1.[ Open Member Gifts] area

During the period of June1-June 30th, if you open or renew your membership through the activity page, you can get a lucky draw for each order. The highest amount of red envelopes is 200 yuan, and the winning rate is 100%.

2.[ All people come to flirt with friends] area

Enter the "Friends Room" for 6 hours, 18 minutes. When you enter the room, you will get new friends, and at the same time you may become friends of others. Each Weibo account is limited to one room per day.

The room is divided into fashion show and infatuation alliance. Users can join any room at will, and users can send red envelopes in the room. Users who grab red envelopes will become fans of red envelope users.

Three. [Plum Blossom Privilege Limited Issue] Zone

Members who open or renew the activity page can get designated pendants or cards and 1 lucky draw opportunities for free; Non-member users can try the designated card backstage for free through the activity page, and the trial-free period is 3 days.

3. [Local tyrants send welfare] area

All users can poke (grab) the merchant welfare red envelope for free through the activity page within the specified time, and grab the deadline. Non-members can draw 1 time every day, and members can draw many times every day.

There is always a renewal pop-up window at the top of the page.

This is the fourth anniversary of the membership of 6 18 Weibo, aiming at increasing the number of members in Weibo. Resources are a certain amount of cash and merchant resources. How did Sina Weibo do it?

Analysis activity 1:

Weibo membership is a commodity. Many merchants will choose discounts when promoting their products, but Sina Weibo won't. You can promote the sales of Weibo members by purchasing a turntable lottery with a winning rate of 100%, and the prize is cash. I learned the following points here:

A. Even for activities, goods can be promoted to be purchased by users without discount. No discount not only ensures the rights and interests of users who bought before, but also ensures the stability of commodity prices. Not arbitrarily reducing prices is also a tonality.

B. If the goods are not discounted, the buyer can participate in the lottery to promote sales, and the discount can be sent out through the lottery. Discount makes users feel affordable, but the lucky draw will be very fun, 100% wins the prize, and you don't have to worry about not winning the prize if you buy it, so the user's purchase rate will not be reduced too much; Secondly, the prize is cash. Through past experience, we can see that cash is more attractive than physical objects, and cash will also increase the number of users of "Weibo Payment"; The third activity copy: 200 yuan, the copy with the highest amount of red envelopes, is a common copy in the lucky draw; Fourth, send prizes through games such as turntable, and the number of prizes can be controlled.

Analysis activity 2:

The purpose of activity 2 is to help users increase the number of fans. Every user cares about his number of fans. However, how Sina Weibo helps users to pay attention to each other and increase the number of fans by taking advantage of the platform is cleverly designed.

The first way: the system automatically matches. Users can randomly get fans if they stay in the room for 6 hours 18 minutes (there are two hidden points here: a.6 hours 18 minutes is the theme of this activity: 6 18 the fourth anniversary of Weibo membership? B. Users can get an indefinite number of fans at random)

Users can only join the house once a day, and they will be released automatically after staying for 6 hours 18 minutes every day, so as to ensure that the house will not be full and other users cannot join (there may be technical problems), and ensure that users will participate in this activity every day and join the house to increase fans.

The second way: users actively add fans. Users send red envelopes, and users who grab red envelopes automatically become their fans. This "consensual" approach is good: why should one user pay attention to another? Users who can benefit from followers will become their fans. Similarly, if a user wants to get fans, he has to pay some benefits, and this benefit is his own control. This is "one willing to fight, one willing to suffer". This platform built by Sina Weibo is great!

Analysis activity 3:

The first activity is that users who buy can get a lucky draw, so how can users who don't buy participate? Activities 3 (and 4) cleverly involve all users.

Buying users (member users) can get pendants or cards for free once; Non-member users can experience it for three days for free.

A: First of all, this is a welfare for members by using Sina's own resources, and it is a good use and integration of Sina's own resources.

B. Second, attract user experience for free. If the user experience feels good, they will pay. Experienced transformation is much higher than inexperienced transformation.

The interest difference between C members and non-members reflects the advantages of Weibo members.

Analytical activity 4

Activity 4, like activity 3, is to attract all users. Like the activity 1, the lottery is held on the turntable, but the difference is the prize. The following points can be learned from activity 4.

A. users of games (such as roulette, scratch music, etc.). ) have a high degree of participation, so how to have enough resources in the activity, you can consider improving user activity through games.

B. The prizes of this activity are provided by merchants, which has two advantages: first, the activity is not restricted by merchants, and only the resources of merchants are used for the fourth activity; Second, by providing resources to acquire Sina users, merchants not only provide resources to ensure users' prizes, but also drive Sina users to become their own users, which is mutually beneficial.

The interest difference between C members and non-members reflects the advantages of Weibo members.

Advantages of renewal pop-up window

No matter where users pull the page, they can see the renewal entrance, which has two advantages: the renewal entrance is directly placed on the first-level page and every active page, which reduces the cost for users to find the renewal entrance and improves the conversion rate; Secondly, by understanding the advantages of members through user activities, you can purchase Weibo members directly, conveniently and quickly through the renewal pop-up window.

Activity 34 clearly sets the difference between members and non-members, and activities 1 and 2 are only for members. The whole activity aims to tell users how good the membership is, and stimulate users to be called Weibo members. Therefore, putting the renewal pop-up window where users can always see it can increase the probability of users buying members.