Search traffic drops, social traffic doubles, how does app operations hold?

absrtact: Now is a social Information age, people's information access channel no longer only focus on news, search, so how to use social media to spread the word of mouth has become the focus of attention. Friends and CEO Ligan recently wrote about how applications are marketed, how to improve transmission rates, and common drainage methods.

Trending: Search traffic declines, social traffic doubles, people spend more time on social media

Recently I believe you can feel that more and more of our information comes from social media, not search, not news, and even the information we get from social media is faster and more relevant than news.

This is a foreign social traffic analysis company to provide data, last December, this year has not been received, we can see from the social media traffic is more than the previous year doubled, and from the search traffic began to decline, it is estimated this year will be closer. We can generally feel that many of the products or apps we come into contact with are not from the first time in search or some channels, there is a problem is not the first time to Baidu search, but directly in the circle of friends Roar, because social media behind is not only information, but further people.

In this trend, but also led to a transformation of traditional marketing methods, before a company to launch products, in the end of the product, will be through some channels, or advertising channels to promote their products, the need to buy the user bought, as for the faithful user this piece is the last piece of the funnel model. And now, because social media is more and more developed, more and more companies pay more attention to, but also said that more need to pay attention to the user's word of mouth communication, to maintain the first batch of seed users, loyal users, through their word of mouth communication, social media dissemination to obtain more users, and then to pave the channel to do the market.

Word of mouth communication triangle: products, user relations, social media

How to do a good job of the user's word of mouth communication, from the strategic and tactical point of view, the main core in this picture. This picture is quoted from a recent book "Engagement" from Xiaomi co-founder and vice President Li Vanchang. We know that Xiaomi is growing faster in recent years, social marketing to do the best company.

It is true that there are many places worthy of our reference and learning and even reflection, such as word of mouth spread this piece. In fact, whenever we talk about operations must not be out of the product, and the product is always the core, so see the word of mouth iron triangle, the product is the bottom of the engine, the right is the user relationship, the accelerator on the left is social media.

From the perspective of Tao and surgery, the triangle inside is the Tao, the outside is the level of surgery.

First of all, the Tao level is that you have to realize that the product is the core, pay attention to the maintenance of user relations, to make full use of social media. How do you make these points? The corresponding is the outside of these parts.

1. First of all to ensure that products useful, easy to use, and continue to improve the user experience. efforts to exceed user expectations, this is very important, even if there is no immediate to do and follow-up improvement to do, which is the basis of the back link.

2. Pay attention to user relations. user Relations This piece is also very special, before this many companies feel that product sales out of the finished, it is best not to find me, and then find that there is trouble, and did not refer to the strategic level of user relations to pay attention to, in fact, this direction is set down, the implementation is relatively simple, is more with the user communication, Focus on refining the user's feedback, more to improve the user's complaints, QQ mailbox of the law is also said such a thing.

3. Make the most of social media. social media This piece we want to do content-oriented, the material as a lifeline, more open users of the participating nodes, focus on interactive design. We will also expand and combine some cases.

Increase transmission rate: content, material, open participation node

Xiaomi is the first company to use social media as a battleground, with different attempts on different platforms, and amazing results, and many companies just use social media as a small aid, just to arrange for a person to update and maintain, so that the energy of social media can not be fully played. Social traffic involves a lot of points, here I split it into the application of traffic, and the application of external traffic in terms of.

There is a very simple formula, share volume = user volume * share rate, but often overlooked by many people, is that you through some external channels to guide users, to pay attention to how to improve the user's sharing rate, such as your share rate increase 5 times times, then you get the traffic increased 5 times times.

How to improve the user's sharing rate, enhance the user's word of mouth spread. Content, material, participation node This is a very important point, the importance of the content is not much to say, the material is a lot of companies, especially the start-up companies have overlooked, many companies will spend 80% of the time to get all kinds of channels, only spent 20% less time to get material, but in fact, if you spend more time on content and material, The effect will improve a lot in general.

Participate in the node this piece, for example, before Xiaomi, e-commerce under the single process is the end of a single, but millet based on the multi-open participation in the tactical idea of the node, after the end of a single for the user to generate a product image of the micro-bo, the material is relatively trickery, with different demeanor of the rice rabbit, and suddenly More than millions of of the transmission volume.

In addition to the open participation node and content, activities are also to enhance the user's sense of participation is an important link, continue to use tactical analogy, then the activity is a positional warfare!

Activity product: Play well positional warfare

Many developers operating staff friends should also have this feeling, the company on new products, new features, especially when encountered some festivals, will introduce some small activities. In the event of doing activities, there are generally two problems, one is the level of attention is not enough, the resources are not concentrated; the second one is to do the activity as a page, do not take the activity as a product to do.

Xiaomi just launched the time, most of their users are still on the forum, lei June with Li Vanchang to see how to get some users come in, but do not vote for a penny advertising, and then the planning team on the micro-blog to get an activity, let users to the previous use of the mobile phone out of the sun. And for this purpose has made a small tool, so that users more involved in the use of millet words is to provide users with sufficient convenience tools, will produce greater potential for transmission!

This event is also the first attempt to produce millet activities, the first day on the line more than 100,000 of the amount of forwarding. Until now also has the user to participate, accumulates more than 1700 people the discussion, has played a beautiful positional warfare.

Millet in this later also more determined the practice of product-based activities, also very often held activities, playing positional warfare, as to how to do activities, different platforms have different gameplay, commonly used in what types of activities, I here a simple comb summed up a bit.

Common external drainage methods

For the app, the previous traffic has external traffic and internal traffic, I am divided into application activities and in-app activities. There are several ways to apply external activities and drainage methods.

1. Send messages directly via Weibo. It is also recommended to use some H5 tools to optimize the material and add some interactive elements, the effect will be better.
2. Make some interesting content information to attract the user to spread. For example, the third figure below, I saw in the circle of friends, for each user to generate an NBA data, users feel very interesting, will share out, we can see the bottom is the app ads. However, it is recommended that the content of the test should be consistent with your audience, based on a group of interest segments.
3. Set up activities that have gifts. This microblogging is more common, the use of good effect is very amazing, this to match the content of the planning and some drainage promotion, there is a friend of their app on-line, in the micro-blog joint a personal gas cartoonist did a forwarding to help you send 100,000 postcard activities, postcard is to download the app on the above address, This activity brings a good tens of thousands of download volume and quickly accumulates the first batch of users.
4. Through the mini-game, the sun results spread. The game is a more interactive content medium, surround the nerve cat, do not step on white block is a good example.
5. Open the public number for the app. Because the public number is lighter, and relatively easy to drain through the content, you can first through the public number to do content and services, and then add an app to download the portal, in fact, even a lot of apps before the launch of the public number to do the user.

The above-mentioned part of the legend can look at the above figure, the middle of the picture is a micro-scenic tour of a H5 activity, more interesting is that he will be a common invitation to reward, such as inviting a friend to send 5 Yuan coupons, such as the scene into more interesting and interactive bargaining, more than a hundred thousand of participants, the effect is very good.

Common in-application drainage methods

In-app activities this piece is often easy to ignore, we also see a lot of applications also do not take full advantage of the application of the scene, wasted a lot of in-app sharing traffic, this is actually very regrettable, the common use of social sharing in the application of traffic methods have the following five points:

1. Create interesting data in the app for users to share. such as the former set up the phone book, after the call will tell you how much distance, more than 80% people, the user's behavior data, and indeed a lot of users will share it.
2. Hold interstitial activities within the app. As pictured on the right, this app has a interstitial event during the World Cup, plus some activity materials that are very helpful for users to get involved.
3. Set up an in-app sharing bonus event. This product also provides such tools, the following will say, is to share and send some points, improve sharing rate.
4. Give users red envelopes, let users send out. This and share send a bit different is to send you a red envelope before you send out, will first give up after the philosophy to play the most thoroughly, this effect will be more than the first to share after send several times. Didi take a taxi will be the red envelopes to share to do very unruly, from the drip taxi happily send red envelopes, you can see the effect of the value, this piece is also worth careful pondering study under.
5. Import a friend relationship chain. This is a lot of applications to ignore, also not so easy to do, happy to eliminate the music this is done relatively in place, such as the introduction of friends rankings, inviting friends to help; the tenderness also has the ability to let users invite friends to help themselves to authenticate. Good friend relationship chain used well may be an exponential growth trend, such as the net, Facebook is to import user mail friend chain, the resulting user volume grew very very fast.

There is a relatively new case is Baidu in the subway after the sale of a small tool, do very fast, similar to some of the hot spot to change the gadget. When doing similar activities, can make full use of the potential energy of the time node, the effect difference will be very large, in addition to pay attention to the form of novelty.

In the promotion of participation, just stressed the content and materials and activities, but in fact, there is a kind of material is more beautiful, in the activities of millet also often appear, that is a variety of gifts, such as millet phone f-code, Rice Rabbit, so we are recommended in the event put some gifts, so the effect of promotion is very detailed, Sometimes it's even immediate.

Finally summed up to get more users through social media, the main factor is to focus on the relationship between the Iron triangle of word-of-mouth, pay attention to content, material, open to participate in the node, enhance the user's sense of participation, and through the form of activities to strengthen, play good positional warfare, to the activities of the product to implement.

So that we can clear the Tao and the operation, and in a field positional warfare, to win more users! I hope this sharing will be helpful to all of you.

This article is based on the friend Push CEO Ligan in the "Friends push to help social traffic-detail social traffic operation" Forum on the sharing of the collation, there are limitations, the original: Click here to view.

Search traffic drops, social traffic doubles, how does app operations hold?