Four steps of activity design with the old and the new

At present, it is becoming more and more expensive to obtain the traffic in the Internet industry, and the cost of bringing in new products is getting higher and higher. Users who are finally acquired are reluctant to lose a little, and they all want to maximize the benefits from existing users. For example: a membership system established by relying on existing users. Ali's 88VIP, JD.COM's PLUS member, Tencent Video, Youku and Iqiyi, members of major music apps, members of Meituan and Hungry Members, in recent years, major Internet companies have been building their own membership systems, hoping to tap the value of existing users again. Facts have also proved that VIP users contribute more to the platform than ordinary users. In addition, another value of stock users has begun to be valued, that is, using stock users to drive the growth of new users. This article will share with you from the perspective of stock users: the four steps of activity design for stock users to bring new users, and what problems need to be paid attention to in the process of activity design. Step 1: Determine the participating stock users In the process of designing the activity of bringing new users to stock users, we must first determine which stock users to choose and how to define the stock users we need, which can be roughly divided into two categories: 1. All stock users: this kind of stock users are clear, and all stock users on the platform can participate in this activity, for example, new users in Luckin Coffee can drink coffee for free. 2. Stock users who meet a certain index: This kind of stock users need to define the index we need in our activities of bringing the old with the new. For example, a friend of a financial APP needs to hold a credit card in 1 yuan, and the requirement for the user is that the credit card has been held for 3 years and the quota is above 3,. The activity is only valid for users who meet this condition. In the process of designing activities, we need to seriously consider the people and objects involved. Step 2: Design of the reward mechanism After determining which existing users can participate in the activities of the old and the new, we still need to think about how to design the distribution of benefits. After all, at present, benefit-driven user sharing is still the most direct and effective way. In the design of the reward mechanism, there are several common categories: 1. Stock users and new users have to be equally rewarded. This kind of reward design is more equal for new and old users and psychologically easier for new and old users. For example, when new users in Luckin Coffee drink coffee, new and old users get a cup each: 2. Stock users and new users get different rewards, such as: old users get a red envelope of 1-2 yuan, and new users get a gift package of 18 yuan. Another example is Didi's old-fashioned new activities: old users get 5 yuan cash, and new users get the first coupon. When we consider our own platform reward mechanism, we also need to think from the value direction that the product can provide and determine it in combination with the characteristics of the product. Step 3: Selection of Reaching Channels After we have designed the existing users participating in the activity and the activity rewards, it is just like considering the reaching channels, that is, how to let users know about the activity. The common reaching channels are: banner bit, function bit, push, SMS notification, APP startup page, sharing page after ordering, and new media promotion. Comparison of Luckin Coffee, Meituan and Box Horse Activity Entries We need to consider the current stage of our products when selecting them. For large Internet companies such as Meituan and Didi, their market penetration rate is already very high, and their old and new pages are often displayed in the functional position. However, like some companies that are expanding rapidly, their choice of channels to reach users will be more prominent, and they will even be pushed on all channels that can be thought of. After all, user growth is the primary goal of growing-up companies. In the selection of access channels, we must also consider the development of products and choose them reasonably. Step 4: Selection of sharing channels After users, rewards and channels are all selected, we need to let users share these activities. At present, the sharing channels are more social channels, such as WeChat, QQ and Weibo, among which WeChat is the most important sharing channel. Secondly, we can also consider some sharing channels such as codes and QR codes. After all, WeChat is not tolerant of sharing with every family. For example, as we all know, Taobao's links cannot be shared directly in the WeChat ecological category. In the choice of sharing channels, we should also consider the user's usage scenarios and design them in combination with the user's usage habits.