Practice Manual and experience: How does millet detonate?

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Tiger Sniff: "Participatory sense-millet Word-of-mouth Marketing Internal manual" for the Millet co-founder Mr. Li Vanchang's new book, has become the recent Internet circle inside and outside the "red", even with the Zhou of the devil and Millet also recommended in 360 internal staff read this book: " 360 of colleagues, especially product managers and market PR staff is worth looking at, to all can learn worthy of learning people to keep pace with the progress of the Times. "The tiger sniffs the net to obtain the authorization of Mr. Li Vanchang, excerpt part of this book reads as follows, readers."

33 Principles of participation

To build a sense of participation, is to do products to do services to do the brand new sales process open, so that users participate in the establishment of a touch, can have, and the user to grow together the brand! I have summed up three strategies and these three tactics, internally known as the "participatory sense of the 33 law".

Three strategies: To do explosive products, fans, do from the media.

Three tactics: Open participation node, design interactive way, spread Word-of-mouth event.

"To do explosive products" is a product strategy. Product planning at a certain stage to have the courage to do only one, to do is to do this category of the market first. The product line does not focus is difficult to form the scale effect, the resource is too dispersed can cause the participation feeling difficult to unfold.

"To be a fan" is a user strategy. The ability to participate in the spread behind the "trust endorsement" is a weak user relationship to better trust the strong user relationship evolution, the fan culture first let employees become product brand fans, the second to allow users to benefit. function, information sharing is the most preliminary interest incentive, so we often say that "spit is also a kind of participation", followed by honor and benefit, only to the enterprise and users benefit from both sides of the sense of participation can be sustained!

"Doing from the media" is a content strategy. The internet to the central has eliminated the authority, also eliminates the information asymmetry, does since the media is lets the enterprise oneself become the Internet Information node, lets the information flow rate is quicker, the information dissemination structure is flattened, the internal organization structure also must support the flattening. Encourage each employee to be a "spokesperson for the product". Do content operation advice to follow the "useful, emotional and interactive" ideas, only to send useful information, to avoid information overload, each information must have personalized emotional output, to guide users to further participate in interaction, sharing diffusion.

"Open to participate in the node" to do products to do the service to do the sales process of marketing open, screening for both enterprises and users to benefit from the node, the mutual benefit of the participation of interaction can be sustained. The open node should be based on functional requirements and the more participants are needed.

The "Design interaction" is designed according to the open nodes, and the interactive advice follows the design idea of "simplicity, benefit, fun, and truth", and the interactive approach is as continuous improvement as the product. The 2014 Spring Festival "micro-red envelopes" activity is an excellent interactive design case, we can rob Red envelopes benefit, interesting and very simple.

"Proliferation of Word-of-mouth Events" first screened out the first batch of products to the biggest recognition, a small range of fermentation participation, the content based on the interaction to make the topic of the spread of events, so that word-of-mouth production of fission, affecting more than 100,000 million people more participation, but also magnified the participation of the user's sense of achievement, so that participation in the formation of a spiral spread of the storm effect !

There are generally two ways to spread, one is to encourage users to share the mechanism within the open product, similar to the 2013 phenomenon-level casual game "crazy guess" and "Looking for your sister" to do very well, every day there are hundreds of thousands of of information from the product is simply to share the micro-credit and other social media; Second, the official from the process of interaction with the user, found the topic to do the topic of the depth of the event spread.

Why the same play, different enterprises to get the effect of the difference is very large? Also, many of the activities of participation can not be sustained several times, the main reason is that only copying tactics and not from the strategic depth of thinking. Strategy is to insist on doing what or not to do, tactics is implementation level how to do. For users, strategies such as the iceberg are not visible, and tactics like icebergs are more perceptible.

Millet set up four years, the sense of participation in the practice of the depth and breadth are constantly improving, it has not limited to products and marketing, but the whole company's operations. We did a lot of trying to get a sense of participation into every employee and user's blood.

Prioritize the need to surface

How do you prioritize these massive requirements when MIUI more than 100,000 of users each day submit their requirements to the forum?

We have a long-term, medium-term and short term definition of the product requirements internally. Long-term development direction Ray always communicates with the team every 1-2 months, and the medium and short term is basically in the interaction with the user, fragmentation occurs, and this process will in turn revise the long-term goals we set.

There are three ways to address the need for fragmentation:

1. First deal with the need to surface.

In the forum to do the appropriate post auxiliary function, mainly to help users format the submission requirements, in addition to meet the same needs, can directly follow the expression "I also need this function." In this way, every week, you will find that urgent functional development requirements will naturally be ranked in front of the post by the heat.

2. The first time to publicize the needs improvement plan.

"Orange Friday" weekly update, the forum will have a full update bulletin posts, listed clearly updated what features, which are recommended. In addition to the single point of demand for discussion, the results are often the result of the vote, will be published in the Forum;

3. Let the team structure also "fragmented".

This means that the 2~3 people form a group that improves a functional module for a long time. Give them autonomy, in the communication with the user has 30% of the modules themselves defined development. It did happen in the past, with users around an engineer every day, and then developed a feature that didn't seem much needed. But our entire project is updated weekly, the iteration is very fast, the wrong plan does not matter, after two weeks to correct.

To do the product, I and the team for example said: It is like a car on the road, as long as the big direction to select clear, even if the occasional deviation from the route or occasional deceleration are not afraid, in fact, the most afraid is often 180 degrees turn and repeatedly, or stop to move.

Some projects are not suitable for immediate release of the test, how to find demand feedback?

Start-up stage, how effective how to come, then mobilize internal to test. Millet the revolution, and said a small story of our "sale department".

In July 2010, we decided to do our own electric business, 4 engineers in only 1 months to develop the first version of the background of the electric dealer. In order to test, we do in the electric business platform to face the internal staff of the "10 percent coke", this is our "sales department." Real orders, real charges, real delivery sign (our engineers are running to "delivery"), daily stock, daily inventory, so that in advance to find and solve the electrical business system of many problems: until August 29 when the system really online, everything is very smooth.

Activities of product, product activity

How does the Millet electric dealer do the flow? How to build a sense of participation in the sales link?

Millet Network is a boutique electric dealer, product is the explosive strategy, each explosive product itself is pulling the flow of advertising merchandise.

We every Tuesday noon 12 o'clock open purchase activity, in the entire electric business field is the first we from the release millet mobile phone 1 generation, 2 generation to 3 generations have insisted on the open purchase, this is what everybody said "Red Tuesday", behind is according to "the participation Sense 33 law" constructs.

"Red Tuesday" specifically for 3 months after the listing, the demand for products designed. The process is the user first to the online booking to purchase eligibility, the appointment of users have the right to participate in the Tuesday buying. Every time the open purchase, when the time is approaching 12 o'clock, the millet net traffic abruptly rises, millions of users rush to buy the millet products they want. For our sales students, this is very cool, weekly only sales-times can be, other time can be a holiday, but for the engineers responsible for the site backstage, this is really the pressure of Alexander.

As a result of the rapid growth of online sales flow, millet just began to sell mobile phones on the internet for a few months, every time we put the goods, the server was squeezed to crash, and then we will be scolded by users. I asked the engineers, "Can you handle this?" As a result, they were under a lot of pressure, and they called open buying Day "black Tuesday".

Once, one of our main engineers after a lot of effort to optimize the program, but he still can not withstand the huge flow of the system in the heart of the bottom. So he burned incense in his office. As a result, the system stood the test that day. Then our open purchase basically rarely has the server panic situation, and each open purchase day, the engineer in the office incense is a small tradition of our electrical business Development department.

There are many details in the open purchase process, and we have packaged the whole activity process into a product that continues to improve. For example, we should continue to fight with the ox, prevent the robot brush qualification number. Initially just have the verification code, then the user needs to bind the mobile phone number after the certification to buy, so many of the cattle with robots snapped the way is basically impossible.

I put a proposition to the planning team, can I make every open purchase event a topic?

Initially the user can send a tweet with our product picture to announce his successful appointment. In this way, a simple sales booking campaign has also become a social media activity involving millions of of users. And when the open purchase every Tuesday, the users who can get the millet products smoothly will share the joy after the purchase success through the channels of micro-blog, micro-letter and forum. Later in the appointment process we added some interesting little links, such as sharing your favorite millet mobile phone which function, your favorite personality of the colorful back cover. When booking a millet TV, we even allow users to hand out a virtual living room of their own, and then choose the color of the TV. We help users create beautiful share pictures, so that everyone's appointment and purchase can be Weibo show off.

This is the micro-innovation of millet marketing activities, we realize the "activity of product", the activities as a product to design and operation, continuous optimization.

Millet in the sales approach to user participation as a guide to make a sales approach to innovation, the original one-way purchase behavior into a very participatory, interactive activity. And this activity is lively, but also form the topic of sharing, providing a unique experience.

This whole week down, millet every Tuesday open purchase activities, became a brand-new around the consumer participation in the grand activities of consumption. Along with the weekly pulse-type social network spread, millet itself in such a rhythm growing. The "Black Tuesday", which brought us great pressure and annoyance, really became the "red Tuesday" of millet.

Do the electric business industry know that this is the door traffic business. Buying, collecting traffic, and calculating ROI (return on investment) are extremely complex and painful. Can we make the flow into a more systematic, more predictable? In fact, the "Red Tuesday" is also the other side of the flow of carding and organization. Of course, the first product must be explosive products, there is enough attraction, on this basis, we through the "activities of product" design ideas, in advance to organize the import flow, do a good job on the topic output.

and "active product" corresponding to I also often said "product activity", refers to the use of the product to operate thinking, some of the activities of the link into the design of the product function.

For example, the weekly upgrade of MIUI, there are two design more interesting, one is the upgrade bulletin will have a weekly video tutorials, click to see the video can also go to the forum to communicate, another is the system upgrade after the restart we will have news guide to micro-blog show off share the latest version of the experience.

Every user is a star

How to detonate a "sense of participation" under the line?

We did the "popcorn" offline activity, which is actually a user's meeting. The "Popcorn" activity system includes dozens of meetings that our official organizes every year, more than 500 people who organize themselves in the city, and the annual "Popcorn Festival" at the end of each year.

The first "popcorn" activity was in September 2011, the Millet mobile phone just appeared in public in front of less than one months, the popularity is very limited. We have hosted two "popcorn" user activities in Shanghai and Guangzhou. The enthusiasm of the user is beyond our expectation, we rented a place in Shanghai Wujiaochang that can accommodate almost 200 people, but the influx of nearly 400 people, not only local rice noodles in Shanghai, as well as surrounding areas such as Suzhou, Wuxi and other places to participate in the activities of rice noodles.

The idea of the "popcorn" line is originally from the Car club. Car friends will be everyone to buy cars, play car topic bubble Forum, and offline party "corruption." When I bought my first car, in the major car forum bubble for two months, and then found around the friends and many of the company's colleagues are also the same, Bubble Love Card forum, or the Sohu car, always want to pass the forum of other users recommend the most suitable for their own, the best cost-effective car. In the process of completing the purchase, we will know a lot of friends, called "Car friends." Everyone especially believes that the "car friends" around the word of mouth recommendation.

Later we found that users buy millet mobile phone process and the process of buying a car is very similar, will around, see configuration, also see Word-of-mouth. When enthusiasts buy a cell phone, they take apart all the parameters: how big is the screen, 4.5 inches or 4.7 inches? Is the CPU dual core or quad core? is the frequency 15GHZ or 1.7GHZ? What is the power consumption? is the battery capacity 2000 MA or 3000 ma? Their understanding of the parameters is far beyond the imagination of many people.

More users buy millet mobile phone is actually relying on word-of-mouth recommendations to make the final purchase decision. Many of our users will recommend the Millet mobile phone to office colleagues and family, friends, resulting in an office of colleagues, a family are in use. For example, 30% of our red-meter phones are bought for elderly children at home.

For many enthusiasts, millet mobile phone is not only a phone to send text messages and install a few apps gadgets, millet mobile phone can play very high, it is worth everyone to communicate with each other to show off the place very much. We think, can imitate the model of the car club also set up a platform, so like to play the users of Millet mobile phones, can communicate with each other? So we made popcorn.

"Popcorn" activity is not a roadshow, we do not do product experience, nor advertising, is to play with everyone, is the user to show their own and meet new friends stage.

According to the "participatory 33 rule", "popcorn" is the whole process of engaging users. Will vote in the forum to decide which city to hold, there is a user performance program, the performer is in advance in the forum to audition out, decorate the venue will have rice noodles volunteers to participate in, every time "popcorn" the end of the evening, the local senior rice noodles will be with our team to exchange dinner.

Starting from the end of 2011, we will organize a grand "annual popcorn Festival" every year. We bring together the rice noodles that grow with millet these years, please come to Beijing from all over the country. This "Popcorn annual pageant" is like a party, where all the founders and team heads of the millet company will be present at this time of the year, with the rice noodles gathering together to take photos, play games, and eat the tasty popcorn specially tailored for the event.

The culmination of a sense of participation is "becoming a star."

In this joyous gathering, we put on the red carpet, design the T-shaped stage, we through the community millions of rice noodles selected dozens of in various fields are very representative of the senior rice noodles, for them to create a special VCR, ask them to embark on the red carpet, to receive a belong to their "Golden Rice Rabbit" trophy. Rice noodles found that in the Rice Noodle group, began to have their own big star rice noodles. These big stars are usually like them in the Millet forum, on Sina Weibo, in the rice noodles of their own micro-letter group. This sense of participation was pushed to the top of the popcorn campaign. In addition, we also made "Popcorn" magazine, let rice noodles become the protagonist of the fashion cover.

In fact, this is the biggest difference between millet and many traditional brands: we play with users, whether online or offline, no matter when, we are thinking, how to let users participate in, let them and small millet official team together, become product improvement, brand spread of "big star."