Marketing and promotion tips, no need to sell anxiety to reach 100,000+!

Many marketing strategies tell us that we must seize the "evil of human nature" to operate products - check-in and badge activities arouse users' "competitiveness"; paid membership and special membership satisfy users' "vanity"... It seems that product operations cannot be done well without digging into the "seven deadly sins". But sorry, I don’t believe it. This article will tell you through the author’s “Truth, Goodness and Beauty” operational methodology that you can create textured and stylish cases without relying on “the evil of human nature”.

Contents of this article:

(I) Analysis of the “Maker Post” White Koi Case

(II) A complete review of the White Koi strategy

3. Summary of the “Truth, Goodness and Beauty” Methodology

4. Reusable Experience Reference

1. Analysis of the “Maker Post” White Koi Case

Case background:

1. Alipay Koi and "Xin Xiaodai" became popular products;

2. Confirming this collection lottery as an effective, reusable model is being replicated by all industries;

3. Channels for launching Koi activities: Weibo, WeChat public account;

4. During my observation, I noticed about 200 koi messages launched through WeChat public accounts, and about 80% of them had common characteristics: classic red and yellow color scheme, and were eventually banned by WeChat public platforms;

5. Among the koi samples observed by the author, the reputation of the surviving koi was biased, and users had doubts about the transparency, openness and authenticity of the activities.

Case Objectives:

1. Create a koi fish that will not be banned by the platform;

2. Create a completely unique koi;

3. Create an open, transparent and authentic koi with high reputation.

Landing time: October 27, 2018

Operational methodology : Touching users with “truth, kindness and beauty”

Data results : 100,000+ exposures, 10,000 people participated in the lucky draw, and 70,000+ new followers of the subscription account

2. A complete review of the White Koi strategy

After I made up my mind to carry out a "Truth, Goodness and Beauty" user operation, I sorted out and organized the activities according to the first part. It is found that if we want to carry out activities that meet expectations, the problems will focus on several points:

1. How to avoid being blocked?

2. How to activate good user reputation?

3. How should the activity be played?

4. What should the user route look like?

In response to the above questions, after investigation, collation and analysis, I came to corresponding conclusions.

1. How to avoid being blocked?

Answer: The key to avoiding being blocked is to “comply with platform rules”. Looking at many of the banned koi, they all have behaviors such as "inducing attention, inducing forwarding to Moments, and guiding users to collect likes".

If he wants to avoid being blocked, the white koi on Chuangketie must give up the pursuit of followers and shares, and must not take the risk of asking users to collect likes. Of course, everyone knows that collecting likes is still a very effective way of communication, and there are many ways to avoid risks, but in order to do a good job of this event, I will choose to give up.

1. How to activate good user reputation?

Answer: It was observed that the bad reputation of other Koi games focused on "transparency, openness" and "lottery prizes and content". How to activate good word of mouth is actually what I call "how to avoid being scolded" (hahahaha).

Let’s first talk about the issue of “transparency and openness” of the lottery event. This may be the most fatal negative word of mouth, and it also means that the quality of this event will be greatly reduced. Many users will question "Is there a shady deal?", "Are the winners related to the lottery?", etc. It is not difficult to see that users have doubts about the lottery process. After all, many Koi lottery methods involve sending a screenshot to a public account, obtaining a lottery code, and then drawing the prize. However, this method is neither open nor transparent, and can indeed be used to carry out secret operations. So I chose a third-party public lottery channel - Feng Dahui's "Lottery Assistant" applet. The lottery is completed through the "Lottery Assistant", which is open, transparent, clear and fair.

The second is the "lottery prizes". I found that there are three problems with the Koi that are criticized the most:

(1) The prizes are not practical

Yes, the most criticized thing is that the raffle prizes are too many and not practical. Let me give you a few examples: a 5 yuan coupon from a certain mall, a voucher for 200 yuan off for purchases over 1,000 yuan, a 99 yuan voucher for redeeming merchandise, etc. The moment these vouchers are used as prizes, it means that this activity is about to be criticized. After everyone has been forwarding the message for a long time, all they get are vouchers, and they have to pay for it themselves?

Users are not stupid. As a business owner, if you want to organize a koi event, you should adopt a lottery attitude instead of teasing users.

(2) Difficulty in redeeming prizes

Some koi were criticized because it was difficult to redeem the prizes. Once the virtual vouchers become invalid or are claimed by someone else, the entire event’s prize redemption process will be in trouble. Both customer service and operations will face questions from users and need to deal with the aftermath. To solve this problem, you must think about how to avoid the possibility of fraudulent claiming and card voucher expiration at the very beginning of the gift preparation stage.

(3) Copywriting failure

Some koi were criticized because the copywriting was really bad. Such as "I know you are not doing well, so I came to give you a gift", "This may be the biggest koi you have ever seen in your life", etc. The problem with the former may be that it is in the late stage of "sorrowful culture", and users are labeled as "not having a good life" in advance. In fact, you must be very clear-headed when operating activities - lottery activities, unless they are koi at the level of Alipay, are not inspirational stories of carp leaping over the dragon gate, but at most icing on the cake in daily life. Selling anxiety is not the best way to grow. From groups that scold each other to groups that praise each other, people's thought processes have changed.

And "This may be the biggest koi you have ever seen in your life" is a typical example of "unclear self-awareness". The total amount of the gifts is less than 100,000, yet you dare to use such an inflated title. In the final analysis, you are just asking for trouble.

1. How should the activity be played?

By understanding "how to avoid being blocked" and "how to avoid being scolded", the outline of an activity has actually been born in my mind.

Activity form: Koi lucky draw

Prize content: Practical, reliable, interesting and valuable gifts

Lottery method: The third party will draw the lottery openly and transparently, without asking for forwarding or attention.

Concept of the lucky draw : A lucky draw that is consistent with the lifestyle of the users of the Maker Post, and is true, kind, and beautiful

This may seem like a very idealistic activity, but any mistake in the execution may lead to failure. After all, the first step is to convince yourself to give up the task of "growth". Instead of pursuing growth, organizing an activity that truly promotes "truth, goodness, and beauty" is itself a realization of idealism.

I did the following sorting:

Activity purpose : To give back to users and partners. Yes, I no longer define the purpose of the event as "growth" but as giving back.

Thoughts:

(1) Users: Most of the users of Chuangketie are working professionals. Work and life are two very important aspects for working people.

(2) Gifts: Gifts should also revolve around "work" and "life".

(3) Activity setting: Set practical, valuable and interesting gifts according to "work" and "life".

(4) Gift source: Cooperate with partners to jointly provide gifts to users. Maker posts provide exposure and activity.

(5) Partners: Principle - According to the two major scenarios of "work and life", we will only cooperate with one company for each type of single product. For example, we cooperated with 135 Editor in this event, and we will not cooperate with other editors; we provided a membership card of Mubu, and we will no longer provide other outline tools in this event.

Copywriting direction: heartwarming, workplace, down-to-earth, not exaggerating

In general, the White Koi of Chuangketie has made decisions for users and will not provide duplicate items for users to choose from. Our activity diagram at that time was as follows:

We can see that this event is called "Proposal for a Better Life", which does not mean that we think life is hopeless and koi is the savior, nor does it mean that we provide priceless gifts to open users' eyes. We have just prepared a proposal for a wonderful life, you can choose to accept it or not. At the same time, you can see that even when providing virtual coupons, the coupons we set are "no threshold of 1,000 yuan." Sincerity will be presented to users in the setting of prizes.

1. What should the user route look like?

After the gifts are set up and the copy is prepared. User routes and communication channels have become the focus of thinking.

The Chuangketie service account has millions of followers. If the activity leads to the account being blocked, it would be a loss. So we did not put the "traffic end point" on the service number. Instead, it was decentralized.

(1) No threshold for the lucky draw: Whether you are a fan of the service account or subscription account, or you have just read this article, you can participate in this lucky draw. The confidence of this activity lies in "Don't leave comments, don't forward, don't collect likes."

(2) Lottery channel: a third-party platform that is transparent, open and fair. We cannot interfere with the lottery results.

(3) Event communication channels: tweets from subscription accounts, event pictures pushed by service accounts, and event pictures directly released by service accounts on social networks.

(4) Route: Service Account Image/Subscription Account Article — Lottery Assistant Mini Program

III. Summary of the “Truth, Goodness and Beauty” Methodology

To our surprise, this was after we abandoned our growth goals for this event. The number of new users of the subscription account exceeded 70,000. This event is also a "zero negative review" operation activity.

We received over 2,500 messages. Every comment was heartwarming and touching, with not a single negative one, so much so that we even published an article specifically for the user's comments titled "I Hate WeChat for Only 100 Messages":

This event is the second attempt at implementing the “Truth, Goodness and Beauty” operational philosophy of Chuangketie (the first was an h5 event that added 200,000 new users in 6 days, which we will review again later).

I have never believed that operations must be based on greed and comparison. Even if the culture of mourning emerges, I absolutely believe that it will not be sadness and pain that will truly change the world. You can achieve 10w+ without selling anxiety. Every activity and push can bring some help and comfort to users. This is the meaning of new media operation .

I summarize the "Truth, Goodness and Beauty" operation philosophy into four "commons":

(1) Empathy

When I am doing operations, I am the user itself. I will never do any activities that I am unwilling to participate in or accept, I will never write copy that is below my own moral bottom line, and I will never do any activities that hurt users' feelings.

At the same time, Chuangketie has always maintained the habit of user operation. In terms of event gifts, we will ask users "Do you need xxx?", "What do you think of xxx?", "If a lottery is held, what gift would you like?" After that, we will go our separate ways to invite suitable partners and make a list.

When making the gift list, our scenario thinking was also very clear: What would users need in an office scenario? A small desktop ornament? notebook? Office tools? Desk mat? Book? Paid knowledge courses? OK, then let me think about what is in my office process and then arrange it for the user. What about back home? You need to have something to eat, drink, use, and take care of your skin, so just make arrangements.

All gifts can find corresponding scenes in daily life. Don't fabricate user scenarios, but infer the needs from the scenarios. This way you won't make false demands, and you won't provide gifts that will lead to criticism based on false demands.

(2) Shared destiny

Every company's operational activities, if done well, can be a case for reference for everyone; if done poorly, they can also be a negative example for everyone to avoid. So I never think of any activity as "meaningless". Every company-level activity, if it is expanded, the positive and negative consequences will be borne by all companies together. For example, after the distribution model became popular, the routes for copying and blocking corporate accounts were almost identical. At the level of corporate activity operations, we are a community with a shared future, and we need to be responsible for ourselves and other companies.

It is precisely because of this that the White Koi of Chuangketie chose to avoid the Koi activities of competitors. Yes , when the competitors of Chuangketie were doing Koi activities, we did not do any activities. We only launched the White Koi activity after the other party’s activity ended and the prizes were drawn to ensure sufficient traffic. Chuangketie does not like to engage in "traffic plundering" behavior. We believe that if we maintain this awareness, the industry will surely develop healthily.

(3) Growing together

We don’t think that everything is over after a successful event.

After the White Koi project ended, we continued to receive feedback from users. Even users who did not win the prize liked our "Proposal for a Better Life" very much, especially one slogan that was repeatedly mentioned by users - "I hope you understand work and life." So we created a derivative product of the White Koi event - the Maker Post "Workaholic Notebook".

The cover of the notebook only has the word “workaholic” printed on it, and the inside page only has the slogan “I hope you understand work and life” printed on it. We printed 2,000 of them on November 3rd and never sold them to the public. We only held raffles and gave them away to users. As of now, the remaining number is less than double digits.

We believe that a good event is one that is constantly growing. Users will also grow, and companies will also grow. In 2019, we created our second notebook, called “Dreamer”. Similar to “Workaholic”, only the English word “dreamer” was printed on the cover, and only one slogan was printed on the inside page: “You still have to have dreams, because they will come true.”

The vitality of the white koi activity continues to this day and will continue in the future.

(4) Shared Future

We will continue to take "warmth and beauty" as the concept of our activities, and "meeting user expectations and needs" as the core keywords of our activities, and continue to output more effective activities. We believe that in the future, "truth, goodness and beauty" will definitely defeat "sorrowful culture" and "toxic chicken soup". Healing the world starts with every event.

4. Reusable Experience Reference

Regarding this event, I have some reusable experiences to share with you.

(1) Create suspense

In fact, before the event went online, we hinted to users in the community that "something will be happening in the near future." Raised user expectations.

(2) Appropriate additional gifts

After the prize drawing, we continued to add 50 memberships of Maker Post as gifts to participating users. It reduces the regret of users for not winning the prize.

(3) Explore the core value of the activity and deepen its development

After we discovered the white koi, everyone was deeply touched by the words “I hope you understand work and life.” So we immediately added notebooks with this slogan printed on them to continue the life cycle of the concert and iterate continuously. We have discovered the "emotional needs" of users and will continue to maintain them. Every activity may have a core value, which may be a slogan, a gift, or even just an emoticon package. This needs to be explored.

(4) Believe in all that is good

When we were doing our first "Truth, Goodness and Beauty" type operation, we were actually not completely confident, because we were not sure how far we could go without exploiting the evil in human nature.

The first success gave us confidence, and the second success of the white koi made us more determined that "believing in beauty" is the core value of Chuangketie's operation. And we look forward to more of you who also believe in beauty, believe that good things will happen, and instill such ideas into users. Let us work together to change this world where "toxic chicken soup" is the mainstream.

Source: Hysterin