Community operation: How to achieve traffic fission within the community?

The author was one of the initial product managers of a unicorn social e-commerce company. He built a marketing system from scratch and led more than 20 gameplays centered around traffic growth and community empowerment. This article is a summary of the experience on traffic fission within the community from actual combat, and is shared with everyone.

Fission includes the following core elements: inducement, bomb, catalyst and challenge . It can be easily remembered as: oil (inducement) fried (bomb) crisp (catalyst) strip (challenge) . Master these core points and put them into practice continuously. I believe your activities will also achieve crazy fission effects.

Causes

It refers to the motivation to spread, share and forward. If users see your activity and are willing to spread it a second time, there must be a motivation for spreading it. There is not much to say about this, the market has summarized it very comprehensively:

• Benefit inducement. The most common ones are group buying for discounts, collecting likes to win rewards, forming a team to enjoy benefits, and having friends help bargain. However, one point is worth emphasizing. If the behavior is purely selfish (for example, I share with friend A and ask him to help me bargain, I can get a discount but he cannot), it will consume the sharer's favorability in the social circle. Therefore, if the benefits are not tempting enough, many sharers are unwilling to share. I call it the " sharer's psychological barrier ." Therefore, we should try our best to help sharers reduce or break this psychological barrier, benefiting both ourselves and others, so that secondary, tertiary and other dissemination can be achieved .
• Provide topics for conversation. For example, if you are interested in a hot topic, share it with everyone so that they can discuss it together.
• Expression of position. For example, express your views on some hotly debated national topics and hope to spark discussion.
• Shape the image. For example, I donated one dollar to Tencent’s charity painting to create an image of being loving and positive.
• Social comparison. For example, when the Alipay bill comes out, many people will show off their financial resources.

catalyst

The author believes that this part is very important. Inducement motivation alone is far from enough, and a catalyst is also needed to sublimate and render it.

• Sense of presence. 1) Comparison. "I" am very good at XXX; 2) Follow the crowd: "My" friends are all in XXX so I also want to XXX; 3) Related to me: I am the protagonist, telling my story, and the content is related to me. The author once had a case where he was making an annual H5 bill at the end of the year. Looking back on the development process of the year, he had a heated discussion on "company endorsement" and "playing the emotional card". The subject of the former was the company, how the company had grown in the year, and how it had broken new records one after another; the subject of the latter was the B-side users, and every memorable breakthrough from their establishment to the present. In the end we chose the latter.
• Feeling of anxiety. If "I" don't do XXX, I will lose/lose a lot/lose something/never have another chance, etc.
• Itch. Seeing XXX won the jackpot, I also want to try my luck.
• Refreshing feeling. Instant feedback, instant gratification. Today’s users don’t have much patience, and fewer and fewer users are willing to play games that delay gratification. Therefore, the rewards will be credited to your account immediately after you participate, and you can withdraw them immediately after they are credited to your account.
• Sense of participation. The rules can appropriately delegate power to users, allowing them to have a certain sense of control and mission, strengthening their sense of ownership, and making them treat the products as their own, which will result in better results.

bomb

After launching the activity in the community, you can’t just leave it to fate. In fact, if no one helps to promote it, 99% of social activities will be drowned out silently. It's time to do something, do something! Make trouble! Make trouble! If the catalyst is just sublimation, then this part is detonation.

• Plant the bomb. If it is a reward activity, even if the budget is only 10,000 yuan, the reward can be set to N amounts of 888 yuan, and the rest are small amounts ranging from 0.1 cent to 1 yuan. The purpose is that someone will win the bomb (big prize), and the evidence of this person's big prize will "surface" and be widely disseminated in the community, so that everyone who hears about it will know about it and tell each other. At this time, many people will have the "itching feeling" mentioned above: Why don’t I try it too? What if I win?
• Create phenomenal participation. Bombs are frequently exploded, big and small prizes are frequently awarded, and folk gameplay strategies are “spread”, as well as controversial gameplay topics discussed. There will be more people who follow the crowd, attracted by the phenomenon, and try to participate in it, eventually achieving a phenomenal level of participation.

challenge

I call it a challenge because it involves uncertainty and the outcome is unpredictable.

• A contingency plan if WeChat is blocked. The event was in full swing, but was suddenly blocked by WeChat. What is plan B? This needs to be considered in advance.
• Risk control and stop loss plan. After running online for a period of time, I found that the data was not right. Some risk control loopholes were not taken into account, resulting in budget overruns. Should I shut down the activity early or use some other strategy? Make comprehensive predictions before going online, respond calmly when something happens online, and actively communicate countermeasures with superiors.

The above is my thoughts on the community fission gameplay. Welcome to communicate~

Source: One Black Bean