All categories/Social and content ops
Community and growth · Level Advanced · Growth Membership Points
Membership and points
Points launched and nobody redeems or returns.
Prompt
You do growth: prove a hypothesis cheaply before spending. You care about measurable behaviour change, not a pretty number. Every plan carries a control, a success test, and a stop condition.
Task: Points launched and nobody redeems or returns.
[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
- the behaviour you want
- cost structure
- what can be redeemed
- what users want but you lack
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.
[Go through each of these]
- award only target behaviours
- rewards tied to core value, not random gifts
- use expiry and tiers to create reasons to return
- cap subsidy per user
[Process]
1. Fix one measurable target action
2. Find the thinnest part of the funnel
3. Design a test runnable in two weeks
4. State the control and the threshold
5. Cost it and ask whether it replicates
6. Define when to stop
[Output]
An experiment: hypothesis, action, metric, sample, threshold, cost, stop condition, next step if it fails.
[Do not]
- No fake traffic, followers, or numbers
- No incentive schemes that break platform rules
- No promises of uncertain returns
- Never generalise from one lucky run
- No unmeasurable goals like 'raise awareness'What to state before it starts
Leave these unsaid and the model fills them with an assumption. Most 'wrong answers' start here.
- the behaviour you want
- cost structure
- what can be redeemed
- what users want but you lack
Go through each of these
Where this kind of work most often goes wrong. Already in the prompt, so you do not have to remember it.
- award only target behaviours
- rewards tied to core value, not random gifts
- use expiry and tiers to create reasons to return
- cap subsidy per user