most companies. After all, there are not many companies that can reward users with bonuses of hundreds of millions. The one below is a card collection activity for a charging APP. You can get a 500 yuan JD card by taking advantage of it.

· Upgrade gameplay:

Let’s optimize this gameplay. We previously did a World Cup card collection marketing case for a client we served, which was as follows:

Ladder Rule

· Log in to the APP every day and sign in to get a star card. Collect 3 different stars and you will get a coupon for the platform;

· Collect 5 cards to get exclusive World Cup customized products for free, but the quantity is limited and will be given away while stocks last, so you should collect 5 cards as soon as possible. If you collect 5 cards and the limited products are all distributed, you will get nothing. Of course, if you get nothing with 5 cards, you can choose to get the discount for 3 cards, or work hard to get 7 cards and get 7 rewards;

· Collect 7 cards to participate in the lucky draw for a World Cup gift package: a World Cup ticket plus round-trip airfare to Russia and a hotel.

Additional Rules

During this process, users can get an extra star card by sharing on WeChat every day. You can also exchange star cards with your friends.

Therefore, this case of card collection marketing first saves the company's budget and does not require an investment of hundreds of millions. Once again, the tiered rewards also effectively encourage users to share.

The seventh way to play: distribution

How to play:

The gameplay is very simple and crude. Give users a poster with a QR code and ask them to invite friends to register for a product or pay for a product. The user's income can be accumulated over time. But there is a prerequisite, this gameplay usually takes place in the WeChat environment.

Note:

This type of activity is very crude, but it is easy to be blocked.

Therefore, I can only do one-level distribution, that is, I share it with my friends, and my friends share it again and it has nothing to do with me.

· Secondly, when sharing a poster on WeChat Moments, the copy should not explicitly mention that sharing will earn you a reward. This will be regarded as inducing sharing by WeChat and will be blocked.

How to avoid being blocked:

The poster should just be conscientious and have no copy that can induce people to share. When the user posts this to their friends circle or group, they can type in an additional explanation of the simple and crude distribution reward.

The eighth way to play: check-in marketing

How to play:

This activity can stimulate users to share and increase user stickiness. You often see posters like "I have persisted in learning English for x number of days" in the circle of friends. Some of my friends in my circle of friends post this every day. Therefore, it is better to use check-in marketing, give the user a poster, and help the user tell his friends that he is a hardworking person, then the user will bring traffic rewards to you.

Gameplay Analysis:

This gameplay has both advantages and disadvantages.

profit:

1. There is no need to conduct various sharing rewards, so the budget for this activity is 0 for the enterprise.

2. It can provide continuous exposure to the brand

Disadvantages:

When the purpose is to attract new customers by attracting old customers, the effect is relatively slow. It can be considered as “Buddhist way of attracting new customers ”.

Therefore, when the company's operating goal is brand exposure, user stickiness is the main focus, and traffic diversion is secondary, this approach can be considered.

The ninth gameplay: Gamification Medal

How to play:

This activity is similar to check-in marketing, which is to give users a poster and ask them to post it on their Moments. This activity is to generate a badge for users and let them post it on their Moments. It is somewhat similar to the bronze and platinum levels of Honor of Kings. For example, there are some paid knowledge products that give users different levels of degree medals based on their learning time or number of comments. This badge is also a great incentive for users to share.

· refer to:

get

The tenth way to play: personal poster marketing

How to play:

This method does not require any material rewards, but it is not the Buddhist way of attracting new customers through check-in marketing. Users will share completely spontaneously, and it is especially easy to go viral on WeChat Moments , which allows the brand to receive a lot of exposure and obtain good traffic. In fact, you can often see this kind of gameplay in everyone’s circle of friends: I am someone in a certain movie , I protect certain wild animals, and I am such and such a person. The most popular one was the left and right brain test that went viral on WeChat Moments two years ago or last year. Everyone was doing this.

Case analysis:

Here I would like to share an event that was popular on my WeChat Moments before. If you are not from Guangdong, this event might not have been popular on your WeChat Moments because it is held at Guangzhou Chimelong Safari Park.

You can pay special attention to the copy, which is praising the user.

The gameplay is very simple, the routine is summarized as follows:

· First, take advantage of a hot topic, such as the recent World Cup, and I am someone in the World Cup.

Secondly, let users answer some super simple multiple-choice questions, such as which position do you like to play, which team do you support, etc.

· Finally, generate a poster with the text “I am someone from the World Cup” written on it. Then remember to add a sentence to praise the user through the poster text.

It’s that simple. All the posters that go viral on WeChat Moments are praising the users themselves. For example, there are two posters, one says "I am stupid, I am ugly"; the other says "The test shows that my IQ is enough to win the Nobel Prize in 10 years." Which one would you rather share?

Why is this activity so shareable? Because if a user posts in his circle of friends that he has a high IQ and wants to win the Nobel Prize, he will be scolded. But if you use your product to praise users for being such a person, users will naturally be willing to share.

· suggestion:

1. It is better to let users fill in multiple-choice questions. Try not to let users fill in open-ended questions, as the cost for users will be higher. At the same time, some brands use this activity to collect user data. Therefore, it is recommended that the questions be made into multiple-choice questions, which can avoid collecting data and reduce the risk of the activity.

2. How to generate answers for users after completing the multiple-choice questions? Is there any algorithm? No, it is enough to list a few multiple-choice questions in the activity and then prepare no more than 10 words to praise the users. Then random. No user will argue about the accuracy of your test; it’s just for entertainment, and it’s OK as long as you make the users happy.

Author: Qi Jie , authorized to publish by Qinggua Media.

Source : 2 Minute Marketing