9 examples of obtaining seed users
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I often joke with my friends: Young people, don’t spend too much time being sad about the passing of time. Before you make 5 million, your only interest should be making money. Although it may sound a bit mundane, it is also the truth. I have never concealed the fact that I love money, because money means a lot and it contains the life I want. Running a public account , running your own media , or starting a business are all the same. If you don’t make money, you might as well go home and play in the mud. However, before making money, our only focus should be on: how to quickly acquire 5,000 seed users . Seeds, as the name suggests, are potential stocks that can germinate and grow into towering trees. Seed users are of great significance to any new media product. Almost every new media product relies on cultivating the first batch of seed users, quickly completing fission propagation, and gradually cultivating a suitable product and content atmosphere. For self-media, seed users are the foundation of the foundation. Last month I attended a small offline event organized by Internet people. The theme of the event was about Internet marketing . There were about thirty or forty people. Each person had five minutes to speak, and many people were fully prepared. It only took me three minutes to tell a story about how I started a company by writing on a public account. Then I left the QR code of my public account and said that I had brought everyone a gift today. If you follow this public account, you can get 100 e-books on Internet marketing that I carefully compiled. The e-book contains a detailed introduction to my public account and myself, so I didn’t say this. If you have followed my previous articles, you will know that you can use this trick occasionally. No matter what kind of marketing you do, giving people benefits and leverage will never be wrong. Leverage the power of family, leverage the power of others, leverage the power of the media, leverage the power of opponents. Relying on the government's help, if you think about it carefully, it's the same end result, which thing is not accomplished this way? Marketing is always about marketing human nature. Back to the public account self-media, these users who are attracted by interests are not equal to seed users, but just attention users. Some of them come just for e-books. If they find that the subsequent content does not have what they want, they will leave. Later, operations have to be relied upon to cultivate the relationship. Therefore, regarding seed users, there are several concepts that we need to be clear about first. First, what is a seed user? They are the most trustworthy, influential and active fans, the ones who frequently interact with you, help you forward your messages to friends and give you advice. Second, seed users are not equal to initial users acquired through promotional means. It should be said that seed users are selected from initial users, and their friendship is gradually established through later content operations and interactions. As Xiaohan often says: make friends with users. Seed users are divided into implicit and explicit users. Taking the official account as an example, those who frequently appreciate, leave messages, send messages, and forward your articles to their friends circle are explicit. Those who frequently interact on personal WeChat , pay to join your community , meet and communicate offline, and even have in-depth cooperation are implicit. Third, the quality of seed users is more important than quantity. Even if there are only 100, you must select carefully and don’t blindly pursue quantity. The character of the seed users must be consistent with the tone of the official account. A few but good ones are better than a lot and a mess. Seed users are not the same as follow users. Fourth, seed users have a great influence on the direction and tone of any product or brand itself. Douban founder Abei once said that the five employees he initially recruited were all Douban's seed users. They were very active and gave Douban a lot of constructive suggestions, which directly affected Douban's community atmosphere. In fact, judging the quality of a public account's seed users is the same. You can observe the message areas of some large accounts. If the content of the message interactions is relatively deep and specific, and drives the atmosphere of discussion, it means that the initial operation and user interaction of this account are very successful, and the seed users are in place. The influence of seed users and whether they can reach more target users has a great impact on the speed at which the official account takes off. However, the circle of friends is like a swimming pool. There are too many good accounts in the water. Acquiring seed users is a difficult accumulation process. From 1 to 100, it is the most difficult, and the next 100 to 1000 are getting easier and easier. We need to think clearly about what kind of seed users you want to attract? What are their characteristics? Where? How to attract them? 1. Who is your user? 2. What are the characteristics of the user? 3. Where are the users? 4. How to attract users——how. Let’s look at 9 cases together and see the successful examples of acquiring seed users. Don’t think that it is easy and advanced for large companies to acquire seed users. These methods may seem low-level to us now, but as long as they can achieve the goal and get things done, it’s right. In fact, whether at home or abroad, many successful startups use "stupid" methods to acquire seed users. 1. Jumei Youpin: A man registered a pseudonym to pretend to be a senior BB cream expert The founder Chen Ou is a master of social media, with 37 million followers on Weibo. He is very good at telling stories, and his post “I speak for myself” once went viral on Weibo. For a while, the Chen Ou style was prevalent. In fact, Jumei had already entered its growth stage at that time. Before Jumei was founded, it was actually working on a game advertising project. The angel investment was almost used up and there was no improvement. The three founders, all grown men, saw that group buying was becoming popular at the time, so they hit on the idea and started Jumei. After the website was built, there was no money for publicity and promotion, so one of the founders, Dai Yusen, registered an alias on Renren.com and pretended to be a senior expert on BB cream. He wrote a post telling everyone what BB cream is and how to use it. The post became popular and received hundreds of thousands of views. At the end of the post, a purchase link from Jumei was embedded. It was this soft article that brought them hundreds of thousands of sales and thousands of seed users. You all know what happened next. There are many cases where a company quickly opened up the market and acquired users by writing a hit soft article. Shi Yuzhu also found a group of writers to write soft articles about Melatonin in a closed hotel, promoting Melatonin to the market and acquiring seed users. 2. Quora: Answer questions when no user answers them Zhihu in China imitates the question-and-answer community Quora, whose founder is the former CTO of Facebook. Just like Zhihu, Quora is a high-level question-and-answer platform. When it first had no users and no money to spend on advertising, how did they do it? Ask and answer your own questions, and they are all of high quality. Next, they invited test users to continue asking questions and answering them until the website's popularity gradually increased. They then opened the entire website to allow users to ask questions, answer questions, and maintain and modify content themselves. 3. Xiaomi: Hanging out in major mobile phone forums Lei Jun and Li Wanqiang have said on many occasions that Xiaomi initially looked for mobile phone enthusiasts by posting on major mobile phone forums, selecting and contacting them one by one, and eventually found 100 users to become the first batch of internal beta testers of the product. 4. Smartisan smartphone: Marketing hype Luo is very good at marketing and creating hype. He made the Hammer a controversial phone. Many voices emerged, and naturally it attracted attention. When the attention increased, the seed users were found, because if someone scolds you, there will be people who support you. Brands that are good at creating momentum, organizing events, and have strong public relations capabilities can be considered. 5. Zhihu: KOL recommendation Those who have used Zhihu know that in the early days, most of the users on Zhihu were from the IT industry, which was related to Zhihu's invitation registration mechanism at the time. They invited Kai-Fu Lee and Lei Jun to endorse it. A large number of people who wanted to register on Zhihu had to spend money to buy an invitation code. If you have the resources of a big boss, you must learn to leverage his power and cling to his thighs. Let’s look at the cases of four more public accounts. 6. Qinggua Media – Reposting through the WeChat Moments of Big Vs They mainly rely on the power of industry bigwigs and opinion leaders to acquire seed users, select some influential articles, promote them to influential people, and ask them to forward them. At the same time, they mobilize the authors of the articles, colleagues in the company, and friends to forward them, and add comments and recommendations when forwarding them. The effect is more than three times better. 7. Lesson 3 – Submitting to a Big Account Sandieke has many high-quality product analysis articles. Relying on their high-quality content, they immediately submitted them to 36Kr and Gupo's Things. At the same time, they responded to hot topics on Zhihu. With such persistence, they effectively completed the initial accumulation of accurate fans. 8. WeChat account of a maternal and child care company – WeChat group One of our clients sells maternal and infant products, which is a new brand. What we planned for him was to register hundreds of small accounts, constantly join WeChat groups and QQ groups for mothers, which added up to nearly 3,000. He also established relationships with the group owners, held live broadcasts and serial sharing lectures in thousands of groups, distributed red envelopes, and organized activities. Under relatively easy circumstances, he gradually formed the first batch of stable and serious users. 9. One: Good content is the best way to spread This sentence was said by Xu Husheng, the founder of Yitiao. In fact, Yitiao initially spent a lot of money on WeChat Moments advertising . Later, the continuous production of high-quality videos encouraged various experts and kols to repost them. For example, when a video introducing China's unique hotels came out, friends in the hotel circle were all over the screen. When the photography video came out, the art circle was all over the screen. Not to mention the food video, it was reposted tens of thousands of times in an hour. Relying on the forwarding of high-quality content by industry people is an advantage that vertical media does not have, but it can be used as a reference. Finding opinion leaders in vertical industries and attracting them to comment and forward is a way to accumulate seed users in vertical industries. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @唐晓涵 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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