Review of NetEase Cloud’s personality dominant color activity!

I believe that everyone has been flooded with NetEase Cloud's color test activities in the circle of friends recently. People in various groups and circles of friends are asking others what "color" they have tested. Undoubtedly, from the perspective of event planning, this was a successful operation with low cost , explosive points and spreadability . All operation partners can copy its homework.

The author collected the experience of 30 partners around him and used a formula to comprehensively review why the event was successful and what aspects could be improved.

Activity value = number of users spreading the activity * activity completion rate * (exposure value + conversion value) - resource cost

Activity Analysis-Formula and Highlights

First of all, this event is really refreshing to the author. There are four biggest highlights in the experience: 1. The dynamic interaction loads quickly and smoothly without any lag. 2. The entry threshold of the event is low, the process is interesting, and the completion rate is high. 3. The event prizes are intended to be shared - showing off. 4. The details of the event prizes are designed to be pleasing, praise users, and have a simple mindset.

In this era when H5 is gradually declining, I have forgotten when was the last time such an effect was achieved. This time, we will talk about the four highlights step by step according to the entire event experience process. These four highlights allow the number of users who spread the activity and the activity completion rate in the formula to score full marks.

1. Dynamic interaction loading is fast and smooth without lag

Many people think that this may not be very common and there is nothing worth talking about.

But what I want to express is that in this era of very low production costs, the restraint of functions to ensure experience is really the most noteworthy feature. WeChat has been able to dominate the mobile terminal for ten years by adhering to this creed.

Just give users what you want to convey the most. Any fantasy processes you add during the process will have a counter-effect.

Here we have to mention those H5 activities in many APPs (I believe everyone has encountered them, such as the rider game after ordering takeout, etc.). They take some time to load. If you encounter some users with poor mobile phones, you may have finished loading the game while they are eating the takeout.

Let's take a look at NetEase Cloud H5 this time. The author surveyed 30 friends around him. Regardless of the quality of their mobile phones, everyone's loading time was within 0.5s, and there was no lag in the entire H5. This is of great value to the key indicator of activity completion rate which will be discussed later.

2. The activity has a low entry threshold, the process is interesting, and the completion rate is high

An activity or a communication-type H5 is actually a fishing process . The general hook (that is, the bait-prize ) is placed at the end. You can think of some usual turntable lotteries, likes collection and the like. Others have to at least complete your activity before they can take your bait , so the entire activity process must be interesting so that people want to continue playing.

In terms of the activity itself, the bait offered by NetEase Cloud this time is actually not that great. It just gives you a personality test result , so you have to ensure that the process is interesting enough to achieve a high completion rate. For example, the rebate for attracting new users is actually very large, and the bait is heavy, so they dare to use a relatively high-cost process (users take the initiative to share).

Let’s take a look at this NetEase Cloud Music event. Users only need to listen to a simple and comfortable background sound, make an effortless choice among three options, and repeat this eight times to complete it. The background music is completely different each time, and these background sounds are relaxing music such as whale calls and burning wood, which actually greatly stimulates the user's curiosity.

Based on the feedback from the 30 people I surveyed, the experience was extremely comfortable. It is this meticulous process design that allows this event to have a fairly high completion rate, allowing most participating users to complete the experience (I believe this will also be reflected in the backend data which is quite good).

On the contrary, many activity processes have a lot of design, and users don’t even know where the prizes are, but there are buttons everywhere but they don’t know which one to click. Not only will the activity have no effect, but it will also make customers lose interest in your brand. If you do too many activities like this, customers will lose interest in your entire platform.

3. The activity prize design has sharing attributes - showing off

People who have fishing experience should know that the choice of bait is often a very important link. It is very particular about what bait to use to catch what kind of fish, and it even has a lot to do with the taste of the fish in the pond.

The product of the activity is the prize, which is the bait. In fact, everyone is a little tired of material rewards now. The non-material rewards set up by NetEase Cloud this time may have a miraculous effect .

This time, NetEase Cloud's prizes have captured two major characteristics of modern social media:

1. Show off information gap (people use WeChat or Weibo for two main reasons - to share their lives or to show off some new gossip that I know but you don’t)

2. Interaction (Hey, what's my zodiac sign? What's your zodiac sign? Are we a good match?)

This time, the personality test made by NetEase Cloud Music hit both marks (testing personality by listening to music is relatively novel and can share information gaps, and personality has labels and analysis that can be shared with each other )

4. The design of the event prizes is pleasing, with praise and simple image

After choosing the bait, you still need to knead it so that it fits the hook better. NetEase Cloud's production of the final test report is also a classic. First of all, it sets an anchor for easy dissemination - color . Your final report results will have a color mark.

This makes communication very easy - imagine, when you are interacting with others in a communication activity, you can directly ask: What color are you? Very natural!

On the other hand, in terms of the content of the report, this time the author chose to praise users based on the key points of traditional personality analysis. Among the 30 samples surveyed by the author, all the people gave relatively positive comments. That’s why everyone dares to post this report on their Moments.

It is these four ingenious designs that made NetEase Cloud's marketing campaign perfect in terms of both the number of users and the completion rate at a very low cost. Next, let’s talk about the areas where this activity can be improved.

Aspects that can be improved - landing effect

With the entrance being blocked by WeChat, the event came to an end and the entrance was also removed from the NetEase Cloud APP. Maybe in ten days or half a month, this event will be forgotten like many short-lived flashes in the pan. Then what value does this "successful" event bring to NetEase Cloud?

The above formula also mentions that the value of an event has two aspects: exposure value and conversion value. In this era of marketing overflow, exposure value is constantly depreciating. Especially for tool-type apps like music, if people don’t actually use you and just follow your activities every day without knowing you exist, will you really have any long-term effect?

This is not only worthy of deep thought, but the 30 samples in this survey include "new users" who have never used NetEase Cloud, "lost users" who have used it but now use other platforms, and "active users" who have been using it. Regardless of the type of user, based on survey feedback, this event has no promoting effect on whether they use NetEase Cloud , how frequently they use it , or whether they are willing to buy VIP .

It seems that this event has become a pure brand PR, but does a music app really need such PR? Now let us imagine how this activity could be transformed to achieve a breakthrough in conversion value. The analysis will be conducted from two aspects: transformation of the landing page of a single activity and valuing the activity.

1. Single landing page transformation

The core issue of the lack of conversion this time is that the landing page does not convey the value of the product and does not have a download entrance . At the end of the evaluation, it just recommends a song and adds a NetEase Cloud logo. The 30 samples in this survey also reported that most of them did not notice the traffic from NetEase Cloud.

It is understandable that there is no download entrance because they are afraid that WeChat will be blocked (although it was blocked in the end), but it is really inappropriate to reveal nothing of any important value.

I am also an old user of NetEase Cloud Music. After using it for so many years, the two most valuable things about NetEase Cloud Music are nothing more than playlist recommendations and UGC community comments.

If an activity transformation is possible, these two parts will be highlighted, and you can be recommended an entire playlist or selected reviews of several songs based on the evaluation results.

Another point is that NetEase Cloud Music recently signed a copyright cooperation agreement with Sony Music. Some songs may be put back on the shelves. This is undoubtedly a good hook for a large number of users who have abandoned NetEase Cloud Music due to copyright issues, and they can all be put to good use.

2. Product value optimization

From another perspective, you can also change the way you play it and turn this activity itself into product value .

My NetEase Cloud will hold this kind of activities every once in a while , so that everyone can share with each other and make it a part of social interaction. This has actually been done before. For example, if I remember correctly, the annual playlist activity was first launched by NetEase Cloud, but I didn't see much continuity.

We just need to take one step further and create a category so that people will go to this app specifically for this thing, so that we can truly attract new users and retain users, keep users, and then consider how to further direct them to the core business.

I believe that after further resolving the copyright issue, NetEase Cloud can build brand awareness through a series of innovative activities and find its own positioning, rather than leaving the market in disgrace like Xiami. We should cherish every moment we have.

Author: Dahua Operation

Source: Dahua Operation