How do Auntie, Integrity Selection, and Hot Mama Gang promote and operate?
| Dayima COO Erzhuo: 1. When launching a new mobile product, is iOS or Android the first choice? Dayima first launched Android and then iOS, because the former has more controllable channels and can iterate more quickly once problems are found; 2. Promotion in the Android market : cast a wide net (search on Baidu and upload the file package to all channels.) - This may not be applicable at present, because the main volume currently comes from a few limited large channels); regular application channel cooperation; pay attention to volume exchange and build a volume exchange management platform. It doesn’t matter if the volume you output is not much at the beginning, just write it down and slowly exchange it with the other party; However, I have some doubts about this, because although many APPs tend to exchange volume in the early stage, the large manpower investment will see two results. First, it is actually unrealistic for many APPs to return volume. The reason will be mentioned by the guests below, which is because some apps are not suitable for themselves, resulting in no effect. Second, if your product is not good and cannot take off, then exchanging volume is not feasible. In other words: the window period for volume change may be up to 3 months. Regarding this point, investing a few people in exchanging volume may result in a very bad input-output ratio. Very bad. 3. When the product is first launched, the goal is to increase the volume, so you need to cooperate with all apps related to the product (referring to volume exchange). However, when there is a large accumulation of usage, you need to return to the product itself: Why should users use your product? -About push: Waking up the user is the result, but the purpose of push should not be to wake up the user, but to give the user something useful; in order to give the user what they need, we choose push and get a good result: the user is activated. - How to increase the frequency of user use: Women’s menstrual period is measured in months, so some users have their period once a month. Then we divide the menstrual period into different stages and provide users with content for different stages. Those who want to prevent pregnancy or get pregnant can come here to see different content according to their needs. In the promotional environment for different groups, we should also pay attention to the different introductions of the product. For example, you can’t go to the “user group who wants to get pregnant but can’t” and tell them “Auntie can help you with safe contraception”. 4. Where did the first 1 million users come from? - From the careful service to users: not only do they need to carefully respond to users’ feedback on the product (whether there are bugs, etc.), they also value every feedback and make improvements to the product. In addition, they need to answer users’ professional knowledge about physiology (they find experts themselves, buy books and try to answer any questions from users). This is the model of professional service, and also the most difficult thing. One user got it done, and the girls were divided into groups, so there was a phenomenon that a girl dragged all her girlfriends in a dormitory or an office to the aunty; -For Android channels , dig into them one by one and use up all the free resources you can find: which channels are used each month? How many events are held? What are the themes? Dig them out bit by bit; -Product function!! The core function meets the needs of users. With the help of multiple iterations on Android, the quality of the iOS version is much better. So once it was launched, it attracted some users who knew about Dayima based on word of mouth but failed to install it. Fortunately, it was recommended by Apple. 5. How to face competition: Reflecting on products is more important than reflecting on channels - Differentiation; must reflect on their own products; - Pressure on channels: In order to avoid losing users (because competitors are on top), we can only consider placing some advertisements; Erzhuo also mentioned a key point, which is the user's usage timeline. That is to say, men only have their period once a month (sorry, it is inappropriate and unprofessional for us men to discuss this), so what should we do at other times? Some pregnant mothers no longer watch this, what should they do if they go to other apps? Erzhuo drew a straight line and placed the different stages of user use on this line, in order to: 1. Set functional points so as not to overwhelm the users and cause the app to be bloated; 2. Embed and satisfy the basic functions of the next link to attract users to stay and not never come back. That timeline was not filmed. Just think of it as an on-site benefit. Erzhuo's sharing also hides a key problem: after a girl uses auntie, she often pulls in all her classmates and colleagues in the dormitory and office. How is this done? I forgot to ask this question because he went to catch a plane. Fortunately, a guest answered the question next. The person in charge of the promotion of the selected jiecao is jiecaojun The speaker Cai Chunjun is a young man who had been constantly trying various " startups " before joining the workforce. It’s quite fun for college students to start their own business. Well, it exercised some interesting abilities that he developed after he started working. This is a prelude and has nothing to do with sharing. The young and handsome classmate mentioned the user characteristics of the Integrity Selection. There is not much meaning in simple repetition. You can just imagine the behavioral characteristics of post-90s users circulating on the Internet. They are basically the same. But what do you feel from it? Here are the following: Simply targeting the post-90s generation is not enough. You need to more accurately target when they might use your product (scenario-based). What does this mean? In other words, it is not enough to define the user's gameplay in the past, but also necessary to define the scenario and his status. (PS: I have included this point of view in an important chapter of " Social Dividend 2.0" which I am currently writing. I heard it again here on Jiecao. Thumbs up.) So how does morality work for such a group? - Channel + Brand: Focus on brand promotion and use social media to give your brand high exposure; - Exchange volume first priority!!! Don’t be afraid if your volume is small! Pay it back slowly! (Remember Erzhuo was talking about this just now? And you need to have an exchange system as soon as the application comes out, otherwise you can’t make a living. Well, product colleagues, this is a very critical business requirement, please meet it, don’t refuse by saying you don’t have time or it’s not valuable.) - Focus on the big and let go of the small: focus on the big channels and let go of the small channels; (In the last salon, another post-90s fresh meat Adam said that we should expand the channels and focus on the small channels, because the small channels will pay more attention to the cooperation that comes to us on their own initiative). - Rapid product iteration: A new mobile Internet product has a fresh period of only one year at most. If it fails to establish a market position within one year, it will be more difficult to succeed later. - Channel rhythm: understand the product, set a channel promotion plan, monthly activities, channel special planning, etc.; -Word of mouth & return traffic: H5 websites can spread good product content through this form, and then bring back users. The quality of users brought back through this form is very high. Currently, the number of users brought back through this form is still 20%. Therefore, we must pay attention to H5 websites; -Activity + Product: When planning an activity, at least one condition must be met: satisfying material needs (prizes) or being fun/joyful; especially the latter, which is highly spreadable and low-cost; Jiecaojun also mentioned a few things that are easily overlooked: 1. Early business, especially the cold start period, has a lot to do with brand, operation and customer service. This was emphasized again in Erzhuo’s introduction just now; 2. Both Jiecao and Auntie did the same thing, which is to throw out the application with the minimum achievable unit to verify whether it is feasible. The result is that users buy into it, so they continue to invest heavily and keep doing it. You should know that before "Jiecao Jingxuan", we were not doing this, we were doing "Shengsheng", and during the process we lost a small testing unit, and then we transformed ourselves to do "Jiecao Jingxuan". 3. Morality attaches great importance to the final page, that is, the spread of content. Therefore, they spent a long time polishing the H5 page. In fact, the spread of H5 once accounted for 70% of downloads in the early days, but now it has dropped to 20%. That may be because there are more sources and channels for downloads, resulting in a decrease in the share. The cases of Changba and Papapa that we shared in the book “Social Dividends” also attached great importance to the last page and “begin with the end in mind.” However, this is just a reference, because users who are having their period cannot use it. Instead, they attach great importance to privacy, so the content and services must be private. To this end, they have to constantly kick out male users who pretend to be having their period:) Haha. Some other things, basically a few judgments, are that business is gradually being integrated with marketing and operations. Yang Li, Marketing Director of Lamamabang Yang Li worked in the media industry for 8 years and then transitioned to business and marketing. Therefore, her playing style is completely different from others. For example, others emphasize: data data, model model, product product. She ignored it, and I guess she didn't even calculate the input and output. Because this type of people has a characteristic: once they take action, they spend almost no money, and the results are always very good. Yes, for example, although I always emphasize data, in fact, organizing a salon does not cost much money or time, it is just a matter of convenience. One of the virtues once reserved for the media. The results of Lamama Gang: 40% daily active users; in any gang, the latest and first 10 posts are uploaded within 10 seconds; Achievements: On January 11, 2014, nearly 100 cities across the country held the Lamama Bang Annual Meeting simultaneously by the fans of the group. The largest number of participants was more than 300 people, and the smallest was 36 people. The expenses of the Lamama Bang were the background boards and poster materials; all other expenses were borne by the fans themselves. -What are the pain points of the product? —— Lamamabang operates the user presence; the entire operation team consists of six people, operating the 15 million market, content, PR, marketing , channels, etc.; all operations and planning are centered around the user presence, always keeping the goal in mind; the rewards obtained: one user once attracted more than 5,000 new users; -Guide users to create valuable content: —— Lamamabang has a series of plans to guide users to create valuable content, and even grasp the nature of "women's greed, comparison, love of taking advantage, love of gossip", etc., so that some users can find business opportunities through Lamamabang. It would have been better if Yang Li had used PPT when she was speaking, but unfortunately, this salon has always not used PPT as a distraction, so it seemed to have affected the performance of this girl. However, she also mentioned a few things that are most easily overlooked. First, did she answer the aunt? Second, Zhuo talked about the hidden question at the end: How can we make sure that when a girl comes in, she will pull in all the other girls in the dormitory and office? Yang Li’s answer is “community operation”. For example, she repeatedly mentioned that many mothers organize afternoon tea and annual meetings themselves, and when the official ones are held, they compete to have the conference held in their own cities. These are actually countless spontaneously organized communities that are self-satisfied and self-sustaining. And self-development. The most important point in community operation is that everyone will invite more friends to join, and then split into more small communities. See, this is the great advantage of people who come from the media. We haven't heard this characteristic from other guests. Huge brain supplement. Second, she also proposed a new and valuable proposition through her sharing: Whether it is the Hot Mom Gang or Auntie, there is a group of people: a mother pulls in other mothers and organizes many afternoon teas, and a girl pulls in more girls. So, how are these enthusiastic mothers and girls found? How do they emerge? In the revised and upgraded version of “Social Dividends”, I used the term “big nodes” to describe these users. The sharing of these two guests is the best example. So, how can you make these enthusiastic and powerful users automatically come out to drive downloads, new additions and active usage for us? Let's leave the question for now. There is also the chance of collision. Chen Yan, Business Director of Qunar Chen Yan is a veteran in the Internet industry and has also started her own business. Anyone who has suffered, taken charge, and spent money is invariably concerned about data models. 1. Qunar’s current status: Over 100 million users; Android cost is less than RMB 1; IOS cost is no more than RMB 2. Another point is that Qunar stipulates that the cost of any new user must be lower than his ARPU value here. Well, the latter one is enough to limit the large-scale investment costs, making the business managers very worried every day and requiring various calculations. Therefore, we continue to strengthen the habit of data. 2. Pay attention to channel operation: 2-1 Exposure: Logo: The display should be simple and clear, title, and the traffic changes brought about by each behavior, change, and position should be carefully analyzed to establish a data model; 2-2 Search: Understand the search rules of all Android channels: download volume, title/subtitle (otherwise just grab the content in the app), app introduction; 2-3 Be diligent: For example, when doing PPC in the channel: Generally speaking, it is very expensive from 10 am to 7 pm on Monday to Friday. Why? Because all the people in the channel are at work. Then I will get up at 12 o'clock in the evening to adjust the price. At that time, it will be cheaper. Even if it is only a few cents, it is a considerable cost in the market. To add to this, it’s not just about diligence, but also about sensitivity to data curves. The peak curves for mobile and PC are different. In the PC era, the peak time was 9 a.m., but in the wireless era, the peak time is 9 p.m. or 10 p.m. People don't sleep at bedtime, so traffic volume is still high. Chen Yan mentioned this, which has a lot to do with her data sensitivity. I don't think about this at work. 2-4 Any paid placement will have channels trying to cheat, so before planning paid placement, please prepare your own technical monitoring and settlement background; 2-5 Pay attention to users who come from the official website. They come here because of the content/quality of the product. 2-6cpa, establish an effective data model, and use the data indicators of the market or official website for comparison; accurate selection of exchange partners: make the best judgment based on user groups, usage scenarios, user base, etc. Remember that Jiecao Jingxuan also talked about paying attention to the H5 page? It also emphasized the value of the official website, and it was confirmed again by Chen Yan from Qunar. Generally speaking, good practices have been repeatedly verified by different excellent teams. In addition, as I just mentioned exchanging volume, I have exchanged with Qunar and Dayima, and it is almost worthless, but exchanging with Jiecao Jingxuan and Dayima is very good. This is the difference between user base and APP positioning. Often, we rush to a large app that claims to have tens of millions of users to exchange for traffic, but the result is bleak. It’s not that one of them is bad, but the answer is that the two apps may not be appropriate. Well, never mind, keep looking. It is also because of this that I mentioned in the minutes of Erzhuona that in the early stages of application, this manpower pressure is very severe and the effect may not be so obvious. What a contradiction. Chen Yan's style also verifies the sharing of Zhu Ying from the previous salon, Zeng Fanmei from Sohu News Client, and Huang Guangming from Moman. For example, there is a complete system behind it, and the person in charge is paying close attention to every data and optimizing every link again and again. The things she threw down after coming up were very exciting. Many people repeatedly asked after the salon: Can we invite this girl and the girls and guys from the last salon (the ones I mentioned just now) to the next salon to talk in depth? Well, if there is a chance, I will definitely invite you again. Yang Pei, VP of Renmaitong Well, Yang Pei is a new guest speaker, because many of the registered listeners are vertical applications. This kind of promotion will sooner or later be led into a ditch if they only listen to the sharing of applications with a large base and wide coverage. Renmaitong is currently in its B round of financing, with 5 million users, and its business application is thriving. It can be used as a reference. Thanks to Yang Pei, who came from Shanghai at his own expense. Regarding the cold start of this type of hard application, after handing the microphone to him, I ran to the bathroom. There must be some omissions, but this is what I heard: The first trick: They collected a lot of business cards from the exhibition. . . Then, use those business cards to find more business cards as well. . . This is the first method initiated by the user. As for how to use it, it should be the operation’s business. As a basic user, it should not be bad. The second trick: They customized special apps for some exhibition companies (but it was more of an APP with different shells) and provided them to different exhibition companies for use, which also brought them 300,000 a month (users? Income? I forgot to ask this. The context at that time should be the number of users, so let's leave it as it is for now and confirm it later.) He also mentioned "a business self-cultivation" as a reference 1. Businesses are faced with four types of resources every day: budget, users, connections, and information. You have to make these resources flow through you, rather than simply thinking about the budget or running channels. You must think more and be more creative. Several cases were introduced on the spot. For example, in the case of volume exchange, it is not the exchange between two companies, but all related apps are put together in a large group, with the help of their own connections, and then A is exchanged for B, B for C, and C for A. There is even an extreme example, because a person was found for a certain channel, 7 days of advertising space was obtained. 2. Solve the key people: Become friends with them for 30 years instead of just cooperating with them for 3 months; 3. You must have your own core circle: become an influential person in the circle! 4. You must become a full-stack business person and must understand products; (spend 20% of your time every day thinking about the industry): talk about products with business people; talk about products with products and add some business in passing. If you only do business for the sake of business and channels for the sake of channels, then you will always be passive. |
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