Promoting product activity How does the stranger run tens of millions of users in a year

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Now every day has 1/3 of the message volume from two-way attention users, MO began to conceive how to precipitate relations

Tiger Olfactory Note:

Mo, 1 years old, mobile app, hobby is matchmaking close to strangers social.

Wang Li, 30 years old, claiming to be King boss, Mo Mo Technology Operations Director, is responsible for analysis, promote the operation of the Mo.

August 2011, the main stranger on the line of communication, than micro-letter late 7 months. Although this thing was born more late than the micro-letter, but survived; In one year, the official figures say 10 million people are being saved. How do you do that? Tiger Sniff before in the "micro-letter, and its true and false enemies," a text analysis of how the Mo mo is in the product positioning staggered with the micro-letter head-on confrontation. But it is also worth noting, but has been overlooked the problem is that the past year, the product level does not have the essence of the evolution of the function, and it began from scratch, not a huge community of acquaintances can import users, but can form the current product temperament, inseparable from the operation of the team's tuning.

June 2011, Wang boss asked the founder of Yantan: "This product has any competitors?" Yantan answered the rookie: "No. "Boss Wang has believed." A year later, the old veteran Wang also believed this sentence. "We are not a thing with micro-letters. ”

In the media to listen to too much about Mo's entrepreneurial experience and story, to see Wang boss opened the "technical stickers," How to do the operation of the Mo, said why he chose to do in micro Bo promotion, how to see "About cannon Artifact" This concept, how to plan the product of the precipitation of strange relations.

The following for Wang Li Dictation, Tiger Sniff finishing:

The first CEO Yantan in NetEase as the editor-in-chief, I also in NetEase, responsible for news channel microblogging business, but we have long known. He first came out with the team to develop the model, to last June, the product is almost out, he told me about what is a thing, invited me to come to do business.

To tell you the truth, I've never run a business, I don't know anything about mobile internet, I've never used a smartphone, I only use Nokia to call and send text messages. Micro-letter, rice chat, I never used to have no idea. But Yantan feel that starting a business, these are secondary, it is important that everyone's values are more consistent, easy to communicate.

Mo Mo On-line one year, the operation has experienced three stages, the first stage is marketing promotion; After accumulating some users, it is necessary to consider the community ecology, to maintain and check, to establish the logic, to judge what kind of users are required to be left behind, to inspire his active nature, what kind of users need to be filtered out, equivalent to the content construction phase; The third stage is the brand promotion phase, so that the market's perception of its function is no longer as simple as now. This requires product adjustment, allowing users to have a deeper interaction.

We'll make a big improvement on our products next year. Now we have 1/3 of the message per day is the two-way attention of the user sent out, which means that it has a certain relationship between the precipitation in. Then we need to give them more space and content, more level of communication, to let them create new interaction.

Stranger Social is a pseudo concept, any beginning of a social relationship is a stranger, I prefer to use mobile social to address the mo.

Why do operations in Sina Weibo

At first there is no operational strategy, I hate these empty words, is a step by step groping to walk. August products Just online, is facing the promotion of such a stage. Initially we only have the iOS version, when pushed to find the iOS channel is very narrow, there is no third party market, there are Granville, 91 and other vertical categories of web sites and dedicated to do app recommended sites, there are some of the CPC ads or something.

But I soon found out that there were two problems with these channels: the first one was very low cost, which was equivalent to a single user's acquisition costs at six or seven dollars. We were poor at the time, and the start-up fund was more than 1 million. The second is that it cannot be used as a continuation of the promotional approach. Like Granville Feng such a site, in the forum to do a week of advertising is also the end, nothing to continue to do the value of the plate is too small.

So at that time I felt, must find a way to meet the following conditions: 1, the plate is larger, the user base is big, can continue to promote. 2, the cost is relatively few. I thought two things, one is QQ space, a Sina Weibo. QQ space in which the user age is low, not our target users. So I think we should focus on micro-blogging to do some promotion.

On Weibo, we started with a little traditional information, said that there is such a product online, and found some friends to help push. At that time the first 10 days of the download volume is about dozens of per hour, after doing some promotion, the maximum can be hundreds of per hour. I think the path is right, but it must be a better way to put the product in a scene to tell the story. This allows the user to be in the scene, may think to use. For example, travel can look for local Chinese, can get help Ah, consulting ask the way ah what.

Microblogging is only 140 words, I have to tell the user in a very short story, the product in an environment can help you achieve what. The user is very clever, you give a hint he will associate. At that time also coincided with Sina Weibo's growth peak, the dissemination effect is very good, I will provide the content, put those marketing account as the platform, according to their price system to cooperate.

This promotion means very high performance, calculate the cost of a single iOS user is a few cents. Mo from the line after one months or so start intensive do this, every day will do different promotion, according to different time to do some adjustment.

Over the same period, micro-bo, Renren, QQ space, happy net we have done some, but the effect is not micro bo good. QQ space clicks Very high, but the conversion rate is very low. So our marketing on Sina Weibo lasted a long time. Sina Weibo gathered a relatively high quality of the population, I also deliberately targeted for female users to do some promotion, with some of their favorite emotional aspects of the copy, so our starting users are very high percentage of women.

View products from the perspective of operation

The degree of activity is determined by the product itself. Nor does it mean moving Internet products to mobile phones can be called mobile Internet products, lbs is mobile.

At first, Yantan told me to do is a mobile side of the QQ. He spoke very simply, but why I was so excited when I heard him say that it was the first distance to the cost. On this basis, and then to find similar to their interests and hobbies, may have a job, may be in one aspect to help you, online relationship between the conversion is very convenient.

Our generation's earliest social relationships are based on parents, classmates, jobs, and people who are less likely to know who they really are. But everyone has a desire to break out of the existing circle and develop new social relationships. I 2000 years in college for the first time contact QQ, added a few students feel no fun, too familiar, there is nothing to say. Then use QQ search function to find also in Haidian District Girls Chat. Why choose the Haidian District, I was at the University of Beihang, the cost of meeting is lower. At that time, QQ to expand my social relations played a great help. But now slowly this piece is not very convenient.

To be a stranger, we think what is social, what is the core of social? It must be the offline relationship. Your social behavior cannot always be done on a pure line. Cultural genes have made Chinese people reluctant to connect with strangers online, so they need an emotional cushion on the line. Tencent has helped the Chinese to pave this path, online chat, offline to see netizens. But Tencent and other social products have a problem: the online transformation is harder. What we have seen before, the transformation of social relations are laborious, why the decline? Chat for a long time found not a place, you in Guangzhou I am in Beijing, it is too difficult to meet. Pure online relationships have no trust. Even the best of friends, often do not see the face will be alienated.

When I first came, the idea is to do a very lightweight product, each user in addition to avatar, basic registration data, there is not much. But I think as a social product is actually to restore the real society, it should be shown that most people have different social advantages in real life: Some may be beautiful, some may be educated, and some may work in the top 500, and they will be senior executives; There are some more connotations of the idea of fun, you can bind micro-bo, watercress to show. At that time I just felt that this social product, if I had to use it, I do not know how to use, I am not handsome, and can not rely on photos to attract people, but I have something else I want other users to know. After the discussion, we added these things to the 1.0 version.

What means to promote product activity

Although a lot of people on the Internet to talk about how the operation of artificial means of activity, I personally think it is nonsense. I'm just judging that the activity of a community depends on the active presence of female users, and the activity of female users depends on whether she gets the social needs they want, and the second can avoid offending, harassing, and giving women a sense of security. So we arranged for a team of seven or eight people to handle the reporting information every day. Every day we receive about 20,000 complaints, which are basically disposed of within 1 hours.

We have never publicized the "about Cannon" thing. But a social product, there are a lot of beautiful female users, but also mainly point to point exchange, geographical proximity, is naturally in this direction, the media like gimmicks, to enlarge.

I have no particular aversion to the name of the cannon artifact, I was born in 83, that year, a lot of people also know what is going on. It's a good thing that we have more free choices today. I don't like to talk about morals, I only believe in the value of freedom.

I mind that this is a narrower understanding of our products. We received 20,000 reports every day, but nearly 50 million information every day, 2.7 million active users, and the report amount of effective reporting in fact, not half, which means that in fact, the above is not all harassment, not all of them are all day on the top chat one night stand. We have repeatedly stressed that the above users have more complex relationships and demands.

But this brand image completely depend on PR is unlikely to completely change, unless you make a big adjustment, now provide an acquaintance channel, no longer take the main line of unfamiliar relations. But we will also increase the emphasis on the market.

This month, the MO will push the 2.0 version, the main function point is to increase the geographical base of the group. We talked to Rice about the clutter of the big square or the pure circle of acquaintances, our mechanism is very strict, initially allow only 20 people, inactive we will be eliminated, there is the concept of group administrators, each group of the establishment and editing need manual audit, to ensure that the final presentation is truly valuable group. What I want to do is to settle the relationship based on geographical location. For example, based on the community owners group, owners can be added to facilitate contact, chat about children, property, life problems. Previous owners have QQ group, but that you pull people come in very inconvenient, there is no need for lbs. Through the MO Group can find their neighbors, slowly into acquaintances, slowly restore the city's community culture, may indeed change some people's lives, help a lot of people.

Group operations are more complex. This group will need me to build and guide, including what form I want it to take, and I will make a whole set of logic. Mo's Operation team also needs to add people. Now the company 60 people, operating also 12 people, not many.

Next stage: Sedimentation relationship, death hit lbs

Sedimentation relationship is our next stage problem, which involves whether our products need to be transformed. Our early goal is to hope that those who have a simple precipitation relationship with the user in the product has a continuous interaction, so that the product more vitality. If you give the user enough space and interactive opportunities, he will generally not transfer, because the transfer cost is high, and if there is a group, the transfer costs higher.

This is the focus of our next phase, the specific form we are discussing. My idea is to give users more opportunities to express, can be more stereoscopic to show their own, the hope of social access to more abundant.

We would like to make some big changes in the product 3.0, on top of the new features, we will do some operational work to let users realize that the product is still capable. Otherwise, even if the operation of the hype, frankly speaking is a one-to-one social scene. In fact, QQ, micro-letter, watercress have about the efficacy of guns, but their product level is rich enough, "about cannon" will not become its problem. So the user to a very large base, the product is more diverse, no one will be so single to define you, because everyone uses, each person's appeal is different.

We are to explore the greatest value of geographical location, there are many can be excavated, and indeed can change a lot of things. In fact, a lot of lbs products in the beginning of the wrong direction, sign in what, this with the puppy pee-like what is the significance of it? Who cares where you went? but put lbs in a social, localized location to see it, it becomes the online relationship between the transition opportunities.

You brush out in the CBD are white-collar workers in the vicinity of the school brush are students, each geographical location has its social attributes, a lot of things you can go to Lenovo. A few days ago, a friend of mine, his mother was ill and couldn't hang up. He was in the corridor of the Union hospital to brush the stranger, brush out a pile of doctors and nurses, picked a nurse began to magnetic, chatted for a long time quite happy, he told People that my mother was ill, not hanging on the number, the little nurse immediately said no problem I help you hang one. Of course this we do not encourage, but you associate, you will find the prospect is very broad.

The commercialization or profitability model is not a problem at all, but we are not in a hurry, we have no financial pressure, and this also needs market nurturing. Next year when we active users or UV, it is possible to go beyond the portal, but now everyone to the portal advertising, because there is awareness, mobile Internet also needs the process of market cognition, its value has not been fully implied.

In short, the future of all product design will not leave the most basic point, is lbs. The next year my main job is to maintain high user growth while maintaining high activity, we are currently active user day about 22% to 23%, yesterday active user is 2.7 million. We are start-up companies, no KPIs, not afraid of losing face, products and operations are as soon as possible to the wall, as soon as possible to improve, try something new. But the most important thing is to be quick.