User Incentive Design

The Design of user incentive mechanism is a big topic. There are different requirements for different situations: for example, if a group is just created, how can users be encouraged to join the group and how can users make multiple return visits? In Internet public relations, how can we motivate users and enable them to spread their messages spontaneously, covering QQ, Weibo, forums, and social networks? How can users be rational and emotional in social networks? How to Implement crowdsourcing so that Internet users can coordinate and complete a task (such as Wikipedia) is considered impossible.

We can think about it in terms of social cognition, social exchange, and social psychology.

Social cognition involves three levels of content: first, personal cognition, including cognition of various psychological activities and ideas of oneself and others; second, cognition of various bilateral relationships between people, such as authority, friendship, conflicts, and cooperation. Third, cognition of various social relations within and between groups. Social Cognition focuses on the subjective consciousness of people. How do we think about the subjective consciousness of users when designing the stimulus mechanism in social networks? Each person's positive comments on his own abilities can lead to a strong sense of self-esteem and pride. Therefore, each person has a desire to express this ability to gain a positive comments.

 

With self-expression and self-consistency, individuals tend to contribute knowledge to other individuals who need help, listen to their suggestions, respect their abilities, and thank them for their contributions.

The theory of social exchange is the original equal exchange principle and the principle of reciprocity that "you help me, I help you. In the design of the social network stimulus mechanism, the principles of "self-interest" and "mutual benefit" should be taken into account. The higher the degree of mutual dependence on the network of netizens, the more obvious the relationship between individuals.

When individuals and groups have a strong sense of identity and believe that Members in social networks are obligated to participate in the group and agree to abide by the relevant group rules, they will gradually enter the core circle of social network. Obligation refers to the sense of responsibility to help others in social networks. It is precisely because of this sense of responsibility to the Group that individuals are willing to contribute valuable suggestions and believe that their own direction can be rewarded.

Case study:

 

1. Social game Stimulating Mechanism settings:

Let you design the stimulating mechanism of social games. How do you consider it at the policy level? Consider it from the perspectives of social cognition, social exchange, and gamer psychology.

The most basic thing is to have a friendly avatar.
Provide enough funds for gamers to play games

Provide attractive items

Rare items or stages are only available to advanced users

Allow users to gain advantages at the beginning

Highlight what can be given

Exposure of top players in key positions to stimulate competition

Uninterrupted gifts, opportunities for colleagues to win prizes, etc.

Frequently send game behaviors (such as gifts) to user friends.

Seduce users into the next stage of the game only after they invite friends

Points, registrations, symbols, and other text indexes are visually flawed.

The title and introduction are just enough for users to understand the content.

2. Setting up the stimulating mechanism of Facebook's social network

Facebook's user incentives include getting more friends and gaining praise from the circle. Facebook is always able to arouse people's most primitive instinct. This is a reward sign that is everywhere on Facebook, but it can arouse the inner excitement of all users. People desire to recognize themselves. This small reward sign can make users feel their sense of being in social circles. With this small incentive, users are very happy to constantly log on, update their status, enrich their personal data, and upload their photos. This small reward mechanism inspires users in essence.

On the other hand, groups also reflect personal values, styles, and personalities to some extent. The Personal Status update indicates whether the user is online. Similarly, playing a game brings encouragement to individuals. The open social interaction method has become the motivation behind the user's exercise of any activity and has an influence on others to some extent. For example, "Jane's status shows that Jane has just scored a high score in farm games ." This is likely to inspire his friends to start playing farm games.

The famous Lewin formula from German psychologist Kurt Lewin: B = cosine (P. e) It points out that human behavior is determined by the joint influence of personal and environmental factors. That is to say, the behavior of a user of Facebook represents his personal characteristics, it also represents his social relationship on Facebook. Here, Facebook is the environment mentioned in the formula. Socialization refers to a series of social relationships on Facebook.

 

3. Stimulating Mechanism that Digg can operate

 

In terms of mechanisms, Digg website is actually a huge game platform-participating users must try their best to find all kinds of interesting new information andArticleIf you click "Digg", the information is submitted to Digg. In return, the reader will vote based on the content of the article you submitted. The more readers you like, the higher your article rank in Digg, and the more chance your article will appear in the homepage ranking.

The more news/articles Digg users have, the more chance the participants will be on the list. Such a system encourages users to constantly pay attention to various types of information and study what kind of information users prefer. This is similar to the function of professional editing. On Digg, users are the editors themselves. Everyone decides what kind of content is good and recommended content. If the content of the article is not good, they can "bury" it. Of course, such a mechanism will produce some negative effects. For example, users compile fake junk information to gain higher popularity. Because of the relationship between the entire mechanism, users may not consciously pay attention to or pay attention to anything except news articles.

Digg founder Kevin Rose spoke at the fowa (Web online application outlook) conference in London about the importance of game theory and rewards for himself. In his speech, he also shared how Digg effectively encouraged users to participate and a series of Digg plans in this regard. In addition, he also talked about other emerging social media, such as Twitter.

Of course, there should be more APP cases that have successfully used the game reward mechanism for successful operation. The most important thing is how to better integrate the game mechanism into your own system.

 

4. User Incentive Mechanism of stackoverflow

 

Before stackoverflow came out, there were already established products such as experts-exchange on the market. However, if you find that there is no proper answer to the problem, just ask a question, however, there is no valid incentive for respondents. Stack Overflow refers to the user Incentive Mechanism of Reddit and other websites and focuses on the problem quality. It establishes a trust evaluation system through the reputation point and badge, it also provides effective incentives for participants. Have I said that all technicians are "Good faces? No. Now remember this sentence.

 

5. Use numbers to motivate users

 

Everyone must have seen this scene: In front of a street shop, there was a sound, with a very noisy sound. The Shop door was filled with big posters, and the book was written: "jumping prices, the last 3 days, "pre-decoration clearance, the last 3 days ". These vendors use numbers to create scarcity, attracting users' attention. This is some of the gimmicks of the vendors in the real world. It may be the last three days if you go back in a week ".

On the Internet, there are also some uses of numbers to encourage users to take further actions to provide sales and promote dialogue. Today's popular group buying websites are the best examples, there are similar cases in other social networks. This article uses numbers to motivate users.