main body

First, the purpose of building a membership system? The platform produces products or services, and promotes the sales of products or services by guiding users to do related behaviors. The membership system is a series of incentives to guide users to do what the platform wants them to do. The ultimate goal of the membership system in series with full-service service contacts must be to urge users to buy and use platform products or services.

2. What is the basic content of membership system? Returning to human nature, the essence of membership system is an incentive means, and it is a transformation process from "platform to user" to "user to platform".

The realization method revolves around three key words: goal, rule and attention.

In the membership-based "game field", the platform provides each "user player" with a step-by-step pursuit of tasks and objectives, and each link has corresponding "rules of the game" to compete with other users on the same platform. In this process, the platform constantly updates the membership system scene to maintain users' attention and consumption power.

In the "playground" of membership system, integral is a cyclic virtual value, which connects all the contents of membership system in series.

The basic content of the membership system is simply divided into four parts: membership, points entrance (points giving), points exit (points consumption) and membership marketing, which can be understood as what role users play in the membership system, what value they win, how much value they consume and what role they can play.

3. What are the potential considerations for membership? Important contents of membership include points, grades and privileges. The internal thinking is: users do related behaviors on the platform, get points, get his level and corresponding supporting authority.

1. behavior

What behavior do you want users to do in the platform? Classify these behaviors, refine the granularity, and set corresponding weights according to the platform situation.

Take Alipay as an example, it belongs to the payment tool of radiation life circle, and the growth route of members basically revolves around the following three aspects:

Payment category: Covers the usage scenarios of consumer shopping and living payment, including flower garden payment, store payment, Taobao Tmall shopping, credit card repayment, mobile phone recharge, water, electricity and gas payment, etc.

Financial management: purchase term, fund, gold, balance treasure, etc.

Online behavior: sign in, share, invite new users, participate in activities, etc. (Other platforms may also bind the mobile phone number/bank card/service number for the first time, start APP push, and improve personal information. )

Take Zhiche Emperor as an example. As an automobile content platform, the member behavior it inspires is also very characteristic of the content community:

Online behavior: complete the owner authentication (identity authentication), join the cycling circle (social), and share.

Content production behavior: release small videos, ask questions, comment, and high-quality content.

Take the "pocket cafe" with coffee as an example. It is not a strict membership system, but under the lively and interesting packaging, the membership system has many bright spots worth learning: I = store manager, online celebrity index = points, cleaning, asking for praise, sharing and selling goods, etc. = integral task, customer list = grade, which fully wraps the sense of game in this series of "behavior → integral → grade → privilege".

Every kind of encouraging behavior (fish) has corresponding rules (fishing rod) and layers of reward mechanism (bait).

2. Integral

After determining the scope of platform encouragement behavior, we can continue to think about the rules of integral.

(1) Do you distinguish between grade integral (similar to "growth value") and effective integral?

That is, which reference values can be included in the scoring calculation, for example, for Alipay, the user's sign-in behavior is not included as the reference value for scoring consideration. For some platforms, it is easier for users to get points rewards by participating in activities, and this part of the points will not be included in the grade calculation.

(2) Is there an expiration date?

As far as the overall health of the platform is concerned, the number and proportion of points allocated and retained by the platform need to be kept within certain limits. Therefore, when designing the membership system, it is necessary to control the cost of points and which points should be cleared after a certain period of time.

Taking UrbanRevivo as an example, clearing members' points as a means of promotion allows users to spend all the points in their accounts as soon as possible, which drives their shopping desire.

Step 3: Scoring

(1) Do I have to pay?

Video and e-commerce are common paid members, and users get level permissions by paying in advance. The more common type is non-payment.

(2) How many levels need to be set?

Different types of platforms often have different levels, but it is very elegant to take the usual route or other styles of level names, which can be roughly divided into the following categories:

(1) normal can't be wrong:

Public comment: Lv 1-7, only by numerical value.

Pocket life: one-star to five-star players, distinguished by stars.

Alipay: Volkswagen, gold, platinum, diamond members, combined materials.

② Similar platform style and texture:

There are seven grades in the glory of the king, bronze, silver, gold, platinum, diamond and supreme star. the glory of the king is full of weapons in the game.

③ Positioning near the platform:

Wo wallet &; Wobaifu: Xiaofu, Dafu, Baifu and Dafu, focusing on the product positioning of "affluent life".

(4) the concept of belonging:

Fireball buyers: new immigrants, ordinary residents, senior residents, permanent residents, honorary residents, so that users can be stationed here with a sense of substitution.

(3) The mechanism of grade change includes not only rising, but also demotion and demotion. Is the frequency of grade change annual, real-time or other?

(4) Some platforms will be decorated with medals to stimulate users' sense of honor, desire for collection and desire for conquest.

4. Privileges

(1) Privilege type: preferential means (card coupons, discounts, points, etc. ), special functions (keeping shopping cart, giving priority to returning goods, advertising, waiting lounge, etc. ), user care (birthday and other holiday condolences), customer service (VIP customer service channel), and others.

(2) Different levels of rights and interests are bound to be different, and the strategies are slightly different: for low-level users, the cross-level threshold can be appropriately lowered, so that users can jump to realize it; For high-value users, to maximize their rights and interests, especially paying members, it is necessary to emphasize this difference in order to dilute the loss of users' money and strengthen "feeling the value in their hearts".

(3) Time utility: Is it single use or long-term availability?

4. What are the points entrances?

Integration portal refers to the way users get points, which is often linked to the behavior encouraged by the platform and can be understood as the "integration task" at the user level. The details can be considered together with the "behavior" above.

In the routine integral task, there are many ways to sign in, which are basically divided into daily sign-in and continuous sign-in (week/month). The gift is waving to you. Hold on! Hold on! The first day of the gift is also a careful machine of the check-in mechanism, and it needs to refer to the active data of the platform.

5. What are the points outlets?

1. Points redemption

Users exchange points for gifts, which are divided into internal prizes and external prizes. The former is basically the platform's own products or services, in order to achieve the purpose of rewarding platform products and services with points. Most of the latter are products or services provided by external suppliers.

The value of gift exchange is uncertain and can be divided into regular points and preferential points. Usually, important activities will be taken as an opportunity to reduce the value of gift exchange and promote the redemption of points. Here, we need to consider the needs of users in different stalls, so as to ensure that all kinds of users can find the gifts they want to redeem, redeemable or redeemable through hard work in integral mall.

2. Points draw

Users participate in the lucky draw by spending points in various forms such as slot machines, turntables and scratch music. If the prize is added to the points, it is also one of the points entrance.

6. What are the marketing methods of members?

1. integral discount exchange

2. More rewards

3. Give continuous behavior.

4. Set a fixed membership day and formulate a preferential mechanism for members.

5. Use the content of planting grass to convey values and gradually penetrate.

7. What data should we pay attention to?

Points: the number of points issued, the stock, the consumption speed, the completion times of each point task, and the number of points issued.

Grade: distribution of users of different grades.

Privilege: Utilization ratio of different rights and interests

Check In: Activity Data

Users: attribute characteristics, behavior track, behavior habits.

Exchange: Exchange number and type preferences.

8. What are the supported background systems?

The integral query, distribution, consumption and return of the integral system include the basic ability to support the self-owned and external development platforms to call integral.

Integral mall's commodity management, including internal and external commodity shelf configuration and exchange order processing, is similar to the basic background of e-commerce platform.

The configuration functions of the front-end page include distinguishing channel display, timely and rapid response, and reasonable arrangement of materials. , mainly for liberating development resources and allowing operators to achieve marketing goals more freely and independently.

9. What kind of membership system can impress people under the torrent of members?

1. Focus on analyzing platform attributes and platform user attributes, understand what resources the platform has and what users want on the platform, and closely link member resources with platform products and services. The clothes coupon of the clothes rental APP and the interest rate coupon of the wealth management APP are the same membership routine. Grasping the core interests of users on the platform can make the closed loop smoother.

2. Give full play to imagination and execution, and constantly expand the possibility of "integral+". Integral is the proof of resource cycle.

Points+games: quiz, wish, cash flow, monopoly, etc. Non-heavy mobile games can basically use WeChat applets or games to realize the fission reaction of social channels. Usually, games that consume points will be combined with points tasks, so that users can earn points and consume points.

Points+Charity: Donations, such as Alipay's "Points Donation" and Pocket Life's "Micro-Charity" (the slogan "Every 1 points is warm" is very touching, which raises the humanistic care and brand goodwill of the membership system to a higher level)

Points+payment: points are used as money, auctions, etc.

Points+fan economy: calling for love beans and so on.

Points+social resources: degree, bed, registered permanent residence, space ticket, etc.

Write it at the end

In the past, "member" was usually a card that could be held in the hand. Nowadays, "cards" are mostly online. Talking about retention is about how much you still remember in the hearts of users. There is not much time left for users to fall in love with your membership content. The sooner users have a sense of substitution, the more energy they put in, and the harder it is to give up the membership value accumulated on the platform.