The book "Growth Hacking" was quite interesting in the first half of the book, and the more I read it, the more boring it became. I took some notes sporadically, and I hope to have the opportunity to read this book carefully in the future.
1. The concept of viral marketing
Viral Marketing refers to the use of existing social networks to enhance brand awareness or achieve other marketing purposes through viral transmission methods similar to pathological and computer aspects, that is, self-replicating viral transmission. Viral marketing starts from an information source, and then relies on users' spontaneous word-of-mouth publicity to achieve a rapid snowballing effect. It describes a messaging strategy known in economics as viral marketing because, like a virus, it uses rapid replication to spread information to thousands, hundreds of audiences. (book excerpt)
2. The practice of viral marketing
(1) The first step is to attract the attention and curiosity of the other party.
(2) The second step is to show the value of the product or service, stimulate the customer's potential need (need) and generate a desire to buy (want).
(3) The third step is to change the customer's value judgment standard, and then change the user's emotional state (impulse). Similar shopping festivals such as Double Eleven and Double Twelve, and the limited-time shopping cart of Vipshop are all It is the possibility of changing the user's emotions and causing impulsive consumption.
(4) The fourth step is to enhance product value, emphasize unique features, and inspire customers to act immediately. The third step and the fourth step can be combined into one to strengthen the impulse to pay and place an order.
This provides a very good idea for shopping promotion. The first part contacts consumers, and the second part stimulates consumer demand. The third step is to present the value of the product to attract consumers, the fourth step is to urge consumers to pay, and the fourth step is to learn the time-limited shopping cart of Vipshop, empty the shopping cart when it is outdated, and let the payment be completed within the limited time.
3. Scenario Marketing
The original text "In this case, instead of locking users offline, it is better to directly consider making a fuss in their online usage scenarios, that is, the process of sending and receiving emails itself."
Scenarios, whether designing products or doing product operation promotion, marketing planning, starting from the scenario, can better target users and obtain target users with the smallest cost. Therefore, the scene can use the six elements of narrative, namely time, place, character, cause, process, and result of the event. Commonly used is the time, place, character events, what type of people do things at what time and place. Taking sending emails as an example, a staff member often uses a computer in the office to send emails to the boss (or client) during work. The scene elements are extracted: during work, office, staff. Using scene marketing for promotion requires using employees who are at work to silently implant advertisements during their work. Advertising based on the lowest cost is to display on your own platform without affecting the user experience. The content does not necessarily copy Hotmail. A little creation can also play a role in spreading. Remember that the copywriting must be flesh and blood and full of emotion, and the product is not dead. It is the soul of the product manager, allowing users to perceive your existence as success.
4. Funnel Model
The most commonly used funnel model for product operations, "AARRR", is the conversion vulnerability model: Acquisition (acquiring users), Activation (stimulating activity), Retention (improving retention), Revenue (increasing revenue), Referral (propagating recommendations). In this funnel, some of the imported users will be lost in a certain link, while the remaining part of the users will reach the next link in the continued use, and achieve the final conversion in layers of depth. (book excerpt)
5. Send emotion
"Every email sent by Hotmail has a postscript added at the end of the signature: "I love you. Come to Hotmail to apply for your free email. "
I love you, convey the emotion of the product, and inform the product name to attract new users to sign up. Once the product is injected with emotion, it becomes magical, captures the freshness of users, and obtains rapid growth in numbers.
6. Recommended tools
(1) Google Analytics, website statistics service
(2) Mixpanel, user behavior analysis
(3) KissMetrics, a user behavior-oriented analysis tool
(4) UserCycle, a groupable user behavior analysis tool
(5) Customer.io, which analyzes and manages emails used in the product life cycle
(6) Optimize.ly, a powerful tool for A/B testing
(7) Unbouce, A/B testing tool
(8) Basecamp, project management software for cloud services
(9) Online collaboration platforms also include Windmill, Mingdao, Tower, Waterfall
(10) Umeng Statistics, a mobile application statistical analysis platform
7. Oriented to market demand
(1) Judging the authenticity of the demand
(2) Whether it is just needed
(3) Whether the market demand is large enough
(4) The ability to realize demand
8. Minimum Viable Product Development for The Lean Startup
(1) Use the most concise prototype to verify the requirements
(2) Minimal cost development trial and error
(3) Collect user feedback: organize requirements, provide feedback channels, announcements, automatic upgrades, and user behavior statistics
(4) Fast iteration
Minimized feasibility development case: Tencent WeChat has a complete methodology for dynamic operation, and is designed with a large number of background switches. Every time a new function is completed, a small number of users are always used first, and the audience will be enlarged after the effect is good. If the effect is not good, it can be folded or even deleted. After running it, it was found that about 70% of the ideas failed to pass the test of the market in the end, and the functions that were really visible to all users may be less than 30%. Similarly, the background switch design can also be used to avoid unnecessary unexpected setbacks when submitting for market review, such as temporarily blocking sensitive sections that may cause review troubles. (book excerpt)
9. Anti-harassment PK vanity show off
Product design attaches great importance to the general psychology of users. Doing less is doing more. Anti-harassment is a YY demand for obscenity, and inner vanity is a real demand.
10. Great Product Managers
It makes sense. I remember chatting in the product group before. I asked if I could fool the boss to design and develop products according to my ideas. Am I a product manager? Someone added: Yes, but not necessarily a good product manager. I asked again, what makes a good product manager? He said, you fool your boss to develop your ideal product, and it is loved by users and solves some of their needs. They are willing to pay for it, and users love the company to make money, then You are now a successful product manager.
11. Cold Start
"Cold start" was originally a professional term in the field of data mining. When applied to product operation, it refers to importing the first batch of products from scratch without forming a complete ecosystem and providing enough consumable content at the beginning of the product. Users and the process of producing content. (book excerpt)
12. The Beauty Effect
In mass-oriented social products, high-quality women are often an important seed user group. Zhang Xiaolong of WeChat once said: If you don't know women, you will lose more than half of your users (including "The Origin of Women" in his recommended book list that specifically discusses women from an evolutionary perspective). For female users, creating a good community atmosphere can give them a sense of security and belonging, so they are more willing to show themselves and communicate with others. The active female user group can inspire and drive more male users to come in and participate in the construction of the other half of the community. So the social ecology was established in this way. Some dating products are well versed in this, and even go to art colleges and universities to spend money to hire beauties to use the products, hoping to give other new users a good first impression by playing beauties. (book excerpt)
The birth of social applications is accompanied by fake data accounts, especially female users, attracting more users to join. When the number of users reaches a node, fake accounts can be deleted, and real users can be slowly cultivated.
13. Content Marketing
Content marketing is "a marketing method that attracts target groups by producing and distributing valuable, relevant, and persistent content to target groups, changing or strengthening the behavior of target groups, and generating commercial conversions." Content Marketing Its role is mainly divided into three aspects: attracting traffic, cultivating potential users, and persuading conversion.
14. Dos and Don’ts of Content Marketing
(1) Know who your target audience is
(2) Create an engine that continuously outputs content
(3) Write sensational headlines
(4) Guarantee the length of the article
(5) Encourage the audience to participate in the interaction
(6) Choose the appropriate release channel
15. Cognitive Models
Cognitive model AIDMA, consumers will go through five stages of Attention (attention), Interest (attracting interest), Desire (arousing desire), Memory (leaving memory), and Action (purchasing behavior) from contact with information to final purchase.
16. Writing loopholes
Deliberately leaving loopholes or thinking and writing from extreme thinking is easy to cause discussion and get forwarded.
The original author clearly understands the relationship between quantity and quality, but he must not mention it in this article. The author has chosen to deliberately avoid quality and speak only of quantity. If the author adds the consideration of the quality of the article to the original text, the article will not look good, and it will not be as direct and powerful as it is now. What's more, leaving a loophole can lead to a discussion around the loophole, and the original author's article is more widely disseminated in the constant discussion. (book excerpt)
17. ASO case
(1) Aunty
(2) Circa guides highly satisfied users to rate the app
Minimize interruptions by gently asking these users "Did you like this product?" in the news feed. If the user selects "Like", Circa's next step is to ask "Would you like to go to the App Store to rate us?"; when the user clicks confirm again, this will be directed to the App Store download page, in this case Users have a high chance of leaving positive reviews. On the contrary, if the user clicks negative in any part, Circa will invite the user to submit feedback and tell the team about the confusion in use. (book excerpt)
(3) Dianping's "Update Run Fast" activity
Part of the valuable content will be opened and exported to netizens, and the site will be expanded in the spontaneous dissemination of netizens.
18. The Copywriting Training Manual describes the "slide theory" for long copywriting
Brief overview → topic events → core features → main functions → team interviews → future plans → reward activities → conversion guidance. (book excerpt)
19. LinkedIn’s Double Viral Loop Design
New registered users send friend invitations and follow, and old users are constantly recalled; new users invite and follow to notify old users by email, which not only recalls old users but also allows new users to do something, which promotes the active retention of users.
20. Reputation System
Label them with areas of expertise, which will be displayed on the reviewer's profile and sorted by default in descending order based on the number of reviews. With this function, even people who are introverted and not good at self-packaging can highlight their unknown skills and characteristics under the endorsement of others' good intentions, show a brighter resume, and thus attract more people's attention. People are mutually beneficial, and it has become common for people to label each other for a while, and those low-key spectators who were originally quiet and unknown finally have a reason to join the carnival. (book excerpt)
21. Don’t make users think
A website with clear functions and high conversion rate must let users understand its function and value at the first time, and present the next actions in the most conspicuous way, excluding other elements unrelated to the core goal as much as possible , to reduce meaningless visual distractions i.e. "don't make the user think". (book excerpt)
22. Decoy effect
Early data analysis of a foreign dating app similar to Tinder, when there is only one clickable "like" button on the main interface that displays photos of the opposite sex, the button is clicked about 7,000 times a day on average (if you don't like it, the number of clicks is about 7,000). Just swipe away the photo to see the next one); Later, an A/B test was performed, and a "dislike" button was added. On the premise that other factors remain unchanged, the number of "likes" on this version can rise to 12,000 times a day. about. (book excerpt)
23. The Decoy Effect Experiment of Weird Behavior
The Economist once set a seemingly ridiculous pricing rule—$59 for the digital version, $125 for the paper version, and $125 for the digital + paper version. At first glance, the separate paper version seems to be superfluous, and no one will give up the better choice of the electronic version at the same price. But in fact, the existence of the paper version has broken the original balance of the other two, making people who are naturally lazy to follow their feelings subconsciously and tend to choose the seemingly more "cheap" electronic version + paper version, while Rational judgments are completely ignored: Do I really need The Economist? Will just buying the digital version satisfy me? Is the paper version really worth the extra $60+? (book excerpt)
24. Leverage the user’s vanity
Design the level and force them to move towards the top level. Before that, they must feel the infinite glory of the level, and can share and show off to satisfy their little vanity. (Starbucks grade certificate and reward policy)
25. Software Speed Up
Using both Method Tracing and Timing Statements technology, the program body is disassembled into configurable modules, and unnecessary modules are loaded lazily, so that some modules are only initialized when they are about to be used. Rewrite causes slow parts.
26. Product awareness
Develop every pixel prudently, rather trouble yourself than drag your users down. With such awareness and sincerity to make products with heart, I believe that users will definitely feel it.
27. Recommended Books
Zero to One, Human Motivation Theory, Best Cupid: Mastering the Logic Behind OkCupid, Copywriting Training Manual
Attached are the brain map notes of Zhihu netizens:
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