User incentives are not equivalent to value exchange, but learn to use leverage!

Edit Introduction: As an operation, whether you will encounter an incentive as soon as you break, the data will fall. The author analyzes the cause of this situation and how to build an incentive system to achieve user incentive leverage and sustainable, hoping to help you.

Have you ever encountered it as an operation, and inspired the data cliff -like decline? Inspiring through money, as a result, the boss, budget ... all kinds of challenges, do you want to give ROI? Seeing the project team next door, I have been very "volume" recently.

Recently, the company's cost reduction and efficiency have been reduced, and the budget has reduced more than half. As a result, the money is used as an inspiration. The speed of data has declined, and the entire team is thinking about how to stop falling.

After thinking about it, the key point of this problem is that at first using the wrong method of motivation.

I think the correct incentive method should be to use leverage to motivate and sustainable to talk about my understanding of using incentives.

Users are roughly divided into two positive and negative. Positive incentives are relatively complicated, mainly including two ways, one is that the platform is given one -way. Incentive systems for mutual relationships. details as follows:

01 Positive-Independent relationship

There are two types of incentives: money incentives, spiritual incentives.

1. Money incentive

Money incentive is one of the fastest ways to see. The characteristic is that the results are fast, and the results are guaranteed and expected.

But the disadvantage is also very obvious, come quickly and walk fast. The reason is that being able to attract users in this way must be more sensitive to money, and subsequent money incentives are gone. If the product wants to attract through its own characteristics, it needs to be transformed in the secondary value. It is not precise, and the value transformation of the secondary time will cause users to lose. Generally speaking, this method will not be too high.

However, there are strict requirements for results. For example, if the output must reach a certain amount, a certain quality and other projects within the unit time, you can use money to motivate. For example, before we need to dig a batch of high -quality long -tail content in the short term, we need to give volunteer money to motivation to complete, that is, successfully recommend a high -quality content and receive corresponding cash.

in conclusion. Money incentives make the platform and users a "buying and selling" relationship. Spending money to do things, and people have disappeared. However, it can be used in projects that have "high" requirements for results.

2. mental motivation

Level system (title+privilege)

The hierarchical system refers to the platform divided the user into three, six -nine, etc., and build privileges in the scene created, and complete the privilege distribution process. There are two benefits to do this. One is the re -distribution of resources to allow users to have the motivation to complete certain behaviors. On the other hand, the platform's resources are limited. It is also reasonable to give users high users with high value of the platform.

For example, the level system can unlock different equity or green channels according to each level.

3. Emotional encouragement

The level system is generally placed in the product rules, which is relatively clear and direct. However, there is a lack of temperature, so the operation will do some "family feedback", such as holiday greetings, or offline salons.

It can be seen that incentives under independence are the platform's continuous giving users. It's like a stand -alone game. With a very thoughtful design, people who play games may be exhausted at any time or without patience and then stop playing the game.

However, connected games and stand -alone games are very different. The highlight of the network game is that players can play games with other live players. The interaction between everyone directly affects the experience of the game. In this way, the tolerance of the game itself has increased significantly.

Let's talk about the incentive upgrade from independence to mutual relationships.

02 Positive-Mutual Relations

In addition to being created by the platform, the environment of the incentive system is built by users. Mutual incentives refer to that you are no longer a single individual, but you throw you into the crowd. Then, the platform set up some mechanisms to cleverly use the interaction between users and users to stimulate the bottom -level identity and honor of the user's inner heart, thereby driving users to continue to produce some behavior. There are several common methods below.

1. Exposure effect

When WeChat was launched earlier, many people did not set avatars, and WeChat did not guide users to set up, so most of them were default avatars (a gray box). There is one version. WeChat adds avatar display in the chat box. What effect does it have?

WeChat users have spontaneously replaced their avatars. Because you want to have a "image" in the hearts of others, instead of gray frames, you have stimulated you to have corresponding behaviors.

In the game, it is also the reason for users to buy skin. The default is a very ugly skin, which requires you to spend money to unlock more advanced skin.

2. Competitiveness

Have you taken the initiative to swipe the steps for WeChat? I believe many people have similar behaviors. That's right, by stimulating a sense of competition among users, users can enjoy their behavior. The common implementation method is the list.

3. A sense of identity

Being interactive is a sense of identity and a means commonly used by the platform. For example, I used to publish a content in Xiaohongshu to bring 500+ interaction, and then greatly enhance the frequency of interaction and release.

There are also some platforms. At first, they did not have high volume itself. In order to stimulate users to continue to publish content, use this point of recognition, and adopted a machine warm sticker. 4. A sense of mission

Remember Cai Xukun and Jay Chou's incident? And is the emperor's incident? These are the embodiment of stimulating the sense of mission. Group users conduct collectives or actions for a common TOPIC. This is usually suitable for celebrities or strong IP events.

The incentive method under the relationship between mutual relationship is more clever than independent relationships, and to some extent uses the leverage of users.

03 negative incentive

Negative incentive refers to what you will lose.

One difference between it is a positive incentive is that negative incentives you already have this thing by default, if you don't do it, you will be lost soon. The positive inspiration is that you don't have this thing yet, and you can get it through action.

Because everyone has a disgusted side, they can use this point to stimulate users to produce behaviors.

It is common that the product will be awarded to the user in the product. Of course, if it is not active in a certain period of time, the title is about to cancel the title or downgrade. This point will make users "pain", so the user is acting.

For another example, the recent entry into the office area requires 3 days of nucleic acid. If not, it is about to lose the qualification to enter the office area. The same reason is the same.

Therefore, making users "pain" will also become a kind of motivation.

04 double chK

The above is from the perspective of the platform, and the incentive method we can provide. How to determine whether it works for users?

From the user side, we start from the target user group, and select a representative individual. According to their characteristics, it lists the points that can be motivated. Finally, from these points, anchoring users can be motivated. Essence

Back to the problem at the beginning of the article, I believe you should have many solutions. You can use spiritual incentives, incentive systems under each other, or negative incentives.

(In addition to the incentive method, the "critical value" of incentives is also very important. Just like a friend said, please eat, eating it is a kind of motivation, but you may not go. But if he said, take you to eat the most to eat the most The delicious private school, his XX dish is very famous, and there is only one in Beijing. I believe that your motivation will be different at this moment, so it is important to break through the critical value in the user's heart.)

05 Summary

A good incentive method should be prescribed. At the same time, in addition to the incentive method, you can also use your own leverage, that is, turning yourself into a real user, thinking from your perspective what to impress you?

If you change you, what do you use to change others!

This article is published by@本 本 本 本 本 本 is the product manager.

The title map is from UNSPLASH, based on the CC0 protocol.

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