as we all know, it takes time for users to pay attention to the community and speak. In order to make users pay these time costs, we often use integral rewards to give them a positive feedback to motivate users to complete the closed loop of the whole active action. Integral system is a common user operation tool, but 99% operators ignore the true value of integral. In order to form a closed loop of user management, it is the key to obtain points and set the task of redeeming the whole link. Definition of integral marketing Integral marketing is a proven and effective marketing model. To a certain extent, points are equivalent to virtual currency, and users can use points to deduct cash and exchange various physical benefits. For private users, the biggest advantage of points is that the cost is controllable. All points that users have not redeemed are just a number, and enterprises can dynamically adjust the value of these numbers. In addition, through the points system, the brand can enhance users' awareness of the platform, increase users' life cycle and retention, thus guiding and cultivating loyal customers of the brand. Today, we will take the community points system as an example to split the private domain gameplay of the points system. Points marketing is suitable for those businesses whose points are valuable, flexible and universal, and it is common in retail e-commerce, life service, content information, online education and other industries. Combined with user attributes, it is also suitable to use the integral game when one of the following characteristics is met: users in the group have frequent needs and users in the group have long-term needs. The community is rich in content and attractive to users. What problems can integral marketing solve? In the Internet era, users are more and more familiar with the operation routines of enterprises and businesses. It is becoming more and more difficult to manage users, and many businesses and enterprises have the following situations: insufficient motivation for users to pull new ideas, low community activity, serious loss of users within the group, insufficient user dependence and lack of means to realize transactions. These problems can be solved through the group integral function, which can easily help users achieve the three goals of pulling new ideas, promoting activities and retaining them. Buffer: if the brand is strongly channel-dependent, for example, pharmaceutical companies need to rely on chain pharmacies to sell their products, but they can't reach C-end users. Points are a good buffer tool, which avoids direct competition between brands and channels. Bonding: the brand and users touch at important nodes. Through the integral care of "important moments" such as holiday hotspots, users' birthdays and brand-specific activities, user loyalty is established and stickiness is enhanced. Value: Enrich the point commodity library through brand cards or physical objects and virtual products, and sell private domain explosions through "points+cash" to enhance users' sense of brand value. The integral system can activate private domain users. However, due to the serious homogenization of routines, users have been tired of this gameplay. If you want to be different from other brands, you can exchange points for some goods with special significance to strengthen the brand value, such as dolls, commemorative badges and exclusive books of brand IP. Many enterprises will cover the acquisition scenarios of user points in private domain. The ways to get points for private domain operation are as follows: 1. Send points when signing in: encourage users to punch in the community every day; 2, send points: I want to spread through private channels and encourage users to share new users; 3. Give points for speaking: encourage users to speak and create content in the group to create an atmosphere in the group; 4, complete the task to send points: complete the group task to give users extra points. There are three key points in integral operation: immediate use: for users, they are more concerned about what it is for, when it can be used and how much it will be used. Therefore, in order to let users get the points as soon as possible, they should fully understand the value of the points. Continuous publicity: Many check-in and lottery pages will contain dynamic information about users' participation in activities. The purpose of doing this is to continuously tell users that the goods they have obtained are valuable, recognized and obtained. Accelerated consumption: As an operation, we should find ways to accelerate the use of users' points. If we can't use them or use them quickly, the meaning of points will drop sharply. Therefore, to create a variety of opportunities for users to consume points, users can only earn back the cost if they continue to use them. Sign-in points Sign-in points are a common way of playing in community operations. There are two core purposes in using the sign-in points: one is to activate the atmosphere in the group, and the other is to cultivate the punching habits of users in the group and cultivate their dependence on the community. Li Jiaqi has his own way of playing when signing in and punching in the community. Users can punch in the community in Li Jiaqi every day, and each time they sign in, they will be given 2 points. Moreover, Li Jiaqi will give extra bonus points to users who keep punching in within a certain period of time. Make use of users' psychology of taking advantage and fearing losses to stimulate users in the group to insist on daily check-in for a long time. As can be seen from the Li Jiaqi community, if users in the group punch in, it will drive other members to punch in together, and the community will live, and the subsequent transformation and realization will be very easy. To sum up, there are roughly the following kinds of sign-in games: daily sign-in: daily sign-in rewards fixed points for continuous sign-in; cumulative total sign-in days meet the conditions; merchants manually reward extra points for first sign-in; new users sign in for the first time within the specified time, and send "group screenshot+sign-in screenshot" to the group. After the merchant reviews, it is also a common integral game in the community to manually reward extra points. Li Jiaqi also uses this game in his fan base. After the user's friends enter the Jiaqi fan group, the points will be automatically increased, and the points will be broadcast in real time to remind the user of the current points. Once the user leaves the group, the points will be deducted in real time. This real-time integral game can effectively guide users to split and ensure that community members can expand and grow for a long time. As the starting point of community operation, Laxin plays a very important role, so the score setting should be higher than the two integral behaviors of signing in and speaking. Integral play can also be combined with custom integral to implement ladder integral play. For example, the first friend will win 11 points, and when there are more than 3 people, every 1 people will win 15 points; When there are more than 5 people, every 1 people will be rewarded with 21 points, and so on, and more friends will be guided to join the group with increasing points bait, so as to achieve the purpose of increasing community users. Speaking points to be a community is most afraid of "dead groups." Especially for content-based communities. On the one hand, merchants need to master the effect of intra-group broadcasting through the speeches of users in the group and adjust the course content in a targeted manner. On the other hand, active speech can also lead the members of the group to speak and enhance the activity of the community. The play of speaking points is relatively simple, and merchants can also play with custom points when setting up. In addition to the basic bonus points for each speech, merchants can also give extra bonus points to the top five users who speak every day/week/month according to the statistical function of background data, so as to create a competitive atmosphere and encourage more users to participate in the speech discussion. Task points: Task points should be formulated according to the nature of the community. When the task is published in the group, the user can get the corresponding points after completing the task. In terms of task arrangement, you can link WeChat official account's articles, video numbers, live broadcast rooms and other content that can be spread. For example, forward and share the reward: share the live broadcast or preview to a circle of friends or WeChat group, and after sending it to the group with screenshots, the assistant will review and distribute the bonus points. Reward for drying orders in the group: "order screenshot+experience" will be issued in the group, and points will be awarded after review. Reward for reporting violations: the assistant will give rewards after verifying the violations found in the group and being the first to report them. On the one hand, this formulation can drive the playback volume of articles and videos and focus on users' attention; On the other hand, the valuable content can better focus on users and link. The ways to use points for private domain operation are as follows: 1. Points redemption: redemption is the most common embodiment of points value, and products around the brand and not for sale can be used as redeemed goods; 2, points deduction: users are more willing to use points to deduct consumption when shopping; 3, points lottery: when setting up the lottery, it is necessary to ensure that the lottery products are attractive, but also to ensure that users have a certain probability of winning, it is best to ensure that users are 111% winners. Two dimensions of points consumption: (1) Guarantee the sense of value. Choose exclusive limited products or customize products in combination with community IP, amplify brand value, create the scarcity of prizes, enhance the sense of value, encourage users in the group to redeem, and repeatedly obtain points. (2) Enhance the richness. Combine the physical and virtual rewards, combine the internal products of the community with the external products, and regularly update the convertible prizes, which not only enriches the types of goods, but also gives users more satisfying experiences while reducing costs. Integral is the core tool in brand private domain operation, which penetrates the channel through integral exchange; Achieve the goal through task optimization; Enhance viscosity at relevant important points. For enterprise stores, setting reasonable integral rules can often fix a large number of loyal fans, which can effectively prevent the loss of users.