8 ways to play red envelopes to activate the community

Community operation is the term that operators are most familiar with. Many people think that community operation is just about creating groups, sending announcements and red envelopes, and it does not require much technical content, but this is not the case. The author of this article starts from social red envelopes and summarizes 8 ways to play social red envelopes, as well as 3 misunderstandings about sending red envelopes. I hope it can inspire you.

There are many ways to operate a community on a daily basis, and red envelopes are actually one of the most effective methods. Many community organizations do not care much about the value of red envelopes, and of course this also includes a misunderstanding of sending red envelopes.

Today, the village chief will talk to you about 8 ways to use red envelopes for community activation.

What we are mainly talking about here is the community red envelope gameplay based on WeChat, which does not include the offline gameplay of the community. So I hope everyone understands again that a community is not the same as a WeChat group. A WeChat group is just a vehicle for maintaining the community.

1. 8 ways to play social red envelopes

1. Welcome bonus

In the past, when a new member joined a class or team, they would be welcomed offline with applause, and the better ones would even have a new member meal. But how can the sense of ceremony and atmosphere be highlighted online?

In addition to the introduction by the group owner, sending red envelopes is more practical and can also be called group joining red envelopes.

1) Who sends it?

Under normal circumstances, it is sent by the group owner.

Of course, you can also ask members who join the group to send it, so one of the conditions for joining many community organizations is to send red envelopes. It is also beneficial for members to send red envelopes, as it will make everyone pay more attention to them.

2) How much will be given?

In terms of quantity, one is enough.

From the perspective of the amount, the minimum amount that members send themselves should not be less than 10 yuan, but it doesn’t have to be particularly much, it’s just a gesture.

2. Sign in red envelope

Communities need to be managed and maintained every day, but unlike companies and classes, they do not require students to punch in or take roll call every day. If the official is needed to wake up the community members, sending red envelopes for sign-in every day can play a proactive role in awakening them.

The daily sign-in red envelopes can be divided into good morning red envelopes and good night red envelopes. The amount of each red envelope is not much, 1 yuan is enough, and it does not need to be shared equally by everyone.

As the saying goes, the early bird catches the worm, and the same applies to sending red envelopes in social networks. The more everyone gets a share of something, the less people care about it. Red envelopes with limits on amounts can actually play a good guiding role.

The core purpose of sending community check-ins and greetings with red envelopes is not how much money everyone can grab, but to create community memories among everyone.

3. Holiday red envelopes

During major festivals, it is necessary to send red envelopes in the community. This red envelope is not only to create a festive atmosphere, but also to provide good community care. Of course, different festivals have different requirements for the amount, quantity, and method of red envelopes.

1) Seasonal solar terms

If it is Labor Day, Children's Day or Mid-Autumn Festival, just express your gratitude. It is important and serves as a reminder.

2) Brand Festival

For example, many communities or brands have brand festivals such as membership day, store anniversary day, and fan festival. In addition to guiding transactions, the more important thing about giving out red envelopes during these festivals is to continue to establish the brand’s mindset among fans in the community.

4. Birthday bonus

Since there are festivals, the fans of the community must have birthdays. Therefore, when there is a fan festival every month, birthday red envelopes can also be distributed within the group. Of course, birthday red envelopes can also be accompanied by songs and other blessings.

In short, birthday red envelopes are for individuals, highlighting the warmth of the community, or the human touch.

5. Invitation red envelope

If you create a community, you hope that more people will join the group and that group members can become agents to help you expand the group. Then you can set up invitation red envelopes. Here are two main types of invitation red envelopes:

1) Reach the designated number of people

For example, a red envelope can be sent out every time the number of group members increases by 10, or red envelopes of different amounts can be sent out when the number of group members reaches 100, 200, or 300.

This is a benefit for all community members. As long as one person joins the group, everyone will get a red envelope. With this kind of gameplay, a group with higher stickiness will motivate group members to invite new members.

2) Direct invitation reward

Another type of reward is based on individual performance, but it is best to distribute it within the community.

Of course, you can also send the red envelope privately and ask the recipient to share it in the WeChat group as evidence. However, I personally prefer to send red envelopes within a group, especially an organized community. For example, when I was managing agents before, the weekly performance rewards for attracting new members were sent to the group by calling out their names.

This can greatly stimulate those agents who want to make money but don't work hard to make money. You can completely understand mass rewards as holding an offline commendation meeting, just like the boss holding cash and giving it to the winners.

There will always be people who are jealous, and this way the goal is achieved, so this method is suitable as a means of motivating agents.

6. Red envelopes for showing your order

This gameplay is mainly aimed at merchants, which is to guide your customers to share orders in the group. There are also two purposes here:

1) Share orders

For example, Le Caesar and Luckin Coffee will guide their customers to share orders in the group, which are the actual pictures they take after purchasing the goods. The purpose of sharing pictures of physical products is not for official personnel to see, nor for the buyers themselves to see, but for other users who have not placed an order.

Their sharing is buyer’s show or positive feedback, which helps merchants directly dispel users’ concerns.

Of course, it can also play a role in popularization. For example, when you have many products in your store, some users have never tried one of them. When he sees the actual picture in the group, it is equivalent to being reminded and educated, which is likely to stimulate his desire to place an order.

So if there are customers sharing, you can send red envelopes or discount coupons privately.

2) Share the benefits

The first idea is to post buyer shows in order to plant seeds and strengthen trust. But another purpose is to highlight the discount. Sometimes, when you are doing flash sales or big discounts, many users may not believe in them or not be interested in them.

But when users share their experiences of getting free items or purchasing items at super low prices such as 9.9 yuan in a group, the stimulation to others is different.

7. Red envelope for placing an order

1) Big promotion red envelope

If you are a fan community created by a merchant, then you will have to give out more red envelopes on Women's Day, June 18th, Double 11th, Double 12th, and New Year's Festival.

remember! This red envelope must be sent, and the more the better. Of course, the red envelope can be a WeChat red envelope or a direct discount red envelope from the mall.

The red envelopes for big sales should be numerous and large, giving users enough attraction and speeding up their decision-making. In daily life, you can select one or two community flash sale products or community exclusive prices, and then send out red envelopes as benefits.

2) Grab the red envelope

Some group purchases rely on social networks to conduct transactions. Therefore, many people in the group are customers, and red envelopes can be used to remind them of the arrival and departure of special-priced items or flash-sale items. For example, when the village chief was organizing a flash mob, he used red envelopes as a countdown reminder.

From the warm-up at the beginning, to the official start of the sale, to the 100, 50, 10, and 1-minute countdown, red envelopes were all sent directly, which is much more efficient than text.

8. Task bonus

For example, if you are doing a marketing campaign recently and need community members to participate in sharing and forwarding, you can send red envelopes directly in the group. It is best for everyone to have a red envelope of this kind, and don't worry about someone grabbing it and not giving it out or not doing anything about it.

You can treat this kind of red envelope as a form of investment and product promotion. One way is to see the output brought by forwarding, and the other is just a pure display in your circle of friends.

Another way to distribute rewards is to post the task in the group first, and then collect the reward after completing the task. For example, when we talk about good reviews, likes, shares, etc., after the user completes the screenshot feedback, he or she will receive the corresponding task reward.

This will provide continuous positive feedback and encourage participation from others.

Of course, there are still several misunderstandings about sending red envelopes in social networks that need to be corrected.

2. 3 Misconceptions about Sending Red Envelopes

1. It is not necessary to send out big red envelopes

Sending red envelopes within a community is essentially a relationship between input and output.

Don’t think of giving out red envelopes as a business that only spends money but never makes any money; the effect of giving out red envelopes ultimately matters. For example, if the group is active, users participate, referrals, etc., and the output is high, you can continue to do it.

Don’t be reluctant to send out red envelopes. The more reluctant you are, the weaker the value of the community will be; especially the customer base, which is more concerned about vested interests. If you pay money, I will do the work.

In addition, don’t just think that you have to send out red envelopes of 100 or 200 in the community, including the flash mob activities we did before.

During the entire group buying event, more than 30 red envelopes were sent out, but the red envelope expenditure was only 14 yuan. Users' rush to buy and subsequent conversions were still very good.

2. One cent does not mean it has no value

As mentioned before, sending red envelopes does not necessarily require a large amount. Even if it is just one cent or one cent, it is still valuable. One cent serves more of a reminder role, but of course one cent can also build a trusting relationship.

So, don't underestimate the power of a penny.

3. Red envelopes represent more than just money

The most direct impression that everyone has of red envelopes is money, but each red envelope has its special meaning.

The reason why we send out red envelopes is that as a consensus product, red envelopes can well express recognition of value. However, the role it plays is not certain. In different scenarios, each red envelope is given different meanings. Some red envelopes represent trust, some represent encouragement, some represent recognition, and some are just reminders.

Finally, I would like to mention one more point. If you are a business, remember to create a red envelope cover when sending out red envelopes. This means that every red envelope you send out will become an opportunity for N times of advertising exposure.

So, the above is about how to use red envelopes to maintain the group in community operations. I will share more gameplay in the paid community of Shili Village.

Author: Shili Village

Source: Shili Village (ID: shilipxl)