New fission operation routine: 0 fans leverage 13,000 people + watching live broadcast

The author reviewed a live broadcast fission activity, focusing on key nodes for analysis, hoping to give you some inspiration if you are doing operations.

On November 9, a live broadcast event with the theme of "5G and Digital Economy: The Wealth Code for the Next Decade" was held. The entire live broadcast lasted for 1 hour and ultimately attracted more than 13,000 viewers. Even after the live broadcast stopped, people continued to come in.

The entire event promotion lasted for 2 weeks, and 13 targeted communities were completed. The planning and pre-promotion of the entire event were reviewed, hoping to let more people understand the new routines of fission operations .

Event Background

The concept of "digitalization" is becoming more and more popular. When the entire industry is looking forward to a savior-like way to achieve growth, digital operations have been pushed to the top of the wave.

The digital transformation of the entire physical industry has quietly spread. Big brands are touting the concept, and digital upgrades and transformations are penetrating into various industries. I believe that quantitative changes will lead to qualitative changes, and China's real economy will soon have a big explosion due to the development of the digital economy.

We found that various industries urgently need to have a correct understanding of the digital economy and industrial Internet. Against this background, we are increasingly motivated to launch the "Digital Big Speakers Speak" Industrial Internet Forum nationwide.

1. Determine the theme of the activity

We know many big names in the industrial Internet who are absolutely authoritative in their understanding of the industrial Internet and the digital economy. We also deeply understand that physical enterprises have an urgent desire for digitalization and the understanding of the industrial Internet.

In the end, we made a bold decision: to hold an industrial Internet forum event called "Digital Big Names Speak", inviting 100 big names to share the development status and correct concepts of the digital economy and industrial Internet, and popularize the most cutting-edge knowledge of the digital economy for the entire industry.

2. Preliminary determination of activity methods

A project started from scratch, with 0 fans and 0 resources; the shared topics are relatively high-end, and the target user group is relatively vertical but scattered. How to make the event heard and spread the voices of celebrities is an important issue we need to solve.

After deciding to do this activity, we quickly discussed several basic points:

1) Establish your own private traffic pool and continue to provide value to targeted users

When the public domain traffic dividend has peaked and everyone is building private domain traffic pools, we decided to carry out activities in our own private domain traffic pool, and WeChat service account is the platform we chose.

2) Boldly decided to use live streaming as the main form of the event

Many teachers we know are scattered all over the country. In order to make the event more lightweight, we use live video streaming and downplay offline forums. Using online methods can both expand the teachers' influence and simplify our event costs.

The primary problem we encountered was how to find a suitable live broadcast system. Third-party platforms could not meet the goal of private domain traffic pools; many functions based on the WeChat platform could not meet our scenarios, so we designed the live broadcast process ourselves.

3) A ruthless decision: All activities are free

The value of teachers is self-evident. In order to achieve better fission effects, to enable more people to understand the development of the digital economy, and to level the level of cognition of industrial Internet among people in different industries, we decided to make all course live broadcasts free of charge and turn them into a public welfare forum.

4) Every link of the entire activity must be fission

One advantage of the WeChat platform is that social relationships are accumulated there. Therefore, if we want more people to know about our activities, we need to find a suitable fission method to achieve better promotion effects.

After several rounds of discussions, we preliminarily decided to use the methods of community fission + old-to-new fission + live broadcast fission to carry out this event.

Main process of the activity

1. Community fission

1) Initial promotion

The theme of the first live broadcast is "5G and Digital Economy", which is a relatively high-end topic and the target user group is relatively narrow. There will be more precise customers in some Internet and technology industries, as well as investment industry communities, but we do not have such resources on hand.

In the early days, I also wanted to utilize my new media matrix and fan base on the WeChat platform, but after analysis, I gave up because the target user group was not well-matched and the subsequent fission effect would be affected.

Later, we selected the platforms for initial promotion: Shuimu Community and Zhihu.

After posting a round of posters and messages on such a platform, the effect was not very good. I posted a lot of messages and only got 10 people in total. In order to allow the initial people to carry out preliminary fission, we used the method of sharing on WeChat Moments to carry out the first wave of fission. That is, after sharing on WeChat Moments, you can enter the digital celebrity group and listen to the live broadcast for free, which serves as bait.

2) Fission data preview

But we don’t have a big group of people at this time, what should we do?

What does it mean to use the principle of "delaying the potential energy of resources"?

What is the key point in our entire process?

If the conversion rate of the people we invite is 50%, then 5 out of 10 people will share; after 5 people share, it can basically cover 300 people (the effective time of the circle of friends is only 2-3 hours, and each person can cover about 50-60 people); if 10 of these 300 people add WeChat, then this fission will not stop.

Calculated in this way, the fission can be sustained.

So we need to do two things:

1. The conversion rate of users’ willingness to share is above 50% (i.e. the sharing motivation bait must be attractive enough);
2. The poster conversion rate is 3%, which is the conversion rate from users seeing the poster to private WeChat accounts.

The key to determining these two points lies in the contact words and sharing posters.

Modifications to contact wording will affect user sharing conversion rates; poster design will affect WeChat adding conversion rates.

3) The fission process has taken shape

After several rounds of the model, the final sop was like this.

• Hello, welcome to make an appointment for the Digital Experts Talk event. How did you learn about this event?
• Okay, this event will be held simultaneously online and offline. I will send you the live broadcast link before the live broadcast starts. The guest speaker this time is XXX, and the content to be shared is XXX. Welcome to pay attention to the digital economy.
• We also have a VIP group of digital bigwigs, which includes many presidents of physical enterprises and Internet executives. Do you need to join the group? Can you link resources with many elites?
• Can you share this event on WeChat Moments? After sharing, you can be added to the group.

After many attempts and adjustments, from direct request-type language to this method of first providing resource value and then making requests, the sharing conversion rate has reached more than 60%.

4) Preparation of basic materials

In the design of the poster, we enlarged the text "Free for Public Welfare" and highlighted the teacher's title to ensure that the value of the live broadcast was highlighted at a glance. In this way, we quickly formed the first group.

But how can I make everyone think that this is a big group when I join the group?

The secret is: create a group at the same time, that is, when the number of fission reaches about 100 people, create a group at the same time. In this way, everyone who joins the group will find that there are more than 100 people in the group, which allows for better interaction and operation.

We hit a pit in the middle. When the fission was relatively successful in the early stage, we became a little inflated and wanted better data. So when we were launching the channel, we couldn’t help but use some existing resource groups. In the end, we found that the effect was not good, which immediately made us realize that the quality and circle of the initial seeds are very important.

5) Summary: The key points of fission:

• Seed users: quality assurance of fission population
• Bait Design: Transforming Power
• Conversion copy: Willingness to share

All processes are not done step by step, but are summarized through continuous trial and error and attempts at each node. This may be the charm of operations, which is to find a beautiful solution through constant interaction with users.

2. Old and new fission

After users join the group, we hope to collect their contact information so that we can better notify and reach them later, and let those who have already joined the group continue to do fission for us. So what method do we use?

At this stage, we use the “old leads new fission”.

The way to bring in new members by old ones is actually the same as the underlying logic of community fission: choose the right bait, design the right process, and develop the right conversion words and pages.

The copywriting at the beginning, development, turning point and ending point of each jump plays a key role. In the design of this process, we revised the design draft and copywriting no less than 20 times, and finally found a relatively stable fission process.

Before fission, you need to choose the bait. Later I found that when I was chatting with everyone in the group, many people asked if there was a replay video.

I suddenly realized that this might be a demand point for many people. I did a random small-scale test and was surprised to find that this is indeed a demand. So, I immediately used the teacher’s playback video as bait.

Based on previous operational experience at Baidu and Sogou, as well as the fission data that has been consistently verified by colleagues from Tencent: the effective population covered after sharing must be more than 30%, and the number of people sharing for a single person in online fission must be between 5-7, for fission to be successful.

For this purpose, we designed a program where you can invite 5 people to sign up for the live broadcast and receive free video courses.

• Figure 1 is a screenshot of students’ demands for teachers’ live video;
• Figure 2 shows the design of the event registration landing page for new users, with a registration entry provided at the bottom of the page;
• Figure 3 is the page that opens when inviting members after successful registration, with a ranking list;
• Figure 4 shows the invitation notification a new user receives after registering;
• Figure 5 is the course link that you will automatically receive after completing the task.

Eventually, we used this method to obtain the contact information of all the people in the community; at the same time, we also promoted the event and directed traffic to private WeChat accounts.

3. Live broadcast fission

On the 9th, the live broadcast was officially launched and the entire live broadcast process went smoothly.

To notify the live broadcast event, we used the method of official account + community + mass messaging, and promoted articles on multiple platforms including Toutiao, Baijiahao, Sohuhao, Weibo, etc. using the new media matrix.

At 8 pm on November 9, during the live broadcast, the host guided everyone to interact and share, and took screenshots of Teacher Xiong Yan’s PPT while sharing. Using this as bait triggered another wave of sharing.

The final live broadcast data was 13,000+ views. During the short one-hour live broadcast, the barrage in the live broadcast room never stopped; until the end of the live broadcast, people continued to pour in.

In fact, this data was beyond our expectations. During the live broadcast, we found that many people were sharing spontaneously. This also confirms the saying: good content is the driving force behind user sharing.

The live broadcast was completed successfully, which was also the first victory of the Digital Big Speakers event. In the future, we will continue to use community fission to achieve growth.

Although some operational means will be designed during the event, the core of a successful event is "value".

Only by focusing on providing value to users can we achieve long-term development and growth.

The subsequent activities will last for 100 issues. We will continue to use the fission method to do live broadcasts, and we also welcome friends to communicate with us about better fission growth plans.

Author: Yanan

Source: Yanan