Learn how to attract new customers through social networking from Lian Coffee: How to get a new customer with a cup of latte?

The company had passed the initial stage of its start-up . As it developed, its business and user base became stable. At this time, everyone from top to bottom began to think about the issue of attracting new customers .

Door-to- door marketing, street and building canvassing, brand cooperation, event marketing , traffic exchange, influencer promotion , H5 screen swiping... In this age where traffic is paramount, the cost of attracting new customers is becoming more and more priced, and the prices are rising.

The popularity of Xiaomi has planted a great dream in almost every boss: through spontaneous dissemination by users, old customers attract new customers, like a snowball effect, achieving zero cost for attracting new customers.

In this era where “everyone has WeChat ”, the industry already has a relatively mature model for how to use Moments and WeChat groups to achieve geometric expansion in social networking and attract new customers. This article hopes to discuss the model of attracting new customers through social networking by analyzing the product case of [Lian Coffee].

Attracting new customers is not only an operational issue, but also a product idea.

1. Why choose Lian Coffee?

There are two common and mature forms of social acquisition:

1. Invitation rebate: For every new user you invite to register, you will be given a certain reward to the inviter (old user);
2. Share red envelopes on WeChat: Share red envelopes or coupons on WeChat, which can be received by new and old customers. This can not only promote daily activity and order volume, but also attract new users.

Lian Coffee, as a lightweight product (only one service account) with simple business (coffee delivery), has its own advantages in these two models and both are quite outstanding.

2. Analysis ideas

This article draws on a sharing by Yan Le, former vice president of MissFresh , and formulates the efficiency of attracting new customers as sharing efficiency 10, conversion efficiency * sharing frequency, and intuitively analyzes the two new customer acquisition models of Lian Coffee.

• Sharing efficiency: how many existing users are willing to help me share.
• Conversion efficiency: how many people can be converted into my new users after reaching the audience.
• Sharing frequency: among all the people who are willing to share, how many times will they help me share during the user's life cycle?

This formula can also be used for design ideas and effect analysis of other new product promotion products. The original link will be placed at the end of the article, strongly recommend it to everyone~

3. Model 1: Growth Coffee (Invitation Rebate)

The invitation rebate model is very common on many e-commerce platforms (such as NetEase Kaola, MissFresh, Enjoy, etc.).

The flowchart of Lian Coffee is shown above. Users can easily share pictures with others. The rules are also simple. If you scan the code you shared and follow the user, you can get coffee rewards when you follow and place the first three orders, and the rewards can be accumulated.

Applying the above formula, the analysis is as follows:

1. Sharing efficiency = sharing motivation * sharing convenience: 7 points / 10 points

To improve sharing efficiency, you must first understand the motivation of old users to recommend your product to you.

It comes down to two things: either you have money or you have fun.

Regarding the issue of having money, Lian Coffee is very straightforward. They will give you a cup of coffee. As long as you attract a new customer who places orders more than three times, you can get 0.1+0.2+0.3+0.4=1 cup of coffee. This temptation is quite big for a coffee drinker.

Interesting, too. Every time someone pays attention or places an order, the growth coffee will be a little fuller and the bubbles will also prompt +0.N cups of coffee. Watching the coffee fill up little by little, there will be a sense of pleasure in growth.

Second, the convenience of sharing.

The format of pictures + the positioning of the WeChat service account make it very convenient to share Lian Coffee. Send to friends/friend circles with one click, and the difficulty of this operation is greatly reduced. In addition, the position of the [Invite Rebate] button is very eye-catching, and the text pushed after clicking the button is also concise and attractive.

2. Conversion efficiency = communication content * conversion drive * conversion convenience: 8 points / 10 points

The content shared by Lian Coffee's [Invite Rebate] is relatively ordinary. It is just a picture that changes with the main product, with the user's nickname, avatar, sharing words and public account QR code written on it.

However, compared with APP products, WeChat service accounts are simply amazing in terms of conversion efficiency.

After seeing the picture, the user can long press to identify the QR code and follow the user with one click. Below is the button to order coffee. After following the user, there will be text to guide new users to place orders and enjoy discounts.

Compared to APP, which requires a download page - clicking to download WeChat does not directly jump to the App Store , and when you arrive at the store you have to manually click the download button. When the network connection is poor, you don’t want to download it when you see that it is dozens of MB. After downloading and opening it, you are confused when you see the homepage and don’t place an order... The conversion efficiency service number KOs all APPs.

There are some areas where Lian Kafe can be improved: the pictures can be made more generous and attractive, the effect would be better if the user's sharing words could be customized and edited, and the coupons could be directly added to WeChat cards after following (I don't know if WeChat can do this).

3. Sharing frequency = the number of times a user shares in his life cycle: 5 points / 10 points

There is not much to say about coffee here.

Ways to increase sharing frequency include: 1. Add sharing rankings , and get gifts for reaching the top , such as giving a cup of coffee to the user with the most new users every day; 2. The more friends you share with, the richer the rewards, such as giving an extra 0.0N cup of coffee to the Nth user you bring in; 3. Share every day in a row, and you can get a separate gift on the Nth day. For example, you will receive a [buy one get one free coupon on Monday] every week; etc.

Mode 2: Coffee Lucky Bag (Sharing Red Packet)

The model of sharing red envelopes is very common on many platforms with order systems (such as Mobike , Ele.me, etc.).

The flowchart of Lian Coffee is shown above. After the user completes the order, there will be a message to guide you to share the lucky bag to WeChat. After others grab the red envelope, they can get coffee coupons, 0.0N cups of coffee and basic free coffee (only for new users, can be transferred).

Applying the above formula, the analysis is as follows:

1. Sharing efficiency = sharing motivation * sharing convenience: 9 points / 10 points

Ever since WeChat invented the WeChat red envelope during the Spring Festival many years ago, the concept of red envelope has grown wildly on the Chinese Internet .

Moreover, sending and grabbing red envelopes is something that users never get tired of.

I asked a lot of friends around me, if after you place an order, you can send a red envelope for your friends to grab, and you can also grab it yourself, different people can grab different amounts, and you can also make fun of those who grab less, would you send it? The answer is 99.9% of people would, unless their internet connection is down or their phone battery is dead.

From the perspective of sharing motivation, a product like Lian Coffee, which has a vivid red envelope UI and generous red envelope rewards, is both interesting and profitable, and the sharing efficiency after each order is first-class.

Moreover, Lian Coffee’s sharing shortcut button is sent in the form of a message. If I forget to place an order in the morning, I can still share it in the afternoon, and I can share the same link to other groups tomorrow or the day after tomorrow, making sharing more convenient.

2. Conversion efficiency = communication content * conversion drive * conversion convenience: 9 points / 10 points

Communication content: Grab the red envelope = full score of 10 points.

My friends can guess this without me asking. If someone in a group sends a red envelope, most people will click on it as long as they see it.

Conversion drive and convenience = 8 points.

After opening the red envelope, if you have followed the [Lian Coffee Service Account], the [Order Coffee] page will be opened directly; if you have not followed it, a QR code will be displayed, and you can scan the code to follow the official account directly.

Once again, I am impressed by the unique advantages of WeChat mini-programs and official accounts in sharing and disseminating information. Thinking about the sharing conversion rate of our own APP and at least six or seven steps in between, I once again express my envy and hatred for Tencent’s own sons.

In addition: Although Pinduoduo is also an APP, it uses H5 pages to achieve rapid conversion in just 4 steps. If you are interested, you can take a look.

3. Sharing frequency = the number of times a user shares in his life cycle: 6 points / 10 points

There is not much to do with the coffee here. Every time you place an order, the prompts and sharing content are the same.

However, placing an order itself is motivating. Each consumption will accumulate [Growth Coffee], thereby encouraging users to place multiple long-term orders. This falls within the scope of the user growth system and is beyond the scope of this article. But user growth and attracting new users are still a good match~

Moreover, the closed-loop process of [grab red envelopes - receive coupons - want to place an order to use the coupons - place an order and you can send red envelopes] will make Lian Coffee's red envelopes roll from one group to another, from one department to the entire company... and grow like a snowball.

Off topic

Thank you for watching to the end.

[Lian Coffee] is a relatively simple product from the front end, and the industry barriers it has established should mainly be reflected in [coffee quality] and [last mile] delivery services.

However, these two social models of attracting new customers can be reused in almost all products, and can provide everyone with a way of thinking, which is the greatest significance of this article.

Finally, although I received a lot of red envelopes for this research sharing...

But I still don’t plan to continue paying attention to [Lian Coffee], because the iced latte they gave me... was really... unpalatable... ah