The "wool party" is a malformed product of the Internet era. It mainly refers to those who use false identity information or automated tools to participate in preferential promotion activities on the Internet platform, in exchange for goods or services at a relatively low cost or even zero cost.
The "wool party" was first born in the e-commerce industry. As we all know, major e-commerce platforms often engage in large-scale shopping festivals such as Double 11 and 618 in order to stimulate the number of active users, transaction volume, and transaction volume. The limited-time full reduction, special price spike and other marketing activities, which allow consumers to enjoy the shopping spree, but also provide a breeding ground for the majority of wool party groups to thrive.
According to incomplete statistics, alone has a domestic "wool party" with a scale of nearly 2 million people, involving nearly 20 types of work . They have tens of millions of mobile phone numbers and personal identification information, and they pay attention to major Internet platforms every day to wait for opportunities. After years of development and growth, they have formed a dark-gray industrial chain of hidden professions, clear division of labor, mature processes, and up to 100 billion yuan. (The following figure).
"Wool" behavior can be roughly divided into the following four types:
- uses the plug-in program to "extremely scan" the merchant website or App to realize the automation of wool;
- creates a fake client by cracking the background interface,Bypassing the criteria for meeting the activity standard to gather wool;
- organizers use WeChat groups or QQ groups to direct group members to gather wool in an organized and disciplined manner. Most of these behaviors have the characteristics of sharing benefits with platforms and merchants.
being stared by the wool party may be the last thing every student engaged in event operations wants to see, because this will not only waste the event budget, but also greatly affect the operational effects of the event. Interference, in severe cases, may even cause operational accidents, and the results of the entire operations team will be in vain.
In fact, most Internet companies are equipped with risk control or anti-fraud teams. Their main job is to fight wits and courage with all kinds of wool parties through the blacklist, dynamic data protection, IP profiling, Behaviour modeling, device fingerprint recognition, machine learning and other technologies escort daily operation activities.
Let’s not talk about the above-mentioned professional anti-fraud technologies in detail (after all, I’m not professional in this regard), but mainly talk about how as an operator, how to prevent the “wool party” from avoiding activities during the operation of activities Be stalked.
1. Design activity rules
Students who are familiar with the activity operation process know that each activity has corresponding rules.Once these rules are published, they will become the object of many wool parties competing to study and try to break. Therefore, whether the rules of the activity can be drip-proof is vital to the safe operation of the activity .
First of all, after the activity rules are formulated, they must be submitted to the anti-fraud team for review so that they can comprehensively control the details from a relatively professional perspective and give corresponding adjustment opinions; secondly, if If there are daily maintenance community users, you can also send them the rules of the activity in advance to see if there are loopholes that can be exploited.
2. Set the reward ceiling
"Setting the reward ceiling" is actually part of the event rules, but as a necessary plan for the safe operation of the event, I think it is necessary to mention it.
reward cap setting includes "individual participation cap" and "prize pool cap" .
The former mainly controls the participating users to avoid being "to the limit" by the same user, such as "Each user can get 3 chances to draw at most during the event";
It is to control the prize pool,Avoid over-issuance of rewards, such as "Only the first 1,000 qualified users can participate in the lottery every day." This method can not only control the daily reward quota, but also reserve a certain amount of operating space (the front-end does not display the "total number of qualified users"), which is convenient Make flexible adjustments according to the actual distribution situation.
3. Early warning and emergency mechanism
Even if we think that the rules of the activity are already impeccable, we will have to face all kinds of tricky operations after we go online. A complete set of early warning and emergency response mechanisms to avoid becoming passive after the incident.
For early warning, needs to set thresholds for key data , including traffic data such as PV, UV, conversion rate (the precursor to the wool party’s attention is often abnormal traffic), and compliance The number of people, the number of rewards issued, and the total amount of reward consumption, etc., the early warning method is best to use SMS, and robots can also be used to call out if necessary.
For emergency, if the activity is attacked by the wool party, there will be a sudden increase in traffic in a short time, which may cause system downtime. To ensure a normal user experience, needs to be prepared in advance Good emergency plan , including the activation of PlanB, emergency adjustment of event rewards, update of event announcements and rules, preparation of customer service skills, etc.
4. Fully test
All links of the event must be fully tested, especially user participation process, link redirection, standard condition return, reward trigger , etc. The specific methods include grayscale test and small traffic test. The test subjects are mainly internal personnel, and the latter test subjects are real users (in order to avoid accidents, it is best to use community users in daily operations).
All members of the project team must be invited to participate in the grayscale test, including operations, products, R&D, risk control, data, design, etc., so that everyone can investigate the activities from their own professional perspectives and propose corresponding Rectification opinions, and it is best to "sign and confirm", this will not only increase everyone's attention to the test, but also to a certain extent, avoid the phenomenon of wrangling when subsequent problems occur.
small traffic test is for real users, so it is best to take the opportunity to test the back-end support of activity security, especially the data monitoring and early warning mechanism, preset anti-fraud measures, and emergency response. In terms of handling mechanism and other aspects, if conditions permit, even black production offensive and defensive drills can be added to the test.
5. The "undercover" wool party
"Knowing ourselves and knowing each other, many operating veterans secretly lie in the fleece in order to obtain information on all kinds of wool." In the WeChat group or QQ group, on the one hand, you can understand what types of activities will be targeted by the wool party, and on the other hand, you can make targeted adjustments as soon as your own activities have been organized.
At the same time,There are also many users active in various wool groups. If you can establish a direct connection with these users, you can also pay more attention to the movement of the wool party in the early stage of the event, and expose issues related to the safety of the event as soon as possible.
Of course, this method is only suitable for loosely managed wool parties. For more professional black and gray production gangs, they are often well-organized, vigilant and technologically advanced, and are aimed at this high-end wool party , Can only make the anti-fraud team tough.
Concluding remarks
In the mobile Internet era, it is almost impossible to completely eliminate the risk of harassment by the party in the operation of _strong1span3span. Be in awe, try to avoid possible risk factors through rule setting, early warning mechanism, and activity testing, so as to take precautions and take precautions. At the same time, you don’t have to panic when you encounter a situation of being squeezed. The optimization of the optimization, the adjustment of the adjustment, and the removal of the shelf, after all, it is not too late to make up for it.
In fact, every time you are slapped, it is an excellent opportunity for operation and risk control of students to grow (it seems not very authentic to use the owner’s activity budget to practice hands). As for whether you can grasp it, it depends on your own consciousness and good fortune. .
Author: Western Europe A 15-year veteran in the field of operation promotion, he has successively mixed in traditional IT, Internet finance, insurance groups and state-owned major industry platforms, focusing on Internet marketing operations and user growth.
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