collect! 10 classic ways to play private community activities

In previous articles, we analyzed the private domain strategies of Perfect Diary, HEMA, and Luckin Coffee, and found that community operation is a very important part of the entire private domain. Nowadays, social networks have become a standard feature of private domains. Today, I will give you an inventory of ten activities suitable for social networks. I believe there is always one that can be used by you!

01Invite and get gifts: Invite X friends to join the group to get coupons and red envelopes

When you first start building a community, you may encounter a situation where there are no customers. The usual practice is to first bring existing customers and target customers into the group, so that everyone has a basic understanding of what our community does and what they can get and gain here.

In this process, those who are interested will stay, and those who are not interested will leave the group. After customers join the group, you can invite them to add their friends to the group. For example, invite 2 friends to the group and ask the group owner to receive a red envelope. When the number of group members exceeds 88 or 188, a big red envelope will be sent to encourage customers to actively invite people to join the group.

A few days ago, we did a new customer acquisition activity for a partner company. We only invited seed customers to join the group. Through the seed customers inviting friends, the group was soon filled with 200 people.

In daily operations, you can set up a fixed day every week for invitation gift activities, and invite friends to join the group to get cash red envelopes, coupons, etc.

02Roll the dice and compare the size

Activity purpose: Activate the community and promote conversion

Everyone is familiar with the dice-shaking activity. There is a dice animation in the WeChat emoticons, which is very suitable for social games.

The group manager will first roll the dice in the group. If the customer rolls a number larger than the number rolled by the group manager, he or she will get the corresponding gift or coupon. If the number rolled is smaller than the number rolled by the group manager, then I'm sorry. Of course, you can also set up small coupons, etc., so that all participating customers can get something.

Another way to play dice is that after placing an order, the customer rolls the dice in the group and receives a reward based on the number of points rolled:

If you get 1, you will get a 1.88 cash bonus;

If you get 2, you will get a 2.18 cash bonus;

If you get 3, you will get a 2.88 cash bonus;

…

In addition, when rolling the dice, you should inform customers in the group in advance of the detailed operation steps to avoid everyone not knowing how to participate after the activity starts.

03 Community Riddles

Activity purpose: Active community

Collect some brain teasers in advance, preferably some popular memes and topics at the moment. Guessing riddles can motivate people and liven up the community atmosphere. Customers may even take the initiative to go to Baidu to look for answers.

We can also hold special riddle guessing events during festivals, such as the Mid-Autumn Festival riddle guessing event and the Lantern Festival gala. Try to keep the topic related to festivals, such as mooncakes and Yuanxiao.

In addition, there are some communities where customers have a strong awareness of the brand, and you can also do some company-related guessing activities: when was our first store opened, how many chain stores we currently have, our main products, our latest new products, etc., to further build relationships with customers.

In addition to brain teasers, there are also the currently popular emoji expression guessing idioms and picture guessing idioms, which are also good ways to play:

The guessing materials need to be collected in advance by the operations staff. It is best to develop a habit of establishing a special customer interaction topic library and save relevant materials in a timely manner when seeing them.

04Community Points System

By using attractive prizes as bait, you can earn points by completing designated tasks in the group, and the points can be exchanged for prizes.

For example: sign in every day +20; participate in group discussion +30; share high-quality content +50 points, etc.

The selection of prizes should be related to the community theme, allowing customers to feel the value and motivating them to take certain actions to obtain them. For example, the company's peripheral products, teachers' signed books, etc. are very attractive.

05 Best luck free order

Applicable industries: fresh fruits and vegetables, fast-moving consumer goods, clothing and department stores, maternal and child products...

Activity purpose: to increase stickiness and store visit rate

Red envelopes are sent out in the group at a fixed time every night. The amount of each red envelope does not have to be very high, for example, 2 yuan for 10 envelopes. The person with the best luck can get a free meal by presenting the shopping receipt of that day.

The lucky free meal can be used as a daily activity to increase customer stickiness and store visit rate.

Whether to set the entire order to be free or to set a maximum free amount can be adjusted according to the store's average order value.

As a daily activity, you can make customers think of you first the next time they want to buy related products. They will buy from you no matter where they go, and they may even have a chance to win a free order when they come to you.

06 Community lucky draw to give away peripherals

A lottery can be initiated through the WeChat Lottery Assistant applet. The prizes can be set as large-value consumption coupons, discount coupons, free coupons for goods, and you can also make some brand peripherals and products that are not easy for users to obtain through other channels.

Like the Tencent mooncakes drawn from Xiaoe Pinpin and the refrigerator magnets drawn from Zhong Xuegao.

The winners must purchase designated products or spend a certain amount of money before they can take the prize away. Of course, the requirements cannot be set too high, otherwise it will cause customer disgust.

Tips: Prepare a script before the lucky draw to inform group members about the gameplay and rules of the activity. For example, to participate in the lucky draw, you must forward the corresponding script within the group. If you do not forward it, your winning number will be invalid.

By having participants post messages on the screen in succession, more people are encouraged to join in the fun.

07 Weekly Member Day

Set one day a week as community membership day, hold flash sales or lucky draws within the group, or offer discounts on some products on membership day.

For example, MINISO has designated every Wednesday as community membership day and will hold lucky draws within the community. On Wednesday, which is membership day every week, Hema will hold live broadcasts, 1 yuan flash sales and other activities to promote conversions.

If weekly calculation is too frequent, you can also set it up, for example, 7th membership day, with the 7th, 17th and 27th of each month as membership days, etc.

08 Group Chain Draw Free Order

09Share your order in the group and get a gift

10Offline activities

Community activities are not only conducted online. Merchants with conditions can hold offline salon activities. Face-to-face communication with customers can establish stronger relationships.

Such as new store opening tasting sessions and new product tasting sessions, which allow community customers to feel the value and promote dissemination.

Summarize

There are endless ways to run activities, and in essence, they all use powerful bait to prompt customers to take actions according to the routes we set, such as participating in activities or purchasing products. Therefore, when doing community activities, you must first clarify the purpose and budget of the activity, and then choose how to play the activity.

Some interactive gameplays that are more effective can be fixed and become part of regular community operations.

When setting up bait, you can also conduct research in the group in advance to see what kind of prizes customers would like to get.

Okay, that’s all for the social activities. Regarding social interaction, do you have any other good tricks?

Author: Cheng Zhitian

Source: Chengzhi Marketing (yingxiao18)