Don't underestimate the power of seed users, a single spark can start a prairie fire, and don't underestimate the power of a small number of seed users. No matter what product, don't always want to do fission from the beginning, or you will die ugly. Even if it's fission, at least you need a group of initial users who have demand or potential demand for your products. I read a lot of official WeChat accounts, but I haven't written a few, so I'm thinking about how to promote it and make it more popular. This is certainly not wrong, but there is a very important premise. If you want to take it, you must give it first. In addition, I also found a very interesting phenomenon. Many people always confuse initial users with seed users, and it is an inevitable result that the powder increase has no effect. Therefore, there will be such a phenomenon that the official account opening rate of WeChat is low, the WeChat group is not active, and no one reads the things sent out. Then there will be such a situation: why is my article/product so good that no one reads it? What's more, I began to doubt myself that the article was not well written and the product was defective. Of course, these problems certainly exist, but from the perspective of precision marketing, these are not the most critical factors. Many people always think that the more fans there are in the official WeChat account, the faster it will spread. This is true, but it doesn't mean that so many fans can create the same value. Actually, it's about the accuracy of your fans. Solving problems should be traced back to the source. The root of these problems must be the way we operate, but the solution lies with users. We should think more about how these users come from and through what channels. Sometimes the bait we release has nothing to do with your product, especially the red envelope. To sum up, there are two reasons why fans are not active: 1. User quality II. Operational quality. Let's talk about the first one: the main reason for the harmonious customer quality is that most operators have made two major mistakes: 1. Confused the concepts of seed user and initial user. 2. Pay attention to the quantity, not the quality, of operations that are still in the seed stage. To be a good seed user and achieve accurate fission growth through them, we must first understand these three problems: 1. What is a seed user? 2. How to find seed users? 3. How to operate seed users well? Seed users are people who have a high degree of recognition for you among all fans. They will often forward your articles, often leave messages to praise you, and give you sensitive suggestions and even suggestions for improvement when the articles are not well written. Maybe they are not necessarily your paying users, but they will definitely read your articles and tolerate your shortcomings. I hope you can make progress. So how do we find these hardcore powders? Precision fish pond+brand communication 1. Fishing in other people's fish ponds: For example, if you are doing online education, you should enter some WeChat groups to fish for customers. You can join other people's free courses through various channels. These are users with needs. Just add them up. For example, courses such as Goose Pass, Thousand Chats and Litchi Micro-course. Or some courses are cheaper. If you buy them for tens of dollars, you can enter their WeChat group, so that you can directly reach users. Or you can directly search for related keywords+QR code in the WeChat search box; 2. Screening from initial users: In the existing WeChat group, screen more active users for training, they are likely to become your seed users, and how to send prizes to you; 3. Super bait fishing fission: zoom in, you prepare a prize that is very attractive to users, and tell them through the official WeChat account, or WeChat group and circle of friends that the requirement is how long it will take to forward it to the circle of friends, and then turn these users into personal WeChat, because the circle of friends has the highest exposure and the path is very simple, I think for myself. 4. Expose powder from the media channel: Now the new media is omni-channel, and walking on multiple legs will always be faster, so that your brand can get more publicity. For example, the registered headline number, Weibo, Baijia number, Zhihu, etc. , multiple accounts operate at the same time. Seed users must be based on demand. How to achieve accurate marketing fission through seed users? Refer to point 3 above. Fission logic is: precision fish pond+super bait precision fish pond is the place where your target users are concentrated. They all have a certain demand for your products to some extent, and then release an attractive prize for them, do fission activities, and screen active users through fission users, and your seed users will be more and more. So how can we maintain such a huge seed user group? At the beginning of 20 16, I happened to read an article in Zhihu, which talked about how to do a good job in content operation with new media. The content is very professional and highly executable. So I joined their fan exchange group and have been very active until now. The reasons are summarized as follows: 1. Group members join the group because of their common interests and control over the content. Most of them are users with roughly the same foundation. The group owner requires everyone to indicate the region, occupation and nickname according to the format, and label each user well, so label classification is very important. There are several people in this group who are not administrators and have nothing to do with the group owner. The owners promise to share dry goods in the group regularly, and give them some extra rewards, such as free top courses and one-on-one answers. As long as you can stay active in the group and chat with group friends, these people are his seed users. Through these people, most of this group will become seed users after 1 year; 3. Because the group owner is professional and strict, the image of the group owner has certain authority among the group members. At first, he talked to everyone except dry goods. Slowly, the group tube became those little girls. To sum up, we can see two points: the topic and leadership in the WeChat group are the core keys. Careful friends may find that what I said above is "she", not "he", because girls naturally like to chat and have many topics. In short, remember these three key points: 1. Looking for seed users = precision fish pond 2. Expand seed users = precision fish pond+brand communication+fission 3. Fission = Precision Fish Pond+Super Bait The article comes from WeChat official account: Wen Yi's operation diary, and my WeChat: ljs9 162.