This article is from NetEase cloud community.
Author: Zhu Rui
This article is based on Zhu Rui’s 7,000-word transcript of a shared story in the Salon, a Netease practitioner.
Good afternoon. I’m very glad to be able to talk with you about some operation today.
Today, the theme I share is called deep feeling.
The reason for choosing this theme is that we often share a variety of good activities in the circle of friends, work groups and so on, all kinds of screen H5. When you see these cases, you will analyze these cases as well as what H5 is good for. If you see it, you will find that most cases can be extracted.The theory of law is also called routine.
So I want to talk to you about those routines. About routines, what are good routines? How to make use of routines to turn gold into gold? I hope that through sharing, we can communicate with you and achieve better goals in our work.
First of all, allow me to introduce myself. I am Zhu Rui. I joined Netease in 2015. I have been working in GACHA secondary meta-community, LOFTER, Netease comics to do community and platform operations. I have been responsible for activities, new media operations, user operations, IP operations and other modules. In the past few years,It is believed that we have a better understanding of the younger groups, especially the quadratic meta-groups. Using this understanding, we have also worked out a case that 8000 yuan is introduced into the 30W real registered users and 10 billion people read the hyperphone with zero cost.
Maybe you will be a little curious about how I do things when you listen to me.
——That must be my theme today.
Some children’s boots are supposed to be questioned. Now the anti-routine is popular in Ming Dynasty. For example, the hot new millennium strategy has aroused people’s attention. Is not Wei Chang-lu’s cool anti-routine hostess setting?
But is there really no market? Let’s take a look at two simple examples.
PART One: routines
Routine case 1
For the first example, let’s take a look at these pictures. They were taken from the Korean dramas “The Inheritors”, “Why is Secretary Kim doing this”, “You from the stars”, “City Hunters”. What do they have in common? Well, they are all kiss pictures of male and female characters. There is actually a common point that I have not shown directly.These are the eighth episodes of the above drama.
If you usually like to see Korean dramas, you may know that there is the first eighth set rule in Korean dramas. What is the law of eighth sets? It means the law of kissing between men and women in the eighth episode. How deep is this Law in the hearts of the people? I’ve been chasing a new Korean drama called “My ID is the beauty of Jiangnan”, just last weekendI just broadcasted the eighth episode, and before broadcasting it, I went to the Internet to see the news headlines: “Can the South Americans achieve the eighth episode of the law, this rhythm is too late to kiss the play” and so on. This shows how popular the game is, and fans watching it are always enjoying it.
Routine case two
Looking at the first example, our second example is what I encountered in my work. Here we show you six works on the comic platform of Netease. They are “Pure Love Girl Can’t Flee”, “Emperor Shaoguan Favors Overbearing Wife”, “Overbearing Few: Teach Little Escape Wife”, “Emperor Shaoguan Beyond Too fierce”, “Emperor Shaoguan Beyond Too fierce” and “Emperor Shaoguan Beyond Too fierce”.And the chief executive.
【Please hold back your laughter and ask if you have any children’s boots you want to see on the headlines and covers. Would you like to look at your hands?
I saw some children’s boots saying that they wanted to see them, but they also shook their heads and said they didn’t want to see them. People may have different ideas according to their tastes, but even those who want to see it, I guess they are in Tucao: 8102 years ago, and still have such a vulgar name?
【Then, would you like to ask everyone else if you think these works are popular?
Well, children’s boots feel welcome. Yes, I can tell you responsibly that this kind of subject matter is one of the mainstream works of Chinese women in Mandarin. He has a special name, which is called Ba Zong Manga, that is, “all the fish ponds in the world are contracted by them!” Not only that, but also in paid cartoons.The main force of income; even recommended on the home page, the recommended effects of these works are pretty good.
So I’m right about the title of my share: routines are popular, stereotypes are not terrible, stereotypes can be as lasting to attract attention!
PART Two: different level routines
Just now I used a case to prove that “routines are popular.” Does that mean that we can operate as long as there are various routines, and then directly apply them to the operation?
It’s also wrong, or take the cartoon as an example, this is the popularity comparison of the six works, vertical axis in 100 million units, the highest two works are about 500 million, and the lowest works are only 70 million; the same cool bully, different levels of routine, in the effect of thousands of differences. This is it.I want to talk about the second part: there are different routines, level, good routines, common routines and bad routines.
1. Collection of creative cases
In order to better illustrate the differences between routines, let’s look at some cases. First of all, for community products, the most common type of collection type activities.
The first activity is the “cherry blossom school festival” we have done before. As the name implies, it is to collect the “cherry blossom” as the theme of painting creation, we will provide hand-held as a prize. The second is that I did in LOFTER, Ye Xiusheng in 2017, Ye Xiusheng is a very famous national idol of the second Yuanhuan, that isIf fans can gather 52,937 statements during the event, we will send LOFTER boot page as a gift on his birthday. The third activity is the “God’s Turn Creation Competition” launched in the previous few years’bamboo slips, which, as the name implies, is to collect stories that will eventually turn around.
【Interactive) If we classify them according to good routines, common routines, and not so good routines, how would you classify them?
New media: Winning articles won nearly 1 million of the reading cost of prizes: Meizu offers
That for community products, we want to increase the production of content, enhance user activity, collecting creative is a very targeted approach. Where are the differences in the use of these activities?
This is my conclusion. For such activities, the target group is creative or expressive users; for such users, the core of a good routine is to stimulate the user’s spiritual desire to express, so that users want to challenge & amp; show off.
Ye Xiusheng Hekai responds to users who like this role by challenging and successfully opening the screen on their idols, while gathering their own fans to challenge and showing off like other character fans, proving Ye Shen is the best. So it can achieve the goal quickly in a very short time. But this caseWe still have to divide it into the normal routine, because the crowd is very clear that fans are too focused, and when running the routine, it actually comes with a bonus buff.
And the brief case, although it has been several years ago, but I personally think, is a very classic good routine. Its brilliance lies in, first of all, the inclusion of micro-innovation, “Divine Turn” and similar creative themes are basically after this widely appeared. See the first reaction is “God turning contest””?” What is this? It sounds interesting. With this as an introduction, I began to pay more attention to this activity. This is the first success of the campaign – it has a name that is easy to arouse curiosity and spread. At the same time, there is an interesting and challenging activity play.Every good completion of the “divine turn” story, itself can bring people joy and value, let alone with more than N people PK, is expected to harvest in the process to see more than N interesting “divine turn” story? Seeing others’ good God turning stories is the same as knowing the essence of intelligence.There’s a lot of desire to spread.
2. Hit list cases
This is a creative category. Let’s look at other kinds of cases. When I introduced myself, I also mentioned that most of the users I contacted and served in the past few years are post-95 and Post-00 users. Whether it is the second or third meta-stars, there are many users who are hot-blooded chasing stars, and listing activities have also become.In my work, it is a common way to enhance user activity. Let’s take a look at these list activities.
The first activity is I DO! Perfume for nine percent fans to carry out activities. Nine percent, an idol practice student, has gathered a large number of fans, I DO! On the occasion of this activity, I hope fans will buy the product that they like.And rank the beans according to the purchasing power of fans.
Second Activity: If the children’s boots of the station B are familiar with this activity, this is station B from 2015 every summer of a grand event – the bilibilibilimoe war, gathered the previous year’s Japanese, domestic animation characters, fans voted, and ultimately PK elected this year’s popularity.The highest role.
The third activity: also I launched in LOFTER last year, for TFboys Wang Junkai, Wang Yuan Kaiyuan CPP powder 715 anniversary activities. It is also a call for Kaiyuan Fan to play the list, the success of the list will be provided by our LOFTER, Netease News and other joint promotion; at the same time, the Institute.The fans will also get an exclusive “crab identity card”.
【Today, how many kinds of activities do we have to classify the young friends who have a star party?
From the point of view of intuition, these three activities do not seem to have obvious form differences. Where is the difference in the use of this routine?
The effect is the most direct proof. The last one I planned was an event that I brazenly divided into good routines, and when the event went live, fans spontaneously swiped screens in the 10-billion-level hypertext of Weibo Kaiyuan, and we didn’t spend a cent on it.
That said so much, why do these listing activities say different levels, in the use of the routine is there any difference? First of all, the target audience is users with fans’ attributes. To do things for fans, it is natural to find deep needs that they want to be stimulated. What kind of fans are they?What about the body? Apply a summary of general manager of B station marketing department: pursue the centrifugal force of personality and fear the centripetal force of loneliness.
The first is centripetal force. Station B’s annual budding battle has built credibility among fans, fighting for love with like-minded partners who like the same role, using this centripetal force to push fans to prove their love to the world of the second dimension. And Kaiyuan’s identity card activities are being planned.In addition to centripetal force, we also provide the centrifugal force to pursue individuality. Fans can get a unique fan ID card after participating in H5. You can see the design of the ID card on the left, the issuing authority, address and other documents are for fans have a special meaning of the code, and the number of days on the island (become fans)Time, identity card nickname and identity card ID are unique to every fan. Although star-chasers generate electricity from love, would you be more willing to participate if you could be demonstrated and transposed? Especially for Kaiyuan, as CP powder, some products are willing to recognize them.Not only did we gain short-term exposure to the screen and the brand, we also gained the group’s long-term trust in the product.
On the contrary, the activities of I DO have just returned to the wrong track. Simply, brands link the value of idols to purchasing power and rank them. For fans, it means not only emptying my wallet, but also stepping on my love beans. Sorry, fans are not fools either. On the face of it, it’s too listing.And, in essence, the core demand of fans is still not captured.
3. Payment cases
If there are certain crowd limitations in the creation and ranking of products, what are the routines for improving product income? Pay for the event!
Payment activities are usually used in a variety of products are constantly in contact, so here is a direct put on two I think a good routine. The one on the right is one of the best examples of this year. On the left, this is Tencent animation.Users can accumulate contribution value by checking in and opening, paying for consumption and so on. The contribution value can be converted into the time spent watching cartoons for free. However, it should be noted that the individual contribution value is not directly converted, but the total station users add up, and the converted time will be fed back to the site.There is a user.
It’s still up to the target audience, and all the paying and willing users are the ones we want to grab the wool. Material benefits are the most common and relatively easy-to-control incentives for these users, compared with the spiritual and human dimensions of the creative and publishing classes that preceded them. But the core of the two cases is material.The way of interest and access. Users are now accustomed to the idea that there is no fluctuation in their hearts just by showing off material benefits; at this point, they need to upgrade their routines to make them better. As far as Tencent’s activities are concerned, they’re all kinds of currencies and gift packs, but I’m not buying or spending as much as I’m winning.Less, is the total station users together, is it also like a disguised list? Together, the value of contribution increases, and the corresponding free time is significantly longer than my own. And the cloud class at the beginning of the year, through the distribution way we can get income directly, everyone has become a bundle of interests, spread onBecome reasonable.
PART Three: routines for producing routines.
After looking at the good cases, the general cases and the cases that let us refuse the strength of the case, I believe that we as the goal of a 5 W monthly salary operation, want to output is bound to be a good routine. So, the last part of today’s talk is to make good routines. Specifically, it is 1. What is a good routine?Review this concept; 2, there are routines, how to turn stone into gold into a good routine; 3, the process of producing a good routine, there are no small skills can be twice the result with half the effort.
1. What is a good routine?
What are good routines? I use three words overview: let the user cool, let the user cool to fly, and not just run their own cool routine is a good routine. The difference between a good routine, a common routine and a bad routine does not lie in how novel and unique it must be, nor in the amount of money and manpower invested, but inSo whether deep user hearts, as I share the title said, the operation of deep affection is not necessarily popular, but a good routine can firmly lock users!
2. There are routines and how to turn TA into a good routine.
Good routine is to let users feel comfortable, the so-called “home has the book,” most of the time we have mastered the routine, such as user-friendly routines, such as pay promotion routine, we really compete with the “in the end which can read the most”? Our goal is to produce good routines and how to make them shake.Become a good routine?
I myself summed up two formulas, first of all, the good formula.
Good routines = routines + user motivation core + detail micro innovation
If a good routine is compared to a building, the routine is the foundation, the core of user motivation is design and construction, and micro-innovation is decoration.
Design and construction are the core, so if we split this formula further, we will get the second formula on the right: the user motivation formula
User incentive core = user portrait + user incentive method to analyze the matching of the two.
This formula also corresponds to the typical thinking logic of user behavior motivation.
①First, judge the behavior that needs to motivate the user. When we want to do a function, an activity, a marketing event, we usually set goals and corresponding KPIs, so when the goals are clear, we need to ask ourselves:
What kind of users can help us achieve our goals? Are they universal users or specific groups? Where are they active inside products or outside channels? What we want our users to do, whether we want them to do it continually or once, whether it’s related to the product or notNeed social interaction between users?
We need to use these self-questioning to find goals, to identify portraits of user behavior, and to find key behaviors that we expect to motivate users to occur.
②After completing this step, we can put it aside to sort out the available incentive resources and means for operation at this time. There are also ways to do this, like listing creative, publishing, and paying cases. All of our incentive resources and tools fall into three categories: spiritual satisfaction, material satisfaction, and others.The inducement is mainly due to human nature. As we sort out the resources and methods available, try enumerating from top to bottom of these three dimensions
③Above all, after we have completed the left and right sides of the formula, we can go one step further, defining the main incentives, matching behaviors and means, and further screening and packaging. The key to the formula also lies in matching: the core incentives you find for your users correspond to the right tools, onlyOnly in this way can we really upgrade our routines.
If we categorize the user behavior that needs to be motivated, there will also be some principles for matching motivation behavior. We will use three types of cases to correspond to the following
Creative behaviors such as soliciting contributions need to be matched with spiritual and material satisfaction. Competition, ranking, presentation and interaction are concrete measures that we can refine and strengthen. For example, in the Creation Competition of God’s Turn, the handbook stipulates the total number of second-class prizes, and the second-class prize is judged every day.It means that the later the submission is, the lower the chance of winning the prize, and the use of this competition and presentation creates a sense of urgency among users.
The second type of behavior is what we call continuous coherent behavior, such as hitting the list. It is hoped that users can continuously perform their actions, so the core is to give users a clear incentive. Whether it is material incentive or spiritual incentive such as competition and display needs to be further judged by combining the scenarios of the target users.
The third kind of behavior is called one-off behavior. The one-time action of short, fast, material incentives, human incentives, privileges and so on are all available.
Note: The matching process also includes the process of micro-innovation, because just completing the matching is not enough, but also needs to be packaged. The so-called micro-innovation, more reflected in the details, such as visual effects, such as copywriting, such as publicity, are a great article to do. For example, the B sprouting mentioned earlier has one.Very interesting details of innovation, in the beginning of the war set up a true love vote, only one vote, a vote for more than ordinary votes, so you need fans to think about when to use, who can best use it, which also makes the voting process more interesting and uncertain. Fans during the year of warIt has become common practice for groups to remind themselves of the use of true love tickets.
3. How to make Tips better?
If the formula allows us to process the routine into a good routine, the last thing I want to add is a small tips that can speed up the operation of the formula.
①Refining your problems
Whether it’s capturing the user’s core incentives or looking for better matches, one thing we need to focus on is refining, especially when we need to work with teams, industry peers, and even users to find the right way out. Why do I say so? It’s very simple.
“Is there any good user activity / recall method? NO, I can not answer this question.
“What kind of activities do boys like to participate in after 95 or 00? YES, I can answer quickly, such as cartoon plot conjecture.
②Routines must match the environment.
During the World Cup, people felt uncomfortable with the ads that Boss hired directly, but in effect, this brainwashing approach was a good one to some extent; but only if it had done so with a lot of pitch and playback, it would have been unrealistic for our usual impoverished team, and we didn’t.If there are conditions to achieve it, then even if it is a good routine, it is not applicable. The so-called orange Huainan orange Huaibei orange is the truth, do not delay the birth of a good routine because of environmental problems.
③Don’t forget the hot spot.
In fact, there is a dimension that can be tightly combined with the micro-innovation mentioned before, that is, to discover and grasp the hot current events related to it. Especially when we plan ahead for something, such as a marketing calendar, to help us anticipate hot spots, we must not hesitate to do so.Grasp. For example, in my work, which variety shows, which movies and TV shows, which cartoons will be animated and game-playing, and so on, are the focus of my attention and prediction.
④Want to collect five ways to collect routines.
When the regular plan is handed in, it will be asked: how can we make the list without innovation? Speaking of tears, no matter how skillful the formula, tips how well used, there will always be insufficient holes in the brain, how to do, to collect together!
The simplest way to see a good activity, a good brain hole, a good copy on a daily basis is to take screenshots / share them and save them. It’s always useful to flip through them. The collection of Weixin can be labeled and sorted. It’s also a good method, such as the collection of many H5, the type of test, the type of puzzle, the type of writing, the visual quality, and so on.Label, do a good job classification, and look for reference next time.
If you happen to have a team, you can assign someone or everyone to take turns, collect and summarize these cases regularly for everyone to share, and stick to it, and it’s very helpful to the team.
And that’s what I’m sharing today. I hope to be able to throw a brick and draw a jade in the round robin and do more interesting things together.
NetEase Yun Tai gift package: https://www.163yun.com/gift
This article is from NetEase cloud community, authorized by Zhu Rui.
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