Source: Luzon Blog, welcome to share
With the rapid rise of e-commerce, the mode of no-source stores has been derived. Simply put, even if they do not have the supply, they can open online stores without looking for express delivery. Businessmen do not need to hoard goods, and there is no risk of unsalable goods caused by poor sales. Collect goods on other platforms by manual or software and sell them at a higher price in your shop.
For traditional e-commerce, there must be a stable supply of goods. The mode of no supply is to break the traditional mode and open stores without looking for supply. I have friends who open online stores, looking for a source of goods is a proxy, what goods on the shelf on the home side of what goods, a great limit on the flow of shops, and then transformed into Beijing East no source of goods.
According to the data provided by one of his predecessors, he started to operate this project in the middle of 18 years. When he first started to operate, the sales volume was a little unstable and the profit was slightly low. After two months of operation, the shop has stabilized, and the single-store profit is now between 2W and 5W. Because this project is the mode of stores, there must be more than a few stores in the group. So my predecessors told me to expand a few stores before 618, and get another wave of traffic while doing activities.
First, what are the advantages of Jingdong’s non-supply compared with the traditional model?
1. In order to truly understand the selection and know how to select goods, we must find high-quality sources of goods, which have high requirements for individual selection ability, operation ability and the source of goods found. It’s very difficult for inexperienced people to do this.
But Jingdong has no source of goods to solve this problem, do not need to find their own source of goods, do not need to find express delivery, as long as in other platforms to collect large flow and high sales of goods, and then put them in their own shops for sale.
2. high yield
As long as they have some operational experience, they will soon be able to make orders, and the revenue will be higher and higher. Those who have contacted Jingdong know that the premium space is high and the gross profit is about 25%. 京东无货源目前还处于蓝海期，中间利益差还是很大的。
4. Simple operation
As long as the rules of Jingdong Platform are thoroughly understood to avoid violations, the operation is still very simple. In the past 18 years, Jingdong has also opened up the mode of thousands of people. Even if your goods are unsold, there will be opportunities for exposure and display.
5. Number of registered businesses
According to online data, Taobao merchants registered about 20 million, Jingdong merchants registered about 20 weeks, and passenger traffic is the same, Jingdong belongs to the state of wolf less meat more.
6. Low return rate
The main target of Jingdong is middle and high-end consumers, who have strong independent consumption ability and high quality. Generally speaking, they are silent and single, and seldom produce returns.
II. Non-Source of Goods Entry Conditions in Jingdong
Jingdong stores are divided into three categories, namely:
1. self run store?
2. enterprise stores
The deposits of enterprises’stores are 3W, 5W and 10W, respectively. Deposits are paid according to the selected categories. The platform service fee is 1000 per month.
3. Collect shop.
The cost of a pool store is slightly lower than that of an enterprise store. Margin between 1W-3W is also based on the selected categories to pay a margin (margin refundable) platform service fee of 500 per month.
The non-source stores are mainly aimed at enterprise stores and joint-stock stores, especially joint-stock stores.
The difference between an enterprise store and a pool shop is that an enterprise store needs a company’s business license, brand authorization, trademark certificate and product qualification. The pool shop is opened by an individual, so it’s easy to register with an ID card.
3. What do you need to do after successful store registration?
After the successful registration of the store, the name of the store should be related to the category of the store on the shelf, and the details will also increase the user’s experience.
1. Shop decoration
Shop decoration is also very important, after all, online sales, are relying on visual communication. Feeling is very important. If you don’t understand it well, you can imitate the general framework of other peers, but all the focus is on marketing.
2. Category selection
Go to Jingdong Intelligence for selection. Online goods are low in quantity, but the search volume is large, and the profit margin is high. At present, most of the categories we choose are gifts, outdoor sports, furniture and home.
Selection is the core of the development of a shop, you can refer to some online red money, star money or something, brush more tremble micro-blog, analyze which goods have a large flow of their own, you can choose to go on the shelves. Selection is also the main target of the blue sea words, and there must be around the category of their own shops to select goods on the shelf, such as your clothing store, the main item is clothes, others can also be shelved some bags and other related matches.
Title must not add prohibited words, such as brand words without authorization, Jingdong Platform is not too fond of headlines in this respect, do not overstock too many keywords, there are some punctuation marks. These have an impact on the flow of goods.
5. Periodic optimization
In the past, Taobao’s method of playing was to use software to sell goods in large quantities, while Jingdong’s method of playing without supply was mainly based on technology and supplemented by software. Stores mainly rely on new products to get traffic, some of the goods on the shelves belong to zombies, not a bit of traffic also occupies a place, so to regularly clean up zombies without traffic, I cleaned up once a week in the early stage, and 15 days in the later stage for a cycle. The details of the product page and the main map, the title should be optimized. The store data should be recorded for later summary.
4. Points Need to Be Noticed by Novice
1. Store weight
The traditional mode is to increase the weight of goods, while the non-supply mode is to increase the weight of stores. This can effectively increase the store’s fan base.
2. Prepaid goods
The best choice of goods is not to choose the advance payment, the delivery time is not guaranteed.
3. Avoiding Violations
The use of software in a large number of shop, there will be violations. Now we are paying attention to the refined operation of shops. In terms of vocabulary selection, we should avoid irregularities. When choosing products, we should pay attention to dealing with details such as watermarking and irregularities.
4. Reasonable Pricing
The price of commodities should be reasonable. If the price does not match the quality, the quantity of orders will be reduced. Proper price increase can improve the turnover of shops.
The above is my analysis of the lack of goods in Jingdong. Although the threshold of Jingdong Platform is higher than other platforms, it also has a high reason. The consumers in Jingdong are middle and upper class consumers, so the premium space is high. Jingdong No Source Project is suitable for part-time work and entrepreneurship. It can also be done by itself and the team. It just depends on what mode you want to develop.
Before we get down to business, let’s read a few paragraphs.
It is said that adding a paragraph in the text can impress the readers and improve their reading rate. Is that true?
In order to study how to make the article easier for everyone to remember and be willing to “read”, I often grope for fish and read passages at work.
Finally, it is found that there are similar routines behind the passages.
Today, we will take you to dig out the routines of these passages, hoping that you can get to the essence of them, and then apply the method to content creation, to leave a deep impression on users.
The usual routine in a paragraph is “shaking the burden”. Simply speaking, it’s the preliminary cushion, rendering the atmosphere, setting suspense in the middle, and finally shaking the jokes out to surprise everyone.
For example, Guo Degang mentioned at the beginning of the example, the first half of the sentence describes the image of the old man: “good spirit, full of red light”, to show the audience a picture to pave the way, then began to set suspense: a tooth is also jammed, arousing the curiosity of the audience. Finally, at the end of the story, there is a divine turning point, “Eat lotus root set in the eyes of lotus root” to draw a laugh point.
In the Tucao convention, we often use this method of shaking the burden, for example:
However, it should be noted that the burden should not be shaken too quickly, and that “reasonable, unexpected” is relatively successful. How do we shake our baggage in content? The simple way is to start with the atmosphere and then turn around at the end.
Let’s take the paragraph in Tucao conference as an example.
Unexpectedly, a divine turn came to the end:
Many jokes use not only the method of “shaking the burden”, but also the method of “making contrast” to put two incongruous things together. (The little brother of the editorial department who studies drama is called “misplacement”.)
One kind of paragraph is to use dialects from different places to create contrast. For example, the rough and bold Northeastern Dialect and the delicate Taiwanese accent are blended together. The typical one is Papi Sauce’s “Say Northeastern Dialect like Taiwanese”.
“Say Northeast Chinese Like Taiwanese” Pictures from the Internet
Another example is the combination of Fujian dialect and Northeast dialect. There is a passage in which Fujians and Northeasterners play the series of idioms to connect the dragon.
In addition to the linguistic contrast, there is also a contrast of action in paragraph.
For example, Tengger sings some special “girl heart” songs such as “Sunset” and “Invisible Wings”. It breaks the user’s inherent knowledge of Tengger’s “Big Man” and users will find it particularly interesting under the strong contrast.
How can we create contrast? For example, we can find some antagonistic phrases: police and thieves, goddess and women, buyers and sellers, etc. Then we can find the characteristics of these words, and then compare them to create contrast, which will be very funny.
For example, Jia Ling’s “Happy Street” in 2015 is to extract the characteristics of the goddess and women, forming a strong contrast.
Personalization is also a common method of making paragraphs. Simply put, it is to let “things” have human characteristics. For example, Liu Erdou, who can talk on the Internet with tremolo, attracts a large number of fans by two “talking” cats.
So how can we make the content more vivid through personalization?
In order to make the article more interesting, our routine editorial office often moves out the image ambassador of the Operating Research Society, “Xiaoxian” (the doll made according to the image of the sage), and draws prizes to everyone in its tone to help them find jobs. In this way, it can be more close to the readers, make users feel interesting, and at the same time, improve the user’s stickiness.
Similarly, there is the “hot pot” of the public number “bad reviews” (hot pot is a cute dog). Occasionally, one of the contents of “bad reviews” presents its day from the perspective of “hot pot”, and cordially calls the user “base material”, which not only closes the distance with the user, but also makes the user rely on “hot pot”. These users tremble to expect “bad reviews” more every day. New related content.
Screen shot of the content of the public number “bad review”
Therefore, we can personalize some image dolls, pets and so on, and cultivate the feelings between users.
There is a kind of passage that is a masterpiece. Simply put, it is to combine all kinds of humorous elements, all kinds of stalks, all kinds of paragraphs, and present these funny elements in a theme, so that they are interrelated.
For example, Changtu Bus Station, the public number, once had an article called “Northeast Bath Atlas”. Its reading volume was 100,000 + and its reading volume was 13,000. A lot of content is a combination of tremolo stalks, Internet paragraphs, comedy clips and sketch clips.
For example, the chaotic tremble stalk:
Another example is the combination of “picking up soap” stem and ridicule as “bald head” stem of new media operation, showing a picture that can not bear to be looked directly at. Although they are old obstructed, many people will find it interesting to show it in this way.
Just take what you think is funny and stitch it together. It’s also funny.
Usually to accumulate some funny elements, more to collect some paragraphs, such as paste bar God paste, commentary area God reply, netizens’jokes, and then when doing content, learn to quote these interesting content.
If you want to make some innovations on the basis of these passages, you can express your own views on these passages, or summarize them in a sentence, or simply list and refine the jokes.
For example, Cai Xukun’s recent video was spoiled by netizens.
The public number “Dr. X” lists the jokes made by netizens, and then expresses his views, which is an interesting hot-spot article.
Delta Picture from Station B @King Kong Xiaoliu
Similarly, there is a section collection of the public number “Cold Rabbit”. The fixed content column “Cold Rabbit Every Day” is to collect original articles synthesized by various netizens on the Internet (it can be said that the master is in the folk). More than 10% of the articles are in the audience.
So, when we are not creative, we can look at the jokes of paragraphs and netizens, and then recombine the elements of these jokes, which may create new jokes.
PS: It’s not advocating that people should wash manuscripts and bring them in. For the passages used in the article, try to contact the original author, but you can’t find the source of the original author.
Source | Active Box – APP Active Operating Tool (huodonghezi.com)
Operating friends all know that running a product needs to focus on two life cycles: one is product life cycle; the other is user life cycle.
Product life cycle refers to the whole stage of Internet products from entering the market to stopping operation.
User life cycle refers to the whole stage from the first contact with the product to the complete unnecessary uninstallation of the product.
This paper mainly reveals the underlying logic of product operation strategy from the perspective of user life cycle management, and uses the actual case of Internet financial industry to analyze.
First, what is the user life cycle?
User life cycle refers to the whole stage from the first contact with the product to download, register, bind card, trade, drain and even uninstall the APP, to completely abandon our products.
As can be seen from the figure above, the user life cycle consists of five stages: introduction stage, growth stage, maturity stage, dormancy stage and loss stage.
We can also divide these five stages into three operation zones through the behavioral performance of users in different life cycles:
The introduction period is to convert potential users in the market flow into users of products, so we call this stage the “winning zone”;
When users use the product, we need to find ways to make users active, make them into growth and maturity, from which to tap loyal users. Therefore, we call it the appreciation zone.
From the maturity stage, users will appear dormant and loss state, which we call retention area.
It should be noted that users may leave at each stage, not necessarily complete a complete cycle.
Therefore, in the process of operation, we need to keep our attention to ROI at all times to ensure the necessity and effectiveness of operation activities. After the completion of the operation, it is necessary to revert in time to check the gap between the final results and the expected objectives, the final proportion of input and output, and the changes of data before and after the operation. Through the re-offer, we can improve the continuity of the quality of operation activities.
2. Value of User Life Cycle
With the growth of mobile Internet users approaching saturation, the cost of getting customers is getting higher and higher. The cost of retaining an old user is much lower than that of acquiring a new user, which makes the retention of users very important.
The division of users according to their life cycle can help us understand the needs of users in different life cycles and carry out operational strategies to reduce user loss.
Second, what are the operational strategies for different user life cycle stages?
Through the foregoing paving, we have learned that the essence of using the user life cycle model is to judge which stage of the user’s life cycle is based on the behavior of the user, which stage is the introduction stage or the maturity stage, according to the user’s stage, the corresponding operation strategy can be implemented. Now let’s break down the five stages of user’s life.
1. Introduction Period
The introduction period is the user novice stage. The core task of operation is to quickly let users understand and use products, and then guide users to complete downloading and registration. In the mutual fund business, we need to add an additional goal, that is, to build trust quickly. After all, the financial business needs trust highly.
Common mutual fund introduction period strategies include four:
(1) Information Disclosure & amp; Bank Deposit as Brand Endorsement
On the one hand, information disclosure is a regulatory requirement, but also a means of brand publicity.
Bank deposit makes the capital transaction link in the banking system. The user authorizes the bank to carry out the operation to ensure the authenticity of each transaction. Bank deposit ensures the security of the user’s capital. Of course, bank deposit is also a means of brand promotion.
Users are more wary of financial products, because investment is risky, so users pay more attention to the security and authority of the platform.
Case: APP Brand Endorsement
Lu Jin emphasizes that he is a product of Ping An in China.
Aiqianjin outstanding products have been deposited in Huaxia Bank.
PPmoney is connected to Xiamen Bank’s fund deposit system.
Left: Lu Jinsuo Zhong: Love Qian Jin; Right: PPmoney
They all have authoritative institutions to endorse their brands, create a sense of security for users, tell users that your financial security is guaranteed, please put psychological money and investment.
(2) Excavating Precise Passenger Access Channels
Users pull new, in short, is to promote their own APP, so that users take the initiative to download and register. Appla has many new channels. Online promotion can be carried out through various platforms such as advertising, SEO, ASO, KOL, seed users and fission. Offline activities such as conference, exhibition, two-dimensional code scanning, flyers or discussion of salons and training can be carried out.
But not every channel transformation can achieve the desired results. Therefore, it is necessary to refine the operation of each channel. Through the data analysis of the channels, several high conversion rates were selected and focused on them.
(3) Simplifying the registration process
The more pages you skip, the more likely you are to lose. So in product design, we need to think about how to reduce the steps of user registration to real-name verification and reduce user loss. Because users are often lazy, too complex operations can lead to user loss.
The most direct way for mutual fund platforms to attract new users is to provide benefits. For example, some newcomers enjoy exclusive benefits, experience money, cash vouchers and so on. Driven by interests, users are the most active.
Case study: novice benefits
Left: Baidu Wallet Right: 360 Wealth
2. Growth Period
Users in the platform to complete real-name card binding, and have at least one investment behavior, we consider growth. Users at this stage have established preliminary contacts with the product, but the stickiness of the product is not very high, and it is very easy to lose.
Refer to Huang Tian’s book “Priming User Growth” mentioned that: users produce a re-investment, retention rate increased by more than 30%; users complete five investments, will become “loyal”, retention rate increased to more than 60%. Therefore, for the growing users, the focus of the platform is to improve the frequency of users’purchase, while cultivating habits and dependence on the platform.
The commonly used methods are as follows:
(1) Establishing User Growth System
用户成长体系可以提升用户活跃度，让用户平台获得归属感、荣誉感、依赖性，促进用户完成从用户到客户的转变。 Common play methods include check-in and punch-in, integral task, growth value/growth value, membership level, achievement, medals and so on.
Win points for everyday tasks
Daily tasks mainly refer to checking in, punching cards, sports charts, etc. Users can get certain points by completing these tasks.
Case: Daily check-in
Left: Jingdong Finance – Sign-in Tie Gang Dynasty; Right: Ping’an One Wallet – Sign-in Tie Points
The main purpose of the establishment of Integral Mall is to let users experience the value of Integral, which is the aggregation window of all convertible products.
Included in the form of: points for physical/virtual objects, points for lottery, points for games, points for services (financial training camp, advisory services), points for public welfare and so on.
Membership Level Privileges
Membership-level privileges are attractive to 20% of high-quality users, and they are a long-term effective mechanism for enjoying larger additional benefits. There are two points to note when designing membership levels:
1) There should be a downgrading mechanism;
2) Open the gap and give senior members great benefits.
Recently, when many articles write “Avenger Alliance 4”, they will mention that the score of bean paste is 9.2, 8.9, and the score of bean paste drops…
Douban score will be mentioned in the title of the article in “Compound 4” from the media.
And those articles that write movies, there are countless titles including “Douban score xx”, in order to attract users.
From this point of view, the tepid bean paste does not seem to have declined, has always been the film “the most valuable reference score”.
However, because of the “authority” of douban, it has also been criticized and abused.
For example, in the “Wandering Earth Score Event” at the beginning of the year, when the cat’s eye and the ticket scoring were all over 9 points, the Douban Score dropped from 8.5 points to 7.9 points.
Netizens began to question Douban, saying that there were many comments in the rating, but the number of points of praise remained unchanged. There were also rumors that the Marine Corps received money to brush bad reviews on Douban.
As a result, Douban was pushed to the top of the wind and waves, and App was hit by many users who like “Wandering Earth” in the application market. Subsequently, Douban responded to this and optimized the related functions of the product.
It can be seen that Douban is in a long-term state of “Buddha’s nature”, and is rarely hot and scolded. But even so, the bean flaps born on March 6, 2005 have never died. Why?
I think that on the one hand, as a “scoring tool” has influence, on the other hand, Douban is the “spiritual corner” of many users with cohesion.
In today’s article, let’s talk about how Douban has become the most influential scoring tool in China and why it has become the “spiritual corner” of so many people.
How does Douban become an influential scoring tool?
Just like when you want to know about cosmetics and skin care, you think of Xiao Hong Shu for the first time. When you watch the movie score, you think of douban, because the score of Douban is enough, good enough and objective enough.
So how does the bean paste form such a position? I think there are two main aspects.
1) Sufficient quantity and high quality user precipitation
Nowadays, the original function of Douban, which is famous for its movies, is actually “Douban Reading”. Users can read book reviews, publish book reviews and mark books they want to read.
Less than two months later, Douban quickly opened the category of movies because of the rapid development of the group’s “love to watch movies”, and gradually formed the trend of coming to the top.
Today’s “Movie-loving” group
Let’s take a look at how bean chips precipitate early users.
First of all, the positioning of the Douban itself is original and distinctive. Founder Arbei solved the pain points of the people who read and watch movies:
Secondly, the early promotion of bean paste is in place. Shortly after the launch of Douban, it advertised in high-end reading magazines such as Reading and Vientiane, attracting precise target users with higher quality and higher willingness to produce content. Among them, many users help Douban spread spontaneously in blog.
Thirdly, since its inception, Douban has been recommended by personalized algorithms. Now, the practice of “Rotten Street” only has one Douban in 2005. In this way, Douban can collect users’preference information according to users’ comments, collections and other behaviors, so as to accurately recommend content to users and further retain users.
Finally, the commercialization of bean paste is slow enough. 豆瓣之所以能在早期形成精英化的社区氛围，就是因为没有太多资本的干扰，能够让用户信任并喜爱。
These four points help to precipitate enough high-quality users of douban, and gradually let the public establish the awareness of douban: the gathering place of literary and artistic youth.
By 2009, the number of users of Douban has reached 10 million levels; by 2013, the number of registered users of Douban has reached 79 million, and the monthly life has reached 200 million.
Although the performance of Douban in the process of mobile is not good, resulting in a continuous decline in the number of users, but the public’s perception of Douban has not changed, and this perception also makes people further believe that: Douban movie rating is high standard.
2) Relatively objective scoring mechanism
Douban’s movie rating has influence, besides the high quality of the users, it can not be separated from its scoring mechanism.
Abei mentioned in “Eight Questions on Douban Film Scoring” that Douban has a “more than 100 million people” public jury, which can give one to five stars (one person and one vote) to the movies he has seen, and then Douban calculates a score of 1 to 10 points, and there is a procedure to exclude the account of “abnormal score”.
Such a scoring mechanism is not the same as that of “expert jury” and “mass jury”. In Arbei’s words, it is:
However, based on the current ticket hunting, cat’s eye and even various video websites like IQIYI and Youku are similar scoring mechanism, the reason why Douban score is relatively trustworthy is that scoring is difficult, and the navy has little influence.
To sum up, the influence of Douban score is mainly due to its positioning of “high standard score” in the public mind, followed by the relatively objective public rating mechanism.
Why would everyone like to score on the label of bean paste?
Douban is no longer the same as that of the literary and artistic youth in the past. Now and in the future, if we want to maintain the “authority” of the score, we need to attract more people to produce the content.
Over the years, despite the emergence of various community and social Apps, bean paste has never been replaced by anyone, and has been attracting more and more users to the production content of bean paste.
What’s the charm of bean paste? As a heavy user of bean paste, I want to talk about how it makes me “poisoned”.
1) Literary and artistic edition of Xiaohongshu, using “markers” to cultivate user habits
The evaluation of bean paste is inseparable from the “marking” behavior of bean paste users. Without users to “mark” books, videos and audio, it will not be able to form scores.
The scoring function of Douban is like this. When a user has seen a movie, he can open the details page of the movie, click “Yes”, and then score and evaluate it. This function, we call it “Book, Video and Audio Markers”. In addition to scoring function, Douban’s audio-visual labels include “book-video files” and “monthly summary”.
After several revisions, this function has been very mature. Our buddy in the editorial department of the routine, after I Amway this function, put the “Douban App Crazy Mark”…
Why does Douban persist in attracting users to tag? It has to be admitted that Douban is an app that understands human nature and psychology.
(1) Give users a sense of ritual to record
For Douban users, scoring movies means labeling themselves and recording movies and books they have “seen”. After the user signs “Yes”, Douban will prompt the user that this is the first movie he has seen.
Recording itself is a sense of ritual, which is why people like to record their lives by hand. On the other hand, the “plus 1” and “xx (movies)” displayed after the tag are actually a sense of ritual, which can give people a sense of achievement.
(2) Give users a “self-image”
Books, movies and music archives record all the books, movies and music marked by users on douban. They can fully reflect the users’preferences of watching, reading and listening to songs, and record the time axis of viewing, reading and listening to movies.
Books, movies and audio archives are like a mirror image, so that we can stand in the perspective of a third person to see their interests and hobbies, to understand themselves more.
The reason that attracts me most is that every month Douban gives me a monthly summary of books, videos and movies, and records how many books and movies I have seen this month.
Monthly summary is actually similar to our NetEase cloud music and Alipay annual report, but “monthly summary” shortens the time cycle.
The principle behind them is the same, helping users record their lives and providing users with an opportunity to view “self-mirror”. Every month I can look back and see how the month went and if I’m wasting time.
For the excellent students who summarize their achievements monthly, this is also a social currency, which can stimulate their sense of honor, and then forward it to other social platforms for dissemination.
“When we were young, we loved comics, but when we grew up, we still loved comics, just in a different way. “
This article is very long and full of materials, so that we may even suggest that you read it first.
As we all know, the recent public slogans are very popular.
Our New Media Research Institute also plans to do a round of disassembly around a long public number in three classes, but found that accounts such as “GQ Laboratory” with an annual income of 200 million, or “No Painting Publishing House” with a half-year increase of 830,000 have been disassembled over and over again.
When we were about to change other topics, a new and sharp bullhorn, Changtu Bus Station, suddenly brightened our eyes and even cheered.
It has only updated its first tweet since the end of 2018. So far, it has only 11 tweets, but almost 10 W +.
From the beginning of April, it began Zhou Geng, which is a sign that No. 1 is about to enter the growth stage.
According to the law, we predict that this number will increase powder by about 100W for at least half a year.
And, more importantly, we have a very simple and effective methodology in it. There must be a master behind this account!! ____________
How did the “master” play with the number?
Why do we say that this number is bound to fire?
How can the methodology be used?
I know you must also have these confusions, so let’s not say much next, let’s see our disassembly! __________
Accurate access to the crowd
Making a Continuous Hot Dissemination Topic
First, let’s look at the title of the 11 articles published so far:
The title of the article and the amount of reading and points of praise
If you still remember our previous “Shengong game” (there is a link at the end of the article), you will not be unfamiliar with this routine – subdividing a part of the crowd, so that the article produces stronger for these people, while the crowd in your circle is large enough, this article will have a better premise for dissemination (the only one that does not hit the big crowd is “Zhao Benshan Chapter”, and indeed some praise is also true. The lowest.
In fact, “region” is always a new media routine – the same title, with a place name, the opening rate will increase sharply. There is even such a play: one day, an article about Northeasterners, “Northeasterners are so bold” became popular, so the public numbers of all regions rushed up, except for changing their names, the title did not change a word. For example, “Liaoning people are so bold” and “Jilin people are so bold”, write which city is in which city to brush the screen.
Create a lot of sharing stimulus points in the text
“Changtu Bus Station” is different from the “Shenwan Bureau” which we dismantled before. The former aims to cause dissemination and powder raising, while the latter focuses more on accurate powder raising and liquidation.
With “communication” as the core purpose, how does “Changtu Bus Station” do? I summarize it as the following three points:
1. Playing with Network Stem
2. Playing with crowds’sense of honor
3. Playing with Empathy
Delta network obstruction
Population sense of honor
Playing with empathy
Network stalk will make you laugh, feel familiar and close, play stalk will make you look out;
A sense of honor can make you feel that sharing your circle of friends is more respectable and even superior.
Empathy will make you feel that this number understands me and accurately expresses my feelings.
If summed up, it is actually the “social currency” theory in the book “Crazy Story”. Its core idea is: if your content can help users score in society, then spreading your content is beneficial to users, so it can also cause crazy transmission. There are five kinds of “social currency”. They are: seeking talks, expressing ideas, helping others, displaying images and social comparison.
I think Li’s article is the most practical and easy to understand for the domestic interpretation of “social currency”. If you want to know more, you can search for “crazy social currency”.
As a new media person, what scene do you fear most?
You are in the office brushing information, want to choose a topic, suddenly the boss came to you and said, “Ah! You see the XX story, the XX public number has published a highly read article, you catch up with the hot, maybe we can also produce 100,000 +?”
Or maybe the boss, with a public number and a sigh, would like to say to you, “Xiao Zhang, you see how interesting this article is, when do you say we can produce a 100,000 +?”
Faced with the irregular 100,000 + soul torture of the boss, I believe that countless new media people have regarded it as a nightmare. I don’t know when to start, “100,000 +” is like a passing line. Only those who meet the criteria can be called new media operation, and the rest can only be called “Xiaobian”.
In fact, as a new media person, everyone knows that it is impossible to build 100,000 + cars by closing doors alone. As high-rise buildings rise flat, any innovation and breakthroughs need to stand on the shoulders of giants to achieve results. Therefore, if we want to really create a 100,000 + article, it is difficult to improve and change greatly without studying the routines and methods of disassembling those 100,000 + articles.
So why do we still need to pay attention to the public number of 100,000 + explosion?
1. The so-called public number dividend has declined, and the opening rate of many accounts is not as early as a few years ago. So in today’s situation where the rate is generally declining, it is of certain industry benchmark level to write 100,000 +, so it also has analytical significance.
2. What does the birth of a 100,000 + blockbuster mean? It means that it can bring direct exposure to the brand. And the traffic brought about by this kind of exposure can further enhance brand attention, and finally achieve conversion / actual orders, to achieve “quality and efficiency integration”. (In short: 100,000 + – Brand Exposure – Flow Concern – Formation and Conversion)
3. The same level of traffic will bring about great differences in the impact and transformation of different channels. For example, 100,000 + of headlines, jitter and other platforms and 100,000 + of Wechat Public Number will bring different precise traffic. However, as far as the communication platform is concerned, Wechat Public Number is more in line with users’reading habits, and can bring a certain degree of user loyalty and conversion, which can play a greater role in the accumulation of fans and flow precipitation in the later period.
In fact, a lot of articles we have seen on the Wechat platform have a set of replicable logic and routines behind them. Learning these routines is no longer a problem for the output of content.
So next we’ll start a column – we all love 100,000 + and we’ll disassemble and analyze 100,000 + explosions and update them every two weeks or so. Today, we will start with the “Xi’an Mercedes-Benz Incident” which is more popular recently, and do a disassembly of the relevant 100,000 + tweets, so that you can learn the writing techniques and logic of these articles!
The reason for choosing the topic of Mercedes-Benz is that it has brand attributes, and the roles involved are also controversial. Mercedes-Benz (famous cars), female graduate students, and the reversal and absurdity of the topic have aroused great concern and controversy in the industry. Next, let’s not talk much about it. Let’s look at the content together
————/ I am the dividing line at the beginning of the text./————
First, we need to define a formula: communication = content x channel x timeliness
For hot events, because they satisfy the timeliness nature, they are not carried out. As for channels, it is not difficult to reach 100,000 + for 5 million large-scale companies, so channels will not be the focus of our research.
Next, we will focus on the content, because the content determines the depth of brand and user connection. It is also a hotspot. Some people can write 100,000 +, while others can write 100,000 +, but no one cares about it. Behind these blasts, not only is the sensitivity to the hotspot, but also the clear grasp of the framework of the blasting.
Below, I have collected a series of articles about the “Xi’an Mercedes-Benz Women” incident, and selected five articles whose reading volume has broken 10W + for analysis. Among them, I will select three articles for more detailed disassembly, and summarize a set of useful exploding routines for your reference.
There is one thing I must mention before I do any more analysis of the explosive text disassembly.
We can compare an article to a string of Buddha beads or a bracelet; a good article must have two parts. One is the logical line or the main line that runs through all the content; the other is the beads, which are the details of an article.
After clarifying this point of view, we further disassemble the explosive manuscripts.
In the era of fragmented reading, it may only take 1 to 2 seconds for readers to decide whether to open an article. So how to attract readers’attention in the shortest time? The most important thing is the title.
The title should conform to two principles: correspond to the content and conform to the facts. The Title serves the content, is the extraction and biochemistry of the content, so it should correspond with the content. Furthermore, the title should not be exaggerated and divorced from facts or fabricated facts.
Next, let’s look at the headlines of these three articles:
Mercedes-Benz Rights Event: Become a bad person, you will live a better life
How good are the game abilities of Mercedes-Benz women car owners?
Xi’an Mercedes-Benz woman is a cheater carrying money?
The common features of the three titles are as follows:
Female Mercedes-Benz Car Owners in Xi’an
Title Analysis of Four Reading Volumes of 10w+
By analogy with these manuscripts, we can find that their titles are in line with the following two points:
1) Reference to hot spots
Through the title, the reader can get a very intuitive understanding of the main idea and the center of this article.
2) SEO settings, hot events mentioned directly
Through a high degree of summary of the views or articles, it is straightforward and clear.
Above is the title section, then we will disassemble the single contribution in the next section.
Mercedes-Benz Rights Event: Become a bad person, you will live a better life
Through the title, we can get the information that this is a viewpoint manuscript. The author’s point of view is an unusual counter-argument: to be a bad person. Or we can go a step further, the author’s point of view is: to be a bad person.
Why is this point of view good? Or why does this point of view trigger explosions?
In our daily life, we often say: to be friendly, but the title of the article tells us that to be a bad person, it is a kind of view display that breaks the public awareness and reverse thinking, stand firm and have attitude.
Next, let’s look at the structure of the article.——
Introduction: Introduction of Celebrity Quotations
The first part: a brief statement of the incident, telling you what is Benz’s rights protection. The text is simple and clear, and the words of female car owners are quoted many times, which increases the authenticity of the article. Finally, sum up with a sentence that has a lot of memory and can arouse people’s sympathy.
Part Two: Transition and View Paragraphs
Use celebrity sayings to increase credibility, and finally, as in the first part, give another author’s point of view: it’s better to live an aggressive person. On the one hand, it reflects the title, on the other hand, it expresses its own views, on the other hand, it continues the views of the first part.
Part Three: Unique and Coincidental
Such examples are not single, but there are many more. By telling stories and telling common examples around us, we can enhance our sense of resonance: this situation does not happen to cousins or classmates, but you and I are the heroes.
Part IV: Emphasizing the point that we should live aggressively
So how can we survive aggression? The author gives 1 – 2 suggestions. Similarly, it is not a dry suggestion, but a real example, so that knowledge points to the ground, very close to the reader’s life scene, it is easy to be accepted by everyone, this is actually a kind of scene building.
Part V: Putting forward the public’s query on this issue
Use two examples to answer your own answer. Don’t always be a good person, be a person with edges and corners.
Finally: Return to the title + Return to the theme + Repeat the point of view.
This is the framework of an article. It needs to be pointed out that part does not represent a paragraph. Part is the logical distribution. Paragraphs are the break-up of points. In addition, I have to mention that this article uses parallelism.
What is juxtaposition? It is to use multiple cases around a topic. This article is not only about the protection of Mercedes-Benz’s rights, but also lists a lot of parallel cases to maximize the persuasion of the article’s point of view. This article has a strong resonance in both the big and the details. This article is easier to forward and share, and its public number of more than 6,000 “see” people can illustrate this point.
When you’re still chasing animation on Station B, people around you may have started using Station B to teach.
Recently, According to CCTV, nearly 20 million people have studied in Station B in the past year, which is twice the number of college entrance examinations last year. Station B is becoming the first place for young people to learn.
Delta Sina Entertainment Relevant Weibo
Seeing this hotspot not only reminds me of a microblog post from a blogger I was concerned about some time ago.——
A sympathetic microblog
This blogger has less than 20,000 fans, and the interactive data is basically single-digit. This micro-blog has reached tens of thousands of forwards and thousands of comments. Even more surprisingly, the comments below are in agreement.
Comments at the bottom of micro-blog ___________
When on earth began, the “second yuan resort” station B in the eyes of the public turned into a “learning resort”? What did everyone learn in station B? In addition to station B, what other products and functions “clearly the actual function is not like this, but they are”misused”very happy”? Today, we will talk about this matter.
What can I learn from Station B?
In my personal experience, although I am not a secondary enthusiast and do not like watching Fan Fan and various ghost and animal videos, as early as 2017, I have started to learn through Station B.
1. Language Teaching
In order to show that I am really practicing learning in Station B, let me show you my account number of Station B first. At that time, in order to learn Japanese by myself, I found a very high quality Japanese teaching video from Station B, and through the folder marker, basically without spending money, introduced Japanese.
A screenshot of my personal B station account, I really watched a lot of Japanese learning videos ___________.
In addition to Japanese, station B also has a large number of foreign language teaching videos, such as English, Spanish, and many resources are not inferior to the level of paid platform courses.
In addition to finding language introductory videos, you can also find many upmasters in vertical fields (the abbreviation of upload refers to people uploading video and audio files on video websites, forums and FTP sites). For example, upmasters who specialize in teaching you to sing English songs, from pronunciation skills, word descriptions to liaison skills, grammar composition, and cultural popularization, all at one go!
An Up Master who teaches English songs
2. Technical category
Want to learn front-end, compilation, video clips, video post-production, PS, animation, ios/Wechat applet development, Pr, C4D, AE, Ps, and HTML+CSS… Do you know? Classmate, stop B.
Famous Up Master of Science Popularization in Station B
3. Civil Servants/Postgraduate Examination Materials
What if you want to prepare for the civil service exam or postgraduate entrance exam? Go to Station B!
Station B not only contains a large number of learning videos with clear course framework and course content, which can fully meet the self-taught test-preparation crowd; in addition, the video content also includes a large number of test-preparation learning skills, learning daily, how to take notes and other related learning peripheries, so that you can learn knowledge while long experience, less unnecessary detours.
Civil Servants on Station B & amp; Postgraduate Entrance Examination Related Learning Video
If you want to see a documentary, station B is an excellent choice.
CCTV, BBC, Discovery, NHK… Station B has a large number of humanistic and natural documentaries produced by various institutions both at home and abroad, including the previously popular “I Repaired Cultural Relics in the Palace Museum” and “National Treasure” and other films, which can be seen in Station B. In order to broaden the content width, Station B has also cooperated with foreign organizations in depth, introducing hundreds of top international documentaries.
Part of Documentary Cooperative Institutions in Station B and Up-to-shelf Films
In fact, if some valuable documentaries are placed on their own platforms, they usually have few clicks and have a poor playback. But if placed on B station, more users will pay attention to it, which also has a lot to do with the personality and lifestyle of post-95. They love life, like to express themselves and enjoy all the benefits brought by the Internet era. Therefore, it is not difficult to explain why these well-known institutions are stationed.
5. Playing, playing, singing and dancing
Don’t think that Station B only teaches mathematics, physics and chemistry, geography, history and politics, foreign languages and technology. If you are interested in art, such as studying piano, chess, calligraphy and painting, you can always find a course that suits your standard, whether it’s basic, elementary, intermediate or advanced.
Guitar Teaching Video on Station B
In addition to the above mentioned categories, station B also has video content including communication skills, practical finishing skills, cooking skills, personal image management, university open classes, cold-blooded miscellaneous and so on. In short, the learning resources of station B are beyond your imagination, and there is no one you can’t find.
Some time ago, I opened the takeout of the beauty group. Suddenly, I found that for the first time, only 3 yuan was needed for members to get 30 yuan without a threshold red envelope!
So, having been hungry, I decided to buy an American League member, and soon ran out of red envelopes (and then returned to hunger habitually after using them).
As a result, two days ago, I opened the Deluxe Deluxe and the system let me renew my membership for 3 yuan.
Membership Purchase Interface for American Group Takeaway Members
That is to say, in less than 2 months, the US delegation sent me 54 yuan “real gold and silver”, which can be compared with Alipay’s red envelope.
In January 2019, Yi Guan released the Annual Inventory of China’s Local Living Service Market in 2018, which shows that by December 2018, the number of hungry users (plus hungry users) had reached 71.448 million, while the number of American League takeouts was 43.572 million, less than 61% of them were hungry.
It’s not hard to imagine that one of the main purposes of such a big discount offered by members of the American League is to compete with hunger.
However, hungry or have their own members, and the routine is very strong.
Today, let’s compare the hungry with the members of the American Delegation takeout.
Are you hungry? Members and American League members? Which one is the best?
Hungry? Competition with American Takeaway can be said to be very fierce for two reasons.
First of all, for takeaway customers, if they are hungry for lunch, they won’t use Mei Tuan anymore, which means that it’s a competition of “you die, you live” and leave no room for competition.
Secondly, the user penetration of hungry Mohe Group in the first-tier cities has reached its peak. That is to say, the two companies are now competing for stock.
In this process, their respective membership system has played a very important role. Next, let’s look at the differences between hungry members and the members of the American Tuan takeout.
If you are hungry, you will give tokens to your members, called “bonus”. Each month, you will give 20 bonuses. The bonus can be exchanged for no-threshold red envelopes. Generally, it is 1:1, equivalent to 20 yuan red envelopes.
The beauty troupe is very simple. It gives 6 5 yuan no threshold red envelopes every month, totaling 30 yuan.
In terms of price, hungry is 10 yuan per month, while American League is 15 yuan. In this way, all of them are red envelopes that can buy two yuan for one yuan. There is little difference between the two.
But there are still many differences between the two in other details, and I will point out them one by one.
1) Membership threshold
Whether hungry or American League will lower the threshold for new users to buy members, the practice is to buy members for the first time at a discount.
其中饿了么首次开通连续包月仅需 6 元(正常是 10 元)，而美团新用户只需要 3 元即可购买原价 15 元的会员。
Is Left Hungry, Right American Delivery
From this point of view, the threshold for members of the American League is very attractive. But when I looked at it today, I found that the first offer for members of the group suddenly disappeared. (What on earth is the group thinking about?) )
2) Increase the frequency of use
Are you hungry? The American Delivery Club also uses the membership system to make us use the products as much as possible. How do they do it?
First, both members have a mission system.
However, hungry tasks are one of three choices, including daily tasks and mysterious tasks. You can get 3 to 4 rewards for completing daily tasks. Mysterious tasks need to consume one reward to receive, but you can get 6 rewards after completing them.
The mysterious tasks I encounter at present are mainly “to place two orders for 20 yuan” or “to pay more than 40 yuan for a single order” (the latter can also increase the unit price of customers at the same time).
The mission of the company is accidental (good luck will encounter), and within a limited time, it is also the next certain amount of money, quantity of orders can get 5 yuan no threshold red envelope.
Are you hungry, right American take-out
In addition, members of the group can also buy time-limited membership red envelopes. The purchased red envelopes can only be used during the membership period, and the price is actually 2 yuan for 1 yuan, such as 5 yuan for 2 yuan for 5 yuan for no-threshold red envelopes, 50 yuan for 20 yuan for no-threshold red envelopes (under normal circumstances, the more you buy, the cheaper).
Once we buy red envelopes, we will feel that “no need is waste” and thus generate more buying behavior.
3) Membership renewal
In the renewal of membership fees, hungry people take the way of month, season or even year to “tie up users”.
Another advantage of automatic renewal is that many users will forget to cancel the renewal after a month of experience, so they will continue to use it.
Members of the American League can only buy members on a monthly basis and renew their fees when they are due, which is not conducive to retaining users.
However, for some users (not sure whether they are engaged in activities or for those who are about to lose), the delegation will provide a 3 yuan renewal benefit.
Left hungry, automatic renewal, right American delegation 3 yuan renewal
4) Merchant Eggs
In addition to the above benefits, hungry Mohe Members will also give us “merchant eggs” in order to upgrade the amount of merchant red envelopes.
For example, hungry, in most business interfaces, you can upgrade 4-6 yuan threshold-free red envelope from 2 bonuses, and 6-7 yuan threshold-free red envelope from 5 bonuses (so that the upgraded red envelope can only be used by the business in limited time).
Hungry? Upgrading of merchant’s red envelope
For certain businesses, the company can upgrade the threshold-free red envelope of 5 yuan to 6-8 yuan. When I order takeout in the delegation, I sometimes buy from merchants who can upgrade to 8 yuan.
Upgrading Red Pack of Merchants in American League
From the above four points of view, the overall hungry members are relatively refined (worthy of Ali’s flag), while the American Regiment takeout members are relatively simple and less routine. In other words, compared with the hungry and mature membership system, the group is still trying to find out.
How can we save money?
If you are willing to spend time and energy on tasks and order takeouts more frequently, you can try hungry members, because the hungry members’task system is to place more orders and awards.
If the frequency of takeout is relatively low, you can choose the members of the group. Of course, if you have a high frequency and are willing to pay for extra red envelopes, you can also choose members of the American League.
In addition, if you can buy a member for 3 yuan at any time, don’t miss it.
If you just want to know how to save money, you can see here. If you also want to know more about the current market of these member products routine (to become a better operation!), the following hard core dry goods must not be missed.
After 11 years of hard work, 21 films paved the way, and Manway spent three hours in the final battle, handing in an answer to the end of a “superhero era”.
Over the past few days, Avenger Alliance 4: The Battle of the End has been in high demand, sweeping 1.2 billion box office in two days, with pre-sale box office alone exceeding 700 million, and bean flaps scoring as high as 8.9%, throwing a thunderbolt at the domestic film market.
Last year, after the release of Avenger Alliance 3, Manwei was blown up with a thumbs-click to destroy hegemony. Today’s “Confederation 4” carries too many expectations of Manwei Fan, superheroes how to reverse the infinite, how the first generation of heroes ended…
After its premiere at 0:00 on the 24th, many people wept at the end of the film, and there was even news that fans were sent to hospital for first aid because they were too emotional. Because of the extraordinary popularity of watching movies, Compound 4 has advanced from a movie to a social hot spot, or even the end of a generation’s youth.
(Warm Tip: There is no spoiler below)
The Carnival of Manwei Fans in the Final Chapter:
There are 106 articles with 100,000 + in 7 days. Over 3.3 billion people read a single microblog topic.
The Premiere of,
According to incomplete manual statistics, since the March 29 filing date, at least 70 related topics have been on the microblog hot search list, which is worthy of the name of “slaughter killer”. Among them, only # Avengers Alliance 4: The Battle of the End # topic read more than 3.39 billion.
On the day of release (April 24), the “Compound 4” Wechat Index reached 47.43 million, and the micro index also exceeded 7.7 million, which was hung in the recommendation HotWords on the front page.
According to the search function of the new list, more than 16,000 Wechat articles mentioned “duplicate” in the past seven days, 106 of which read 100,000 +.
After eliminating the unrelated hot tweets, we screened out the “Watching TOP10” articles related to the movie:
The Premiere of “Release 4” is like a big exam. Manwei fans have to rush to review the films before the premiere, and many articles have taken the initiative to lay emphasis on them.
“Effort Lorre” published in the article “See it before you see it! 21 Mandarin movies in one sitting, complete time line plot explanation!” He collated tens of thousands of words commentary, video for 37 minutes, covering all the characters and plot lines, said, “Even if you have not seen a Mandarin movie, you can enjoy the same experience as fans in front of the big screen.”
It is understood that the reading volume of this tweet has exceeded 103,000, and the broadcasting volume of B-station video has reached 3.68 million, which can be called “the most comprehensive review of knowledge before examination”.
In contrast, the review of “Yue Zhi Yi 12” is more concise, as relaxed and pleasant as chatting with old friends. It takes only 9 minutes to quickly popularize the plot of 21 films.
What are the new media talking about after the film is released? The answers are varied.
For example, the comic number “Confucius Says” through the comic book encyclopedia, popular science has a brief history of Manwei; the Lehuo account “Tangtang Channel” inventory of the hilarious social media jokes; the movie and television account is a uniform strong Amway + large-scale memory killing…
In recent days, trembler announced the full opening of video rights for one minute, and launched a 1 billion-traffic Vlog support program to encourage ordinary users to publish Vlogs for more than 30 seconds. By the time the new list was released, 790 million broadcasts had been broadcast on related topics in the first issue of the support plan.
To our curiosity, can the tremolo, which is already in the game, tell a story in 60 seconds?
在刚刚过去的Vlog元年，国内各大平台纷纷入局Vlog领域，Vlog被称为下一个风口。 But in many people’s impression, the Vlog video content grows up in 3 – 5 minutes, or even 5 – 10 minutes or more, which focuses on the personality of the characters and the integrity of the story.
For this reason, in this era of mobile Internet where everyone can shoot Vlogs, the threshold to become a Vlogger is not so low. Initial domestic Vlogger Jingyue said in an interview with the new list that not all Vloggers have Vloggers in them, “Vlogger should organize video planning, shooting and editing, one person is a walking drama group”.
“There are really no less than 20 Vloggers who come to me and talk to me about their powerlessness. They feel that the form of Vlog is “unfair” to people who want to start from scratch. Sun Dongshan, known as “the first person in China’s Vlog”, said when he talked about the growth of vegetarians.
Tremolo seems to be trying to rewrite the rules – time limit of 1 minute, shorten the time, lower the threshold. Tremolo also initiates Vlog-related thematic challenges on the site, encouraging everyone to participate in life records, which has resulted in some non-traditional definitions of Vlogger.
Tremolo native Vlogger
In fact, tremolo has been in Vlog for a long time. At the beginning of this year, tremolo has launched many activities related to Vlog. Up to now, its related topics have totaled nearly 20 billion. This kind of video form, which has both personality expression and business potential, is very helpful to continuously improve user stickiness and promote platform vitality.
On platforms with relatively fixed traffic, it is difficult to get new people and money out again. One intuitive figure is that in 2016, the top 3% of YouTube’s creators contributed 99% of the total traffic, compared with about 66% in 2006. (Data source: Masius & lt, Professor, Aufenburg College, Germany; Mathias Bkalrtl & gt;)
Comparatively speaking, as a new flow depression, tremble seems to have a higher tolerance for new people and new play methods. Compared with head Vlogger@Hello_Bamboo,@Jingyue,@Wang Xiaoguang and so on in China, native Vlogger hatched by tremolo ecology is showing different characteristics and styles.
The tremolo user’s “burning gyroscope” rose 3 million powder in 19 days, and in just half a month there were 6 million-level points of praise. The account wins with the ritual and rhythmic clips of the Vlog. The hero seldom shows up, but he can present a story intensively in just 30 seconds.
“Call me Senior” sets the protagonist of Vlog as his 91-year-old grandfather and grandmother, with the theme of their daily life after 70 years of love. The first Vlog was broadcast more than 60 million and received tens of millions of praises in two months.
The core is that different ways of playing make different Vlog styles.
Take Inoue, one of the Vloggers in the head of Weibo platform, for example. Since May 2017, Inoue has released 45 Vlogs. In most cases, his Vlogs are longer than 3 minutes, conveying his attitude through his rich daily life with a slower rhythm. In his talk about Li Xueqin in Daily Talk Park, Stephen, who filmed “Hogwarts North China Campus”, repeatedly emphasized his pursuit of meaning. Indeed, their own lives can be described as wonderful, for them, Vlog is a record, but not only records, but also carries the role of value output.
In the tremolo, the imported Vlog has a different new form.
One obvious difference is that the Vlogger derived from foreign countries, including Inoue, is more self-describing to complete a narrative on the lens, but because of the limitation of the tremble in the length of time, the time is short, and the corresponding high demand for content density, Vlogger appearance is no longer the first choice.
They have to simplify and split the content, or focus on the decomposition and reconstruction of the details of life, or adopt fast editing, which just becomes a great motivation to inspire the creator.
Taking “Burning Gyroscope” as an example, he uses fast-paced editing with music card points to record complete events through interpolation of characters and scenes, which is comparable to a mini-documentary. The formation of this style is closely related to the limitation of tremble duration and the style of early technology flow. This is also a rare category of other platforms.
Since Vlogs are video diaries, the core element is to show the world I see to the outside world without scripts and records. This is another major feature of Vlogs on tremolo for 60 seconds, that is, to start shooting at people around you and complete a short narrative in one minute. From the subject matter, the video of “Call me a senior” is just like this. A breakfast, a dialogue, and similar “record a good life” are more in line with the tone of tremble and ordinary users’daily life.
Call me schoolmate.
In addition, the 3 – 10 minute Vlog has higher requirements for the picture, so professional photographic equipment such as cameras, UAVs, Gopro and so on are the mainstream. In contrast, the one-minute narrative time is shorter, and the threshold of the screen and the shooting equipment is relatively low.
Vlogger “ahua” on tremolo takes mobile phones as the main shooting equipment, dismantles the daily life of College students, and produces a series of Vlog “The Daily Life of Poor College Students”. Some people comment that this is the daily life of College students.
The video received 1.8 million points of praise, and on this basis, Ahua filmed 10 other “poor” videos, such as “poor students wearing” and other derivative videos, bringing him nearly 5 million fans. As he said, “Why can’t ordinary college students’lives be recorded?”
It may also become a common feature of Vlogs 60 seconds after trembling: mobile phones are the most basic camera equipment. When the shooting threshold drops, everyone can be a recorder.
1.89 meters long legs, with several Western restaurants, industry KOL, best-selling author, tens of millions of fans, daily 10W +…
These words are all keywords extracted from Yang Kai, the host of “Uncle Morna”.
As a start from the catering industry, in the heyday of the new media to create a public name, the entrance tremble quickly became popular, the current network of 15 million fans of Yang Kai, like a very young “children next door” as “all-round development, blossom everywhere”.
This time, Watermelon Jun interviewed Yang Kai, the host of “Uncle Mona”, and listened to how he played the jitter from the public number.
New media people must have heard the name of “Uncle Mona”. Their previous introduction was: a warmhearted uncle with a story of 1.89 meters, curing all unhappiness.
When asked why the names “Uncle Mena” and “Grandpa Beihai” came into being, he said so.
“That’s the pen name from my public number. Because I like Maonashi very much, that is, the seventh knowledge. My restaurant 7senses also means this, and Beihai is my father’s nickname, because he was born in Beihai Park in Beijing.
Now, for the “Uncle Mina” who has become a big public number, 10W + is just a matter of time to complete. After his public number system has matured, Yang Kai began to think about whether he should continue to expand the self-Media platform.
“Zhang Xiaolong said that even the smallest individual has its own brand, in the era of mobile social networking and multimedia Internet, it is necessary to be a self-media, think about it and do it.”
So he watched the development of short videos until last summer, when he thought the opportunity was coming and the entrance was imperative, he chose tremolo. “Undoubtedly, tremble is also the best.”
Now, on the tremolo of Uncle Mona, fans have broken through 680W+.
Tremolo is not a “replica” of the public number
For most operators, the tone of content will basically remain the same if they operate “double micro one shake”, but for uncle Ming, the public number and shake are two distinct experiences.
In Yang Kai’s view, Wechat Public Number is a platform for expressing emotions, emotions and opinions, and has a close emotional link with readers. Tremolo is a totally independent outlook on life.
So on the public number of “Uncle Mona”, he will share three views more, exchange stories with fans, and orientate himself as a warmhearted uncle with stories of 1.89 meters, cure all unhappiness, and bring warmth and help to fans.
Data from: Watermelon Assistant
The emphasis of tremolo operation is more on emotional, values and lifestyle resonance.
The protagonist is not only Yang Kai, but also his father, Grandpa Beihai, who shares the daily life of Yang Kai and his father and conveys more attitudes and happiness from life.
“Since we grew up in harmony with our father, like brothers and friends, we want to express this kind of Chinese-style father-son relationship to more people through life records.
In fact, the content of tremolo is really arbitrary. Sometimes I am busy. I will take pictures of Grandpa Beihai’s outlook on life and record his daily life. If we are both free, we will take pictures together.
It is precisely because the contents of tremolo and public numbers do not overlap, so the users of “Uncle Mornah” are another group of concern in tremolo.
“Ritual Sense” Highlights the Enclosure
At present, besides Yang Kai himself and his father, the tremolo team of “Uncle Mona” has only one friend to help with the recording, and has not deliberately designed the content. Most of the editing and later stage are done by Yang Kai himself.
“We don’t have too many research platform rules, but one thing we can be sure of is that we need to bring hope, motivation and the right values to others. For example, knowledge points, outlook on life and positive energy.
Last September, they filmed a series of videos about “ritual sense of life needs”, recording the daily life of an old gentleman (Grandpa Beihai) before he went out, which rose millions of powder a week.
The uncle’s “sense of ritual” creates tens of millions of videos on tremolo.
“The whole mental journey of tremolo is relaxed and happy, sharing life while recording life, not insisting on feeling, but sometimes unexpected pop-up video will make people feel exciting. Seeing so many people like us is also a relaxation after work.
Watermelon King: What did you do in the early days of the creation of the brand? Now it seems that it plays a key role in the development of tremble?
Yang Kai: Mentality! We always regard tremolo as a platform to show ourselves. Without thinking too much about business, the longer we go. Because its own attributes determine value.
Watermelon King: Are there any interesting photographic tidbits that are more impressive or interesting?
Yang Kai: Once we had to take pictures of father and son’s transformation, because it was a follow-up picture of the mobile phone. It needed the mobile phone to fall freely and complete the transformation. As a result, the screen broke.
Watermelon Jun: Are you worried that users will be tired of content?
Yang Kai: It’s still a mentality. If I share my daily life simply, it doesn’t affect my sharing. Good content will naturally be recommended. These don’t worry, because the tremble will help you choose the best content for more people to see. Those who are tired of looking at it are not your followers.
If content is unattractive and purely self-heeding, tremolo can protect content from spreading, which is really scientific.
Watermelon gentleman: Will we do more related tremolo signals later, such as opening a tremolo signal directly for Dad’s “Grandpa Beihai”?
Yang Kai: Beihai Grandpa’s account has opened early, but it’s not as attractive and durable as father’s and son’s account. Others will not open again. Again, there is no purpose to play tremolo, just to share it freely. Value comes from itself, not too deliberately to operate, otherwise things will go against each other.
60-second vlog market for tremolo
It is said that this year is the first year of vlog. Driven by young traffic such as Ouyang Nana, Yishuan Qianxi and Wu Lei, more and more people begin to become vlogger.
And the tremble sign of “Uncle Mena” conforms to the trend of the times. “Our content should be even the vlog, which records the beautiful life of tremble.”
Some people think that “Uncle Mona” is different from the traditional vlog. The “serious” vlog lasts between 2 and 15 minutes and has a slow rhythm. It is customary to show the daily life of the broadcaster in a relaxed and comfortable way.
“Our tremolo style is actually the vertical version of vlog, different from the traditional horizontal version of vlog, recording methods are not the same, we have many perspectives, the rhythm is relatively fast.”
In fact, the content of vlog is not only limited to travel, delicacies, but also a lot of sharing of ordinary people’s daily life. The focus of vlog is “sharing”, rather than the length of time and the form of content.
As Yang Kai said, the trembling slogan “records the good life” is the core of vlog.
The “21-day vlog challenge” of tremolo has just come to an end with over 1.77 billion broadcasts. As long as more than five original vlog videos are released during the event, there will be an opportunity to win attractive prizes, thus calling on more users to “record a better life” in the way of vlog.
Works on Vlog related topics of “Uncle Mona” broadcast tens of millions of levels
Although the domestic vlog is still in its infancy, there is still a lot of room to rise, but from the current development trend of the short video industry, the low cost of shooting and editing vlog is one of the shortcuts that ordinary people want to enter the short video quickly.
Watermelon King: What direction do you want to try after that?
Yang Kai: Later, we will share more diversified content and perspectives. For example, taking Dad to travel around the world, this year will take him to more countries and cities to travel, while walking records.
Watermelon King: Now there are many people who want to enter the short video. Do you have anything to say to them?
Yang Kai: If you want to cash in business, look more at competitors; if you want to record your life, think more about what you want to express.
Above is the whole content of today’s interview. If you have anything to say about Uncle Morna, or you have your own opinion about vlog, you are welcome to comment in the message area. I’ll wait for you in the background.~
You have to say that tremolo is not nutritious, but there are a lot of knowledge and skills that can be learned to make people’s brains open. You say that tremolo segments have big brains, but they are all a routine. It’s boring to watch too many videos. The dot praise of many videos keeps declining. Nethong keeps “updating” and brainwashing myths are changing again and again.
But there are such a group of netizens, but quietly occupy the highland of traffic, their “creativity” will often be teased and imitated by netizens, leaving a lot of deep impressions on people, such as:
They keep trying and making mistakes, exploring and doing everything possible to create obstruction, spoof and even play treasures, and finally become net red. In some people’s view, their popularity is inevitable, because they are all “alternative”, but the fact may not be so simple.
You may want to know how popular these alternative internet stars are? Can they go on for a long time? Today, let’s talk about the alternative internet stars in tremolo.
What are the different types of net red in tremolo?
The tremolo net is popular for tens of millions of people, with half of the sand sculptures. In addition to the younger brothers, younger sisters and younger siblings with high Yan value, as well as the Meng Chongmeng babies, there are four types of “sand sculpture” net red most able to attract everyone’s attention.
1) Boys get angry. There’s really nothing wrong with girls.
There are some boys on the tremble. They shave their legs, wear wigs, scratch their heads and pose, and have super powder absorption ability.
比如多余和毛毛姐(人称毛毛姐)，是个明明可以靠颜值吃饭的小哥哥，但他非要靠“才华”。 His first videos were of this style:
Later, maybe there were too many handsome little brothers in the tremble. Mao Mao seemed to be less competitive. His video style became like this:
How to Become the Queen of the Night Stadium
This is a video released by Mao Mao last year about how to become a queen of the night. He has a strong Guizhou accent, and uses a tape measure to draw three centimeter thick eyeliner, with a pair of blinking “dog eye” bulb earrings.
The popularity of the video made him taste the sweetness of dressing up as a woman. He made full use of his wig and accent. A divine song, “Hi, I feel that life has reached its climax” triggered the tremor again. From then on, it became irremediable. Many people remembered him and took this magic song as a BGM to shoot all kinds of funny videos.
Later, Mrs. Mao painted lipstick with lipstick. Li Jiaqi painted lipstick. She co worked with Alipay for the world Koi, helped the Jingdong sell mobile phones, helped Tmall sell elves, and embarked on the road of commercialization.
Mao Mao painted lipstick for Li Jiaqi
In the tremolo, another man dressed as a woman is also impressive: @Ah Chun (all male and female faces).
His videos are basically from the exaggerated “bad silk man ugly” at the beginning, to let girls see the envy, boys see the screaming goddess. Most of the videos are about the real story behind the beautiful women on the network, the “inspirational” story of the rough man turning beautiful women, using contrast to get the attention of netizens.
2) Maggot King, make you doubt your life
In addition to men dressed as women, there is another kind of net red popular, that is, spoofing maggots. Their jokes are the kind that make you doubt your life.
Typically, with more than 13 million fans on the tremolo, Big Head and Big Head have no worries about rain. His works are mostly spoofed. At first, he spoofed his girlfriend and sister, and then even his parents were forced to join the spoofing camp. For example, Big Head asked his sister to open a bottle of shaken Coke, which sprayed all over her sister at the moment of opening, and then was chased by her sister.
My sister later learned “bad” and began “routine” and “anti-routine” brothers, such as when the brother kissed her, put the hand that dug the nose dung into his brother’s mouth.
Similar to Chen Chen San GG, most of his videos are all kinds of spoof sisters, and all kinds of black sisters say that she is pig, no one wants, is rotten in the field of Chinese cabbage…… Although they are rotten stalks, they still have a high degree of concern.
3) Let you remember me, one sentence is enough.
There is also a kind of net red, with only one sentence, you can conquer.
For example, Lu Chao, the founder of “Good Sentence Style”, is a strange man with super high hairline and special appearance. It is said that he used a good sentence pattern for 10 years, and finally got angry in the 10th year.
In the early days, Lu Chao’s positioning on tremolo was to give blessings to everyone (he also had a trumpet @Blessing Brother). His videos were for celebrities and passers-by.
Because “Happy Birthday” paragraph popular Lu Chao
Celebrity: Happy Birthday.
Now, Lu Chao shoots more than 6,000 videos. Almost every video he says is “really good” and has a high degree of recognition.
Like Lu Chao, the way of repeated brainwashing is full of positive energy sentence founder @ Qiu Yong, came to the younger brother founder @ Heihe waist sister @ and love magic circle initiator, the source of trembling evil @ hit the tiger tonight.
The Source of All Evils of Trembling @Fight Tigers Tonight
4) Soul segment hand, the charm of nowhere to put
There is an alternative, the brain hole is strange, each of their videos can be regarded as a model of paragraph hand.
For example, Gu Bei, a beautiful man, said, “I’m damn, I have no place to put charm. Eat instant noodles in the middle of the night, eat Michelin, go out at 4:30 a.m., eat steamed buns, eat philosophy of life, eat armor in the night market without paying, and be chased by the boss…
Each of his videos has an amazing copy, which is literary genius. Let’s feel it together:
Gu Bei’s imitator, Xiao Hui, a beautiful girl, with a strong Changsha accent, learns Gu Bei’s soul, brings the charm of nowhere to its extreme, and absorbs more than 10 million powders.
Xiao Huixue, a beautiful girl, feels like Gu Bei ate Michelin with instant noodles
Many people say that Xiao Hui copied, but Xiao Hui said that she paid tribute to the north in this way, and that every imitation video of her would indicate the source. Later, he and Gu Bei became good friends and co-produced videos.
Plagiarism or imitation, many people in order to become a net red, using all means.
The day before yesterday, I stayed in a fitness community for a year and a half and suddenly “live”.
In September, after spending 288 yuan on a sports blogger’s fitness class, I joined her paid training camp (Wechat Group) with great excitement, looking forward to punching in supervision and personalized answering questions… Can harvest the perfect figure in the training camp.
As a result, after entering the group, it was found that the punching in the group was completely spontaneous, with only about ten people punching in the group of nearly 500 people.
Moreover, no one answered the questions about the course. Only one official volunteer, group leader, reminded people who sent unrelated links from time to time.
After experiencing “gossip complaints – Official prohibition of communication only allowed to punch in cards – no one cares about their own communication – Official emptiness”, this group soon became a dead group in the cold winter (low desire to lose weight in winter).
In fact, it’s nothing to become a dead group. After all, the video of this course is the core, and the community can be dispensable.
But the resurrection of the community the day before yesterday made me feel “great things are not good”: the reason for the resurrection was that some people were tucking up courses and blowing up a bunch of users who felt the same way. People have criticized the course content water, high repetition, low cost performance and so on. During the whole process, no official came out to control the scene, only a few faithful refutations.
The community is alive in everyone’s voice.
So far, the existence of this group is not only worthless, but also has a negative impact on the personal brand of bloggers.
As far as I know, this is the problem of most communities on the market at present. Many companies only know that the community is good, blindly follow the trend of the community, but do not know whether their business is suitable for the community, how to manage the community, what role the community has…
It is strongly recommended that small partners involved in community operation work can analyze the business communities that are doing well in the market. After all, many people have become rich through the community.
Give me a few clubs I’ve been undercover.
Frankly speaking, after picking the skins of these products, I want to start my own business as a community. (Sage can’t see Sage can’t see Sage can’t see it.)
In today’s article, we will talk about how to make the best use of the community value from the perspective of growth and transformation, combining with the current “characteristic” business communities on the market.
Fission is used for community growth. What can we do to avoid overturning?
There are many means of community growth, among which fission is one of the fastest growing means. For example, the courses of marketing in the Pleistocene and the big courses of Netease in the New Year are all about community growth through fission.
However, the final outcome of both of them is not very ideal. After the social and user struggle, everyone is unhappy and separated, and the Pliocene phase has made a full refund to the course purchasers.
At present, more and more people are playing with community fission. Users are becoming a little immune to it. Many users automatically ignore the fission posters of their circle of friends when they see them. Moreover, the users brought about by community fission are not necessarily precise, and the retention rate is not high. Some users may be attracted by a fission topic, take a micro-lesson or get a data package, turn around and withdraw.
What’s more, once the fission campaign is over, if we don’t have the energy to deal with the fission community properly, we may turn it into an advertising group, which will disturb the users of the community and cause their dissatisfaction or even disgust.
Nowadays, how can social fission be effective for community growth?
Baby App in English accumulated 300,000 paying subscribers in 2018. There are some details worth learning in the process of its “steady” growth of the community.
1) Welfare incentives
Babies play English user path is as follows: attend 8 days of free trial lessons – circle of friends poster punching – end of the trial lessons – pay for learning conversion. The “Friendship Circle Poster Carding” link is their main growth path, bringing new users through BMW’s social sharing.
In order to motivate users to punch cards, the baby has set up an attractive prize for playing English for 10 consecutive days, which can completely unlock an enlightenment course outside the audition class, and also win the “bilingual treasure box mail home”, which is quite cost-effective. Truth be told, if I were a BMW, I would like to attend the audition class and punch in.
In fact, we all know how to use “punch-in” to make social fission. The difficulty is how to keep users punching-in. For this reason, the solution for babies to play English is to set up a ladder reward, which can unlock a lesson every time they punch a card. For BMW, the first time it forwards, it will want to insist on forwarding, otherwise, the baby will not be able to listen to the course.
2) Reducing barriers to sharing
For some people, not in the circle of friends to share, not necessarily do not want to do, may not know how to do. Especially for babies who play English, most of their users are BMW, and they probably don’t make friends very often. Therefore, children play English to provide users with poster templates and text templates, reduce their barriers to sharing punch cards, parents as long as the direct preservation and reproduction.
The text template provided by the baby in English is quite good, the tone is more relaxed and natural, and it can accurately meet the needs of users, such as “learning English while playing”, “going to primary school children will be much easier”, “old” and “young” are suitable.
Although poster templates can reduce barriers to user sharing, in order to make users willing to forward, in fact, Baopu English can also think about a question, what poster users will spontaneously share? Generally speaking, the content that can let users spontaneously share either satisfies the user’s vanity or makes them resonate.
In the design of sharing posters, you can add content to help users “pretend to force”, for example, many products’punch-in posters will emphasize users’ “punch-in days” and “learning effects”.
Or, you can write more text on the poster to help users express their will, and make an emphasizing display.
3) Setting up the Integral System
Among the apps where babies play English, there is a “Baotou Mall”, which sells teaching aids, online courses and toys. None of these products can be purchased in cash. They can only be converted into carrots (i.e. points).
The key to building a score system is to figure out: what are the core goals of the community? What behaviors should we reward users to help us achieve the core goals?
For babies to play English, the core goal is to pull new. Therefore, we can see that the main way for users to get “carrots” is to share punching cards, namely learning punching cards, courseware punching cards and sharing growth footprints.
4) Friend Recommendation Reminder
After successful registration, the teacher will invite users to join the course group and remind users to invite friends to study together.
In the learning process of the audition course, the teacher will also chat with the users and encourage the users to invite their friends to sign up for the course in a step-by-step way. As long as users recommend friends to sign up for formal courses, they can get course awards. The more friends they invite, the richer the awards will be.
Tuyuan: “Undercover Babies Play with English Wechat Groups, Originally They Do Community Marketing!”
Although babies play English with APP products, but their utilization of APP is not high, the main content of APP is free courses. In other words, APP is just a channel for “Babies to learn English”. It attracts users through free courses, directs users to the Weixin community, and uses Weixin’s social environment to further fission growth.
Next, let’s sort out the whole process of Baotou English.
After looking at the whole process, I don’t know if you notice one detail, they never directly lead users to fission in the community. This is the biggest difference from the overturning community of Netease’s New Year class and Pliocene phase marketing class.
If you want the fission community to survive, don’t brush the screen inside the community to guide sharing, and don’t brush the screen inside the community to guide sharing. Here we also share with you the fission guidance path used by Operations Research Society in the growth of community users. You can use the public number to build it at a cost of 0.
Procedure Source: Training Camp of “Building a Blockbuster Community in 7 Days”
How to make users pay thousands of yuan for social transformation?
Fission growth is only one of the means for communities to gain access to target users. It mainly attracts target users to participate in low-threshold micro-classes or experiential classes, with emphasis on the subsequent transformation.
In fact, the threshold of fitness training camp community mentioned at the beginning is not low, all users pay 288 yuan to enter. This means that these users in the group are the precise target users of the sports blogger.
Because community information transmission is very efficient, if the sports blogger later developed a new fitness course, this group of community users would have been the easiest to be transformed (which should also be the reason for the long-term existence of the training camp community). But since her community operations are not in place, the conversion rate will probably be very poor.
So what is the correct posture of community transformation? Combining the three cases of “snail insurance”, “baby learning English” and “long-term school”, I summarize the following points:
1) Screening out users with needs
To improve the conversion rate of the community, we need to set a threshold for the community, such as the fee of 288 yuan in the previous article. In this way, users who are interested in the product or business and need it can be selected by the group.
Of course, if the product itself does not have much traffic, charging a high fee directly may lead to no one in the community, at this time we need to use other ways to screen users.
For example, “snail insurance”, “babies play English” and “long-term school” all stamp the needs of target users in the form of soft text, and then attract these users with free or less than 10 yuan payment threshold community.
In addition, “Changtou School” will also allow you to fill in the “Entry Questionnaire” before the start of business, to get a preliminary understanding of the user’s current situation, financial needs, interest points and other information, but also to prepare for the subsequent transformation.
2) Getting User Trust
When users in need enter the community, they can not advertise directly, which may lead to a surge in the rate of withdrawal. The correct way is to give users some “sweet head” first, to gain users’trust.
(1) Free lectures (microlectures)
Take snail insurance as an example, its “sweet head” is to let users participate in free lectures on the popularization of insurance science.
The lecture was very dry (I even couldn’t help taking notes). After listening to the lecture, Xiaobai could basically understand some core knowledge about insurance, but at the same time, he also knew that it was easy to tread on the pit when he bought insurance.
Until the end of the lecture, administrators will remind you that they have registered services (customized insurance scheme for users). If they do not know how to choose insurance, they can purchase customized insurance scheme, which seems very intimate.
According to the heated discussion after the lecture, there should be a large number of people transformed on the spot.
(2) Low-cost/free experiential courses
Similarly, “Baby Playing English” has free 8-day enlightenment lessons and “Long-term Investment” school has 9 yuan “14-day Little White Finance Training Camp”. In fact, both of them are experience lessons, in order to gain users’trust, poke users’ pain points, let users feel the selling point of products, and pave the way for later conversion to high-priced courses.
3) Hot selling atmosphere of marketing products
There is also a great advantage of using the community to transform, which can create an atmosphere of hot selling products and induce the user’s conformity psychology.
Statement: This article is from three classes of Wechat Public Number (ID: sanjieke01). Author: Late Standing (three classes run P3 trainees), authorized the master’s house to reprint and publish.
Dear students, good evening to meet you again in the weekly assignment sharing session.
The so-called “homework” refers to the three classes in each course set up in the actual operation, these homework from the real case of the first-line Internet companies, to the greatest extent combined with the work scene, so that you can learn while practicing, follow-up in the actual work of the application will be more handy. High-quality homework is not only often praised by the relevant business leaders in the case, but also can help you become a knocker for job hunting.
Today, I would like to recommend this excellent homework to you. The students from the “Internet Operations P3 Series Course” of the School of Operations of the three classes are late. The fifth chapter of this course, “How to create a well-functioning product with the help of user behavior incentive” assignment is “Design user incentive system for knowledge planet”. Late-standing assignment got the highest 10 points! (Our assignment score is 1-10 points, 1 point is the lowest, 10 points is the highest).
Late Start is currently operating in K12 industry. Before learning P3, she did not actually design such a complex user incentive system, and often only stayed at the stage of thinking about the problems encountered in her work. After completing the course, she not only had a deeper understanding of the user incentive system, but also thought about why first when putting forward ideas, and formed a kind of complete thinking. The logic of face-to-face thinking.
Next, let’s not say much. Let’s look at the content together.
I. Operational Background
“Knowledge Planet” (formerly known as “Little Circle”) is an APP platform for knowledge communities. It is a tool for content creators to link high-quality fans and realize knowledge realization.
If you are the Operating Director of Knowledge Planet, the current functions are developed around Star Operations and Star Discovery. Please fully divert your thinking, combine the product positioning and stage of “Knowledge Planet”, think about product development, and design a complete user incentive system for “Knowledge Planet”.
In designing a user incentive system for Knowledge Planet, you need to pay attention to:
What is your logic of thinking? Do you take into account all aspects of the knowledge planet?
What would you eventually do about this plan? How feasible is your plan?
The assignments you submit should include:
1) Your logic of thinking and specific analysis
Judge what you need to motivate users to do
Sort out the resources and tools you can use to motivate people
Identify the main incentives and match actions and means
2) Your incentive plan (that is, what will you eventually do)
II. Homework Show
Part One: “Knowledge Planet” Product Analysis
1. Product Profile
1) Product type: knowledge realization, high-quality community tools.
2) Product function: around content creator / KOL content precipitation and fan management tools.
3) Product Business Form: Low Frequency Payment.
4) Product structure:
2. Judging the stage through product life cycle curve
From the picture above, we can see that the knowledge planet should be in the growth stage at present. At this stage, users are in the rapid growth stage. Users have a little familiarity with the products. The market is becoming clear. As a high-quality payment community tool, the knowledge planet has no highly similar competitors in the market for the time being. Therefore, at this stage, the core operation strategy of the products should be deep. Degree mining user value, enhance user experience, build user ecology and so on.
3. The Business Logic of Knowledge Planet
Knowledge Planet is a highly vertical small circle social platform, temporarily no commercial advertising, mainly by collecting commissions from the revenue of content creators, which belongs to the user’s willingness to pay is not strong, but the frequency of use after payment is relatively high. The benefit formula is as follows:
From the above formula, we can see that the profit model of knowledge planet is relatively single, which requires a large number of users and willingness to pay to stimulate revenue.
4. The Core Business Logic of Knowledge Planet
5. Advantages and disadvantages of products
1) Through the diversion of Weixin Weibo, the user’s acquisition cost is low.
2) Without advertising, the user experience is better (but the number of personal advertisements is gradually increasing).
3) Content barrier, the circle is relatively closed, but user loyalty is high.
1) The single profit-making mode has not yet formed a complete product ecology;
2) The knowledge payment scenario can not be further subdivided, and the short-term value is unstable.
3) The content form is relatively thin, failing to form long-term value;
4) One-way human-computer interaction, UGC environment is more chaotic;
5) Shared communication stimulus is not enough, silent users can not recall.
Part Two: My Logic of Thinking
According to the above logic of thinking, my incentive plan will start with the token incentive system, combined with online incentive activities to build.
Part Three: The Incentive Scheme I Designed
1. Choice of incentive means
Material incentive: vouchers and red envelopes
Spiritual Motivation: Star Main Video Live, Point Money System, Star Activities, Rankings
Human Motivation – Star Resident Identity Card (Grade V1 – V10), Simulated as Star Master
2. After the incentive system is set up, the product structure of Knowledge Planet is as follows.
3. Specific incentive schemes
As shown in the figure above, the key point of this incentive scheme is the formulation of the token system, which stimulates the activity of users through spiritual incentives.
4. User Logic after the Establishment of Incentive System
4-1. Establishment of the Star Currency System
1) The rules for the collection of planetary coins:
Log in every day – five planetary coins
Sharing Content – Five Star Coins
Reading and punching (no less than 30 minutes) – 10 planetary coins
Sharing the content is the essence of the star – 50 star coins.
2) Rules governing the use of planetary coins:
Set a free question cap on the planet and ask the owner twice a month for free. It costs 20 planetary coins to ask questions again.
Star currency can be used to purchase Star Peek Coupons, 100 Star coins per time, 1 hour (only read, not download materials);
Use in planetary activities;
Friends give each other gifts.
4-2. Knowledge Planet Resident ID Card
As shown in the figure below, users who pay to join the planet will get a resident ID card. The main purpose is to motivate users to share their identity cards.
Set different ID card grades according to the amount paid by users
Level settings can be set from V1-V10
Material rewards (red envelope & amp; vouchers) are set for each level.
Users can also upgrade their ID cards with the corresponding Star Currency (1.0)
2) Rules for the use of red envelopes:
Join a new planet and use less
Converting to planetary currencies (this part is considered to be deleted, which may cause inflation)
4-3. Planetary Activities
1) The theme of the donation: Star Driver
Rules of Activity: The members of the planet earned the planet coins by actively, and then donated their own planet coins to the planet’s coin pool. When the value of the donated coins reached 1 million, they could call up the star owners and share them in a live video broadcast.
Activity rewards: Star owners can motivate users to participate by asking questions/drawing in live broadcasting according to the situation of the planet.
2) Simulating Star Master
Rules of Activity: Users spend 50 planetary coins, which can be simulated as the owner of the planet. In the simulated planet, users can create their own virtual planet, and other users can join the experience of the planet free of charge.
Activity Purpose: Make the ordinary user experience become the star owner, and then transform into the real star owner.
4-4. Star Pool List
Make a list according to the number of coin pools on each planet.
Make a planetary active list in Discovery Square, and set up a peek entrance on the right side of the list.
The main functions of the rankings are to motivate users to share and ask for money from their friends.
The list of coin pools can be settled once a month. Residents of the first 10 planets of each month can get a voucher from the knowledge planet.
5. Knowledge Planet and Core Business Logic after Incentive System Setting
1. Considering the maneuverability of the incentive system, the rules of acquisition and use of tokens can be simplified as far as possible, not more than three ways. When users have a certain understanding of the system, they can enrich the rules.
2. The business logic of knowledge planet after rebuilding the incentive system increases the incentive for everyone to interact, the overall environment is relatively more open, and the possibility of selling planetary coins is increased.
3. The main consideration of the incentive system is that to build a knowledge planet into a high-quality ecosystem where users are willing to stay and interact with each other, it needs high-value PGC content support, and the incentive system can only add to the cake.
4. Finally, add a recall mechanism: 7 days without login, star ID card will be downgraded, 30 days without login, star currency will be cleared, with continuous cumulative login incentives to use, to avoid user loss.
For this late assignment, our TA’s comments are as follows:
Late risers, please accept the next worship! It’s really a well-founded, beautiful job!
The previous analysis of products is very exciting. The planet’s business logic, product business logic, advantages and disadvantages analysis, incentive resource analysis, etc. are veterans, simple and direct to the core. In a word, PART1-2 is very good, and the final solution is not to say comprehensive coverage, but to choose a point as an entry point, which is also a very good way of thinking.
Finally, criticize what I think can be improved:
1. The relevance between the final plan and what you started to say, “Deeply tapping the value of users, enhancing user experience, building user ecology” needs to be strengthened. For example, the business model of the planet is single, and there is no corresponding incentive or operation mode to solve this problem.
2. In the case of tokens, can monetary stability of the whole ecosystem be considered incidentally? Otherwise, inflation and currency depreciation will greatly reduce the corresponding incentives;
3. It seems that the map of your product structure is not useful. The map of business logic can add the relationship of “free user to payer conversion, planet member to planet owner conversion”.
Above, very excellent, 10 points recommended! Looking forward to your more homework and iteration!~
For those who have not designed a complex user incentive system before, I am glad to see her progress through this assignment. According to her own words, “Writing this kind of assignment feels better, taps its potential, and develops its own thinking ability. The improvement of thinking is also very helpful to the work.” Of course, the follow-up also expects that she can be more efficient in the actual work of the application, refueling for her!
Okay, that’s all for today. Do you have any good ideas or suggestions about the design of user incentive system? Welcome to the comments section to share with us.
Recently, in the iOS store’s “Photography and Video” rankings, there are more than ten Apps from the same company in the top ten.
It includes Enlight Videoleap No. 2, Enlight Pixaloop No. 5, and Facetune2 No. 6.
These Apps are on an equal footing with our well-known fast-hand, Metuxiu and other products, and their strength can not be underestimated. So what kind of company is their developer, Lightricks from Israel?
How about Lightricks products?
From the App Store, Lightricks currently has eight Apps, seven of which have long been ranked high on the “Photography and Video” Free and Pay List (5 Free and 2 Pay), with the lowest ranking being the 65th Free List. And they basically won countless awards.
In March 2013, Lightricks launched its first product, Facetune. Facetune is mainly used to edit portraits, adjust the structure of smiles, skin, eyes, hair, face, make-up, virtual background and so on. Simply speaking, it is an enhanced version of the beauty show.
Facetune has topped the list of paid applications for photos and videos in 107 countries and regions since its launch.
Two years later, the second App Enlight came online at the same price as App Store, a photo editing App, which includes image beautification, filters, making works of art and other huge functions, but it is easy to operate and can be used by non-professionals.
Enlight won more honors: App Store ranked the best app for the year 2015 for the iPhone in eight countries, including China, and ranked first in the photo and video applications list in 128 countries.
In November 2016, Facetune 2, an iteratively enhanced version of Facetune 2, was launched. Unlike the paid purchase model, Facetune 2 is free to download, but unlocking the full functionality requires the purchase of “VIP” (monthly, annual subscription, or one-time purchase).
In July 2017, Enlight also launched Enlight Photofox (Enlight 2), an iteration-enhanced version, and adopted a new charging model like Facetune 2, which won the 2017 Apple Best Design Award.
In August and September of the same year, Enlight Quickshot and Enlight Videoleap went online one after another, and still adopted the free purchase + purchase “VIP” charging mode.
In addition to editing photos, Quickshot can also take photos in some unique modes; Videoleap, as its name implies, is used to edit videos. The latter was elected App of 2017 in the App Store of more than 76 countries/regions.
In September 2018, Enlight Pixaloop came online, which can process photos dynamically. It is mainly used to make dynamic wallpaper. Although it seems to be a small demand, it is very popular with users.
Swish, the latest online social video, charges for free + VIP. The App is the only product that is not on the list, and the evaluation is relatively general.
Taking stock, Lightricks’hard core is comparable to Adobe’s. In addition, Lightricks, like Adobe, has built a product matrix (although there are not many products at present), which can not only accurately meet the needs of users in different circles, but also complement each other and bring traffic between products.
Meanwhile, in the process of development, Lightricks upgraded from a single purchase payment model to a free + purchase “VIP” model. First, it can improve the download volume (refresh), second, the strategy of free trial can also improve the conversion rate of products. Finally, the “subscription + buy-out” price obviously increases the unit price of customers.
Second, what are the highlights of Lightricks’founding team?
A good founding team is essential for a product to succeed. Lei Jun once said that he thought Ali’s success today was inseparable from Ma Yun’s search for a group of super reliable people. The highlight of Lightricks’founding team is their strong technical support and product-centric business planning.
1) Strong technical support
Lightricks has five co-founders, four of whom are PhD students majoring in computer graphics. Zeev Farbman, CEO of Lightricks, calls their specialty “computational photography”.
Computational photography is the post-processing of computer algorithms to change image formation. Lightricks products, as well as our usual beauty cameras, use the principles of computational photography.
A highly educated professional background means that they have strong technical support and enough voice in this field.
2) Product-Centered Business Planning
CEO Zeev Farbman said that before a startup can run successfully, it must answer a series of key questions:
The first question is easy to answer, financing, loans and so on. However, Lightricks’founding team did not seek external funding from the outset. They believe that it is very important to maintain strategic independence and creativity in the early stages of a product. The increase of external funds will also bring about the intervention of external forces, increase team pressure, and ultimately may affect the quality of products.
The Lightricks team is a product-centric company. So, in the early days of the company’s founding, the Lightricks team was committed to product development. In Zeev Farbman’s words, it’s about putting all the eggs in one basket to create a team MVP product.
If you accept investment before you have a high quality product, or if you accept a non-product-centric investment, it is possible to distort the development path of the product. Business must be based on products.
So how do they maintain the cost of product development without external funding? They plan a business model, The Bakery Model, which is self-financing.
To understand this model, first look at how bakeries work. Simply put, the bakery operates like this: make a batch of bread and sell it, then use the money to buy raw materials, make more bread, and recycle the process.
That is to say, Lightrick decided to make a payment product, push the product to the market through sales, and then put the benefits of the product into product upgrading, or the development of new products, thus forming a closed-loop business.
With strong technical support and product focus, Lightrick has created Facetune, the top photo and video application in the AppStore 48 hours after its launch.
3. What is the future of Lightricks?
What is a company’s future prospects? No one must be able to give a definite answer, nor dare to determine what the future of a company will be. However, judging from some factors related to the company, we can probably get short-term trends.
The future of Lightricks should be bright in terms of financial support, revenue benefits and the number of users.
1) Financing Guarantee
Since its establishment in 2013, Lightricks has received a total of $70 million in financing from three institutions.
In 2015, Lightricks received $10 million in financing from Viola Ventures (formerly Carmel Ventures), the venture capital firm, for the first time since its establishment in 2013.
CEO Zeev Farbman said the money would allow Lightricks to continue to improve Enlight software and Facetune applications and launch new products. At that time, Lightricks had about 30 team members, and Zeev Farbman said he planned to use the money to double the size of the team.
On November 19, 2018, Lightricks announced its second financing, totaling $60 million, led by Insight Venture Partners and followed by ClalTech.
So, although the amount and frequency of Lightricks’financing is not surprising, it is also in a good state, which is enough to make Lightricks develop better.
2) Revenue Guarantee
At present, Lightricks’software can be used free of charge except for Facetune and Enlight, but it can’t experience all functions for free. The charging mode is mainly internal subscription and one-time payment purchase. The internal subscription mode can be monthly or annual fee, and the price depends on the subscription packages of users.
For example, non-members need 48 yuan to buy Photofox Pro for one month, while VIP users only need 40 yuan to buy Photofox Pro for one month.
On November 19, 2018, Lightricks said on the occasion of the announcement of the financing that revenue is expected to exceed $50 million in 2018 and over $100 million in 2019.
Lightricks has such confidence in revenue that it can not do without the dividends brought by the charging model. Lightricks did not start with a subscription model, but achieved a leap from a one-time purchase model to subscription in 2015. The new charging model increased Lightricks’revenue by 270% year-on-year.
Of course, this is also based on the adaptability of subscription mode to the ecosystem of Apple App Store platform. At Apple’s latest earnings conference, Cook said Apple and third-party paid subscriptions had exceeded 300 million, up 60% from last year. Subscription mode is an opportunity for independent developers to sell software at one time or to cash in through advertisements in order to obtain upfront costs.
3) User Security
When financing was announced on November 19, 2018, Lightricks said its apps had been downloaded more than 100 million worldwide. EnlightPixaloop, a new product launched in September 2018, had attracted 6 million users and 200,000 subscribers in just two months.
Lightricks doesn’t have to worry too much about the growth of users and the amount of fees they pay.
Lightrick, as a tool-based product company, has achieved excellent results. Through the observation and analysis of Lightrick, I am more convinced that if a product or even a start-up company wants to succeed, it must be inseparable from these points:
1) Strong market demand. Photographs and videos naturally have a wide range of user groups. Products without market demand are of no value to the market itself.
2) A reliable founding team. The professional background of Lightrick’s founding team goes without saying, and their product concept and business planning also make them more stable on the road to entrepreneurship.
3) Sustainable profit model. Wang Jianlin once said, “Business is very hard, it is impossible to sustain long-term survival without a profit model.” Before preparing to start a business, we must determine the early business model and find profitable means.
This article is reproduced from the Public Number Operations Research Agency, a public number that allows operators to rise rapidly. There are answers to the operational problems you are concerned about. Microsignal: U_quan
The content platform has embraced the membership economy in an all-round way.
QQ, Weibo and Tencent Music launched member value-added services very early, and Akieyi and Tencent Video Learning Netflix have achieved initial results. Now, if you want to see the exclusive new fan in station B, you also need to buy members. Not only these entertainment content platforms, but also Caixin, known for its serious news content, charged in 2017. Only by becoming a member can we see the full report.
The latest example is Zhizhi. In fact, “Super Members” and “Reading Club Members” have been introduced before, but the former membership service is the introduction of “Knowing University”, a sub-department of “Knowing University”, and this “Salt Selected Members” is the introduction of “Knowing Whole Station System”. Of course, previous members can upgrade on the original basis. With this as a node, we can explore a more complete business model, take small steps, and enter the era of membership in an all-round 上海419论坛 way.
What are the similarities and differences between Salt Selected Members and other Members
In 2017, the idea of “idea” and “organization number” were newly established, and some people were tucking up more and more like micro-blog or even today’s headlines. But then we found that KNOWLEDGE has not become another species, because KNOWLEDGE has always been its underlying logic and community has always been the cornerstone of its products.
Knowing how to be a member of salt selection can also see the shadow of members of other platforms, and at the same time, it is very knowledgeable. On the one hand, compared with entertainment content platform, it is knowledge-based platform, and its members’value-added rights and interests focus on dry goods rather than pure entertainment. On the other hand, compared with pure knowledge payment platform, Zhizhi not only provides members with knowledge systems in various fields, but also designs some special functions on community mechanism to open to members.
From the specific internal rights and interests of salt selection, it includes three aspects: payment content, community function and membership user identity.
Payment content is easy to understand, and similar to content payment platform dragonfly FM, Himalayan FM and so on, members get a lot of paid content by one-time payment. It’s not cost-effective to buy this part alone. It’s like a packaged meal.
However, different platforms can provide different levels of content richness. Private classes, Live lectures, salt magazines and e-books are all unique content that other platforms do not have.
In terms of community functions, some are similar to microblogging members, such as comment area mapping. For 95 and 00 later, Emoji could not express emotions completely, and various expression packages were the matching of throwing and receiving. The post-80s generation may not understand, but the knowledgeable young group is growing, and a generation has a generation of expression.
In addition, some members’community functions are more relevant to core user tonality, such as keyword masking. What can this function do? For example, if you don’t want to see the discussion about “Luo Yonghao” in the “Recommendation” algorithm information flow, you can set up the “Luo Yonghao” keyword shield, so that Luo Yonghao will no longer appear on your home page.
Even if you don’t like the “How to Evaluate” sentence, you can block all “How to Evaluate” questions from the recommendation flow.
As for membership user identity, this is the most “virtual” value-added rights and interests, it combines the characteristics of QQ members and Weibo members, such as exclusive widgets, dynamic top-setting. But it is not sure, those young users are in favor of plus, after all, our batch of 80 and 90 are also dressed up as QQ space, to buy QQ show this way.
For me, it really makes a lot of money to know that members can get paid content, to shield keywords, and to buy one gift two (extension rights), and to get PLUS and IQI members in Jingdong.
Why do we need to develop membership economy?
For IQYI, Tencent Video, B Station, Tencent Music and Netease Yun Music, high quality video content and exclusive music copyright will inevitably mean high production costs and procurement costs.
Since the Youku potato era, streaming media advertising has not been a sustainable business model. Membership economy, which has been verified by companies such as Naifei and Spotify, is a way of realizing the market value of tens of billions of dollars.
However, domestic copyright awareness still needs to be improved, and the habit of paying for quality content has not yet been developed. But it’s only a matter of time. To a certain extent, the video platform and online music platform have already provided a certain degree of user education for members’fees, knowing that the node is just in time to enter.
One obvious fact is that the more restrained the content platform, the more difficult it is to commercialize. Douban is a good example. But if it runs too fast, it is difficult to audit and filter the content. Typically, the information flow platform is full of all kinds of false advertisements.
Knowing how to develop the membership model is precisely between taking steps in situ and rushing forward. We have found a balance between advertising and membership to become a dual engine of commercialization. Douban chips and today’s headlines are hard to do, but knowledgeable and fancy arts are very suitable.
In the long run, the establishment, development and operation of the membership system has become an important part of the logic of the future development of the giants and unicorns. Attractive rights and interests are the main motive force to attract renewal fees and new membership, which is also an important determinant of the power structure in the second half of the Internet.
As far as knowledge is concerned, communities have primitive deposits, which are always paid for in various forms. The paid membership system acts like a funnel, screening out high loyalty users from ordinary users. With the growth of new youth groups and the increase of willingness to pay, knowing core users will naturally become members.
Accelerate the Integration of Content and Retail Platform Membership System
In terms of evolution, this set of membership system built by content platform was originally born in the retail industry. The first feature of the retail paid membership system is secondary payment. Consumers not only need to buy goods or services, but also pay for membership.
Nowadays, the membership status and consumption behavior under the payment system of digital products, services and consumer gathering platforms overlap, and there is no need for secondary payment.
After Amazon’s Price success, the membership system of content and retail platforms is accelerating integration. Initially, Amazon Prime’s membership service only included a 2-day free shipping service to encourage consumers to increase their purchases. Afterwards, Amazon introduced value-added rights such as movies, videos, e-books and music to Prime members.
Domestic Internet enterprises have also embarked on this road since 2018. On April 27, the rights and interests of IQIYI and Jingdong members were officially online. Users only need to buy IQIYI VIP or any annual member of Beijing East PLUS, and they can enjoy the rights and interests of two members at the same time after completing the rights and interests collection and activation. On August 8, Alibaba launched the “88VIP” plenary meeting. Membership plan, covering Youku, hungry, shrimp, ticket-hunting membership rights and interests. 2018 is also called the first year of membership.
This year, before knowing about Hejingdong, station B and Hungry Mou launched a dual membership service. Behind this convergence trend is the peak of the flow dividend.
Whether for retail or content platforms, the ceiling of online traffic dividend is obvious, and the era of extensive focus on market growth, scale and traffic has passed. Long-term operation of membership system is a key link for intensive farming of stock.
Essentially, the logic of the paid membership system is similar to that of the retail industry. Its efficiency lies in “flow * conversion rate * customer unit price * repurchase rate”. Multiple consumer demand drives retail enterprises to provide differentiated goods or services, while diversified knowledge demand drives knowledge platforms to provide differentiated knowledge services.
Whether it’s BAT or a unicorn like this, it’s facing a long battle for users. Payment membership system is a platform to cultivate high loyalty users and establish a long-term stable market. Its retail products or knowledge services will impress paying customers deeply, cultivate their consumption inertia and enhance their consumption loyalty. In the process of digging gold, how far can the platform go? It is the user’s time and paying behavior to vote.
A survey of 34 media organizations by German media Axel Springer found that European media now retain users in an important position because of the maturity of user growth strategies.
The media covered by the survey included the Guardian, Le Figaro, The Wall Street Journal, The Washington Post and The New York Times. Last year, prevention of user churn was seen by the media as the fourth most important factor affecting the success or failure of next year’s work. This year, the factor climbed to the second.
It can be seen that with the growth of new users gradually touching the ceiling, internal construction is more important than relying on external activities. How to repair the bamboo baskets so that the water flowing into the baskets will not be lost? This issue of the All Media Group (ID: quanmeipai) follows the footsteps of the top international media to see how they use “three steps” to achieve user retention.
Take the first step as soon as possible:
Reduce friction with new users
User retention is an important part of AARRR model, from user acquisition to user activation to user retention, and finally realizes realization and self-dissemination to form a complete user experience. But in reality, user retention of top-level media is not obviously lagging behind user acquisition, and the two are almost synchronized.
AARRR model is the most widely used user experience map in the new media era
New York Times: Opening a New World for New Users
The New York Times has more than 3 million subscribers in print and digital editions, and now subscription revenue has exceeded advertising revenue. But for the media’s 10 million users target, the current results are far from meeting expectations.
To achieve this goal, Times tries to expand its business directly to users, and its focus shifts from promoting new subscriptions to retaining existing users. Clay Fisher is the head of the business. He has a team of 100 people. In the two years of Fisher’s entry into the Times, he has succeeded in increasing user revenue and retention. This achievement benefits from the user retention-centric operation model.
The user retention of the Times begins on the day subscribers register. The media has a team of about 10 people, focusing on 90 days after new users register. They will send e-mails to new users in the next three months, introducing all the reports and products of the Times. It also designs features for new users, such as the top functional area, recommending the authors and articles of the Times to users.
NYT Promotional Mail to Subscribers
In addition, the Times provides subscribers with membership-based offline activities, such as seminars with the Prime Minister of Canada and tea parties at the Newseum and the International Spy Museum.
Fisher said, “We want to give new users of the Times a new experience and make them feel like they have entered a new world after subscribing to the Times.”
Establishing User Files to Deeply Understand Users
Bloomberg launched a special group in 2017 to understand the motivation of news consumers, BHIVE. The team is a cross-functional team of designers, engineers, product developers and researchers dedicated to building and testing digital solutions to improve the news experience of Bloomberg audiences.
Karen Johnson, Bloomberg’s head of design research, said: “There are abundant quantitative data on user paths, user habits and user residence time, but we need more qualitative research. We need to understand why.”
The team’s research helped them create a set of news user profiles, categorize attributes for different news consumers, and help them build solutions on the needs of the audience. Bloomberg classifies users who want to know breaking news for the first time as “News Chaser”. Users who want to share stories and connect with others are called “News Connectors”. Users who like to get ideas about news events are “Opinion Seeker”.
User profiles inspire journalists to bring more valuable ideas to the media, which is the ultimate goal of the team. Last year, for example, Bloomberg launched a mobile feature based on artificial intelligence to meet the needs of “news trackers” so that readers can see the most important news at any time.
The Bulletin launched by BHIVE for News Tracker
The Seattle Times, on the other hand, divides journalist teams into smaller groups and encourages them to promote subscriptions in new ways. We should not only track why readers are willing to pay for content, but also try new content and packaging to enhance readers’participation.
In 2017, the Times provided its newsroom with detailed data showing journalists what was driving subscriptions. Since then, Executive Editor Don Shelton has formed several small teams to pair editors with product staff and business intelligence teams to work together to understand what type of content the audience likes, and to plan for the next step to promote user participation.
In the early stages of the project, each small editorial team will have regular two-month visits with the audience of the newspaper and full-time members of the business sector. The aim of this cooperation is not to expand the categories of reports, but to promote the editorial department to run more experiments aimed at the audience.
Many of the product restructuring plans launched by the Seattle Times last year came from journalists’suggestions. For example, their sports reporters thought the Times had a chance to develop football fans’reading habits, so they decided to launch a second newspaper about Seattle Seahawks, which used to be published only during regular football season. According to the analysis of the business sector, the move helped to increase the click-through rate.
Following the second step:
Forming ties and mobilizing enthusiasm
After taking the first step to establish a good relationship with new users, the most important second step of user retention will be implemented immediately. Whether the user can produce stickiness and inertia to the product as soon as possible, and be willing to actively interact with the product, will become a decisive part of the user retention rate.
Will there be a future for new media in 2019?
Are 4A advertising marketing companies heading for decline?
Is there a clear boundary between marketing and operation? Where is the boundary?
When a career develops to a certain stage, should it be specialized or comprehensive?
Will the typical growth path of new media, marketing and operation change?
I believe that the above issues have been lingering in the hearts of many Internet operators, especially in this year’s Jin San Yin Si, “career development” has become a topic of concern to everyone.
Based on this background, two organizations that have been paying close attention to the occupational status of Internet users have jointly organized the “Opening Year Course of the Internet” in 2019 by three courses (leading and accompanying online universities) and Lagou (recruitment platform in the vertical field of the Internet). It is divided into three sessions, from the industry to observe job interpretation, in-depth chat about the concerns of everyone, hoping to give some help and confidence.
The following content comes from the second lesson of “Internet Opening New Year Course” in 2019. We will present it to you in the form of one question + multiple guest answers.
Guests: Huang you can (three co founders &, the author of operation light), Dragon Fire (high level operation author) &, Zeng trader’s 4000 million new media matrix, starting from 0 in six months, achieving tens of millions of revenue through new media, &, three class new media system tutor, Doris (former United Unilever assistant brand manager, New York MICHAEL KORS new media communication manager, Alipay North) Chief Operating Officer of American Market, Yi 23CMO, Founder of Women’s Knife Method now)
Theme: The Survival Guide for Internet Operations in 2019
Will there be any prospects for new media in 2019?
Fire: First of all, we will disassemble the question of whether there is a future for new media. The first question is “new media” and the second is “whether there is a future”.
What is new media? Tracing back to the whole history of the Internet, new media is the relative concept of the older media form.
In 2000 or so, the rise of portals, Sina, Sohu and other traditional television, newspapers are new media. In 2010, micro-blog was born and a position called micro-blog operation appeared; micro-blog is a new media compared with three portal websites. In 2011, with the birth of Wechat and the rise of public numbers, enterprises recruited Wechat operators; in the past two years, short video platforms such as trembler have sprung up, and short video operations have emerged; these are new media forms. Including the recent state is vigorously advocating financial media, even the emergence of learning power such as APP, all kinds of media integration, is in the initial stage.
The reason why people look bad is that we focus on the biggest platform, Wechat. In terms of product life cycle, Wechat may have entered a mature period, or even a recession period. So many people will equate the operation of new media with that of Wechat, so when it comes to the difficulty of operation of Wechat, they will subconsciously think that the operation of new media is difficult, but in fact this equivalent is wrong.
Because there are other platforms such as tremble operation, fast-hand operation, Xiao Hongshu, Zhiyi and so on. If you are a small red book operator, you will feel the huge dividend of small red book this year, because small red book releases a lot of new methods and routines. If you’re a fast-track operator, you may make a lot of money selling vegetables and fruits on videos this year.
Therefore, the position of new media is constantly updated with the development of the platform. The development history of the industry itself is only more than ten years. It is in a sunrise industry and is a completely new industry. From the perspective of platform, the new media industry has a bright future.
After defining the new media, let’s see if the dividend period of Wechat’s operation has disappeared and there is no future for it.
Here are two key points——
1. For those who have the ability and certain resources, there are still opportunities for Wechat to operate.
For example, the “post-90s tonight” has achieved nearly 2.6 million fans in the last half of last year. Although the founders of the team came out of the Mimmon team before, you can find that there are all kinds of literary skills and resources and weapons on these people, including the transformation of traditional media people into new media, as well as the ability and resources they have can migrate to the new Ping at any time. Taiwan.
2. Although the Wechat platform is relatively old, it is trying to innovate in various functions and needs to grasp the details in time.
Wechat is slowing down, but it is also trying to keep pace. For the huge ecosystem of Wechat, its greatest function is to maintain the steady state of the system. Although there are fewer innovations, it can try to grasp them. For example, two days ago, it was reported that Wechat Public launched a live broadcast function, which is currently being tested internally. In addition, Wechat recently launched the payment function of merchants, which can be added to the group of individual numbers to enable individual merchants.
Based on the above, new media must have a dividend, because the new media is in its infancy. In addition, Wechat platform also has dividends, but to grasp the dividends, we need to see whether we carry resources and sensitivity to the industry.
Doris: New media is just a medium. The most important thing is the value it carries. I think in the future, everyone can become a net red in a very subdivided field. For example, there will be cosmetics under fashion category, and the subdivision of cosmetics category can derive a variety of subdivision areas, such as lipstick boy Li Jiaqi.
Take my public number as an example. Since May and June last year, I have devoted myself to making public numbers. It can still write 100,000 +, so valuable things will be found. Secondly, try to use some tools and personal numbers such as collocation community to do this traffic.
When you have professional competence and new media competence, getting dividends and traffic must not be a problem.
Huang Youhuang: My understanding of new media can be divided into narrow sense and broad sense. If in a narrow sense, new media is the same as Wechat Public Number or Weibo, then every platform must have its ups and downs. It is difficult to make new media in Weichat in 2019.
If, in a broad sense, new media is an evolving platform, as long as the Internet exists, as long as users have a relationship chain and retain social relations, then new media platforms will continue to emerge, and opportunities will always exist. Maybe you can’t survive on the Wechat platform, but you can’t survive on the platform of tremble, Xiaohongshu and so on.
Therefore, if you want to seize the opportunity, you need to have a certain content ability, or you need to know and familiarize with specific and in-depth play methods on a certain platform, whether it is traffic play or cash play.
In the past two years, a popular voice in the market, namely 4A company, advertising and PR company, seems to be on the decline. Is there any future for marketing?
Doris: I think a lot of things can be replaced by technology, but marketing is hard to replace because it’s a low-level capability, but its form has been changing.
Previously, media meant that TV stations, stores were supermarkets, department stores and so on were very limited, so big brands such as Unilever, Procter and Cleaner, L’Oreal and Estee Lauder often spent a lot of money to create a product first, and then spent a lot of money to buy important media channels (TV stations, supermarkets, the best position), so as to achieve the purpose of occupying consumers’minds.
Today, the media channel is no longer so limited, because the emergence of new media, people’s behavior patterns have changed dramatically. From watching TV to shivering now, from shopping in supermarkets and department stores to shopping in Taobao, Jingdong and even micro-businesses. For example, to buy tomato sauce, you may think of only a few brands, but now if friends recommend you a tomato sauce with Pingduo, or you see the recommended tomato sauce in Xiaohongshu, you will probably go online to search, and then refer to the evaluation to complete the consumer purchase.
Including when I was in the Internet company, I seldom looked for 4A advertising company because of budget problems. Generally, 4A company needs at least 120 million cases, but it can not guarantee the effect. In this case, rather than looking for an advertising company, it is better to break it down into five things and let five people do it. Take creativity as an example, we will find a production company to help you. If it involves communication, instead of looking for an agent, we should find 20 KOLs by ourselves and use them to distribute. Even some KOLs are creative themselves, then we can maximize the difference between the savings.
When all these so-called limited channels become infinite, things in the original market still exist, but the people who own them change. So marketing itself has always existed, but its ways and channels are changing. Traditional advertising companies may not necessarily adapt to the current environment.
Are there clear boundaries between marketing and operations? If so, where might the boundaries be?
Doris: The boundary between marketing and operation is getting blurred. Now the trend is marketing and operation. That’s why I switch to operation.
Previous marketing only needed to look at some indicators such as exposure, interaction, the number of fans, but now marketing needs to look at sales, whether or not to bring goods is the most important indicator. KPI has changed from exposure to growth, which is the most important thing for every company. How to achieve growth, we need to step by step disassembly, after disassembly, we can get a formula: flow * conversion * UP value. According to the formula, we need to do some disassembly, such as how to increase traffic, conversion rate, UP value and so on. Based on these goals, we need to do some operation. Eventually, marketing becomes operation.
Therefore, operation and marketing is one thing, only happened in different media. Marketing on the Internet means that you can not simply carry millions of exposures, but need to carry sales indicators, so you need to disassemble each step of the indicators and do more refined operations.
Huang Youhuang: Operation is marketing under the Internet environment, the most important solution is to increase the user’s income or gain, but the means and channels relied on are completely Internet-based, which will be very different from the traditional marketing or the means relied on in the context of the market.
In August 2018, I did a comparative article on the Internet between China and the United States in three classes. China’s Internet companies have operations departments and a large number of operators, while American Internet companies do not operate this function and position. They are basically divided into two parts: marketing, which is responsible for spending money on exposure, channels or transformation. Growth sector, through technology or products to solve.
Returning to the domestic Internet companies, just to make a community transformation, what is the operation need to do? Responsible for building a community, and using a series of tools or means to achieve human intervention and influence the purchase decisions of group users.
Therefore, there is a significant difference between Chinese consumers and American consumers. Chinese consumers tend to be less rational in consumption decision-making and purchase decision-making, and are vulnerable to some external factors such as emotions, interpersonal relationships, while American consumers’purchase decision-making may be relatively rational. If you compare Taobao and Amazon, you will find that the interface of Taobao website in China is full of fancy stimulation.
Recently, Shen Weifu, a knowledgeable vagrant in Shanghai, is on fire.
In the videos, he often wore a faded brown leather suit, with a strand of hair hanging over his forehead, a dirty face and a very embarrassed look, but his eyes were clear and confident. As soon as he opened his mouth, he discussed Confucius Yiji and Wu Zixu with passers-by. He was proficient in Fan Si Xun, The Analects of Confucius and The Book of Songs.
More than a week ago, some netizens took short videos of his contrasting image and uploaded them to platforms such as tremble. Soon, Shen Wei quickly became popular, and was called “the wandering master” by netizens. With all kinds of rumors about his identity, it further boosted his popularity.
“Who shoots him, who shoots fire!” Recently, dozens of short-video shooters have surrounded him somewhere in Shanghai to grab traffic, heat and powder every day.
Obviously, as the dividend of tremolo users disappears, it becomes more and more difficult to get more and more fans. Most short video producers are trying their best to shoot some “novelty” content, but how long can such content last?
In this case, we also found that there are still some tremolo fans soaring, they continue to reverse through their unique content and creativity.
Relying on the trembler data collected from the new list, we formally launched the second issue of “Trembler Talent Fan Growth List TOP30”, showing the trembler who has the largest number of fans per week (excluding media and stars). We hope to provide some reference for your trembler friends. If you don’t think this list is enough, turn left and go to www.newrank.cn, the official website of the new list, to see the tremble lists for each category.
List Mei selected five most representative cases to tear apart the secrets behind their fan boom for you one by one.
“Ah Chun (All-net Face for Men and Women)”
In front of the camera, pure and lovely Mengzi
One-meter-nine rough man in life
The number of works increased by 1.4271 million fans
Every time, Ah Chun showed his face as a boy to show the real effect of the camera. Then he performed “How to Become a Net Red” in front of the camera.
Open the beauties and filters, a chaotic man instantly turned into a melon-seed face, the wrinkles and mustaches on his face disappeared, the skin was smooth and delicate, no blemishes could be seen, big eyes were shining.
When Ah Chun put on his wig and changed into women’s clothes, his movements and expressions became feminized. Finally, he danced with the background music, and a pure girl appeared in front of everyone.
Unlike handsome men and beautiful women, Ah Chun has convinced millions of fans with his “alternative” shape. Many netizens in the comment area said: “tremolo beauty tens of millions, every day only see Ah Chun”, “Why do I watch your video every day as a man”. Many netizens shouted “can’t trust the beauty of the network anymore”!
He wrote in his tremolo introduction that “the pioneer of Internet counterfeiting”, and he was first noticed by netizens because of satirizing female internet stars and beauty special effects. He hoped to tell netizens through video that in this Internet era, we should be vigilant about online love, mobile phone special effects are too strong.
Ah Chun’s popularity is by no means accidental. His videos are often commented and forwarded by some police numbers to alert users to online fraud.
“Teacher of Shenzhou”
Emphasizing Scenario and Initiating User Resonance
The number of works increased by 929.9 million fans
In tremolo, there are numerous video tutorials, of which photography accounts for a large part. In the competition of homogenization, why does “Shenzhou Teacher” enjoy trembling and hot search, and keep rising?
In the early days, the tremble video of “Teacher Shenzhou” just relied on beautiful pictures to get attention. He uploaded his usual shooting works with music to tremble without distinctive personal style and memory.
In the mid-term, he began to appear in real life, and at the beginning of each video shouted “Today’s shooting.” The video content also became a record of his own daily shooting, but still no fire.
Only in February of this year did he form his own more standardized video structure: scene-based guidance + camera parameters + daily shooting.
During this period, “Teacher Shenzhou” at the beginning of the video does not say “today’s shooting” without any information, but adds scene locations, such as: how to shoot in the studio? How to shoot in the road? How to shoot in K studio?
“Teacher of China” tries to get the user’s resonance by emphasizing the scene. All of his videos give users a scene. When you see the location, you will automatically associate how you take pictures in such a place, and you will want to click on the video to learn how to shoot.
Momo 6.0 is based on geographical location, equal rights, arranged according to time. This mechanism and distribution method, no matter what form of content, can not make it more efficient.
In mid-2015, six months after Momo IPO, the product was revised 6.0 times. The “people near” on the home page was changed to “message board”, which changed from matching person to matching content. Around the artillery artifact this title has brought too much development to the strangers also has great limitations, before and after the listing of strangers began to wash white propaganda, the main interest in social networking said, “there is always novelty around.”
Using UGC to fill the social network and using information flow to do the core functions of the product’s home screen are all very correct choices today. But in 15 years, it aroused a very big user rebound. Three months after the big revision of the home page, the 6.2 version of the stranger online, the first screen information flow returned from UGC dynamically to nearby people, and tried to make callbacks to the big revision.
Get on the information stream and become strangers, but eventually they are cut off. Later, Momo quickly seized the live broadcasting, completed its profit target of 2017 ahead of time in 2016, and Momo company also embarked on the road of pan-entertainment.
But it also delayed the mobile community and UGC ecology that we longed for before we were strangers. The rising stars have been playing a major role in the field of live broadcasting in recent years. They also began to focus on the construction of live broadcasting last year. Now, in terms of income, fast-hand broadcasting should be the first live broadcasting company in China.
Compared with live broadcasting into short video, the road from short video to live broadcasting is smoother. This divide came into being in the stranger 6.0.
This article wants to stand at the cognitive level at that time and explore the reasons and significance of the failure of Mo 6.0.
I changed too recklessly.
COO Wang Li has talked about the division of labor within the strangers. He is responsible for commercialization and the products are controlled by CEO Tang Yan. Wang Li is conservative, while Tang Yan is radical.
Momo 6.0 User Interface
Momo 6.0 is a typical radical attempt. This revision was launched in April 2015, from LBS + Face Brushing to Identity + Interest + LBS + Content. Chat rooms, message boards, identity settings and other functions have been added. Moving to the topic of strangers, weakening LBS and weakening heterosexual social interaction. The first screen is upgraded from human information flow to UGC information flow.
“People in the vicinity” are put in “Discovery”
Tang Yan later recalled that he had done too recklessly and should gradually change. Although there were differences between the founders and product managers, 6.0 changed after several curses.
The product team did not mention this in an interview a month after the revision, saying, “The simplicity of the product is often inconsistent with what we want to try. Version 6.0 may become the most complex version in the history of strangers. We find it hard to accept it internally, but we can’t help but want to try more.
From this we can see the product style of strangers at that time:
Make great efforts to try, not to try hiding, to get the real feelings of users
Pursue conciseness in products
The first point is that we have suffered from matching dynamics, and the second point is that we have made wrong decisions. After 6.0, before the live broadcast, the strangers tried to post it, but they were cut off after a brief taste. Tang Yan later expressed regret on different occasions:
Both cases are the influence of Tang Yan’s personal perception on strangers. The matter of posting (or UGC) is limited by personal perception and product style. The first is that the founder himself is reckless and tries hard when he sees a vague direction; the second is the limitation of the times and does not realize that using recommendation engine to do this flow is a better solution; and the third is the limitation of team and product methodology.
Momo Recruitment Interface
Firstly, in terms of team configuration, after 14 years of iteration to 5.0, strangers began to set up big data teams to judge the identity of users. So far, they still carry big data lists outside product and technology categories in recruitment.
But 14 to 15 years is the stage of structural change of mobile internet. The new team seems to have little help. The product team’s recognition of user identity is not clear: “The launch of Momo 6.0 is a bit hasty, and the real time is only 4 months. But can we think clearly about the crowd division and matching of 200 million users in four months? We may not be so confident.”
This led to the product team to understand the sinking of users thoroughly, simply and roughly classified chat rooms as “a relatively low-end product”, felt that the stratum of journalists and product managers “was not suitable for chat rooms” and ideologically separated users first.
Then there is the team size, from the product team on the stranger 6.0 launch of haste and self-confidence, you can imagine that there is still pressure on the hands. Later, Tang Yan saw the opportunity of live broadcasting and took a year to do it. “Without the right person on hand, he looked for someone for half a year.” It wasn’t until 2016 that the number of strangers began to expand on a large scale. By May 2016, nearly 1,000 people, half of whom were newly recruited, and more than 700 people were set up in the League in October.
Finally, product methodology, strangers still tend to change first, and then through the operation step by step adjustment, so there are many product decision-making patting the head.
Momo Chat Room Interface
For example, the 6.0 version of the chat room number limit, product VP confessed that “in fact, there is no very reasonable scientific basis, mainly due to two considerations: first, the host can take care of it, and second, to control the chat rhythm, too fast chat will be meaningless.”
Later, live broadcasting was completed. In August 2016, strangers began to make short videos on 7.0. The length of the videos was determined by shooting their heads. When watching Snapchat abroad, they could only shoot for 10 seconds, so try to do it for 10 seconds first.
This product methodology is quite different from the “experimenting” crazy AB testing methodology represented by Facebook and headlines. But also because of this, although the 6.0% discount, later grasped the opportunity of live broadcasting:
This product jump is driven by intuition rather than by the chance that the company scans the volume of transactions to find takeout, and the chance that today’s headlines will find short videos from different types of content consumed on the main end.
As the book “Strangers Socialize, It’s boring” said: “The most important thing is that the key strategy of product revision is not the logical deduction of the team, but Tang Yan’s personal decision-making. So Bo Tong said that the bottom of the street is very simple, that is Tang Yan himself. The Texas poker master gambled twice for the National Games for strangers in three years at the expense of just a few battles at the revised level.
It’s really painful to make products on our open platform.
As we all know, the early users of strangers are not so-called grassroots, most of them are iPhone users, very white-collar and students. When the number of users exceeded one million in March 2012, the ratio of men to women was 5.5:4.5.
Some interest groups, such as fishing and reading groups, which we can hardly imagine today, are strangers. According to the 36 Kr interview with Tang Yan, the CEO himself has a group of people who read books. They are basically people from the legal and social sciences. First of all, they introduce three books and say that one book is not popular and kicks out. You can’t chat about anything except books. You can’t ask about your career or what you do.
However, by the mid-2015, the total number of users has become more than 200 million, and the group of users has become very complex and sinking.
After completing the transition from PC Internet to mobile Internet, mobile Internet itself is also experiencing structural changes of users. From 2012 to 2016, from 200 million to 1 billion mobile Internet users are moving from the top of the pyramid to the bottom.
This complexity and sinking is actually the driving force behind the 6.0 Modification. The product team found that “too many people make it difficult for users to make choices and the response rate to greetings is getting lower and lower.” Tang Yan himself cited “Especially girls receive innumerable greetings every day”.
But the problem is that this kind of complexity and sinking is difficult to analyze and deal with. It’s hard for product teams to think clearly about the crowd division and matching of 200 million users in four months. The founders also said, “What are younger users and children thinking? I don’t know. It’s really painful to build products on our open platform.”
At the same time, the micro-blog clearly defined the sinking strategy, and the composition of its own users is also very clear. At the microblog commercial product conference in 2015, Wang Gaofei, CEO of microblog, pointed out that more than 70% of the users of microblog have come from low-level cities, 44% from third-and fourth-tier cities, and 53% from post-90s.
Moji seems to be struggling a little. Wang Li thought it would be difficult to know users by October 2016: “Moving on the street is something on the line. It’s very painful on the line. If you want to know users, how can I know users? This is very difficult, unlike this kind of commodity, which can be analyzed by big data. People are very complicated. I don’t know at all. Everyone has different ideas.”
Tang Yan said after the listing that the stock price fluctuated for a while, which was “we listed at the most beautiful time of the curve, then the Internet dividend disappeared, the river did not enter the water, and we could not make a breakthrough in the product, and as a whole we reached a bottleneck period.”
This is a misjudgement in itself. Later, strangers caught the live broadcasting. The headlines were quickly put together. These products really came into being in 16 to 18 years.
Therefore, the dilemma of strangers at this time is due to many reasons: not enough sinking, not friendly to women, and insufficient technical solutions for products.
At this time, the proportion of men and women strangers is not disclosed, but a year ago, June 2014, has reached the level of 7:3, 14 years is also strangers in the difficult social times of strangers.
Recently, my mother’s behavior has subverted my previous perception of her.
In fact, this Spring Festival, I felt wrong. She sang the same song repeatedly to her cell phone every day, giggled with her cell phone from time to time, and said a few words:
After a few days of observation, I found that my mother was hit by a “poison” called the national K song. So I knew how to get her to quit. This search found that it was really the same world and the same mother.
From a knowledgeable netizen @a fat man who is not fat
Can let the uncle and aunt indulge in such besides fighting the landlord to play mahjong, that is, the national K song, it seems that I really have to study this behind the routine.
According to official data, the number of users of National K Song has exceeded 500 million since it was launched in 2014. According to the analysis of digitalization process of mobile K-song industry released by Yiguan, the number of active users of national K-song is as high as 197 million at present, which is far ahead of the mobile K-song industry.
Number of Active Users of National K Songs. Photo Source: Appreciation
So, how did the national K-song do it?
How to make users quickly feel the value of the platform?
For the users who have just come into contact with the national K song, the platform will try every means to make this part of users produce “surprise moments” so that they can feel the value of the platform for the first time, such as finding a sense of existence and self-confidence on the platform.
1) Reduce user access threshold
After careful study, I found that the way of landing the national K song is very simple. There are only two ways of landing. One is Weixin, the other is QQ. There are no steps for users to enter information for registration. The cumbersome step of registration is omitted, which greatly reduces the threshold for users to enter.
Users who are not familiar with mobile phone operation, such as parents, may lose if you let them take one more step.
2) Automatically release solo status
When new users log in, they will automatically publish the dynamic:
Take the initiative to tell friends, “I’m here,” and at the same time, the system will automatically send a private letter to each Weixin or QQ friend, informing friends to join. Give users a sense of “you’re here too” and let users quickly establish social relationships on the platform.
3) Educational guidance for novice users
Guide users to understand how to play the platform and quickly adapt to the platform rules. Every function just entered will have a specific play and reward introduction, which is a necessary part of the product.
However, for UGC products like National K Song, the difficulty lies in users’initiative to publish works on the platform, because some people can not sing, and some people feel that they are not good at singing harmfully. Therefore, in this stage, the purpose of the national K song is not to let users simply know how to play, but to break the social and psychological barriers of users.
What does it do? After studying, I found that the national K-song is a way to guide the user’s content (singing) creation through star teaching.
For example, Chen Keyu, the creator of “Out of the Way”, teaches and sings this section in the stars, tells users the story behind “Out of the Way”, and, of course, tells you the correct posture of singing this song and guides users to release their works.
4) Respond to the user at the first time
What’s more, the national K song can give users the first response, so that they can quickly find a sense of existence on the platform. Although you may not publish a work, there will still be “fans” attention (I guess it may be “buy fans” on the platform).
When you publish your work, you will also get the first response and recognition. For example, the system will encourage you to give you a personal award of popularity, and will guide you to share with the circle of friends.
5) Publish novice tasks
In order to let novice users grow rapidly, the system will issue seven novice tasks to novice users, each of which will be rewarded with 10 flowers.
These tasks include publishing works, reviewing works, sending flowers and gifts, etc. From these tasks, we can see the good intentions of national K songs: let novice users produce content on the platform and interact with friends.
In fact, for users in this period, the platform very much hopes that users can use the product, can feel the value of the product. Commonly used means are shortening the user’s login path, establishing contact with other users of the platform quickly, responding to users in the first time, educating and guiding novice, publishing novice tasks, etc.
In this way, grandfathers and aunts flocked to it, and it was like opening up a new world to come into contact with the national K-song. Of course, users’freshness is temporary. It is not easy for them to depend on the platform. So how does the national K song do?
How to cultivate users’habits with high cost performance?
When the user goes through the novice period to the growth period smoothly, the platform hopes that the user will deepen the frequency of product use, solidify the user’s usage habits through continuous guidance, so that users can continuously produce content, or continue to produce consumer behavior. What did the national K song do?
1) Content recommendation
The home page has user recommendations, friends’works, guess you can sing and so on. It can be said that each section on the home page is designed to allow users to quickly establish social relationships and interact with each other.
Content Recommendation of National K Songs
Unlike other content platforms, the front page of the national K song also has a “rolling plate”, which uses the psychology of users like to compete, and produces content by guiding users to participate in the “war”.
2) Check in every day
In order to allow users to login continuously on the platform, the national K song has a daily check-in function. The more days users login continuously, the more flowers they get.
Therefore, many people will insist on landing in order to get flowers. For example, what my mother and her sisters have to do every day is to tie flowers.
The magic is that they never let go of any chance to get flowers for free. Because the “flowers” can be given to friends to express appreciation or thanks.
3) Growth Task
Apart from collar flowers, they watch live broadcasts, brush videos, listen to songs and practice songs on the platform every day. Wait, what is this operation? Originally, these actions are due to the growth task of the platform. For the ordinary users of the contact platform, the growing tasks include daily tasks and activity tasks, which are the task systems set up by the platform for different purposes.
Daily task lead
Daily tasks include more basic tasks, such as publishing works, reviewing others’works, listening to works for more than 15 minutes, etc. With this meal, users can get up to 40 free flowers.
In addition, as long as the user completes the task on the day, he can participate in the lottery, so that the user will be more motivated to do the task. Ultimately, daily tasks actually help users to be more active and retained on the platform.
Left Daily Task, Right Activity Task
(2) Activity Task Leading
Unlike daily tasks, the threshold for activity tasks is relatively higher and the reward is greater. The main tasks are similar: Watching Wechat videos for 5 minutes, watching live broadcasts for full minutes, using Voice Rabbit App, inviting friends and so on.
From the task point of view, the activity task is more focused on the user pulling and promotion stage. But the underlying logic of these tasks is the same as that of the daily tasks, which are rewarded by “flowers” to enable users to do what the platform wants them to do.
(3) Participation in lottery and flower collection
This is an activity started by National K Song in July 2018. The rule of the activity is to give someone a K coin (6 yuan = 60 K coin) or receive three people’s K coins to win the lottery.
The national K song through this trick, let users give gifts to each other no longer stay in the free “flowers”, but pay “K coin”.
On March 26, Wechat officially tested the “small program evaluation” function. Developers can view the data of the small program evaluation in the background.
It is known that the function of small program evaluation consists of three aspects: operation compliance, performance experience and user stickiness. The measured data are fed back to developers to help small program enterprises continuously optimize application performance and product form at the development level.
Two years after the launch of the widget, some media analysts have analyzed the shackles of the development of the widget widget. Zhang Xiaolong knows users, but does not know entrepreneurs. Small programs do achieve better user-oriented experience than H5 and Web, but for developers, there is no answer to what kind of small programs are excellent and what kind of small programs can get the green light of Wechat’s ecological traffic. Obviously, the Wechat team has also noticed the voice of small program development enterprises.
We know that in the era of mobile Internet, there are performance testing platforms such as Testin Cloud Testing and Tencent WeTest to help enterprises improve the efficiency of APP development.
In the era of small programs, many developers can only rely on their own data to constantly explore and optimize. Nowadays, using the function platform of “small program evaluation”, Wechat has brought out industry data to help developers test and optimize, which has made up for the difficulties of operation and maintenance of developers in the small program era.
But is the new Small Program Assessment really effective? Tech Planet (Wechat ID: tech618) communicated with the first small program company to qualify for testing, Small Card. Small punch card is a small program which provides supervision and reminder function for reading, training, homework, early rising, fitness and other fields. Because it involves many fields, there are more than 200 pages in the small card program. “The more abundant the function of small punch card, the higher the requirement for the performance of small programs. How to improve the performance of small programs and optimize the user experience becomes an important issue. “Xu Jiayi, founder of small punch, told Tech Planet.
Small punch card
From the background of developing the internal test qualification of “small program evaluation”, we can see that the performance index of small program evaluation is composed of six comprehensive evaluations, which are divided into start-up speed, page loading speed, JS interface performance, network performance, multimedia performance, experience score and other dimensions. “Which development projects have not yet reached the industry’s excellent level? In the future, they can be optimized according to the scores of performance indicators one by one. “
Another important dimension of evaluation is user indicators, which is equivalent to building a “public comment” for small programs. However, it is not a scoring evaluation system for C-end users, but helps development enterprises to measure their own level in the industry.
This evaluation system is composed of two dimensions: user growth and user stickiness. User growth is mainly evaluated by the data of access growth of small programs in a period of time, while user stickiness is evaluated by the data of user retention, frequency of use, active access and addition of small programs. “For example, if the user growth system does not reach an excellent level, it means that small programs should improve the user pull new aspects; if the user stickiness score is not high, developers should focus on improving the retention rate of small programs. “A small app company is analysing Tech Planet.
At the same time, Tech planet (Wechat ID: tech618) found that Wechat also launched evaluation awards to promote the function of small program evaluation. One reward is the 2-hour quick review of widgets, many widget versions can be updated quickly to get online. Another reward is more in-house testing experience, which also shows that Wechat will continue to introduce more capabilities of service B-side applets.
At present, we can not know whether the small program scoring involves the ranking of Wechat search, whether it has an impact on search results. From the developer’s point of view, this function should be purely internal development of operation and maintenance services. However, the search recommendation of small programs is doomed to be concerned by developers. In this regard, Alipay applet is relatively transparent, and it has briefly disclosed the weight of search factors that affect small programs.
Alipay has told Tech planet (WeChat ID:tech618) that Alipay’s small program has built the evaluation system of “health score” internally. Health is composed of multiple dimensions such as jump rate, turnover rate, customer complaints and so on. Many factors superpose to evaluate whether a small program is excellent, so as to sort the search results of small programs.
Although Wechat has not yet disclosed the recommendation rules for small program operation, we have seen the launch of the “small program evaluation” function, which shows that Wechat is firmly optimistic about the future of small programs. Of course, many people will wonder, after launching the “small program evaluation” function for the B-end service, will Weichat introduce the evaluation system for the C-end users? For example, how many stars in the App Store store? Tech planet (Wechat ID: tech618) believes that Zhang Xiaolong has repeatedly mentioned that small programs are a de-centralized model, expecting small programs to be shared and spread like Wechat public numbers, so the centralized scoring mechanism will not appear.
However, even if Wechat does not introduce a scoring mechanism for small procedures, it also needs to build rules and regulations to improve the ecosystem of small procedures. At present, many people pay attention to the regulatory level of Weixin applet, how to ensure the healthy development of Weixin ecology. China Newsweek once wrote in “Weixin, the trust of one billion users” that the Weixin applet has been running for more than a year, and as a Weixin regulatory platform, there has not yet been a complete regulatory operation mechanism.
In recent years, some lawless elements have begun to commit new types of network fraud cases by using Wechat widgets. In November 2018, there was a case of fraud in Changzhou by Tuanju Petroleum Small Program Network. The platform launched concessional activities such as “Sinopec refueling card 6% recharge”. Zhang Mou and his colleagues and other five people have recharged on the small program one after another, but the other party did not deliver the goods, customer service phone calls were also unable to get through, and then found that the small program has been blocked. According to preliminary understanding, more than 80 people have been deceived in Changzhou.
Therefore, the Wechat applet needs to know more about the developer level and make more effective supervision of the developer. As a new thing, small programs show an explosive prospect in many fields, such as life services, e-commerce, games and so on. WeChat, Alipay and other platforms also need to work hard to improve the ecological rules, promote ecological prosperity and keep the ecosystem healthy and orderly.
Hello, everyone. I’m Xiaoxian. I’m glad to see you again.
Today is April 1st (but this article is not the product of April Fool’s Day, but the dry goods of the eight classics). It means that a quarter of 2019 has passed. I don’t know how the annual plan of the small partners has been completed.
In 2019, I suddenly found that the growth rate of Operational Research Society has been greatly improved without deliberate promotion.
It is estimated that many small partners do not know, including my 91-year-old founder, that the average age of the Operations Research Society’s team is only 25 years old (born in 1994), but the Operations Research Society’s latest valuation has exceeded 100 million.
Last Thursday, I was invited to attend a lecture broadcast live by the Baijia School of Self-Media Business. Because of the need to communicate with many self-Media students, I decided to analyze the growth process of the Operating Club once and see if I could extract some ideas that could be used for reference.
In the process of analysis, I found that I did have a lot of growth insights in the process of writing the first article to achieve a company valued at hundreds of millions of dollars.
In this article today, I want to share with my friends some of my thoughts in this process, especially for those who are doing content creation, hoping to help you double your income and even become excellent content creators in a certain field.
The Growth Experience of Operational Research Society
Many small partners may only pay attention to Operations Research Agency this year or last year. In order to let you know a more complete us, I use the reverse way to describe the growth experience of Operations Research Agency:
In February 2019, when the screen was painted on the Internet’s Qingming Shanghe Map, Operating Skills Map 2.0, the CEO’s crow hair circle of friends was praised as “explosive money”. Operational maps bring in 1 million revenue in two days, and 42,000 copies have been sold so far.
In December 2018, 1000 operators from all over the country gathered in Shanghai to participate in the “Third Operator Year-end Party”, “Doctor Clove” tremolo director @Taiyi Tian”,”Uncle Kate Storytelling”operation director @Zou Ye”, “Understanding the Ball Emperor” partner @Xiao Jie and other 10 operators to share their skills on-site.
In October 2018, seven operational skills training camps, including online content operation, activity planning, user growth and user operation, met the needs of 80% of operators from “know” to “do”.
In May 2018, we received 10 million Pre-A rounds of investment from former Haimu Fund, Source Star Capital, Joint Venture Capital and Distributed Capital.
In February 2018, the online community learning mode of operational skills was initiated, which helped nearly 10,000 students improve their practical skills.
In February 2018, the subscription number of Operations Research Society broke 100,000 fans, and set up the editorial department of routine, an original organization of operational depth content.
In June 2017, Operational Research Society received 1 million seed rounds of financing, and Xiaoxian (I) started a full-time business with two trainees in 1991.
In February 2017, “With Xiaoxian Xue Operations” sold more than 20,000 copies and became a compulsory book for Internet Operations.
In February 2016, the first operation practitioner skills exchange community began to be tested internally, and the membership was snatched up within 30 seconds.
In September 2015, the first article “How to Start Learning and Operating from scratch” was published by the Public Number. It was widely disseminated in the Internet industry and was reproduced by dozens of media, including 36 krypton, Tencent Technology and Plum Blossom Net.
How do you feel after watching our growing experience from 0 fans, 0 influential public numbers to tens of millions of financing?
You may find that the original content creation can also be so cool, and even help themselves achieve a life reversal, because I graduated from an ordinary college, content creation let me be seen by more “big guys”.
Behind these critical development time nodes, there are three things I have been sticking to since I wrote my first article in September 2015.
The first thing is to stick to original content. We have been doing incremental content around the direction of operation, and strive to achieve the rhythm of one explosion a year.
The second thing is to insist on community operation. We have been providing in-depth services to operators and striving to cover their entire life cycle.
The third thing is to insist on brand voice. We have been insisting on being an operator’s year-end party and striving to make it an industry topic.
In the process of insisting on these three things, I want to understand some questions that maybe content creators should think clearly.
What is the right way for content creators to make money?
First, let’s look at how content creation can make money.
In addition to public numbers, the most common revenue sources of content platforms are advertising revenue and platform subsidies (public numbers also have advertising revenue), which should be familiar to everyone. Most of the self-Media students on Baijia, today’s headlines and Penguin are earning money in this way.
So how long can this profit-sharing and fast-earning model last?
The calculating formula in this picture is the product value calculating formula of content platform. It can help you understand why big factories are willing to subsidize a small part of advertising expenses to self-media.
Product Value of Big Manufacturers = Daily Active User Number * User Value
Among them, user value = per capita content display number * advertising unit price
When disassembled, the per capita number of content display bars = 1/(1-retention rate)]* online time * launch times * advertising filling rate
Therefore, if these distribution platforms want to get high advertising revenue, they need to improve the data indicators such as user retention rate, online time, startup times, and so on. When landing on specific means, they need to let users read more.
So how to let users read more? On the one hand, content to better match the user’s taste, which belongs to the problem of recommendation algorithm level; on the other hand, it needs a large amount of content for users to consume, which requires students from the media to produce content for the platform.
At present, this kind of platform operation mode of dividing advertising into platform subsidies is good. It can make both media and traffic platforms co-exist. This way of “making quick money” can last for about 3-5 years.
If you want to earn more money by advertising mode, the common way is to make yourself a big V and then receive brand advertisements, such as the public size “GQ Laboratory” is such a mode of earning money.
Next, I want to introduce another way to make more money by imagining a bigger space: building user pools with operational thinking, and then enhancing the business value of user pools. I call this approach “slow money”, which is also the current earning model adopted by operational research societies.
Our product value = number of active users per day * user value
Among them, user value = (1/(1-retention rate)*ARPU
When disassembled, ARPU = purchase frequency * unit price
You will find that in this business model, what we need to do is user pool, using good content services to enhance user retention, using refined products to enhance user purchase frequency and unit price, and using good service delivery effect to enhance word-of-mouth communication.
To make money in this way, we need to change from traffic thinking to user thinking. We need operation to cultivate user loyalty and provide refined services for users. It is not easy. But then the corresponding market will give huge returns.
In May 2018, when we received 10 million-level financing, the total number of public fans and community users was about 200,000, which means that a user’s CLV (user’s lifetime value) can reach about 250 yuan.
What kind of way of earning money is more suitable for content creators?
If you just want a person to earn pocket money quickly by content, you can follow the “make money” model, create a lot of content for some content platforms, get high advertising scores, create high quality content for platforms, and get high bonus subsidies.
If you want to start a business with the help of public numbers, like me, you can follow the “slow money” model and set up a user pool for yourself in an operational way to provide users with more in-depth refined services and generate returns.
Whatever model we adopt, we have to face the problem of how to produce content continuously.
If we divide the development of mobile Internet into two halves, the first half is to run at high speed without braking. It is to break all the rules of the past and build a new world based on voice, location and short content. The second half is to cultivate intensive bayonets to become popular. It is to take all available weapons and fight with all one’s strength, while in the basic disc where user dividends rise and fall, the most important thing is to break through the rules of the past and build a new world based on voice, location and short content. There’s no better weapon than the flow of information.
1. Feed is like water, which is shaped with objects.
What we usually call information flow is essentially independent of PC or mobile. In fact, it refers more to a page, which aggregates numerous Newsfeed (Feed) modules. Newsfeed can be formed from various sources, including your interest subscription, system push, friends’dynamic, and commercial advertisement. 上海419论坛 These things aggregate together and form the vast majority of today’s products. Information flow page.
But Feed, like water, can be shaped with objects. It has the following characteristics: 1) suitable for short content; 2) emphasizing real-time; 3) redistribution; 4) strong interaction.
Looking back at the early QQ space (home page is personal space) and Facebook-based intranet (home page gathers friends dynamics), you can see how different information flow home page can make for a product with similar relationship chain model (young people’s two-way interactive community).
Newsfeed excels the original social and information product form in real-time, distribution and interaction.
2. Information flow is not only mobile, but also news and information APP.
However, the essence of information flow is not to be effective on the mobile side, and its characteristics are also valid on the PC side. The dynamic flow in campus and QQ space starts from PC, and the result arrangement of search website naturally presents the form of waterfall flow. At the same time, in addition to the social content and news information have been deeply tending to information flow, along with the growing and refinement of users’demand for content, the vertical scenario of content combined with information flow has also begun to accelerate the development.
Internet companies also see that the market dividend of mobile + information has become saturated. The giants need to step out of their inherent knowledge and focus on other kinds of content and new scene mining.
In conclusion, the future direction of information flow can be explored from two dimensions:
First, break through the bottleneck of limited growth of mobile terminals through multi-dimensional terminals such as PC.
Second, multi scene information flow product form may have broader growth space.
First of all, the essence of the real mobile revolution is to emphasize anytime, anywhere, not just smartphones, and this essence can only play its power when mobile and PC terminals work together.
Therefore, 360’s fast information will focus on “anytime, anywhere information” as the most differentiated product point. Fast information is a product of information flow without a fixed APP terminal. Its content of information flow is grafted on top of 360 already mature products, including PC, mobile and IoT terminals, so 360 itself also says that fast information is the only three terminal streaming information platform in the industry. It is reported that fast information PC+ mobile terminals average daily total PV has reached 20 billion, ranking the first camp of China’s Internet information flow products, and is also the first PC information flow product of the whole network.
Because users usually use PCs when dealing with business, mobile phones are more contracted for entertainment. In the working environment of PC side, it is a gathering scene of white-collar users, and the ARPU value of users is higher. At the same time, the working time of PC side is the golden eight hours of white-collar workers. At this time, more attention will be paid, and the marketing effect will be better.
According to the data disclosed by 360, nearly 50 million users browse information in 360 navigation systems every day, with an average of more than 4 clicks per person. The main time of browsing is concentrated at 8-10, 14-16 and 19-20 points in the working day, which matches the golden time of high-value white-collar users.
Secondly, the differentiation of information flow content is gradually weakened, and the product form of multi scene information flow will gradually gain more growth.
At present, the difference of information flow content itself in different platforms is not so obvious. Content creators will synchronously publish content to various platforms, you can see it on today’s headlines, you can also see it in your circle of friends, and you can see similar content even when you use web navigation tools to find websites.
In the case of no difference in content, each information flow is competing for the advanced nature of “distribution”. This advancement is mainly embodied in two aspects: one is that the content of information flow should be distributed more widely; the other is that the goal of information flow should be distributed more accurately.
The essence of information flow is unprovoked and multi-scenario. If information flow is limited to the field of news information APP, it will restrict the development of information flow. Therefore, the product form based on the combination of PC and mobile information with search, security, entertainment, life services and other scenarios will make the development space of information flow itself wider.
For example, 360 Fast Information Interpolation combines 360’s many fist traffic products (navigation, search, browser, mobile assistant, mobile guard, etc.). It distributes high-quality content to users who use these products through these products. On the one hand, this form of Tool + content provides users with a real experience of viewing information at any time and anywhere. On the other hand, it combines big data technology to distribute information to precise users through multi-scene and multi-dimension.
Maybe you can read news through 360 navigation while you are working, and you can also use your mobile phone to watch entertainment news while you are cleaning up the memory of your mobile phone by car. For advertisers, viewing information in multiple scenarios is equivalent to being seen by users anytime, anywhere, and remembering that their brand influence may also be enhanced accordingly.
In addition to large volume and wide coverage, information flow to achieve business purposes must also cooperate with advertisers to achieve the precise push to target groups. To achieve this goal, the first factor is enough data (quantity + dimension). At present, 360 and Baidu do information flow based on search, while byte bouncing search based on information flow in turn, all of which are aimed at orienting users’interests and providing more dimensions. After the user’s experience is improved, the efficiency of advertising will be improved accordingly.
One possible scenario is that the user sees an interesting message stream advertisement recommended by Fast Information through 360 navigation, then searches for detailed information about the product, and finally makes a payment purchase on the mobile phone. So for advertisers, information flow and search form strong complementarity in this scenario.
In 2018, the struggle for the throne of information flow products was actually a struggle. No billionaire giant is absent from the campaign, and small and medium-sized platforms are betting on adding this interaction to their products. Around graphic, voice and video content forms, people try to win the first place in the chaotic war from UGC, PUGC to PGC. In this process, some people have fallen behind and others have risen.
The value of mobile information flow has been well recognized, but the advent of smartphones has not made PC disappear. On the contrary, the sales of PC mainframe itself are still accelerating in the decade of mobile development, because the fixed-site work processing is still just needed, and there are more new ways around mobile and PC multi-terminal interaction.
In the future, PC terminal information flow products, especially its advertising value, should be evaluated by the market. Multi scene layout should become the mainstream. For advertisers, apart from the layout of mobile terminal information flow products, other ends including the PC side will also become an indispensable brand promotion channel.
Looking forward to the longer period of time in the future, individuals have three immature judgments on information flow products.
1) the product of pure time sequence information flow should vanish. It’s unrealistic for entrepreneurs and mid-sized companies to completely let private traffic flow flow like circles of friends and public names. It’s impossible for big companies like headlines and microblogs that rely heavily on advertising revenue. In winter, we all need cash flow, so we need to maximize cash flow, and the main public domain flow, mining more open scenarios of interest recommendation flow is a better choice;
2) Multi-forms of information flow will usher in opportunities. Short videos have been popular for three years, but there may be new opportunities for short content in the graphics category (including gif) in the future. Because too much information flow products for short videos, including MCN and personal creators, the market competition is already very red. But in fact, the information content of the picture and text is higher than that of the short video. Although the short video is convenient for the public to understand, the cost of production is high. In the future, I think there will be a wave of new UGC and voice information products.
3) Professional content is the main trend. Information flow products in the vertical field still have room for deep excavation, such as finance and economics, such as sports, such as the two dimension, for specific groups to produce relatively professional depth content, I think it is a trend, not the whole people are immersed in “double clicking on old iron 666” and “applause to the club people” type of mass entertainment can not extricate themselves.
Last Wednesday at 8 p.m., Chaos University App pushed the same content more than 100 times.
Because the content of the push is “what is your greatest fear”?
In the face of such push accidents, users may turn off the notification of the App, or uninstall the App directly.
Do you remember the “He Wenhui” that was popular on the microblog last June? Because of internal operation errors, Krypton pushed several errors in Push, which caused a bad experience for users (although many people feel funny).
In other words, what makes users uncomfortable is not just these erroneous pushes:
So the question arises. Why do many Apps take the risk of interrupting users to push? What’s the way to push this seemingly simple thing?
In today’s article, let’s talk about what App pushes.
What is the way App is pushed?
The message push of App refers to the active message push of the merchant to the user’s mobile device. The message that the user sees in the notification bar of the mobile phone and the digital red dot reminder of the desktop App icon is realized by the message push function. Common push modes include App push, SMS, email, telephone and so on.
1) App push
App push is defined as a message displayed in the notification bar or popped up at the top of the front desk when the mobile phone is locked. After clicking, the corresponding App can be aroused and jumped to the specified page in App.
From the current coverage and reception frequency of messages, App push is a mainstream operation means, with strong reminder, low operating threshold, high access rate, users can see without opening App on the mobile phone, to achieve a preliminary reminder effect, but poor handling will cause user disgust, causing uninstallation. At present, App push is mainly divided into three categories: news and information, activity push and product recommendation.
(1) News and Information
Including news client and information App, it attracts users to open App by pushing hot spots. For example, today’s headlines will push corresponding news information every day in a fixed period of time to attract users to click, and will integrate the information sent many times to facilitate users to read.
(2) Activity push
Through the activity push, improve user participation, achieve the effect of stimulation, such as the “Hawaiian theme social party”, users who need it will actively open, understand the activities.
(3) Product Recommendation Category
Product recommendation is very common in the electronic commerce platform. E-commerce relies on big data to achieve more than a few personalized product recommendation, in order to attract users’attention. For example, Taobao App will regularly push some products and preferential information to users, attracting users to click and browse to achieve the ultimate goal of transformation.
Short message is a kind of push mode next to App push. It has the advantages of strong reminder, high recall cost and large amount of sending.
Due to the flood of short message advertisement, the arrival rate of recalled short message is very high, but it is easy to be ignored as spam short message. Moreover, users generally have a strong concept of protecting privacy information such as mobile phone numbers. It is not easy for users to believe that text messages contain links or welfare.
In general, users will receive SMS alerts to stimulate users to use App again during a period of time when they are not using App. For example, hungry text messages are basically red envelope activities, before or after a period of time, users will actively push red envelopes, encouraging users to enter App for consumption.
This push mode is suitable for users who have uninstalled products. It has low cost, large amount of sending, and is easy to be shielded as spam. Moreover, the arrival rate and opening rate are not very high, and the effect is general.
Because many users do not use email frequently at present, many times users do not see the recall message sent by email. Such push methods are adopted by domestic e-koalas and foreign Twitters.
Strictly speaking, the telephone may not be in the category of “push”. It has the characteristics of strong reminder, human support, high recall cost, and is only suitable for a small number of users to recall. Appropriate phone recalls can easily create a sense of dignity for users, but improper handling can easily bring harassment to users and lead to uninstallation.
For example, Netease games will recall some paid users by telephone and inform users that they will get the corresponding benefits such as game gold coins and so on when they resume use, so as to impress users with “sincerity”.
5) Channel push
Commonly used in official websites, official micro-letters, official micro-blogs and other channels to promote, generally in the form of preferential activities, the use of user psychology to attract clicks, and at the bottom of the content set up to read the original text, two-dimensional code and other links, so as to achieve the purpose of diversion for App. For example, Pizza Hut service number push.
Why does App push?
Some small partners may not know why, App push is not for notification, but what else can be the reason? Although it is true, but the truth is not all right, simple notification actually has a deep meaning behind it.
1) Enhance user activity
First of all, App pushes to increase user activity.
Whether it’s a system message for a tool-based product (like your takeaway has been delivered), an eye-catching content push for a content-based product, or a promotional event for an e-commerce App, there’s only one purpose, so that you can open App again, and you’re more likely to use App high-frequency, long-term.
2) Improve user retention
Secondly, users who have lost or are about to lose can be recalled by push.
Any product has a life cycle of users, users can not always use this product, at this time push can play a role. Although end users will still be lost, recalls can extend the life cycle of users.
This kind of push often reminds the user to complete the user’s behavior path. For example, e-commerce App will be pushed when users place orders without payment; social products will be pushed for users who do not complete their personal information.