1. Ideas for fission activities from 0 to 1

I believe that many students who are engaged in event operations have done or participated in many fission activities. So, since this type of activity is already very mature, is there room for improvement? ?

Of course there are, otherwise there wouldn’t be so many failed cases. Without further ado, let’s get to the point of today.

With 0 followers, how can we achieve explosive growth in user growth at low cost?

Here are the key words: from 0 to 1, extremely low cost, and explosive growth.

Therefore, the routines shared today are suitable for very early projects. If your fan base is already large, you should increase the budget and the number of prizes, otherwise it will cause dissatisfaction among fans.

2. Who is the target of your activity?

This is really a question that needs to be seriously considered.

But we won’t discuss this today. In the 0 to 1 user growth activity, your target audience is definitely not the majority of people. You must remember this. Otherwise, it is very likely that fission will not occur.

The real target group of the activity can be called: the wool party.

This type of people don’t care about forwarding ads to their friends circle or harassing their friend list. What they care about is the prize.

In fact, there are many such people in our circle of friends. Although they are annoying, they are actually the real "core active users".

You just need to give him the reward he wants, and he can help you with extensive publicity and do many things for you.

So, how do we tap into these “core active users”?

Accumulation is often not achieved all at once, but it actually doesn’t take that long to accumulate. Because they are so easy to find.

First of all, this strategy requires at least two fission activities. The main purpose of the first fission activity is not for fission, but to find your core user group.

The simplest, direct and fastest way is to ask, who attended your event? Who forwarded your event poster? Who completed your event tasks first and so on. . .

Because the purpose of the activity is to find the core user group, we need to set a standard for our core user group.

For example: this group of people needs to be those who frequently work in a certain field (such as the financial circle), and they can often help you forward event posters to your circle of friends or communities, etc.

After setting the standards, we select channels for event delivery based on the standards. The most cost-effective way is of course to use relevant communities, bulletin boards, forums, etc.

This is the time to join the group you need to join and enter the Tieba forum you need to enter. Then we started planning our event.

Phase 1: Accumulation of “core active users”

The gameplay of fission activities is actually very mature, and the core logic is: invite X people to follow and register, and then you can receive rewards.

There is a core here. The only factor that attracts users to participate in fission activities is rewards.

The last time I did a fission activity, it was about increasing followers of the public account. There was a fatal problem, that is, the public account fission method cannot force followers to follow the public account, otherwise it will result in account blocking.

The only thing that can support fission is that if users want to participate in the event, they must first follow the official account (the regulations of the mini program), but if they want to help users participating in the event, they do not need to follow the official account.

In order to attract more people to see and be willing to participate, when setting rules and rewards, the rewards should be as attractive as possible and the participation threshold should be as low as possible.

Prizes and low barriers to entry are important.

At that time, I was doing an event for a public account with more than 100 fans (most of them were insiders of the company). The type of public account was finance and economics, and the fans we wanted were also people who were interested in finance and economics.

At that time, the budget for the event was only 1,600, so we purchased 100 VIP membership monthly cards from iQiyi as rewards. The activity rules are:

1. Participate in the event (Mini Program rules: To participate in the event, you must follow the official account), add the customer service WeChat (after adding, you need to select "core activity users")

2. Invite 4 friends to help (the people who help do not need to follow, the operation is very simple, just one click to complete)

3. The first 100 people who complete the task will receive a prize.

4. The duration is 5 hours.

After it is produced, immediately go to forums, BBS, and social groups to spread it.

After the spread, the effect was not obvious and the growth was very slow. Only when the event was about to end did a group of people come.

In the end, the public account gained more than 600 followers. On average, the cost of attracting a new follower was nearly 3 yuan, but I have perfectly achieved my goal.

Then, use the customer service WeChat account to check every user participating in the event to see what type they are, whether they often work in the financial field, and whether they often participate in various activities. After selecting, mark them. The first phase of work is completed.

Phase 2: Exponential growth of fans and users

After completing the first phase of fission activities, it can be said that a large number of "core user groups" have been accumulated. They are willing to forward to their friends circle and harass their friends. They do all this just to get an iQiyi VIP monthly card.

They are the real outlet for event communication (a more reliable outlet than any channel/advertisement/resource). They are the people who are frequently active in the field I want. Most of their colleagues, classmates, peers, etc. are also in this field.

So, I started preparing for a new fission activity.

But unfortunately, my budget is still pitifully small. Just like last time, I can only purchase 100 iQiyi VIP monthly cards.

Based on the principle of low threshold and simple operation, the activity rules are the same as last time, with only one additional item: the post needs to be forwarded to the circle of friends.

After the campaign started, I did not advertise it on any channel. I only sent it to those “core users” in a group. After they received the message, they replied to me happily: Thank you.

Then I kept forwarding it to my friends and asked them for help. Half an hour later, the activity began to split with a rapid decrease in prize shares, and the growth in the later period also slowed down.

After the event started at 4 o'clock, it achieved exponential growth from 4:30 to 5 o'clock.

In the end, the public account gained more than 3,200 followers, and the cost of attracting a single new follower was less than 0.5. When reviewing the situation, we observed these new fans and found that most of them were in the financial circle.

This event not only brought growth, but more importantly, my event "core users, communication outlet" finally expanded in scale. Every subsequent activity, once launched, will be able to achieve instant fission. If the budget is sufficient, the growth will be even faster.

Summarize:

The core of fission activities is to stimulate a part of users to participate in activities through rewards, and then form fission. To carry out fission activity from 0 to 1, the following things need to be done.

1. Activity process:

The purpose of the first activity is to accumulate the initial group of “core activity users”.

They are better communication outlets than any resource or advertising space. To find core users, you must first think clearly about who your target group is, and then join the communities, forums or groups that these people frequent.

Find the "core users" among the target population, because they serve as the outlet for communication, and the objects of communication are their colleagues, classmates, peers, etc., who are all your target groups.

The second activity and thereafter are fission.

The event rewards are still centered around the initial event. Every subsequent event is to accumulate your core group and achieve greater fission.

But remember, low threshold and good rewards are the key:

The only attraction for users to participate in fission activities is the reward, and the biggest obstacle is the high threshold.

(The logic of the prize can be found in a previous article)

When you invite others to help, you cannot force friends who help to follow the WeChat official account, so the threshold for the activity should be lowered as much as possible.

On the one hand, “core active users” must like and be willing to harass others. On the other hand, after they spread the word, others can feel that participating in the event is easy and worthwhile.

2. Activity Target

Sometimes, the target of your activity is not all of your users, but the people who can truly bring about the effect of the activity. In your user base, the 80/20 rule actually exists, and 20% of people can contribute a large amount of activity data.

You have to find these 20% of people, maintain them, and let them spread the message, which is much better than other channels or even paid channels. And it’s very quick. Through WeChat’s strong circle of relationships, the ideal reach can be reached instantly.

I have worked in UGC event operations before and had the same feeling. Most KOLs participate in activities and produce wonderful posts, but they don’t really want to write the posts, but are attracted by the prizes.

That is the 80/20 rule, which states that 20% of people on a content platform produce 80% of high-quality posts. And these people, as core contributors to the activities, need and deserve our protection.

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7. Summary of promotion and operation of more than 100 events!

8. Event promotion and operation: After I have done more than 100 fission events...

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