A complete set of fission activity skills!

I was so angry. I saw a teacher talking about fission again. I bought it happily. The content was just writing down the steps of other people's activities and then making a beautiful layout. People said that this is called case study... So I kowtowed to myself and told myself to work harder to summarize something useful to comfort myself...

Well, these are basically the main steps to do a fission. The fission activities we often come into contact with include : group fission, task treasure, distribution, check-in, testing, red envelopes, group buying, H5 pages with sound effects, and gray industries . Basically, they are all such a fission flow chart.

Regardless of whether you have learned or acquired the concept of such a process at work, knowing that this process cannot improve your conversion rate, because it is merely a standard workflow specification. Moreover, WeChat issued a new policy to crack down on external links at the end of October. Now it’s November and you’re still showing me this trick? ? ?

The new policy released by WeChat at the end of October is roughly as follows:

1. Crack down on inducement to share/follow/jump/download.
2. Crack down on illegal group buying content.
3. Crack down on H5 games and testing categories.
4. Combating fraudulent content.
5. Crack down on illegal operations and suspicious service content.
6. Combat rumor-mongering content.
7. Combat harassing messages, advertising messages, and spam.
8. Crack down on information that is inconsistent with the title and has vulgar content.
9. Crack down on illegal acquisition and use of user data and information.
10. Fight content that infringes on the rights of others.
11. Crack down on "religious donations" and related information.
12. Crack down on paid voting content.
13. Crack down on content that interferes with normal use and forces jumps.
14. Crack down on content with functions and services similar to WeChat.
15. Crack down on special identification codes and password-related information.
16. Crack down on content that violates national laws and regulations.
17. Crack down on malicious violations and confrontational behavior.
18. If you violate my rules, I will use the tiered punishment rules to block your links, domain names, IP addresses, public accounts, limit the content of your public accounts, block your interfaces...

In this system, the key words we need to pay attention to are: external links, inducement, violations of laws and regulations, coercion, interference, harassment... So what kind of impact will our fission be affected by, and how should we do fission in the future?

The elements of a complete fission are:

1. fission bait;
2. Target groups and channels;
3. Fission rules.

Next, I will share my views from these three aspects. A successful fission bait should be a good product.

1. Choice of fission bait

The fissions we usually come into contact with are fissions with real content. The biggest advantage of Youhuo's fission is: precise users.

For example: if you are giving away UI design courses or diapers, then the users who participate in your event must be those who are interested in UI courses or those who need diapers. Of course, giving away physical items involves the screening of those who want to get the bargains, so now there are more activities that involve giving away information or in-store experiences. The marginal cost of delivering information is infinitely low, and the conversion rate of in-store experience is relatively high. We need to choose appropriate baits based on user needs and industry characteristics.

Regardless of the industry, the most common bait for fission is content and information. The most significant benefit of giving away information is that if the quality of your content is really good and can be of some help to users, user loyalty will be established immediately. This is the authority that comes with the content .

Think about it, when you first come into contact with the useful information public accounts you follow, do you agree with them? So you will follow them, click on them, click on them again next time, respond to their paid activities and make a second payment. In other words, once you form the concept of "usefulness" for your users, their conversion rate will be greatly improved. This also explains why health-related articles are so popular among middle-aged and elderly people. This is because the authority of the articles is built based on user characteristics.

There are three most common data baits:

1. Courses (self-improvement);
2. Summary document (self-improvement + anxiety + collecting addiction);
3. Resource group (group demands + resource sharing).

So your fission bait must be useful. There are actually many things that can be done to make the concept of "useful", such as: a collection of exercises that teachers prepare during daily teaching, and a case analysis of a large company's fan-increasing activities last month. These are all real hard facts. But now the baits are seriously homogenized. Everyone says that theirs are secret training questions and that they have real cases. What should we do?

An operations academy has improved the product form and mixed distribution into fission, allowing the field fission to produce a very good long-tail effect. They summarized the key points of some content in the form of physical cards, which is very interesting. It gives users a new experience from the perspective of product presentation.

You can imagine that you have to write down the key points 123, and on one side is a WORD and on the other side is a deck of cards that can be thrown in the office, which one would you choose? Moreover, if you participate in fission, you can naturally distribute and receive commissions, which also promotes fission itself from the perspective of interests. Their fission was popular for more than half a year, and anyone who casually participated in the fission could earn about one or two hundred yuan, so many people forwarded it many times.

Many people would think that the cost of delivering physical items is too high, and wouldn’t it be more convenient to deliver information?

Here, the difference of "usefulness" can be reflected. The main feature of physical items is the sense of value, and combined with distribution methods, this offsets the purchase cost for users. For event organizers, using benefits to drive users to forward can generate revenue while gaining more users. The information focuses on the user's collecting habit and anxiety, making the user feel "I will need it in the future", so I have to save it. For example, we have saved some PPT templates, but when we see that there is a free PPT template, we still want to take a look.

So when it comes to "usefulness", we can refer to many product forms. Don't we have anything else to use as bait besides PPT and trial classes?

Here are three tips for identifying active bait:

(1) See where the competitor is criticized

Competitors are criticized for the points that users clearly point out that you can do something about. For example, at that time, everyone was complaining about the serious overtime of takeout, and then On-Time Delivery and On-Time Delivery appeared one after another.

(2) Meeting segmented needs

You are definitely not the first person to create the world, so you need to focus on more vertical and detailed pain points. For example: there are many companies that offer K12 English, so you can focus on spoken English; there are many courses that teach how to increase followers, so you can focus on how to increase followers for a public account in a certain industry.

(3) Even if it is practical

Create content based on the current environment so that your users can use it immediately. For example, during the job hunting seasons of March, April, September and October, you can use resume templates to do fission. When private domain traffic becomes popular, you can use information related to private domain traffic to do fission.

We need to choose bait based on user needs. The user's demand is that this thing is useful to him, so the concept of usefulness refers to the value of what we provide (data package) or the value that our thing can give to the user (a stylish invitation letter). Or if this thing itself has a certain value (physical object), we can formulate it according to the characteristics of our own industry. We need to be clear about what we can provide to users and what our advantages are. It’s not that users need it, it’s that I just happen to have it, so users will choose me. It’s not that what I have is very good so users need it, but it just happens that what users need is what we have an advantage in.

Then we need to do competitive analysis , optimize, or avoid competing products to strengthen pain points and highlight our own differentiation and value. This will help us find the first batch of seed users , which is the initial distribution group.

Posters as a carrier of bait

In such a fission, our fission medium is a poster with a QR code. Regardless of WeChat’s various regulations regarding external links or internal links, its main purpose is to maintain the WeChat ecosystem and reduce user disturbances. But this does not prohibit us from requiring users to take actions, nor does it prohibit users from taking actions actively. So it’s okay for us to post content or posters, but you need to pay attention to the copy of your poster to see if there is any suspicion of “inducement”.

In the poster copy templates of the past, everyone emphasized immediate benefits and user gains, such as "free for a limited time" and "receive when forwarded". I don’t have any test data to see whether posters with such words will be restricted when they are redirected to the official account, but we must now be aware of avoiding such words. For example, when you emphasize the value of the bait, how can you write about the benefits of your product to inspire users to scan your poster? This will test your previous user research and your writing skills. For example, if “free for a limited time” is written as “while 500 copies are supplied”, wouldn’t it feel like the risk factor is much smaller?

Elements that a qualified fission poster should show:

① User identity

Many posters have your portrait in the upper left corner. I wonder if you have noticed it. In fact, except for some big Vs, who may have a certain demonstration effect by forwarding posters with their own avatars, this display cannot bring a sense of belonging to ordinary users, nor can it prompt the next forwarding.

To highlight the user's identity, it is often used on invitation posters. For example, if a big company participates in your event, or your event is held in a hotel with a very nice name, you can write the user's name or ID. This type of poster is one that users like to forward very much, because it helps him express that he is very capable, that he can participate in activities held by big companies, and that he can go to high-end hotels for meetings. This is a very powerful driving force for users to forward messages. Many times, people post to Moments to show off themselves.

There is another way to display user identity. Your activity may not be much different from other activities, but you want to give users a sense of participation in it, and at the same time you want to show the sense of participation in your activity. There is a form as shown in the figure.

②Poster main title and subtitle

The main title is the largest word on the poster. Make sure you clearly state what you are going to do. These few words are almost the only reason for users to click on your poster. The subtitle is a further expression of your main title, which is just one line of space, used to emphasize the pain points of needs or highlight the value of bait.

③Bait value explanation

You should write the value and advantages of the bait product as clearly as possible. The copy here should be a result-oriented statement. For example: 100 practical event plans and 10 ways to make your community active. You also need to find ways to demonstrate your brand endorsement, such as jointly launching it with a big company, and what kind of performance experience the producer has. When expressing the quality of your own products, you should also create a sense of trust and lower users' trust barriers.

④Sense of urgency and ways to participate

An event tells you that if more than 300 people scan the code, the original price will be restored. Do you want to participate? You can get the latest industry report by scanning the QR code. Would you like to take a look? You need to set various restrictions to increase users' sense of urgency and immediate interests to stimulate their enthusiasm for participation. Then attach the participation method to remind them how to participate in the event.

⑤Poster design

If there is a UI, it still needs to be done by the UI. Aesthetics is a very mysterious thing, not everyone has such aesthetic taste. The matching of colors and the placement of fonts and graphics are all very professional matters.

Therefore, the basis for fission is that we have a good product, and this product is just right; our posters are eye-catching and concise, so the next step is to find our target group.

2. Find users and channels both online and offline

1. WeChat is clearly targeting fission, why am I still talking about it?

Let’s think about a question first. When everyone is busy with fission, how many friends have done a good job of “ service ”? Now that we have become very proficient in using the WeChat ecosystem to achieve "conversions", can we further develop a customer service system? I

When I was working at my previous company, I advocated operating a complete customer service system on the official account, because communication in the WeChat ecosystem is a proactive action. The traffic dividend of WeChat seems to be abundant because of the huge number of user groups, not because the platform will distribute traffic to you. However, from our inner perspective, there are natural obstacles to the action of "taking the initiative". over

A good customer service function is to encourage users to actively establish contact with you. In addition to common service methods such as the official account menu bar, plug-ins, group administrators, etc., we should actively ask users if they have any questions that they need our answers or help. Don’t @ everyone in the group and then send a message like “Feel free to contact me if you have any questions”. This is too perfunctory. You should send a group message and find ways to entice users to reply to you through the copy.

We want to make it increasingly difficult for users to take the initiative, so we will extend the fission front. We need to have a solid foundation for attracting new users. In addition to the bait itself being a good product, we need to pay attention to service and other techniques when doing fission without violating platform rules.

(1) Service-oriented, profit-sharing-assisted, empowering old users

What is the purpose of empowering old users? Of course, it is for the purpose of spreading and repeat purchases. Users who have purchased your products must be the group with the highest awareness of your products. Whether he is satisfied with you or not, he will spread the word about you. For example, if the product is not good, he will complain or complain to others; if the product is good, he may repurchase or refer others. Although not all users will perform these behaviors, these actions will definitely occur.

There is no doubt that users are very happy to recommend products they think are good to others, and the proportion of this is much greater than rejecting a product to others. This is because in the process of recommending good things to others, users are actually shaping their own image. Everyone wants others to think of them as a positive image. This is a self-driving force in our hearts.

So, what kind of people do we dislike the most in your potential user group? They are the ones who are malicious towards us, dissatisfied with our products, and who protest and complain against us. But this kind of people can be converted.

The Franklin Effect is a true story.

Franklin was running for Speaker of the state assembly, and a respected man whom he didn't know very well attacked him with some very bad words. At that time, Franklin learned that this enemy had a large collection of books, so he wrote a very formal letter, which roughly said: I heard that you have a very precious book, and I really want to read it. Can you lend it to me?

Then this person was very confused and thought that I was his opposite and asked why I borrowed the book from me for no reason. But this person did lend the book to Franklin. Then, after a while, Franklin returned the book and wrote a very formal letter to express his gratitude. Just because of this one incident, the enemy's attitude towards Franklin changed and became very friendly.

The Franklin effect shows that behavior changes attitude faster than attitude changes behavior. So how do we change users’ negative and pessimistic attitude towards us?

It is not about asking users to help you change a good review or help you achieve sales targets, but about providing barrier-free trials, trial listening, cash on delivery, etc. while efficiently solving user problems. This will alleviate the user's negative impression of you to the greatest extent, and even turn it into a favorable impression. Then we say to the user, "Can you try our new product and give us some suggestions?" Afterwards, based on your understanding of users and adding some daily operational methods, I believe it will be of great help to your repurchase performance.

(2) Where are the new users?

If we have some accumulation in our daily work, we will definitely be able to get in touch with some colleagues or KOLs with whom we have good relationships, and they will have a large number of our users. Whether it's personal connections or personal interests, find a way to get these resources. If we have no accumulation, we are newcomers to the industry, or the company has a project in a new industry, when doing competitive product analysis, we must definitely enter some of the competitor's user groups and industry vertical communities. We can reach out to users in the circle by observing their activity.

When we directly contact new users or channels, the buff effect of a good personal image is very important. This buff can make others automatically gather around you and create an inexplicable sense of trust in you. In an environment, you are lively, professional, helpful, and sharing...all kinds of images can attract different people.

We can attract users by producing content. For example, you speak in the group, contribute to the website, post and reply in the community.

Many platforms will distribute traffic, so we will post the same content on multiple platforms. On Tik Tok, sending out one video consumes hundreds of traffic, so we can send it multiple times using multiple phones and accounts. Even on WeChat public accounts, we can submit articles. So if we want, we can reach a large number of users.

I have to emphasize that people’s attention to vertical communities has declined a lot now, but you must understand that becoming a KOL in a vertical community is a very powerful endorsement. In vertical communities, you can not only build your own personal image and obtain accurate traffic, but also obtain a lot of information resources and industry trends. When we direct traffic to these platforms, we must use functions such as personal profiles, private messages, comments, and replies.

There are also some business and channel cooperation, for example, you can exchange and promote each other with your peers (I promote your copywriting class, you promote my fission class); if it is a new team and there is no basis for exchange, you can cooperate with your peers under appropriate costs (if your peers want to hold an event, I can sponsor or distribute it); you can cooperate with cross-industry partners with the same user groups (joint activities between K12 companies and amusement parks); you can find those who do community cooperation for distribution, etc. These are all good ways to acquire accurate users.

We can acquire customers in the WeChat ecosystem without violating any regulations, and we can attract users from other platforms to our WeChat private domain. We just strengthened the user cultivation link before the previous fission process, and nothing else has changed.

Another point, besides WeChat, which other platform has the most users? Can we also play a round of the fission game that was once so popular on WeChat on QQ?

If you think that the methods I mentioned above are too slow and inefficient, and the cycle of contacting users and acquiring them is too long, then how else can we acquire customers? Think about the avatar screen-sweeping incident last month. There was no QR code, but it was a grand slam in terms of communication, brand promotion and new user data. So when various platforms begin to restrict promotion, we might as well reconsider communication, brand, and user experience. (A review of last month’s hot topic)

1. Don’t look down on offline traffic

I don’t know why, but since the rise of the concept of “Internet +”, people have become increasingly disdainful of offline traffic. But do you know that the reason why RuiX English has such a large market share in Beijing is because of its offline promotion? A traditional skills training school (sorry, I can’t find the name) has only one offline campus but has an annual income of over 100 million yuan, relying on offline sales. Even the girl who did campus promotion a while ago and defrauded many campus agents of tens of millions was also doing ground promotion.

These are not my nonsense, they are data released by big names in the industry. Although everyone was very happy to harvest online traffic in the past two years, in recent years, traffic has dried up and the cost of acquiring customers has become increasingly high. All in all, it is more cost-effective to do ground marketing, which involves actual contact and communication between people. Especially for friends who are doing online education, I strongly recommend interspersing online classes with offline activities.

Because the face-to-face value of offline activities is irreplaceable. This is a group behavior, and the contact and motivation between real users are very large.

Therefore, regaining offline channels is a good idea under the current circumstances. Don’t we all jokingly say that everything is a cycle, and a method that worked before may still be useful a few years later.

As far as I know, people are not optimistic about offline activities, mainly because the traffic they receive is not enough and the efficiency is not high enough. It is not like pushing a piece of content online, which may be seen by tens of millions of people, and the labor cost seems to be very high. But I think this still has a lot to do with the industry, projects, and products.

For example, if you are in education, whether you have offline campuses or not, it is essential to go to places where students gather or directly seek cooperation with schools. A while ago, a friend of mine was developing a purely online K12 course. With the support of NetEase, he was still scratching his head when it came to scalability. I asked him why he didn't cooperate with the kindergarten, and he said helplessly: There are no resources.

So since there are so many obstacles on the road to online fission, why not try to reach the precise user groups offline? There is essentially no difference between negotiating cooperation online with social channels and negotiating cooperation offline with chain campuses.

And for my friends who are in the travel business, if you are doing domestic or international travel, I may not have any good offline methods to help you find accurate users, but what if you are doing local travel?

And for those of you who are in the snack, gift, supermarket, hotel, cake shop discount card business, you should visit each company and discuss welfare provision.

Including some friends who have reached management level, when building channels and cooperating, you must visit the supervisor offline for interviews for projects with larger sales volumes. So you must not give up your skills. Just run some offline and you will have enough to eat for the whole year!

3. Formulation of fission rules

Fission rules are the standard behaviors you set for users participating in fission. Take the poster fission that we used to see. The most important rule is: post the poster to your circle of friends, collect X likes/invite X people to help, and you will get a gift. The number of fission helpers we usually come into contact with is about three to five people, and there will be a problem if too many people are asked for help.

It is definitely inconvenient to send this kind of poster with a QR code to a group now, because the group owner will restrict it, so it can only be sent to the circle of friends. If you only post on your Moments, it will be very difficult to get enough people to follow your official account. As a result, users will ask relatives and friends, as well as other unrelated people in the industry, to help them, which greatly affects the quality of the activity. This is the same logic as when we increase the number of fans.

Therefore, the threshold for participation cannot be too high .

Things with low thresholds are relatively easy to spread. If you feel that the threshold is set too low and the user acquisition cost is too high and not cost-effective, then you need to reduce the activity cost, or estimate the paid conversion rate in advance, otherwise you are hindering your own dissemination.

In addition to directing traffic to official accounts, we can also direct traffic to our own user groups and corporate personal accounts, which means that there can be multiple QR codes on the poster. Moreover, if you limit the total number of people in each group to less than 100, and limit the number of people added to each personal account per day, then the flow limit should not be triggered. You can try this specific number little by little.

In addition to fission posters, we can also fission an H5 page. When you scan a poster, sometimes it will jump to the page of the official account you follow, and sometimes it will jump to a details page, which is basically an H5 page. This H5 page is actually equivalent to a poster with more detailed content. Therefore, you can refer to posters when creating content.

H5 pages are still widely circulated in fourth- and fifth-tier cities, and users like articles with beautiful pictures and sound effects. If your content is very good, even if you don’t put a QR code, you can use text or a copy button to induce users to manually add your official account/group/personal account.

If your rules appear on a poster, don't write them so intuitively. For example, instead of "invite a buddy", you can say "bring one of your buddies". We usually don't write the rules on posters. These rules are usually automatically popped up when you follow a public account, or sent out by a robot after you join a group. There are also some instructions. You can ask users to copy the text part when posting posters on Moments. These are all things you can set.

There is another small detail: don’t let users do too many operations in your fission process. For example, you may have to scan five or six QR codes in a process, or you may have to reply to XXX content after following a public account to be considered as helping others. Don't do these things that will undermine your goodwill. You should first attract users and then consider the screening issue.

This process is basically complete. At the last step, how can we add fuel to the fire and encourage users to forward? I think you can randomly generate several posters for users to choose from, not in different colors or styles, but to highlight different user images. I am trying this and will discuss it with you in detail after I reach a conclusion.

Summarize

Let me end with a small example. In the early days of fission, the key words on the posters were "invite friends to share/follow/forward", but later WeChat started to crack down on such words, so a genius changed share/follow/forward to "help", and then the industry followed suit, and it was popular for a long time.

What does this mean?

This shows that there are always more solutions than problems. Doing fission, promotion, planning, operation and business are really interesting things, and they can also exercise people's comprehensive abilities. I especially recommend everyone to do these things to exercise themselves.

I hope what I wrote today can be of some help to you. Come on everyone!

I have a small question I would like to discuss with you all: For posters with words like "free gift" or "free for a limited time", when you scan them you are asked to follow a public account. Does this count as inducement to follow? Will this be punished by WeChat?

Hope to see everyone’s thoughts.

Author: AK

Source: Soul Writers Study Club