Case review | 4,000 precise local university traffic in two days

The word fission may be a bit outdated now. We often hear this word pop up frequently among Internet people, especially those who are engaged in community and growth.

In the era where traffic is king, most Internet companies focus on traffic growth. However, as traffic becomes more and more expensive, the high prices of conventional traffic acquisition portals such as search engines, information feeds, and Guangdiantong advertising have deterred many start-ups. Fission has become one of the core means for these companies to acquire users.

Recently, we carried out a community fission targeting the local college student circle, which attracted 4,000 college students to join the group in two days. Let’s review it with you below.

Event background: In December, we are going to hold a music festival locally. We need to send out tickets and ensure that students attend in order to achieve the publicity effect for the brand and the event.

Under normal procedures, we usually talk to students directly and explain that there is a certain event going on here and if they are interested, they can come to the event.

Or you can talk to the student union directly and give them a batch of tickets, who can then distribute them to department secretaries and students, asking them to come to the concert on the day.

But no matter which one it is, the effect will definitely not be the best. Instead, it will make students feel that this music festival is cheap. Even if the number of students who agree to attend exceeds expectations through negotiations with the student union in the early stage, there will definitely be a large number of students who will not show up on time in the end, and the publicity scope of this event will be greatly reduced.

Then from the background pain points of this event, we can summarize the following points:

1. Work with the student union to require students to be present. However, this will narrow the scope of publicity, and will incur corresponding labor costs, and will also have negative effects on the event itself.

2. Place local advertisements. Display on large screens at local bus stops, places with heavy traffic, and on public accounts, etc. Although this can promote the event on a large scale, the effect cannot be guaranteed, and a large amount of advertising fees must be paid, and the ROI cannot be controlled.

After combining these two points, we decided to start trying community ticket grabbing this time. Distribute the tickets in advance through pre-heating, and at the same time, engage in group fission. Increase the value of the tickets in students' minds. Let students know that the tickets are very valuable and not everyone has them. They can only be obtained after completing the corresponding tasks. This will make students feel involved and cherish this opportunity.

Free things are often not cherished, but after paying the corresponding cost, they will become valuable (this event is not for sale, you can only get it through official events!)

The event lasted for two days, and eventually attracted 4,000 college students to join the group, and the personal account attracted more than 1,000+ followers . After the event ended, there was still a large number of students who did not join the group. Because there were too many people joining the group, tickets were in short supply and the event channel had to be closed.

The main purpose this time is to distribute the tickets and attract people to the WeChat account to ultimately achieve the goal of resource conversion. If you use a personal account to attract fans, the traffic will be too large, which may lead to the risk of traffic restrictions and account suspension. Moreover, personal accounts cannot create an atmosphere during some activities, so we finally used the group fission method for this event.

tool:

When choosing the tool, we initially planned to use Qunbao, but WeChat has been cracking down on fission and QR code-induced sharing very severely recently. In order to ensure that there is no danger of the account being blocked or the live code being hung during the activity, we ended up using the group's group live code tool. It's a bit more artificial. Different from the tools on the market, this time we first create all the groups, and then upload the QR code of each group to the backend to generate a live code. Then set the frequency of joining the group. The scanning frequency of each QR code is set to 80. If the code is scanned more than 80 times, it will automatically switch to the next group.

Then use wetool in the group to guide students to complete the task. In fact, this means that we split up a set of processes in the fission tools on the market and do them separately, which reduces the probability at the anti-blocking level.

Activity task settings:

There are two types of tickets this time, ordinary tickets and VIP tickets, so we have set up two methods for the event threshold this time. It means sharing on Moments and inviting friends to join the group at the same time.

For ordinary tickets, you can share it on your Moments and then take a screenshot and add your personal WeChat account to send the picture for review to complete the task.

VIP tickets require you to invite 5 people to join the group, add your personal WeChat account, and send the group invitation record for review to finally complete the task. Because there were too many people signing up for the event and the flow of people exceeded expectations, the threshold for VIP tickets had to be upgraded twice. From the initial 5 people to 8 people and finally to 10 people. Even though the threshold has been raised, there are still many students scrambling to do the VIP ticket task, because they are afraid that VIP tickets will eventually be in short supply, and in the end they will have to close the VIP tickets and only have an invoice channel for ordinary tickets.

Copywriting and posters:

This time, we started promoting the event almost that evening right after we had a meeting in the morning to discuss how to promote it, so we were actually a bit hasty.

Because there was a reference promotional graphic for this event before, this time we made the modifications directly on this poster. Because the target audience is college students, the overall background color tone of the poster design is lighter and more youthful.

Mainly highlight the theme + portrait + introductory words. Then the words "Dream Journey" were added after the main title to enhance the significance of this event. It is not just a musical performance, but more like a journey to help college students realize their dreams.

From the perspective of keywords, plus copywriting. This time, the keywords used were stars, band, fun, reservation, and ticket grabbing.

The first two expand the range of the crowd, and the last two create a sense of grandeur and rare opportunity for the event.

Promotion channels:

After the event started, we found more than 500 local college students to forward the event poster at the same time, and the students’ circle of friends began to be flooded with the poster that day. Because the forwarding channels are all very precise college students, and students themselves are a densely populated group. The people who come into the friend circles of these forwarding students are also students. After the first batch of traffic enters the activity group and sees this ticket grabbing activity, most people will forward it a second time and start to snowball. In addition to sharing on WeChat Moments, this event also allows you to invite friends to join the group to get VIP tickets. When new students see people in the group frantically inviting friends to join the group, they will also follow suit and invite others, which brings a bit of a "herd effect" effect.

Personal account review:

Because we cannot determine whether the picture is valid within the group, and we also need to increase the number of followers for personal accounts, so this activity requires adding a personal account for review after completing the task. After students have shared or completed the invitation task, they need to add the staff WeChat and send the screenshot for review.

There were too many people adding at that time, and the automatic consent tool couldn’t respond. Many students were added several times but still hadn’t agreed. In addition, manual review on our side requires a certain amount of waiting time. Many students sent review screenshots, but we were queuing up to reply in turn. Many students thought that they did not reply to them because they did not invite enough people, so they simply kept inviting them. In the end, several groups of students started a competition to invite people. The original plan was to move to a new group when the group reached 100 people, but the new group ended up having 500 people within one or two hours.

Group fission base:

This time, basically all the groups were no longer managed after they reached 60 people. It is like there are already 60 seed users to start the process, and then it depends on the new growth brought by these users' participation in the activities. When the final headcount was counted, no group had fewer than 200 members. Therefore, it is recommended to do group fission here. If you want to break through 100 scans and reach 500 people, the starting users of a group must reach the quantity standard . The reference can be about 50 people. In this way, your group fission will be easier to do, otherwise it will be very slow.

Invitation fission:

If there is no invitation task threshold at the beginning, this situation should not occur. However, this will also have a disadvantage that it will conflict with this tool, because the friends invited will not be counted in the number of scans. As mentioned before, this time the active code will be changed based on the number of times the QR code of each group is scanned. If a group is invited in the early stage, then the number of scans will be invalid. In the end, the group will be full of 100 people, but the number of scans is only a dozen. In this way, the active code will be invalid. If you scan the code at the traffic entrance again, it will show that the group is full of 100 people and you will not be able to join the group. We need to manually change the QR code. Therefore, we will test the live code ourselves every once in a while to see if we can still join the group.

Generally, most of the things to do in an activity happen before it starts. If the preliminary preparations are sufficient, then after the start, you only need to make some small improvements and optimizations based on the specific situation.

The above is roughly some of the matters and expectations that have been anticipated in the early preparations for this event. The entire activity process is as follows:

Through this activity, I would like to share with you some suggestions on the fission process:

1. Product selection for activities

The product selection of the event determines whether it can drive users to actively share or invite. If your bait has no appeal to your target group at all, then no matter how well you do in other links, it will only be limited to the first wave of promotional traffic and will not generate secondary forwarding, allowing users to spontaneously help you promote, thereby turning users into your channels. The needs of different groups are different. For example, activities like music festivals tend to be younger in nature. Assuming that our user group is the middle-aged group, and we use tickets to this event as bait, the results will be greatly reduced.

2. Setting of activity tasks

Once the event is promoted and executed, try not to make major changes to the event structure. The task threshold for our event was initially set at inviting 5 people to get VIP tickets. Then, due to some force majeure factors during the process, we had to forcibly increase the threshold twice, from 5 people to 8 people and then to 10 people. This is actually not a good thing, because the activity has already started, and the previous users only needed to recruit 5 people to complete the task. If the number suddenly increases, it will be unfair to the later users and will greatly reduce the participation of the later users. There may even be some negative effects, and some individual users may raise doubts in the group.

Therefore, it is recommended that you think clearly about the threshold of the activity tasks before the activity starts, but at the same time, don’t set it too high , because once the threshold is high, it will reduce user participation. It is recommended to calculate the cost based on the bait, and once set, do not change it easily.

3. Reply from personal account

If the activity process ends with adding a personal account for task review, and if your traffic is large, you must assign staff in advance to review the approval of personal account friends and a series of replies. During the event, the official response will serve as a motivation and enthusiasm for the contestants. This time, the number of people passively added as friends on one of our accounts reached more than 300, nearly 400, in one day. Thousands of messages are generated, but there is only one person to reply to them, so it is impossible to reply to them all. This will result in missing out on messages from some players and failure to distribute task gifts in a timely manner, which will have a certain impact on the subsequent data compilation and reputation.

4. Startup volume

This step should be a crucial step; the intensity of publicity will produce corresponding results . We often see that when companies in many industries hold activities, the initial seed users will look for some top users, because they have their own halo and traffic, and they will drive other users through their publicity.

Therefore, the activation volume of an activity determines its final effect. Assuming that your activity links, baits, and processes are set up perfectly, but there is not a large enough activation volume to help you promote it, your coverage will still be limited.

This activity recruited 500 targeted college students to forward the message to their friends at the same time. This was enough for exposure. At least the first wave of traffic was enough for fission. The rest depended on the guidance of subsequent activities.

5. Maintenance of the water army community

It is recommended to find a few agents before the event starts and let them join the group in advance. They can also join the group during the event, because once the event accumulates to a certain scale, some extreme users will appear to spoil the atmosphere. At this time, we need water army to bring back the atmosphere. There are also some contestants who don't explain the situation to the invitees when they go to invite them, and just pull them in. These people are in a confused state when they come in, and some will directly ask in the group what this is. The water army can also help to explain.

Furthermore, after the event is over and conversion is needed, when the operator starts to carry out marketing activities in the group, the water army can help to echo and create momentum, bring the atmosphere in the group up, and let other users benefit from it.

6. Retention and maintenance

The final data this time was that more than 5,000 people joined the group, and about 1,000 people left. This ratio is actually very scary. This was also a step that was not done well at the time. We only focused on the growth of new groups and neglected the retention and maintenance of existing groups, resulting in an increase in the growth and loss ratios.

Therefore, during the event, we must grasp the channels for new growth and loss. The channels for growth can be continuously expanded, but the funnels for loss must be controlled . It is recommended that you send some small benefits or hold a small lottery when the group is full, so that users feel that this is valuable to them and will not easily leave the group. You can also send a group announcement to indicate that there will be some small activities in the group to give away gifts to everyone, so as to arouse users' curiosity and make them feel that the group will not be meaningless just after the activity ends.

Everyone has their own experience and opinions on fission growth. I think the core logic of all activities is actually the same. For fission, I think as long as you find the core point, increase the effort, and do a good job of traffic at the entry end, you will be half successful.

Author: Liu Zhixing

Source: LZX's study notes