This is how Sina Weibo, Didi, and Momo acquired accurate seed users in the early days of their establishment!

Sina Weibo, Didi, and Momo now have tens of millions or even hundreds of millions of users. What did they go through in acquiring seed users in the early stages? Why were they able to quickly accumulate the first batch of very precise seed users?

After knowing how to make a product, you also need to know how operations should be done to promote the product? The goal of operation is users and user activity. We must be clear about who the target users of our products are.

When you were in the initial stage of operation, could you tell me who your seed users were? What are their characteristics? During the seed stage operation, we must define our seed users, know where they are, and understand their various characteristics.

4 super practical methods to obtain seed users

1. Event Method

What is event law? From our current understanding, the first batch of users is acquired more through social applications and external PR. For example, an application called Xiaokaxiu that many people were playing some time ago gained 15 million users in more than three months. How did they acquire their first batch of users? At the beginning, it was spread through some celebrities like Wang Luodan. After all, the influence of celebrities is still very large, and it will attract a large number of fans to follow. At the same time, Xiaokaxiu’s investors include VC star, an investment company composed of celebrities, which also provides Xiaokaxiu with a lot of celebrity resources.

The background of the investors and the participation of first-line celebrities enabled Xiaokaxiu to acquire many precise first-batch seed users in the early stage of operation.

In the process of using the event method to obtain the first batch of seed users, either the team itself can have good creative ability, or can obtain some relatively unique resources to explode and quickly accumulate the first batch of seed users.

2. Ground marketing

The second method is the ground sales method, also known as the human method. In this method, I would like to mention a very typical case, that is Sina Weibo.

At the time, Sina was already one of the largest Internet companies in China, with a huge number of users and abundant funds. However, they also encountered many difficulties when creating the new product Sina Weibo.

What did Sina Weibo do in 2009 to acquire the first batch of seed users?

Sina's operations department has 800 editors. When Sina Weibo was launched in 2009, these 800 editors were required to do one thing after work, which was to recruit people to Sina Weibo. Everyone has to get 10 people to register on Weibo every week.

During that period, in September at the end of 2009, I received many calls from my Sina friends. They said, "Lao Hao, please use our Weibo." I was very busy at the time, and I had no idea what Weibo was. It was a new product, so I was unwilling to register or try it out. Later, a good friend called me and urged me to open a Weibo account, so I registered a Sina Weibo account. Then, a week later, my friend called again and said that it was not possible because our KPI had changed and we had to be active and interact. There was no other way, so in order to help my friends, I wrote on Weibo to help them complete their KPIs and achieve their operational goals.

This is Sina. It is so hard for such a big company to develop a new product, forcing everyone to do marketing work, which is not easy.

Let’s talk about Didi’s early operations. At the beginning, Didi’s employees found many taxi companies and asked their drivers to install the Didi app. The drivers don’t understand and don’t have smartphones, so basically no one is willing to install it. Didi’s employees were also very tenacious. They kept trying one by one, and finally found a company that agreed to give it a try. The driver used it for a while and gave feedback to Didi, but no one wanted a taxi, so he might as well unload it to save data. What should Didi do at this time? Then each employee should find some people, find extras, give them 500 yuan, and let them take taxis between the Third and Fourth Ring Roads. It is in this way that Didi connected the first batch of users on both ends.

3. Vest method.

The third method is called the vest method.

Here I would like to talk about Momo, which is familiar to many people. How did Momo operate in the early days?

Regarding Momo, we looked at some early reports which said that it was promoted through Weibo, but this possibility is not very high.

If Momo had released one of the earliest product promotion slogans, Momo would be a magical tool for hooking up. A boy started using Momo. As soon as he swiped his finger, he saw a beautiful girl 2,000 kilometers away. Does it make sense? 2000 kilometers away is too far, it is impossible to see it. So how do we connect the two ends to keep users active and attract the first batch of users to settle down?

It is rumored that in the early days of Momo's operation, they set up 5,000 robot accounts in Beijing. What is a robot account? These accounts have detailed profiles of handsome men and beautiful women, as well as a vocabulary library, which can be used for conversation. If you say hello to a robot account, it will say hello to you too. At this time, when you swipe again, it will be different. If there is a beautiful woman within 200 meters of where you live, you will feel completely different. The user has no idea it's a robot. As a male user, when we face a beautiful woman, we will tolerate it even if she is busy or she cannot express herself clearly.

What kind of problem does Momo solve?

What is the man doing? Use Momo to make an appointment. . All social software ultimately means dating. What is the woman doing? Hate, hate... so many people, hate, keep rejecting. This is the psychology of users on both ends.

4. Infection method.

The fourth method is the infection method. What this means is that the core functions of our products should target certain specific user groups, and should never be promoted to a broad user group. And these specific user groups must have strong relationships.

For example, when Secret was launched in April 2014, its core function was to target office and company user groups.

When we registered, the theme it bundled and set was completely related to the company, and the company was a strong relationship. We don’t care about the secrets of strangers at all, and we care very little. We care most about the secrets of acquaintances. During that period, I saw the inside stories and revelations of various Internet companies. For example, someone took a kickback and named the person, or someone in our company had an affair with someone else. This kind of news and secrets are of great concern to everyone and have a strong spreadability. Some people may ask, where do you know these secrets? It was a new application called Secret, and then everyone started using it, and in this way Secret accumulated a large number of users in the first seed stage.

What does the infection method fight? It targets a specific user group and a very strong relationship chain.

However, the success of a product is often a combination of multiple methods. Once the user base is clearly defined, multiple methods are combined to acquire seed users. It is difficult to say that you can get a large number of seed users through only one method.

Seed-stage operations should focus on retention rather than new customers

There are two more things to note when operating in the seed stage.

First, the operational objectives must be clear. What is the focus of our operations? When operating in the seed stage, you must not expect to attract a large number of users in a short period of time. That is not our most fundamental goal. What is our most fundamental goal? We need to verify whether the demand for the product is valid, and whether the core functions of the early product are recognized by users. We need to see how many of the users who come in can actually stay, that is, we need to look at the user retention rate.

Therefore, we should not be too anxious when operating in the seed stage. There is not much difference between 100 people and 10,000 people in the seed stage. What's the only difference? Whether it is 100 people or 10,000 people, we need to see whether they are willing to stay. This is the key.

Second, do not give incentives to users during the seed stage of operation. What is motivation? Promotions, discounts, subsidies, points, etc. are all user incentives. Don't do it for any incentive. Invite users to see if they are willing to use our products normally without any incentives. This is also very critical. In the absence of any incentives, we need to see whether users will stay and whether users on both ends can settle down.

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