Profit Impulse: Six rules of Internet enterprise operation

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From the millet mobile phone, Alipay, Youku activity case, look at the operation of the six principles of enterprise activities!

As an enterprise to promote the spread of information flow, attract users to pay attention to the most commonly adopted strategy, a variety of activities in micro-blog, QQ space, micro-letter has been a dazzling array of launches.

If the discussion of planning, the actual and existing channels in the various activities are first worth reference and learn from. For example, during the Spring Festival in 2013, Gado placed a vending machine in the city of Xidan, Beijing, as long as the shoppers shouted "New year to can add more treasure", loud enough, vending machine will automatically fall to a can. This fun and free small event to attract customers in the shopping malls to continue to participate in the shuttle, we have fun. With the increase in activity, this activity has been published to the microblog, causing more attention.

Activities do move information across different platforms and across lines. The previous discussion of "The disappearance of competitors" in the face of the development of social networks is partly due to the fact that activities drive information across platforms.

Enterprises always want to use cheaper cost to achieve better results, active thinking provides a very good solution. Fun Play Network CEO Zhou Ping has shared an event planning case: Founded early, in order to obtain more registered users, fun Play network planning a user registration award-winning activities, as long as the new registered users on the website can fill in their own address, zip code and other contact, access to the lottery opportunity. Fun to play the net itself is to do creative home products site, small gift preparation is very creative, many users began to try to take part in the attitude, did not expect to receive small gifts, and suddenly stimulated the enthusiasm of the user participation.

But it's not a lottery. Even after the end, the rules of the week is: if the user registered and then invited new friends to come in, but also to get lottery opportunities, up to three times. The enthusiastic users of the front began to act as proliferators, and the chain reaction continued. Generally speaking, the website obtains the registered user the cost is very high, wants the user to fill in the real mailbox, the address, the mobile phone and so on contact way to be even more difficult, Zhou Ping uses the small "benefit" to solve this big problem. At the same time, the preparation of creative small gifts also won the first batch of experience users. After the activity unfolds, the fun play net directly will the industry similar website's new user to obtain the cost each average expense 20 yuan the recognized level, directly pulls down to 0.5 yuan. This is the effect many companies and teams crave.

In the operation of activities, there are two companies, millet mobile phone and Alipay planning is worth reference and reference:

May 8, 2013, the millet mobile phone in Tencent Weibo issued a message: "Micro-letter Millet mobile phone special attention to send 30 sets of millet box" micro-letter search "Millet mobile phone" and attention, reply to "Millet mobile phone is fast" to receive the privilege code, 30 sets of millet box lottery opportunities. With privileged code to participate in the May 9 10 o'clock Millet Network micro-letter special, no need to make an appointment, direct purchase millet cell phone 2a/2s and millet box. Today and tomorrow, the forwarding of micro-bo @ friends, send out 4 millet boxes every day (with active link address).

Such a similar activity, basically every month can see millet in the unfolding, the rules of activity are mostly similar. Attracts about 200,000 users each time. In these activities, millet pay attention to the combination of lottery, make full use of the user's profit impulse, the micro-blog users on the micro-letter again gathered together. After entering a new platform, the combination of resources has always been given priority, such as Weibo, the existing forum of millet and current shopping channel guidance, only Tencent Weibo has more than 1.7 million listeners. More than 12% of its 800,000-letter followers are transformed by a variety of microblogging listeners.

In the past, micro-BO millet activities have its own unique ideas, has planned to promote a "cell phone chronicle" activities, allowing users to use the tools provided by millet production and display their own use of the hand unit diagram. The simple activity carries the user to the past the memory and the contrast, is like a crowd collective recollection. This activity realizes the mainstream handset crowd to the Millet brand attention and the memory. So far, we can see this kind of information is constantly sent to micro-blog, QQ space and other social networks.

Alipay also launched a "decade of memory, Taobao time" campaign in early May 2013 to calculate the amount of money users spend on Alipay. Wonderful personality of the message text description and picture combination, attracted a lot of users to participate. Because of the humorous character of the text, this activity has led the user friend to share the information around the ridicule.

The above activities, make full use of the user's fun and curiosity, profit impulse, but also the transfer of the chain of relationships, very suitable for the flow of social networks. Observing the operational features of these social platforms, Zhou Ping has once again worked on several key principles:

1. Free of charge. Free includes both costs and additional requirements and conditions. The lower the threshold of participation, the greater the coverage of the population, the more the target users can be found and obtained. None of the above activities offer additional conditions for user participation.

2. Simple. Under the principle of lightness, the rules of activity need to be set as simply as possible. The more complex the rules, the more impatient the user is. In the observation of micro-blogging activities, although see some enterprises set up a very detailed rules, the participation of users often do not look, but to use their own understanding, and finally led to the chaos of results. Simple is also the basic requirements of enterprise activities planning, too many rules set, users will be distracted, often the effect of the activity is not satisfactory. The common enterprise set requirements for users to forward and @ multiple users of this rule as an example, the release of multi-layer requirements, both the request for forwarding, but also asked @ multiple accounts, complicating the rules to make users confused. Even if the rule just adds a little bit more.

3. Transparent. How do you get rewards for your activities, who have been rewarded, and who have been rewarded with what conditions? The entire process of open and transparent, can be verified, not only with the participation of the user the best communication, will greatly reduce the follow-up of the unnecessary complaints. In the social network, the use of profit impulses is very common, but also gave birth to the "brush the party" phenomenon, the interests of the users will be entangled in this, so transparent process in which it is necessary.

4. Interesting. In social media, to amuse oneself is the most typical phenomenon, the social network's various play is already like the game, in the unceasing innovation. Fun can attract more users to participate in, but also can inspire users to create new entertainment, so as to promote the spread of information.

5. Can accumulate. The accumulation of benefits can fully mobilize the enthusiasm of the participating users, just as Zhou Ping in the new user's invitation registration activities, each participant will become his own disseminator. However, this rule cannot be capped, but under certain conditions, such as the "top three" limit.

6. can be cashed. Profit cashing is like the interactive incentive in social networks, to be subtle and timely, that is, as long as users reach the redemption conditions, they can get prizes. Prizes do not have to be large, can be a pot of beverages, but also can be other small incentives, at any time to cash and summary cash are allowed, if you can slightly exceed the user's expectations is even better.

The six laws are not born on social networks, but are inherited from traditional internet and forums, and are well suited for the full use of social networks.

Different features of the platform will add some new elements. For example, micro-letters provide a new possibility for the operation of the activity, that is, the integration with the region.

April 23, 2013, Youku invited a hit American drama "Vampire Diary" (The Vampire Diaries) series of one of the leading actor Somerhalder (Ian Somerhalder, play Salvatore Damon) A fan meeting was held in Guangzhou. "Vampire Diary" is a lot of people to catch up with the favorite, many domestic video sites have invited these stars to interact with fans at home to attract more users. This activity, Youku prepared 100 tickets, specially to the Guangzhou region's users issued a "I am in Guangzhou, I want to see Damon" activity information. The rules of participation is very simple: the user received a message after the letter with the micro-mail reply, the official account will be received in accordance with the time to confirm the user only need to rely on the reply can be admitted. "Popular Film + interest + directional regional push", the result of the event is that a few minutes tickets were robbed and empty. From the background Data view, all hundreds of users of the reply message, all from Guangzhou or the city near Guangzhou. #p # subtitle #e#

Half a month later, the Youku Hospital line (Youku's online pay-for-movie channel, a general fee of about 5 yuan per film) began to schedule the movie "Ruffian actor Cook". The three-bit crowd made the movie in the Internet people have a certain degree of concern, Youku prepared for this station all high-quality advertising resources to recommend, but the first three days, the data did not bring surprises.

The expansion and transformation of paid users has always been a major concern for Youku, which involves a big strategic goal of revenue growth, and Youku has a lot to think about. If the quality of the ads recommended all data is flat, there are some other ideas to pull up? Vampire Diary "in Guangzhou, the case for the staff to bring a reference, is not such activities can be combined with pay movie online to try again?" when the film began paying for three days on the website, Youku pushed a message to the user on the micro-letter:

Message issued time for the day 16 o'clock, within 10 minutes, Youku Micro-letter official account received more than 500 replies, prepared 100 tickets were quickly distributed. Soon, Youku staff noticed a new data change: In the remaining hours of the day, the entire hospital line paid subscribers to a 50% increase from the previous day.

In these different platforms, we can notice the nuances: the openness and fluidity of microblogs are a growing and important part of the "fun" rule and the entertainment that underlies it. Because of the real and strong interaction of identity, the principle of "profit" will play a key role. This effect can be seen in other cases as well.

Operating activities for the user retention, transformation played a role is obvious, Youku, Baidu has the same discovery. November 2012, Baidu sharing button launched a "Share Thanksgiving" award-winning one-click sharing activities, beautifully pointing to how to transform more users through activities.

Activities in the month from 22nd to December 1, users in the activities of the 38 Web site to share the Web page to the major social networks (including QQ space, Tencent Weibo, Sina Weibo, Renren, etc.), there is the opportunity to get the ipad, mobile phones, recharge cards and other prizes. After the line, the amount of sharing significantly increased. On the day of the line, participate in the sharing activities of the login users reached 32,000 people, compared to 1.8 times times before the event, and led Baidu to share the synchronized rise (there are also hundreds of thousands of sites did not participate in activities, but the data show from their share is also increasing), has been stable until Sunday.

What should be concerned is the retention and transformation of the user after the activity. The data shows that after the event, the number of messages shared by Baidu is still 16% higher than before the activity, and the user of the login account has grown by 97%, and the habit is well preserved.

Of course, the activities of the operation will have their own confusion. The problem with operating on a micro-letter is that businesses can only tap into the existing crowd of fans and not be able to enjoy the bigger gains from the spread of activity information. Once too often, it will cause harassment of users, resulting in users to cancel attention. Observation of millet, can see their launch activities of the interval is almost one months or so once, in addition, the combination of micro Bo is a feasible and inevitable direction.

Microblogging activities, it is easy to be trapped in the "Brush Award party." If some enterprises in the micro-blogging operation activities, often take "broadcast micro-blog and @ Several friends" will have the opportunity to obtain the rules of the lottery. Many of the accounts for the lottery to come in droves, quickly occupy activities, but reduce the Enterprise brand user experience. Real users, real interaction and information, affect the real friend of the user, is the main goal of the operation. The "Brush Award Party" does not have these characteristics in nature, and they do not bring any help to the brand (apart from being very lively). This solution needs to be carried out with the help of the design and rules of the activity.

In Baidu's activity, the user's habit of sharing social networks has been established, the purpose of the activity is to attract, encourage users to their own social network account and Baidu account binding, when the next time to log in Baidu, easy to share information out. As a result, benefits become a good push for the user. Even look forward, singing the K-song sharing activities is the same truth, once completed, the user is also easy to stick. Especially for the general public, the need to two platform account for effective association, not true Brush Award party naturally can not participate in, directly screened outside.

This digest is compiled from the social dividend of Xu Zhibin, published by the Beijing United Publishing Company. Xu Zhibin, senior employee of Tencent Weibo open platform