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小程序商城丨教育行業(yè)借助小程序的3種方式
時(shí)間:2019-02-14 09:00:50
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

面對(duì)小程序這一浪潮的涌起,教育行業(yè)又該如何踏浪而行呢?文章給大家介紹教育行業(yè)借助小程序的三種方式。


相信很多朋友從去年就開(kāi)始關(guān)注小程序的發(fā)展,但至今小程序也就不到70萬(wàn)的開(kāi)發(fā)者,還處于發(fā)展前期的階段。


2011年1月21日微信上線,從剛開(kāi)始的公眾號(hào),構(gòu)建了微信生態(tài)的內(nèi)容輸出

從5.0版本開(kāi)始布局微信支付

通過(guò)打飛機(jī)游戲,巧妙的完成了5億用戶(hù)APP的升級(jí)

隨后組內(nèi)職工玩出微信紅包,被高層重視買(mǎi)斷春晚廣告,借助過(guò)年紅包場(chǎng)景,成功彎道超車(chē)支付寶

17年重炮推出小程序,借助跳一跳游戲讓用戶(hù)完成更新和路徑熟悉

……

從開(kāi)始社交平臺(tái)構(gòu)建基本面,到衍生出公眾號(hào)、微信支付….根據(jù)曾鳴教授點(diǎn)線面體的概念,無(wú)疑微信從剛開(kāi)始替代短信,逐漸進(jìn)化成一個(gè)生態(tài)體。


小程序商城丨教育行業(yè)借助小程序的3種方式-藝源科技


面對(duì)小程序這一浪潮的涌起,教育行業(yè)又該如何踏浪而行呢?


下面我會(huì)給大家分享3種視角的玩法,不過(guò)在此之前需要向大家介紹一下基本的底層邏輯。


依據(jù)馬斯洛的五種需要層次,我提取了五種激勵(lì)的方式——五色糖果。


當(dāng)要一個(gè)用戶(hù)完成指定動(dòng)作時(shí),喂糖順序是:黑——粉——紫——黃——藍(lán),而不同的動(dòng)作只需要不同顏色的糖果結(jié)合就行。


利用小程序完成學(xué)習(xí)場(chǎng)景的構(gòu)建


隨著教育市場(chǎng)的日益成熟化,我們簡(jiǎn)單的售賣(mài)課程已經(jīng)無(wú)法滿(mǎn)足市場(chǎng)競(jìng)爭(zhēng)的需求,越來(lái)越多的機(jī)構(gòu)嘗試構(gòu)建學(xué)習(xí)場(chǎng)景來(lái)鎖住用戶(hù)。


學(xué)習(xí)場(chǎng)景的構(gòu)建需要:師生關(guān)系、同學(xué)關(guān)系、學(xué)習(xí)氛圍、競(jìng)爭(zhēng)排名、課后作業(yè)、答疑鞏固等,對(duì)現(xiàn)實(shí)學(xué)校進(jìn)行模擬。


目前市面上有兩個(gè)小程序:鯨打卡(左)/小打卡(右),里面的功能,完全可以支持學(xué)習(xí)場(chǎng)景的構(gòu)建。


黑色糖果:通過(guò)打卡闖關(guān)模式,設(shè)置紅包物品獎(jiǎng)勵(lì);


粉色糖果:課程通知等基本服務(wù),滿(mǎn)足用戶(hù)基礎(chǔ)安全感;


紫色糖果:通過(guò)打卡生成日簽,打卡互評(píng)/點(diǎn)贊完成激勵(lì);


黃色糖果:通過(guò)排行榜,作業(yè)加精等完成激勵(lì);


藍(lán)色糖果:通過(guò)解鎖關(guān)卡和簽到積累來(lái)完成。


通過(guò)以上激勵(lì),可以百分比的提高用戶(hù)學(xué)習(xí)的參與度。


借助幫砍拼送實(shí)現(xiàn)低成本獲客 

 

現(xiàn)在市場(chǎng)上一般的K12網(wǎng)絡(luò)教育,通過(guò)SEM每個(gè)注冊(cè)名單大概是70~120元,如果計(jì)算到成單這一步,每個(gè)付費(fèi)用戶(hù)的成本在4000~7000元之間。如此高額的獲客成本,讓大家逐漸通過(guò)MGM的方式來(lái)解決新名單問(wèn)題。


目前常用老帶新的方式:幫砍拼送。


給予用戶(hù)一個(gè)自己開(kāi)不了的禮包,利用厭損心理讓用戶(hù)完成拉新動(dòng)作。


黑色糖果:一個(gè)紅包/一張券/物品;


紫色糖果:好友幫忙,好友也可抽獎(jiǎng)。


教育行業(yè)從這衍生出來(lái)的有很多玩法,比如:好友幫忙補(bǔ)卡、好友幫忙集卡、好友幫忙開(kāi)紅包等。


給予用戶(hù)一個(gè)獲取優(yōu)惠的路徑,利用金錢(qián)減免直接刺激。


黑色糖果:每個(gè)好友點(diǎn)擊,可獲取隨機(jī)金額減免;


紫色糖果:好友幫忙。


教育行業(yè)從H5開(kāi)始就流行了這種玩法,經(jīng)久不衰。這種玩法的前提是算好你課程價(jià)格成本,不要稀里糊涂的做虧本買(mǎi)賣(mài)。


給用戶(hù)開(kāi)放團(tuán)購(gòu)模式,拼團(tuán)有優(yōu)惠:


黑色糖果:和好友一塊買(mǎi),可以便宜;


紫色糖果:分享給好友,實(shí)惠。


涉及網(wǎng)絡(luò)K12教育的直/錄播課,基本都有拼團(tuán)這個(gè)套路。除了團(tuán)購(gòu)這一概念外,還衍生出網(wǎng)易1元奪寶玩法。教育行業(yè)完全可以利用1元或1分錢(qián)賣(mài)課程來(lái)獲取名單(具體玩法要根據(jù)自己所擁有的資源)。


送給用戶(hù)一個(gè)實(shí)物,但是需要用戶(hù)好友進(jìn)行助力才能領(lǐng)取。


黑色糖果:實(shí)物免費(fèi)送;


紫色糖果:好友助力,好友也可參與。


這個(gè)是教育行業(yè)從去年興起的裂變玩法,一般搭載在公號(hào)上進(jìn)行。小程序可以增加這種玩法的可傳播性,讓活動(dòng)更易于擴(kuò)散。


針對(duì)用戶(hù)群體搶占小程序搜索流量


要說(shuō)的是小程序入口的自然流量,唱吧小程序4天獲取200W新用戶(hù),摩拜單車(chē)17年通過(guò)小程序斬獲1.5億用戶(hù)。


這兩個(gè)小程序,主要利用的就是分享/裂變傳播起來(lái)的,當(dāng)然上面幾百萬(wàn)幾億的拉新數(shù)據(jù),對(duì)于教育行業(yè)沒(méi)有借鑒價(jià)值。


比較有借鑒意義的是:


通過(guò)一些功能小程序,可以鎖定你想要的人群;

小程序中占據(jù)了微信的流量紅利,可以讓用戶(hù)很容易的觸達(dá)到你的產(chǎn)品。

摩拜單車(chē)一直名氣很大,但你懶的下APP,突然朋友發(fā)給你一個(gè)摩拜小程序的免押金活動(dòng),你會(huì)不會(huì)使用呢?唱吧很多人都不知道,可近期親戚總通過(guò)小程序群里分享歌曲,你發(fā)現(xiàn)自己進(jìn)去也能唱,會(huì)不會(huì)嘗試呢?


針對(duì)大學(xué)生的培訓(xùn)教育,那我就可以利用4/6級(jí)查分的小程序來(lái)獲取流量,通過(guò)頁(yè)面搭載產(chǎn)品廣告來(lái)間接拉新。


以上所說(shuō)小程序的種種,并不代表你就一定要去用,一定要結(jié)合自己的資源,營(yíng)銷(xiāo)計(jì)劃來(lái)布局。上面所說(shuō)的只是可能性,該如何去用,還需要各位自行考慮。


好比有些活動(dòng),我可以通過(guò)H5去完成,有些產(chǎn)品頁(yè)面可以用移動(dòng)單頁(yè),裂變放在服務(wù)號(hào)也沒(méi)差。不同的技術(shù)都只是工具,我們一定要想清楚自己用它去承載怎么樣的功能。


當(dāng)有好的想法,一定要通過(guò)MVP快速的去測(cè)驗(yàn),而不是設(shè)計(jì)太多,被繁重的技術(shù)拖累死!


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