How would you design a subscription model for Facebook Groups to increase revenue and engagement?

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How would you design a subscription model for Facebook Groups to increase revenue and engagement?

Asked at Meta (Facebook) over a year ago

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Harpreet Kaur · Answer 1 · 2021-10-20T04:49:51+0000

Clarifying questions:

Subscription model means that FB will charge customer to join 'x' # of groups OR individual groups can decide if theu want members to pay?
Will FB share the $ with group admins based on $ earned from subscription or based on group activity and engagement?

Objective:

FB's objective is to create a big, strong well-knit community so people interact on scale and share ideas. The groups help with this objective as like-minded people come together and share their thoughts and ideas with one another.

As communities are growing and getting benefitted from their connections, monetizing some services will help the FB as every business needs $s.

User profiles that will use subscription model

1. Individual group Admins with large number of group members

2. Individual group Admins with few group members

3. Individual group Admins with handful group members.

4. Business group Admins with large number of group members.

5. Business group Admins with few number of group members'

6. Individual members who are part of the group with high activity

7. Individual members who are part of the group with medium to low activity

Prioritize for this objective:

Individual and business Admins with large number of active group members.

Because: they have to do lot of work to provide quality experience to group members.

Pain points

1. Admins need to make users find the group valuable, so they spend time to make sure content is useful.

2. Admins need to make sure members are following the ground rules set, so they spend time to make sure content and comments are appropriate.

3. To keep interactions going, they need to reply to comments.

As Admins spend their valuable time for managing good content and keep interactions appropriate, it is be helpful for them to get rewarded with some $. So a subscription model will help with additional motivation for the content creatos and admins

Solution:

1. Allow Group Admins to choose between Free group or Subscribed group when they create and also make a switch at any time from free to subscribe or vice versa. Choice can also be hybrid- everyone can join for free and there will be some special content for paid members only.

2. Paid group Admins can also get FB content creation tools like mini version of PhotoShop or video editors. This could be a paid service. This will help admins create content, easily.

3. Using AI, comments can be flagged for inappropraite language. Admin can check and give warning to members. This will make Admin work easy.

4. Auto suggested comments can be solution for enabling Admin be able to reach more people.

Metrics:

As this subscription model will be a new product, I will be focusing on the Aware, Acquire and Activation stages first

1. # of groups that take action to make this selection

2. % of groups that have some sort of subscription model and trend over time

3. Engagement of groups with subscription models- is it increasing or decreasing.

a. % of active members in subscribed Vs free groups

b. Average # of daily posts in subscribed Vs free groups

c. Average # of daily reactions, shares per posts in subscribed Vs free groups

4. Revenue generated by FB per month and trend over time

5. Overall User activity on FB

DAU, MAU
Average time spent per user per day on FB
Average # of reactions and comments per user

6. Avarge # of groups joined per user and trend over time

Prioritize :

Average time spent per user per day on FB
Revenue generated
% of active members in subscribed Vs free groups

The idea is we generate money with loosing user engagement. So measuring both will be important.

Trade Off:

Subscription models realeases can be challeginga s there is alsways a risk of loosing members who do not want to pay or cannot afford to pay.

Arthi Prashanth · Answer 2 · 2019-09-05T20:08:08+0000

Goal

Revenue from the creation and management of subscription groups.
Revenue from event ticket sales on the platform.
Suggestions to groups of new people who will be interested in joining the service.

Persona (From Group perspective)

Professional groups with closed group events and content.
Hobby groups
NGO's or special interest groups

Group Needs

Easy setup of the group with office bearers and roles.
Set up and manage subscription payment service.
Verification of users requesting a subscription.
Freemium to subscription path with controls based on time-based on a content-based option for moving to a subscription plan.
Ability to live broadcast events only for subscribers of the group.
Suggestions of potential subscribers to the group based on user persona and interests.