Analysis of the "Fan Deng Reading" activity

The case analysis brought to you today is Fan Deng’s reading activity where old students lead new ones.

1. Case Name

Send a knowledge package to your friends

2. Case Background

【About Fan Deng’s reading】:

Fan Deng Reading was founded in 2013 and is headquartered in Shanghai. It is a pioneer in advocating "universal reading" and a leading brand in the knowledge payment industry. It aims to help those who have no time to read, don’t know what books to read, and have low reading efficiency, to acquire knowledge, fall in love with reading, and grow throughout their lives through the mobile Internet.

The company's main business is the annual paid product of the founder, Mr. Fan Deng. In addition, it has a rich content product line, including Zhixing Academy, Feifan Intensive Reading Hall, New Parents University, "I Have a Question" and other innovative project groups.

So far, it has interpreted more than 270 books, held 45,000 offline reading activities, and donated to 142 charity libraries.

【About Fan Deng】:

Fan Deng, founder and chief content officer of Fan Deng Reading.

In 1999, while studying at Xi'an Jiaotong University, he won the championship of the International College Thesis Competition. He once worked for CCTV and hosted TV programs such as "Telling the Truth", "Studio 12" and "Samsung Intelligence Express". He has published books such as "Replicable Leadership", "Understanding Children's Hearts", "Low-Risk Entrepreneurship", "Work is the Best Practice", "Reading is a Lifelong Thing", and "Understanding a Book".

In 2013, Fan Deng founded "Fan Deng Reading". As of May 2020, the number of APP users exceeded 35 million. As a leading brand in the field of paid knowledge, Fan Deng Reading has the vision of "Every more people who read, there will be more peace" and the mission of "helping 300 million Chinese people develop reading habits". It adopts a new way of opening books, leads people into the world of books, truly helps 300 million Chinese people develop good reading habits, and allows reading to light up the lives of every Chinese.

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1. Products

• What products are available

Listen to a book every day, knowledge supermarket, points mall, offline chapters, offline Fan Deng bookstore, "Book Talker"...

• Loading form

1 APP, 1 public account, 1 mini program, 1 video account, offline book club...

• Product Details

1) Product concept: Aims to help those who have no time to read, don’t know what books to read, and have low reading efficiency, to acquire knowledge, fall in love with reading, and grow throughout their lives through the mobile Internet. Help 300 million Chinese people develop reading habits.

2) Product services: Purchase annual VIP and enjoy reading 50 books together every year; as well as the books you have read in previous years in the APP.

3) Speakers: Fan Deng will be the main speaker, and some book authors will also be invited to give lectures.

2. Traffic

• Internal traffic

1) Referral: Old users share their favorite books with new users, and both new and old users will receive 7-day VIP privileges.

2) Word-of-mouth renewal: I have been using Fan Deng Reading for almost 2 years, and it has become a habit of mine to listen to books during my daily commute. For every book shared in it, Teacher Fan Deng will combine his own experience or some life cases, which are easy to understand and inspiring. I think the reason why I am willing to spend time on this APP every day is not because the knowledge becomes my own after listening, but because it leaves space for my own thinking after listening. This is a very important reason for me to maintain loyalty. I have been a member for 3 years, and the investment of about 1 yuan a day is worth it.

3) Offline reading clubs: Continuously develop clubs and club members

• External traffic

1) Search bidding: Baidu

2) TikTok Matrix: Hundreds and Thousands of TikTok Accounts

3) Xiaohongshu Matrix: Hundreds of Accounts

4) Zhihu Matrix: Hundreds of Accounts

5) Ximalaya Audiobooks: 1.659 million followers

6) Lizhi Micro Class: Join Lizhi WeChat

7) TV program: "I am a storyteller"

8. Collaborate with KOLs

3. Monetization

1) VIP Membership

2) Knowledge Supermarket

3) Points Mall

4) Offline activities

4. Case Path Analysis

• Active pop-up elements:

1) Event date: 10.12-10.30——Limited time

2) Main title: Last week for unlimited VIP access, why don’t you come? ——Countdown creates a sense of urgency

3) Subtitle: 1.38 million people have received it - herd mentality + trust endorsement

4) Click here to receive - issue action instructions

Summary: This is a textbook-level activity pop-up (poster) design that is worth learning from.

• Landing page:

1) Part 1: Invite 1 person to get 7 days of VIP + 2 courses

2) Part 2: Tiered rewards for 5, 10, or 20 people

3) Part 3: Emphasis on the rules of the game

4) Part 4: Invitation Record

Summarize:

The logical layout of the tiered rewards from low to high allows people to quickly understand how the activity works.

The constantly flashing “Send to friends now” allows users to quickly share.

Everyone's invitation ability is taken into consideration, and each level has corresponding gifts, which reduces the user's decision-making cost.

• Share poster elements

1) Give 4 more people a copy of the classic paper book - the instructions are very clear, letting users know exactly how many people they need to get which gift.

2) The theme of the event is eye-catching and clear - attracting target users and allowing invitees to quickly participate

3) Swipe to view more posters - there are 2 versions of posters to choose from, one that emphasizes giving gifts, and one that adds a first-person recommendation to give a stronger sense of trust. The two versions of the design basically take into account the needs of different groups of people.

4) The sharing section provides 4 options: WeChat, Moments, Share Link, and Save Poster. Users can share quickly according to their habits. Avoid complex processes that interrupt sharing actions.

Summary: The content of the poster is clear and the sharing process is quick and convenient, which avoids the termination of the sharing action and the loss of traffic to the greatest extent.

• Event landing page

1) Recommender’s profile picture + first-person recommendation – Increase trust

2) Re-emphasize the gift - the user has made it clear what they will get

3) New users get another 7 days - +7 for old users, +14 for new users, which is very tempting for new users.

Summary: When new users come to this page, the chain setting of recommender endorsement + benefit acquisition + doubling of benefits can avoid the loss of new traffic in this link to the greatest extent. The more I analyze it, the more I feel that the designer of this activity really understands user psychology.

• After successfully receiving the money, you will be directed to log in to the APP page

1) Successful collection - what has the user received so far?

2) Log in to the app now to get another 7 days of VIP membership - double the benefits and guide downloads

3) There are more physical rewards waiting for you - the benefits will be doubled again and again

4) Display of physical gifts - very tempting

5) Open the app to participate in the event - call for customer action

Summary: This is the most sophisticated activity design I have seen so far that doubles the benefits in every link. Although the whole process is very simple and easy to understand, the participation threshold is basically the simplest one-click forwarding. But every link really has extremely strong interest baits, which give you a constant motivation to share both materially and spiritually.

Supplement: We have just talked more about the material motivation. The spiritual level is closely related to the positioning of the product itself. Reading itself is something that makes people feel positive, motivated, thoughtful, and classy. Sharing this information with others can enlighten more people, and the spiritual drive for sharing is also very motivating.

五、老帶新活動3要素拆解

1. Products

• Target Users

The user group is concentrated in the middle-aged population aged 25 to 45, more than 70% of which are female users, and they have high aspirations for family, career and self-cultivation. 75% of users are willing to pay more than 2,000 yuan per year for their own learning, so the user population is relatively more middle-class.

• User Pain Points

1) No time to study

2) I don’t know which books to read

3) People with low reading efficiency

• Solution

By leading everyone to read a book every week, starting from sharing it in the form of PPT manuscripts, and finally compressing the essence of the book into a few dozen minutes, we will share it simultaneously through a combination of video + voice.

2. Channels

• APP

1) Home page banner

2) Home page pop-up window

3) Special event entrance on the homepage

• Official Account Menu Bar - Get VIP for Free

3. Creativity [sharing efficiency x conversion efficiency x sharing frequency]

• Sharing efficiency (affected by sharing motivation and sharing difficulty)

1) Share the power

Share with 1 person and get 7 days of VIP + 2 courses

Share with 5 people and win a physical book

Share with 10 people and get an exclusive custom deliberate practice notebook

Share with 20 people and win a 2021 Knowledge Calendar or a customized Tmall Genie

Summary: The interests are closely linked, and there is great motivation to share.

2) Difficulty of sharing

Generate a sharing poster with one click

4 sharing methods to choose from

Summary: Almost no difficulty

• Conversion efficiency (affected by the attractiveness of the poster and the difficulty of participating in the event)

1) Poster appeal

Color matching, visual design, titles, highlighting of key points, benefits that users can obtain...are all textbook-level designs.

2) Difficulty of participating in the activity

0 threshold, easy to understand, easy to operate

3) Sharing frequency

A tiered reward system is set up: 5-10-20 people

If users want to get corresponding gifts, they need to increase the frequency of sharing.

6. Product highlights and reusable features

Highlights

• Setting of interest points

Not only is it very tempting (understanding what users want), but it is also interconnected, doubling the benefits. Very human-friendly design

• Visual Effects

The overall orange + yellow color is very eye-catching and makes people feel comfortable at the same time.

• Copywriter

The posters and detail pages are concise, easy to understand and very professional.

The underlying marketing logic is also interconnected.

Reusable points

This is a textbook-level activity of mentoring new employees, and the entire process is very worth learning from.

7. To be optimized

• Reminder of the number of invitees

The number of invited guests can only be checked manually through the event landing page. There is no other convenient notification method, which is quite troublesome.

It is not convenient for users to timely grasp the number of invitations, reach the specified number, and receive prizes.

8. Personal Thoughts and Reflections

• Good ideas can be reused

When you are a novice, instead of trying to find a new way to come up with a big trick (to please yourself), it is better to learn from the successful cases in the market. The best way to learn at first is to imitate.

• The Great Way is Simple

The simpler the model, the easier it is to spread and the easier it is to succeed.

• User-focused design activities

The prerequisite is that you must understand your users well enough, so that the activities you design can hit the hearts of users in one fell swoop, and make them happily follow the route you designed and complete the specified actions.

Author: Wild Lonely Fungus

Source: Wild Operation Community