No money, no secrets.

Wen/Jinguo knife (micro-letter public number Ijincuodao. Cover 3 million technology business people Daily finished goods)

Interview/Zheng (Gold wrong DAO channel Edit)

2015, the golden wrong DAO channel will start an entrepreneurial public welfare project-"entrepreneurial tough question and answer." The first season is the "No Money" series. The popularity of social platforms has led to significant changes in the spread of products that users no longer believe in cold brand advertising and instead believe in a temperature-feeling Word-of-mouth recommendation. Therefore, to measure whether a product is hot, in addition to viewing its Baidu index trend, brush the circle of friends to become a new criterion. Frankly speaking, it is easy and easy to say, it is difficult to say difficult, the key is to master the correct skills, Chai has set a good example for us, today we may wish to rise up posture.

@ Little Plum: I'm a micro-trader who sells masks in a circle of friends, Mask is a popular product, because the circle of friends flooded with a variety of unknown and poor quality products, after-sale protection mechanism is imperfect, coupled with the violence of the user experience brush screen, so that friends circle mask business more and more difficult to do, bad currency expelled good currency. I know that the circle of friends of the brand detonated a huge pull, in the user's high cognitive and aesthetic fatigue background, how to spend less or even do not spend money to make a mask to brush the circle of friends, so as to achieve sales surge?

Said：

For the first time, there is a small leap from the App Store category 738 to 156, because the February 8 most of the best application to make recommendations. We have wanted to find the most beautiful application cooperation, but because the product has not been perfect, has not been active contact, did not expect them to actively report and recommend the full memory, when the product slogan or "Follow the film to travel."

The most beautiful application of the complete experience of the full memory of each module function, write a stunning experience report. Their reports have not only led to thousands of users, but also to two of early film partners. Later we made a special tribute to the most beautiful application CEO horsepower, trying to understand how they first found the full memory. "We've had about 10,000 applications a year, and a lot of application enthusiasts are working with us," he says. "We are very grateful to the most beautiful applications in the immature time to give support."

The most beautiful apps have a powerful effect, and other apps ' public numbers and communities are also recommending the full story. The user uses the big pattern to increase gradually, the share to the friend Circle picture also presents the explosive growth. Early user feedback, continued in the circle of friends to share large tracts of friends asked, a user can often bring dozens of or even hundreds of users.

Then things start to get out of hand. With the continuous accumulation of users, micro-bo, micro-letter on the number of those fans, but the quality of the Internet-related accounts, such as "I am a clang", "Zhang Xiao Bai Amy" and so began to recommend the full memory. Use the product to speak, always is the wisdom.

If you have to find the tip of the circle of friends, I conclude that I am fortunate enough to find a new, easy to operate image processing method, and to guide users to share the social platform.

Lin Chengren (founder of the Secret) said:

No secret within 1 days to detonate the entire mobile internet, the peak day growth of hundreds of thousands of users. The first to detonate is the Internet circle, the internet people love to explode the material. The second is gay circle, more active than the Internet circle N grade. There is no very good domestic products to meet the needs of gay people, we have to audit at the time, can only be blocked account. The third wave is the media circle. The Forth wave is bat, the user discovers suddenly exclusively Alibaba, Baidu, Tencent's bursting material and gossip. The five wave is the campus, at Peking University, Tsinghua University and so on unceasingly detonated.

Product brush explosion friend Circle more stay in the theoretical level, the behavior itself can not be asked, before we tried a lot of communication programs, but only in the circle of friends three or four times, want to continue to brush the circle of friends very challenging. According to the experience of no secret explosion, I concluded that the product or creative brush-blasting circle of friends must have two points: one of the characteristics of the product to promote users to share, the product screaming to let users not to share to friends, if the product itself does not have a bright spot to promote the spread of users, can not lay the foundation for the red; the second is that friends see sharing content after the large-scale spread of two times, Products through a chain chain (chain spread) spread out, the higher the user base spread faster, natural brush explosion friend Circle, if two spread to stop in a few sporadic users, it is difficult to form large-scale.

The core of the brush-blasting circle of friends is to inspire users to share desire again, which is closely related to product characteristics. For example, no secret has done a H5 application--friend impression. It is a half-anonymous interactive game that shares a circle of friends, and the official offers a number of questions to choose from, and users can think about their own problems. Associated with the micro-signal can be a problem to share the friend Circle, friends click on the link can be anonymous to your evaluation. This application in the micro-letter circle of friends spread, a short period of time quickly hot or even brush frequency.

Feng Tao (Botong Recruitment founder) said:

At the end of last year Zhou Botong double 12 recruitment Festival early publicity launched two waves of small climax. First, high potential energy is transferred to low potential energy. Double 12 recruitment festival is mainly for start-up companies, natural to the recruitment of the early screening of enterprises, and require only the CEO to register, the highest potential energy to mobilize the people to reflect the company's attention to recruitment. At the same time, we launched some star entrepreneurs through entrepreneurs, such as easy to use car Zhou Ai, Jiuxian network Shang, etc. to carry out potential energy transfer, to promote the participation of other start-up companies. November 26 Night 9 o'clock activities online, the formal opening of the CEO registration, that night attracted more than 1000 CEO participation, 1 days down a total of more than 3,000 CEO registration, to create the first wave of propaganda offensive.

Second, through product settings to mobilize the enthusiasm of the enterprise participation. After the first wave of publicity, we set up a reliable list in the product, Corporate H5 promotional page added "reliable" index, according to the company index rankings, companies can clearly see their position in the rankings. At first we didn't expect much from the charts, online 32 days did not arouse widespread concern, but after the preheating, the enterprise "rivalry" momentum continues to soar, are in the launch of staff and friends around the point of praise, care whether they are top 100, such as the game community let the beauty anchor call fans to share, point praise , is recruiting the micro-broad "fellow uncle", "I was shocked" also through micro-blog, micro-letter to launch fans point praise. The next 10 days more and more hot, all enterprises are in the strength of the index, double 12 recruitment day heat reached the highest peak.

In general, I think that initial preheating and potential energy accumulation are crucial to the brush-exploding circle of friends. Must pry into the venture company CEO personally participates in, this with the Enterprise HR registration brings the propaganda effect completely different. At the same time, the star entrepreneur through the potential energy transmission to bring the fission dissemination, moreover the product design must grasp the enterprise to compete the psychology, fully mobilizes the enterprise participation feeling.