In the process of operating the community, we all hope to achieve performance growth with the help of some community fission gameplay. I made a summary of some of the commonly used gameplay in the past, and specially selected some of the contents to share with you.
1. Solve the three questions of users
In fact, many online fission gameplays are conditional, and many users have been educated many times.
So before formally introducing the fission gameplay, we must answer the following three questions. Only by understanding these three basic issues can we achieve smooth progress.
1. What does the user need to pay?
Since we need users to participate in our fission activities, users will naturally think about whether the cost of participating in this activity is high. For users, one is the cost of time, the other is the cost of money, or the cost of trust.
If you ask users to fill in mobile phone numbers, names, addresses, ID cards, bank card information, and even some family information, users will be very resistant in this regard, and the cost of trust will naturally increase a lot.
For non-cash, financial, and medical services, most tasks should be as simple as possible. The lower the user's understanding cost, operation cost, and transaction cost, the easier it is to cause fission.
2. What can users get?
Pinduoduo users are willing to invite 100 people to help for 100 yuan, and the old man and the old lady are willing to sign in for 40 to 50 days to receive 30 eggs. But there are also financial products that give users 100 yuan, and users are unwilling to buy them.
Therefore, different fission activities need to consider not only the attributes of their own products, but also the bottom line of different user participation. For example, children's voting activities organized by schools and newspapers, even if there is no reward, Baoma will send it for several days and ask for help.
In addition, in any fission activity, users should have room to think about it, such as the thousand-yuan prize and the ten-thousand-yuan gift.
3. Does the user bear the risk?
There are many promotions not because the rewards are not high, nor because the activities are not understandable, but because the risks are too high for the participants. For example, in the promotion of health care, medical beauty, insurance and other products, the most feared problem for users is to take responsibility. What if there is a problem after the user buys it?
Or as we just mentioned, when you ask me to enter so much information, what if the security of the funds is at risk?
Therefore, it is very important to establish a trust relationship and dispel users' doubts in terms of products, operations, and processes. Regarding how to continuously build the trust relationship of users in the promotion process, the village chief will share it separately later.
If you can think clearly about the above problems, we can achieve a multiplier effect in the real-time process of planning the fission gameplay.
Two, six fission models
1. Boost the model
Power boost is the most commonly used fission model at present. Its advantages are easy for users to understand, simple to operate, and obvious effects. The commonly used power play methods are mainly the following three:
If a user wants to get a product at zero or ultra-low price, he needs to invite friends to help bargain. The price goes from high to low, the more people invited, the greater the probability of success. When doing haggling and fission, the settings of the first few knives are very important, so that users can feel that success is infinitely close.
Therefore, in many bargaining activities, the first cut will be directly cut into more than 90%, which stimulates the user's desire to win or lose.
2) Receive red envelopes
The logic of receiving red envelopes is just the opposite of bargaining. To receive red envelopes is to accumulate more, so when saving red envelopes for the first time, users need to complete more than 90%. Of course, in the opposite way to Pinduoduo, you can also increase the amount of assistance each time, instead of the logic of Pinduoduo assisting one penny each time.
In addition, the reward amount can also be adjusted according to their own business, such as 8 yuan, 66 yuan, 88 yuan, 200 yuan, etc., allowing users to choose by themselves. The advantage of this is that users get cash after completing simple tasks, and after verifying the authenticity of the acquisition, they will be more active in doing this.
There are two forms of likes, one is the common likes in the circle of friends, and this kind of likes will be troublesome in statistics. The advantage is that you can ask the person who redeems the prize to add your WeChat, so if you send 1000 gifts, you country email list can successfully add 1000 WeChat friends.
And these people are accurate event participants, and they are all good users in the cold start of later events. Another kind of assistance can be understood as voting. Voting is an act of honor + material incentives, which is especially suitable for Bao Ma, Wechat business agents, and content creators.
2. Distribution model
Distribution is the most popular way to play. Everything can be distributed, and everyone is an agent.
For a single event or small platform, you can directly do primary distribution, and give more benefits to promoters, such as selling tickets, courses, calendars, books, etc., you can take 30%, 50% or even more As a distributor's reward.
However, for products or platforms with long-term operation and high user consumption frequency, a multi-level distribution model can be adopted. At present, two levels are relatively safe and legal and compliant. In addition, if you need to do user hierarchical operation, you can add a level of division to the distribution logic.
The most common is the three grades of junior high school and senior high school. Different conditions are set for promotion of each grade, and different distribution rewards are obtained at the same time.
3. Set card model
Collection of blessings, collection of words or puzzle pictures, such collection cards, actually have relatively high requirements on the user volume of the platform itself. In fact, it puts more emphasis on user interaction within the platform, which can be regarded as a way of user retention and old user activation.
If you want to turn the card collection activity into a new way of playing, you need to make a special design for the process, such as double the card for newcomers. In addition, the way of unlocking the identity of the card set is more suitable for all kinds of games.
For products related to e-commerce platforms or education, it is only suitable for activities in big promotions and major festivals, which has certain limitations and the cost of user activation is relatively high.
4. Mutual benefit model
Whether it is inviting others to help us bargain or voting, it is a one-way profit. This will make some promoters have a threshold in their hearts, and they are embarrassed to share. We all talk about altruism, so we have to consider what the promoters can get first?
Therefore, we see that free delivery, taxi coupons, and red envelopes are all gifts to helpers in the name of users. The logic of mutual benefit is that helpers can get discounts, and sharers can also get corresponding rewards.
5. Invitation model
The current gameplay is a nested invitation reward, such as inviting a friend to reward 30 yuan. Generally, the cash reward of 30 yuan will be split, such as 5 yuan for friend registration, 15 yuan for friend's first order, and 10 yuan for friend's second repurchase.