In addition, people who are willing to participate in distribution basically have their own channels, or are interested in incentives, or identify with the company email list brand. The actual product growth does not necessarily need to be achieved by the old and the new, but the old and the new can indeed further expand the growth effect. .
Therefore, you should understand that when doing group fission and distribution operations, the specific logic is completely different. This is the difference between fission thinking and old and new thinking.
If you want to make the old and the new into a fission-type fast-rising effect, you must put more effort into publicity stunts and channel reserves.
Make the old and bring the new with reserve thinking
Whether it is fission thinking or old thinking with new thinking, it is from the perspective of mode, it is to distinguish the essence of the two, but in terms of operation and details, reserved thinking is more needed.
The retention thinking was put forward in the book "From Traffic to Retention" published by Songyue and I last year. One of the core ideas is to refine the operation execution and detailed design. Therefore, if you want to do a good job in old and new business, stay Quantitative thinking is clearly worth applying.
I think we can start from two angles:
1. Sort out the complete user path, design sharing nodes according to user contacts, and strive to form a closed loop
A complete old and new path company email list is as follows: user scan code registration activity - enter user precipitation carrier - get sharing material generation entrance - generate and save sharing material - successfully invite friends to register for the event - meet the requirements to exchange rewards.
The above-mentioned sorting process is actually very rough. There are many old and new activities that will design multiple user touchpoints. The more touchpoints, the more opportunities to remind users to share, and the more new users may be brought in.
I sorted out the following points of sharing:
Click to register - pop-up window to remind to share;
Floating window/banner-click to jump to generate a poster;
Scan the code to follow the official account - channel code to generate posters/graphics;
Scan the code and add a micro/enterprise micro-automatic response to generate posters/graphics;
Scan the code to enter the WeChat group/Qiwei group - welcome message to generate a poster/graphics;
Every time you complete 1 forwarding or invitation - message reminder to share;
View Rewards - Message Reminders to share.
I have designed a distribution campaign, the path is like this:
Enter the landing page to buy - follow the official account and reply to the keywords - guide to add WeChat and provide a link to share the poster - add WeChat to provide a screenshot of the purchase - send the product and share the link to the poster.
It can be found that I designed a closed loop, because many distributions do not have a closed loop, and I designed a ladder invitation incentive on the two contacts of the official account and the personal account, the purpose is to increase the sharing rate.
2. According to the operation purpose and life cycle, design old and new activities with different incentive policies
In addition to the detailed company email list path design, the operational purpose and user life cycle of the old and new activities should also be clarified.
Most of the old and new activities are mainly to attract new people. However, promotion and transformation are also very important purposes of old and new. What is unexpected is that, designing old and new activities according to user attributes can achieve many things at the same time. an operational purpose.
We can divide users into low stickiness users, medium stickiness users and high stickiness users.
(1) Low-viscosity users: recall + pull new
The so-called low-viscosity users are users in the novice or lost period. For online education, they are often registered but not purchased courses, paid but not renewed.
The purpose of the old and new activities designed for them is to recall first, and then to pull new ones. Generally, pain point content and high-value bait are selected to directly fission traffic. Many traffic pool fission activities use such users as the starting channel.
(2) Medium stickiness users: promoting activation
Medium-viscous users, including users in the activation period and users in the retention period, often appear as registered users of paid drainage courses and users of renewed drainage courses. The main purpose of the old and the new is to promote activation.