An inventory of 3 common ways to play in social networks!

There are many different ways to play in a community. This article lists three common ways. Let’s see which one you are using.

1. Traffic pool gameplay

The biggest feature of this gameplay is that it is multi-layered, with the outermost layer being the traffic pool and the inner layer being the core user layer.

You think you are a member of the community, but in fact you are just a small fish in the traffic pool.

This kind of gameplay is particularly popular in the education industry , and the main process is:

Low-priced/free courses (lectures, live broadcasts) are used to attract traffic and create groups. Teaching assistants/administrators in the group are responsible for follow-up services, promoting paid courses, and transferring paying users to the core group. During the period of low-priced/free courses (lectures, live broadcasts), the group is relatively active, and operational Q&A and course introductions are relatively timely. After the course ended for a period of time, the vitality of the group basically began to return to zero.

After that, the management sent out a daily report every day, with recommendations for new courses at the end, and basically no other traces of operations. Then group members who are interested in the new course scan the QR code to join the new group, starting a new cycle.

There are several key points in this gameplay.

1. Free courses/low-priced courses must be attractive to a certain extent and be able to pave the way for paid courses.

2. There needs to be a complete set of strategies within the paying group/core group. Operations must be followed up at all times, questions must be answered, and endorsements must be shared by industry bigwigs. If it is in the education industry, there must also be operations (teaching assistants) responsible for course tracking, collecting homework, commenting on homework, etc., a series of processes to improve user experience in order to increase repurchase rates, etc.

3. The non-core groups after a round of harvest also require certain management. It does not require spending too much time. Just send out a daily report and kick out those who post advertisements or chat in violation of the rules in a timely manner.

I have joined a Yiyun classroom traffic diversion group, and now the daily content is to send out daily reports, with a diversion link for new courses at the end. Nothing else.

2. Crazy group building and leeks harvesting type of gameplay

This may be the model that most operators, leaders, and bosses are most enthusiastic about.

Seed users (it doesn’t matter if they are real seeds or not, as long as there are people) lay the foundation, and use bait to guide new users into the group. After joining the group, they are required to forward posters and submit for manual review, and rewards will be issued after the review. Then new users join the group, forward, review, issue rewards and continue fission.

The key to this gameplay lies in how to get users to forward posters and continuously introduce new traffic.

Once the number of users reaches a certain scale, they start to reap the profits.

Putting aside whether it is accurate or not, how is the retention or activity, after using this set of gameplay, watching the cost of attracting new users continue to decline, and watching groups of hundreds of people being built up, the boss has only one word in his mind: "Great". Just watching is what Internet people should do.

So what are the disadvantages of this style of play?

1. Unsustainable

The group generated by bait fission can easily attract a large number of "wool-gathering parties" if the bait is not set properly. Both the activity and conversion rates are very low, and once the rewards are received, they are either returned or fall silent, making it impossible to continue operating.

2. The effect is difficult to control

Operators with real practical experience will definitely know that if they can carry out 10 similar activities and succeed in one fission, it is quite remarkable. As more and more companies begin to use this type of gameplay, users are less willing to participate in such activities, fission becomes more difficult, and the effect becomes more difficult to control.

We have seen a lot of success stories, but in fact there are more failure stories, but we have no way of knowing about them.

Some cases were caused by defects in the gameplay process, which prevented users from joining the group normally; some cases were caused by incomprehensible baits, which disinterested users and ultimately resulted in only a few or dozens of people joining the group; some cases were caused by too good baits, which swarmed the group and caused the bosses to lose hundreds of thousands of dollars in a matter of minutes, with the operations being "hunted down"; some cases were caused by being banned by WeChat immediately when their K factor was good and about to explode.

Regarding those failed cases, if you can see them, remember to save them. Failure cases can help you far more than success cases.

I joined a community where people play like leeks. After the fission, the group started to be bombarded with crazy e-commerce advertisements, with hundreds of product recommendation information a day, and they would @ everyone from time to time. Except for the sellers, no one else basically spoke. How long can such a group last?

I'm leaving the group.

3. Personality-based gameplay

This type of gameplay is the most "heavy" of the several types of community operations . It is not about "short, flat and fast" but "slow", slowly building a persona and establishing trust with users.

This kind of gameplay does not require too much effort to split and attract new users. The important thing is to build your personal image and become a trustworthy and valuable IP, and then attract people who are interested in you to add you and join your community.

This gameplay is suitable for the private domain traffic of Taobao e-commerce, the fan base of celebrities, the user base of products , etc. It can slowly cultivate feelings by building personal IP.

For example, let’s take a look at the picture below.

What do you feel? Do you feel that this is the circle of friends of a young girl? And she is like all young girls, she loves beauty, food, and chasing stars, is a little narcissistic, and likes to show off her little happiness.

That’s right, this is Perfect Diary’s personal IP - Xiao Wanzi.

After you purchase Perfect Diary products, there will be a promotional leaflet attached to the product. You can add Xiao Wanzi as your friend by scanning the QR code on it.

After adding friends, Xiao Wanzi will guide you to join the community. The group is full of people of your age who love beauty and makeup just like you. The topics discussed were all about beauty, skin care and other topics that girls are interested in.

Xiao Wanzi posts news about fan benefits and special sales in the group, answers customers' questions, and occasionally chats with customers. The content of the chat is mostly related to beauty, skin care, etc. He is just a peer who understands you very well.

The group has never organized any fission activities or new member attraction activities. All new members are invited to join the group by users themselves, or are pulled into the group by Xiao Wanzi by scanning the QR code.

The success of this community operation model laid a solid foundation for Perfect Diary's explosion.

What are the key points of this kind of character-based gameplay?

1. Labeled character creation

If you want to create a high-quality personality, the most important thing is to label it. Make sure users think of you when they mention this tag.

For example, when you mention lipstick, who do you think of? Li Jiaqi, right? For example, if you were to ask a non-famous crosstalk artist, who would you think of? Guo Degang, right? This is the ultimate in labeling. When a label is mentioned, I think of you. It’s easy to create a character.

2. Provide good service

The gameplay of a personality-based community is based on service. Without quality service, everything is just castles in the air.

In order to provide good service, in addition to managing the community in an orderly manner and answering questions in a timely manner, we must also be able to have a stable and continuous content output . For example, in the example of Perfect Diary Xiao Wanzi mentioned above, continuous promotional activities are her content output.

IV. Conclusion

Today I mainly talked about three common ways to play in social networks. So, if you are reading this article, what kind of community are you running?

Author: T Brother

Source: User Operation Play (ID: happy_yiyi517)