Aunt, spicy Mom help and other live cases, app promotion Salon Essence

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

[Introduction] Mobile end product new online, preferred iOS or Android? How to promote app? How to meet the core users? How did the first 1 million users get here? How to do word-of-mouth? Wait, these questions. In this article app promotion salon in the COO two Zhuo, moral selection of the promotion of the leader of the integrity of the fungus, spicy MOM Help Market Director Yang Yi, where the business director Chen Yan, Contacts, VP Yang Yi are interpreted.

Aunt COO Two Zhuo

Before inviting two Zhuo to come, have seen some information about them. Among them, the founding team of a group of men, but decided to transform women, but also the vertical management of girls "Aunt" personality application, immediately very curious. What is even more rare is that their home data is very good.

1, mobile end products on the new line, the preferred iOS or Android?

Is the first Android after iOS, because the former channel more controllable, once found problems, can be faster iterations;

2, the promotion of Android Market: wide net (through Baidu Search, all channels are uploaded files package.) This is not currently applicable, as the main quantity is already coming from a limited number of large channels; The normal application channel cooperation; To pay attention to change and to build a change in the management platform, just start their own output is not much, it does not matter, write down, slowly change to each other;

However, for this, I have some doubts, because, although many apps will tend to change in the early, but the big human input, will see two results, one is that many of the app is actually not realistic, because the following guests will continue to mention, because some apps are not appropriate to themselves, resulting in ineffective. Second, if their products are not always up, then change the volume is not feasible. In other words: The window period of the change can be up to 3 months.

For this, put a few people in the exchange rate, input-output ratio may be very bad. Very bad.

3, in the product line initially, is to the amount, so to expand and products related to all the app's cooperation (refers to the volume), but in a larger use for accumulation, to return to the product itself: Why users use your products?

-About push: Wake up the user is the result, but the purpose of the push should not be to wake the user, but to give the user something useful; In order to give the user what they need so choose to push and then get a good result: the user is activated.

-How to improve the frequency of user use: female physiological period in months, so there are users on the one-month, then we will this physiological period cut into different stages, to provide users with different stages of content; Want to contraception, want to pregnant can according to their own needs come here to see different content; for different groups of propaganda environment, also pay attention to the different introduction of products, for example, you can not run to "want to conceive and not pregnant with the user group" will be "aunt can help you how safe contraception";

4. Where did the original 1 million users come from?

-From a serious customer service to: not only to seriously reply to the user feedback on the product (whether there are bugs, etc.), pay attention to each feedback, and improve on the product, and also to answer the user's knowledge of physiology (they find their own experts, to buy books to answer any of the user's questions), this is a professional service fan , but also the most bitter things. A user has done, the girls are group points, so there is a girl put a bedroom, an office of the girlfriends are pulled to see the phenomenon of aunt?

-For the Android channel, dig through one channel and run out of all the free resources that you can detect: What channels each month? What topics? 1.1 points to pull down;

-Product Features!! Core functions to meet the needs of users, with the help of several versions of Android iterations, and then make the iOS version of the quality of a lot of good, so a line, detonated a part of the previous based on Word-of-mouth and know aunt but not installed users, but also very lucky to get the recommendation of Apple

5, how to face the competition: reflection on products more than reflective channels

-differentiation, must reflect on their products;

-Channel pressure: In order to avoid the loss of users (because the competition in the above), it is true can only consider to put some ads;

Two Zhuo also mentioned a key point, is the user's use time axis.

Also say, aunt one months only to come (sorry ah, we men talk about this is not appropriate, not professional), then what other time to do? Some pregnant expectant mother no longer see this, go to the other application how to do?

The two Zhuo strokes a straight line, placing the user's different stages of use on this line, in order to: 1, set the function point, this will not be a brain pressure to users, resulting in a bloated app, two, buried and meet the next link in the basic function to attract users to stay, not to return.

The timeline didn't shoot. It's a live benefit.

Two Zhuo sharing, but also hidden the key big problem: Often a girl to use aunt, all the dormitory, the Office of classmates and colleagues pulled in. How did this happen?

Forgetting to ask the question, he went to catch the plane. Fortunately, the next guest answered.

Moral and moral selection promotion responsible bacteria

The Cai Chun is a small meat, to participate in the work has been constantly tossing a variety of "entrepreneurship." College students to start a business, or quite fun. Well, I've just exercised some interesting abilities after he took part in the job. This is the prelude, and it has nothing to do with sharing.

Small meat classmate mentioned the characteristics of the user's character selection. Simple repetition does not have much meaning, everyone's own brain supplements the internet spread of the user behavior characteristics are good, basically the same. But what do you feel from that?

It's not enough to have a simple location, and you need to be more precise about where they might use your product (scene). What does that mean? In other words, it was not enough to define the user's play in the past, but to define the scene and define his state. PS: This, in the social Dividend 2.0, which I am writing, puts this idea into an important chapter. And then in moral integrity here again hear. Praise one. )

So for such groups, how does moral integrity operate?

-Channel + Brand: to pay attention to brand promotion, with the help of social media, so that the brand has high exposure;

-Change FIRST priority!!! , your own small, don't be afraid! (Remember that two Zhuo is also talking about this?) and the application just came out there must be a change system, otherwise can not live. Well, product students, this is a very critical business needs, but also please meet, do not refuse to say that there is no time no value. )

-Catch big put small: pay attention to large channels, give up small channels; (in the last issue of the salon, another fresh meat, said, enlarge the channel, grasp the small channels, because small channels will pay more attention to the initiative to come over the cooperation).

-Products to quickly iterate: a new mobile internet products at most only a year of fresh, if not in a year to establish a market position, the following will be difficult;

-Channel Rhythm: Understand the product, set out the channel promotion plan, each month's activities? Channel project planning, etc.

-Word of Mouth & reflow: Do H5 website, through this form, the product good content has the opportunity to scatter, and then bring back the user, through this form brought back the quality of the users are very high, currently through this form brought back users still in 20%; So must pay attention to H5 website;

-Activities + Products: planning activities, at least to meet a condition to meet material needs (prizes) or fun/happy, especially the latter, the dissemination of strong, and low cost;

Moral fungus also mentions a few things that are easily overlooked:

1, early business, especially the cold start-up period, and brand, operation, customer service has a great relationship. This is emphasized again in the introduction of just two Zhuo;

2, integrity and aunt, have done a thing, that is the application of the smallest can be implemented units thrown out to verify is not feasible. As a result, the user bought it, and then continued to invest in the big, continue to do. You know, the moral selection is not to do this before, is to do "sound", the process of doing a small loss of a Test class unit, after the transition to do the moral selection.

3, integrity attaches great importance to the final page, that is, the spread of content. So it took a long time for them to carve H5 pages, and in fact H5 's spread, which took up 70% of downloads in the early days, now falls to 20%. That may be because the download source and channel more, causing a fall in the share. The examples we shared in the social dividend were the final page, the end of the story, which was very important.

However, this is only a reference, because the class can not use, they should attach great importance to privacy, so the content should be private, service to private, for this also have to constantly kick out those disguised to the male users of the big aunt: haha.

Other things, basic judgments, like the last Salon (the last Salon summary, please check the history of the public account "Xu Zhibin and Social dividend") are somewhat similar. That is, business gradually and market, operation integration is very serious.

Yang Yi, marketing director.

Yang Yi Media for 8 years, and then transform to do business, market. Therefore, her play is different from others. For example, others emphasize: data data, model models, product offerings. She doesn't care, I reckon she can't even calculate the input and output. Because this kind of person has one characteristic: once moves, almost does not spend money, but the effect is very good. Yes, for example, although I always emphasize the data, but actually organize a salon is really not how to spend money and spend time, conveniently. One of the advantages reserved for the media.

The results of the spicy MOM help: Live 40%; Every time you go to the help, the latest 10 stickers are uploaded in 10 seconds;

The results: January 11, 2014, the country at the same time nearly hundred cities, the same by the spicy mom to help fans of the annual meeting, the highest scale is more than 300 people, at least 36 people; the expense of the hot mother is the background board and poster material; all other expenses are borne by the fans themselves.

-What is the pain point of the product?

--Spicy MOM help in the operation of the user's sense of existence; the entire operating team of six people, operating this 15 million of the market, content, PR, marketing, channels and so on; All operations, planning are centered around the user's sense of existence, always remember the goal; Returns: A user has pulled back more than 5,000 new users;

-Guide users to create valuable content:

--Spicy MOM help a series of programs are used to guide users to create valuable content, and even seize the "woman's greed, comparison, love, Love gossip," and so on the nature, so that some users through the spicy MOM to help find business opportunities.

Yang Yi speak, if with ppt more praise, unfortunately, this salon has always been not to PPT as interference, so feel (as I am the host of the small intuition it) affected the sister's play.

However, she also mentioned the most easily overlooked a few things.

Did she answer her aunt? Two Zhuo about the last hidden question: How to do to let the girls come in after the one to pull into all the dormitory, the office of the other girls?

Yang Yi's answer is "community operations". For example, she repeatedly said: Many mothers themselves organize afternoon tea, the annual meeting, the official to do they also scramble to the General Assembly in their own city. This is actually a myriad of spontaneously organized communities, self gratification, self scrolling.

and self development. The main point of community operation is that people will pull more friends into each other, and then split up more small communities. See, this is the great advantage of the people of the media background. And this feature, we did not hear on the other guests. Huge brain tonic.

Second, she also presented a new and valuable proposition through her own sharing:

Whether it is spicy mom help, or aunt, there is a crowd: a mother pulled into the other mother, organized a lot of tea, a girl pulled into more girls, then, these enthusiastic mothers, enthusiastic girl, how to find? How did it emerge?

I used a "big node" to describe these users in the revised edition of the social dividend. The sharing of these two guests is the best example. So what are you going to do, let these enthusiastic, big-power users automatically pop up to pull the downloads for us to pull the new pull active?

The question remains for the moment. There are opportunities to collide.

Where to? business Director Chen Yan

Chen Yan is a full ten of the old internet people, has also started a business. People who have suffered, dominated, and spent money are concerned about the data model without exception.

1, where to go: over billion users, Androcheng is less than RMB1 block of money, iOS no more than RMB2 block of money. There is also a point where to go to stipulate that any new user, the cost must be lower than his ARPU value here. Well, the latter one is enough to limit the cost of large-scale investment, so that business leaders every day, must be all kinds of calculation. So, also continue to strengthen the habit of data.

2, channel operation should pay attention to:

2-1 Exposure: Logo: Display to be simple and clear, title, to carefully analyze each behavior, change, location of the flow of changes to establish a data model;

2-2 Search: To understand all the Android channel search rules: Download volume, title/subtitle (otherwise it is directly crawl application content), application profile;

2-3 to be diligent: for example, in the channel to do the bidding ranking: Under normal circumstances Monday-Friday morning 10-night 7, are very expensive, why? Because all channels of people are at work, then I will be up at 12 o'clock in the evening to adjust prices, then it will be cheaper, even if only a few cents in the market, but also a very substantial cost ;

This supplement, in fact, is not only diligence, but also the sensitivity of the data curve. Mobile and PC peak curves are different. PC era is early 9 o'clock Peak, to the wireless is 9 o'clock in the evening 10 o'clock in the evening peak, to sleep when everyone does not sleep, the flow is not low. Anyway, we also have to check the public account of the history of the article, also mentioned "blanket Entertainment", 24-hour curve changes, also mentioned this, you can see together. Chen Yan's reference to this is very much related to her data sensitivity. I don't think about it at work.

2-4 any paid delivery, channels want to cheat, so in the plan to pay before, please do their own technical monitoring, clearing the background preparation;

2-5 focus on the users from the official website, they are really because of the content of the product/quality;

2-6 CPA, the establishment of an effective data model, using the market or the official website of the data indicators for comparison, the precise choice of partners: The combination of user groups, use scenarios, user base, etc. to make the best judgments.

Remember just now the moral selection is also said to pay attention to the H5 page? Also in the emphasis on the value of the official website, and where to go Chen Yan here again to be confirmed. Presumably, good practices are repeatedly validated in different excellent teams.

In addition, just say change quantity, go where and big aunt changed, almost worthless, but the moral selection and great aunt, very good. This is the difference between user groups and app positioning. Often, we excitedly rush to a so-called tens of millions of users of the big app to change the volume, the result is very bleak, not who is bad, the answer is that two app may not be appropriate. Well, never mind, keep looking. Also because of this, I only in the two Zhuo that summary mentions, to the application early, this manpower Zhanya is very formidable, the effect may not be so obvious. Contradictions.

Chen Yan style, and in the previous period salon (please refer to the previous minutes), dim sum Zhu Ying, Sohu News client Zeng Shanmei, demon diffuse yellow light sharing also mutual verification. For example, behind all have a perfect system, the person in charge merely every data, each link optimizes optimization again.

She came up and fell down on these things very very enjoyable, many people at the end of the salon repeatedly said: The next time Sharon can please this sister, and the last salon of those sister men (just mentioned several), and then together in-depth talk about?

Well, I'll have a chance to invite you.

PS: This salon, before forgetting to ask Chen Yan time, resulting in her turn to share, suddenly the company called, must rush back. As a result, some key links in the sharing process are too late to unfold. This is my negligence. Sorry.

Contacts VP Yang Yi

Well, Yang Yi is the new sharing guest, because some of the enrollment listeners, there are a lot of vertical applications, this kind of promotion light to listen to those broad base coverage of the application of the sharing, sooner or later will be taken to the ditch. Connections at the moment B-round, user 5 million, difficult business applications to do the wind. Just can be used for reference. Thanks to Yang Yi, he came from Shanghai.

About this kind of hard application cold start, the microphone handed to him, I ran to the toilet. There must be some omission, and the part heard is this:

The first trick: they collected a lot of business cards from the exhibition ... Then, also use these business cards to find more business cards ... This is the first way for users to start. As for how to use, should be operating things, as the basic user should not bad.

The second trick: they made a special app for some show companies (but more of a different app), offered to different show companies, which also brought them 1 months 300,000 (user revenue?). The context should be the number of users, for the time being, later confirmed. )

He also referred to "a business of Self-cultivation," as a reference

1, Business daily face is four kinds of resources: budget, user, contacts, information, you want to let these resources flow in you, rather than simply think of the budget, or to run the channel, you must think more, the road to the wild; several cases were introduced, such as change, he is not the exchange between two companies, But to all the relevant app and in a large group, with the help of their own network resources, and then a change b,b for C, C changed to A; Even an extreme example, because to help a certain channel to dig a person, in exchange for 7 days of advertising.

2, solve the key people: and they become 30 friends, rather than 3 months of cooperation;

3, must have their own core circle: to become a circle of influential people!

4, you must become a whole stack of business, must understand the product; (Take out 20% of the time to think about the industry every day): Talk about products to business; If business and business, channel and channel, then you can only be passive.

Source: Micro-signal Xu Zhibin and social dividend