The most comprehensive methodology for APP fission and increasing fans!

When talking about this year’s hottest model for increasing followers, we have to mention “fission increase in followers”. In fact, this method of increasing followers first emerged two years ago. From apps to social networks to the explosion of public accounts this year, the routines are surprisingly similar: based on rewards to guide sharing, if users spread it in Moments and WeChat groups, such as inviting 3 friends to scan the QR code, they can get a certain information package.

Big names like NetEase, New World, and Xueersi have all used this model to achieve “explosive fan base”.

1. Fission is used well, and the number of fans increased by one million in half a year

1. Panda Lesson

Caishi was launched on July 31, 2017. It is a very new product. It mainly uses four fission methods: direct invitation, one-give-one-get-one, free class rewards, and step-by-step invitation.

As of August this year, the number of followers of the official account has exceeded 3 million.

1. Distribution fission of Jianfeng Knowledge Planet

Last year on Double 11, the Jianfeng team distributed Knowledge Planet members at zero cost, mainly by setting up distribution task ladders:

• The first place will receive an additional reward of 10,000 yuan (sales volume not less than 300 orders)
• The second place will receive an additional reward of RMB 3,000 (sales volume not less than 200 orders)
• The third place will receive an additional reward of RMB 1,000 (sales volume not less than 100 orders)

In two days and one night , 2,078 paid memberships of Jianfeng Knowledge Planet were distributed at zero cost, with a total sales of more than 140,000 .

Just last year’s Double Eleven, 99% of people were shopping and 1% were sharing knowledge . In the Internet circle, many people’s friend circles have been flooded with this poster:

In some WeChat groups for knowledge and skills, this poster has become a "social currency" , and a positive atmosphere of "helping you and me, knowledge depends on everyone" has spread.

Noteman "Knowledge Treasure Box" - Spread in WeChat Group

This knowledge sharing event had a fission rate of up to 815% , with a total of over 22,000 people participating. The official account gained 20,000 followers in two days, and the retention rate of new fans brought by the event was as high as 95% before the time of publication. (Note: fission rate = number of new members attracted by the activity / number of members promoted by the task)

The launch traffic of the event came only from a public account tweet with an average reading volume of 3k, as well as a small-scale circle of friends and community promotion. There was no promotion on the public account "Note Man" with 800,000 precise fans.

This event even became a typical case for Professor Wu Minghui’s “Innovative Marketing Thinking Course” at Chaos University.

What kind of trading experience and philosophy are behind such achievements? The author was the first to interview the person who ran this event. I have asked you everything you want to know about this "fission growth".

2. The fission rate is 815%, the core lies in triggering the social chain

"This Double 11, we just want to make a small attempt to thank our users who have always supported us. When all brands are taking money from users during Double 11, we are giving away products for free.

When the event was launched, we did not send a notification through the NoteXia subscription account. Instead, we sent a tweet to the WeChat group and a service account with an average reading volume of only 4k. I didn’t expect the activity to be so effective. ”

The person in charge of this event said:

"On the day the activity was launched, the server reported multiple alarms due to excessive traffic. The technical platform provider has been helping us fix the problem. Later, we added several more servers and closed several entrances before the situation was stabilized."

During this year's Double Eleven, this knowledge fission activity was all over the screen in many operation circles, and finally achieved an impressive result of increasing the number of fans by 20,000 in 2 days.

In fact, since 2017, this "fission customer acquisition" method is no longer new. When asked, "Why do you choose to acquire customers in this way?", the event manager replied:

“Of course, this fission event is not as good as the million-level events run by many great masters. Our biggest gain is not that we gained 20,000 fans in two days, but that our first trial completely overturned our perception of Noteman users.

Why do you say that?

Because the main purpose of this event is growth on one hand, but the most important thing is to trigger the "social relationship chain" of NoteHero users.

What is the most expensive thing in the mobile Internet era? Traffic? Yes and no. We think the most expensive thing is “the fans’ social relationship chain”. If a brand's fan social relationship chain is strong enough, fission is actually not difficult.

In the process of NoteHero's fission dissemination, what I find very valuable is that many users and KOLs are willing to endorse the NoteHero brand. They believe in NoteHero's content and its business management education services. One of the users said something that really touched me.

There are many fission activities on the market that do not focus on brands. They are simply profit-oriented and often attract some freeloaders, which are not very meaningful.

The fission activities that are dominated by "triggering the social relationship chain of brand fans" can directly differentiate themselves from most of the fission activities that have been played "out of date", and the users they attract are also more accurate . In the few days after we ended the event, the official account continued to gain followers, and even when we tweeted about courses, we did not lose followers. More people also purchased our educational products. This is the power of fission after triggering the social relationship chain of a brand’s precise users.

Noteman will be involved in business management education in the future, so this fission event targets those with 2 to 3 years of work experience who are "interested in business knowledge", using their social chains to trigger the event. From the dissemination of posters, to the users attracted, to the users we finally want to serve, it is a user group.

Anyone who has read the NoteHero public account will be deeply impressed by the "practical, non-conformist and profound" nature of their articles. Their content has also been tested by 80 million Youdao Cloud Notes users, and has been ranked in the top three of Youdao Cloud Notes collection list for many consecutive times:

3. Make fission posters a “social currency”

Noteman chose to hold this event on Double 11, which can be said to have seized the "right timing". Regardless of whether or not there are plans to shop, in the context of the national carnival, many people go online much more frequently than usual. The obvious concentration of traffic has allowed Noteman to "take advantage of the momentum."

Taking advantage of the situation is an insight into differentiation : on Double 11, merchants are all taking users' money, while NoteHero is engaged in knowledge sharing, and "creating conflicts" by giving away free items inevitably attracts attention.

When talking about "the core reason for the success of this fission", the person in charge directly said four words: "Content first" .

Screenshot of Knowledge Box Courseware

Users believe that they are also willing to help us spread the word. For this event, we set up a three-level task ladder :

• 3 friends scan the QR code to help you and receive the [Internet Knowledge Treasure Box] which is exclusively worth RMB 699 from Noteman;
• 8 friends scan the QR code to get [Noteman 552 practical notes + 40 essential mind maps];
• The top 3 on the final support list will also receive [2~4 free lessons of NoteHero’s high-value courses].

Carefully designed fission poster

There are also many big names who endorse the content of NoteHero , such as: Fu Sheng, Zhang Quanling, Chen Chunhua... Some of them are teachers of our courses, and some are heavy users of NoteHero. There is no need to explain how attractive these big players are to users.

For users, sharing NoteHero's content and asking friends to help them can demonstrate their user identity and is a natural and high-quality "social currency."

4. Ingenious fission link design

Operators who have run fission activities are all afraid of the complicated process. The three major problems they face are that the activity rules are too complicated, the activity process is not smooth, and fans are lost quickly after the activity ends .

When we asked, "Are there any precautions you can share with us regarding activity fission?", the person in charge mentioned the following four points:

1. Five factors that affect the effect of fission posters

In fission activities, the most direct carrier of communication is posters. Whether the poster can quickly catch people's attention and allow users to make decisions within a few seconds will directly affect the final fission effect.

Regarding the design of the poster copy, it is recommended that you optimize it from the following 5 directions:

1. Main title: The main title should be large so that users can see it even if they don’t click on the poster in Moments.
2. Social attributes: Posters must meet the needs of users who want to shape their personal image in their circle of friends, and it would be best if they could become the user’s “social currency”.
3. Endorsement by big names: The poster has endorsement by big names, which enhances users’ “sense of trust” in the event.
4. Content: Use specific language to list what users will get by participating in fission, and be oriented towards solving a specific problem.
5. Sense of urgency & short-term benefits: For example, "limited time and limited quantity" can enhance the "sense of urgency", and "joining the group will give you xx benefits" are short-term benefits... These details can trigger the user's sense of tension and stimulate the user to take immediate action.

2. Laddering of task setting

Users participate in the event in stages, inviting 3 people to complete the first-level task and inviting 8 people to complete the second-level task; at the end of the event, additional rewards will be issued based on the ranking list.

The first-level task only requires the help of 3 people, and you can get a gift package worth 699 yuan. The purpose is to create an instant feedback similar to gamification and deepen users' trust in us. Since people have participated in your event, don't let them go away empty-handed. You should meet users' basic expectations.

Tiered fission tasks

Users with long social chains will continue to participate, so new users will continue to come in until the end of the event.

3. Provide timely feedback on task completion

Before doing fission activities, try to research more fission tools . Some small details of the design can have a great impact on the user experience.

For example, in this event, we have set restrictions on fan participation: if new fans participate, the popularity value will not increase when existing fans scan the QR code, and it is only valid for new fans; if friends unfollow their superiors, the popularity value will be deducted, and when the friends scan the QR code again and follow, the popularity value will be increased again.

Only with the help of new users can the popularity be increased

It may seem a bit complicated, but it is very helpful for following up on your goals. At the final activity review, you can clearly know how many new users were attracted through the activity.

In addition, for each step of the user's operation, corresponding scripts need to be set up in the background. The first is strong guidance, and the second is to stabilize user emotions. Nowadays, people have limited patience. If there is no immediate feedback after completing a task, many people will give up.

Why do many people fail to lose weight? It's the same reason.

Timely feedback for each step of the operation

4. Add the customer service account number to facilitate later contact

After completing the task, you need to add the customer service personal number to receive the information. Now everyone knows the reading volume of public accounts, but WeChat groups and personal accounts are still in the bonus period, so fission should increase the number of fans of WeChat groups and personal accounts as much as possible. These two channels are very efficient in reaching users, and are also conducive to subsequent precision marketing and promotion.

At the same time, the wording after the event should also be well designed to inform users of the situation and operation methods to reduce the number of people who unfollow.

Pop-up message after the event

Fission is an operational activity with a relatively long chain. In addition to more attempts, explorations, and summaries, we should also learn from the experience of peers. I believe that everyone can also carry out operational activities that will sweep the screen.

V. Conclusion

1. The core of successful fission lies in the brand , that is, what value the brand can bring to users. Only when there is value will KOLs be willing to endorse the brand, thereby triggering their "social relationship chain" and attracting a more precise user group.
2. Insist on content first . At a time when “WeChat information packages” are flying all over the place, you should pay more attention to quality. If others are not doing it but you are, it will be easier for you to stand out.
3. The fission mechanism should be designed cleverly , such as hierarchical tasks, timely feedback on task completion, adding personal accounts to receive information, etc. Small details determine success or failure and are more related to the experience.

Related reading:

1. User operation: new funnel model for conversion analysis!

2. User operation: How to use B-side operation thinking to increase user growth?

3. Product operation: How to use data analysis to drive product user growth?

4. APP user growth: One model solves 90% of growth problems!

5.How to increase users? Take Pinduoduo and Xiaohongshu as examples

6. Triggering user growth: Is user operation just about attracting new users?

7. User operation: What else can you do to attract new users without fission users?

8. User operation: how can financial products awaken dormant users?

9. Analysis of Tieba user operation strategy examples!

Author: Mu Gongzi

Source: Mu Gongzi (dugu9bubai)