The underlying logic and detailed design of the sharing of gift fission gameplay

Since the transformation to operation, we have been engaged in fission and referral business. Although we have been exporting the knowledge and operational experience about these two user growth models, we have never systematically interpreted the behavior of "sharing".

Sharing is very simple. For example, group fission and forwarding posters to join a group can become an easy-to-use and effective growth method.

However, I have always felt that sharing behavior should be directly related to business, and a more reasonable object is a trial class. The transaction threshold for this type of course is low and it is easier to recommend, so the model of sharing trial classes is called "sharing with gifts."

Note: The trial classes mentioned in this article do not include using part of the courses as fission bait. This type of fission is called "unlocking", which is fundamentally different from the trial classes associated with sharing gifts. The latter delivers a "complete" product to users, not a "fragmented product."

Sharing gifts may seem simple, but in fact, there are many details to design, and it is somewhat dependent on tools and technologies; in addition, the effects of sharing gifts on different carriers are also different, which determines that sharing gifts have many subtle modes.

Next, I will elaborate on the polite sharing model that I have personally summarized in more detail.

01 Sharing polite basic model

The basic form of the sharing-gift model is to guide users to share posters or links of experience classes, and they can get rewards after completing the sharing.

So how do we determine whether a user has shared and meets the requirements?

In most cases, screenshots are used as evidence, and there are also requirements for the details of the screenshots, such as it must be a circle of friends or WeChat group.

If it is a circle of friends, you cannot set up groups and the time must be several hours; if it is a WeChat group, there are also quantity requirements, which is actually to ensure that the trial class has more transactions.

In addition, the forwarded poster also said that from the perspective of conversion, it is best to directly share the poster with the QR code for trial class registration and get the order directly.

Of course, you can also forward posters with other carriers, that is, after new users scan the code, they will first settle in a certain carrier (such as a public account, group, personal WeChat, corporate WeChat, etc.), and then the registration entrance for the trial class will pop up to complete the transaction.

When it comes to carriers, different carriers have different effects on forwarding behavior.

The most suitable carrier is WeChat, because you can check the circle of friends, save screenshots, and directly reward users who complete sharing, which has the highest trust.

The second is groups and public accounts. The main reason is that there are tools that can review screenshots. The review logic will be discussed later.

The last one is WeChat for Business. Although it faces precise traffic just like WeChat for Individuals, it cannot check Moments and does not have tools to review screenshots. It can only be completed by users by default, so the effect is discounted.

It is necessary to mention two other carriers here - mini programs and H5. For a long time, they can directly detect whether users share. However, due to WeChat's protection of user experience, such functions have been blocked, which is a pity for "some people".

Now if you see a similar function, it can usually pass the test without sharing it in full.

Back to the review method of sharing behavior, screenshot review is the current mainstream, which is divided into manual review and technical review. Manual review has been discussed, let’s share how technology reviews screenshots.

There are two functional levels of technical review. The simpler one is to pass it directly without distinguishing the specific content of the screenshot. This method is mainly used in group sharing scenarios, and the tool is Jinqunbao.

A relatively complex one will identify based on the posters or pictures in the screenshot (actually it depends on whether there are grouping logos in the circle of friends). This method is mostly used for public accounts, and the tool is Fenxiangbao.

Some people may ask, is there a way to simulate technical review without manual review?

Yes, it does exist. You can use the form tool to set the option of uploading pictures in the form. After the user uploads and submits it, they can jump to the reward collection page. The whole process is very smooth, very much like a machine review.

Having said so much, there is one fact that still needs to be pointed out, that is, there is currently no completely effective means to avoid invalid sharing by users, because users can delete the sharing traces after sharing, and you can only get screenshots.

Of course, these are not all users. There are still many users willing to cooperate. Under this premise, we should let users share on more channels as much as possible, such as requiring them to share on WeChat Moments and one or two groups, and strive for more exposure, so as to have a chance to attract more users.

As for the reward design for forwarding behavior, the author has summarized two principles: low cost and a sense of surprise.

Low cost means that you cannot reward too expensive gifts, as it is easy to take advantage of the rewards; a sense of surprise requires providing as much sharing motivation as possible to attract more people to participate.

Personally, I think we should grasp the principle of surprise more. Rewards such as materials, courses, physical objects, and event places are just forms, and they often have a decisive influence on the packaging of rewards. Therefore, we should explore the selling points of rewards from multiple angles, as long as we can give users the necessary reason.

02 Advanced Sharing Gift Model: Check-in Fission

The sharing-gift model not only exists in the stage of attracting new customers for trial classes, but also in the stage of operation and service; because most of the trial classes on the market currently adopt the training camp model, in which checking in is a very basic link.

Let’s first talk about the basic form of punching in. Users first obtain a punch-in picture by completing a learning task. This picture comes with a QR code and is associated with a trial class. Users need to share the punch-in picture to their Moments or WeChat group, and only after the review is completed can a check-in be considered completed.

Screenshots must be provided for poster check-ins, and the service teacher can review it manually or with the help of a check-in tool. For example, a check-in mini program like "Baby Plays English" provides check-in pictures and texts, as well as an audit entry, which greatly improves efficiency.

Of course, in the past, many check-in reading products used web pages to detect whether users shared; but because of a ban by WeChat, this type of detection method has basically disappeared, but it has reaped a lot of traffic during WeChat's bonus period.

What if the user misses the clock-in?

A sharing mechanism can be set up here, that is, sharing a poster or link to get a chance to check in. If you want to acquire users directly, you can require a successful invitation to give you a chance to check in. Current technology can achieve this.

After talking about the details of punching in, let’s talk about the motivation for punching in; punching in requires persistence for a certain period of time, and the meaning of persistence is to get rewards.

First, insist on playing in the game for a certain number of days to return the deposit. If there is no deposit, you will be given a basic bonus. The cunning ones will convert the cash into points or discounts. Secondly, there will be ranking rewards. As for the ranking standards, it may be the number of check-in days or the check-in points. The principles for selecting rewards are the same as above and will not be elaborated.

In addition to the check-in itself, the reward rules can also be formulated based on the number of people invited through the check-in poster; in addition, if it is a paid trial class, there are also distribution rewards for successful invitations, which will bring stronger motivation because checking in means a transaction.

At this point, the entire sharing-gift model has been disassembled.

03 Two final suggestions

The sharing-gift model seems to have simple logic, but there are actually many details that need to be paid attention to and sorted out. Once it is combined with the business, you must pay attention to the specific user experience logic, because these will affect your actual operating strategy.

In addition, here are two small suggestions for everyone when using the sharing gift model.

First, try to set up sharing actions in the new customer acquisition stage, service stage, and conversion stage of the trial course, and the rewards for sharing behavior can be gradually upgraded. Of course, the products that are shared and sold can also be gradually upgraded. For example, sharing posters of high-priced courses in the conversion stage is a typical example of old customers bringing in new customers.

Second, try to form a closed loop, because many times after users sign up for a trial class, they will enter the sales pool instead of the traffic pool, so it is necessary to connect with the person in charge of the sales pool to continue to guide new users to share; or directly obtain posters through pop-ups, floating windows, banners, etc. before entering the sales pool, or guide them to other carriers to obtain posters and ask them to share.

In short, this article has sorted out the operational details of the sharing-gift model as much as possible. As for whether you can achieve growth, it depends on you.

Author: Dugu

Source: Wild Operation Community (id: dugu9bubai)