Do you know these 6 fission models of community operation?

In the process of operating the community, we all hope to achieve performance growth with the help of some community fission methods. I have summarized some of the gameplay methods that I have commonly used in the past, and specially selected some of the content to share with you.

1. Solve 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 thinking through these three basic issues can we proceed smoothly.

1. What do users need to pay?

Since we need users to participate in our fission activities, users will naturally think about whether the cost of their participation in this activity is high. For users, one is the time cost, one is the money cost, and the other is the trust cost.

If you ask users to fill in their mobile phone number, name, address, ID card, bank card information or even some family information, users will be very resistant to this and the cost of trust will naturally increase 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 old men and women are willing to sign in for forty or fifty days to receive 30 eggs. But there are also financial products that give users 100 yuan, but users are unwilling to buy them.

Therefore, different fission activities must not only consider the attributes of the product itself, but also the different user participation bottom lines. For example, when schools or newspapers organize voting activities for children, even if there is no reward, mothers will post for several days in a row and ask for votes from people everywhere.

In addition, in any fission activity, users should be left with room for imagination, such as a grand prize of one thousand yuan or a gift of ten thousand yuan.

3. Do users bear risks?

There are many promotional activities that do not have low rewards or are difficult to understand, but that the risks are too high for participants. For example, when promoting products such as health care, medical beauty, and insurance, the issue that users fear most is taking responsibility. What if problems arise after users purchase the products?

Or as we just mentioned, when you ask me to enter so much information, what if the security of my funds is at risk?

Therefore, it is very important to establish a trusting relationship and dispel users' doubts in terms of products, operations, processes, etc. The village leader will share separately later on how to continuously build trust with users during the promotion process.

If you can think through the above issues clearly, we can achieve twice the result with half the effort in the real-time process of planning fission gameplay.

2. Six fission models

1. Support model

Assistance is the most commonly used fission model at present. Its advantages are that it is easy for users to understand, simple to operate, and effective. The commonly used assistance methods are mainly the following three:

1) Bargaining

If users want to get a product at zero or a very low price, they need to invite friends to help bargain. The prices go from high to low, and the more people you invite, the greater the probability of success. When it comes to bargaining, the settings for the first few cuts are critical, and users should feel that success is very close.

Therefore, in many bargaining activities, the first cut will directly reduce the price to more than 90%, which stimulates the user's desire to win.

2) Receive red envelopes

The logic of receiving red envelopes is exactly the opposite of bargaining. Receiving red envelopes is a process of accumulating small amounts, so when accumulating red envelopes for the first time, users need to complete more than 90% of the amount. Of course, in the opposite way to Pinduoduo, you can also increase the amount of each support, instead of following Pinduoduo's logic of only providing one cent each time.

In addition, the reward amount can also be adjusted according to your 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 after users complete simple tasks and get cash, and verify the authenticity of the cash, they will be more motivated to do this.

3) Like

There are two forms of likes. One is the common likes in the circle of friends, which will cause trouble in statistics. The advantage is that you can require the person who wants to redeem the prize to add your WeChat. In this way, if you send 1,000 gifts, you can successfully add 1,000 WeChat friends.

These people are the precise group of participants in the event, and they are all good users for the cold start of later activities. Another form of support can be understood as voting. Voting is an act of honor + material incentive, and is particularly suitable for mothers, WeChat business agents, and content creators.

2. Distribution Model

Distribution is the most popular way of playing at present. Everything can be distributed and everyone is an agent.

For a single event or a small platform, you can directly do first-level distribution and give more benefits to promoters. For example, when selling tickets, courses, calendars, books, etc., you can take out 30%, 50% or even more as rewards for distributors.

However, for long-term operations and products or platforms with high frequency of user consumption, a multi-level distribution model can be adopted. At present, the two-level model is more stable, legal and compliant. In addition, if you need to perform user stratification operations, you can add a level of division to the distribution logic.

The most common are junior, middle and senior levels, with different conditions for promotion to each level and different distribution rewards.

3. Card collection model

Collecting blessings, collecting words or assembling pictures, these types of card collections actually require a relatively high number of users on the platform itself. In fact, it emphasizes more on user interaction within the platform and can be used as a way to retain users and activate old users.

If you want to turn the card collection activity into a way to attract new customers, you need to make a special design for the process, such as doubling the cards for new customers. In addition, the gameplay of collecting cards and unlocking identities is more suitable for various games.

For e-commerce platforms or education-related products, it is only suitable to carry out activities during big sales and major festivals. It 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-making behavior. This will make some promoters feel uncomfortable and reluctant to share. When we talk about altruism, we have to consider what the helpers can get first?

So we see that free gifts, taxi coupons, and red envelopes are all gifts given to helpers in the name of users. The logic of mutual benefit is that those who help can get discounts, and those who share can also get corresponding rewards.

5. Invitation Model

The current gameplay is a nested invitation reward, for example, inviting a friend will give you a 30 yuan reward. Generally, the 30 yuan cash reward will be split into several parts, such as a 5 yuan reward for friend registration, a 15 yuan reward for a friend’s first order, and a 10 yuan reward for a friend’s second purchase.

This can effectively avoid false orders and ensure the quality of users. There is also a tiered reward method, for example, a reward of 5 yuan per person is given for inviting up to 3 people, and a reward of 8 yuan per person is given for inviting 3-10 people.

On the basis of a single reward, you can set up a performance breakthrough award or ranking reward to stimulate more people to complete the invitation task.

6. Special offer model

The final rewards of the fission gameplay we just shared are almost all cash-driven. Next, we will share with you three common ways of playing, using cash equivalents as conditions for fission incentives.

1. One Yuan Flash Sale
2. free
3. Group Buying

To achieve the purpose of fission in these three modes of play, it is necessary to add the condition of inviting friends to help. For example, you need to invite a certain number of friends to qualify for a one-yuan flash sale or free items, and there must also be a limited time limit.

The focus is on how to play group buying. Group buying can be a group of two people, a group of three people, or a group of more people. However, the more people who want to join the group, the more attention should be paid to the audience attributes of the products selected.

And never refund users' group membership fees easily, this is a taboo.

Think about it, isn’t the purpose of all business to make users pay and make transactions? Users are willing to pay money and fill in their addresses, but in the end you return their money. How can you guarantee that they will join the group again next time? If users fail to join a group several times in a row, why would they still be willing to share?

Therefore, under the premise that the platform does not lose money, the group buying business must use robots to assist users in successfully joining the group, regardless of how many people the user ultimately invites to join the group.

Only when users taste the sweetness will they share it later.

Author: Shili Village

Source: Shili Village (ID: shilipxl)