Last week, Fantasi received a QQ message: "Dear, I am XXX. Guess what your impression is in my heart? I picked a Taobao doll for you, which looks very much like you! Then there was a website address. At first, I didn't dare to click on it thinking that QQ might have been infected by some kind of virus. Later, a friend told me that it wasn't a virus and asked me to log in and fill out the information form so that she and I could both receive personalized dolls sent by Taobao. So I opened the link, and it turned out to be the login page of Taobao Taojianghu. After logging in, a page appeared where I had to fill in personal information such as name and address. After I filled in the address and entered the verification code received on my mobile phone, I entered the page of Taojianghu Good Friend Mobilization. It turned out that this was an activity organized by Taobao Taojianghu. By logging into Taojianghu to participate in playing Taojianghu and getting dolls, one can obtain official limited edition dolls from Taobao and give them to friends. The specific activity address will not be released here. Everyone can log into Taojianghu to see it.
After filling out the form, I found that a friend gave me a doll called "Pervert Man". Although it looked perverted, it was also cute. There were eighteen dolls for you to choose from. When you receive a doll given by a friend, you can then give six dolls to other friends. Click on the doll you want to give to get the gift link and send it to your friends through various network methods. Only when the doll you sent has been successfully claimed by your friend after filling out the form can you receive the doll that your friend previously gave you. At the time, I thought it was troublesome and didn't want to play anymore when I found out that I still had to forward it to others. But then again, the doll was also cute, and since I had already filled out the form and come this far, I might as well forward it. Otherwise, all the previous efforts would be wasted. So with this mindset, I forwarded the doll link to six friends. Although two of the friends did not fill out the form to claim it, four friends successfully filled out the form. It seems that I'm not the only one who can't resist the temptation of the doll.
Upon careful reflection afterwards, I couldn't help but marvel at Taobao's promotional ability. This activity was really a powerful viral marketing campaign. The first step was to attract people with interesting and cute dolls. The second step was to use Taobao's extensive user base and the popularity of SNS to quickly promote the event and attract users to participate. The third step was to cleverly set the way to obtain the doll, making it neither too easy nor too difficult, just right to make you feel that you have a chance to get it but must pay a certain price. This price is to let users participate more in various activities of Taojianghu, which Taobao is now promoting hard, to expand and consolidate the user base. There are three ways to get dolls: one is to participate in questionnaires, the second is to be gifted by friends, and the third is to search for doll pieces. These three ways will make you participate in Taojianghu to different extents, deepen your impression of Taojianghu, and play an indirect role in promoting Taojianghu.
The most powerful final step of this activity was the perfect combination of viral marketing and word-of-mouth marketing, allowing the promotion to be conducted in a multiple-expansion manner, attracting more potential users and consolidating the existing user base. The core is the friend-gifting phase. Just because you receive a doll gifted by someone else doesn't mean you can definitely claim it. You must successfully forward it to others to claim it. When your friend successfully claims it, your doll is considered successfully received. However, there is uncertainty here. He must give it to others to ensure receiving the doll. This diffusion-style promotion is terrible, and it's not point-to-point diffusion either. Since you can gift six friends, at least one or more friends will claim the doll, thus forming a web-like diffusion. And this diffusion breaks the limitation of Taobao users and promotes both Taobao and Taobao's SNS simultaneously. People with Taobao accounts therefore know about Taojianghu and even become loyal users. Existing users of Taojianghu participate in the event, increasing their loyalty to the site and enhancing the site stickiness. Non-Taobao users register to become Taobao users due to this. The purpose of viral marketing has been achieved, and giving dolls itself improves the website's reputation. Taojianghu also conducts an event where users who receive dolls take photos to show off their dolls, which greatly helps improve the reputation.
Through this marketing event by Taobao, webmasters can learn a lot, especially for some local portal community websites. By holding events and distributing small gifts, more users can participate in the interactive activities of the website. Word-of-mouth between users and potential users can play a good promotional role. For example, the A5 trading forum's miscellaneous discussion area regularly holds some events to kick buildings and give away cash and prizes to increase user activity and enhance website vitality. When conducting events, it's important to learn how to use some small tricks to make users actively participate and spread outward. The recently held A5 Forum's second phase A5 coin exchange event is very good. Users who are troubled by having nowhere to use forum coins can use forum coins to exchange for various activities provided by A5. Those with more forum coins are happy to participate, while those with fewer forum coins will be more active to earn more forum coins to participate in future activities. The most important thing in promotion activities is a virtuous cycle, and long-term utilization is the key.