If even paying money doesn’t work, how can we wake up users?
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If you ask me, is there any way to quickly double the value of a product? I will tell you: Start with “old users” and improve user activity (promote activation). Yes, most products have a considerable proportion of "quasi-churn" users, that is, they use the product less frequently than normal. For example, for tool , social , sports, reading, and e-commerce applications, users log in once every few weeks or even once every one or two months. Usually, the cost of attracting new users is several times that of recovering "quasi-lost" users. Many companies do realize the importance of this and have invested budgets and actions to "awaken users." In the early days, any user incentive could produce good results, such as login draws, double points, vouchers, subsidies, etc. Unfortunately, today, these investments often become... "nuisance" text messages (or push notifications that no one pays attention to) in each of our mobile phones. For example, you must be familiar with the following typical ones that I just extracted from my mobile phone: "[XX product] Members enjoy privileges and earn a lot of points. This week is X member day..." "[XX product] X anniversary celebration, all items are as low as 50% off..." "[XX product] Dear XX, you have been credited with a 10 yuan cash voucher..." There are even... "[XX product] Dear user, you have successfully credited 1,000 yuan in silver..." The basic routine is to find a "gimmick" to benefit users, in a nutshell: "material incentives." Even when the incentives are too high, it will attract a large number of "bargain-seeking" users (薅羊毛党), and we have to work hard to prevent such losses. So, what has my open rate been in recent years? "0" I believe that most companies are really "giving up profits" to users. However, as a user, I really don't feel anything... People with some operational experience know that it is becoming increasingly difficult to activate users nowadays... Yes, as an operator , the most painful thing is: trying to please others but getting a cold shoulder, and getting cold shoulder in return for your sincerity. I understand your grievances, but users don’t understand and don’t want to understand. So why does this happen? Can we adopt a completely different approach to solve such problems? 1. Diminishing marginal utility brought about by psychological immunity In order to cope with negative emotions such as "pain, trauma, frustration", humans have evolved a complete set of "psychological immune systems". Although this psychological immune system can protect us from recovering quickly from negative events (the so-called "time heals all pains" is at work), as long as there are two sides to a coin, its negative effects are: It’s also easy for us to become accustomed to “good things” that happen on a regular basis. Let’s recall how we felt when our first salary was deposited into our accounts. It was so sweet… Maybe your salary has increased several times today, but the excitement and joy we felt back then are no longer there. Yes, so the material incentives mentioned above have made users tired after years of bombardment. As the frequency of stimulation increases, the pleasure rewards brought to users also drop sharply. Well, if even “giving money” has no effect, is there any effect that “not spending money” can produce? able. If we think about it a little more deeply, we will sadly realize that the biggest problem with material incentives is precisely: Not treating users as “people”. For example, would you say to your female friend: "Go shopping with me on the weekend and I'll give you a hundred dollars"? Of course, companies don’t intentionally want to ridicule users; they just don’t realize it. This is also the reason why Li Shaojia has always criticized those people who lack creative thinking and blindly follow the trend of subsidies. The great philosopher Aristotle summarized long ago: Man is a social animal. Once people have met their basic material needs for survival, you can't imagine the price they are willing to pay to maintain their "self-esteem" (that is, their own and others' evaluation of themselves) that is unique to being a "human being." This in itself is a huge human need. And it has not been well met. And this is our operator’s efficient weapon to awaken “quasi-churned” users. Since we are social beings, let us start with the most obvious feature of society - "group", and see how to open up a new avenue to awaken users to use our products. btw, the following ideas are also applicable to event planning , marketing , product demand planning, etc. 2. User activation: awakening the user's "in-group" characteristics Let’s think back to what we usually say when we introduce a friend to others? I think any normal person would not introduce it like this: His name is Xiao Ming. He is a male yellow man who has lived for 25 years. He was born at 22.3° north latitude and 114° east longitude. He has advanced intelligence and makes a living by writing software codes. On the contrary, we usually say: This is my friend Xiao Ming, he was born in the 1990s, from Shenzhen, and is a programmer . Let’s pay attention to the words “post-90s”, “my friend”, “Shenzhen people”, and “programmers”. In fact, each of them represents a specific “group”. Yes, when we describe "who I am", we first presuppose the existence of multiple groups, such as nationality, place of origin, gender, school, era, major, occupation, etc. If we don't belong to any "group", we can't even define "who I am". Even the true dragon emperor is no exception. For example, the group to which Emperor Huizong of Song (1082-1135) belonged might be: In other words, each of us belongs to multiple different groups since birth, and we regard people in the same group as "our own people" rather than "strangers." It is not difficult to imagine that people in a particularly close group can usually share each other's "material wealth" (such as a small family group), and at the same time, almost all groups can share certain "spiritual wealth". This is called the theory of social identity. For example, when a friend introduces you to a partner, the other person appreciates the programmer's intelligence and honesty. At this time, you will suddenly be proud of being a "programmer"; For example, before the college entrance examination, the principal will say that your class is the best class he has ever taught. At this time, you will be proud of being a member of "this class of students" (in fact, the principal says this to every class). We have talked so much about the concept of "group", so what use does it have to our operational strategy? It can easily awaken users' sense of collective honor, or to put it more bluntly, it allows users to gain "positive self-evaluation" by sharing the advantages of the in-group. For example, when I was a student, I noticed an interesting phenomenon: At that time, I sat at the same table with the class monitor. After every football match, the head teacher liked to ask the class monitor about the result of the game. As long as we won, the class monitor would say: We won! But if we lost the game, the monitor would answer: They lost... (The monitor was a cheerleader and did not participate in the game) There are many similar "in-group effects", such as the popular jokes on the Internet: Map of China from the perspective of Guangdong people: For example, when returning home during the Spring Festival to reunite with old classmates, everyone will inexplicably feel an inexplicable sense of intimacy with old classmates who are in the same city, even if they were not very familiar with each other during their school days. Or when you are on a business trip alone or traveling abroad, you will be particularly sensitive to your "foreign identity". If they have a high opinion of "Chinese", you will feel a sense of pride. In short, the more important our social identity is, the stronger our attachment to our in-group will be. When our "in-group" identity is awakened, we will take pride in the group and be very willing to abide by group norms, especially to contribute to the group. For example: For the tribe This is the focus of our operations staff. We can rethink how to awaken the inner group attributes of users and then use the product according to the following ideas: (1) What situations exist that may awaken which group attributes ? (2) Which group attributes can be combined with a certain function of the product? (3) Think about the best time to awaken the group attributes within the user, and then transform them into operational strategies For example, for students in school, our "school" group attributes, or "major" group attributes, or even "academic year" group attributes are all easy to awaken. So what are the characteristics of this type of "group" attributes? The most typical example is the young people's "competition". At this time, products related to "competition" can play a good role, such as sports products, reading products, etc. For example, can sports products consider launching a "College Running Total Mileage Competition"? (Sample idea) For example, the total mileage ranking of universities in each region is updated every day and reminders are given, such as pop-up reminders for silent users: "XX University of Science and Technology won first place with a total running distance of three laps around the moon. Where did your school rank?" In this way, it is easy for college students in the area to use the product for school ranking. After all, it was just something that happened conveniently. For example, when we rest on weekends, our "family group attributes" are easily awakened, and we will be particularly sensitive to information about "caring for and protecting" our family. At this time, products related to "parent-child" can easily come into play, and even products related to public welfare can also come into play. For example, can shared bikes change their thinking and consider Push: "Your loved ones and children deserve to breathe better air. Cycling to reduce emissions is right beside you." This is much better than the blatant incentives like “recharge 100 and get 210 for free”. In addition, the endless stream of various hot events can significantly awaken the different "group attributes" of users. For example, the topic of "high housing prices" can easily arouse the attributes of "middle class group" or "houseless group"; Or the topic of " job- hopping season" can easily awaken the attributes of "professional groups" and so on. This article only provides inspiration for creative operational strategies. How to combine product functions, prepare necessary resource budgets, and even how to design copywriting and when to release all need to be formulated, implemented, and tracked in detail. I have even seen some public accounts that simply use people's "hometown feelings" (native group) to vote, such as "The Most Beautiful Hometown", which have gained a huge amount of reading and attention. Since the "social identity" theory can enlighten us, then as smart as you are, you must have thought of the corresponding "personal identity", and the internal logic behind it is actually the same, which is to maintain individual self-esteem. Next, we might as well start from the user’s “individual perspective” and find the points of convergence between personal psychological needs and the product. 3. User activation: giving meaning to behavior and maintaining user self-image management We have all heard this saying: Since the advent of the “beauty camera”, my mom can no longer see my photos without makeup. Our desire to be accepted by society is so strong that we are willing to pay any price to maintain excellent self- presentation : For example, almost pathological dieting, expensive beauty treatments, and overdrafts to buy luxury goods. Some people even say that the only value of Moments is to satisfy people's need to show off. It is no exaggeration to say that if there were no "Circle of Friends ( WeChat )" and "Weibo", the tourism industry would probably have suffered a major blow. However, as social beings, our potential needs based on "self-impression management" are very broad, and are currently mostly limited to very superficial needs such as "showing off beauty" and "showing off wealth" (usually young people). In fact, this actually hinders the "modest" needs of users, especially the middle and upper classes (making others feel "modest" is also a common impression management need of people) We all know that people are particularly sensitive to unmet needs. For example, after we have hiked a long distance, we will be particularly sensitive to transportation; For example, for teenage boys with raging hormones, when there are a few pretty girls on the sports field, they will play basketball with surprising enthusiasm; Or, for an individual who has just experienced "rejection" (such as a breakup), he or she will be particularly sensitive to the smiles, affirmations, and compliments of others (so "taking advantage of the opportunity" has scientific basis) So, what other high-level "self-image" needs do people want to be satisfied? Usually they include: intelligence, talent, taste, enterprising spirit, social contribution... and so on. These are the external impressions that the middle (upper) bourgeoisie is eager to express in a low-key manner. Of course, please be careful not to interfere with their need for "humility", which requires a lot of art. We can think about how to reawaken users’ interest in the product in the following way: (1) Think about which "self-image" of the user is related to the product (2) How to activate these factors (3) Combine the two and transform them into a feasible operational strategy For example, for "knowledge products" (mainly for middle-class users), can we consider launching: “The ten most famous logical paradoxes in history have stumped countless people. Let’s see how many of these (multiple-choice questions) you can answer correctly…” (example of thinking) This will awaken users’ need to manage their self-image of “talent”. Or, for "luxury e-commerce products" (mainly middle-class users), instead of tirelessly launching "Thanksgiving specials" and "discounts" (which are contrary to the original intention of luxury goods), it is better to push: "The following clothes are popular among Yale girls in spring..." (example idea) to awaken users' need to manage their self-image of "taste". Even the top luxury e-commerce platforms can consider cooperating with charitable organizations to customize special editions of "brand clothing charity limited editions" to awaken users' self-management needs for "social contribution", which can be said to be a win-win operation strategy for all three parties. For example, Hermès’ charity fund project launched a limited edition “Lord of the Forest” silk scarf (as shown below) No matter what product you operate, as a good operator, you can boldly combine the characteristics of the product and think of more innovative strategies, rather than always following the trend and imitating , which will ultimately make users "indifferent" and make the product brand lose its "uniqueness" positioning. Combining the relevant attributes of one's own products with the above-mentioned elements and giving users a "high-level meaning" in using the products is a very attractive business strategy for the emerging middle and upper classes. At present, whether it is "group attributes" or "individual attributes", the essence of satisfaction behind them is to awaken users' needs for "positive self-evaluation" and then use the product. So, in addition to "self-interest", is there also a need for "altruism"? Fortunately, there is. 4. User activation: awakening users’ altruistic nature to help others In recent years, the materialistic and utilitarian society has greatly weakened people's "good deeds". On the one hand, this is due to the widespread spread of negative incidents of "fraud"; on the other hand, it is also due to the large-scale concentration of population in big cities, which has created a "moral sense sharing effect" and weakened people's motivation to do good. Fortunately, as social beings, we are born with a strong motivation to do good, which is just obscured by the complexity of society. A few years ago, my friend and I got lost while crossing the jungle in Sri Lanka. We finally met a local old man (unfortunately he didn't understand English). We used gestures to let him know that we were lost, but no matter how he gestured, we didn't know how to get out of the jungle. As a result, to our surprise, this old man who was already walking with difficulty (barefoot) actually led us through the wilderness for half an hour to find the road... What I can't forget the most is not just the touching moment, but the joyful expression on the old man's face when he said goodbye, which was from the bottom of his heart and even almost like religious salvation. Yes, "helping others" is part of our human nature, hidden in a corner of our hearts, waiting to be awakened. So, in what situations can the user's "altruistic" attribute be easily awakened? Social psychologists have concluded that the following factors, including: "empathy awakening", "guilt release", "similarity of the recipients", "emergency events", and "small number of bystanders" can easily awaken people's "altruism". What we need to do is to think about how to combine the functions of the products we operate with the above scenarios. For example, for a "knowledge sharing" product, if you push to silent (mentor) users: "Your junior students will have a hard time finding jobs if they miss this month's job search period, and your few words will change their lives..." (Sample idea) (Triggered features such as "similarity of recipients", "emergency", and "number of bystanders") It will be easier to impress users than "earn 300 yuan in 1 hour" (for those who are truly talented and hardworking, would they be willing to sacrifice their spare time in exchange for 300 yuan?). For example, many people in first-tier cities often work overtime and have no time to spend with their children. After a new version of a product is released, they are often faced with the problem that many users are unwilling to update and experience new features, which is often quite frustrating. Why not play the sympathy card at this time? For example, for parent-child products: “We sacrifice our time with our children and work overtime so that you can spend more time with your children…” (Sample idea) (Triggers user characteristics such as “guilt”, “empathy”, and “similarity to the recipient”) In addition, just as hot events tend to awaken people's specific "group" attributes, similarly, some hot events can also awaken people's "altruistic" attributes. For example, in 2015, Chai Jing released "Under the Dome", which caused heated discussions in society about environmental pollution. In this case, products targeting motor vehicle owners can take advantage of the "guilt" of this group and launch corresponding operating strategies. In fact, according to my understanding of my friends, many people are willing to do charity work, but they lack a good channel (distrust). This year, the operation team of JD APP launched the "Old Clothes Recycling Plan" to meet public welfare needs. Li Shaojia personally appreciates this operation strategy. I must solemnly emphasize that please allow me to once again preach the public welfare idea of correcting the three views: Li Shaojia shared the operational strategy of "awakening users through altruistic needs", hoping that we can integrate users' "altruistic" needs with product functions, ultimately promote more positive behaviors in society and achieve a win-win situation for all three parties. Instead of the other way around, "exploiting and controlling" the kindness of human nature to achieve the company's selfish desires. This is the moral principle that every one of us, as an outstanding product person, operator, and marketer, must adhere to as a member of society. 5. Summary After reading this article carefully, congratulations on gaining the following new insights: 1. The essence of "material incentives" is against human nature, and users are very likely to develop a "psychological immunity" phenomenon of diminishing marginal utility to "material incentives". 2. If we need to awaken "numb" users to use the product again, we might as well return to human nature and start from the following three types of psychological motivations to awaken users' interest in the product. Awakening the user's in-group attributes. Taking advantage of the opportunity when the user's "in-group" identity is awakened, cleverly combining product functions to satisfy the user's desire to "seek benefits for the in-group." Awakening users' self-impression management attributes can enable middle-class (high-income) class users to "low-key" display their high-level image needs such as "talent, taste, and social contribution." Awakening the user's "altruistic" attributes awakens the user's "altruistic" needs through internal and external motivations such as "empathy", "guilt", "similarity of the recipients", "emergency", and "small number of bystanders", while providing users with convenient "altruistic" functions. It is particularly important to note that different potential motivations of users will be awakened in different situations and at different times. We must plan flexibly based on product features and usage scenarios. This is itself a complex business analysis process. Li Shaojia will come up with a corresponding special topic to discuss this further later. Of course, the above strategies are only a “temporary measure” that can effectively retain “quasi-lost” users to reopen and use the product. However, if we want users to continue using the product and cultivate user habits, we still need to follow the previous article: “To cultivate user habits, you must take 3 steps”. Cultivating user habits is the best way. As social animals, our need to be human is enormous. Unfortunately, the development of domestic Internet commerce in recent years has harnessed and brought out the dark side of human nature to the fullest. For example, pursuit of profit, showing off wealth, lust, etc. However, please do not ignore the brightest side of human nature. As people who make and operate Internet products, what we should do is to use all our talents to provide users with an outlet to naturally release the positive side of humanity. If you have gained new insights, give yourself a satisfied smile: ) Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @李少加 Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map |
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