Lai Chunjuan,Marketing Director of App Center,is a literary young woman born in the 1980s. She has ten years of experience in communication and seven years of experience in social media. She once worked for Sina. I love social media, reading and running. I am crossing over into the mobile Internet and am currently responsible for the communication of App Store.The advent of the new media eraIn the new media era, instead of spending a lot of money to buy resources, it is better to let your users talk about you actively. Because communication has undergone fundamental changes now. It was previously called propagation-oriented, with propagation from one center to multiple points. Now it is audience-oriented, every person is a point, and when we connect these points, it will become a hot spot.Don’t think about using the media to influence the audience anymore. Change your perspective and let 100,000 users talk about me on social media every day. The communication effect they can have may be better than buying a big V. This is a change in communication thinking. Spreading decentralization is a good thing. Of course, decentralization will inevitably revolutionize some people’s lives, but it will also give opportunities to others. I think in this wave of socialization, we need to think about where we are and what value we provide.How to conduct a social marketing campaign with 50 million traffic based on data and hot topics?When a big company builds a brand, it just needs to spend money, such as selecting spokespersons, placing subway advertisements, etc. But most startups are faced with a situation where they have no money and no resources. How can they spread their knowledge at this time? Let good products speak for themselves. At that time, we just wanted to make the product functions well so that core fans would talk about it consciously. There is a very important indicator abroad to measure the quality of a brand, called the social media indicator, which is to see how many people are actively talking about you on social media.To ensure a good product self-propagation, the first thing is to find out the user’s needs, and then present them through product functions in an expression that users recognize. Finally, mobilize your core fan base to help spread the brand. The brand's core user group has three characteristics:
Are heavy users of brand products;
Will proactively talk about the brand;
A brand-centered community will be formed.
App Store is an application store that provides users with the apps and games they want to play. The active users of App Store are the two-dimensional crowd, so our overall content and style are very two-dimensional, related to animation and games. Their characteristics are high stickiness and a high sense of identification and belonging to the two-dimensional culture. App Store’s products have already attracted a group of two-dimensional users. On this basis, we have the foundation for self-propagation of our brand. But how to do it, how to combine products and communication? In the case of “12-Type Genetic Personality Test”, I would like to share my practical experience.1. How can the product get users to play with it?Users not only like useful functions, but also fun functions. Most of the functions that spread are fun functions that allow users to play with their friends. We have developed a test called “12 Types of Mobile Phone Genes” in our product, combining product functionality with fun concepts. Based on data analysis, we divide users into 12 genetic personalities and express them in a language and form that is easy to spread. For example, for a cute young man, we will give you a two-dimensional portrait and a genetic identity card: a cute young man like Guo Xiaosi. This brings together people who are addicted to games with fresh and cute graphics, pleasant music, and cute little characters.2. Why do we choose “genetic personality test”?First, "genes" can be combined with products, "personality" can be combined with users, and the "test" is simple and can be interactive and shared. Because after precise analysis, we found that testing-related things are the ones that people are most willing to share and interact with. After I finished the test, I asked my friend to take the test too. I have this personality and compare myself with my friend. Therefore, the first principle of making a product is simplicity, and the second principle is interactivity. The test format itself is very interactive, and according to the information I have understood, it should be the easiest thing to spread on social media.3. How to create the twelve personality types through technical algorithms and communication algorithms?To create the twelve personality types, the first step is to use technical algorithms, communicate with technical personnel, retrieve user data for analysis, and select frequently appearing product labels. The second is the communication algorithm, which is combined with the communication hotspots and expressed in a language that everyone likes and is happy to share and show off. Finally, a testing algorithm was synthesized.The biggest challenge in communicating with technical personnel is the difference in thinking. The communicators are from Venus, and the technicians are from Mars. They are two different species. This requires someone to coordinate and be responsible for the communication effect. Because technical thinking is completely based on data analysis, it is rational, but it is not necessarily something fun that users can accept. Adequate communication is needed here. How to persuade? In fact, we need to let the results speak for themselves. For example, what effect will this have? I need to have a very clear outlook on the future of this matter and understand the trend in order to convince him, which is actually not easy to do.The algorithm for communication is to find hot spots. Analyze Baidu's hot index, analyze the recently popular words, and then filter and sort to determine the direction of this word and this group of people. For example, can Baidu’s social hot spots be combined with our tags? You will find that after doing data research, they are somewhat correlated. For example, if you download this kind of things, there is a root of consumption and demand behind it. For example, on Taobao’s Double Eleven , what you buy actually reflects your economic situation, including your physiological condition and various data. At that time, we got the underlying data, but we did some analysis to draw a conclusion. In fact, you can't see it, but we will give you a result.4. How to create an explosion through social gameplay?We also made something similar to H5. The entry page is a test. After simply checking some options, we will give the user a portrait and recommend games or apps of this type that the user will like. The pain point of the original App recommendation is solved here: many apps recommended by people are not what users really like. We have achieved the combination of product and communication.We are a startup company and did not spend a lot of money to find big accounts to do the promotion. We directly created a function and put it on the client's startup screen, and it can be shared directly from the product to social media such as WeChat Moments, Weibo, QQ Space, etc. After this product function was completed, we found the explosive point of dissemination through previous data analysis. Core users spread it very quickly, and in a short period of time, we achieved nearly 50 million traffic, and it continued to ferment.How was a public account matrix with 100,000 followers created in three months?WeChat public accounts are an important base for us to connect with users, and will become more and more important in the future. It is very helpful for the promotion of our brand and the operation of users.1. Create a public account matrix with pan-entertainment content that young users like.We have a public account matrix. For example, App Store is the main account, and we have also created accounts for different core groups such as students and the second dimension. The content should be mostly original and not too long, but it must be funny, because today's young users like popular, funny and entertaining content, and they don't like serious expressions.2. To understand user needs and find out what users like,we will ask our editors to look at the popular rankings and analyze how WeChat in the same industry is doing. In addition, we do a lot of data research and interact with users regularly to see what they like to watch. Developing WeChat is also developing a product. You must first understand your users’ needs, including what they will watch and what they are interested in. Then find the right content to satisfy him based on his needs.For example, most of our users are male (60% male), because male topics are extremely active. We figured this out by trying out topics step by step. For example, most of our users like the two-dimensional world, and complaining is a feature of the two-dimensional world, so we will process the hot spots based on this positioning. Of course, we don’t cover all hot topics. Content operations must be related to our products.3. Interaction with users and other brandsis not just a simple comment. There is a set of methods for interaction. For example, comments are a system, the community is a system, the online QQ group and WeChat group are also a system, and the message replies on WeChat accounts are also a system. All these things need to be connected. On WeChat, we will regularly create some topics for users to comment on. Such interaction is beneficial to our account. High activity will bring in new users. The entire interaction is a closed loop.In addition, you can also interact with other brands and leverage their exposure to get exposure, allowing users to resonate with the topic, which may then bring you fans. Users’ needs are quite simple, either emotional satisfaction, information satisfaction, or real items. You always have to satisfy him in one aspect so that he will be loyal to you. This is user-oriented communication. So every day I think about what my users want, and we will choose to cooperate with excellent brands, such as LeTV, Dasheng Mobile, etc.4. Enterprise public account operation: Are you thinking from the user’s perspective?Nowadays, many people have a misunderstanding when it comes to being a corporate user, thinking that being a corporate user means being a place where soft articles are published for enterprises. But what is the real logic? You need to have users first before you can achieve communication effect. If this information is not what users want, but only what companies want, users will not pay attention to you at all. So when I first started using WeChat, I complained about having few followers and no readers. It’s because what I posted was not right, my way of thinking was wrong, and I didn’t think from the user’s perspective.My logic is that I will put users first. I will treat WeChat as my product and do its operations and data analysis. Only then will there be more room for development in the future, including business cooperation.Workplace Q&AQ: Why did you choose to switch from the cultural industry to App Store?A: I thought about it for a long time, but I still wanted to challenge something different. My previous experience at Sina was more in operations, and was biased towards culture and reading. This is a mobile Internet company, and it focuses on products. For me, it allows me to understand communication from a new perspective and supplement my knowledge structure. For example, I now use data thinking to think about new media. The data include the number of fans, readings, likes, comments, interactions, as well as the number of active users and retention numbers. In the past, operations and content were king, and this kind of thinking was deeply rooted. But after joining this company, I found that the product is magical and the data is also magical. Data is a very good tool to help you understand something, so I think we should be good at using data to understand users and products, so that we can do better communication.Q: From the Internet to mobile Internet, has there been a revolutionary change in the way of communication?A: The nature and theory of communication will not change. For example, people’s emotions and deep communication needs will remain unchanged. It’s just that the communication media has changed, and users’ favorite hot tastes are also changing.Q: How to adapt to changes?A: You just have to try out a lot of things yourself. You must have an entrepreneurial mindset, think of a model, try and error quickly, let the data speak for itself, quickly apply what you have learned to your experience, and discard what you have learned. Today's Internet people are running every day and learning different things every day. Today’s marketing people are “jacks of all trades” who need to understand products, understand technology, and be experts in communications. To understand communication, it is not enough to just look at past cases. You need to review the matter, its logic, and what resources were used. These things all need to be pondered, so I have to think a lot every day.Q: How do you choose new people?A: From the editor's point of view, a basic knowledge of writing is necessary, but studying Chinese or journalism does not necessarily mean a good foundation in writing. Some people have learned too well and their thinking is very rigid, so they can only write news. But what is needed now is not news, but jokes that netizens love to hear. You have to be a comedian, you have to be able to tell jokes, be witty and tell jokes, and many people can't do that. So I like to find people who like to surf the Internet, browse Weibo, read various hot topics, and are sensitive to information.Q: In addition to a solid foundation in writing and a good sense of the internet, what other requirements are there?A: You must have a strong interest, and it is best if it is related to our user base, such as those who like games or the two-dimensional world. I would ask you which public accounts you like to follow the most? If you like a certain industry, I would ask you what are the top three in this industry? People with a strong interest will talk about it in great detail and with great relish. In addition, people who are interested have accumulated knowledge and will learn faster than someone who knows nothing.Q: How do you help new people grow?A: Make good use of his strengths. Put him in a position first to see how he performs and what kind of potential he has in this position, and then you can discuss with him to put him in the appropriate position. When it comes to doing things, I will teach them the methods and then let them keep trying and summarizing. For a startup, we are always running and it is impossible for us to stop and wait for anyone. For most people, they learn on the go and don’t have the time to sit down and study specifically. All I can say is that I gave him the tasks to do, and used the results to force him to move forward.Q: What advice do you have for new employees in the workplace?A: You must understand where your value lies. Your understanding of content and users can be your strengths. You have to stay ahead of the times to live a better life. Otherwise, the times change so quickly that it’s easy to be left behind.
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