The origin of O2O's electronic way of sending red envelopes

From the beginning of the red envelope incident can be seen, packet is also an arduous thing, so want to say whether can use electronic product invention red envelope, so have a O2O of electronic red envelope way, with "Tencent micro-letter + Tencent Wind Chimes" combination boxing, carry out electronic turntable draw red envelopes, and after a few days of practice, The effects and originality have been overshadowed by the micro-letter red envelopes.

One, why use micro-letter + wind chimes way to send red envelopes?

1, the traditional line of fun is the (red envelope) pattern of the inevitable demand

Traditional red envelopes do not care how much money is harvested, more for the purpose is from the next line of social activities across the demand, so the traditional sense of the micro-letter payment can not meet the needs of the landing O2O, so need to be a new media means, using the latest mobile Internet products to complete the release, It is best to keep the exchange mechanism under the line.

2, play the new meaning of the figure fresh, bo out of the rigid demand

As an old internet person with 12 years experience as a new media practitioner, having done an electronic reading, a mobile internet product, and a traditional way of distributing red envelopes will be despised, so it is also necessary to catch up with the latest mobile Internet products to match the identities of new media people.

3, the traditional media transformation process of a mobile Internet product usage Investigation experiment

Think of a lot of options, as a traditional media for the transformation of new media projects and a number of innovative attempts to project the initiator, one of the main leaders of the transformational think-tank, for their own plans in the Internet new media to try many initiatives, whether in a traditional media with the implementation of the mass base, in other words First-line business people, for the internet, mobile Internet products, what is the use of the situation? What level of proficiency, are required to have a survey, the demand from the first line of users is the key factor in the transition program, and this activity is the best time to market research.

4, with the first line of business personnel to use mobile Internet tools to promote business growth set an example

The emergence of Internet products, the public have become the users of these excellent products, users, but these products in addition to the users can bring consumer demand for the satisfaction of the same time, some of the tools of the Internet products also have to create greater value for users of the role. Sina Weibo, for example, created a rich harvest of grassroots V, earning a lot of money through Weibo, so that some people said that Sina CEO Cao Chao was the biggest philanthropist in the society.

Through this red envelopes, will contain unlimited business opportunities of micro-letter and wind chimes products introduced to front-line business personnel, may be able to explore some of the value of this tool to maximize the use of the geek staff. That's merit.

Second, how do I make a fashionable red envelopes to earn fans of the product?

1. Product development process

The making interface of mobile Internet web site for wind chimes products

Build the main platform: Enter the Tencent wind Chimes website (http://fl.qq.com), login via QQ number, register a Tencent Wind-chimes account, set up a mobile website according to the rule, and choose to build a "big turntable" game, set up awards, and fill in the basic information such as redemption description.

Automatic reply message of micro-credit public number

Layout of the product entrance: the micro-credit subscription number of "Doug on the Road" new focus on the user's automatic response information to modify, add the description text, and the wind Chimes products turntable lottery game links to join.

Descriptive text and two-dimensional code entry information posted at the door of the office

Product Service Promotion: The micro-credit subscription number of the "road" of the two-dimensional code intercepted, coupled with a basic description, the formation of a copy to save, while printing a post to the Office gate.

Basic Product experience Process: using micro-scan to give two-dimensional code information, direct-oriented "brother Road," the subscription number of attention to the interface, attention, automatically reply to the information will be pushed to the user, the user through the link into the lottery page, and then enter the QQ number for the lottery, after the lottery won, according to the prompts to fill out redemption information, Complete the lottery and follow the lottery instructions to redemption the scene.

At the beginning of the month eight, early in the morning to the office, the door closed, await sweeping the building army ...

2. The list of the successes

The micro-credit subscription number "The way of the elder brother" a few days to harvest 400 fans;

More than 90% of the population in targeted promotion groups use this product;

Self-success in the minds of colleagues to establish a trendy, innovative managers of the image (some small complacent);

More than 500 of the business unit colleagues in advance to experience the next business training cases;

Successfully harvested 230 or so user database, with micro-signal, QQ number, telephone number and address information of a small database;

......

3. Some small details

In the closed-door waiting for colleagues to come home tease is that and found affixed to the front of the two-dimensional code and description of information, around how to scan, how to draw, how to find the entrance and other user needs feedback information to listen (through the door), is a rare user needs to conduct research and product use investigation of a good opportunity.

Perhaps because some of the features of the wind chimes are still being tested, opening time and soon, or early eight of the morning, all the wind chimes product staff to tease Pony's red envelopes, resulting in the night before the site, day close to noon before being passed audit, leading to the release of two-dimensional code can not be recovered, So that users can not draw after entering, I carry a lot of deceptive infamy ...

Third, the mobile Internet product use test value and experience harvest

1. Value of activities

An individual from the media products to establish the use of the entire process of the experience, for more front-line business staff to provide a touch, can learn and imitate the role model for its intuitive feeling from the charm of media products provide a realistic reference.

The function of giving a red envelope for a first-line business to use and understand these mobile Internet tool products and explore their potential for use in the customer, and ultimately the value of this tool to maximize the possibilities provided.

2, my experience

1. Mobile Internet products brought about by the wave of revolution a wave higher than a wave

For micro-credit products, the enormous commercial potential of the micro-credit payment function and the impact of the wind chimes products on the business of traditional media service organizations have been too many people, too much discussion, on this basis, Tencent opened the public number (including service number and subscription number) content page of the mobile Internet advertising management system, On the micro-credit platform for the dissemination of the content of the advertising business, as well as wind chimes products for cars and real estate two traditional media key industries of the introduction of the tool, but also with the momentum of Cuikulaxiu, in-depth and thorough to the traditional media advertising business has created a huge threat, What makes practitioners feel is that the mobile internet has been hit again and again by the level of typhoons.

The recent spread of Vanke and Tencent's cooperation, basically also means that Vanke as a real estate leading enterprises, through this cooperation, will no doubt be similar to wind chimes this product in real estate mobile internet site products, Tencent more 2B tool products, the largest user, As the micro-letter 5.0 was upgraded, investment credit cards and large enterprises such as Southern airlines, such as the cyclone set off, more big customers will be created by Tencent's series of 2B tool products provided by the service, and began to low-cost input to build their own media, their own channels of communication, their own internet , mobile internet marketing channels and platforms, and then through the support of micro-credit payment system to achieve its online e-commerce activities, and so on, "de-media" trend will deeply sting the last artery of the traditional medium.

2 The rules of Internet development that can be crossed (only for specific groups and users)

The pace of Internet development, so that more traditional enterprises can not keep up with its pace, even the Internet companies may not be able to adapt to this pace, such as Alibaba may have been unable to adapt to the mobile payment market, the pace of development, rapid technological change, the era of change for most enterprises, Whether traditional enterprises or Internet enterprises, are tragic, but for a group or some specific groups may be a happy event, more than the loss of the happy event.

How many 60 former, 50 former users, unable to use the PC Internet age keyboard to type, so much as missed the PC Internet age, the many achievements of technological progress, however, along with the Chowa led the Apple Empire brought about by the revolutionary innovative products ipad, the advent of the iphone, The era of access to the Internet by keyboard and mouse has been crossed, no need to learn five typing, no need to learn to move the mouse the "forgotten generation" has been a renewed demand for Internet use, because they can touch the direct remote control and "finger" wave mobile intelligent terminals, so as to reach the Internet, Turn on their mobile internet life, browse the news, watch video and TV movies play games, and how many older ipad geeks are born ...

How many traditional media have previously felt the impact of the Internet, some of the media in the forefront of the development of traditional media, have been engaged in the establishment of their own digital newspaper website, vertical industry website, news to read app products, when not really waiting for these products to bear fruit, or did not really realize the new media products and services profitable , these products have been over gas, or the whole project has stopped, And at this time not catching up with the Internet 1.0 and the Internet 2.0 rhythm of some backward traditional media, but found that in the mobile Internet 1.0 times, can use Tencent Micro-letter platform Low-cost operation of a media public number, completed the once invested millions also may not reach the traditional media to explore the new media, the road of transformation, a can be across the Internet development Law in my came faintly before them.

There is a saying that when you shed tears when you miss the Sun, you also miss the moon.

Now that the Internet is booming today, can not keep up with the rhythm of the times, perhaps you will be abandoned by the times, but as long as you continue to keep up the heart, the next round of development opportunities, only perhaps can seize a chance to erupt again, to achieve the reverse attack, the typical curve overtaking, Because the new characteristics of the Internet development rule tells us, at certain stage of development, we can cross the Internet development stage.

Now the traditional media people in the search for new media transformation in the road, blindly focus on the past 1.0 times, 2.0 times the missed opportunity, to return to the time, may have missed a new round of development opportunities, if you can keep fast enough thinking update speed and agile action decision-making force, even if missed 1.0, 2.0 or even 3.0 of opportunities, you are still likely to seize another development opportunity in the 1.0 era of the next big era, and the determining factor for success is whether you have a brain that keeps the thinking synchronized with the times, and the ability to act quickly.

3 change in Nuance is the basic feature of the Age

The development pattern of Internet industry has basically formed an oligopoly situation, the future development opportunities come from small changes in the subtle, a kind of in the giants of the Internet high-rise groups looking for the nuances of the demand, subtle changes in the process.

In the process of traditional media transformation, the so-called high-rise of the transformation of ideas, a business model based on the impending subversion of the so-called innovative thinking, if unable to continue to upgrade, may be the transformation of the media to introduce a cul-de-sac, exhausted the last bit of strength of the causative agent.

Instead of so much ado about the so-called tall, it's better to do it in a small way, through the use of a mobile Internet product and platform, a tool grounded in the practice of value mining, such as a red envelope Internet product experience test, to complete a real Internet product practice.

Empty talk leads to Languo, and tall arguments lead to a mistake, not because you fly late, but because you miss the flight, and you sit and look at the opportunity to slip away.

4 Internet thinking is not out of practice thinking, the practice of the Internet needs to start from the drip

To say not to do is not to think on the internet, Internet thinking is the practice of thinking, is to constantly verify the perfect thinking, so with a product to make a target, a targeted landing practice than to carry out the talk came true, such as the activities of the red envelope will eventually pay the real gold and silver as true.

Through a simple product use test, harvested fans or user databases may not be able to meet the minimum number of user database requirements for greater value mining, but a successful absorption of the entire process of interacting users will be an important practical guarantee for the future of the so-called Big Data Strategy, database marketing practices, is also a good experimental plot.

The Roman Empire was not built in a day, nor was it possible to be debated in the Greek temple of Athens.

5 The media transformation needs is the unity consciousness, starts from the concentric same thought

Traditional media as a large organization, its transformation is not a person's affairs, need more people to work together, the process of unity is the process of thinking, is the process of unification of thought, and the necessary thought unified internal communication and communication is important.

And the unified process of ideological consciousness, is no longer just a few times chanting slogan of the fight chicken blood mobilization, with more should be shown as a basic business training, the basic idea of the introduction of basic tools to use the practice of skills, and through the actual operation of the use of the way to contact a mobile internet products and new services, The most effective way to achieve unity of consciousness is to explore the value of it with immediate participation.

6 since the promotion of the media everywhere, no time

Maybe someone will pay tens of thousands of money to attend a so-called social media training, intention to get fans in the quickest way, but it backfired, and not willing to live in close contact with users and fans of the opportunity to make full use of a way to add up to accumulate users step-by-step, the dream of the youth burst into the night.

Since the promotion of the media, product promotion is in fact everywhere, all the time, all your life, events can be innovative use, used for the promotion of the media, used for powder-sucking purposes.

In life, the annual red envelope custom can also be used to suck powder, and in the rhythm of the natural but complete, the real everywhere, no time.

A simple, O2O way to send red envelopes by internet means by the vast Tom used thousands of words to summarize, perhaps a little fuss, but back to reflect on this practice, although all the harvest seems so insufficient weight, but every nuance of the actual income, will be your real big harvest good start, We have been accustomed to the Internet aloft high dozen tall mode, now for the subtle innovation, add up to the accumulation of Bujikuibu, is this impetuous era is necessary, this is the first to be hit by the internet tide of traditional media, or impending impact of the financial industry, are precious. Finish)

　　

The author's micro-credit subscription number: "Dogdaoge"