Taking NetEase Planet as an example: How to do viral marketing for blockchain products?

The biggest charm of viral marketing is low cost and high return, but the biggest risk is that it is difficult to start in the early stage and the results are unpredictable. So how do you do a viral marketing ? Let’s take NetEase Planet as an example.

(PS. NetEase Planet is a blockchain project of NetEase, a value sharing platform based on blockchain. To put it simply, the planet grows black diamonds, which can be used to exchange for gifts for free. The more force tasks you complete, the faster the black diamonds grow.)

1. Clear goals

Generally, viral marketing occurs on social media . Most product awareness is spread through WeChat Moments . Some products have the ultimate goal of being banned by WeChat (too much traffic will lead to WeChat ban). If you conduct marketing activities without manpower and cost, you can only take advantage of users' itch points, pain points, hot spots, and funny points, then what users can perceive is "emotional identification."

1. Marketing objectives

The special attributes of the Moments cause most users to leave after reading, so the sedimentation conversion rate is low. Therefore, the biggest goal that viral marketing can achieve at this time is fission-style brand communication. For NetEase Planet, the goal of this viral marketing is to: brand communication and convey the value of black diamonds.

2. Target users and groups

Lock in the communication channels , that is, whether the reach of the sharing channels is consistent with the target users of the product. For example, if your target audience is professional sports car players, then swiping WeChat Moments is not the first choice for viral marketing, and perhaps you should not do viral marketing on social media.

The target group of Planet is potential users in the market who are interested in blockchain and virtual value. These people may be you and me around us, who have potential investment and wealth-making needs, so spreading the message in the circle of friends is Planet’s first choice.

2. Determine the theme

1. What is a good topic?

A good theme is viral. Find a natural virus that can directly hit the user's heart and mobilize the user's emotions. At the same time, it is strongly tied to food, clothing, housing and transportation, so that users can understand and participate at low cost. At the same time, this theme is highly relevant to the product itself and can help convey the brand.

2. A theme that fits your product

Using viral marketing with a theme that suits your product often achieves twice the result with half the effort.

Taking offline as an example, a marketing case launched by a juice brand during the New Year used simple copy to quickly convey the theme that drinking juice is good for health, but the interesting combination of the text led to theme fission and sharing fission.

NetEase Cloud Music teamed up with Hangzhou Metro to launch the "See the Power of Music" campaign, using interesting song reviews to attract users while conveying the social attributes of Cloud Music.

For the blockchain product NetEase Planet, what users care most about is whether they can make money, and the product also hopes to meet user expectations. Therefore, allowing users to quickly perceive the value of NetEase Planet is the theme of this viral marketing.

Through previous user interviews and test questionnaires, we checked user attributes and found that "making money" is one of the user labels of Planet (which is also everyone's voice). So we brainstormed around "how to make users make money quickly" and finally locked on the theme of " getting rich overnight " to satisfy the fantasies of most users.

3. Design

After determining the theme of viral marketing, you need to start clarifying the design goals, which require users to be interested, complete operations and share within a short period of time, while always feeling that the theme is "getting rich overnight." Planet adopts a simple form: participate in the test - generate the test report - and share after feeling rich.

1. Marketing form

In most Internet cases: one is active participation; the other is passive acceptance;

The active participation type requires arousing user interest and allowing users to continue to conduct in-depth operations around a theme, such as asking them to fill in their names, birthdays, answer questions, obtain user habits, etc., to generate user reports; the passive participation type is mainly based on user browsing, feeling the theme and stimulating sharing. The design cost of this type is relatively high.

NetEase Planet chooses to let users participate in interesting tests in a low-cost way, allowing users to participate in associative choices from shallow to deep, and finally generates a "get rich overnight" report.

2. Short path

Retrieve user information within the product and generate results with one click without user operation, thus stimulating user participation at a low cost. Prioritize mobilizing users’ emotions outside the product, and then complete user testing with a short path. Three versions of the path design are made below:

(1) First version path

Enter your name first, then take the test (each question is a separate page).

In this plan, the priority is to determine whether the topic is attractive enough. If the attractiveness is low, the behavior path will be too long, which will cause users to have increased expectations. If the test results are uninteresting and not fun, it will consume users' enthusiasm and they will lack motivation to share.

(2) Second version path

Enter the name first, then take the test (the test questions are all on the same page). Since user participation is already being mobilized when entering the name, user enthusiasm is consumed from the first step, and the user expectation curve continues to decline.

(3) Third Edition Path

One page is presented, which prioritizes mobilizing users to participate in the test, establishes a connection between the test questions and the users, and after completing the test, enters the user's name at the end to view the results. The user is guided to view the report step by step, and the user's expectations are dispersed to the participation process rather than the results.

3. Improve results focus

The prediction result of this time is a prediction of future net worth centered around “getting rich overnight”. The result tries to bring users simple emotions such as “Haha, I’m so rich” and “Haha, why are you still so poor” to promote user emotional forwarding.

Among the three solutions in the figure below, one and three make users fall into reading comprehension or conversion, which will cause their consciousness to linger and thus reduce sharing conversion , and fail to move in the set direction. So choose option 2. It is smooth to read and easy to understand, which motivates those who share it and makes those who see it enjoy participating.

At the same time, the report result page is also a new page. In terms of visual effects, it should allow users to see the core results at the first time, and plan the user's reading path to eventually share or guide them to the APP.

(Final online visual effects)

4. Spread and share

To improve user dissemination, in addition to the results themselves, it is also necessary to directly resonate with users, display user avatars, names and other information to narrow the distance between you and users, and at the same time grasp the user's various sharing paths. When sharing screenshots, long pressing to share, and sharing pages, the QR code can be displayed and used.

4. Release & Follow-up

The choice of publishing time is also an important link. On weekends, users’ energy is often consumed by other platforms and daily life, so weekdays are the best choice. It can divert users’ attention at a natural time, relieve users’ boredom at work, and make it easier for users to engage in communication. If similar topics are circulating in the market during this period, you can still use external forces to launch marketing activities at the commanding heights of the topic.

Without profit incentives, viral marketing does not have the attribute of attracting new customers. Therefore, after viral marketing completes brand communication, the product still needs to make an effort to use profit to attract new customers, convert users who have already recognized the brand into product users, and then adopt the form of self-propagation by attracting new customers to further achieve a closed loop.

Source: Zhang Qian (Shrimp Crackers)