The vast majority of new media practitioners or micro-letters, most of them are concerned about suction powder. Can absorb powder quickly, not only can satisfy the boss's request, oneself also have so little achievement feeling. So many of the tricks of the powder, in the end which is the most effective, in the end how to do it? The following is a practical case to share.
This sharing, not simply to share a case, we do not like to learn, the most important thing is to share some of the internet thinking and new media thinking in specific cases of practical application. such as: free thinking, flow thinking, minimalist thinking, user thinking, and some of the copywriting, planning, promotion practices.
Back in time to the beginning of this year, a non-well-known fresh electricity business platform, then served as new media O2O operations director, as a sensitive new media person, see February this time, immediately will associate thought, just after the year, Lunar Festival, Gregorian festival a dime, such as Lantern Festival, learn Lei Feng, 38 women's Day, The end of April Fool's Day will be ready for April 1.
At that time, I planned a selection event called Queen's Day March. The approximate data are as follows:
Cost: Prize cost 12000 yuan, the promotion cost 8000 yuan, a total of 20,000 yuan
Effect: The number of successful enrollment of 130 people, fans grew about 28,000 people, fans to obtain the cost of 0.7 yuan/person.
This effect is not really good, and did not say that an activity suction powder 1.001 billion, or the server exploded, and so on, from the cost, can only be made up, but why such a case can also be taken out to share with you, please continue to look down.
First, why is voting so popular with operators? All kinds of beauty contests, choose Meng Bao, select the best staff, excellent team ... Personal summary, mainly has the following points:
Every vote, the vast majority of votes, the number of points, then there must be prizes. For example, Meng Bao vote on the award-winning learning machine, photography packages, parent-child tour, and so on, beauty vote there are mobile phones, tablets, cash and so on.
Profit is one of the characteristics of human nature, under the so-called rewarded must have Yong, in the exchange with peers these activities planning, some peers will say, do not tube you experience how bad, planning how good, as long as the prize to force, will be someone to attend.
In an opera, a person can not be a drama, so in this voting activities fully embodies the sense of participation. Participants are enrolled as the first participant and are then active among the various groups for canvassing and publicity. As voters, they are still involved, interacting with the contestants, participating in the polls, and experiencing other content in the event.
This is not a derogatory word, human nature, who want to be recognized, respected and even worshipped. Vote for the ranking, the first, pull more popularity, seek more exposure, bask in prizes, and so on.
Refer to the "Tencent internal operation of the art of War: to cater to human nature seven sins", basically the general activities used is all these psychological.
How do you do a voting campaign?
So how do you do a good job of voting? Let's share some of your personal experiences with the examples mentioned earlier.
When you're planning an event, why do this activity, it seems not so important, then we change a thinking, if in a non-holiday, there is no travel on the hot spot, or even a trip with no relationship between the platform, launched a "selection of the most beautiful tourist attractions" activities, And the prizes are also very rich, is the free xxx travel, is it strange to feel? If this activity is put in before the summer vacation, 511 wait for a long vacation, will it be harmonious?
A good theme is to allow the audience to accept this activity naturally, only accepted by the audience, will follow its natural participation. For example, the kindergarten public number in the school held "summer art works", 38 women's Day to do "the most beautiful female staff selection", the local number do "The Top ten Cargo Holy Land" ...
We were doing the March Queen's Day, when it was considered that many companies would organize girls ' day, women's Day activities, from the perspective of differentiation, we set the theme is "Queen", but also to see the user as the Queen, but also in line with the "vanity" of the human nature mentioned just now.
We have a fresh platform to import fruit mainly, the main consumer or fashion high-end female-oriented. And, we did not communicate a March 8 this time node, we hope that this activity can last for some time, and through this activity, we will carry out a promotional activities for the whole month, we hope to borrow the long tail effect after the activity.
Another point is that the word "Queen" is more "hype Point", the first is very like, at the same time easy packaging, also is evil.
As mentioned above, prizes need to be attractive enough to enlarge the effect of the activity. This section, the Tyrants boss is dark Please close your eyes, lest the heart can't bear. summed up a large and small activities, prizes are mainly divided into the following categories, everyone according to their own company and platform resources and affordability to choose.
① New Products: when the kidney 6 before and after the listing, large and small businesses all take this as a prize to tempt sentient beings ... Please extrapolate;
② peculiar: This kind of creative products mostly, this is not an example, for a while, we can go to a treasure;
③ Digital: Digital products in general plaintext, everyone has the demand, mobile phones, tablets, computers, television ...;
④ services: generally divided into industry-type services and interest categories of services, such as free car washing, decoration and swimming, ball games, etc.
⑤ Virtual Products: such as tourism, conferences, concerts, etc.
⑥ Voucher Categories: vouchers, coupons, experience coupons, etc.
To sum up, although many of the prizes can be optional, but the total is divided into free and not free, some prizes are not to spend a penny can get, and some is to help you save money, and the general user is not a fool, know your money-saving prizes, such as coupons, are attracted to their consumption, so the proposal is FREE + not free of charge, That is to say, a prize must be a little hard goods.
For companies or platforms that want to control costs, finding a joint sponsorship is a great choice. For example, buy a kidney 6, to find a few big brands to provide a little prize or service vouchers, talk also very good talk, I help you exposure, drainage, you provide a little prizes and coupons on the good ...
We operate the imported fruit, only fruit you can not send thousands of pieces of fruit, people also eat, so we made the first prize or kidney 6, and is 64G. But kidney 6 Plus fruit gift box, kind or too little, no matter what, always want to design a few places to fully mobilize the enthusiasm of everyone, so we were looking for a different cosmetics company, sponsored three sets, the value of more than 1000 yuan, as the third prize.
Here the main want to share is our fruit prize design, we make the second prize is to send fruit, but we are sent a year, 12 months a year, 2 times a month fruit gift box. This inspiration comes from "XX car driving right one year", first by gimmick, enough to attract people, followed by a long tail effect, when the winners every two weeks to receive our past Fruit gift box, virtually will be in his circle to form the spread, will certainly bring the order transformation, at the same time, when the winners ate a year of free fruit, Presumably more or less will be the next few orders.
Regarding the cost, does not say that, own product, the cost is controllable, but for the user, is the market value. This everyone knows, so combine their own resources to do things, with less effort.
3 participation threshold
This is not just a vote, almost all activities need to take this into account, some because the steps are too cumbersome, participation costs are too high, reduce the enthusiasm for participation, such as essay, not everyone can write a composition. The lowest participation threshold is to upload photos, Pat people shoot the scenery.
Not only the threshold for participation in the selection is low, as the voting participants also want to lower the threshold, for example, I go to vote for friends, but also first attention, register, enter the verification code, and then vote. I think most people will get tired of such a process. This includes the polling system server response time, loading speed will affect the activity effect.
In fact, when we first started designing the Queen's selection, is the design of three or four Queen awards, respectively, cargo queen, sexy Queen, tease Queen, etc., because the theme is more clear, to the different Queen classification, will inevitably lead to upload pictures are thematic, and very exciting, especially the registration to participate in the sexy Queen's ( Please forgive our new media people's human heart sinister, do not play emotions can not be a foothold AH).
Later consider that although this increased the activity of the wonderful suction-eye degree, but the process is complex, attention is also dispersed, even for the registration participants will have a tangle, I am cargo or tease it or sexy? So we simplify to become "queen". And the registration is very simple, background upload pictures and personal introduction can be.
We also try to simplify the process of participating in the voting, because the main purpose is to attract attention, so the first step is to effectively guide the attention of the public number, and then after the attention, set up an automatic response, automatic response and the following navigation menu has a voting entry, that is, users need to click three times to complete the vote.
Most importantly, this guide focuses on how to do it. In fact, very simple, from our point of view is the most convenient is to let the user long by the picture sweep code, as users, they generally do not get this two-dimensional code, so generally can only through mass or hair friends circle, said that we help pay attention to this public number, go in to help me vote, cast number ...
At the time we did a measure, we designed 8 canvassing posters, including sexy girls, big white, funny, luxurious, stylish style, and then add the copy and two-dimensional code, as well as the number of participants. After the template design, basically only need 10 seconds to complete a poster, for contestants, canvassing more personalized, more convenient, not too harassing their friends, but also convenient for friends sweeping code come in to vote, scan the code after attention, can follow the prompts to operate.
Also, in order to increase the influence of the activity, we have specially made a book about the Queen, which is a good photo of the contestants (of course, authorized), all the people who come in to vote, will jump to this atlas, and was told to forward the text to the circle of friends, have the opportunity to win the third prize of the same specifications. has become a prize-winning vote, but also can drive forward, spread, enlarge the effect of the activity, so that before the attraction, after the promotion.
The good activity also needs to let the person know, otherwise altogether 10 8 person participates, this activity is doomed to fail. The most important part of the vote is the number of participants, 100 participants, an average of 100 votes per person, is 1w attention. Here the promotion is mainly divided into prophase, medium and late, the purpose of the early promotion is mainly to let more people know this activity, the medium-term is to stimulate and mobilize the enthusiasm of participants, such as the announcement of the game progress, the temptation to promote gifts, etc., the latter is the summary of awards and activities
Our platform service range is Jiangsu, Zhejiang and Shanghai mainly, and the base camp in Shanghai, so the promotion strategy is to cover the Shanghai area, and our target user group is female, and female students are very dynamic and willing to participate in such a group of people (the fact that the winner of the award is the first woman students).
Our promotion strategy is divided into online and offline, online we find a few large resources in Shanghai, mainly micro-letter and micro-blog, micro-letter coverage of more than 100,000 fans, micro-blog cover millions of fans. and offline we printed 5000 leaflets, looking for a few part-time, in Shanghai, several universities in the ground to promote, due to the cost of time and energy, we did not choose the bustling business district, directly locked campus, and only for girls to promote, as accurate as possible. At the same time, combined with its own public number micro-blog and the official website platform for the push, the company employees of the circle of friends forwarding, micro-letter group proliferation. Achieved a good early publicity effect, the number of participants in the vote was finally locked in about 130 people.
Voting class is the most troublesome is to brush the ticket, once encountered such a situation, must have flexible adaptability, such as a copy of the announcement, activities terminated or renewed, and so on, on the one hand to take care of the user experience, on the one hand to save unnecessary cost loss. And the best way is to kill this situation in the cradle, so the early voting system choice is very important, personal advice is to find a development company customized voting system, there are ready-made must be tested before enabling.
The number of rankings or will affect the participation of enthusiasm, a total of a prize, the winning rate is naturally low, so the general recommendation is to set the top three awards, the back of a number of participation in the award or other incentives, the cost is not high, but is very useful for pulling enthusiasm.
Canvassing strategy Many platforms will do, itself a good canvassing strategy is a very good content, can help to increase the interest in activities, stimulate participation, but also to provide support for the contestants.
At that time during the activities, we will continue to guide the contestants plus our small series customer service micro-letter personal number, the follow-up to provide support, posters and other communications, all through the personal number completed, and from time to time can also be praised for the leader, the backward to encourage, understand the situation and so on. There are other things about the platform during the push, the news, highlights and so on are necessary to do.
The activity cycle refers to the two time periods of registration and voting, too short too long are not suitable, too short will cause the influence of the activity is not enough, the number of enrollment is not much, not enough canvassing, too long will cause fatigue and even forget, will affect the effect of activities, in general, registration 1-3 days, the longest vote not more than a week, It is not recommended that you vote one vote a day.
Finally apply a sentence to make a summary:
All the behind are strong marketing logic in support, but the foresight is called planning, after the wake of the call shake smart.
In fact, a lot of activities regardless of size is a lot of points can be perfected, and can play the best, and these ideas may be a small move, or change a small link, can greatly improve the effect of the activity.
Cliché: The so-called operation, is in the gap between survival, but also need to use the surrounding resources, as far as possible to survive, into a better life
