The key node of the fission and fan growth activity!

In the circle of increasing fans, fission is like a panacea. In the past three years, whenever operators mention organizing an event, they will inevitably carry it out in the form of fission, with obvious effects and proven success.

However, some operators feel very confused and at a loss after trying fission activities: the gifts are obviously good and the promotion resources are sufficient, but why can't they be spread? What went wrong?

After participating in hundreds of fission activities, the author found that there are actually only a few key nodes in fission activities, and the success of the activity mainly depends on whether these key nodes are polished.

So today I have made a self-examination checklist for fission activities for everyone. You may wish to save it and check it carefully before each activity. Make corrections and improvements to the activities in a timely manner. I believe it will help you double the effect of the activity!

First of all, in case some new operators have not heard of fission activities, let us first introduce the process of fission activities:

To sum it up in one sentence: fans can generate exclusive posters and invite friends to follow the official account (the system automatically counts the fan hierarchical relationships), and gifts will be automatically distributed when the number of friends reaches the requirement.

Next, let's get to the point. Everyone, take your notes and write down the key points in time. Develop the good habit of expanding your operation material library anytime and anywhere. I will expand on the self-examination part according to the following four points:

1. poster
2. Copywriter
3. gift
4. Activity Preparation

1. Poster

1. Are the user pain points prominent?

The role of posters in fission activities is the same as the role of titles in articles, which directly determines the participation and forwarding rate of the activities.

People will make a decision within 3 seconds after seeing a poster that interests them. All the operator needs to do is try to catch the user's attention within 3 seconds and make them willing to forward it.

The secret to whether you can do this is whether the poster highlights the needs and pain points of most people.

Students who have learned about user psychology should know that humans have 9 universal needs:

Any of the above, as long as it can be combined with your brand characteristics and gifts, should be boldly used on your posters, and highlighted and magnified as much as possible to ensure that every fan can see it at a glance and it touches the user's heart.

This little bit is the secret to doubling the engagement of your event.

2. Is there any authoritative testimony?

As mentioned at the beginning of the article, many operators have this confusion:

"I really don't understand. My poster layout is very beautiful and the gifts are very tempting. Why can't it be spread?"

What exactly is the problem?

Simply put - no one believed it.

In fact, it is not only fission activities, but many other activities such as voting, collecting likes, and supporting are always unable to be spread, and ultimately manpower, material resources and money are wasted. Problems arise at this point.

No matter how fancy and attractive your campaign is, if you cannot gain the trust of users, it will be useless. No one will decide to participate and forward just because of a pretty poster. Therefore, a poster is just an introduction, and beauty is secondary. The most important thing is how to gain the trust of users through a poster.

The best way is to use some authoritative people, organizations or institutions. Even just a small avatar, logo, or a short sentence can become the connection point between you and users, and your activities will give people a sense of authoritative certification.

I believe that after reading this, some operations managers will say: "We are a small brand, we have nothing to do with authoritative figures, and there is no way we can have any authoritative testimony!" Here I want to answer you: "Wrong! As long as you open your mind, there is no connection point that you can't find!"

Think about whether your industry is related to an authoritative person, whether your user group has some common celebrity role models, whether the gifts you provide are related to the authoritative person, whether your brand has served some well-known people... these can all be used as promotional points for your poster. So open your mind, there is no brand promotion that cannot be done well!

3. Is the key information of the event highlighted on the poster?

The focus of an event is usually gifts. When making a poster, it is best to put more attractive gift pictures on the poster, which will have a more intuitive impact on users.

At the same time, the activity rules (such as what you can get by inviting a few friends) can also be written concisely on the poster, making it convenient for fans to check the general process of the activity.

2. Copywriting

1. Ensure there is no ambiguity

It is okay to be witty in your campaign copy, but be careful not to use a lot of transitions, double negatives, and self-righteous professional terms. To you, these words may be commonplace, and you take it for granted that others will understand them. In fact, this is completely wrong.

When writing campaign copy, you have one and only one goal: to make it clear to users. The more sophisticated the vocabulary and jokes are, the more confused and disoriented the users will be.

So before writing the copy, you might as well clear your mind of preconceived ideas, put yourself in the user's shoes, and describe it clearly in the simplest and most straightforward language.

2. Put the biggest benefit that users can get from participating in the event repeatedly in the title/beginning of the copy

Always remember: people only see what they want to see.

Put the things that are most important to users where they are most likely to see them - the title/beginning of the copy, so that they can see at a glance what they can get by participating in this event as much as possible.

A very crucial point here is: change the pronoun of the description. Don’t talk about what you have, but talk about what this event can bring to you (the user).

This method is also called keyword pre-positioning . It is not only applicable to fission activities, but you can also use this method when writing tweets and creating titles in your daily life. It can maximize your operational efficiency and tweet reading volume.

3. Help users think of forwarding copy at the end of the copy

Users are lazy, even lazier than you think.

Think back, what is the daily click-through rate of the GuangDianTong ads at the bottom of your tweets? How many times have you clicked on GuangDianTong ads for others?

When I was doing user analysis before, I found that at least 30% of users, after being attracted by the activity, wanted to forward the content, but gave up because they couldn’t think of the forwarding words. Therefore, operators, never overestimate the attractiveness of your copy and activities, and find ways to lower the threshold for participation in the event again and again... Believe me, just attaching a copy of about a dozen words at the end of the article and guiding fans to copy and forward it can greatly increase the participation in your event.

4. Repeatedly insert customer service WeChat ID in the copy

During the event, the traffic and exposure are relatively large, so increase the exposure of the customer service WeChat as much as possible, and guide fans to add customer service WeChat to handle or solve any questions they have. This way you can accumulate a lot of loyal users. After the event is over, if you have the energy, you can add them to the group and do a good job of community operation. These are your very important user resources. If you organize subsequent activities, they will be your first batch of promotional users. They are very accurate and practical.

3. Gifts

1. The value of a gift is not the amount of money, but whether it is useful to the user

I don’t know if you have seen a previous trending search on Weibo: Takeaway merchants, stop sending me cheap drinks↓

For users, your dedication can be seen.

There are too many things in the market where "spending money is ineffective and working hard is thankless". You should reflect on whether your gifts are completely from your own perspective, or are truly from the perspective of customers to benefit them.

If the cost is really limited, then just do the activity normally and openly, and don't try any self-righteous tricks (giving out coupons with very high thresholds, dealing with obviously outdated and unused tail goods, or products with questionable quality and no quality certificates), otherwise you are overdrawing your brand credibility.

2. For gifts with high amounts, you can choose to expand them in stages

If the amount of your gift is relatively high and it is difficult to give it away directly by inviting three or five friends, then you might as well find some mid-range gift types as a buffer. This can increase the participation of fans. After the fans have received some small discounts and brought in some friends, based on the mentality of not wanting to lose sunk costs, they will most likely continue to bring in new fans and strive for gifts of higher amounts. This will also indirectly boost your activities.

If your cost is limited, you might as well find some useful information packages, coupons and other gifts, the cost is almost 0, and it can also promote the sales of your mall:

4. Activity Preparation

1. Arrange sufficient customer service in advance

Before the event starts, sufficient after-sales customer service must be arranged.

Once an event is promoted, a large number of fans are bound to flock to it, and they will inevitably leave messages in the background frequently to inquire about delivery, event rules, and problems encountered during the event. If the customer service staff is insufficient and questions cannot be answered in a timely manner, it is very likely that fans will have a crisis of trust and think that it is a scam event and report it without thinking.

So this is very important. For the safety of the event, we must make arrangements in advance.

2. Be fully familiar with the system background and make sure it has been tested

The activity is not just about making a poster and editing the gifts and launching it. Be sure to hold your phone and test the entire process yourself. The key points are as follows:

• Whether the relationship between superiors and subordinates can be counted when attracting new customers;
• Experience the redemption process (it is best to take a screenshot after redemption to facilitate guidance to fans);
• How to view data such as superior-subordinate relationships;
• Test how to modify the popularity value (to handle fan disputes later).

Well, I have shared with you all the precautions that need to be taken before conducting fission activities. These are the best practices that I have summarized after so many years of operating WeChat. I hope they can help every friend who is troubled by activity operations.

Event operation mainly reflects the exquisite polishing of every detail, and it is these details that make the results vary greatly.

Before the event starts, the operator must ensure that he fully understands every process of the event and the user's psychology when encountering each process, inject his own soul into the entire event, and have clear ideas .

Only in this way can your operations work be truly meaningful and enable you to achieve personal growth.

Author: Operation Xiaoxin

Source: Zhuxin Technology (lvyiming1)