How to achieve community fission? NetEase and Alipay fission case!

Increasing followers of a public account is a technical job in itself. Not only does it require the operator to be familiar with the rules of the public account, but it also requires the ability to create content, plan events, operate users, and promote channels. It also requires the operator to keep an eye on growth trends, including methods, rules, and tools.

Everyone is already very familiar with community fission . As the hottest user growth methodology in the past two years, it is destined to intersect with official accounts.

Therefore, the following lists two methods of using social fission to increase the number of followers of a public account, and cites specific cases from NetEase and Alipay for reference by friends who need to increase the number of followers of a public account.

1. WeChat group → public account

Fission process

By using fission posters, users are attracted to join the group. After completing the task, they are guided to follow the official account to receive benefits.

1) Place the task live code on the fission poster;

2) Users scan the QR code to join the group, and the AI ​​assistant guides users to complete tasks;

3) After the user completes the task and sends a screenshot to the group, the AI ​​assistant will inform the user that the reward will be distributed uniformly;

4) When the task completion rate of users in the group reaches the target value or the activity ends, inform users to follow the official account and reply with keywords to receive benefits.

Tips

Rewards should be postponed. The fission gameplay is becoming more and more familiar to users. If the rewards are distributed in advance, those in the group who have not completed the task will also have the opportunity to receive the benefits.

Success Stories

Following NetEase’s viral opening lecture, it also carried out a series of community fission activities. Increase the number of followers of the public account matrix through free micro-professional courses.

2. Official account → WeChat group → Official account

Fission process

Place the WeChat public account QR code on the fission poster, let users follow it first, then join the group. After users join the group, guide them to forward the message to complete the fission cycle.

1) Place the public account QR code on the fission poster;

2) After the user scans the QR code to follow the official account, use the official account's automatic reply function to inform the user to click the link below or the official account menu to enter the WeChat group. Of course, you can also use the keyword reply function to guide the user to join the group;

Three ways to guide into the group:

a. The automatic reply after following the public account. You can include a live code link here. This method is suitable for public accounts with a small number of fans growing naturally;

b. Automatic keyword reply can reply users with live codes, posters with live codes, or live code links. This method will increase the user's operating costs;

c. The first-level menu of the public account. You can place a live code link in the first-level menu bar of the public account. The disadvantage of this method is that users can click to join the group even if they are not following the account, and it is only applicable to authenticated public accounts.

3) After the user joins the group, the AI ​​assistant guides the user to complete the task;

4) After the user completes the task and takes a screenshot and replies to the group, the AI ​​assistant will inform the user of the time and method to receive the reward;

5) Users can add the organizer’s personal WeChat account to receive the benefits, or the organizer will send them to the group after the event.

Success Stories

During last year’s National Day, Alipay’s Koi event on Weibo attracted nationwide attention and then quickly spread to WeChat.

Although the National Day has passed for more than two months, the Koi activities have never stopped. Halloween Koi activities, Christmas Koi activities, and Eat Poor Street Koi activities can still be seen frequently.

The reason why the popularity of koi activities can last for so long at least shows that it is indeed an effective activity strategy.

First, for users, the cost of participating in the Koi event is extremely low, and all they have to do is move their fingers and forward it; second, human nature has a special preference for low-probability events, and for things that have no cost, we are naturally inclined to "take a gamble, what if we win."

The core gameplay of the Koi event is community fission + official account + lottery .

First, place the official account QR code on the event poster to guide users to scan the code and follow the official account;

Second, by paying attention to the reply words/keyword replies, convey the activity information to users and guide them to join the group. It is particularly important to avoid copywriting that induces forwarding in this step, otherwise if you are reported, you will definitely get it right;

Third, after users join the group, guide them to forward the message, thereby avoiding the risk of the public account inducing forwarding in the second step;

Fourth, when using mini-programs or other lottery tools to draw prizes, a threshold must be set, that is, the winning user’s circle of friends must have this update, otherwise the winning will be invalid and the winning user will be drawn again.

Today, user growth has formed a very comprehensive and rigorous methodological system that can be used to guide us in doing many things, but these methods are often also the most costly.

In order to acquire a large number of users at low cost, the correct time window is also very important. A delay of some time may lead to a difference in position or magnitude.

When "Yi Tiao" was just launched, WeChat public account advertising was launched. They seized the opportunity and acquired fans at a cost of 0.1 cent per fan. In just a few months, the number of fans exceeded one million.

When WeChat Pay was first released, the checkbox at the bottom for following public accounts was checked by default, and many public accounts gained a large number of users through this trick.

During the growth dividend period, as long as you find a growth point, you can gain a large number of fans. Community fission is still in its bonus period. Using community fission to increase the number of followers of public accounts is low-cost, high-efficiency, and close to money, which is worthy of study by all operations practitioners.

Author: Network

Source: Internet