8 essential steps for a successful fission campaign!

Poster fission activities are still the most effective way to increase fans in public accounts . In the absence of new fission tools, we must use poster fission tools flexibly to strive to complete the accumulation of public account fans as soon as possible and lay the foundation for subsequent refined operations.

Poster fission is applicable to all walks of life, including common vertical industries such as education, finance, maternal and child care, beauty, clothing, and catering. The more segmented the target user group, the better the effect of detonating the dissemination. As long as you design the prizes and benefits well and promote through precise channels, it is only a matter of time before the event becomes a hit.

Poster fission participation process : upload a bait poster in the background, launch the activity → User A clicks the menu to generate an exclusive poster and forwards the poster to Moments or sends it to friends → User B scans the code to follow → A receives a reminder message from friends, and the system automatically pops up an exclusive poster for user B → User B forwards the poster to Moments or sends it to friends → Users C, D, E scan the code to follow → B receives a reminder message from friends, and the system pops up exclusive posters for users C, D, E → and so on, infinite fission → After users A, B... invite a specified number of friends to follow, the system automatically issues rewards.

After looking at the activities of many merchants, the editor summarized the eight essential steps for a successful fission activity, and shared them with you here for reference.

1. Clarify the purpose of the activity

No matter what activity you do, ask yourself what the purpose is first: is it company publicity, brand promotion, new product launch, increased sales, or enhanced interaction, activated fans... Only after clarifying the purpose of the activity can you formulate measures and choose a suitable plan.

① If the purpose is to promote the brand, we must find ways to increase the exposure of the event, lower the threshold for event participation, and reduce the number of steps for fans to operate. Everything should be planned around allowing users to generate and forward posters.

② If the goal is to increase sales, we should not pay too much attention to the number of fans. The conversion rate of 1,000 precise fans is higher than that of 5,000 general fans. Therefore, the threshold for the event can be appropriately increased. For example, the prize should not be set as free, but can be set as a low-priced product that needs to be paid for. This can play a role in screening fans from the source. Users who participate in the event are all interested in the product and willing to pay. Another example is regional restrictions - only fans within the region can participate, and fans outside the region cannot participate - this is very suitable for regional self-media and local e-commerce official accounts.

③If the purpose is to activate fans, then the premise is: the official account already has a certain number of fans, but they are not active at ordinary times. When organizing activities, you need to find ways to interact with them, such as assigning tasks and activities, introducing a ranking mechanism, distributing benefits from time to time, and stimulating fans' sense of competition.

Key points: When organizing an event, never use increasing follower data as the only goal. Once you become obsessed with increasing follower data, it is easy to lose sight of the original intention of the event. Therefore, the event must revolve around the positioning of the official account and focus on attracting potential target customer groups.

2. Determine the event prizes

Now that you have decided to do something big, you can't be careless when choosing the prizes. Some businesses give out red envelopes whenever they hold an event. To be honest, the temptation of red envelopes is indeed very great, and the effect is very good, but the disadvantages are also great: for example, it is easy to attract freeloaders.

At the same time, once the red envelope activity starts, all the red envelopes will be collected within one day, and there will be a large number of messages in the background of the official account. Without a few customer service staff to deal with them, it will be difficult to handle all these messages, which will eventually make the entire operation team overwhelmed. Therefore, for e-commerce or store merchants, Xiaoxin does not recommend using red envelopes as prizes.

So besides red envelopes, what else is suitable as a prize? Below, Xiaoxin will introduce to you three types of prizes that are quite effective.

① Virtual prizes: usually industry-specific skill information packages, stored in Baidu Netdisk or other network disks. Using free as a gimmick, potential users are attracted to scan the code and pay attention, and the effect of detonating the activity is achieved through the spread of WeChat social relationship chain. The advantage of virtual prizes is that they are almost zero cost, easy to distribute, simple to claim, and take up almost no customer service resources.

② Physical prizes: If you are a merchant selling goods, it would be most appropriate to pick some leftover inventory as prizes. If you have new products on the shelves, you can also give some of them as benefits and test the fans' reaction to the new products. If you don’t have your own source of goods, you can go to Alibaba to purchase cost-effective goods in bulk, and try to choose goods with a huge difference between the cost price and the market price. This can not only reduce the cost of the event, but also make fans feel that they have made a profit.

③ WeChat coupons: Most store merchants have the pain point of difficulty in issuing coupons. If they want to do some promotional activities, they don’t know how to send them to potential customers except on Meituan. You can often see coupons worth 50 or 100 yuan on weekdays on Meituan. Merchants offer such big discounts to attract customers, but they are unable to interact with them again, which only increases Meituan’s popularity in vain. What we want to do in this activity is to privatize these customers and turn those who receive coupons into our own customers. WeChat coupons are naturally suitable for merchants to attract traffic: participate in activities online to receive coupons, and then go to offline stores to redeem them, completing the online and offline closed loop.

3. Formulate activity rules

Successful fission activities must be based on clear and unambiguous rules. When formulating activity rules, we should not consider things from our own perspective: thinking that if they are written clearly enough, fans will definitely be able to understand them. However, we should know that many fans participating in the event are newbies outside the Internet. They may not know some of the terms we are familiar with. Even if they do, they may not read and understand them carefully. Therefore, when writing the rules of an event, you must use the simplest and most straightforward words to explain the rules. Otherwise, fans may easily become confused, concerned, or even question the authenticity of the event.

You might as well imagine yourself as an ordinary user and see what you will pay attention to when participating in the event and what doubts you will have. I believe that by role-swapping, it will definitely help you to formulate clearer activity rules.

In addition, it is best not to use WeChat graphics and texts to create the activity rules. You can choose to use pictures or text instead. If the content is long, it is recommended to use a third-party link, such as Youzan, Kanyun, Shimo Docs, etc. The advantage of doing this is that it can be modified and deleted at any time. Even if users complain, the third-party content has nothing to do with the official account.

4. Design event posters and reply messages

We need to deeply observe the characteristics of the target group, refine user needs, and design an extremely tempting poster through prize benefits, big V endorsement, and limited quantities. The copy on the poster should hit the user's pain points, resonate with them, and make people excited when they see it. Here are some key points of poster design summarized by Xiaoxin:

① User identity: implant the user's avatar and nickname to shape the personal image in the circle of friends. Everyone wants to show their positive side to their friends, so the copy must reflect positive energy, three positive outlooks, etc., carry a noble logo, and give users a certain sense of satisfaction of showing off.

②Activity theme: Describe a scenario to users, hit their pain points, and include relevant information about the activity, highlighting the attractive prizes and benefits to satisfy users' desires. The text description should be displayed in separate lines to ensure clear levels. Important text can be bolded or enlarged. The poster background should be brightly colored, such as the commonly used red and yellow, to increase visual impact.

③ Trust endorsement: implant the company’s brand logo, cooperate with authoritative institutions, and receive recommendations from industry opinion leaders to ensure the authenticity and effectiveness of the event and establish a trusting relationship with fans.

④ Create a sense of scarcity and urgency: Scarcity makes things valuable. Prizes without quantity limits are not enough to attract people's attention and cherishment. Therefore, you can create a sense of urgency and scarcity for users by emphasizing the number of prizes and the duration of the event. For example, there are only XXX gifts available, there are only XXX places left, and there are XXX days left to claim them.

There are many poster templates on the market for reference. Xiaoxin has also collected many templates made by merchants. If you need them, you can contact customer service (WeChat ID: lvyiming1) to receive them.

Regarding the reply, it is mainly divided into the following parts:

• RSVP
• Scan the QR code and reply
• Tips for friends to scan the QR code
• Repeat the scan code to reply
• Friend unfollow reply
• Completed task prompt

…

These replies are custom added, and you can add variables, such as the fan’s WeChat nickname. The text should be as vivid and interesting as possible to guide the fans to take the next step.

Many businesses ignore the value of reply messages. In fact, reply messages have a large exposure. E-commerce businesses can embed product links in texts to increase traffic, and can also embed other things that need to be promoted, such as customer service WeChat accounts. Guiding fans to add customer service on WeChat during activities is a good way to retain users: after all, public accounts cannot interact with fans at any time, but personal accounts can. Emotionally speaking, personal accounts are more suitable for interacting with fans. In addition, the merchant’s product information can be well displayed through the circle of friends, and even fan communities can be directly built to engage in community economy (this is not within the scope of this article, so I won’t talk about it much).

5. Prepare promotion channels

Promotion channels directly determine the scale of activity fission. All the popular activities that we have seen in the circle of friends all have powerful promotion channels. As the saying goes, good wine needs no bush. Even if you have prepared exquisite prizes and interesting ideas, it will be difficult to achieve the effect of detonating the circle of friends without a wave of channel promotion in the early stage. Of course, we don’t expect an event to bring in millions of fans. After all, a sudden increase is risky. Conservatively speaking, 20,000 to 30,000 fans is still easy to achieve, but it also requires the support of your channel resources.

The commonly used promotion channels are still within the WeChat ecosystem, such as: official accounts, WeChat groups, Moments, Guangdiantong, etc. Before many businesses hold an event, they will do a wave of warm-up in other public accounts, organize WeChat groups and personal accounts in advance, and then push posters in batches after the event goes online to create a hot atmosphere. If you are a wealthy person, you can also log in to Guangdiantong directly.

For some store merchants who do not have public account resources, the best way to promote is undoubtedly to tap into seed users. Xiaoxin has prepared the common online and offline seed user promotion channels for you, just take them and don’t thank me: store QR code scanning, employee promotion, friends’ circle of friends, certain themed QQ groups, Douban groups, Zhihu topics, Weibo topics, etc. For merchants who do not have channel resources, they must make good use of these resources, as they are important channels for launching early seed users.

Stop saying things like there are no seed users. If you want to get anything, you have to pay first. There is no such thing as getting something for nothing in the adult world. Adjust your mindset, mobilize all resources to accumulate slowly, step by step. It is really not that difficult.

6. Activity online testing

After creating the activity, be sure to test it yourself: ask colleagues or friends to help pay attention, run the entire process, and check each link to see if there are any errors or areas that need to be improved. Xiaoxin has encountered some merchants before who hastily launched activities, but ended up not knowing how fans should redeem the prizes, or how to check the prize redemption data. They were originally planners of the event, but ended up being pushed around by the event and getting themselves into a state of chaos.

Testing can help us fully understand the activity process. Only after we understand what interface will appear at each step of the activity and what to do next, can we ensure that the activity proceeds in an orderly manner.

7. Official promotion of the event

Before promotion, please coordinate resources from all parties and make sure that you can contact each contact person in a timely manner. Don’t use up all the prepared promotional resources at once. It’s best to push them in batches and time periods, and promote them on a small scale first to see the effect. There are detailed promotion data indicators for reference in the background, such as: number of participants in the event, number of new members attracted by the event, number of people completing the task, task completion rate, fission level, etc. You can follow up on the event regularly, summarize data information, evaluate the effect of the event, adjust and optimize the event based on data indicators, and promptly initiate emergency plans when abnormal situations are discovered.

Just like developing a product, you must first verify the potential audience to see if you can attract them and optimize the activity in real time. Once it comes into effect, it will be promoted on a large scale to cover more people. During the event, there may be a large number of fans leaving messages in the official account, asking questions related to the event. Please be sure to arrange customer service staff to be on duty to respond in a timely manner. After fans receive their prizes, they will be shipped on time as agreed upon to avoid fans worrying and causing unnecessary trouble.

8. Activity review summary

The end of an event does not mean the end of the operation, it may even be the beginning of the next event.

After the event, don’t forget to review the entire event carefully, collect feedback from fans, and summarize what was not done well enough and what can be improved. You can also take some time to make a mind map of the activity, break down each link and make detailed details, summarize whether the activity has achieved its purpose, make up for the shortcomings of the activity, and prepare for the next activity.

There is no 100% perfect activity, only activities that are as perfect as possible. Believe me, doing a review will help you understand the event operation more deeply.

At this point, the eight steps of fission activity have been introduced.

Attracting fans is the first step in operating a public account. After fans follow, there must be a subsequent operation system to take over, continuously provide value and services to fans, and create an environment for healthy growth of the public account, rather than blindly looking for new fans and making yourself exhausted.

Finally, some routines are inevitable in operations, but you must not abuse them and erode the trust of fans. As long as you provide real value to users, they will be able to sense your intentions. Remember: "There is no road to sincerity, because sincerity itself is the road."

Related reading:

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3. Event operation: How to do a live broadcast sharing that can attract 10,000+ users?

4. What you need to know about event operation | The basic process of operating online events

5. Event Operation: If these 4 points are met, there is no event that cannot be done well

6. Event operation: How to run a good event? Share 4 points!

Author: Xiaoxin

Source: Zhuxin Technology ( zhuxinkj )