In the past, Double Eleven was a festival for e-commerce companies. Now, each company has launched its own gameplay during Double Eleven. The case to be dismantled today is also one of them.
processon has launched its own Double Eleven gameplay, how to play it, let's take a look~
Case name: processon year-end fan activity
Case Industry: Auxiliary Tools
Case purpose: Use membership discounts as bait to guide old users to share to acquire new users and stimulate old users to pay
Case labels: old with new, invitation to help, brand promotion
Case background: ProcessOn is a mapping tool and social network for vertical professional fields, founded in June 2011 and launched in 2012. It is an aggregation platform of online drawing tools, which supports drawing mind maps, flowcharts, UML, network topology diagrams, organizational charts, prototype diagrams, timelines, and more.
1. User path sorting
First, I will sort out the user's participation process in combination with the AARRR model.
1. Acquisition and activation
In this event, Processon mainly used the stock to find increments, exposed the event on the official account, community and official website, and used the 50% discount bait to attract the attention of old users.
Inform the old users on the event page that they need to invite more than 10 new users, and new users need to register and log in to the official website to be considered successful, which is equivalent to completing the acquisition and activation of new country email list users at the same time in this step.
After new users log in to the official website, there will be a novice guide step to help new users quickly adapt to the use of the processon tool, and at the same time, they will get a one-month personal version membership for new users to encourage new users to stay in this tool.
For old users, every time a corresponding invitation threshold is reached, the system will automatically send discount coupons and inform the expiration date of the coupons to stimulate old users to pay for tool memberships. Edition members, there is a month and a half from the time when new users participate in the event to the end of the event, giving new users enough time to understand and use this tool, and give new users enough time to buffer to consider whether to pay for membership.
After the user uses the discount coupon to buy a member, the system will give the user a batch of coupons again, and inform the user that the coupon has a communication function, and guide the user to share the coupon with friends to form word-of-mouth communication.
2. Activity highlights and reusability
Highlight 1: Activity threshold setting
In this event, instead of only setting a threshold reward of 50% discount code, 4 thresholds were set in a row. The setting of the initial threshold is easy to achieve, and the gap between the threshold and the threshold is not large. Using the user's loss aversion psychology, once the user starts to share, he will unconsciously want to achieve the next goal, and gradually guide the user to continue. Share, and finally meet all the threshold requirements.
Reusable: The setting of the threshold needs to be adjusted appropriately according to the activity bait and the difficulty of the operation. A reasonable threshold is conducive to stimulating users' desire to participate and helping the activity to spread further.
Highlight 2: Reciprocity Strategy
If old users share with new users, old users can get membership discount coupons, and new users can get 1-month membership, but they will not inform new users of this policy when sharing, and what they show to new users is a certain So-and-so will give you a one-month membership, so there is no psychological burden for old users, and new users will also feel that they have earned it, which is a win-win situation.
Reusability: When designing the game play, it is necessary to start from the user's perspective. Only when the reward obtained by the user is greater than the cost paid by the user, the user will be willing to participate in the activity.