Regarding today’s content, let’s take a quick look at the picture above – sharing marketing activities are commonly seen in Alipay’s Jiwufu, Alipay Koi, Pinduoduo’s daily cash pickup and various gift box openings. These activities have already penetrated into our lives.

In every social circle, their biggest similarities are mainly driven by interests.

There is also a category of activities that are driven by meeting the higher-level psychological needs of users. For example, in 2018, a heartbeat laboratory activity launched by the well-known social experiment self-media "Introduction" is to satisfy users' curiosity, love of fun, and

Psychological needs such as conformity, respect, and personality, etc., eventually gained 500,000 followers and became famous in one fell swoop.

Of course, marketing activities that meet users’ higher-level psychological needs frequently appear in major companies such as Zhihu and NetEase.

In this sharing of 8 most common and effective communication and marketing cases in 4 categories, the underlying logic is actually quite simple from the perspective of users’ psychological needs. There are roughly two categories: A. The activity itself satisfies the user’s personality and dignity.

and other higher-level psychological needs; B. When the activity itself is difficult to meet higher-level psychological needs, strive to innovate to make the spread of the activity more powerful. The point of innovation is generally reflected in the setting of "activity rules" (that is, sharing is generally required to proceed

In terms of the next step) or interaction design, the setting of this "sharing" mechanism is the link that most tests the operator's skills, because in most cases, users are easily dissatisfied with the "forced sharing" mechanism.

Below, the author will share with you the 8 most common sharing cases in 4 categories. In terms of activity forms, they are roughly classified into four categories: sharing rewards, doing tasks every day, social laboratory, and viral spread.

1. Rewards for sharing: gift box opening 1. Definition of gift box opening, as the name suggests, is the operating indicators of operators based on their own product positioning or main business.

Plan a "gift box" that users like and are willing to share with friends. This gift box is the reward the user wants, which can be virtual or physical.

Activity indicators are generally used to promote active and sharing fission new users.

2. The gameplay of opening gift boxes looks similar to the gift box opening gameplay we usually see, but it is not.

To open the gift box, a user wants to receive the prize in the gift box and needs the help of friends. When the user reaches a certain level of assistance, he can obtain the prize in the gift box.

However, given that this kind of gameplay is too common, it is not fresh for users, and they are worried about disturbing their social circle of acquaintances, so it is difficult for this kind of gift box opening method to catch the attention of users.

We need to transform the "unpacking gift box" and create a marketing campaign that makes users happy to share and achieves operational results.

3. In the case of "opening the gift box", do you mean that a certain user wants a prize, and then shares it with friends and opens it to get the corresponding reward?

No, maybe we can keep pace with the times!

The case I want to share next: a gift box opening activity with the theme of "Good Luck and Good Luck, XX Be Proper". The core indicators are divided into two parts. The APP is mainly used to promote activity, and the WeChat public account is mainly used to attract new users.

How can we optimize it so that users are more willing to share and have more fun?

In response to this problem, in terms of the APP, the author adopts a simple gameplay of continuously signing in to obtain and then open the gift box, while in terms of the WeChat official account, the author combines the gameplay of group-building.

The group leader can get experience money (financial management experience money, which can be withdrawn eventually) when starting a group, but how can the group leader share it?

We have set a level for the group leader that is similar to a game level - 5 small groups with gradients are set up in one ***. For each group of 5, 20, 50, 80 and 100 people, each group will be unlocked.

Groups will have different rewards.

When the group leader shares it with friends, friends who help open the gift box will also receive experience gold rewards.

Therefore, this innovative gameplay allows the group leader to continuously share it with friends as he upgrades and fights monsters, because the more the group leader dismantles, the richer the rewards will be, thus achieving the effect of continuous transformation.

At the same time, friends who open the gift box will also receive rewards.

Of course, friends who open gift boxes can also open their own group in the name of "distributing their own gift boxes", and then continue to fission group leaders.

4. Summary It’s 2020, can I still play with opening gift boxes?

To be honest, the simple gameplay of opening gift boxes is not very effective, but this communication model is still worth inheriting. As long as we make reasonable modifications, we can also achieve better results.

In the case of "Good Luck and Good Luck", the WeChat official account grew by approximately 7,000 users, with new user participation accounting for 30.2%.

From the perspective of satisfying users' psychological needs, it is still remarkable, such as: taking advantage, laziness, fear of loss, fun-loving, following the crowd, comparison, etc. This kind of gameplay once caused users to cheat through third-party channels.

Therefore, this is also a big lesson for the author. How should we avoid these woolly behaviors?

At that time, the activity had already been launched and had obvious effects. Considering various factors, it was impossible to go offline suddenly.

We let the technology feedback user data in the background in a timely manner. When the activity cost reaches the current threshold, we will go offline.

Until the end, through data comparison, we found that the proportion of users who harvested wool was not high, so the activity remained online before the specified time.

In order to avoid this kind of accident, we can adopt a user reward threshold. Once the threshold is reached, the user can be gently prompted to take a break as a current limiting measure.

An even more advanced way to play is to set up a "reward mechanism", that is, only after the friend being targeted needs to download the APP and claim the reward, can the team leader withdraw the reward.

2. Sharing rewards: doubling rewards 1. The definition of doubling rewards mainly includes: the mechanism of sharing rewards includes an increase in the number of shares, and an uncertain doubling of rewards after sharing.