Case analyse | cold start for the new project, use opportunely community 10 days of 100000 users
The author | chan fault
—————————————–
There are many blockchain projects, and there is even a saying that “Wangjing is doing blockchain”.
Zhuibi.com is one of many blockchain projects. From its launch on August 29, 2018, to September 8, 2018, zhuibi.com has gained more than 10W registered users in 10 days.
0 cost, cold start. Has surpassed 99% of projects in the blockchain industry.
Today, we do a review of the online pull new, share with you, this article, will be reviewed from three parts:
1. Briefly introduce the industry background and project background;
2. Review the cause and effect of the whole process of pulling new products and share our operation methods;
3. Summary of methodology, which can be directly reused.
I. Introduction of industry and project
1. Industry Background
First, let’s briefly introduce the industry. The current hot blockchain industry is still in its infancy. Digital currency is the first stop for the application of blockchain technology. With the explosive development of 1C0 in the digital currency industry in 2017, a large number of wealth creation stories were born. The myth of hundredfold coin and thousand-fold coin attracted huge amounts of capital to enter the market craziness, pushing the roller coaster of digital currency to a high point.
After the mania, the waterfall came more fierce. In 2018, the market value of digital currency seriously shrank, and the currency circle entered a long “deep bear”. The number of digital currency exchanges has ballooned from five, then eight, to 1,000, 5,000, and even tens of thousands on this rollercoaster of capital chase.
2. Project Introduction
Zhuibi.com is one of the ten thousand exchanges.
As a new exchange has not been online, how to catch the currency in the exchange of the melee out of the encircling?
We analyzed the main issues in the exchange industry:
① Users are “cut leek” by centralized exchange
② The exchange was cut leek
(3) Although there is an exchange, the liquidity of the currency is still limited within the currency pair and platform
(4) The transaction of centralized exchange is not transparent, which brings serious information asymmetry
Therefore, we continue to polish our products to create a “point-to-point on-chain trading platform”, focusing on the EOS ecosystem of blockchain 3.0, seamless exchange between coins based on Bancor protocol, and all transactions on the chain in real time, open and transparent. To solve the pain point of the exchange industry is a highly subversive form of trading platform.
Two, wine is also afraid of deep alleys, no community, not to promote
Li xiaolai said “silly force consensus is consensus”, this sentence at first listen to is abusive, but think about it is also the words rough reason is not rough, no problem.
Consensus mechanism is the premise for trustless blockchain world to gain self-trust. With consensus mechanism, the blockchain world can operate normally. Consensus is also the core value that every project and platform in the blockchain ecosystem must strive to maintain. With consensus, what you do is meaningful and your currency is valuable.
For a new project with no mines, no users or even no products, there is no community and no consensus. Chasing coins in the community operation of the next great effort.
1. Extensive mass user acquisition
Six to eight weeks before launch, we started to operate the community for domestic users.
Where are the most active coin circle users? WeChat group. Bear market in particular to report group heating, recharge faith.
Reference like wechat business force of the harmony, the way we combed the scripted, manual operation for 30 mobile phones, each cell phones for at least two WeChat ID, discontinuous in 24 hours, distributed add group of operation, has joined more than 6000 COINS ring WeChat group, including daily communication group, technology exchange group, bear the heating group, There are even a large number of groups built by friends. Conservative points are calculated by 200 people in a single group, and the direct penetration exceeds 120W people, which is about the sum of the stock users of the domestic coin circle.
Of course, casting a wide net is not enough, and this is the pit we stepped on in our early community. Although we cover a large number of wechat groups, but the problem is – not their own group, clockwork advertising will be kicked, or even banned, how to play below?
Get out of the group and add friends. Posting ads in groups is frowned upon, while Posting friend requests in groups is appreciated.
In order to quickly add friends, we wrote a group bot that sends friend messages from a large number of covered groups, automatically passes friend requests, and automatically sends chat messages after becoming a friend.
After adding friends, the work does not stop. We introduce machine learning algorithm to analyze the chat tone of wechat friends, and automatically send relevant replies within the acceptable error tolerance rate, so as to make the chat of single friends as intelligent as possible.
In this way, after extensive addition of groups and people, the massive user base coverage has been achieved, but these people are not accurate and influential enough. There are users in the coin circle, and there are also white users, and even many people who sell small pieces.
So with quantity, how do you improve quality?
2. Fine KOL community operation
Four weeks before the launch, we started from the team’s own social network resources and started from the characteristics of the platform itself, and invested more hours to establish and promote high-quality community.
Starting from the point that the coin chasing is oriented towards EOS ecology, the technical exchange and information exchange of EOS are urgently needed. We found some Kols in the early stage of EOS development circle, and established more than a dozen subdivided wechat groups such as EOS Open Source Alliance, EOS Ecological technology exchange and EOS investment information.
In addition, the coin chase platform is open to Token transactions based on the Bancor mechanism, which is a brand new concept. What is Bancor? What is IBO? What is man-machine trading? How to buy and sell? These are questions that many people don’t understand. If there is a problem, there is an opportunity. Therefore, we set up a learning and exchange group around Bancor about related technologies, future development trends and tokens. As long as the group atmosphere is well established, the group members will promote and attract others to join the group.
Fine operation of the wechat group with the industry KOL, old leek flow, “tap water” group fission also come naturally. This approach is slower to grow in quantity, but better in quality.
With the cooperation of the first two steps, the coin chasing community has a certain scale, and it is a key step to establish consensus. After all, group is not the goal, but consensus is.
3. Establishment and maintenance of community consensus
Groups that come together, at first unconsciously, give us the opportunity to build a sense of community — consensus.
Our self-built groups have hidden internal trumpets, the water army of the Internet. Every day we will send the good news of EOS ecology in all groups. EOS goes up, and the ecology will rise. EOS is down, here comes the opportunity to catch the bottom…
At the same time, we maintain a high frequency, and continue to instill new ways to chase coins, subversive trading mode, and solve the ecological change of the industry pain points… Gradually, the ideas we indoctrinate begin to occupy the minds of our friends.
4. Community oriented marketing activities
To quote a venture capitalist: a good project is not a good project.
PR publicity,
From the beginning of the project planning, we simultaneously started to carry out PR publicity and promotion. We have sent a lot of articles outside the wechat ecosystem. The landing page of the press release can give users timely information feedback from the port of the search engine. When these information is re-disseminated in the community, it is also naturally endorsed by a third party.
· Hit the hot posters
In combination with the social characteristics of wechat ecology, we made promotional posters for hot topics such as bullet SMS explosion, 1994 Anniversary and Teachers’ Day.
· Fission pull new
If Luckin Coffee invites friends and gets a cup of coffee for free, the real secret of the fission pull from the community is from 0 to 100,000 +.
In the early stage of community operation, we have accumulated massive user coverage and precise KOL community resources. Our products also have a new concept of capturing users’ attention. Then, we can give him a reason to register — simply register and send 200BID, and then give him a fission bait — invite friends to send 100BID.
The simplest move, but also the most powerful.
On August 29, the website was launched. Data take off. (The figure above is a screenshot of the visit data of the official website of coin Chase)
In terms of community, we started from the high quality community containing KOL, and red packets exploded to stimulate sharing. KOL community sharing fully demonstrates their influence, from the data, traffic suddenly increased.
With KOL’s platform support, we continue to bomb thousands of communities. “Small scattered world”, retail investors bring the long tail effect is great. Soon, the strong community consensus and high reward for sharing stimulated a large number of users to voluntarily start crazy sharing.
On the second day of the site’s launch, the power of the community was once again evident, and there were already many links on the web where users volunteered to share their wools:
The second night after the website was launched, there were even scripts written by netizens to run for registration on the network. Fortunately, they were blocked by us in time.
One day (24 hours or so) after the launch of the coin chase website, we already had more than 40,000 registrations. Then we announced that the reward for registration would be increased from 200BID to 150BID after 80,000 users registered, triggering the second wave of sharing registration.
According to the data, the number of visits to the website increased over the 10 days.
Third, summary of methodology
The pyramid wasn’t built in a day, and the secret to reaching 100,000 users in 10 days is not so much in those 10 days as in the 10 days before.
1. Community
Community operation requires not only the input of human and time, but also the automation of community operation. The combination of human and robot can double the scale benefit of community and continuously output “consensus”, which is the fertile soil with the most possibility of fission.
2. Traffic preparation
Soldiers and horses did not move the grain first, ready to detonate the required flow before the line, including massive low-quality flow, the right amount of high-quality flow, and seize the head and the long tail.
3. Fission transformation
With community and traffic, there needs to be a split reason — the most direct interest incentive, and marketing to create a sense of urgency to get passers-by on the bus as soon as possible.
The cold winter? A bear market? None of this is scary. With the right approach, new projects always have a chance.
Many insiders have asked, chasing coins will become the next coin security? Our answer is no, chase coin is the first chase coin.