The higher the threshold, the higher the sunk cost for the user! In order to raise the threshold, we can design forms such as payment, forwarding or auditing. I generally use the auditing system, because among the thresholds, the auditing system has the strongest sense of ritual.
2. Efficient ice breaking
Let me first point out a common misunderstanding. Many people on the Internet say that using red envelopes to break the ice is the most effective. I don't agree, because many times you throw a few big red envelopes out, which may make others stick to this group and follow the group. Internal information (just to wait for the red envelope), but it does not bring effective ice breaking.
There may be a sudden excitement in the group, and everyone will come out to thank you (in fact, 30% of those who grab the red envelopes come out and say thank you). If it is a small red envelope, it will be even more embarrassing. If the trumpet does not come out to lead, no one will return even thank you.
So this is a misunderstanding of many community operators. In my eyes, red envelopes have no effect. What’s more serious is that users are spoiled by red envelopes, and in the future, your red envelopes become a kind of transaction, and he robs them. Red envelopes may say thank you, but don't participate in group communication - which is not what we want.
So when I am a community, I basically don’t use red envelopes, except for a specific routine design.
Closer to home, how can the community break the ice?
First of all: It is necessary to clarify the friends who build the group. Whether the friends who build the group are really friends is very important. If they are really friends, they can have the confidence to set the threshold for entering the group.
For example: Now there is an industry communication group. Do users really need this communication? If so, are they willing to complete the threshold and then join the group? This is a practical way to consider whether a friend is really a good friend. Some communities are running a fake fanfic.
For example: For many C-end user groups of social e-commerce, they directly let the agent pull all the people they know into the group. The first 40 do not need a threshold, and those who are willing to come in later will come in. Social e-commerce often uses One of the best friends is to enjoy discounts.
However, as soon as they entered the group, they started selling advertisements. All users were silent, and then they used N red envelopes of 1 yuan to frantically bomb. This model gave people the feeling of harassment, and then the group was blocked or exited. This fancier is actually Fake friends, because they don't touch human nature.
I used to trade the C-end user group of social e-commerce. I use the same hobby to enjoy the discount that others can't enjoy. You can understand the difference between enjoying the discount and enjoying the discount that others can't enjoy. Enjoying the country email list discount is not human nature. (At most, it's just a little bit of greed).
Because your discount is not necessarily suitable for me, and everyone can enter, it naturally lacks scarcity, and enjoying the discount that others cannot enjoy, not only can set a threshold, but also limit the number of people, creating the scarcity of the community.
And through the psychological effect of loss aversion, everyone sees that others can't have it, but they have the opportunity to have it. People who like shopping will naturally not want to miss such an opportunity.
Therefore, the true friendship that hits the human nature is the first step in breaking the ice of a community. Of course, the same friend also needs to be packaged and guided, so that users should recognize the importance of this same friend to themselves.
Then, after figuring out our peers, we need to prepend the ice-breaking behavior to let users break the ice as soon as they enter. The logic of this approach is to use the user's popularity. Generally, users in the community have just joined the group in the first 1-3 days, and their attention is It is very high, so use this time to complete the ice-breaking action.
The pre-ice breaking needs to give users a sense of participation, ritual and commitment. One of the most common methods I use is to let users introduce themselves after joining the group and make an active commitment. The link of this pre-ice breaking is: users Add a personal number to allow users to complete the threshold for entering the group, introduce the group rules to the user and enlarge the group, and require users to complete specific actions and invite to join the group after joining the group.
The purpose of this approach is to enhance the user's sense of ritual by introducing group rules and group friends to amplify, and the behavior of users to send self-introductions after entering the group increases the user's sense of participation and allows users to make commitments, which is to use the psychology of commitment.