In the process of community management, we all hope to achieve performance growth by using some community fission methods. I have made a summary of some common playing methods in the past and specially selected some content to share with you.
1、 Solve three user questions
In fact, many online fission playing methods are conditional, and many users have been educated many times.
So before we officially introduce fission play, we must answer the following three questions. Only by understanding these three basic issues can we proceed smoothly.
1. What does the user need to pay?
Since we need users to participate in our fission activity, users will naturally think about whether the cost of their participation 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 number, name, address, ID card, bank card information and even some information of their family members, users have a great resistance in this regard, and the trust cost naturally increases a lot.
For non cash, financial and medical businesses, 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 produce fission.
2. What can users get?
Pinduoduo users are willing to invite 100 people to help for 100 yuan, and the old man and woman are willing to sign in for 30 eggs in 40 or 50 days. However, there are also financial products that users are unwilling to buy, for which they can get 100 yuan free.
Therefore, different fission activities should not only consider the attributes of their own products, but also consider the bottom line of different users' participation. For example, in the children's voting activities held by schools and newspapers, even if there is no reward, Baoma will send out for several days and ask for help everywhere.
In addition, in any fission activity, we should leave space for users to think, such as the grand prize of 1000 yuan and the grand gift of 10000 yuan.
3. Does the user take risks?
There are many promotional activities that are not highly rewarded, nor can they be understood, but are too risky for participants. For example, when promoting health care, medical beauty, insurance and other products, users are most afraid of taking responsibility. What if problems occur after users buy them?
Or, as we just mentioned, when you ask me to input so much information, what should I do if there is a risk in capital security?
Therefore, it is very important to establish a trust relationship and dispel users' doubts in terms of products, operations, processes, etc. The village head will share how to continuously establish the trust relationship between users in the promotion process separately later.
If you can think clearly about these issues, we can get twice the result with half the effort in the real-time process of planning fission play.
2、 Six fission models
1. Assist model
Boost is the most commonly used fission model at present. Its advantages are easy to understand, simple to operate, and obvious effect. The commonly used power play methods are mainly the following three:
1) Haggle
If a user wants to get a product at zero yuan or a super low price, he needs to invite friends to help him bargain. From high price to low price, the more people invited, the greater the probability of success. For bargaining fission, the setting of the first few knives is critical to make users feel that success is infinitely close.
Therefore, in many bargaining activities, the first cut will be directly cut to more than 90%, stimulating users' desire to win or lose.
2) Receive red envelope
The logic of getting red packets is just the opposite of bargaining. Getting red packets makes a mickle. So when you save red packets for the first time, you need to let users complete more than 90%. Of course, in the opposite way to Pinduoduo, you can also increase the amount of assistance each time, rather than the logic of Pinduoduo helping one cent 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 and so on, allowing users to make their own choices. The advantage of this is that the user gets cash after completing a simple task. After verifying the authenticity, he will be more active in doing this.
3) Like
There are two forms of likes. One is the common likes in the circle of friends. This kind of likes will be troublesome in statistics. The advantage is that you can ask the prize casher to add your WeChat, so if you send 1000 gifts, you can successfully add 1000 WeChat friends.
These people are precise participants in the event, and they are all good users for the cold start of later activities. The other kind of assistance can be understood as voting. Voting is an act of honor+material incentives, especially suitable for Baoma, WeChat business agents, and content creators.
2. Distribution model
Distribution is the most popular game at present. Everything can be distributed and everyone is an agent.
For a single event or small platform, it is enough to directly do primary distribution, and more benefits can be given to promoters, such as selling tickets, courses, calendars, books, etc. 30%, 50% or more can be given as rewards for distributors.
However, for products or platforms with long-term operation and high user consumption frequency, multi-level distribution mode can be adopted. At present, two levels are relatively stable, legal and compliant. In addition, if hierarchical user operations are required, a hierarchy can be added to the distribution logic.
The most common one is the three grades of junior high school and senior high school. Each grade has different promotion conditions and different distribution rewards.
3. Truck model
The acquisition of Jifu, Jizi or collage cards requires a high user volume of the platform itself. In fact, it emphasizes more user interaction within the platform, which can be used as a play method for users to retain and old users to activate.
If you want to turn the card collecting activity into a new game, you need to carry out special design for the process, such as doubling cards for newcomers. In addition, the card set identity unlocking method is suitable for all kinds of games.
For e-commerce platform or education and other related products, it is only suitable for activities in big promotion and major festivals, with certain limitations, and the cost of user activation is relatively high.
4. Mutual benefit model
Whether inviting others to help us bargain or vote, it is a one-way profit making behavior. This will make some promoters feel embarrassed to share it. We all say altruism, so we should consider what the facilitators can get first?
So we see that free gifts, taxi tickets and red envelopes are all good gifts for helpers in the name of users. The logic of mutual benefit is that the facilitator can get preferential treatment, and the sharer can also get corresponding rewards.
5. Invitation model
The current game is a nested invitation reward, such as inviting a friend for 30 yuan. Generally, the cash reward of 30 yuan will be split, such as 5 yuan for friend registration, 15 yuan for the first order of friend, and 10 yuan for the second repurchase of friend.
This can effectively avoid scalping and ensure the quality of users. There is also a ladder reward method, such as 5 yuan for each person who invites 3 people or less, and 8 yuan for each person who invites 3-10 people or less.
On the basis of a single award, a performance breakthrough award or ranking award can be set to stimulate more people to challenge the invitation task.
6. Preferential model
The final rewards of the fission game we just shared are almost cash driven. Next, we will take the form of cash equivalents as the condition of fission incentive, and share three common playing methods with you.
- One yuan second kill
- Free Admission
- Cobble together
In order to achieve the goal of fission, you need to add conditions for inviting friends to help. For example, how many friends are invited to get the qualification of one dollar second kill and free collection, and the limited time conditions should be added.
The key point is to talk about the way to play the group. The group can be two people, three people or more. However, the more people who are required to participate in the delegation, the more attention should be paid to the audience attribute of the selection.
And do not easily return the user's participation fees, which is a big taboo.
Just imagine, isn't the purpose of all businesses to let users pay for transactions? The user is willing to pay to fill in the address, and finally you return the user's money. How can you ensure that the user will come to the League next time? How can users be willing to share if they fail to join the delegation for several consecutive times?
Therefore, on the premise that the platform does not lose, no matter how many participants the user eventually invited, the system will help the user to participate successfully through robots.
Only when users taste the benefits will there be subsequent sharing.
#Columnist#
Shili Village, WeChat official account: Shili Village (ID: shilipxl). Occasionally share life, pay attention to e-commerce, technology and new things.
