Look for your sister. Developer Fan Zhang: How to do self marketing

April first hand Tour "Find Your Sister" download has reached 55 million times, the daily active users have reached 8 million, the monthly income of millions of, in the Android and iOS two major platforms in hand tour are ranked first. What you may not have expected is that the developers of this game initially had only two core members, starting with money from members ' own savings. Before the game was successful, five projects had been floated. A few days ago, Cloud Middle Technology CEO Zhang Fan to "Find Your Sister" from marketing and other aspects of sharing their own experience and lessons. The following is Zhang fan dictation.

To find your sister's birth.

Look for your sister. Share here the origin of this name: When we did this game, then our team was looking for something, a lot of solutions have been dissatisfied, we need the name of the game is marketing and make people feel very interesting. One of our team members thought for a long time did not think out, said to find your sister Ah. We thought that the name was too good, a lot of things seem to have very strong contingency, and look back, this is from the clear idea of inevitability.

Looking for your sister. Since the release of the end of August 2012, we have been through the promotion of the power of marketing. Its ranking curve has risen from the first 400 to the first in the form of slow fluctuations. At that time we have such a few ideas: the first to let the product itself has a strong marketing point. From this game, we highlight its style: cock silk style, funny, wacky. In addition, it's theme background we used a lot of the current network hotspots, such as Cang teacher, to the players resonate, the resonance itself is very strong marketing point.

Looking for your sister's "self marketing"

First of all, I talk about my understanding of marketing: The first is the core of marketing, we understand that the right marketing is the core is to win the user, for the game is to win enough players. And since marketing is the product itself through the dissemination of the marketing, can be called as a marketing. Its core is the idea of marketing directly into the product, so that the product itself has a strong marketing force. Second, through Word-of-mouth marketing, the user obtained from marketing, more loyal than the user through the Network Alliance, the quality will be much higher.

Look for your sister's icon design ideas, according to our understanding is simple and crisp, can highlight the characteristics of this product. Such icons are also proprietary. We have used a few skills in marketing: The first microblogging share, we now see a lot of games are using microblogging to share this technique, such as after a close to share a micro-blog, prompting players to share Weibo. In fact, micro-blog sharing mainly to see the game to share points, to grasp the players itch point and pain points, sharing content should be spread, rather than simply on the micro-blog on the face. One need to join the "score comparison" link, "score comparison" is a key function, in the game can reach a higher level, can get how many points, players can get very strong psychological needs. In our game, users who share their tweets will be rewarded with gold coins. To grasp the user's itch point, if unimportant microblogging I personally suggest not to share, because the user will not share, and share out the effect of the spread.

Now look for your sister. Every day in Tencent, Sina people and other platforms to share the number of shares reached 200,000, if the daily share of 10 friends, can also form 2 million times the number of daily micro-bo. There is also this micro-blog sharing is not only within the game to share, the product itself has a certain degree of marketing. It lets players organize their own language and post interesting tweets.

When we first developed this game, we made a video of the game and posted it on Youku and YouTube, which was a good publicity. For video communication, an interesting video promo is better than words. Players can see how the game is played, and how interesting it is, through the promotional video. Now this video is playing more than 800,000 on Youku.

Here I would like to add the application of large data marketing in the game, which we have applied a detailed statistical function, it can analyze the player's behavior, and make the overall statistics. We need to know whether the level of the design is difficult, if it is difficult, it will reduce the fun of the game to some extent. Therefore, each update will be improved by the improper design of the middle of the game. Constantly improving the update, the game gradually climbed to the top.

Looking for your sister's profit model.

Looking for your sister's main profit model or built-in billing and advertising mode, of course, we are very few ads, we have to consider the feelings of the players, we in the very hidden place added ads. Many games have made great efforts to prolong the life cycle. We refer to the objects such as Angry Birds and Fruit Ninja methods, when the game to a certain extent will be serialized, branding, such as Angry Birds do some peripheral products, this is our current thinking expansion model. Our company is sure to develop new games, if not to develop new games, such as the game has come to the end of life to do it is too late, this is our current development ideas.

Find your sister's killer.

The so-called killer, is "friends versus" and "stand-alone dual screen." This friend battle can play the spread effect, this kind of communication is the experience type spread. Here I share an example, micro-blog See, husband and wife in order to fight this evening who first play, a single dual screen. Dual-screen on a single game, we thought it was like a dispute processor, better than rock scissors cloth. At the same time, they are sharing this thing, is in the experience of communication, than word-of-mouth communication effect better. Word of mouth spreads to the recipient, then to the download experience has a transformation process, but the experiential dissemination is more direct.

From the technical point of view, these methods and ideas can improve the quality of marketing, but to achieve an outbreak of the virus-like effect, or to have the difference, so that the product itself has a differentiated competitive strength, so that the product has marketing. Now there are many games on the market, and the theme is the theme of the underground city, maybe dozens of products are the same theme, it is in the marketing content on the lack of diversity, so no matter how marketing it achieves the same effect. The core of marketing is to find the product of their own differentiation brought about by the competitiveness, such competitiveness through the above skills to play out. Take this game for example, its core dozen cock Silk card, through the characteristic of cock silk style expands, and the game of cock silk theme is not many, it is relatively outstanding. We think, not long ago I was a singer why Feather Spring Championship, this is worth our deep thinking, the plume played a different card, the other singers sang songs are another way, their songs bring a cheerful feeling, this kind of thinking is also worth our thinking.

The chance and inevitability of success

I think is five-day doomed, five points by hard work, I have to admit that contingency is very large, as I just said the origin of the name, if not by chance, this game now how we can hardly imagine. But the game industry, I think there is a contingency, especially the game of leisure, which the contingency is very large. But from the technical point of view, we can do is to make the game more characteristics, with differentiated competitiveness, as far as possible to maximize the skills. We can only do well in these areas, and as to its outcome, we still have to resign ourselves to it.