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Companies whose products are in high-frequency offline demand and have a lot of sales and market data accumulated over a long period of time may be more inclined to adopt a stable "Procter & Gamble style". Because each offline new product investment usually needs to be scheduled according to a two-year cycle, P&G must adopt a highly stable growth logic. At the same time, due to P&G's scale, the quotes it obtains for growth services will be much lower than those on the market - which also makes stable growth economically reasonable. Byte's approach is very data-driven delivery and marketing, and it also pursues high certainty. For Byte, predictable growth is truly in hand - the growth brought about by payment needs to meet the target. Creativity and self-propagation can bring at most "surprises" rather than the goal itself. In my marketing activities in the education field, my annual budget investment may exceed one billion yuan.
This pursuit of high certainty is also difficult for most startups to apply. NetEase's approach is cheaper, but the ROI stability is definitely not high enough - creativity itself is a highly volatile thing. But for start-up companies with limited funds, they can learn from it. Case 1: NetEase Cloud Metro Music Review Case, a 10,000,000 budget leveraged the miracle of tens of millions of daily activity growth. The first thing I will share with you is a concept called "self-propagation rate." Its formula is simple, it is the percentage of non-paid traffic to total traffic. In NetEase, the self-propagation rate % is the passing standard. Self-transmission rate, you can pay an agency to pursue it India Car Owner Phone Number List but the money is not cheap. The easiest way is to go to Xiaohongshu and Weibo to look at the reading data of relevant tags and make a rough estimate. NetEase Cloud Music originated from NetEase founder Ding Lei’s love for music. Ding Lei heard an artist's performance in a bar in Dali and thought his original songs were very good, but he couldn't find them on any platform. So he decided to create a platform to support original musicians - just a kind of willfulness of rich people. However, Ding Lei did not realize that the music platform business would consume a lot of money before starting because music copyrights are very expensive and the monetization efficiency of the music itself is very low. In terms of user growth, NetEase Cloud did not have a growth budget at the beginning. Years ago, it mainly relied on a small-cost growth budget and used creative self-propagation to open up the situation. One of the most successful cases of NetEase Cloud Music's self-propagation is the Hangzhou Metro Music Critic, which happened in 2018. Let me break it down for you in detail.
Friends who have used NetEase Cloud may have noticed that NetEase Cloud’s user reviews (Le Ping) are a very important point that distinguishes it from competing products. NetEase Cloud will have a lot of spontaneous user interactions, which QQ Music does not have, and Kugou does not have this. So we wanted to make good use of the differentiated communication material of "music reviews". Now that we have the materials, we still need the source of self-propagation power. When users do self-propagation, I think there are only two driving forces. The first is interests, and the second is emotions. This benefit is something commonly used by Pinduoduo. If you join a circle of friends or a group, the platform can offer discounts or give away things - this will definitely bring about self-spread. Relatively speaking, the source of our judgment that will be more advanced and long-lasting is the spread of emotions. When something arouses your emotional resonance and makes you feel "worthy of being recorded and forwarded", then you will post it on Moments, Little Red Book, or Weibo. Music reviews are inherently a material that can easily arouse emotional resonance - even if these music reviews are not written by themselves, when they see a review, they may feel that this sentence also describes their story and emotions. Therefore, combining the material of music criticism with the driving force of emotion forms the bottom layer of this case. So how to choose the carrier of communication? We chose the subway. The first is that the subway has a large flow of people, so the exposure is naturally high. The second is that the subway itself is a space that can easily amplify emotions - closed and full of stories - many novels, film and television works are also related to the subway. With the definition of material, source of motivation, and origin, we began to think about specific planning. Our planning and design are all built around "how to maximize the emotional resonance of users" and "how to inspire and facilitate users to share in self-propagation". This logic actually affects many things, here are a few examples. First of all, in terms of visual design, we pursue an absolute visual impact and an unavoidable sight.
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發表於 2024-2-20 14:21:53