Game analysis: the old user invites his friends to register your products, and then both parties can get certain rewards.
Upgrade the gameplay: On this basis, we can increase the intensity of sharing through the reward mechanism. For example, the common gameplay is that every time a friend is invited to register, both parties can get 20 yuan, and this rule is constantly accumulating; If you upgrade the gameplay, you can set it as a ladder reward. For example, an old user invites the 65438th+0th-3rd to reward 20 yuan, the 4th-6th to reward 25 yuan, and so on.
Suggestion: cash incentive is more attractive, but budget control needs to be done in advance; In terms of gameplay, rewards need to be targeted at new and old users, and the specific strength can be subdivided;
Reference: You can refer to the half-year card for cycling and make a step-by-step invitation and polite reward.
Second, the fission red envelope
Gameplay analysis: Share fission red packets by using WeChat group or friends circle. Old customers get a big red envelope to share after experiencing the product. They can get a red envelope by themselves or by friends. In order to increase the interest of fission red packets, you can also learn WeChat group red packets, and all users can have the best luck after receiving the red packets; Or learn the fission red envelope game of takeaway, and suggest that the first person can get a big red envelope.
Suggestion: If it is an APP product, generally new users can enter their mobile phone number when collecting the red envelope, and then download and log in the red envelope in the APP account.
Reference: For example, the US group can choose to share a red envelope with the group after each order is completed. Sometimes the fifth person or the eighth person can get a big red envelope and will inexplicably open it to see who is so lucky ~
Third, stored value fission.
Game analysis: This game is suitable for products with stored value function, such as the e-commerce platform that many of our customers are operating. The main idea is that after inviting friends to register products, friends can also use the accounts of old users for consumption.
Suggestion: This game is more suitable for products that have a certain user level.
Reference: On the eve of the Spring Festival on 20 18, family account on Taobao is a game of fission of stored value. This move is regarded as an important measure for Taobao to target the middle-aged and elderly users market. Lightweight experience solves the needs of young people and the plight of elders.
Fourth, sharing is free.
Game analysis: This game is suitable for providing virtual products or service products. For example, some content platforms have paid courses, but they usually set up the function of sharing free experiences to drain them. From charging to free, it can effectively motivate users to share.
Suggestion: When choosing some free courses, you must choose explosive and distinctive places, which will be more attractive to share, bring the old with the new and improve the transformation.
Reference: If we read on WeChat and open the book details page, we can see the words "give one for one" and share them with friends to get them for free.
Fifth, fight together.
Game analysis: This is not a new game, but it is still very useful. The specific gameplay is that individuals open a group to share. When the number of people reaches the group level, everyone can enjoy the goods at the group price.
Upgrade the gameplay: The purpose of the team battle is to achieve both innovation and paid conversion. The most direct benefit brought by individuals who need to start a group and share is innovation; However, some of them are independently displayed on the e-commerce platform, and there are still many people in groups. This is usually a marketing model set by merchants, creating a sense of urgency and cost performance. The fundamental purpose is to realize paid conversion.
Suggestion: in the choice of products, you need to choose popular and practical things; When it is difficult to form a group, you can arrange customer cooperation to improve the success rate of forming a group.
Reference: Grouping is still very common, such as "Pinduoduo" who made his fortune by this model.
6. Card bonus/gift.
Game analysis: users can give a card to complete a task. Collect a few cards and you will get a certain reward. This is the basic game. The model is similar to Alipay's Five Blessingg. After the card collection is completed, everyone can share the bonus, and the cards between different users can be exchanged for gifts.
Upgrade the gameplay: For example, during the World Cup, APP promotes the use of this gameplay, and you can get a star card by logging in or sharing a designated page to a circle of friends. If you collect 3 coupons, you can give them to others. Collect 5 special gifts and get limited customization; Collect 7 cards to participate in the lucky draw, and have a chance to win the World Cup spree or higher rewards. This step by step upgrade, friends can also exchange cards with each other.
Suggestion: Alipay has too many bonuses of this order, which is not suitable for ordinary companies; The cost can be controlled by the mode of elevator card collection, which can effectively motivate users.
Reference case: Alipay Five Blessingg Card; OfO bike-sharing set cards to send red envelopes, etc.
Seven. distribute
Analysis of gameplay: This is a simple and rude gameplay, but the effect is also obvious. Let old customers share their products with a better experience. Others complete orders through his sharing link, and old customers can get a certain rebate share. For example, the marketing tool standard for the 10,000-meter system-the promotion expert can realize this function.
Suggestion: Do not distribute more than three levels, otherwise it will be easily blocked; The copy of sharing posters should not be too straightforward, and it is easy to be regarded as inducing sharing.
Reference Case: Distribution Mechanism in taobao guest. This game mainly uses the goods set by Taobao store or the commission of the store to make money. The buyer can only get a share by shopping through the link you give, so there is no after-sales risk.
Eight, friends circle punching
How to play: You should often see that I am * in the circle of friends, and I have been insisting on * * for many days, just like this poster. This way of punching marketing can enhance the user's stickiness. Your marketing poster has become an announcement of his circle of friends (I am studying and I am a diligent person), which brings you a lot of traffic.
Suggestion: Although this gameplay can achieve drainage without actual user rewards, the possible effect of bringing the old with the new is not so obvious.
Reference case: a hundred words chop, mint reading, users can punch in and share it with WeChat friends circle after reading it on the same day.
Nine, competition medals
Game analysis: This game is similar to the logic of punch marketing. This kind of gameplay can generate corresponding medals and send them to friends when users reach a certain level. Bronze and platinum similar to the glory of the king; There are also some products that pay for knowledge, which are measured by the user's learning time and the number of comments, and give users corresponding medals.
Reference case: Obtaining the medal of APP has improved the stickiness of platform users, brought users a sense of honor and increased the sales of products.
Ten, fun test
Gameplay analysis: the gameplay is similar to the "left brain and right brain" test that smashed the circle of friends before. It is common to know who I am in a movie and draw your lucky sign. This spontaneous sharing can be achieved without any material rewards, mainly for entertainment and learning to praise users more.
Suggestion: If you want to realize the screen brushing, you must have certain novelty and topicality to everyone's appetite. Therefore, hot spots are needed; Secondly, the gameplay should be simple, with multiple-choice questions and no open questions; At the same time, copywriting and posters need to be interesting.
Reference cases: left brain test and right brain test, college entrance examination admission notice, etc.