Are you "fortified" today?

Facebook's success, people say, is because it captures the http://www.aliyun.com/zixun/aggregation/7518.html "> Relationships so that we can sell ads more accurately by analyzing the chain of relationships. Selling ads is true, but, imagine, if only SNS, naked Facebook can sell ads?

Maybe the naked Facebook is far away, then imagine the naked run of the Happy Net bar, from the initial friends trading, competition for parking spaces, to later buy a house, a farm, to the present cheerful restaurant, Super tycoon, if not these small app application stuck users, happy net will be so hot?

Another step back to say, happy net is popular because SNS? No! SN is only platform, S is the key to win, in fact, SN is only the web version and cloud computing version of the QQ, whether it is SN, or S, are not new things.

1. In S, what behaviors have we been strengthened?

I remember that I have been infatuated with happy net for a while, every day after the boot will log into the net, change a parking spot, paste a card, appease and buy and sell friends, the place to live to move a nest, pick up the dishes and animals, and then go to the friends there steal a round, see the remaining mature time short small Remember, then step up, In the super tycoon to buy and sell a round or a few rounds, at noon meal, every day before bedtime, will use the computer, mobile phone or touch on these applications take turns to pay attention to, and even in front of the computer waiting for the vegetables mature, good to steal.

People like me are not less, even more serious, we in such a few news, can see happy net of hot:

Competition for parking spaces, friends trading, buying a house is a 24-hour unit to strengthen behavior, conform to the natural and human biological clocks; farms and pastures are strengthened by the growth cycles of crops or animals, and are generally multiples of 12 hours, and, of course, the more you act, the more rewards you receive. , the Super Tycoon is in 4 hours to strengthen the behavior, in 4 hours you can only trade 6 times, not much. Through the time such a universal and universal scale, the user is adhered to the net, according to people for the natural division of time, every day, morning, noon, afternoon, evening, will be in the net on a certain operation, so as to ensure a certain degree of user activity.

These subtle "intensified", in fact, very good use of the psychological behavior of the principle of reinforcement, in short, psychological behavior can be enhanced to understand:

In the various small application of happy net, we are strengthened those clicks behavior, obtains the fictitious gold coin or other fictitious prize, these prizes, are not Pavlov's dog to be able to understand, but our behavior, actually with the dog does not have the difference.

2. Where does the high degree of adhesion from the game come from?

Whether it's a popular app in Facebook or the best selling app in the Apple Store, there are a variety of game apps visible. Because each game, according to the user contact product life cycle, provides an endless stream of hardening procedures:

These intensified examples, in 17173, the game official website ... Can easy:

Whether it is a reward for registration, or play to a certain level to give rewards, in such a reward, the user will stay, if you want to play in the game more than others, you have to pay, there will be redemption rewards, you pay more, you will get more points and exchange opportunities, You can even choose a monthly subscription--so the ARPU value of the game goes up.

3, E-commerce website, also rely on strengthening (incentive) to attract users

E-commerce website, also began to use the reinforcement (reward) to stick to the user, in fact, their strategy and the same as the offline store, and no difference: limited to buy, various discount membership card, how much to send how much or how much. Nothing more than these different reinforcement programs and different prizes according to the time, according to the number of actions taken.

Pat and Taobao "Today special" and "Seconds Kill zone", nothing more than to pull the first page of traffic and strengthen the user to browse the home page behavior habits. Further speaking, is to strengthen the user's purchase behavior.

Beijing east of the limited-timed snapping and Pat and Taobao like, flow and purchase two not mistaken.

The points of Store No. 1th, has been in line with the game Prapa to promote the exchange of A->P awards, through the user's shopping behavior and comments to give a certain amount of credit, thus rewarding the user corresponding behavior, for businesses, its revenue and Web site activity has been guaranteed, and the active degree has guaranteed, In turn, it promotes the possibility of user purchase, and the profit of the merchant increases at the same time. It can be seen that the hardening procedure here has led to a geometric, snowball-type effect.

However, for e-commerce sites, I personally prefer the Strawberry Network marketing tools (hardening procedures) of the design, specifically see my previous article-"Strawberry nets and Salsa: whose promotion smarter"

Source: http://www.psycb.com/toda/